Chapter 1328 Many New Product Problems

Feng Yu didn't understand the situation until he arrived in Shanghai. It turned out that in order to seize the market, they launched high-definition digital video cameras at the same time as Sunny, but neither Fengyu Electronics nor Aihua Electronics had any experience in DV.

But this time, Feng Yu just mentioned a few words, and did not participate in the testing of new products, so after this DV was launched on the market, it sold a little in China, and overseas sales were very poor.

If it were not for the brand support of Fengfeng, the sales would have been even more bleak. At this time, those companies in the island country began to increase their publicity efforts, and they joined forces to play the wind and rain card and retreat steadily.

And the sales of Philips, Thomson and other companies that cooperate with Fengyu Electronics are not satisfactory, and the gap with their expectations is too big.

Feng Yu looked at the DV in his hand, it was no longer the miniature DV he wanted the company to make, it looked a bit bulky. The screen is smaller and can only be rotated 90 degrees.

The battery power is not bad, and it still guarantees a strong battery life. But the storage is only 1GB, and it uses a flash memory card, which looks like a U disk, which can be used after plugging it in, and can be replaced.

Feng Yu tried to shoot and found some problems.

First of all, the anti-shake is very poor. Xu Lihua also knows this, and the anti-shake of the island country's products is better than theirs. The second point is that the optical zoom is a bit worse. Sunny's high-end products can achieve ten times optical zoom, and the small ones can also achieve five times, while they can only achieve three times.

What's more, the world's first real DV was produced by Suni, and they have stronger brand recognition and consumer stickiness.

Most of the digital cameras used by news interviewers and TV producers in the world are produced in island countries, and most of them are made by Suuni. It can be said that in terms of civilian digital cameras, Suuni is now Is the well-deserved leading boss.

Digital cameras are divided into broadcast-level equipment, that is, for TV stations, which can shoot movies, TV series and news interviews. Next is the professional grade, which is used for professional television shooting outside of broadcast. Then there are the consumer and entry-level, which are for the general public and used for home entertainment.

Well, what Mr. Chen used in the previous life was professional-grade equipment, but his professional-grade equipment is actually not too far behind the current broadcast-grade equipment.

Feng Yu understood why Fengyu, Philips and Amazon failed, because the products they produced were mid-end consumer products, but they were positioned at high-end consumer prices.

"Old Xu, what is the production cost of our product?"

"About 10,000 RMB,

Our retail price is in the early 20,000s. This retail price is about the same as new products from island countries such as Suni. "

Feng Yu rolled his eyes, the cost of more than one thousand dollars, you have to sell it for three thousand dollars, no wonder it can't be sold.

You must sell it more expensive than others, this is fine, but your quality should be better than others. In terms of optics, it is obvious that others have more advantages. In terms of appearance design, brand recognition, storage devices, etc., other people's products are better. Our advantage is only battery power.

In this way, you still have to compete with others? Moreover, the storage of the other party uses magnetic tape, which is lower in cost and is currently the most widely used. With user inertia, it has a great advantage.

It's not that the U disk storage technology designed by Xu Lihua and the others is not good, even Feng Yu thinks it is very good, it is very similar to the DV with a micro hard drive he has seen in his previous life, and it is more convenient to read.

But after all, the DV shooting format is older, and others are more accustomed to using it, but when they launched this DV, it only supports the HDV format.

"Old Xu, I remember I told you that a new product must be compatible with the functions of the old product in order to make a normal transition. Others' products support the DV shooting format, why do we only have the HDV format? Can't do it Is it compatible?"

"Also, our storage capacity is only 1GB. Don't you think this is too small? Although it can be replaced, it is too troublesome. What if the shooting is interrupted? Didn't I say that micro hard drives are produced? Of course It can be used, but we obviously have flash memory technology with a larger storage capacity, why only use 1GB?"

"This screen is too small. If you stretch your hands straight, you can see clearly if you have good eyesight, but you can't see clearly if you have bad eyesight. The screen needs to be doubled, and the rotation angle is 360 degrees, how about 90 degrees?" Enough! And have I told you that the appearance design of the product is also very important, and it is an important way to attract consumers' first impression. Look at our product, whether it is big or small, and it is held in one hand It's a little heavy, and it's too clumsy to hold with two hands."

"As for the optical zoom, it is so big, can't we use five times optical zoom technology? There is also anti-shake technology, which is too bad. If you try to hold it like this, who will not shake? This technology is also If you want to improve, you can buy it from Thomson when necessary.”

"Finally, why didn't I see the TV advertisement for this product? Have you forgotten the importance of advertising?" Feng Yu asked with a bit of heartache.

"Mr. Feng, we plan to buy next year's advertisements in China. We will start bidding for next year's advertisements soon. As for foreign advertisements, we also plan to launch them together next year. We will invite celebrity endorsements to increase exposure," Xu Lihua explained. road.

"Mr. Feng, our product advertisement is not very creative. Even if we advertise, we may not be able to sell well. And we are indeed different from traditional DV, especially in terms of storage." Jiang Wanmeng added.

"So our target group is those who have never used DV before. And our DV positioning must be clear. We are currently positioning consumer-grade products for home use. In the future, we will launch professional-grade products. As for broadcast-grade products, our DV The current technology is still not very good. Tell me, when will our technology catch up with the products of the island country?"

Hearing Feng Yu's question, Xu Lihua and Jiang Wanmeng faltered and said nothing, and it seemed that they didn't dare to make a promise.

"Then mainly produce consumer-grade and professional-grade products first. In this market, we always want to grab a piece of the cake. Although the profit in this market is the lowest, the sales volume is very large. You have to think about reducing costs and selling prices, and go The route of small profits but high sales must first allow consumers to recognize our products."

These people have been a little proud and complacent in recent years, thinking that the Fengfeng brand has a big brand, so they can use the brand's advantages to sell products. But I don't know that an unsuccessful product can also reduce brand reputation.

Fortunately, their initial output was not large, and the price was relatively high, and they did not lose money. But if the sales volume has not been opened, the investment in technology research and development will not be able to earn back!

...