Backtracking to the Age of Literature and Art

Chapter 927 Unexpected Data

Before Jimmy left Jinling and returned to New York, he got the sales of BenQ S1 in China for a week.

Within a week from April 1th, the shipment of BenQ S12 mobile phones in China reached [-] units. To the point of surprising them.

Shipments are not equal to sales, but the BenQ S1 has just come out, and the popularity is quite high, and the shipments in various regions are fairly even, so the gap between shipments and sales should not be large.

However, with a shipment volume of 12, only [-] songs were sold in the BenQ Store. On average, each user only purchased less than one-tenth of the songs from the Ming Kee Store.

This data did not exceed Jimmy's expectations. From the very beginning, he was not optimistic about the domestic Internet music market, and now this data seems to confirm his thinking.

But there is not only this data in the report, there is another data that also caught Jimmy's attention, that is the number of registered users of BenQ store.

In the past week or so, only 20 accounts have been registered for the BenQ store China version, which means that only one user has registered for a BenQ store account among more than 1 users who purchased the BenQ S[-] mobile phone.

Calculated in this way, it means that an average of one registered account has purchased two pieces of electronic music, and it seems that the data is not so bad.

In addition, there is another data that is equally compelling.

Among the more than 5000 registered accounts, more than 600 are local in Jinling, accounting for more than 1%.This data is very exaggerated. Although the sales volume of BenQ S[-] in Jinling is higher than that in other cities, it is not much higher, and it is impossible to reach [-]% of the total.

Apparently, a larger proportion of Jinling's users registered for the BenQ store.

Seeing these data, Jimmy quickly realized the problem. The Internet and computers in China are not popular enough. Even if many people bought the BenQ S1, they do not have a computer or know how to do these things.

The penetration rate of computers and the Internet in Jinling is much higher than in other cities, so more people have the conditions to buy electronic music online at the BenQ store.

Another point is that BenQ's offline promotion of mobile phones mainly focuses on music playback. As for the online BenQ store, although it is mentioned, there is no way to introduce it in detail, and the general offline promotion does too much functionality. The presentation is also unrealistic, and no one reads it at all.

As for those private mobile phone stores, they rarely help BenQ to promote the online store, and many people who buy mobile phones have not watched the live video of the press conference, so they may not know the existence of the online BenQ store at all. .

Jinling is different. Jinling has the world’s first BenQ retail store. Whenever a customer walks into a BenQ retail store, there will be staff who will introduce the online BenQ store to them. Therefore, Jinling knows the online BenQ store. more people.

Therefore, the reason why the sales volume of the online BenQ store is only [-] is not that the Chinese users are reluctant to spend money, as Jimmy thought before, but because of limited conditions.

However, apart from the lack of popularization of computers and the Internet, there are actually other reasons for the low sales of music in BenQ Stores. Otherwise, there are so many Internet cafes in China. Even if users do not have their own computers, they can still go to Internet cafes and use their computer login accounts to purchase. music.

In addition to the lack of popularization of computers and the Internet, there is another difficulty for Chinese BenQ S1 users who want to use the Ming Kee store to buy music, and that is the payment method.

There are relatively few electronic payment methods in China, and the operation is not particularly convenient, let alone popularized. Even if users can go to Internet cafes to log in to the online BenQ store, they will still be stuck at the payment level.

……

After sorting out the data, Jimmy also felt a little regretful, because his strategy made a mistake.

Before, he didn't think much of the electronic music market in China, thinking that not many people would spend money on the BenQ store online, so he didn't spend much information here, and kept saying that he would use the electronic payment software on the Chinese side. It is also slowly planning without rushing.

If he had paid attention to this matter before and let Deep Space's electronic payment software go online earlier in China, then the sales of BenQ stores will definitely be different at this moment, and this is also a good opportunity to promote electronic payment methods .

However, it was not too late to make up for it. Jimmy took the data and went to find the surplus to urge the progress, so that they could quickly produce the domestic payment software.

Yu Dong also got the data that Jimmy got, and Yu Dong also saw the problems that Jimmy saw, but Yu Dong didn't care too much, no one can take everything into consideration, even a business genius like Jimmy , There are also unexpected places.

Yu Dong himself had the same idea as Jimmy before, thinking that domestic piracy is rampant, and the electronic music payment market will definitely not be good, but it turns out that it is not as bad as they thought, and there are still many people who are willing to pay for electronic music.

In addition, the data from China also shows a situation, that is, the BenQ store model is still feasible. Since this model can be affirmed by users in China, it must be no problem in other countries. In general, This is a positive sign.

……

The facts are as Yu Dong expected.

A month later, on May 1, the US version of the BenQ S[-] was officially released.

On the same day, the first BenQ retail store in the United States on Fifth Avenue in Manhattan also officially opened.

This retail store is not only the first BenQ retail store in the United States, but also the first 24-hour BenQ retail store in the world. The rest of the BenQ retail stores planned in China or in other cities in the United States are not 24 hours.

BenQ S1 achieved a very good result in the first week in the United States, with a shipment of 11 units. It sounds like this data is not as good as the Chinese market, but in fact the potential of the BenQ S1 in the US market is better than that of the Chinese market. , because the data is increasing every day, and the sales volume of the online BenQ store is very good.

In just one week, the online BenQ store sold [-] songs. Compared with China, although the shipment of mobile phones is less, the sales of electronic music are several times higher. Sales are increasing, and the rate at which music sales are growing is also increasing.

There are many people who don't care about other functions of the mobile phone at all, but only pay attention to the functions of music. It can even be said that they bought a BenQ S1 just to be able to download songs to listen to in the BenQ store.

Even though the sound quality and battery life of the BenQ S1 are not good enough compared to those top MP3 players, there are still a large number of users paying for it. It’s not that they don’t care about the battery life, but it’s okay to listen to music for a few hours less, and it’s not that they don’t care about the sound quality. , but the sound quality of S1 and the top MP3 can't be heard much difference if it's not paired with a good earphone. , which is what the BenQ S1 can do but those MP3s cannot.

Besides, the BenQ S1 is a mobile phone after all, it can make calls, send text messages... It can do everything that a mobile phone can do, and it has a good-looking appearance, and the sliding cover design makes people unable to stop.

The US version of the BenQ S1 has one more color than the Chinese version. There are three colors: silver white, black and white, and red and white.

The prices of these three colors are the same, but there are more people who buy the two colors of silver and white and red and white. Out of ten users who buy BenQ S1, about six will choose red and white, three will choose silver and white, and only One will choose black and white.

But the choice does not mean that you can buy it. Many stores have similar quantities of the three types of products, and customers want red and white and silver and white. At this time, those store owners will come up with ideas and start offering red and white and silver and white models. The price is raised, the price of the red and white one is increased by [-] US dollars, and the price of the silver and white one is increased by [-] US dollars.

Many people don't quite understand why the BenQ S1 mobile phone is obviously beautiful in silver and white and red and white, but they still have to add black and white to make it black and white.

It’s not that black and white mobile phones are not good-looking, but the black and white version of the BenQ S1 has no sense of design at all. The upper layer is white and the lower layer is black. It feels very perfunctory and does not attract users’ interest at all.

No matter from the perspective of subjective aesthetics or from the analysis of objective data, we can know that red and white and silver and white are obviously more popular among users, and there is no market for black and white.

Why can't we not produce black and white, but only silver and red and white?
However, what they don't know is that designing this black and white is just a sales strategy.

BenQ Mobile certainly knows that black and white models are not popular, and they even deliberately designed the black and white models to be more common.

Red flowers with green leaves. Among these three color schemes, black and white are green leaves, red and white and silver and white are red flowers. With black and white as a foil, many people think that red and white and silver and white look better.

The cost prices of the three colors are about the same, but outside stores sell them to customers, and each one costs an additional [-] or [-] dollars. Obviously, the added value of mobile phones has changed with the emergence of black and white models.

BenQ Mobile couldn't get a dime of the price increase, and all went into the pockets of those stores, but BenQ Mobile acquiesced in this situation.

Because of this situation, those merchants can make more money, and they can make more money, so they can more actively promote the BenQ S1 mobile phone for BenQ Mobile.

In addition, after all, the shipment of mobile phones is in the hands of BenQ Mobile itself. They can decide who to give the goods to or not to, and they can also choose who to give more popular models. In this way, the relationship between the two parties will also change. , In order to get more popular models, they will cooperate more with BenQ Mobile.

It seems that this part of the profit from the price increase did not go to BenQ Mobile, but in fact it has been used by BenQ Mobile, which is more useful than BenQ Mobile directly lowering the purchase price for merchants.

……

The big sales of the BenQ store not only boosted the sales of BenQ mobile phones, but also promoted the negotiations between BenQ Mobile and various music copyright owners.

Before the BenQ mobile phone was released, BenQ Mobile was already discussing music licensing with various copyright parties. Many companies were too eager to authorize BenQ Mobile.

They mainly think that the share given to them by BenQ store is not high enough.

BenQ Mobile sets the same ratio for all copyright parties, which is 60.00% 60.00. After a song is sold on the BenQ store, BenQ will take out [-]% [-] to pay the copyright owner.

Those companies can barely accept this ratio, but they think that the price of songs in BenQ store is too low. The price of new songs is generally only 0.99 US dollars, and some old songs can't even get 0.3 US dollars.

Such a low price, no matter how high the share ratio is, they can't accept it.

They think that licensing music to the BenQ store will cause many problems, one is that it will increase hidden piracy, and the other is that people will no longer pay for the entity after buying music on the Internet, reducing the sales of the entity, even if BenQ Mobile Repeatedly telling them that licensing their music to the BenQ store will only make them more money, and they still don't believe it.

However, after the launch of the BenQ S1 mobile phone, many companies found that the situation was different from what they had imagined. Electronic music can indeed be sold on the BenQ store. The most important thing is that some old songs will also be popular and have a second spring.

The reason why BenQ Mobile priced old songs cheaper is of course because people listen to less old songs, and since they are old songs, they have been sold for a long time. People who love to listen to these songs have basically bought them at home before. There is no need to spend money to buy it.

On the BenQ store software, there is a very conspicuous special price area, click on this special price area, and it is full of old songs with low prices.

Just after the BenQ S1 went on sale in the United States, the special price area was very popular, especially some classic old songs priced at US$0.29, and the sales volume was particularly high.

For example, the song "Sailing" sung by British singer Stewart more than 20 years ago, after entering the special price zone, its downloads reached [-] times in just over a week, ranking first in the special price zone.

Although the price of the single is only US$0.29, the combined revenue of 638 times has reached US$60.00. According to the 430% [-]% sharing ratio, the copyright can get [-] US dollars in pre-tax income.

More than $400 may not sound like much, but the point is that this is just the beginning. As more and more BenQ phones are sold and the popularity of BenQ stores becomes wider, the sales of songs will definitely increase.

Moreover, many old songs have been used for such a long time, and their usual income is very little. The extra income seems to be picked up for nothing. More importantly, in addition to making money, selling songs on the platform seems to be a means of publicity. It is an opportunity to let more fans see the song.

Therefore, regardless of the reluctance of those copyright parties, it is their best choice to cooperate with BenQ Mobile and authorize songs to BenQ Mobile.

(End of this chapter)