“Why do you want to know my target price?” It's very common for people to us this question when they purchase something or want to get a quote. They might think "I just want to know your sales price, Why should I tell you my target price?" Maybe you have this question in mind as well! So, today let discuss this question in some detail.
“為什么你需要知道我的目標價？”當人們去買東西或者是詢價的時候，這是一個非常普遍的質疑。他們通常這樣想，我只是想要知道你的銷售價格，為什么我需要向你透露我的目標價。很多人可能有類似的想法和質疑！讓我們今天來好好說道說道。
WHAT IS THE TARGET PRICE?
什么是目標價？
In Finance, it can mean the price at which an acquirer aims to buy a company in a takeover.
在金融中，它代表收購方收購一家公司的目標價格。
In Options, it means the price of the underlying security after which a certain option will become profitable to its buyer.
在期權中，它指得是能讓期權盈利的標的物的價格。
In Stocks, it means a price set by analysts predicting where the stock will head in the next 52 weeks also price an investor is hoping a stock will go to within a specified period of time.
在股市中，它代表某位股票分析師預測某只股票在未來一年內能達到的價格，或者是一名投資人期望某只股票在一段時間內能夠達到的價格。
(From: thestreet.com，朋友興旺協助翻譯)
From above definitions different angles, we can summarize that the target price is a hope, a prediction, or a definition for the value of a product or service. In the following sections, we will talk more in details with two different parts of why knowing the target price is so important in the process:
從上面不同角度的定義，我們可以得到目標價格就是關于期望，預測，或者是產品及服務的價值定義。在接下去的章節，我們將會分兩部分詳細討論知曉目標價格在整個服務過程中的重要性。
WHY DOES THE SUPPLIER NEED TO KNOW YOUR TARGET PRICE?
為什么供應商需要知道客戶的目標價格？
In his book: The World Is Flat: A Brief History of the Twenty-first Century, Thomas L. Friedman wrote that: In the current world, business become more and more global since the world becomes more and more flat. People can do business with the people wherever, talking with each other through many different conversation apps, phone. And in the business world, the position between the buyer and seller’s status is becoming more and more equal. In general, there is a process of understanding each other when people have a cooperation or do business together. It's a process of matching value between each other -- you need something and I can provide it -- just that. Sometimes, when the supplier asks the target price, it is not really a matter of him wanting to know your price number for the sake of knowledge, but he might be evaluating you, the future potential for cooperation, how you define the price, or how sensitive you are on the price as a part of the overall project.
在Thomas L. Friedman《世界是平的?21世紀簡史》書中他寫道（筆者理解的意思）：在世界越來越平的當下，貿易越來越全球化，通過互聯網社交軟件和國際電話，人們可以和世界上任何角落的人進行貿易。而且在貿易中，買賣雙方的身份也越來越平等。合作與交易的過程是建立互信的過程，也是相互之間資源匹配的過程，用一句話概括就是我提供你需要的東西。有些時候，當供應商詢問客戶的目標價格并不意味他想要知道你具體價格，而是他通過這個來認識你，評估未來合作的可能性，知道你是如何得出目標價格，了解價格在整個項目中的敏感程度。
On the other hand, the suppliers do really need to know your target price. If they get your target price, it will help them to understand the product value more quickly. They don’t need to wait for the final quotation they finish themselves since they can already know, rather quickly, whether the price that can be offered is close to the price expected. Since, in the case of NexPCB, it can take up to 3 working days to get a formal quotation of PCBA or a turnkey product, this can save a lot of time. Moreover, the supplier can use the target price to double check if there is anywhere that the design files have a mismatch to the pricing. Overall, this means the supplier can make the requests more consistent with the real request and make amendments to correct and errors in a shorter time if there is anything not correct.
除此之外，供應商也確實需要知道你的目標價格。如果他們得到你的目標價格，這會幫助他們更快理解產品價值。不需要等到最終的報價單，根據已知的信息和經驗，就可以快速確定報價是否大致接近客戶期望的價格。比如在NexPCB的業務流程中，PCB制作及貼片業務和交鑰匙產品業務的正式報價可能需要3天的時間來完成，而如果客戶告知目標價格的話會省下很多的時間。不僅如此，供應商可以根據目標價格推斷設計文件所代表的需求是否和目標價格匹配。這樣意味著供應商可以獲得更真實的客戶需求，并以此迅速對錯誤的理解做出調整（最終達到給出與客戶真實需求相符的報價以及服務方案）。
WHY DO YOU NEED TO KNOW YOUR FINAL PRODUCT TARGET PRICE IN THE EARLY STAGE?
為什么你需要在產品開發的早期階段知道最終的產品目標價格？
Normally, the target price has two different levels. One is the final product price of sales that will be provides to the end customer. The other one is the production cost. From our experience working with successful hardware companies, the final product price should be around 3 times the production cost. If you want your business to grow, you must be very clear about your product price. You can only do this when you are very clear about your industry, deeply understand your product, and its marketing. Only then you can give a definition for your product and define its price.
這里說的目標價格包含兩層意思，一是最終的產品銷售價格，二是產品的成本。我們合作的硬件公司有很多，和他們合作的經驗總結得出最終產品的銷售價格一般是產品成本的三倍。如果你希望你的業務增長，你需要很了解產品價格。而只有你非常了解行業、產品和市場，你才有可能了解產品價格。在此基礎上，你才能準確地給出產品的定義和價格。
A correct price will positively affect your competitiveness in your market. If you set a too low price, some customer will doubt about your product's quality or it may be viewed as a low value product. On the other hand, if you set a too high price, the customer might choose the product of your competitors. Unless you have a very wealthy target customer set, everyone will want to save money in the same situation.
合適的定價會幫助提升產品在市場上的競爭力。如果定價太低，有些客戶會質疑產品的質量并視它為低端產品。如果定價太高，客戶可能會選擇競爭對手的產品。誰都想買物美價廉的產品，除非你有一批富有的忠實客戶。
Furthemore, if your target price is not correct, it could affect your final results. For example, if your production cost is high and you need to keep the final price consistence with the market tolerance, then it can harm your business. It's at this point you might have think about the reason of this high cost. Maybe something is wrong with your design? Maybe the BOM parts are too expensive? Maybe the production supplier doesn't understand what you really need and the costs are too high? Maybe you will need a DFM (Design For Manufacture) project to help with the project to try to bring the price down.
如果你的目標價格不合適，它會影響產品最終的結局。比如說你的產品成本太高，同時你又要將產品的售價定在市場能夠接受的價格，這樣會害了這門生意。這個時候你可能需要想想成本太高的原因，是設計有問題嗎，是元器件太貴了，產品生產單位沒有理解你的真實需求，還是說加工成本太高了？也許這時候需要一個面向生產的設計調整來滿足降低成本的項目需求。
In the end, the target price is not only a price. It is related to the design, production, marketing and just about all of your business. Checking the correctness of this number has a correcting effect on many levels.
最后我們還要說一點，目標價格并不只是價格。它和設計、生產、市場有關，和你的業務的方方面面有關。反復核算得到的合適價格會在很多的層面產生正向的作用。
What we've shared here is only a part of the overall topic that centers around target price. We hope it can help you get a better understanding regarding the target price and that it also can help you for your project and business getting smoother.
我們上面講的只是目標價格相關的一部內容而已，我們希望可以幫助你更好地理解目標價格，以及幫助到你的業務開展。
We understand it is not easy to have a target price in the early stage (layout or prototype stage). This is especially true for the startups. There is a lot of business work that needs to be done to have it ready. Having a trusted production partner early in your project cycle can help a lot. NexPCB has had the privilege of working with many early stage startups to help guide them through this path. We are always willing to help our customer find the right balance between form, function, manufacturability, and cost. If you're in this situation, don't hesitate to contact us today!
其實我們也知道在產品原型設計之初就想要得到目標價格并不容易，特別是對于初創團隊來說更是如此。對于創業者而言，除了目標價格之外還有很多的事情有待解決，所以在創業早期擁有一名可靠的產品經理合作伙伴至關重要。NexPCB在和早期創業團隊合作方面擁有相當豐富的經驗，幫助他們在工業設計、功能設計、生產加工、成本控制等等方面尋找平衡點，和他們一起完成了產品的打造。如果你也有這方面的需要，請不要猶豫，快來聯系我們吧！
原文鏈接
https://www.nexpcb.com/blog/why-do-you-need-to-know-my-target-price
