Coquettish Rebirth

"No price reduction!" Jia Hongjian was very strict about prices! "Our product positioning is high-end computers. Once the price is lowered, we will offend consumers who have already bought it. We can't bargain for the brand image. It's like LV's Hermès bag. When did the price drop? Of course, they sometimes There are discounts, but they are all made by dealers, and they will make discounts themselves? For high-end brands, discounts are to lower their grades!"

There is a lot to say about this!A product whose price will drop soon after purchase, is the consumer fed up?Do you have to buy it now?Isn't it good to wait a few months for a price reduction?Therefore, after getting used to the price reduction of this product, it is easy to cause the product to fail to sell at the initial stage of listing, that is, when the profit is the highest!Then when the competitors’ products are on the market, when the production line starts to produce in large quantities, when the cost drops and the price can be reduced, consumers will buy it. The result is that they can’t make money at the most profitable time!

Generally speaking, only low-end brands will frequently cut prices, because their products have no other competitiveness other than price, or, after the replacement products come out, the price of this generation of products may be reduced.But for Apple, Jia Hongjian's opponent, when did Apple take the initiative to lower the price, dear?After Apple's new generation of products comes out, the old ones will be discontinued directly, leaving no opportunity for price cuts.Of course, this is only the case for their Apple company. As for the actual situation, whether some of the leftovers or stocks produced in the end have been slowly digested through various secondary markets, no one knows. .But what is certain is that at least on the bright side, Apple will not cut prices!

Why is Apple doing this?On their own terms, it's about maintaining margins!Even if the production line has started to power up and enough products are produced, half a year or more will pass.The cost of various materials has dropped by n much n, and Apple will certainly make them more money if they don't lower their prices.This is obvious even in the current ms company.For example, there were 5 units in the first batch of Jota all-in-one machines, and the cost of one unit was about 1200 US dollars.The result is the second batch.The reduction of material costs and so on, basically the cost has dropped to 700 US dollars!You must know that according to Moore's Law, every 12-18 months, the speed of the chip will double, and the price will drop by half!Even if it has not doubled in the past six months, it is normal for the price to drop a little!Not to mention that ms company still needs a large number of products of the same model, and the demand for this single part has increased.Of course the price has dropped dramatically!

Therefore, Apple's non-cutting price is probably because Apple is trying to make more money, it's as simple as that.But, what about such a practice of not reducing prices?In the eyes of consumers who have already purchased, it can guarantee the brand, that is, it can "preserve value"!After all, Apple's products are not cheap in the first place. After buying such a cheap item, no one wants to see the price drop someday, right?And what about Jia Hongjian's company's products?This price is still higher than Apple's!Even speaking, they are all successful people!What does this successful person want?What you want is face, what you want is superiority!Today they think that they can afford it because they are successful, but tomorrow they find out that the price has been reduced, and then ordinary people can afford it, how can he be happy?Yes or no?

"No price reduction? Then how do you want to stimulate the sales of the Yota all-in-one machine? Don't tell me that after you come, you are not going to stimulate the sales of Jota at all, haha, I know you!" The old man immediately looked forward to thousands of copies. Said.That's right, from his point of view, after Jia Hongjian came, he seemed to be in deep thought for a while, so why should Jia Hongjian come up with a solution?

"A plan?" Jia Hongjian thought for a while, and suddenly a lot of attention appeared in his head.First of all, the first idea is a way of exchanging the old for the new.This approach does not mean that you can just take an old computer to convert the money, and then post the money to buy a Yota all-in-one machine.Jia Hongjian will definitely not do this kind of thing. What he wants to do is very simple - take Apple's new m-g3, which is not as good as the Jota all-in-one machine, and after converting the money, Jia Hongjian can let him They subsidize money to replace Jota all-in-one machines, and then send these G3s to garbage dumps for incineration and crushing, or give them to schools for mentally handicapped children.

Haha, this idea is too vicious. What it means inside and out is that Apple's g3 is rubbish, only suitable for mentally handicapped children.Such a rather childish approach, in fact, has been done by many large American companies in history. It is said that when Microsoft’s descendants spread the Sophie Tablet, they took the p from the employees and gave it to mentally handicapped children.Of course, Jia Hongjian was just thinking about such an idea, he wouldn't really do it--to put it bluntly, let's do it, although he uttered a bad breath, but in fact Does it work?Not very useful!In fact, isn't it equal to indirect price cuts to snatch competitors' markets?The problem is that now the whole market is not divided cleanly!Generally speaking, what ms company is facing is how to further open up the market!

After much deliberation, Jia Hongjian felt that the key should be on how to further spread the purchasing experience of previous consumers to other consumers.After all, according to the previous Harvard Business School's powerful statement, the market is still huge.At the same time, according to the professor, the most prone to problems for ordinary companies is that after 16-20% of the intended consumers purchase, they cannot expand the market!Because the remaining about 666% of consumers did not decide to buy!From this point of view, even if ms company's current sales volume of 7 units is 20%, then the other 666% of consumers should still have a market of at least 20 units to develop, right? [

So the top priority now is not to lower the price or anything, but to let those 20 families get the experience of those who bought the Yota all-in-one machine faster!It should be more conveyed to them that it is good to use the Yota all-in-one machine, which is the feeling of high-end atmosphere and high-grade!Just like when the mobile phone became popular in China, many people knew about Apple's mobile phone, and they all thought that this mobile phone was awesome, and they bought it with face and "force" style!It's not that this phone has better performance than other phones!To put it bluntly, why do consumers have to buy it because it has a performance advantage over other mobile phones?So what Jia Hongjian and the others should convey to the 20 families is that after others have tried this product, it is indeed amazing!It's not that the performance is amazing, but this kind of computer is just such a computer made by ms company in the process of creating a better world and creating a better computer!Such a computer should be used by everyone who can afford it!Because they deserve the treat!

After thinking about this, Jia Hongjian directly expressed his thoughts, "I think we should further expand our products so that the remaining consumers can be tempted." He just said here, Just listening to Olsen ask, "Then still advertise according to the previous method? Try to be emotional? But we have been showing those advertisements!"

"No, the role of those advertisements is probably the same as it is now. What we need to do now is to carry out these wide-ranging activities through a more subconscious realm..." Jia Hongjian said mysteriously. "A more subconscious area?" Olsen was a little confused. "Yes! More subconsciously, that is, through a kind of vocal and secret advertisement... In short, it is to place advertisements, that is, to place our advertisements in all film and television dramas. We give all film manufacturers And TV station money, so that in their works, successful people must have our computers in their homes. In successful large companies, it is best to use our computers! The most fashionable and coolest people in the film and television dramas are all using our computers Computers. Even sports stars, even singers, etc., are the best to use our products!"

"Hiss... does this cost a lot of money?" Olsen said with a frown at that time. "Yes, but even if we throw away all the 8400 million profits, there will be more coming back in the future!" Jia Hongjian said firmly.That's right!You must know that Apple has a lot of implants!It seems that Apple's advertising is not overwhelming, but in fact there are so many implants!Especially in various movies and TV shows, basically a good computer of high grade, what else can it be if it is not Apple's?It is because of this that many people think that using Apple products is high-end and tasteful!

After Olsen thought of this, he nodded and agreed.He is different from the bosses in China. Many bosses in China these days may have never heard of advertising placement, but in the United States in this era, too many people know about advertising placement—in fact, many people don’t know about it. You know, in Hollywood movies in the 7080s, so many stars smoked, why?Is it really because of what character setting?childish!It was all sponsored by the Tobacco Association!The slogan is to make male actors more masculine, and actresses more feminine and independent!After giving the money, the actor smokes. Isn't this the best advertisement to attract young people to smoke?

So after hearing Jia Hongjian's words, Olsen felt that it was the same reason. If he wanted to make a big sale, he would definitely spend a lot of money on advertising.After all, this Yota all-in-one machine is not aimed at industry users, but to advertise to ordinary people!

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