Chapter 27 New Brand Zhiyun
Chapter 27 New Brand Zhiyun
After arriving at Wecoo Electronics, Song Changhai was quite satisfied with his job. His superior, R&D manager Xie Jianyong, was a nice guy who didn't care much about anything other than project progress. Song Changhai led a project team to optimize the system, and no one interfered with his work.
Although the boss is a complete layman who knows nothing about technology and has many messy requirements, the requirements are still clear... Software developers are not afraid of the boss making requirements, but they are afraid that the boss does not know what the requirements are. Then no matter what is produced, the boss feels that something is missing. After making changes again and again, the boss finally slaps his head and says, well, the first version is still the best.
As for Xu Shenxue, his requirements for the system were very clear. First, the page had to be beautiful and imitate the operating interface of IOS. Then he had to add some background services of his own, such as a built-in APP store, and some other basic built-in software.
Finally, some functional requirements were also put forward. For example, only three buttons were required, and they must be capacitive touch buttons. The operation should be simplified as much as possible and should not be as complicated as the so-called smart phones nowadays. It should be understandable at a glance. Even a low-educated user who has never used a smart phone should be able to use it right away.
Requires fool-style operation!
As for multi-touch, the current Android system does not support it at the bottom level, so it cannot be done for now. However, we must leave room for upgrades, because the Android system will eventually be able to develop multi-touch, and this period of time will not be too long.
Therefore, the function of online push system update must be done well to allow users to update the system conveniently.
These changes are actually very different from the existing original Android system, and it is very troublesome to make changes.
But, it can be done after all.
The project is short of staff, and the human resources department has been recruiting people. Although most of the recruits have weak basic skills, they are all smart and have many creative ideas.
Therefore, Song Changhai felt that the work was pretty good overall... He earned a lot of money, and no one above him would bother with his trivial matters, the boss had clear requirements, he had enough staff, and he had sufficient funding.
Doing this kind of project is simply a pleasure in research and development!
Song Haichang was happy with his work and the project was progressing well, so Xu Shenxue was quite satisfied with this technical tycoon in his early thirties and planned to directly appoint him as the R&D director of the system optimization and customization project.
With Xie Jianyong and Song Changhai taking the lead, the research and development framework of the smart phone project is almost complete.
Then we can find some targeted talents in branding, marketing, supply chain, etc. to fill the position, and the framework of the smartphone business subsidiary will be established.
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After the manufacturing business was spun off, Weicoo Industrial Co., Ltd. was established, and the general manager was directly appointed to the position of production manager An Dayu. He was originally in charge of this business, and actually the content of his job did not change much. It was just that he was given a new title and the company was renamed Weicoo Industrial.
When Xu Shenxue adjusted the company's structure, he tried not to change the company's business as much as possible to avoid business turmoil caused by structural adjustments. The existing business still focuses on stability. The main purpose is to separate the smartphone business and create a new brand.
The brand name of the new smartphone has been finalized: "Zhiyun".
This name was still thought up by the people in the marketing department.
The word 'Smart Cloud' also stands for smart machine or smart device, which directly indicates its identity, while the word 'Cloud' is purely incidental and has no special meaning. It is just for the sake of being smooth and has no ambiguity.
When these two words are combined, they are catchy and easy to pronounce, and at the same time, they have no obvious tendency.
The tendency is very important. It will not make the brand look too young and naive, which will lead to a large number of middle-aged consumers not liking it. At the same time, it will not be too tough, which will make female consumers uncomfortable...
How should I put it, the main feature is that it has no characteristics!
These two words have no other meanings except for smart phones and smart devices...
Because for a mainstream consumer brand, it is best not to have any connotation other than the connotation given by the brand's own history. If you give it a specific brand connotation from the beginning, some consumers will like it, but some will also hate it, and then you will limit yourself to this framework...
For example, the Internet mobile phone brand "Xiaolan" launched by Xu Shenxue last year was labeled small and beautiful with cost-effectiveness from the very beginning. It quickly won the favor of a large number of young and cash-strapped users, but the subsequent launch of several consecutive high-priced models also failed... It couldn't even reach the price of one thousand yuan!
The best I've bought so far is the 449 yuan Xiaolan S1...
This is not to say that there was a mistake in Xiaolan’s brand positioning. In fact, Xu Shenxue did this from the beginning... How can you succeed without taking a different approach if you don’t have any unique competitive advantages?
It would be great if we could capture some young users.
However, the future Zhiyun mobile phones cannot be developed in this way. They cannot be limited to the cost-effective and low-end framework from the beginning. Otherwise, it will be extremely difficult to raise the price in the future.
Taking the brand positioning into consideration, the word Zhiyun is a good choice because it is catchy and fits the industry. It is a neutral word that neither men nor women dislike, and neither the middle-aged nor the elderly think it is childish, nor the young people think it is old-fashioned.
The consulting company acted very quickly, and the business was actually not complicated. It just required registering a few companies and adjusting the organizational structure, so it was done very quickly.
After the company structure adjustment handled by a consulting company, part of the business of Weiku Electronics Co., Ltd. was split and then separately established as subsidiaries.
Weiku Industrial Co., Ltd. is responsible for manufacturing business.
Zhiyun Technology Co., Ltd., which is responsible for the mid-to-high-end smartphone business, belongs to Liuhe Investment, the parent company of Wecoo Electronics, rather than Wecoo Electronics.
As for the main company leaders, Xu Shenxue is still the general manager of Weku Electronics, while Bai Qiwen was promoted to the deputy general manager of Weku Electronics and is actually responsible for many matters of Weku Electronics.
Xu Shenxue had a good impression of this person. He thought that he was capable and spoke well. Bai Qiwen was also very interested in taking the next step.
Bai Qiwen has been working on low-end mobile phones for more than ten years. He is very familiar with it and is an expert at selling mobile phones.
Xu Shenxue felt quite relieved to let him operate the two brands of Weiku Technology, Weiku and Xiaolan... In fact, before this, Bai Qiwen was also responsible for the main operations of these two brands.
In addition, Xu Shenxue will not let go completely, but will continue to control the strategic direction of the operations of these two low-end machines to prevent any deviations.
The general manager of Weku Industrial is An Dayu, the former production manager. This is actually just a nominal change. The work is still the same as before. There are actually the smallest adjustments in the manufacturing business. It is basically the same as before, just with an extra layer of Weku Industrial's skin.
As for Zhiyun Technology Co., Ltd., Xu Shenxue is the general manager himself, and he is in charge of the R&D department, marketing, supply chain, administrative management, human resources and other affairs.
The R&D department is mainly led by Xie Jianyong and Song Changhai, while marketing affairs are handled by Ji Chenghe, a high-end marketing talent who was recruited last year. Ji Chenghe used to work in a large Internet company and is very good at marketing.
During the interview, he spoke a lot and had a deep understanding of Internet marketing and many ideas.
After saying a lot of things, he also made some promises to Xu Shenxue... saying that by using the name of the first domestically produced smart phone to carry out a wave of marketing, it would definitely establish the position of the number one domestic smart phone in one fell swoop. By then, all kinds of publicity would be carried out, and the Internet army would be sent out to buy the press releases of various websites. After this operation, the positioning of the mid-to-high-end brand would be directly established.
Look at this guy, he said right from the start that he wanted to create a mid-to-high-end mobile phone brand for Xu Shenxue, and he boasted so much that the other interviewers and even the headhunters who accompanied him were embarrassed... Weiku Electronics only produces a third-rate mobile phone brand, and you said you wanted to create a mid-to-high-end brand right from the start. What a joke! You drank so much!
Although these words are mostly bragging, Xu Shenxue is not afraid of your bragging, but he is afraid that you have no ideas!
If you are engaged in marketing and you can’t even brag, what’s the point of that?
(End of this chapter)