بأندرو [هوبرت]

ال [إإكس-بت] مديرة لغة في الصين: كيف أنت تحمي [إيب] ك عندما [إيب] ك على حدّ سواء منتوجك وك عمليّة بيع درجة? [سرفيس-ورينتد] ل كثير أعمال, الأفكار جدّا أنّ هم يكون يحرسون من يكون يسرق ينبغي كنت عرضت وتناقشت [إين وردر تو] روّجت عملهم. لا أحد سيشتري تصميم أو [كنسولت سرفيس] إن هم يتلقّون ما من فكرة حول ماذا المصممة أو مستشارة يكون [تلك بووت]. غير أنّ مرّة أنّ يصف مصممة أو مستشارة أفكاره مبتكرة, هو في خطر من يتلقّى أنّ أفكار [بيلفر].

ماذا يستطيع أنت أتمّت أن يحميبنفسي غير أنّ بعد حصلت ك إشارة `خارجا هناك'?

حصلت أولى من كلّ, يستعمل إلى الفكرة أنّ ك تصاميم, نماذج, مفاهيم و [إيب] سيحصلون يكيّف بأخرى. أنّ ماذا يكون سوق زعيمة يكون جميعا حول. أنت يضطرّ وجدت طرق أن يستعمل أنّ اتّجاه [إينستد وف] يتنازع هو. أنا كنت مرّة على لوح [رووندتبل] مع محللة مبتذلة الذي رفض أن ينشر شركته توصيات. هو نظر مثل مغفلة, وفهم لا أحد لما هو حصل متورّطة عندما كلّ هو أتمّ كان مهدورة [إفرون'س] وقت. إن أنت تريد أن يروّج [إيب] ك, أنت يضطرّ كشفت بعض من هو.

If you make iPods, you have to target people who appreciate the difference between fakes and real things. Apple sells to three groups of people: 1) Fashion conscious people who like being on the cutting edge, 2) Genuine technophiles who appreciate the quality of their design and engineering and 3) Community members who value the software, upgrades and support they get from the Apple brand. Apple knows it will never sell to the rmb 150 fake market – and they don’t try. They offer value to the top of the market, and are willing to forgo the rest.

Five quick ideas for promoting your IP without losing your shirt – or your sanity.

1) Identify your target customer profile. Pre-qualify leads, and say “no” to inquiries who can’t meet your basic requirements. I’ve stopped sending detailed proposals to anonymous callers, free-email addresses and low-level “data-collectors”. Make your first call about getting the meeting with the decision makers.

2) Let the pirates build and educate your market. Do it the “Microsoft way”. They were ripped off for years – but those 8 rmb-per-disk dirt-bags ended up building their brand and making Windows the hands-down standard. Rip-offs hurt your pride and make you angry – but they are also promoting your ideas and teaching potential buyers about your industry.

3) Customer service and marketing. These are the Achilles Heel of the pirates and rip-off artists. Make sure you are building a community of buyers around a strong brand that is committed to service and quality.

4) Shine a light on it. Make “as stolen by …” part of your marketing approach! The customers you should be targeting won’t bother with cut-rate rip-offs, but sometimes they’ll buy from them without knowing it. Talk about how you have become the industry leader and that others have already started stealing your ideas. Then discuss the areas where your quality is better, and where you are moving ahead.

5) Keep it new. Stay ahead of the curve by setting the pace – and keep it brisk. Let your old clients know when you have upgraded or modernized your offering. That’s the strongest way to stay in touch with existing clients and build a community around your brand.

Andrew Hupert, China Solved