Feng Yu arrived in Shanghai and found out about the situation. Wind and Rain Electronics and Aiwa Electronics had introduced their HD video camera at the same time as Sony. But Wind and Rain Electronics and Aiwa Electronics do not have experience in DV.
This time, Feng Yu had only given some pointers and did not participate in the testing of the new product. That's why after this DV was introduced, it was only sold in Hua Xia and did not sell well overseas.
If it weren't for Wind and Rain's brand support, the sales would be worse. At this time, those Japanese companies started to increase their marketing efforts and worked together to defeat Wind and Rain.
The sales of Philips, Thomson, and other companies, which had cooperated with Wind and Rain Electronics, were not as good as they expected.
Feng Yu looked at the DV in his hand. It was not the mini DV he wanted his company to produce. It was bulky and the screen was smaller. The screen was smaller, and it could only be rotated ninety degrees.
The battery is still high and can last for a long time. But the storage is only 1GB, and it uses a flash memory card. It can be used after plugging in, and it can be replaced.
Feng Yu tried to record it and noticed some problems.
First of all, the anti-shake aspect was very poor. Xu Lihua also knew about this. The anti-shake aspect of the Japanese products was much better than theirs. Second, the optical zoom was not good. Sony's high-end products can achieve 10 times optical zoom, and the smaller ones can achieve 5 times. But Japanese products can only achieve 3 times.
Furthermore, the world's first DV is produced by Sony, and they have a stronger brand awareness and consumer loyalty.
Most of the digital video cameras used by news reporters and TV producers are produced in Japan, and most of these cameras are from Sony. Sony can be said to be the leader in the digital video camera market for civilian use.
Digital cameras are classified into broadcast grade, which is used by TV stations to film movies, TV dramas, and news interviews. Next is the professional grade, which is used by TV stations for filming other than broadcasting. After that is the consumer grade and entry-level. These are used by the general public for family entertainment.
Yes, in Feng Yu's previous life, Teacher Chen used professional grade equipment. However, his professional grade equipment was not too far off from the current broadcasting grade equipment.
Feng Yu understood why Wind and Rain, Philips, and Amazon brands failed. It's because their products are mid-range consumer products, but they are targeting high-end consumer prices.
"Old Xu, how much is the production cost of our product?"
"Around 10,000 RMB. Our retail price is slightly more than 20,000 RMB. This retail price is about the same as Sony and other Japanese products. "
Feng Yu rolled his eyes. You want to sell it for 3000 USD with a cost of 1000 USD? No wonder you can't sell it.
If you want to sell it at a higher price than others, that's fine, but the quality must be better than others. In terms of optics, it was obvious that other people's products had an advantage. Other people's products were better in terms of appearance design, brand recognition, storage equipment, etc. Our only advantage was battery power.
You still want to compete with others? Also, the other party uses cassette tapes for storage, and the cost is lower. Currently, it is the most widely used format, and with the user's habit, they have an advantage.
It's not that Xu Lihua's USB storage technology is not good, and Feng Yu felt it is better. It is similar to the DV that he saw in his previous life.
But DV's recording format is older, and people are more used to it. This DV they introduced only supports HDV format.
"Old Xu, I remember telling you that a new product must be compatible with the functions of an old product in order to have a normal transition. Sony's products can only use DV format, and why are we only using HDV format? Can't we make it compatible? "
"Also, our storage capacity is only 1 GB. Don't you think this is too small? Although we can change it, it's too troublesome. What if the filming is interrupted? Didn't I mention that we are producing microhard drives? Of course, we can use this. But we have flash drives with higher storage capacity. Why are we only using 1 GB? "
"This screen is too small. If you stretch out your hand, you can see it clearly. Those with poor eyesight will not be able to see it clearly. The screen must be doubled, and the angle of rotation must be 360 degrees. How can 90 degrees be enough?! Also, did I mention that the product's exterior design is also very important. It is the best way to attract the consumers' first impression. Look at our product. It is not big, and it is not small. It is heavy to hold it with one hand, and it is too clumsy to hold it with two hands. "
"As for the optical zoom, this screen is too big. Can't we use the 5x optical zoom technology? Also, the anti-shake technology is too lousy. Try holding it like this. Who won't shake? This technology must be improved, and we can buy it from Thomson if necessary. "
"Lastly, why did I not see this product's commercials on TV? Have you all forgotten the importance of advertising? "Feng Yu asked.
"General Manager Feng, we are going to buy next year's advertising slots in China. The bidding for next year's advertising slots is about to start. As for the overseas commercials, we are planning to release them together next year, and we will hire celebrities to increase our exposure. "Xu Lihua explained.
"General Manager Feng, our product's commercials are not creative enough. Even if we advertise it, it might not sell well. Also, our product is different from the traditional DV, especially the storage. "Jiang Wanmeng added.
"That's why our target audience is the people who had never used a DV before. Also, our DV positioning must be clear. Currently, we are targeting consumer products for families, and we will introduce professional products in the future. Our current technologies are not good enough for broadcasting products. When do you all think our technologies can catch up with Japan's products? "
Xu Lihua, Jiang Wanmeng, and the rest did not say anything when they heard Feng Yu's question. They don't dare to guarantee anything.
"Then we will focus on consumer and professional DV first. We must get a share of this market. Although the profits from this segment are the lowest, the sales are high. If you want to reduce the cost, lower the price, and take the route of small profits but quick sales, you must first let the consumers recognize our products. "
These people had become arrogant these few years. They thought that their Wind and Rain brand had grown, and they can use the brand's advantage to sell their products. But they do not know that an unsuccessful product will affect the brand's reputation.
Luckily, their initial production is not high, and the retail prices are high. They did not make any losses. But if the sales are low, they will not be able to earn back their R&D investment!
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