There has been a heated debate on the Internet over the "plagiarism" issue between Xingyu Technology and Apple, and the popularity remains high.
Xingyu Technology's first-generation product, the S1 mobile phone, has also gained a new aura. Even well-known old technology manufacturers like Apple have "copied" it, which is definitely a good thing.
Amid the commotion on the Internet, the number of searches and reservations for S1 is quietly rising.
Especially the 32GB model of the enhanced S1-Plus version, which has been sold out for a long time, has now been sold by scalpers to a price of 10,000 yuan, which is more than double the official retail price, and it is still in short supply.
The actual sales data of the product is clearly known within Xingyu Technology. The booking data that had been stable had once again increased in bookings after the "Plagiarism Gate" incident fueled the situation.
This is of course thanks to Star Capital's zero-interest installment plan for mobile phones. Although we have to queue up to wait for the goods, if we pay early and place the order, we can get the goods relatively early, because the delivery process is based on the order time.
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Now the production capacity really cannot keep up. Since the S1-Plus was sold out, Xingyu Technology has implemented purchase restrictions. In addition to limiting customers to only purchase one mobile phone per day, the five official flagship stores have only one mobile phone in stock every day.
The sales are limited to 2,000 units. If you sell out 2,000 units on the same day, you can come back the next day. The 70 directly-operated stores only sell 500 units in stock every day. If you sell out 500 units on the same day, you can come back the next day.
Under such purchase restriction measures, the daily target of 45,000 units in the five official flagship stores and 70 directly-operated stores is now sold out by consumers in the morning, and by the afternoon there is no stock left.
It's not that the inventory is out of stock, it's that it can't be sold after reaching the quota.
Qin Feng's reason for doing this is very simple. If there were no purchase restrictions, the company's previously prepared inventory would have been exhausted long ago, and all the experience machines placed in the store would have been robbed.
Selling as much as you have in stock without any sales limit can certainly bring back funds quickly, but it is undoubtedly a failure in marketing. Now this measure is adopted to limit the purchase of 2,000 units per day in flagship stores and 500 units in direct-operated stores. The result is that every day
There are customers queuing up early in the morning.
This has created a phenomenon, that is, more than 20 days have passed since the first day of sale on April 1, and major flagship stores are still queuing up every day, which undoubtedly highlights the popularity of this product.
Passers-by who don't know the truth see a mobile phone store with so many people queuing up to buy it every day, and they will be more or less curious to ask about it. With the popularity of the topic on the Internet, it will also become a topic of conversation in their spare time, and they will naturally make further progress.
Improved the brand awareness of Xingyu Technology.
People have a herd mentality. When they see so many people queuing up to buy something every day, they will naturally make a preliminary judgment in their first impression that this product is definitely good.
It's just that the rush-buying consumers are a bit worried. Some people queued for a long time, and when it was almost their turn, the goods were sold out.
Qin Feng also knows that the customer experience of queuing up to buy is not very good, especially when it is his turn to sell out and he has to queue up again the next day. For this reason, his strategy for the company is to require all major flagship stores to
We have to make some very down-to-earth preparations every day at our directly-operated stores. We have to purchase a batch of mineral water every day and distribute breakfast and other items for free to customers queuing up.
This doesn't cost much, and customers who can afford to buy a mobile phone worth several thousand yuan can still afford a bottle of mineral water and breakfast.
But this behavior represents the company's emphasis on consumers and an expression of apology for the company's lack of supply, and consumers undoubtedly value this more. At the same time, it can also greatly offset customers' complaints about queuing.
The supply is indeed insufficient, and the service is so attentive. As long as you are not just here to cause trouble, you will be embarrassed to complain.
Word-of-mouth management is built up through many details, and brand building is also accumulated bit by bit.
Of course, the real reason why Qin Feng dares to limit the sales of his flagship stores and directly-operated stores to 45,000 units per day despite insufficient supply is that the S1 currently has no competitors in the mainland market.
Consumers currently cannot find similar products on the market that are comparable to the S1 mobile phone. If they want to buy such a mobile phone, they can only queue up to buy it. If they don't buy it today, they will buy it tomorrow.
…
The next morning, Xingyu Technology Headquarters.
"This move of yours is a pre-emptive move. It's beautiful and courageous." Fang Hong boasted without hesitation. At the moment, he was at Qin Feng's headquarters. He took his beautiful assistant to the headquarters of Xingyu Technology Company at about 10 o'clock this morning.
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"That's what I think. Instead of waiting for Apple to attack at any time, it's better to seize the opportunity first." Qin Feng said with a methodical smile: "Although doing this is a complete bridge, but rationality tells me that doing this is Xingyu's fault.
The optimal solution of technology, then do it.”
Fang Hong nodded with admiration, and immediately said: "Internationally, it will definitely be a roar. If we really start a lawsuit, we will definitely not win."
Qin Feng nodded after hearing this. Fang Hong then changed the topic and looked at Qin Feng and added: "But we are trying to win the lawsuit in the mainland. As long as we win, the iPhone 4 will not be launched in the Greater China market.
This will buy Xingyu Technology an extra year and double the prime time window, so that when Apple comes in again, it will not be afraid of its threat."
Intelligent electronic products are different from other general consumer products, especially smartphones, in that there is a problem of user habits.
For example, a user of an Apple mobile phone or an Android phone or a user of Xingyu Technology who has used mobile phones for a long time and is accustomed to the operating experience of the iOS system or the operating experience of the TOS system is not willing to switch.
For example, if a user is accustomed to Xingyu Technology's TOS mobile phone, he will give priority to choosing Xingyu Technology's mobile phone when he wants to buy a new mobile phone in the future, unless the gap between Xingyu Technology's new products and other brands in the same category is too big.
, otherwise users will be reluctant to change their own usage habits and switch to other brands.
This is called user stickiness.
Therefore, try to support Apple as much as possible. If Apple's iPhone 4 cannot be launched in the mainland market, then before the iPhone 4S comes out in 2011, Xingyu Technology can expand and occupy the market share in the mainland market.
Now the industry is in the blue ocean stage of the incremental market. As a local smartphone manufacturer, Xingyu Technology has a natural home field advantage. It has tried its best to make mainland smartphone users accustomed to the TOS system in the past one or two years and form a user base.
stickiness, thereby consolidating the fundamentals of the mainland market.
By then, Xingyu Technology will already have a sizable group of customers who have formed user stickiness and TOS system usage habits. Even if Apple enters the Greater China market again, the threat to Xingyu Technology will be greatly reduced.
Finally, Qin Feng reported a piece of data to Fang Hong: "As of the sales data compiled the day before yesterday, the actual sales of the first-generation product have reached 3.75 million units, and the sales volume of installment reservations has accumulated to about 1.33 million units. Calculating
According to the pre-order data, the cumulative total sales of S1 have exceeded 5 million units."
For current actual machine sales, consumers who purchase the product in full will have priority.
However, this is a product that has actually been shipped out of the warehouse. Additional production will be supplied in the order of booking, whether paid in full or in installments.
This sales data is definitely a shocking achievement in the industry. The 3.75 million actual machines sold alone have created more than 12 billion yuan in revenue for Xingyu Technology, and the amount of funds has returned significantly.
Fang Hong was also very satisfied with this result, which exceeded expectations. He immediately smiled and said: "You are the helmsman of Xingyu Technology, you have the final say."
No matter from which aspect, especially Qin Feng’s recent strategy to seize Apple’s lead, it is said that Xingyu Technology can move forward steadily under his leadership. If such a founder is left to manage this company, it can be put aside for a long time.
