(To make a statement, some people say that Huawei and Xiaomi have been criticized in these chapters. I hope that everyone will increase their posture and know that various business models and competitive positioning have been repeated in history. I just made an analogy for the sake of making everyone understandable. I didn’t say that some business strategy is not good.

Just like there is nothing wrong with playing patriotism, the wrong thing is to only play patriotism but not paying attention to quality, and the cost-effectiveness is to ignore the user experience after getting the cost-effectiveness. These are not contradictory, because improving the user experience will not increase production costs. Sometimes the leadership only needs to pay attention to design, and don’t be bound by pure science and engineering thinking. In the book, Nintendo Sega was similar to Huawei and Xiaomi when looking for its competitive advantage, but their cause of death is the shortcomings on the other side)

On June 28, the Sega SG-1000 gaming console will be officially released for three days.

The San Francisco Bay Area is located in the city of Redwood, Silicon Valley.

The headquarters of Sega (US) company is now located in this small town.

This is also a feature of Silicon Valley. Countless small towns in the Bay Area may be entrenched in various IT/electronics giants, and will not all gather in downtown San Francisco.

David Rosen, the helm of Sega (US), nervously arranged the company's daily affairs, and was waiting for the first wave of trial in a complicated mood.

David Rosen is definitely not familiar to later Chinese players, because according to the original historical trajectory, he only had a glory in the arcade era before 1983, and then he collapsed with Atari. The one who really made the brand of Sega continue to become famous in later generations was Sega (Japan) company, and Shiroozuo, Nakayama.

Now, due to the fine adjustment of history, David Rosen, an old man over 55 years old, obviously has the opportunity to re-stop the last shift of his historical mission. If he wins, he can still continue to play his remaining energy.

The research and development task of the sg-1000 game console was mainly completed by the engineer team of Sega (Japan) company. The American company was only responsible for the first batch of arcade games' cassette transplantation work, and was more inclined to software development.

This was also the norm for the division of labor between the United States and Japan in the early 1980s. At that time, Japan had surpassed the United States in the research and development capabilities of electronic hardware, and American companies were only more advantageous in software.

However, although the game console was developed by Sega (Japan), Shikao Nakayama and David Rosen reached an astonishing agreement on market placement strategies:

The first batch of goods will be given priority to supply the United States, first to attack the US market. If the gap after Atari collapse can be occupied, then the country will be returned to Japan.

This may be difficult for outsiders to understand, but as long as you understand the current atmosphere of the game console market in Japan, you can figure out the great collapse of Atari at the beginning of the year, which is only limited to the "big collapse of Atari in the US market."

At most one more European.

In the Japanese market, the sales of Atari 2600 gaming console last year were only one-twentieth of the US market, and it sold less than 300,000 units throughout the year.

This year, a reversal occurred.

The sales of Atari in the United States fell by 40 times, and the Japanese market almost did not fall. It became that the United States could only sell more than 2,000 Atari game consoles per week, but the Japanese market could sell for nearly 5,000 weeks of sales.

Both Nakayama Hayao and David Rosen knew that this was because Japan's superstition about "American father" had not been broken.

Historically, until the 1985 square agreement caused the yen to soar, and Japan's global buying and buying to enhance national self-esteem, they had always had a sense of awe of American goods.

Therefore, even if Sega now attacks the Japanese market first, there will be no good ending, because in Japan, Atari has not yet been completely cold.

Since that's the case, it's better to attack the US market first.

David Rosen's idea is very clear: Gu Ao's Tiankun Entertainment has occupied the title of the leader of the martial arts world, and the "first righteousness" of Atari, and Tiankun's game console design is indeed fine, so it is impossible for Sega to win over Tiankun.

However, as long as Sega's machine is not much different, and after following Tiankun, everyone will compete for the 30-7th season, Sega 30-7th season, and David will be satisfied.

The most important thing is that even if Sega only accounts for the "three", it means that Sega's sales in the United States will significantly surpass Atari.

When the time comes, it will not be a "lowly domestic product", but "the exports that can be sold in seven to seven to seven to domestic sales" with American fathers, with completely different brand styles.

At that time, we can talk about the patriotic attention story in the Japanese capital market that "Now two game console companies have defeated Atari in the US market. One of them is a Japanese company and the other is a Chinese company. I will ask you Japanese consumers who support it."

Even American dads themselves don’t believe in their American dads, you Japanese consumers are superstitious about yarn!

Plan pass!

...

"Has the initial sales statistics been released? How is the situation? Is there a third of Tiankun play-puter's daily sales? As long as it has one-third, it will be a good start."

When David Rosen looked at his watch for the fourth time today, he finally waited for the company's sales director Rubin Peterson to step into his office.

David immediately stood up, walked around the desk himself, and took a few steps to catch the report.

Rubin Peterson was embarrassed: "Boss, I'm not optimistic. The latest data from the dealers has actually been reported. There are 40% of dealers. In the past two days, a single SG-1000 was not sold. At present, the total sales of dealers we have counted across the United States are only 1,000 units in the past two days..."

David Rosen's expression immediately became cold.

"This is impossible! Our machines are sold cheaper than Tiankun's, and the hardware parameter indicators are not bad. How can consumers not buy it?"

Rubin Peterson presented two magazines, half shirking responsibility and half pertinently explaining: "Boss, do you see if there are any two magazines, "Home Computer" and "Game Man" that may be caused by this, actually published a comparison and evaluation of the three people using game consoles on the market in our weekly magazine the next day.

Then we disclosed the bad review of our sg-1000, which is just a pile of performance parameters, but the ergonomic design and operationality are extremely disasters. I don’t know how much sales these two magazines have and how much impact they have caused. But this bad review is obviously a major blow to the goodwill of the product. I suspect that Schulhoff made a black money and bribed the magazine review article!”

David Rosen's face was as deep as water, and he did not immediately develop.

It seems that this is a very scheming person who has seen strong winds and waves and knows the power of smearing and hype.

However, after just a few seconds, one or two blue veins on his forehead could be seen bulging, showing that the owner of this face was already out of anger:

"Despicable! What about our public relations department? Didn't the media public relations have been done well? Also, is the problem mentioned in the review article true?"

Rubin Peterson quickly took the opportunity to throw the pot to Japan's R&D company: "So, our public relations department has tried its best, so we can only bribe the magazine and not criticize us, but we cannot let the magazine give up the news. The game console designed by Japan's company is indeed a bit inhumane in operation.

As these articles say, it is a hasty transplant from an arcade machine. The only difference is that the arcade rocker is moved to a 'plastic brick'. Players have to carry this brick in one hand and rub the rocker in the other hand, which is very laborious..."

David Rosen really wanted to insult the dull engineers under Shiroo Nakayama, but he knew that he could only swallow the bitter fruit at this moment.

The time for the R&D company is too hasty. From project establishment to shipment, there is no other choice except rough transplantation in four or five months.

He closed his eyes tightly and sighed: "There is really no way to do anything about R&D. I held seven or eight meetings with them to urge them to hold the project progress. I know the difficulty. In order to catch up with the current progress, some engineers in the Japanese side died suddenly in the laboratory. If they were in the United States, compensation for the labor environment would be enough.

However, I don’t believe this reason, which can lead to such a severe blow to our initial shipment! How can consumers realize the severity of the sg-1000 operational disaster so quickly? Whether they buy or not depends on the induction of dealers? The problem we are facing now is that the first batch of cheating and selling chewing mice users cannot cheat. This is not because the marketing department is not strong enough, what else can it be!"

When he spoke the last two sentences, David Rosen's voice suddenly rose a few degrees, and he looked at his marketing director with a sharp look.

Rubin felt a little embarrassed when he was seen. He was frightened by the boss's keen insight, so he couldn't even give an excuse to shirk responsibility.

"I...I don't know why, but this is the truth." He admitted his mistake very weakly.

David Rosen paced back and forth like an anxious lion for a few times, then scratched his mane, and ordered:

"Look for a market research company that we have cooperated with for a long time! Let them immediately conduct in-depth in-depth investigations to explore the deep reasons why major dealers cannot sell sg-1000. In addition, you and I will lead the team and personally conduct undercover investigations to collect feedback from the front-line market around San Francisco! I must know the most sincere feedback from the front line!"

"Yes, boss, I'll make arrangements now." Rubin quickly agreed.

...

After a hasty preparation, that afternoon, David Rosen and Rubin Peterson each brought their assistants and secretary to conceal their identities and secretaries to make an undercover visit.

Each of them divided the districts and decided to ask the boss David to personally investigate several senior dealers near Silicon Valley. Because Rubin is the marketing director and many dealers near San Francisco know him, he was sent to Los Angeles for investigation. It was not far away anyway.

At around 3 pm, David Rosen brought people to Macy's in downtown San Francisco.

Nowadays, shopping places such as computer cities/digital cities in the United States are not very popular. Most of the sales of electronic products are achieved in various department stores and shopping centers. In comparison, electronic cities do not have much price advantage.

Macy's is an old department store chain with a history of more than 100 years. Americans love to buy things there. The electronic product dealers in Macy's are also relatively powerful dealers in various places.

As soon as he walked into the door of Macy's, David Rosen saw something he didn't want to see with dissatisfaction.

One wall of Macy's Department Store was replaced with a huge advertisement for Tiankun Entertainment Game Machine. David couldn't hide it even if he didn't want to see it.

"Those guys from Tiankun Entertainment! They actually put advertisements in such places to disgust people! Can this kind of wall advertisements promote the sales of game consoles? Absurd!"

The accompanying female secretary wanted to flatter her and respectfully suggested: "So, should Mr. Des go to talk to the advertising department of Macy's Department Store and add a wall advertisement for our Sega?"

"Where did we get so much money?" David subconsciously scolded the female secretary, but then he thought about it and felt unhappy, so he added with the True Scented Body.

"However, just under the nose of Silicon Valley, it's not a good time to see Tiankun making such a big fanfare. Go, at least take down the wall advertisements of several major stores in San Francisco! The same specifications as Tiankun! It's not clear to the outside world for the time being!"
Chapter completed!