Chapter 50 Brand Positioning and Pricing
Chapter 50 Brand Positioning and Pricing
After listening to Ji Chenghe's introduction, Xu Shenxue nodded slightly.
To be honest, the current C1 phone cannot support a price of 2799 yuan, and even a price of 8 yuan is actually a stretch. Otherwise, the marketing department would not have given the task of selling high-volume models to the GB version with a suggested retail price of yuan.
To be more realistic, even at the price of 2,800 yuan, it has to rely on the fact that it was the first domestically produced smart phone in the early stage, create some pretense, try to promote it by touting its products as fruit products, and then use the name of patriotism to promote it... otherwise, consumers really won't buy it.
Nowadays, the worship of foreign things is too serious. In fact, it does not mean that people are unpatriotic, but that they have a stronger trust in imported goods in daily consumption, and think that imported goods are of better quality and more prestigious.
In this kind of environment, it is inevitable to copy Apple. You are a worshipper of foreign things. Anyway, you can't buy or even afford an Apple phone. Why don't you buy my Zhiyun phone which is similar to an Apple phone? That's also pretty good!
Then, promoting patriotism is also a very appropriate choice: some people worship foreigners, while others hate worshipping foreigners. Now Zhiyun Technology intends to capture the wallets of this group that hates worshipping foreigners.
In short, whether it is a group that worships foreign things or a group that hates worshipping foreign things, Zhiyun Technology has targeted marketing strategies.
They are all leeks, there is no distinction between high and low!
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In addition, an important reason supporting the mid-to-high-end price of Zhiyun mobile phones is that in the contemporary domestic mobile phone market, except for a few smuggled fruit phones, there is not even one real smart phone, not even one.
Once Zhiyun C1 is launched on the market, it will not only be the first domestically produced smartphone, but also the only domestically produced Android smartphone on the domestic market!
You have no choice at all!
However, the Meizu M8 will be launched in the market in a while. In the next few months, this M8 may be the only competitor of Zhiyun C1.
But leaving aside the pros and cons of their hardware, system control, etc., the ecosystem alone is enough to give Zhiyun C1 a huge advantage.
Because M8 uses the WIN-C1 system, which was not a mobile phone operating system before, but a handheld computer and embedded device system. The Americans forcibly changed it into a mobile phone operating system... It is the only one of its kind in the world.
Do you think being the only one is a good thing? Actually, it is not, because it means that there are not a lot of software to use, and the software ecosystem is extremely scarce.
On the other hand, Zhiyun C1 uses the "YUN OS" which is deeply optimized and customized based on the Android system.
This system is open source, and anyone can customize and optimize it for free, and then modify it into the system they want...
This led to a large number of manufacturers around the world joining in. Not only mobile phone manufacturers were developing Android phones, but software manufacturers were also launching Android versions of their software, thus forming a huge open ecosystem.
This means that once Zhiyun C1 is on the market, it will be able to obtain a large number of mature and available APP software of various types, and the number of these available software is increasing rapidly every day.
From this point of view, Zhiyun C1 will have a huge ecological advantage over Meizu M8!
Just imagine that you spend more than two thousand dollars to buy a smartphone, but it turns out that apart from a few built-in and miscellaneous software, there is not even an APP that you can use. You must be furious.
But Zhiyun C1 is different, it has a large number of rich software for users to choose from!
A smartphone, after all, is just a hardware tool for running software. What users use on a daily basis is not the phone itself, but the software!
Therefore, the role of software is extremely important, even more important than the mobile phone itself!
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In the foreseeable future, the domestic smartphone market will be a competition between Zhiyun and Meizu, and there will be no third party!
As for the Meizu M8, that thing won't be too cheap... because the hardware cost and R&D cost are there, it can't be cheap. According to the analysis and forecast of the market department, its low-end version will cost at least two thousand four or two thousand five, otherwise they will lose a lot of money.
As for the second half of the year, when a large number of foreign brands of Android phones and fruit machines enter the domestic market, Zhiyun C1 will give it a price reduction promotion and launch the flagship model in the fall!
The flagship model launched in autumn is the real product of Zhiyun Technology.
As for the current C1, to be honest, it is just an emergency transition, a mobile phone specially used to seize the title of the first domestically produced smart phone. Even Xu Shenxue did not expect how many of it could be sold.
We don't expect it to be sold too expensively. It would be good if the standard version with 8G can be priced at around two thousand seven or two thousand eight. The two models with configurations of more than three thousand are just for outsiders to see.
As for those who really want to sell well at a price of more than 3,000 yuan, they have to count on the flagship models in the fall!
Of course, no matter how well the flagship model is made, its sales volume can only be around 3,000 yuan. Although the price of high-end models may be more than 4,000 yuan, the sales volume will inevitably be very bleak. This is determined by the brand value and people's mentality.
It has little to do with the hardware configuration of Zhiyun mobile phones. In the field of contemporary consumer electronics, there is a very serious market sentiment of worshipping foreign things. This is not just the opinion of one or two people, but a common perception.
This is the concept of contemporary consumers. They think imported products are better no matter what.
Whether it is anger or contempt, the current situation is what it is and it cannot be changed in a short period of time.
This also means that during this period, no matter how well Zhiyun mobile phones perform, their prices must be cheaper than imported products of the same level in order to maintain relatively good sales.
Other people's fruits only sell for 4,000 or 5,000 yuan, and you also sell them for 4,000 or 5,000 yuan. This is unrealistic...
Therefore, even if the flagship model of Zhiyun mobile phone is launched in the future, the price of the main volume model will be lower than four thousand. As for three thousand or so, it will depend on market feedback at that time.
However, in order to support the price system, we will definitely have to launch a high-end model priced at more than 4,000 yuan... It doesn't matter how much it can be sold for.
Xu Shenxue was mentally prepared for this. Zhiyun Mobile's high-end strategy is a long-term brand strategy. It will take time for it to use the scientific research system to gradually improve its technology and reach or even surpass foreign big-name manufacturers in key technology fields such as chips and screens.
It will take time for people to gradually build up their confidence in domestically produced mobile phones, and eventually ordinary people will believe that domestically produced high-end mobile phones are no worse than foreign high-end mobile phones!
Both of these things take time!
Before that, being able to maintain a price of more than 3,000 yuan with flagship models, some leading technologies and a strong brand marketing strategy was a success.
After everyone discussed it for a while, Xu Shenxue took the C1 phone that was returned to him and said loudly: "After the hard work of our colleagues in the R&D department, we have already developed a prototype. The next step is to quickly hold a press conference to launch it to the market, so that everyone will know that we, Zhiyun Technology, have developed the first domestically produced smartphone!"
"Regarding the press conference, I have one request first, and that is that it should be quick!"
Xu Shenxue looked at everyone and said, "Colleagues, time is very tight!"
"According to reliable information, the Meizu M8 smartphone has obtained a network access license. If nothing goes wrong, it will be officially launched in the market in mid-February!"
"But they don't have any formal plans for a press conference. I heard that it will only be released online on an online forum!"
“Although I don’t quite understand why they don’t hold a formal press conference, this is our chance. If they don’t hold one, then we will. Not only will we hold one, but we will hold it in a big way to create a lot of momentum!”
"In addition, I also learned that Huawei has completed the research and development of engineering prototypes of customized Android smartphones for overseas operators. It is possible that a press conference will be held in Spain in February. By then, I am afraid that relevant news will be reported back to China!"
Xu Shenxue looked around at everyone, then tapped the table with his fingers and said, "For the sake of brand strategy, we need to release it first. It would be best if we release it in early February as planned. The specific time is on the 3rd. This is the time when the Spring Festival holiday ends and all the media partners are back to work, which will facilitate our subsequent large-scale publicity!"
"In the remaining few days, we can invite media from all sides to prepare for the press conference."
Xu Shenxue looked at the marketing director Ji Chenghe and asked, "Is there enough time in these few days to invite the relevant media and set up the venue?"
Ji Chenghe said: "There is enough time. In fact, we started contacting potential venues for the press conference a week ago. After the meeting, I will immediately finalize the venue and arrange it!"
"As for the media, although it is still the holiday, it won't be a problem to invite all media to come if we give them enough travel expenses!"
Xu Shenxue nodded slightly, then looked at Xie Jianyong and Song Haichang: "In a few days, we will make another batch of prototypes and let the media and enthusiasts present experience them. In addition, some minor problems with the prototypes must be solved in time to ensure that there are no problems with this batch of prototypes!"
Xie Jianyong said, "No problem. Now the engineering prototypes have been made. In the next few days, we will conduct long-term and high-intensity tests. At the same time, we will make a batch of prototypes for media testing!"
Song Changhai said: "The problem with the system is not big. Our system version is actually a relatively mature version. What is lacking is some polishing of details. We can push system updates to gradually improve it later!"
Xu Shenxue stood up and looked around: "Okay, everyone go back and prepare. On February 1, we will officially release this Zhiyun C phone!"
(End of this chapter)