Flat industry "5 yuan profit" node Shenzhen Blue Devils attracting Capital impulse

Low threshold caused by the price war strangulation, Shenzhen flat scenery no longer, an OEM flat profits even low to 5 yuan, if the raw materials fluctuations, orders and other factors, loss will be a big probability event.

"Shenzhen has a large number of tablet companies can not do it." "Shenzhen Blue Magic Digital Technology Co., Ltd., CEO Qiu Yang in an interview with the 21st century Economic report, the tablet industry has no longer been a few years before the absorption of Golden King. But he stressed that from the perspective of the free market, this is also the normal thing, the capital profit, into and out, "not only the tablet industry, then thousands of group purchase sites, now there are several?"

But in Wantiuyang's view, there has always been only sunset enterprises, no sunset industry, the tablet industry is now experiencing the tide scouring sand, also hidden opportunities and cakes.

"We always do not bargain, the future will also follow the path of the brand to go down." Wantiuyang to reporters, although compared to the OEM mode of one months may be higher to millions of units of shipments, the Blue Devils a year about 1 million sales scale is not big, but in the tablet industry's influence "is ranked in front."

In fact, the Blue Devils are the world's first selected tablet partner of Intel.

In addition, the Shenzhen Flat circle has been rumored that the source of the Blue Devils, BYD, it is possible to invest in its shares. In this respect, Wantiuyang said that the Blue Devils is the introduction of strategic investors to assess, "at this stage can only say that everything is possible."

The Phantom of the Tablet world

In the Shenzhen flat Circle, the Blue Devils are taken to some extent compared with the handset industry's charm family.

In the mobile phone industry, the people of Zhuhai have a reputation that is not commensurate with the size of their shipments. With a large number of tens of millions of annual shipments of the Chinese Cool Alliance and other mobile phone manufacturers, the charm of the family no matter from sales or sales angle is not big, but by virtue of the product, design to seek differentiation, and the ultimate pursuit of user experience mentality, in the fan group has established a good reputation.

reflected in the channel and price strategy is, when a few years ago a number of mobile phone manufacturers sharpen the head into the operator channels, the introduction of many Low-cost low profit products, the charm of the family adhere to the boutique strategy, product price is also basic in the 1500-2500-yuan range.

Similarly, the Blue Devils in the tablet market also on the fast forward fast out of the OEM mode said no.

"We are one of the few Shenzhen flat industry adhere to the brand of the operation of the enterprise." Wantiuyang to reporters that the Blue Magic tablet products in the positioning of high-end, the supplier requirements are also more stringent.

familiar with the consumer electronics industry in Shenzhen, people know that take the road of branding obviously requires a lot of force.

Shenzhen electronics manufacturing industry's biggest advantage is complete, upstream components, solutions, channels, etc. are not a problem. "As long as there are orders, there is a profit" survival rules for OEM OEM operation mode provides a natural soil. In the case of the tablet industry, around 2012, market demand was magnified by Apple's ipad, and the profit of assembling a tablet could reach dozens of yuan to hundreds of yuan, attracting a large number of companies to flock in.

At the same time, with the full Zhi, rui-core micro-domestic chip maturity, the technical threshold of tablets quickly reduced, the price war, the market quickly slipped, and even the embarrassment of a single Taiwan 5 yuan profit, many enterprises have to transfer to his line.

"The Blue Devils from the earliest MP3, MP4 era, began to do brand." "In the flat market, where the threshold is relatively low, the way to do OEM work can make quick money, but it will not last for a price war," says Wantiuyang.

Wantiuyang that the accumulation of the brand can not be achieved overnight, the need to integrate talent, industrial chain and other resources, do a good job, but do it can also avoid price war, harvest premium.

This mode of operation of the Blue Devils is also recognized by Intel, the chip giant. To reverse the passive situation in the mobile chip market, Intel has previously launched the CTE program (China's tablet technology ecosystem), giving partners a range of support in marketing, channels, research and development.

Wantiuyang said that as intel on the tablet in the world's first partner, the Blue Devils in the market promotion, customer development, business management and so on, have been a lot of help, the brand has also been promoted. 2012, the Blue Devils and Intel launched the world's first X86 processor Android tablet. 2014, the Blue Devils and Intel cooperation further in-depth, launched the domestic first volume production of Android and WINDOWS8 dual-system tablet.

The financing impulse behind "small and beautiful"

"We are evaluating the introduction of strategic investors," he said. Wantiuyang told reporters that at this stage, there is no more information to disclose about the external investment of Blue Devils. But he also said the Blue Devils inside the current "small but Beautiful" model is also discussed.

Wantiuyang that the current model of the advantage is that you can adhere to the product and user experience of the ultimate pursuit, which also accumulated a product, research and development hard team; But this model also has drawbacks, product high pricing will affect shipments, long will be marginalized, thus affecting the brand.

In fact, from the beginning of this year, as founder Zang, it has been releasing signals that attract outside investors and pursue more aggressive shipments. Compared with the previous year, the charm family has a variety of flagship products released this year.

"External investment can bring more resources, but external forces will also adhere to their own development model to form a constraint." "We're still evaluating it," Wantiuyang said. ”

Although Wantiuyang is reluctant to disclose more information on financing, rumours of a possible investment in BYD are emerging in the Shenzhen flat-panel circle.

In fact, there is no shortage of sources among the two companies. For example, Wantiuyang himself was a right-hand man for BYD, and one of the Blue Devils ' shareholders was also one of BYD's founders. In addition, according to Wantiuyang revealed that the current BYD is blue Demon battery suppliers, both in product testing, technical research and development also have some cooperation.

"It is possible to attract capital and introduce talents." Wantiuyang to reporters, especially the current Blue Devils in attracting talent, has launched an equity incentive scheme.

He told reporters that although there is a lot of space on the tablet market, the growth of the tablet market does not have the previous years, but the market will also give the brand enterprises to leave room for survival.