American Mito's "self-portrait" mobile phone Meitukiss released

Abstract: Beauty Mito's self-portrait mobile phone Meitukiss released. The smartphone, which they claim to be the world's first 8 million-pixel front-facing camera, is equipped with a MT6589 four-core 1.2GHz processor, a 4.5-inch IPS screen with a resolution of 1280*720 pixels; a front-back photo as a selling point

The United States Mito "self-portrait" mobile phone Meitukiss released.

The smartphone, dubbed "the world's first 8 million-pixel front camera," is equipped with a MT6589 four-core 1.2GHz processor, a 4.5-inch IPS screen with a resolution of 1280*720 pixels; As a selling point of the front camera for 8 million pixels, Fujitsu ISP Chip, F2.2 large aperture, 28mm equivalent focal length. This mobile phone is based on the Android 4.2 system and carries a customized UI theme.

Apart from the front camera, the other configuration in the Internet phone can only say that the same. Before the price is announced, CEO Wu Xinhong in accordance with the Convention let the audience guess, shout 3000 also have, 2800 also have, but when write "2199" PPT release, compared with Millet and music to announce the price of the moment, the applause can even say some cold. Obviously this price, and the audience under the psychological expectations of some gaps.

So exactly 2199 yuan price, in the end worth it?

Someone wants to compare it with Casio's 6000-dollar camera TR150, asking CEO Wu Xinhong, "Why are you pricing so low?" Wu Xinhong can only slightly embarrassed to correct, "can not say so low, can only say that is not bad." ”;

It is also said that according to its configuration (Wu Xinhong itself admits, "We do not Spell"), plus beauty Premium, if the price of 1299, may sell the move if 999 yuan can sell crazy.

In fact, its price in the end, is not the key, the key is, from this pricing reaction is that the Chairman Cai win, this time to think clearly?

1. Beauty Self-portrait function premium geometry?

The CAI is the first time in the United States to participate in their own investment projects, but also his quiet 3 years after the reason for the high-profile appearance. Explain why the United States Mito why to do mobile phones, Cai said, a model of the conquering is not, the hand to the vertical, professional, customized direction of development, and his choice of vertical entry point, is beauty self-portraits. This judgment may be true, but, for a mobile phone, the user beauty will be a strong demand? Users will be willing to pay for good beauty effect, how much money?

From the Meitukiss configuration, it is a public manufacturing mold, not eye-catching appearance, the processor is also the choice of MTK scheme, memory flash only 1GB and 8GB, the same configuration of mobile phone market price around in the Thousand yuan, the only bright spot is the front camera, so it is not a strong cost-effective solution. So where is the selling point? CEO Wu Xinhong said, "We obviously have no spelling, others will soon reach 8 million pixel, hardware is not the core, the core is actually our beauty function." ”

CEO Wu Xinhong released his own contrast

According to the official introduction, in the software, mainly including "system-level beautification effect", face recognition technology, 7-level adjustable beauty mode, intelligent beauty technology, intelligent fill light, 15 real-time effects, self-portrait real-time See beauty effect ... It sounds cool and it's better than an app, but from a live experience it's hard to say there are several levels of difference.

The same configuration, the optimized front camera + Enhanced Beauty application effect + Mito brand awareness (if any), will be enough to allow users to dig more than 1000 pieces?

U.S. Mito users, price-sensitive users will not be willing to double the price for these "self-portrait Experience" to pay, while the other part of the money users, but difficult to accept whether from the look or feel is difficult to call the top of the MTK mobile phone.

Cai once said in an interview, when judging a business, he is based on the number of users to price, not to see his business model and other things, as long as there are enough users will be valuable. According to the data he provided at the press conference, the United States Mito now 297 million users, 70% are girls, and through the United States Mito share to micro-blog, QQ space photos, 50% is from the photo. So, in his view, the number of users must be large.

But how many of these 297 million American Mito users will be converted to self-portraits? Perhaps this time, Cai himself fooled himself.

2. Who are the Meitukiss users?

Wu Xinhong The answer to this question is, the girl who loves to take a self-portrait. Someone pressed a question, all of them? Wu Xinhong says, ideally, it's all. But the problem is, it can't be all.

"Self-portrait" and "Girl" these two concepts overlap too much, and can not form a clear subdivision group. In this range, there are tens of millions of white and rich beauty, there are also city commuters who pursue their brands, as well as workers or students who are less able to consume, but these groups are so different in their consumption ideas that they may be fans of the iphone at the same time, but it is impossible to be a fan of the US. It is not tenable to be able to cross a class of brand charm.

Bai Fumi are not willing to take a mobile phone that doesn't show their taste and grade, even if it's just an allowance, and for ordinary consumers, a free Mito app can do the same thing, and 2199 of the pricing isn't attractive enough. Positioning is not clear, may really make Meitukiss a little awkward.

3. Do women's markets, marketing and channels ready?

Perhaps some people think that OPPO Unlike2 is also the main female mobile phone, the price is about 2000, but the sales are good, and the price is not cheap OPPO, step by step high or even flower only, can also use the concept of "female mobile phone" to attract a lot of people.

But the problem is that their best-selling is based on a hit AD + Rob Channel. Which star Red to please which endorsement, the prime time TV ads would like to broadcast a continuous dozens of times, high ratings program big price name implantation plus mouth sowing ... Marketing on the big investment, can they get market segments of the user's approval, and for the United States Mito, this level of hit money I am afraid it is difficult to do.

Moreover, for the above handset manufacturers, there is a key factor is that the channel is strong enough, they can go to every cell phone store and store in the three or four-tier city and even have a deep cooperation with the operators, but after that we will communicate with CEO Wu Xinhong, whose main selling platform will be their own electric business website, Even the joint sale of the website of the large company is only a matter of "future consideration", let alone a "temporary" push. From this perspective, the United States Mito to replicate oppo and step by step high success, it is not easy.

Of course, the advantages are not no, "the King of the webmaster" Cai hands after all, holding a lot of flow resources, the key to see whether the effective transformation.

In summary, in our opinion, neither the Internet company marching the price of "Robin" hard-hearted, brand premium and customer loyalty P.S. not on Casio and other "family", there is no oppo step by step High "bully" strong marketing and advantage channels, the United States Mito of the self-portrait phone, may really find a good market, but "Open in the wrong way."

Of course, everything will ultimately depend on sales to speak. Currently, the number of Meitukiss plans for sale is 18888 units.

Attached: Pingwest and other parts of the media and the United States Mito CEO Wu Xinhong Dialogue:

Q: Why is there only so little quantity in the first batch?

A: We have received more users than we do this amount, but the second batch, can only see how much of the chip, now the global shortage, the domestic mobile phone did not get this chip.

Q: Would you consider cooperating with the Jingdong and other people?

A: We are selling it through our website. Beijing East Future reconsider.

Q: The way to push?

A: not considered for the time being. Our volume has been completely digested by the Internet, and there is no manpower to do it,

Q: What is the integration of software and applications?

A: More of the bottom, drive-level, there will be a special map-related software, for mobile phone to do a series of optimizations. A range of applications will also be built into it.

Q: What is the profit?

A: In the early stage, frankly speaking, there is no profit. is a loss, the specific cost is not convenient to disclose.

Q: When will the profit be realized?

A: We don't really think about short-term profits, it's not very meaningful for us to make this money, we're still exploring. It's not profitable yet, it's not that big. Shutdown is a severely limited capacity.

Q: What do you think of the price?

Can only say is not bad, we use a lot of core components are very expensive, only the camera module on 300 pieces. We do a lot of things (compared to millet). This price can not say so low, can only say that is not bad, the first batch of two or three batches are not earned.

Q: How do I look at this puzzle?

A: We obviously did not spell the configuration, others can quickly reach 8 million pixels, hardware is not the core, the core is actually our beauty function, good hardware plus our beauty function to have effect. Just install a 8 million front, or even a 13 million of the front, no optimization is useless.

Q: Where did the mobile phone team come from?

Formed a year ago, from a lot of domestic front-line manufacturers.

A: What is the foundry?

Q: Mirs Holdings. Headquartered in Shanghai, the factory in Guangdong.

Q: What is the location of the user group?

A: The girl who loves to self-portrait. Very, very much. More than 70 million are, theoretically.