October 2010.

The iPhone 4 mobile phone, which has just been launched in the Huaxia region, has completely detonated the Huaxia market this autumn and has become the hottest and best-selling product.

For many urban white-collar workers, the iphone 4 mobile phone is a symbol of status and grade like Chanel and LV bags.

Over time, a sense of superiority has gradually spread among Apple mobile phone users.

"Do you know, today I went on a blind date, and when I took out my iPhone on the phone, the eyes of the girl opposite lit up!"

"Dude, my college class, the people next to me all use Android phones, after I took out my iPhone, the people around me looked at me, this feeling is so sour, Sensei said!"

"A few bigwigs downstairs who use Apple 4, the younger brother is envious, but the price is too expensive, I can't afford to hurt if I don't eat or drink for three months, I can't afford to hurt!"

"If you don't set the price of the Apple 4 mobile phone a little higher, and don't open up the gap with you ordinary people, how can you show the gap between people?"

This netizen's point of view immediately won the approval of many people.

Wealthy netizens immediately said: "If it is also the price of big road goods, can I still see it?"

He said the thoughts of many netizens who bought the iPhone 4, what they want is this full sense of superiority, to buy products that ordinary people can't afford.

......

Man is a very strange creature, and at a certain time, he will behave in a way that is beyond his reason, and maybe in a few years, he will find his behavior childish and ridiculous, and even regret it.

For example, some girls who chase stars, in order to be able to see a star they like very much, are even willing to spend their savings and spend a huge amount of money to buy a ticket to the meeting.

One day in late October, when Liu Yun passed by the company's corridor, he heard many subordinates, especially many management, whispering, and seemed to be enthusiastically discussing a certain gossip issue.

He glanced at these people with some confusion, but he didn't show much curiosity, and walked directly towards his office.

Yoyo's management still has a strong sense of belonging to the company, and with their current income, it is not difficult to buy an iPhone 4 mobile phone. However, they are very conscious, and they all use YOYO series smartphones during work, and the iphone 4 in the bag will only be taken out when they get off work.

Of course, this default unspoken rule of the workplace is only implemented in the middle department of the company, and there will be no such requirements for grassroots employees.

Liu Yun did not buy the iPhone 4, although today's Android machine has been used for a long time, and there are indeed many problems, but as a boss, this example must be made.

Not long after he sat down, Wu Qiang ran over in high spirits.

"Old Wu, is there something?" Liu Yun looked at him and asked with a slight frown.

"Mr. Liu, that's right. Wu Qiang pulled a chair and sat down and replied, "According to the information I received, Samsung has launched a new Android machine, and they seem to have lost hope for the system they have developed." ”

Liu Yun quietly glanced at the icon at the bottom right of the computer, and said secretly: Judging from the time, they have been late for a while, and they have already lost the opportunity. ”

"And Nokia, which chose between Android and Microsoft for a long time, chose the latter. Wu Qiang showed a hint of concern, "It is said that Microsoft is also laying out the smartphone side and will launch a new version of Windows Phone, which I think is a threat." ”

At this point in time, many people will naively think that the future mobile phone operating system will be a three-legged situation.

Microsoft's prestige, as well as that prominent qualifications are really placed over there, the so-called name of the person, the shadow of the tree, plus another mobile phone giant Nokia, many mobile phone manufacturers see such a giant cooperation, and they can't help but show some worry in their hearts.

The predecessor of Windows Phone is Windows Mobile, when Microsoft found that Windows Mobile is a mobile phone operating system, can no longer resist the menacing IOS, and Android system, it remade and developed a new upgraded version of the system Windows Phone, and they are gearing up to do a big job.

Only Liu Yun, who has come from here, knows very well that this long battle, which seems to be like the Romance of the Three Kingdoms, has been divided into winners and losers in just one year.

Nokia's smartphones, and Microsoft's mobile operating system, Windows Phone, have failed in an almost irreversible decline and at a frightening pace.

By next year, Nokia, which was once the overlord of the mobile phone industry, officially declared bankruptcy because of this layout mistake.

Wait a minute~

Liu Yun suddenly remembered that the blog that had been abandoned by himself had long been abandoned, and as early as 2007, he predicted that within five years, Nokia mobile phones would go into decline.

At that time, I was young and frivolous in order to attract people's attention, and I deliberately wrote this on my blog.

It is true that Liu Yun has a soul in his thirties in his body, but the function of his body is 22 years old, which is an age of strong blood.

Your bodily functions, biological age, is the one that controls your brain and behaves in a way that is appropriate to your age, not your soul that is a few years older.

But at this time, Liu Yun, who was already standing at the top of the pyramid, regretted it a little. He had already passed the stage of attracting attention, so he quickly made up his mind to delete the blog immediately.

On the day Nokia officially declared bankruptcy, a group of melon-eating netizens flocked to the market, and all they saw was a few words - the page did not exist.

"Mr. Liu, are you thinking about Nokia's threat?" Wu Qiang looked at Liu Yun frowning slightly and fell into deep thought, and couldn't help asking.

"Nokia, Samsung are threats. Liu Yun stretched his slightly frowning brows and said lightly, "But since we have chosen the Android system, then we should stick to it to the end." When it comes to smartphones, I don't think about Microsoft's systems. ”

"Even if we don't count Apple, our main opponents in the market are HTC, Samsung, Nokia, Sony, and the domestic "China Cool Union", that is, ZTE, Huawei, Coolpad and Lenovo, and Xiaomi, which has just entered the market. Wu Qiang crossed his fingers and counted them one by one, "OPPO, which has shares in our company, and VIVO are not included." ”

Liu Yun pondered for a moment and replied: "The so-called 'China Cool Alliance', only Huawei has real potential and strength. As for foreign mobile phone manufacturers, our key opponent should be Samsung. As for Apple, why don't we count it?"

Wu Qiang thought for a while and said, "Because compared with most Android machines, Apple mobile phones are not a price point in the first place. Frankly speaking, how can a product between different price points be considered a competitor. ”

Liu Yun shook his head and said, "Competition is everywhere. Man is a strange creature, they like to compare, they like to show off. The appearance of the iPhone just satisfies their vanity. Consumers can buy the latest smartphone from YOYO for only one month's salary, but they would rather save for three months without spending money to buy an Apple 4. ”

After a slight pause, looking at Lao Wu's appearance of wanting to speak and stopping, but unable to refute, he continued: "Therefore, the statement that we are not competitors between us is not valid. ”

For a very long time, the iPhone has been in the market, and many Android phone manufacturers will take it for granted that they will be the biggest competitors with each other.

It was not until after 2015 that with the continuous improvement of the Android system and the catch-up of domestic mobile phone manufacturers, this competitive landscape was slowly expanding, and there was capital to challenge Apple.

Liu Yun suddenly asked a question: "What is our current predicament?"

Wu Qiang was slightly stunned and replied: "There are many competitors for Android, as well as the strength of Apple's mobile phone, plus the all-out attack of another giant, Microsoft. ”

Liu Yun said indifferently: "Neither." Our YOYO smart phone, the price is very conscientious, the profit is not high, and we try our best to improve the hardware configuration as much as possible. With all these measures, we have gained a firm foothold in the smartphone market. There are two types of consumers in our customers: 1. Those users are elderly, and many of them are middle-aged or older. They don't have a high usage rate for Yoyo's APP products.

2. Young people, especially office workers or students with average economic conditions, are eager for apples but cannot get them, so they have to settle for the next best. ”

Wu Qiang asked again: "Then what kind of response policies should we formulate?"

Liu Yun thought for a while and said with a smile: "The first type of people, we have to fight for." Yoyo has entered the smartphone industry more than 1 year ago and has laid a good foundation. Nowadays, it is necessary to play more domestic high-quality mobile phones, the slogan of national high-quality brands, and use more brains in advertising and marketing, so that YOYO's smart phones become the first choice for most middle-aged people over 40 years old.

This group of people has little interest in Apple mobile phones. Because they are past the age of showing off to their peers, the time to choose has become realistic. Although there is a little money in the pocket, there are too many places to spend money, and Apple's pricing must be denied. So this market must be won.

And then there's the second group of people – young people. This one group is important and even affects the first group. ”

Wu Qiang muttered to himself with some puzzlement: "Will it affect those middle-aged people?"

Liu Yun nodded approvingly and said: "In the group of young people, their first choice must be the Apple mobile phone, and the YOYO mobile phone is their second choice." Our product positioning is to win their favor, that is, to be a qualified spare tire. When they are ready to give up on their iPhones, we are the first thing that comes to mind. ”

Qualified spare tire?

Wu Qiang had a somewhat gloomy face, but found that he could not raise an objection.

In this office, there are only the two of them, so they can speak freely, and Liu Yun has a lot less scruples when he speaks.

On such a private occasion, in the face of his subordinates, Liu Yun's words are direct and sharp, and he will not hide it.

A qualified spare tire, or a spare tire in the first place, is Liu Yun's decisive and ruthless positioning for YOYO mobile phones.

The people he is facing now are not the media, not the public, so there is no need to say some hypocritical polite words.

"The first choice of young people will be the iPhone, but many young people will inevitably not be able to afford the iPhone, so they have to settle for the second. Maybe the YOYO mobile phone will be a good transition product in their eyes, and they will change to the Apple car when they save the money. ”

Wu Qiang smiled wryly, very helpless and cruel.

Liu Yun shrugged his shoulders and continued: "But I don't care, if young people would rather use their savings for a few months to buy an iPhone, it only proves that we are not good enough, and there is nothing to complain about." But I'm pretty sure that these young people will definitely not recommend their parents, or elder relatives, to buy an Apple instead, but will recommend buying a YOYO phone. ”

Wu Qiang showed a look of surprise, but after thinking about it carefully, he felt that it made sense, so he smiled and said, "I understand." These users who buy Apple mobile phones, they will not promote or introduce Apple mobile phones, but will promote YOYO mobile phones, which is simply free advertising, and has a great success rate. Mr. Liu, you are too careful to observe. ”

The more young people use an iPhone, the more people will recommend a YOYO phone to their parents.

If your child is using a Samsung phone, most of the mobile phones recommended to your parents are also Samsung phones.

Liu Yun smiled slightly: "Users spend so much money to buy an Apple mobile phone, although their vanity is satisfied, but there will definitely be a sense of resistance in their hearts, after all, this money is painful, and their expectations for Apple mobile phones will be unprecedentedly high." So...... Why can't we compete with Apple. Our respective models can even surround them. ”

surrounded, and then what?

"Then when the relevant agencies count the sales table, our sales will exceed that of Apple's mobile phones, and our reputation will become more and more famous, and the audience will become wider and wider. It's like the countryside surrounding the city, and Apple mobile phone users are surrounded by YOYO mobile phones. Apple mobile phone users, if they want a sense of superiority, give them well. This sense of superiority cannot be eaten, and we take the popular civilian route. ”

Liu Yun is not worried about OPPO, as well as VIVO's marketing. Today's top priority is to promote YOYO mobile phones in the most effective and cost-effective way.

OPPO and VIVO in another time and space almost monopolize the naming rights of all variety shows, and they strongly insert advertisements at every turn, in Liu Yun's opinion, such marketing costs are too powerful.

When Wu Qiang left, he suddenly remembered something, so he asked: "Mr. Liu, there is a lot of news on the Internet today, have you noticed it?"

Liu Yun asked rhetorically: "Is there a hot search on Weibo?"

That was his first reaction, and he rarely visits the portal these days.

"Of course. There is a high school student who went to a black hospital to sell a kidney in order to buy an Apple 4! Colleagues in the company are discussing this, and those netizens on the Internet are also arguing, after all, they are young people, have no social experience, and are confused by the surface scenery of the iPhone. ”

Liu Yun was stunned, and also remembered this past.