January 2015, Millet will release heavyweight flagship products

Absrtact: In the "Outsmart Tiger" directed by Tsui Hark, Han Geng took a 3 dozen millet sauce. He certainly did not expect that when the film was released, it was rumored that Millet 5 should be released. Yesterday afternoon, Lei announced the latest round of millet on Weibo

In Tsui Hark's "Outsmart Tiger", Geng took millet 3 "dozen a pass soy sauce". He certainly did not expect that when the film was released, it was rumored that Millet 5 should be released.

Yesterday afternoon, Lei published on Weibo the latest round of financing information for millet, 1.1 billion U.S. dollars, valuation 45 billion U.S. dollars. Finally he left a tail, "January 2015, Millet will release heavyweight flagship products."

According to 36 Krypton received news, this January flagship, its name in the millet inside after the discussion and swing, not named Millet iphone, it is probably not called Millet 5. It is positioned in a new series similar to red rice, the main high-end. From the configuration point of view, the mobile phone does for domestic smartphones set up a new frame of reference:

Qualcomm's first 64-bit flagship SOC 骁丽 810 Global Starter (and improved version of Samsung Galaxy Note 4 sync), more than 5 inch 2K display, 2.5D curved glass overlay, 1.75μm Mega pixel sensor, rumored to be more iffy with 4G running memory, all-metal fuselage, Sapphire glass Overlay plus NFC and fingerprint identification.

36 Krypton is not an espionage media, so there is no picture of the truth. We were curious as to what the reason was, let Lei decided to release the new flagship six months in advance.

Millet can only be proud for three months

If the 2011 Galaxy Note were to be used as a starting point for smart-phone screens, Apple's index was exactly three years until 2014, when Tim Cook released two 5-inch big-screen iphones. And if Nexus S and Google Wallet as the starting point for NFC mobile wallets, Apple's index of pride is almost 3.5.

What about the millet called "Chinese apple"? Its proud index may be only two months or four months. The two figures were calculated by the MX4 Pro and Huawei released mate 7. The two flagship is more "feverish" than millet 4, all with millet without NFC and fingerprint recognition, a larger screen. Other advantages are MX4 Pro's 2K screen and mate 7 's all-metal fuselage.

How proud a brand can be, depends entirely on the market's patience with the brand. At present, Millet has not released the four-quarter report card, for the first three quarters sold nearly 45 million units of millet, to reach the LEI annual 60 million goals is not a problem. But the question is whether the sales of Millet 4 have reached expectations.

Millet this year did not announce the official Millet mobile phone does not contain the shipments of red rice mobile phones. According to the Foxconn factory shipments of data estimates, this year, Millet 4 shipments in 4 million to 5 million units between. This score is not bad, but compared to the second half of the whole millet nearly 40 million units of the shipments slightly embarrassed.

At the same time, Millet has always positioned itself as an "internet company", then from the perspective of user activity, Millet 4 performance or even less than millet 3. According to the union's equipment activity data, millet 3 and Millet 4 release the first three months of activity data compared to (millet 4 shipments than millet 3 advance one months), Millet 4 infiltration speed greatly reduced.

In fact, the results of Millet 3 is also very general, has not been able to exceed the 2S of millet activity, and from October onwards, the Millet 3 active degree of decline faster than the millet 2S. Only the Red Rice series for millet to save face, red meter note and red M 1S active degree in six months time, respectively doubled.

Domestic mobile phone impact 3K Price is imperative

This situation Rome, Millet customer unit price has been for three consecutive months to decline. If there is no accident, the second half of this year continue to decline, brand sinking is a fait accompli. So again, 36 Krypton predicted six months ago,

"If there is no significant adjustment to the product line, Millet may miss the same growth in the smartphone market of more than 2000 yuan." ”

Perhaps the introduction of Millet's new flagship means that Millet is ready to make a major adjustment to the product line. Many people wonder how millet reacts to the weak performance of M 4 in just two months and launches a new flagship device. And according to 36 Krypton News, in fact, millet in the first half of this year in preparation for a more high-end than millet 4 equipment, 5.5-inch 2K screen, the SOC using Qualcomm 骁丽 805, the price set at a higher 2500 yuan.

The equipment was originally prepared and Millet 4 released at the same time but the shipment will be a little later, but millet inside after the assessment that the rush to enter the high-end market is unwise, this model was shelved.

However, after the situation unexpectedly, Huawei Mate 7 pricing 2999 still in short supply, the high distribution of the market and even to the iphone with the same level of 4500-5000 yuan price. The Phantom MX4 Pro pricing 2499, the market reaction is also positive. Not to mention has been the flagship price set at 3000 yuan Oppo and vivo. The recent half year domestic intelligent machine market proved that the domestic machine impact of 3000 yuan price is a chance.

Once more than 3K of high-end smart machine market let Huawei, the future of Millet will face the Huawei brand "sinking attack" risk. Yu has released words, "Huawei is the brand to compete with Samsung, Apple, and millet competition is the glory."

Millet betting the wrong treasure and NFC, than Millet 4 late release two months of two iphone suddenly embraced the previous Apple thought too much power of near-field communication standards. With the iphone, some of the pent-up NFC ecology of the past two years has suddenly come alive. and the Millet 4 lost the future to pay the important application scene, the internet phone's imagination has broken one arm.

Lei lose confidence?

I remember three years ago in the offline salon, Lei once asked the whole audience a question, "Why only Apple can publish only one phone a year."

"Because the other manufacturers are not confident to take this risk," lei sent me a rice rabbit as the correct prize. In the following years, Lei repeatedly said that the experience of millet is to create a "single section of the explosive products," in this year's annual press conference this experience is called "section of the explosive."

However, the reality is that only red rice, millet mobile phones in the last two generations of flagship, the opponents are flocking. Due to the domestic user's shopping habits, the first quarter will be the flagship equipment battleground. According to the industry chain analyst Pan Weibo, the Phantom MX4 components delivered close to 1 million, Huawei Mate7 more than 1 million. If the opponents continue to do big, millet 4 of shipments have slipped, next year to face the capital market story will be very difficult to tell. Millet at the end of this round of financing although the scenery, but did not get the desired 50 billion dollar valuation.

Recently a period of time lei I rarely talk about millet mobile phone, more is about millet in the field of intelligent hardware investment layout, which is the future of millet impact higher valuations, become the next key to Alibaba. However, pierced, the most core smart device is still the millet mobile phone. Before MIUI became a sturdy moat like iOS, Millet had no capital to be as proud as Apple. Even Apple now employs two flagship strategies.

And Lei style, has always been the homeopathy. 360 Special machine to Lei show the thousand-yuan Smart machine market is the risk of occupation by the opponent, so there is red rice. Since Millet 4 in the face of competition, then quickly respond to regain the "global starting", "Fever Configuration" route.

Admitting that Millet 4 stamina is not a disgrace. Milner told WSJ yesterday that Millet's next pole position was hundreds of billions of dollars. This is a goal that has gone wrong and is truly unbearable for lei.