Chapter 1750 The effect of advertising and direct sales stores
Like the Japanese market, China's two major operators, Liansu and Dentsu, also sold out 1 million units of DreamStars each within 15 minutes after opening their pre-sale platforms.
Japan is a little better. The total population is only 150 million. The number of potential users of smartphones of the right age is only 60 million at most. 1 million units are sold to SoftBank Group. Although it is not many, it is not a lot.
China is different, with a population of more than 1.5 billion, and potential smartphone users of more than 800 million. Even if we are a little more harsh, the number of people who can afford high-end smartphones is at least 300 million, which is enough for Japan.
5 times, and only a little more - those young people aged 18-24 who have no spending power can always find money to buy fashionable and dazzling DreamStars and IPHONEs.
Taking into account such gimmicks as "getting the phone for free" and "deducting the monthly phone bill as a gift", there are at least 100 million people who want to buy a DreamStars contract phone.
So if you think about it, how can just 2 million units of DreamStars be enough to meet the needs of at least 100 million contracted units?
Especially for large companies, large state-owned enterprises, etc. where telephone expenses can be reimbursed, those senior white-collar workers want to take advantage of this even more.
Faced with the frenzied buying of at least 20 million people, at a ratio of ten to one, only a few people could grab it, and many more people saw the "sold out" page before they could even reach out.
It is worth noting that this is different from the past life. In the past life, even when Xiaomi mobile phones were selling like crazy, everyone’s perception of their quality was lower than that of Samsung and Apple.
But in this life, everyone's evaluation of DreamStars is definitely not inferior to that of IPHONE, and in many aspects it even surpasses IPHONE - something even foreigners crazily admire, and it will naturally be more popular when it comes back to China.
What's more, Xiao Qi is a person who is good at learning. He has learned from Samsung's indiscriminate advertising. You can see advertisements for DreamStars and DreamPad everywhere, both at home and abroad.
Print media, TV media, paper media, the three major media platforms in the world have never stopped advertising.
Many people have misunderstandings about advertising. They think that once the brand is established, there is no need to burn money.
They actually don't know that advertising must bombard people's nerves for a long time and continuously, in order to form a kind of thinking reaction and truly penetrate into people's hearts.
A very famous example of this is the infamous Melatonin and Golden Partner. The overwhelming advertising has turned them into star products, with the sales number one in the country!
If Fairy Company's products want to leave a deep impression on the minds of people around the world, it will take two or three years. It is simply impossible.
In fact, according to Xiao Qi's idea, Fairy Company's advertising can continue forever.
In the previous life, Samsung could spend 20%-30% of its sales revenue on various advertisements for more than ten consecutive years, but Xiao Qi was confident that he could spend 10% of his net profit on advertising seriously.
And Xiao Qi is very smart. Although he advertises, except for the initial advertising of DreamPad to gain fame, from then on, except for his own wives, he will never invite any big stars.
Xiao Qi used the saved endorsement fees to increase the quality and quantity of advertisements. Although the quantity of advertisements was increased, the money did not increase much.
What's more, there is no airtight wall in this world. It was soon known that Japanese female celebrities did not pay for endorsements, but instead paid to appear in DreamPad and DreamStars advertisements.
The effect of this is very good. Both Hamasaki Ayumi and Amuro Namie have once again become popular in Japan. Even the albums that have declined have been released. The number of newly released albums by the two of them has soared by more than 500,000.
This shows how their high exposure can enhance their reputation.
Since the effect is good, there are many people who want to follow the trend.
It is easy for celebrities to get money, in order to make themselves more famous and earn more money. Whether it is Europe, the United States, mainland China, Taiwan, Hong Kong, South Korea and other places, there are many
A few celebrity agents approached me and wanted to see if there was such an opportunity.
Xiao Qi's original intention was not to accept money from Japanese brokerage companies just to make money. Therefore, even if there was such a good opportunity to make money, he ordered Mi Jiayan, the head of the advertising department, to strictly examine all aspects of these celebrities'
The information must be of good enough character.
right.
You read that right, the director of the advertising department is Mi Jiayan.
Poor beauty, she just came back from the Spring Festival vacation. Not only was she arrested by Xiao Qi to be responsible for the opening of fairy stores around the world, some of her original jobs were not lost either.
Therefore, whether on the plane or in the hotel at night, Mi Jiayan is always busy working with her mobile phone and computer.
For this reason, Mi Jiayan cursed Xiao Qi more than once, just like Director Huo, who stabbed Xiao Qi's villain.
Fortunately, Xiao Qi did not send Mi Jiayan out alone. Starting from India, Mi Jiayan's entire new store opening team has exceeded 50 people, plus local consulting company personnel, related companies, etc., usually
The size is about 100 people.
They are responsible for the overall planning and specific transaction processing, while Mi Jiayan is only responsible for summarizing and making decisions. Although it is a little more complicated, it is not the hardest one.
On the contrary, so many people surrounded her and listened to her instructions, reporters and cameras were everywhere, and there were even fans screaming to welcome her to open a local Fairy Direct Store... This feeling of being watched by everyone,
This kind of superstar treatment gave her a sense of ecstasy.
In the second step of opening fairy direct-operated stores, Xiao Qi mainly opened them in second- and third-rate countries, such as Russia, India, Southeast Asia and small South American countries, etc. The total number was about 30.
In addition, developed countries with mature conditions can also open several more.
Xiao Qi expects to open a maximum of 50 direct-operated stores in 2008, and just add a few more every year. There is no need for Nokia and Motorola to have direct-operated stores in every city - even if they have so many, they are not bankrupt.
Yes? So there is no inevitable connection between the number of direct-operated stores and the quality of your development.
Don't underestimate the affairs of Fairy's direct-operated stores. Although each direct-operated store only has about 200-500 employees on average, the work there is all-encompassing and is very important to Fairy Company.
The current consciousness is different from that of ten years ago, or even five years ago. Direct-operated stores do not only have the function of sales.
Under the advocacy of Gang Leader Qiao, directly-operated stores have become a place to experience and experience new products, but their role as sales is slowly decreasing.
Even after a few years, Xiaomi mobile phones, OnePlus mobile phones, Meipai mobile phones, Huawei mobile phones, etc. are not sold in physical stores at all. They are all shipped through logistics express delivery. You can’t even experience many manufacturers.
I can only see what’s in the promotional video and what’s in the advertisement.
Of course, Xiao Qi is not as extreme as Xiaomi and others. He feels that it is still necessary to maintain a bit of the experience style of a direct-operated store.
Even going one step further, it is also a very good thing to treat the Fairy Direct Store as the image and project of a Fairy Company.
Therefore, Xiao Qicai spent a huge amount of money to make each Fairy Direct Store beautiful and beautiful. It must have a technological and fashionable atmosphere and be consistent with the overall temperament of the country. This has stumped many architectural designers.
company.
But as the saying goes, there must be brave men under great rewards. After spending an average of 2 million US dollars to get a stack of design drawings of a direct-operated store, and after spending an average of 20 million US dollars to build each direct-operated store, the Fairy Direct-operated store
It has become a landmark building in the city where it is located. In addition to being technologically fashionable, it also has a sense of beauty. From the fact that people often stand outside the Fairy Direct Store to take photos as a souvenir, we know how popular they are.
There are also many boring people who took pictures of all 70 Fairy Direct Stores and put them on the Fairy Company website to judge which ones are the most beautiful and popular.
At first, Xiao Qi thought this was a game for boring people. Unexpectedly, as soon as this multiple-choice question came out, more than 50 million people participated in the vote within ten days. The final result made people dumbfounded. Anyway, the number of fans in any country is
Which country has your favorite fairy store? There are almost no exceptions.
When the DreamPad is sold separately, all marketing expenses of the Fairy Direct Store are funded based on shares.
Since DreamStars has also been sold since the end of last year, various DreamPad shareholders have proposed that half of the total operating expenses be used as the standard, and then the capital contribution will be based on the proportion of shares.
Xiao Qi had no objection to this. He did not rely on this small amount of money to make a fortune. Clear accounts were the best basis for cooperation, especially when dealing with foreigners.
However, Gang Leader Qiao also made up his mind and came over to ask Xiao Qi if he wanted to sell some DreamStars shares as well.
The young man naturally refused.
The profit and vitality of mobile phones are of course far greater than that of tablet computers.
The key point is that Xiao Qi is not short of money, but he sold 20% of DreamPad shares in order to better diversify risks and avoid being framed and suppressed.
Xiao Qi is now more than twice as powerful as he was a year ago, so there is no need to sell shares to make allies.