"General Manager Feng, based on what you said, we can design the product now. But how can we start the pre-sales now? We still have not produced a single product, and this is equivalent to selling property! "Liu Chuanzhi was agitated.
This year, the higher-ups had issued a policy to prohibit the sale of real estate. In other words, if one did not obtain the approval procedures, one was not allowed to sell in any way. This could effectively curb those real estate developers who did not have the strength, and it could also give buyers more protection. Those who obtained the pre-sale permit would at least not go bankrupt too easily, and it would not be too easy for the people to lose their money to buy a house.
Although there are no orders to not do this for other products, Lenovo cannot do this. If the brand's reputation is affected, it will ruin the brand image that Lenovo had built over the years.
"Who says you are going to sell it now? Before we sell it, we must have a mature product design and at least the prototype must be tested. Also, we must hold a product launch for our new product. This is the fastest way to let the consumers know about our new product. "
"Also, your blog, Lenovo Group's official blog, Lenovo's higher management's blogs, etc., must let your followers know about this new model of laptop and its advantages."
"But you said we will wait for the launch to see how many people are interested before we decide on how to market it. This is too slow. The pre-sales I am talking about is letting the consumers order online. They can go to Taobao and other online shopping malls to place their orders. Although the products will arrive a few months later, the prices will be cheaper. "
"For this product, the earlier you buy it, the earlier you get it, the cheaper it will be. The later you buy it, the more expensive it will be. Our selling price will be increasing, and you might not even be able to buy it. "
"Wait a minute." Liu Chuanzhi interrupted Feng Yu. "I have only heard of electronic products selling at a lower price. I have never heard of the selling price increasing. You should also know that the performance of electronic products will improve very fast. Last year's advanced products might be average this year, and next year, it might be lagging behind. "
"It's the same for laptops. The performance will be different after one year. How dare you ask us to increase the price of our products? We will not be able to sell them!"
Liu Chuanzhi looked at Feng Yu's expression as if saying, "You're courting death!"
"You don't understand what I mean. That price increase is mainly to give consumers a psychological impression. That is to buy the most cost-effective and cheap products. However, this is not fake. Our pre-ordered price is indeed lower than the price of the finished product when it hits the market in large quantities. Moreover, we only accept individual orders, not wholesale. We'll let the online store sell this product directly. There's no need to sell it in physical stores. "
"For example, if you order a product and ship it in three months, then the original price of the laptop will be 3,999, and the order price will increase by 10 yuan every day. It doesn't seem like much, but after three months, it will increase by 1,000 yuan. That's one-third of the price of the notebook. "
"Moreover, we will also give consumers the feeling that they are not losing out by ordering our products. Not only can they get the products earlier, but they are also cheaper. Moreover, we will also give consumers the illusion that our products are constantly appreciating because of the supply and demand relationship."
"The pre-sales period can also be changed from 3 months to 1 month or 50 days. But we must let the consumers pre-order and not give them the chance to buy it directly."
"We will only produce 50,000 units in the first batch. After 50,000 units are sold out, we will stop for a while."
"General Manager Feng, what did you say?" Liu Chuanzhi does not want to interrupt Feng Yu. "Only 50,000 units in the first batch? We will stop for a while after it is sold out? "
Liu Chuanzhi felt Feng Yu is messing around. Didn't you say that when we launch a new product, we must think about increasing sales to lower the cost and increase the profits?
Since you are so optimistic about this laptop, I also feel that it is not bad. I am planning to use it as a strategic product, which means to increase the quantity. You said the retail price of this product is 3,999 RMB, and I did not refute you. When you said 3,999 RMB, I also agreed. This is because if we mass-produce it, the cost can be lowered to this amount.
But if we only produce a few tens of thousands of units, then the cost will be the same. What's the point of selling this product? We will not be making profits, and we will be blocking the market. That's right. Other people might not be able to sell their laptops, but we will also not be able to sell our laptops.
This is digging a hole for ourselves. When we are burying others, we will also be burying ourselves. We might even lose our reputation and become the industry's public enemy.
There are only two outcomes. One, other manufacturers will join Lenovo Group and produce these cheap laptops. This way, laptops will be priced below 500 USD, and the profits of all manufacturers will be lowered. The other manufacturers will join forces to suppress Lenovo Group. They might even join forces with other hardware manufacturers. Lenovo Group will suffer heavy losses.
No matter how Feng Yu looks at it, this is not worth it.
"Old Liu, I am only giving you an example. We are not saying that we will only sell 50,000 units. We are telling our customers that we will only produce 50,000 units until we are sold out. Do you understand? "
"This is hunger marketing?" Liu Chuanzhi asked.
"That's right. We are hunger marketing, but it's different. We are not creating an illusion for the consumers. We will only produce 50,000 units, and we will only produce 50,000 units. After 50,000 units are sold out, we will decide how many units we will produce in the next batch based on the market demand. "
"There is another benefit to this. We can produce in batches, and we can control the quality of the products. Even if there are quality problems, it will not cause too much damage to the consumers. It is easy to control the quality, and the next batch of products will prevent the same problems from happening again. As for creating the illusion that the demand cannot meet the supply, this is the same. "
"What is the product that the consumers want the most? High specs, low price, beautiful appearance, and good after-sales service. We will do our best in after-sales service, appearance, price, etc., and even some of the specs will be of high quality. Our products are only targeted at users who surf the internet for leisure, and the largest group of users are young female users. "
"Have you gone to the Computer City? When young male users choose a PC, they will choose the performance, price, appearance, and after-sales service. But what about the female users? The first choice is the appearance, followed by the price, performance, and after-sales service. After the salesperson introduces the pros and cons of the various products, the female user will say, "I want the white one."
Pfft ~ ~ ~
Liu Chuanzhi spat out the tea he just drank. After introducing the performance for so long, the other party chose the product based on the color?!
"Go back and discuss with the others about what I said and come up with the best plan. Maybe this product will bring you an unexpected surprise. "
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