"Wei Qingfan's impact on the high-end market this time seems to have failed, but it still provides us with great reference significance."
On the morning of Monday, October 24, in Xiaomi's office, Lei Jun gave a brief summary of the recent high-end incident of Gushi mobile phones, which has attracted great attention within the company.
“First of all, we must realize an objective fact: the current high-end market in the mobile phone industry is still dominated by large foreign brands, and domestic brands still have great deficiencies in terms of brand image and premium capabilities, or to put it more bluntly, they lack
this ability.
"Strike into the high-end market is not something that can be accomplished overnight. We must first lay a solid foundation and not be blindly optimistic!"
After Lei Jun finished speaking, he added: "We should stick to our previous decision. Rather than attacking the high-end, focusing on the Redmi phone market below a thousand yuan is our top priority!
"Taking a step back, if the Samsung Note and Jiangjinjiu series are successful and we have a user base, we can also launch a large-screen Xiaomi Note series and follow in the footsteps of the successful ones!"
This decision was approved by everyone present, and everyone discussed it aloud. After the matter about the Redmi phone was basically finalized, some people turned the topic to the upcoming wine phone.
"I wonder how much the research and development costs of the wine will be. Can the cost be recovered?"
"That should be no problem, right? Although it's not as good as expected, but judging from the offline situation, the sales seem to be pretty good."
"Not necessarily. Who knows what the real sales volume is?"
"You can tell by looking at the selling price. How long did it take for Guci 2 to fall back to its original price? Jiangjin Wine couldn't hold on even for a week."
"They want to hit the high end. What better way to prove their strength than to buy at a higher price? If they can support a high premium, they will definitely not give up..."
"It is true that releasing goods in the short term can boost sales, but in the long run it is detrimental to brand building..."
"I have a different opinion!"
In such a more joking atmosphere, someone suddenly expressed a more serious and formal objection, "Which one is more beneficial to brand building in the long run, whether to increase prices through hunger marketing or whether consumers can buy mobile phones if they want to."
I think it's still open to question...
"Although Wei Qingfan is young, judging from his behavior since the establishment of the ancient poetry company, this young man's vision and structure are not ordinary people... I think if we want to hit the high end in the future, we still need to study this issue.
I personally feel that hunger marketing may do more harm to the brand.”
After this person said this, someone immediately retorted: "You can't even buy it with money. Doesn't it mean that the mobile phone is very good and very popular?"
“Didn’t Apple also rely on hunger marketing to start its business?”
"Apple relies on epoch-making products! This is the root of the iphone's popularity in the world. It's not that you can't buy it with money! It's not that it deliberately limits the stock so that consumers can't buy it! These small tricks are just 'techniques', the product is the foundation
!”
"What we are talking about now is marketing..."
"Okay, okay, everyone, don't get excited..."
Upon seeing this, Lei Jun spoke up to suppress everyone's emotions, "Our current focus is on the 2,000 price point and the market below 1,000 yuan. The 2,000 price point is suppressed by Guci2, but below the 1,000 price point, we will make red rice.
It is an invincible existence...
"We will only discuss in detail how to impact the high-end market after these fundamentals are stabilized. If we can't do it well now, there will be no future!"
Li Wanqiang said with a smile: "We have enough time to watch Wei Qingfan hit the high-end... I hope that Jiangjinjiu's failure this time will not let them give up their attempt to hit the high-end, so that we can have more by then."
Experience and a little more time.”
The atmosphere calmed down again, everyone joked again, and everyone felt relieved.
This is not to blame for them taking schadenfreude. In fact, after starting a business, they have been suppressed by Guci Mobile, and they feel aggrieved that they are the first to do anything.
But now, Wei Qingfan once again took the lead, and ended up rushing to the high-end market. Is it better now? He hit his head and broke his blood!
It is human nature to rejoice in misfortune, and even from a rational analysis, one naturally hopes that the ancient poetry company will suffer a big failure.
Seeing the powerful opponent who has been riding on their head stumble, in addition to gloating about their misfortune, they all also have a feeling of "you can make mistakes too", just like a big boss who was originally invincible finally showed his health bar.
It’s okay if the health bar is thick, as long as the blood bar is there!
Lei Jun also had the same feeling. Compared with the high-spirited time in the original time and space, although he was earlier in this time and space and made the Xiaomi phone relatively easily because Guci mobile phone led the way, he still lived in Wei.
Under the shadow of Qingfan.
At this time, seeing the Gu Shi Ci Company's mistake, he also felt relaxed and comfortable, but on the surface he had to be more restrained.
Even, from the bottom of his heart, he didn't want Wei Qingfan to suffer too hard this time!
Because if Jiang Jinjiu fails too badly this time, Wei Qingfan is likely to give up attacking the high-end and instead target the low-end market below a thousand yuan. In that case, the shadow and nightmare of Xiaomi's suppression in the past year may come again.
.
If Jiang Jinjiu is too successful, it won't work. It will make Gushici Company too powerful, and it won't work if it is too miserable!
It is better to be half-dead, not too successful, not too miserable, and let Wei Qingfan continue to rush to the high end, distracting the manpower and material resources of the ancient poetry company, and giving Xiaomi a chance to develop and grow.
This is an excellent opportunity for Xiaomi to catch up and overtake the ancient poetry company!
However, as a competitor, it is also very interesting that I actually hope that he will not fail so miserably...
After the meeting, Lei Jun returned to his office, thinking about his idea, and couldn't help but laugh secretly.
"Dongdong"
Not long after, someone knocked on the door, and then the person in charge of the marketing department walked in with a strange expression: "Mr. Lei, there is something wrong with the wine situation..."
When Lei Jun heard that he was about to drink alcohol, he kept his hands above the keyboard and asked seriously: "What's wrong?"
The other party's expression became more and more weird: "I went to find out over the past two days over the weekend, and the price of the wine cell phone has gone up again..."
"ah?"
Lei Jun was stunned for a moment before he understood what the other party meant, but he couldn't believe it. "What do you mean?"
"Now offline and online third-party stores have begun to increase the price of imported wine again, and it is more than when it was first sold. It is generally above 500, and even increased to 800."
"..."
Lei Jun frowned and thought for a moment, "Are they starting hunger marketing again?"
"No! I inquired specifically today. Gu Shi Ci Company is releasing goods normally, but they don't seem to want the market to increase prices..."
"Then why is the price increased?"
Lei Jun had already thought of an answer, but it was too outrageous, so he asked again.
"..."
The other party was silent for a moment and then said carefully: "At present, it seems that it is related to Samsung Note. More people have discovered or accepted the benefits of large-screen mobile phones, especially business people who often travel on business... Then, we will enter the wine
The product quality is similar to that of Samsung Note, or even better, the price is cheaper, and it is still a domestic brand..."
As he spoke, he finally gave his answer: "The Ancient Poetry Company didn't seem to expect it to be so popular, and the supply couldn't keep up, so everyone started to rush in again..."
Lei Jun was silent for a while, and then asked with a complicated expression: "In other words, this mobile phone sold better offline than Wei Qingfan expected? The market demand exceeded the supply capacity of Gushici Company, so the price has changed.
Got fired?"
"For now, that's it."
"...With just one product, Gushi Mobile has established itself in the high-end market...at least at the domestic price of 3,000?"
"..."
The other party didn't answer, and Lei Jun didn't ask any more questions. After a while, he said: "Continue to pay attention and let me know if anything happens."
"OK."
After the other party left, Lei Jun did not immediately get into work mode. He sat there thinking about the pros and cons of this matter for Xiaomi.
The disadvantage is obvious, the opponent is stronger.
There are also benefits. If Gushi mobile phones really establish themselves in the high-end market, they will definitely spend more energy on the high-end market. Then Redmi mobile phones can still take the opportunity to occupy the sub-thousand-yuan price market, and even lead Xiaomi mobile phones to surpass the 2,000-yuan price range.
However, the price has already dropped before. According to normal development, it should be shipped at the original price for a period of time, and then fall below the price...
Why did it suddenly become popular?
————
"The failure of Jiangjin Wine has provided us with a very valuable example of domestic brands' failure to hit the high-end market. We must learn from their failures. In addition, if we want to hit the high-end market, we must first learn from the successful experiences of foreign brands.
"
In Huawei's consumer business office, Yu Chengdong was also discussing this matter with his colleagues, "For the current market, it is indeed a bit too risky for domestic brands to directly price their products to 2,999, directly hitting the 3,000 price point."
Everyone nodded, and then someone said: "I think the pricing of d1 in the domestic market can be adjusted."
"I feel so too."
"For mass consumers, the presence of the Huawei name is not as good as that of Xiaomi...it is equivalent to a blank. For consumers who know it, because of the OEM products we have made before, the brand impression is more likely to be negative!"
"How about we also decide on 1999?"
"I think it's okay!"
Everyone discussed and thought that the price of 1999 was very good, but they were quickly rejected by Yu Chengdong: "No! Pricing 1999 is equivalent to the same positioning as Guci and Xiaomi... If we want to gain a foothold in the high-end market, we can't
Thinking of taking a shortcut! If we can’t increase sales in the early stage, there will be difficulties, which is normal... If we want to sell goods, we can create a sub-brand like ancient poetry..."
Someone else suggested: "How about 2499?"
"Is it too high?"
"How about 2299?"
"This is a lesson for future mistakes. What's more, we are using Texas Instruments processors. The brand and performance are not up to par..."
Because it was to be released early, the tuning of k3v2 was not ideal, and the performance was indeed a bit too rubbish. Even Yu Chengdong finally had to give up the idea of using his own processor and instead used Texas Instruments' omap4460 dual-core processor, clocked at
It has reached 1.5ghz, but the performance is still far behind the Qualcomm msm8655 that will be used in the wine.
After a discussion, everyone tentatively decided on the price of 2299 for the first model of Huawei's top flagship D series. After the meeting, Yu Chengdong did not enter the conference room immediately. He sat in his original position and sighed secretly in his heart.
He really wants to use his own HiSilicon processor, but k3v2 is not yet mature, let alone k3v1. This processor is so bad that even he dare not support it. If he really uses it, it will not be support, and we will grow together.
But to die for love.
He is very aware of the difficulty of developing self-developed processors, and he also understands the importance of doing so. Qualcomm once sent people to negotiate that as long as Huawei gave up HiSilicon mobile phone processors, Huawei could be given the best price - he was completely unswayed.
I rejected this possibility in my heart.
As long as HiSilicon is gone, if the price is reduced today, it will be raised back tomorrow. This kind of guarantee is meaningless.
However, it is not easy to do self-research and establish a high-end position?
He immediately bought a Jiangjinjiu. Although it was a competitor, he had to admit that this phone had the qualifications to sell for 2,999. It was at least much more affordable than the Samsung Note.
But even this mobile phone has encountered setbacks in its pursuit of high-end products.
There’s a long road ahead!
He walked out of the conference room and met a colleague who came to report on his work on the way: "Mr. Yu... there has been a slight change in the drinking situation."