Chapter 3113 Technology is a fact, marketing is a cognition

Zhou Shaoning said in a deep voice: "Indeed, as far as I know, Samsung is already taking action."

"Um?"

Zhou Buqi just had a phone call with Li Zairong this morning.

Zhou Shaoning said: "As I said before, Samsung's Galaxy 5 has been cold in the market and almost lost sales in the second half of the year. So Samsung has also taken urgent action and will launch a new GALAXY series mobile phone in the near future. It is said to be called Galaxy Alpha, which is known as Smartphone.”

Zhou Buqi shook his head, "This is not good. There are too many new styles. Not only will there be no benefit in terms of cost, but it will also lead to excessive brand consumption."

Zhou Shaoning said: "At least it is a feasible competition idea."

"It has to change!" Zhou Buqi wants to keep "Aster", the high-end mobile phone brand he created, and is not allowed to use this brand to play mobile phone tactics. "Motorola still has some audiences in Europe and the United States. We must control costs and launch one model every year. Motorola’s high-end phones are also based on the same idea.”

Zhou Shaoning smiled and said: "This is indeed our plan. We will mainly focus on low-end and mid-range machines, but there will always be some people who want early adopters, just like BlackBerry."

"Oh? How about blackberries?"

Zhou Buqi was quite concerned about this.

Because it has something to do with him.

Last year, BlackBerry fired its original CEO and replaced it with a Chinese CEO, reorganizing BlackBerry's strategic structure. The most important changes are two points: first, BlackBerry gave up its mobile phone business and "rented out" its mobile phone business; second, BlackBerry fully transformed into a security company.

After Zhou Buqi's recommendation, BlackBerry and Lenovo successfully connected.

Today’s BlackBerry phones are actually made by Lenovo.

Lenovo's people are also very fierce. After getting the operating rights of BlackBerry mobile phones, the first thing they did was to abandon the BlackBerry operating system and then join the Android camp. The first BlackBerry phone launched by Lenovo was launched last month.

Zhou Shaoning said: "Lenovo is operating BlackBerry, and it has just started. It has only launched a high-end machine priced at US$559, which was launched last month. The market response... is quite average. I estimate that the sales volume will not exceed 100 10,000 units. After the iPhone 6 is launched this month, there will be no chance.”

Zhou Buqi said: "Now that the iPhone has a security crisis, BlackBerry phones focus on security protection, so they should get some opportunities."

"Even so, it's still difficult." Zhou Shaoning shook his head. "In the high-end machine market, the three major series of iPhone, Aster and Galaxy are enough to satisfy the market. Even in developed countries in Europe and the United States, more promising ones have to be It is in the mid-to-low-end category. If Lenovo wants to operate BlackBerry well, I guess it will have to downgrade its brand in the future, at least to the level of mid-range phones.”

Zhou Buqi said: "This time I am doing Lenovo a favor by taking action against Apple."

It can be regarded as peace of mind.

In its previous life, Lenovo could barely be considered a mobile phone giant. It does not rely on the "Lenovo" brand, but on the acquired Motorola. Mainly relying on the recognition of Motorola mobile phones in overseas markets, Lenovo can get a share of the mobile phone industry.

Not in this life.

Zhou Buqi made an early move and captured Motorola.

In order to "reciprocate", BlackBerry was sent to Lenovo's arms. However, in terms of brand competitiveness, BlackBerry is obviously not as easy to use as Motorola.

Zhou Shaoning sighed, "But in the long term, we still lack effective means to control the iPhone. Previously, we relied on the pre-release fingerprint unlocking function to create great market competitiveness for our Aster4 and Aster5. The technical advantages are indeed Effective. But now that the iPhone has fingerprint unlocking and a large screen, our competitive advantage is gone. In terms of the combination of software and hardware, the iPhone is indeed a better product.”

"Competition that only focuses on products is indeed impossible to rival the iPhone." Zhou Buqi agrees, "Especially in the long term, when smartphones are basically finalized and all kinds of innovations have dried up, the iPhone market will The competitiveness will become stronger and stronger. We must have a stronger means besides products.”

"What is it?"

"It depends on marketing, so we must do a luxury car co-branding."

"Um."

Zhou Shaoning nodded.

Zhou Buqi said: "Although they are both technology companies, Apple is closer to a hardware company, while Asda is based on the direction of Internet software. You have also worked on the Internet, which is our advantage. The strength of hardware companies , is a stronger product; the strength of Internet companies is unparalleled marketing. Especially the domestic Internet has many dazzling marketing methods, which is our biggest advantage!”

Internet companies can be very clever in marketing, but at Apple, Steve Jobs is no longer around.

In the long run, if any mobile phone manufacturer, including Asda, wants to compete with the iPhone, there is only one method it can use, and that is marketing. Only marketing can guide users to give up iPhone and choose themselves.

Many of them are even fabricated and slanderous.

Zhou Buqi naturally disdains this kind of unfair competition. This time, for iPhone 6, there is real information, and there are private photos of hundreds of female celebrities around the world to protect him.

"In the long run, high-end phones will definitely become more and more over-configured. When setting configuration requirements for mobile apps and mobile games, they must consider mid- to low-end phones. The vast majority of users use high-end phones. Mobile phones are more of a brand, and they can’t even use half of the performance of mobile phones.”

Zhou Buqi pointed out a major inherent contradiction between software and hardware in the mobile Internet.

When developing software products, all users must be considered and based on "the shortest board in the barrel". High-end hardware wants to provide the most extreme products and services, but there is no supporting software that can stimulate its full performance.

This situation will become more obvious as time goes by.

High-end opportunities are increasingly overcapacity.

This leads to the fact that the user experience of many mid-range models and high-end models is almost the same. As long as you don't do some productivity work or large-scale mobile games, you can hardly feel the difference between them.

In this case, how to reflect the nobility of high-end machines?

In addition to the more beautiful and luxurious exterior design, the most important factor is marketing.

Through marketing, consumers are made to think that high-end phones can have a better experience. Even if the consumer actually feels the same after using a high-end machine and a mid-range machine respectively, there will be a voice in his head telling him that the experience of the high-end machine is better.

Facts are not important, perception is.

The highest level of marketing is to bypass reality and establish a new set of consumer perceptions.

This has all been played out by domestic Internet companies.

Marketing is a concept created and promoted by Europe and the United States.

However, the domestic Internet industry is the master. So many European, American, Korean and Japanese companies that have been suffocated by the dazzling marketing routines of domestic Internet people can only say sourly: "Chinese products have no technology, only marketing."

This is simply sour grapes.

Technology is a fact.

Marketing is awareness.

The market cares about perception!

Facts cannot control consumers’ minds. Perception is the secret weapon to control public thinking.

Zhou Buqi said: "The iPhone 6 incident this time has given us a wake-up call, even a heavy blow. I was very confident in the AI ​​assistant, face recognition and other projects we secretly developed before, but now it seems , our expectations are too high. Apple started by copying, and now that the shameless Cook is in charge, the iPhone can copy all our product designs without any scruples, as long as they copy it and keep up. It is still difficult for the Aster series to compete with the iPhone series, and it can only be squeezed in. "

Zhou Shaoning said in a deep voice: "Now it seems that this is indeed the case."

"Product innovation is not the core competitiveness of domestic technology products at all!"

At this moment, Zhou Buqi also had a feeling of clearing away the clouds and seeing the sunny sky.

This is proof from the market.

It is completely opposite to the mainstream domestic propaganda that technology is the core competitiveness. Technology and R\u0026D are the core competitiveness of enterprises... Such a wrong idea has ruined many domestic technology companies.

If it weren’t for the global popularity of the iPhone 6 and the sluggishness of the Aster 6, Zhou Buqi would have almost fallen into this mainstream thinking and couldn’t extricate himself.

Aistad has a concept transformation!