Rebuild 2005

"Wei Qingfan's attack on the high-end market this time may seem like a failure, but it still provides us with a lot of reference."

On the morning of Monday, October 10th, in Xiaomi's office, Mr. Lei made a brief summary of the recent high-end incident of ancient poetry mobile phones that the company has paid close attention to.

"First of all, we must be aware of an objective fact: the current high-end market of the mobile phone industry is still dominated by foreign brands, and domestic brands still have a lot of shortcomings in terms of brand image and premium ability, or more bluntly, lack of this ability.

"It's not easy to hit the high-end market overnight. We must first lay a solid foundation and not be blindly optimistic!"

After Lei Jun finished speaking, he said again: "We should stick to the previous decision. Compared with attacking the high-end, focusing on the Redmi mobile phone market below [-] yuan is our top priority!
"Taking a step back, if the Samsung note and Jiangjin wine series are successful, we have a user base, and we can also launch a large-screen Xiaomi note series, and follow the footsteps of the successful ones!"

This decision was approved by everyone present, and everyone discussed it aloud. After the framework of the Redmi mobile phone was basically finalized, some people changed the topic to the upcoming wine mobile phone.

"I don't know how much the research and development cost of the wine will be, can it recover the cost?"

"That should be no problem, right? Although it's not as good as expected, but looking at the offline situation, it seems to be selling well."

"Not necessarily, who knows how many are real sales?"

"Just look at the selling price. How long did it take for Gu Ci 2 to fall back to the original price? Jiang Jinjiu couldn't hold on for even a week."

"They want to hit the high end. What can prove their strength better than buying at a higher price? If they can support a high premium, they will definitely not give up..."

Another suggested: "2499, how about it?"

"..."

After the meeting, Lei Jun returned to his office, thinking about this idea, he couldn't help but secretly laughed.

"What we're talking about right now is marketing..."

Lei Jun was silent for a while, and then asked with a complicated expression: "That is to say, this mobile phone is selling better offline than Wei Qingfan expected? The market demand exceeds the supply capacity of Gushici Company, so the price is still low. Get fired?"

Why did it suddenly catch fire?
----

"It's a lesson from the past, not to mention that we still use Texas Instruments processors, and the brand and performance can't support it..."

Lei Jun frowned and thought for a while, "Are they starting hunger marketing again?"

"I feel so too."

"...With just one product, the Gushi mobile phone has gained a firm foothold in the high-end market...at least at the domestic price of 3000?"

This is an excellent opportunity for Xiaomi to catch up and overtake the ancient poetry company!

Because of the early release, the tuning of K3V2 is not ideal, and the performance is a bit too rubbish. Even Yu Chengdong finally had to give up the idea of ​​using his own processor and use Texas Instruments' OMAP4460 dual-core processor. It has reached 1.5GHz, but there is still a gap between the performance and the Qualcomm MSM8655 that will be used in wine.

However, the price has already dropped before. According to the normal situation, it should be shipped at the original price for a period of time, and then fall below the initial price...

Everyone nodded, and then someone said: "I think the pricing of D1 in the domestic market can be adjusted."

In Huawei's consumer business office, Yu Chengdong was also discussing this matter with his colleagues, "For the current market, it is indeed a bit too risky for domestic brands to directly price 2999 and hit 3000 directly."

"I have a different opinion!"

"dong dong"

The other party didn't answer, and Lei Jun didn't ask any more questions. After a while, he said, "Keep paying attention and let me know if there is any situation."

He really wants to use his own HiSilicon processor, but K3V2 is immature, let alone K3V1. This processor is so bad that even he dare not support it. If it is really used, it will not be support and grow together. But sacrifice for love.

"Didn't Apple start out with hunger marketing?"

However, as a competitor, I actually hope that he will not fail so miserably, which is also a very interesting thing...

Everyone discussed and tentatively decided on the price of 2299, the first model of Huawei's top flagship D series. After the meeting, Yu Chengdong didn't have an immediate meeting room. He sat in his original position and sighed secretly.

It’s no wonder that they gloat over others’ misfortune. It’s because they have been oppressed by Guci mobile phones since they started their business.

"Ok."

"No! I made a special inquiry today. The Gushici company is releasing goods normally, and they don't seem to want to increase the price on the market..."

At this time, seeing the mistakes made by the ancient poetry company, he also felt relieved, but on the surface he had to restrain himself a lot.

"Although Wei Qingfan is young, judging from the behavior of the ancient poetry company since its establishment, this young man's vision and structure are not ordinary people... I think if we want to hit high-end in the future, we still need to study this issue. I personally think that hunger marketing may do more damage to the brand."

"Apple is relying on epoch-making products! This is the root of the iPhone's popularity in the world. It's not that you can't buy it with money! It's not that you deliberately limit the product so that consumers can't buy it! These small tricks are just 'techniques', and the product is the root !"

If Jiang Jinjiu is too successful, no, it will make the ancient poetry company too powerful, and it will not work if it is too miserable!
It is best to be half-dead, not too successful, not too miserable, hang Wei Qingfan and continue to go to the high end, disperse the manpower and material resources of the ancient poetry company, and give Xiaomi a chance to grow and develop.

"I think so!"

"We will discuss the impact on the high-end market after these fundamentals are stabilized. If we can't do it right now, there will be no future!"

There are also advantages. If Gushi mobile phones are really high-end, they will definitely spend more energy on the high-end market. Then Redmi mobile phones can still take the opportunity to occupy the market with a price below 2000 yuan, and even lead Xiaomi mobile phones to overtake the [-]-dollar mobile phone.

"How about 2299?"

But now, Wei Qingfan took the lead again, and it turned out to be rushing towards the high-end market. Is it okay now?Bumped my head and broke my blood!
It is human nature to gloat over others' misfortune, and even from a rational analysis, it is natural to hope that the ancient poetry company will suffer a big fall.

"what?"

He said, and finally gave his own answer: "It seems that the ancient poetry company did not expect it to be so popular, and the supply was a bit behind, so everyone started to grab it again..."

"At present, it is like this."

The disadvantage is obvious, the opponent is stronger.

Li Wanqiang said with a smile: "We have enough time to watch Wei Qingfan hit the high-end... I hope that the failure of the general wine this time will not make them give up trying to hit the high-end, so that we can have more Experience and a little more time."

"It is true that short-term release can boost sales, but in the long run it is not good for brand building..."

Everyone discussed and felt that the price of 1999 was very good, but it was quickly rejected by Yu Chengdong: "No! The price of 1999 is equal to the same positioning as Guci and Xiaomi... If we want to gain a firm foothold in the high-end market, we cannot Thinking of taking a shortcut! If you can’t make sales in the early stage, there will be difficulties, which is normal... If you want to ship, we can make another sub-brand like Gushici..."

Lei Jun had already thought of the answer, but it was too outrageous, so he asked again.

"How about we also set 1999?"

"Now offline and online third-party stores have started to increase the price of wine, and it is more than when it was first sold. Generally, it is above 500, and even increased to 800."

After the other party left, Lei Jun didn't immediately go to work, and sat there thinking about the pros and cons of this matter for Xiaomi.

After this person finished speaking, someone immediately retorted: "If you can't buy it with money, doesn't it mean that the mobile phone is very good and very popular?"

"Jianjinjiu's failure provided us with a very valuable failure case of domestic brands hitting the high-end market. We must learn from their failures. In addition, if we want to hit the high-end market, we must first learn from the successful experience of foreign brands."

He is well aware of the difficulty of self-developed processors, and understands the importance of doing so. Qualcomm once sent someone to discuss that as long as Huawei gave up the HiSilicon mobile phone processor, it could give Huawei the best price-he did not waver at all. I rejected this possibility in my heart.

In such a more joking atmosphere, someone suddenly put forward a more serious and formal dissenting opinion, "The price premium through hunger marketing, and consumers can buy mobile phones if they want to buy them. In the long run, which one is more beneficial to brand building? I think it's still up for debate...

"..."

Even, from the bottom of his heart, he didn't want Wei Qingfan to be too harsh this time!
Because if the failure of Jiangjinjiu is too tragic this time, Wei Qingfan will probably give up on the high-end and target the low-end market below [-] yuan. In that case, the shadow and nightmare of Xiaomi being suppressed in the past year may come again .

Lei Jun was stunned for a moment before he understood what the other party meant, but he couldn't believe it, "What do you mean?"

Seeing the formidable opponent who has been riding on their heads stumble, apart from gloating, they all have a feeling of "so you can make mistakes", like a big boss who was originally invincible finally showed his blood.

The other party was silent for a while before carefully saying: "At present, it seems that it is related to Samsung Note. More people have discovered or accepted the benefits of large-screen mobile phones, especially some business people who often travel... Then, they will drink The product strength is similar to that of Samsung note, even better, the price is cheap, and it is a domestic brand..."

It's okay to have thick blood bars, as long as there are blood bars!
Lei Jun also has the same feeling. Compared with the high spirits in the original time and space at this time, although he was earlier in this time and space, and because of the ancient word mobile phone leading the way, he made the Xiaomi mobile phone relatively easily, but he has always lived in Wei Under Qing Fan's shadow.

Seeing this, Mr. Lei suppressed everyone's emotions, "Our current focus is on the market below 2000 yuan and 1000 yuan. The price of 2000 is suppressed, but below the price of 2, we will make red rice. It is the existence of invincibility...

The other party's expression became more and more weird: "I went to find out about it in the past two days on the weekend, and the price of the mobile phone has been raised back..."

Not long after, someone knocked on the door, and then the person in charge of the marketing department walked in, with a strange expression on his face: "Mr. Lei, there is something wrong with the general wine..."

"Okay, okay, everyone, don't get excited..."

"Is it too high?"

"Then why the price increase?"

Lei Jun heard that he was about to drink, so he rested his hands above the keyboard and asked seriously: "What's wrong?"

"..."

"For mass consumers, the presence of the name Huawei is not as good as that of Xiaomi... It's like a blank. For consumers who know it, because of the OEM products we made before, the brand impression is more likely to be negative!"

The atmosphere calmed down again, and everyone teased again, feeling a sense of relief.

As long as HiSilicon is gone, if the price is reduced today, it can be raised back tomorrow. This kind of guarantee is meaningless.

However, it is easier said than done if you want to develop yourself and stand firm at the high end?

He immediately bought a Jiangjinjiu. Although it is a competitor, he has to admit that this phone is qualified to sell for 2999, at least it is much cheaper than the Samsung note.

But even this phone has suffered setbacks in hitting the high end.

The road ahead is long!
He walked out of the conference room, and met a colleague who came to report on the way: "Mr. Yu... the situation of drinking has changed a bit."