? Big leader's small computer? Second-and third-tier cities, middle-aged and elderly people, look like iPad and have the same price. Does it feel good? Shanzhai? A person earns a lot of money.
5438+ 10 In June, Jiang Yufei came across a Hong Kong businessman at the airport and went through the security check with T2, so he went forward to ask carefully about the experience of this product. The evaluation of Hong Kong people is very direct: very poor. T2 is a tablet computer just launched by Beijing Yiren Yiben Information Technology Co., Ltd. in July, and Jiang Yufei is the founder of this company.
At the beginning of the year, 37-year-old Jiang Yufei did something that surprised many people in the IT field: he launched a tablet computer product T 1 which was very similar to the iPad, and even priced it at 3,980 yuan (the price of 16G iPad was 3,988 yuan)? This doesn't look like the usual practice of IT companies in China. They usually follow Jobs' products with a low-cost strategy. This is really a product that makes people sweat. The experience of Hong Kong businessmen is not unique. By Jiang Yufei's own admission, there are many problems in the experience of one book per person.
Jobs never thought that such products would make money in China soon. According to the data provided by Jiang Yufei, the current monthly sales are close to 80 million. Maybe Jiang Yufei himself couldn't think of such a result.
At the beginning of the company, Jiang Yufei initially wanted to make a slightly larger handwritten electronic organizer, because he acquired the technical team of former celebrity electronic organizer. After making it, he found that wireless internet access became a trend and did not push it to the market. After adding the network backup function in 2006, Jiang wants to make a PDA. Kindle with Internet access thinks that the built-in e-book is more promising, so it adds the e-book function on the basis of handwriting and Internet access. When the model product was launched in June 2009, the Internet access speed was very slow because the IE problem was not solved. ? We asked Microsoft Research Asia to help us solve this problem. But the time didn't catch up, and the weakness of that model was the slow internet access. ?
Even compared with domestic IT manufacturing companies, one copy per person is an amateur company. When I first heard that a UE design needs tens of millions, Jiang Yufei claimed? Surprised? . Even now, he is overwhelmed by software compatibility, various bugs in the system, and various troubles that a product needs to solve. ? Impossible, the water in this area is too deep. ? Jiang Yufei said.
In September, Zhang Liguo, the founder of XMobileApp, went to Shenzhen for five days to learn about the future market of Android Pad, and met several OEMs and cottage manufacturers. He believes that the quality of Android Pad is uneven at present. Big companies like Samsung or Toshiba are all Foxconn OEMs, while cottage manufacturers are all looking for Mp3 and Mp4 transformation foundries. He also said that a person's quality is better than the average Android Pad on the market.
After continuous trial and error, the first product T 1 was put on the market in June 5438+10. ? Today's iPad is very successful. In fact, for every core technology, Jobs has accumulated for many years! ? Jiang Yufei doesn't think his products can be compared with iPad in technology and experience.
However, Jiang Yufei should be very grateful to Jobs. 1When T 1 went public in October, the response was mediocre. However, after the global listing of iPad in April, it greatly promoted the sales of T 1. This poorly positioned product actually sold 30,000 units. What's more, Jiang Yufei and his team finally know the direction of making money in the future? Tablet computer.
This means that it was not until half a year ago that everyone found the current product direction. ? At first, I wanted to call notepad, PDA, portable computer and so on. Until the iPad came out, we classified it as a tablet computer. ? Fang said. T 1 was quickly replaced by T2, and Windows CE loaded on T 1 was also replaced by Google's Android system at T2. Fang is one of the founders of One Book for Everyone. He used to be the deputy general manager of Lenovo Software Division and Lenovo FM365, and now the company is responsible for product hardware and Internet business.
For almost all the technologies in this family? Piece together? Original handwriting technology is the only core asset of the emerging company. In 2009, in the case of only one model product, Lenovo invested one person180,000 yuan. ? At that time, the directors mainly considered that there would be a market for this product and there would be genuine core technology. Of course there is a team. ? Ouyang Xiangyu, managing director of Lenovo Investment, said.
What really works may not be how advanced the original handwriting technology is, but that the original handwriting technology and the special customer orientation have produced different market effects.
Special customers are middle-aged people who can't play IT products. The target group of this product is government workers and business people aged 40 to 50, who are not adaptable to electronic products and are more accustomed to handwritten input. For them, handwriting is an obvious temptation. The above-mentioned Hong Kong businessmen said that they value the convenience of handwriting and sending and receiving emails. ? Compared with young people who receive sufficient information, middle-aged and elderly people living in second-and third-tier cities are more likely to be bombarded by advertisements and less sensitive to prices. ? Jiang Yufei said.
For second-and third-tier cities and people in their forties and fifties, Jiang Yufei's team has enough experience.
In the past ten years, we have created two famous brands together with Du, an entrepreneurial partner? Remember the stars and memorize them. In 2004, the team took out 82.09 million yuan to make Haojixing the king of CCTV electronic products. Later, Bei Jiajia and memorable stars were sold to Acorn International, a TV shopping background. After Acorn International went public in the United States in 2007, two shareholders withdrew one after another in search of new opportunities. They want to copy their past success by giving everyone a copy.
From a beautiful back to a beautiful memory, for Jiang Yufei, it is just a product form, and customers are parents who pay for their children.
Jiang Yufei is gratified that the marketing method does not need to be changed. It's just that the battlefield has shifted from newspapers to the internet. One book per person is facing a mature market, but it is a new field where users are immature. At the beginning, Jiang Yufei wanted to make this product, because he often saw on the news that some government officials used pens to draw pictures during meetings, and everyone brought several notebooks. If it is replaced by electronic products, it may be a new market. Analyzing demand and finding products is the experience brought to him by past history. He thinks pen input is in line with the habits of most people in China. Moreover, this is why the price of one copy per person is similar to that of iPad. ? Pricing should be in line with our market positioning. ?
The actual sales situation proves the strong spending power of this group of middle-aged and elderly consumers. Jiang Yufei said that at present, 70% of the sales of one book per person come from second-and third-tier cities, and government procurement and gift orders have made great contributions to sales. Among the monthly sales of about 200 one-person-one counters in Dinghao Building, Zhongguancun, Beijing, the company's orders account for about 70%, and the main purpose of the products is to give gifts.
Sales channels are also a place where Jiang Yufei has confidence. Most of these sales channels come from channels that have recorded stars well. Feng Yang, the agent of Chongqing, even started to cooperate with this team when his back injury was good. At the same time, the executives of one person and one book also participated in the sales agency companies in some core provinces. ? When we push down, the execution efficiency is very high and the speed is very fast. ? Jiang Yufei said that there are now more than 400 branches in China, most of which are in shopping malls, and a specialty store has been opened in Hangzhou.
As before, everyone promoted products through high-density advertisements from the beginning. This makes many people know that each person has one share. ? We now spend more than 6.5438+million on advertising every month. ? Jiang Yufei said. However, according to him, this is nothing compared with the monthly sales of 80 million. ? So sometimes our advertisements are also called to dealers, hoping that they will seek our cooperation and expand the market. ? Fang said.
In May, Wang Chun decided to buy a T 1, the price is similar to that of a netbook, which may replace his bulky notebook computer. Wang Chun is the general manager of Yubei Seed Trading Company in Chongqing. He said that T 1 is just like a bigger business PDA and a smaller tablet computer, which just meets his needs. ? It is mainly convenient to carry, and then I will use it to browse the news and write something by hand. The most inconvenient thing now is that you can't use online banking, online shopping and transfer money. ? Later, he changed T 1 to T2, and bought four sets for his friends who talked business outside all day.
Chongqing is the best-selling area for one person and one book. Feng Yang, general manager of Chongqing One Person One Book Sales Company, said that the sales volume in the last two months has increased by more than 50%, and the proportion of retail and group purchase is 46%. Most of the individual buyers are local private enterprise bosses, and the group purchases are basically enterprises, institutions and government agencies. The biggest order in Chongqing came from the local Wuliangye dealer, and a * * * bought 130 computers as gifts to accompany wine.
? But by the end of the year, the list of government agencies will be a little more. ? Feng Yang said. At first, he didn't expect one copy per person to sell so well. One is worried that the price of 3980 yuan is too high, and the other is worried about the impact of cottage products. Later, he found that the reason for the hot sale was accurate positioning. ? In fact, some customers also have Apple iPad at home, but they can't use them. ?
Jiang Yufei was relieved by the feedback from Hong Kong businessmen instead of being depressed. He even called it the most wanted feedback. One person, one book later, emphasized one sentence in the advertisement:? Big leader's small computer? .
Jiang Yufei said that he does not reject all kinds of questioning voices. ? Now, besides the iPad, what else can be named? ? His next plan is to continue advertising to this industry? Do popularization? . This year's CCTV advertising tender, he prepared to bid 65 million, and the result failed. ? However, the budget remains unchanged. We will vote again. ? Now the advertisement for one person has appeared on CCTV 10, and will also appear on CCTV news channel 20 1 1.
For Jiang Yufei, it is still necessary to continue to learn from the iPad. Early next year, Foxconn, Apple's foundry, will produce a T3. ? It's really different now. We still have to make products seriously. ? ;