Flat price, millet brand potential energy sink tablet market

November 30, the millet plate official Weibo said December 1 big surprise. Some people speculate that millet to release 499 yuan low price call flat, some people speculated that the millet flat to reduce the price to 999 yuan. The results of the answer announced that the millet plate is only a low version from 1499 Yuan to 1299 yuan, the price is still not cheap. The industry has commented that it is because millet flat sales only to reduce prices, the truth is this true?

The sales of Millet flat

Research structure listed data, millet flat to the end of September 2014 sales volume is 550,000 units, far from a quarter of 18 million of millet cell phone scenery, outside the official website, shipments of only 90,000 units. Although for an ordinary flat-panel company, this amount is OK, but for the mobile phone scenery unlimited millet, this amount is a bit insufficient to see. According to IDC related reports, the third quarter of Samsung Tablet PC shipments of 9.9 million units, Asus, Lenovo shipped 3.5 million units and 3 million units respectively.

In the mobile phone market, Millet has ranked third in the world in the three quarter, after Samsung and Apple. If the combination of Lenovo and Motorola, Millet can be ranked fourth. In the tablet market, millet is not so beautiful, compared to the flat market is a little awkward. However, what we want to see is that the millet flat price is 1499 yuan, in the tablet market is already a relatively high price, compared to the ipad Mini official price is only hundreds of yuan.

This is a more thankless positioning, users want to brand, a little bit more money to buy ipadmini more cost-effective (Taobao parallel prices or even with millet flat price or lower), to cost-effective, there are a large number of domestic low-cost flat optional. Millet flat price positioning is not very ideal. 550,000 of sales have to thank the rice noodle loyalty and Millet official website traffic Guide. If you change a manufacturer to do this positioning machine, 50,000 of shipments are not easy.

Second, the problem of millet flat

Millet tablet in the release of the controversy is more. One is the NVIDIA K1 processor performance is excellent, but the fever is too high, affect stability; another is that it chooses the resolution is 2048*1536, the ratio from the ipad and the majority of Android applications are not compatible.

Android has been 16:9 in the mainstream since 2011, from mobile phones to tablets to television boxes. Although the 4:3 resolution looks more comfortable from the reading text and comics perspective. But Android is going to run apps, so the mainstream app looks like a stretch, or simply keeps the black side, a user experience that is hard to satisfy.

Lei in the release of the Millet tablet, trying to create a dedicated app, providing rich content to fit the Millet tablet 4:3 screen, but also want to fit the retina screen, to provide a good experience.

But Millet is not Apple after all, Lei's vision needs the entire Android industry to support, and millet at least currently has no such influence. The result is that a different kind of millet tablet does not show the same experience as the ipad, or even a disadvantage compared to a cheaper tablet.

Three, the killer is still in the back

Now millet flat price shipments, although the decline is not very big, but can with the main competitor Ipadmini open a certain grade gap. At the same time can maintain the brand of millet, with the following domestic plate slightly to maintain a little distance. This range of prices will increase shipments, but the increase will not be very large, this price also let consumers hesitate, is to add money on the ipad mini or cheaper to choose the domestic other brand plate.

Millet real kill recruit in the back. Now the millet flat although the sales volume is not very good, but the success of the Millet brand in the tablet industry to establish up, millet flat plate than other domestic flat grade A bit higher than the impression has been planted. The brand is going to be a powerful force when it comes to pushing down the price plate, which economists call the "brand potential energy."

There is news that millet 499 yuan Low-cost Flat Plate has passed certification, the launch is only a matter of time. 499 Yuan is the mainstream of the call plate price, but also the current domestic tablet manufacturers sell quite well a product line.

If Millet launched the price of products, to kill into the low-cost flat market, the tablet market will be like the 2013, 2014 smartphone market, Red Rice killed a large number of Shanzhai manufacturers. Then Huawei and other powerful manufacturers to follow up, the tablet market will immediately reign, reshuffle. Millet flat price is only knife, big recruit in the back. Tablet makers should be careful.