Global monopoly of technology

What friends and businessmen are thinking about on the stage Luo Sheng certainly doesn't know now. The press conference has come to an end, and the audience on the scene listened to his final speech.

"Changing the world is the mission that the Côte d’Azur has always been practicing. These products can empower people, make people’s lives more colorful, and make technology available to people. We are very happy to see you use our products. , And doing such an outstanding thing, we are very proud of it."

"I would also like to thank every staff member of the Côte d’Azur for their contributions to their work and for bringing such outstanding products and such high-quality services to the world, and especially to everyone who came to the conference this morning. People, and everyone who watched this conference on the Internet, thank you!"

I'm afraid that in today's global science and technology circles, only Luo Sheng took it for granted when he said the word "change the world", and no one would feel that there was anything wrong or bloated.

He is really changing the world, and people can feel it personally. The world has changed too much because of Luo Sheng, because of the companies such as Blue Coast and Bluestar Technology.

When Luo Sheng finished speaking, he waved to the audience. The scene also stood up to give the last warm applause, and the stage lights were also turned off.

After a while, the applause came to an end, and all the lights were on again, and Luo Sheng had disappeared from the stage, the scene became noisy again, there was a lot of discussion, and the audience also got up one after another and left.

The Azure-5 conference is now over.

Domestic smartphone consumers have locked in for three days, that is, on October 1st. Azure-5 will go on sale in China on this day, while foreign consumers are looking forward to safety on December 24. night.

For users who can't wait to get an Azure-5, the last three days are the most difficult.

...

After the press conference, Luo Sheng didn't even take a break, and directly participated in the product conference inside the company.

At this moment, ten minutes after the press conference, he is already sitting in the conference room.

The content of the meeting was related to Azure-5, and the participants were the managers of the sales department.

The global president of the Azure Coast Sales Department said to Luo Sheng: "Mr. Luo, the sales department has established a specific marketing plan for Azure-5."

As he said, he handed the document to Luo Sheng, who gave up his hand and said, "Just say it briefly, and talk about the key points."

The global president of the sales department put the information back and said: "For Azure-5 sales, we have prepared a bold package plan for the 512GB version, that is, giving consumers two package options."

"The first package is to purchase the 512GB version with a gift of 300 yuan worth of 128GB memory expansion; the second package is to purchase the 512GB version with a gift of 1999 yuan worth of ACC game consoles. This marketing plan is also applicable to other markets around the world, and the team The analysis results show that the effect of overseas markets will be better than that of the mainland."

The sales president did not explain too much, because he knew that Luo Sheng knew the mystery.

"Well, choose the ACC game console instead of the ieP tablet. That's right. That's it." Luo Sheng agreed to this plan after a little thought. Now the shelves of major offline stores in China are already placed on the shelves. With the ACC console, the domestic game console ban has become history last year, and consumers can buy consoles through formal channels.

The price of the ACC game console and the ieP tablet is RMB 1999 for the former and RMB 2799 for the latter. In addition to the relatively low cost of choosing the ACC console, the key is that the ACC console is not as easy to sell as the ieP tablet, even more domestically. , Because the domestic game console market has missed the best development era.

Obviously, the ACC host is chosen to increase the number of users of the host.

It is not the host itself that makes money, but the content of the game, which is used as a revenue from the platform.

These two sets of solutions seem a bit silly, and even if it is unnecessary, consumers will obviously choose the second solution with their feet. With the same price, it is equivalent to giving an ACC game console for nothing. As for the 128GB memory expansion, If you need it, why can't you buy it extra?Besides, 512GB is enough.

However, everyone can see that for a group company as large as the Côte d'Azur, would the management not be able to see it?

This seems a bit two, but the sales department’s thinking in such a design, the details in it are hidden mystery, these two package options, the second is obviously for an ACC host, and a fool will choose the first one.

What is the significance of the existence of the first package?

Obviously, there is a reason behind this. The meaning of the first option is not to be selected, but to set off how affordable the second option is. There is actually a psychological principle behind this, the so-called contrast effect.

I'm afraid of shopping around.

For the same money, not only can you get a 512GB version of Azure-5 mobile phone, you can also get an ACC host, of course, choose the second one.

Before people in the sales department researched and established this marketing idea, they were the result of a large amount of theoretical analysis and research conducted by a team, including the collection of user big data, mainly in-depth mining and analysis of consumer psychology and user behavior.

The results of the analysis team are:

74% of people chose the second package and spent 16,999 yuan, only 26% chose the first package, and if it were sold on bare metal like the 128GB and 256GB versions, the actual sales of the 512GB version would be greatly reduced by 56 % Or so, while 56% of consumers spend more money.

Just by adding such a seemingly very second option, the company actually made more profits, and by the way, it expanded the host user base and achieved a high premium.

As for why the 128GB version and 256GB version should be sold on bare metal without any package promotion, it is obviously to set off the benefits of the 512GB version, because the 512GB version has the highest profit.

Consumers buy more 512GB version, the company can get higher income.

Whether it is the Blue Coast or Bluestar Technology, in order to maximize revenue and profit, they hire a large number of professionals with a psychological background to help the company design product experience and marketing ideas.

The two companies are constantly recruiting user behavior research positions every year, specifically to study the mentality of users when using the product, and make corresponding adjustments to the product after the research.

At the moment, the president of the sales department of Côte d’Azur has a background in psychology, including Luo Sheng himself who also studies psychology, so he saw the significance of this plan at a glance, and he recognized it very directly.

Although the big boss once criticized the company's profits for being too high to be suppressed, it did not say that it would reduce revenue, and the people below are also working hard on how to make the company's performance create greater profit margins. This is also for their own KPIs. With great effort, the two are linked.

After Luo Sheng made the decision, the president of the sales department suddenly said: "It's just Mr. Luo, the ACC business group may not be happy. After all, this is to pave the way for Azure-5 at the expense of ACC host performance."

What I have to say is that big companies are also factionized, and the Côte d’Azur is not exempt. The ACC business group is currently in charge of Lu Siming, and Lu Siming is a veteran and was the 5 initial team members of Bluestar Technology. one.

Hearing this, Luo Sheng said directly: "I'll have the final say, just use ACC, and you just need to execute it. I will communicate with Xiao Ming on this matter."

The president of the sales department is waiting for this sentence from BOSS, which can avoid conflicts directly with Lu Siming.

Luo Sheng naturally also needs to take care of Lu Siming's team. Since he wants to use ACC as a foil tool, he will directly remove the ACC host from the Lu Siming team's KPI assessment, so that his team will not be inexplicably cut off due to performance and fail to complete itself. KPI of the same, otherwise it would be unfair to their team.

Only Luo Sheng can do this kind of decision. The ACC console is a bit unsold now. Luo Sheng also has his own considerations. It is time for Lu Siming's team to focus on the development of the next generation of consoles.

The ACC host bundled on Azure-5 this time can also bring a larger wave of shipments, especially in foreign markets.

Now I don’t expect the host itself to bring much direct profit to the company. Originally, the profit margin is not high, but this kind of “loss-making” business does not actually lose because it expands the host user group.

Consumers already have a console in their hands, so they have to install a few games or something, right?Does the profit come?

It must be said that the routines of merchants are unpredictable by consumers. Anyway, it is right to cheat money from consumers. Otherwise, the US$265.6 billion in revenue of the Blue Coast this year was changed out of thin air?

...

As time went by, October 1 arrived as scheduled.

Across the road from the offline single flagship store where Shencheng is located, a market researcher sent by a certain friend businessman looked at the scene in front of them and everyone was stupid.

He said in a daze, "My God, why are so many people queuing?"

This is the most expensive smartphone in history. The cheapest version costs 12,999 yuan. At the moment, this scene gives the market researcher the feeling that the "My Rabbit" economy has achieved the rhythm of catching up with the beauty of the Premier League.

Ganying accomplished this achievement very early, but Chaomei still needs a long way to go. At the moment, the popularity of the product itself is attractive enough. In fact, more than half of consumers are actually flowers. Let me greet those who are going to chew instant noodles.

Yes, Azure-5 can be paid in installments.

...

In the store, a young man named Shen Zhengqing is in the store. He has an income of more than 20,000 yuan per month. He can afford the price of Azure-5, although it is not a cheap product for him. .

Shen Zhengqing is also a loyal user of Azure mobile phones and one of Luo Sheng's hardcore fans.

At this moment, he did not line up, but tried the experience in the experience area of ​​the store. He was not in a hurry to buy it right away, but planned to go through the reservation channel and deliver the order directly to the door when the order was placed. This service is available on the Riviera.

It just arrived one day late, but it's not a big problem.

"Handsome guy, Azure-5 currently only has promotions for the 512GB version." A sales clerk in a store who followed him said with a smile.

Shen Zhengqing asked curiously: "Hafnium? When new products are launched, they will engage in promotional activities? What kind of sorrow does the archbishop do?"

The sales girl replied: "That's it. The company launched these two plans to buy the 512GB version. Plan one comes with a 128GB memory expansion worth 300 yuan, and plan two is a free ACC host."

It is worth mentioning that 300 yuan is a clearly priced memory body expansion, and there are 64GB, 128GB, and 512GB body expansion services in the store.

Moreover, the same method is used to guide consumers to purchase 512GB body expansion services, 64GB expansion is too little, 128GB is embarrassing, and 256GB is not available for sale.

All to set off the 512GB expansion service.

Full of routines in it.

Shen Zhengqing was a little stunned when he heard these two packages, and said: "I heard that right? Are both packages the same price?"

The sales girl nodded affirmatively.

Shen Zhengqing: "The archbishop has found a marketing ghost, right? A fool chooses the first package. Why don't I choose the second package and spend 300 yuan to buy a memory card?"

He thought that he could earn 1,700 yuan by buying a memory card, and he would earn an ACC host without buying it.

In fact, there is another psychological effect hidden behind this, that is, the "loss aversion" effect, that is, people are generally very averse to loss and will do everything they can to avoid the loss from happening to themselves.

And this package is a strong hint to consumers that not choosing the second option will bring a loss of at least 1,700 yuan.

At this moment, Shen Zhengqing didn’t even realize that he had fallen into one psychological black routine one step at a time. When he calculated in his heart how much he earned, it meant that he would lose if he didn’t earn it. He has a stronger desire to stop losses.

The salespeople in the store have received the task of the manager, and they have all ordered them. They must recommend to every customer. Someone will buy it, and the salespeople will also work hard to promote sales because it is linked to their performance.

In a word, it is to make customers who enter the store pay as much money as possible.

Shen Zhengqing immediately decided: "Give me a 512GB version, the white version, I make an appointment, this is the delivery address, by the way, remember I want the second package, don't make a mistake."

If you don't want to queue up, you can only use the appointment channel.

The ban on the sale of domestic game consoles has been lifted, and he originally intended to buy an ACC console, but now it is for nothing, so Shen Zhengqing did not hesitate to choose.

Seeing him so refreshed, the sales girl suddenly said intentionally or unintentionally: "Handsome, how about buying another iP tablet by the way, how about making up the three-piece Côte d'Azur goal?"

Shen Zhengqing hesitated: "Well..."

When the sales girl saw this, she didn't say a word any more. She seemed to casually mention that the offline salespersons of the Côte d'Azur all had professional sales training.

There is also a saying about selling sister paper. People hate sales. If you don’t stop talking about it, it will make customers unhappy, because people hate others to help them make choices, and people’s psychology itself is rebellious. The side.

You want me to be like this, I am not like that. If you want me to buy it, I will not buy it.

At this moment, Shen Zhengqing was thinking about it. He first calculated his economic level. OK, no problem, no need to eat instant noodles. Then he thought that the 2,799 yuan ieP tablet is relatively not very expensive, even if it is to make a three. It doesn't matter whether the goal achievement is set.

At the end, he said straightforwardly again: "OK, then let's go with the three-piece suit, the right to support domestic products."

The sales girl burst into laughter when she heard it, and immediately took Shen Zhengqing to pay.

Shen Zhengqing didn’t know that he was hit by another psychology routine called "target milestone driving effect". When people accomplish anything, they are accustomed to being driven by goals, subconsciously eager and eager to do their best to reach the next milestone. The node ends again.

For example, set a goal for what rank you want to qualify for, set a goal for how many exams, and set a goal for weight loss.

Obviously, the "Côte d'Azur three-piece suit" mentioned by the sales sister paper is actually the psychological basis for driving Shen Zhengqing to make the purchase decision.

As long as customers step into the store, they basically have to keep their money, because there are too many routines, and they are all black routines. During this period, customers don’t have time to think about the ways, but feel that all of them are The result of making your own decisions is actually not the case.

The previous generations of Azure smartphones have only 4 colors and 3 model versions for customers to choose from. Unlike some manufacturers, there are seven or eight model versions or even more than a dozen colors, which are known for providing consumers with a variety of choices.

This kind of obvious is that they don't understand consumer psychology, or there is no talent in this area to provide solutions.

The Côte d’Azur has always insisted on 4 colors and 3 model versions. It is also an in-depth study of user behavior by professionals. It is also based on the results of psychological research, and the analysis results show that this will make Azure's sales reach the theoretical best data.

This involves a "choice paradox" of psychological principles, that is to say, when a person is given a lot of options, he will take longer to make decisions, or even choose to give up because he can't make a decision at all.

It can be said that most people really have choice difficulties. This is not a ridicule, but a psychological foundation.

Shen Zhengqing is not the first person who has no knowledge of the routine, nor is he the last.

And another person who flies like this black routine is "G Fat". Steam is always a promotion and discount routine that makes the wallets of the majority of players become thinner.

Many players have actually discovered that they have bought a lot of games on Steam because of discounts. In fact, they actually play a few games most of the time. Many of them have not even opened them once and put them in their accounts. It was covered with thick dust.

This is actually also G Fat’s use of people’s "loss aversion" psychology to provide players with a subconscious mind that they will lose if they don’t buy it now.

At the same time, big data is used to deeply mine user behavior for analysis, and the result is that players can always see that the games they want to play but have not bought always appear in the most prominent position on the Steam homepage.

Moreover, the posters displayed to each player are different. This is the powerful user behavior analysis and in-depth mining capabilities brought by big data and cloud computing, and the players’ favorite characters or other content are displayed through various methods and channels. In front of their eyes, thereby further increasing players' desire to buy.

All are routines!

Consumers thought they had seen the fifth floor, but they were actually on the third floor, while the business routines were already on the ninth floor.

These psychological black routines are indeed powerful and very useful in today's Internet age, but where are consumers against these businesses?It's simply an undefeatable rhythm. Even if you avoid this routine, you will fall into another more routine pit. There is a doll routine in the routine, and then the small money will be taken away by the merchant.

...

In the evening of the same day, Shen Zhengqing unexpectedly received a phone message that the three-piece suit had been delivered to his door by express delivery. This was a long time sooner than he thought. He immediately called out his conscience. The value of this service should be nothing but emmm...

Open the package and the three-piece suit is ready.

Shen Zhengqing disassembled the ACC host and looked at it, and then put it aside. He also disassembled the iP tablet and looked at it. After activation, he put it aside.

Finally, Azure-5.

He still hasn't realized that his original purpose is to buy a smartphone, and he hasn't realized that there will be more small money that will quietly slip out of his wallet.

After activating Azure-5, Shen Zhengqing looked at the illuminated screen and the smart phone in his palm. The first thought in his mind was to try bending and test the flexibility of this phone.

But I was worried that it would be broken. After all, 16,999 yuan is not a small amount. If it is broken, it will still hurt for a while.

However, the more worried the subconscious was, the more he had a strong desire to try.

In this way, Shen Zhengqing bends the Azure-5 in his handle into a 50-degree arc, and found that the screen is still on, and there is no change, as if it is still the same after a try.

Suddenly he was inexplicably relieved, and couldn't help but praise: "It is worthy of being the latest flagship machine produced by the Blue Coast, and there is nothing wrong with proper black technology artifacts."

Next, Shen Zhengqing copied the data from his other Azure-4 mobile phone to the cloud to the new mobile phone. At this moment, when he clicked on the network, he suddenly realized that there was another thing that he had missed and forgot to buy.

That is PureLiFi's LiFi-X equipment, and the lights at home should be replaced, otherwise you can't use the LiFi experience that can be connected to the Internet when there is light.

It will cost about 240 yuan here. If you want to experience LiFi Internet access in your own home, you must update and upgrade the hardware. The people of PureLiFi will provide on-site installation services.

LiFi can be directly connected to public community places, such as supermarkets, but Shen Zhengqing has to pay for it himself.

How to use LiFi to surf the Internet, I have already learned about it in the Cote d’Azur retail stores during the day.

LiFi-X devices can be purchased directly at offline stores on the Riviera, and the products are sold on the shelves. This is definitely treating PureLiFi as a son.

This means unparalleled channels, and also saves the cost of creating channels. More importantly, it means that the super brand of Côte d’Azur helps it to carry out credit rounds. This is difficult to measure by specific value. I don’t know how much it is envied. Other subsidiaries.

You know, there are more than 1,000 investment holding and equity holding subsidiaries of the Blue Coast Company, but so far only PureLiFi has this treatment.

However, the parent company has poured so many resources into it because PureLiFi has the potential to become a company with a market value of more than US$200 billion in the foreseeable future. It is like an emerging technology giant. It can be as short as five years or so long. About ten years.

The other 1,000-plus subsidiaries do not have this potential.

Shen Zhengqing added the WeChat selling sister paper, and arranged the LiFi-X equipment by the way. Someone will come to install it tomorrow. This cost is relatively cheap. Less than 300 yuan is the cost of multiple routers. .

Next, Shen Zhengqing opened the AOSSteam lobby, and he did not forget the "Neil: Mechanical Age" that he demonstrated during the press conference.

What surprised him was that the content of the game in the AOSSteam lobby was much richer than he thought. He saw the mobile game version of "Diablo" and "Tomb Raider" and other well-known classic masterpieces.

Shen Zhengqing decided to start this game for Miss 2B. The game is not free. The mobile version is priced at 228 yuan, which is the national price.

The international market is more expensive, and it is sold in accordance with the 3A standard of the host, which is 60 US dollars, or about 399 yuan.

In addition to fees, the game lobby is more of free games provided by small and medium-sized developers. The production of these games is relatively not so sophisticated, and there is no so-called god-level picture quality.

But they also have their own way of survival. They are not as good as the big ones. They can win the hearts of players with gameplay and content. There will also be one or two best-selling products in many free games.

The mobile terminal is very different from the host terminal. The mobile terminal is almost redesigned and produced a new game, but the IP is the same, and some of the gameplay overlaps, which is a kind of linkage.

It is worth mentioning that this is the Steam lobby. Behind it is G fat. Promotions are necessary. If you purchase a PC, you will get a discount on the mobile terminal, and vice versa.

Unconsciously, Shen Zhengqing had already spent more than a month of his salary today.

He had already spent so much money, so he could do it perfectly in one go. Anyway, he could afford it, so he could afford it just once. This was his psychological idea.

So, everything that can be arranged is arranged.

The ACC console that Bai gave has also included several masterpieces, and several masterpieces such as the "Final Fantasy" series have been arranged, but the "GTA5" and "Witcher 3" he most wanted are not available. The country cannot pass the trial. It is a pity.

If you want to play, you can only go through some informal channels.

After tossing for two or three hours, Shen Zhengqing finally stopped. At this time, he calculated a sum of money, not knowing it, and was shocked.

"Today I chopped off 22,954 oceans? At the beginning, I just planned to buy a 14,999 ocean Azure-5, oh Nima..." Shen Zhengqing, who was talking to himself, looked at the smartphone in his hand, and then looked at it. The ACC host looked at the ieP tablet that was still on the side with almost no sense of existence after activation.

"Walter's sand coins, right? I don't need this iP. Why do I buy it? Pass it to my son? My brother is still a single dog. Where is my son?"

For a moment, the room quieted down, and Shen Zhengqing, who didn't say a word, scratched his head subconsciously as he watched the three-piece suit, always feeling that something was wrong, but he didn't know what was wrong.

Suddenly he slapped his thigh: "It's all to blame for the sales girl, who was miserable by the routine. No, I want her to return the goods."

Shen Zhengqing started to contact the sales girl's paper on WeChat, but in the end he still did not return the product. All of them were opened and activated. Instead of returning the product, he chatted with the other girl's paper. After half a month, he succeeded in making this good-looking girl. The paper is picked up.

I'm out of order.

The girlfriend told him that only then did he realize that the salespersons in the store were systematically and professionally trained to cooperate with the company's marketing activities. The moment he stepped into the store, he had a series of routines waiting for him.

A month later, Shen Zhengqing discovered a sad story.

That day, he ordered himself a table of green vegetables, ate a vegetarian meal, and then returned to a single state again.

I turned out to be a little fish in the pond of the female ticket.

...