Chapter 28: Continue to touch big brands
Chapter 28: Continue to touch big brands
Why did Xu Shenxue rush to start developing smartphones last year? It was to grab the title of the first domestic smartphone. With this title, subsequent brand building would be easier.
If Ji Chenghe started talking to him about cost-effectiveness, functional configuration, fashion and youthfulness right from the start, he would still use him, but he would most likely let him be responsible for the marketing of the Xiaolan mobile phone.
Different brand positioning requires different marketing and promotion ideas.
For Zhiyun Mobile's flagship phone, no matter how the performance, appearance, and cost-effectiveness are, the most important thing is the establishment of the brand. The mid-to-high-end brand positioning must be established from the very beginning. Even if the sales volume is small, it must stand firmly in the mid-to-high-end field!
When people talk about mid-to-high-end mobile phones, they subconsciously react that in addition to some foreign big-brand mobile phones, there is also Zhiyun mobile phone. Although Zhiyun mobile phone is not very good in all aspects, it is also a mid-to-high-end mobile phone.
this point is very important!
Of course, in addition to brand marketing, performance must also be good, especially to keep the phone stable, smooth in daily use, not hot to the touch, easy to use, and fool-proof... The appearance design should also be as simple, stable and mature as possible, and not too fancy.
As for things like running scores and gaming performance, they are actually not that important... After all, it is a flagship model, so the configuration is definitely high and the performance is sufficient.
Xu Shenxue has high hopes for the future of Zhiyun mobile phones...
This season, Chenghe's marketing concept was very much to Xu Shenxue's liking, so he decided to sign him on the spot. He had previously let him work in the e-commerce department to be in charge of the marketing of the Xiaolan mobile phone for a while. Although he likes to brag and often talks about brand strategy, he would always say something about Internet thinking.
But the job is pretty good. The marketing of the Bluegogo mobile phone is well done. At least now a considerable number of young people on the Internet know that there is a new mobile phone brand with a good price-performance ratio and focusing on youth and fashion.
This has brought a huge boost to the sales of Xiaolan mobile phones!
Now that the smart phone business is about to be fully launched, he was transferred here to serve as the Marketing Director of Zhiyun Technology Co., Ltd. to prepare for the brand building of Zhiyun's mobile phone business and the prerequisite work for marketing.
If you want to build the Zhiyun mobile phone brand from scratch, ordinary marketers are not going to be able to do it; you need some imaginative thinking.
As soon as this person took office as the marketing director of Zhiyun Technology, he gave Xu Shenxue a marketing plan, saying that he would use the current talent competition in the 3G smartphone industry as an introduction, telling the story of Zhiyun Technology and Huawei, Lianxiang, Tianyu, Bocai and a group of well-known large manufacturers competing for smartphone talents, saying that talents in 3G smart research and development are very popular now, and major companies are waving checks to snatch people.
Among the many companies poaching talent, in addition to a group of well-known large companies that everyone is familiar with, there is actually an unknown small company!
Through a series of press releases, we introduce Zhiyun Technology!
This is a high-tech enterprise with strong financial strength and a R&D team of hundreds of highly skilled talents, specializing in smart devices.
We are planning to invest hundreds of millions of dollars in research and development funds to develop the first smart phone for Chinese people, ending the history of no smart phones in China and filling the technological gap in smart phones in China...
In short, although I don’t even have a sample yet, I might as well take advantage of the popularity of the now very popular 3G smart phones, and then forcibly tie myself to those large mobile phone manufacturers to shape my own image as a high-tech enterprise.
We don't ask for much public recognition now, but we do want to establish the image of a high-tech company, at least within the industry. We want to let a group of domestic media practitioners and technology enthusiasts who focus on technology products know that in addition to those big manufacturers, there is also a company in China called Zhiyun Technology that develops smart phones.
Then we will slowly strengthen and deepen Zhiyun Technology’s high-tech image… and in this way, when the Zhiyun phone is officially launched, technology media and technology enthusiasts will not equate Zhiyun phone with unknown brand phones!
Instead, it will be regarded as a high-tech product of a high-tech startup company!
This will greatly promote the subsequent shaping of mid-to-high-end brands.
After seeing Ji Chenghe's marketing plan, Xu Shenxue still approved of it... When he first developed the Little Blue mobile phone, he also tried to get close to those big mobile phone brands. In the end, he created a Little Blue mobile phone. Although the brand awareness is still very low, in the minds of users and potential users, the Little Blue mobile phone is now considered a niche brand.
It has gotten rid of the embarrassing identity of being a generic and copycat phone.
Xu Shenxue used this tactic very smoothly, and the effect was quite good. Now, Ji Chenghe's current plan is not to directly brand any products, but to shape the company's image and use the company's image to promote product branding.
This idea aroused the interest of Xu Shenxue, who had already approved Ji Chenghe's plan and was ready to implement it.
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After Zhiyun Technology Co., Ltd. was established, it started recruiting... Of course, before recruiting, it prepared to move.
Previously, the staff of the smartphone project team all worked in the administrative building in the Weiku Electronics factory, but as the number of employees increased, it was no longer enough. In addition, a high-tech smartphone company located its office in an industrial area... To be honest, it would make outsiders doubt your strength!
As a high-tech mobile phone manufacturer, the office must be located in a high-end high-rise office building... At least when you don't have much real strength, it's best to puff up your face a little so that you can pretend to be fat.
This also meets the expectations of many high-tech talents in Zhiyun Technology for their office location... Who doesn't want to work in a high-end office building? It sounds more decent than working in a factory!
It just so happens that WeCool Electronics has half a floor of its own office building in the Qianshan Insurance Building in Shannan Science and Technology Park, which is quite large.
When Xu's father purchased this half floor of the office building, he intended to use it for Weiku Electronics, but in the end he felt it was unnecessary, so he rented it out and collected rent.
Now the company that rented this office was not doing well. When they heard that WeCool Electronics wanted to take back the office building for its own use and agreed to compensate for two months' rent, they readily terminated the contract and moved out.
I heard that they moved directly to Anhua in one go... Business is so difficult!
The vacated half floor of the 28th floor of Qianshan Insurance Building became the office space of Zhiyun Technology Co., Ltd.
When Xie Jianyong brought a group of bald, semi-bald, and nearly bald engineers to the office building located in the commercial center, they looked up at the insurance building with more than 40 floors above them.
I couldn't help but sigh: "Working here feels like working in high-tech. Although the factory area was pretty good before, it always lacked a bit of high-tech feeling!"
Song Changhai on the side didn't feel much. Although the company he used to work for didn't like to invest in research and development, it was still willing to invest in office buildings, so he also worked in these skyscrapers before.
A considerable number of employees in other ordinary R&D departments are fresh graduates, and most of those who have work experience have worked in small companies.
For most of them, this is the first time in their lives to work in a skyscraper.
There was excitement in their expressions!
Some people even took photos with their cameras.
Today will be a very important day for Zhiyun Technology, Xu Shenxue, and even for these employees.
On this day, Weiku Electronics' smart phone project officially came to the forefront, and its operating entity 'Zhiyun Technology Co., Ltd.' also officially appeared in the public eye!
(End of this chapter)