Chapter 14: Small and Beautiful Blue Phone

On November 1th, Bluemi's series, a total of three models, were officially launched on multiple e-commerce platforms!
In the first few days before the sale started, the number of orders was extremely small, which made Bai Qiwen from the marketing department very worried.

It seems that this e-commerce business is not going well... More than half a month wasted, and in the end only a few dozen mobile phones were sold... For individual merchants, perhaps dozens of mobile phones are very good sales, but for mobile phone manufacturers like Weiku Electronics, these dozens of mobile phones are not worth mentioning.

However, after a few days of preparation, subsequent mobile phone sales gradually climbed up. Although the total amount was still very small, the growth rate was very fast.

By December, the total daily sales of the three series of Xiaolan mobile phones on multiple e-commerce platforms had reached more than 100 units.

It may seem like more than a hundred units is not a big deal, but it’s growing very fast!
On December 12, holding the statistical report of e-commerce business, Bai Qiwen was in high spirits in front of Xu Shenxue: "According to the current e-commerce sales, the sales of our Bluegogo phones on the e-commerce platform may reach 5,000 units in a month, and this is still a relatively conservative figure."

"But even this is more than one-tenth of our sales last month!"

Bai Qiwen seemed quite excited. Even the dark circles under his eyes from working overtime last night could not hide his excitement:

"Last month, thanks to the implementation of the high-frequency machine sea strategy, many of our new mobile phones were recognized by some channel dealers. In addition, the online channel also contributed hundreds of sales. Our mobile phone production and sales last month finally stopped the downward trend and started to grow positively, reaching 48,000 units!"

"This month, we are still continuing to implement the high-frequency machine sea strategy in offline channels, actively expanding our business to offline channel dealers and OEM manufacturers. Colleagues from the Vicoo mobile phone brand team and the OEM team are actively contacting various channels."

"According to the news from colleagues in these two groups, the overall situation is still relatively optimistic. Channel dealers are relatively receptive to the independent micro-innovations of our many new mobile phones, and channel dealers have reported that the sales of these new mobile phones in terminal channels are also relatively good, and basically they have increased the order volume."

"Based on this, our offline sales of mobile phones this month will see a significant increase, and are expected to reach 55,000 units."

"Among them, the sales volume of our own brand Weiku mobile phones will further expand to 60%!"

"Combined with the conservative estimate of 5,000 units of Bluegogo brand sales through e-commerce channels, our mobile phone production and sales in December are expected to reach 60,000 units, creating a new record for Vicoo Electronics."

The previous sales history of WeCool Electronics was during the period when Mr. Xu was in charge, that is, before Mr. Xu passed away, the monthly sales reached 58,000 units, which was the peak period of WeCool Electronics.

But with the death of Mr. Xu due to drunk driving, sales began to decline after the original owner took over the company. By the time Xu Shenxue came through, sales had fallen to 45,000 units.

At this time, Bai Qiwen took a deep breath and said:
"The most important thing is that our Bluegogo smartphone sales forecast is still a relatively conservative estimate, but in fact our sales growth on several major e-commerce platforms is very good!"

"If we are optimistic, I am afraid that the sales of our Bluegogo smartphones alone will exceed 10,000 this month!"

As he said this, Bai Qiwen's face turned a little red because he was too excited!
When Xu Shenxue told him about making an Internet brand mobile phone, he was actually a little skeptical!
He has been selling mobile phones for more than ten years and has a lot of knowledge and experience, but to be honest, he really didn't expect that the Little Blue mobile phone would have such a good momentum.

The reason why I didn't persuade Xu Shenxue to give up the idea of making Internet brand mobile phones was purely because I felt that the costs were controllable and it didn't matter if there was a loss. In this case, if the boss wanted to give it a try, then let's give it a try.

But I didn’t expect...the Little Blue Phone was actually a success.

Although the sales volume is still small at present, the growth rate is very good, and consumer feedback is generally good, and the product's praise rate is quite good.

In this situation, Bai Qiwen, with his own experience of more than ten years in mobile phone sales, believes that it is time to strike while the iron is hot, so he said: "The momentum of the Little Blue mobile phone is very good now. Should we hurry up and launch a few more models? In addition to expanding the product line, we can also make a better mobile phone and try to raise the price to see how our potential user groups can afford it!"

Xu Shenxue said: "Well, this is a good idea. Since Xiaolan is doing well, we should increase investment and develop new products to supply the market!"

"In addition, you need to increase your marketing efforts. I will ask the Finance Department to approve another budget for you so that you can continue to do a good job in marketing!"

"As for the marketing, we should keep the same tone as before. We don't need those reviewers to exaggerate. We should let them be neutral and accept some criticism, but we should also appropriately highlight our fashionable appearance and cost-effectiveness!" "Also, we should not do independent reviews. We should bring in other big brands of mobile phones for review. There can be more types. We should conduct reviews comparing popular big-name models to highlight our brand characteristics. We should also conduct reviews of some unpopular brands that don't perform well to highlight their cost-effectiveness and appearance."

"The article should have both advantages and disadvantages, not exaggerated, and should give people a sense of reality."

"As for the comments in the forums, they can be a little exaggerated. There should be some praise, some criticism, and some neutral comments. No matter which one, we should create a sense of reality in the user discussion!"

Xu Shenxue said as he held the Little Blue S1 in his hand:

"We must remember that the purpose of this marketing campaign is not to brag about how good our phone is, but to let our potential users know that our Bluegogo phone is also a branded phone, and a niche brand at that."

“We want to implant a small and beautiful concept into our potential users.”

“Because it’s a niche brand, not many people know about it.”

“Because it is a niche brand, the quality of the phone is guaranteed!”

“Because it’s a niche brand, it’s trendy and good looking!”

"As for the performance, let the customers judge for themselves. We don't need to get involved too much for now!"

"As for the development of the new Xiaolan mobile phone, your marketing department should first come up with a market research report, especially the feedback from users who have purchased our mobile phones before, and then have the colleagues in the R&D department make targeted optimizations and improvements!"

Bai Qiwen has always been quick to act. Two days later, he brought Xu Shenxue a research report on the Little Blue mobile phone and its users.

While Bai Qiwen handed the report to Xu Shenxue to read, he also said, "Currently, the best-selling Xiaolan phone on various platforms is the straight-screen Xiaolan S1, which accounts for % of the sales. Among them, the main color light blue sells the best, accounting for almost % of the total sales!"

"The second largest category is the flip-top model, which accounts for 27% of sales, while the sliding-top model is slightly behind, accounting for only 8%!"

"Our colleagues in the e-commerce group of the marketing department suggested that we should focus on strengthening the research and development and promotion of candy-bar phones in the next stage, while we can slow down the development of slider models a little bit!"

"In addition, we conducted in-site information feedback on some users who purchased our mobile phones. Based on the limited feedback, users are generally satisfied, but they also generally reported that the screen is relatively small and the color performance is slightly poor."

"In addition, some potential users who consulted customer service but did not place an order in the end were mostly concerned about the screen size. They felt that the two-inch screen we are using now is too small and does not meet their expectations!"

"Some potential users even contacted our customer service and asked us when we would launch a phone with a larger screen!"

Bigger screen? Better display?
Xu Shenxue listened while looking through the materials in his hand. At this stage, the needs of these potential users are quite clear, that is, they need a larger screen.

But a bigger screen means a bigger cost, which will inevitably increase the selling price.

At this stage, can the potential users of Xiaolan mobile phones accept a higher price?

After all, the current brand positioning of Xiaolan Mobile Phone is to create the first mobile phone for young people, and appearance and cost-effectiveness are its core competitive advantages.

If the price continues to go up, will potential consumers of the Bluegogo mobile phone be able to accept it?

(End of this chapter)

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