How is millet logically bankrupt?

Some time ago about millet controversy is very much, millet in the spotlight irradiation at the same time, was a huge controversy. The bankrupt of the futures model, the myth of high cost performance, the embarrassment of the lack of innovation, millet can no longer like last year to get the industry a voice of praise, and even in many micro-letter group has occurred since the media and millet PR between the various kinds of no moral kick, black millet do not know when the beginning to become a fashion.

From zero to now valued more than 10 billion U.S. dollars, millet only used less than 3 years, from no domestic enterprises in such a short period of time to achieve such achievements, nor a hardware manufacturers can constantly redesign mobile phones, hand ring, television and other products market price system. Millet Company is undoubtedly one of the most influential companies in domestic handset manufacturers, whether you admit it or not, millet is always here.

But added to the negative voice of millet, it is not the media of the random, millet in recent years the rapid expansion of the product line, so that it can no longer be as focused as in the past. Earlier this year lei in public said that it will be large-scale replication of millet mode, in the next few years to invest 50 companies, its goal is to target hardware and software integration products. However, the millet technology itself is facing the new mobile phone product heat down, other hardware products difficult to form a real problem of explosion. For Lei, the need to do now is not to continue to expand, but as the original as deep into the market, come up with the ultimate product.

Millet on the success of the triathlon, in fact, this is not the first or unique millet company, many mobile phone manufacturers in fact pay attention to the hardware at the same time also pay attention to the software level of construction, the real success of millet is "cost-effective + rice +MIUI", which is actually the core competitiveness of millet. But now these three look at the current millet are experiencing a serious crisis, when the core competitiveness no longer, in the face of the Chinese cool joint hammer a plus of the menacing, millet may have been logically bankrupt.

Helpless under the choice, the allocation of the unbearable light

Millet 4 Mobile phone configuration I do not want to do too much evaluation, many professionals have written too many professional evaluation analysis. In fact, as a mobile phone price of 1999 yuan, the configuration of Millet 4 is not bad, and even ahead of many mobile phone manufacturers, such as the same performance of Samsung mobile phones may be sold to more than 3000 yuan. But consumers are too high for millet 4, so even if the millet to provide users is not weak in the mainstream configuration, but as millet next year's flagship machine, Millet 4 is undoubtedly very disappointing.

As early as the 2014 conference of Millet, in fact, I have already predicted that Millet 4 pricing must be 1999 yuan. "High cost performance" has become affixed to a label on the millet, perhaps millet can never get rid of this dilemma, the user's expectation of millet is always want to buy 2000 yuan in the market with the highest end of the mobile phone, and now the millet may be difficult to meet the needs of users.

Tencent Science and technology in a high-pass monopoly survey, said that domestic handset manufacturers in addition to Huawei has consistently refused Qualcomm, other Chinese manufacturers of high-end products are basically with Qualcomm to reach a cooperation, so its capacity and product release cycle have been the upstream manufacturers constraints.

On the one hand, Qualcomm chip prices compared to other chip manufacturers are several times higher. On the other hand, some handset makers are dissatisfied with Qualcomm's supply strategy because of the limited availability of Qualcomm products in early capacity climbing.

In fact, in my opinion millet certainly do not want to see this situation now, but this is millet had to make the choice. About the Millet 4 most the most criticized place may be the 骁丽 Dragon 801 processor, actually, that year Millet 3 launches Tegra chip handset, actually makes the market spirits, but now looks, the entire handset market does not give Tegra too many opportunities. After losing more choices, the Millet 4 is left with a Qualcomm family to choose from. Qualcomm 骁丽 803 processors, 805 processors in fact already in the market circulation, but most of the goods are priced in more than 4000 of the flagship machine, millet in the pricing and Qualcomm does not match, so that millet can only eat this bitter fruit.

Millet no longer has a fever, rice noodle myth pattern burst

The rise of millet is certainly unable to leave behind the enthusiasm of rice noodle support, from the community started to grow into a soft and hard enterprise, once a millet F code on the Internet price can reach hundreds of yuan. This is far more than simply because of the love of a certain product, in my opinion this is actually a kind of lei as an idol of the germination of religious culture.

But this model is slowly being deconstruction, in fact, the truth is very simple, no matter how fanatical rice noodles, in the final analysis or to implement to the product level. Millet mobile phone because unable to fully control the entire product line, resulting in a large number of quality problems, countless rice noodles in the excitedly buy back to millet products converted into rice black. People should remember the network on the Millet mobile phone "maintenance workers" and "aunt" jokes.

And the average consumer who is more important to millet, they do not have the same loyalty as rice noodles, after deeply troubled by the Millet futures model, they pay more attention to the cost-performance, in the see cheaper, better configuration, more screen of other domestic brands of mobile phones, all of them casually abandon millet to buy other brands of mobile phones.

As for rice noodles, seemingly crazy, in fact, they are a group of reasonably rational consumers, the mobile phone industry is a certain insight, they can clearly understand what kind of mobile phone is the most suitable for their mobile phone. Li Vanchang once said that Millet is actually "a group of people who love to play, do some of their favorite products, and rice noodles play together." Love to play is a kind of geek spirit of the pursuit of their favorite things to achieve the ultimate. "And now this geek spirit is being destroyed by the market.

Within the walls of the MIUI, small public distribution market dilemma

MIUI may be the most imaginative space of millet products, do not mention MIUI to do the community for millet accumulation of hundreds of thousands of enthusiasts, Millet launched a series of services and applications, such as social im chat, millet application store, millet Mall, read more ... All require MIUI to integrate the underlying services.

Also in the 2014 annual Millet release meeting, Millet published two interesting data, one is the number of MIUI users have reached 65 million, and the second is the Millet mobile phone sold a total of 57.36 million units. I'm not sure how to calculate the number of MIUI users, is not each millet phone sold means that the number of MIUI users increased a bit, but no matter how the calculation, MIUI most of the users are Millet mobile phone users This is no doubt.

MIUI in the user outside the millet mobile phone results are not very good, there are media even analysis of the value of MIUI even compared to mobile phone helper category of products. In fact, I still quite agree with this, because at present, whether from the number of users or the application of distribution level, MIUI and mobile phone helper products There is a huge gap.

Millet mobile phone shipments are indeed still at a rare rate of growth, but the growth of hardware faster, it is difficult and simple software distribution compared to tens of millions of of users can not become a portal. Perhaps Millet has already realized this kind of predicament, in the early April millet had introduced the Millet System app to be able to increase MIUI's user share, but now appears this kind of attempt did not obtain the user approval. MIUI now is like in a wall, unable to break out, the future of how much influence the key is still the millet mobile phone can occupy a large market share

Now the domestic mobile phone market appears to be calm, in fact, has entered the era of the warlords and the market dividend is accompanied by a gradual replacement of consumers and gradually disappear. When we find that the existing configuration is enough to meet our daily needs, maybe changing the phone is no longer a pressing task for us. How long can China's mobile phone industry continue to grow, only to go and see, perhaps a hopeless future.