At the end of 2008 and early 2009, a despair was filled with the computer store in Zhongguancun, the imperial capital: the global economic recession has affected the sales of electronic products. As consumers' demand for purchasing computers decreases, the price wars in the market are becoming more and more cruel;

The rising rents in computer cities have made dealers even worse - nearly 5% of retail stores in Zhongguancun store have gone bankrupt.

What is mentioned above is just the situation in the entire Zhongguancun electronic market, and notebook dealers are not having a good time: because it is an expensive "big" product, consumers are more cautious when purchasing notebooks. They often have to go to four or five dealers to make up their minds to buy, and some even give up the idea of ​​buying or are always in a wait-and-see state.

If you think 2009 will bring some hope, this is a huge joke for many laptop dealers: the situation in 2009 was only worse than in 2008, at least in the first quarter.

Rare late spring cold – the dilemma of no good goods to sell:

In early 2009, there was an abnormal shortage of stocks and price increases in the notebook market, especially under 5,000 yuan, and the hot-selling models of Lenovo, HP, Asus and Acer in the medium and low price range are even hard to find.

Logically speaking, the price of notebooks should decline in the context of an economic recession, so why does the price increase occur?

By analyzing the financial statements of major manufacturers from the end of 2008 to the first quarter of 2009, we can see some clues: HP, Dell, and Acer have all experienced revenue reduction and profit declines - HP's net profit fell by 17%, Dell's sales revenue decreased by 16%, Acer's net profit fell by 31%, and Asus' net profit in the first quarter even fell by 93.7% year-on-year;

Lenovo suffered an unprecedented loss - as of March 31, 2009, Lenovo's net loss for the whole year of fiscal year 2008/2009 was US$226.4 million.

Laptop prices rise slightly after the festival are expected to fall on the Lantern Festival.

The deserted electronics market at the beginning of the year.

If there is a loss or a profit decline, the manufacturer must clear the inventory if it is anxious to recover the losses: some old products with earlier models and expensive high-end products have become priority treatments - so when the manufacturer ships, the first thing he considers is to send this part of the machine to the dealer;

Or use the method of selling two old models with a new model;

However, this is a huge problem for dealers: old models and high-end models are naturally not as easy to sell as new products. As a result, dealers are afraid of not being able to sell or manufacturers lower prices, which leads to shortages in the market. According to the supply and demand relationship, supply and demand will inevitably lead to price increases, so the notebook market experienced a strange phenomenon of price increase in price in the first quarter of 2009.

The ending of no good goods to sell is self-evident, and the already weak market seems even more deserted. It can be said that the notebook market has encountered a rare late spring cold.

In order to survive the financial crisis, ensure the normal operation of Internet companies, and prevent these companies from going bankrupt, the government has introduced a series of relief measures.

In February and April, two batches of winning bids for computers going to the countryside (there are also quite a few notebooks) were announced one after another; as a measure to save the market, the government provided a high subsidy of 13% for computers going to the countryside - which was equivalent to giving manufacturers a big gift package.

Although this can bring about 10 billion yuan in IT sales, it has little impact on ordinary dealers: the vast majority of laptop dealers are all gathered in the city, and it is unlikely to let them carry their laptops to sell in the village.

Even the impact of computers going to the countryside on dealers is negative: because farmers who originally planned to go to the city to buy laptops when they encounter a very low-priced computer in the countryside, they will immediately give up the idea of ​​going to the city.

Another big event is the emergence of 4G products. Although 4G network cards are made by telecom companies such as Mobile and China Unicom, the issuance of 4G licenses is still the affairs of the national competent authorities;

Therefore, the introduction of 4G from the perspective of government affairs is also considered as part of the rescue of the market.

The current mainstream 4G products are Bomi 4G mobile phones produced by Bomi Technology, mainly 4G netbooks, and the launch of 4G netbooks has further exacerbated the traditional notebook market - many consumers have therefore given up buying notebooks to buy 4G netbooks that seem more "affordable".

(Networkbooks are lightweight and low-configured laptops, and laptops are ordinary computers, called portable computers; in terms of function: Networkbooks have Internet access, sending and receiving emails, etc., and the laptops are in daily operations and basic business, entertainment, and computing operations; features: Networkbooks are small and easy to carry, and the laptops are small and easy to carry than PCs;)

The objective reason is that the size of the laptop is larger, and the demand for 4G Internet access is not as large as that of mobile phones and Internet access, so it is difficult to see 4G laptops on the market.

Although many laptop dealers have changed their strategies and started selling 4G netbooks, the actual effect is a "drop of the bucket": First, the netbook itself is not high, and the netbook with a netbook of 3,000 yuan is less than 100 yuan. How many units have to be sold to pay the rent?

Second, the price reduction of netbooks was too fast. From above 3,000 yuan at the end of 2008 to below 3,000 yuan in the first quarter, it fell below 3,000 yuan. In the second quarter, many brand netbooks of 1,999 yuan appeared.

Many dealers said: "The price has dropped by 2,000 yuan in half a year. How can I do this business?"

The rapid increase in 4G products is certainly closely related to the country's vigorous development of 4G infrastructure, but a large part of this is also due to Bomi.

After the Microphone launched by Bomi started to be released at the beginning of this year, due to its cheap price, it sold at the lowest price of 799 and a high price of 1999. Although there is still a gap between Bomi phones in terms of configuration, it can already meet people's normal use and entertainment needs. Except for some relatively resource-consuming games that cannot run smoothly, it will not cause any inconvenience to users.

So after the launch of Micron mobile phones, they were sold out soon, and the sales volume in the first month after the New Year, that is, in March, reached an unprecedented 5 million units.

The expansion of the mobile phone market and the launch of Microphone phones have a significant impact on the laptop market.

...

Hanwu.

Bomi Electronics Manufacturing Factory.

In the conference room, Liu Qiang, the head of Bomi Electronics, was giving a report.

"Our sales in the first quarter of this year were very good. The total sales of Micron mobile phones were 5.8 million units, and the total sales of Bomi mobile phones were 6.1 million. According to the current development trend, by the end of the year, we expect the total number of mobile phones to be sold is about 60 million units."

"There are several main reasons for this digital estimate.

First, after experiencing the financial crisis and financial winter in 2008, there were some signs of economic recovery in the first half of 2009. People's purchasing power gradually increased, and it is expected that the number of purchases will be greater in the future.

Second, our products are scarce products worldwide. Apart from the Omi region, no other competitors have appeared. That is to say, for a long time in the future, Bomi's mobile phones will still sell well.

Third, the country's 4G network coverage rate has greatly increased, which has led to more people having the demand for 4G mobile phone products.

Fourth, our biggest bottleneck now is not the market, but productivity. Due to the output restrictions of accessories manufacturers, although we have increased the number of partners and orders around the world, the output of smartphones is still limited.

So far, it is about 5 million to 7 million units per quarter.

In the future, we will strengthen our partners in this area. Now many small and medium-sized enterprises in China have already invested in the production chain of smartphones. I believe that the out-of-stock situation will be improved soon.

…”

Judging from Liu Qiang's report content, Bomi's mobile phone market is unbreakable.

This is also a normal thing. After all, the research and development of this thing still requires time and cost. Only Bomi and Apple can follow up on the production of smartphones around the world.

Due to the influence of policy reasons, the Ome region is still unable to enter for the time being. Many countries have actually cooperated with Bomi, such as India, Southeast Asia, and island countries...

Apple phones and Bomi phones fight in these areas and seize the market with each other.

Judging from the current situation, Bomi's mobile phones are more dominant.

Gu Lu

The high-end smartphone market that Apple mobile phones mainly occupy. Among non-Chinese and Western countries, Apple mobile phones account for 56% of the high-end smartphone market, and the rest are Bomi smartphones.

It is expected that LG and Samsung will follow this part in the second half of this year.

Moreover, several companies in China are also developing smartphones. The first one is Huawei, which is currently positioned to build a high-end smartphone market.

The second is Xiaobing, which is the smartphone company established by Lei Jun. Although he wants to start the mid-to-low-end market, he is still fiddling with new operating systems.

Actually, it's very simple -

If your phone does not have its own operating system, you can only use someone else’s and pay the patent fee.

However, the cost of this part is also very high, and it will be difficult to reduce the price of a mobile phone if you use someone else's.

With the current two giants Bomi and Apple occupying the market, it is difficult to generate core competitiveness if costs cannot be controlled.

Could it be that you really want to compete with Bomi and Apple for the hard power in technology?

There are not many companies that can do this.

Although it seems that Apple and Bomi are evenly matched in the high-end mobile phone market, Bomi is almost an overwhelming advantage in the low-end smartphone market.

It is mainly because Bomi uses the domestic production chain and its price can be very low. Although its product performance is incomparable to high-end smartphones, it can also meet people's basic needs for smartphones.

Therefore, Microphones are in short supply abroad, and orders have been queued until the end of this year.

This is why Liu Qiang said that what restricts them now is still the production chain and the output efficiency.

But that's good, because as long as Bomi's mobile phones can sell well, domestic manufacturers in the industrial chain can have meat to eat.

Moreover, the scale of these manufacturers is getting bigger and bigger, and many retailers are emerging like mushrooms after a rain.

For this reason, Bomi also received the above commendation and became one of the outstanding companies in 2008.

According to statistics from relevant government departments, the number of new jobs brought by Bomi's smartphones and its industrial chain has reached more than 6 million.

At any time, the employment rate is something that is very concerned about above.

What's more, under the influence of the 2008 financial crisis, Bomi was able to drive such a high employment growth, and he was simply overjoyed.

If this momentum continues, Bomi may become a very terrible engine and drive the development of countless industries and employment.

...

Judging from the current company's financial report and future trends, the marketing volume that Bomi alone can bring in this year may exceed 260 billion Soft Girl coins, which is about 30 billion US dollars.

Because the profit is relatively thin, the net profit it will lead to may be $2 billion.

But this is already quite remarkable.

Cao Yang is quite at ease with the mobile phone business.

Moreover, this business is still in a period of rapid growth and is far from reaching saturation.

Think about it, there are nearly 3 billion mobile phone populations around the world, and the smartphone replacement rate is less than a fraction of the time.

Maybe next year, there will be a bigger outbreak.

What's more, mobile phone products are not static, and the future updates are also very rapid. Almost every year, these are all markets and money.

Cao Yang didn't mind that there were more competitors in China, and Bomi couldn't eat such a big piece of cake, so it was a good thing for Lei Jun and Huawei to participate, and at least it could provide the country with a lot of jobs.

Now I’m waiting to see when the above can reach trade cooperation with the United States so that mobile phone products can also enter the United States.

"But this will increase the number of Bomi employees again," Liu Qiang continued. "We expect to add about 100,000 to 150,000 offline direct stores nationwide this year, which will bring more than 300,000 employee positions and will also increase our maintenance costs.

So boss, can we appropriately increase the price of future products?"

"Um?"

Cao Yang suddenly heard cue's name and looked up at Liu Qiang.

He thought for two seconds, "I think it's OK. You can just make a decision after you have a clear study of this matter with colleagues in the strategy and marketing departments."

"Why?"
To be continued...