Analyzing the strategic deployment behind millet

Unconsciously, the millet mobile phone has been four years old. And by virtue of the Internet sales and marketing model, its founder Lei by virtue of millet can even be said to change the entire Chinese mobile phone market play and pattern. This article will give readers a detailed analysis of the strategic deployment of millet.

In the lei of millet selling, the question of "hunger marketing" has been accompanied by millet and lei. exactly Millet What is the sales status of each product? And in the 2014 Lei is how to carry out a new mobile phone layout? With these questions, I spent one months in depth to explore the domestic mobile phone's main supply chain, and more than 20 employees in the work and turnover of millet exchange, Finally found some reliable information, as follows:

Millet mobile phone shipments actually have how much?

1, according to the model division:

Millet mobile phone generation (including 1S) in 2011, the August release, the October Millet mobile phone officially listed, total shipments of 7.9 million units;

Millet second generation products (including 2S, 2A) in August 2012, released in November, the official launch of the year, as of the end of February, total shipments of 15.13 million units;

Three generations of Millet products released in September 2013, the October NVIDIA chip platform version of the Millet 3 mobile phone officially listed for sale, December 31 Qualcomm Chip version of the listing, as of the end of February total shipments of 3.71 million units;

Red Rice mobile phone July 2013 released, in the year of August, as of the end of February this year, total shipments of 5.57 million units.

"Interpretation" means, millet in the past three years, as of the end of February this year, mobile phone products A total of 32.31 million units, Millet 2 series is the current sales of Millet is the most successful models, Millet 3 mobile phone at present to see shipments in general, red rice in a short period of time to achieve market success, will become Millet 2014 sales

2, according to the annual shipments divided:

The data from the internal millet shows that the Millet 2011 mobile phone shipments only 300,000 units (Millet generation mobile phone), sales of 550 million yuan;

2012, Millet mobile phone products shipped 7.19 million units, an increase of about 2,400% per cent, sales of 12.65 billion yuan, an increase of 2,300%;

2013, Millet mobile phone products shipped 18.7 million units, an increase of 260% per cent, sales of 31.6 billion yuan, an increase of 250%;

2014 Lei said Millet annual supply target 60 million units, in fact, the company's internal pass line set to 50 million, sales target of 75.08 trillion yuan. The first quarter of this year, Millet mobile phone products are expected to ship 11 million units.

Lei in the company announced within the plan, Millet 2015 shipments target 1-1 200 million units, sales beyond 100 billion yuan, 2016-year target shipments 1.5-200 million units.

"Interpretation" is very interesting, Huawei, Cool faction, Lenovo, Millet, Tcl successively have 60 million units as the 2014 shipments target. The reason is that as long as the single quarter of 15 million shipments of data, can enter the world's top 3-5 market share. This year who will be the first "hit line" 60 million units, will be the domestic mobile phone competition a big aspect. and HTC, LG these weak brand in China market, will gradually lag behind in this race.

Lei 2014 mobile Phone product layout

Millet 3S

Integrated millet internal staff and supply chain news, Millet will be at the end of April-May, the release of 3 mobile phone upgrade version, configured by Qualcomm 8274AB (Unicom 3G version)/8674AB (Telecom 3G version) finally upgraded to 801 platform (8974AB), began to support the TDD/FDD 4G format. The RAM is upgraded from 2GB to 3gb,ui from Miui V5 to Miui V6.

Millet 3S will be mainly from the Foxconn Langfang factory foundry. It is noteworthy that Millet began to try the appearance of metal pieces of the design, 3S mobile phone will increase metal frame, the purpose of changing the millet phone has been criticized for the full plastic design and workmanship.

Millet 4

Because Lei does not like "Millet 4" this name, so the April May, the release of the millet 3S directly named Millet 4, or September issued a heavy product named Millet 4/5, has been entangled. According to supply chain news, Millet 4 (released in September) will use Qualcomm 805 platform, the highest frequency up to 2.5 GHz, with the latest Adreno 420 GPU, according to Qualcomm said in the graphics processing capacity than the 骁丽 Lung 800 platform Adreno the GPU 40% increase.

According to the news from Foxconn, the Millet 4 will adopt metal fuselage, one molding process, because Qualcomm 805 platform compatible with 7 modules and dozens of bands, so in the antenna design encounter a huge challenge, the current solution is similar to HTC One (M8) "Transverse disconnection" program. At the same time, Millet 4 will also be based on the Millet 3S, continue to challenge the ultra narrow border design, and optimize the mobile phone camera operation algorithm, enhance the ability to take photos.

"Interpretation": according to Millet insiders revealed that Lei himself said one of the most wrong decision, is in August 2011 millet Generation mobile phone announced the "No design is the best design", and this is the millet mobile phone in the past two years by the industry and users spit the most "slot point", Lei and Millet design team has been rethinking.

Millet 3 Mobile phone due to supply chain, cost, time limit to market, challenges metal parts encountered difficulties. But starting from millet 3S, millet mobile phone design and hardware work will be greatly improved. This year, domestic handset manufacturers in high-end flagship product design and workmanship will have a new round of improvement.

Red Rice Phone

Red Rice mobile phone in July 2013 released, March 18, 2014 issued a red meter note mobile phone, and eventually triggered the domestic handset manufacturers a new round of the thousand-yuan machine war.

The red Meter handset is mainly responsible for the design and the foundry manufacture by Chantai. According to the Millet internal staff revealed that Lei himself to the red Rice mobile phone sales situation is very satisfied, but the supply chain control ability is obviously dissatisfied. Lei has visited a number of supply chain manufacturers in Shenzhen, and in March this year held a supply chain conference, Red Rice has become lei this year to challenge 60 million shipments of important weights. On the basis of this goal, the red rice will also be launched in the year 3-4 new products.

The current programmes are:

The lower price of eight nuclear red meters, using MediaTek mt6592/m Platform, screen for 5 inches, 3G version, mainly to deal with the cool, Huawei Glory, Tcl and other mobile phone manufacturers currently launched for the price of red rice war;

Eight nuclear 4G version of Red Rice, the use of MediaTek MT6595 platform, support TDD/FDD, is expected to be released at the end of June, July, the first 4G products for red rice, mainly to deal with operators 4G market, as well as ZTE, Cool faction launched 4G thousand mobile phone price war;

The 64-bit processor red meter, with the MediaTek MT6732 platform processor, supports 4G, is striving to become the first release of MediaTek's 64-bit processor, and is expected to be released in September by Chantai or Mirs. The goal will be to use the 骁丽 400/410 platform of domestic mobile phone manufacturers launched 4G thousand models.

"Interpretation" in the LEI mobile phone planning, millet 3S will be the main "tall" Word-of-mouth products, supporting the high-end user group Millet mobile phones. Red Rice Series target this year 250.03 billion units shipments, and the current uniform eight nuclear new thousand Yuan machine market to take a differentiated attack strategy.

Interestingly, according to supply chain sources, in Lei's insistence, the new red rice mobile phone is optimizing the design, "and try to use the current domestic best plastic shell material."

According to the internal staff of Millet said: "In other domestic manufacturers in the new Millennium Machine competition in the low price, cost, profit entanglements, Lei is trying to upgrade the product work and Word-of-mouth, to upgrade the single premium space, many currently rushing the more fierce manufacturers will be brought into the ditch in the second half, self-destruction and brand.

The opportunity and risk of millet mobile phone

If in accordance with LEI product layout, millet this year's target mobile phone category guaranteed shipments 50 million, target 60 million is a reliable figure. Millet has just released the "Millet system" mobile applications, hope through MIUI to attract and improve the other Android brand mobile phone to millet users conversion rate. In the pricing, Millet 4, M 3S, M 3, a variety of Red Rice series, will sit real 2000 yuan, 1500 yuan, 1200 yuan, 900 yuan, 700 yuan and other mainstream price range. And through the introduction of candy colors such as red rice products, to attract more female users of the choice.

But for any domestic handset manufacturer, 600.08 billion shipments will be a very high threshold, especially for millet this mainly rely on the domestic market handset manufacturers, 15-16% 's domestic market share is the limit. In the domestic smartphone shipments slowed down, the main domestic brands concentrated volume of the situation, the share of a significant increase in the more difficult, which means that millet starting this year to scale to a large risk and more uncertain overseas markets.

A domestic mobile phone manufacturers in the chat with the author feeling: 2014 will be millet "year of life", the sudden past the future of a bright, sudden bubble will not be destroyed by the full plate is lost. With the new product release and listing of Millet shorten the time lag, tempo, Lei will also start to face inventory problems, but Lei and its management team should also note that the problem, such as the Rice Noodle Festival in the exception of the release of new products, but "1 million mobile phone reservation", it is very similar to the release of the end of April to the new products for clearance, This is a very insurance policy. In addition, the most uncertain factor lies in the inner millet, such as supply chain system, capital chain health, high-speed expansion in the internal control, and so on Lei and Millet current management team will be a huge test.

From the Chinese market as a whole, 2014 will be most domestic handset manufacturers extremely difficult year, millet, Huawei Glory, cool faction, ZTE, Lenovo, Tcl and many other brands will start to launch a full range price war. Not only small and medium-sized mobile phone manufacturers, the above-mentioned brand manufacturers also have the risk of exit, and such as HTC, Tian language, Hisense, Haier, such as the middle brand more so. China's mobile phone market is expected 2014 will be the overall situation, ahead of the new pattern era.