Rebirth 2002: Nano Life

With the official launch of the Hunan TV advertisement, Yiyi Dongting Online Music Network also played a complete video advertisement on the homepage on this day.

In addition to full video advertisements, all the main column pages, client side, Soxia homepage and Xia Shi Pinyin on the music website have inserted static picture advertisements.

On the screen, Wen Meicen's slender hand is blocking the left chest, and the ink screen that occupies almost the entire machine is writing the core of this advertisement: hear your heart, see your heart. Wen Meicen, who had a pair of delicate ears plugged with a headphone cable, showed a look of shyness and joy on her face.

Chen Yizhe not only advertises on Xiameng Internet, but such static advertisements also appear on the advertising columns of the homepages of various domestic portal websites.

After the advertisement is clicked, the whole static advertisement screen will appear, and there will be some more words: It will be officially launched on the Yiyi Music website in the morning of June 18, 2003, and the specific sale price will be on the 9th at night. 20 Click to announce, please continue to pay attention.

In addition to Hunan TV and online advertisements, Chen Yizhe only chooses magazines in the print media. In terms of material and printing effect, the advertisements in magazines can establish a high-end image, because the target customers of mp3 are aimed at the domestic high-end. crowd.

After a round of bombing, it officially entered the field of vision of more Chinese people, and the exquisite appearance attracted the attention of many young girls, who directly called the company to inquire about the price and purchasing channels.

Although the price has not been announced yet, on the 4th, some big online forums have already revealed the price of the upcoming release - 1088 yuan.

As early as mid-May, Xia Meng Electronics invited some professional media to participate in the internal evaluation of the machine. Of course, each of these professional media came with a big red envelope, so it was not born out of nowhere. In the magazine, it was rated as the most anticipated domestic mp3 in the middle of the year.

In later generations, many mobile phone manufacturers will like to do some self-hype marketing methods, such as announcing the model in advance, announcing the release date, announcing the price, etc., but this time Chen Yizhe is not going to do so.

So Chen Yizhe, who heard the news of the price leak, was very angry. This was originally a trade secret of the company. Now that it was announced in advance, it must be someone in the company who leaked this information.

In the company, apart from most of the responsible persons and him, the only people in the company who know the sale price are the personnel in the marketing department. Through Tianqi's investigation, Chen Yizhe found that the problem occurred in the marketing department.

So, early in the morning, Chen Yizhe directly called Cai Yongkang, who was in charge of the marketing department, to the office.

"Mr. Chen, I'm sorry this time!" Cai Yongkang also knew that the marketing department was most suspicious.

"Manager Cai, I won't investigate the issue of the release price leak this time, but I don't want something similar to happen next time." Chen Yizhe smiled.

Among the heads of several departments in Xia Meng Electronics, Cai Yongkang may have the lowest education, only a correspondence university degree, but education does not mean everything, just like Chen Yizhe himself, he knows this. In the exam questions that Tianqi designed for him, the consumer electronics marketing plan he planned won the trust of Tianqi and Chen Yizhe, which made him responsible for this department when he was less than 30 years old.

This time the plan was just implemented, and there were mistakes, which made Cai Yongkang very nervous.

"Mr. Chen, our department will make some internal work adjustments after this time. I assure you that there will be absolutely no next time." Cai Yongkang said solemnly and cautiously.

"Well, but the plan you made before needs to be adjusted a few points." Chen Yizhe said.

"Mr. Chen, say it!"

"The first point is that this year's domestic sales target is 80,000 units." After Chen Yizhe finished speaking, he paused, and then looked at Cai Yongkang.

"80,000 units?" Cai Yongkang's expression changed.

Last year, the total sales volume of mp3 was 600,000 units. Although it was affected by SARS in the first quarter of this year, the sales volume was close to half of last year's. That is to say, in the next seven months, the sales volume will exceed 10% of the market share. With the market appeal of the new brand, it is extremely difficult to achieve this.

"Yes, the previous plan was to guarantee 40,000 units, but I don't think you are confident enough about our products. Samsung can sell 130,000 units last year, and the quality is not worse than Samsung's, and the appearance is not bad. Let’s give more, the price is more advantageous than Samsung, can’t we overturn this so-called foreign brand?” In later generations, Samsung’s service attitude to Chinese consumers and its arrogant behavior against Chinese companies made Chen Yizhe’s attitude towards the brand Samsung. The product is extremely disgusting. Unfortunately, no matter how disgusting it is, Samsung still controls the upstream of semiconductor electronics and controls the throats of many domestic companies.

However, no matter how annoying Chen Yizhe is, he has to admire Samsung's high focus on its diversified strategic layout. In later generations, Samsung has become the most diversified company in the global electronics industry. When it wants to extend its tentacles further and further, it can directly affect the upstream, such as the production capacity of Baoyuan Equipment Company. competitor. The domestic market for mp3 is not large, and Samsung will not keep its eyes on it for the time being, but as long as Xia Meng Electronics is still in this industry, sooner or later, it will collide with a certain industry of Samsung. Not far away, it is estimated that it will happen when the electronic paper technology is upgraded to the second generation.

"Mr. Chen, I will try my best to complete this task!" Cai Yongkang said bravely. Although he also has confidence in the product, the market response is sometimes not linked to the quality of the product. Marketing also depends on the right time, place and talent. The program is perfect or even overdone.

And one of the biggest problems this time is that instead of the agency model, the online direct sales model has never appeared in China, and online payment is still far from mature. Even Chen Yizhe is not aware of this model at present. success in the domestic market.

"You don't have to be so nervous. Since I dare to increase the sales volume, there must be a reason. This is the second point of the plan change I want to talk about. The product sales price is changed from the original 1088 yuan to 998 yuan." Chen Yizhe Seeing that Cai Yongkang's face was a little livid, he was afraid that if he continued to beat him, he might give a candy to him at the right time.

The price of the ipalyer was far beyond Chen Yizhe's expectations. He originally thought that it would be controlled within 430 yuan, but the final cost price was close to 500 yuan. The problems of built-in lithium batteries and casings caused the cost to surge.

This time, the marketing of the entire program, Xia Meng Electronics will start from the domestic market, and the Hong Kong, Singapore, Taiwan market plans will not start until October.

The entire domestic marketing plan costs about 14 million yuan, and the main cost is still in TV advertising.

That is to say, if it is sold at a price of 998 yuan, at least 30,000 units can be sold to breakeven, and this does not include issues such as product after-sales service.

Now the speed of the foundry on Hu Yifeng's side has begun to accelerate, and the weekly shipment has increased to 2,000 units. It is expected that the monthly production capacity will reach 10,000 units in the future.

And Cai Yongkang's task is to consume these 10,000 units every month. For this reason, Chen Yizhe denied him the copywriting of the marketing plan several times in a row, and mentioned four words, "Hunger Marketing!"

In fact, it is still a bit inappropriate to say that hunger marketing is still a bit inappropriate. After all, the total market share of mp3 is so small, and the production capacity is not high, but Chen Yizhe asked Cai Yongkang to create a rare and precious illusion in the market.

In Chen Yizhe's view, the ultimate role of hunger marketing is not only to increase prices, but also to generate high added value for the brand, thereby establishing a high-value image for the brand. And like the later generations of Xiaomi, it is indeed not hunger marketing, it is low-cost marketing, and ultimately it cannot escape the curse of cost-effectiveness.

The key to hunger marketing is actually a change in the expectations of users.

Just like the current Cai Yongkang, when he heard the first point of Chen Yizhe's plan's changes, he was desperate, but the second point of the change made him feel that the task was not so difficult.

For consumers, the price of 1088 yuan has become 998 yuan, which is not a change of expectation.

At present, Samsung's high-end cameras are at a high level of close to 1,500, and several domestic Patriot brands are also close to 1,000. This price will definitely have a direct impact on the high-end market, and it is likely to be a rampant momentum.

In the afternoon, Chen Yizhe organized a meeting with the company's senior management. Except for the topic of plan changes, he hoped that other parts would cooperate with the work of the marketing department as much as possible, and encouraged everyone to continue to work hard. Once the volume of 80,000 units is reached by the end of the year , the company will have more than one million bonus awards.

After all, Xiameng Electronics was established not long ago, and the employees' sense of belonging and cohesion are not high, otherwise, leakage incidents would not occur easily. Therefore, for the time being, we can only draw a cake for the people below to improve the morale of the company.

…

After dinner, Chen Yizhe went out for a walk with his eight-month-old summer clothes. Although Pengcheng at seven o'clock was not completely dark, it was already adorned with lights.

The buildings on the side of Futian Xiangmi Lake are less dense and look sparse. The trees in the middle of the lawn drag long and thin shadows under the street lamps.

Chen Yizhe took Xia Yi's hand and walked slowly side by side, the hand was so slippery that he couldn't help holding it tighter. Xia Yi was wearing a plain printed chiffon maternity dress. She was intimate and elegant, stirring up a bright mood. The fragrance of her body made those who held her beside her linger.

"It seems that someone is playing Mei Cen's song!" When she was about to walk to the mall, Xia Yi listened and said.

"I heard from Brother Yang that on Houjie in Guancheng, now the whole street is playing Mei Cen's songs every day." Chen Yizhe smiled.

"I can't believe that our Mei Cen has really become a star!" Xia Yi's delicate face outlined a smile.

"Yeah!" Chen Yizhe sighed, Mei Cen's popularity was unexpected and unexpected.

It's been more than a week since the album came out. On YiyidongTingMusic.com, the pre-sale volume has reached nearly 10,000 copies. It is estimated that when the pre-sale ends on the 20th, the sales volume will reach 20,000. And offline, sales have reached an astonishing 20,000 copies.

In such a short period of time, more than 30,000 copies have been sold online and offline. In the current domestic record market environment, the results have actually been quite good, and they are even very expected to win the domestic record sales champion this year.

And after the advertisement came out, there was only one lyric, and the catchy tune deepened the Chinese people's impression of Wen Meicen.

However, Wen Meicen's popularity has also exposed some of her deeds to reporters, such as disability. Although this will cause trouble for Wen Meicen, it will also arouse the public's sympathy~www.readwn.com~ After all, she is Can Zhijian, tenacious struggle will always be a topic of positive social energy.

Wen Meicen has begun to become popular nationwide, and this will also greatly affect the sales trend.

On June 9th, after the price was announced, it immediately appeared on the news of the technology channels of the four major portals, and Sina.com even put on the title "Perfect mp3, perfect price!"

At this time, domestic and foreign mp3 manufacturers finally realized that there was a wolf in the circle.

Wednesday, June 18th.

At 9:58, the first round goes on sale.

The 2,000 machines prepared were not sold out, and only less than 1,600 were sold in one day.

This sales result directly gave a head-on blow to the staff of Xiameng Electronics who were full of longing, especially the staff of the marketing department.

However, for other mp3 manufacturers, the one-time sales of more than 1,000 units is already very good, but whether this sales can be sustained remains to be seen. Especially now, the leading domestic mp3 brand Patriot has been watching. real-time sales data.

Five days later, most people have already received it, and the electronic sections of major technology electronic forums and some large-scale comprehensive forums have been used one after another. Most people are full of praise. Of course, some of them come from In the operation of Xiameng Electronic Marketing Department.

In particular, someone posted that they found that they could use ipayer to download and read books, which greatly aroused the curiosity of many elites. Chen Yizhe has been downplaying this function for the reading mode of e-books, because he will launch projects such as e-book readers in the next year.

On June 25, the second round of sales was launched under the rave reviews.

This time, after 30 minutes, the 2,000 machines were finally robbed.