Reinventing the Millennium.

On August 3th, as Yike and China Unicom finalized the launch date of mars and mars, the operator's stores, Yike stores and e-buy websites in eight cities where China Unicom's [-]G pilot program was launched all started to move.

Because there is a boss in Beijing who sits in person, and Shencheng has e-buy and e-ke headquarters, Liu Qiangdong, who is in charge of Huaxia business, led the team to Yangcheng. In addition to Xiamen, he takes care of the other five cities, and there are also senior executives at the vice president or director level. Work.

Yike attaches great importance to the first show of this mobile phone in China. The preliminary target is to sell 150 million units in three months, 100 million units of the old-generation model mars, and 2 units of the new-generation mars50.

Regardless of whether it is the operator or its own online or online, Yike basically treats them equally, requiring the tie-in ratio of the two models to be 2:1.

Liu Qiangdong is more confident in accomplishing the goal set by the company.

At present, in the domestic market, international brands such as Nokia, Samsung, and Sony Ericsson are actually starting to dominate the market in the high, medium and low-tier markets. Domestic brands such as Lenovo and Tianyu occupy the mid-to-low-end field. Yike Company is different from both of them. A high-end mobile phone to conquer the market.

If I have to say, there is a mobile phone company that is similar to Yike. Coolpad mobile phone is labeled as high-end with its dual standby technology, and has won a large-scale centralized procurement from China Unicom. Last year, the revenue for the whole year was 20 billion. Around 3000 yuan, which is hard to come by.

Yike's domestic goals from August to October are less and less, and more and more. It is almost two Coolpads and one Lenovo.

At 10 p.m. on the 4th, Liu Qiangdong arrived in Yangcheng and made final arrangements for the meeting at the hotel for the release tomorrow afternoon.

However, just in the middle of the meeting, he suddenly received news that Xiamen's operator channel had taken the lead, and there were already unboxing news and evaluation previews of mars and mars2 on the Internet.

Liu Qiangdong was taken aback. Although he hadn't gone to Xiamen yet, he was in charge there and had already arranged staff to go there.

The company has already decided that the sale will start at [-] o'clock tomorrow afternoon, and a series of publicity actions will be done around this time node. Now not only the rush, but also the activities of the third party on the Internet, which is more or less missed.

"It seems that our partners and consumers can't wait anymore. We are in the front line here in Yangcheng, and a lot of preliminary work we have done cannot be disrupted because of this."

Liu Qiangdong did not hide the news, but talked about the situation in Xiamen with a very calm smile. "

Immediately, he speeded up the progress of the meeting and ended the work arrangement in Yangcheng ahead of schedule.

"Is there a problem with the price? Did you ask what caused it? Did Lu Mingfeng respond?"

Liu Qiangdong asked the secretary, and the Lu Mingfeng he mentioned was the general manager of Xiamen Unicom.

Before he flew from Shanghai, he had learned about the situation of the partners in the two cities. For example, Lu Mingfeng is a senior general in the China Unicom system and has many years of experience in the management of prefectural and city branches.

"It's selling at the price we gave, 2499 and 3999 yuan. I called and asked about it. There was no reason, so I just said that consumers want to buy it." The secretary paused, "Lu Mingfeng doesn't have a phone number."

Liu Qiangdong was a little annoyed. It wasn't that he wanted to sell the card that was so hard to beat in a day or two. It was because he knew that there would be a publicity event tomorrow morning to announce the market price. Such things were not big, but they were really annoying. .

...

Seeing President Liu thinking about it, the secretary said a little indignantly: "Why don't you report this situation to President Fang? It's not our fault. If the business hall has to be sold, can we still tie their hands?"

Liu Qiangdong shook his head: "If you tell Mr. Fang about such a situation, how many things can he handle in a day? How does he think about our team? Is it because we are not close enough or have conflicts with our partners? China Unicom's channel is now the company Need, our most important thing at present is to grasp sales, Xiamen is one of the eight pilot cities, and it is also an important part, can China Unicom deal with its own general manager because of a little problem?"

Judging from the current situation, it will take time for the 3G pilot project in China to gradually increase to commercial use. Under such circumstances, the market in a city is quite precious.

"Come to us

Said, don’t make big losses because of small things, the other party is generally the same, you can talk about this situation when you summarize it later, now you have to reduce the impact, you should call the publicity department first, explain the problems of tomorrow’s event, and have a look How to change it more safely, I will have a phone call with Director Xu later. "

"I'm responsible for this omission, and I can't let the propaganda department take care of it. Xiamen will follow the procedure, and Director Xu will give some protests."

"Lu Mingfeng doesn't know what his personality is. I won't talk to him for now, lest there is no room for turning around. I'll see the market feedback after the launch tomorrow."

"Compared to Xiamen, Yangcheng has more markets and distribution here, so I have to keep an eye on it."

Liu Qiangdong quickly figured out his ideas and took responsibility for handling it himself. He first grasped the main contradiction, waited for the market reaction, and then communicated with the operator. "

The secretary clearly knew that Mr. Liu was angry, but he admired him for making a clear-headed decision so quickly, and quickly took orders to leave.

Liu Qiangdong considered the situation in Yangcheng and Xiamen, and then called the deputy director who was sent to Xiamen to ask him to maintain the channel order tomorrow morning, and then went online to check the mars and mars2 mobile phones sold in advance.

The one who got the mobile phone and uploaded it to the platform for evaluation at the first time is obviously not an ordinary consumer, but fortunately, the evaluation he gave is generally good, which is even more innocuous.

However, the price of this mobile phone was also leaked in advance, and many people are already surprised that the price is unexpected.

Because, some time ago, the mobile phone pictures accidentally leaked from the e-buy website had a clear price, which was 2999. Unexpectedly, when it was actually on sale, it was actually dropped by 500 yuan.

2499 for a 3g mobile phone.

2499 touch screen mobile phone.

2499 for a smartphone.

What is there to hesitate about? "

Unlike Europe, Japan, South Korea and other regions that launched 3G services a few years ago, this is just a trial in China. The word 3G is extremely fresh, representing the latest trendy products, and the price of 2499...it doesn't even cost 2500... "Xiamen? Why is it available in Xiamen??"

"I just went shopping on e-buy, but it's not online. Could this be a parallel phone?"

"The old generation of Mars was released in June last year and went on sale in December, and the new generation went on sale in July this year. Has it dropped 6 in less than a year?"

"Buy new electronic products instead of old ones! However, mars1 seems to be very new too!"

Both Weibo and Zhihu have caused some public opinion waves because of the Xiamen Mars rush.

...

Only two hours later, affected by this rush, the e-buy website launched the pre-sale of the two mars mobile phones in advance. It was officially announced that the domestic retail price of the e-go mobile phone was 2499/3999 yuan, which broke out on the Internet. However, this pre-sale is only open to the eight pilot regions.

From the Spring Festival Gala sponsorship to the Olympic advertisements, and the overseas sales and lawsuits of Yike mobile phones, the publicity of Yike this time is beyond the expectations of the company and the industry.

Now, such hype appears to be time to cash in.

When domestic friends came to see the news and wanted to see the pre-orders on the e-buy website, they found that the page had expired and the pre-order function could not be refreshed.

"What's going on? Is there a problem with the website? Isn't it the leader of B2C in China?" Di Zhiyang, the vice president of Lenovo Mobile, is very concerned about the trend of Yike. the wind.

"."

"Uh, Mr. Di, it may be that the pre-sale is over, and it's limited." A colleague who also worked overtime reminded the situation.

Di Zhiyang was stunned, and there was still no change after refreshing the page subconsciously. He couldn't help saying incredulously: "Is there still a limit? Why is there a limit on mobile phones? Why dare to limit?"

This is an operation that Lenovo mobile phones have never done before. It is inevitable that it will suddenly appear on a manufacturer that has just made a mobile phone.

However, no matter how he evaluates it, e-buy did this to ensure other channels as a priority. The official online sales of e-ke mobile phones in China are not on the official website, but on e-buy.com

Station, here is the current symbolic significance is greater than the actual sales significance.

At this stage, the sales of Yike mobile phones include a series of operations such as opening cards and opening businesses of China Unicom. The company hopes that consumers will buy more phones from offline.

In order to fit this kind of work, the Yike stores opened in eight cities are all located not far from Unicom's business halls, in order to shorten the process and simplify procedures, so that consumers can use 3G functions as soon as possible.

On August [-]th, the content of the original promotional activities of e-buy mobile phones was adjusted, and because of the sales and pre-sales on Xiamen and e-buy websites, other cities also had sporadic early sales.

By noon, the eight cities were basically unlocked, and normal sales began.

This was earlier than planned for the afternoon.

Judging from the situation on the Weibo platform, many stores have queued up, because the e-buy website first goes to the pre-sale and then closes the page. Many people say that the supply of Yike mobile phones is limited this time, so those who are willing to try new ones Started waiting really early.

And, the processing speed of China Unicom's mobile phone card and related business makes customers queue up more and more.

From the afternoon to the evening, many consumers who got the mobile phone and experienced it for the first time began to express their experience on the Internet.

They experienced the happiness accumulated by foreign users for a period of time at one time.

——This screen is so big!
——The touch screen operation is very simple, much easier to adapt than I imagined.

——"Fruit Killer" is fun!
——This is the news I posted using the Weibo mobile app!

——Front camera, front camera, interesting!
From the front-end hardware of the mobile phone itself to the touch experience to software and games, what mainland consumers get is a Mars mobile phone equipped with an Android system after feedback and optimization.

...

If we say what kind of surprise mars brought to foreign consumers last year, what it presents to domestic consumers is double the surprise.

Many experiences are difficult to understand just by looking at the webpage.

Nowadays, the unique front camera in China, the unique touch of the glass back cover, and the brand-new touch human-computer interaction... Only when you put these in front of you can you know why the Yike mobile phone can stir up the global industry.

On the evening of August 8, a new spontaneous topic appeared on Weibo. The platform did not restrict it after consideration, and soon became a hot topic with users watching the excitement.

No wonder Nokia sues you #门 The mobile phone experience is very good, no wonder friends and businessmen want to sue you.

Coincidentally, Zhihu also competes with similar questions.

Q: If you were the head of Nokia, how would you face such strong competition from Eke Mobile?

One answer: Immediately resign and ask Mr. Fang to preside over the overall situation.

Repeated answer: The current action is very good, sue Yike and ban the sale of mars.

On August 8th, Fang Zhuo, who brought the ice core team and leaders to report for several days after the release of the Yike mobile phone, went to the Olympic Games to watch the events again. This time, he also happened to witness the birth of a Chinese gold medal. Gold medal in women's uneven bars event in competitive gymnastics.

After He Kexin confirmed the highest score, he was interviewed by CCTV media on the spot, and was asked what he wanted to say to the TV and the audience at this moment.

The little girl blurted out: "I want to buy an Yike mobile phone, but I didn't get it after trying twice.":
Fang Zhuo, who was chatting with Xiong Xiaoge while watching the game cheerfully, almost choked on his own saliva today.

Facing Xiong Xiaoge's strange eyes, he quickly explained: "I didn't arrange it, it wasn't an advertisement, it should have been spontaneously done by her."

The CCTV media had long noticed the audience at the scene, and they brought He Kexin to find Mr. Fang, who was very knowledgeable, and asked if he could fulfill the wish of today's latest Olympic champion.

As the richest man in the mainland, Fang Zhuo naturally couldn't be stingy, and he promised in public: "No problem, not only He Kexin, but also our women's gymnastics team, one of them will be sent over later."

However, the secretary next to

Liu Zonghong reminded in a low voice: "Boss Fang, Boss Fang, it will be two days and we are out of stock today.

Fang Zhuo was taken aback: "Out of stock?"

Although He Kexin is the champion, she is still a 16-year-old girl. She said bluntly: "I bought it twice on the e-buy website but failed to buy it. The coach also said that it is difficult to buy offline."

"Then we will definitely deliver it tomorrow." Fang Zhuo said, "Thanks to the Olympic champion for loving our mobile phone.

He Kexin blinked and looked at the secretary Liu Zonghong who spoke just now.

Fang Zhuo couldn't laugh or cry, and looked at the secretary. He really knew the situation better than himself these two days.

Liu Zonghong bit the bullet and said, "It may take another two days."

Fang Zhuo immediately corrected his remarks, and said to He Kexin: "In two days, the latest Mars mobile phone must be delivered to the gymnastics team."

However, after two changes in the statement, He Kexin obviously didn't believe it anymore. She looked at Liu Zonghong, then at Fang Zhuo, and asked, "Really?"

Fang Zhuo's expression is difficult to express simply.

But the impromptu interview obviously achieved unexpected results. The innocence of the 16-year-old Olympic champion successfully hit the sophistication and calmness of the richest man in the mainland.

...

On Weibo, many users who can’t buy mobile phones in e-buy and offline started a real-time topic——#真实吗# Really?President Fang?
Some people apply Mr. Fang's comments on Nokia at the press conference in June this year.

Yike is facing the most dangerous moment since 2001!
Fang Zhuo: Can't buy a mobile phone? call!

Fang Zhuo doesn't know the sales of mobile phones, which means that the head of Yike has been unable to discern the right direction from the company's bureaucracy, and is losing control of the giant ship Yike!The door So... this also gave birth to a question.

从8月10日晚厦门抢跑到8月18日采访缺货，易科这8天时间在线上线下卖了多少手机？

On August 8, Liu Qiang, who was eager to turn screws at the Foxconn factory, flew back to Shanghai. He gave a rather clear answer when he was connected by a reporter by phone.

"We have carried out mobile phone sales in eight cities, and not all of them are actually out of stock, and are currently urgently replenishing."

"This batch of online and offline is about 90 units."

The three-month target is 150 million units, and the initial distribution of 90 units is considered more than enough, but unexpectedly, the market response is more optimistic than expected.

The main misplacement judgment is that a considerable part of the supply of goods has flowed out of the pilot cities. Some people would rather use the 2G service first than buy the Yike mobile phone. For them, Nokia’s n95 is also 2G. It won't hurt too much to wait.

When Wu Yunjun, vice president of China Unicom, really called Mr. Fang to make a high-level urging for replenishment, the latest overseas sales of Yike mobile phone mars2 were updated on the official website as usual.

On August 8, the sales volume of Mars, not counting Huaxia, exceeded 20 million.

On August 8, only two days after Liu Qiangdong accepted the phone connection, Yike confirmed through informal channels that the domestic sales of this batch had exceeded 21 million.

For a time, both domestic and foreign countries blossomed, and friends and businessmen were in a cool mood.
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Reinventing the Millennium