"Mr. Feng, according to what you said, we can design the product right now, but how can we start pre-sales now? We haven't produced a single product yet. Isn't this equivalent to selling off-the-plan real estate!" "Liu Chuanzhi was a little excited.
This year, a policy was introduced to prohibit the sale of pre-planned properties. In other words, if the approval procedures are not obtained, they are not allowed to be sold in any situation. This can effectively curb those real estate developers who have no strength, and also provide benefits to home buyers. With more protection, those who get the pre-sale permit will at least not be too easy to go bankrupt, and it will not be too easy for ordinary people to lose all their money to buy a house.
Although on other products, there is no order not to do this, but Lian Xiang can't do it. Once the reputation is bad, won't Lian Xiang's brand image that he has worked hard for so many years be completely destroyed
"Who said you should sell it right away? Before selling, you must have a mature product design plan, and at least the prototype must be tested. And for our new products, we must hold a product launch conference. This is to make a new product quickly A way to be known by users.”
"Also, your blog, the official blog of Lianxiang Group, the blogs of Lianxiang executives, etc., must send a message to let people who follow you know that this new notebook is on the market and know about this notebook as soon as possible. The advantages."
"But you said after the product launch, how many people are interested before deciding how to promote sales, this is not good, it is too slow. What I mean by pre-sale is to allow users to order online, in online malls such as Dibao Go to our Lianxiang direct-operated store to place an order. Although the product you ordered will arrive a few months later, the price is cheaper.”
"The earlier you buy our product, the sooner you get it, and the cheaper the price. The later you buy it, the more expensive it is. Our selling price is constantly rising, and you may even not be able to buy it."
"Wait a minute." Liu Chuanzhi interrupted Feng Yu, "I have only heard that the prices of electronic products are declining, and I have never heard of prices rising. You also know very well that the performance of electronic products The improvement will be very fast. Products that were advanced last year will be average this year and may fall behind next year.”
"The same goes for notebooks. Their performance will vary greatly after one year. If you actually want our products to increase in price, we will definitely not be able to sell them!"
Looking at Feng Yu's expression, Liu Chuanzhi seemed to be saying: You are seeking death!
"You don't understand what I mean. The price increase is mainly to give consumers a psychological feeling that buying them first is more cost-effective and cheaper. But this is not false. Our pre-order price is indeed lower than the price of the finished product after it is launched in large quantities. And we only accept individual orders and do not accept wholesale. For this product, we will let the online mall sell it directly without selling it in a physical store."
"For example, if you order a product and it will be shipped three months later, then the original price of a laptop is 3,999, but the order price is only 3,099. Every day, it increases by ten yuan. It seems that this ten yuan The money is not much, but after three months, it has increased by a thousand yuan, which is one-third of the price of the notebook."
“And we will also give consumers a feeling that there is no loss in ordering our products. Not only can they get the products earlier, but they are also cheaper, and we also create a feeling for consumers that our products will continue to increase due to the relationship between supply and demand. The illusion of appreciation.”
"Of course, the pre-sale period can be changed not to three months, but to one month, or to fifty days. However, consumers must be allowed to place orders and not be given the opportunity to purchase directly for the time being."
"We will produce 50,000 units in the first batch. Once 50,000 units are sold out, we will stop for a while."
"Mr. Feng, what did you say?" Although Liu Chuanzhi didn't want to, he still had to interrupt Feng Yu. "Only 50,000 units will be produced in the first batch? Will there be a pause after they are sold out?"
Liu Chuanzhi now really feels that Feng Yu is fooling around. Didn’t you say that when we launch a product, we should think about increasing sales, thereby reducing the cost of a single product and increasing profits
You are so optimistic about this laptop, and I also think it is good. It is planned to be a strategic product, that is, for volume. You said the price of this product is 3,999 yuan, but I didn’t refute you. Even when you said 3,099 yuan, I accepted it, because with mass production, the cost can be reduced to Check this value.
But if we only produce tens of thousands of units, then the cost will be the same at most, so why are we still selling this product? It doesn’t make money, and it fills the market to death. Yes, others don’t have to sell it, but we don’t have to sell it either, right
This is when you dig a hole for yourself and bury others, you also bury yourself. Then there is a high possibility that you will lose your reputation and become a public enemy of the industry.
There are only two results. One is that other manufacturers join the arms of Lianxiang Group and everyone produces this kind of cheap laptops, thus bringing laptops into the era of less than five hundred dollars and reducing the profits of all manufacturers. The other option is for other manufacturers to join forces to suppress Lianxiang, or even join forces with other hardware manufacturers, and the result will be Lianxiang suffering a big loss.
No matter how you look at it, this is not cost-effective.
"Lao Liu, I'm just giving an example. It doesn't mean that we really only sell 50,000 units. We are telling customers that there are only 50,000 units of this batch of products and they will last until they are sold out. Do you understand?"
"Is this hunger marketing?" Liu Chuanzhi asked with some uncertainty.
"Yes, we are hunger marketing, but it is a little different. We are not creating false impressions for consumers. Originally there were 100,000 units, but the promotion was that there were only 50,000 units. We really only produced 50,000 units. All 50,000 units were sold out. , and then decide how many units to produce in the next batch based on market demand."
"There is another big advantage of doing this, that is, production in batches can effectively control the quality of the product. Even if there is a quality problem in the product, it will not cause too much loss and can be easily controlled. The latter batch of products will prevent the recurrence of similar problems. As for the illusion of product shortage, it is the same."
"What products do consumers want most? High configuration, low price, beautiful appearance, and good after-sales. And here, we can achieve the ultimate in after-sales, appearance, price, etc., even with some configurations To some high levels. Our products are only targeted at users who surf the Internet for leisure, and the largest user group is those young female users."
"Have you ever seen in a computer city? When young male users choose a computer, they will choose performance, followed by price, then appearance and after-sales service. But what about female users? The first choice is appearance, then price, then performance and after-sales service. . After the salesperson painstakingly introduces the performance advantages and disadvantages of various products for a long time, the female user will say, I want the white one."
Phew~
Liu Chuanzhi spurted out the sip of tea he had just drank, and introduced the performance for a long time. In the end, the other party chose based on color? !
"What I said, you go back and discuss it with others and come up with the best plan. This product may bring you unexpected surprises."
… (To be continued.)