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Mountain View, USA, headquarters of the American Starstar Group.

"Ning, this is this week's evaluation report!"

Standing in front of Ning Xiang was a secretary about thirty years old, she had a black head, brown eyes, a thin face, but a long height, exuding a shrewd and capable temperament from the inside out.

Ning Xiang, who was reviewing the Ipod marketing report, raised his head, put his index finger on the bridge of the nose of his glasses, and took Wen Jiàn over to review it first. He has short, clean hair, sharp eyes, pursed lips, and a stern and solemn impression that always makes his subordinates dare not violate.

As a small Chinese senior official of Chenxing Technology, Ning Xiang is the president of product design designated by Song Chen, which makes many people dissatisfied. Moreover, Ning Xiang's introverted and silent character, meticulous attitude at work, and strict requirements for blame and perfection of design plans have a great conflict with the casual and free Caucasian - of course, how much of this is due to prejudice and arrogance, it is not clear.

In fact, the reason why Ning Xiang is not very popular in Chenxing Technology is that his personality is one thing, and the bigger reason is that he has no achievements at present, that is, his reputation is insufficient! Even Middle Eastern Arabs know that the Ipod is from Tony? Fadell's creativity, but the fashionable and exquisite appearance and the atmospheric aluminum metal shell are all from Song Chen's hands, Chenxing Technology has helped Song Chen to open the strategic products he wants to subvert the entire music industry, and the whole can be said to be honored!

IPod staged unimaginable success in the European and American markets - after that, Ning Xiang "parachuted" Chenxing Technology, in the eyes of many Chenxing Technology employees, Ning Xiang's harshness in design details and dull personality are just a means to hide his inner cowardice, can not change his embarrassing status quo in the company.

Fortunately. Tony? Fadell supports Ning Xiang's work, on the one hand, this is Song Chen's request, on the other hand, Ning Xiang's excellent execution and grasp of details can interpret Chenxing Technology's products to the outside world: fashion! Exquisite! Perfect!

Despite being secretly boycotted by employees, Ke Ningxiang's status in Chenxing Technology is second only to Tony? Fadel. This is not Song Chen's requirement, but Song Chen's corporate culture that has been specially created since the beginning of Chenxing Technology.

Different from other companies, in Chenxing Technology, the design team led by Ning Xiang is the core of the entire company, and the designers are simply in charge of design, without dealing with the financial department or considering the cost. There is no need to consider how the materials used in the design are used in production...... Procurement and project managers are looking for parts required by designers all over the world, just to meet the requirements of the design department with Ning Xiang as the designer, and directly to Tony? Fadell report.

When a new product, such as the 2nd generation of the iPod, is confirmed, the entire team is organized to sign a non-disclosure agreement, and sometimes even physically isolated - which of course leads to the displeasure of the core staff, but it is implemented without compromise!

To make room for the team responsible for this sensitive new project. Some office areas are cordoned off or guarded, effectively establishing a secret project within the company that is only the responsibility of the executive team, and making it independent of the entire company's organizational structure.

Once the second generation of iPods has started product design, it moves on to the so-called npp phase, or the new product process, which is an execution document that describes each step of the new product development process in detail, and it maps out the various stages of the development in detail: for example. who is responsible for completion; Each of them is responsible for what is responsible for each stage and when it is completed, etc., and the product is evaluated once a week.

The company's senior management will carefully check every product that enters the opening process every Monday, because Chenxing Technology currently only has one iPod and the second generation of Ipod, and the products are scarce, so this can be done. No evaluation will be postponed to the next – which means that none of the product's critical decisions will be made within two weeks.

What Ning Xiang was holding in his hand was such an assessment report.

He looked at it for a while and asked, "Alice, an email to Sharp in Japan, when will the 1.8-inch 1og micro hard drive be put into use?" I want to be sure of the time! In addition, we faxed to the French battery supplier that some of the batteries of the first-generation iPod were overheated, and this matter must be solved as much as possible, otherwise we will terminate the purchase contract between the two parties! ”

"Termination?" My boss's English is not very good. Alice must be careful to confirm what the other person wants to express.

Ning Xiang said with a faint expression: "Stop!" Just express what I mean, and the other party will understand the consequences! ”

"I see!"

"I still have to take a closer look at this assessment report, and I will sign it later, you go out first!"

"Okay!"

The atmosphere of China Chenxing Group is not good, and the United States is no exception, the ambiguity between the boss and the beautiful secretary did not start because of Song Chen, but the lustful boss will always affect the atmosphere of the office more or less. For example, Eric of googLe? Schmidt, he and his sexy and coquettish secretary have a lot of scandals.

There are many high-level people who play ambiguous, but there are more people who are loyal to their emotional concepts, Ning Xiang is such a person, except for his wife and children who came to live in the United States with him, he is unapologetic to other women.

Otherwise, his secretary would not be a thin woman who is always expressionless.

Ten minutes after Alice left, she knocked on the door again and walked in, and she said, "Ning, Tony asked you to go to the office!" ”

Ning Xiang raised his eyebrows, but nodded quietly. His office away from CEO Tony? Fadell's office is close enough to get to Tony within a short walk? Fadell's office.

See Ning Xiang, Tony? Fadell groaned: "Ning, there is not very good news, Samsung has just released two mp3 players at the same time!" ”

……

The digital age has given many things new concepts, and music as the embodiment of fashion is certainly no exception, but after the digitization of music, the huge volume of consumer electronics that carries music products has not been able to satisfy music fans.

After all, fashion is fashion, and the birth of mp3 players has given digital music a makeover, not only losing weight, but also becoming the darling of the Internet; The surge of MP3 has not only promoted the exhibition of related websites and software, but also launched a huge market.

Samsung has been involved in the production of consumer electronics for a long time, although it missed the world's first mp3 player, but the wake up of Samsung soon became a behemoth with fangs, as of December 2ooo, Samsung has already run two products.

The photoyepp that ran in January last year was even more amazing, not only earlier than the Ipod, but also more functions, and it is also the world's first mp3 player that can play dynamic color LCD images.

It's just that photoyepp itself does not have permanent built-in memory, but uses a removable 32mBsmartmedia card as a storage medium, which is completely incomparable with the Ipod that can hold a thousand mp3 songs, and cannot be compared with the influence of the "Ipod economy" created by Chenxing Technology.

Not to mention, the advent of iTunesstore rewrote the entire history of popular music, and it subverted the music industry in all aspects. In an interview with the media, Murray believes that the biggest feeling after he acquired a large amount of storage is: "The physical meaning of music such as tapes and CDs has disappeared, the mantra of people greeting each other has been replaced by 'what's on your iPod', and playlists have replaced records as the mainstream mode of music appreciation!" ”

In this context, if competitors want to defeat Chenxing Technology, which has initially integrated software and hardware resources, they must look for weaknesses: that is, Chenxing Technology is currently extremely thin and can even be said to be the only fist product: Ipod!

The iPod is expensive, with an unbelievable price of $499, which not only makes the iPod self-determined in China, but also isolates most consumers. Fortunately, the emergence of the ITunes store has boosted the sales growth of the Ipod, because the genuine resources purchased by ITunes can only be played in the Ipod, and such an exclusive decision naturally leads to the dissatisfaction of other companies, especially the competition.

Lee Kun-hee is the same, the most beloved little girl is willing to degenerate into Song Chen's "qingren", which has never been able to let Lee Kun-hee go, and there is a wave of anger hidden in his heart, waiting for the opportunity to vent it to the young man he admires the most and at the same time hates the most.

There is a fact circulating on the Internet that to beat an Internet product, it is definitely not a product with the same function. By the same token, the product that beats ITunes is definitely not another ITunes!

Li Kunxi hates Song Chen, but it does not prevent him from making a wise decision to "promote his strengths and avoid his weaknesses", Samsung Electronics has a strong industrial chain integration ability, if you want to open a similar Ipod, it is not difficult at all, although Sharp was the first to master the micro hard disk technology and push it into the application, but Samsung Electronics also has enough technical reserves. If you want to invest resources, it will be a year or two at the latest, not to mention that Sharp has a competitor Hitachi.

Lee Kun-hee's only concern is that it is easy to open a similar mp3, but it is another thing to be popular with the market, with the stylish appearance of the Ipod, it is still difficult to open the American market, if it were not for ITunes to push it at a critical time, and in the peak sales season around Christmas, the iPod would not have led to a complete out-of-stock like the end of last year.

Therefore, after thinking about it for a while, Lee Kun-hee decided to launch the tried and tested "machine sea tactic", just like Samsung Electronics' "mobile phone strategy".

In mid-February 2oo1, South Korea's Samsung Electronics launched two important MP3 products again after a gap of four months, a very thin card-type MP3, priced as high as $299, still using flash memory...... Although there is no intention to target Chenxing Technology, keen industry reporters still smell the provocation across the Pacific Ocean.

"It's finally here!"