Rewrite the Technological Landscape

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

The increase in sales of notebook computers has almost reached ten times the increase in sales of desktop computers. "

Many sales in the office were embarrassed because they really ignored the fact that computers are divided into desktops and laptops, for fear that Meng Qian would blame them for not being careful.

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

They are: Lenovo, IBM, Toshiba, Founder, Dell, HP, Acer, Unisplendour, Asus, NEC.

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

First of all, in the three regions centered on Yanjing, Shanghai, and Yangcheng, the sales of notebook computers accounted for 67.6%. In other words, the main consumer groups of notebook computers are concentrated in areas with relatively developed economies.

Secondly, in online attention to notebooks, the proportion of young people aged 16-25 is as high as 74%.

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. Coupled with this data, it can be seen that notebooks will enter the high-speed development channel." The company's only female sales manager Wang Yiruo said.

Meng Qian nodded, "Let's continue to analyze the notebook market, let's take a look at the price first. In 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 impact of price may be more prominent in the notebook market. Let’s look at this set of data. In 2002, the domestic notebook market experienced the largest price war. The average drop of all brands reached more than 2000. Dell The average price of notebooks of international brands such as HP, Toshiba, etc. in China has dropped by more than 3,000 yuan.

Not only that, IBM, which has always regarded itself as a high-end product, directly reduced 4700 yuan in a ThinkPad last year! "

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

"How can the price reduction of notebooks be so much worse than that of desktop computers?" 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 in government and large and medium-sized enterprises fell by 45%.

In other words, most of the notebooks last year were sold to individual consumers, and the above data tells us that these individual consumers are mainly young people, and the current spending power of our young people in China should be clear. Eighty-one million computers are simply unbearable for the public. All brands can obviously see this level, so price reductions have become an inevitable. "

Everyone nodded their heads in recognition, and Meng Qian continued, "In addition to the price, there has also been 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 speed of product upgrades of various brands was significantly higher than that of previous years. On the one hand, it was caused by the continuous introduction of new CPUs by Intel manufacturers and the introduction of new notebook-related accessories. We can see that the mainstream CPU at the beginning of 2002 was around P31G, while the mainstream CPU at the end of the year became P42.0G.

The overall performance of the notebook is getting closer and closer to the configuration of the mainstream desktop. Everyone should know why? "

"Young people want to use their 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 speed of product updates is far. Far more than desktop computers.

At the same time, we can see the types of notebooks that are beginning to be hyped on the market, such as student notebooks, teacher notebooks, female 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, and notebook computers are in an explosive period. Although major manufacturers are also aware of this problem, the battlefield of notebooks has just begun, and everything is unknown."

"Moreover, the development of notebook computers is synchronized with the development of China's personal computer users, which is very important!"

"Most of the notebook users are young people, so is their demand for computers different from desktop computers?" Mo Yongyi asked.

Meng Qian responded to Mo Yongyi’s smile when you asked about the idea, “Let’s take a look at the demand survey of notebook computers. The first place is also the price, but the second place is no longer the brand, but the performance. , And the third place is service."

"If everyone is less concerned about the brand, then it will be good news for our new brands." Zhong Yanghui subconsciously said.

"By the way, does Dajia have such a high demand for laptop services?" Wang Yiruo asked his doubts.

Meng Qian explained with his understanding, "In fact, this incident is a kind of force to the manufacturers. On September 1, 2002, the State 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 the Responsibility for the Return of Microcomputer Commodities."

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

This is why Fangzheng’s performance on laptops is better than on desktop computers, and that is because Fangzheng has taken the lead in providing a 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, the spread of national service points."

"We can even do on-site repair services."

Several sales managers immediately started a discussion.

Seeing that everyone is very service-conscious, Meng Qian no longer expresses his views on this issue. "Finally, regarding channels, I also mention two things.

The first thing that Manager Mo mentioned just now is that Dell was the first to experiment with directly-operated stores.

Directly-operated stores are currently subject to more controversy. Although the intermediate links have been reduced, the management and operating costs of the company have been increased. For the time being, no other company has followed Dell's example 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 should continue to do the work that should be done on traditional channels, and at the same time, we will be in Hangzhou Directly operated stores will be piloted in major cities such as Shanghai, Shanghai, and Yanjing. "

Meng Qian has not proposed the concept of an experience store for the time being. Now that an experience store will be successful under the background of this era, Meng Qian is not sure. Many people in Dell's direct sales store feel that it is unreliable. Directly-operated stores will be piloted, and experience stores will be piloted according to the situation later.

Just like he did not mention online sales, according to his call with Ma Yuan some time ago, Taobao is estimated to be out soon, but the current e-commerce environment is not enough to support the online channels of a computer brand. After all, the country is now The express industry is far from perfect.

"In addition, I will give you a name on the channel issue. You can find out. Last year, our Dafeng Group made ERP software for a company, and this company is called Suning.

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

Suning chain seems to have entered an outbreak period. At present, other computer brands have not realized this. You can pay attention to it. If possible, win Suning’s cooperation contract and take Suning’s chain as One of our channels.

In addition to Suning, Gome now has nearly 100 directly-operated and franchised stores in China. You should also check it out. "

Everyone nodded, and Meng Qian started to make a summary, "As for the notebook market, you will do a detailed analysis after you go back. You are more professional than me in sales. I just put forward what I saw. The company should eventually be in the computer product. How to develop on www.NovelMTL.com~ depends on you."

This is Meng Qian’s current style. When the company was first established, he used the advantages of rebirth to tell everyone what to do. Now as the company grows slowly, he has begun to turn his advantages in rebirth into suggestions. He will try his best to let the employees decide what to do, and sometimes even if there is some deviation from Meng Qian's ideas, Meng Qian will choose to support them.

If Dafeng Group is now such a big company, if Meng Qian decides everything, then this company will really be abolished. "Finally, I will give you another data. Internationally renowned research organization IDC stated that China will become the largest in Asia in 2003. Personal computer sales market.

According to the blue strategy model theory, the stability target value is 41.7%, but now Lenovo, which has the top spot in the domestic notebook market, only has an 18% market share.

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 hard to win this market. "

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

...