Rebuild 2005

Chapter 846 [845] The Meizu with Fried Hair
At the press conference of Mi 2, Lei Jun announced the sales volume of Mi 1, which reached 210 million units, and there was a small print next to it, which included the sales of Mi 1S and Youth Edition.

This is much worse than the sales volume of 1 million sold in one year when Mi 352 was born out of nowhere in history, a gap of 1/3.

However, this is based on the premise that the luck has been robbed by the ancient word mobile phone. It is already very remarkable to have this achievement. The three mobile phones next door, Meizu M8, M9 and MX together, do not have so many sales.

The sales of 210 million Xiaomi mobile phones are all online, and some offline shipments are also scalpers. At this time, Xiaomi mobile phones have not yet realized the importance of the offline market, and the success of Guci mobile phones, Let them be more determined about the bright future of the online market.

With these user bases, coupled with superb marketing techniques, although the popularity of Xiaomi mobile phone online is far less than that of Guci mobile phone, it is only second to Guci mobile phone, and it is generally at the same level as Meizu.

When the Xiaomi mobile phone was released, the impact of 1799 was naturally not as sensational as the Guci mobile phone 1999, because it was a pioneering feat, and it was the first person to eat crabs. However, in the online market, the price difference of 200 yuan is enough to smooth out the brand, Gaps in other places such as screens.

Coupled with the inevitable marketing means, after the press conference, the news that "Xiaomi 2" will be on sale in 1799 quickly swept the digital circle, and many people who were originally planning to buy the ancient word Linjiangxian began to hesitate and wait and see.

"Fuck!"

After the launch of Mi 2, Gushici immediately held an urgent but not impromptu meeting to discuss countermeasures.

After all the people gathered, before anyone spoke, Wei Qingfan swears first. Even he didn't expect Lei Jun to be so ruthless, and he really dared to start at 1799.

In the original history, at the beginning of 2014, Meizu was rubbed against the ground by Xiaomi in terms of sales for several years in a row. In addition, a large number of executives left with technical backbones. Bai Yongxiang was also planning to leave LeTV, and Huang Zhang had to make a compromise. , promised to distribute 20% of the stock to the core management
——At the beginning, Lei Jun tried to persuade Huang Zhang to take out the shares and distribute them to the core executives, but was rejected several times, and finally realized it in this way.

Subsequently, Meizu introduced Ali Investment through Li Nan, and began to officially expand through the cost-effective route.

When Meizu MX4 was released, the starting price was 1799 yuan, which was a full 3 yuan lower than the MX2499's 700 starting price, which caused a sensation in the digital circle. This number also filled Lei Jun's Weibo comment area.

I just don’t know how the users who bought the MX3 for the first time felt at the time.

Meizu MX4 kicked off the expansion of Meizu, and also started the tradition of backstabbing old users.

But now, two years in advance, Lei Jun, who was robbed of his luck by Wei Qingfan, chose the same style of play, because Wei Qingfan refused to raise funds, and the capital was invested in Xiaomi, which obviously imitated the ancient word mobile phone. During the year, Xiaomi has received four rounds of financing.

Sufficient funds and the sales promised to shareholders are the fundamental reasons why Mi 2 chose to start selling at 1799. It has nothing to do with "lowering the price of smartphones", "conscience" and "making friends with users".

However, from an objective point of view, Xiaomi's move is undoubtedly beneficial to consumers.

"Tell me what you think."

After Wei Qingfan finished speaking, several people present looked at Li Pingguang. As the person in charge of the marketing department, he did his part and said, "I don't think the matter is so serious."

Saying this sentence, Rao was a little surprised even if everyone present was at the core level.

"First of all, we can be sure that the net profit is almost zero since it was sold in 1799. Even if it wants to promote it, it is impossible for Xiaomi to lose money and make money."

Li Pingguang obviously thought about it a long time ago, and he said it calmly, "Xiaomi's release now is for the sake of popularity, and by the way, it will hit our shipments. They can't ship at this time, they are just sold as futures. ..."

1799 is naturally not the cost price, but the cost of mobile phones is not only materials, but also operating costs. Xiaomi's bargaining power is far inferior to that of Guci mobile phones, and the cost is only high but not low. Everyone knows this.

Regardless of Guci mobile phones or Xiaomi mobile phones, they were originally sold in futures, released about half a year in advance to grab the popularity, and waited for the cost to drop half a year later before mass shipments. Everyone present knew this somewhat.

"Now there is a lot of noise on the Internet, but many people are waiting and watching. To be honest, if we lower the price to 1799, most people will definitely choose us. This is the brand influence accumulated over several generations of our products."

Li Pingguang continued, "We don't need to do anything now, sales will definitely be affected in the short term, but when Xiaomi mobile phones go on sale, everyone finds that they can't get them, and they can only increase the price if they want to buy them. It's not as good as buying Linjiangxian. .

"Of course, this is all my current judgment, and I haven't got Mi 2 yet, so it's hard to judge how powerful the product is... In short, my suggestion is to not do anything for the time being, wait until they go on sale, and then decide according to the situation Do you want to make adjustments?"

Many participants who were originally prepared to lower the price did not expect him to say this. After thinking about it, they all looked at Wei Qingfan.

Wei Qingfan did not express his opinion.

Xu Shengyuan asked: "The Mi 2 won't go on sale until May 5, half a month... How can the restlessness and emotions of the fans be calmed down during this period?"

"There is no way to calm down."

Li Pingguang said calmly, "We are the defenders and they are the attackers. We are more passive. We know that Xiaomi 2 must be hungry for marketing, and it is much more than us and last year. In the future, maybe Xiaomi, or Others will still do this...you have to get used to it."

"I agree with Mr. Li's statement."

Tang Tingyue thought for a while, and said aloud, "We are the leaders of domestic brands now, the boss must have the pomp and confidence of the boss, since we are defending the ring, we must pay attention to braking with silence and not making rash moves. If the other party makes any trouble, we will To make moves in a panic is not only easy to make mistakes, but also shows cowardice."

Li Pingguang added: "It is impossible for Xiaomi to ship in large quantities in the early stage. This is certain and there will be no surprises. We just need to pay attention to the developments on Xiaomi's side in time, and we can adjust at any time. Spot goods, coupons, price cuts, three Take a card, seize the opportunity to play it, and it will be stable enough to suppress them."

Wei Qingfan nodded, expressing his approval, and then made detailed plans for different situations, and then led by Lin Ting, let the marketing department come up with a rough plan.

The main purpose is to expose Xiaomi's futures operation method. It will not have much impact in the early stage, but it can gradually label Xiaomi as a "monkey".

Since it is a competitor, this is a normal business operation and does not involve personal morality.

Of course, in order to maintain the brand image of Gushici, this kind of thing can only be done behind the scenes, otherwise it will be a discredit to its own image.

This is a big banner, it takes time to ferment, and it also needs the cooperation of Xiaomi.

In addition, Linjiang Xian’s sales policy has also been adjusted to some extent, because the release of Mi 2 has impacted online sales, and the focus of short-term shipments has been placed offline, where the popularity of Xiaomi mobile phones is almost zero.

Although the release of Xiaomi Mi 2 had a certain impact online, by the end of April, Linjiang Xian's shipments had easily exceeded 4 million units. More.

In the blink of an eye, in May, the Labor Day promotional video of Gushi Mobile was finally released. The video was very short, only about 5 minutes long, and some group portraits of laborers were intercepted. Different series, different prices and positioning of mobile phones, such as Changjinjiu, Niaosingjian, Linjiangxian, and Manjianghong, are all in line with the consumption levels and concepts of people of different status.

After the promotional video went live, it didn't cause much trouble. It was just a very ordinary short video, but it just showed that the ancient poetry company began to pay attention to this aspect of publicity.

This matter itself will affect the image of the company.

Wei Qingfan has nothing to be too satisfied with, nor is he dissatisfied, but it's the first time, there is nothing to criticize for such a performance.

After the Labor Day holiday, he took a long vacation and went on a trip with Li Wanyi to take wedding photos. In order to prevent Li Miaoyu from making trouble, Wei Qingfan coaxed her for a week before resolving the matter.

Before the wedding photos were taken, Mi 2 had already been officially sold. It was said that the first sale was 10 units, and it was sold out in 37 seconds. Mi officially released the happy news, which was very sensational.

The offline price increase of Mi 2 is generally around 300, while Linjiang Xian can already be bought at the original price, which is even more expensive than Linjiang Xian.

For many people, this is the first time they have heard of the brand of Xiaomi mobile phone, which is also cost-effective and conscientious.

At the end of mid-May, Wei Qingfan and his newlywed wife were about to return to the capital when they learned something on the way: Huang Zhang and Lei Jun were fighting again!

The reason is that Wang Ziru posted a review video on Youku.com of "comparing the ancient words Linjiangxian, Meizu MX, and Xiaomi Mi 2". After watching the video, some Meizu friends posted a comment on the Meizu community, pointing out that Meizu MX insufficient.

Then, Huang Zhang blew up.

(End of this chapter)