Rewrite the Technological Landscape

"In 2002, the total sales volume of notebook computers in mainland China was 931,000 units, a growth rate as high as 56.3% compared with 596,000 units in 2001. In the first two months of 2003, notebook sales increased by 61% year-on-year.

Notebook PC sales have grown almost ten times faster than desktop PC sales. "

Many salesmen in the office showed embarrassment, because they really ignored the fact that computers are divided into desktop computers and laptop computers, for fear that Meng Qian would blame them for not being careful enough.

"Because of these data, I think that notebook computers may be used as a separate field for analysis. First of all, we can see that the proportion of sales of notebook computers is slightly different from that of the entire computer industry. I found that The top ten brands sold last year.

They are: Lenovo, IBM, Toshiba, Founder, Dell, HP, Acer, Tsinghua Unigroup, ASUS, NEC.

Lenovo and IBM still occupy the first two thrones, but in the notebook market, Toshiba jumped to the third position, and in the notebook sales data, we can also see several interesting data.

First of all, in the three regions centered on Yanjing, Shanghai, and Yangcheng, the sales of notebook computers accounted for as high as 67.6%, that is to say, the main consumer groups of notebook computers are concentrated in relatively economically developed areas.

Secondly, young people aged 16-25 accounted for 74% of online attention to notebooks.

What do you think these two data show? "

"Notebooks are a trend." Zhong Yanghui, another sales manager, responded.

"Young people are the main user group of the Internet. Combined with this data, it can be seen that notebooks will enter a high-speed development channel." Wang Yiruo, the company's only female sales manager, followed.

Meng Qian nodded, "Let's continue to dissect the notebook market, let's take a look at the price first. According to the data you provide, price is the first consideration for users when choosing a computer. Is this the case in the notebook market?

I can only say that the influence of price may be more prominent in the notebook market. Let’s look at this set of data. In 2002, the largest price war occurred in the domestic notebook market. The average price drop of all brands exceeded 2000, while Dell , Hewlett-Packard, Toshiba and other international brand notebooks in China have seen an average price drop of more than 3,000 yuan.

Not only that, IBM, which has always regarded itself as a high-end product, directly lowered a ThinkPad by 4,700 yuan last year! "

"4700?!" Many people were shocked, but this is what really happened.

"How can the price reduction of notebooks be so much worse than that of desktops?" Many people naturally raised doubts.

"The first reason is because of the user group." Meng Qian explained while flipping through the PPT, "We can see that in 2002, the proportion of notebook orders from the government and large and medium-sized enterprises dropped by 45%.

In other words, last year most of the notebooks were sold to individual consumers, and the above data tells us that these individual consumers are mainly young people, and at present the spending power of our young people in China should be clear to everyone. Eighty-one million computers are simply unaffordable to the public, and all brand owners can obviously see this level, so price reduction has become a necessity. "

Everyone nodded in approval, and Meng Qian continued, "In addition to the price, there is also an obvious change in the notebook market. All brands have further refined their products and started to hype the concept of personalization.

In 2002, the upgrading speed of products of various brands was significantly higher than that of previous years. On the one hand, it was due to the continuous introduction of new CPUs by Intel manufacturers and the innovation of related notebook accessories. We can see that the mainstream CPU at the beginning of 2002 was about P3 1.0G, and at the end of the year the mainstream became P4 2.0G.

The overall performance of notebooks is getting closer and closer to the configuration of mainstream desktops. You should know why, right? "

"Young people should use laptops to play games!" Several people blurted out at the same time.

"On the other hand, young people like individuality and novelty. Judging from the changes in the mainstream models of major brands, the product life cycle of notebooks is getting shorter and shorter. Now new models are launched almost every three months, and the product update speed is far behind. Far more than a desktop computer.

At the same time, we can see the types of notebooks that are starting to be hyped on the market, such as student notebooks, teacher notebooks, women's notebooks, and entertainment notebooks. "

Meng Qian paused when he said this, and the people below understood that this was waiting for everyone to express their opinions.

"The development of desktop computers is getting slower and slower, while notebook computers are in an explosive period. Although major manufacturers are also aware of this problem, the battlefield of notebook computers has just begun, and everything is unknown."

"And the development of laptops is synchronized with the development of Chinese PC users, which is very important!"

"The vast majority of notebook users are young people, so do they have different needs for computers than desktop computers?" Mo Yongyi asked.

Meng Qian responded to Mo Yongyi's smile that you asked the point, "Let's take a look at the demand survey for laptops. The price is also ranked first, but the second is no longer the brand, but the performance. , and the third place is service.”

"If everyone pays less attention to the brand, it will be good news for a new brand like ours." Zhong Yanghui subconsciously said.

"By the way, everyone has such a high demand for notebook services?" Wang Yiruo asked his own doubts.

Meng Qian explained with his understanding, "Actually, this matter is a kind of pressure on manufacturers. On September 1, 2002, the General Administration of Quality Supervision, Inspection and Quarantine, the Ministry of Information Industry and the State Administration for Industry and Commerce jointly issued the " Regulations on Responsibility for Replacement and Return of Microcomputer Commodities.

Since then, Huaxia Computer has entered the three-guarantee era, and the users of notebook computers are mainly young people. The young people's awareness of rights protection and service awareness is relatively strong. For this reason, various companies have launched their own services. Strategy.

This is why Fangzheng's performance on notebook computers is better than that on desktop computers. That is because Fangzheng took the lead in proposing the 2-hour quick repair service, which has gained a lot of users' hearts for Fangzheng. "

"So we can do our homework on the service."

"For example, 24-hour customer service and the spread of nationwide service points."

"We can even do door-to-door repairs."

Several sales managers immediately started a discussion.

Seeing that everyone is very service-minded, Meng Qian stopped expressing his views on this issue, "Finally, I would like to mention two things about channels.

The first thing Manager Mo mentioned just now is that Dell took the lead in trying direct-operated stores.

Directly-operated stores are currently receiving a lot of controversy. Although the intermediate links have been reduced, the management and operating costs of the company have increased. For the time being, no other companies have followed Dell's lead because everyone has not dared to try it easily.

My personal opinion on this is that this is a method that can be tried. The company is willing to pay a sum of money to support this matter, regardless of the result, so everyone will continue to do the work that should be done through traditional channels. City, Shanghai, Yanjing and other major cities to conduct pilot stores of direct sales. "

Meng Qian has not put forward the concept of experience store for the time being. Meng Qian is not sure whether the experience store will be successful under the background of this era. Many people think that Dell’s direct store is unreliable, and Meng Qian is not in a hurry. Let’s do it first. The direct-sale store will be piloted, and then the experience store will be piloted according to the situation.

Just as he did not mention online sales, according to his conversation with Ma Yun some time ago, Taobao is estimated to be released soon, but the current e-commerce environment is not enough to support the online channel of a computer brand, after all, the current national The express delivery industry is far from perfect.

"In addition, I will mention a name for you on the issue of channels. You can go and find out. Last year, Dafeng Group made ERP software for a company. This company is called Suning.

As far as I know, in 2002, that is, last year, Suning started to build a national chain network layout. In just one year, it has established a preliminary layout in eight provinces and cities. The expansion speed of the company is very fast at present, and I personally find the 3C flagship store business model they created very interesting.

Suning chain seems to have entered a period of explosion. At present, other computer brands have not realized this matter. You can pay attention to it. If possible, win the cooperation contract of Suning and use Suning chain as a One of our channels.

In addition to Suning, Gome now has nearly 100 directly-operated and franchised stores in China, and you should go and connect with them. "

Everyone nodded, and Meng Qian began to make a summary, "As for the notebook market, you should do a detailed analysis after you go back. You are more professional than me in sales. I am just pointing out what I have seen. The company should eventually focus on computers. How to develop in the world, and to what extent it can develop, still depends on you."

This is Meng Qian's current style. When the company was first established, he used his rebirth advantage to tell everyone what to do. Now as the company grows slowly, he begins to turn his rebirth advantage into suggestions. What to do, he will try his best to let the employees decide, even sometimes there are some deviations from Meng Qian's ideas, Meng Qian will choose to support them.

Dafeng Group is such a big company that if Meng Qian still decides everything, then this company will really be abolished. "Finally, I will give you another statistic. According to IDC, a well-known international research institution, Huaxia will become the largest in Asia in 2003. Personal computer sales market.

According to the theory of the blue strategy model law, the target value of stability is 41.7%, but now Lenovo, which occupies the first place in the domestic notebook market, only has a market share of 18%.

I believe that everyone here can understand what all this means. The market potential of personal computers is very large. I hope everyone will work together to win this market. "

"Okay!" Everyone gave Meng Qian an affirmative response.