Millet without border expansion: suicide-type redemption

From smartphones, to smart TVs, internet boxes, tablets, to air purifiers ... The pace of millet expansion never stopped. Rumors that Millet will launch electric cars, although not confirmed, but not groundless. The borderless expansion of millet, let us associate with another borderless expansion of the giant Tencent.

Ecological Circle, is millet "proud" of a capital. Especially after the 50 billion dollar value of the news was wildly hype, Lei is the growing ecological circle on the tip of the tongue. In the Le line exposure refused millet investment news, after meditation found that the expansion of millet without borders, the existing ecological destruction, while the destructive power of their own ecology is immeasurable.

Abnormal Millet ecology

Lei like to call millet a standing in the tuyere of the pig, this kind of self-black praise, reflecting the millet ecological madness and morbid. For more than three years, the rapid expansion of millet into a company valued at $50 billion is morbid. Very people are amazed at the rapid expansion of millet, le Line CEO Zhou "Why I refused to invest in millet," The open letter was spread by the media, millet with abnormal ecological rapid expansion of the truth surface.

From the mobile phone This product began, millet with low-cost harvesting should belong to the cottage machine market. Three years of crazy expansion, the survival space of the cottage was seriously squeezed millet. Because of this, millet just think low price is sweeping the industry's nuclear weapons. Objectively speaking, millet mobile power low price is very competitive. However, behind the low price, it is the sacrifice of quality to change back.

In this respect, Le Line CEO Zhou wrote in the open letter:

Low price, become millet ecological expansion of a razor. In the hand ring price is generally more than 300 yuan in the interval, millet with 79 yuan of Chinese cabbage price blood hand ring market; in the air purifier average price of more than 2000 yuan, Millet air purifier only sell 899 yuan ... Millet every product, is to use low-cost blood to the opponents, and self-proclaimed subversion.

In millet smug low price strategy, many opponents became cannon fodder, millet partners are also low price injury, after all, partners to make money to survive. At the same time, low prices on the ecological damage of millet gradually revealed.

The Poisonous millet ecology

With Low-cost and excellent marketing, millet built a huge ecological empire, involving intelligent home, home appliances and other product lines. In many people think, millet is great, more than three years of time to build a perfect ecological circle. As everyone knows, the ecology of millet, is through cooperation or equity participation in the model.

To hand ring This product, this is the millet and Hua Heng Electronic jointly funded by the introduction of technology products. The market strategy of millet bracelet is to enlarge the market by controlling the price of the product below the industry standard. Clearly, low prices have become a nuclear weapon for the expansion of millet.

In the successful use of Low-cost smart TV, hand ring, routers and other markets, the low price of the ecological damage to millet also showed signs. Le Line network CEO Zhou refused to cooperate with millet, the reason is low price on entrepreneurs hurt. In addition to Le Line network, Euribo, Zhongtian, and the great Xinjiang Science and technology have refused millet.

In addition, Millet is also using its own influence to threaten opponents. In this respect, Le Line CEO Zhou in the open letter wrote:

Throughout the process, millet will always emphasize that the influence of millet is very large, I am enough to change the pattern of the industry, if you do not from, we cast another, you are dangerous .... A stark threat.

In the dialogue with Caijing, Lei said:

Millet is definitely not an investment company, these 100 companies who can come out who can not, I do not care. Millet attitude is-you are not profitable profit is your business, which is only one of the truth, is to do ecological chain is to enhance the competitiveness of millet mobile phones. The ecological chain is their own business, we just play a good shareholder role, the greatest benefit we can get is that they support our strategy.

The implication is that the partner exists to increase the core competitiveness of millet. Such an expansion strategy, so that the millet ecology has become blindly enough to allow partners to kill the poison. Because of this, many partners began to awaken, this is the Euribo and the great Xinjiang Science and technology refused millet scene.

The bottleneck of millet ecology

Traced to the ecological toxicity of millet, the low price. Millet with low prices gathered fans, is becoming millet ecological blindly poison. Accurately speaking, low price this flavor poison, hurt partners and opponents at the same time, also let millet ecology encountered difficult to break through the bottleneck.

Just set up, the slogan of Millet is for the fever and health, millet mobile phone is indeed worthy of this title. When the Millet 2 A and the Red Rice series mobile phone launches, the Millet handset customer unit price quickly pulls low. In last year's double 11 promotion, the millet handset's average price is about 1800 yuan, this year double 11 promotion, the millet handset's average price drops below thousand yuan.

Customer unit price change behind, is the change of the Millet user group, namely by the enthusiast to cock silk user. When this user group changes, millet based on the ecology of intelligent home, the prospect has been doomed. Just think, Dick Silk every day in order to make a living worry, which have spare money to play smart home? Both the lei hand ring price abruptly pull to 79 yuan of the price, can air purifier or sell 899?

In fact, cock Silk User Group on the ecological impact of millet, the earliest reflected in the 2 generation of millet TV. According to Broadlink founder Liu Zongji revealed: Because of Millet TV 2 sales do not go, and the cooperation of the outside of the millet speaker company increased human and material resources, miserable.

In addition to the user group on the ecological constraints of millet, millet itself is also a bottleneck in the layout. In the smart phone as the center, involved in mobile power, hand ring, air purifiers and other products, Millet has no expansion of the place. Investing in the United States is more like seeking breakthroughs. Only, millet and beauty, in addition to the story of intelligent home, there is no real significance. At least, the air-conditioning to add a remote control, with the air purifier to move, this is just a good idea, because the traditional appliance manufacturers have not broken through the technical barriers for many years, Millet is also difficult to break through.

The boundaries of millet expansion have been clearly visible under the dual limitations of the user base and its own platform. A very extreme example, cock silk users will not play luxury, not dislike, but because there is no money. So, millet now crazy expansion, on the surface appears to be a very big bureau, the essence is a suicide-type redemption.