Top of the Great Era

Chapter 1733 Aftermarket Standards

Astermini is indeed subsidizing, and the intensity is not small.

However, far less than advertised.

If the cost of an Astermini really reaches 2500 yuan, and it is sold at 1999 yuan, each mobile phone will be subsidized by 500 yuan for Astermini and Xiaonei. If there are 100 million mobile phones, it will be a subsidy of 5 million yuan!

Who can afford this?

This is not a strategic project of the group.

Astar is selling very well around the world now, but the scale of expansion is also large. In Europe and the United States, it is actively expanding channels, markets and scientific research bases, and it is still in the stage where expenditure exceeds income.

Next, a new round of financing will have to be launched.

The situation on Xiaonei is much better, and it has been profitable many years ago.But in the past few years, Ziweixing’s policies have changed. The Xiaonei website does not aim at making money. Ziweixing has passed the stage of collecting wool from college students.

For example, online sign-in lottery, earning money by answering questions, subsidies for prohibited audits, campus project incubation, etc., also organized many campus activities offline, as well as a scholarship program covering all 3000 universities with an annual expenditure of 211 million yuan.

As a result, Xiaonei's profits have shrunk significantly.

The net profit in the first half of the year was about 2200 million yuan.

If Xiaonei really subsidizes 200 yuan for each mobile phone, and then sells 100 million mobile phones, it will be 2 million yuan, which is really unbearable.

There is a more important point, 100 million units is only the first phase.

Next, Asda will continue to cooperate with Xiaonei to launch Astermini for college students.

I really can't make up for it.

The real situation now is that Xiaonei only subsidizes a little logistics fee for mobile phones, which is relatively easy.As for Estar, it is even easier, and the subsidy points should also be given!

In the past few years, Asda has been engaged in overseas markets, and its popularity in China is not very high.

Starting to focus on the domestic market this year, it is necessary to spend money on advertising.

How much to spend on advertising?
1 million?
2 million?
If you adopt traditional advertising and marketing thinking, this amount of money is really not enough.Moreover, the effect may not be very good.The overwhelming advertisements covered all the TV stations and media pages, and the audience watched it every day, which would only arouse disgust.

Be sure to adopt new thinking and low-cost marketing methods.

Xiaomi's hunger marketing is very good.

But Zhou Buqi has a better plan.

Promoting the cooperation between Asda and Xiaonei, caring for the next generation together, encouraging universities to embrace the new era, and allowing them to use affordable smartphones is definitely a boon for the current batch of college students.

Now the price of smartphones on the market is more than 4000 yuan. Asda and Xiaonei jointly launched a 1999 yuan customized version for college students, which is a real event marketing!

As it turns out, it works really well!

The national media are scrambling to report, and the free publicity has brought Astar a strong market appeal and brand image.

The small amount of money that Asda subsidizes should be regarded as advertising fees.

However, there is one thorny issue that needs to be solved - after-sales.

Smartphones are not the same as feature phones. Smartphones are more complex, have more spare parts, and have a higher failure rate.In the era of feature phones, after-sales service is very easy, but in the era of smartphones, we must pay attention to it.

Zhang Xuhao was also very worried about this, and said: "Amazon has released a reader called Kindle. I don't know if you have noticed it. At present, this product has not officially entered the domestic market, but many domestic users have bought it through many channels. This product. There is a hot post on Weibo.”

Zhou Buqi basically guessed, "Is it a loophole in the after-sales service?"

Zhang Xuhao said: "The main reason is that the domestic side is too eager to take advantage of loopholes. In summer, an international student returned to China for the summer vacation and brought back a Kindle. When he found a malfunction during use, he contacted Amazon customer service. But the Kindle did not After opening the business in China, the customer service asked her to send the product back to the United States, and they would resend a new one. She said that she was in China, and the shipping fee was too expensive and inconvenient. Amazon customer service told her not to send it, and the things belonged to her. Yes, they will refund the full amount. She was very happy, so she posted on Weibo, saying that Amazon's customer service is very considerate. This was a very sincere compliment, and a witty netizen discovered the loophole in the process. In the past, In three or four months, a large number of damaged Kindles appeared in China, and then Amazon customers were asked to refund."

Coincidentally, Zhang Yiming also has a Kindle, so that he can read foreign books and periodicals that have not yet been published in China. He added: "The policy has been changed. Amazon's customer service no longer responds to refund requests from mainland China."

Zhou Buqi nodded, "After-sales service is indeed very important. How about Astar's global after-sales service?"

Yan Guangming said: "It's almost the same as those tech giants. They are all repaired by replacement. And... well, the political correctness in Europe and the United States has already become obsessed, and there is no distinction between right and wrong."

Then, he simply said a common phenomenon.

If a person buys a new mobile phone, if the mobile phone itself is faulty, it must be replaced with a new one.However, if a consumer accidentally breaks it and then returns it, can it be exchanged?
The answer is yes.

This is actually playing the "quality discrimination" routine, targeting high-quality consumers.

Warranty requirements are stated, man-made damage will not be replaced.

Therefore, if most people break their mobile phones, they will abide by the agreement and not change them.Their high quality has become the main source of business profits.

However, there are always some low-quality people.

I damaged my mobile phone, and then demanded a replacement with all my teeth and claws. Basically, the technology giants in Europe and the United States will replace it. One thing more is worse than one thing less.

There is no reason for this thing.

It is a scholar who meets a soldier.

It is especially important that most of these low-quality people are very dark-skinned, either African or Mexican, and cannot be offended.

Not to mention that this group of people wants to return a broken mobile phone that is still within the warranty period. Even if the warranty period is over, if they want to change it, they can't be too persistent after the sale, and they have to change it.

Even if they come in and want to prostitute a mobile phone for free, they must not stop them after the sale, and they must give what they need.

Later, it intensified and became a "zero yuan purchase".

This can also be regarded as a social consensus on the disguised welfare of the bottom masses.

Yan Guangming complained, and then laughed, "Actually, the electronic product industry is not bad, there is not much need to replace it. The clothing industry is miserable. There are many big bosses... cough cough, there are a small number of low-income groups, When you go to the mall to buy clothes, you usually have to return or exchange them within 30 days without any reason. If you buy a set of clothes and wear them for ten days and half a month, if they get dirty, you just take them back and exchange them for a new one. Okay! I have seen it twice with my own eyes. A big fat black woman went to change clothes. There was oil on it. I didn’t know if it was pizza or burgers. The waiter just had to change it with a smile. The attitude was a bit bad. , is racism."

"Astermini's overseas after-sales policy, just follow Apple's lead." Zhou Buqi knew that this kind of thing was unavoidable, "Take it as a fixed annual after-sales expense. However, for Astermini, we must be cautious. "

Yan Guangming took it seriously, "Yes, the policy of replacement and repair is not easy to promote in China..."

"Don't, don't play double standards. It's the Internet age, and the information gap is getting less and less. If Astar's after-sales policies are treated differently at home and abroad, the brand image will be ruined." Zhou Buqi is more experienced in this regard, There are learning objects, “The after-sales policy at home and abroad can be the same, but there is no politically correct imposition in China, and the warranty policy can be strictly enforced. When returning or replacing a machine, it must be strictly inspected to prevent man-made damage, or take the imitation product of Huaqiangbei to the Get a new one."

In fact, any technology giant treats the after-sales policy of electronic products differently. It is not a "dual standard" but a "multiple standard". Different countries have different standards.

However, appropriate adjustments will be made according to national conditions during implementation.

For example, in South Korea, Japan, Singapore, Hong Kong, Taiwan and other places, regardless of any product of any merchant, here has the best service system in the world, far surpassing Europe and the United States.

Just like food additives, each country has its own set of standards. The domestic standards are similar to those in Europe and the United States, but worse than those in Korea, Japan, Hong Kong and Taiwan.

However, "multi-standards" is too complicated for the public, let alone "multi-standards", the public cannot even tolerate "double standards".

So in Asda's mobile phone business, the specific implementation is different. At the marketing and marketing level, it is necessary to establish a set of global unified standards that can convince the public.

People all over the world are the same, they can't accept too complicated things, and there must be a set of common standards to show the fairness and justice of ESDA.

But Astermini is not the same.

This is quite special, this is a mobile phone specially for college students.

The average quality of college students is much higher than the average value of society, and the after-sales cost of serving college students is much lower than that of social groups.

But now the problem comes, scalpers appear!

The first batch of 100 million Astermini units were sold out quickly after the school group purchase was launched.

Then, there were many shops selling unopened Astermini on Taobao, and they also blatantly marked the words "buying in school, new product transfer".

Some prices are as high as 2999 yuan.

You can earn 1000 yuan by changing hands!
This will not work!

On Astermini mobile phones, Aster and Xiaonei serve college students, which is a benefit for college students.It has flowed into the society, allowing people in the society to enjoy the benefits provided by Xiaonei.com for college students. If it is small, it is harming the interests of Xiaonei.com, and if it is big, it is harming the interests of all college students.

Because Xiaonei no longer aims to pursue high profits, and when it makes money, it will feed back to college students in various ways.Being plucked by the society, the benefits of college students will be reduced.

Moreover, this will also cause confusion in Astar's after-sales system.

We have to find a way to solve it!

(End of this chapter)