Seeing the expressions of understanding on the faces of all the students, Qing Yun shrugged, "As I just said, there are the most people with scores between 450 and 525, and the low-end market is enough to support them.
So, I must not give them any chance to breathe, otherwise it will be me who will die in the future.
Because they can live forever, there are people who can pay for their mistakes.
But I can't make mistakes. If you make one mistake, your vitality will be severely damaged. If you make two mistakes, you will be doomed."
Gou Dan frowned and seemed to be struggling, "Qing Yun, we understand your difficulties. , but it sounds like no matter which one you do first, it will hurt some people."
Zuo Wangdao also sighed, "Yes, this is really a dilemma. I see people not getting the service they deserve because of price issues, and I don’t want to see you sacrificing your brand reputation for the sake of the market.” Qing Yun smiled, “So, in this process, we. We need to find a way to not only meet the needs of the low-end market, but also gradually launch other brands without causing chaos in the market."
Shi Guangyi sighed, "So, your plan is to issue cards. ?”
This is not surprising at all. After all, Qing Yun has said before that card issuance is a means of acquiring customers.
Yundi nodded, "I was thinking, why do we have to completely follow the traditional marketing method?
The low-end market, to put it bluntly, is all about competing on price."< /p>
He shook the cigarette ashes and continued, "The industry gross profit margin of brand-name machines is 10%, and the tax control machine currently sold by Yanhuang Group is 23%.
But this is beyond the industry The average gross profit level is because I bundle the software.
On low-end machines, I definitely can’t bundle it, or even if I want to expand my market influence, I don’t dare to pre-install the software. I have to make this money, otherwise my price can’t compete with others.”
They are all very low-end. If you can save, you must save, otherwise you won’t be able to get involved.
If he didn’t have some moral bottom line and was fed up with the shady practices of those mobile phone vendors in his previous life, he would really want to play the paid pre-installation model.
He picked up a pen on the table and gestured in the air, "Based on the current low-end machine price line of 3,500 yuan, the industry average gross profit is 350 yuan and the net profit is about 100 yuan.
Don’t be surprised, the profit is so low, a lot of it is taken away by foreign core parts manufacturers, and I still have to bear the big expenses of marketing expenses and management expenses.
Under normal circumstances, marketing expenses account for 50% of gross profit, which is 175 yuan.
For example, Fantasy Computer’s marketing expenses accounted for 53% last year, which includes channel distribution expenses and advertising. Expenditure.
The ratio is half and half, but there is a basic figure for advertising expenditure, which is 18 million a year.
If you want the product to reach consumers across the country, this is the amount.18 million is a rigid cost that cannot be saved.
The advertising expenditure for each computer, that is, half of the marketing fee of 175 yuan, is 87.5 yuan. Then we assume that no profit is made and the net sales profit of 100 yuan is subsidized. About 96,000 units need to be sold. to cover advertising expenditures.
In other words, sales volume of 96,000 units is a profit and loss line.
What is the concept of putting 96,000 units on the market?
Last year, the number of household desktops nationwide, including DIY installations, totaled 3.1 million units. Excluding the million-level sales of Fantasy Group, the passing mark for the top ten brands was 96,000 units.
So, you can see that the domestic price war has actually reached the point where the bayonet is seeing red. "
Qing Yun looked at all the confused friends and smiled,
"What do I mean by this? I’m telling you, don’t overestimate the limits of these brands.
Almost everyone in this market is gritting their teeth and supporting it, and all manufacturers rely on the rebates given by accessories vendors to survive. "
At this point, he sighed, "Wu Junjun said that he has earned 600 million in the past ten years, making him the most profitable person in this industry in China. This sentence is not false at all. ”
Six hundred million is not much, it is definitely a lot. 99.9999% of people can only look up to this number throughout their lives.
But when it comes to an industry, especially one In an industry that is still looked up to at this time, this number seems too small.
“No wonder so many people are working on the Internet now. ”
Gou Dan was also drunk when he heard this.
At the beginning of the century, you could often hear such news.
Teenage children did it by themselves at home Use a computer to build an Internet website, and within a few months, it will sell millions, tens of millions or even hundreds of millions.
In the emerging stage of the Internet, this number is increasing year by year.
< p>In the context of this myth of wealth creation, 600 million in 10 years is very ugly.So, at this moment, everyone finally fully understood why Qing Yun said, no. Overestimating the bottom line of overestimating brands.
In the tenth industry, it is difficult to survive without rebates. If the country had not enforced 3C certification, it is uncertain what would happen to the accessories inside. < /p>
It seems that Wu Junjun is a conscientious entrepreneur.
After letting everyone have a perceptual understanding, Emperor Yun put out his cigarette.
“My idea is to save most of this marketing cost through unconventional marketing methods and feed it back into the selection of components.
Or, coupled with the bargaining advantage of the integrated Yanhuang Group over suppliers, I will post another 2-3 points, take the path of small profits but quick turnover to benefit consumers, and move the selling price down by 500. Yuan. ”
When Qin Manman heard this, the corners of his mouth were raised high..
She guessed it right.
It is the cost leadership strategy.
Shi Guangyi listened with rapt attention. He didn’t expect that Qing Yun had already considered the entire plan so carefully.
“Calculated in this way, our market competitiveness in the low-end machine market is It will be very strong, and it can still maintain a certain profit margin."
Gou Dan couldn't help but interject, "Old Qing, your idea sounds feasible!"
This is true. The space of 500 yuan makes Yanhuang Group unmatched in low-end machines.
Wu Yihang over there rubbed his nose, "Old Qing, that is to say, by issuing cards, we have actually reached some people in this group.
Because We have screened in advance and have accurately identified the customer groups
Then relying on word of mouth, we can save marketing costs
This is the card issuance plan. The meaning of existence, right?”
As several people talked, Qing Yun’s plan gradually unfolded in front of everyone.
Using card issuance as an introduction, Yanhuang Group's low-end brands are not promoted in the market at all and are only spread among a group of market segments.
The advantage of this strategy is that satisfied customers can help the brand attract more similar consumers through word-of-mouth.
This approach not only saves a lot of marketing costs, but also increases new customers' trust in the brand through recommendations from existing customers.
“In this way,” Qing Yun added, “the eight major sub-brands of Yanhuang Group do not need to wait for two rounds of brand cultivation.
Business, public affairs, and education are three sub-brands in specific fields, and the market logic plays a very small part in the shaping of their brands.
They have clear market positioning and clear target customer groups, so once launched, they can quickly build brand awareness in related fields. ”
Then, Qing Yun explained the situation of other sub-brands in detail, “As for young people, women’s fashion, and high-end household products, these three sub-brands are relatively separated and are not easy to confuse.
Their product designs and marketing strategies will be obviously differentiated to attract different consumer groups. "
"As for the mid-range household market," Qing Yun continued, "the original largest market has become smaller after I subdivided it, so it can be relaxed a little.
In this way, we can first focus our resources and energy to ensure the successful promotion of other sub-brands.”
At this time, Qin Manman added with a smile, “Once the other sub-brands have stabilized their market position, we will look back. To focus on building this market segment and form a complete brand matrix
Through this layered and focused brand promotion strategy, Yanhuang Group can complete the construction of all eight sub-brands in a short period of time. , while ensuring that each brand can succeed in its respective market segments
This strategy not only improves brand promotion.The efficiency also maximizes the utilization of resources and reduces market confusion and conflicts. "
Li Yali sat quietly aside, listening to the conversation between everyone and Qing Yun. Complex emotions surged in her heart.
She suddenly remembered that Qing Yun was here An essay I wrote when I was in high school begins:
“A young man should have great ambitions and ride a horse across the plains. The young man should reach for the stars in his dream, and dare to shoot the jade scale with his mulberry bow. Look at the young man today, he is as bright as a star. His majestic appearance is unstoppable, his ambition is immeasurable, and one day he will soar upwards, taking advantage of the wind to head straight to the rising sun..."
The Qing Yun in front of him, just like the young man he described in his pen, is already so bright that it dazzles the eyes. , His talent and ambition were fully demonstrated at this moment.
However, there was also a hint of bitterness in Li Yali's heart.
It's just that... he didn't belong to her.
This thought was like a tiny needle, piercing her heart.
She looked at Qing Yun talking about his plan with confidence, and the radiant look made her both happy. She felt proud, but also felt an indescribable remoteness.
Li Yali knew that Qing Yun's world was far beyond her reach, and he was the swan destined to soar in the nine heavens. , and she might just be the one looking up on the ground.
But even so, there was still a soft smile on Li Yali's lips.
She hoped Qing Yun. To be able to realize his dream and become that dazzling and unstoppable being.
Even if I can't walk side by side, maybe standing by his side and helping him fulfill his dream is my dream in this life. < /p>
Thinking of this, a pair of willow-leaf eyes glanced at the 'Yanhuang Mr. Chen' over there, and then turned his attention back to the young man here, listening carefully to his words. < /p>
At this moment, Li Yali's mood became extremely peaceful.
There is no hometown at the end of Chang'an, but Chang'an is the end of the hometown.
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