How does millet make money? Three strategic Speculations

Absrtact: Jobs has gone, but there are still many believers around the world, among them lei is the most typical one, this June personally maintain the image of rebels, and vigorously in their own every new conference on their own and Apple elements closer. This is an apple

Steve Jobs has gone, but there are still many believers around the world, among them lei is the most typical one, this June personally maintain the image of "rebels", and vigorously in their own every new conference on their own and Apple elements closer. This is an apple imitation, not like his people call it Apple's Cottage apprentice. Now, the Apple Apprentice is a step ahead of his own teacher to launch a smart TV, the main one is accustomed to the first good futures + hunger marketing.

At the recent Millet television conference, Lei began a new round of show. High-end LG and Samsung IPs and SVA screens, Gaotong Four nuclear chips, based on Android customized MIUI TV operating system, plus 3D Smart TV, Lei gave a price of 2999 yuan. Of course, this product is not destined to be the welfare of all, because this futures products to be launched in mid-October, and only 500 units.

This incredible low price, Lei is how to do the cost control? If the LEI can do, whether the appliance manufacturers will follow suit to trigger the avalanche of household appliances prices? If Lei is just a loss to make a yell, then, what is his intention? Sohu Home appliances visited many experts and professional home appliance manufacturers, hoping to get the answer, and for people to outline a true lei idea.

The business of Apple Apprentice: Using futures to disrupt the market

It is said that in the Millet mobile phone conference, the individual has not seen the world of media people will be lei of the gas field shock. But many of the reporters who attended the Apple conference said it was a complete show, imitating the late jobs and Apple press conference, where Lei, coax, lived a group of fans.

Apple has a hunger marketing, millet to get a futures mobile phone limit purchase; Apple has a group of fruit powder, millet to make a batch of rice noodles; however, it is worth mentioning that among the many jobs imitators, Lei is the most like one, it is the use of Apple-style hype, lei the millet technology to the 10 billion dollar valuation.

The television conference, Lei again the essence of its imitation of Apple. High-end LG and Samsung IPs and SVA screens, Gaotong 6,004 core 1.7GHz processor, based on Android customized MIUI TV operating system, plus 3D Smart TV, Lei gives a price of 2999 yuan. The scene of rice noodles is no longer a cheer, but a scream.

Lei the Millet TV as "the first TV for young people", but does this TV really mean TV? The answer is no. China is a country with a huge demand for television, only one Skyworth, and its annual TV shipments can reach 10 million units. This is the real production capacity of the company, but the first batch of millet only 500 units.

Beijing in the era of market research company General Manager Peng Xiandong that the realization of mass production is not impossible, but 2999 yuan may be a cost price, Millet TV's gross profit margin will be too low to imagine, enterprises will not earn money, this is why the first batch of only 500 reasons. Millet TV Conference, not to sell TV, but have other purposes.

So, what is the real purpose of millet? Well-known home appliance expert Liang Blushes said, Millet TV first few months profit probability is 0, belong to the typical loss make a yell. However, for a company that is good at hype, it is not surprising that the advertising effect of 500 TV sets is also worth it.

There is also the view that millet is in the bear losses under pressure a plate of big chess. For example, the home appliance industry problem expert, Paller Consulting Senior director Luo Qingxi that the price of millet TV is very low, similar to the operation of Millet TV, is to bear the loss of pressure, its bet is the future of its television platform, the smart TV ecosystem how to make money, the current look is not clear, But the future is sure to make money.

How does millet make money? Three strategic Speculations

1, scramble for digital virtual social entrance

Entrepreneur is not a charity, what is the real intention of lei to launch Millet TV? How will the company be profitable? "Television will become an important entry point for the future digital Virtual society, and the millet on the loss of pressure to do TV, is to rob this entrance." "Luo Qingxi thinks," the society divides into two forms, one is the real society, one is the digital fictitious society, the future based on the digital fictitious society function will appear, for example shopping, the bank transaction, the audio and video content provision all will have the possibility to realize on the television, its derivative profit pattern will be many ”

It's a story akin to "aquarium free but ultimately profitable". Children are usually the main visitors to the aquarium, and one aquarium has announced that it is free for children. The direct consequence of this approach is that a large number of children go to visit, although the children do not have to spend money, but parents have to buy tickets. "Through the hardware to catch the flow, the people grabbed the other way to make money." "Luo Qingxi thinks.

Lenovo household Appliances general manager Ningzhong Wei that, in the long run, millet will be from the layout of intelligent television profit, but this profit model is not clear. In the interview with Sohu home appliances Ningzhong Wei Analysis, "The future of smart TV charging model may be diversified, but in the short term, the charge of this day is not so fast things can come." It takes time to pay. For example, to make themselves into a advertising media, or to build a platform out, are profitable mode. ”

2, the use of cargo flow to occupy the funds

There is also a view that millet may go a similar way to Beijing-East, Gome, through the late stage of large access to the flow of goods to make money. Luo Qingxi that, millet company in the future through a single model of the accumulation of products, the more to do the larger, one can use large quantities to seek price subsidies, the second is to occupy the way to cash flow to achieve money.

3, telling stories and then from the capital markets circle more money

In addition to both of the above statements, Peng Xiandong, general manager of the China-Yee Kang Household appliance research, put forward a third point of view, he thought, millet at this stage do not earn money to do TV, the purpose is to earn money, such as earning content, in addition, millet TV may just play a story-telling role, because the capital market like to listen Earlier, millet rely on storytelling, the value of their own 10 billion dollars in the ranks.

Millet in the eyes of outsiders: Internet makers cannot shake traditional home appliances manufacturers

Can the behavior of Millet TV bring the threat to the traditional appliance manufacturer? Tcl's answer is no. Liang, vice president of Tcl, said in his talk about Millet TV, "no threat, because Millet TV will not be mainly hardware." For this practice of millet television, Liang that, although Millet TV does not earn money, but also is an advertisement.

Many industry experts also hold similar views. Peng Xiandong that the threat is not, they do so, do not hinder the part of the sale of sales, this is a small sales, the company has little impact. One is the home appliance market is bigger, the second is their channel, not for specific people.

Liang also held a similar view, he said, the millet model must not become a threat to traditional home appliances manufacturers. There is no denying that Millet has carried out a kind of internet marketing model exploration. But such a low profit or even loss of trading, is not long-term, not a sustainable profit model.

But there are also different voices passing out, for example, Luo Qingxi that, pure millet behavior, will not bring any impact on home appliances manufacturers, on the millet, or music, they have one thing in common, that is, only focus on a segment of the market, such as a single size products of the television, at this stage they do not have the possibility of large-scale mass production , only through a single model of products to conquer. However, if similar to millet, music, such as a lot of manufacturers, it will bring a threat to traditional household appliances manufacturers, and even trigger the structural changes in household appliances.

The significance and worries of millet TV:

Despite the criticism, does the millet mobile phone have no positive side? Lenovo household Appliances general manager Ningzhong Wei said that internet companies to join the field of intelligent television, has a positive role, that is to accelerate the popularity of smart television. A combination of the Internet and television will generate a lot of profit patterns. This is a very obvious trend which will promote the development and popularization of the industry.

However, Ningzhong Wei also stressed, but this does not mean that internet companies to do the TV can be successful, they have a long way to go, this is a hardware research and development, including channel building, including after-sales service, such as large projects.

Similar scenes occurred in recent years. Smartphone boom, there was a group of internet companies to do mobile phones, such as Baidu, 360, but they have been miserably defeated. Hardware vendors have an important advantage in product design and development, especially before the user's habit of paying for content has not yet formed.

Despite the millet science and technology to perform, but already some analysts have seen the worries of millet. Peng Xiandong that Millet has 2 disadvantages, one is the front-end, raw materials procurement and manufacturing, the same panel, traditional household electrical appliances enterprises large procurement of cheap, and manufacturing, millet just OEM, production and manufacturing design and other aspects of the collaboration is not, the production of management control is not strict, will not come out good products. Another is the back end, door-to-door installation, after-sale repair, which is a very troublesome issue.

Liang is more concerned about the quality of millet TV, it said, hardware products can not be done, millet and music, although the surface immediately cut into this area, but including research and development, including logistics and distribution, all aspects of millet is a defect.