1991 Starting from the core

The next morning, Su Yuanshan got up early.

Today is the day when the GSM network is fully opened, and it is also the day when mobile phones are officially launched. It is also the day when people across the country are at their peak in buying new year's goods.

Turning on the TV and tuning it to CCTV, Su Yuanshan took out the advertising schedule and placed it on the coffee table.

From the moment they received Wang Rui's call on January 10, Yuanxin mobilized with unprecedented "tenseness" - to be precise, it was Su Yuanshan who forced everyone to move.

The existing arrangements were broken, and measures that were scheduled to be rolled out slowly after the Lunar New Year were hurriedly launched. The entire mobile communication equipment division and marketing department of Yuanxin took full action, and even established a new brand management department. …

And all this is just for today.

In the past month, the brand management department has concentrated on formulating an advertising promotion plan with the core of building the Yuanxin brand. Not only has the focus of VCD promotion been reshaped, but the main promotion content sponsored by this year's Spring Festival Gala has been changed from Yuanxin VCD to Yuanxin. At the same time today, mobile advertising will also be launched at various times.

In addition to advertising, the brand management department has carried out a large number of sponsorships, such as the ACM-YX International College Student Programming Competition, YX Middle School Student Electronic Circuit \u0026 Programming Design Competition - and even sponsored the provincial football team that is about to enter the professional league.

That's right, there will be no Quanxing football team in the future, only Yuanxin football team.

——When Su Yuanshan saw this report, he was very surprised by Wan Yongliang's vision. You must know that although the provincial team has never won a championship and its best result is only third, the provincial capital is an absolute gold medal football market. So hot...

At this time, the phone rang. Su Yuanshan subconsciously picked up the phone and took a look. Then he remembered that the caller ID system had not been officially deployed, so he directly pressed the answer button.

"All sold out!" Wan Yongliang's voice was very excited on the phone: "Today in the cities where GSM was launched, a total of 20,000 units were launched, and all of them were sold out!"

Although Su Yuanshan had already guessed this result, he still breathed out softly: "How is the situation at the scene?"

"That's a big hit... We only bought two pages of the newspaper the day before yesterday and yesterday to promote it." Wan Yongliang paused and felt a little regretful: "But the mobile company's sales are still very good. It is said that as long as it is The Chinese menu is basically sold out. Haha... I don’t know what Nokia thinks, thinking that everyone in mainland China has CET-4 English? Most of the users who buy mobile phones now only recognize ABC."

Su Yuanshan couldn't help but laugh: "This is the result of disrespecting the market. It's time to turn your back!"

"However, the total sales of Siemens and Motorola should exceed ours. According to preliminary calculations by people who have been stationed there, these two companies have sold about 30,000 to 40,000 units each. And their prices are 5800 and 5999 respectively, which just beats ours. Clamp."

Su Yuanshan pondered for a moment and said with a smile: "It's okay, from 5500 to 6000, it's the same price range. Moreover, the pricing power of mobile phones sold in business halls is mainly in the hands of China Mobile. When the production capacity increases, until the mobile phone replacement project is implemented From now on, the business hall will hold events to reduce prices, and our mobile phone pricing power is in our hands, so we will be much more flexible then."

"Yes. By the way, how long will it take for Zhongxin to be here?"

"It should be soon. Let me call and ask - have you reported to Mr. Chen?"

"Not yet, I'll call her right away."

After ending the call, Su Yuanshan glanced at his phone. Thinking that the number that would probably stay with him for the rest of his life was actually called by a rough guy like Wan Yongliang, he felt a bit at a loss...

Then he thought that the first call he made was to Wang Chaoxin, and he felt even more at a loss...

However, Chaoxin really needs to keep track of the progress.

——Since channel sales are booming, the only thing left is production capacity and brand positioning, and Zhongxin is the key.

In fact, at this moment, there are not many baseband chip integrated chips and solutions for mobile phones. It is difficult to distinguish between high, medium and low-end. Everyone's solutions and technologies are similar.

At this stage, the main focus is on functionality and appearance - otherwise, how can we call it a functional phone?

But since Yuanxin wants to create dual brands and grade them, it can’t just change the casing and call the uglier one Zhongxin mobile phone, which should be cheaper. Call the better-looking ones Yuanxin mobile phones, which are more expensive - you are fooling consumers.

Differentiation still needs to be reflected.

Therefore, although the plan is the same, the PCB has been redesigned, and parts and components are not piled high with materials, but some domestic products are used.

In this way, the mobile phone tentatively named "Stars 338" will be priced at 3,999 in the future, and will be exclusively available through operator channels - it will disrupt the situation.

//Note: At that time, the price of mobile phones was not as expensive as imagined, mainly because of the network access fee. The accurate information that can be found is: in 1995, the Motorola GC87C produced by Motorola Tianjin cost more than 4,000, GSM standard, and the Internet fee was close to 6,000.

//Note 2: Full Chinese and Chinese interface are two different things. All-Chinese mobile phones can edit Chinese text messages and enter Chinese names. The Chinese interface is just a Chinese menu. It is equivalent to one being the Chinese character version and the other being the Chinese version.

…

Su Yuanshan spent the entire Spring Festival busy.

In addition to the usual New Year greetings, he spends most of his time staring at the design progress of Yuanxin's next mobile phone.

The mobile phones launched by giants such as Motorola and Siemens Ericsson last year were no different from those in history. This sends a signal - there is a high probability that there will be no deviations this year.

After all, aesthetics is not easily instigated by butterfly wings.

This means that Yuanxin can still be ahead for some time, at least in terms of aesthetics.

Moreover, in the era of feature phones, there is a basic common sense that those with extended antennas are generally "cut corners" - how easy is it to have one antenna?

So when the Nokia 3210 came out, all the colleagues who were still erecting antennas at the turn of the millennium were looking for teeth.

Now Yuanxin is also following the trend in erecting antennas, but Tian Yaoming's department has begun to formally establish an internal antenna team.

At the same time, the appearance of the mobile phone has also unified its thinking and is firmly moving in the straight direction.

——Light, smart, fashionable, with reasonable keyboard layout and advanced functions.

To put it bluntly, Su Yuanshan wants to take the path taken by Nokia in his previous life in the era of feature phones.

You know, in the history of feature phones, almost all sales miracles were created by Nokia.

1110 for 250 million units, 3210, 1200, 5230 for 150 million units, 3310, 2600 for 130 million units.

As a result, some people in later generations asked in an archaeological spirit: How terrible was Nokia in the feature phone era.

——At its peak, it occupied 72.8% of the global market, and 1% of the country’s population worked for Nokia. The former giants of the same industry, Siemens, Ericsson, and Motorola were squeezed into others by it.

It's just so scary.