The era of breaking waves

Coming back from Zhao Yang, Hao Ren saw Sui Zuyu and the others scratching their heads anxiously across the door.

What bad intentions did Hao Ren have?He suppressed the smile on his face, put on three points of grief, avoided everyone's gaze, and walked in with his head down.

Sure enough, seeing his expression, Sui Zuyu guessed that he didn't protect the resources, but he was worried that Hao Ren's mood would collapse, and he wanted to ask but didn't dare to ask, so he choked out a sentence: "Well, Hao Ren, don't be sad, this It was like this the first time, and we will make them regret today's decision in the future."

"Yes, yes, Mr. Hao, it's fine." Everyone echoed.

Hao Ren enjoyed everyone's concern, and when he felt that the game was about to end, he raised his head with a smirk on his face and asked, "Why do you have to regret it, Mr. Zhao said that we will produce by 50 units, and those who are not enough will be stocked up immediately. "

"what?"

Sui Zuyu now feels that the name Hao Ren is really mocking, and the person in front of him is not a good person at all.Seeing him, there will always be an urge to do justice for the heavens in my heart.

Just as Sui Zuyu was about to make a move, Hao Ren was already in a blocking position, when Mu Yan's high-heeled shoes sounded at the right time, and they immediately stood up straight, pretending nothing had happened.

Mu Yan had been here for almost a month, and he often saw Hao Ren getting along with the employees without restraint. Today, he saw a few people fighting there from a distance, and he felt a distant worry in his heart.The quick-thinking Hao Ren in a suit and leather shoes she interviewed before must be an illusion. After the company grows bigger, media interviews will be indispensable. He must not last a few times, and he will start talking nonsense again.

Many years later, Mu Yan found that he really had the foresight. Not only did he foresee the growth of the company, but he also had no need to worry about Hao Ren.

Mu Yan approached, greeted them politely, and then said to Hao Ren.

"Boss, I want to report on the marketing plan for the new product."

Mu Yan is the kind of beauty who gives people a sense of distance. She behaves so well that everyone will subconsciously be reserved in front of her.Hao Ren immediately returned to his serious state of work, and the other people saw that they had business to do, and left in a hurry.

"okay."

Although some twists and turns have been experienced before, after the new product project was officially approved, the basic function points have also been determined. At this time, the marketing side should carry out marketing planning based on the established product selling points.This is why Sui Zuyu divided the R&D process into key nodes before, in order to facilitate various departments to prepare in advance according to the product progress.

For the marketing side, each sales period after the launch of the product needs to convey different information to consumers through different channels, such as informing the arrival of a new brand before the launch, introducing the selling point of the product after the launch, and releasing promotional information during the peak sales season , step by step, to improve consumers' brand awareness and promote purchases.

A well-established marketing preparation is as long as the R&D process, at least 3 months.Marketing materials such as web pages, print advertisements, videos, press releases, etc. need to be prepared in advance, and must be filed to avoid problems in the middle without content replacement.

Media resources must be reserved in advance. The resources of high-quality media are very limited. If they are not locked in advance, there may be nowhere to spread the content when the content is ready.Moreover, once a product is on the market, it will attract the attention of competitors, and it is also a common means of competition to snatch media resources during one's own hot sales period.Some companies with deep pockets even buy media resources on an annual basis, and limit the exposure of competing products even if there is no product on the market.

This was a relatively simple marketing method in the early years. In the later digital age, online media is flourishing, and various opinion leaders build their own fan groups. More complex intelligent marketing tools are also applied to consumer analysis, and the preparation period is correspondingly extended. long.

The two entered the CEO's office. Mu Yan turned on his laptop and moved the screen to face Hao Ren.

"This is some marketing material for mainstream mobile phone products I collected. There are several characteristics. First, more than 50% of the cost was invested in the period of big exposure. Big media with official status is the preferred carrier for brand image building. In the past five years, CCTV Biaowang has mobile phone products; second, the proportion of online media investment is increasing year by year, and it is a good breeding ground for younger people; third, the situation that different types of media are independent is changing, and the integration of various communication channels has become A more accurate way for enterprises to reach users."

"The collection is very detailed and the induction is in place, so do we mean to learn from it?"

"No, we're going to do the opposite."

Know thyself, ever-victorious.Mu Yan has been in the media for many years and is well versed in how to attract readers' interest, but now it has only become to attract consumers' attention, and the reason is the same. John Bogart, the editorial director of the New York Sun in the 19s, explained news that a dog biting a man is not news, but a man biting a dog is news. Although the main purpose of news should not only be novelty hunting, it should be born with eyeballs Attributes.

"How to do the opposite."

"Actually, the first point is that mobile phone brands like to use official media to establish their image, just like shopping malls recruit luxury goods to open stores with low store rents. The credibility of official media borrowed from mobile phones, and the high-end temperament of luxury goods is borrowed from shopping malls. We also want to borrow it, but we don't bid for the gold position, put up the name of the advertisement, the credibility will still be affected, we have to let the official media report us in the form of news, not advertisements, less investment and better results better."

"Very beautiful! But how?"

"Look at the advertising backgrounds of these international mobile phone brands, all of them create a luxurious atmosphere, and the information revealed is that I will look rich if I use it. I hope that our brand is not just a commodity, but a deeper intention. Some, communication connects the world, bridges the gap between urban and rural areas, and bridges the gap between east and west, and helps more people embrace the times. This is also very appropriate to our strategy of avoiding the first and second lines and focusing on the third and fourth lines and the vast rural areas, and I want to highlight it more In rural areas, first, the population is larger, and second, it can be linked to major themes such as new rural construction and rural informatization, and the news points are very prominent."

"Sure enough, I did a lot of homework. This is the first point, what about the second point?"

"The second point is the rise of online media, which has changed the way young people access information. Sharing is the greatest convenience of the Internet. We can create hot spots and achieve multiplied dissemination through people's social attributes."

"I've heard of this kind of strategy, but many of them are based on sensationalism, with a lot of communication and a lot of negative voices."

"Yes, so we need a good entry point, which not only satisfies people's interest, but also guides positive communication."

"This needs to be analyzed carefully, and we must be cautious."

"Will do."

"What's the third point?"

"The company is a start-up with limited expenses, and there is no way to convey different product benefits through many media. We can only choose one, and use the vernacular to concentrate all channels of dissemination, so that users will never forget it."

"The key is that our products do not have many advantages, but we should be able to pick one out and talk about it."

"Is the product reliable or not? Don't scare me"

"You know it's not me who leads the development, it's Sui Gong."

"That should be reliable."

"You think I'm unreliable?"

"Nothing." Mu Yan accidentally said what was in his heart, and quickly changed the topic: "The next step is to follow the communication rhythm specified by the product cycle. We can have expectations for this brand and reach the level of awareness; in the initial stage of listing, we will focus on the selling points of good call quality and long call time; in the peak season of sales, we will emphasize user evaluation experience and attract users with word of mouth. More details Part of it hasn’t come out yet, and the advertising company is helping to think about it.”

"In addition, I want to record the whole process of the birth of our product. As the first product of our company, the birth process can be used as an important communication material, and it is also a historical witness of our company. Because it is confidential, we use our own employees for this matter. Come to shoot, there are many places that need research and development help and cooperation.”

"No problem, it should be. In research and development, I think your words are more useful than mine."

"..."

A week later, Workshop No. [-] of Yaohua Factory.

Sui Zuyu, who was asked to cooperate with the publicity, was wearing anti-static clothing and was staring intently at the various parts in the hands of a female worker on the production line.Standing behind Sui Zuyu was Mu Yan who was also wearing anti-static clothing, his eyes were also full of anticipation, and beside him was a photographer named Li Ying.

Not long after, skilled female workers have already installed a semi-finished mobile phone, which is about to enter the stage of laboratory testing.Sui Zuyu couldn't help but said, "No, let me take another look."

The female foreman didn't reply and said "I haven't tested it yet", ignored Sui Zuyu, put the phone directly on the conveyor belt, and drifted away.

Sui Zuyu wanted to follow, but felt a sense of homelessness, fearing that there would be any problems in the testing stage, and his heart would be overwhelmed again.

The testing of mobile phones is divided into hardware, software and reliability testing, etc., each of which includes many different types of testing tasks.Can the drop test survive?Stable and unstable performance in different environments?How is the mobile phone signal? Will it drop frequently?

"Are you scared? Have no confidence in yourself?" Mu Yan asked.

"Do you think I'm reliable?" Sui Zuyu was so nervous today that he actually asked such a question to Mu Yan who didn't understand research and development.

"I think you are more reliable than Mr. Hao." Without Hao Ren, Mu Yan's last scruples disappeared. "Go or not, if I don't go, I'm afraid I'll miss the camera."

"Let's go."

Following all the way, Sui Zuyu's mood was ups and downs, he put his palms together, and muttered something, as if he was praying to God and worshiping Buddha.Fortunately, there were no problems in the few tests done today, which relieved the believer's heart.

Everything went well, the two left the factory and went to Hao Ren's office to announce the good news.

"After the laboratory test is completed, do you want to take the prototype to the real live network for testing?" Mu Yan asked.

"Hey, after a few days of research and development, I'm familiar with the process by heart." Hao Ren sighed.

"Yes, we need to pick a few key sales areas to test." Sui Zuyu said.

"I want to go somewhere." Mu Yan said.

"Are you going to take the test?" Hao Ren asked in surprise.

"I can not go?"

"The testing environment is generally very poor, especially because our target market is not first- and second-tier products, and we often have to go to the wilderness." Sui Zuyu explained.

Seeing that the two of them disagreed, Mu Yan became angry: "Do you think I'm the company's vase? How could I miss such an important material."

"Well, I want to correct you, you are not the company's vase." Hao Ren said very seriously.

"Yes." Mu Yan was satisfied with this answer, Hao Ren's second half of the sentence almost made her bite her tongue.

"There can only be one vase for the company," Hao Ren emphasized unhurriedly, "It's me."

……