The manager of the advertising and marketing department of the Sony Group did not know how to deal with the advertising problem in his bedroom, but a meeting about Daqian was going on in Sony's top conference room.

This was not an ordinary meeting, but a meeting of Sony's board of directors, and basically all the directors and shareholders of Sony showed up at the meeting, and it was our poor Daqian Group that was discussed.

The meeting was chaired by Nobuyuki Idei, Chairman and CEO of Sony.

"Directors, we are gathered here today to answer their questions about the company's operations and to consider how to deal with emerging competitors!" Nobuyuki Idei made an opening remarks, "First of all, I would like to invite Mr. Yoshihiko Miyauchi to speak and ask questions on behalf of all directors!" ”

"Everyone!" Yoshihiko Miyauchi stood up, and then looked at the dozen or so directors present and said, "Today, on behalf of most of the directors of the board of directors, I question, that is why, as the inventor of the VCD disc, and the first to commercialize, in 1982, the first to launch the world's first digital disc player CDP-101, Sony, actually lagged behind in the VCD, and the market has begun to be frantically bitten by a Chinese company, what is going on!" ”

"Why did Sony, as the pioneer of optical discs, not take the lead in developing VCDs, but let a Chinese company take the lead?"

Yoshihiko Miyauchi's voice fell, and many of the directors present showed serious dissatisfaction on their faces.

Indeed, the commercialization of VCDs is indeed the first to be explored by Sony.

Since 1975, Sony has been researching CDs and their storage and playback devices, and in 1982, Sony's first CD player in the world led the world's trend.

But what Sony's directors didn't expect was that as a pioneer of optical discs, they lagged behind in VCD, and now the entire VCD market is actually occupied by Daqian.

You know, according to the information obtained by the directors, the number of users of Daqian VCD has exceeded 1.5 million, and people are still frantically attacking the number of 10 million households, you must know that Sony Group has sold CD players all their lives, and has not sold more than 10 million units so far, which is simply terrible.

"The situation is like this, in fact, as early as 1991, when the RM protocol was just launched, we have already started the pre-research work on VCD, and even have quite mature design drafts!" Nobuyuki Idei stood up and looked at the angry shareholders in a conference room, and could only sigh.

At the same time, the projector behind it appeared a drawing of a machine similar to that of a modern VCD design.

"It's just that after our market research, my colleagues in the marketing department at that time thought that VCD had no value in development, so the group temporarily shelved the research and development of VCD, until now!"

"Hehe, this is strange, VCD is such an epoch-making product, why does the marketing department think that there is no development value? Could it be that the people in the marketing department are all-eaten? Yoshihiko Miyauchi asked angrily.

"No, the marketing department came to a conclusion after a detailed investigation!" "At that time, the marketing department conducted a very detailed market survey with a total of 20,000 people. ”

"They interviewed 20,000 consumers and asked them if they would be willing to buy a VCD for 200,000 yen, and more than 98% of the respondents at that time explicitly rejected the recommendation to buy a VCD!"

"Because our market has long been occupied by video recorders, every household uses video recorders. Although the picture quality and sound quality of VCD will be much better than that of the video recorder, there will not be too huge a gap, and the video recorder has a video tape burning function that VCD does not have. ”

"The VCR can burn the program that is being broadcast on the TV directly into the videotape, but the VCD cannot, because if you add a burning function to a video, you need to add an additional 1.2 million yen in cost, which is obviously not acceptable to the market!"

"At the same time, the price of a video recorder is also expensive, the price of an ordinary video recorder is as high as 200,000 yen, and the price of a high-end video recorder can reach the level of 400,000 yen.

"Finally, and most importantly, we at Sony are one of the largest video recorder manufacturers in the world, accounting for 28% of the entire Fuso video recorder market. So at that time, the marketing department thought that there was no need to replace the VCD with VCD, because we could also rely on selling the VCR to make this part of the profit! After Nobuyuki Idei finished speaking, the conference room became a lot calmer.

In fact, this last one is the most important one, who would want to smash their own jobs!

None of the people who can sit here are stupid, on the contrary, they are all human spirits, so Nobuyuki Idei's explanation is very understandable.

Understandable is understood, reality is reality, the reality is that Sony is a fool, a big mistake, because Daqian has asked 1.5 million Fuso people to replace their video recorders with VCDs.

"Then why did Daqian Group do what we couldn't do?" Yoshihiko Miyauchi asked again.

"I think it's mainly because of their marketing policy, which is really a genius and bold policy, and it's terrifying!" Nobuyuki Idei sighed, "According to our research, although the price of Dazen's VCD is as high as 300,000 yen per unit, they sell it with a monthly membership fee of 2,000 yen. In this way, this consumption becomes insignificant in the consumer's feelings, and it is no different from buying a game cartridge, and there is no huge replacement cost. ”

At the same time, Daqian is very active in promoting their CD-ROM content strategy, burning a large number of CDs, which contain rich and interesting content. Unlike TV stations, after having VCDs and CDs, viewers can watch the content they want to watch anytime and anywhere, and the cost of CDs is much lower than that of videotapes, so that viewers can buy CDs in large quantities and get more content. ”

"Together, these two points have led to the popularity of VCDs. So I must admit that in terms of marketing strategy, it was a mistake of our leadership, and it was a huge mistake for us not to develop such a creative and effective marketing policy! I'm willing to take responsibility for this mistake! "Nobuyuki Idei took responsibility very barely.

"Mr. Chairman, please don't misunderstand, our meeting is not to determine responsibility, let alone to let anyone take responsibility, we just want to sort out the situation of the whole thing!" Yoshihiko Miyauchi hurriedly said.

Sony is still thriving under the leadership of Nobuyuki Idei, and the data of various financial statements are also very beautiful, so the directors of Yoshihiko Miyauchi will not mess up and remove Nobuyuki Idei.

"So Mr. Chairman, what do you think is how far Daqian's VCD market can develop if we ignore Daqian and don't interfere?" Yoshihiko Miyauchi asked.

"Ladies and gentlemen, after three days and three nights of deduction and estimation, our leadership has finally come to the following conclusions!" Nobuyuki Idei cleared his throat and said, "We believe that under ideal circumstances, without any interference with Daqian, Daqian's VCD will eventually replace the video recorder, and all the video recorders in the 27.23 million households in Fuso will be replaced with more advanced VCDs, and Daqian will occupy all 27.23 million households with televisions." ”

"And what are the consequences of this?"

"Not to mention the profits from the sale of VCDs, and more importantly, Daqian will firmly control the TVs of all families."

"Because Daqian has promoted the project of light and shadow supermarket together with VCD, and in the eyes of our senior executives, in fact, the value of the light and shadow supermarket project is still above Daqian VCD itself, which is the most important link!"

"According to our survey, Daqian has reached cooperation with 78% of domestic cultural companies, and these cultural companies have begun to burn their cultural products on CDs one after another, and then put them on the shelves through the light and shadow supermarket, and then share them with Daqian."

"In this way, Daqian will be able to firmly control the national cultural market through the light and shadow supermarket, and form a monopoly completely!"

"As a simple example, you can imagine that if there is only one brand of supermarket in Fuso, and at the same time there is only one brand of convenience store, and this brand and company control the national supermarket retail platform, all manufacturers in the country must be approved by this company and approved by them before they can be put on the shelves! How scary is this company? ”

"At that time, there will be such a situation, and the president of this company will only need to say a word, and a food company with a capital of more than 10 billion yen will cut off all sales in an instant and go out of business!"

"As long as the president of the company says a word, a toy company that has just been established for no more than two days will become a leading enterprise in the country."

"Even in the end, if the president doesn't like to eat green peppers, and then he orders supermarkets and convenience stores across the country not to sell green peppers, then the people of the whole country will follow him and have to change their eating habits, and they can't even eat a mouthful of green peppers!"

"I believe everyone here can understand how terrifying such a company is!" Nobuyuki Idei's words made all the directors present shudder involuntarily.

Although they don't like to eat green peppers, their children must eat green peppers!