Regarding the positioning of Shenzhou Computer, there have also been fierce disputes within Shenzhou Technology.

Liu Zhong used to be the manager of Xifeng's Rongcheng branch, and after being transferred to Shenzhou Technology, he served as the sales manager, and now he is the marketing director of Shenzhou Technology.

Before deciding to produce computers, Liu Zhong personally led people to investigate the market. He found that rich people buy high-end computers, ordinary people buy low-end computers, and only those who understand technology and configuration buy mid-range computers.

High-end computers are highly profitable and can show forced style, so Lenovo takes it very seriously.

Low-end computers sell a lot, and their market competition is simply hell mode. Not only Lenovo, Founder, Great Wall, these old brands are doing, TCL, Hisense, these TVs are doing, and even cats and dogs are running to get a piece of the pie. Those small brand low-end machines are actually OEM assembly machines, as long as there are channels, they can sell extremely hot.

As for the mid-range computer, how many people know how to configure technology? Not only is the number of such people small, but many of them choose assembly machines, and their market share is completely negligible.

Therefore, after analyzing the market, Liu Zhong suggested focusing on low-end models, he said: "Continue to do high-end models to highlight our sense of existence." But the focus is still on low-end models, and Shenzhou Technology has cash, and it can also smash a bloody way by advertising. ”

"I agree with Mr. Liu. Shen Fuxing said.

Song Weiyang made a direct decision: "I think the main mid-range model, supplemented by high-end models." When the brand influence grows, then take advantage of the trend to enter the low-end market and kill all those miscellaneous brands!"

"No one buys the mid-range model at all," Liu Zhong said, "and most of the consumers who understand the configuration go to buy the assembly machine." And it is this part of the people who belong to the mainstream users of mid-range models, and ordinary consumers are greedy for cheap, and only recognize the CPU model. Lenovo, Founder, and Great Wall also make mid-range models, but shipments account for less than 5%, and they often have a backlog that cannot be sold. ”

Song Weiyang said: "It is precisely because of the small inventory of mid-range models that this is equivalent to a market gap, and we have no competitors when we go in." ”

Liu Zhong said: "It's not that there are no competitors, but that others don't come to compete, because it's completely unprofitable!"

"This is not in line with the laws of the market. Song Weiyang said.

"But that's the market now!" Liu Zhong retorted.

Song Weiyang said: "Only ordinary people follow the trend, and low-level enterprises follow the market." What we want to do is to guide the market!"

If the mid-range models are easy to sell, can Lenovo, Founder, and Great Wall not pay attention to them? They are not fools. Liu Zhong has been angry, he has been in marketing for many years, and he thinks he is already an expert, and he feels that Song Weiyang is simply unreasonable.

Song Weiyang said with a smile: "The market environment is changing. ”

Liu Zhong spread his hands and said, "Anyway, I didn't see it." ”

Song Weiyang threw out the market analysis report made by Liu Zhong: "You have done a good job in this analysis report, I would like to praise you first." Judging from the content of the report, the domestic computer market before 95 years was actually dominated by mid-range models. The change began with the announcement of the dissolution of Batumi, the influx of international brands, and the forced price war of Lenovo. The victory of Lenovo's price war has led to the continuous transfer of domestic brand machines to the low-end market. They shouted slogans to defend national brands, lowered computer configurations, and used CPU models to advertise to induce countless unsuspecting consumers to buy. ”

"That's right. Liu Zhong said.

Song Weiyang shook his head and said: "This is not in line with the laws of the market. The vast majority of consumer goods, one is dead expensive, one is very cheap, and the other is moderate, and normal people will choose the moderate price. Because it is expensive and cannot afford to consume, it is cheap and afraid that there will be problems. ”

"But that's what happens in the computer market. Liu Zhong said.

Song Weiyang flipped to one of the pages of the analysis report, pointed to a certain set of data and said: "See, from the end of 96 to the beginning of 97, the sales of mid-range models have risen. That's a sign that the market is back to normal, and then it collapsed again in mid-'97, why?"

"Why?" Shen Fuxing couldn't help but ask.

Song Weiyang said with a smile: "The general environment is the result. First, China's economy is sluggish, the people's disposable funds are declining, and computers are high-end consumer goods, and consumers are forced to choose low-end models; second, the global demand for computers has soared, and the prices of various computer accessories have risen sharply, and some of the mid-range models are beyond the acceptable range of ordinary Chinese consumers. You don't have a market analysis report on either of these points, and your market thinking is still lacking. ”

"I'm ......" Liu Zhong blushed, and he stopped talking.

Song Weiyang said: "In fact, China's economy began to pick up last year, especially in the field of consumer electronics. As manufacturers continue to expand production capacity, the price of computer accessories has also fallen. If brands such as Lenovo and Founder are properly promoted and guided, the mid-range models will definitely sell well. But they continue to fight a price war, entangled with countless miscellaneous brands in the low-end market, and deliberately hide configuration information, so that ordinary consumers only pay attention to CPU models. This leads to knowledgeable customers to engage in assembly, ignorant fools are greedy for cheap, and even salespeople take the initiative to guide customers to buy low-end models. ”

Liu Zhong was thoughtful, he was an old salesman for more than ten years, and he had begun to grasp the key points.

"The mid-end market, the consumption potential is huge, and the market is semi-blank, isn't this waiting for us to pick up money?"

Shen Fuxing clapped his hands happily and said, "Then focus on the mid-range model!"

In fact, there is no need for Song Weiyang to guide at all, and the consumers themselves give the answer.

Since the end of 1999, the mid-range market has been quietly picking up, but this change is not significant, and it is almost impossible to see it in the percentages.

Terminal sales agencies are aware of it, but their feedback is not timely, because they need to sell a large number of low-end spots, and consumers are at their disposal. And high-level executives like Mr. Liu and Yang Yuanqing are blinded by the current sales situation, and it is estimated that it will take two or three months to notice.

The timing of Shenzhou Computer's entry is just right!

Now there is only one publicity explosion point left, and if it is aligned with consumers, it can ignite the mid-range computer market.

When Song Weiyang and Liu Zhong discussed market positioning, the time was more than half a year ago, and the mid-end market did not pick up at that time. Song Weiyang is also not clear about the short-term market development, so he made this decision not by relying on the foresight of the traverser, but purely by relying on his keen sense of the market.

In the field of computer sales, Song Weiyang is a complete novice, and from the perspective of a bystander, he can see the market anomaly at once.

As for Mr. Liu and Yang Yuanqing, they belong to the authorities and are a little unruly in the quagmire of the market. As for countless other brands, there must be companies that feel it, but they either don't have the courage or strength, and they dare not easily fight against the existing market environment.