Legend has it that there was a king in ancient times who not only ate all the delicacies of the mountains and seas in the world, but also never knew what it meant to be hungry. As a result, he became less and less appetized and depressed every day.

One day, the Imperial Chef suggested that there was one of the most delicious foods in the world, and its name was "Hunger", but it was not easy to get and had to be hard work. The king immediately decided to go out of the palace with his imperial chef to find this delicacy, and the two of them trekked through mountains and rivers to find it all day, and on a dark and windy night, they came to a wilderness with hunger and cold. At this moment, the imperial chef wasted no time in presenting a steamed bun hidden in the hollow of the tree in advance: "The hard work paid off, and I finally found it, and this is the kind of food called 'hunger'." ”

The king, who had died of hunger, was overjoyed, and without saying a word, he immediately devoured this hard and cold thick noodle steamed bun, and made it the first delicacy in the world.

As the saying goes, hunger is not the choice of food. For a person who is extremely hungry, a hard and cold thick noodle steamed bun will also be regarded as the first delicacy. This simple common sense has been summarized by Western economists as "utility theory". Utility refers to the satisfaction that consumers get from the goods and services they purchase. Utility is different from the use value of an item. Use value is an intrinsic property of an item and is determined by its physical or chemical properties. Utility, on the other hand, is the satisfaction of consumers, a psychological concept that is subjective.

This common sense has been widely used by smart merchants to promote goods or services, and this practice has been dubbed "hunger marketing" in marketing circles.

As a new brand, Guanghui mobile phone did not dare to set the sales target too exaggerated in the early stage, otherwise the company may be dragged to death by huge inventory and supplier payments if there is a little wind and grass at that time.

"We don't have an official name for this product yet, right? Let's call it GPHONE, and the new model that will be launched in the future will be named GPHONE2, GPHONE3....... In terms of price, I think our GPHONE should focus on the market of developed countries such as Europe and the United States in the early stage, and the prices of the two configurations of mobile phones are positioned at $399 and $499 respectively", Jiang Hui didn't need to discuss with others, and directly decided the name of the phone and the price of foreign countries.

In recent years, the U.S. dollar is still very strong, 1 U.S. dollar can be exchanged for about 8 yuan, even if the renminbi continues to appreciate, by the time Guanghui mobile phone is listed, 1 U.S. dollar can be exchanged for about 7.8 yuan. Therefore, the GPHONE of Guanghui mobile phone is converted into RMB, one is more than 3,100 yuan, and the other is 3,900 yuan, which is not low. After all, this is 2006 money.

At this price, the profit margin of Guanghui mobile phones can reach more than 50%, and if the impact of export tax rebates is taken into account, it will be even higher.

"What about the domestic price?" asked Zhu Zhengfeng.

"Let's position 2,888 yuan and 3,666 yuan respectively," Jiang Hui said.

"Is it lower than that of foreign countries? Counting export tax rebates or something, in fact, the cost of our foreign products is lower," Zhu Zhengfeng said.

"That's right, I just plan to set it up like this, and let the people of the Celestial Empire feel the feeling of buying the same high-tech products at a lower price than in the United States. However, in the initial stage, only 20% of the domestic production was given, and the rest was sold abroad."

"If that's the case, it's likely that there will be a situation where it's hard to find a machine."

"That's what you want. In the past, foreigners always played hunger marketing and played very slippery, but this time I also let them see that it is not only foreign brands that people rush to buy."

"Are we going to almost contact the sales channel with the agent?"

"No, we don't take the road of agent sales, I hope that Guanghui Mobile will directly build direct stores around the world."

"In this case, the investment is very large, the upfront marketing cost will be very high, and the impact will not be very wide."

"Don't you think that's in line with our hunger marketing strategy? We're just about creating an atmosphere where you don't just want to buy GPHONE. I don't know if you've studied consumers, especially Celestial Empire consumers. Sometimes the more you can't buy something, the more popular it is. Why do I plan to sell 80% of the production units abroad, while only 20% are left in China? Of course, there are profit margin considerations, but I want to establish the GPHONE brand in the hearts of Tianchao consumers."

In later generations, whenever Apple's new generation of mobile phones was launched, the feast of the scalpers of the Celestial Empire came. Of course, this is due to the reason why Apple did not include the Celestial Empire as the first country, but more importantly, the brand of Apple's mobile phone has been established.

In the eyes of many Celestial Empire consumers, Apple's mobile phone is not only a mobile phone, but a symbol of identity, status, and compulsion. Jiang Hui also hopes that GPHONE can break away from the category of ordinary products and let consumers treat it as a light luxury.

Light luxury goods are a new concept in the fashion industry, and Jiang Hui hopes that the Guanghui mobile phone can also become a fashionable product, not just a mobile phone.

"If that's the case, then we're almost going to start preparing for the location of the store, otherwise we won't be able to catch up with the launch time at the end of the year," Zhu Zhengfeng said after silently thinking about the schedule of the new store construction in his heart.

"Yes, we have to redo all the renovations of our store, and we do need to set aside some time. However, this year, I am only going to build 12 sales stores, so the schedule should be fine."

"Will only 12 be built?

"Imperial Capital, Shanghai, Wuyang, Tokyo, Seoul, Hong Kong, New York, Los Angeles, Chicago, Munich, London, Paris, each of these 12 cities will build a flagship store, and the scale will be expanded after next year. In addition, we can consider cooperating with some telecom manufacturers to launch some contract phones, which seems to be more popular in island countries and other places."

"Mr. Jiang, do you have any requirements in terms of store design?", Wang Mengyu interjected.

"I'll go back and draw some of my ideas for you to refine. Basically, it is the fashion atmosphere that I hope to build, full of science and technology."

"Our recruitment is almost starting after the Spring Festival, whether it is employees from mobile phone factories or sales stores," Zhu Zhengfeng said.

"This is the weakest part of our company, although we have also dug up professionals through headhunting, but after all, everything is difficult at the beginning, Lao Zhu, you have to pay more attention to personnel training, don't drop the chain."

"Well, I understand. We have reviewed the planning of the mobile phone factory internally for many rounds, and we will use as much automation equipment as possible to reduce the need for workers. However, the first phase of our factory construction capacity is only 2 million per month, and even if it is expanded, it will not exceed 4 million, and it may still need to be reviewed for OEM or new factories in the future."

(End of chapter)