Millet 2 Broken supply: Uncover the truth of the Futures mobile phone

When more imitators have to kill into the smartphone market, when the LEI can not effectively grasp the industrial chain, the past marketing miracle at the moment instead of millet into some kind of "desperate".

Futures mobile phone is not just http://www.aliyun.com/zixun/aggregation/36757.html "> Millet Company encountered problems, this is the whole industry chain must face the transformation challenges." To analyze the futures of the millet mobile phone, it is worth thinking about, what is the core competitiveness of smart phones?

"To the hardware, supply chain control is not easy thing, millet mobile phone go to today, Lei unintentionally revealed this helplessness, we are able to feel." "On the Internet, a criticism of the" Millet 2 Jump Ticket "voice, Lei again came to Shenzhen when the mood may be the reality of the current millet phone dilemma refraction.

August 16 Millet company High-profile release of Millet mobile phone 2, but within 4 months, millet mobile phone 2 only opened a few times to buy, the millet company to engage in "futures cell Phone", "Hunger marketing" of the Spit trough.

Millet mobile phone marketing success, the Lei pushed to the "rebels" altar. When more imitators have to kill into the smartphone market, when the LEI can not effectively grasp the industrial chain, the past marketing miracle at the moment instead of millet into some kind of "desperate".

such as the largest IC components distributor branch of the group's electric business Core City Executive vice President Zhu Jizhi said that the futures mobile phone is not just a millet company encountered problems, this is the current smart phone market surging, the entire industrial chain is bound to face the transformation challenges.

Millet 2 Why "futures" 4 months

Although Millet Technology CEO Lei said, will be open 12 o'clock on December 14, the Millet mobile phone 2 capacity has been gradually upgraded, is expected this month will be more than 500,000 units, January 2013 is expected to surpass 1 million units.

In the "Rice noodle" patience is about to be depleted before the millet phone seems to start exerting force, but whether it can be as the Thunder Army said "more than 500,000 units" still need to observe.

Earlier, November 27, Lei military millet mobile phone 2 issued a micro-blog, the content of "November 29 noon 12 o'clock, 150,000 millet mobile phone 2, 200,000 millet mobile phone 1s." This bulletin has sparked many users ' grievances, with a large number of "rolling" messages and forwarding even lei to shut down his microblog comments.

What is lei and millet doing in 4 months? Like Lei want to deal with the production of millet cell phone must kiss the same, want to really understand the secret of mobile phone supply chain, also have to penetrate Shenzhen mobile phone circle.

"The millet mobile phone from the marketing look, is very successful." From the product point of view, the millet mobile phone can only be said to pass. But from the supply chain, millet company still failed. "said the boss, a handset-device supplier who declined to be named.

In this boss's view, "Do mobile phone is a very dangerous thing", although the current smart phone market has a lot of newcomers, but many enterprises often have to do OEM mobile phone background or in the mobile phone industry for many years, such as the creation of the brand's beautiful mobile phones, has done a large number of overseas market OEM mobile phones, the industry chain natural early clear.

Like millet company such "poor" to kill into the mobile phone market is really not many enterprises.

"Lei is not want to do mobile phone, he is to give his rice chat find a carrier, just start is want to buy, so to find the zang of the Charm clan." But through the contact with Zang, he later found that the mobile phone is a very easy thing, the mind a hot horse. "The story of this Shenzhen mobile phone circle has evolved into the media on the Lei and Zang enmity."

In fact, this true story can reveal two facts: first, the Lei of the market, the smart phone market is very large, it is worth investing in, and the second is the millet company in the absence of any mobile phone industry accumulation of the situation hastily killed.

has been observing the Zhu Jizhi of the mobile phone industry more fundamentally pointed out the basic problem of Millet futures cell Phone: "The supply chain accumulation of resources enough, the supply chain control capacity is not strong, this is the core issue." ”

Now, from the functional machine to the Intelligent machine transition phase, "High-end mobile phone components are scarce resources, limited capacity", in this case, the resources will tilt to two: first, the production of large enough enterprises, such as Apple, Huawei, Tian language and other enterprises, and the second is the relationship with the supply chain, not a simple business relationship, but long-term cooperation. "For components enterprises, they want to have stable production expectations, stable state, if the volume is very large, next year, how to do?" In this way, the industrial chain resources will be to the stable, proven enterprises tilt. ”

In Zhu Jizhi view, millet companies in these two aspects are not dominant, will inevitably lead to Millet 2 in the supply chain to control the strength is not enough, will appear futures.

In fact, the first apple of the so-called "hunger marketing" is also the last word, "smart phone innovation on the upstream supplier of the pressure is particularly high, the component thinning a millimeter requires a lot of testing and production process adjustment." ”

According to Zhu Jizhi analysis of the mobile phone industry chain, Apple's "hunger" is still within the controllable range, and millet futures 4 months, is completely out of control of the industrial chain.

The core of smart-phone competition is the ecological chain

In the era of functional machine, the low-end components supply exceeds demand, and the manufacturing of components is relatively simple and the threshold is low. Into the smartphone era, mobile phone innovation is the first upstream components of innovation.

"The rapid expansion of the smartphone market, the need for the entire industrial chain, four cores, ultra-thin, mobile phone hardware increasingly to the high-end to go, but the entire supply chain system to keep up with the development of the terminal market." "Zhu Jizhi that the current is not only millet in the futures, the smartphone industry has this problem."

Mobile phone orders, production, shipments have to be predicted, upstream manufacturers to prepare. In the age of the function machine, the whole industry chain has been mature, so the forecast is more accurate and the manufacturers are few. Now there are too many manufacturers of smart machines, and mobile phone updates too fast, which requires a stronger supply chain management capabilities.

"For a long time there will be futures problems, this is the high-end mobile phone pattern of the re-washing." Zhu Jizhi that the core reason for the chaos in the smartphone supply chain is that it is not sure about the behavior of the final consumer. The uncertainty of the consumer model, the new mobile phone quickly launched, further exacerbated the supply chain forecasting, management difficulties.

The competition of smartphone has become the competition of ecological chain. Zhu Jizhi with the same view, beautiful Communications Technology Co., Ltd. CEO Shogo in the mobile industry for many years, he thought, from the hardware point of view, mobile phone competition is the first screen, the second is the camera, the third is the speed of the frequency, four is the battery. "The supply chain supports you and gives you the latest and best materials, and you can make good products." Shogo stressed that in the increasingly homogeneous smartphone competition, supply chain competition, the "possession" of component resources will become the key to future competition.

Mobile phone hardware increasingly standardized, in the end what is the enthusiast mobile phone?

Shogo that the millet mobile phone initially positioned as enthusiasts mobile phones, success has attracted the attention of consumers. But to Millet 2, the speed of technological change, industrial chain competition than expected, then the millet company positioning itself as a technology geek, is to put himself cornered. "The technological revolution must be the fastest, the most advanced technology, otherwise the ' fever ' concept of the basic disk will also collapse, Lei only towards the four-core, eight-core direction to go down." ”

Mobile phone technology breakthroughs in the field is very difficult, involving upstream innovation, raw material innovation, the overall industrial environment. Pearl River Delta can be said to be a large processing plant, mobile phone companies in this natural location. For example, if a company wants to test the performance of platinum plating, the car will soon be able to find material factory, you can see all kinds of platinum materials, find the right platinum, immediately take to the next factory to do laser engraving, test results. In Shenzhen, these can be done quickly.

"Lei has not played these in the past, and Beijing does not have such an environment as Shenzhen. "The above components supplier boss thinks, Millet 2 now for Lei, already is a very troublesome matter, but he only has one way to go down."

Millet 2 slow delivery, the same positioning of the Huawei Glory Love version of the homeopathic release, and the price is lower than the millet phone, only 1888 Yuan sold. This is the biggest hit on millet 2 of a mobile phone, from the product level will be divided into a large market of millet mobile phone.

As a financing project, Millet has been a very successful project, the interview, the Shenzhen mobile phone circle A lot of corporate bosses agree that Millet 2 after the smooth shipment, or can sell 1 million-2 million units, "but there is no miracle happened, no more than 1 millet." ”

In fact, in the mobile phone ecological chain competition, marketing is also an important link. But Shogo stressed that marketing is the current mobile phone industry, one of the core competitiveness, but can not engage in excessive marketing. As Yi, secretary general of China Mobile Internet Industry Alliance, thinks of Millet: "In my opinion, the real three-horse wagon is a futures-style sales, MLM culture, TV shopping-style packaging." ”

"Shenzhen enterprises are too pragmatic, to build mobile phone competitiveness needs more effort in marketing, this aspect to the millet company to learn, appropriate learning." "Shogo said.

The competition of smartphone has become the competition of mobile phone ecological chain, from marketing, handset product to supply chain control, raw material innovation, each link has become the focus point of mobile phone enterprise competition. To grasp the industrial chain, the greater the company the more advantages, Zhu Jizhi that the future resources will be tilted to several large companies. At the same time, new entrants still have plenty of opportunities, but they need to build their own cell phone eco-chain.