Wei Qingfan is very familiar with the so-called "Mishi Marketing". As a reluctant industry insider, he actually admires it because it is really effective.
The marketing of Apple and Xiaomi can be said to be two extremes.
With Apple’s annual product upgrades and even changes in the industry, many consumers may buy mobile phones and then use them until they are obsolete without even knowing it.
The first-generation pne camera used a sensor that became standard on smartphones;
pne4 adopts back-illuminated type, which has since become the industry standard;
pne5 adopts 64-bit architecture and co-processor, which has since become the industry standard;
pne6 uses nv flash memory protocol, and Android flagship phones five years later will adopt the latest 31 protocol, such as Xiaomi 10, Huawei ate40, and Samsung 20. Only then can Apple compete successfully, and non-flagship phones may not be able to use it;
pne6 uses an axis linear motor, which has gradually become a standard feature of flagship phones. There are exceptions. For example, the 2022 Huawei ta50 standard version still uses a z-axis, and only the pr version has a linear motor;
pne7 adopts global color management technology, and has been the first and only company in the world since then. It was not until 2021 that the Huawei p50 series has global color management, which can achieve the same color on multiple screens, and it became the second company, and there was no third company;
…
Therefore, for a long period of time, consumers tended to be the ones who badmouthed Apple and looked down upon it, while manufacturers scorned Apple during the press conference, and after the stage, they quickly took a look at what Apple has updated this year and what they can copy.
Unpopular copycats, such as the "famous" Guguo mobile phone, have not yet been launched;
For example, most early Android manufacturers, with Xiaomi 8 as the main representative;
Chinese policy science, such as Samsung and Huawei in the early days, and V in the later years;
Shangceyan, such as Samsung and Huawei;
Until the end of Wei Qingfan’s memory, Apple is still the most important benchmark in the entire industry.
Apple's marketing has always been brand-centric, implanting the concept of "Apple is the best" into people's hearts.
You don't need to know the specific technologies used in my phone, you don't need to understand these, you just need to know, believe that "Pne is the best mobile phone in the industry", and then pay for it.
Over time, this situation has arisen: "When using an Android phone, WeChat gets stuck and someone yells, 'The phone is really rubbish.' When using a Pne phone, WeChat gets stuck and yells, 'WeChat is really rubbish.'"
The same marketing, applied to Xiaomi, is "I used a back-illuminated processor this year, no, I'm awesome" "I used Qualcomm's 64-bit processor this year, no, I'm awesome" "I used it this year
Axis linear motor, no, I’m so awesome.”
Huawei's marketing is somewhere between the two. It still promotes specific technologies, but it will become more specific promotion points, such as the image ranking of P20 and the shooting of the moon by P30. It is also textbook-level marketing; of course, there are also more outrageous ones, such as Kunlun.
Glass, satellite news.
To a certain extent, the "elegance" of marketing is directly proportional to core technical capabilities. In the early days, Huawei's marketing was also very aggressive. Compared with Xiaomi, it just didn't touch vulgarity.
In short, for the sake of publicity, several V companies have been suspected of "cheating and abduction".
Relatively speaking, Meizu in the small and beautiful era was much more elegant, but it was also outrageous. For example, it always struggled with "polishing the feel". Not to mention ordinary consumers, many Meizu friends also had "too many tricks and no words to speak of."
All I can say is that I really can’t find any other selling point.
Wei Qingfan had already made mental preparations, and was even prepared to be disgusted by Xiaomi in various ways. However, Xiaomi's plan to release mobile phones was not treated as a rival within the company with great fanfare.
,response.
However, he still underestimated Xiaomi's marketing capabilities.
After Xiaomi announced the news that it was going to hold a press conference, various comments about "Xiaomi phones are inferior to ancient phones" began to appear on the Internet.
This simply makes Wei Qingfan baffled. You guys haven't even held a press conference yet. What a waste of marketing and money!
But he soon understood.
Xiaomi’s path is different from ancient poetry!
Xiaomi's production of mobile phones can be divided into three main steps: accumulation of popularity, press conference, and production of mobile phones.
Among them, the market response after the press conference is the top priority!
Because this determines the valuation of Xiaomi Company, the scale of financing that Xiaomi Company can obtain, and whether Xiaomi Company really wants to make mobile phones.
The emergence of Guci mobile phones had originally blocked Xiaomi's path, and Lei Jun and others were also in despair for a while. However, they soon learned that Wei Qingfan had rejected many parties' intentions to invest in the company.
Starting marketing in advance may be because you are negotiating for financing, want to gain more fame, or use this method to gain more marketing time.
——Before this, relying on Lei Jun’s connections and reputation, Xiaomi had already received two rounds of financing.
Among these voices on the Internet, there must be some trolls, but there are indeed many fans of Guci mobile phones. Wei Qingfan even saw several familiar ones.
These people did not follow the slogan "Xiaomi mobile phone beats Guci mobile phone", but urged Guci mobile phone to quickly release the second generation. After all, Meizu 9, which has been delayed for so long, has already gone on sale.
It’s almost been a year, is it time for GuCi Mobile 2 to be released?
Or, even just reveal a little bit of news in advance!
Later, even the marketing side couldn't sit still and began to contact Wei Qingfan to ask if he wanted to release some information.
Wei Qingfan replied, "Maintain strategic focus."
Compared with the in-your-face marketing techniques of later generations, where is this?
It doesn't even count as a drizzle.
Relying on his memory and the news coming from the supply chain, Wei Qingfan was able to basically determine the parameters and specifications of Xiaomi mobile phones.
These are roughly the same as in his memory, and the main parameters are similar to those of Guci Mobile 2. The biggest difference should be the screen, because Guci Mobile 2 has increased to 43 inches;
For Wei Qingfan, the biggest suspense is the price. He made two guesses, namely 1799 and 1888. According to the current evaluation, the latter should be more likely.
Because at 1799, with Xiaomi’s current bargaining power, even if it goes out of its way to sign a betting agreement like Wei Qingfan did last year, there will be no profit.
What's more, Wei Qingfan didn't think Lei Jun would do this.
Lei Jun was very courageous when he founded Xiaomi, but he was really not that courageous. Even if Xiaomi went bankrupt, he would still be a billionaire.
How could such a big boss who has been in the industry for many years get himself into trouble like Luo Yonghao?
In the previous life, Xiaomi Company was the pioneer, but Lei Jun did not do this. In this life, there are ancient poems to pioneer, but they also eat most of the cake, and Lei Jun will not sign.
Without Lei Jun’s personal endorsement, Xiaomi would not be able to negotiate prices in this way.
What's more, many parts of Guci Phone 2 and Xiaomi Phone 1 are the same, so from any point of view, suppliers will give priority to Guci Phone, which has sold tens of millions of units, even if the unit price for Guci Phone is lower.
.
This is the advantage and voice of "big factories".
——If Huang Zhang could know the whole story, he would definitely be very happy, because this is how he was bullied by Lei Jun in the future...
Of course, he will definitely continue to be bullied like this in this life, and there will be one more person bullying him like this.
"Do you have any companions?"
After getting off work in the evening, Wei Qingfan was a little surprised to hear the news about Xiaomi mobile phone from Li Miaoyu. She blinked her eyes and said with great anticipation and excitement: "I heard from Ji Guang that someone is following your example and is already preparing to hold a press conference."
Already."
"Are you quite well-informed?"
Wei Qingfan smiled, sighed with emotion, and said: "It's okay, don't worry, this is not the first one, there will be more in the future."
"I'm not worried."
Li Miaoyu rolled his eyes, "I was wondering, in this case, have you started to become an idol?"
She paused and added: "Some people are starting to imitate you, and I heard that that company is quite powerful..."
Next to her, Li Wanyi turned over the pork belly with tongs and asked, "Millet?"
"Seems to be……"
Li Miaoyu blinked and said in surprise: "You know that too?"
"I just saw it online today."
The three of them were eating buffet barbecue. Li Wanyi looked at the color, then fried golden-brown pork belly on a plate, took out the bacon, and said in a casual tone: "It seems to say that there will be a press conference tomorrow, right?"
"Then I don't know...it's delicious!"
Li Miaoyu took a piece of pork belly, dipped it in his own sauce and ate it. He groaned and glanced at Wei Qingfan with a questioning expression.
"Um."
Wei Qingfan nodded, immersed himself in eating meat, and praised: "Sister's roast is indeed delicious."
"fart!"
Li Wanyi said angrily, "You are just lazy and want me to work... This kind of assembly line work will look the same no matter who copies it."
"Lady, I want a lady..."
Li Miaoyu reminded him with a smile, and said while eating: "I'll bake it later."
Wei Qingfan added: "Let you see if they are both assembly line works, there are still differences."
"Uh-huh!"
Not only was Li Miaoyu not angry, but she nodded vigorously in agreement and analyzed seriously: "The heat is different."
"Then practice slowly."
Li Wanyi snorted so as not to be fooled. She also picked up a piece of bacon and dipped it in her own sauce. She carefully put it into her mouth and chewed it to avoid touching the lipstick. "Anyway, you like to eat this stuff, so you can practice it often."
"As long as you are willing to eat it, I don't care."
Li Miaoyu pursed her lips. She had been taught very strictly since she was a child, and she was specially trained in classes on how to eat and behave. But after the habit became natural, she was no longer as careful when eating as Li Wanyi.
Anyway, she looks good, either elegant or cute, both are pleasing to the eye.
Wei Qingfan buried his head in eating and said nothing to avoid being caught as a coolie.
He doesn't like eating this kind of self-service barbecue. To be precise, he likes to eat it but not to bake it. Li Miaoyu likes it very much and doesn't mind doing it himself. Instead, he has the enthusiasm to show off "Look, I can also cook".
But with a talented chef like Li Wanyi around, my enthusiasm was severely dampened.
When neither of them seemed willing to take action, the dog man naturally became a ready-made coolie.
No matter when he was working hard on the barbecue alone and the two women were waiting eagerly to eat, he had a feeling of "predicting the future".
To be honest, I have been reading books recently to catch up on updates, switch sources, read aloud with many sounds, and it can be used on both Android and Apple.]
——He kept shouting that he wanted to exercise, but he never took any action. He stopped running without knowing when, and the sandbag seemed to have become a decoration.
As the two of them eat marrow and get to know the taste, in some special periods, such as when they are more active before and after their menstrual period, although Wei Qingfan is not unable to cope with it, he already feels a bit reluctant.
Because the date difference between the two of them is not much different, and it is very regular. After one, and before one, they are more positive due to physiological factors.
In another ten years, Wei Qingfan felt that the scene where he had worked hard to grill the meat, and one piece was eaten after it was cooked, while the other person was still holding the tachyon and watching it, would become reality in another way.
The difference is that when the time comes, he will change from the person who always wants to eat meat to the meat that they are holding in their arms.
Gotta exercise! Exercise!
From any point of view, Wei Qingfan wanted to avoid such a situation. In order to prevent them from falling prey to each other and himself to others, he secretly made up his mind.
I must stick to it this time.
Regardless of family or career, your body is the capital of everything!