The Intel-funded flight shop “Zero Zone†is leading the desktop to high-end, which has found a way out for traditional aircraft operators and opened the market for Intel’s high-end computer accessories sales.
One day at the end of 2007, Wang Xiao received a phone call from Liu Enquan, sales manager of Intel China's strategic project. At the end of the phone, Intel is setting up an Intel high-end club to build a communication platform for computer enthusiasts and ask him if he is interested in joining. Wang Xiaoshi was struggling with the downturn of the hangar business. Liu Enquan found that Intel’s high-end chips sold worse and the club could promote high-end hardware sales to some extent. Both sides can join forces to do something.
Wang Xiao is the owner of Shanghai Neighbor Trading Co., Ltd. and is one of the larger aircraft operators in Shanghai. Liu Enquan's proposal made him shine. Soon, Intel’s high-end clubs recruited a group of DIY channel providers and enthusiasts, and then spent three months to organize salons in various parts of China. However, Wang Xiao found that the drawback of the club model is that it is not sustainable. "Isn't it better to have a physical storefront?" Wang Xiao proposed.
At Intel’s headquarters in Beijing, brainstorming of high-end products is also underway by marketing staff. The downturn in the downtime market has affected the giants that produce computer processors. The feedback from third-party surveys is bad news. Both high-end and low-end processors have lower average unit prices, and profits are gradually changing. thin.
This is a global issue. The devastating desktop market for laptop computers has become an industry trend. However, desktop computers can achieve high performance because they can DIY. In foreign countries, the desktop market is moving toward the high end and the average selling price is 30% higher than that of notebooks. In China, the average price of desktops is 20% to 30% lower than that of notebooks, and in the year of 2008, the proportion of desktop computers with more than 5,000 yuan was reduced from 20% to 3% in the entire desktop market (see details) "Financial Weekly," No. 30, 2010 "Zhongguancun, do not take the opportunity").
"For China's high-end DIY market, I think we should take the initiative to guide." Lu Dong said. He is the brand and marketing manager of the Intel China Market & Channel Division and is responsible for high-end product brand marketing. The experience of many years of front-line running gave him an intuition that China's high-end machine-breaking market will not disappear along with the low-end market, and the current downturn must be a problem in some aspect. "Actually, demand is always there."
Intel decided to push this trend. Wang Xiao’s proposal was eventually approved by Intel’s market and channel department. Zhang Wenjun, general manager of the department, finally decided to start the project. Wang Xiao became Intel's first partner. At the same time, Intel decided to provide all the decoration costs for this first "commercial mouse."
To do "the nature of the Union" high-end DIY stores, the name naturally louder. Because many high-end Intel processors will be called "extreme version", so everyone generally agree with the term used to name. Wang Xiao began to propose using the “Supreme Empire,†but he felt too overbearing. Later he proposed the “Supreme Zone†to pass unanimously. With its name, the storefront decoration also reflects the "high-end" quality. Intel hired IDEO, an American design company, to design stores for Apple. However, the "Intel" Logo does not appear around the "Supreme Zone". This is to avoid consumers misunderstanding the storefront as Intel's store, but also not to harm other hardware brands that will also enter the channel in the future.
On February 17, 2009, the first Supreme Zone was opened in Shanghai Pacific Digital in Xujiahui. Shortly afterwards, the second store opened its doors in Xi'an. This is equivalent to having a pilot in first-tier cities and second-tier cities. As they had expected before, the market response was very enthusiastic. Wang Xiao’s turnover increased by 100%.
In the second half of 2009, Intel decided to bring the "Supreme Zone" to the country. Intel will pay half of the renovation costs, and will be responsible for the "Supreme Zone" brand promotion and platform construction. For the franchisee's choice, Intel also has its own standards. Intel's sales managers across the country will first recommend those dealers with outstanding performance. These dealers generally have the largest scale in the local area or enter the high-end downtime for a long time, and then Intel headquarters will be screened again. "The main idea is to be the same as us." Lu Dong said.
Through communication with vendors and their own investigation and analysis, Lu Dong learned that the crux of the poor sales of high-end products is the sales. Channel providers do not know how to do high-end brand sales. The European and American market Core processors already account for 70% to 80% of the total, and 80% of China's processors are still Pentium.
China's fighter-operators generally believe that consumers are only willing to buy low-priced products, so they have to fight a price war and win at a low price. In the computer store, >> all the sellers talk about the price as soon as they come up, and Lvdong thinks this gives consumers a wrong signal: “This is price sales, not value sales.†Consumers may need five or six thousand. Yuan's products, but sales staff often take the initiative to reduce the price range to 3,000 yuan, with low prices and enough to convince consumers to buy. Then, market information will be channeled to the stock channel providers. The channel chamber of commerce will report to the upstream IT production companies. Now that the market is selling 3,000 yuan, the upstream manufacturers think that consumers are willing to buy products at this price point. Increased delivery and no use of power to develop new products.
Lu Dong believes that "the whole system has experienced problems." Intel has done a nationwide market survey. The budget for consumers to buy a desktop computer is generally 5,000 to 6,000 yuan. They are recommended by the sales staff at the store, and the actual purchase cost is only two. Three thousand yuan.
He wants to solve this problem in the Supreme Zone. The model of the Apple store gave him a lot of inspiration. The supreme zone must first establish a high-quality sales team. The salesperson himself should be a technical enthusiast, who is the kind of person who can tell the differences between Core I3 and I5. In addition, we must learn to spend time and customers fully communicate, understand the true needs of customers and guide rational consumption.
Intel suggested that the bosses in the Extreme Zone recruit some high-quality sales personnel and do not be afraid to pay more, because good sales will certainly create more value.
Every other week, Intel will ask some sales experts and technical experts to conduct training for the "Supremezone" sales staff. Every Tuesday morning, similar discussions will also be conducted in the QQ group. The bosses also have a group of QQs, who gather together every two weeks to open teleconferences, exchange and share their own information and experience. Each quarter, Intel will also organize their face-to-face exchanges. The embryonic form of a "Supreme Zone Alliance" gradually formed.
At the same time, Intel also specially formulated the corresponding business model for Extreme Zone, namely the experiential sales and one-stop sales of high-end DIY desktops. In Extreme Zone, all high-performance desktop computers equipped with various application modes allow consumers to experience the relationship between their required functions and accessories before deciding on their own consumption. The so-called one-stop sales, is in the supreme zone shop no matter how many high-end machines, to ensure one-stop alignment, spot installed, do not need to be as full of traditional hacking machine accessories incomplete need roasted seeds and nuts everywhere.
What makes Lu Dong relish is that Hangzhou's Extreme Zone Store even sold a computer worth 75,000 yuan. The customer who purchased this ultra-luxury computer was a game enthusiast. He searched for local DIY shops in Hangzhou, but none of them could meet such a high-end deployment plan. When he saw the opening of the Supreme Zone, he came directly to the door. Supreme Zone quickly took its own configuration and solutions, 75,000 records were born.
Yue Feng, the owner of the Beijing Bainaohui Supreme Zone, often encounters such situations. Customers often find high-end accessories that can not be found in the entire store, and they have bought them here. "In the past, Intel's high-end processors were all five five, and they can finally be batched," Yue Feng said.
He loved took advantage of the opportunity. The industry downturn left him disheartened and left the industry for two years. However, in 2009, the opening of the new Bainaohui outside the Chaoyang Gate allowed him to return to his hometown with his own enthusiasm. Machine industry. He rented a 150-square-meter store and decided to take the high-end as the main wing.
This also made him and Intel hit it off. Since entering the wingman industry, he has started to make high-end accessories and knows what his profits and prospects are. In June 2010, as of now, the country's largest one-dimensional zone shop was born.
On the counter on the second floor of Bainaohui, the store on the northwest floor is very eye-catching. The bright store has comfortable sofas and computers to experience. The large-size LCD display is full of walls. This shop has spent about 130,000 yuan on decoration, and Yue Feng has half the money. Joining the Supreme Zone gave him a sense of how to find an organization. Reading Intel's "Business School", watching the "Supreme Collection" magazine, and routine boss exchanges all made him feel very benefited. The margin of the Supreme Zone can be maintained at 15% to 17%, which gives everyone great confidence in the prospects of this incident.
More than a month after its opening, Yue Feng's store sales exceeded 1 million yuan, and sales increased by 20%. Moreover, as a "flagship store" in the Supreme Zone, there were media visits every other day, which greatly improved his popularity.
However, Yue Feng feels the most obvious is the change of manufacturer channels. As an "owner", Intel has adopted a special channel policy for the supply of the supreme zone. Not only does the price have a certain degree of concessions, but also there are some products exclusively for the Supreme Zone.
In fact, the supreme zone is not only a platform for channel exchanges, but also a platform with bargaining power. ASUS, Kingston, and Lianhe quickly joined the system, and accessories like Gigabyte began to find Yue Feng to see if there was any chance of cooperation. "I used to find them before." Yue Feng said. He is also ready to find Samsung to talk about, because the store put so many Samsung monitors, Samsung should give him more discount.
According to Yue Feng's statistics, the consumption of high-end machine target customers is generally between 6,000 and 8,000 yuan. Seventy percent of these people play games, and some professionals and companies buy machines for drawing and stock trading. “The high-end market in these two years is still in a period of silence, but if we can survive the past, the future will surely break out.†Yue Feng is full of confidence.
At Bainaohui in Shanghai’s Xujiahui, Wang Xiao’s second Supreme Zone store is being renovated. Today, Supreme Zone has been reported to Intel headquarters as an original program for localization in China. Lu Dong has made a special report for this purpose. Deborah Conrad, the company's vice president and chief marketing officer, agrees with this idea. "Perhaps, our approach will be used by the headquarters for marketing in other third world countries," said Lu Dong.
The Intel-funded flight shop “Zero Zone†is leading the desktop to high-end, which has found a way out for traditional aircraft operators and opened the market for Intel’s high-end computer accessories sales. “
One day at the end of 2007, Wang Xiao received a phone call from Liu Enquan, sales manager of Intel China's strategic project. At the end of the phone, Intel is setting up an Intel high-end club to build a communication platform for computer enthusiasts and ask him if he is interested in joining. Wang Xiaoshi was struggling with the downturn of the hangar business. Liu Enquan found that Intel’s high-end chips sold worse and the club could promote high-end hardware sales to some extent. Both sides can join forces to do something.
Wang Xiao is the owner of Shanghai Neighbor Trading Co., Ltd. and is one of the larger aircraft operators in Shanghai. Liu Enquan's proposal made him shine. Soon, Intel’s high-end clubs recruited a group of DIY channel providers and enthusiasts, and then spent three months to organize salons in various parts of China. However, Wang Xiao found that the drawback of the club model is that it is not sustainable. "Isn't it better to have a physical storefront?" Wang Xiao proposed.
At Intel’s headquarters in Beijing, brainstorming of high-end products is also underway by marketing staff. The downturn in the downtime market has affected the giants that produce computer processors. The feedback from third-party surveys is bad news. Both high-end and low-end processors have lower average unit prices, and profits are gradually changing. thin.
This is a global issue. The devastating desktop market for laptop computers has become an industry trend. However, desktop computers can achieve high performance because they can DIY. In foreign countries, the desktop market is moving toward the high end and the average selling price is 30% higher than that of notebooks. In China, the average price of desktops is 20% to 30% lower than that of notebooks, and in the year of 2008, the proportion of desktop computers with more than 5,000 yuan was reduced from 20% to 3% in the entire desktop market (see details) "Financial Weekly," No. 30, 2010 "Zhongguancun, do not take the opportunity").
"For China's high-end DIY market, I think we should take the initiative to guide." Lu Dong said. He is the brand and marketing manager of the Intel China Market & Channel Division and is responsible for high-end product brand marketing. The experience of many years of front-line running gave him an intuition that China's high-end machine-breaking market will not disappear along with the low-end market, and the current downturn must be a problem in some aspect. "Actually, demand is always there."
Intel decided to push this trend. Wang Xiao’s proposal was eventually approved by Intel’s market and channel department. Zhang Wenjun, general manager of the department, finally decided to start the project. Wang Xiao became Intel's first partner. At the same time, Intel decided to provide all the decoration costs for this first "commercial mouse."
To do "the nature of the Union" high-end DIY stores, the name naturally louder. Because many high-end Intel processors will be called "extreme version", so everyone generally agree with the term used to name. Wang Xiao began to propose using the “Supreme Empire,†but he felt too overbearing. Later he proposed the “Supreme Zone†to pass unanimously. With its name, the storefront decoration also reflects the "high-end" quality. Intel hired IDEO, an American design company, to design stores for Apple. However, the "Intel" Logo does not appear around the "Supreme Zone". This is to avoid consumers misunderstanding the storefront as Intel's store, but also not to harm other hardware brands that will also enter the channel in the future.
On February 17, 2009, the first Supreme Zone was opened in Shanghai Pacific Digital in Xujiahui. Shortly afterwards, the second store opened its doors in Xi'an. This is equivalent to having a pilot in first-tier cities and second-tier cities. As they had expected before, the market response was very enthusiastic. Wang Xiao’s turnover increased by 100%.
In the second half of 2009, Intel decided to bring the "Supreme Zone" to the country. Intel will pay half of the renovation costs, and will be responsible for the "Supreme Zone" brand promotion and platform construction. For the franchisee's choice, Intel also has its own standards. Intel's sales managers across the country will first recommend those dealers with outstanding performance. These dealers generally have the largest scale in the local area or enter the high-end downtime for a long time, and then Intel headquarters will be screened again. "The main idea is to be the same as us." Lu Dong said.
Through communication with vendors and their own investigation and analysis, Lu Dong learned that the crux of the poor sales of high-end products is the sales. Channel providers do not know how to do high-end brand sales. The European and American market Core processors already account for 70% to 80% of the total, and 80% of China's processors are still Pentium.
China's fighter-operators generally believe that consumers are only willing to buy low-priced products, so they have to fight a price war and win at a low price. In the computer store, >> all the sellers talk about the price as soon as they come up, and Lvdong thinks this gives consumers a wrong signal: “This is price sales, not value sales.†Consumers may need five or six thousand. Yuan's products, but sales staff often take the initiative to reduce the price range to 3,000 yuan, with low prices and enough to convince consumers to buy. Then, market information will be channeled to the stock channel providers. The channel chamber of commerce will report to the upstream IT production companies. Now that the market is selling 3,000 yuan, the upstream manufacturers think that consumers are willing to buy products at this price point. Increased delivery and no use of power to develop new products.
Lu Dong believes that "the whole system has experienced problems." Intel has done a nationwide market survey. The budget for consumers to buy a desktop computer is generally 5,000 to 6,000 yuan. They are recommended by the sales staff at the store, and the actual purchase cost is only two. Three thousand yuan.
He wants to solve this problem in the Supreme Zone. The model of the Apple store gave him a lot of inspiration. The supreme zone must first establish a high-quality sales team. The salesperson himself should be a technical enthusiast, who is the kind of person who can tell the differences between Core I3 and I5. In addition, we must learn to spend time and customers fully communicate, understand the true needs of customers and guide rational consumption.
Intel suggested that the bosses in the Extreme Zone recruit some high-quality sales personnel and do not be afraid to pay more, because good sales will certainly create more value.
Every other week, Intel will ask some sales experts and technical experts to conduct training for the "Supremezone" sales staff. Every Tuesday morning, similar discussions will also be conducted in the QQ group. The bosses also have a group of QQs, who gather together every two weeks to open teleconferences, exchange and share their own information and experience. Each quarter, Intel will also organize their face-to-face exchanges. The embryonic form of a "Supreme Zone Alliance" gradually formed.
At the same time, Intel also specially formulated the corresponding business model for Extreme Zone, namely the experiential sales and one-stop sales of high-end DIY desktops. In Extreme Zone, all high-performance desktop computers equipped with various application modes allow consumers to experience the relationship between their required functions and accessories before deciding on their own consumption. The so-called one-stop sales, is in the supreme zone shop no matter how many high-end machines, to ensure one-stop alignment, spot installed, do not need to be as full of traditional hacking machine accessories incomplete need roasted seeds and nuts everywhere.
What makes Lu Dong relish is that Hangzhou's Extreme Zone Store even sold a computer worth 75,000 yuan. The customer who purchased this ultra-luxury computer was a game enthusiast. He searched for local DIY shops in Hangzhou, but none of them could meet such a high-end deployment plan. When he saw the opening of the Supreme Zone, he came directly to the door. Supreme Zone quickly took its own configuration and solutions, 75,000 records were born.
Yue Feng, the owner of the Beijing Bainaohui Supreme Zone, often encounters such situations. Customers often find high-end accessories that can not be found in the entire store, and they have bought them here. "In the past, Intel's high-end processors were all five five, and they can finally be batched," Yue Feng said.
He loved took advantage of the opportunity. The industry downturn left him disheartened and left the industry for two years. However, in 2009, the opening of the new Bainaohui outside the Chaoyang Gate allowed him to return to his hometown with his own enthusiasm. Machine industry. He rented a 150-square-meter store and decided to take the high-end as the main wing.
This also made him and Intel hit it off. Since entering the wingman industry, he has started to make high-end accessories and knows what his profits and prospects are. In June 2010, as of now, the country's largest one-dimensional zone shop was born.
On the counter on the second floor of Bainaohui, the store on the northwest floor is very eye-catching. The bright store has comfortable sofas and computers to experience. The large-size LCD display is full of walls. This shop has spent about 130,000 yuan on decoration, and Yue Feng has half the money. Joining the Supreme Zone gave him a sense of how to find an organization. Reading Intel's "Business School", watching the "Supreme Collection" magazine, and routine boss exchanges all made him feel very benefited. The margin of the Supreme Zone can be maintained at 15% to 17%, which gives everyone great confidence in the prospects of this incident.
More than a month after its opening, Yue Feng's store sales exceeded 1 million yuan, and sales increased by 20%. Moreover, as a "flagship store" in the Supreme Zone, there were media visits every other day, which greatly improved his popularity.
However, Yue Feng feels the most obvious is the change of manufacturer channels. As an "owner", Intel has adopted a special channel policy for the supply of the supreme zone. Not only does the price have a certain degree of concessions, but also there are some products exclusively for the Supreme Zone.
In fact, the supreme zone is not only a platform for channel exchanges, but also a platform with bargaining power. ASUS, Kingston, and Lianhe quickly joined the system, and accessories like Gigabyte began to find Yue Feng to see if there was any chance of cooperation. "I used to find them before." Yue Feng said. He is also ready to find Samsung to talk about, because the store put so many Samsung monitors, Samsung should give him more discount.
According to Yue Feng's statistics, the consumption of high-end machine target customers is generally between 6,000 and 8,000 yuan. Seventy percent of these people play games, and some professionals and companies buy machines for drawing and stock trading. “The high-end market in these two years is still in a period of silence, but if we can survive the past, the future will surely break out.†Yue Feng is full of confidence.
At Bainaohui in Shanghai’s Xujiahui, Wang Xiao’s second Supreme Zone store is being renovated. Today, Supreme Zone has been reported to Intel headquarters as an original program for localization in China. Lu Dong has made a special report for this purpose. Deborah Conrad, the company's vice president and chief marketing officer, agrees with this idea. "Perhaps, our approach will be used by the headquarters for marketing in other third world countries," said Lu Dong.
The Intel-funded flight shop “Zero Zone†is leading the desktop to high-end, which has found a way out for traditional aircraft operators and opened the market for Intel’s high-end computer accessories sales. “
Guangzhou Bolei Electronic Technology Co., Ltd. , https://www.nzpal.com