Rebirth of the Wild Age

Regarding the positioning of China Computer, there have been fierce disputes within China Technology Corporation.

Liu Zhong used to be the manager of Xifeng's Rongcheng branch. After being transferred to China Science and Technology, he served as the sales manager. Now he is the Marketing Director of China Science and Technology Corporation.

Before deciding to produce computers, Liu Zhong personally led people to investigate the market. He found that rich people buy high-end computers, ordinary people buy low-end computers, and only those who understand technology and configuration buy mid-range computers.

High-end computers are highly profitable and can display compelling standards, so Lenovo attaches great importance to it.

Low-end computer sales are high, and its market competition is simply a **** mode. Not only old brands such as Lenovo, Founder, and Great Wall are doing it, but TV sellers such as TCL and Hisense are doing it, and even cats and dogs are running to get a share of the pie. Those small-brand low-end machines are actually OEM assembly machines. As long as there are channels, they can sell extremely hotly.

As for mid-range computers, how many of them understand technology and configuration? Not only is there a small number of such people, but many of them choose to assemble machines, and their market share is completely negligible.

Therefore, after analyzing the market, Liu Zhong suggested focusing on low-end models. He said: “We will continue to do high-end models to show our sense of existence. But the focus is still on low-end models. Shenzhou Technology has cash, which can also be smashed by advertising. Make a **** way."

"I agree with Mr. Liu's point of view." Shen Fuxing said.

Song Weiyang directly decided: "I think we should focus on mid-range models, supplemented by high-end models. After the brand's influence increases, we will take advantage of the trend to enter the low-end market and kill all those miscellaneous brands!"

"No one buys mid-range models at all," Liu Zhong said. "Consumers who understand configuration, most of them buy assembly machines. And it is this group of people who belong to the mainstream users of mid-range models, and they are ordinary consumers. Everyone is greedy for cheap, and only recognizes the CPU model. Lenovo, Founder, and Great Wall also make mid-range models, but their shipments account for less than 5%, and they often have a backlog that cannot be sold."

Song Weiyang said: "It is precisely because the inventory of mid-range models is very small, which is equivalent to a market gap, and we have no competitors if we enter."

Liu Zhong said: "It is not that there are no competitors, but that others do not come to compete because it is completely unprofitable!"

"This is not in line with the laws of the market." Song Weiyang said.

"But this is the current market situation!" Liu Zhong retorted.

Song Weiyang said: "Only ordinary people follow the trend, and low-level enterprises follow the market. What we have to do is to guide the market!"

"How do you guide? Use a knife to force consumers to buy! If the mid-range models sell well, can Lenovo, Founder, and Great Wall pay no attention to it? They are not fools." Liu Zhong has been furious, and he is doing a lot of market sales. In 1970, thinking that he was already an expert, Song Weiyang felt simply unreasonable.

Song Weiyang smiled and said, "The market environment is changing."

Liu Zhong said, "I didn't see it anyway."

Song Weiyang threw out the market analysis report made by Liu Zhong: "You have done a good job in this analysis report. I would like to compliment you first. From the content of the report, the domestic computer market before 1995 was actually based on mid-range models. Mainly. The change began when Batumi announced its dissolution, a large number of international brands poured in, Lenovo was forced to fight a price war. Lenovo's victory in the price war led to the continuous transfer of domestic brand machines to the low-end market. They chanted the slogan of defending national brands. , Reduce the computer configuration, and use the CPU model as a publicity, to induce countless unsuspecting consumers to buy."

"That's it." Liu Zhong said.

Song Weiyang shook his head and said, "This is not in line with the laws of the market. Most consumer goods are expensive, one is very cheap, and the other is moderately priced. Normal people will choose moderately priced products. Because they are too expensive to consume, they are cheap. I'm afraid there will be problems."

"But the computer market is like this." Liu Zhong said.

Song Weiyang turned to a page of the analysis report and pointed to a certain set of data and said: "I don’t see it. From the end of 1996 to the beginning of 1997, the sales of mid-range models increased. This is a sign that the market has returned to normal. It collapsed again in mid-97, why?"

"Why?" Shen Fuxing couldn't help asking.

Song Weiyang laughed and said: "The general environment is causing. First, China's economic downturn, the decline in national disposable funds, and computers are high-consumer goods, consumers are forced to choose low-end models; second, the global demand for computers is fierce. In addition, the prices of various computer accessories have risen sharply, and some of the mid-end models are beyond the acceptable range of ordinary Chinese consumers. For these two points, your market analysis report is not available, and your market thinking is still lacking."

"I..." Liu Zhong blushed and stopped talking.

Song Weiyang said: “In fact, China’s economy started to pick up last year, especially in consumer electronics. As manufacturers continue to expand production capacity, the prices of computer accessories have also fallen. If Lenovo, Founder and other brands correctly promote and guide, mid-range computers The model is sure to sell. But they continue to fight price wars, entangled with countless miscellaneous brands in the low-end market, and deliberately hide configuration information, so that ordinary consumers only pay attention to the CPU model~www.readwn.com~ This leads to knowledgeable. The customers who do not know how to assemble, are stupid and greedy for cheap, and even the salespersons actively guide customers to buy low-end models."

Liu Zhong is thoughtful. He has been in sales for more than ten years and has begun to grasp the key points.

"The mid-end market has huge consumption potential and the market is half blank. Doesn't this wait for us to pick up money?" Song Weiyang laughed.

Shen Fuxing happily clapped his hands and said: "Then focus on mid-range models!"

In fact, there is no need for Song Weiyang to do the guidance at all, the consumers themselves give the answer.

Since the end of 1999, the mid-range market has been picking up quietly, but this change is not significant, and it is basically not visible in the percentage.

Terminal sales agencies are aware of it, but their feedback is not timely, because they need to sell a large amount of low-end spot, and consumers are letting them fool around. High-level executives like Mr. Liu and Yang Yuanqing are blinded by the status quo of sales.

The timing of China Computer's admission is just right!

Now it’s only one publicity hit, and when it’s aligned with consumers, it can hit the mid-range computer market.

When Song Weiyang and Liu Zhong discussed market positioning, it was more than half a year ago. At that time, the mid-range market did not pick up. Song Weiyang is also not clear about the short-term market development, so he made this decision not based on the foresight of the traverser, but purely on his own keen market sense.

In the field of computer sales, Song Weiyang is a complete novice. From the perspective of an onlooker, he can immediately see the market anomaly.

As for President Liu and Yang Yuanqing, they are fans of the authorities, and they are a little bit confused in the market quagmire. As for the countless other brands, some companies must have felt it, but they either have no courage or strength and dare not easily confront the existing market environment.