Lei why to break a promise, do low end red rice?

China's Internet arena, will eventually come out a few Hubei big guy.

Zhou good "operation", poor "slightly", a single point of breakthrough ability; Chen good research law and trends, trading companies and stocks than do business ability; Lei and Zhou 祎 a bit counter, single point breakthrough weak, but the layout and the ability to control the rhythm. Zhou said, Chen a boat in the three are the smartest, Lei second, their own list of the last.

But Lei's ability to control the layout and rhythm is the strongest among the three.

Ma with free chat tool circle users, with value-added mode, subvert the message, changed the SP, so have the QQ empire; Zhou with free security software circle users, and then take the user traffic to cash, changed the security software industry, so there are 360 kingdoms. And Lei to create a "hardware terminal circle users, take the software application to become a two-level model." Before this, no one dares to play, dare to think.

To take the hardware terminal circle users, so to high cost performance, only cost-effective, can be on the user scale, with user size, only the application of the second-level model. But high cost is a skill to step on the wire. Scale control is not good, will play their own death. Hardware terminals in the supply chain, category tactics, marketing strategies and even the promotion of product generation schedule, than the Internet to pay more attention to rhythm and scale. Therefore, Lei can play, other people across the boundary, it is not necessarily able to play it well.

Good rhythm, so not restless. To what link, what to say, what to do. So, Lei last year said Millet only do high-end mobile phone, but recently issued 799 Yuan Red Meter mobile phone, there is no need to Zi baht will be.

To use hardware terminal circle users, so that users in the application of millet production of commercial data, it must be large hardware scale. Therefore, millet do thousand Yuan machine market, is sooner or later. and millet for the Thousand Yuan Machine market, enable the new brand "red rice", no longer is M x or M XS, it is a kind of brand protection and the partition consider.

Why last year said only to do high-end, and now dabbling in the low-end, which is also the rhythm.

First, the smartphone industry's scale of recursion is similar to that of PCs. Top-down Easy, bottom-up difficult, from high-end to low-end product expansion easy, from low-end to high-end deferred expansion difficult. Lei began to choose a cost-effective high-end market cut, to avoid the shanzhai market in South China, the rapid establishment of a cock silk also have to play high-end fan brand, card is a bit of blue sea. This card bit also gives the future multi-brand, and to the medium and low-end development scale, provides the spatial scalability.

Second, the smart phone industry chip and performance of the change in speed, much more than the application of ecological development speed, but also more than the speed of intelligent user upgrade requirements. Because there are no more heavyweight and pervasive applications, there is little difference between a user's dual-core or 4-core or more nuclear experience. This makes millet in the opening of the market early, to go with Qualcomm close cooperation to obtain the most advanced chip products first right to lead the market play, in the future competitive advantage is limited.

Third, the domestic competitive ecological decision. The birth of millet, so that the industry in front of a bright, in the high-end market, the warlords scuffle, competition is increasingly fierce, mobile phone manufacturers of competition also to the upstream suppliers brought pressure, which also affected the deployment of the supplier's ecology. Millet also needs to use a child brand to explore with other suppliers of cooperation and the possibility of ecological building.

In addition, the traditional PC, handset manufacturer's thinking after getting Zhou "edification", began a more flexible system reconstruction, they with the carrier's shipments advantage, but also began to make a fuss over the price, which makes millet in the high end of this core position, the cornerstone of the brand at the same time, need to explore another field, and at first exerting force.

On the other hand, more Internet cross-border people, in order to differentiate competition, at the beginning of the thousand-yuan machine market, Lei 799 yuan of red rice, but also to prevent the same person against the attack. At present, the market of those who follow Lei millet successful cross-border entrepreneurs, most of the capital chain has been the most difficult moment.

And the second half of the millet, but also the key six months. First, millet to prove to investors, how in the fierce competition, but also to maintain the high-end product line continued to launch and good shipments; second, to open the Thousand Yuan machine market, this very imaginative, and can inspire millet second high scale, high growth market, which is also the dream of millet investors. Don't forget, Millet has just ended a round of up to 2 billion dollars of investment, valuation has nearly billion dollars, after the financing, millet to investors have to explain.

And in order to break out in the Thousand Yuan machine market, millet not only gives 799 yuan breaking price, also chooses and moves, the QQ space cooperation, these all have the extremely strong pertinence. Thousand-yuan machine market-oriented audience is mainly from the functional machine transfer from the incremental users, most of these users are using mobile services.

In addition, the QQ space of the mainstream users than Sina Weibo users more bottom and depth, red rice to choose the QQ space as a distribution channel partner, also quite profound meaning. Believe that with the millet in the Thousand Yuan machine market, Tencent's strategic importance will continue to deepen.

August 2011, the first millet mobile phone has not been officially released, I asked Lei in an interview, "if Tencent to invest in millet, you will not accept?" Lei at that time released a kind of no need to take Tencent money, to controlled feeling. Also true, at that time the millet is going to the high-end market, its strategic investors must be around the mobile phone industry chain partners, in addition, millet at the time of the brand culture construction is also different from the Tencent user's culture, Tencent can bring little to millet.

But now, the other one of millet foot into the thousand-yuan machine market, facing the increase of the user, rather than "enthusiasts" this stock of users, and millet do not want the Thousand Yuan Machine marketing channel damage to the original brand of millet, at this time, Tencent's channel on the role of millet amplification.