The Zhengzhou National Electronic Products Fair was crowded with people.
The booths of Tianyu, Gionee, CECT and other brands are located in the central area, with stylish decoration. The salesmen are wearing suits and leather shoes, introducing the latest models to dealers.
Their eyes occasionally glanced at a booth in the corner, with a hint of disdain and curiosity.
That is the booth of "Star Electronics".
Although the location is remote, it has become the focus of the entire venue.
There is no other reason - Li Yan creatively invited four tall models wearing silver tight skirts.
In 2007, car models were common, but "mobile phone models" were definitely the first time.
They held the dazzling "Star S1" and smiled, forming an extremely eye-catching landscape that attracted a large number of people to stop.
"Don't miss it if you pass by! Try Star S1!" The models are not only good-looking, but they have also undergone simple training and can use the sweetest voices to invite the audience to try it out.
Mr. Zhao, an agent from Baoding, Hebei Province, was originally attracted by the model and picked up an experience machine.
"Hey, does this shell feel good?" He was a little surprised.
"Boss, please press the button on the side." The model guided.
Humbling Boss Zhao pressed it, and the breathing light on the top flowed slowly like a galaxy, and he was stunned for a moment.
"Try the volume again."
boss Zhao found the ringtone of "Above the Moon" and pressed the play button.
"Boom——" A huge sound surged out from the dual speakers in an instant. The sound quality was loud but not broken at all. It drowned out the noise of the venue and attracted the attention of the people around.
"Holy shit!" Boss Zhao blurted out, "This movement is okay! How much does this machine cost? How to get the goods?"
There are many people like Boss Zhao.
Many passing dealers and ordinary spectators changed from "watching the excitement" at first to "watching the door" and were attracted by the product itself.
Li Yan brought several boxes of real-life experience machines that he had almost never idled away, and there was an endless stream of people asking for quotations and business cards.
Xingchen’s booth used a slightly “tacky” but extremely effective way to create a hole in the exhibition filled with giants.
...
At eight o'clock in the evening, at home in a county in Shandong, Lao Liu was watching the local news on the county TV station.
He was about to change the channel at GG time. The picture turned off, and GG started:
(Picture: a noisy construction site, dusty)
Sonorous and powerful voice-over: "Are you tired from working? Can't you hear what you say? Are you always missing calls?"
(Picture: A middle-aged man in an old suit who looks like a boss takes out the Star S1 from his pocket. When a call comes, the breathing light flashes, which is particularly eye-catching even in noisy environments)
Voiceover: "Try Xingchen S1! Cool breathing light, you can see incoming calls!"
h (The middle-aged man answered the phone, the ambient sound instantly weakened, and he spoke clearly: "Hey! Have the materials arrived? Just unload it. Side! ")
Voice-over (the volume suddenly increased): "King Kong sound quality! The sound is loud! You can hear it clearly!"
(Screen: The middle-aged man puts his mobile phone back in his pocket and works from morning to night , the battery icon of the mobile phone has almost not changed)
Voiceover: "Super power saving! One charge will last three days!!"
(Finally, the middle-aged man faces the camera directly, holding the phone in his back, The scene is a construction site under the setting sun, and he said categorically):
"Xingchen S1, 638 yuan! The most powerful mobile phone! Wow!"
(A huge phone number is printed on the screen)
The host shouted: "Call the number at the bottom of the screen now! The first 100 people who order will get a high-definition film and protective case! Act quickly!"
Lao Liu was very excited after watching this.
This phone is simply tailor-made for him!
The old Nokia mobile phone on his construction site has a low volume and runs out of power within a day.
He slapped his thigh suddenly and said to his wife: "This phone is on my phone! I will go to the town to have a look tomorrow!"
...
After calling the hotline three times in a row and all the lines were busy, Lao Liu not only did not give up, but became more determined to buy it.
"Good things are in demand!"
He specially rode a motorcycle for more than ten miles the next day to the "Sister Wang's Mobile Phone Supermarket" in the town.
As soon as you entered the door, you saw a red banner with white characters on the most conspicuous position of the counter: "Xingchen S1 has arrived! Limited quantity!".
Lao Liu picked up the real machine, and the feel of the Aurora coating and the changing colors under the sun instantly compared his old CECT to a lump of dirt.
He followed the example in GG and turned up the volume button. The song "Above the Moon" shook the counter glass and all the other customers in the store turned to look over.
"That's it! How much is it?"
"638, get a card, which is full of songs and games." The store owner, Sister Wang, said with a smile.
Old Liu gritted his teeth and took out seven hundred yuan.
That night, he became the most handsome boy in the village, demonstrating his new mobile phone everywhere, and invisibly became another "offline salesman" of Xingchen.
...
Xiao Zhang, a salesperson under Sister Li, walked into the office of a large agent in a communications market in a city in southern Henan, carrying a briefcase full of real machines and contracts.
The boss was making tea and ignored a salesman from a small factory like him.
"Mr. Wang, hello, I'm from Xingchen Electronics."
"Xingchen? Never heard of it. What's the matter?" Mr. Wang didn't even raise his eyelids.
Xiao Zhang didn't waste any time, he took out the "Osidian Black" S1 and pushed it in front of Mr. Wang.
"Mr. Wang, please take a look at the goods first."
Mr. Wang picked it up nonchalantly. As soon as he got his hands on it, he was slightly startled by the feel of the coating.
He pressed the volume button, and a song from Phoenix Legend instantly filled the entire office. The sound quality was so good that he raised his eyebrows.
"It's interesting. How much is it?"
"The wholesale price is 478 for you, and the recommended retail price is 638." Xiao Zhang reported the price.
Mr. Wang quickly made a calculation in his mind: a profit margin of 160 yuan! This is much higher than his profit from selling any branded machine!
"Oh? The profit is not bad. Do you have GG?"
"Yes!" Xiao Zhang immediately took out the prepared information, "We have voted for GG on the provincial station and the TV stations in more than a dozen counties below, and it will be broadcast around the clock. As long as you prepare the goods and sit in the store, customers will come to ask!"试水！」
一周后，王总主动打来电话，语气急切：「小张！再给我发三百台！不，五百台！现金我马上让财务打过去！」
...
在四川某县城，几个二十岁出头的年轻人围在一起。
One of them took out the newly purchased Xingchen S1 "Fire Red", and the cool breathing light and ear-splitting sound effects immediately became the focus.
"Okay, brother! What brand is this? It's better than my Nicaiba!"
"Stars! GG is playing on TV every day, didn't you see the squeaky sound? It's loud, has enough power, and has a light! The key is the color, it's cool!"
For them, mobile phones are not only tools, but also social currency and expression of personality.
Star S1 accurately meets their needs.
...
In the central square of a county in northern China, night falls and the lanterns are lit.
Huge speakers have been erected for a long time, but tonight, the lead dancer, Aunt Zhang, did not connect her old tape recorder as usual.
Amidst the curious eyes of dozens of old sisters, she proudly took out a radiant "Fire Red" Star S1.
"Old sisters, let's use this today! My son bought me a new one!"
She skillfully plugged the audio cable into her phone, pressed a few buttons on the delicate feature phone, and clicked on the saved "Over the Moon".
The next second, the surging sound waves from the dual speakers exploded!
The sound was loud and full, even with a hint of deep bass, which instantly overshadowed the accompaniment of other teams in the square, attracting the attention of people walking around.
"Ouch! Sister Zhang, what kind of mobile phone do you have? The sound is so exciting!" Aunt Liu next to her exclaimed.
"Xingchen S1! It's on TV every day!" Aunt Zhang twisted to the rhythm and raised her phone high.
Just as a call came in, the RGB breathing light on the top flashed brightly like a star, causing another exclamation.
"Not only is it loud, look at this light! How cool! One charge can let me dance for a week! It only costs 638 yuan!" Aunt Zhang's voice was full of pride, as if this mobile phone was her own property.
Hmm, but with the sales share, it’s pretty much the same...
Hum, as soon as the song ended, several aunts gathered around, vying to hold the phone to examine and touch the Aurora-coated back.
The next day, there were two or three more of the same "Flame Red" in the square dance team.
Xingchen S1 has become the "professional audio" and fashion standard for the square dancing mothers in this county.
…
At the "Xingwang Mobile Phone Store" in the small town, the owner put the sticker of the Xingchen S1 sent by the manufacturer on the most conspicuous glass door, and the C counter was also filled with real phones.
A young man, Xiao Ma, who had just returned from working abroad, walked into the store and wanted to get a new mobile phone.
"Boss, how is this phone?" He pointed at the Xingchen S1 and asked.
The boss's eyes lit up and he immediately picked up the real phone: "Young man, you have such good eyesight! This is the most popular Xingchen S1 right now! The sound is loud and the power is sufficient. Look at this light, how cool it is!" He then demonstrated it to him.
Humbling ringtones and cool lighting effects immediately attracted the attention of other customers in the store.
"This mobile phone is good. I have seen several workers using this." A person next to him who was also looking at his mobile phone interjected.
Xiao Ma was a little excited and asked: "How much?"
"638! If you buy it now, you will get a memory card, which is full of songs and games!"
As he was talking, two more young people came in. When they entered the door, they asked directly: "Boss, is the Star S1 in stock? Let's get two."
The bandwagon effect appeared instantly. Xiao Ma no longer hesitated: "Okay, then I want one too!"
...
Shenzhen Huaqiangbei, the market with the most sensitive sense of smell.
· Several familiar counter bosses soon discovered that more and more people came to ask about "Xingchen S1".
“Lao Zhang, do you have any Xingchen S1 products?”
“What Xingchen? I’ve never heard of it.”
"Oh, the one shown on TV every day! The one with a really loud voice!"
Hence, more people asked, and the bosses immediately took action, frantically looking for upstream channels.
"Damn, what's the origin? GG is so powerful?"
They muttered while trying desperately to find out the contact information of Xingchen manufacturers, what kind of brand loyalty is worthless in front of profits.
...
The warehouse of provincial agent Mr. Qian is filled with packaging boxes of Xingchen S1.
At the moment, he is accompanying several downstream city and county dealers to inspect the goods.
He is not introducing, but showing off.
He took out his S1 and deliberately answered a call in the noisy warehouse to let the other party feel the quality of the call.
"Did you see it? This is the effect! Common people recognize this!"
He said with a loud voice, "GG is shouting on TV every day, so you don't have to work hard to sell it! All you have to do is to quickly pay the money and take the goods away! If you are too late, others will rob them all!"
He pointed to the warehouse: "The thousand units I arrived yesterday will be distributed this afternoon! The next batch will have to wait three days!"
His words were half true and half false, but they greatly stimulated the sense of crisis among the small dealers, and they all placed orders on the spot.
This mobile phone, with a retail price of only 638 yuan, is like a magical switch, activating the silent but huge consumption power of the sinking market.
From square dancing aunts to returning migrant workers, from county mobile phone store owners to provincial agents, everyone is involved in this star storm carefully planned by Li Yan.
It is not as high-end as high-end brands, but uses an almost rough but extremely effective way to accurately hit the itch and pain points of the broadest market, creating a sales myth that belongs to the winter of 2007.