Liu Fengcha tugged on his collar and said confidently: "First of all, I want to explain that the electronic product Walkman is still a niche product in China. The market is actually not big, but it is mainly due to the population base of our country.
A lot. Although the proportion of people willing to buy a Walkman is not high, the actual number of people is quite large."
"Another important point is that the Walkman itself is expensive and is not strictly needed, so who would spend a lot of money to buy a product that is not strictly necessary?
Rich people! A Walkman costs seven to eight hundred, or even one thousand, so only those rich can afford it."
“What are the characteristics of rich people?
There is no shortage of money! People who can spend 700 yuan to buy a Walkman are definitely willing to spend 300 yuan more to buy a better Walkman! So for them, the price of the product is not the most important thing
, the most important thing is the quality of the product!”
"And I just happened to get a consumption report. The report recorded the GDP and consumption index of each province. There was also a data, that is, the number of smuggled Walkmans in Japan. According to the data in the report, the direction of smuggling of Japanese Walkmans , basically on the southeastern coast of my country, the price is much more expensive than the market price, but the supply exceeds demand."
"This is very consistent with my previous judgment, that is, the Walkman is an entertainment product for the rich. Rich people don't care about the price, only the quality."
"So my point of view is that the Walkman must take a high-end route, focusing on only two words: exquisite and expensive! At the same time, borrowing foreign technology patents, we can infinitely get closer to Sony and Aiwa products, and sweep all smuggling markets! I
The estimated price is between 1,500 and 3,000!”
"Of course, if you want to sell it so expensively, you have to do some publicity. Personally, I think you need to spend a lot of money on marketing. No matter what method you use, you can create a high-end brand that is comparable to Sony and Avawa."
"At the same time, I am very optimistic about the country's economic development and urbanization. I think the population of China's big cities will increase sharply in the future, and their consumption power will also rise linearly. This will provide a lot of demand for our high-end products. Of course, therefore, relatively
Yes, the consumption power of small cities below the third tier will decrease due to population loss."
"Therefore, my products will only take root in first- and second-tier cities. Small cities below third-tier cities cannot contribute value to our products due to population loss, so it is best to give up. At the same time, people will hear about it but not be able to buy it, or even buy it.
Invisible, this virtually enhances the sense of high-end and mystery of our products!”
"The investors behind me and I once made a calculation. If we follow my route, no matter what happens, in two or three years, we will be on par with Japan's Sony Aiwa in the domestic high-end market!"
After speaking, Liu Feng put down the microphone in his hand and looked at Ye Chen with a proud look on his face.
After listening to this, the people at the scene nodded in praise. Only taking root in the first and second lines can indeed reduce a lot of costs. Although it will lose part of the market, as mentioned before, that part of the market itself does not have much value.
After hearing this, Ye Chen shook his head.
He could tell that Liu Feng had real talent and knowledge, but this point of view and approach were really retarded to the extreme. Even if people were crazy about luxury goods thirty years later, luxury goods companies would still be ruthless.
For the sake of marketing, I wish everyone knew about it.
Thirty years ago today, people didn’t even have a concept of luxury goods, so they stayed anonymous and gave up on third-tier cities?
What is the difference between seeking death?
Moreover, at this time, ordinary people have a natural affinity for foreign products. When the price ranges from 1,500 to 3,000, no fool will buy domestic products.
Even patriotic marketing will not work, this is the characteristic of this era.
So according to Liu Feng's idea, the number of Walkmans sold in a year may be a handful.
"I disagree with Mr. Liu's views. My views are exactly the opposite of his."
Ye Chen picked up the phone and said seriously.
"The price of my products ranges from 100 yuan to 500 yuan, ranging from 100 yuan to 500 yuan. The products are divided into two directions. One direction is to have a beautiful and compact appearance, and pursue sound quality as much as possible, but the premise is that it is stable and does not get stuck. Everything needs to be done for
This stable concession!"
"One is to make it look as big as possible, just a little smaller than a radio. It doesn't require any sound quality, and we don't pursue original sound. It just has one feature, loud volume! It has to be loud, and the bigger the better!"
"Why are you so loud?
The most important thing is that the sound quality is good, everyone is wearing headphones, it doesn’t matter whether the volume is loud or not, you don’t even have to listen outside!”
Liu Feng smiled disdainfully, "You know nothing about Walkmans!"
"I don't understand?
Do you understand?"
"Of course I understand! You haven't figured out the purpose of people buying Walkmans at all! The purpose of people buying Walkmans is to enjoy music and enjoy private music with good sound quality! So the most important thing is sound quality!"
“Do you know the sound quality?
If you adjust the volume, people are wearing headphones, whose ears are you going to deafen?
And the price is between one hundred and five hundred yuan?
The music played by this kind of thing is simply polluting other people’s ears!”
When Ye Chen heard this, he couldn't help laughing. This person really didn't understand human nature at all: "Mr. Liu, I don't know if you understand electronic products, but you definitely don't understand business. The most important thing in business is to understand Your own strength depends on the needs of your customers. I have a question, have you been to any of the fourth or fifth tier cities in my country?"
"Except for going home, I always fly directly to international cities."
"If you often travel to fourth- and fifth-tier cities, you will find that the number of Walkmans in these cities is very low. Even ten or twenty thousand people may not have one. Why?"
"I have said before that this product is an entertainment product, not a real need. The poor will not buy it. Our customers are the rich!"
"TV is also an entertainment product, and it is not just a necessity. Are TV sets not sold in the third and fourth tiers?"
"This..." Liu Feng was stunned.
"Let me tell you the answer. It's not that they don't want to buy it, it's because people think it's worthless! Although a TV costs one or two thousand, it's big! Nowadays, people have a rough understanding of electronic products and think that bigger means better!"
"A Walkman of yours only costs one or two thousand, and it's the size of a palm. No matter how rich they are, they won't be willing to buy it!"
"So I think the Walkman targets three types of customers. One is young people. These people generally don't have much money. They buy the Walkman just for leisure and showing off. They don't have high requirements for sound quality. They only pursue a product with beautiful appearance and cost-effectiveness.
High! My first Walkman is for this kind of people."
"One type is the older people. These people generally have no music appreciation, poor hearing, and don't care about sound quality. What they want is to play loudly, just to listen loudly!"
"At the same time, the appearance should be grand, preferably red, bright red! What you think of as earth is a symbol of joy in their eyes! My second type of product is targeted at this kind of customer."
"Of course there is another type of people, and that is the rich and musicians. These people pursue sound quality, but the number is too small. I don't intend to make money from them."
When Liu Feng heard this, he snorted coldly: "Aren't you just going for the low end? How much money can you make at the low end?
The profit I make from selling one Walkman is the profit you make from dozens of them! This is what the poor think of you!"