He turned to the financial director Zhang and the person in charge of purchasing: "The big screen, the better-quality casing, and this new set of UI design and optimization work will definitely bring about an increase in BOM costs and R&D costs.
But today is different, and our size and industry voice are different.
Aunt Zhang, your finance department and purchasing department must immediately link up to prepare the expected bill of materials for A1. and R&D investment, conduct accurate cost accounting and supply chain price reduction. "
In the end, he made a final order: "Dr. Han, led by the R&D department, jointly with ID (industrial design), procurement, and production, I want to see the detailed technical plan of Xingchen A1, the finalization of ID design, the UI interactive prototype demonstration, and the accurate cost accounting report based on the latest supply chain quotation.
The final retail price must be strictly controlled within 688 yuan! "
At this price, it had nuclear bomb-level lethality in 2008.
According to data from the National Bureau of Statistics, the average monthly salary of on-the-job employees in urban units across the country in 2008 was just over two thousand yuan.
A mobile phone with outstanding design, smooth UI experience, excellent texture and guaranteed brand, priced at 688 yuan. For students with no source of income and young people who are new to society, it is a "dream gift" that requires a little bit of tiptoeing, but can definitely be obtained. It has great temptation.
After assigning the tasks of A1 and UI optimization, the meeting entered the second topic, which was even more novel and shocking to some executives with traditional manufacturing backgrounds present.
"The second thing," Li Yan's voice was low but with an undoubted power, "I require the company to immediately set up a professional online marketing department and simultaneously launch a personal brand image building plan for me."
He spent nearly twenty minutes elaborating on the deep considerations of this strategy: "Future business competition is a competition of comprehensive strength.
Hardware is the foundation, but brand is the soul that allows a company to survive cycles and earn premium prices.
We want Star Technology to upgrade from a successful mobile phone manufacturer to a technology brand with a story, warmth, pursuit, and recognition by young people.
And the founder is the most effective and direct medium to convey this brand value. ”
He looked at the HR Director and spoke decisively: "The Internet Marketing Department should be established as a strategic department, with separate preparation and budgeting.
The initial core responsibilities include: first, quickly building and operating our own official forum and company blog as the base camp of "Star Fans";
Second, taking the initiative to cooperate with Tianya and Mao Establish in-depth connections with core moderators and opinion leaders of mainstream online communities such as Taobao, Douban, and major university BBSs, and plan topical online activities;
Third, monitor online public opinion, guide and respond in a timely manner;
Fourth, prepare for subsequent online marketing and e-commerce channels that, although currently weak, must be deployed in advance.”
Then, he issued specific instructions to the person in charge of the marketing department: “At the same time, immediately use all resources to contact domestic mainstream financial media, such as “First Financial Weekly” and “21st Century Economic Report”.
· Influential technology media, such as Zhongguancun Online, Pacific Computer Network, and even some cutting-edge urban newspapers and fashion magazines, can arrange a personal interview with me
· The content of the interview revolves around several core stories: my father died suddenly, leaving behind a township on the verge of bankruptcy. A small factory;
How did I, who was only in my early twenties, accept the call of duty amidst a lot of doubts;
How did I lead the veteran workers and technical backbones to develop the Star S1 day and night and survive the desperate situation;
How did S2 accurately grasp the pulse of the market and create a sales miracle;
And, what I want to emphasize the most is Xingchen Technology’s vision of “creating a better technological life for young people” and its corporate culture of “wolf-like struggle and result-oriented”.
You can appropriately exaggerate the hardships of starting a business and play the cards of bitterness and struggle, but the core tone must be positive, upward, and confident, and we must show our image as a young enterprise that is pragmatic, hard-working, and future-oriented.
Li Yan did not feel any embarrassment at all when he said these words.
And Li Yan is very clear about his own advantages: a height of 1.8 meters, a tall and straight figure maintained by long-term exercise, a calm aura and sharp eyes honed after months of ups and downs in the business world, plus an already angular and star-like face, which gives him a natural advantage in front of the camera.
He asked the marketing department to hire the most professional photography team, not only to record the interview process with high quality, but also to create a set of personal image promotional videos and a set of high-quality flat photos for media release.
"I will personally control the creativity and core of the script of the short film."
Li Yan emphasized, "At this stage, the focus of our promotion is the brand concept of Xingchen Technology and the A1 series that will be launched for young people. Through my narration , to personify the brand. "
As for the heavier, more personal declaration and provocative "I speak for myself" type of GG, Li Yan plans to keep it as a strategic reserve until the eve of the release of the smart phone, and throw it out as the ultimate king to detonate the market.
rather than now.
He has even sketched out a vague, but very recognizable personal reference in his mind - Steve Jobs.
In an era when entrepreneurs either wore suits, were serious, or were influenced by Matt style, Jobs's iconic black turtleneck, Levi's 501 jeans and New Balance 992 sneakers' "standard uniform" was itself an ultimate personal brand symbol, conveying a strong message of simplicity, focus, and subversion of tradition.
Li Yan did not mind being called "Jobs of the East" in the early days. In this era when Apple's iPhone had just begun the first era of smartphones and Jobs himself was regarded as a god, this analogy was even an efficient cognitive shortcut and a powerful brand endorsement.
What he needs is to form his own unique personal style that is easy to recognize and remember as soon as possible, and deeply bind it to Xingchen Technology's brand tone of "youth, fashion, technology, and future", so that the name "Li Yan" will eventually become Xingchen Technology's brightest business card.
This meeting lasted for nearly three hours. Li Yan analyzed the situation carefully and clearly explained the complex strategic intentions, clear implementation path and required resource support.
The senior executives attending the meeting, from initial surprise and confusion to later deep thought and excitement, finally left with clear tasks and tremendous pressure.
Star Technology, a battleship that has begun to take shape, has begun another profound turn and comprehensive acceleration under the command of Li Yan, a young and decisive captain.