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Yan Guangming said: "Having scalpers is not necessarily a bad thing."

"oh?"

Zhou Buqi hasn't had much communication with Lao Yan in the past two years. He only heard Zhou Shaoning often talk about it, saying that although Lao Yan's cultural level is a bit low, he has struggled in society to this year, and his adaptability is really better than those who have returned from overseas. Foreign students are strong.

Yan Guangming explained this, "Where scalpers appear, the pricing must be inconsistent with the actual market price. The existence of scalpers is to adjust unreasonable prices to market prices."

Zhou Buqi laughed.

I think Lao Yan is really unusual.

However, this argument cannot be wrong.

He Yang agreed with this and said: "It's true. Domestic scalpers are speculating on iPhone 4 because Apple's domestic supply is a bit small. From a market perspective, supply and demand determine the market price. If supply exceeds demand, it will inevitably rise. price; if supply exceeds demand, prices will inevitably drop. The same goes for train tickets during the Spring Festival and registration at large hospitals. The demand is too great, but the supply side is insufficient, and the national system determines that trains and hospitals cannot raise prices significantly. It will inevitably breed scalpers."

Yan Guangming said: "Yes, this is normal. Black markets and scalpers will definitely appear in the non-market economy, and the market will adjust the true price of goods."

Zhou Buqi agreed: "Indeed, although the configuration of Astermini is not as good as Aster3 in all aspects, if it is sold normally, the price of 3,000 yuan is reasonable."

Before Xiaomi appeared, the smartphone industry was also highly profitable, with a gross profit of 30%. After Xiaomi appeared, except for the iPhone, which could withstand it, the entire Android camp collapsed.

However, the Xiaomi model has too many drawbacks.

In the early days, Zhou Buqi actually intended to promote Asda to adopt the Xiaomi model, which could quickly enter the market and overthrow the four major domestic mobile phone brands of "China Cool Alliance" in one move.

However, as Boss Zhou's career becomes more and more successful, the global layout of "Ziwei Galaxy" has begun to take shape. His vision has become higher and he looks down on the Xiaomi model.

To put it nicely, it's called low-end.

To put it bluntly, it’s too frivolous and low.

When the product Asterini was first designed, it was intentionally open to the public. For example, the on-campus group purchase price is 1,999 yuan and the external price is 2,599 yuan. It can take care of both college students and the general public.

However, after some internal discussions, this plan was abandoned.

Astermini is only for college students.

This is a marketing concept of brand building. It is easier to go down but harder to go up.

It is easy for a high-end brand to develop downward. For example, LV launches a T-shirt priced at 59 yuan, which may sell 100 million pieces worldwide. It is almost impossible for low-end brands to develop upwards. For example, Uniqlo has launched a 5,999 yuan T-shirt. If it can sell dozens of pieces, it will be good.

How to define high-end and low-end?

The simplest way is price.

In the early days, Xiaomi relied on its low-end and low-price route to become an instant success and quickly attracted a large number of loyal users. Later, Xiaomi started to do business, and its scale became larger and larger. Especially after the listing, there was pressure on the stock price, and it began to pursue a higher rate of return. If you want to make money, you can't stick to low-end phones with a profit margin of only 5%. Development of high-end machines.

Then, we encountered a serious bottleneck.

Can't develop!

The public has formed an inherent perception that Xiaomi is a low-end and low-price brand. Suddenly, a Xiaomi mobile phone with a price of 6,000 yuan was launched, which had no audience at all.

Therefore, wasteful economic phenomena often occur in the market. Many high-end brand products would rather be burned than sold at low prices. Destroying it will only affect short-term interests; lowering the price will damage the brand and affect the long-term value of the company.

In the past few years, the overseas prices of Aster1, Aster2, and Aster3 have exceeded US$500 for the basic versions, and the advanced versions can even reach US$650-750.

It's a solid high-end machine.

Aster, like iPhone and Blackberry, is the most expensive mobile phone brand in the world today.

From this perspective, "Aster" has been successful and the high-end brand has become established.

If you launch a low-end Astermini to the public at this time, you will be ruining your own brand. College students are different. This is a specific group with globally recognized educational benefits. Launching a relatively low-priced version specifically for college students will not only not damage the "Aster" brand, but will also establish a reputation for attaching importance to education and social responsibility. Brand.

Yan Guangming said with a smile: "You have to look at both sides of everything. Scalpers are reselling Astermini, which of course makes our work very difficult. But it is also free marketing. Through scalpers, we can tell the whole society the true value of the Astermini phone." How much money did Asda and Xiaonei.com lose on this phone in order to care for college students?"

Zhou Buqi jokingly praised him, "Okay, Lao Yan, you are a marketing genius, no worse than Steve Jobs!"

Yan Guangming didn't hesitate, and responded with a smile, and then said: "Astermini's press conference has been held, and it won't take long for the social popularity to disappear. Even if there are two and three on-campus group purchases in the future, this is after all It is a closed market and lacks influence on the outside world. Scalpers are free social promotion tools for Asda and Xiaonei.com.”

Zhou Buqi nodded, "Well, that's the idea."

Zhang Yiming said: "This is indeed a way to maintain marketing popularity for a long time. Through Toutiao, Weibo, and Friends.com, we constantly criticize the shame of scalpers to maintain popularity. I believe that many media in society will spontaneously expose this This phenomenon. Asida and Xiaonei.com will become victims and receive sympathy from the public."

Compared with Lao Yan's superficial thinking, Ziweixing's boss has a more profound thinking.

Compassion will be accompanied by love.

When there is love, people will be willing to donate. Even if you are willing to donate, you are even more willing to consume. Under the influence of this sentiment, the public will have more reasons to pay for Aster3.

He Yang further extended the topic: "Such a decision is in line with the values ​​of Xiaonei.com. It is not to gain public sympathy, but to care for the growth of the next generation. Comparison can produce superiority. The price of scalpers is so high. Only in this way can the whole society and young people feel that "college students" are a special group and a special identity. This is an open privilege for college students. The greater the influence it has in society, the more it can be encouraged Young people who want to study hard will go to college.”

Zhou Buqi sighed, "That's true, but it has something to do with the business environment. In recent years, many large foreign companies have come to China to set up branches, providing a large number of jobs. If the long-term economic sustainability can be maintained, With sexual growth, there are more and more job opportunities, which is of course a good thing. I am afraid that there are more and more talents, but the job opportunities are gone.”

He Yang stopped the topic, "Although the existence of scalpers has various benefits, there is a drawback that we must face. Once Astermini flows into the social group, after-sales costs will inevitably increase significantly, and there may even be scammers."

Zhou Buqi thought quickly and said lightly: "It's easy to handle, just kill the donkey! The scalpers sell mobile phones, let the scalpers bear the responsibility."

"ah?"

No one quite understands it.

Zhou Buqi said: "Astermini is a product jointly launched by Astar and Xiaonei.com, specifically for college students. Astermini can only be used in conjunction with college students, and each college student can only buy one. Theoretically speaking, after college students buy it, It’s not suitable for parents. This is an exclusive version for college students. This will greatly reduce after-sales pressure.”

Zhang Xuhao suddenly realized, "Are you saying that after-sales service is only for college students?"

Zhou Buqi said: "Yes, people in society buy mobile phones from scalpers. No matter if there is any fault, we don't care and let them go to the scalpers! When college students buy mobile phones, they need to bring their student ID cards... Well, group buying on campus When selling Astermini, a subscription receipt must be issued to each user who orders, and the school network also pays attention to data filing. When the time comes, college students will take their mobile phones to after-sales repairs, and they must show their ID cards and student ID cards, and then after-sales service Fang looked up the original on-campus group purchasing data online and found that all aspects were correct before we could provide after-sales service."

Zhang Xuhao was a little worried, "Are there any legal obstacles?"

"Don't be afraid!"

Zhou Buqi wasn't worried about this at all.

If it is the United States, if a consumer buys a product but the merchant does not provide after-sales service, there is a risk of litigation and a huge risk of losing the lawsuit, even if the consumer purchased the product from illegal channels. There is no need to worry in China. Xiaonei.com is doing good things and has public opinion. It can also interpret the law from different angles based on the situation.

Zhang Yiming said with a smile: "Actually, there is a simpler method, which can be adopted when the technology matures in the future. To bind Astermini to college students, you need to use your school network account to activate it when you turn it on. After activation, the phone will It is completely bound to the college student, including many mobile apps, which eliminates the possibility of the college student transferring the phone to other people."

Zhou Buqi said: "That's pretty much the idea. Astermini is the most important advertisement for Asterini, and it is also the brand value of Xiaonei.com. We must keep doing it, do it well and become stronger. By the way, this issue is over, and the second issue When will the group buying start?”

Zhang Xuhao said: "The National Day is the second phase, with 250,000 units on the shelves. The third phase is Singles' Day, with another 300,000 units sold. There will be another wave at Christmas, with 250,000 units."

Zhou Buqi frowned slightly, "Why is this? Hungry marketing?"

Zhang Xuhao said: "Hunger marketing is one thing, but it is mainly due to cost considerations. The strength of Aisda and Xiaonei.com is limited. If millions of mobile phones are really subsidized, they will lose tens of millions."

Yan Guangming added, "Yes, considering the cost, when the next semester starts in March, the group purchase can be unlimited."

Zhou Buqi immediately understood the reason.

Routine!

Another trick!