On 1st July, many advertising slots on CCTV’s channels were changed to Wind and Rain VCD players and Aiwa VCD players commercials.
All the viewers felt that these commercials were entertaining. A small VCD was placed into a player, and clear videos were played on the TV. It was just like Video Cassette players.
The most surprising part that wow the audiences was the VCD. It was much smaller than Video Cassette Tapes and LaserDisc, and the image was clearer than cassette tapes, and the quality was almost on par as LD.
The VCD could be stored in a small box for easy storage. The audiences also noticed that there was karaoke function in the VCD player.
Sun Nan and Na Ying were happily singing along to their song, and their Music Videos was playing on the screen.
Wind and Rain VCD’s advertising slogan was: Wind and Rain Electronics, Technology can change our lives.
Aiwa VCD’s advertising slogan was: Aiwa Electronics, Master of Core Technologies.
These two brands were both promoting similar products and gave the feeling that these two were rival brands. Although there were many advertisements, there were not a lot of people who had bought the VCD players.
Two weeks after the launch of the VCD player, Feng Yu knew that no distributors that had placed orders for next month. The market’s response was not as enthusiastic as he expected.
Feng Yu was very curious. Could it be that the VCD was introduced earlier than it was supposed to be and that’s why no one was interested in this product? In his previous life, only about 10,000 units were sold by Wan Yan VCD player in the first year, when they launch this VCD player. Most of these players were bought by other electronic companies to research on it. VCD players became popular was also after 3 to 4 years!
Among those companies that had bought the VCD players, Japanese were the first ones who managed to break the code and had applied for the patent. They had snatched the profits away. But it was still the same. Japan had not applied for a license in China, and this was why there were still many companies competing in China.
Wan Yan was soon beaten by its competitors in China. Among these Chinese companies, Shinco and Aiduo VCD players were the more prominent ones. They were also out of this industry due to the introduction of DVD. The main reason was that these two companies did not know how to upgrade their technologies.
Based on history, VCD players should be introduced into the market next year, and there were only about 10,000 units sold. After that, the sales will increase rapidly and, in a few years, later, it will replace the traditional video cassette players. Feng Yu felt that his commercials were shot well, and the marketing was aggressive. He also had engaged celebrities to endorse his products. How come the sales was not picking up?
It seems that it would be good if 10,000 units were sold in the first month. But just the Wind and Rain VCD players, the monthly production was about 50,000 units. There will be too many units left in the warehouse. He might even have to stop the production.
The marketing was not enough? Do the consumers still do not know about the benefits of this VCD technology? Feng Yu wondered if those distributors had promoted these players based on the right selling points? They should be selling these players to those video lounges. These places were the first few that had bought VCD players in his previous life.
Feng Yu called Fu Guangzheng. Fu Guangzheng was relived. Feng Yu had finally appeared. These VCD players were not selling as they had expected.
Fu Guangzheng had wanted to discuss with Feng Yu if they should also advertise overseas to generate interest and at the same time, lower the production rates of their factories. They should at least not make losses now.
……
“Could it be that we had positioned our products wrongly? We position out VCD players as karaoke machines. But in fact, this is a new type of video players.” Jian Wanmeng asked.
Feng Yu slapped his forehead. Maybe he had made a mistake. Feng Yu knew how to position his products. The families overseas placed particular emphasis on family values. It was because most people were not living with their families. It was only on weekends when they have family gatherings.
This VCD player can be sold as a family cinema!
It was cheaper than LD, and the pictures were clearer than Video cassette players. The VCD was also smaller than LD and Cassette tapes. This should be the selling point.
Should a commercial about the comparison between VCD and Videocassette tapes picture quality be filmed? Or a comparison between the size of VCD and LD?
“Brother Fu, how can we let others know about the benefits of our products fast?” Feng Yu asked Fu Guangzheng.
Fu Guangzheng was surprised. All this while, Feng Yu was the one making all the decisions. This was the first time Feng Yu was asking him for advice. He was feeling proud. The Fu family have several ways to market products.
“The fastest way will be aggressive marketing. But we have already placed several advertisements on CCTV, and although the number of advertisements is not a lot, it can be considered sufficient. If possible, change the primetime advertisement slots of Wind and Rain Super fans, and Aiwa Walkman advertisements with the VCD players’ slots.”
“No problem. I will speak to CCTV tomorrow.” Feng Yu nodded. Since these were all his products, it was normal to switch the commercials about. Anyway, these products were all from the same brand.
“Actually, the fastest way for a new electronic product to be accepted by the consumers is to let the rest of the players in the electronics industry to accept this product and make they praise the benefits of the product.”
“Let our competitors praise us? How can this be possible?” Jiang Wanmeng frowned. Who would praise their competitors? If it was him, he would never do that.
Feng Yu suddenly ask: “What if the reporters filmed them praising or surprised unknowingly by reporters? Or we can force them to praise us?”
“Brother Feng, you have an idea?” Fu Guangzheng looked at Feng Yu. Feng Yu could think of a solution so fast?
“What do you think if we organize an exhibition? We can also showcase our products in some overseas exhibitions.”
“Exhibition? There are no exhibitions relating to this industry overseas. But there is some in China. However, the scale is not big and could not attract those big brands from overseas.” Jiang Wanmeng was more familiar with this industry. He had attended some related products exhibitions in China more than once.
Feng Yu smiled and said: “If there are no exhibitions, then we can organize one ourselves. Brother Fu, can you invite some electronics brands from Europe, the US, and Asia to participate in it? It would be best if you can get some big brands. I will liaise with Japan and Eastern Europe. Manager Jiang, you will invite those electronic companies in China.”
If Feng Yu were to invite the Japanese companies through Aiwa, those companies would most likely participate. For Eastern Europe, he can get Kirilenko to help. Kirilenko will not reject doing Feng Yu this favor.
With the domestic companies, there will be more than 100 companies participating. It does not matter if the company was big or small. Most importantly, there must have enough participants.
Huh? Such a big scale and there were still oversea companies participating? This can be on a national level scale, and it should be reported on CCTV news.
The exhibition can be held at Bing City. Maybe the City will provide the venue free of charge. The exhibition booths could be rented out, and this was a profitable business.
But when Feng Yu suggested Bing City, Fu Guangzheng shook his head. He felt that there were only 3 places that were suitable. Beijing, Shanghai, and Shenzhen. Bing City was too out of place, and its development could not be compared to the other 3 cities.
Feng Yu had also considered about this. But he felt that this would be the fastest way for Bing City’s development. If it was Beijing, Shanghai or Shenzhen, he would still have to deal with the government. It would be best if the government were one of the organizers for this exhibition. This would increase the quality of the exhibition.
If it was Bing City, he only needs to tell Zhang Ruiqiang about the benefits of organizing this exhibition, and he will support him. The other cities might not be so supportive. Furthermore, this was an excellent opportunity to promote Bing City.
The three of them settled on the venue, and they started to invite the participants. Feng Yu had also returned to Bing City on the very day to persuade Zhang Ruiqiang……
“What? You want to host an electronics appliances exhibition? An international exhibition?”
“No, it is the City or the Province that is organizing. If you are about to use our country’s name for this exhibition, it would be better.”
“What is the use of this?” Zhang Ruiqiang looked at Feng Yu. Was this rascal thinking of using the City to help him advertise his products?
“Promote our city. Think about this. Many companies from overseas and other provinces will be coming to Bing City. This is a great opportunity.”
“Great opportunity?” Zhang Ruiqiang looked at Feng Yu with slanted eyes. He felt that this was not as simple as what Feng Yu said.
“Of course. Now, the companies that have agreed to participate in this exhibition are Japan’s Sony, Panasonic, Aiwa, Toshiba, Fujitsu, etc. There is also TSMC (Taiwan Semiconductor Manufacturing Company Limited), Acer, etc. from Taiwan. The companies from the US are…… These are all the top international electronics brands in the world. With these brands participating in this exhibition, how grand do you think it will be?”
Zhang Ruiqiang was stunned. Although he had not heard of most of the brands mentioned by Feng Yu, he had heard of Sony and Panasonic. These were all MNC, and Feng Yu could invite them?
These Japanese companies had no intention to participate in the first place when they received Aiwa’s invitation. But Heitaro Nakajima announced on their TV program that his company had developed a new product which will be introduced into the market soon. He claims that this product will change the future and Aiwa will be way ahead of the other Japanese electronics companies.