599 Yuan Red Rice carnival behind the cold thinking

A price cut of 100 is insignificant for thousands of mink coats. But for the low end of the profit-making smartphone, perhaps the fate of the "wards." And the first breakthrough of this "lifeline", unexpectedly is the leader of low-end mobile phone-red rice. To meet the double 11, Red Meter full range of 100 yuan reduction.

Among them, especially the red meter 1S 599 yuan price most eye-catching. and double 11 red m 1S sales also proved that the price of 100 Red Meter series, thoroughly breakdown the user's psychological line of defense, crazy sell hundreds of thousands of units. Just behind this carnival, what does Lei want to do?

Be forced to "dive" red meter redefine price range

In order to meet the double 11, impact 1 billion sales, Lei is really ready to spell, want a solution by the Demon Clan MX4 suppress the head of resentment. Not only the introduction of 1799 Yuan Millet 4 Special edition, but also to a "final big strokes"-red rice, the entire department price reduction of 100 yuan. It seems that Lei is trying to break the industry's attitude to the millet, in fact, there are many difficulties.

and Millet 4 where the 2000 Yuan price by the charm of the family MX4, Glory 6, such as the impact of similar models, the Red Rice series originally laughed at the cost of the group is also in the peer approximation and even beyond. For example, Lenovo's new Gold Fighter A8 Standard Edition, its processor uses the frequency 1.4GHz MTK mt6592m+6290 Eight core CPU, the performance surpasses the Red Meter 1S Mobile Edition uses the frequency to be 1.3GHz MT6582 four core CPU. Even in the camera aspect, 13 million + 5 million pixel is better than millet 1S 8 million + 1.6 million ... Plus the Glory 3C free play version, the Great God F1 Youth Edition, etc., the competition is too intense.

In this situation, the Red Rice series, especially the 1S advantage is increasingly not obvious, the value of the Red Rice series is also infinitely weakened. Millet to the overall price is pulled down under the circumstances, still retain the red rice products, you must reposition the definition of low prices to maintain their own leadership. and lei the definition of simple rough, direct price reduction of 100 yuan.

In this way, millet product line layout will be more reasonable-500 yuan, 1000 yuan, 1500 yuan, 2000 yuan and other major price range have related products. And within 1000 yuan, hard pull out two water lines. 500 yuan for the representative of Red Rice 1S and 1000 yuan red meter note, positioning more clearly. and the Red Meter series can by virtue of superior cost-effective, once again become the focus of products.

Bargaining power into advantage Red Rice Master Initiative

Red Rice series of price reduction of 100 yuan effect is very obvious, as of 11th 11:56, Red M 1S close to 280,000, red meter note more than 140,000, far beyond the Millet 42 version 110,000 and 140,000 units of sales. And in the next time, the gap widened further. Also have to mention is, millet this is ruthless determined to take off "futures" hat. As of 18:41 11th, the number of orders shipped has exceeded 600,000, which shows sufficient stock. And the stock sufficient behind, is millet no longer play hunger marketing, really play out their big purchase the power of the main role.

The price of the Red Rice series is a huge shock to the low-end smartphone market – especially in the case of not being out of stock. According to the online explosion, the red m 1S mobile version of the MediaTek MT6589 processor, 4.7-inch screen and gas components cost about 520 yuan. In addition to manpower, warehousing, transportation and other costs, 599 yuan is almost the ultimate price, the profit is extremely low. Lei dare to do so, because the red rice shipments enough, so in the upstream supply chain has a strong voice and bargaining power, can be compressed to the lowest cost.

Although the price is only reduced by 100 yuan, but become "forced to death" many three or four-line mobile phone manufacturers kill recruit. Millet has stood at the top of the food chain, with the purchase of large, spare parts prices are undoubtedly the lowest. Other mobile phone manufacturers because of small shipments, can only buy accessories at high prices. But in order to compete with the red rice, but also have to sell at a similar price, the profit is meager. Now the red rice drop 100 yuan, direct the other handset manufacturer's posterior. Lei This recruit is not ruthless, just as other manufacturers think is about to catch up on the Red Rice series, and to reduce their "kill".

But this also has the benefit, in the past 500 yuan about the smartphone to the Shanzhai brand majority, this red meter 1S directly kills, will rely on the quality and the system optimization superiority, brings to this interval consumer group better use experience. Lei This recruit is not ruthless,

There's a big "conspiracy" behind Lei and hurting yourself.

Have to say, Red Rice series 100 yuan is a double-edged sword, both defeated the opponents, but also cut himself. Although users are happy to see the mobile phone manufacturers have no moral price, but in the long run, it is not conducive to the healthy development of the entire mobile phone industry. After all, the handset still has the cost, in the domestic handset manufacturer Internet, the content ecosystem does not have the consummation condition, resembles the Amazon Kindle the hardware loses money, the content money-making model simply does not work. The price of the Red Rice series will shut down a large number of manufacturers, perhaps before the flourishing of the low-end market will no longer appear.

For millet, the red Rice series of prices is obviously a lei "big conspiracy." Lei knowingly red Rice series sell 699 yuan, 999 yuan still will have a good sales, but in order to walk volume impulse, performance report better look, also better financing, and resist the external impact to keep the market, ruthless determined to reduce the price of Red Rice series. Ultimately, of course, the goal is achieved. Only this red rice series of prices, but also cut off the small red rice in the posterior. Red Rice 2 generation is bound to maintain this price range, in order to win the user's favor. But it is clear that the red Rice 2 generation delay, perhaps the problem is in the procurement and pricing and so on.