Chapter 31 Pineapples show their decline, and the Longxing production line is completed
“Boss, the dealers can’t bear it anymore, saying that if we lower the price again, they will have to return all the goods.”
< br>Pineapple Company.
Chairman's Office.
The marketing manager was trembling and reported the market situation in a panic-stricken tone.
Nowadays, the Pineapple mobile phone is faced with enemies from both sides. It cannot compete with technology, nor can it compete with cost-effectiveness. Blind price reductions have even led to a wave of returns from users.
Just imagine, the mobile phone you bought for 3,000 yuan today, two days later, it becomes 2,500 yuan, and two days later, it becomes 2,000 yuan. What would you do?
Of course, ask customer service for an explanation!
Because even if mobile phones depreciate quickly, they cannot depreciate so quickly.
Who wants to see the price of something they bought suddenly dropped significantly after just a few days of use, and the price continues to drop? If the user is not stupid, he must know that there is a problem with Pineapple Company.
The previous efforts to help prospective college students upgrade to new phones were just an excuse to lower prices!
Dealers and online shopping platforms have seen a wave of returns and refunds. Some users who bought for 2,999 yuan even directly greeted Xu Jinshui's parents, and they were already furious.
The marketing manager is still reporting data: "Taowu.com returned 6,000 units without any reason within seven days, Wangdong platform returned 9,000 units without any reason, and offline dealers recycled 4,000 units. Users They are all asking for urgent returns and refunds, what should we do now?”
Stop the loss, they must stop the loss immediately, but how to stop it?
Xu Jinshui, who was slumped in an office chair, looked haggard and his eyes were dull. Only now did he understand what core technology was.
He once believed that mobile phone price reduction was the strongest trump card.
But now, he was really wrong, or he finally understood why Longxing Technology, Kunpeng Company, and Rice Company were trying their best to engage in technology research and development.
If you think of the summer vacation as playing Landlords, then Longxing Technology Company is equivalent to getting the big king, and Apple Mobile is getting the little king, and the biggest card of his Pineapple Company is just a J. When other companies When the two players played cards, even if it was just a 10-point card, he could only use the largest J card and could not compete with the other two players.
What to do now?
Xu Jinshui was a little overwhelmed.
At the factory, he still has 20 million yuan left to settle, and the parts supplier's balance payment is more than 100 million. In addition, he still owes the bank 70 million yuan. If they all press him for payment, the Pineapple Company's capital chain will be broken instantly, including the workers. The wages may not be paid.
Domestic troubles, no core technology, foreign troubles, a double blow from Longxing Technology and Apple. What should he do now?
Looking at Xu Jinshui's decadent appearance, the marketing manager vaguely realized the seriousness of the matter. Perhaps he should also consider how to get out safely and maximize his profits.
……
Apple Inc. Dragon Kingdom Branch.
President’s Office.
Wang Feng put on his gold-rimmed glasses and carefully checked the seven-day market report, with a cup of hot coffee beside the table.
“Sales of 400,000 units in seven days far exceeded the expectation of 300,000 units. It seems that the marketing strategy of high-end mobile phones is right. Let you fight for the sinking market. The more fierce the fight, the better. In the end You're going to kill yourself."
He murmured to himself, elegantly picked up the coffee and took a sip.
Different from Longxing Technology Company’s low-price coverage, Apple’s marketing strategy in Longguo is to make the brand high-end.
What's the difference between the two?
The most intuitive thing is that the audience groups are different.
Users of high-end brands don’t care about performance. They only want to bring face to others and enjoy the sense of superiority brought by the brand value. To put it bluntly, they can show off.
As for users with low-price coverage, they care more about cost-effectiveness. They don’t care about the so-called face. They only care about the performance of the mobile phone and what kind of experience it can bring to them.
Adopting a low-price strategy can quickly attract a large number of users and seize the market. Adopting a high-end strategy can accumulate brand value and allow users to voluntarily pay for the premium.
The two marketing strategies correspond to the upper and lower markets respectively. If you use them well, you can make a lot of money.
The current market situation seems to be three companies competing for hegemony, but in fact there are only two fighting for it. Apple mobile phones are firmly in the high-end market, and only Longxing Technology and Pineapple Company are competing for the lower market.
But!
Chen Xing doesn’t want to keep offering low prices.
Longxing X1 is just a stepping stone for him in the market. Whether it is the sinking market or the high-end market, he wants them all!
Because if you only operate in lower-tier markets, your brand image will be fixed.
For example, the actor Xing Ye, he is famous for his nonsensical comedies. The audience wants to laugh when they see him. If he is cast in a drama about a domineering president and has a life-or-death relationship with the heroine, the audience and fans will be excited. Do you want to pay for this? The answer is, no!
Let alone the overbearing president drama, no one will ask him to star in even the fairy tale drama. This is the fixation of his image.
Similarly, if Longxing Technology’s mobile phones continue to be marketed at low prices, they will be highly bound to the sinking market, and it will be very difficult to build a high-end brand in the future.
Therefore, if you don’t want to be fixed by the image, the next mobile phone must be in the mid-to-high-end market and rob Apple of its interests.
In addition to sitting on the mountain and watching the fight between tigers and tigers, Wang Feng also has to always be wary of whether Chen Xing will suddenly enter the high-end market.
If he breaks in, he must detect it immediately and formulate a strategy to deal with the enemy.
......
While Xu Jinshui and Wang Feng were keeping an eye on the market, Chen Xing did not pay too much attention. Instead, he was busy purchasing equipment and laying assembly production lines at the Guancheng factory.
Because he is confident enough in Longxing X1, he will not pay attention to it all the time.
He really couldn’t think of any cell phone that cost less than 2,000 yuan that could make calls.
Even if Gaotong has resumed the supply of Snapdragon 801 processors, no other manufacturer dares to compete for share. They are all avoiding its edge and waiting for the situation to stabilize.
Competing with Longxing X1 in the sinking market.
The high-end market competes with Apple 6.
What can the CEOs of other manufacturers do?
All they can do is wait and see what happens. Instead, it has become the consensus of other CEOs.
"Mr. Chen, 20 equipment production lines have been installed. We provide a 2-year warranty. When will the final payment be settled?"
Production equipment supplier Lin Jiafeng is installing the production lines. Finally, he also stepped forward to ask about the final payment of the order.
Chen Xing did not have the habit of deliberately delaying payment, so he gave an accurate time and said: "I need to test the production performance of this batch of equipment within two months at the latest. If there is no problem, I will arrange payment as soon as possible."
"Okay, Mr. Chen, please test it first. If there are any quality problems with the equipment within half a year, we will not repair it and will directly replace it with the original factory."
Lin Jiafeng patted his chest and promised.
He is very confident in his own equipment. Although the workmanship quality is not as high as that of imported products from Germany and island countries, they are still ranked high among domestic production equipment. Even Kunpeng Company’s factory is Using their equipment for production and assembly.
After Chen Xing heard his guarantee, he smiled lightly and said, "I feel relieved with your words, and I hope we can continue to cooperate in the future."
"Okay, then I will go back. ”
“Slow down. ”
Lin Jiafeng drove directly out of the industrial park without stopping.
Chen Xing is arranging manpower to test the assembly efficiency of the new production line.
These twenty production lines all use the most advanced domestic equipment. The installation price of a single production line is 3 million, and the total cost of 20 production lines is 60 million.
Chen Xing only paid 20 million, and the remaining 40 million order balance was agreed upon and would be paid in two months.
Although the equipment is slightly expensive, the supplier promises that the minimum production capacity of a single production line is 3,000 units per day, and the installation of 20 production lines will have a production capacity of 60,000 units.
The daily supply of 60,000 units is enough to meet the current market demand.
Even if the holidays are over and Rice and Hammer take back the factory, the production and supply chain of Longxing X1 will not be suddenly interrupted.
(End of this chapter)