Rewrite the Technological Landscape

On March 28, Gale Group held an internal meeting. The topic of today's meeting was computer sales strategy.

The acquisition of computer companies is more troublesome than the previous acquisitions. There are two main reasons. One is that these computer companies have just started to decline, but they have not reached the bottom. Many companies still think that they can achieve great achievements and do not want to sell.

Another problem is that if you look at the list of shareholders of Chinese mainland technology companies in this era, you will easily find a normality, that is, there are too many shareholders, and it is very common that the founder is not a major shareholder.

Because many entrepreneurs these days started with a little technical background, but they were short of money along the way, and then kept looking for investment. In the end, the founders often became minority shareholders.

Therefore, it is very troublesome to negotiate an acquisition with such a company with a complicated shareholding structure. Disagreements between several shareholders are enough to drag people to death.

Until now, Dafeng Group has confirmed to acquire three computer companies, namely Lunfei, Dingxing and Stone. There are three interested companies, namely Muze, Yumeng and Fangjia. Those who continue to follow up the negotiation are still Five companies. Fortunately, the two companies that Meng Qian most wanted to acquire have been acquired, so the project can be gradually developed.

At the beginning of the meeting, Meng Qian first introduced a few new members of the company. They were a team led by Fang Chen. These talents recommended by Ni Guangnan to Meng Qian had finally officially entered Dafeng Group and entered the computer business department.

After introducing Fang Chen and others, Meng Qian introduced several key executives of the company to them. At the same time, ten existing sales managers of the group also participated in the meeting today.

Meng Qian has always wanted to select the company's sales director from the company, so the position of sales director has always been held by himself. The method adopted is to control the direction by himself, divide the sales department in detail, and give the sales manager enough rights. In a sense, the ten managers of Dafeng Group are like the sales directors of ten branches.

Using this management method, Meng Qian kept the position of sales director vacant, just waiting for someone among these people to conquer everyone with his strength and attitude and take up the position of sales director.

Because of the rapid development of the company, all the executives are airborne. Now the sales director, personnel director and other positions like Meng Qian are more inclined to internal training.

"Before I asked everyone to analyze the computer industry and put forward some ideas on our company's computer development. Now let's talk about it." After introducing each other, Meng Qian signaled to get down to business.

A sales manager named Mo Yongyi stood up, "A few of us did a market analysis together, and I will introduce it to you."

Meng Qian nodded to indicate to continue.

"We have analyzed more than 20 computer brands on the market, and we can confirm that the development of all computer brands revolves around one strategy and three strategies, that is, market strategy, product strategy, price strategy and channel strategy.

Let's look at two data first. At present, the domestic computer market share, Lenovo, IBM, Dell, HP, Founder and Shenzhou have eaten more than half of the domestic market.

Therefore, we conducted a further analysis of these six companies. From the perspective of price strategy, the high-end market above 12,000 basically belongs to IBM. IBM has always insisted on the high-end development route, while Lenovo and HP are The price of mid-to-high-end products ranges from 6,000 to 12,000. The market below 6,000 is dominated by Shenzhou and Founder.

Dell is now in an embarrassing position. From the perspective of pricing strategy, their target is the low-end market, but from the perspective of actual sales, they perform better in the high-end market.

Judging from the latest developments of the six companies, Lenovo has expressed its willingness to enter the high-end market, but the main purpose of Lenovo's high-end concept is to enter the international market.

Shenzhou's performance in the low-price market is the most prominent. In just two years, it has achieved the market share of others for seven or eight years. It can be said that the core of Shenzhou's amazing market development is their low-price policy. Generally speaking, Dell's failure was due to the impact of Shenzhou.

It is said that Dell will re-evaluate the price strategy of its products, and it is very likely that in the next few years, the company's price will be positioned in the middle and high-end market, so as to avoid price butchers like Shenzhou.

From the perspective of product strategy, the main products of Lenovo and IBM are still mainly commercial, while HP has begun to shift from commercial to personal market. The main products of Shenzhou and Dell are always focused on the personal market, and Founder is the only Businesses that turn to commerce.

Channel strategy is one of the points we are most concerned about. We can see an obvious phenomenon in the process of analysis. All brands are reducing channel costs. Lenovo has begun to expand channels. HP has lowered the threshold for suppliers since last year. China has adopted It is a direct sales plus distribution model, while Dell began to try a direct retail strategy. Even IBM began to distribute its products to third- and fourth-tier cities, and launched low-priced products for the corresponding markets. "

After a comprehensive analysis, Mo Yongyi began to conduct a more detailed analysis of the six companies, which products of each company sell well, what is the price, what channels are available, etc., a full 80 pages of PPT .

"Here we look at another market data, the three things Chinese consumers care most about when buying a computer, the first is price, the second is brand, and the third is performance.

Combined with the strategies of these six companies, we believe that in the next process of our own computer development, we will focus on these three things.

On the issue of performance, we have communicated with people in the chip department. Although they have many good ideas now, it may take three to five months, or three to five years. time.

Therefore, we suggest concentrating on the core technology first, and first building one or two core competitiveness of our computer.

As for the channel issue, our idea is to adopt the method of manufacturers to the general agent and then to the core dealers and then directly face the users, and at the same time increase the channel layout in the second, third and even fourth tier cities.

As for the brand issue, we can see that both Lenovo and Shenzhou are constantly relying on the national concept in brand building. Shenzhou is taking advantage of the popularity of the Shenzhou V rocket this year, and Lenovo has already begun to take advantage of the Olympic heat.

Of course, Mr. Meng has mentioned many times before that our Dafeng Group should not do this. We are just doing an analysis. The specific brand strategy needs to be judged by Mr. Gu and Mr. Xiao. "

After Mo Yongyi finished summarizing, everyone looked at Meng Qian. Now Meng Qian didn't have any expression on his face, and no one knew what he was thinking.

"It's also embarrassing everyone, let everyone do an in-depth analysis of a field that has never been touched before." Noticed the eyes of everyone, Meng Qian began to speak, Meng Qian's words were sincere, the company has never sold such products as computers According to my experience, now these sales are mainly selling point cards and software, which is completely different from selling computers.

Therefore, if they can make a sufficiently detailed and objective industry analysis, Meng Qian will at least give them a passing grade. Everyone's understanding speed and analysis ability of a new market are good, after all, we don't have God's perspective.

"Everyone can take the time to make such a data analysis in less than half a month, give yourself a little applause first."

After everyone applauded, Meng Qian signaled He Yating to release her PPT, "I have also done a market analysis on the computer product here, to see if I can give you some new inspiration."

Meng Qian opened the PPT, and the first page was a market data, "You just talked about the entire computer industry, and my data can be regarded as a subdivision, which is aimed at notebook computers."

Thanks to the beauties in the north for their rewards!