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【品牌創業故事】由印銀紙變燒錢 e-Banner創辦人:減價唔流血對手點會怕你 (印刷業/陳剛雄/BrandStory/Chris)...... !

3/5/2019

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圖片
千禧年代前,是印刷業最風光的時代,當年擁有一部印刷機,幾乎等於持有一部印鈔機,不停地印「銀紙」,但經過二十多年洗禮,行業由生金蛋變成流血戰,面對這個夕陽行業,e-Banner創辦人陳剛雄(Chris)於汰弱留強戰役生存下來,感受深刻,他笑指:「呢一行係好微利,係得印聖經嘅同行發咗達,我都係盡量喺夕陽中做落去。」他想出以快餐店自助形式,打入大眾市場,為一架走下坡的汽車找煞車掣。

Chris從事印刷業20多年,曾跟另一公司合併壯大舊公司,後來經過「創業—合併—出局」這條方程式,被前拍檔辭退這間自己建立的舊公司,隨後東山再起,成立目前的e-Banner,再次在行業企穩陣腳,經過多年,他已不再感到欷歔及憤怒,反而學懂保護自己:「以前專心經營,而家學識咗好多嘢要自己持有,合約要寫清楚,否則出事後,連架車、電話號碼都冇埋!」

走入e-Banner位於觀塘的廠房前,原想到會很雜亂及油墨味,但其實除了擺放大量卡紙板塊,只得小量員工,一部打印機全天候印貨,另一部切割機自動切開噴畫,不用1分鐘就能出貨。不過記者在觀塘工業中心這條街上走不到5分鐘,已經看到有5個同行競爭,出售貨品大同小異,包括曾經最熱賣,佔整個旺角的「易拉架」,Chris表示跟行家主力產品不同:「我哋主要做噴畫,至於易拉架,以前真係好好賺,係暴利,而家幾乎係蝕住做。」

Chris口中的易拉架到底有幾暴利?他笑言:「2002年嗰時,做一個易拉架要兩千元,我接咗張單去做,喺大陸採購,經朋友介紹只係需要幾百元!我一做就做幾百個,利潤好高!」不過容易賺錢的生意,又怎會是獨市生意呢,很快便有其他競爭者加入,行業進入劈價戰,易拉架由2,000元減到最低50元一個,即是每賣一個蝕一個:「個藍海染紅咗,惟有割喉式減價,同人打架,你都冇流血,對方怎會怕?當時心態是蝕錢贏口碑。」這場仗維持了3年才結束。

公司要生存,由企業市場轉戰大眾市場,並想出快餐店形式,提供ABC餐,節省人力成本,「以前印刷要求很高,顏色接近要完美,但現時一個師奶用『小畫家』畫完都可以去印。要將個自助平台做到好簡單,不要讓客人覺得猶豫及複雜。而家你印一樣嘢,我都接嚟做,慢慢形成用家市場。」Chris認為用自助形式,除了吸納用家,更可節省銷售團隊人手,以及杜絕講價現象:「例如你婚宴,預咗8,000元預算,去到我哋網發現5,000元,即刻Deal啦!但如果用sales同你傾,話4,800元嘅,都會講價,可能仲平過4,800元!」同時自助方式,不會幫客戶更改圖案,改為教導客戶去編裁適合公司平台的檔案:「幫個客改係好心做壞事,例如有客人喺諾士佛臺印易拉架,發現上下倒轉咗印,公司以為印錯,幫佢改番正常,但原來諾士佛臺唔可以放易拉架,客人就掛燈柱倒轉擺!」

由招呼大客改為以量取勝,目前客戶包括有茶記、電訊公司、髮型師甚至師奶及學生,Chris認為大眾市場好處是較有增長前景及加價空間:「商業客幾個都夠養公司,但好大風險,冇咗兩個客就冇咗一半收入,現在我有廿幾萬個客,每個月嚟幫襯一次已經夠,如果多一次,咁生意就係double,幾十萬個客,我每個加價1元都好多,但商業客戶係好難去加價。」他又指出跟gogovan及貨車合作,在數千架貨車上印上廣告,並裝上GPS定位賣廣告。公司去年營業額近1億元,但利潤只得270萬,純利率不足3%,跟當年行業最風光時期相比,像由天堂跌落地獄,回想當年Chris被一手創立的舊公司辭退,錯失了數年黃金時間,但他慶幸目前仍有能力在行業生存:「現在計,我生意、分店都好過舊舖。呢一行由開始做到今日都係夕陽,但起碼養到成班夥計同自己,我會盡量在夕陽中做落去。」
記者:陳新政
影片:

採訪 / 陳新政 朱得志

編撰 / 朱得志

攝影 / 馮峰 卓振輝

剪接、後期 / 劉曉彤

編導 / 梁依能

編審 / 倪敏慧


資料引自蘋果日報













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