The TV advertisement of Polestar's first mobile phone is not too innovative in terms of style, and the methods are relatively mature, but compared with the advertising of domestic mobile phones such as Bird, Lenovo, and TCL at this time, it is still a little more international.

Of course, that's not the point.

In order to achieve centralized coverage, in the three days before the launch of the A100, Polestar Electronics directly smashed 10 million on TV commercials alone!

Although it is because the price of the ad hoc contract is a little higher, it is probably unprecedented.

Luo Dong strongly opposed this plan that Zhang Ru proposed to Xia Yu at first, but Zhang Ru made him agree with a word.

"For a new brand, laying 100 million in three months is too far worse than this. ”

Luo Dong woke up like a dream.

In fact, it's not a complicated theory, it's just that he has been stuck in the thinking framework of the overall plan, and he has forgotten a little bit - MP3 is much smaller and more concentrated than the mobile phone market. Polestar is fighting a new battle, which should be counted as zero.

It's just that this will break the previous plan, so the budget will increase a little, after all, there will be a lot of temporary advertising resources.

Xia Yu was noncommittal about this, but intuitively felt that he should do so.

On the other hand, the interpretation of Polestar Electronics' entry into the mobile phone market and the announced series of plans in the media has finally reached its peak under the hype of intentional or unintentional, and after the overwhelming positive and negative opinions and reports have appeared, everyone seems to be a little tired, of course, waiting for the official sales of the A100 to come out and then follow up.

What can Polestar Electronics, which has only taken a few months to create the pinnacle of the MP3 market in China and even its peers around the world, bring to the mobile phone market?

Can the ultra-low-cost mobile phone of 588 yuan be truly accepted by the market?

A lot of people are waiting to see.

Some insiders even jokingly blocked it on different occasions, among which the first week sales and one-year sales of the A100 became the most concerned topics.

Knowing that Polestar used to like to shout slogans and shipment targets, many media outlets used various methods to spy on Polestar Electronics, but this time Polestar didn't know why, no matter where they called. Eventually, all earned in the PR department. And Liu Na, the beautiful public relations director who has always had a good relationship with everyone, is tight-lipped.

Just as he was about to abandon the line, suddenly, on the first day before the launch of the NJStar A100, an inconspicuous tender announcement broke the peace.

Nanyue Mobile's contract machine partner, the just-released NJStar A100 is impressively listed!

……

On April 10, a small media conference was being prepared in the Flower Room of the banquet hall on the second floor of Conrad Yangcheng.

At the sign-in place, Duan Fei just lowered his business card and turned around to sign his name, and then ran into an old acquaintance, Long Binghua, a young reporter from Sohu IT.

The 28-year-old Duan Fei is already a reporter at the level of "first brother" in the industry, and he is also the object of Long Binghua's study.

He quickly signed the back. Then he caught up with Duan Fei and asked in a low voice: "Brother Duan, did you receive the news before? Nanyue Mobile didn't go through a preliminary list announcement for this bidding, why did you suddenly join Polestar?"

"No, I also received a unified press release, but it must be the result of Polestar's efforts. ”

"But this is not normal, this is not the style of an old state-owned enterprise!"

"Interests in the market are paramount, and state-owned enterprises are also enterprises, and they also have their own strategic goals. And that's interesting, think about how Polestar Electronics has deflated international giants in the MP3 market......"

"But the technology and market of mobile phones are much more complex......"

Long Binghua has not reported on the MP3 market. That's the line of his other colleague, whose previous impressions of Polestar were mainly based on various sources, and only recently have they become straightforward and rich.

In his opinion, Polestar's trajectory in the MP3 market is indeed exciting. From the perspective of the capital chain, it is also frightening step by step, and every time it is close to gambling, which is not the appearance of a normal enterprise in itself.

He couldn't help but say this: "Brother Duan, do you think Polestar Electronics can still set off a storm of change in the MP3 market?"

Duan Fei looked at Xia Yu, who had not appeared in public for a long time at the door of the press conference, and smiled suddenly: "It's hard to say. Let's go, we are all lucky enough to be witnesses. ”

……

This press conference was given at short notice, so it was really small. But adhering to the heaviness that is unique to Huaguo Mobile.

Duan Fei, like other reporters, rushed up to Xia Yu to ask questions as soon as he came in, but he was firmly stopped outside the rostrum.

But this is not difficult for Luo Dong, in order to grab the exclusive news, he has already summed up a series of tricks.

I saw him withdraw from the crowd and stand guard at the door, taking advantage of the fact that the other two guests and their respective assistants had just entered the door to greet each other in the crowd, and then quietly appeared inside.

He was wearing a suit, and after tearing off the media badge, he put on a corsage that he had touched out of nowhere, and followed them through the security group in a few steps before the people on both sides reacted, and then came to Xia Yu who had just sat down in a sliding step.

Time is urgent, Duan Fei can't be polite: "Mr. Xia, can you tell us about your expectations for A100 shipments?"

"It's you", of course Xia Yu remembered Duan Fei, and hung up a lot of his phone calls in the past two days: "I'm sorry, we don't have a clear goal for this, so we don't dare to draw conclusions lightly." ”

Duan Fei scratched his head and changed the question: "What do you think of the current mobile phone market pattern in Huaguo?"

"It's a bit of a big question!" Xia Yu winked at him, "Polestar Electronics is just here, it's a learning, and we hope to close the gap with the industry leaders as much as possible......"

Duan Fei was anxious: "Please, Mr. Xia, this is not your style!"

Xia Yu shrugged innocently: "Oh? What style do you say I am?"

In fact, it's not that Xia Yu deliberately wants to lower his profile, but that Polestar's recent limelight is enough, at most, throw a quick firewood into the fire of public opinion that has cooled down a little, and burn it more.

It's better to wait until it's almost extinguished to be a tinder!

However, looking at Duan Fei in front of him, he remembered an idea that was born before.

When Polestar acquired Panda Mobile, it was faced with countless intricate news, and it would have been difficult to sort out the clues without Xiang Ligang's early information and the various news they tried to find out later. So he had the idea of setting up an independent department responsible for spying, collecting and analyzing business intelligence in the mall.

Veteran investigative journalists and analysts are good candidates. And Duan Fei is one of the candidates he likes.

He retracted his thoughts, glanced at Duan Fei, who regretted his face, and said with a smile: "That's it, after this event, let's have a coffee together." ”

Duan Fei's eyes suddenly lit up: "That's great!"

……

The press conference began quickly, and Lin Zhenhua made a report on the results of the dozens of mainstream media present on behalf of Huaguo Mobile Nanyue Company - this was the usual practice at that time - and then went to the main topic half an hour later to officially announce the latest revised product list of Nanyue Mobile.

Nokia...... Sony ericsson...... Association...... Waveguide...... Polestar Electronics!

When the name of the A100 appeared, there was a shock in the venue, and there was even the sound of a pen falling to the ground.

"Did I hear me right, 300,000 units?"

"yes. More than the other four combined...... There's something greasy about this!"

"Who knows, it's big news anyway!"

Well, this press conference is indeed temporarily for Polestar Electronics, a guy who has come out halfway, in fact, among the five shortlisted companies, even if it is for the face of Nanyue Mobile, the highest one who finally attended the scene is a vice president, and even Samsung is the director of the market strategy department.

I can't afford to lose that person!

Everyone knows that as early as the end of March, Nanyue Mobile has announced the list of several mobile phones and companies selected for the first batch of customized machines. At that time, there was not even a word about the A100 of Polestar Electronics.

However, just like Xia Yu kept "instilling" the concept of Lin Zhenhui: NJStar A100's ultra-high cost performance and excellent industrial design, especially its reputation among young users, is a mobile phone that must not be missed in the mobile customization machine solution.

For operators, the most important factor in choosing a customized machine. In addition to the premise that the system is in line with the promotion focus, it must be linked to the promotion policy at that time.

For example, in the 3G and even 4G era, in order to compete for users, the three major operators are quick to use the knife in order to grab the iPhone, and the chairman-level talks appear every once in a while.

After this big premise. Only then will the price, brand, quality and other factors be comprehensively considered.

The South Polestar A100 of Polestar Electronics has experienced and felt the level of Lin Zhenhui in the latter points, and it has a very obvious advantage - that is, word of mouth. Especially the word-of-mouth of young audiences.

The year 2005 was an important campaign for China Mobile to continue to vigorously promote the "Dynamic Zone" package program for young people!

As its largest and most profitable branch, Nanyue Mobile must come up with the most beautiful report card!

Xia Yu also took a fancy to this, so he determined the goal of focusing on Nanyue Mobile in a short period of time, rather than Nanyue Unicom, where his brother-in-law was located.

In just one week, Xia Yutong met with Lin Zhenhui three times in various ways, and successfully invited him to the A100 press conference, and finally persuaded Lin Zhenhui in a secret negotiation the day before yesterday.

Of course, he also made a lot of concessions.

The comprehensive production cost of the A100 has now reached 490 yuan, and the ex-factory price he is ready to give to retailers is between 520 and 530 yuan, while the price he promised to Lin Zhenhui is 510 yuan.

This means that the number of mobile phones that were previously used to subsidize 1 million units is likely to reach 1.5 million or 2 million units!

This is a big killer, almost at the moment when Xia Yu spoke, Lin Zhenhui filmed the version, and decided to temporarily add A100 to the list of customized machines, and become the main user-subsidized model in the next few months.

The first purchase volume was a staggering 300,000 units!

Okay, in fact, Xia Yu's heart is also dripping blood, but in order to make a lot ......of money in the future, let's endure it!