Reinventing the Millennium.

Chapter 226 018 Teacher Fang's Product Strategy Lesson (Two in One)

"Mr. Li just asked about a more specific product strategy, which is a good question."

"The product and the market are head and tail, and the product strategy in the middle is implementation, which is how to push the product to the market."

In the middle of the bright house at night, a whiteboard is placed in the middle.

Holding a marker pen, Fang Zhuo seemed to be holding the most convenient weapon. After saying these two sentences, he nodded to Li Taimao in the chief seat and looked at his daughter Li Xinyue.

Li Xinyue listened intently, waiting for the next sentence.

"This trip to New York, the goal of my company team and I is a wider user group using Microsoft systems that Ipod has not been able to use." Fang Zhuo wrote down "M1" and "Ipod" on the whiteboard first. The words, "The hardware, functions, and body shapes of these two products are very similar, and they are in direct competition."

"But just as Mr. Li said, there is a walkman standing in front of them."

"M1 and Ipod will both compete and promote mp3 music players tacitly, prying away the original Walkman camp users."

"Because this process and the product strategy have not yet started, there is no basis for empty talk. Let me borrow a case that has already happened and is still happening. Mr. Li will listen to whether it makes sense."

Fang Zhuo wrote the third word "walkman" on the whiteboard, and pointed the arrows of M1 and Ipod to it.

Li Xinyue nodded slightly, indicating that she was listening and thinking.

"Mr. Li must have heard of 'A diamond is forever'?" Fang Zhuo asked, "'A diamond is forever, a piece will last forever'."

Li Xinyue said, "Yes, I have."

She said this in her mouth, but she smiled in her heart. Could it be that she wanted to talk about the connection between this advertisement and love?It's so corny.

Sure enough, Fang Zhuo said: "Then Mr. Li must know that this is known as one of the most classic advertisements of the [-]th century, right? Love is associated with diamonds."

Li Xinyue didn't speak this time, and her evaluation of the young CEO was lower in her heart, wondering if she was going to talk about the diamond mining scam or something.

Fang Zhuo said: "Many people say that diamond marketing is a scam."

Li Xinyue didn't want to interrupt, she reached for the tea bowl on the coffee table.

However, Fang Zhuo changed the subject: "Let's not talk about this for now. Mr. Li, has he ever thought about why a single advertisement can get such praise? Is this advertisement really so touching? Consumers will buy it after seeing it?"

Li Xinyue, who was drinking tea, was slightly taken aback. She hadn't thought about it from this angle. Diamonds are forever, and a diamond that will last forever seems to be a pretty good word.

"Since the target is the Japanese walkman, we still use the Japanese market as an example." Fang Zhuo smiled, "Before the 18th century, diamonds were also decorations, but they were not as valuable as they are now. marketing layout."

"This marketing is especially typical in the Japanese market."

Fang Zhuo looked at the whiteboard with a pen, and talked eloquently: "In the Japanese wedding customs in the 60s, very few people would choose diamonds, and the proportion was only 4% or 5%. Half of all women choose diamonds when they get married, and the rise in this proportion is extremely exaggerated.”

He stretched out his hand on the whiteboard and drew a steep upward curve, which represented a market of billions, and it was a complete subversion of a nation's habits within a short period of time.

"You know, diamonds are not like the semiconductor competition between Japan and the United States later. At that time, there was a contest at the national level. Japan also signed an agreement in humiliation. This marketing is more inclined to attack at the market level."

"Mr. Li, do you think this can be done with a single advertisement?"

Fang Zhuo pointed to the curve and asked Li Xinyue with a smile.

Li Xinyue thought deeply about these words, she really knew what happened but didn't know why, so she shook her head honestly.

"Behind this slogan is a whole set of product strategies, a set of combined punches." Fang Zhuo taught tirelessly, "Japanese women (anti-harm) in the 60s lived conservative lives, and what diamond manufacturers wanted to instill in them was to be more advanced. modern lifestyle."

"The marketing of diamond manufacturers is not stupid and just put a diamond under the camera. They associate diamonds with all modern things and show them to the Japanese."

"Many Japanese women are housewives, and manufacturers put out advertisements to let women wear diamond rings to go outing, go cycling, and live a life that seems more free."

"Japanese women seldom go out by car, and manufacturers put out advertisements to let women wear diamond rings and hold the steering wheel, showing their confident charm."

"And so on, all the marketing methods during this period are to show and give a new meaning to the diamond ring, to subvert women's cognition subtly and let them live a modern life."

"How can this kind of woman not have a diamond ring that represents love?"

Fang Zhuo spread his hands and said the result of this kind of marketing: "Now Japan is the world's second largest market for diamonds. Right now, diamond manufacturers are using this method to do it in China, and they are also playing a combination."

"The marketing of diamonds in the United States started from its connection with love. In Japan, it is not only love, but also the vane of a more advanced and freer modern life."

Not only Li Xinyue, but even Li Taimao, who was just observing Fang Zhuo, was attracted by this case analysis. Yang Wan, who was standing beside him, even slapped his thigh, and it sounded like he suddenly became enlightened.

Fang Zhuo didn't stop, he turned around and wrote the word "diamond" between "M1, Ipod" and "walkman" on the whiteboard.

"Mr. Li, return to our products, what enlightenment can this product strategy give?"

He asked Li Xinyue a question.

From the opening to the present, from the expected to the in-depth analysis, after speaking in such a coherent manner, Li Xinyue looked at Fang Zhuoqiji's own answer at this time, and there was a panic of students in the back row being asked questions.

"Well, this." Li Xinyue pursed her lips and half-guessed, "Imitation?"

Fang Zhuo smiled and said, "Almost."

However, Li Xinyue seemed to see the emotional color of "this student is really bad" in the other party's eyes.

"The product strategy of diamonds is worthy of our imitation. Broadly speaking, diamonds materialize love, and we can also give meaning to M1." Fang Zhuo said loudly, "The goal is the walkman, right? It has 20 years, right?"

"M1 represents advanced, the spirit of the Internet, and the development trend of the times."

"It's very easy to advertise under this strategy. For example, in an advertisement, a young man pulls out a tape, and another young man immediately exaggerates and says, come on, you're using something your dad used, oh shit. "

"There is no need to show the walkman in the advertisement, so as not to be accused, just tell the people who watch the advertisement that this way of listening to music with a tape is outdated, and the current trend is the lightweight M1."

"We want to tell those who use walkman that M1 represents advanced productivity, and walkman is honest and old-fashioned."

Fang Zhuo concluded with a lot of meaning.

He looked at Li Taimao and Li Xinyue, and asked, "President Li, Mr. Li, what do you think? Is it effective for us to dispel the time accumulation of Walkman?"

Li Taimao was slow to accept this kind of live lecture, so he turned his attention to his daughter.

Li Xinyue is still reminiscing about the diamond strategy and M1 imitation that she heard just now. She has a sense of freshness and surprise that is clearly in front of her but needs others to point it out to her.

She was stunned for a few seconds, and said in admiration: "According to Mr. Fang, the Walkman, a classic product of 20 years, has become a weakness because of its classics?"

Fang Zhuo smiled and repeated what he once said to the Japanese on the plane: "Yes, Walkman has been selling well for 20 years, which is really too long."

Li Xinyue didn't express her attitude immediately. She reached out to take the document from the coffee table, flipped through it again and said to her father: "Mr. Fang is very considerate about M1, he didn't do it randomly."

Fang Zhuo was amused by these words: "Mr. Li, of course I didn't act recklessly. I still have an M1 in my pocket. I came prepared."

Li Taimao trusts his daughter's judgment on this matter very much, and through Fang Zhuo's observation just now, he thinks he is good: "Mr. Fang, I remember you mentioned Wal-Mart, right?"

This is coming directly, so straightforward... Fang Zhuo nodded.

"Wal-Mart, we have no contact with Anliang." Li Taimao said slowly, "However, what do you think of Kroger Supermarket?"

Kroger supermarket?
Fang Zhuo was startled, he had never heard of this.

Seeing the boss pondering, Yang Wan at the side hurriedly added information in a low voice: "Mr. Fang, Kroger Supermarket is also one of the top chain brands in the United States."

"Of course." Fang Zhuo smiled, "We are looking for gaps in offline channels. With such a supermarket, the follow-up work will be very good."

Li Taimao turned his head and said a few words to the assistant, who went out for a trip and came back soon.

Immediately, Li Taimao took the notebook brought by his assistant, flipped through it and said, "Mr. Fang, Kroger and Wal-Mart are almost the same. You know the conditions for selling products there, right?"

Fang Zhuo said: "I would like to hear the details."

"Our family also sells things in it, mainly three items, one is the commission of 1.5% of the annual sales, the other is the commission of warehousing, which is usually 3%-15% of the sales, and the other is the Kroger Supermarket. When opening a new store, there must be discounts on products.” Li Taimao said the conditions.

Fang Zhuo and Yang Wan glanced at each other. The conditions of Wal-Mart that they had inquired about before were indeed incomplete, and the storage commission was the big one.

That works out to an $80 profit score for Kroger of $14-$52.

Li Taimao thought about it and said: "For this storage commission, Kroger's relationship with the chamber of commerce should be worth seven or eight points. You can do the math yourself, whether it is necessary to go in."

Fang Zhuo's mental calculation is very fast. If it is 8%, Kroger will share about 30 US dollars in total, and he can reserve 50 US dollars in this way, but even if the other party takes 50, he has to do what he has to do. He did not plan to make M1 The main model in China, but it has the opportunity to wrestle with Ipod in the United States.

"President Li, the commission is no problem. What we need is to sell the goods, even if we lose money." Fang Zhuo said seriously.

Li Taimao closed his notebook and said without any surprise, "That's natural."

"Mr. Fang, are you confident in the competition with Walkman?" Li Xinyue couldn't help asking, still thinking about the case analysis just now.

"Of course, this Walkman and M1, in my opinion, ten wins and ten defeats." Fang Zhuo smiled, and wrote on the whiteboard again.

Li Xinyue was shocked: "Ten victories and ten defeats?"

"1. Sony is too big, and Yike is small enough to turn around." Fang Zhuo wrote "1" and said, "2. Yike has the first-mover advantage, and Sony is already two steps behind."

Li Xinyue thought about it.

"3. We represent the trend of the Internet, and Sony is still obsessed with the old era."

"4. I heard that Sony has tried mp3 machines, but the internal Walkman department is too prosperous, and they have internal conflicts, but all our Yike colleagues are working together."

Fang Zhuo said relaxedly: "5, even if Sony wants to make efforts, only Toshiba has the best and most stable hard drive in the industry, but Yike and Apple have already signed a contract with Toshiba, and it will not supply to third parties. Sony is looking for hard drives. I am afraid that time is enough for product replacement.”

"6. Yike's products perform better, are lighter and smaller, and have larger reserves."

"7. Yike is not a company that fights. Even Apple and Yike will charge Walkman together. If it works, other manufacturers will bravely tear it up."

Fang Zhuo said seven things in one breath, and Shi Shiran sat back in his seat.

Li Xinyue asked sincerely, "There are three left?"

"I haven't thought about the remaining two." Fang Zhuo replied.

Li Xinyue was surprised, three?two?
Fang Zhuo smiled at her and said, "8, Yi Ke's collaborator will have a heroic lady, which Sony doesn't have."

He pondered for a moment, then looked at Li Taimao: "This is eight wins and eight losses between Yi Ke and Sony, what does President Li think?"

Yang Wan next to him admired the boss so much, he teased his daughter in front of his father, and even dared to ask how he felt...how dare you?

Li Xinyue pouted inwardly, looking at her father.

"It's rare to see a young man like Mr. Fang, who is still from the mainland." Li Taimao was not angry, just the old sigh, "The waves behind the Yangtze River push the waves ahead."

Fang Zhuoqian made a concession and said: "Our M1 has quite a market, and partners are also very welcome to join. Chairman Li, I am willing to release 5% of the equity at a price of 400 million US dollars."

He further explained: "Eco has raised funds with three venture capital companies headed by IDG in China. I can decide the number, but I still need to work hard to convince them."

This is sincerity.

At this time, Li Xinyue got up and walked to her father, and the two exchanged in low voices, Fang Zhuo turned sideways and pretended to talk to Yang Wan, not listening to their voices.

Soon, the father and daughter made a decision.

Li Taimao said with a smile: "I can see that Mr. Fang is very confident in M1. Xinyue also agrees with Mr. Fang's product strategy and market expectations. If there is no problem after the confirmation, our Li family can come up with this number."

He held up four fingers.

Fang Zhuo was not surprised, but just about to speak, he couldn't believe what he heard next.

"The 400 million is the Li family's loan to you. The Anliang Chamber of Commerce can help communicate with Kroger to launch M1. The loan will be borrowed for half a year. Fang always only needs to repay 480 million at that time, how about it?" Li Taimao said seriously.

You, this... a usury!

Fang Zhuo didn't expect to hear such words at all. He said so many markets before, and he just stared at the one-acre three-point land in front of him?In the end, should we say short-sighted or rational financial management?
When he looked at Li Xinyue again, she didn't feel uncomfortable at all, as if it was normal.

Yes, normal, this is really a normal gang!
(End of this chapter)