"How to make a fuss?"

Although he had roughly guessed what Liu Chuanzhi planned to do, Yang Yuanqing still asked like a crosstalk actor.

"Look for media and TV stations, preferably at the level of Huaxia Daily and CCTV. If that doesn't work, then look for Economic Daily, Guangming Daily, Science and Technology Daily. Anyway, the higher the influence, the better, and then ask them to write about Lenovo's feats.

A report that vigorously promotes Lenovo."

"I have already thought of the title of the report. It is called "Lenovo and the "Eight-Nation Allied Forces" compete for market. We want to promote it as a life-or-death national defense war," Liu Chuanzhi said.

"Next, I plan to go to the leaders of the Fourth Machinery Department and ask them to give us some help. The first thing is to always pay attention to Lenovo. When Lenovo does well, applaud us and promote us."

"The second is to hope that the Fourth Ministry of Machinery can formulate a number of procurement policies that are beneficial to national industrial development industries such as Lenovo, and require domestic agencies and units to give priority to purchasing domestic products when the performance-price ratio is the same."

Speaking of this, Liu Chuanzhi took a deep breath: "Only through such a multi-pronged approach can we survive this competition with foreign companies and further develop and grow."

"And I have to say that I gained something from listening to Fang Chen's speech this time. I think the banner of national industry is still very useful. If it is played well, it can definitely have unexpected effects."

Liu Chuanzhi clicked his tongue and shook his head.

If Lenovo can survive this competition and develop, he really has to thank Fang Chen.

However, judging from the fierce gleam in Liu Chuanzhi's eyes from time to time, as well as the subtle and unpredictable hatred, he probably didn't intend to sincerely thank Fang Chen.

Anyway, whether it's for Lenovo, for himself, or to fight for his reputation in front of Fang Chen, he must win this battle!

As China's policy spread, or in other words, liberalizing China's home appliance and electronic industries and reducing tariffs, it was originally one of the conditions for China's WTO accession when negotiating with other countries, so multinational companies quickly responded.

.

And it is not the computer industry that bears the brunt, but the television industry.

But speaking of it, compared to the computer industry, which can easily cost 20,000 to 30,000 yuan and has no idea of ​​its use, televisions are the most important consumer product for Chinese people at this time.

Even because of the long-term propaganda of Xiaobawang, most Chinese people have already felt that if they want to learn computers, buying a Xiaobawang learning machine and pressing it on their own TVs is enough.

Why spend 20,000 to 30,000 yuan when something can be done for 500 yuan?

The prodigal son is not that prodigal.

But the problem is, if you want the Xiaobawang learning machine to be effective, you must first have a TV, right?

From this aspect, the Xiaobawang learning machine has actually promoted the sales of TV sets. Domestic TV companies such as Changhong and TCL should issue a big certificate to Fang Chen.

According to statistics from relevant departments, only 549,000 imported TV sets enter China through normal foreign trade channels every year. However, the actual sales of imported TV sets on the market are as high as 5 million sets, most of which are naturally smuggled in.

.

However, now, China has lowered the tariff on TVs to 15%. Some experts have calculated that the 15% tariff on TVs is actually lower than the cost of smuggling.

This means that all five million TV sets sold in the Chinese market every year will be owned by foreign brands, and the sales volume of foreign brands in the Chinese market will skyrocket tenfold.

And these foreign companies believe that as the prices of their imported TV sets drop significantly, their market share in the Chinese market will surely rise to a higher level again.

Especially the Eastern Japanese TV companies, they have even thought that it is easy to copy their brilliant achievements in other countries in China, destroy almost all local TV companies in the area, and monopolize the local TV market.

Panasonic has even threatened to "occupy an absolute share of China's TV market at no cost to US$3 billion" and has set the goal of "defeating a company and squeezing out an industry."

Affected by policy expectations and public opinion, especially the strong offensive of Dongwa home appliance companies, the sales of domestic color TVs continue to be sluggish. As the leader of domestic color TVs, Changhong's inventory of color TVs has reached one million units in just three months, with a total of

The value exceeds 2 billion yuan.

It has even reached the point where it is too late to build a warehouse every month to stack it.

With no way out, Ni Runfeng showed his true nature as a price killer. He said at a company meeting, "Emergency diseases must be treated with emergency medicines. There is only one way to use your own price advantage to fight off the brand advantage of foreign brands."

.”

With the significant reduction in import tariffs, the price difference between Changhong, Panasonic, Toshiba and other Japanese brands is not big. The price of a 29-inch imported color TV is more than 10,000 yuan, and that of Changhong is more than 8,000 yuan.

The price difference between the two 25-inch color TVs is less than 1,000 yuan, more than 6,000 yuan for foreign brands, and more than 5,000 yuan for Changhong.

Ni Runfeng believes that in order to eliminate the brand advantage of competitors, domestic color TVs must be at least 30% cheaper. This is a decisive battle line.

However, Changhong's commercial gross profit at this time is about 25%, so a substantial price reduction of 30% is obviously unprofitable.

Finally, after thinking hard for a full month, Ni Runfeng finally decided to lower the price!

After all, lowering prices may only lead to unprofitability, but not lowering prices will be a dead end.

On the one hand, he strictly ordered the company to tap the potential of cost reduction through management, and on the other hand, he organized a "price reduction war."

At almost the same time, Changhong announced that all varieties of color TVs produced by Changhong would be sold in 150 large shopping malls in 61 large and medium-sized cities across the country at a substantial profit margin, with profit margins as high as 18% to 30%.

Among them, new products and large TVs will have less price cuts, accounting for the most inventory, and the most unsalable products will have more price cuts.

In addition to these methods, in order to attract the attention of the media, Ni Runfeng also rushed to the front line of sales, wearing a red ribbon, standing at the counter of the shopping mall and shouting money, and became a salesperson himself.

Even the brochure of Changhong Color TV clearly advertises: "Changhong has all the functions that foreign products have; all the varieties that foreign products have, Changhong has; all the services provided by foreign products, Changhong provides them; but in the same field, Changhong has

With the same functions and quality, Changhong’s price is 30% lower than foreign products.”

Changhong's price cut storm immediately set off a bloody storm in the color TV market. Domestic color TV brands followed suit. Konka, TCL, Panda, etc. announced major price cuts one after another, completely activating the Chinese people's long-dormant consumption desire.

In addition to following the trend and cutting prices, TCL's Li Dongsheng also made other moves. He not only launched a large number of large-screen color TVs with a size of 29 inches or more to seize the market, but also seized many shopping mall counters from the Dongwa brand.

At that time, most of the golden booths in Yanjing shopping malls were taken over by Dongwa brands. However, Li Dongsheng took a different approach and signed "guaranteed agreements" with each shopping mall.

He promised that the monthly sales per square meter of counters would be no less than 50,000 yuan. If the sales were insufficient, TCL would make up for it with extra money.

Just one month after the "price reduction war" started, Changhong's national sales doubled, and its market share soared from 22% to 35%, surpassing all international brands, and achieving unprecedented results in terms of sales volume and sales.

has become the sales champion in China’s color TV market.

However, what is surprising is that in the face of the fierce offensive of Chinese companies, the Japanese and Japanese companies that had previously clamored to occupy the Chinese market and gain a monopoly position actually stood still and allowed the Chinese color TV companies to cut prices at will and occupy the market.

And after Changhong did this, it not only regained lost territory on a large scale, but also destroyed the more than 60 local and independent color TV brands in various provinces in the country that were still existing.

It is expected that the Chinese television industry will not only make great strides into the era of "a strong country and a weak foreign country", but also move from the Spring and Autumn Period when the heroes were divided into the Warring States Period when the seven powerful countries coexisted.

The TV industry has achieved great success, and the computer industry represented by Lenovo, Founder, and Great Wall is naturally not to be outdone.

After three months of hard research and development, Yang Yuanqing finally came up with "China's first economical computer."

Yang Yuanqing claimed that under the premise of ensuring the same performance, economical computers are 40% to 50% cheaper than foreign brands.

Yang Yuanqing not only reduced the assembly cost of each computer from 150 yuan to 38 yuan, but also reduced the cost of the chassis from the original 500 yuan to less than 200 yuan.

When reviewing Lenovo's economical computers, "HC Computer Business" magazine once said: "The steel plate of the new chassis is very thin and the workmanship is rough, but the advantage is that the cost is low, only 1/8 of the imported chassis."

In terms of public opinion, Liu Chuanzhi is even more aggressive, creating a strong atmosphere for revitalizing national brands.

On April 1, 1995, when the 100,000th Lenovo computer rolled off the production line, he declared that this was a milestone in the national computer industry, and planned a public welfare activity to "dedicate the 100,000th computer to someone"

.

Finally, through reader surveys of major media newspapers, he gave the computer to Chen Jingrun, a famous mathematician who became a role model for Chinese intellectuals because of his research on the "Goldbach Conjecture."

In addition, he also joined hands with local governments to launch the "Lenovo Computer Express" campaign to promote economical computers and Lenovo products in more than 300 cities across the country.

With the amazing low-cost advantage and the boost of the national brand boom, Lenovo's economical computers have swept the country, and Lenovo's market share has been rising.

However, it is similar to the situation encountered in the television industry.

These foreign companies still haven't reacted. Except for the initial wave of price cuts, its prices are still high and indifferent to Lenovo's price war strategy.

Soon, survey data showed that among the top ten companies selling personal computers, Lenovo was promoted to fifth place, becoming the only national brand on the list.

"Jiuye, tell me, why are these foreign brands so stupid? Chinese brands have already drastically reduced their prices. They have been publicized on TV stations, newspapers, magazines and other media, and even played the national industry brand. But this foreign brand

Why are there no movements at all? Are they dead?" Wu Maocai complained with a dissatisfied look on his face.

TCL and Changhong were winning steadily, so he had no problem with it, but Lenovo could actually increase sales by so much and even enter the PC sales rankings, so he was a little reluctant.

You know, for so many years, there has been no trace of Chinese computer companies in the personal computer sales rankings.

Although this is strange, it is not surprising if you understand the development history of Chinese computer companies such as Lenovo.

Lenovo and other Chinese computer companies have only been making computers for the past three to five years. Before 1990, Lenovo was the agent of Hongzhi Computer and Hewlett-Packard.

Everyone knows HP, and Hongzhi Computer is a computer company jointly founded by two Chinese and a Pakistani. Its production base is in Wanwan. Its main sales market is in East Asia, and China is one of its main sales markets.

In 1993, this company, which had only been established for 13 years, had already achieved a turnover of 15 billion Chinese dollars and 2.5 billion US dollars, successfully ranking among the top five computer companies in the world.

Great Wall has been Compaq's agent for a long time.

These major domestic computer companies in China still sold foreign brands three to five years ago and did not have their own brands. It is normal for the Chinese market to be dominated by foreign brands.

"Didn't I say it before? These foreign companies are not that terrible. Although they are not called dead people, they can definitely bear the title of idiots. In fact, speaking of it, Mouri Korokuro, Alan...

Rao and the others have done a good job." Fang Chen sighed with his tongue.

Although these international companies are very powerful, and this power is almost all-round, from capital, technology, management, brand and so on.

But there is a very stubborn problem, that is, there are too many layers, poor communication, and distrust of local people. Basically, the senior management team is parachuted directly from the headquarters.

Originally, the management team was parachuted in. It was already a very bad thing if they did not trust the Chinese people within the company and did not follow the suggestions of the Chinese employees.

Moreover, there are too many layers. A market promotion or new product development plan must first be passed to the Xiangjiang branch and then to the U.S. headquarters for approval.

With Americans' near-impossible work efficiency, it is simply not a big deal to review and approve the proposal of a Chinese market company led by the Xiangjiang branch without delaying a report for two or three months.

This style of work is of course no problem in other markets, but when it comes to democratic centralism like China's, a market where top leaders say nothing is doomed.

The Huaxia branch of a foreign brand has just implemented the plan that was finally approved, and the companies here in Huaxia have changed their tactics again.

As a result, these Huaxia branches still need to go to the Xiangjiang branch and the head office for approval according to the previous process.
Chapter completed!