Rebirth of the Wild Age

Regarding the positioning of China Computer, there were also fierce disputes within China Science and Technology Company.

Liu Zhong used to be the manager of Xifeng's Rongcheng branch. After being transferred to China Science and Technology, he served as the sales manager. Now he is the marketing director of China Science and Technology Company.

Before deciding to produce computers, Liu Zhong personally led people to investigate the market. He found that rich people buy high-end computers, ordinary people buy low-end computers, and only those who understand technology and configuration buy mid-range computers.

High-end computers are highly profitable and can be displayed in style, so Lenovo attaches great importance to them.

Low-end computers sell a lot, and their market competition is hellish. Not only old brands such as Lenovo, Founder, and Great Wall are doing it, but TV sellers like Tcl and Hisense are doing it, and even cats and dogs come to share a share of the pie. Those small-brand low-end machines are actually OEM assembled machines. As long as there are channels, they can sell extremely hot.

As for mid-range computers, how many people understand technology and configuration? Not only are the number of such people small, but many of them choose to assemble machines, and their market share is completely negligible.

Therefore, after analyzing the market, Liu Zhong suggested focusing on low-end models. He said: "Continue to make high-end models to show our presence. But the focus is still on low-end models. Shenzhou Technology has a lot of cash, and advertising can also make money." Bleed out."

"I agree with Mr. Liu's point of view." Shen Fuxing said.

Song Weiyang directly made a decision: "I think we should focus on mid-range models, supplemented by high-end models. When the brand influence grows, we will take advantage of the trend to enter the low-end market and kill all those miscellaneous brands!"

"No one buys mid-range models at all," Liu Zhong said. "Consumers who understand the configuration mostly go to buy assembled machines. And it is this group of people who belong to the mainstream users of mid-range models. Those who are greedy for cheap, only recognize the CPU model. Lenovo, Founder, and Great Wall also make mid-range models, but their shipments account for less than 5%, and they often have a backlog that cannot be sold.”

Song Weiyang said: "It is precisely because the inventory of mid-range models is very small, which is equivalent to a blank market, and our entry means that we have no competitors."

Liu Zhong said: "It's not that there are no competitors, but that others don't come to compete because there is no profit at all!"

"This is not in line with the laws of the market." Song Weiyang said.

"But this is the current market situation!" Liu Zhong retorted.

Song Weiyang said: "Ordinary people follow the trend, and low-level enterprises follow the market. What we have to do is to guide the market!"

"How do you guide? Use knives to force consumers to buy! If mid-range models sell well, can Lenovo, Founder, and Great Wall not pay attention? They are not fools." In 2010, I considered myself an expert, and felt that Song Weiyang was simply unreasonable.

Song Weiyang smiled and said, "The market environment is changing."

Liu Zhong spread his hands and said, "Anyway, I didn't see it."

Song Weiyang threw out the market analysis report made by Liu Zhong: "Your analysis report is well done. First of all, I would like to praise you. Judging from the content of the report, the domestic computer market before 1995 was actually dominated by mid-range models. Mainly. The change began when Batumi was disbanded, and a large number of international brands poured in. Lenovo was forced to fight a price war. Lenovo’s victory in the price war led to the continuous transfer of domestic brand phones to the low-end market. They shouted the slogan of defending national brands , reduce the computer configuration, and use the cpu model to promote it, and induce countless unknowing consumers to buy it.”

"That's right." Liu Zhong said.

Song Weiyang shook his head and said: "This is not in line with the laws of the market. For most consumer goods, one is extremely expensive, one is very cheap, and the other is moderately priced. Normal people will choose moderately priced ones. Because they are too expensive to afford, they are cheap. I'm afraid there will be problems."

"But the computer market is like this." Liu Zhong said.

Song Weiyang turned to one of the pages of the analysis report, pointed to a certain set of data and said: "Did you see that, from the end of 1996 to the beginning of 1997, the sales of mid-range models rose. This is a sign that the market has returned to normal, and It collapsed again in mid-1997, why?"

"Why?" Shen Fuxing couldn't help asking.

Song Weiyang said with a smile: "It is caused by the general environment. First, China's economic downturn, the national disposable funds have declined, and computers are high-end consumer goods, consumers are forced to choose low-end models; second, the global demand for computers is soaring. The price of various computer accessories has risen sharply, and some mid-range models are beyond the acceptable range of ordinary Chinese consumers. Your market analysis report does not have these two points, and your market thinking is still lacking.”

"I..." Liu Zhong blushed, hesitant to speak.

Song Weiyang said: "Actually, China's economy began to pick up last year, especially in consumer electronics. As manufacturers continue to expand production capacity, the prices of computer accessories have also dropped. If Lenovo, Founder and other brands correctly promote and guide, mid-range phones The model is definitely easy to sell. But they continue to fight price wars, entangled with countless miscellaneous brands in the low-end market, and deliberately hide configuration information, so that ordinary consumers only pay attention to the CPU model. This leads knowledgeable customers to engage in assembly, Those who don't know how to do it are stupid and greedy for cheap, and even the salesperson actively guides customers to buy low-end models."

Liu Zhong is thoughtful. He is an experienced salesman who has worked for more than ten years, and he has begun to grasp the key points.

"The mid-end market has huge consumption potential, and the market is half blank. Isn't this waiting for us to pick up money?" Song Weiyang laughed.

Shen Fuxing clapped his hands happily and said, "Then focus on mid-range models!"

In fact, without Song Weiyang's guidance at all, the consumers themselves gave the answer.

Since the end of 1999, the mid-end market has been quietly picking up, but this change is not significant, and it is basically invisible in the percentage.

Terminal sales agencies are aware of it, but their feedback is not timely, because they need to sell a large number of low-end spot products, and consumers are allowed to fool them. However, high-level executives like Mr. Liu and Yang Yuanqing were blinded by the current sales situation, and it may take two or three months before they realize it.

The timing of China Computer's entry is just right!

Now there is only one publicity hot spot, and if it matches with consumers, it will explode the mid-range computer market.

When Song Weiyang and Liu Zhong discussed market positioning, it was more than half a year ago, when the mid-end market did not pick up. Song Weiyang didn't know the short-term market development either, so he made this decision not on the foresight of the traveler, but purely on his keen market sense.

In the field of computer sales, Song Weiyang is a complete novice. From the perspective of a bystander, he can immediately see that the market is abnormal.

As for Mr. Liu and Yang Yuanqing, they belong to the fans of the authorities, and they are stuck in the quagmire of the market, and they don't know where to go. As for the countless other brands, there must be companies that feel it, but they either have no courage or strength, and dare not easily go against the existing market environment.