"Brother has great eyesight! It's the Xingchen S2, the local gold! The most popular now!"
Sun Jianguo felt happy and quickly handed over the demo machine, "The screen is the biggest and the sound is the loudest. It's great for watching videos and listening to movies! The old man has it in his hands, it's stylish!"
The middle-aged couple played with the mobile phone for a while, and were very satisfied with the huge screen and loud speaker. The woman asked the man in a low voice: "Isn't this quite expensive?"
"What's it expensive? You have worked hard outside for a year and you still can't buy something decent for your parents when you get home?" The man waved his hand and looked very proud, "That's it! Boss, how much does it cost? Get a new one!"
"688! Pack it for you!"
"Invoice!"
In this way, Sun Jianguo sold two Xingchen S2s in just half an hour.
The logistics guy hadn’t left yet, but when he saw someone buying the same model again, the little heartache in his heart suddenly turned into the joy of “I bought the right one”, and he happily left with his new phone.
Late in the afternoon, Sun Jianguo's elementary school classmate, Lao Zhao, who also runs a mobile phone store, came over to visit. He saw the poster of Xingchen S2 on Sun Jianguo's counter and joked: "Old Sun, it's okay, I have caught up with the trend. This Xingchen mobile phone GG is very aggressive. Our county TV station can play it more than ten times a day. How about it, is it easy to sell?"
Sun Jianguo handed him a cigarette, lit it himself, and took a nice puff: "It's not just easy to sell? It's popular! Damn it, I used to spend a long time introducing functions and comparing parameters to customers, but now it's better. Many people come in and directly ask for this "Tuhao Gold S2".
GG has done all the work for you! This phone itself is impressive, it looks awesome, has a big screen, and has loud sound. Just these three points, it’s a must-have in the market below!” Yu, ZTE, those brands have been around for a long time and are trustworthy. "
"That must be the case." Sun Jianguo blew out a smoke ring, "But you see, at the same price of five or six hundred yuan, the Tianyu phones are similar in appearance, black, the screen is not as big, and the speakers are not as loud.
Young people, and those who want to save face after working outside, must choose this star.
This mobile phone, when it is here with us now, is similar to...that kind of "light luxury" product, you know? It’s not really extravagant, but when you take it out, everyone will think you bought a good item and it’s a respectable item! "
"Light luxury? You old boy still understand this word?" Old Zhao smiled.
"I learned it from TV." Sun Jianguo also laughed, "That's what it means anyway. The key is, it's profitable and the sales volume is fast! Have you got the agency rights over there? Hurry, otherwise you won't even be able to drink the soup."
Scenes similar to those in "Lao Sun Communication" are being played out in countless similar mobile phone stores in counties, towns and towns across the country.
Xingchen S2 has successfully created a consumer trend in the sinking market with its precise product positioning and crazy GG bombing.
On the street of a small town in the southwest, several young people in their late teens gathered together. One of them showed off his newly purchased gold S2, turned on the loudspeaker and played a powerful DJ dance music. He instantly became the focus of the street corner and attracted the envious eyes of his peers.
At a rural market in North China, a young man who had just returned from working in a coastal city used his first month's salary to buy an S2 for his father.
The old man complained about "spending money indiscriminately", but the next day he went to visit his neighbor's house. He deliberately put his mobile phone on the table, turned the volume louder, listened to the bangzi opera, and enjoyed the curious and envious inquiries of the old friends.
Online, although online shopping has not been fully popularized at this period, discussions about Star S2 have also begun to appear in some local forums and QQ groups.
"Has anyone bought the Star S2? How about the Tuhao Gold?"
"Just bought it, the screen is really big, reading novels is so fun!"
"The external playback is invincible, I can play songs in the dormitory and the whole floor can hear it!"
"It feels like it's the same price as a Nokia. It has many functions and looks good. "
Of course, there are different voices: "It feels a bit tacky and golden."
"The price is not as good as buying Tianyu, the brand is stronger."
"GG blows loudly, I don’t know how it will be after using it for a long time."
But overall, positive word-of-mouth has prevailed, especially for young users and return-to-home groups who pursue freshness, focus on appearance and entertainment, and have limited budgets. Star S2 has almost become the "best choice" they can reach.
This kind of word-of-mouth fermentation, in turn, further stimulates the enthusiasm of the channel.
Retailers like Sun Jianguo are more active in requesting goods from higher-level agents, and agents' reminder calls are bombarding the sales hotline of Xingchen headquarters in Chang'an Town more intensively.
This kind of real feedback from the forefront of the market can explain the problem better than any sales report.
The success of Xingchen S2 is not because it is a technically disruptive product, but because it extremely accurately captures and meets the most core and simple needs of users in the sinking market: to get as much "decent", "practical" and "entertainment" as possible within a limited budget.
The huge screen provides a better visual experience and an intuitive feeling that is "worth it";
The establishment of all these perceptions originally originated from the simple and crude GG bombing at any cost.
It is like a heavy hammer, forcibly opening a hole in the minds of consumers, forcibly binding "Star S2" with keywords such as "ultra-large screen", "metallic texture", "rich gold" and "King Kong audio".
When consumers walk into a mobile phone store with these needs shaped by GG, their eyes will naturally focus on the products that best reflect these characteristics.
Star S2 is exactly for this purpose.
In comparison, products of the same price range from other brands may have more stable quality and longer brands, but they are eclipsed in terms of such "visual impact" and "functional gimmicks".
The core of sales success ultimately returns to the essence of marketing: let consumers know you, remember you, and choose you when they need it.
Li Yan knows this well and proved it with a textbook sinking marketing campaign.
Star S2, with its unique "homely" aesthetics and pragmatism, has become a veritable "light luxury" choice for many users in the vast sinking market, quietly changing the mobile phone landscape in the grassroots market...