Perfection of Rebirth

Chapter 462 Marketing Strategy of Guanghui Mobile
Legend has it that in ancient times there was a king who not only ate up all the delicacies in the world, but also never knew what hunger was.As a result, he became less and less hungry and depressed every day.

One day, the imperial chef suggested that there is a most delicious food in the world, its name is "hungry", but it cannot be obtained easily, and it must be hard work.The king immediately decided to go out of the palace with his royal chef in disguise to find this delicacy. The two kings and ministers traveled all day to find this delicacy. On a dark and stormy night, they came to a wilderness ridge, hungry and cold.At this moment, the imperial chef took no time to present a steamed bun that had been hidden in the tree hole in advance: "The hard work pays off, and I finally found it. This is the kind of food called 'hungry'."

The king, who was already starved to death, was overjoyed, and immediately devoured the hard and cold thick noodle steamed bun without saying a word, and named it the most delicious food in the world.

As the saying goes, hunger does not choose food.For a very hungry person, a hard and cold thick noodle steamed bun will also be regarded as the first delicacy.This simple common sense is summarized by Western economists as "utility theory".Utility refers to the satisfaction consumers get from the purchased goods and services.Utility is different from the use value of an item.Use value is an inherent attribute of an item, determined by its physical or chemical properties.Utility is the satisfaction of consumers, which is a psychological concept and is subjective.

This common sense has been widely used by smart merchants in the commercial promotion of goods or services, and this practice is dubbed "hunger marketing" in the marketing academic circle.

As a new brand entering the market, Brilliant Mobile did not dare to set too exaggerated sales targets in the early stage. Otherwise, if there is a little trouble at that time, the company may be dragged to death by huge inventory and supplier payments.

"This product doesn't have an official name yet, right? Let's call it GPHONE. The new models that will be launched in the future will be named GPHONE2, GPHONE3... In terms of price, I think our GPHONE should focus on Europe and the United States in the early stage. In the markets of developed countries, the price of the mobile phone with two configurations is set at 399 US dollars and 499 US dollars respectively.” Jiang Hui didn’t need to discuss with others, and directly decided on the name of the mobile phone and the foreign price.

These days, the U.S. dollar is still very strong, and 1 U.S. dollar can be exchanged for about 8 yuan. Even if the renminbi continues to appreciate, when the Guanghui mobile phone is launched, 1 U.S. dollar can be exchanged for about 7.8 yuan.Therefore, the GPHONE of Guanghui mobile phone is converted into RMB, which is more than 100 yuan, and the other is 2006 yuan, which is not low.After all, this is [-] money.

According to this price, the profit margin of Guanghui mobile phone can reach more than 50%, and if the impact of export tax rebate is taken into account, it will be even higher.

"What about the domestic price?" Zhu Zhengfeng asked.

"Let's position them at 2888 yuan and 3666 yuan respectively," Jiang Hui said.

"Is it lower than abroad? Counting the export tax rebate and so on, the cost of our products abroad is actually lower," Zhu Zhengfeng said.

"That's right, I intend to set it up like this, and let the people of China feel that the price of buying the same high-tech products is lower than that of the United States. However, at the beginning, only [-]% of the production is given domestically, and the rest are sold abroad."

"If this is the case, it is likely that there will be a situation where one machine is hard to find."

"This effect is what I want. In the past, foreigners always played hunger marketing very well. This time I also let them see that not only foreign brands are snapped up by people."

"Are we about to contact the sales channel with the agent?".

"No, we don't take the road of agency sales. I hope that Guanghui Mobile will directly build direct sales stores around the world."

"In this case, the investment is huge, and the marketing costs in the early stage will be very high, and the impact will not be very wide."

"Don't you think this is just in line with our hunger marketing strategy? We just want to create an atmosphere where you can buy GPHONE just because you want it. I don't know if you have studied consumers, especially Chinese consumers. No. Sometimes the more you can’t buy something, the more popular it is. Why do I plan to sell [-]% of the production units abroad, while only [-]% are left in China? Of course, there are profit margin considerations , but what I want more is to establish the GPHONE brand in the minds of Chinese consumers."

In the later generations, whenever Apple's new generation of mobile phones is launched, the feast of the scalpers of the Celestial Dynasty will come.This is of course the reason why Apple did not list Tianchao as the starting country, but it is more because the brand of Apple mobile phones has been established.

In the eyes of many Chinese consumers, the Apple mobile phone is not only a mobile phone, but a symbol of identity, status, and style.Jiang Hui also hopes that GPHONE can break away from the category of ordinary products and let consumers regard it as a light luxury.

Light luxury is originally a new concept in the fashion industry. Jiang Hui hopes that the Guanghui mobile phone can also become a fashionable product, not just a mobile phone.

"If this is the case, then we are about to start preparing for the location of the store, or we will not be able to catch up with the time to go public at the end of the year." Zhu Zhengfeng said after thinking about the schedule of the new store construction in his heart.

"Yes, all of our store renovations have to be done again, and we really need to reserve some time. But this year, I only plan to build 12 sales stores, and the schedule should still be no problem."

"Only build 12? Will it not be enough?".

"Emperor Capital, Shanghai Stock Market, Wuyang, Tokyo, Seoul, Hong Kong, New York, Los Angeles, Chicago, Munich, London, Paris, each of these 12 cities will build a flagship store and expand the scale after next year. In addition, we can consider Cooperate with some telecom manufacturers to launch some contract phones, this method seems to be more popular in island countries and other places.”

"Mr. Jiang, do you have any requirements for store design?" Wang Mengyu interjected.

"I will draw some of my ideas later, and you can improve them. Basically, I hope to build a fashionable atmosphere, full of sense of technology."

"Our personnel recruitment is about to start after the Spring Festival, whether it is the employees of mobile phone factories or sales stores," Zhu Zhengfeng said.

"This area is relatively weak in our company. Although we have also recruited professionals through headhunting, after all, everything is difficult at the beginning. Lao Zhu, you should pay more attention to personnel training, so as not to lose the chain."

"Well, I understand. Regarding the planning of the mobile phone factory, we have reviewed many rounds internally, and we will use as many automated equipment as possible to reduce the demand for workers. However, the production capacity of the first phase of our factory is only 200 million Months, even after the expansion, it will not exceed 400 million, and it may be necessary to review the foundry or build a new factory in the future.”

(End of this chapter)