Top of the Great Era

Chapter 1513 Cancellation of Advertising Fees

Hearing that Zhou Shaoning had returned to China, Asda Group held an important strategic meeting, so Zhou Buqi temporarily changed the arrangement and went to attend the meeting.

Very important!

Now, in the global smartphone market, Apple's iPhone 3gs is the mobile phone with the highest shipment volume, followed by Asda's Aster2, followed by well-known manufacturers such as Blackberry, Samsung, Nokia, and HTC.

Stand-alone share, iPhone is the most.

However, the total sales of Android-based machines may surpass Apple this year.

Android has taken off.

For Asda, there are two goals now: to further consolidate its position as the leader in the Android market, and at the same time to surpass Apple in terms of sales.

The Android system is more open, with more developers, more Apps, and more playability.Coupled with the price of Android-based mobile phones, the overall price is lower than that of the iPhone.

The lower the price, the higher the sales.

The Aster series is now taking the high-end machine route, and the price of a single machine is only 3-50 dollars lower than that of the iPhone80gs.The design features of the mobile phone reveal traces of the iPhone everywhere, and it is not surprising that consumers all choose the iPhone in one go.

Find a way to change this situation!
Must be innovative!
In addition, there have been internal news in China recently. Under the impact of the international mobile Internet market, the Ministry of Industry and Information Technology and the communication giants cannot go against the trend and carry out strict policy control. They must keep pace with the times and follow up with the times, otherwise domestic technology The industry has been regulated to lag behind as a whole.

At the conference next year, some committee members will put forward relevant proposals, and then they will make concessions and cancel the restrictions on the wifi function of smartphones.

With policy changes, the spring of smartphones in the domestic market will truly come.

Astar Group can launch the domestic version of the mobile phone!
However, the current consumption capacity in China is relatively limited, the signal transmission speed of 3G network is similar to that of foreign 2G network, and the domestic audience of high-end smartphones is very limited.

In order to solve these two problems at the same time, Zhou Buqi communicated with Zhou Shaoning as early as November last year, and proposed two solutions.

First, Aster3 needs to be innovative!
It is necessary to make a little innovation that is different from iPhone4, and to beat the opponent in terms of sales through differentiation.

What kind of differentiation?

Too high-end technical updates are definitely impossible, and mobile phones these days are too severely constrained by processors.

Zhou Buqi's initial plan was to introduce fingerprint unlocking in Aster3. At present, this technology is not stable enough to be commercially applied on a large scale.This plan can be postponed to 2011, applied in Aster4, and it can lead Apple to become the world's first smartphone unlocked by fingerprint.

It doesn't matter that the fingerprint unlocking solution is immature. There is also a new solution - a large-screen mobile phone.

Jobs's aesthetics are exquisite, meticulous, simple, and clean. The products he designed are relatively exquisite, and he is very opposed to the design concept of large-screen mobile phones.

This leaves opportunities for Aster3 to innovate.

A smartphone with a large screen can be launched!

A smart phone is equivalent to a handheld computer, and the operation of a small screen is too inconvenient.The large screen is more user-friendly and comfortable for playing games.Through such differentiation, Aster3 has more differentiated designs that iPhone4 does not have.

But it's not safe.

Relying on high-end phones alone, it is really difficult to compete with the iPhone in terms of sales. The iPhone is the leader in the smartphone industry, so it makes sense to buy the iPhone 4 instead of the Aster 3 under normal circumstances for the same price.

So the second way is needed.

Low-end machine.

Zhou Buqi suggested that next year Astar Group will launch two mobile phones at the same time, one is the high-end third-generation Aster, and the other is the low-end first-generation Astermini.

The introduction of low-end phones can increase sales and satisfy the spending power of domestic users, especially college students.

In order to meet the needs of universities to buy mobile phones, Xiaonei.com has done a lot of things that the mobile phone circle hates in the past few years, such as buying some inventory machines in the market and selling them to college students at low prices; later, it also specially developed college students. The special version of the low-end mobile phone has a lower price, and the price of a mobile phone is only more than 200 yuan.

Entering the era of smartphones, there is no such good thing in the short term.

At present, there are more than 500 million smartphones of various brands and systems in China, and the average price is more than 5000 yuan, which is too expensive for college students.

The purpose of serving college students must not be forgotten!

This is the value concept that all companies in Ziwei Galaxy must follow. It is not only a social responsibility, but also a delayed gratification in business philosophy.

The times are different. In the past, the "superior people" may only have a junior high school diploma, and they will become rich and become a master after eating the dividends of reform and opening up.

It won't work in the future.

All social elites must be university graduates.

To please college students is actually to please the future social elite, who will be the group of people with the most spending power in China.To please college students is to cater to the future.

This strategic policy must be unswervingly implemented.

During the meeting, Zhou Buqi took the initiative to speak and reiterated this proposition, "When Astermini is listed, you can't make a penny from college students. Not only can you not make money, but you have to pay back. Give back the greatest benefits to college students."

Now there are more than a dozen executives of the Asda Group, and most of them don't know Zhou Buqi, and they don't respect him.

A vice president in charge of marketing named Gao Shan put forward different opinions, "Mr. Zhou, how much do you want to give back to college students?"

Zhou Buqi glanced at him, "At least 10% lower than the retail price."

Gao Shandao: "Mr. Zhou, it is the first time that Asda's products are being promoted in the domestic market. My plan is to use 2 million to 3 million yuan for marketing promotion and to establish a brand image. We expect the domestic sales volume to reach 60-70 units, which means that the marketing expenses alone will drain all the profits of our next-generation products in the domestic market."

"Marketing?"

Zhou Buqi was a little puzzled and looked at Zhou Shaoning.

Zhou Shaoning coughed lightly, and said in a deep voice, "Danny, don't be in a hurry to object, listen to what Mr. Zhou has to say." Then he explained to Zhou Buqi, saying that Gao Shan came from Abbott Group, a Fortune 500 company, and was proficient in the global market. Marketing and Promotions, is the Senior Vice President of Astar Group.In the past two years, in order to promote the Aster mobile phone, Asda has invested a total of 3.2 million US dollars in advertising costs in the global market, all of which are managed by him.

Zhou Buqi asked: "Abbott Group, what do you do?"

Zhou Shaoning said: "In the field of life and health, such as Abbott milk powder, the domestic sales are quite good. Many people find someone to buy from Hong Kong, Macau or abroad."

"Oh, traditional business, no wonder!"

Zhou Buqi took a look at Gao Shan, and he didn't think that being born in the world's top 500 was any big deal.

Gao Shan heard the indifference in his words, and was a little dissatisfied, "Mr. Zhou, do you have any advice? In my opinion, Ziweixing and Astar are two companies. The matter of subsidizing college students should be It is the responsibility of Xiaonei.”

Zhou Buqi smiled, "You come from a traditional industry, so it's not surprising that you don't understand the Internet model. But I have one request, your domestic marketing plan will be terminated immediately. The domestic market does not need marketing."

"No marketing? No advertising?"

Gao Shan was stunned for a moment, this obviously did not conform to business logic.

Who sells products without advertising?Besides, the overseas sales of Aster1 and Aster2 have achieved great success, which shows that this model is successful!
How good would it be to introduce the successful experience from abroad into the country in a stable way?

Why change?
Yan Guangming, the vice president in charge of the supply chain, said indifferently: "Mr. Gao, I think you can be more modest. In this company, no one can promise everything, except Mr. Zhou."

Zhou Buqi waved his hand and said with a smile: "Old Yan, you are exaggerating. How can you keep your promises? In a meeting, everyone discusses together, solves problems if there are problems, debates if there are disagreements, and the truth becomes clearer and clearer. But Mr. Gao Shan, you may not know me very well, and you are not familiar enough with the Internet, um... Forget it now, let’s go tonight. I will invite a group of people tonight, and everyone here must go. I want to give a lecture about the new The new concept of the Internet point-to-point sales model in the era. We are a developing country, and Europe and the United States are developed countries, and there are indeed many gaps. But in the exploration of Internet business models, we are far ahead.”

This Gao Shan obviously has worked abroad for a long time, and lacks understanding of the Internet industry, subconsciously thinking that foreign countries are advanced.

But in the field of Internet business models, the biggest center of innovation and exploration is not Silicon Valley but Huaxia.

In order to sell Aster mobile phones abroad, it is indeed necessary to advertise on a large scale, which is expensive.Because foreign markets are too traditional and too complicated.

But it is not necessary in the country.

At least not until smartphones are sinking in society.

Gao Shan nodded, full of curiosity.Go to the last lesson to learn and study, to explore the bottom line, and to see what kind of real talents this Internet entrepreneur who is well-known overseas has.

The meeting is still going on.

The rest of the discussion will be mainly about products, mainly hosted by a Chinese-American product vice president surnamed Lin.Several requirements are put forward that are relatively basic in the eyes of Zhou Buqi, but are very important for the current exploration stage of smart phones.

For example, in the stage of product operation growth, try to update in stages instead of trying to update for all users.Updates are error-prone. Update in a small area first, and use it as a test field. If there are no mistakes, you can further promote the update to a wider range of users.

For example, most users are not very proficient in program technology, so when managing and operating products, invite parents or friends outside the industry to test new features and evaluate their reactions to ensure that everything about the product is easy to understand.

Zhou Buqi did not participate in the discussion, and was already preparing for the evening class in his mind.

This class is important.

It is necessary to call Jieyu Media, Yuanwei Milk Tea, Chaowan Commune, Fantuan.com, Bajixing Technology, JD.com and other companies in Ziwei Galaxy.

(End of this chapter)