1991 Starting from the core

"Any product marked with the Far Core mark must not initiate a price war. In fact, even in the year before last and last year, when Zhongxin and MOTO competed for the BP machine market, Zhongxin's strategy was to constantly test the market's acceptance, and then The price remains in a range that is only slightly lower than MOTO.”

"And once new products are released, the price will go straight to the top."

Su Yuanshan crossed his fingers and pressed his thumbs against each other, looking at Wan Yongliang and Gao Mingcheng: "If a corporate brand enters the market at a price that it is not confident about at the beginning, it will be very difficult to improve its brand status. .”

As Su Yuanshan said this, he thought of Xiaomi and his old club in later generations.

After Xiaomi first entered the market with the slogan of cost-effectiveness, although it quickly disturbed the market, its brand value was also low. Even if it later launched countless black technology products to enhance its brand image, it also tried price and The brand broke through, but ultimately failed.

His old employer actually did the same, because it was too tied up with operators at the beginning, so that for a long time it was considered a low-end product that gave you a mobile phone with a charge of phone bills.

——The "Chinese Cool Federation" at that time was all following this path.

It was not until later that the old club saw that the situation was not right and began to decisively carry out brand management, dividing sub-brands and different series, targeting different groups, dividing price ranges, coupled with unremittingly spending money on research and development, and constantly impacting the high-end, this was able to start from scratch. Help Xianyu successfully break through.

But even so, it is still far from the top Apple.

To challenge the old big giants like Apple in terms of brand, in addition to the hardware strength of the product, it also requires ecological support recognized by users and countless years of word-of-mouth. It is not just a slogan of "acquire Apple", nor is it just a matter of how many points it can score. Done. (I’ll talk about brand management in detail later when the timeline comes)

"Sister Xiaohui, inform Senior Brother Qin and Senior Brother Tian." Su Yuanshan turned his wrist and looked at the time: "Be here within fifteen minutes."

"Let's first listen to Yuanxin's advantages in channels and dealers - not now, but in two years' time."

After Su Yuanshan finished speaking, Chen Jing blinked. Seeing his solemn expression, Chen Jing shook her head and smiled: "This is because we have a shallow foundation. When we encounter a head-on confrontation with a giant, the enemy has not yet seen his shadow, and we are as if we are facing the big one." Enemy."

"Isn't that right?" Su Yuanshan took a sip of coffee and said with a smile: "Lao Wan, Lao Gao, you two tell me. My uncle also tells me his thoughts."

*

*

Qin Weimin put down the phone and was a little surprised when Zhou Xiaohui emphasized that it would be fifteen minutes.

This was the first time he heard that Su Yuanshan was looking for him so anxiously, and there was also Tian Yaoming. In addition, Zhou Xiaohui said that Su Yuanshan personally presided over the meeting of the marketing department, which meant that Su Yuanshan was in trouble.

But Qin Weimin was not panic at all.

Because neither he nor Tian Yaoming is in the market, asking them to attend the marketing department meeting can only mean one thing - that Su Yuanshan has a solution.

It will also involve himself and Tian Yaoming at the same time.

He strode towards the elevator entrance and pressed the upward button. Not long after, the elevator door opened and Tian Yaoming's figure appeared inside.

The two said hello and chatted for a while while the elevator was rising. Then both of them thought that this should be related to the baseband integration that Su Yuanshan had been talking about.

Now Yuanxin's mobile phone baseband is similar to that of its peers. A motherboard contains several chips and countless components.

Su Yuanshan has said before that the future direction must be highly integrated. The CPU, channel encoder, signal processing, modem and demodulation are all gathered together to form a SOC system.

"It seems that Xiao Shan is timid sometimes." Tian Yaoming wanted to understand some of the situation and smiled at Qin Weimin.

"Well, this is the first time." Qin Weimin also smiled and nodded.

The elevator door opened and the two walked into the conference room side by side.

…

Su Yuanshan was listening to the thoughts of Marketing Director Wan Yongliang at this time.

Wan Yongliang smiled at the two of them, waved, and continued: "Since Yuanxin's brand positioning is a high-end brand, we need to increase our efforts in advertising and guide public opinion related to the brand. After all, People still believe in advertising."

Wan Yongliang used a new word "public opinion" nowadays (note: this word already appeared in the corresponding report in 1993)

Su Yuanshan greeted Qin Weimin and Tian Yaoming, nodded, and quickly made notes in his notebook.

Wan Yongliang continued: "In addition, we need to consider carefully..."

As he spoke, he bit his mouth and took a few seconds to organize his words: "At present, we need to separate Yuanxin products from domestic products. We must give people the feeling that although Yuanxin is domestically produced, it stands out among domestic products. , products that are not inferior to foreign imported products at all.”

"But how to guide users to form this idea is a bit difficult."

"It stands to reason that the easiest way is to maintain the same price range as international brands, and if you are not careful, it will trigger a backlash... So how exactly it should be done still needs to be discussed."

"In addition, we can also make full use of the cooperative relationships we have reached with operators because of the base station to carry out deeper cooperation. After all, the sales to operators are the majority now."

Wan Yongliang said with a smile and scolded: "It's just that the devils are not kind. We are building base stations here, and they sneak into the village to steal the fruits of our labor."

A group of people in the conference room laughed.

Su Yuanshan glanced at Wan Yongliang appreciatively. Seeing that he had finished his speech, he glanced at Chen Jing again. Seeing that Chen Jing had no intention to say anything, he pursed his lips and said with a smile: "Lao Wan said it very well. Let me add something."

"The intensity of advertising must be increased, and we also need to find a professional advertising team to complete it. As for public opinion guidance, this is a wonderful idea! There are too many literati who can't afford to eat now. As long as they are paid royalties, they will definitely Willing to help us blow to the sky."

Chen Jing couldn't help but laugh and said: "What you said makes it sound like all literati are weak-minded."

"Hahaha! Let them seek truth from facts and they should speak for us." Su Yuanshan found that his attitude towards the literati was a bit different, shook his head and said with a smile: "But we have to make the advertising team independent first."

Everyone looked at him and waited for what was to come.

"With the current advertising department as the core, a professional brand management department will be established at the same time, with a director position."

Wan Yongliang was stunned for a moment. He didn't expect that his suggestion would actually cause Su Yuanshan to directly establish a new first-level department! Isn't this specification a bit too high?

This advertising department... belongs to him...

"The Brand Management Department is mainly responsible for advertising, publicity, public opinion, crisis management and other matters related to the Yuanxin brand. To put it bluntly, it is dedicated to setting up memorials for Yuanxin."