Reborn Tokyo Golden Age

Shirakawa Electric's GAME BOY was finally released at a price of 5,200 yen. Of course, new products cannot be launched without any publicity.

After the final model was determined, the planning department of Baichuan Electric began to operate in full swing.

With the further development of the company, Shirakawa Electric has established more than a dozen departments, large and small.

From the general management and administrative department to the manufacturing department, technology department, marketing department, etc., it covers all aspects of the entire business operation.

The planning part is under the marketing department, and is mainly responsible for the promotion and marketing of Baichuan Electric products.

Because the initial positioning of GAME BOY is aimed at young students, the target of marketing is self-evident.

"Since it is a toy developed for children, we put the main publicity positions around playgrounds, shopping malls, and schools."

As the person in charge of the planning department, although Nakamura doesn't quite understand toys like handhelds.

But it is also taken for granted that the announcement should focus on the regional venues.

"In addition to these places, can we also cooperate in the arcade hall?

For example, as a point prize for pachinko, or directly as a commodity consignment in the arcade hall. "

Colleagues from the planning department spoke actively and offered suggestions for the marketing of the handheld.

"It can also be sold together with our Walkman, and a certain discount is given."

Because the price of the handheld is relatively low, it is considered a low-value-added product compared with the Walkman.

So some colleagues suggested that they should be sold in a bundle.

Nakamura thought about it for a while, then shook his head again.

"Newly launched products should not be sold at a discount, and should be promoted through the existing sales channels of Baichuan Electric.

After one to two weeks, do channel sinking.

It can be used as a full discount prize in shopping malls and supermarkets, or it can be linked with other brands.

However, you can now act in advance and discuss cooperation with these entertainment venues.

As for TV commercials, don’t forget about them. This is the most direct way for products to enter the public’s field of vision. "

"Hay!" The people in the planning department began to split up to do pre-launch publicity for Baichuan Electric's first-generation handheld.

…

At the end of April and early May of 1980, since Nintendo launched the pioneering portable game console, which is the first generation of handheld.

This kind of pocket game console with only the size of a palm has gradually attracted people's attention.

It is different from the huge game consoles that can only be played in arcade halls.

It is different from the home console that can only use the TV at home to display the screen.

The handheld is a small piece that can fit in your pocket.

Take it out for entertainment and pass the time anytime, anywhere on the road or during breaks.

Obviously, this small and portable game device is naturally more popular than those game consoles that can only be played in fixed locations.

Since its launch, it has become quite famous in less than a month.

Speaking of which, the R\u0026D of the handheld is still Nintendo's hardware genius, and he is also the head of the first R\u0026D department, Yokoi Junpei.

On the way of riding the Shinkansen, the inspiration burst out by accident.

There is a lack of entertainment in the current era. When people travel long distances, there are almost no recreational activities to pass the time except sleeping and reading.

Oh no. Perhaps now we can add the trendy entertainment of listening to music with a Walkman.

In short, when Arai Junping took the Shinkansen, the surrounding passengers were either sleeping or reading.

Some people are so bored that they simply take out the LCD calculator they carry with them and click on it to kill time.

And this is where Gunhei Arai's inspiration comes from. Can a miniature game console be made to help people pass the time on boring journeys?

So there is now Nintendo's GAME WATCH, which was originally designed for adults and used to pass the time after work.

That's why the time function is added to the game, and even Junhei Yokoi's initial positioning of it is a watch with game functions...

As a result, when he took the prototype to find Nintendo President Thin Yamauchi, when he was asked about the standby time of the watch.

Junhei Yokoi gave such an answer for three days, which made him feel embarrassed.

So Yamauchi suggested to him not to sell it as a watch, but to sell it as a game console with a time function.

Then GAME WATCH was born in this way, but this kind of nondescript mixed positioning is a bit embarrassing.

Adults are not very interested in it, but now children are gradually interested in it.

At the end of June, just one month after the launch of Nintendo GAME WATCH, it was gradually recognized by the market.

GAME BOY, Neon's second local handheld, was born, and it was overwhelmingly promoted as soon as it came up.

On the TV, the "Thunderbolt" fighter plane was moving left and right to engage in a fierce battle with the enemy above the screen, and the shooting sound of "biubiubiu" was very ear-catching.

As soon as the screen turned, the slow-moving "Snake" ate a fruit. Accompanied by the lovely sound effects, the body immediately became longer and the speed was much faster.

"GAME BOY, my best friend!" Several teenagers dressed as students showed their shiny game consoles to the camera.

The price tag of 5,800 yen on the screen was directly marked with a red cross, and replaced by "Shocking price! 5,200 yen!"

"Really. Two super popular games! "Thunderbolt" VS "Snake"!"

Just when the audience thought the commercial was over, a familiar female voice chanting "KI~TA~" suddenly came from the background sound

"KITA?" The reason why I say familiar is because I have been bombarded by Shirakawa Electric's advertisements.

This iconic slogan has long been engraved in the minds of the audience.

It's okay if you can't remember it normally, but when you hear this advertisement, your DNA immediately starts to move.

"Baichuan Electric has launched a new product?"

"I don't know, but it seems interesting."

"Such a small game console is really interesting."

Not just TV commercials, old street posters.

As well as Keio Electric Railway and Tokyu Electric Railway, which have cooperated several times, also put GAME BOY advertisements in the carriages.

Isn’t it a good choice to pass the time with GAME BOY while commuting to and from get off work by tram or subway?

There are both the intense and exciting "Thunder" and the casual and interesting "Snake".

Both boys and girls can find their own fun.

As for where to buy it?

Well, there are Keio Department Store and Tokyu Department Store near the station, so you don’t have to go far.

In the casino on the weekend, a mother and son who just got off the carousel are waiting for the ice cream being made by the ice cream truck on the side of the road.

At this time, the stall selling snacks and toys attracted the child's attention again, "Mom, I want that."

The young mother turned her head, 'Fierce space battle, thunder and lightning attack! '

A banner poster is hanging on the top of the open-air shelf, and the background is a picture of a fierce battle between planes in space.

"Hey, Kenta. I just bought a toy yesterday."

"Mom, but I really want it."

Kenta, who was only six years old, raised his head tearfully, pulled his mother's skirt and shook it non-stop.

The young mother had no choice but to bring the child to the toy stand and pick it up.

"Ma'am, this is the latest handheld game console, only 5,200 yen."

The stall director enthusiastically recommended this game console called GAME BOY to the mother and son.

"Hey, is it here too?" The young mother pointed to another game console similar to Game Boy and asked.

This is Nintendo's GAME WATCH console. My wife still knows the name of Nintendo. The toy I bought for Kenta yesterday was produced by Nintendo.

The stall manager turned his head and said, "Oh, this one. Its price is slightly more expensive, 5800 yen.

But ma'am, I highly recommend GAME BOY.

It is a new game console launched by Baichuan Electric, you know Baichuan Electric. "

The wife nodded. She was deeply impressed by the young and handsome president Sang who had been on the news.

Seeing his wife nodding, Mr. Tan got even more excited. "Shirakawa Electric is a very creative company, even Aihua copied their products.

So there is no need to worry about the quality and creativity of the game console. "Thunderbolt" and "Snake" are the most popular games now.

The fun of the two games is much more interesting than the Nintendo game. "

"So Nintendo's handheld also copied the idea of ​​Baichuan Electric?" The young wife asked naively.

"Uh..." Director Tan was a little speechless, but soon he waved his hand.

"It's not important. In short, Baichuan Electric's games are much more interesting, and the handhelds are much more beautiful and cheaper."

That's true, the lady nodded.

Moreover, when comparing the two, Nintendo's game console looks cheap, and it looks like a shoddy knockoff.

So without much thought, the wife took out a few banknotes from her wallet and bought a game boy from Shirakawa Electric.

Amid Kenta's cheers, the backs of the mother and son gradually moved away.

Satisfied, the stall manager put some money into his pocket. He started to greet another guest.

As for why he strongly recommends Baichuan Electric's handheld? It's very simple, Shirakawa Electric's share is high.

In order to quickly seize the market, Bai Chuanfeng not only lowered the price of the handheld.

Relying on the fact that the cost is much lower than that of Nintendo, he also made some concessions to the channel dealers.

What kind of combination boxing is this? This is a price war!

From the very beginning, there was a fierce price war, not only to quickly open up the market, but also to raise the banner of Baichuan Electric.

At present, there are only Nintendo's handhelds on the market. It can be said that the current market is basically in a semi-empty state.

If you don't make a move at this time, when will you wait.

If Bai Chuanfeng's predictions are correct, other copycat troops will soon enter the arena in droves.

So be the first to act.

And regarding the sales of handhelds, there are no traditional sales channels of Baichuan Electric.

GAME BOY's handheld game consoles can be placed in playgrounds, rooftop gardens in shopping malls, and even snack shops.

The marketing target of Shirakawa Electric is very clear, GAME BOY must appear in every occasion where children and students come and go.

Because the price is cheap and it is a trendy product, it quickly caused an upsurge among the student population.

They are not unaware of Nintendo's handhelds, but Shirakawa Electronics' handhelds, which have more interesting games, better appearance, and cheaper prices, are obviously more popular.

Children are not stupid, it is clear at a glance who is good and who is bad.