Tech startup: I really do make mobile phones!

Chapter 233 Opening Up the Great Russian Market
In March 2012, the lingering chill of winter still hung in the air in Mosk, and the cold wind still carried a chill as it swept through the streets.

Stepping into the exhibition center in the city center, you are instantly enveloped by a bustling crowd, and a warm and welcoming atmosphere washes over you, making you forget the chill outside.

Right now, the first "International Consumer Electronics Show (ICEE) after Ross's accession to the WTO" is in full swing here.

The huge blue "ICEE" logo at the entrance is particularly eye-catching, shining brightly under the lights, as if announcing to the crowds and to the world: This northern country is ready to officially embrace the global consumer electronics market.

Inside the exhibition hall, booths from various countries lined up one after another, forming a miniature global technology arena.

The focus of the morning was undoubtedly the international brand exhibition area, where the booths of giants such as Pingguo, Sanjing, and LC were crowded with visitors trying out the latest smart TVs and mobile phones.

The exhibition hall features distinct styles:
The large electronic screen of the Oumei manufacturer continuously loops dazzling promotional videos with dynamic sound effects, attracting many people to stop and watch.

However, this Omega manufacturer mostly used English to explain and distribute promotional materials, which was somewhat arrogant!
The booths of companies from other countries, however, exuded a pragmatic style. Staff members wore thick coats to ward off the slight chill in the exhibition hall and patiently explained product parameters to customers inquiring in Rossi with accents.

The buyers, dressed in sharp suits, sometimes frowned as they listened, sometimes bowed their heads to take notes, and whispered about industry trends and cooperation intentions.

The reporters hurried along, their cameras focused on the new products on display, the handshakes and negotiations, afraid of missing any detail that could garner headlines.

In the flower-growing area near the end of the exhibition, the booths of Fantasy, Chrysanthemum, and Orange Technology (CZ) were particularly eye-catching.

Compared to Fantasy's integrated products following its acquisition of Motorola, and Chrysanthemum's solid communication equipment and terminals, Orange's booth appeared to have a more "technological" feel and was more interactive.

Several Orange 3 phone models with futuristic designs and cool external cooling copper ducts embedded on the back were placed in the most central position of the booth.

The cool, optical glass body, along with the faintly visible vein-like copper tube patterns inside, attracted a lot of curious glances.

On the booth, in addition to the Orange flagship phone, which has not yet been officially released, Orange Smart's series of products also attracted attention.

The Orange Home second-generation power bank, equipped with gaseous lithium technology, not only achieves ultra-long battery life but also supports 45-second fast charging.

The noise-reducing hair dryer has a built-in high-speed low-noise motor, so it is almost silent when running.

There are also small, portable massagers that can be placed on the shoulders to relieve fatigue.

Fang Zhihui moved among the booths. Although his English was not fluent, he explained each technical parameter carefully, using a variety of gestures to aid his explanations, and patiently answered the questions of several senior engineers.

The display case next door was even more bustling.
Young people surrounded the Orange 2 mobile phone with "Orange Racing" installed. They held the phone and experienced the novel motion control. With a slight shake of their palm, they could control the direction of the race car. Every now and then, they would burst into shouts of surprise because of the thrilling "drift" or "overtaking".

The air was filled with the rich aroma of coffee. At the temporary coffee station between the booths, people held hot drinks and chatted quickly, their breath instantly blending into the warm air.

In the distance, the applause and commotion caused by the demonstration of the new tablet's handwriting function at the Pingguo booth added a touch of professionalism and vitality to the entire exhibition hall, befitting an international trade show.

After seeing off a group of engineers with strong technical backgrounds, Fang Zhihui breathed a slight sigh of relief and wiped the fine sweat from his forehead.

At that moment, a fluent and enthusiastic explanation in Rossi came from the other side of the booth.

He looked in the direction of the sound and saw two young men, one tall and one short, wearing orange temporary worker vests, being surrounded by a group of local students.

A tall boy held up an Orange 2 mobile phone and introduced it at a rapid pace, while a short-haired girl next to him demonstrated it.

As Fang Zhihui approached, the boy's explanation in Rossi reached his ears.

"It can be fully charged in 30 seconds. I can show you right now that it only takes half a minute to go from 1% to 100%, which is especially convenient in emergencies."

A girl wearing glasses immediately took the charger, wanting to see if it was just hype. As soon as she plugged it into her phone, the battery level started to spike rapidly.

3%, 15%, 28%
In just a few seconds, the increase was visible to the naked eye.

She couldn't help but cover her mouth, her voice full of surprise: "My God, this speed is incredible! My phone only reached 20% after charging for half an hour."

The short-haired girl next to her wasn't idle either, holding up her phone to show it to the crowd.

"No need to touch the screen, just shake it like this to switch interfaces! You can easily use your phone even when wearing thick gloves in winter."

As she spoke, she flicked her wrist slightly, and her phone's home screen instantly switched to the app list.

The surrounding students immediately exclaimed in admiration, and several of them stepped forward and whispered, "Can I try it?"

Fang Zhihui became more and more satisfied. These two temporary workers were not only good at languages, but also knew how to make the technical highlights attractive.

Instead of piling up technical jargon, it uses everyday scenarios like "wearing gloves in winter" and "emergency OTG charging" to move people, which is much better than those translations that just read from the book!
After the students left one by one, Fang Zhihui stepped forward and gently patted the tall boy on the shoulder.

"Your introduction was excellent. Are you students from Moscow State University?"

The boy paused for a moment, then flashed a bright smile and tugged at the girl next to him: "Yes, sir! We're from the computer science department. We don't have many classes this semester, so we're doing part-time work. My name is Andrei, and this is Katya!"

"I am Fang Zhihui, the marketing manager of Orange Technology's Big Ross!"

He handed over his business card, his tone sincere.

"I just observed your presentation. You not only understand the technology, but you also know how to communicate with people, which is better than many professional salespeople."

What are your plans after graduation? Would you be interested in officially joining our Orange team?

Andrei and Katya exchanged a glance, both seeing surprise and a hint of attraction in each other's eyes.

Although going to Western Europe is the top priority for most high-achieving students in Great Russia, the road to studying abroad is not smooth sailing, and very few people can successfully establish themselves.

Therefore, for Andrei and Katya, being able to stay in the core city of Mosk and get a job that matches their abilities was in line with their expectations, so they naturally wouldn't refuse.

Katya hesitated for a few seconds, then looked honestly at Fang Zhihui.

"We originally planned to work for local electronics companies after graduation."

But during this time of introducing Orange products, we ourselves have become fans of your technical strength.

Especially that gaseous lithium fast charging technology—it's a revolutionary energy breakthrough that will shake up the industry!

"Our Orange series has more than just fast charging as a highlight!"

Fang Zhihui immediately took over the conversation, his tone filled with confidence.

"We've kept a lot of new technologies hidden from the show at this exhibition!"
Moreover, Orange is about to open a large flagship store in Mosk, and we are in dire need of talents like you who understand technology and are familiar with the local market and culture.

If you join us now, you'll not only be able to participate in product localization optimization, but also be deeply involved in marketing strategies. In terms of salary, we can offer 30% higher compensation than similar positions locally.

If you perform well, I will personally recommend you for technical and management training at our Shenzhen headquarters.

Although the two hadn't completely changed their old impressions of "China-made products," the solid, hardcore technology of Orange's products, coupled with the clear career prospects described by Fang Zhihui, still tempted these two young science and engineering elites.

Andrei's eyes lit up, and he leaned forward.

"Is it really possible to go to the Shenzhen headquarters of China for training?"

I've always been particularly curious about how tech companies like Orange conduct product development!

"Of course it's true!" Fang Zhihui took out two job application forms from his briefcase and handed them over.

"If you're interested, you can fill it out now."

Next year, I plan to organize the first batch of outstanding local employees to visit and learn from headquarters.

By the way, if you know any classmates who also love the electronics industry and are highly capable, please feel free to recommend them. We are currently in dire need of talent.

Katya took the form, paused her pen on the paper, and asked, "Mr. Fang, we still have six months before we officially graduate. Can we join now?"

"absolutely okay!"

Fang Zhihui nodded affirmatively and pointed to the power banks and hair dryers on the display stand.

"The exhibition is still a week away. You can take this opportunity to learn more about our business and work model. You can be directly hired after graduation."

And look, our products are not only technologically advanced, but also cheaper than similar local brands. Partnering with Orange in the market guarantees a bright future.”

Without further hesitation, Andrei and Katya picked up their pens and began to carefully fill out the expression of interest forms.

Looking at their focused profiles, Fang Zhihui felt a weight lifted from his heart.

The purpose of participating in this exhibition is not only to showcase products and enhance brand awareness, but more importantly, to identify and attract local talent.

Now, the first step in talent recruitment has finally been taken.

During the exhibition, Fang Zhihui truly exemplified the art of "multitasking".

During the day, he stayed at the orange booth, where he had to greet visiting customers, discuss cooperation with partners, and answer questions from the media.

Everything revolved around "enhancing the brand awareness of oranges in Great Ross," keeping them so busy they barely had time to drink water.

That evening, Fang Zhihui immediately met up with three capable assistants who had arrived earlier and were in charge of market development.
They meticulously reviewed a pile of site selection reports, discussing even the smallest details such as the flagship store's decoration style and operational processes repeatedly, leaving no room for complacency.

Considering the hidden policy risks and market fluctuations in overseas markets, Fang Zhihui did not simply copy the domestic model of "heavy asset purchase and high-end decoration". Instead, he decisively chose a more flexible and stable strategy of "medium-term leasing + high-quality decoration".

According to the plan, they will first sign a three-year lease for a suitable building, and then invest funds to renovate the building inside and out.

The goal is to align with the brand image of oranges while deeply integrating into the local culture of Great Russia, striving to quickly establish a brand showcase and core operational hub.

After conducting on-site inspections of multiple candidate sites and making a comprehensive evaluation based on factors such as geographical location, transportation convenience, surrounding commercial atmosphere, building conditions, and rental costs, Fang Zhihui finally made the final decision.

They selected a 12-story commercial building located in an emerging business district, which is adjacent to the newly completed Mosk landmark, "Gran Rosta".

Not only does it boast a superior geographical location and a modern atmosphere, which can precisely attract young people with purchasing power, it also has its own landmark recognition, which is particularly beneficial for building the orange brand's local awareness.

He then approved the flagship store interior design proposal, titled "Orange Reflecting Red Walls," put forward by his team in collaboration with a well-known local design firm.

The design aims to cleverly blend Mosk's traditional architectural aesthetics with Orange Technology's modern brand DNA.

Appearance impression:

The exterior of the building's base (floors 1-3) will be constructed with dark brown terracotta bricks, echoing the iconic "red wall" historical architectural style of Mosk.

However, in the details, striking orange metallic lines are used to outline the window frames and doorway, and a highly recognizable 3-meter-high "orange arch" is created as the main entrance.

The inside of the archway is meticulously carved with abstract birch leaf patterns (the birch is the national tree of Great Rus'), reflecting respect for and integration with the local culture in the details.

Technological Core:

The upper part of the building (floors 4-10) features a modern double-glazed curtain wall with an embedded electrically adjustable "orange-white gradient shading film".

It adapts to the intense summer sunlight of Moscow and presents a unique "orange blossom" dynamic light and shadow effect at night, becoming a visual focus under the night sky.

The curtain wall also features a clever design with "openwork window frames" inspired by the lines of Orthodox church domes, softening the coldness of the glass building.

Fang Zhihui also made localized adjustments to the functional layout.

Floors 1-3 will be transformed into an ultimate brand experience and consumption space.

The flagship store on the first floor is themed around the "technology field," with faux birch wood textured flooring, a "fast charging experience wall," a joint display area with local brands, and even a thoughtful "Rossian coffee corner" offering kvass and rye bread.

The second floor is the "Life Technology Museum," which displays Orange Home's smart products by simulating local family scenarios and features a clear "price comparison screen" to highlight cost-effectiveness.

The third floor houses a fully-equipped after-sales service center, striving to provide thoughtful and convenient localized services.

Floors 4-10 serve as the operational hub, housing Orange Ross's office area, partner incubation space, and an efficient smart logistics and warehousing center.

Floors 11 and 12 are planned as executive offices and brand culture display areas, featuring an observation deck overlooking the city of Mosk, used for high-end receptions and brand image enhancement.

Fang Zhihui knows that this building with its "orange-colored walls" is not just a sales store and office space, but also a physical declaration of Orange Technology's deep localization strategy in Ross.

It bears the important responsibility of opening up the Dongou market bridgehead and is also an important link connecting Orange with a large number of users and partners of Da Ross.

With the successful conclusion of the exhibition and the finalization of the flagship store's decoration plan.

Fang Zhihui's Orange Big Ross team successfully established Orange's first solid foothold in this vast and promising market.

The road ahead for oranges to expand into overseas markets remains full of challenges, but the curtain has been firmly raised.

(End of this chapter)