Chapter 916: Double Blossom (4K)

On August 10, as Yike and China Unicom finalized the launch time of Mars and Mars, the operator stores, Yike stores and Yigou website in eight Unicom 3G pilot cities all started moving.

Because there are bosses in charge in Beijing, and there are the headquarters of e-commerce and e-commerce in Shanghai, Liu Qiangdong, who is in charge of China business, led his team to Yangcheng. In addition to Xiamen, he is responsible for the other five cities, and there are also senior executives at the vice president or director level. Work.

Yike attaches great importance to the debut of this mobile phone in China. The initial target is to sell 1.5 million units in three months. The older generation model Mars will sell 1 million units and the new generation Mars2 will sell 500,000 units.

Regardless of whether it is an operator or its own online or online, Yike basically treats everyone equally and requires the tying ratio of the two models to be 2:1.

Liu Qiangdong is quite confident that the company can achieve the goal set by the company.

In the current domestic market, international brands such as Nokia, Samsung, and Sony Ericsson are actually beginning to occupy the market in the middle, middle, and lower tiers. Domestic brands such as Lenovo and Tianyu occupy the mid- to low-end fields. Yike Company is different from both of them. It directly takes the two tiers. 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 phones are labeled as high-end with dual standby technology and have received large-scale centralized procurement from China Unicom. Last year, the revenue for the whole year was 2 billion, and the price of a single machine was It’s about 3,000 yuan, which is rare.

Yike's domestic goals from August to October can be said to be less or more. They are almost two Coolpads and one Lenovo.

At 4 o'clock in the afternoon on the 10th, Liu Qiangdong arrived in Yangcheng and made final meeting arrangements at the hotel for tomorrow afternoon's sale.

However, just in the middle of the meeting, he suddenly received news that Xiamen's operator channels were ahead of the game, and unboxing news and evaluation previews of Mars and Mars 2 had appeared on the Internet.

Liu Qiangdong was shocked. Although he hadn't gone to Xiamen yet, he was responsible for it and had already arranged for people to go there.

The company has decided to launch sales at 2 o'clock tomorrow afternoon, including a series of promotional actions centered on this time point. Now it is not only a front-runner, but also third-party activities on the Internet. This is somewhat of an oversight.

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

Liu Qiangdong did not hide the news, but calmly laughed about the situation in Xiamen.

Immediately, he accelerated the progress of the meeting and ended the work arrangements for Yangcheng ahead of schedule.

"Is there any price problem? Did you ask what caused it? Did Lu Mingfeng have any reaction?" Liu Qiangdong asked his secretary, and the Lu Mingfeng he mentioned was the general manager of Xiamen Unicom.

He had learned about the partners in the two cities before flying from Shanghai. For example, Lu Mingfeng was a senior general in China Unicom's system and had many years of experience in managing branch offices in prefectures and cities.

"They are sold at the prices we gave, 2,499 and 3,999 yuan. I called and asked. There was no reason. They just said consumers wanted to buy." The secretary paused, "Lu Mingfeng doesn't have a phone number."

Liu Qiangdong was a little annoyed. It wasn't because he wanted a card that cost money to trade in a day or two to go on sale. It was because he knew clearly that there would be a promotional event tomorrow morning to reveal the market price. Things like this were not big, but they were really annoying.

Seeing Mr. Liu thinking, the secretary said a little angrily: "How about Mr. He and Mr. Fang report this situation? It's not our fault. The business hall has to sell, how can we tie their hands?"

Liu Qiangdong shook his head: "If you tell Mr. Fang such a situation, how many things can he handle in a day? What does he think of our team? Is he not following closely enough or is he having conflicts with partners? China Unicom's channel is now the company We need it. Our most important thing now is to increase sales. As one of the eight pilot cities, Xiamen is also an important part. Can China Unicom deal with its own general manager just because of a little problem? "

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

"For us, we can't lose the big for the small. Generally speaking, the same goes for the other party. We can talk about this situation when we summarize it later. Now we have to reduce the impact. You first call the publicity department and explain tomorrow's activities. Question, let’s see how to change it more securely. I’ll have a phone call with Director Xu later.”

"This mistake is my fault. We cannot let the propaganda department take responsibility. Xiamen will follow the procedures and let Director Xu protest."

"Lu Mingfeng doesn't know his character. I won't talk to him for now, so as not to have any room for maneuver. I'll wait and see the market feedback after the launch tomorrow."

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

Liu Qiangdong quickly figured out his thinking and took responsibility for handling it himself. He first focused on the main contradictions, waited for the market's reaction, and then communicated with the operators.

The secretary was clearly aware of Mr. Liu's anger, but was impressed when he saw him making a decision with a clear mind so quickly, and quickly followed the order and left.

Liu Qiangdong considered the situation in Yangcheng and Xiamen, and called the deputy director sent to Xiamen, asking him to maintain channel order tomorrow morning, and then went online to check out the Mars and Mars 2 mobile phones sold in advance.

The person who got the phone for the first time and uploaded it to the platform for evaluation was obviously not an ordinary consumer, but fortunately, the evaluation he gave was generally good, which makes it even more harmless.

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

Because some time ago, the mobile phone picture accidentally leaked on the Yiguo website had a clear price, which was 2999. Unexpectedly, when it was actually sold, it was reduced by 500 yuan.

2499 3G mobile phone.

2499 touch screen mobile phone.

2499 smart phone.

What is there to hesitate about?

Unlike Europe, Japan, and South Korea, which launched 3G services several years ago, China has just started a pilot program. The term 3G is extremely new and represents the latest products. The price of 2499...

It doesn't even cost 2500...

"Xiamen? Why can I buy it in Xiamen?"

"I just browsed on Yiguo, but it's not online. Isn't this a parallel-imported phone?"

"The old generation of Mars was released in June last year and went on sale in December. The new generation will go on sale in July this year. Has it dropped by 1500 in less than a year?"

"Buy new electronic products instead of old ones! However, Mars1 seems to be very new too!"

Weibo and Zhihu both had some public opinion waves because of Xiamen Mars's early start.

Just two hours later, affected by this early start, Yiguo website launched the pre-sale of two Mars phones in advance, which was regarded as the official announcement of the retail price of Yike phones in China. It was indeed the 2499/3999 yuan reported online, but this pre-sale was only open to eight pilot areas.

From the Spring Festival Gala sponsorship to the Olympic advertising, and the sales and lawsuits of Yike mobile phones abroad, Yike's publicity this time was beyond the expectations of the company and the industry.

Now, such publicity seems to have come to fruition.

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

"What's the matter? Is there a problem with the website? Isn't it the leader of domestic B2C?" Lenovo Mobile Vice President Di Zhiyang is very concerned about Yike's movements. He has heard more and more rumors that the group wants to sell its mobile phone business and even wants to sell it a long time ago.

"Uh, Mr. Di, maybe the pre-sale is over, limited quantity." The colleague who was also working overtime next to him reminded the situation.

Di Zhiyang was stunned. After subconsciously refreshing the page, there was still no change. He couldn't help but say in disbelief: "It's still limited? What mobile phone is still limited? Why dare to limit it?"

This is an operation that Lenovo Mobile has never done before. It is inevitable that it appears on a manufacturer that has just made mobile phones. People are shocked.

However, no matter how he evaluates it, Yiguo did it to give priority to other channels. The official online sales of Yike mobile phones in China are not on the official website, but on the Yiguo website. This is currently more symbolic than actual sales.

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

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

On August 11, the original promotional activities of Yiguo mobile phones were adjusted, and because of the sales and pre-sales in Xiamen and Yiguo websites, other cities also had sporadic advance sales.

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

This was earlier than the planned afternoon.

Judging from the situation on Weibo, many stores have queues, because the pre-sale page of Yiguo website is first put up and then closed. Many people say that the supply of Yike mobile phones is limited this time, so those who are willing to try it out have started waiting very early.

In addition, the speed of handling China Unicom mobile phone cards and related services has made more and more customers line up.

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

They experienced the happiness that foreign users have accumulated for a while at one time.

——This screen is so big!

——The touch screen operation is very simple, much easier to adapt to than I thought.

——"Fruit Killer" is fun!

——This is the news I posted using the Weibo mobile phone software!

——Front camera, front camera, interesting!

From the hardware front of the mobile phone itself to the touch experience to the software and games, mainland consumers get the Mars mobile phone equipped with Android system after feedback and optimization.

If you say what kind of surprise Mars brought to foreign consumers last year, what is now presented to domestic consumers is double the surprise.

Many experiences are difficult to experience by just looking at the web page.

Today, the front camera is still unique in China, the glass back cover has a unique feel, and the new touch human-computer interaction... Only when you put these in front of you can you understand why Yike mobile phones can stir up the global industry.

On the evening of August 12, a new spontaneous topic appeared on Weibo. After consideration, the platform did not restrict it, and it soon became a hot topic with users who were watching the fun.

—— # No wonder Nokia sued you #

The mobile phone experience is very good, no wonder your competitors want to sue you.

Coincidentally, Zhihu also has similar questions in a competitive manner.

—— Question: If you were the head of Nokia, how would you face such strong competition from Yike mobile phones?

—— Answer: Resign immediately and ask Mr. Fang to take charge of the overall situation.

——Further answer: The current measures are very good, sue Yike and ban the sale of Mars.

On August 18, Fang Zhuo, who took the ice core team and leadership reports for several days after the launch of Yike mobile phone, went to the Olympics again to watch the competition events. This time he happened to witness the birth of a Chinese gold medal, which was won by He Kexin. The women's uneven bars event in competitive gymnastics won gold.

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 tried to grab it twice but couldn't get it."

Today, Fang Zhuo, who was happily watching the game while chatting with Xiong Xiaoge, almost choked on his own saliva.

Faced with Xiong Xiaoge's strange look, he quickly explained: "It wasn't arranged by me, it wasn't an advertisement, it should have been her own initiative."

CCTV media had long noticed the audience at the scene, and they took He Kexin to find Mr. Fang and asked if they could satisfy the wish of today's latest Olympic champion.

As the richest man in the Mainland, Fang Zhuo naturally could not be stingy, and promised in public: "No problem, not only He Kexin, but also our women's gymnastics team, one for each person, will be sent over later."

However, the secretary next to him Liu Zonghong reminded him in a low voice: "Mr. Fang, Mr. Fang, it will take two days, and it is out of stock today."

Fang Zhuo was startled: "Out of stock?"

Although He Kexin is the champion, she is still a 16-year-old girl. She said straightforwardly: "I bought it twice on the Tesco 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 this, "Thank you to the Olympic champion for his love for our mobile phone."

He Kexin blinked and looked at the secretary Liu Zonghong who had just spoken.

Fang Zhuo didn't know whether to laugh or cry, and glanced at the secretary. He indeed knew the situation better than himself in the past two days.

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

Fang Zhuo immediately corrected his words and said to He Kexin: "In two days, I will definitely send the latest Mars mobile phone to the gymnastics team."

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

Fang Zhuo's expression is difficult to express simply.

But the entire interview, which was highly impromptu, obviously achieved unexpected results. The innocence of the 16-year-old Olympic champion successfully struck a chord with the sophistication and calmness of the mainland's richest man.

On Weibo, many users who can’t buy mobile phones on e-commerce and offline initiated a real-time topic - #Really#

Really? Mr. Fang?

Some people also copied Mr. Fang’s comments about 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 me!

——Fang Zhuo doesn’t know the sales situation of mobile phones. This 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 of Yike!

So...this also gave birth to a problem.

From the rush to Xiamen on the evening of August 10th to the out-of-stock interview on August 18th, how many mobile phones did Yike sell online and offline in these 8 days?

On August 19, Liu Qiangdong, who couldn't wait to tighten screws at the Foxconn factory, flew back to Shanghai. He gave a rather clear answer when being called by reporters.

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

"This batch of online and offline products is about 900,000 units."

The three-month target was 1.5 million units, with an initial distribution of 900,000 units. This was considered more than enough, but unexpectedly, the market response was even more optimistic than expected.

The main misjudgment is that a considerable part of the supply has flowed out of the pilot cities. Some people would rather use 2G services first than buy Yike mobile phones. For them, Nokia's N95 is also 2G. Such a trendy Mars only costs 2500, which is completely acceptable. It won't be too bad to wait on the side.

When Wu Yunjun, vice president of China Unicom, actually called Mr. Fang to make a high-level urging for replenishment, the latest overseas sales volume of Yike mobile phone Mars2 was updated as usual on the official website.

On August 20, Mars sales exceeded 2 million, excluding China.

On August 21, just two days after Liu Qiangdong accepted the phone call, Yike's informal channels confirmed that the domestic sales of this batch had exceeded 1 million.

For a time, both at home and abroad were blooming, and friends and businessmen were in a cool mood.