Reborn multinational giant

As soon as Fang Zhe opened his mouth, the entire conference room fell silent for an instant, and everyone's eyes were converging on Fang Zhe!

Without him, Fang Zhe’s status determines that even if he sits there and doesn’t say a word, many high-level people present will pay attention to the changes in his expression and speculate that Fang Zhe’s views on the meeting topics are originally this “technique”. It should be used to observe Mr. Lei, but Fang Zhe was there, but it attracted a half of the attention.

Now that he spoke, the attention of everyone in the audience, including Mr. Lei, was unsurprisingly focused on Fang Zhe.

"Red rice?"

As soon as Fang Zhe spoke, he uttered an unfamiliar brand term. Obviously, Fang Zhe, the chief consultant of Xiaomi, was on the side of re-establishing the sub-brand.

As soon as he spoke, the conference room was opposed to the establishment of sub-brands just now. Some senior executives who advocated naming sub-models stopped talking. Now that Mr. Fang has spoken, there is no point in arguing between them. Fang Zhe is at Xiaomi The authority and influence can be seen!

Mr. Lei looked at Fang Zhe, and his heart could not help but reflect that at the millet celebration banquet, Fang Zhe said that he would no longer increase shares in Xiaomi. If Huizhong continues to increase shares, even if Xiaomi’s surname is Fang someday, Mr. Lei will not. exception.

In the blink of an eye, Mr. Lei said:

"Since Mr. Fang also agrees to establish a sub-brand, then I don't think we need to argue about this issue anymore, but for the name of the sub-brand proposed by Mr. Fang, "Redmi", everyone has any opinions!"

"I think the name Fang Zong mentioned is quite good. Redmi. The English name is RedMi. Even if we go overseas for internationalization in the future, this brand name can be used!"

"You are thinking far enough. We have just started in China. You are thinking of going abroad. I think the name of the sub-brand is fine with rice, but the name of Redmi is likely to cause ambiguity among consumers. , I thought the color of the phone was red!

Although red is very festive and Chinese, everyone should know that the best-selling mobile phone colors are mainly gray, white and black. The name red rice is too easy to misunderstand!"

"I agree, it's better to just call it rice, rice is a down-to-earth name, just in line with the image of our low-end brand mobile phones, we have Xiaomi, and one more rice is just right!"

"The name rice is not good, it's too tacky. Our Xiaomi brand is positioning mid-end mobile phones. If rice is positioning low-end mobile phones, it is more likely to cause confusion and misunderstanding among consumers!"

"How about micron?"

"Call Huami! This name is magnificent!"

"Huami can be a high-end brand, and being a low-end brand name is a bit overshadowed by Xiaomi's glory!"

......

When it comes to naming the brand, the executives present at the meeting are all very motivated. Without them, it is really a face-saving thing to name a mobile phone brand.

The old god Fang Zhe is watching the executives arguing with each other. The name Redmi is an existing brand of Xiaomi in the previous life. He is really curious, can anyone overthrow this name and create a new term for Xiaomi's low-end mobile phone brand?

It is a pity that until the end Mr. Lei stopped the debate among the executives, and no one could come up with a mobile phone brand name that could convince most people. On the contrary, the Redmi brand proposed by Fang Zhe got more and more high. Tube support!

"Okay, for the three names with a large number of approvals just now, let's vote by show of hands. First of all, if you agree with the name rice, please raise your hands! Okay, 4 votes!

Agree with the name Micron, 7 votes!

Finally, those who agree with the name of Redmi, 1, 3, 7.. No need to count, just call it Redmi!"

The confirmation of the Redmi brand also means that Xiaomi has formally determined to develop new models of the Redmi brand and enter the low-end mobile phone market!

Originally, most executives, even Lei Zong, Fang Zhe and others thought that this meeting should be over by this point, but at this moment, an executive’s remarks caused the meeting to be extended. Nearly two hours!

"President Lei, there is one thing, I think it is very necessary for everyone to discuss, that is about offline sales and offline channels!

I know that one of the core development concepts of Xiaomi since its inception is to use the Internet model to make mobile phones and sell mobile phones through online shopping. At the same time, we transfer the saved brand building, channel distribution, agent price difference and other costs to the mobile phone. Improve mobile phone configuration and technology.

But what I want to say is that if we are ready to enter the low-end mobile phone market, offline is a sales channel that cannot be ignored!"

The person who said these words is named Li Shangjun. He is one of the main heads of Xiaomi’s marketing department. He is also an executive that Mr. Lei personally dug from Nokia’s Greater China Region. Now Nokia has begun to decline. Technical backbones and elites have also become the focus of major companies to poach corners.

For Li Shangjun's words, Mr. Lei still attaches great importance to it. Even now that Nokia has been in decline, Nokia's global mobile phone sales are still No.1. Naturally, Li Shangjun and other Nokia internal sales elites cannot do without the credit.

Offline, if Xiaomi is the same as other mobile phone manufacturers, then Xiaomi will naturally attach great importance to offline sales channels, but Xiaomi is not!

As Li Shangjun said, the reason why Xiaomi was able to rise up was that it was able to grab a piece of meat from mobile phone manufacturers such as China Kulian and Samsung LG, because Xiaomi is using the Internet mode to make mobile phones, and it is because Xiaomi sells mobile phones online. , And most of the costs and profits originally given to channels and agents have been upgraded to the internal configuration of the mobile phone to give back to consumers.

Therefore, offline, with Lei’s wisdom, how could he not know the importance of offline? Before Xiaomi appeared, more than 95% of mobile phones were sold to consumers through offline channels. Now even with Xiaomi, More than 90% of users still buy mobile phones in various offline channels such as mobile phone stores in shopping malls.

"Offline is indeed very important, but how can we consider offline now? We have now reduced the cost of mobile phones to the extreme. If we sell goods offline, Xiaomi phones for 1999 yuan have to sell at least 2500 or even 3000. Above, then our core competitive advantage, cost performance will be gone.

In addition, to fight for channels, marketing, and methods, any mobile phone manufacturer of China Kulian is no worse than us. We do offline, which is a bit of looking for abuse!"

"We at Xiaomi can make today's results in less than two years, relying on the Internet mode, which is fast and accurate. If a large area of ​​goods is distributed offline, it will inevitably increase the current business volume. More than double, this violates our original intention of Xiaomi, I think we should not consider offline now!"

"The price-performance ratio is Xiaomi's core competitiveness and original intention. If it returns to the old path of traditional offline channels, where is Xiaomi's competitiveness and where are its advantages compared to other mobile phone manufacturers?"

Li Shangjun's suggestion made the executives once again caught in the debate!

After more than ten minutes, the executives who watched the more and more fierce and more confused, the more and more confused executives, the scorched quarrel, President Lei finally turned his eyes for help to Fang Zhe, who was calmly drinking tea:

"President Fang, do you want to say something?"