Chapter 49 Market Research
Chapter 49 Market Research
At this time, Ji Chenghe took out a thick stack of documents and handed them to Xu Shenxue, explaining:
"According to our research and the interactions we have with some of our competitors and consumers, domestic consumers are generally willing to pay around 2,000 to 3,000 yuan for domestic smartphones."
"In addition, we found in our research that electronic consumer enthusiasts who know more about mobile phones have very high requirements for cost performance."
“Although technology enthusiasts were an important market in the early days of the smartphone market, our marketing colleagues believed that this group of potential users knew too much about smartphones, had high requirements for cost-effectiveness, and were too sensitive to prices, so we did not recommend targeted promotions for this group of users!”
"In our research, we found that most modern mobile phone users don't really understand what a smartphone is. Even though they often discuss it, have seen relevant introductions to smartphones, and know that this is the smartphone era, their understanding of smartphones is still very limited!"
"Overall, people's understanding of smartphones is limited to Apple phones, and even quite a number of people still think that any phone that can access the Internet is a smartphone."
“So our early users are mainly young and trendy users who have some knowledge of smartphones, but not too much, and are relatively well-off!”
"This group's understanding or knowledge of smartphones all comes from Apple phones."
"Similarly, their perception of smartphone prices also comes from Apple phones. In other words, smartphones are considered high-end in their minds, so they are mentally prepared for higher prices!"
"So a smartphone like the Apple iPhone can greatly stimulate the purchasing desire of these young trendy users."
"At the same time, in terms of price, they also use the price of Apple phones as a benchmark. A certain degree of reduction on this basis will be more in line with their perception!"
"And at this point in time, it is impossible to buy a fruit phone through regular channels in China!"
“If they want to use real smartphones, they have no choice but to use us, at least for a short period of time!”
"So in terms of price, we still have a lot of room."
"It is also worth noting that in our survey, we also found that female users are generally more affordable than male users."
"Among this group of young trendy male users in the survey, only 2500% can accept domestic smartphones priced between 3000 and yuan, but the acceptance rate of young trendy female users has reached %. This is something we should pay attention to."
"And this group of young men and women who are trendy are the most likely to spend more than 2,500 yuan to buy domestic smartphones."
"But there is a prerequisite, that is, the appearance of this smart phone must be good, preferably similar to a fruit machine."
"When we conducted offline surveys, a large proportion of people mentioned Apple phones when talking about smartphones. This shows that these consumers have formed a basic understanding of smartphones, which are phones that are the same or similar to Apple phones!"
"In this regard, our C1 has done a good job. At least from the appearance, it is quite similar to fruit phones. The three capacitive touch buttons also greatly improve the appearance of the phone!"
“The system interface and controls are pretty good!”
Ji Chenghe continued, "In addition to this group, we also discovered a phenomenon when conducting research in offline channels. That is, there are two extremes among middle-aged male users. Most middle-aged male users can only accept domestic smartphones that do not exceed 2,000 yuan, and quite a few of them can only accept smartphones that do not exceed 1,000 yuan."
"Most of these low-priced middle-aged people don't even know what a smartphone is. They think keyboard phones are also smartphones."
"Obviously, this group of men will not be our potential users."
"But we also found that some high-net-worth middle-aged male groups have a clear understanding of smartphones, and these high-net-worth users do not rely on foreign brands. They believe that as long as domestic smartphones are well made and have a big brand, they can accept a price of more than 3,000 yuan, or even more than 4,000 yuan."
"But if there are no domestic high-end brands, they will choose flagship models of international brands, but will never choose between ordinary domestic mid- and low-end brands!" "Of course, it must be a real domestic high-end machine, whether in terms of quality, performance or appearance, and the price must also be that of a real high-end machine."
"Some survey users reported that they would not consider a phone priced below 3,000 yuan, and clearly stated that this had nothing to do with performance or quality, but was simply a matter of price."
At this point, Ji Chenghe paused for a moment, then said: "In fact, I am a typical example myself. No matter how good your phone is, I will not buy it if you sell it too cheaply."
"Because if it's expensive, it's not necessarily good; but if it's cheap, it's definitely not good!"
"I don't understand any performance configurations, and I'm too lazy to understand them. For a phone worth a few thousand dollars, there's no need to know so much. As long as the phone is smooth and stable, and I don't lose face when holding it in my hand, that's enough!"
“It would be even better if we could find some common topics to talk about when we have dinner with friends and partners by taking out our phones.”
"So, for someone like me, choosing a mobile phone is actually very simple. I don't even look at the configuration or even the reputation, or the cost-effectiveness, because I only choose the flagship phones of a few high-end brands."
"It's not that expensive anyway. There's no difference between three thousand and five thousand to me."
"Flagship phones are generally not bad. Even if the performance and configuration are poor, they are enough for me. I don't play mobile games anyway!"
"In the current market, if I have to choose a smartphone, I will only consider fruit. There is no second option!"
“But fruit machines are not available in the country right now.”
"At this time, a high-end domestic smartphone that is similar to a fruit machine has appeared. I can barely accept it and give it a try!"
"From my personal point of view, the title of our first domestically produced smartphone is very suitable as a topic introduction during business talks. It can show my attention to technological trends and that I am not behind the times. At the same time, it can support domestic products and show my patriotic feelings."
"This topic is more suitable as a business topic than watches, luxury cars, and women, and reflects personal qualities and feelings."
At this point, Ji Chenghe paused: "My mentality cannot represent the mentality of most people, but it should be able to represent the mentality of a small number of high-net-worth young and middle-aged male users, and this group is the key to our impact on the high-end market!"
"Based on the above, our marketing department strongly recommends that the 1G low-end version of the C8 phone be priced at 2799 yuan, while the 16G high-end version can be priced higher to 3199 yuan!"
"In addition, based on market research feedback, we strongly recommend launching a 32GB deluxe version priced at 3799 yuan. It doesn't matter how much this 32GB model sells, but it is mainly used to anchor our high-end brand positioning of Zhiyun phones."
"If the market feedback is not good under the above retail suggested price, we will promptly use coupons to give back to customers and lower the price by two or three hundred yuan!"
"According to this pricing strategy, our key sales model will be the 8GB version. In order to stimulate sales, after a few months, when material costs and other costs have further decreased, we can choose some appropriate reasons to offer some preferential prices and other measures to further reduce the price to around or yuan."
"As for the 16 and 32GB models, we don't expect sales to be very large, but they can better anchor our price system and establish a high-end brand positioning."
“As for the price range above 1, the current C cannot support it. In the future, we need a phone with more unique advantages, greater topicality, stronger performance, and better appearance to support the price range above !!”
“I hope the flagship model in the fall can do this!”
(End of this chapter)