Rebirth of the Industrial Tycoon

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Ke Cilai held the phone and beeped frantically.

"Mr. De Jong, it's really not my fault. The sales of razors in the Chinese market are down, mainly because the Chinese also make double-ended razors.

The production cost in China is much lower, and the price of Chinese double-headed shavers is cheaper than ours, which will steal the market from us, which has nothing to do with my business strategy!

Price cut? Yes, of course I have also reduced the price, but the price of Chinese razors is only half of ours, and our Philips razors cannot be sold so cheaply!

Mr. De Jong, in terms of price, we are definitely not the opponents of the Chinese, so I think we should compare the quality of the shavers with the Chinese. In this regard, the Chinese shavers are definitely not the opponents of our Philips.

I've got a shaver made in China, and it's really beautiful, but the technology is still very outdated. They have not yet used rechargeable battery technology, shavers still use dry batteries, and Chinese shavers do not support washing.

In addition, the blades used in Chinese razors have a much worse service life than ours. And their motor is relatively noisy, and the longer it is used, the louder the motor will be!

So I suggest that we should use better technology to regain the Chinese market! Yes, the high-end products we sell in the Chinese market already have charging technology and washing capabilities, but I don't think that's enough.

I know that our new products in Europe have started to use motor mute technology. In addition, the floating cutter head technology that has been successfully developed, I think it should also be taken out!

Yes, Mr. De Jong, I know that the floating cutter head technology is the main feature of the upcoming HQ8 series. But without these new technologies, it would be very difficult for us to regain the Chinese market.

Mr. De Jong, I am not exaggerating, the razors produced in China do pose a great threat to us, and we need to go all out to win the competition.

Well, I know you don't believe me just from talking on the phone. I have sent samples of Chinese shavers to the Netherlands. When you see the Chinese ones, you will definitely believe me. "

After putting down the phone, Ke Cilei breathed a sigh of relief.

As the head of Philips Asia Pacific, he must be responsible for the decline in product sales.

However, Ke Cilai didn't want to take the blame,

So he simply put the blame on the head of the competitor.

...

Holland, Philips headquarters, an old man is holding a knife, opening a package.

The old man's name is De Jong, and he is the head of Philips' Quality Life Division.

After entering the 1990s, Philips was divided into three divisions.

The first is the lighting division. Philips itself started as an electric light bulb. At the end of the 19th century, it was the largest light bulb manufacturer in Europe, so the lighting heat business has always been the core business of Philips.

The second is the health care division, which is mainly responsible for the sales of medical devices.

As early as the First World War, Philips produced a medical X-ray machine, and Philips in the future will be the top medical device manufacturer in Europe.

The third is the Quality Life Division, which is mainly engaged in the home appliance business of Philips. Including white appliances, kitchen appliances, daily cleaning electronic products, audio and video electronic products and so on.

Philips' kitchen appliances have high sales in Europe, such as rice cookers, water heaters, coffee machines, bread machines, ice cream machines, etc., which are all Philips' flagship products.

The package that De Jong was opening at this time was sent from Asia, and the sender was Ke Cilei, the person in charge of Asia Pacific.

De Jong opened the package. Inside was a rough-looking box. There was an image on the box. The text was in Chinese, but De Jong couldn't understand it. Mustache.

This middle-aged bald man is naturally Mr. Ge, the spokesperson of Puppy Electric.

It was in the 1990s that it became popular to have pictures of brand ambassadors printed on the packaging. Therefore, Puppy Electric also printed Mr. Ge's photo on the packaging.

Mr. Ge has a special image and is highly recognizable. Printing Mr. Ge on the packaging is also easier to generate advertising effects.

However, in De Jong's view, this kind of packaging with the spokesperson's photo is too old-fashioned, and the key point is that the spokesperson is not very good!

De Jong took out the box of the puppy razor from the package, opened it, and pouted with disdain.

"It's just a box, plus a foam bag, it's really simple packaging! Chinese products are only at this level!"

Simple packaging can reduce costs. Besides, puppy razors are only sold in China, so there is no need to package them beautifully like exported products.

For Chinese people, it is enough to have a box. If you don't want a box and give it ten dollars cheaper, it is estimated that most people will not want a box.

De Jong took out the razor from the box and frowned when he saw the conical design of the puppy razor.

"Ke Tsilei didn't lie to me, this design is really beautiful, but I don't think I've seen it before!"

De Jong thought for a while, walked to the file cabinet, rummaged through the files, and finally found a drawing.

This drawing shows an electric razor, which is 80% similar in appearance to a puppy razor.

"I said how familiar it is. The design department has submitted a similar design to me before. I thought this design was very good and planned to use it in the future, but I didn't expect it to be preempted by the Chinese!" De Jong secretly thought.

De Jong did not think that it was Puppy Electric that copied the design of Philips. After all, this design only exists on the drawings. It is impossible for Puppy Electric in China to go to the Netherlands to view Philips' shaver design.

Similar appearances are just a collision of design ideas, which is also a common thing.

De Jong put the battery on the shaver, pressed the start button, and tried it on his chin.

"Although the noise and vibration are a bit loud, this shaver still works."

De Jong frowned, then remembered what Ke Cilai had mentioned in his report that the price of a puppy razor was only half that of Philips.

"Perhaps the technology of the floating cutter head should really be taken out!" De Jong muttered to himself.

But the next second, De Jong shook his head again.

"The floating cutter head technology is intended to be used in the HQ8 series, and will also become the main selling point of this series. For the mere Chinese market, it is not worth taking out the floating cutter head technology! This will affect our global Philips market. strategic layout!"

De Jong thought about it for a long time, and finally decided to do nothing.

...

In the mid-1990s, when the Philips Quality Life Department was in full swing, in 1994, Philips launched a home automatic coffee machine, which swept the European world.

In 1996, Philips introduced sensors into kitchen appliances and launched a fully automatic rice cooker, which was definitely a revolutionary product at the time. Even the Japanese rice cooker that was blown to the sky in later generations was also resigned.

In 1997, Philips cooperated with Sony to launch DVD, the fastest growing home appliance product in history, which also brought Philips home appliances to their peak.

In this era, Philips is in a state of all-round development in the field of home appliances, such as traditional home appliances such as refrigerators and TVs, kitchen appliances such as bread machines and juicers, cleaning home appliances such as vacuum cleaners and hair dryers, audio and video home appliances such as home theaters, etc. All within Philips' business.

In comparison, Philips' shaver business is not so important, and the razor's share of the top business has become insignificant in the huge home appliance business.

When it comes to the Philips brand, Chinese consumers will most likely think of razors, and many will only think of razors.

That's because Philips' main product in the Chinese market is shavers, and other Philips products have not been put on the Chinese market.

For example, Philips coffee machines sell well in Europe and the United States, but Chinese people do not have the habit of drinking coffee, so Philips naturally does not sell coffee machines in China.

Compared with Philips audio equipment, the quality is also very good, and it is a very cost-effective product in Europe and the United States. However, for the Chinese in the 1990s, audio was still a luxury, and most people would not buy it.

In Philips' view, although China has a large population, it is not a big market, because the income of the Chinese is still too low, and the Chinese cannot afford expensive products. In the Chinese market, only some cheap, low-profit products can be put in.

In contrast, people in Europe and the United States have more money, they can buy high-end Philips products, and Philips can also get higher profits.

Selling 100 entry-level HQ30 shavers in China is not as good as selling a high-end stereo in Germany!

That being the case, Fei Li is of course focused on Europe.

There are not a few brands that have withdrawn from the Chinese market because of their low profits. However, when they want to come back, it will be difficult to compare to the sky.

In the face of the Chinese market in the 1990s, the brands of European and American countries are indeed not very grounded.

European and American cultures are inherently full of colonial and plundering factors, so European and American brands are better at dumping commodities rather than cultivating markets.

In Chinese culture, more emphasis is placed on self-sufficiency and self-reliance.

On the one hand, there is a desire to dump commodities, and on the other hand, a contradiction arises.

It is also for this reason that many European and American brands have encountered difficulties in China. They will find that the strategies they use in the Middle East, Africa and Southeast Asia are completely useless in China.

People in the Middle East, Africa and Southeast Asia will happily buy expensive goods shipped from Europe and the United States, but the Chinese people are wondering all day long, what method should I use to make one for myself!

Most European and American companies came to China just to dump their own products, not to take root in China, and all of them eventually left the market.

On the contrary, those companies that are willing to take root in China, are willing to move their supply chains to China, and are also willing to launch corresponding products for the Chinese market, all of which will eventually make a lot of money.

...

Li Weidong looked at the razor's sales report with a surprised expression.

"This month's sales have increased by 40% compared to the previous month. Good job, Lao Zhong! Our current sales have reached half of Philips!" Li Weidong praised.

"Dong Li, our current sales have almost caught up with Philips! Because Philips' sales have dropped by nearly half, we have eaten them all!" Zhong Yemao said.

Li Weidong secretly said in his heart that the marketing master is worthy of being a marketing master, and he ate up half of Philips' market as soon as he made a move.

Zhong Yemao continued: "Philips also tried to cut prices, but in a price war, they are no match for us! When they cut, we also cut, so their price cuts have no effect at all.

However, our price cut has also caused some sequelae. After all, the razor has just been launched, and the price will be reduced immediately. Those customers who first bought the razor will definitely be a little dissatisfied. "

Li Weidong nodded, no matter what product, the price will be reduced as soon as you buy it. This is really embarrassing. Fortunately, this is a razor. If you sell the house, if you dare to lower the price, the sales office will definitely be smashed.

Zhong Yemao continued: "So I will give some compensation to those customers who have already bought razors. Originally, I planned to compensate them for a set of blades, but when I found out, the blades were quite expensive, so I changed to compensate them for twenty-five sections. No. dry battery.

Our shaver can be used for 40 minutes with two dry batteries, and 400 minutes with 20 batteries, which is almost enough for a year. "

"We are not as good as Philips in terms of motor power consumption. Philips' HQ30 shaver can be used for 60 minutes with two batteries." Li Weidong shook his head helplessly.

"Yeah, Philips' technology is indeed much better than ours. They have rechargeable models that can also be washed with water. Although the function of washing with water is not very useful, it is better to unplug the blade and shake it. The rechargeable function, It's still very real." Zhong Yemao said.

"The use of rechargeable batteries for small and micro household appliances is the future trend, but in this respect, our country is still lagging behind." Li Weidong thought for a while, and then said; "In a few days, I will go to the south, and there should be able to do in the SAR. Manufacturers of rechargeable batteries.

In addition, you have to keep an eye on Philips. They are the world's top big companies with a deep foundation. Maybe they will come up with some new products that cross the era, which will directly bring about a revolution to the entire industry! "

...

The market of Philips razors is constantly being eroded by puppies, but Philips has not taken any action, allowing puppies to occupy the domestic razor market step by step.

This surprised Li Weidong. He thought that Philips would fight back immediately, but in the end, Philips came and ignored it.

Li Weidong couldn't have guessed that Philips' business is so huge that they don't care about China's razor market at all. Selling coffee machines and stereos in Europe and the United States is much more fragrant than selling razors in China!

However, for Puppy Electric, the razor business has just started, and a lot of follow-up research and development is needed to continue.

What Li Weidong introduced from Braun is only the double-headed razor technology. Although this can help Puppy Shave to seize some markets in a short period of time, it is not enough for Puppy to carry out subsequent expansion.

Blacksmithing also needs to be hard on its own. If you want to gain more market, you must come up with better products.

The first thing Li Weidong has to solve is the problem of rechargeable batteries.

So Li Weidong came to Shenzhen, the special zone.

In 1995, a small business with only more than 20 people was just born here.

Ten years later, the company has grown into the world's top rechargeable battery manufacturer!