Feng Yu only learned about the situation when he arrived in Magic City. It turns out that in order to seize the market, they launched high-definition digital cameras at the same time as Sunny, but neither Fengyu Electronics nor Aihua Electronics had experience in making DV.
But this time, Feng Yu only made a few comments and did not participate in the testing of new products. Therefore, after this DV was launched on the market, it only sold a little in China, and its overseas sales were very poor.
If it weren't for the brand support of Fengyu Pai, I'm afraid sales would be even more bleak. At this time, the companies in the island country began to increase their publicity efforts, and they joined forces to play the wind and rain card and were losing ground.
The sales of Philips, Thomson and other companies that cooperate with Fengyu Electronics are also unsatisfactory, and the gap is too big with their expectations.
Feng Yu looked at the DV in his hand. It was no longer the micro DV he wanted the company to make. It seemed a bit bulky. The screen is smaller and can only rotate ninety degrees.
The battery power is pretty good and still ensures strong battery life. But the storage is only 1GB, and it uses a flash memory card, which looks like a USB flash drive. It can be used by plugging it in and can be replaced.
Feng Yu tried taking pictures and discovered some problems.
First of all, the anti-shake performance is very poor. Xu Lihua also knows this, because products from island countries have better anti-shake capabilities than them. The second point is that the optical zoom is a little worse. Sunny's high-end products can achieve ten times optical zoom, and the small ones can also have five times, but they can only have three times.
What's more, the world's first real DV was produced by Sunny, and they have stronger brand recognition and consumer stickiness.
Most of the digital cameras used by news reporters, television producers, etc. in the world are produced by island countries, and most of them are made by Suni. It can be said that in terms of civilian digital cameras, Suni is now He is the well-deserved leader.
Digital cameras are classified into broadcast-grade equipment, which are used by television stations and can shoot movies, TV series and news interviews. Next is the professional grade, which is used for shooting in professional television fields other than broadcasting. Next are the consumer level and entry level, which are for the general public and for home entertainment use.
Well, what Teacher Chen used in his previous life was professional-grade equipment, but his professional-grade equipment was actually not much different from the current broadcast-grade equipment.
Feng Yu understood why Fengyu, Philips and Amazon failed. It was because the products they produced were mid-range consumer products, but they were positioned at high-end consumer prices.
"Lao Xu, what is the production cost of our product?"
"It's about 10,000 RMB, and our retail price is just over 20,000. This retail price is similar to new products from island countries such as Sini."
Feng Yu rolled his eyes. The cost is more than a thousand dollars, and you have to sell it for three thousand dollars. No wonder it can't be sold.
You must be selling it more expensively than others, but this is fine, but your quality must be better than others. In terms of optics, others' products obviously have advantages. In terms of appearance design, brand recognition, storage devices, etc., other people's products are better. Our only advantage is battery power.
Just like this, you still have to compete with others? Moreover, the other party uses tape for storage, which is cheaper and is currently the most widely used. It has a great advantage due to user inertia.
It's not that the U disk storage technology designed by Xu Lihua and others is not good. Feng Yu even thinks that it is very good. It is very similar to the DV with a micro hard drive that he saw in his previous life, and it is more convenient to read.
But after all, the DV shooting format is older and others are more accustomed to using it. However, when they launch this DV, they only support the HDV format.
"Old Xu, I remember I told you that a new product must be compatible with the functions of old products in order to make a normal transition. Other people's products support DV shooting format, why do we only have HDV format? We can't do it Is it compatible?"
"Also, our storage capacity is only 1GB. Don't you think this is too small? Although it can be replaced, it is too troublesome. What if the shooting is interrupted? Didn't I say that we produce micro hard drives? Of course It can be used, but we obviously have flash memory technology with larger storage capacity, why only use 1GB?”
"This screen is too small. If you straighten your hand, you can see clearly if you have good eyesight, but you can't see clearly if you have poor eyesight. The screen needs to be doubled in size, and the rotation angle needs to be 360 degrees. How about 90 degrees? Enough! And have I told you, the appearance design of the product is also very important, it is an important way to attract consumers’ first impression. Look at our product, whether it is big or small, it can be held in one hand It’s a bit heavy and too awkward to hold with two hands.”
"As for the optical zoom, you are so big, can't you use five times optical zoom technology? There is also anti-shake technology, which is too bad. If you try holding it like this to shoot, who will not shake? This technology is also If you want to improve it, you can buy it from Thomson if necessary."
"Finally, why haven't I seen the TV commercial for this product? Have you forgotten the importance of advertising?" Feng Yu asked sadly.
"Mr. Feng, we are going to buy domestic advertising for next year. Won't we start bidding for next year's advertising soon? As for foreign advertising, we also plan to put it out next year and invite celebrities to endorse it to increase exposure." Xu Lihua explained road.
"Mr. Feng, our product advertising is not very creative. Even if it is advertised, it may not be able to sell well. And we are indeed different from traditional DV, especially in terms of storage." Jiang Wanmeng added.
"So our target group is those who have never used DV before. Moreover, our DV positioning must be clear. We are currently positioning ourselves as consumer-grade products for home use. In the future, we will launch professional-grade products. As for broadcast-grade products, based on our The current technology is still not very good. When will our technology catch up with the products of island countries?"
After hearing Feng Yu's question, Xu Lihua and Jiang Wanmeng both hesitated and remained silent, seemingly not daring to confirm their opinions.
"Then we will mainly produce consumer-grade and professional-grade products first. We always have to grab a piece of the pie in this market. Although the profit in this piece is the lowest, the sales volume is very large. You have to think about lowering costs and selling prices, and go The route of small profits but quick turnover requires consumers to recognize our products first.”
These people have become a little arrogant and complacent in recent years. They think that if the Fengyu brand becomes big, they can use the brand's advantages to sell products. But they don’t know that an unsuccessful product can also reduce brand reputation.
Fortunately, their initial output was not large and the price was higher, so they did not lose money. But if sales continue to fail, the investment in technology research and development will not be earned back!
…
(End of chapter)