Technology: Start by selling mobile phones

In Yanguo, if a product wants to be sold on the market, the product must first be standardized and registered.

Of course, the process is not complicated.

For example, if Nietzsche plans to produce and sell air conditioners, it only needs to submit the performance parameters and product name of the air conditioner to the Ministry of Industry and Information Technology, and if it meets the minimum production quality standards of the air conditioning industry, it can complete the standardized filing.

The "energy efficiency grade" approval is carried out by the State Administration of Quality Supervision, which grades the energy consumption of various household appliances.

Taking 1P-2P air conditioners as an example, the energy efficiency level is divided into three levels.

The energy efficiency ratio is 3.5-3.99, which is level 3 energy efficiency.

The energy efficiency ratio is 4.0-4.49, which is level 2 energy efficiency.

The higher the energy efficiency ratio, the higher the energy usage ratio and the more electricity is saved.

Level 3 energy efficiency indicates that the energy usage efficiency is lower than the market average and the ability to save electricity is poor.

The second-level energy efficiency means that the energy usage efficiency reaches the average level of the domestic market and is mid-range.

The best is naturally the first level of energy efficiency.

Only when the energy efficiency ratio reaches 4.5 or above can it be marked as a first-class energy consumption, which means that the energy efficiency of the appliance reaches the first-tier level in the domestic market and is very energy-saving!

Generally speaking,

For ordinary home consumers, the first thing they look for when buying an air conditioner is the “energy efficiency rating”.

Everyone knows that the higher the energy efficiency level, the more power the air conditioner saves and the better the quality.

At this moment.

In the office, Huang Hai is reporting on the "energy consumption level" of Nietzsche's new air conditioner!

"Mr. Mo, according to our own internal calculations, the APF of our new Nietzsche air conditioner - 'Big Power Saving' can reach about 5.25."

"APF? Speak humanly."

Huang Hai touched his nose in embarrassment. Mr. Mo in front of him was indeed not a professional in the air-conditioning industry. He blamed himself for speaking too quickly and using professional terms.

"APF is the energy efficiency ratio of air conditioners. The higher the value, the better; the higher the value, the higher the energy utilization rate and the more electricity saving. At the same time,

APF... No, the higher the energy efficiency ratio of the air conditioner, to some extent it also means the greater the maximum cooling and heating capabilities of the air conditioner. "

"According to the current 'energy consumption level' standard of domestic air conditioners, our new air conditioner's 'huge power saving' must be a first-level energy consumption."

After listening to Huang Hai's simple explanation and looking at the information in his hand, Mo Ran suddenly became enlightened.

The original positioning of Nietzsche's first air conditioner was to focus on "energy saving". At present, it seems that the product positioning is not wrong.

Then, his eyes fell on the name of the new air conditioner.

"Yes, the name 'Big Power Saver' fits well with the first-level energy consumption and is also in line with our overall product positioning."

"but……"

After a brief pause, Mo Ran looked up at Huang Hai and said:

"You can tell me briefly, what is the energy efficiency ratio of 5.25? In China."

"good."

Huang Hai stepped forward, gestured to Mo Ran to turn the information in his hand to the last two pages, and explained:

"Take Gree, which has the best reputation and the highest brand awareness in China, as an example. Almost most of their 1.5P models have Level 2 and Level 3 energy consumption. Only in the high-end series will they reach Level 1." Energy efficiency standards.”

"Midea is slightly better. Because the brand is not as good as Gree, they have also launched a first-level energy-consuming inverter air conditioner for mid-to-high-end air conditioners."

"Other brands, such as Hisense, TCL, Haier, etc., also have first-class energy-efficiency inverter air conditioners, but without exception, they are only available in mid-to-high-end air conditioner series."

"oh."

Mo Ran paused and said:

"In other words, the current 'first-level energy efficiency' air conditioners are mid-to-high-end air conditioners."

"That's right."

Huang Hai nodded and continued to explain:

"However... although everyone is a first-level energy efficiency, there is a difference between first-level energy efficiency and first-level energy efficiency."

“According to national regulations, as long as the energy efficiency ratio reaches above 4.5, it is considered a first-level energy efficiency.

Therefore, whether it is Midea, TCL, or Hisense, their entry-level ‘first-level energy efficiency’ is around 4.6 or 4.7;

Only high-end series air conditioners from Gree and Midea have energy efficiency ratios exceeding 5.0. "

As he said this, Huang Hai was afraid that Mo Ran didn't understand clearly, so he explained in detail:

"Why do only the high-end series of Gree and Midea have 'level one energy consumption' above 5.0? Because improving the energy efficiency ratio of air conditioners will lead to very high costs."

"For example, Midea's 1.5P air conditioner with 5.0 energy efficiency is priced at more than 4,500 yuan, and Gree's is more than 5,000 yuan."

At this point, Mo Ran understood.

In fact, the higher the energy efficiency ratio, the higher the cost of air conditioning.

Midea and Gree have brand premiums, and if they are more expensive, consumers will pay for them. For other general brands, who will buy them if they are too expensive?

But after a moment, Mo Ran reacted.

"According to your statement, the final cost of our new air conditioner's 'huge power saving' should not be cheap."

"It's really not cheap."

"I didn't come here specifically to report to you and discuss pricing."

Huang Hai said with a teasing smile on his face.

In fact, when the "Air Conditioning Business Department" was established a few years ago, Mo Ran was somewhat concerned about the situation and progress of the air conditioning business department.

But with the "LeTV Film and Television Copyright" and "purchasing of photolithography machines" matters later this year, Mo Ran really has no energy to take into account the air-conditioning business that is being developed.

In addition, he trusted Huang Hai's abilities and left all matters to Huang Hai.

This has led to products starting to be registered and rated with "energy efficiency ratings". Mo Ran still doesn't know much about the general situation of air conditioners, so the price of air conditioners has naturally not yet been determined.

Mo Ran smiled coquettishly and said:

"Then tell me what you think first."

"Well, please turn to the last page first and take a look at the overall selling price of the same 'level one energy consumption' 1.5P air conditioner on the market now."

Mo Ran followed the prompts and turned to the last page.

Seeing this, Huang Hai continued:

"Gree's flagship series has a first-level energy consumption of 4.8 and is priced at 3,999 yuan; a first-level energy consumption of 5.1 is priced at 4,999 yuan."

"The Midea is cheaper. The first-level energy consumption of 4.8 is about 3,599 yuan, and the first-level energy consumption of 5.1 is priced at 4,599 yuan."

"Other brands, such as Haier, TCL, Hisense, etc., have a first-level energy consumption of 4.7, which is about 3299-3599 yuan."

"As for our 'big power-saving' air conditioner with an energy efficiency ratio of 5.25, I have two pricing ideas, either it will be priced at 3,999 yuan, or it will be priced at 3,599 yuan."

3999 yuan?

3599 yuan?

Two pricing ideas? !

After the words fell, Mo Ran suddenly frowned and looked at the prices of other competing products again.

If we compare Gree and Midea air conditioners with an energy efficiency ratio of 5.1, the price of 3,999 yuan is not too expensive.

But in terms of absolute price, buying a 1.5P air conditioner for 3,999 yuan feels...

A bit expensive!

but.

Mo Ran did not speak immediately. After thinking for a moment, he asked in a low voice:

"So how much does it cost us?"

"Including production costs, each unit costs about 3,000 yuan."

Mo Ran was stunned for a moment, a little unexpected.

According to Huang Hai's statement just now that "the higher the energy efficiency ratio, the more expensive it is", the cost price of Nietzsche's 5.2 energy efficiency ratio air conditioner should be at least 3,500 yuan.

“Why is 5.2 energy efficiency ratio so cheap?”

"Is such that."

Huang Hai replied:

"You know that we use Hitachi's full DC inverter compressor and Nidec's DC motor. According to the initial budget cost, it is about 3,000 yuan. If the expected value can reach an energy efficiency ratio of 4.8, it will be considered qualified."

“I didn’t expect that with the ‘Air Conditioning Intelligent Control Energy Saving Program’ you provided, after adjustment, the energy efficiency ratio reached 5.25, an increase of nearly 10%!”

"This is a win for electronic control software."

Mo Ran was stunned for a moment, then relieved.

It turns out that the "air conditioning intelligent control energy-saving program" purchased by the system improved the energy efficiency of the air conditioning, which is equivalent to indirectly saving hundreds of yuan in costs.

Thinking of this, Mo Ran did not continue to struggle with this matter, but focused on pricing again.

After a moment, he asked in a low voice:

"Tell me first about the pricing idea of ​​3,999 yuan."

"good."

"In fact, the cost of our 'Big Power Saving' air conditioner has reached 3,000 yuan. If the same cost materials were placed on Daikin or Mitsubishi air conditioners, the price would start at least 5,500 yuan."

"It is set at 3,999 yuan. Although the price is a bit high among domestic air conditioners, from the perspective of brand positioning, I think it is appropriate to set the price of our first product a little higher."

"At least we can let all consumers know that our products and our brands are not cheap brands."

Mo Ran nodded slightly.

To be honest, after experiencing the baptism of "Nietzsche X1 high-end mobile phone" and "Nietzsche X55 smart TV", he also pays more and more attention to the brand value.

It doesn’t mean that if it’s expensive, it’s high-end, but high-end is certainly not cheap.

Building a high-end brand is naturally one of the dreams of every company.

"Any more?"

Huang Hai thought for a moment, nodded again and replied:

"There is another important reason."

"At this time, the inverter air conditioner market is still a dividend market. It is not a stock game market like mobile phones and TVs."

"The market for inverter air conditioners is very big now. Consumers love inverters. It can be predicted that although our prices are a bit more expensive, as long as we put on key labels such as inverters, Japanese compressors, and energy saving, I think we should have no worries about sales. ."

This time, Mo Ran didn't say anything. After thinking for a few minutes, he looked at Huang Hai again.

It has to be said that as a Fortune 500 company and former marketing general manager of Daikin Air Conditioning, Huang Hai's judgment on the market is indeed unique.

As the saying goes, a pig can fly when standing on the wind, and this is indeed the case in the current air-conditioning industry.

He took a breath and asked again:

"What about the pricing plan of 3,599 yuan? Lao Huang, what are your considerations?"

"I got a 'User Portrait Table' of our users in Nigeria from Fang Lin. Most of our customers are young people."

"This is also understandable. After all, our main sales channel is online sales."

"For the sake of preserving our Nietzsche base and considering the overall sales, I think 3,599 yuan should be able to achieve greater success."

"so……"

"This requires you to make a decision. Should you take advantage of the market dividends and directly define Nietzsche air conditioners as a high-end brand? Or should you maintain the basic base at a price of 3,599 yuan and cover more users."

Mo Ran tapped his fingers lightly on the table.

Don’t underestimate the 400 yuan gap. That is the gap between Gree air conditioners and Midea air conditioners in the industry.

A few minutes later, Mo Ran already had his answer in his mind.

"Lao Huang, if we deduct the express delivery fee and installation fee, how much will our cost be?"

"3120 yuan."

"Okay, let's set 1.5P at 3599 yuan!"

"Also, I see that you also have the price of 1P air conditioner here. 1P is 300 yuan cheaper, that is, the 1P air conditioner is set at 3,299 yuan and the 1.5P air conditioner is 3,599 yuan."

A smile appeared on Huang Hai's face.

"I knew you would choose this way!"

“The profit of 480 yuan per unit is not too much, even if it is too little, it’s okay!”

"Furthermore, with this pricing, we can no longer find any rivals in the market. I can guarantee that it will definitely 'kill' and blow up the entire air-conditioning market."

Mo Ran laughed and looked at Huang Hai with relief.

I have to say that Huanghai is indeed very capable. It not only considers the individual products themselves, but also takes into account the development of the brand.

He was very relieved to have such a person in charge of the "Air Conditioning Business Department".

But just when he was about to speak, Huang Hai suddenly patted his head.

"By the way, there's one more thing I almost forgot to tell you."

"As far as I know, Xiaomi Group's first air conditioner should also be released this summer. Maybe we will collide with Xiaomi air conditioners."

"Xiaomi air conditioner?"

Mo Ran let out a sigh and then looked at Huang Hai.

"Are you scared?"

"Hahahahaha!"

…

the other side.

While Mo Ran and Huang Hai were discussing the "huge power saving" pricing strategy for Nietzsche's first inverter air conditioner, JD.com's home appliance department was holding an internal meeting.

The content of the meeting is very simple. April has arrived, summer is approaching, and the most important "Cool Summer" promotion event every summer is about to begin.

As the most important appliance in summer, air conditioning is naturally the focus of this meeting.

"Ahem, let me tell you first. According to the news reports, this summer will come early and it will be extremely hot. Our JD.com's 'Summer Cooling Festival' event must be carried out quickly."

"Similar to last year, this time we will communicate with major air conditioner manufacturers and ask them to come up with one or two cost-effective air conditioners as their 'hit products', and we will work together to create a hit product."

The speaker was Huo Zhiyin, the person in charge of home appliance operations.

After the words fell, an employee raised his hand and said:

"Boss, are the main manufacturers we cooperate with still Midea and Haier from last year?"

Huo Zhiyin rolled his eyes at the employee.

"That's natural."

"Gree air conditioners are not sold online. The best brands online are Midea and Haier."

"Besides, have you forgotten that the air-conditioning products they provided last year ranked first in the monthly sales list for five, six, seventy-eight consecutive months for four months?"

"Especially Midea's air conditioners, they are just killing people. Naturally, we will cooperate with them again this year. Otherwise, do you still want to get the bonus?"

As soon as the words fell, everyone present burst out laughing.

But soon, everyone was full of energy.

You must know that the company headquarters will issue corresponding activity tasks every year. If you can complete them, you will get a lot of bonuses.

Seeing this, Huo Zhiyin also knew that everyone's enthusiasm was mobilized.

He walked to face everyone and stretched out his palm.

"Come on, one, two, three, let's cheer together and strive to create a beautiful and popular air conditioner this year."

"Great! You don't need a certain air conditioner, Haier will do!"

"Don't be poor. This year is a big year for air conditioners. It's the best time to replace inverter air conditioners. Everyone, work hard. We must create a hot model and win the first place in the monthly sales list!"

"Okay, one, two, three, come on! Create a beautiful hit and win the first place in the monthly sales list!"