After the press conference, why can I wait for 1 month to be released?

Author:Those things on the Internet Time:2022.09.22

Zealer had a interview with the red artillery Zhou Hongyi. Wang Ziru asked him: Why should you create a "space water cooling" speech for Qiku mobile phone? He said that he was against this gimmick, but after many years of marketing, he found that such a approach was indeed traceable.

For example, he transformed the "glass lens" of Qiku's dried mobile phone into a "five full optical ultra -high -definition light -transmitting glass".

The current Zhou Hongyi believes that the more the number of words of copywriting, the stronger the infectious power, the more it can move, and it can attract users' attention. Of course, this is the premise that it does not deceive users and does not violate the advertising law.

In the age of attention, people are surrounded by digital information operated by a large number of dark boxes.

The new product launch conference of the science and technology factory once or twice a year, now I can't wait to open it once a month, not only the first photos of new products and the market, attracting potential consumers, but also for the "pre -sale period after the meeting. "Do warm -up exercise.

The release period of the iPhone and Xiaomi annual conferences is one week later, and the pre-sale volume is comparable to Mira Star. Last year, the pre-sale situation of iPhone 13 was even worse. The United States showed that the delivery time was 3-4 weeks. Show a delay of more than a month.

A mobile phone waiting for a month, is this new machine made up?

01. The reason for the creation of the number

In fact, your mobile phone is really built, not only to be created, but your pre -sale data will also be followed by manufacturers to analyze.

However, no enterprise will be stupid enough to invest in production without any market analysis, but to do two jobs before entering the production line.

The first is the development meeting to grab market attention, and the other is to make market estimates before the production is determined.

On the night of the pre-sale on September 9, the official Apple server was squeezed again by fanatical fruit powder again. The number of reservations on the Jingdong platform exceeded one million, and even the 98 yuan Incase lanyard had to wait 4-6 weeks.

Huawei can't sit still. Although Ren Zhengfei has a very good relationship with Cook in private, "the workplace is a workplace after all." Following the first time domestic Huawei will be marked with Apple in 2021, they ran in front of Apple this year's timeline.

Throughout the time of Apple's conference over the years, except for the iconic iPhone 4 and 4S, they are all around September.

The reason for the selection in September is just because Apple's fiscal year starts from October. The largest shopping festival in the United States is also in November, and the northern hemisphere is high in autumn, which is also a "receiving" day.

But the industry competition is so fierce. As long as the progress is caught up, it will be able to get in front of Apple.

In the past, there were new products of Samsung Note series, and the IFA Electronics Exhibition was later. More and more manufacturers put on a sniper apple in the autumn market. The scene was comparable to "Huashan's Sword".

However, the delay of delivery is Apple's Datong disease. After the release, the iPhone13 "one machine is difficult to find" is not a case. Insufficient inventory has also shown investors. The time is 32 days, which is about a week from the 25 days of Phone 12 Pro and Pro Max in 2020.

Tianfeng Securities Analyst Guo Mingzheng previously said that in order to avoid the errors of the iPhone 12 Pro Max and PRO's lack of supply, Apple has increased the proportion of iPhone 13 Pro Max & Pro to 45–50%, but this is still It did not alleviate the out of stock in the iPhone 13 Pro series.

In the subtext, Apple reveals the cautious supply of inventory supply, and the "squeeze toothpaste" production process is one of the means of pre -sale manufacturers.

"Pre -sale" and "release" are exactly the same skin, but there is an absolute difference in time, but this may also be considered that consumers believe that manufacturers are "painting big cakes".

Pre -sale means that the product did not officially enter the market before the market, and the sale/listing means that mobile phones can be officially circulated on the market.

Real estate, car companies and other industries attach great importance to the pre -sale methods after the press conference. This is like a "empty glove white wolf" marketing game. You think you are buying products. In fact, your goods may not enter assembly line.

For example, the bionic chip of A15 and the reduction of 20%of Liu Haiping+the price of not rising and anti -descending are the reasons for the "old user" to change the new machine. After passing the passion, your order will be transmitted to the manufacturer.

The beginning of the market for consumers is willing to fall into this marketing game. It is like a press conference, just like Xiaomi will give you sufficient reasons to configure Huawei Kirin 990, Qualcomm Snapdragon 865, over 100 million pixels, etc. Speak all the characteristics of products worldwide.

In the last century, the manufacturer's launch conference was to attract capitalists to invest, and the conference of the Z era was to fire consumers' wallets. After all, if you want to survive in this market, you must push the products to the market with a scalp.

02. Pre -sale decisive source

The press conference is the most critical one in any factory sales activities.

In 1878, Edison held the first conference in history for the commercialization of electric lights in the United States. He invited a large number of media and capital consortia to visit.

But no one knew that the electric lights at that time could only be on light for 2 hours, and the release of all the light bulbs would be scrapped as soon as the release would end.

But by this press conference, Edison received a lot of investment. At the second conference, Edison's light bulb has achieved 170 hours of light. The investment of capitalists is the beginning of the life of new products. The press conference can observe the attitude of capital to new products through the old products, and it is also a way to contact with a 0 distance between the brand and consumers.

After the development of the times, the release meeting has become a normal business behavior of major enterprises. The product function is not only the product selling point, but also the memory point that the brand wants to convey to the outside world.

From the perspective of the key distribution of the Douyin mobile phone, the main change of the key function of the mobile phone this quarter is that the camera replaces the charging, regardless of whether it is Xiaomi 12 Ultra, OPPO RENO8 series or vivo's S15 and X80 series. one.

The user's heart is the best marketing point for manufacturers, and they will hang up enough appetite before meeting the needs of users.

The market has a word called "expected management". At the press conference, the brand's narrative of its own products has a necessary relationship with consumer expectations, and consumers' expectations for products need to be carefully managed.

Once the consumer's expectations for the product are too low, the attention of the brand is decreased year -on -year, but if the consumer's expectations of your product are too high and the manufacturer's product cannot meet this expectation, consumers will also treat the brand for the brand. Instead of impression.

This year, Apple once again won the name of the pre -sale champion, tightly the old and new users.

Apple will not immediately meet immediately because of the needs of users. After they find that the customer really wants to know, there is only a little bit that the customer really wants to know. Cook always chooses the latter between "function and experience".

This is in sharp contrast to the exaggerated running demonstration and fresh copywriting at the press conference. Finally, the products that throw out the price of surprise are in sharp contrast. For the brand, this method is easy to go. Once the consumer's personal experience is not good, the brand is for the brand. The image honor is also a big blow.

For example, the iPhone12 is not late in the Android in the 5G market. It is precisely the lack of 5G killer applications and the public's lack of perception of 5G's advantages and disadvantages. Instead, Apple has made Apple the first choice for social animals under the tide of 5G.

But no matter how good the function is, the waiting period is painful and happy. The manufacturers during the pre -sale period are busy collecting all the information conditions for pre -sale, such as the time for you to place an order, the color selected, and even the length of the page.

Any tiny decision will affect the efficiency of your mobile phone shipments.

03. Pre -sale period is the busiest period of manufacturers

For pre -sale products, manufacturers will understand the market's market through pre -sale feedback data, and to avoid the existing inventory risk.

The release of new products will inevitably affect the sales of old products in the inventory. Most manufacturers will clean up most of the original inventory before the new product release, and reduce the price reduction of the product.

For example, after the release of the Huawei P40 series, Huawei spent a full month to clean up the old inventory. In the new season of JD in 2020, the sales of Huawei P30 even suppressed the popular 5G of Xiaomi Mi 10, Mate 30 5G and other popular 5G 5G, etc. flagship.

The "win -win" of manufacturers and dealers is also "double -loss", and it is also difficult to control dealers' inventory.

In the first month of the Android model, 1 million sales are achieved, and the models of Xiaomi 10 4,000 yuan are calculated. To directly achieve the spot in the first month, manufacturers must start production 2-3 months in advance, and overwhelm a full 4 billion yuan The spot is in hand.

The risk of 4 billion yuan is extremely risky. Once it is disturbed by competing products during the production process, it will have a huge impact on the expected sales volume and existing value of the complete products.

That is to say, the more sufficient the stocking is, the higher the inventory risk. The pre -sale period is not only a marketing method, but also the guise of "pre -sale" to step up manufacturing.

Manufacturers will adjust the inventory and then put in production according to the pre -sale situation. All later pre -sale and snap -up are based on inventory.

Although pre -sale allows consumers to pay time costs, consumers often search for a lot of information topics about new machines on the Internet.

As of press time, Weibo -related iPhone 14 topic views have a maximum view of 2.57 billion read. New machines for immersive experiences have increased the reading volume of relevant information, which has also become a hotbed for paying players during the waiting period.

KOL in major fields is a topic manufacturer. The powerful network layout makes the smaller information accurately pushed to its own fan group. The professional analysis of key opinion leaders can bring a lot to products and bloggers. income.

The hotspot takes time to ferment, and the pre -sale period is the good time for the media to "harvest" while it is hot.

According to the 49th "China Internet Development Statistics Statistics Report", as of December 2021, the size of netizens in my country reached 1.032 billion. At the same time that the society became digital transformation, netizens have also formed a huge social Internet, becoming a medium for key information to spread key information Essence

As a necessity of life, it is not only as simple as the communication function. For consumers, what advanced chips and how many billion cameras are not the first. Anyway, "buy new ones" when conditions permit.

Netizens' attention to equipment depends on the amount of information obtained by themselves. The pre -sale period is a stone and two birds for manufacturers to respond to inventory risk. Although it is suspected of "hungry marketing", it is the wish of the wishes.refer to: