EG :: Volume #15

#1410: Hungry marketing( sought subscription)

„Chief Feng, according to you said that we immediately can now the product design, but starts the pre- sale now, is this good? A our product has not produced, this is not equal to the presale of uncompleted flats of real estate!” Liu Chuanzhi is somewhat excited. “冯总,按照你说的,我们现在马上就能将产品设计出来,但是现在就开始预销售,这怎么行？我们还一台产品都未生产呢,这不相当于地产的卖楼花么！”刘传志有些激动。 This year above has introduced a policy, forbids the presale of uncompleted flats, in other words, if has not attained the approval formalities, does not permit by any situation sale, this can effectively contain these not to have the realtor of strength, can give the home-buyer many safeguards, attains to sell in advance the permission, will not be at least easy to go bankrupt, will not be easy to make the buying house rent of common people loss. 今年上头出台了一项政策,禁止卖楼花,也就是说,如果没有拿到审批手续,是不准以任何形势销售的,这样就能有效的遏制那些没有实力的地产商,也能给予购房者更多的保障,拿到预售许可的,至少不会太容易破产,不会太容易让老百姓的买房钱血本无归。 Although on other products, cannot such do without order as follows, but Lenovo cannot such do, once the reputation missed, the brand images of Lenovo these many year of painstakingly planning all did not destroy. 虽然在其他产品上,没有命令下文不许这么做,但连想也不能这么做啊,口碑一旦差了,连想这么多年苦心经营的品牌形象不就全毁了么。 „Who said that made you sell immediately? Before must sell, certainly must have the mature product design plan, least prototypes must undergo the test. Moreover our new products, must hold the product release conference, this is lets a model of new product fast by the way that the user knows.” “谁说让你马上就卖了？要卖之前,肯定要有成熟的产品设计方案,最少样机要经过测试。而且咱们的新产品,必然要开产品发布会,这可是让一款新产品快速被用户知道的方式。” „, Your blog, the official blog of Lenovo group, the blog of Lenovo management, must send an information, lets pay attention to your people, first knows that has this new notebook to go on the market, knows this notebook the merit.” “还有,你的博客,连想集团的官方博客,连想高管们的博客等,都要发送一条信息,让关注你们的人,第一时间知道有这个新款笔记本上市,知道这款笔记本的优点。” „You said after watching the product release conference, how many people are interested decide to promote the sale again, this is not good, was too slow. Selling in advance that I said that is makes the user order on internet/network, in pulling out in the treasure and other internet/network commercial cities our Lenovo store orders, order, although the product will succeed in obtaining the late several months, but the price will be cheaper.” “不过你说看产品发布会后,有多少人感兴趣再决定如何推广销售,这个不好,太慢了。我说的预售,就是让用户在网络上订购,就在掏宝等网络商城上我们连想直营店进行订购,订购的虽然产品到手会晚几个月,但是价格更便宜。” „Our model of products, buy is earlier, succeeds in obtaining is earlier, the price is cheaper. Buys is later, the price is more expensive, our selling prices, rise unceasingly, even also possibly cannot buy.” “我们这款产品,买的越早,到手越早,价格越便宜。买的越晚,价格越贵,我们的售价,是不断上涨的,甚至还可能买不到。” „And other.” Liu Chuanzhi has interrupted the Feng Yu words, „I had only heard the electronic products selling price drops unceasingly, has not heard, the selling price also had to rise a saying. You are also very clear, the performance enhancement of electronic products will be quick, last year the advanced product, was common this year, next year may fall behind.” “等一下。”刘传志打断了冯宇的话,“我只听说过电子产品售价不断下降,还从来没听说过,售价还有上涨一说。你也很清楚,电子产品的性能提升会非常快,去年还先进的产品,今年就一般了,明年就可能落后了。” „Notebook is also same, one year later the performance will differ very in a big way, you said unexpectedly wants our product to rise in prices, that definitely cannot sell!” “笔记本也是一样,一年后性能都会相差很大,你居然说要我们产品涨价,那肯定卖不出去啊！” Liu Chuanzhi looks at the Feng Yu expression, looked like was saying: You are do! 刘传志看冯宇的表情,就像是在说:你这是作死呢！ „You have not understood that my meaning, that price rises, mainly to the consumer a psychology, cost-effective/worthwhile that first buys, cheap. However this is not false, our reservation prices, truly be low after the end product are more massive than the listing the price. And we only accept individual order, does not accept the wholesale. This model of product, we let the internet/network commercial city straight camp, does not need the entity shop to sell.” “你没明白我的意思,那个价格上涨,主要是给消费者一个心理,就是先买的划算,便宜。不过这却不是假的,我们的预订价格,确实要比成品大量上市后价格低。并且我们只接受个人订购,不接受批发等。这款产品,我们就让网络商城直营,不用实体店销售。” „For example, orders the product, three months later delivers goods, then the initial cost 3999 notebooks, the procurement price has 3099, every day, rises ten Yuan. It seems like these ten dollars are not many, but three months later, rose 1000, that is notebook price one-third.” “比如说,订购产品,三个月后发货,那么原价3999的笔记本电脑,订购价格就只有3099,每一天,上涨十元。看似这十块钱不多,但三个月后,就涨了1000块啊,那就是笔记本价格的1。” „And we to consumer a feeling, that are will also order our products not to owe, not only can early take the product, but also is cheap, and gives back to the consumer to create our product because of the supply-demand relation, but also in misconception of unceasing appreciation.” “并且我们还会给消费者一种感觉,那就是订购我们的产品没亏,不但能更早拿到手产品,还便宜,并且还给消费者造成一种我们的产品因为供求关系,还在不断升值的错觉。” „The time of pre- sale can also certainly not be three months, changes for one month, or 50 days good, but must make the consumer order, temporarily does not give the opportunity that they purchase directly.” “预销售的时间当然也可以不是三个月,改成一个月,或者50天都行,但一定要让消费者订购,暂时不给他们直接购买的机会。” „The first batch, we produce 50,000, 50,000 have sold-out, we stop some time.” “第一批,我们就生产50000台,50000台卖完了,我们停一段时间。” „Chief Feng, what did you say?” Although Liu Chuanzhi does not think very much, but has to interrupt the Feng Yu words, „do the first batch only produce 50,000? Sold-out also stopped some time?” “冯总,你说什么？”刘传志虽然很不想,但还是不得不打断冯宇的话,“第一批只生产50000台？卖完了还停一段时间？” Liu Chuanzhi really felt now Feng Yu was deliberately creating trouble. Was not you said that we unveiled a model of product time, to increase the sales volume, thus reduced the list cost, enhanced the profit? 刘传志现在真的感觉冯宇是在胡闹了。不是你说的,咱们推出一款产品的时候,就要想着增加销量,从而降低单品成本,提高利润吗？ This notebook your such favoring, I also think good, plans to take the strategic product, walking quantity. You said that selling price 3999 Yuan of this model of product, I have not refuted you, even you said 3099 Yuan time, I have also recognized, because of the words of quantity manufacture, the cost can reduce to this value. 这款笔记本电脑你如此的看好,我也觉得不错,是计划作为战略产品的,也就是走量的。你说这款产品的售价3999元,我都没反驳你,甚至你说3099元的时候,我也认了,因为大量生产的话,成本可以降低到这个数值一下。 But if only produces tens of thousands, that cost are most is also impartial, do we also sell this product to do? Does not make money, but also filled in the market. Right, others have not resulted in have sold, but haven't we resulted in sell? 但如果只生产几万台,那成本最多也就持平,那我们还卖这个产品干什么？不赚钱,还把市场填死了。没错,别人是也没得卖了,但我们也没得卖了啊？ This is digging a pit, buries others the time, has buried conveniently oneself, then also has very big possibility, lost the reputation, turns into the profession public enemy. 这是自己挖坑,埋别人的时候,顺手把自己也埋了,然后还有很大可能,失去了口碑,变成行业公敌。 Such result only then two types, one type is other manufacturers joins the bosom of Lenovo group, everybody produces this type of inexpensive notebook together, thus makes the notebook enter below 500 US dollars time, reduces the profits of all manufacturers. Another type is other manufacturers joins up, suppresses Lenovo, even they will unite with other hardware manufacturers, then the result is Lenovo suffers a loss. 这样的结果就只有两种,一种是其他厂商加入连想集团的怀抱,大家一起生产这种廉价的笔记本电脑,从而让笔记本电脑进入500美元以下的时代,降低所有厂商的利润。另外一种就是其他厂商联合起来,打压连想,甚至他们会跟其他硬件厂商联合,那么结果就是连想吃大亏。 Saw that such makes not cost-effective/worthwhile. 怎么看,这么做都不划算啊。 „Old Liu, I give an example, did not mean that we only sell 50,000. We tell the customer, till this batch of products only then 50,000, sell-out, said that you did understand?” “老刘,我只是举个例子,并不是说,我们真的就只卖50000台。我们是告诉客户,这批产品只有50000台,卖完为止,这么说你明白了吗？” „Is this hungry marketing?” Liu Chuanzhi some indefinite asking. “这是饥饿营销？”刘传志有些不确定的问道。 „Right, we are the hungry marketing, but somewhat is also different. We do not make false appearance to the consumer, 100,000, the propaganda had 50,000, we only produce 50,000. 50,000 have sold-out, according to the market demand, the decision next raid produces many again.” “没错,我们就是饥饿营销,但又有些不同。我们不是给消费者制造假象,本来有100000台,宣传只有50000台,我们是真的就只生产50000台。50000台卖完了,再根据市场需求,决定下一批次生产多少台。” „Such makes also very big advantage, that divides a raid production, can the quality of effective control product. Even if the product presents the quality problem, will not cause the too big losses, can control very much easily, the latter batch of products can put an end to similar issue the occurrence of once more. Regarding false appearance that creating the product falls short of demand, this is actually same.” “这么做还有一个很大的好处,那就是分批次生产,可以有效的控制产品的质量。哪怕是产品出现质量问题,也不会造成太大的损失,很容易就能控制得住,后一批产品就能杜绝同类问题的再次发生。至于说造成产品供不应求的假象,这倒是一样的。” Is the product that „consumer most wants what? High disposition, low price and beautiful outward appearance, quite post-sale. But in this, we can achieve the pinnacle in post-sale, outward appearance, price and other aspects, even if some dispositions, can achieve high some. User who our products only aim at these internet leisures, the biggest user community, is these young female users.” “消费者最想要的产品是什么？高配置、低价格、美外观、好售后。而这里面,我们在售后、外观、价格等方面都可以做到极致,就算是一些配置,也能做到部分高。我们的产品只针对那些上网休闲的用户,其中最大的用户群体,就是那些年轻的女用户。” „You go to the computer city to look do not have, the young male user chooses the computer time will choose the performance, next is the price, is the outward appearance and post-sale. However female user? The first choice is the outward appearance, is the price, is the performance and post-sale. The sales workers introduced to the opposite party painstakingly various after half-day products performance good and bad points, the female user will say that I want that white.” “你去电脑城看过没有,年轻男用户选择电脑的时候会挑选性能,其次是价格,然后是外观和售后。但是女用户呢？第一选择是外观,然后是价格,接着是性能和售后。销售人员苦心给对方介绍了半天各种产品的性能优缺点后,女用户会说,我要那个白色的。” Pū ~ 噗~ Tea that Liu Chuanzhi just drank spurts, introduced half-day performance, finally does the opposite party choose according to the color?! 刘传志刚喝进去的一口茶水喷出来,介绍了半天性能,结果对方是按照颜色选择的？！ These that „I said that you go back to discuss with other people, draws up a best plan. This model of product, will bring to you unexpectedly pleasantly surprised also perhaps.” “我说的这些,你回去跟其他人商量一下,拿出一个最好的方案来。这款产品,会给你带来意想不到的惊喜也说不定呢。” ......( To be continued.) ……(未完待续。)
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