455 [Catching Lenovo]

In mid-March, Song Weiyang ran away, and the weather in the capital was really uncomfortable. Nothing else, but there are many sandstorms and thieves, and they will make trouble from time to time.

Facts proved that Song Weiyang left in time. Just 10 days after he left Beijing, a terrifying sandstorm hit.

The strong wind carried billowing yellow sand, covering the entire capital within a few hours. The instantaneous wind force in some areas reached level 9, and the dust filled the streets and alleys, and every word was filled with sand. What is the smog in the capital of later generations? In front of the sandstorm is the little brother.

Another week later, a sandstorm swept across the capital again. Visibility in many places was less than 100 meters, and drivers had to use windshield wipers to remove sand at all times. This was the fifth sandstorm this spring.

The advertisement of China Computer appeared at this time

In the darkness, the fire flickered, and a figure from behind was adding firewood to the clay stove. The water vapor slammed the lid of the pot, and the lid was lifted with old hands. Dozens of boiled eggs could be seen in the boiling water.

The screen switches, the mother carefully puts the eggs into the homemade bag, and the father is smoking flue-cured tobacco and counting the thirty-fifty cents.

The young man was wearing patched clothes, carrying a big bamboo basket with straw mats and quilts on it, holding a bucket in one hand and a cloth bag containing eggs in the other. Facing the rising sun and stepping on the morning dew, the young man traveled far between the fields. Behind them are low broken earthen houses, and old parents smiling and waving.

In a blink of an eye, the boy was yawning while reading a book and typing on the keyboard in the school computer room. Seven years passed in a flash, the boy applied for the job in an old shirt, and the examiner was Jiang Wen in a suit.

The moment the boy and Jiang Wen shook hands, the scene switched to the Shenzhou Science and Technology R&D Center. Countless young people dressed in the same clothes as teenagers gathered from all directions. During their hard research and development, the scene outside the window quickly changed into four seasons, and spring, summer, autumn and winter had nothing to do with them.

"We succeeded!" Countless unkempt, tired and haggard young people hugged each other and cheered happily.

In the next shot, these young people are all in suits and leather shoes, sitting in a magnificent restaurant for a celebration banquet, with a striking China computer in the center.

Jiang Wen raised his glass and faced the camera, and said slowly: "Knowledge changes destiny, and dreams make the future. China Computer, forge ahead with you!"

A full 15-second commercial, and it was broadcast on CCTV 1 TV series at eight o'clock.

These were originally three 5-second commercials. They were planned at the end of last year, and the bids were won regardless of cost. Now, Shenzhou Science and Technology has paid for the advertising contracts of Xianjiu and Xifeng, and has directly developed three 5-second commercials into a 15-second long commercial.

CCTV allows this kind of operation, as long as it is not the period from "News Network" to "Focus Interview", the advertisement in other time periods can be up to 30 seconds as long as you can afford the money and win the bid.

For this 15-second advertisement, China Science and Technology will pay CCTV 68,000 yuan a day, which is nearly 25 million yuan a year. There are also advertisements in other time slots and local stations, and it costs more than 40 million, which does not include open-air advertisements and newspaper and magazine advertisements.

In order to gain fame in one fell swoop, China Computer's advertising budget this year is 100 million yuan!

At the same time as the TV commercials were being broadcast, Shenzhou advertisements with Jiang Wen's photos began to appear in newspapers and magazines. Especially in several major computer magazines in China, China Computer has rounded up the best advertising space, and this propaganda is not to use money as money.

Xu Xinlei is a third-year high school student. Since the school opened a computer class, he has been crazy about computer technology. He has been confirmed to be sent to Nankai University, so he doesn't have to worry about the college entrance examination. He has been obsessed with games, the Internet and programming these days.

Xu Xinlei's parents are both employees of a state-owned enterprise. After experiencing the pains of reform, the company's profitability is not bad, and they are very lucky not to be laid off. Now the combined monthly income of the couple is close to 2,000 yuan, and they can be paid in full, which is obviously insufficient compared to the previous ones, but more than enough compared to the lower ones.

That night, Xu Xinlei's father saw the advertisement, pointed to the TV and said, "Xiao Nan, haven't you always wanted to buy a computer? You have already saved enough for college tuition, and the family can still take out a few thousand dollars. You see How about this Shenzhou computer?"

"It's not that good. Brand phones are a scam. If I want to buy one, I'll assemble it myself." Xu Xinnan said.

My father asked again: "If you don't buy a China computer, you can also buy Lenovo. I heard that Lenovo is a big brand. Yesterday I went to the mall to check, and you can buy Lenovo for more than 5,300."

Xu Xinlei said: "I know the 5,300 yuan Lenovo model. With that configuration, I can configure it myself for less than 5,000 yuan."

"A big brand is always more secure than your own." Father said.

"Dad, you don't understand." Xu Xinlei didn't want to talk anymore.

The father asked: "Then how much do you need to match yourself?"

Xu Xinlei had been prepared for a long time, and took out a configuration sheet written by himself and said, "That's it."

The father looked at the list and didn't understand anything, he only knew roughly what a CPU was. As for the MSI bx pro 440 motherboard, the great white shark 44x optical drive, the innovative 128 sound card...he has never heard of it. Look directly at the total configuration price at the end, good guy, it costs 8150 yuan!

Although the son's college tuition and living expenses cannot be moved, and the family's financial situation is very tight, the father still said: "I don't understand these things. Since you have already decided, let's get a computer this Sunday. You will study computer science in the future." , I can’t do without buying a computer, but I can learn more if I buy it earlier.”

Xu Xinlei was very happy that he could finally have his own computer. The next day he went to school happily. Since he didn't have to prepare for the college entrance examination, he didn't bother to attend the lectures, so he took out a copy of "Computer World" and flipped through it.

I bought this magazine on the way. Xu Xinlei read all the articles. Not only did he see an advertisement for China Computer, but he also directly had a recommendation soft article, which made China Computer a hype and the motherboard of China Computer.

"That's not right." Xu Xinlei muttered in a low voice, his focus was on the detailed configuration of the Shenzhou computer, and then subconsciously began to calculate the price.

In order to configure the computer for himself, Xu Xinlei traveled all over the computer city, and compared each accessory countless times. Even if he went to the computer city to work as a salesman, he could go to work directly.

Calculating the configuration of the Shenzhou computer, the total price is unexpectedly reasonable, even if you assemble it yourself, it will not be much cheaper. Only the "Shenzhou sz100 motherboard", Xu Xinlei really couldn't understand it, and he couldn't figure out the specific performance.

The self-developed motherboard of Shenzhou Technology Company?

Xu Xinlei was like a cat scratching at his heart. After school, he didn't have time to eat, so he rode his bicycle to the nearby Gome shopping mall, got into the computer counter and asked, "Is there a computer from China?"

"Yes, the goods just arrived the day before yesterday," the clerk pointed to the corner, "there are only two models of China Computer, and the price is unified across the country, one is 6888 yuan, and the other is 10888 yuan. China has after-sales outlets in this city, providing three-guarantee service , free of maintenance fees within one year."

Xu Xinlei turned his head to look, and almost laughed out loud, the treatment by China Computer is too miserable. Not to mention Lenovo, Founder and other big brands, even Tcl and Hisense Computers have more conspicuous display positions than Shenzhou, and the number of exhibitions and sales is more than Shenzhou.

In the entire Gome mall, there are only two China Computers. A high-end machine and a mid-range machine are all placed in the corner.

"Can you turn it on and let me try it?" Xu Xinlei asked.

"Okay, you can't try for too long." The clerk only gave it two minutes.

Xu Xinlei quickly checked the properties of the computer and felt quite satisfied, but unfortunately he couldn't use some software to try again. For the next few days, Xu Xinlei was thinking about it. Except for the motherboard, which he didn't know much about, the other configurations of Shenzhou Computer met his requirements. Of course, he can assemble it by himself, but China has three guarantees for after-sales, and there is a chance to remedy if there is a problem.

On weekends, his father gave Xu Xinlei 8,200 yuan to assemble the computer himself.

However, Xu Xinlei came to the Gome Mall again, and happened to meet a parent who brought his child to buy a computer.

The parent and the child obviously didn't understand anything, so they asked about all the models in the mall, and finally settled on four of them, which were mid-range models from Lenovo, Founder, Great Wall, and Shenzhou. They couldn't make up their minds, and asked, "Which of these four computers is the best?"

"They are all pretty good," said the clerk, "Lenovo's brand is the loudest, and the quality is relatively guaranteed."

Parents asked: "The same Lenovo computer, this one costs more than 7,000, why are those only more than 5,000?"

The clerk explained: "The configuration is different. This more than 7000 is a Pentium 3 processor with a memory of 128m."

"How about China Computer? I saw an advertisement by Jiang Wen." The parent asked again.

The clerk said: "It is similar to Lenovo's configuration."

The parent said: "Then Lenovo sells it more expensive?"

The clerk smiled and said, "Lenovo is a big brand, and it uses imported motherboards, while Shenzhou uses self-produced motherboards."

The parents began to hesitate, because Lian Shenzhou was more than 500 yuan cheaper, and Jiang Wen's advertisement impressed him deeply. But Lenovo is a big brand, it is quality assurance, and the brand effect has long been deeply rooted in the hearts of the people.

It's really hard to choose!

"Let's buy Lenovo." Parents still chose Lenovo. Anyway, it has sold thousands of dollars, so why save another 500 yuan? Lenovo is more trustworthy after all.

Before paying the money here, Xu Xinlei said directly: "I want the 6888 Shenzhou model."

The parents were surprised: "Why don't you buy Lenovo?"

"I'm not stupid," Xu Xinlei said, "The 7,000-plus Lenovo model is worse than the 6888 China model except for the same CPU and unclear motherboard."

"Is that so?" The parents couldn't believe it.

Xu Xinlei said: "Uncle, when you buy a computer, it's best to come with a friend who knows how to do it."

Seeing that Xu Xinlei paid the bill to get the goods, the parents didn't seem to be cheating, so they immediately said, "Then I'll buy Shenzhou too."

After China Computer went on the market, the most depressing thing was not Lenovo and other brands, but computer assemblers from all over the world. In a word, the configuration and price are very conscientious, which directly attracts countless old-fashioned consumers who plan to assemble and assemble the machine to buy the Shenzhou brand machine.

For most novice customers, the first choice is Lenovo, followed by the influence of Shenzhou advertising.

There is no way, although Lenovo is very bad these days, but the brand is too strong!

After June, more and more consumers bought mid-range models, and major brands finally realized it later. Manufacturers with mid-range models immediately began to expand production capacity, and those without mid-range models also quickly started production. But their inventory of low-end models is too large, and they dare not open up to cater to the market. They still focus on low-end models in a short period of time, and they hold promotions every now and then.

When the summer vacation came, the computer market ushered in the peak sales season, and the mid-range models of Lenovo, Founder and Great Wall were sold out in some cities.

This kind of weird market change has caught the bosses by surprise.

Not only is the market changing, consumers are also becoming more refined. Novice customers no longer go directly to the mall, but need to know the market in advance. After all, computers that cost tens of thousands are big items.

How do they understand the market?

One is to read relevant magazines, and the other is to ask knowledgeable people. The former has soft articles published by Shenzhou with a lot of money, while the latter has the reputation of tap water. No matter which one you choose, everyone says that Shenzhou is more affordable.

In addition, the mid-range models of Lenovo, Founder and Great Wall are often out of stock, while TCL, Hisense and other brands do not have mid-range models. China Computer only took one summer vacation to occupy 28% of the mid-range computer market. Temporarily ranked second.

As for the first place, of course Lenovo. Although the proportion of shipments of mid-range models is relatively low, but the base is too large, where the brand influence lies, Lenovo is still the overlord.

Moreover, China Computer only achieved the second place in the mid-range models, and the low-end models were temporarily out of production, and the high-end models were directly crushed by Lenovo.

China still has a long way to go to catch up with Lenovo.

Of course, Song Weiyang was not in a hurry, quietly laying channels, silently building after-sales outlets, and launched a new model with a price of 7,888 yuan in autumn, and a low-end model with a price of 5,888 yuan during the winter vacation, gradually improving all aspects. Competitiveness.

At the same time, the motherboards of China Computer have also been recognized by the industry, and they all feel that they are not inferior to MSI motherboards at the same price. Even because of the price advantage, many small brand manufacturers and assemblers took the initiative to order Shenzhou motherboards.

Until the summer vacation of 2001, China Motherboard had been ranked alongside Asustek, Gigabyte, and MSI, and was known as the "Four Kings" in China's assembled machine market.

Thanks to the country, thanks to the government, for reducing the value-added tax of integrated circuit products from 17% to 3%, otherwise the China motherboard will definitely not develop so fast and have similar performance, but the China motherboard will be more than 100 yuan cheaper. Those who can be regarded as fine.

(At three o'clock tomorrow, I accompanied my wife to the hospital for a prenatal check-up all afternoon, and in the evening I checked the CCTV advertising fees in 2000 for two hours.)