Technology: Starting from selling mobile phones

Chapter 85 BOE’s cooperation
“I prefer BOE’s screen.”

Jiang Lan slowly expressed her thoughts.

"Although we have launched a 43-inch traditional TV, in general, our brand awareness in the TV industry is still far behind.

Not to mention compared with Samsung and Xiaomi TV, even the second- and third-tier brands are not comparable. "

"So... I think our 55-inch TV should still be the same as the 43-inch TV, focusing on cost performance."

Mainly cost-effective.

Mo Ran tapped his fingers lightly on the table.

Indeed, unlike mobile phones, the TV industry is still an emerging industry.

The TV industry can be said to be very mature and even somewhat solidified, and various manufacturers have basically divided up all the market shares.

In such a market environment, if you want to get in, price will naturally become an important factor.

"Go on."

"Ah."

Jiang Lan continued:

"Now all mainstream manufacturers have regarded 55-inch LCD TVs as an important production line and launched their own smart TVs one after another."

"The price of 55-inch smart TVs from Internet TV manufacturers such as LeTV, Xiaomi, and Fengxing is about 3599 yuan.
So what I consider is that our 'smart TV' is priced at 3199 yuan, which is about 400 cheaper than Xiaomi. "

"As for traditional TV, I want to set it at 2799 yuan!"

Mo Ran thought for a moment and nodded.

As an e-commerce company that only sells online, Jiang Lan made the right decision to refer to Xiaomi TV for pricing.

Although Nietzsche's sales have been good recently, and it even made a hot search list, Mo Ran did not expand enough to think that Nietzsche's brand popularity can compete with Xiaomi.

He looked up at Jiang Lan.

"What's the approximate cost?"

"Because traditional TVs do not have CPU, memory and other spare parts, the cost is about 2500 yuan, and the gross profit margin is a bit low, about 12%."

"The cost of a smart TV is about 2800 yuan, and the gross profit margin is about 12%."

"After deducting other expenses such as OEM and express delivery, the net interest rate is about 6-8%, which is a little low."

"Moreover, this is the cost of BOE's screen. If it is a Samsung screen, the cost will be higher."

Mo Ran frowned, and suddenly thought of another thing.

"I gave you a copy of the 'TV Image Quality Chip Optimization Program' before. Have you tested it? How is the effect?"

Jiang Lan nodded.

"Tested, the effect is very good."

"Actually, this is one of the reasons why I firmly use BOE screens.
With the 'hardware image quality decoding technology' and 'TV chip optimization program' you provided, many BOE screen backlight, motion compensation, and color problems have been improved. "

"Now, our 55-inch smart TV looks almost the same as a Samsung screen from the naked eye..."

Hearing this, Mo Ran exhaled softly, and his fingers that had been tapping on the tabletop also stopped.

He looked at Jiang Lan and said:
"So...the only problem now is that the profit is too low."

"Yes!"

"Compared with other manufacturers, our costs are much higher, especially when it comes to the purchase price of TV screens. We have no bargaining power at all."

"Now, we want to increase profits, and I think the best way is to talk to BOE."

"Lower the purchase price."

Nietzsche TV has only started to take off in the past few months.

When small manufacturers like Nietzsche first entered the TV industry, most of their spare parts were not purchased from manufacturers.

Instead, it purchases goods through a series of trading companies and agents.

In this way, the cost is much higher than that of large manufacturers.Naturally, there is no advantage over large manufacturers.

I encountered this problem when I was making Nietzsche’s 43-inch traditional TV before, but at that time, after all, the scale was small and the sales volume was small...

Now, with more and more Nietzsche TV models and larger scales, the purchase cost must be reduced.

but……

Talk to BOE?

Thinking of this, he said:

"Jiang Lan, I am personally responsible for this matter. The research and development of the 55-inch TV will be handed over to you to continue to advance, and strive to launch it as soon as possible."

Jiang Lan responded, then turned and left.

but.

When she reached the door, she turned around and added:
"Mr. Mo, there is one more thing."

"We have already reached business cooperation with Youku, iQiyi, and Tencent Video, and the general framework of our smart TV platform has been established."

"If you want to add our unique resource content, you can add it at any time when the time comes."

"Okay, got it."

Mo Ran smiled.

He really hopes that Nietzsche TV will be an ecology like LeTV, but the current situation of Nietzsche TV should be put aside for now.

Watching Jiang Lan leave, Mo Ran quickly called Wang Fugui, who was responsible for communicating with BOE.

Wang Fugui frowned after hearing Mo Ran talk about the high price of BOE TV screens.

After thinking for a moment, he slowly said:

"Boss, in fact, we not only need to solve the problem of expensive purchase of TV screens, but also the price of the OLED screen of our 'Nietzsche X1' is a bit high!"

"It just so happens that our last batch of OLED screen orders will be delivered soon, and I would also like to talk to you about this matter."

Mo Ran nodded calmly. Now it seems that cost control must be resolved.

In fact, Nietzsche approached Samsung and BOE for the Oled screen of "Nietzsche X1".

Samsung's customization volume was so high that it often cost 100 million yuan. In the end, it had no choice but to find BOE to customize 10 Oled screens.

Although the number of customizations is less than that of Samsung, BOE’s asking price is not low.

In addition to Mo Ran paying 500 million for customization, the cost price of each OLED screen is as high as 850 yuan!
This is also the most expensive cost of the entire "Nietzsche X1".

of course.

The quantity of mass production is small, and the cost is high, Mo Ran can understand, but now...

With the monthly sales of "Nietzsche X1" approaching [-] to [-] units, Mo Ran is preparing to continue to place more orders for Oled screens.
Under such circumstances, the price of Oled screens should be lowered.

Thinking of this, he looked at Wang Fugui and said:

"Old Wang, have you contacted them and talked about this matter?"

"I tried to ask them, but they refused."

As he said this, Lao Wang changed the subject.

"However... Our 'Nietzsche X1' has been selling well recently. I heard that several domestic giants such as Xiaomi and Huawei have found them, hoping to customize and produce a batch of OLED screens of the same type as ours."

"It can be said that because of the explosive sales of our 'Nietzsche X1' this time, their Oled screen business has been promoted. Previously, Samsung Screen was the only one."

"At this point, I don't know if we can do something."

Mo Ran frowned slightly, and after thinking for a long time, he slowly stood up.

"Old Wang, please prepare yourself. We will go meet BOE's senior management in person."

"Meet the senior management of BOE?"

"Ah."

……

Wang Fugui moved quickly.

After Mo Ran decided to visit BOE in person, he contacted BOE in the afternoon to arrange a meeting time.

The next day.

Hui Province, Hefei, BOE factory.

The company BOE is actually very legendary. Its factory is not located in the coastal city of Yanguo, but in Hefei.

The person who received Mo Ran and Wang Fugui was Wei Xiaojun, General Manager of BOE Marketing Department.

He first accompanied them to visit the "Nietzsche X1" OLED screen production line, and then invited the two into the living room.After the guests and hosts had a good time, Mo Ran got to the point.

"I'll tell you the truth, Mr. Wei."

"We came here in person today. On the one hand, we want to add an order for the 'Nietzsche X1' Oled screen. On the other hand..."

As he spoke, Mo Ran picked up the teacup and took a sip, observing Wei Xiaojun's expression from time to time.

To be honest, this is also the first time he has met with BOE executives, and he is not too clear about the specific situation.

After observing for several seconds, seeing that Wei Xiaojun's expression remained unchanged, he said slowly:
"On the other hand, I hope that the price of our customized 'Oled screen' can be reduced."

The voice fell,

Wei Xiaojun was still smiling, with no change in his expression at all.

Actually.

After Wang Fugui made an appointment to meet yesterday, Wei Xiaojun roughly guessed Mo Ran's intention.

indeed,

Like Nietzsche, who ordered the first batch and continued to add another batch, with the advantages of scale, the price will naturally be lowered.

Moreover, he is also very clear.

Because of the popularity of "Nietzsche X1", BOE's mobile OLED screens have attracted the attention of many domestic manufacturers, and they have even negotiated several large orders.

These are entirely due to Nietzsche X1.

but.

Despite this, Nietzsche still did not have enough weight. As a businessman, he did not intend to agree easily.

Wei Xiaojun shook his head with a smile on his face.

"Mr. Mo, you just said that your OLED screen is specially customized and the cost is very high, so it may be difficult to lower the price."

Faced with rejection, Mo Ran was not surprised.

As a super-large company, BOE is an old fox who can be its executive. He never thought he would be very talkative.

He said lightly:

"We will add an order of 35 OLED screens at a price of 500 yuan each."

"impossible."

Wei Xiaojun shook his head and was not angry. Instead, he continued to fill Mo Ran's tea cup.

"It's impossible to make it at this price. The previous price was 850 yuan per piece. If you add 35 yuan, the price can be reduced to 800 yuan per piece."

"600 dollars."

"780 dollars."

"620 dollars."

"750 dollars."

"650 dollars."

"750 yuan is our bottom line."

"Bottom line?
The negotiations between the two sides became more and more intense, and Mo Ran suddenly stopped and stared at Wei Xiaojun.

After a moment, he whispered:
"To tell you the truth, Samsung found us and offered us 750 yuan!"

The voice just fell.

This time, Wei Xiaojun, who had been calm all this time, was startled, and raised his head to look at Mo Ran.

"Samsung found you?"

Not to mention that Wei Xiaojun was surprised, even Wang Fugui who was beside him was completely surprised.

Samsung Screen came to us?

when?
but.

After being slightly taken aback, he suddenly reacted.

Mr. Mo is defrauding Wei Xiaojun!
I remember more than half a year ago, when asking for salary, the boss also cheated like this once, unexpectedly...

Under such an occasion, the boss actually used this method to move out of Samsung again, using Samsung screens to put pressure on BOE?
I just don't know if it will work!
While thinking, his eyes fell on Wei Xiaojun, who looked surprised, and Mo Ran's calm voice came to his ears.

"That's right..."

"Actually, you should also know that before asking you BOE to customize this 'Oled screen', we also contacted Samsung Screen."

"After our 'Nietzsche X1' was released this time, Samsung Screen quickly noticed us."

"A few days ago, we received a call from Samsung. They offered to help us customize the production of Oled screens at a price..."

"That's 750 yuan a piece, and you know the color performance is better than the screen you provide."

Speaking of this, Mo Ran felt even calmer.

After looking at Wei Xiaojun lightly, he said:
"As for why Samsung took the initiative to contact us, I believe you can guess some reasons."

"Our 'Nietzsche X1' is selling well. It is said that...Huawei, Xiaomi, and even Apple are paying attention to this Oled screen. Naturally, Samsung does not want to lose their core customers."

After the words fell, Wei Xiaojun's eyes changed completely.

He took a deep look at Mo Ran, his expression no longer as calm as before.

Of course he could hear the meaning behind Mo Ran's words.

In fact, BOE has been beaten by Samsung and LG on the Oled screen of high-end mobile phones.

Whether it is the screens of Iphone 6 or the latest Iphone 7, Apple purchases all Samsung screens. BOE has no share in high-end screens.

just now.

Finally, the unique full-screen design of "Nietzsche X1" aroused other manufacturers' interest in BOE OLED screens.
Under such circumstances, it is indeed possible for Samsung to contact Nietzsche, and they will provide Nietzsche with better and higher-quality OLED screens.

Once such a situation happens, there is no doubt that BOE will be completely slapped in the face, and BOE will also lose the golden signboard of "Nietzsche X1", which was hard-won!

Thinking of this, Wei Xiaojun glanced at Mo Ran again.

He does not know whether Samsung actually contacted Nietzsche.

but!

He dare not gamble!

Compared with Wei Xiaojun's uncertainty, Mo Ran calmly poured himself a cup of tea and did not speak in a hurry.

The living room fell into silence, and a needle drop could be heard. After a long while, Wei Xiaojun exhaled slightly.

Then staring at Mo Ran, he said slowly:
"690 yuan, it can't be lower."

Mo Ran smiled slightly.

"make a deal."

After saying this, he clearly felt that Wei Xiaojun opposite him was relieved.

Actually.

Not only Wei Xiaojun, but Mo Ran's clenched fists also relaxed.

After handling the "Oled screen" matter, Mo Ran became more and more calm. The second thing that came to his mind when he came to BOE today was--

The price of a TV screen.

He stared at Wei Xiaojun, and after a while, he laughed softly.

"President Wei, don't worry, there is one more thing."

"Ok?"

"That's right, we are developing a 55-inch LCD TV, and now we are choosing which manufacturer's LED screen to use."

"We have used your 43-inch LED screen before, but the price is a bit expensive."

"This time we hope to get a better quote for our 55-inch LED LCD screen."

Wei Xiaojun instantly understood what Mo Ran meant.

He frowned slightly,
"How many LED TV screens are you going to order?"

"The first batch of 5 yuan."

"5 yuan?"

Wei Xiaojun suddenly laughed.

(End of this chapter)