Rebirth 08: Rise from copycat phones

Chapter 110 New Machine Global Marketing Strategy
The launch and marketing of a new product is actually very complicated. It doesn’t mean that you can just put the product on the shelves and it will sell out immediately.

Unless there really is some Zenith technology, such as a virtual online gaming helmet?
Otherwise, you have to honestly take the marketing route, determine the targeted user groups based on the characteristics of the product, and develop a very targeted marketing strategy...

The marketing department led by Ji Chenghe does exactly this kind of thing... Hundreds of people do nothing but think about how to sell the products and sell more all day long!

Then a series of issues such as brand building, market positioning, and marketing strategy were extended.

At this time, Ji Chenghe was talking about the specific marketing strategy: "In the early promotion of the new flagship model S9, we will use the mid-to-high-end brand characteristics accumulated by the C1 mobile phone to build the S series into a true high-end flagship model. We will also deepen the concept of this high-end flagship phone through various publicity and implant it into our potential user groups!"

“And who are our potential users?”

"Considering the price of our S9 flagship phone, our potential user groups must be middle- and high-income groups and those who are economically dependent on them, such as middle- and high-net-worth men, young and beautiful women, and the young generation from well-off families. Finally, there is a group of young users who have average economic conditions but buy for vanity."

"These four groups, especially the first three, are the main customer groups for our S9 flagship phone and are also the groups we need to focus on marketing. As for the fourth group, we don't need to invest too much resources. As long as the first three groups buy it, they will naturally buy it too!"

"In terms of specific promotional strategies, we will focus on promoting the brand, further shaping a high-end image and high-tech attributes, and linking and comparing it with fruits in promotional strategies to further strengthen our high-end attributes!"
"Online and offline promotions will be carried out simultaneously, with online promotions focusing on technological attributes and combining marketing with fruits."

"Offline, we use high-end magazines, product placement in movies and TV series, high-end offline billboards, high-end residences, elevator advertisements in office buildings, etc., to reach the high-end and middle-income groups as much as possible and pass on relevant information to them!"

"Of course, the above are the key points. In addition, there is also a lot of conventional publicity, including online portals, technology vertical websites, forums and other channels. We don't have to worry too much about the offline conventional publicity. The three major operators will carry out large-scale offline advertising on our behalf!"

"Finally, we will rely on our own channels to set up experience flagship stores in large high-end commercial centers in major cities. We have already done this before. We have established high-end experience flagship stores in a total of thirteen cities. In the next two months, we will expand this number to more than fifty cities, covering all provincial capitals and economically developed cities outside the provincial capitals!"

Ji Chenghe talked about a lot of marketing plans. Although they were rather general, no one present asked him to explain in detail... This marketing plan was originally a very complicated plan. If it was really necessary to explain it in detail, it would be a proposal of several hundred pages.

After Ji Chenghe finished talking about the domestic marketing plan, he continued, "For overseas markets, we are already recruiting first-tier agents in various countries. Relying on the hot sales of the C1 mobile phone, we have recruited first-tier distributors in countries for cooperation. They are all distributors with strong local channel strength. In the future, we will continue to develop our own international channels and strive to cover major countries or regions around the world within this year!"
"Of course, the more important thing is the cooperation with operators in various countries. We have established cooperative relationships with 1 overseas operators and sell C2 mobile phones under contract through them. At the same time, they have shown great interest in our flagship phone project and C2 project. It will not be a problem for us to continue to sell C9 and S mobile phones under contract through them in the future!"

"At the same time, we also began to proactively contact more overseas operators and enter their contract phone channels!"

Xu Shenxue said at this time: "In the current market environment, the contract phone channels of overseas operators are extremely important. The marketing department must attach great importance to it, open up more operator markets, and strive for better subsidy measures from them!"

Ji Chenghe said: "Boss Xu, don't worry, the channels with operators are not a big problem. In fact, most of these overseas operators come to us on their own to seek cooperation... including the first-tier channel dealers in various countries. This time when the flagship phone is launched, we plan to launch it globally at the same time."

To be honest, Zhiyun Technology did not put much effort into building its overseas channels. It was the operators from various countries and those first-tier channel dealers who smelled the scent of money and came to us one after another.

It is worth mentioning that these operators and channel dealers are basically the ones who wanted to enter the fruit sales channels before but failed in the end...

In order to promote its mobile phones globally, Apple will naturally seek cooperation with operators, and will also look for some ordinary channel dealers who sell official version mobile phones... However, this kind of cooperation is often exclusive, that is to say, in a national market, there is often only one operator that obtains the right to sell contract phones, or even the full agency sales rights.

This means that other operators and ordinary mobile phone channel dealers in the country cannot obtain Fruit phones... What to do?
You can't just sit there and wait to die. At this time, Zhiyun Mobile came out... and launched the C3 mobile phone that could barely compete head-on with Fruit 1G.

So they came to us one after another, and used the C1 phone to fight against the rival operators who had obtained the agency rights for Fruit phones!

At this period, which is the critical moment of the explosion of 3G smartphones, operators from all over the world are working hard to compete for 3G users.

Even the American market, which has been a fear for many domestic mobile phones in later generations, opened its arms to Zhiyun mobile phones at this critical moment!
why?
Because there is more than one operator in the United States...but Apple has only authorized one operator, and it has been the exclusive agent for several years.

The other US operators will naturally not sit idly by and watch their rivals use fruit phones to eat into the market, so they will also fight back in various ways, using BlackBerry, WM smartphones, Symbian phones... They have them all, and have tried them all, but the results are not very good.

Basically, they are all garbage that are beaten by fruits...

At this time, Zhiyun C1 emerged. After using it, these American operators found that it was actually quite good, so they also contacted Zhiyun Technology to purchase Zhiyun C1 phones. Later, after Zhiyun C1 launched the CDMA2000 version in May, in addition to the major customer Telecom, the second largest customer was an operator from the United States, which placed an order for units in one go.

Since June, the United States has become the third largest market for Zhiyun mobile phones after China and the European Union... Faced with this fact, Xu Shenxue himself was speechless. There was something wrong with the way the script was unfolding!

He was thinking all day long about how to fight against the US blockade, but the US took the initiative to help Zhiyun Technology distribute and promote sales in the US...

Uncle Sam, there's something wrong with you!

What are you talking about? Some people say that Zhiyun phones affect national defense security? We should ban the import of Zhiyun phones, or at least impose tariffs.

There is no need for Zhiyun Technology to come and explain, the cooperating American operators can just slap them in the face... After banning Zhiyun phones, can you come up with a smartphone that can compete with Apple phones?

Without Zhiyun phones, please help me keep the 3G customer base and attract more 3G customers.

The loss of Zhiyun phones has led to the loss of a large number of high-net-worth 3G users, resulting in losses of billions of dollars every year. Will you compensate me?

What a joke!
In the eyes of these large operators, the US dollar is the real thing, and everything else like information security, national defense security, etc. is all nonsense.

I am making money, that is safety... I am not making money, what safety do I need...

At this stage, unless another smartphone emerges that can compete head-on with Apple, don't expect US operators to abandon Zhiyun phones.

Of course... this is the current situation. In a few years or even a few months, when other manufacturers have launched high-end Android smartphones, the situation may change.

But that's for the future... As for now, Xu Shenxue is still happy to sell mobile phones to the United States and earn American dollars...

The same situation actually occurs in most countries and regions.

This also led to the fact that Zhiyun Technology did not actually carry out any active publicity strategies or large-scale channel laying overseas...

But out of nowhere, a large number of overseas operators and first-tier distributors have emerged... The entire sales network covers a large number of countries or regions, and they are all countries with good economies...

As for poor places, Zhiyun phones don’t have much sales, and they are basically just small-scale sales that are not worth mentioning...

Zhiyun phones are too expensive, poor people can’t afford them!

For example, in India, there are operators cooperating with Zhiyun Technology, and there are also cooperating channel dealers, but the overall sales volume is very small... The local price of a C1 8GB version is about US$ per unit... Most Indians only earn about US$ or US$ a month!

An ordinary Indian has to save up half a year's salary without eating or drinking to be able to afford a C1, and that's only the lowest-end 8GB version!

Zhiyun C1 is a mobile phone used by high-income groups and even wealthy people in the local area.

Of course, Zhiyun phones don’t sell well locally, and its competitor Fruit isn’t much better. Their Fruit 3G is more expensive...and its sales are even worse than Zhiyun C1!
For high-end models like Apple and Zhiyun, so-called emerging markets like India, Indonesia, and Brazil are not worth much for now...

The local area is too poor, and most people can't afford it...

(End of this chapter)