Back to 1988

Chapter 758 The Three Scenarios
Kevin accepted all this, but he just wanted to minimize his losses, after all, he really couldn't go back to the public.In automobile companies around the world, his position and salary are like a carrot and a pit.

The higher the position, the greater the competition, and you may not be able to find the same position again if you leave this company, so the big bosses will only leave when they have a clear way out.

And he also felt that, according to what Zhu Lidong said before, Jiafeng Electronics' international development would not be too bad, and his status would not drop too much. With such a bluffing name, it was enough.

The two parted at the entrance of the restaurant. Lu Feng took a taxi and went straight to the R&D company. Liu Cheng had already started handling the company's daily affairs in the office.

After going upstairs, Lu Feng asked a clerk, "Where is Mr. Liu?"

"It should be in the office."

Lu Feng went to the office door and knocked on the door, pushed the door in and saw that he was indeed in the office, and asked, "When did you come back?"

"I'll be back at noon." Liu Cheng stood up and said, "Mr. Lu, now the shape design has been finalized and the machine parameters have been calibrated. If the changes are not major, I think it's better not to move."

"I originally thought the same about this matter, but after a brief look at the market, I don't think so." Sitting down, Lu Feng said: "The current market has shown a smell of price wars, as you said the other day, The cost price of this thing is tens of dollars, or even lower, and the technology in their hands is mature, and the early technology investment has already paid off, what about us?"

"If you think about it this way, we are indeed very passive!" Liu Cheng didn't know much about the market, but still felt that such a sudden brake would hinder the product launch.Liu Cheng smelled the strong smell of alcohol on his body, and said: "Why don't you take a rest first, and we'll talk tomorrow, seeing that you drank a lot."

"It's just a few bottles of red wine. It's not easy to coax that old boy with Kevin. Don't worry, you're very clear-headed. Call Du Guoying over." Lu Feng ordered.

Seeing that he insisted, Liu Cheng had no choice but to turn around and pick up the phone on the table to call and notify Du Guoying to come over.

In the past few days, Du Guoying wrote a total of three sets of marketing plans, and conducted a simple investigation on the users, markets, sales channels, and competitors of the pager. It can be said that he is working day and night, for fear of missing out. An important opportunity in this life.

Ten minutes later, Du Guoying came in with three folders, and said to Lu Feng, "Hello, Mr. Lu."

"Sit, sit, sit!" Lu Feng greeted, and asked Liu Cheng: "Is the person in charge of the shape design here now?"

"Mr. Li is here today."

"Call here!"

After a while, there were seven or eight people sitting in the office, and Lu Feng asked everyone: "If the appearance design is changed, how long is the mass production expected to be delayed?"

"The mass production was supposed to start next week, so it's going to be March soon." Liu Cheng thought for a while and said, "From the perspective of plastic film, shaping, and debugging machine parameters, I estimate that it will be postponed for half a month, because the shape design is very important. The first to be settled, the plastic factory has already been busy."

"Blame me, blame me!" Lu Feng took the initiative to resist the responsibility.

In Lu Feng's memory, the pagers have similar appearance and design, they are all a black shell. According to Lu Feng's memory, Bird used a price war to lower the price of the pager, and made a lot of profit in the first year, but Motorola Brands such as Panasonic and Panasonic did not immediately follow the price war.

They absorbed a large wave of profits in a short period of time, and began to deploy sales channels after they had money. Later, Motorola began to lower prices to compete for the market.

What Lu Feng sees now is that Bird's wholesale model is very popular, and there may be no plans to establish sales channels in the short term, and continue to move forward by taking advantage of the price advantage.

They are now very afraid of Jiafeng Electronics, a company that did not exist before, and the pressure on them is far stronger than that of Motorola.

If they continue to drop the price because they are afraid of the competition from Jiafeng Electronics, then Lu Feng will be really passive, because Jiafeng Electronics' acquisition of Ruixin Lab's [-] million yuan is a huge pressure on his head.

Relying on TV chips, communication technology, compiling technology, and wireless signal technology to pay back [-] million yuan, it will be as difficult as skyrocketing within five years.

So when Lu Feng saw the chaos in the terminal market, the first thing he thought of was not to fight a price war.In particular, he also knew that Watanabe had already joined Motorola, and he might not know when he would come.

The domestic and international business situation is quite complicated, and it can no longer be determined by the previous single market.

"It's not too late for a good meal, it's not too late, let's talk about the market situation first." Lu Feng leaned back and asked Du Guoying, "How's your work going?"

"Mr. Lu, through a simple survey of the surrounding market recently, I have three sets of plans in my hand. For sales, I still have to rely on the sales channels of the group. I personally think that the best plan is the first one. It mainly solves the problems of users. Pain points, highlight product demand, and focus on young people as the main target group.”

"What do young people like most? Of course they are dating. We can rely on this aspect in advertising. The commercials mainly feature a couple who live on two mountains. They agree to stand on the top of the mountain and watch the sunset together every day." , the woman talks to him every day through a plug-in public phone."

"In the end, the two stood on top of two hills at sunset, looking at each other from a distance. First, the hill was chosen as the background theme to highlight our good signal. Secondly, for couples, once you buy it, you will be a pair. It’s also more helpful for sales.”

Du Guoying talked endlessly, mainly about billboards, TV commercials, channel distribution, user groups, and marketing strategies.

I have to say that his first plan was perfect, even Liu Cheng kept nodding his head, saying that if he was young, he would definitely buy it, and Liu Cheng also brought up the concept of couple models by the way.

"Average!" Lu Feng gave the answer, lit a cigarette and said, "Too naive, have you ever seen the income of young people? Even if the price of a pager is set at [-] yuan, how many do you think can buy it?" Starting? More than half of our group’s sales channels are located in small cities, urban-rural fringe areas, and towns.”

Lu Feng directly rejected the first plan with one sentence, and Du Guoying's expression of excitement on his face was a little bit disappointed. In his opinion, this plan should be the most perfect, because couples are the most prone to impulsive shopping. Some expenses care more about commemorative significance than actual value.

"Then let me talk about the second plan. The positioning is for business needs, and it is going in the direction of elites. The advertising scene is a man in a suit, standing in a luxurious office building, chatting about global business, and then the pager rang. I came out and took a look, and directly rejected the contract that was being negotiated."

"The main thing that stands out is that the information is fast and fast, but these points can be easily achieved by other products. I personally think that the market audience is a bit small for this product positioning."

"Continue to the third one." Lu Feng smoked a cigarette and did not express his opinion.

"The third option, I think, is out of a demand for product positioning, and is more of a vanity. The main advertising scene is that a teenager in a big city returns to the village and brings a pager. When communicating with the outside world, the pager is always beeping, because such a novelty gives people a particularly high-end and cool feeling, Xiaohua in the village fell in love with him.”

"I don't think about the third plan very clearly, so the overall positioning is still a bit vague, and it can be optimized." Du Guoying was a little confident.

"The starting point of the third plan is not bad." Lu Feng said as he stubbed out the cigarette butt in the ashtray.

"Ah?" Du Guoying was a little dumbfounded.

The people present couldn’t believe it. The first solution was obviously more attractive. They all felt that the first solution positioned the product very well, that is, young people don’t have much money, but there are many young people, and there are always rich people. Will buy, the quantity is large, as long as [-]% of the people in it, that is a very considerable sales volume.

Seeing that they all looked surprised, Lu Feng sighed, he should teach him, and asked Du Guoying, "What kind of product do you think is the most profitable?"

"What kind of product is the most profitable?" Du Guoying pondered.

"It must be a just-needed item. People need it if it can be sold." Liu Cheng replied.

Others also nodded one after another. Just-needed goods are what people need the most and are the most stable.

"Practical things, the price of that wrench, can the profit reach [-]%?" Lu Feng looked around at the crowd and said: "Food is also very urgent, take the Jiamei food I made as an example, you What do you think its profit margin is now? Let me tell you, [-]%, and the profit will continue to decrease, why does its profit margin keep decreasing?”

Du Guoying seemed to have figured it out, and said, "Because it's practical and just needed!"

"Yes, if a product wants to pursue profit margins, it cannot rely [-]% on practicality and demand. If it is [-]% rigid, its profit margin cannot be high. If its profit margin soars, it is the third World War I." Lu Feng leaned on the sofa and said, "So for the positioning of the pager, don't promote it in terms of practicality, because all fools know it is practical, don't tell the user, he already knows it, tell him, What he didn't know, or rather, more than he expected."

Du Guoying's mind was spinning rapidly, digesting what Lu Feng said, and he always felt that he had caught something, but he couldn't say it.

"In fact, the overall market is not only based on young people, but also on what kind of people have more needs. Under this general direction, it must be combined with the background of competitors and price wars." Lu Feng said solemnly.

(End of this chapter)