Technology: Start by selling mobile phones

Without publicity, the sales of Nietzsche's "huge power saving" air conditioner were indeed not very good on the first day.

However, Mo Ran could still keep his composure.

Although there have been many Internet companies in recent years that rely on selling sentiments and gimmicks to follow trends, they have

But others are others, and Mo Ran still hopes to take it one step at a time and calm down to make the product better.

It is precisely because of this conservative marketing strategy that on May 2nd.

Two days after the air conditioner's "huge power saving" went online,

In UP's main Ma Tengfei fan group, which is also a die-hard fan group of Nietzsche, Nietzsche fans really started to discuss it.

but.

Instead of wondering why Nietzsche did not promote it vigorously, Nietzsche fans immediately focused on the price.

It is undeniable that Nietzsche's main products before, whether it was mobile phones or TVs, were actually relatively cheap on the entire Internet.

Not to mention the Nietzsche A8, which starts at 399 yuan.

Nietzsche's best mobile phone - "Nietzsche X1" is only priced at 1,999 yuan for the low-end version and 2,499 yuan for the high-end version, which is the price of mid-range mobile phones in the market.

The same goes for the "Nietzsche E55 TV". The price of 3,199 yuan is hundreds or even thousands of yuan cheaper than mainstream TV manufacturers. Even compared with Xiaomi, the king of cost performance, it is nearly 300 yuan cheaper.

so……

This time Nietzsche's "big power saving" 1P is priced at 3,299 yuan, and the 1.5P is priced at 3,599 yuan, which really makes fans a little surprised and uncomfortable.

"???Why is the air conditioner so expensive this time?"

"Hey guys, I just checked it out on JD.com. Midea's inverter air conditioner only costs 3,499 yuan. Isn't Nietzsche's price more expensive than Midea's? Is it starting to drift?"

"I can't afford it, I can't afford it, it's too expensive."

" @Group owner, UP owner, aren't you very familiar with the Nietzsche manufacturer? Nietzsche has always been cost-effective before. Why is the air conditioner price so high this time?! What's going on?"

Ma Tengfei is naturally paying attention to the situation in the group.

To be honest, he was surprised when he learned about the price of Nietzsche's air conditioner. But after he got to know it carefully, he realized that Nietzsche's air conditioner was also full of sincerity this time.

No, to be precise,

Not only is it full of sincerity, but the price/performance ratio is still very high, it just depends on whether you know the goods or not!

When he saw someone @himself, he showed up directly in the group.

"Brothers, don't just look at the price, you have to look at what Nietzsche air conditioners have to offer!"

"I can guarantee that whoever buys 1.5P for 3,599 yuan will make a profit, and it will be a huge profit!"

You Bangbao’s words immediately made the group boil.

Countless question marks began to fill the screen.

"???"

"How to say?"

"Brothers, take a look. The compressor, the core component of the air conditioner, is the 'Hitachi DC inverter compressor' imported from Japan. The highest precision control can reach 0.1Hz!"

"What is this concept? This is a compressor only used by Japanese air conditioning manufacturers such as Mitsubishi and Daikin!"

"Comparing the domestic and joint venture compressors used by Gree and Midea, the performance is definitely not bad, everyone knows!"

"There is also a fan motor. This time the Nietzsche air conditioner also uses a DC motor produced by Nidec..."

Ma Tengfei sent key configuration information one by one to the group.

This time, because he didn't get the air conditioner review, he couldn't publish a review video. Fans really don't know much about Nietzsche air conditioners.

After he said this, the group suddenly became quieter.

"In addition, there is another particularly important air conditioning indicator this time. Nietzsche is very good!"

"First-level energy efficiency is already my younger brother. The energy efficiency ratio of Nietzsche air conditioners has reached 5.27. I just want to know who else!"

"You are welcome to check out what the energy efficiency ratio 5.27 is..."

As he said this, many fans in the group opened the Baidu page and the Nietzsche air-conditioning page to compare one by one, and immediately exclaimed.

really!

Not to mention the performance of up to 5.27 energy efficiency ratio, Hitachi inverter compressor, NEC DC motor, Panasonic fan, Fuji Koki electronic expansion valve,

This hardware alone is enough to cost 3,000 yuan!

With such configuration and performance, other brands would not be able to sell it for four to five thousand yuan!

3599 yuan, very conscientious!

have to say,

Ma Tengfei's "experience" immediately attracted strong attention from many fans in the group.

After fans actually personally checked out the configuration of Nietzsche's "huge power-saving" air conditioner and the significance of the "energy efficiency ratio\

,"Words like "f*ck", "it's actually true", "awesome" and other words started to flood the screen in the group.

Soon, though.

A fan suddenly asked in the group:

"Damn it, why didn't Nietzsche promote such an awesome air conditioner? If I hadn't seen the news in the group, I wouldn't have known that the air conditioner was launched!"

"Yes, we have to stop other manufacturers from making noisy gongs and drums and blasting firecrackers. Isn't our Nietzsche too low-key?"

Ma Tengfei also discussed this issue with Mo Ran.

Seeing that the fans in the group were very confused, I proudly typed down a string of text.

"I really know this."

"Nietzsche's original words are: Although he is very confident in the quality of air conditioners, he is not in a hurry to sell it on a large scale; the focus at this stage is on small-scale launch to see where the product needs improvement!"

…

"Holy shit, is it true? Nietzsche is so reliable?!"

"My dear, with this rigorous and responsible attitude, I am afraid that I will kill many domestic brands in an instant. This is a company that truly does practical things and makes products!"

"Hey, what you said makes me a little excited! I happen to be short of an air conditioner at home. Why don't you buy one and give it a try? Can you support me?"

"Must buy it! It just happens to be able to provide advice to Nietzsche on air conditioners. It depends on whether you are willing to do so!"

"There's nothing I don't want to do. I believe in Nietzsche. I'll go to JD.com to place an order and buy one!"

"Hey, now that you say that, I want to buy one too!"

…

have to say,

After more than a year of brand accumulation, Nietzsche still has a small fan base.

With Nietzsche's good reputation among fans, in the next two or three days, fans continued to buy Nietzsche's "huge power-saving" air conditioners out of trust, and air conditioner sales began to improve.

Immediately afterwards,

Five days after the launch of “Big Power Saving”,

As Huang Hai speculated before, with keywords such as "frequency conversion" + "Nissan compressor" + "huge power saving\

,"Although there is no publicity and Nietzsche is not a big brand, the sales of "huge power-saving" air conditioners have increased steadily.

This is the power of the "wind outlet" of the times.

May 8,

On the eighth day after the "huge power-saving" air conditioner was launched, JD.com and Pinxixi stores received more daily inquiries from customers.

Mo Ran felt even more calm.

After a while, Huang Hai, the head of the air-conditioning business department, walked in with a copy of seven-day sales data.

"Mr. Mo, the sales volume for the past seven days has been released."

"Except for the first day's sales of only a dozen units, orders have gradually increased in the past few days. Yesterday, the single-day sales exceeded 40 units."

"And judging from customer feedback, everyone is satisfied with our air conditioners."

Moran took the information from Huang Hai's hand, looked at it briefly, and nodded slightly.

Seeing this, Huang Hai continued:

"Mr. Mo, it has been seven days since we launched online sales, and now it seems that sales and customer feedback are both good."

"If you are anxious...we can also carry out large-scale publicity in advance now, and sales should be much better than now."

"Um?"

in a hurry?

Mo Ran was stunned for a moment and immediately understood the meaning of Huang Hai's words.

After a while, he looked up at the Yellow Sea and said with a smile:

"Old Huang, it seems you still don't understand me very well!"

"A few days ago, I didn't panic when the sales of air conditioners on the first day were pre-cooled. Now that the situation has improved, I don't need to worry."

“I really hope that our ‘huge power-saving’ air conditioner can become an excellent product, rather than being rashly launched on the market just for the sake of economic benefits.”

"Besides, the customer feedback you just mentioned, you don't really think you can get any high-quality customer feedback in seven days, do you?"

After the words fell, Huang Hai's face was not angry, but showed a smile of relief.

He did not directly answer Mo Ran's question, but suddenly smiled and said:

"I feel relieved when you say that."

"To be honest, I'm worried that you've seen the improvement in sales in recent days and can't help but want to take advantage of the trend in advance."

"Now that you have confirmed it, I will arrange for the 'business department' to continue to provide customer feedback as planned and complete subsequent product optimization."

Mo Ran nodded.

After all, this was Huang Hai's first real cooperation with him. They didn't completely trust each other, and it was normal to have some concerns.

He said seriously:

"Don't worry, Lao Huang, I'm not so short-sighted."

"We" at this stage we are doing our best to make our own products, and the rest is not important!

Huang Hai nodded heavily, his eyes flashing with unspeakable joy.

…

With Mo Ran's confirmation, the "Nietzsche Air Conditioning Business Department" really calmed down.

There is no publicity, no advertising, and no sales pressure. The entire "Air Conditioning Business Department" devotes itself to processing the feedback from the first batch of air conditioning customers, and then improving the not-so-perfect "huge power-saving" air conditioner.

No wonder Mo Ran was so cautious.

For previous products, whether they were mobile phones, tablets or TVs, Mo Ran relied most heavily on the product design drawings from the system.

And this time.

Nietzsche's "huge power-saving" air conditioner, from design to component selection, is all completed independently by the Nietzsche air-conditioning team.

The system is just the icing on the cake, adding an "air conditioning intelligent control energy-saving program".

and.

Mo Ran is also very clear that a perfect path from research and development to testing to continuous improvement is his own, and it is the path that Nietzsche must take in the future.

Only by injecting a true "product first" and "consumer first" concept into Nietzsche can Nietzsche truly make outstanding products in the future.

certainly.

As the weather in May gradually gets hotter, coupled with Nietzsche's "huge power saving" first-level energy efficiency label, the market is now at the forefront of "inverter air conditioners".

Even though it is low-key, many consumers still noticed Nietzsche's "huge power-saving" air conditioner.

"Hey guys, almost all the core components come from Japanese manufacturers, so the quality must be pretty good!"

"Tsk tsk tsk, it's called 'Big Power Saving'? Can it really save as much power as advertised on the product?"

"Nietzsche air conditioner? Although I have never heard of this brand, the quality of the 'first-level energy consumption' should be good, right?"

"I just read a report saying that the energy efficiency ratio of 5.27 is very impressive, far exceeding the national first-level energy efficiency standard of 4.5. Can anyone explain what it is?"

Questions such as the above appeared on the Internet and triggered heated discussions among many netizens.

certainly.

In addition to the interest in Nietzsche's "giant power-saving" air conditioner on the Internet, there are also many voices of ridicule.

"It's extremely disappointing! Another air conditioner that is assembled with Japanese parts. It seems that the ones from Gree, Midea, and Haier are better. Only with core technology can we go forward. I have never seen any company that can last long without core technology."

"Yes, this is a proper OEM and assembly plant. Nietzsche is an OEM air conditioner. Anyway, I will definitely not buy a core Japanese product."

"It's so funny that a no-name brand dares to sell it for 3,599 yuan. Why don't I buy Gree, Midea, and Haier?"

"A guy who sells mobile phones also sells air conditioners. Will anyone really buy it? Isn't this an IQ tax?"

Many netizens' comments are not friendly to Nietzsche's air conditioner.

but.

At this time, the air-conditioning business department, including Mo Ran, was fully engaged in the improvement of "huge power saving" and had no time to pay attention and respond.

gradually,

No one responded, no one hyped it, and the popularity of Nietzsche's air conditioners began to gradually decrease. Except for Nietzsche's store sales, which remained stable, everything seemed to be back to how it was before.

And the other side.

Various air conditioner manufacturers who were originally worried that Nietzsche air conditioners would sell out have gradually relaxed.

Although there are still occasional reports and discussions on Nietzsche air conditioners on the Internet, overall, the popularity is not high, and the sales volume is not very good, which is completely different from what they were originally worried about.

In addition, with the arrival of the peak sales season for air conditioners, the focus of manufacturers will naturally fall on sales.

Among them, we were invited by major platforms.

Midea and Haier finally reached an agreement with JD.com and launched a 1.5P, first-class energy-consuming inverter air conditioner priced at 3,099 yuan.

TCL and Changhong chose to cooperate with Pinxixi and launched a 1.0P, first-level energy-consuming inverter air conditioner priced at 2,799 yuan.

As soon as the four air conditioners were released, they quickly became the best-selling air conditioners on the two major platforms due to their first-class energy consumption and ultra-low prices!

but.

Everyone knows that May is just the warm-up stage for air-conditioning companies, and the real outbreak point is still in June.

Not only is the weather getting hotter in June, but there is also a mid-year sale in June, the 6.18 event!

Many people can place orders during the 6.18 event!

As the end of May arrives, the air conditioner sales of various manufacturers have entered a good situation.

May 30th.

The penultimate day of May.

Huang Hai came to Mo Ran's office again.

This time, Huang Hai took the lead in reporting on the optimization situation over the past month.

"Mr. Mo, in the past month, we have optimized seven minor problems and one major problem of 'Big Power Saving'."

“Now, we can say with certainty that after a month of testing with a large number of customers, ‘Big Power Saver’ has almost eliminated major quality risks!”

Mo Ran was very satisfied with the results of this month's work. After a few words of encouragement, the topic then turned to the matter of increasing the "huge power saving" production capacity and officially selling it across the board.

After a month of testing, Mo Ran naturally stopped blocking it and immediately agreed to enter the official sales cycle starting from June 1st.

but.

At the end of the conversation, Huang Hai suddenly said:

"By the way, Mr. Mo, there is one more thing."

"Do you still remember? As I mentioned to you last time, Xiaomi air conditioners will be launched this summer."

Mo Ran was stunned for a moment, then asked:

"Xiaomi air conditioner is also going to be launched?"

"Well, unfortunately I was right."

"Tomorrow night, General Manager Rebusley will hold a new product launch conference to release Xiaomi's first Xiaomi air conditioner."

"And what's interesting is... they seem to have 1.5P inverter air conditioners like us. They may become our biggest competitors!"