The brand of Amy (Amy/AMI) mobile phone, or Gu Cheng suggested that Lei Jun name it, was finalized at the end of last year, and has been vaguely promoted in this caliber for several months. Pen "Fun" Pavilion www.biquge.info

The way of propaganda is nothing more than all kinds of pretending to leak news and break the news.

This name was not contradicted by Lei Jun, and it was more or less in tune with his original intention.

In another time and space,The reason why Xiaomi mobile phones are called Xiaomi,The core brand concept lies in the word"Mi":Pinyin"mi"When written as a LOGO,The "M" was deformed,Written as a vertical point in a vault,Plus the "I" next to it,Together, it looks like a "heart" word turned upside down,And remove the point on one side。

The meaning of this symbol is to "use a little heart" to strive for perfection and provide users with the most cost-effective and lean mobile phones.

Later, the reason why it was called "Xiaomi" was nothing more than because the State Administration for Industry and Commerce could not register a trademark of a single word, and the trademark of a single word was not easy to identify, so a "small" was added casually.

Therefore, Gu Cheng wants to change it to "Aimi" mobile phone on the basis of "rice", and Lei Jun will not resist.

The reason for this is that Gu Cheng has three main intentions, until many years later, Lei Jun still remembers what Gu Cheng said to him at that time, and later decided on the brand name.

"We have the NICONICO network, and we have 'Ai-chan' (AI), a virtual singer that has been launched for more than two years, and now our Vocaloid software has developed to the second generation, and 'Ai-chan' can not only be used to synthesize singing voices, but also to easily identify dance animation input files, and it is already a complete virtual idol.

On the other hand, we have invested a small number of shares in iFLYTEK and have deeply cooperated with them in artificial intelligence in speech recognition. Our own user preference artificial intelligence has also been running in for more than two years under the leadership of Zhang Yiming, and it can be used for commercial use - therefore, on the new Aimi mobile phone, we want to equip 'Ai Sauce' as a voice assistant to help users make phone calls with voice recognition, play songs, and also help users push content in the application market and official content market.

The name AI-MI just means that this is a mobile phone that uses 'Ai-chan' to endorse and 'Ai-chan' as an exclusive artificial intelligence assistant.

In addition, although the name Aimi is a purebred Chinese name, its English writing can easily make other foreigners who do not know English mistake it for a European and American brand, which will be helpful for future promotion in Southeast Asia and South Asian markets. ”

Lei Jun agreed with the previous points that Gu Cheng said, but he had doubts about the last point:

Are Southeast Asian monkeys really that stupid? If you call Aimi mobile phone, others will think that it is a domestic product or a European product? Not really, right?

Fortunately, Lei Jun didn't care much about the overseas market at the beginning, so he didn't bother to think about whether this effect could be achieved in the future.

However, in fact, Lei Jun didn't know that in another time and space, those Southeast Asian monkeys were so stupid - Xiaomi, OPPO, and VIVO in later generations sold very well in Southeast Asia, and Xiaomi achieved the absolute "No. 1 sales of Chinese brands in Asan".

On the contrary, Huawei mobile phones have been dying in Southeast Asia after they became awesome in China.

Later, after market research, it was found that the reason why Xiaomi sells well is entirely because it takes the cost-effective route and is cheap, and it is not that this brand has appeal in Southeast Asia or the three countries of Argentina. The reason why Huawei hit the street is that it is not cheap enough, and on the other hand, it is a Huaxia brand when the name sounds.

And OPPO and VIVO are not cheap, and they were once called "factory girls who don't have IQ and can't understand the configuration" in China, so that they once became synonymous with "factory sister machines".

Such a not cheap mobile phone actually sells well in Southeast Asia, which is said to be abnormal.

The final survey results are that at least half of the Southeast Asian users who bought OPPO and VIVO mistook them for Mi products because these two brands only use pure English letters as trademarks. Southeast Asian monkeys feel that "it is equivalent to 2,500 yuan, if you buy a mobile phone of the United States brand, it is still cost-effective".

Although Gu Cheng is determined to export East Asian culture and does not want to rub off on the popularity of the ideological output of the United States, since he wants to use the name "Amy" in his heart, he accidentally happens to be more foreign, so he uses it.

……

The first day of the Internet is coming soon, and the publicity firepower of Aimi's mobile phone has been fully opened.

The iron fans who have always been full of YY and Gu Chengxin are naturally willing to be guinea pigs and test the waters of Aimi mobile phones.

And Lei Jun also fully took into account today's consumption power, and after discussing and playing with Gu Cheng and Ding Sanshi, he finally set the price of Aimi 1 at about 2000 yuan - now it's only 08 years, and there are really not many people who are willing to pay for high-priced machines.

Even if it is 2,000 yuan, it is still the result of Gu Cheng's repeated insistence and game. Otherwise, Lei Jun still wants to use his Internet thinking to engage in "shipping at cost price, opening up the market for the Android system, encouraging more software manufacturers to develop APP for the Android ecosystem, and raising the price in the future".

LEI JUN'S REASON IS ALSO VERY SUFFICIENT: EVEN IF IT IS STEVE JOBS ON THE OTHER SIDE OF THE OCEAN, WHEN THE IPHONE JUST APPEARED, IT WAS STRONG FOR LESS THAN THREE MONTHS, IT WAS SOLD IN JULY LAST YEAR, AND IN OCTOBER IT WAS CRAZY BECAUSE OF THE ECOLOGICAL NO RESPONSE, THE ORIGINAL VERSION OF THE SMALLEST MEMORY IS ONLY $199, THE HIGH-END VERSION IS $299, ACCORDING TO THE EXCHANGE RATE, IT IS 1500 TO 2200 YUAN.

Aimi's mobile phone sells for 2000, and Lei Jun still feels that it is not enough "Internet thinking".

However, Gu Cheng used the authority of the major shareholder in the pre-issuance decision-making meeting, and united some high-level executives to persuade Lei Jun to change his mind - this is the first time that Gu Cheng has firmly reversed Lei Jun's mind since he let go of YY Electronics for more than four years.

"Gross margin is the dignity of a business and brand. We can engage in promotions, engage in activities, and spread marketing costs more, allowing net profit to be almost zero. But we can't reduce the gross profit margin to below 20%~25%, which is the bottom limit of dignity. If a company's gross profit margin is too low to win market share, the capital market will eventually spurn the company, and the brand reputation will be ruined. ”

Lei Jun does not believe this statement, because he is not a person in the future and has not experienced the "Internet money-burning brand crash" that occurred in 2019 in later generations.

That wave of crashes originated from the tepid popularity of Didi Dache in later generations, as well as the eventual demise of UBER in 2018 and the bursting of the bubble of the "ecological anti" story told by LeTV. In 2019, the thorough reflection and general liquidation of the global capital on "burning money to buy users" kicked off, and a large number of shared bicycles, shared charging treasures, and shared XXX were almost all finished.

There are only a few takeaways left, because there is no traditional industry to compete with, and a new market has been opened up, so although they can't make any money, they don't have to burn it anyway, and they are barely operating miserably.

Since then, financial capital has been able to recognize a reality at the source: it is okay to lose money, but please lose money on advertising and marketing expenses, so that the users you get are at least real. But users must not be allowed to "make money" from the business, if it is directly lost to the user, it is not called business, it is a drum and flower of deception.

And the "gross profit margin" is the most straightforward proof of whether a company has a benchmark for users to "make money" - if the gross profit margin is negative, it means a possibility, that is, the "wool party" can buy a large number of products lower than the cost price, and then resell them for a profit, so the degree of user volume is simply impossible to see. If the "gross margin" is positive, it can at least ensure that "every user who buys your stuff really needs your product".

It is precisely because of this cognition that although the Amazon company in later generations also lost money, its market value was very stable - people adhered to the basic conscience of "gross profit margin must be earned, and if you want to lose, you can only lose on net profit margin".

Jingdong, which has always advertised itself as a benchmark against Amazon, has been spurned by the world after that wave of capital depreciation because the gross profit margin has been losing or almost unprofitable.

It's a pity that Lei Jun didn't know all this, and the "Internet thinking with a negative gross profit margin" has not been spurned by history now.

Since it doesn't make sense to reason with the ancients, Gu Cheng can only be arbitrary. Even if the cooperation experience is poor, there is no way, history will prove right.

……

Lei Jun's acceptance of this price is only the first step in the success of Aimi's price strategy, and the final result depends on the degree of purchase by the majority of consumers.

To tell the truth, before seeing the real thing, just listening to some of the performance data leaked out by the official, ordinary people who are not Gu Cheng's fans are still quite skeptical.

Many people are holding "YY electronics can also make mobile phones?" This kind of test takes people as guinea pigs, and is embarrassed to sell it so expensive? "The mentality looks lively.

Regarding this argument on the Internet, fans have refuted it with "Apple also changed careers to make mobile phones, and it didn't come true", and slightly suppressed those black fans who couldn't tell any real evidence.

But more "rational black" that "puts facts and reason" is not so easy to deal with.

"APPLE'S IPHONE IS NOT DOING WELL, GO OVER THE WALL TO SEE THE FEEDBACK FROM THE OLD BEAUTIES ON THE INTERNET, AND THE RF PERFORMANCE IS A SCUM. YY Electronics also started as a consumer electronic product, although it has been five years, e-books and MP3 are really good, but it is estimated that Apple is the same. ”

"I HEARD THAT IT IS A CAPACITIVE FULL TOUCH SCREEN, BUT THERE ARE THREE IN A ROW OF BUTTONS, MORE THAN THE IPHONE, AND IT DOESN'T LOOK SIMPLE. It's hard to say whether the system card is not carded,I heard that Android is an open system,At present, HTC and Coolpad, these Wanwan, domestic brands are also engaged in it,Samsung heard that there are also plans to intervene。 Moto and Nokia have no intention of getting involved. With such an open-source system, there must be various problems with APP compatibility. ”

"The 4.7-inch screen looks atmospheric,But it's so big,According to the selling price of 2000 yuan,Plus Gu Cheng has always emphasized'YY Electronics is a company that does gross profit margin',It must not be the retina screen of Samsung and LG system,It is estimated that it is obliquely distributed。

"2000 yuan should be Qualcomm's basic QSC6085 or MSM6290 set, I can't afford to use any good CPU, and the APP can't afford to play any smooth games. It is estimated that there will still be a bunch of applications that focus on watching films, reading books, reading comics, and listening to music, combined with Ai-chan's artificial intelligence assistant to push some content. ”

For these technical reviews, we have to wait for the release to explain it all.