The era of breaking waves

This confirms Hao Ren's pessimism about the domestic mobile phone market at the beginning of the year. In 2004, amidst the aggressive counterattacks of foreign companies, domestic mobile phone manufacturers went from the joy of a large-scale recovery of lost ground to the worry that their market share would be severely squeezed. It took less than a year.

Most enterprises have adopted the strategy of all-round attack in high, medium and low-end markets, enclosing land in the low-end market, increasing market share, and suppressing competitors.In the high-end market, establish a brand image and obtain high profits.The fourth quarter has not yet ended, and all mobile phone manufacturers in the country have released nearly a thousand mobile phones.Crazy machine sea tactics and smoky price wars have severely squeezed the profit margins of domestic and foreign mobile phone manufacturers.

This situation is especially unfavorable for domestic mobile phones. The high-end market is limited by research and development capabilities and brand premiums, making it impossible to break through.The low-end market is burdened by scale costs and profits are limited.Under the front and back attacks, the four major foreign brands firmly stood in the high-end and low-end markets, and the domestic mobile phones were neatly packed, all crowded in the middle price range of 1000-2500, strangling each other, which was very tragic.

At 10 o'clock in the evening, Hao Ren had just stepped into the house, before changing his slippers, when Mu Yan called.

"Are you home?" Mu Yan asked anxiously.

"Here we are, changing shoes." Hao Ren held the earphones between his shoulders and opened the shoe cabinet as he spoke.

"Look at the financial news at ten o'clock on TV, something happened to the expedition terminal." Mu Yan said.

"What can happen to Yuanzheng?" Hao Ren watched an interview with Ma Weiping, the person in charge of Yuanzheng's terminal on TV a few days ago, saying that Yuanzheng is undergoing a profound change and will give everyone a surprise next year. Listen to Mu Yan's news In the tone of the phone, there may not be any surprises, but there is a high probability of shock.

"You watch TV first." Mu Yan didn't explain, but insisted on asking Hao Ren to turn on the TV.

The remote control on the table was tapped, and the TV screen paused for a few seconds and a picture appeared.

A group of people held red slogans saying "It's shameful for the company to default on wages, who cares about the interests of the employees, and pay back my hard-earned money" and shouted around the front of the expedition terminal building.The security guards of the building were on standby, guarding the door vigilantly. A group of reporters with long guns and short cannons shuttled through the crowd to shoot, and the scene was chaotic.

At this time, the host of the live broadcast room began to introduce the background.Yuanzheng Electronics Group is one of the earliest electronic information companies in China. It is not an exaggeration to be called the pioneer of the electronic industry. All products.

The Yuanzheng terminal under siege in the news belongs to the Yuanzheng Electronics Group, which is the first brand that produces mobile phones in my country. As early as 1998, it established a joint venture brand with the internationally renowned brand MOT, and launched its first in 1999. cell phone.

With the help of foreign technology and capital, Yuanzheng began to move towards the fast track of development. In 2000, it sold 164 million mobile phones, of which 65 were sold domestically and 99 were exported, with a net profit of more than 5000 million. In 2001, it sold 400 million mobile phones, of which 280 million were exported, with a net profit of more than 6000 million. In 2002, two major events made Expedition Terminal a hot topic. One was the successful listing in Hong Kong, which became the target of capital pursuit.The second is that Expeditionary Terminal became the king of CCTV, and won the prime package with 1.06 million yuan, shocking the entire industry.Afterwards, the marketing strategy of Expedition Terminal became more aggressive and high-profile, celebrity endorsement, Miss China Digital contest, etc., one wave after another, the limelight even suppressed many foreign companies for a long time.

Laymen watch the excitement, while experts watch the doorway.Although the expedition has occupied the news topic for a long time, hidden dangers have already been buried.On the one hand, the cost of cooperation with MOT is extremely high.Nearly half of the profits are allocated to MOT every year, and the funds left for research and development of expedition terminals are far from enough, so they have to rely more on MOT technology.

On the other hand, Yuanzheng’s aggressive marketing investment has placed a heavy burden on the company. The model of branded beauties and advertising airplanes and cannons may work in the era of wild market. When the market competition is fierce and consumers have so many choices, it’s just a few words of saliva. There is no way to harvest consumers indefinitely with slogans.In the first half of this year, Yuanzheng Electronics' sales reached 10.2 billion, but its net profit was only a pitiful 250 million. As soon as the semi-annual report came out, it immediately became the laughing stock of the industry.

Ma Weiping, the person in charge of the expedition terminal, is an out-and-out businessman with a natural sense of money. In every stage of his past life, he was lucky to step on the market outlet.It's really a good wind, relying on strength, once reached the top of the blue sky. At the peak moment, Ma Weiping once held 4 listed companies by himself, and the scenery was infinite.

However, it was his shrewdness that shattered the expedition terminal dream.

Ma Weiping is keen on splitting companies and going public to make a fortune. Ma Weiping, who plays with capital operations, can be described as crazy.His high-profile marketing methods are designed to make investors have full confidence in Yuanzheng, so that the stock price will soar all the way and the management will be able to make money.The money game is confusing, no one in the company cares about the product itself anymore, the packaging is everything.The cowhide is blowing loudly, but consumers are so easy to deceive, and product quality problems are frequently exposed. In the Internet age, this negative evaluation can easily become a buzzing trend, and fame can be achieved, and reputation can be lost.

Until the capital chain of the expedition terminal was broken, the employees of the company were still in a dream, Ma Weiping’s speech of conquering the world was still in his ears, and the tone of excitement and passion was unquestionable.As a result, the employees who were owed wages, one or two, gathered into a group, embarked on the road of rights protection, and became the protagonist of social news.

Seeing this in the news, Hao Ren thought of ATT, a communications company in the United States at the same time. It has the most successful private laboratory in the world and has produced many Nobel Prize winners. It is a paradise that scientific researchers in the world dream of.It derives huge monopoly profits from the telecommunications industry, spending 3% of sales on research and development work in its laboratories.World-famous inventions such as transistors, semiconductors, computer science, radio astronomy telescopes, and the C language all came from this company.

It is really ironic that such a company will spend a lot of money on cutting-edge technologies that cannot be put into production in the short term, but end up in the greed and short-sightedness of capital.When managers discovered that the best way to make money was not to make a company's products the world's leading edge, but to hype and go public, ATT was continuously split up and listed independently, until some uncompetitive businesses were left, and a generation of kings burst into flames. collapse.

Hao Ren turned off the TV and got up to call Mu Yan back.

"I saw it, but I didn't expect it to fall down when I said it," Hao Ren couldn't help but sighed.

"Yeah, now I realize how wise your previous suggestion is. It's really risky. Fortunately, we didn't get involved in their arms race. If I spent so much money, wouldn't I be a sinner? It's too careless." Mu Yan thought of the budget he submitted earlier, although he didn't put all the company's efforts into marketing, but this year's situation is not as good as last year's, and if Hao Ren didn't stop him, it might still be too much. Now that I think about it, it's really true A little scared.

"It's not so serious. I was really short of funds at the time. I wanted to use the limited amount of food and grass on our research and development shortcomings, but I didn't expect that the expedition could do this. You are not such a radical person, our company With the style of taking one step and looking at three steps, it is impossible to do such a desperate thing."

"This market is too cruel, and the ups and downs are just a blink of an eye."

"It is true, but we are us, and the expedition is an expedition. Don't let it affect our progress. Money should be spent as it should be spent, and it can be spent wisely." Expedition is only one of the competitors. It is hard to say how much influence Yaohua has.The fact that Mu Yan was so nervous was nothing more than putting himself in the shoes of others. Hao Ren didn't want Mu Yan to be restrained because of this. Blindly seeking stability is not suitable for an entrepreneurial brand.

"Will there be fewer and fewer companies left in this market?" Mu Yan asked.

"Not necessarily. China's communication market is just in the ascendant, and it will soon break through the 1 million mark. With such a big cake, who can resist such a temptation? More and more manufacturers will join the battle, and the days of hand-to-hand combat are long." Although He couldn't see the phone, but Hao Ren subconsciously shook his head and sighed.

"There's nothing we can do but be prepared."

"Yes, but don't think too much, go to bed early."

"Okay, good night."

The phone hung up, and Hao Ren lay on the sofa by himself in a daze for a long time.Hao Ren has met Ma Weiping of Yuanzheng several times. A few years ago, he was a high-ranking speaker at the Outstanding Entrepreneur Summit, and Hao Ren was one of the many learners in the audience.At that time, he was radiant, talking about national enterprises and independent innovation, and every word and every sentence made everyone present excited.Now, it has indeed ended like this, which is really embarrassing.

As Hao Ren thought about it, his eyelids became heavier and heavier, and he didn't know when he fell asleep.

The office in the Expedition Terminal Building was already empty. Due to the hasty evacuation, documents and papers were scattered everywhere, the potted plants that were knocked down were toppled, and the spilled soil left messy footprints.

In front of the huge French windows of the president's office, Ma Weiping stared blankly at the darkness of the sky fading away, and the street lights on the street went out one by one.

Since knowing that the group has abandoned the expedition terminal, they intend to completely clean up this bad asset.He has been standing here for a whole night, from the bloody setting sun to the pale east, the setting sun and the moon rising, his thoughts are full of thoughts, reviewing his entire life.

It took him more than 20 years to go from the countryside to Shanghai, the most prosperous city in the country, from a farm boy who was looked down upon to a company president who was always waited on by others.He considered himself a lucky man, and every time he ventured, there was a powerful force behind him pushing him.Every time others questioned what he was bragging about, he did it. After a long time, he didn't dare to have any doubts about his random thoughts.

He remembers one of his underdogs saying, "I didn't do anything wrong, but I lost." Now, that's all he wants to say out of his mouth.

When all the brilliance gradually faded away, Ma Weiping suddenly realized that in the past, he was just standing in the direction of the wind by accident, and he followed the trend in everything he did, and the right and wrong were all covered up by the trend.Things have changed now that things have changed, and I am just a front wave who was shot to death on the beach, and it is difficult to turn around.

It's all over.