Chapter 797 Event Marketing

"Playing with a big one?" Everyone looked at Meng Qian curiously.

Meng Qian continued to smile towards the camera, "If everyone is really looking forward to our new phone, how about we start selling it tonight?"

For consumers, the period from the release of new products to the launch of new products is actually very annoying, and many consumers are impatient to wait.

However, more and more mobile phone manufacturers are making this cycle longer and longer, or they only release a small amount in the early stage. One of the reasons for this is that some companies deliberately play hunger marketing.

There are also reasons such as insufficient sales forecasting ability, untimely hardware supply, low production efficiency, and insufficient cash flow reserves.

Insufficient sales prediction ability will be greatly improved after the popularization of intelligent supply chain, but other problems are a long-term problem.

Even if you know the approximate sales volume, the financial pressure to store so much stock in the early stage is huge, and the hardware of the mobile phone comes from different hardware manufacturers. Any hardware supply that is not in time will drag down the production of mobile phones.

For example, Sony's mobile phones are often out of stock, and new products are often unavailable for three months after the launch. This is because Qualcomm will basically ship the same chip to Samsung first. Sony can't beat Samsung, so it can only hold back.

And the press conference can't be dragged on forever, you drag the consumers to buy other people's products without seeing the advantages of your new products.

That's why Yu Chengdong said that there will be only four first-tier mobile phone brands in the future, and three in another time and space. When it comes to competition at the supply chain level, small companies simply can't afford it. The competition is no longer simply about the quality of mobile phones. Unless someone can really completely subvert the mobile phone product.

The first thing Dafeng Group wants to break through today is the world's fastest new product launch speed.

After the press conference at 5 pm, the sale will start directly at 6 pm.

Moreover, this launch is neither pre-order nor rush-buying, but spot stock. In order to further prove Dafeng Group's sufficient stock reserves, Meng Qian also did something even more crazy, "In addition, if everyone really wants to get it as soon as possible Go to Hongmeng 9 or Hongmeng mini9.

Let's add another code. In some cities in China, how about we play a new machine for 2 hours? "

2 hours for the new machine?

Regardless of whether it was the live broadcast or the audience watching the live broadcast in front of the screen, everyone's emotions at this time were puzzled and shocked. What exactly is Meng Qian going to play?

At 6:00 p.m., Hongmeng 9 and Hongmeng 9mini are actually on sale. The purchase channels include offline direct stores, third-party channels including Hema Supermarket and Suning.

Online, there are Hongmeng official website purchases and e-commerce platforms such as Tmall.

Among them, you can experience the 2-hour delivery service of the new machine on the Hongmeng official website, Hema Supermarket and other channels. Of course, the premise is that the city you are in belongs to this 2-hour delivery list.

Hangzhou, as one of the cities where Hongmeng's new phone arrives within 2 hours, many consumers are stuck waiting for the arrival of 6 o'clock.

At 6 o'clock, when everyone opened the official website of Hongmeng, the purchase link of the new phone appeared, and after confirming the purchase, they could choose the delivery method.

There are two delivery methods, one is regular express delivery, which will be delivered within 24 hours, and the other is 2-hour intra-city delivery, which requires an additional 10 yuan delivery fee, but the delivery fee is free within 24 hours before the sale.

Almost 90% of users choose intra-city 2-hour delivery.

At 7 o'clock in the evening, Hongmeng City's 2-hour delivery has already topped the hot search list.

"What about the 2-hour delivery that was promised? What does it mean that it will be delivered in 1 hour?"

"I wanted to take a bath and do a ceremony to wait for Hongmeng 9, but halfway through the bath, the delivery boy came to my house. It's embarrassing."

"Dafeng Group is not going to give us the time to regret it. You can apply for a refund if you buy it online. The order will be delivered within 2 hours. I haven't figured out whether I should spend this money. The item has already been delivered to me. Now, I'm still in a daze."

"Not to mention, the service is really good. The delivery boy patiently inspected the site together and explained the new machine. I asked him to help operate some things and agreed. It is worthy of the word-of-mouth delivery team. This service is real. Nothing to say, I feel a little embarrassed not to pay the delivery fee."

"The stock of Hongmeng 9 is so abundant? There are so many people buying the stock and it's still not out of stock? How much stock does Dafeng Group have? Are you so confident in your products?"

"Dafeng Group has released data. The global sales volume of Hongmeng 9 directly exceeded 2 million units in one hour, and the global sales volume of Hongmeng mini 9 was 1 million units in one hour. The domestic market accounted for 65%.

Among them, spot transactions on the day may account for 10%. Calculate how much you have prepared, at least 10 million units, right?

According to the cost of a 2000, it is 20 billion. Even if the channel shares half of the inventory, Dafeng Group will have to prepare nearly 10 billion of inventory investment. Only Hongmeng can do this in the world, right? Money really does whatever it wants! "

"I'm curious, what's the point of having so many stocks?"

"For most consumers, one mobile phone is enough. Will you buy other brands of mobile phones after buying Hongmeng? Now everyone releases new phones at about the same time, and you have to wait to buy other mobile phones One month, even at an additional price, Hongmeng will be delivered to your home in 2 hours at the original price, which one do you choose? Is there any mobile phone that you would rather wait for an extra month than choose Hongmeng?"

"Now you have to increase the price to buy a millet, but to buy a Hongmeng instead of the original price. The Dafeng Group played like this and killed a group of scalpers."

"Actually, what I'm most curious about is Suning. Doesn't Hema and other third-party channels do not increase prices now and go to Hongmeng channel? Wouldn't it be a lot of pressure? In the past, the inventory pressure of third-party channels can be solved by raising prices due to insufficient supply in the early stage. And cash flow issues, those mobile phone scalpers actually get their goods from third-party channels.

But now that the stock is so abundant, there is no way for third-party channels to increase the price. It is very risky to force the inventory. I think Suning Hema has stock now, which means that they have a lot of inventory.

Coupled with the fact that mobile phone profits are getting lower and lower, how can these third-party channels play? It is not a good thing for third-party channels for Dafeng Group to engage in such a sufficient spot, right? "

"You don't have to worry about third-party channels. Suning has already disclosed this matter not long ago. Their cooperation method with Dafeng Group has changed. They have not suppressed the goods. All the goods from third-party channels are suppressed by Dafeng Group. In the warehouse, all the spot goods are actually sent directly from the warehouses of Dafeng Group scattered in various cities. Now you can take a look at the streets of Hangzhou. A large number of trucks of Dafeng Logistics are frequently appearing on the streets. Hema is delivering goods."

"Zero inventory? What is the plan of Dafeng Group? If the channel is not selling goods, why make the channel make money? Dafeng Group does charity? Dafeng Group doesn't need to rely on the traffic of Suning Hema, right?"

"Galewind Group really doesn't need the traffic of Suning Hema, but their densely populated stores can help Dafeng Group increase the density of urban coverage, so that the delivery staff can deliver goods on time.

At the same time, Suning Hema needs the traffic brought by Hongmeng. Let’s put it this way, the Hongmeng mobile phones sold by Suning Hema hardly make any money. What they earn is the traffic brought by Hongmeng. You haven’t discovered the apps of Suning and Hema today. Are you doing activities?

This is a brand new channel cooperation model developed by Dafeng Group, and today is a test.

Do you think 2 hours is as simple as that? There are many things behind it.

Let’s just say that the advantages of Koubei Delivery’s self-built team will be reflected in the near future. Meituan and Ele.me don’t even want to compare with Koubei Delivery. It’s just the special pre-training and personnel transfer for this delivery. Can Meituan and Ele.me do it? "

"A question that may be stupid, how does Dafeng Group predict how many units of Hongmeng 9 will be sold?"

"The smart supply chain of Dafeng Group starts from the needs of users, and can calculate the sales volume of Hongmeng 9 based on various data."

"Basically, we choose 2-hour delivery now. Will it really be sold out tonight? It will be embarrassing if the stock is really out of stock by then."

"Actually, there are only 18 cities that can really achieve 2-hour delivery. Most of the domestic cities cannot achieve 2-hour delivery, let alone foreign countries. This is an attempt to add marketing. In these 18 cities, Dafeng Group No matter what, I have prepared enough goods for you. After all, this is a mobile phone that is several thousand dollars larger, not a rice bowl worth ten yuan.

And let’s take a look at the No. 5 most-searched news. Dafeng Electronics Factory and all Hongmeng’s foundries are operating 24 hours a day. All core components of Hongmeng are produced by themselves, and there are at least 3 non-core components. Suppliers, spare parts are sufficient, and the factory operates 24 hours a day. While the outside is selling, the factory is doing it. A strong supply chain involves every detail.

I even feel that Dafeng Group is showing its supply chain muscles today with the help of Hongmeng 9. "

"It's true what you said. If Dafeng Group can really play this 2-hour marketing well, how many companies will follow up with Dafeng Group for smart supply chains. This is an era of supply chain disputes."

"It's not just as simple as building an intelligent supply chain system, but another hot topic is rapidly climbing up. Dafeng Group has already controlled multiple cores of the supply chain. It has built its own logistics, channels, and customer service. These things can be split to serve other companies, Suning’s Hongmeng Delivery is not the responsibility of Koubei Delivery today.”

"It's amazing, Dafeng Group has launched another topical marketing campaign today, accelerated the market share of Hongmeng 9, tried a new channel cooperation model, and also showed its supply chain in a targeted manner. The strength is equivalent to that we spent money to buy the mobile phone of Dafeng Group, and we are still advertising for Dafeng Group.

People spend money on advertisements, but Dafeng Group makes money on advertisements.”

Hot searches on the Internet and discussions among netizens made this 2-hour sales promotion more and more detailed, but even if everyone understood everything, they still had to marvel at the strength of Dafeng Group in the end.

"Internal industrial chain + internal supply chain, Dafeng Group is really invincible"