Reborn I want everything

Chapter 118 Situation Reversal
Monday, May 2003, 11.

Located at the headquarters of Haichang Optical in Shanghai, Shi Mingde, the company's supply chain director who is still under investigation for crimes, came to work as usual with ease.

The reason why it is said that the crime is meritorious is because he made a mistake in the cooperation decision with Tianyuan Optics before, which caused the company to fail to reap more expected benefits.After Xia Tian's series of lawsuits were judged, his salary and rank were reduced, and his income was cut by a large amount.

It's just that the company can't find anyone to take over for the time being, and the work will definitely need to be handed over, so he was given a buffer period of half a year.If he still cannot come up with stop loss or other solutions by the end of the year, his position as supply chain director will definitely be replaced by others.

Fortunately, the situation has improved recently. Since the company launched the price war, the market share of low-end contact lenses has been snatched back a lot. Although it is not his credit, it also helps him keep his position.

Mondays are always busy. As soon as he arrives at the office, he has to deal with a lot of complicated emails and hold a few routine short meetings. Most of the morning has passed, and it is almost 11 o'clock.

When he returned to the office again, he had just had time to sit down and make a cup of coffee when suddenly Cheng Lang, a colleague of his level in the marketing department and the sales director of the company, walked into his office anxiously holding a few pages of documents. .

Cheng Lang was not polite to him, and asked directly: "Old Shi, I have something to ask you. Before your supply chain management department, when evaluating technology suppliers, did you fully adjust the additional technology of the current suppliers? Cooperation potential?
Let me just say it straight, I am referring to Tianyuan Technology, the company that we rented for four years to license the patent of low-invisibility soft mirror materials.Did you know that they still have new follow-up and related patented technologies that they are seeking to transfer to the outside world?Have you tried contacting?I'm talking about the patent of the new material of the color contact lenses. "

Shi Mingde was a little unhappy, but he could only bear it. Cheng Lang had a good relationship with him.
Moreover, the previous operation of "recovering the decline in sales of low-grade contact lenses" was implemented by the marketing department, and the decision to fight the price war was also promoted by Cheng Lang.In other words, Cheng Lang indirectly helped him and stopped the loss for Shi Mingde's wrong decision.

So when Shi Mingde replied, he forced his tone to sound a little more kind: "Brother Cheng, what did you say? Tianyuan Optics has been developing follow-up technologies, of course I know that.

However, none of them have entered the stage of substantive examination. The details cannot be found on the official website of the State Intellectual Property Bureau, and there is no guarantee if they are reliable or not.In this case, Gu Zhe didn't take the initiative to sell it to us, so we just pretended not to know. "

Cheng Lang couldn't help being angry when he heard this: "You don't know if their technology is reliable? Old Shi, there are no outsiders here, so I'll make it clear that people don't speak secretly - common sense, none of them have applied for disclosure and entered substantive review. Invention patents do have a high probability of being unreliable.

But who is Gu Zhe?Has he made few inventions and creations in the past year or so?How many times he appeared on TV and newspapers in Donghai Province, and was promoted as a model of the organic combination of industry, study and research at Donghai University, and he was also featured on CCTV's "Today's Statement".

If you check the number of articles he has published in the high-end foreign journals of JMC and Macromolecule Letters, you should know that he spit every mouthful!You don't know how to take the initiative to contact him?

Taking a step back, even if you don’t know whether his technology is reliable, last month Tianyuan Optics started to wholesale a pair of color contact lenses costing more than 40 yuan on Taobao, then you should know whether he is reliable !Our production cost can be more than three times his retail price! "

Seeing the face of the other party helping him, Shi Mingde held back the other party's complaints all the way. After Cheng Lang finished speaking, he calmed down and said:

"I know that Gu Zhe is selling cheaply, but this is just the beginning, we can wait and see, I don't think there is too much rush for at least this year.

The market capacity of color contact lenses is very small. All companies in the country add up to only tens of millions of RMB in sales each year. There is no need to pay too much attention to such a small market with all the bells and whistles.

I remember that the sales of color contact lenses in your department were only over 900 million last year, right?This is already the top three in the country.Gu Zhe has a big appetite, relying on his unique skills, every time the lion opens his mouth.

Although I don't know how much money he cheated Essilor when he reached an overseas cooperation with Essilor a few months ago.But I can assure you that with Gu Zhe's taste, the money he cheated out of Essilor will never be lower than the 2000 million yuan buyout price he quoted when he came to us to sell the first generation of technology at the beginning of the year!

When we do supply chain management and procurement, we also want to lower prices. We can't get used to this kind of mad scientist who only thinks about technology!We want to let him see that the market cannot be mastered with technology, marketing, publicity, promotion, and brand are equally important!
Every link creates great value!Most of the profits are eaten away by one link of technological research and development, how can other fields live?How is it a long-term solution?
You have to delay this kind of person and not contact him right away to prevent him from being arrogant.Only by blowing his arrogance in the market can he get his technology at a cheaper price-if this technology authorization is really necessary! "

If Shi Mingde's words were put in normal times, Cheng Lang would still like to hear them.After all, he emphasized the importance of marketing and flattered the other party.

In many large companies, the marketing department and R&D department will always be selectively blind and overemphasize their own importance.The marketers think that Lao Tzu is good at marketing, so ordinary products can be sold.

And the R&D department will also feel that "I make such a competitive thing, it is only natural that it sells well, as long as the salesman is not mentally retarded, he should be able to sell it."

However, Cheng Lang couldn't accept this kind of thing today. He just subconsciously agreed with the other party for a few seconds, and then immediately recovered his stern expression, and pushed those pages onto the desk:
"The sales data for October has already come out. Our sales of color contact lenses have fallen sharply. The overall sales have dropped by half, especially in the middle and late ten days. The decline is getting worse and worse. I took a few days to see it. It is estimated that it has dropped by two-thirds compared with the same period last year.

The most important thing is that according to publicly available e-commerce channels, Tianyuan Optical’s shipments of color contact lenses in October were already 10 times that of the same period last year. "

Shi Mingde was taken aback: "[-] times? That's not very high, right? The market is so small..."

Cheng Lang poked a line of numbers on the report: "Look clearly! Their sales unit price is less than a quarter of ours, and their total sales are [-] times, which means that their sales volume is already six times that of ours in the same period last year! Especially starting in the middle and late ten days, the growth is exaggerated!
The capacity of the color contact lens market has been seriously underestimated by us before!Although it is not ruled out that there are dealers who have tasted the sweetness and feel that the trend of cosmetic contact lenses is coming, so they retaliate and stock up, and not all of them have flowed to consumers for the time being, but the trend of the trend is definitely understandable! "

After Cheng Lang finished speaking, he sat down on the sofa to rest, pulled his tie, and said bitterly, "Why don't you guys be more active, before Gu Zhe can prove that the market is huge, you can get a seat." How about contacting him to discuss licensing fees?
Even if we had filed a lawsuit before and we didn't win the case, and he snatched some business back, there is still the possibility of sitting down and continuing to cooperate.There is no overnight hatred in the market, only eternal interests.

Now that it is like this, Gu Zhe's cosmetic contact lenses are likely to be made, and if you go to ask for a license, it will definitely be more expensive!Moreover, his pricing strategy for color contact lenses has been staring at the price war scale of our traditional transparent lenses. How much our traditional lenses sell for, and his color contact lenses also sell for a few dollars.

This is clearly a provocation!It is to show his technical strength to dealers across the country, to show that his cost control technology is always better than ours, and that he can sell as much as he wants, and stay with him to the end!
I can fully guess that starting next year, in the low-grade contact lens market below 300 degrees, the market size of color contact lenses will be larger than that of transparent lenses!And this gap will become bigger and bigger in the future!

For myopia below 300 degrees, it doesn't matter whether you wear glasses or not.But if it can make girls look more beautiful, then people will buy even the less necessary lenses!We should have figured this out long ago!

Anyway, I think you should get in touch quickly and ask about the authorized price of this technology.Anyway, I will definitely apply to the chairman. At present, the business of color contact lenses is too difficult to do, and our cost disadvantage is too huge. The technical shortcomings must be resolved, otherwise this market will not be possible.

As for how promising the color contact lenses are and whether they are worth the investment and sacrifice, I trust the chairman's judgment, and I don't care.Today is to let you breathe first, so you can prepare in advance, don't be unprepared when the chairman asks.

I believe that it is impossible for Gu Zhe not to authorize the outside party. If he does not talk about it, he should be able to sue him according to the relevant spirit of the "Anti-Unfair Competition Law".The most he can do is quote a high price. "

It is only 2003, so the "Anti-Monopoly Law" has not yet been enacted in China, and the basis for relevant commercial competition can only be the "Anti-Unfair Competition Law" and some supporting judicial interpretations.

To make a digression, many Chinese people have an obsession with "unique high technology" in the style of ancient costumes, thinking that the value of patents is the same as the secret recipe in "Da Zhai Men", and they have to eat alone and manage it by themselves.

But in fact, if you completely refuse to negotiate and refuse to authorize externally after obtaining the patent, you may still violate the law. If it is finally judged to be for the needs of social welfare, you may still be required to force the authorization (but you will definitely be paid. ).

In other words, patents are for sale, not for food alone.

It is legally flawed for you to publicly declare that "my patent is not for anyone to use but for me alone".At least you have to act and quote a very high licensing price that the other party is unwilling to accept.

In this way, the question becomes "It's not that I don't want to authorize the outside, but the other party's bid is too low to afford the rent."

It is wrong not to rent, and it is okay to rent expensive.I believe that a person who understands the law like Gu Zhe will not make such a low-level mistake.

Shi Mingde was helpless, he knew that Cheng Lang didn't come to discuss with him today, but it was regarded as a "telephone report", some things should come or will come.

"I didn't expect that after the price reduction of the color contact lenses, the market would expand so quickly. Before that, everyone was in the dark... What should we do now? Gu Zhe has already proved that this technology is valuable, so he will come to you again. Not to mention the refusal to grant exclusive authorization, even if it only needs general authorization, the price is probably not cheap.

There is no other way, so I have to contact him first and ask him to quote a price.Then find someone from the R&D department to urge him to see if he can analyze it in reverse, what kind of material he used, and if he can be inspired to bypass it..."

After thinking about it, Shi Mingde could only do so.

He did a little homework, wiped his face off the next morning, and asked his subordinates to contact Gu Zhe first, expressing Haichang's intention to continue to deepen cooperation with the other party, not to intensify the price war, and to rent new technology licenses .

Then let Tianyuan Technology quote a price for the general authorization of the patent of the new material of the color contact lenses.

Gu Zhe didn't want to report it, so he directly replied with a sky-high price of "500 million RMB per year, general authorization, only renting and not selling", asking them to wait first, renting or not.

When Shi Mingde saw the price, he was so angry that he couldn't afford to agree directly, otherwise he would definitely be fired—just 10 months ago, when he asked Gu Zhe to rent the patent of transparent centrifugal lens material, he did so. The annual rent of RMB 200 million is exclusive authorization.

Although the current new technologies seem to be more promising, the "general authorization" costs 500 million, which is too nonsense.

General authorization can be sold repeatedly, that is to say, there will be more competitors. If Gu Zhe can sell three companies for 500 million, and Essilor Bausch & Lomb will let them produce, then the annual revenue will be 1500 million yuan.

Why doesn't he go and rob?

So this is definitely unacceptable.

Shi Mingde, who had no choice for the time being, had to pin all his hopes on Haichang's R&D department.

(End of this chapter)