EG :: Volume #14

#1328: New product issue are many

Feng Yu to Shanghai, has found out the situation. Originally they to seize the market, have promoted the high-definition digital video with Sony same time, but Wind & Rain Electronics or Aihua Electronics, have not made the experience of dv. 冯宇到了魔都,才了解到情况。原来他们为了抢占市场,跟嗦尼同期推出了高清数码摄像机,但是无论是风雨电子还是爱华电子,都没有做dv的经验。 But this time, Feng Yu raised has selected several, has not participated in the test of new product, therefore after this dv released to the market, has sold a point in China, the overseas sale was very bad. 而这一次,冯宇只是提点了几句,并没有参与新品的测试,所以这一款dv推出市场之后,也就在华夏卖了一点,海外销售很差。 If no Wind & Rain Brand brand support, perhaps sale dreary. At this time Japan these Corporation started to intensify the publicity, and they joined up, hit Wind & Rain Brand to retreat in defeat again and again. 如果不是有风雨牌的品牌支撑,恐怕销售会更加的惨淡。这时候岛国那些公司开始加大宣传力度,并且他们联合起来,打得风雨牌是节节败退。 But with Wind & Rain Electronics and other cooperation of Philips and Tom grandson and other Corporation, the sale is also barely satisfactory, was too big with their anticipated disparities. 而跟风雨电子等合作的飞利普、汤姆孙等公司,销售也差强人意,跟他们的预期差距太大了。 In Feng Yu looks to begin dv, is not he wants to let miniature dv that Corporation makes, appears somewhat unwieldy. The screen was smaller, moreover can only 90 degrees revolving. 冯宇看着手里的dv,已经不是他想让公司做的微型dv了,显得有些笨重。屏幕则小了一些,而且只能90度旋转。 The battery capacity is good, still has guaranteed the formidable continuous cruise capability. However the memory has 1 gb, the flash card of use, has made the appearance of USB, inserts can use, and can replace. 电池电量还不错,依然保证了强大的续航能力。但是存储只有1gb,使用的还是闪存卡,做成了u盘的样子,插上就能用,而且可以更换。 Feng Yu tried to photograph, has discovered some issues. 冯宇试着拍摄了一下,发现了其中的一些问题。 First is is very bad, this point Xu Lihua that against vibration does also knows that the product against vibration of Japan is stronger than them. The second point was optical focal variation is worse, the Sony high-end product can achieve ten times of optical focal variations, small also five times, but they can only have three times. 首先就是防抖动方面做的很差,这一点许立华也知道,岛国的产品防抖动就比他们更强。第二点就是光学变焦差了一些,嗦尼的高端产品可以达到十倍光学变焦,小型的也有五倍,而他们只能有三倍。 Let alone in the world first dv in the true sense is the Sony production, they have more formidable brand recognition and expense coherency. 更何况世界上第一台真正意义上的dv就是嗦尼生产的,他们有着更加强大的品牌认知度和消费粘性。 Digital video that in the world majority of newsgathering news reporter, the television producer and others used, is the Japan production, but majorities, is Sony, can say that in civil digital video, leading Boss that Sony is to deserve at this time. 世界上大部分的新闻采访记者,电视制片人等使用的数码摄像机,都是岛国生产的,而这其中大部分,又都是嗦尼的,可以说在民用数码摄像机方面,嗦尼此时是当之无愧的龙头老大。 The digital video is divided into the broadcast level equipment, uses to the television station, can photograph the movie, soap opera and newsgathering news. Then is the specialized level, for beyond broadcasting specialized TV arena photography use. Again under is the expense level and basic level, these are to the ordinary populace, uses for the family entertainment. 数码摄像机分为广播级设备,也就是给电视台使用,可以拍摄电影、电视剧和新闻采访的。接下来就是专业级,用于广播以外的专业电视领域拍摄使用。再下面就是消费级和入门级,这些是面向普通大众,供家庭娱乐使用。 Un, previous generation Teacher Chen uses, is the equipment of specialized level, but his model of specialized level equipment, is not quite actually big with the present broadcast level equipment disparity. 嗯,前世陈老师使用的,就是专业级的设备,不过他那款专业级设备,其实跟现在的广播级设备差距也不太大呢。 Feng Yu looked to understand, Wind & Rain Brand and Philips sign and Amazon sign why can Failed, the product that because they produced, was the end expense level product, what actually localization was the price of high-end expense level. 冯宇看明白了,风雨牌、飞利普牌和亚马孙牌的为什么会失败了,因为他们生产出来的产品,属于中端消费级产品,却定位的是高端消费级的价格。 „Old Xu, how many are the production costs of our product?” “老许,咱们这个产品的生产成本是多少？” „About 10,000 rmb, our retail prices are at 20,000 over. This retail price, the new products is similar to Sony and other Japan.” “10000块rmb左右,我们的零售价在20000出头。这个零售价,跟嗦尼等岛国的新产品差不多。” Feng Yu showed the whites of the eyes, more than 1000 US dollars costs, you must sell for 3000 US dollars, no wonder won't sell. 冯宇翻了个白眼,1000多美元的成本,你要卖3000美元,难怪卖不动。 You think others to sell, this, but wants your mass ratio others is better. In optical, obvious others has the superiority, the configuration design, brand approval, storage device and other aspects, are others' product are better, our superiority only then battery capacity. 你想必别人卖得贵,这个可以,但要你质量比别人的更好啊。在光学方面,明显别人的更有优势,外形设计,品牌认可度,存储设备等方面,都是别人的产品更好,我们的优势只有电池电量。 Then, do you also want to compete with others? Moreover what the opposite party saves uses is magnetic tape, the cost is lower , is most widespread at present is used, by user inertia this point, had very big superiority. 就这样,你还要跟别人竞争？而且对方存储采用的是磁带,成本更低,也是目前最广泛被采用的,凭借用户惯性这一点,就占据了很大的优势。 Did not say the technology that the USB that Xu Lihua they design saves is not good, even Feng Yu thinks that this is very good, with his previous generation has seen that dv that inserts the miniature hard disk looks like very much, the read is more convenient. 不是说许立华他们设计的这种u盘存储的技术不好,甚至冯宇认为这样很好,跟他前世见过的那种插微型硬盘的dv很像,读取更加方便。 However the dv photography form is remote, being familiar with that others use, but they promote this dv, then only supports the hdv form. 但是毕竟dv拍摄格式更加久远,别人用的更加习惯,而他们推出这款dv,则只支持hdv格式。 „Old Xu, I remember that I have told you, a model of new product, must be able the function of compatible obsolete product, to transit normally. Others Sony products support dv photography form, why do we have the hdv form? Can't achieve compatibly?” “老许,我记得我跟你们说过,一款新产品,要能够兼容老旧产品的功能,才能正常的过渡。别人嗦尼的产品支持dv拍摄格式,我们为什么就只有hdv格式？不能做到兼容吗？” „, Our storage capacities are only 1 gb, you did not think that this was too small? Although can replace, but was also too troublesome, what to do if the photography does interrupt? I have not meant, produces the micro hard disk? This can certainly use, but we have the flash technology of bigger reserves obviously, why only uses 1 gb?” “还有,我们的存储容量只有1gb,你不觉得这个太小了吗？虽然可以更换,但也太麻烦了,万一拍摄中断怎么办？我不是说过,生产微硬盘的吗？这个当然可以用,但我们明明有更大存储量的闪存技术,为什么只用1gb的？” „This screen, was too small, your hand unbends, expression good can see clearly, the expression not good basis does not see clearly. The screen must expand one time . Moreover the degrees rotation, takes 360 degrees, how 90 degrees suffice! I told you do not have, the exterior design of product is also very important, is attracts the consumer first impression the important way. You have a look at our products, is big, small is not small, a hand takes somewhat is sinking, two hands take are too being also stupid.” “这个屏幕,太小了,你手伸直,眼神好的能看清,眼神不好的根本看不清楚。屏幕要扩大一倍,而且旋转角度,要360度,90度怎么够！还有我跟你们说过没有,产品的外观设计也很重要,是吸引消费者第一印象的重要途径。你看看咱们这个产品,大不大,小不小的,一个手拿着有些沉,两只手拿着又太笨。” „As for optical focal variation, is so big, can't use five times of optical focal variation technologies? Against shakes the technology, was too rotten, you try such to take the photography, who can not shake? The technology in this aspect, must improve, the necessary time can go with Tom Sun Mai.” “至于光学变焦方面,个头这么大,不能用五倍的光学变焦技术吗？还有防抖技术,也太烂了,你试试这么拿着拍摄,谁会不抖？这方面的技术,也要改进,必要时候可以去跟汤姆孙买。” „Finally, why the television advertisement of this product haven't I seen? You have forgotten, importance of advertising?” Feng Yu some asking of hating bitterly. “最后,为什么这个产品的电视广告我没有看到？难道你们忘了,广告宣传的重要性了吗？”冯宇有些痛心疾首的问道。 „Chief Feng, the domestic advertisement, we prepare to buy next year, this immediately did not start next year advertisement to tender. As for the overseas advertisement, our also plan is next year together puts, asking the star to represent, increases the exposure lead.” Xu Lihua answered. “冯总,国内的广告,我们准备买明年的,这不马上就开始明年的广告招标了么。至于国外的广告,我们也计划是明年一起投放,请明星代言,增加曝光率。”许立华解释道。 „Chief Feng, our product advertisements do not have the good creativity, even if has advertized, is not necessarily able the sale. Moreover we are truly different from traditional dv, particularly saves the aspect.” Jiang Wanmeng adds. “冯总,我们这个产品广告没有好创意啊,就算是做了广告,也未必能够热卖。而且我们确实不同于传统的dv,尤其是存储方面。”姜万猛补充道。 „Therefore our goal crowds, before are these, useless dv. Moreover our dv localizations are also clear, at present we locate is the expense level product that the family uses, in the future must unveil the specialized level product, as for the broadcast level, by our current technologies, is not too good. You said that our technologies, when can pursue the Japan product?” “所以我们的目标人群,就是那些以前没用过dv的。而且我们的dv定位也要清晰,我们目前定位的就是家庭用的消费级产品,未来要推出专业级产品,至于广播级,以我们目前的技术,还是不太行。你们说,我们的技术,什么时候能够追赶上岛国的产品？” Hears the question of Feng Yu, Xu Lihua and Jiang Wanmeng they make excuses does not speak, it seems like does not dare the take-out ticket. 听到冯宇的问话,许立华和姜万猛他们都支支吾吾不吭声,看来都不敢打包票。 „That the first main productive consumption level and specialized level, this market, we must snatch a cake, although this profit is lowest, but the sales volume is big. If you want the cost reduction, to cut the selling price, walks the meager profit but high turnover the route, must first make the consumer approve our products to be good.” “那就先主要生产消费级和专业级的,这块市场,我们总要抢下来一块蛋糕,虽然这块的利润最低,但是销量却非常大。你们要想着降低成本,降低售价,走薄利多销的路线,先要让消费者认可我们的产品才行。” These people, somewhat had been arrogant and complacent for these years, thinks that the Wind & Rain Brand brand was big, can draw support from the brand the superior product. But actually does not know, a model of not successful product, can reduce the brand reputation. 这些人啊,这几年都有些骄傲自满了,以为风雨牌的品牌大了,就可以借助品牌的优势销售产品了。但却不知道,一款不成功的产品,也是能降低品牌口碑的。 The output that they start fortunately is not big . Moreover the selling price is high, has not been in arrears. But if the sales volume could not open, the investment of technical research and development may unable to gain! 还好他们开始的产量并不大,而且售价较高,也没有亏钱。但要是销量一直打不开,技术研发的投入可就赚不回来了！ ......( To be continued.) ……(未完待续。)
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