After millet, the second pure mobile internet company that dabbled in smartphones

Trading treasure may be after millet, the second foray into the smartphone of pure mobile internet companies, but its history is longer than the millet. It is China's first mobile phone users to focus on cell phones, but also the single largest mobile operators, 2013 sales of nearly 2 billion yuan.

"Venture State" magazine reported the company in the cover story "The Mysterious mobile dealer" two years ago. Two years later, the company has launched its own-brand mobile phone.

A simple reason is that on the sale of treasure platform, monthly shipments accounted for the highest category, is the mobile phone. The sales of these phones also make Zhang see the fact that no matter is the three or four-line city wage earners, or the one or two-line city has just entered the society of young people, their understanding of the smartphone and awareness of a lot of digging space.

This June, the sale of PO officially sold the first generation of its own brand smart phone "Big Q", priced 899 yuan. September, the second generation of Big Q mobile phone officially online. Soon, the third generation will be launched. The target group is all 85 young people after the end of the game.

Mobile phone is not the first category of buying and selling the products of independent brands, but the first kind of participation in independent research and development products. But with clothing, footwear brand by way of OEM different, Big Q mobile phone is bought and sold by special custom.

But as with the sale of other goods on the Treasure category, Big Q Mobile phone support on delivery. This will obviously weaken some of the profits, but Zhang is also quite helpless, he believes that this is a general sense of insecurity of the social environment and the traditional shopping habits decided, in a short period of time difficult to change.

The introduction of Big Q Mobile phone, in the sale of treasure inside has caused a sigh.

In the trading treasure of the commodity system, 3C products due to high customer price, sales can account for about half of the total sales, domestic brand smartphone is the main category of 3C. Buy and sell the big Q mobile phone price of 899 yuan, compared to the platform on the distribution of mobile phones, its profitability is lower. Buy and sell the inside of the distribution team began to whisper, why do this? What's more, the sale of Bao is still in a slight loss state?

But Zhang sees longer-term problems than margins.

From the development of the platform itself, in the sales scale reached 10 billion yuan before, money is meaningless, the establishment of user Word-of-mouth is more important. He believes that this stage, the ideal state is to maintain a slight loss, once necessary, after 3-6 months of adjustment, will soon be profitable. Therefore, before the sale scale reaches 10 billion yuan, the sale treasure's goal is, continues to maintain this kind of sustainable development condition, expands rapidly the scale.

From the mobile shopping industry development, mobile shopping in the field of competition will be more and more intense.

In recent years, more and more traditional electric dealers are moving to the mobile shopping market, which is the most outstanding performance is Taobao Wireless. Through the WAP end and app end of the exerting force, Taobao Wireless in the mobile shopping market opened up the largest territory.

Although the traditional electric dealers at the mobile end of the rapid growth source since the PC side of the migration and replication, is only an extension of their own internet business. But one noticeable phenomenon is that with the development of mobile hardware and network, as well as the growth of the "three low" population and the transfer of mobile power users to the urban population, the traditional consumers from the high-end online shopping market will gradually impact on the consumer of mobile power growing up in the low-end online shopping market, as always facing the "three low crowd "The sale of the treasure needs to constantly absorb the new ' Cenozoic '.

Thus, in such a context, the private brand of mobile phones, the sale of treasure has a unique strategic significance. Because the mobile phone is a young group, especially the most commonly used mobile internet equipment, so nature is the best way to buy and sell treasure into users. At the same time, mobile phone is a mobile internet terminal equipment, mobile Internet is the most basic hardware environment. Zhang also blushes, the big Q phone on the sale of treasure, like the Kindle to Amazon, has business relevance.

At the end of October 2012, the sale of Treasure Project, do the independent brand of mobile phone "big Q". At this point in time, to facilitate the sale of PO decided to do mobile phones, but also its deep-seated source of power is that the user demand.

In Zhang's words, the sale of treasure is a huge data company, the user characteristics, requirements of the data analysis is very complete. Buy and sell treasure hope to be able to introduce more and more brands, but in the supplier to this market lack of knowledge or a certain price of products, will choose to use their own brand to make up. The launch of its own brand mobile phone, is based on this idea.

In 7 years, the sale of Bao's annual sales of mobile phone number reached 2 million, has mastered a large number of user demands. Buy and sell mobile phone products, 1000 of the price range within the largest proportion. But there is a problem, that is, in this consumer range, the user's choice, although a lot, can not let him satisfied with the products appear.

Many domestic mobile phones often have marketing characteristics, highlighting one or several features of the selling point, and then through other aspects of the cost control to a low. But there is a problem that the overall performance of the product is not optimized. For example, the mobile phone CPU is four cores, that exactly how much memory, in order to allow mobile phone performance full play? Such a problem, the manufacturers will not consider the overall. Moreover, the cell phone design homogeneity serious, as a very personal product, but can not show personality.

In the past few years, face-to-face with young users, Zhang's experience is that consumer demand for food and clothing will not be affected by television or mobile product upgrades, but in recent years their ability to access information more powerful. This means that the sale of commodities on the commodity category, price, service levels are urgently needed to keep abreast of the user's knowledge structure growth. Otherwise, they will be eliminated by these fast-growing users.

The same is thousand Yuan machine, big Q mobile phone inevitably be taken to compare with the mobile phone price. The so-called cheap, thousand-yuan machine is the most highly anticipated by users is "cost-effective." But Zhang not so general to compare, "just see performance Big Q is also very good." ”

But as a platform, trading treasure inevitably face a doubt: do the platform also do own brand products, it is not when the referee and when athletes?

At present, the big Q mobile phone and other trading po distribution of mobile phone products on the platform to sell. Earth people know that the fact is that electric companies have a business strategy is to pay attention to the proportion of the relationship between the goods, because we have to consider sales and profits, as well as the pace of development of various products.

At present, the thousand-yuan intelligent machine has become the domestic smartphone market sales of the largest category. And with the advent of the 4G era, domestic thousand-yuan machine has been in advance of war. Therefore, the worry behind the question of buying and selling treasure is whether the Baoyang children and their own children can be treated fairly? It questions the final positioning of the trading treasure.

But Zhang does not think the trading treasure platform positioning has shifted.

First, this is essentially a competition between products, is to give the right to choose the user;

Second, from the whole industry, the product homogeneity of serious, itself has inevitably entered an accelerated consolidation and contraction stage. From 2010 to 2013, the handset manufacturer, the design factory will reduce at least two-thirds, the brand concentration degree is more and more high. As long as a good product platform are willing to sell. So, even if there is a big Q, millet mobile phone in the sale or sell the treasure;

Third, from the Channel Platform management strategy, the goal is not to kill who, the key is that you have to serve the users to create lasting value. The independent brand belongs to the whole commodity service strategy. Like Wal-Mart, Carrefour and other big channel business, they are about 20% to 30% of the goods are developed to match their own. So, do retail service platform, this is the purchase and sale of treasure can not change the source.

However, Zhang also stressed that the flow of channels, with money, is not omnipotent. What can be done is also related to the team's genes and ways of thinking. He believes that the sale of Bao has the ability to do his own mobile phone, but also in a different way to market.

In the spelling performance, service based on the sale of treasure is more want to highlight the big Q mobile phone brand connotation.

and hammer phone for the high-end market, the United States Mito highlight a function of different positioning, big Q mobile phone according to age to divide their own to serve the mobile phone users--85 after the crowd. Zhang Hope, his phone can represent a certain spiritual appeal. He even this brand connotation can overflow the handset, spreads to other category, then becomes the whole sale treasure platform's spiritual characteristic. The service population is unchanged, just according to the change of user's demand, the commodity category and service will change as needed.

So, for a long time, the sale of Treasure's team are trying to think about a problem: buy and sell treasure own brand cell phone's DNA is what? Because this is the sale of treasure to shape their own brand image of the focus, but also the soul of its mobile phone brand.

"I hope this phone is for individuals, not businesses. "Based on this starting point, the big Q mobile phone logo selection in the sale of treasure has caused controversy." Finally, it is agreed that many mobile phone brand names are deliberately related to the mobile Internet, but what does this have to do with the user? This icon should more reflect the user's spiritual world. Finally, buy and sell treasure choose Big Q This image design, from the form, tonal all show rebellious, subversive temperament. It is also the image of a person walking on the road in the state.

Walking on the road, this is the sale of treasure for the big Q mobile phone design of a slogan, the purpose is to highlight the 85 after the personality of the Group of people-16-30-year-old young people, bear the social pressure. But every young man has a dream, he is walking towards the dream, perhaps the road is very rugged, but as long as the move forward, it is on a very spacious road, it is an attitude.

With the brand connotation, but how to reach the target users? Many mobile phone companies are studying millet, learning its multi-level marketing model: commercial samples before the release of Preheating, the use of the Internet to achieve the effect of hunger and thirst marketing, while the mobile phone enthusiasts crowd as the tipping point, the use of micro-BO, group buying and other new business models to carry out promotional activities, The formation of a snowball-style word-of-mouth effect, the retail channel is entirely dependent on the network of Millet Web direct marketing, offline distribution outsourcing to all customers prudential products, thereby reducing the cost of channel to the minimum.

But Zhang felt that by relying on its own accumulated resources and capabilities, can go out of the other way--because the essence of the electricity business is retail, and master the user needs, with a strong cost control ability to make it out, and then the most efficient channel to send it out to squeeze the traditional channel profit ability, Is the biggest killer of internet retailing. Therefore, in the marketing is also the same, Big Q mobile phone to a more rapid way to reach the user, is to get through the entire channel, direct to target users, the spot for sale.

Next, in addition to buying and selling the PO channel itself, the big Q mobile phone will also be online through other lines under the channel sales. And this kind of anytime to a large amount of users to show the path and channel resources, the sale of treasure has long been through with Tencent, UC, operators and other cooperation established.