At the Xiaomi 2 press conference, Lei Jun announced the sales of Xiaomi 1, which reached 2.1 million units. There was a small mark next to it, which included the sales of Xiaomi 1s and Youth Edition. Qiao Kanshu La
This is much lower than the original Xiaomi Mi 1, which sold 3.52 million in one year, a gap of 1/3.
However, this is under the premise that Guci mobile phones have robbed us of our luck. It is already very remarkable to achieve this result. The three mobile phones next door, Meizu 8, 9, and x, combined, do not have such a large sales volume.
All the 2.1 million units of Xiaomi mobile phones sold are online, and a few offline shipments are also sold by scalpers. At this time, Xiaomi mobile phones have not yet realized the importance of the offline market, and the success of Guci mobile phones,
Let them be more determined about the bright future of the online market.
With these user bases, coupled with superb marketing techniques, Xiaomi mobile phones are far less popular online than Guci mobile phones, but they are second only to Guci mobile phones, and are generally on the same level as Meizu.
After the Xiaomi mobile phone was released, the impact of 1799 was naturally not as sensational as the original Guci mobile phone 1999, because it was a groundbreaking feat and belonged to the first person to eat crabs. However, in the online market, the price difference of 200 yuan was enough to wipe out the brand.
gaps in the screen and other places.
Coupled with the inevitable marketing methods, after the press conference, the news that the "Xiaomi 2" was sold for 1,799 quickly swept the digital circle. Many people who were originally planning to buy Guci Linjiangxian began to hesitate and wait and see.
"Fuck!"
After the Xiaomi 2 press conference, Gushici Company immediately held an emergency but not temporary meeting to discuss response methods.
After everyone gathered, but no one said anything, Wei Qingfan hurled a curse word first. Even he didn't expect Lei Jun to be so ruthless and dare to start at 1799.
In the original history, in early 2014, Meizu had been beaten to the ground by Xiaomi in terms of sales for several consecutive years. In addition, a large number of senior executives left with their technical backbone, and Bai Yongxiang was also preparing to switch to LeTV. Huang Zhang had to make a compromise.
, promised to distribute 20% of the stock to the core management
——Lei Jun originally tried to persuade Huang Zhang to give shares to core executives, but he was rejected several times, and finally it was achieved in this way.
Later, Meizu introduced Alibaba Investment through Li Nan and began to officially expand along the cost-effective route.
That year, the Meizu x4 was released with a starting price of 1,799, which was a full 700 yuan lower than the starting price of the x3 of 2,499. It caused a sensation in the digital circle. This number also filled Lei Jun’s Weibo comment area.
I just don’t know how the users who bought the x3 felt at the time.
Meizu x4 kicked off Meizu’s expansion and also started the tradition of backstabbing old users.
Now, two years in advance, Lei Jun, who had been robbed of his fortune by Wei Qingfan, chose the same strategy. Because Wei Qingfan refused to raise funds, the capital was invested in Xiaomi, a company that clearly imitated Guci mobile phones. In the past,
During the year, Xiaomi received four rounds of financing.
Abundant funds and the sales volume promised to shareholders are the fundamental reasons why Xiaomi Mi 2 chose to start selling at 1,799 this time. It has nothing to do with "lowering the price of smartphones", "conscience" and "making friends with users".
However, from an objective perspective, Xiaomi’s move is undoubtedly beneficial to consumers.
"Tell me what you think."
After Wei Qingfan finished speaking, everyone present looked at Li Pingguang. As the head of the marketing department, he did his part and said, "I don't think the matter is that serious."
When these words were said, even the core members present were a little surprised.
"First of all, what we can be sure of is that with the starting price of 1,799, the net profit is almost zero. Even if it wants to promote it, Xiaomi cannot make a profit at a loss."
Li Pingguang had obviously thought about it for a long time, and spoke calmly, "Xiaomi is releasing it now just for the sake of popularity, and by the way, it will hit our shipment volume. They can't ship at this time, it's just for futures trading."
…”
Of course, 1,799 is not the cost price, but the cost of a mobile phone is not only the materials, but also the operating costs. Xiaomi’s bargaining power is far inferior to that of Guci mobile phones, and the cost is only higher, not lower, and everyone knows this.
Regardless of whether Guci mobile phones or Xiaomi mobile phones, they initially sold futures, released about half a year in advance to grab the popularity, and waited for the cost to come down half a year later before shipping on a large scale. Everyone present knew this to some extent.
"There is a lot of noise online right now, but many people are waiting and watching. To be honest, if we lower the price to 1,799, most people will definitely choose us. This is the brand influence accumulated by our products for several generations."
Li Pingguang continued, "We don't have to do anything now. Sales will definitely be affected in the short term. But when Xiaomi phones go on sale, everyone finds that they can't get them. If they want to buy them, they can only increase the price. In the end, it's better to buy Linjiang Xian."
"Of course, this is all my current judgment, and I haven't gotten the Xiaomi 2 yet, so it's hard to judge how powerful the product is... In short, my suggestion is not to do anything for the time being, wait until they start selling, and then see the situation."
Decide whether to make adjustments."
Many attendees who were originally prepared to cut prices did not expect him to say this. After thinking about it, they all looked at Wei Qingfan.
Wei Qingfan did not express his position.
Xu Shengyuan asked: "Xiaomi 2 will not go on sale until May 10th, which is half a month... How can fans calm down their restlessness and emotions during this period?"
"There's no way to calm it down."
Li Pingguang said calmly, "We are the defenders, they are the attackers, we are more passive. We know very well that Xiaomi 2 will definitely need hungry marketing, and it will be much more aggressive than us, much more than last year. In the future, Xiaomi, or
No one else would do this...you just have to get used to it."
"I agree with Mr. Li's statement."
Tang Tingyue thought for a while and said loudly, "We are now the leaders of domestic brands. The boss must have the pomp and confidence of the boss. Since we are defending, we must pay attention to staying still and not making rash moves. If the opponent has any trouble, we will
Taking action in a panic is not only easy to make mistakes, but also shows cowardice."
This chapter is not finished yet, please click on the next page to continue reading the exciting content! Li Pingguang added: "It is impossible for Xiaomi to ship in large quantities in the early stage. This is for sure. There will be no surprises. We only need to pay attention to the developments on Xiaomi's side in a timely manner.
That's it, you can adjust it at any time, spot stock, coupons, price cuts, three cards, seize the opportunity to play, it's enough to suppress them steadily."
Wei Qingfan nodded and expressed his approval, and then made detailed plans for different situations. Lin Ting then took the lead and asked the marketing department to come up with a rough plan.
The main purpose is to expose Xiaomi's futures operation method. It will have no impact in the early stage, but it can gradually label Xiaomi as a "monkey trick".
Since they are competitors, this is a normal business operation and does not involve personal ethics.
Of course, in order to maintain the brand image of Gu Shi Ci, this kind of thing can only be done behind the scenes, otherwise it will be a discredit to its own image.
This is a big dish, it needs time to ferment, and it also needs the cooperation of millet.
In addition, Linjiangxian's sales policy has also been adjusted to some extent, because the release of Xiaomi 2 has impacted online sales, and the focus of short-term shipments has been on offline stores, where the popularity of Xiaomi mobile phones is almost zero.
Qi
Although there was a certain impact online due to the release of Xiaomi 2, by the end of April, Linjiangxian's shipments easily exceeded 2 million units. This is still the result of deliberately limiting shipments, otherwise it can be sold
More.
In the blink of an eye, May has come, and the Labor Day promotional video of Gushi Mobile has finally been released. The video is very short, only a little over two minutes long. It captures some group portraits of workers. In order not to be obtrusive and not to steal the spotlight, Gu Shi Mobile does not appear much, and
Different series, different prices and positioning of mobile phones, such as Jijinjiu, Birdsong Stream, Linjiangxian and Manjianghong, are all in line with the consumption levels and concepts of people with different statuses.
After this promotional video went online, it didn't cause much trouble. It was just an ordinary short film. It just showed that the ancient poetry company began to pay attention to this aspect of publicity.
This incident itself will affect the company's image.
There is nothing that Wei Qingfan is overly satisfied with, nor is he dissatisfied with, but since it is his first time, there is nothing to criticize for such a performance.
After the Labor Day holiday, he took a long vacation and traveled with Li Wanyi, taking wedding photos. In order to prevent Li Miaoyu from causing trouble, Wei Qingfan coaxed her for a week before settling the matter.
Even before the wedding photos were taken, Xiaomi 2 has been officially sold. It is said that 100,000 units were sold in the first sale and sold out in 37 seconds. Xiaomi officially issued a good news, which was very sensational.
The offline price increase of Xiaomi 2 is generally around 300, while Linjiangxian can already be bought at the original price, which is even more expensive than Linjiangxian.
For many people, this is the first time they have heard of the Xiaomi mobile phone brand, which is also cost-effective and conscientious.
When mid-May was coming to an end, Wei Qingfan and his newlywed wife were about to return to the capital when they learned something on the way: Huang Zhang and Lei Jun were fighting again!
The cause was that Wang Ziru posted a review video on Youku "Comparing Ancient Ci Linjiangxian, Meizu