my return 2002

Chapter 406 Establishment of High-end Brand Image

Apple has obviously also discovered the appeal of mobile games to users, but Apple focuses on small puzzle games.

In fact, it was Nokia that first carried forward the sales strategy of using games as a selling point of mobile phones.

As early as the 90s of the last century, Nokia installed an early version of [Snake] for the then-generation magic machine 6110. Originally, Nokia wanted to carry [Tetris] into it. Unfortunately, the copyright holders of [Tetris] at that time Youfang wants to get a copyright fee from each Nokia 6110.

Nokia resolutely gave up this idea and turned to research and development by itself, so after several versions, there was a very classic [Snake] game, and later extended countless versions of [Snake].

Later, Nokia inherited this strategy. While developing mobile phones, it also made some small games internally, which indeed made Nokia's mobile phones easier to attract consumers' attention.

Later, in the Saipan era, Nokia directly used the Saipan platform to absorb the works of a large number of game producers, and a large number of classic stand-alone games such as [Single Bubble Bobble], [Seven Nights], and [Prince of Persia] appeared.

However, as the Symbian system was acquired by Nokia, these stand-alone game developers also faced the problem of not being able to obtain the latest version of the developer toolkit, and gradually left Symbian.

However, they did not disappear, but switched to Android and Apple, and with the gradual upgrading of mobile phone hardware, these mobile game developers also began to upgrade the picture quality and gameplay of mobile games.

For example, the Apple system has a popular game [Talking Tom Cat]. This game, which is recorded and then spoken by a cartoon cat image, has become a hit as soon as it lands on the IOS platform, attracting the love of a large number of users.

Some YouTube bloggers also used this game to make videos and posted them on their channels, which attracted a large number of users to watch. Soon this trend swept across the entire European continent from the United States.

And Apple also wants to take advantage of the popularity of these high-quality stand-alone games such as "Talking Tom Cat" to hit the mainland market.

Apple's idea can't be said to be wrong, but when it comes to actual implementation, Apple finds it difficult.

The first is the price of Apple. The cheapest 16G version costs 4999 RMB, which is a price that ordinary white-collar workers can afford without eating or drinking for two months.

Moreover, Apple's high-end brand image in the mainland has not been established, but it is not as well-known as Xiaomi and Meizu.

The key is that Xiaomi and Meizu are cheaper than Apple, and they are also easy to use. Just for a few stand-alone games, it is really not worth buying an Apple mobile phone.

What's more, Apple's software ecology has never been resolved. Although Apple has cooperated with some well-known international Internet companies to produce Chinese versions of apps, these software obviously do not conform to the usage habits of Chinese people.

The most important thing is that apart from Apple cooperating with Penguin to launch the IOS version of QQ, Apple no longer has any products from mainstream mainland Internet companies. This is really not enough for the growing mobile network needs of the mainland people.

Apple's wave of shocks was a failure, but Apple was not discouraged. Jobs firmly believed that Apple's quality was not a problem, and the reason for hitting a wall in the mainland market was because there was no good software support.

Of course, Jobs was also unwilling to lower the price, perhaps because he felt that even lowering the price would not necessarily increase sales, so it would be better not to lower the price to maintain a high-end brand image.

However, blindly maintaining high prices will not let the public know that Apple is a high-end product. As the most marketing company in the world, Apple will naturally not stand still.

Jobs ordered the Huaxia branch to contact the mainland Internet companies with all their strength, hoping to obtain their software support, and on the other hand, Apple also launched a large-scale publicity.

This time is different from the previous direct advertising marketing. After analyzing the failure factors of the previous marketing, Apple began to focus on the film and television series.

People in Apple’s marketing department found that the proportion of advertising sponsorship for film and television dramas in the mainland is very low. In other words, the film and television industry in the mainland is still very young, and it still relies on the business model of selling copyrights to TV stations and video websites.

As a result, people in Apple's marketing department began to contact some film and television production companies, asking if they would be willing to accept Apple's sponsorship and promotion in some modern dramas.

When these film and television companies heard that there was such a good thing, why didn't they want the money delivered to their door?And the price they gave is not cheap, isn't it just to replace all the mobile phones, tablets, notebooks, and monitors in urban dramas with Apple's?

For Apple, this is a big deal with a small amount of money. In 2011, the mainland film and television industry was still very short of money. A movie costing 3000 million yuan was considered a pretty good A-level production. With Apple’s sponsorship, the blood returned instantly. Millions of RMB, where can such a good thing come from?
For a while, the entire film and television industry knew that such a God of Wealth had come, so as long as they were filming urban dramas, they would go to Apple for sponsorship, and as long as Apple thought the production team was good, they didn't even read the script, and only asked for the script. How many times the LOGO of Apple products is exposed in the interview, and the money will be paid directly.

The reason why Apple gives money so generously is not that they have so much money that they have nowhere to go, but that they are building a moat so that the Apple LOGO frequently appears in film and television dramas. Other mainland mobile phone brands are not blind, and they will definitely find out that they will need it when the time comes. competed.

Apple has raised prices from the very beginning, and this kind of marketing is not effective in the short term. Mainland mobile phone manufacturers are not as profitable as Apple, so they will consider the ratio of input to output.

And even if mainland mobile phone manufacturers compete with Apple, they are not afraid. This will also consume the energy and funds of mainland mobile phone manufacturers. This is a blatant conspiracy.

This trick is indeed secretive. The reason why Shen Lang discovered this phenomenon is because Liu Tianxian likes to chase dramas, and especially likes to watch urban dramas. According to her, who can act better in costume dramas than her?

Well, it's true.

What's more interesting is that Liu Tianxian also likes to complain about the actors' acting skills. Shen Lang once thought that in the future, if the actors are invited, he can invite her to be a judge, and he will definitely be able to vomit blood on the spot.

Shen Lang has no interest in chasing dramas, but after following several recent popular dramas continuously: [I am a special soldier] [Naked Marriage Era] [The temptation to go home], he noticed something was wrong.

Obviously, these production crews have received Apple's advertisements, otherwise the camera would not be able to capture the LOGO so clearly, and sometimes even ignore the close-ups of the actors' faces.

If it was a normal shooting, the photographer would probably be scolded bloody by the director.

After thinking for a while, Shen Lang stood up and picked up the phone to call Lei Jun.

"Have you noticed Apple's recent little moves?"

Lei Jun said seriously: "I have already noticed it, and we are also studying it internally, whether we should invest this money."

"This money must be invested. If Xiaomi wants to build a high-end brand image, this is a necessary investment. Sometimes the placement of this kind of soft advertisement is much better than what you put on other platforms." Shen Lang interrupted directly.

Shen Lang is very clear that the reason why Apple has been able to maintain this high-end brand image in the mainland, and some people even sell kidneys to buy an Apple mobile phone, is largely due to the placement of this soft advertisement.

In the era when the short video platform has not yet risen, the film and television dramas broadcast on the long video platform are the most extensive entertainment activities, with a much wider audience than novels, games, and movies.

Domestic mobile phone brands, including Huawei, do not pay much attention to this marketing, which leads to subtle publicity, and Apple's high-end image is deeply rooted in the hearts of the people.

In fact, there are some domestic mobile phones that pay more attention to this kind of soft advertisement placement, and that is LeTV. Back then, LeTV also made LeTV mobile phones popular with its self-made dramas.

Although the data released by Accounting Jia is definitely high, it is enough to see the brand promotion ability brought by the implantation of film and television dramas.

If this was said by anyone else, even if Lei Jun would agree in the end, he would feel a little uncomfortable, but since the words came from Shen Lang, Lei Jun would have no objection.

It's not because Shen Lang is the major shareholder of Xiaomi, but because Shen Lang's judgment has not been wrong since he knew Shen Lang.

Shen Lang thought for a while: "Well, I will ask Zhou Shengjun to help you make an appointment with the bosses of these domestic film and television companies, and I will also make an appointment with Bai Yongxiang, and we will talk about it in detail then."

"Okay." Lei Jun hung up the phone and immediately called the company's marketing department to ask them to come up with a plan.

Shen Lang had just finished talking on the phone with Bai Yongxiang, when he turned around, he saw Liu Tianxian looking at him with his mouth pouted.

"Watch a TV show with me, you are not safe, Mengmeng is finally not at home today."

Shen Lang hugged her guiltily: "Okay, it's all my fault, accept the punishment."

Liu Tianxian hooked Shen Lang's shoulder with a smile, and asked seductively: "Is everything really okay?"

"Anything is fine, even if you want to fill in the star, I will pick it off for you." Shen Lang vowed, the star is a bit difficult, and it should be possible to get a meteorite.

Liu Tianxian leaned close to Shen Lang's ear and whispered something.

Shen Lang's eyes lit up, he hugged Liu Tianxian horizontally, returned to the master bedroom, and found that the bed was covered with rose petals, and then Liu Tianxian also found an extremely sexy little sling from the quilt, and walked into the bathroom.

This was unbearable, Shen Lang rushed into the bathroom, and threw out the clothes on his body.

Soon, there was a sound of water crashing in the bathroom.
A few days later, Shen Lang and Liu Tianxian were woken up by their daughter Mengmeng. The little girl had already climbed onto the bed, holding a rose petal and was about to stuff it into her mouth. Mother Liu quickly took the petals away when she came in. She smelled a strange smell, and naturally knew that her daughter and son-in-law must have taken advantage of her to bring the child home to live a two-person world.

As a result, the little girl was very stubborn, and she wanted to take it again, but Liu's mother took it away for her again. This time she stabbed a hornet's nest, and the little girl grinned and burst into tears.

The cry of the child was particularly sharp. Even though Shen Lang was already very tired, he was still woken up. He saw his daughter crying and Liu's mother was there, so he woke up immediately. This kind of scene was quite embarrassing. He could only pick up clothes from the bed and put them on, then hugged his daughter in his arms to comfort her.

Liu Tianxian also woke up at this time, seeing her daughter crying, not only did not comfort her, but laughed loudly: "Finally someone can cure you."

Mother Liu gave Liu Tianxian a white look: "How can you be such a mother."

Liu Tianxian complained coquettishly to her mother: "Mom, you don't know, she is broken. Look at my hair, she has pulled a lot of it out, and there are scratches on my neck."

Mother Liu rolled her eyes straight away: "You were much harder to take care of than her when you were young, and I never saw me treat you like this."

Liu Tianxian was said to have lost her temper. In fact, she was gloating. This girl is really a bit too naughty. There is a nanny and a childcare teacher at home, and she is exhausted.

Especially now that she can crawl around, she will disappear if she is not careful, and the villa has a lot of space. The nanny accidentally closed the door of the utility room that day, and the little girl got in, and she was covered in ashes. She has become Cinderella completely, and she is not happy to bathe her. After rubbing against her, it is not so difficult for her to bathe the cat.

At this time, the girl was finally comforted by Shen Lang, lying in Shen Lang's arms was so pitiful, Liu Tianxian couldn't bear to reach out to hug her, but the little girl was quite vengeful, not only refused to let her hug her, but also sent Liu Tianxian to hug her. Tianxian slapped away the hand that came over.

Shen Lang looked amused: "Look at you, you are always fierce to her, and my daughter won't kiss you anymore."

Liu Tianxian was very depressed: "I take care of this little white-eyed wolf every day, okay? You come back to play with her for a while every day, and she kisses you, hmph."

Shen Lang gloated and said, "Perhaps, this is affinity."

"cut."

When the two were quarreling, the nanny came to call for dinner, Mother Liu took the little girl away, and asked Shen Lang and Liu Tianxian to get up and wash up.

When Shen Lang and Liu Tianxian came to the living room, Liu's mother was already feeding the little girl with supplementary food. Not to mention that Liu's mother brought up Liu Tianxian alone, she still has a lot of experience in raising children, and the little girl ate with gusto. Don't make trouble anymore, very well-behaved.

Liu Tianxian was a little helpless, this little magic star seemed to like to fight against her, and she acted like a good girl in front of others.

After breakfast, Shen Lang played games with the little girl for a while before heading to the Wave Industrial Park.

During this period of time, there was an endless stream of game developers who came to the Inspur Industrial Park to seek cooperation. When they saw Shen Lang, they naturally wanted to make friends.

Shen Lang could only nod at them, and then went straight to the elevator. It was good for Zhuang Yan to handle these matters, and he didn't have to do it himself.

Back in the office, Shen Lang was signing documents when Yang Mei knocked on the door and came in.

"What's the matter?" Shen Lang asked without raising his head.

Yang Mei said, "There is a gentleman named Jelson outside who wants to see you, but he doesn't have an appointment."

"Google's Jason who is in charge of Android mainland affairs?" Shen Lang was a little surprised.

"Yes."

Shen Lang thought for a moment: "In a quarter of an hour, bring him to the meeting room."

(End of this chapter)