Chapter 344 [Strive to win the mainland lawsuit]

On the Internet, there has been a tear-off competition between Xingyu Technology and Apple Inc. on the issue of "plagiarism", and the heat remains high.

Xingyu Technology's first-generation product, the S1 mobile phone, has also gained a new aura. Even a well-known old technology company such as Apple has "plagiarized", which must be a good thing.

Amid all the noise on the Internet, the search volume and booking volume of S1 are silently rising.

Especially the enhanced S1-Plus version 32GB model, which has been sold out for a long time, has now been sold by scalpers to a price of 10,000 yuan, which is more than double the official retail price, and the supply is still in short supply.

The actual sales data of the product is clear within Xingyu Technology. The reservation data that was originally stable has shown a trend of rising reservations again after the "plagiarism door" incident fueled the flames.

This is of course thanks to Qunxing Capital’s zero-interest installment payment for mobile phones. Although you have to wait in line for the goods now, you can get the goods relatively early if you pay and place an order early, because the delivery process is based on the order time. of.

Now the production capacity really can't keep up. Since the S1-Plus sold out, Xingyu Technology has introduced purchase restrictions. In addition to restricting customers to purchase only one mobile phone per day, the five official flagship stores have only one mobile phone per day. Limited sales of 2,000 units. If 2,000 units are sold out on the same day, you will come back the next day. The 70 directly-operated stores will only sell 500 units in stock every day. After 500 units are sold out on the same day, you will come back the next day.

Under such purchase restriction measures, the daily target of 45,000 units in the five official flagship stores and 70 directly-operated stores is now sold out by consumers in the morning, and they are out of stock in the afternoon.

It's not that the stock is out of stock, but that it can't be sold after reaching the target.

Qin Feng's reason for doing this is very simple. If there is no purchase limit, the company's previously prepared inventory has already bottomed out, and all the experience machines placed in the store may have to be sold out.

Selling as much inventory as there is no limit to sales can quickly return funds, but it is undoubtedly a failure in marketing. Now this measure of limiting the purchase of 2,000 units per day for flagship stores and 500 units per day for direct-sale stores, the result is that every day There are customers queuing early in the morning.

This has created a phenomenon, that is, more than 20 days have passed since the first day of release on April 1, and the grand flagship stores are still queuing up every day, which undoubtedly highlights the popularity of this product.

People who don't know the truth about eating melons see a mobile phone store with so many people queuing up to buy every day, and they will be more or less curious to inquire about it. Coupled with the popularity of the topic on the Internet, it will also become a topic of conversation in their spare time. Improve the brand awareness of Xingyu Technology.

People have a herd mentality. When they see so many people queuing up to buy it every day, they will naturally give a preliminary judgment that this product must not be bad in the first impression.

It’s just that the consumers who are snapping up are a bit distressed. Some people have been queuing for a long time, and when it’s almost their turn, the goods are sold out.

Qin Feng also knows that the experience of customers queuing up for snap-up purchases is not very good, especially when it is almost his turn to sell out and having to wait in line the next day is even more uncomfortable. For this reason, his strategy for the company is to require all major flagship stores And the directly-operated stores have to make some very down-to-earth preparations every day. Every day, they have to buy a batch of mineral water, breakfast, etc. and distribute them for free to customers who line up.

It doesn't cost a lot of money, and customers who can afford a mobile phone with a full price of several thousand yuan are not bad for the bottle of mineral water and breakfast.

But this behavior represents the company's emphasis on consumers and an expression of apology for the company's insufficient supply, which is undoubtedly what consumers value more, and it can also greatly offset the complaints of customers queuing.

The supply is indeed insufficient, and the service is so thoughtful, as long as they are not just here to make trouble, they will feel embarrassed to complain.

Word-of-mouth management is accumulated through many details, and brand building is also accumulated bit by bit.

Of course, Qin Feng dared to limit the sales of its flagship stores and directly-operated stores to a maximum of 45,000 units per day in the case of insufficient supply. The fundamental reason is that the S1 currently has no competitors in the mainland market.

Consumers can't find similar products on the market that are comparable to the S1 phone, and want to buy such a phone, so they can only honestly queue up to buy it. If they don't buy it today, they will buy it tomorrow.

...

The next morning, Xingyu Technology headquarters.

"You are a pre-emptive move. You are beautiful and courageous." Fang Hong boasted without hesitation. At the moment, he is in Qin Feng's headquarters. He brought his beautiful assistant to the headquarters of Xingyu Technology Company in person around 10 o'clock this morning. .

"That's what I think, instead of waiting to be attacked by Apple at any time, it's better to take the lead." Qin Feng said with a methodical smile: "Although doing this can completely tie the knot, but rationality tells me that doing this is Xingyu's The optimal solution of technology, then do it.”

Fang Hong nodded with admiration, and immediately said: "The international community must be shouting loudly. If there is a lawsuit, we will definitely not win."

Qin Feng also nodded when he heard this. Fang Hong then changed the subject, looked at Qin Feng and added: "But try to win the lawsuit in the mainland. As long as you win the lawsuit, the iPhone 4 will not be available in the Greater China market. In this way, we can buy Xingyu Technology an extra year and double the prime time window, and when Apple comes in again, it will not be afraid of its threat."

Intelligent electronic products are different from other general consumer products, especially smart phones, and there is a problem of user habits.

For example, an Apple mobile phone user, an Android phone user, or a Xingyu Technology user, who has used the mobile phone for a long time and is accustomed to the operating experience of the iOS system, or the operating experience of the TOS system, is not willing to change.

For example, if a user is accustomed to Xingyu Technology’s TOS system mobile phone, when he wants to change a new mobile phone in the future, he will give priority to choosing Xingyu Technology’s mobile phone, unless the new product of Xingyu Technology is too different from other brands in the same period. , otherwise users are less willing to change their usage habits and switch to other brands.

This is the so-called user stickiness.

Therefore, try to support Apple. If Apple’s iPhone 4 cannot be launched in the mainland market, Xingyu Technology can expand its market share in the mainland market as much as possible before the iPhone 4S comes out in 2011.

Now the industry is in the blue ocean stage of the incremental market. As a local smartphone manufacturer, Xingyu Technology has a natural home court advantage. It will try its best to form the habit of TOS system among mainland smartphone users in the past one or two years, and form a user base. Stickiness, thereby consolidating the basic market of the mainland market.

At that time, Xingyu Technology will already have a considerable number of customer groups who have formed user stickiness and TOS system usage habits. Even if Apple enters the Greater China market again, the threat to Xingyu Technology will be greatly reduced.

At the end, Qin Feng reported a piece of data to Fang Hong: "As of the sales data calculated the day before yesterday, the actual sales of the first-generation products have reached 3.75 million units, and the sales of installment payment reservations have accumulated to about 1.33 million units. According to online pre-order data, the cumulative total sales of S1 have exceeded 5 million units.”

For the current actual machine sales, consumers who purchase in full have priority.

However, this is also a product that has really been released from the warehouse. The additional production will be supplied in the order of reservation, whether it is full payment or installment payment.

This sales data is definitely a shocking achievement in the industry. The 3.75 million real machines that have been sold alone have created a turnover of more than 12 billion yuan for Xingyu Technology, and the amount of funds has returned significantly.

Fang Hong was also very satisfied with this result, which exceeded expectations, and immediately said with a smile: "You are the leader of Xingyu Technology, so you have the final say."

No matter from which aspect, especially Qin Feng's recent strategy of taking the lead in Apple, it is said that Xingxingyu Technology can move forward steadily under his leadership. Ten thousand hearts.

...