Back to the teenage years

Chapter 558 Next Step (Seeking Monthly Ticket Subscription)
The South Gate Villa is particularly lively tonight.

Not long after Qiao Zhiwu left, Hu Zhibiao came excitedly with the materials and the core members of his team.

It was already eleven o'clock in the evening. Wang Guibing called and asked someone to order a bunch of midnight snacks to be sent to the South Gate Villa. Everyone was eating and having a meeting in the dining area in the front yard.

One of the main purposes of Zhang Yunqi's trip to the capital this time was that Aiwa Electronics was going to hold a new product launch conference for VCD players and carry out a series of marketing promotion activities. This matter was in the charge of Hu Zhibiao's team, and Zhang Yunqi also wanted to hear his ideas.

Hu Zhibiao brought a plan over, and Zhang Yunqi flipped through it carefully. The plan was quite detailed, involving market positioning, advertising strategy, price war, sales channels, etc. It can be summed up in eight words: marketing opens the way, and channels are king.

Hu Zhibiao sat on a stool and took a sip of beer. He first reported to Zhang Yunqi the recent achievements of the Aihua Operation Center: "Last month, our VCD player market share exceeded 156 units, and the collection was 208 million. The market growth rate in the first quarter reached %. We are far ahead in the central China market, our base camp, and Samsung's assembly machines are in a mess! The market share in South China is not as good as that in Central China at the moment, but the growth rate has reached %. After all, there are many rich people and unlimited potential. Now at least ten dealers come to our door with checks every day to ask for our agency rights, and the phone calls and faxes are countless. It is not a problem to get a deposit of million. Although we recently signed a large order of million with Philips, I feel that the market is showing a trend of explosion, and the pressure on the capital chain should not be too great."

Zhang Yunqi was satisfied with this transcript.

It was worth it that he started spending money in various ways in the first year of high school and supported Hu Zhibiao for more than four years. This winner of the bid, who created the myth of China's VCD player in his previous life, is indeed a capable person.

Of course, Hu Zhibiao said that they were not under much pressure on the capital chain. This mentality was a bit too optimistic. Liu Dongsheng was still frowning all day long because Aihua Electronics had not yet achieved a balance between production and sales! The stockpiled products have been squeezing Aihua's working capital. Zhang Yunqi lit a cigarette and said, "Isn't there much pressure? Why do I feel that your plan is full of money-making points? Just the first point of getting the CCTV advertising bid king and inviting Jackie Chan and Zhang Yimou, I don't think it will take at least two or three hundred million to get it."

Hu Zhibiao proposed in his proposal to strive for a 5-second billboard advertisement after the weather forecast on CCTV. He even thought of the slogan: "Aihua VCD, great work!"

Zhang Yunqi remembered that this was the CCTV slogan of Aido Electronics in its previous life, and it was very famous. In addition, Hu Zhibiao also proposed in the proposal that Aiwa Electronics should bid for the CCTV bid at the end of the year and invite Jackie Chan and Zhang Yimou to shoot an Aido image film.

The slogan he conceived was also attached to it: "No rainbow without wind and rain, no one can succeed easily. We are always working hard - Aihua VCD!"

Hu Zhibiao smiled and said, "Boss, the bid will be won by the end of this year. The weather forecast billboard advertisement will cost about 60 million yuan, and we won't pay it to CCTV all at once. We can pay in installments. You approved 110 million yuan for our overall marketing expense budget this year. Don't worry, I will never exceed the bid by a penny."

Zhang Yunqi smiled and said, "I'm glad you didn't forget about it."

At present, Aiwa's advertising expenses are indeed calculated in astronomical amounts, and should be the largest investment in the industry. Zhang Yunqi knows that Samsung's marketing and promotion expenses this year are 100 million yuan, and he approves of Hu Zhibiao's advertising and marketing strategy. No matter what, after all, Aido Electronics has achieved great success in this area in its previous life, so he is also willing to give Hu Zhibiao enough funds within a controllable range to give full play to his marketing capabilities.

Zhang Yunqi continued to scroll down.

In the proposal, Hu Zhibiao proposed his previous life's Sunshine Action Plan A, which contained a lot of content. The general meaning was that this time he would go to the capital to hold a large-scale trade fair for Aiwa Electronics' new generation of VCD players and a series of exhibition and consultation meetings, and announce a price reduction for Aiwa Electronics!
The reason given by Hu Zhibiao is that Shinco, Wanlida and Xianhua have caught up and become the top 10 domestic brands in the VCD player market share.

Among them, the newcomers are particularly outstanding.

Xin Ke's predecessor was the Fifth Radio Factory of CZ City. It is a powerful company with decades of experience in audio development and production. Its technical development and production capabilities are unmatched by many new factories. In addition, Xin Ke has a long history of cooperation with Sony. Xin Ke's CD audio has long been recognized by the American Dolby Technology Laboratory and has accumulated profound skills in digital audio technology. However, in the development path of VCD players, Xin Ke and Aiwa Electronics are quite similar.

Shinco VCD began designing and developing in 93, which took more than 16 months. At the end of 95, the first generation of VCD players was launched, which received a strong response in the Shanghai and WH markets, and there was a scene of pre-orders with payment. In 1995, the total production and sales of VCD players totaled 4 units, while Aiwa Electronics only sold 7 units last year. Shinco's market share last year was 2.2%, ranking 7th. The latest data in March this year shows that Shinco's VCD player market share has surpassed Samsung, second only to Aiwa Electronics, and has been catching up with Aiwa Electronics.

According to Hu Zhibiao's idea, through the price reduction strategy, he caught new competitors such as Xinke off guard, which led to a rapid increase in the market share of Aiwa Electronics' VCD players, further increased its popularity nationwide, and established its position as an industry leader and brand image!
Zhang Yunqi is not interested in this at the moment.

Aiwa Electronics placed a huge order of 12 million yuan and obtained the underlying protocol of Philips CDM series movement, which means that Aiwa Electronics can optimize the error correction function independently and create a VCD player with "super error correction" capability. Aiwa Electronics' production base and R&D team have also been working overtime to install this technology on their new products. Compared with the price war, this is the trump card of Aiwa Electronics' new generation of VCD in Zhang Yunqi's mind!

In addition to the price war, Hu Zhibiao also mentioned the issue of building Aiwa Electronics' distribution channels in his plan.

Hu Zhibiao suggested that Aiwa Electronics could change the strategy of its two-tier distribution system to a multi-tier distribution system, develop from first- and second-tier cities to third- and fourth-tier cities and even small counties, and work with Lianzhong Company to create a three-dimensional dealer network.

The benefits of doing so are obvious and immediate. First, it can quickly gather a huge amount of margin for market promotion and technology research and development, and second, it can quickly occupy the sinking market! For the short- and medium-term development of Aiwa Electronics, it is undoubtedly an aphrodisiac.

However, Hu Zhibiao did not seem to consider that this distribution model has two fundamental problems.

First, it will bring huge financial risks to Aiwa. In his previous life, Aido, owned by Hu Zhibiao, died because of this. His marketing strategy was radical, but he could not control the fragile capital chain, which led to a large number of dealers losing all their money and triggered a credit crisis in the entire VCD industry. Even Xinke and BBK were forced to turn to the DVD track to reshape the market structure.

Second, with the overcapacity of home appliances in China since 95, the home appliance distribution system has gradually moved towards commercial capitalization of terminal sales, which will inevitably destroy their huge distribution network system. Zhang Yunqi had talked with Yu Lin, the chairman of Lianzhong Group, before. In the early stage of promoting the DVD player market, a company like Aiwa Electronics was indeed very dependent on the resources of large channel dealers to do marketing. However, when Aiwa Electronics develops, it must consider getting rid of these large channel dealers and seeking the possibility of direct control of the market! Therefore, it can be predicted that the largest part of the market share of home appliances will be concentrated in large shopping malls and supermarkets. With the development and merger of commercial capital, these shopping malls and supermarkets will replace the voice of large channel dealers in the field of market circulation, thereby completely getting rid of the large channel dealers and directly communicating with manufacturers...

This is why Zhang Yunqi instructed Yu Lin to quickly wedge the development focus of Lianzhong into the traditional home appliance field. Lianzhong’s target is the commercial capital forces such as Gome, Suning, Dazhong, and Yongle in the future, and after the rise of the Internet, it will develop in the direction of online shopping platforms such as Taobao.

Therefore, Zhang Yunqi has no interest in vigorously developing a multi-level three-dimensional market distribution system.

Of course, he didn't mind Hu Zhibiao's short-sightedness.

This is just the limitation of the times.

On the contrary, in this plan, Zhang Yunqi believes that Hu Zhibiao has a deep understanding of the early development logic of China's consumer electronics industry.

Hu Zhibiao was able to achieve great success in his previous life. He led Aido Electronics to create the Chinese VCD player myth and became a well-deserved figure in the heyday of China's home appliance industry. This must have a lot to do with his sharp sense of smell and aggressive and innovative marketing strategies.

This is also reflected vividly in his plan.

This will be open until 3am.

Zhang Yunqi circled Hu Zhibiao's ideas. Of course he agreed with the good points and fully implemented them during this trip to the capital. He did not directly refute the points he disagreed with, but asked Hu Zhibiao and several senior executives of the Aihua Operations Center to discuss them again.

Zhang Yunqi's requirement was that Hu Zhibiao must open up large supermarket channels in Beijing, Shanghai and Guangzhou within two months and that Aiwa Electronics VCDs must be available in all major shopping malls in first- and second-tier cities across the country.

If last year's marketing strategy of Aiwa Electronics was to deepen its presence in the central China region, where it is based, and focus on operating in the coastal areas, then this year's strategy is to consolidate the original foundation, establish itself in Beijing, Shanghai and Guangzhou, and enter the national market, engaging in a close battle with competitors for market share in first- and second-tier cities!
The next day, Zhang Yunqi got up after only three hours of sleep. He went to the Provincial State-owned Assets Corporation, the Provincial Department of Electronics Industry, and also went to the city to meet with Yang Jiarong. He was very busy.

He went to the Provincial State-owned Assets Corporation to set up a provincial agricultural exchange operation company in a joint venture. This will be the overall grasp of the land operation of the Dongting Lake 4350 super-large project. Hu Xianxun attaches great importance to this area, and he will not give it up no matter how busy he is. However, this project system is huge, and the policies, personnel and resources involved are intricate, and it is definitely not something that can be settled overnight. Zhang Yunqi hopes to work with the Provincial State-owned Assets Corporation to promote the implementation of the pilot policy of homesteads and collective commercial construction land before May, and then set up a provincial agricultural exchange operation company to start the work of land acquisition and storage.

Zhang Yunqi went to the Provincial Electronic Industry Department and met with Yang Jiarong in order to work with the province and the city to promote the establishment of a digital industry CD fund in the ministry and provide loan subsidies! The provincial and municipal authorities all fully supported him unconditionally.

The reason is very simple. Aiwa Electronics is an electronic technology company in southern Hunan, and it can even be said to be the largest private electronic technology company. If you in southern Hunan don't fight hard for the national electronic industry support fund, then the funds from other brother provinces will go to them. If they have money and you don't, your industry will fall behind and be beaten!

You know, in the previous life, this piece of money made Xinke swindle away 200 million!
In addition to foreign brands such as Samsung and Sony, Shinco is now undoubtedly the biggest competitor of Aiwa Electronics. The two sides are bound to fight for the VCD market share. Zhang Yunqi cannot sit idly by and watch the situation in his previous life happen again.

After dealing with these things, Zhang Yunqi had dinner at Ji Ling's house in the evening.

Ji Zhong pulled him aside to talk about some things in the city.

Regarding the demolition of Qingwu Commercial Pedestrian Street and the first phase of the project, the demolition vigorously promoted by Jinzhao Industrial has caused a lot of problems.

Zhang Yunqi was originally very interested, but Zhang Jing saw that he looked tired, so she went into the kitchen and stewed an old hen herself, and asked Ji Zhong to talk less about work.

Ji Ling, who was sitting cross-legged on the sofa, tilted her head and smiled: "Comrade Ji, did you hear that? If you keep talking about work at home, you two will have no dinner. Classmate Zhang, come and watch Doraemon with me."

Zhang Yunqi will feel at home here.

The next day, he boarded a plane to the capital.

There were many people traveling with us, including Hu Zhibiao, Xiao Wu, Wang Guibing, and Li Yufei.

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