Millet electric business ecological chain mature?

For a week since the cattle were involved in distribution issues, millet company is undergoing an unprecedented wave of public opinion pressure, the reason is unprecedented, is because the millet company to the cusp is not the production capacity, futures, hunger marketing, plagiarism, quality after the sale of problems, but millet company has been vaguely unknown channel distribution issues. capacity, marketing, quality problems, millet has been exposed to public view, mistakes, no coronation, and not too much criticism of the place, but because the channel problem has been hidden, separated by a layer of gauze, so that millet company into a crisis of confidence.

To this end, the vice president of Millet Li Vanchang in the second quarter of this year's sales data, millet mobile phone in the second quarter of about 16 million units, of which the online channel shipments of 11.19 million units, accounting for about 70%, or even the Sun Express single self-certified innocence. However, for the public response to millet companies, many netizens believe that there is no strong, but the question of millet in the ox, playing monkey? The reason is that millet public only the second quarter of this year's data, can not cover millet in a couple of years ago in the mobile phone sales channels exist in the foul, Millet should admit a fact, the existence of offline distribution channels only in order to ease the lack of online market control may cause the risk of runaway problems, especially the millet mobile phone in the early days, to Millet 1, 2 on behalf of the typical, because the official line of demand can not accurately predict, on behalf of the factory, the supplier confidence is also insufficient, simply can not support the Millet mobile phone hardware + software + Internet service industry chain vision, especially in Huawei, ZTE and other domestic mobile phone brand Group of wolves containment under the harsh competition environment, millet know that dream is ultimately a dream, We'll have to survive. If according to Lei original meaning, millet walk should be domestic apple route, by the continuous iteration of the product dry dead opponents, relying on the cultivation of rice noodles to strengthen the ecology, relying on the brand and Word-of-mouth rule the market, but the illusory dream fell into the reality will be very painful, in the product and after the problem frequency, millet has to accelerate the market, If the Hungry Wolf shop like the first to seize the market to say.

So, logically speaking, millet early needs a strong offline distribution channel to help themselves reduce the risk of instability on the online channel. As for this channel is the operator, or the first-level agent, or secretly blending the ox, the problem is not big, millet can not need to explain this problem too much, like with feelings to explain the lack of capacity of the old Luo to pay a certain price for feelings, the more millet want to skim the relationship between the ox, the more will be the ox falsely hold , we all understand that the cattle are the benefit of the rats, millet just constantly squeeze the cattle scalping profit space, the yellow cattle crisis will naturally dissolve. So, how to get rid of the ox? In my opinion, is to be fully open to purchase, when users can at any time in the millet online to buy the products needed, why more than hundreds of yuan to take the goods from the ox?

It should be said that the current millet in domestic brands have their own proud of the capital, there is a stable and surging market demand, there is a perfect product eco-chain, and strong brand and Word-of-mouth. Now the millet has its own market supply and demand control, can be from the "out of control" disorder of the state to come out, to re-examine their product line, positioning their own marketing, determine their own channels, affecting their own consumer groups. There is no doubt that the conditions for full and open purchase are already in place.

But Lei's remarks on Weibo yesterday were intriguing. Lei said: "At present the majority of millet products have been guaranteed supply, millet network at any time, such as Millet mobile power supply, millet TV 2, millet flat, red rice and so on." Millet 4, millet hand ring is also expanding production, and strive for an early opening of the purchase. In Lei issued this micro-blog soon, the media released a message said Millet full line products as soon as possible to buy the news, especially "as soon as possible" two words special unsightly, hehe. From these two words is not difficult to see, in the overall open purchase trend, millet confidence is there, but it is still lack of a bit emboldened. I would like to know, the face of millet fully open to buy the good news, the world's pigs are flying to the tuyere, or smile?

To understand this problem, it is clear that the ideal of the millet electric chain is really the beginning of the mature, or raised in the boudoir no one knows? To know, as early as two years ago, Millet said to fully open the purchase, announced 7*24 hours of online sales model, why now, or to "as soon as possible?" Millet should be clear, online sales of the full opening of the line under the yellow cattle distribution public opinion criticism of the most powerful proof, then the problem comes, millet fully open to buy the confidence in the end where?

Question one: Is capacity really enough?

It should be said that sufficient capacity means that a mobile phone has a rigid market demand, can expand capacity, because, with the demand for stimulation, from parts suppliers, to the generation of factory production line inputs and outputs are very bold, can not be tied. For a while, 3 years ago, the first generation of millet mobile phone sales, the first month to sell 10,000, sales but 20 million yuan. And the first half of this year, millet cell phone production capacity reached 2600多万部, completed 60 million of the year almost no suspense. Logically speaking, now the millet, ambitious, no longer need to order according to the booking orders, production and sales, millet only in accordance with the market performance of the previous products, estimated its market expectations, mass production sales can ensure that users can buy at any time in the Millet network. Millet need not worry about the goods after the market fatigue caused by hoarding, oversupply situation. Billions of of the financing, tens of billions of dollars in valuation, millet this risk to bear the capacity or some, not to mention good at playing marketing of millet mobile phones and fear of a certain product can not sell the truth.

These two years, in the face of the question of hunger marketing, Millet often called the reason for insufficient capacity, if the millet market at the beginning said that their capacity is not enough to attract sympathy, three years later to say that their capacity is not enough to incur a curse. Let millet always face the question of insufficient capacity is millet more and more complex product ecology.

From the point of interest of the ox can be seen, millet products in the market is also concentrated on individual products, such as red rice mobile phone, millet mobile power, millet mobile phones, and some products such as millet TV, millet flat market sales also need to undergo a period of time brand incubation period. In the millet this complex product line, not every product has passed the market test, even if the temporary confidence of several major products, also can not avoid due to the vicissitudes of the smart phone market changes caused by the impact of market supply and demand this steelyard at any time in the change.

Therefore, the capacity is not sufficient is not a problem, from the generation of factories, millet from the generation of the WA, and then to follow the long-term cooperation with Foxconn has been explained that the productivity of millet is fast. At least Mr Gou has this yield, and the key is whether Millet has the guts. Judging from my understanding of millet, millet is an eco-type Internet company, stability is the first essential, in the product dispersion, the market supply and demand is uncertain, millet will not be rich and eyebrows, there will certainly be some of the market tight products take the lead to open the purchase, the rest of the products, but also follow the old way to promote. Millet in order to achieve the stability of the overall product line, we have to ensure that each product in the capital investment, product shipments, sales and the market to maintain the same regulation, if the decision-making error caused a large gap, it is likely to the entire ecological chain of millet caused irreversible losses.

Question two: Can the channel be locked?

Recently popular a saying, the internet era of the reduction of the dimension, millet was only want to sell through the Internet vision is to remove the limitations of the geographical dimension, through the Internet to create a two-dimensional millet electric business ecology, fundamentally set up their own electric business advantages. If this vision to achieve, you can directly connect manufacturers and consumers, to save the intermediary channel to increase the cost of the business layer, the past held up the channel laying costs, feed back to consumers, set up their own absolute cost-effective advantages. But the realization of this vision, the need to build on, on the premise of the demand for online channels, if immature, millet is impossible to gamble on the online channel.

A rare fact is that Millet chose an online channel to occupy the main, offline channel-assisted channel. Millet from the second quarter of the sales list, millet network for the core channel accounted for 70%, the operator network next, the cat and other electric platform. Millet strive to control the channel in their own hands, in order to effectively manage the price and customer group types, but purely by the Millet network channel from the customer group, it will be a large number of consumers do not have internet access to consumer habits, so, millet mobile phone operators, such as the day Cat platform is also in the shop. The advantage of this is to be able to put online + offline market are in the palm of the hand, the problem is that the dispersion of channels will lead to the risk of management out of control when the millet shop.

Because, traditional channels and online channels have some contradictions, how can millet maintain the stability of the channel? Imagine, the same products, if the official website can be bought at any time by the original price, those online channels to buy after the increase in the product will be how to feel? Or, the same is online, different consumers in the official website and Taobao to buy the price is not the same, and how to deal with? If millet can not resolutely guarantee the single channel, it will inevitably lead to the control of the price of each channel, once the market emerges the chaos of price war, product attention, brand, Word-of-mouth, etc. will be affected, or even life-and-death. In this case, even if millet curb a group of unofficial designated cattle, but also in the new fertile soil under the breeding of a new batch of "ox" out.

Question three: millet electric quotient ecological chain mature?

A few days ago, lei in an interview that the internet is a thinking, is a way to consider the future. Openness, transparency and cooperation are the spirit of the Internet. Millet mobile phone involves the ecological chain, from the application of the ecological chain to the service of the ecological chain, and then to the hardware of the ecological chain, and finally achieve full integration, hardware + software + Internet service of the triathlon. Millet not only did it, but also tried to replicate the eco-chain plan nationwide. Just, this can represent Millet's electric quotient ecological chain mature? Obviously not. In my opinion, an independent electric business ecological chain can be mature in fact also equivalent to a burst drive products + a group of absolute consumption strength fans + a use of the Internet can subvert all play, then, millet to complete the three key points of ecological construction?

From the product point of view, the Millet mobile phone series to flat, television, and even rumors of the car, are capable of detonation, in a very short period of time to stimulate a large number of demand, driving the whole ecological chain of operation. Millet mobile phones in the product on the shape of too much emphasis on strategic layout, so that the introduction of a number of outdated products, resulting in the entire electric chain of the impact of the eco-link.

From the Internet play, services, millet mobile phone's Internet service model is relatively successful, like the same period and millet together to do mobile phone Ali, Shanda, and several big internet companies, are not successful, because Millet is really the way to do the Internet hardware company. From the MIUI community, to the application store, the payment platform, the E-book city and so on, these soft power services have helped millet companies achieve tens of millions of of the revenue. But in accordance with the logic of Millet ecology, the Internet service is the foothold of millet profit, hardware can not even make money, discerning people know now rely on virtual services to make money the tuyere has not come, Millet's profit point is mainly from hardware, dream vision is still far from the period.

Finally, a mature electric business ecology, must have a huge fan group to do support. Millet mobile Phone Although there are more than 20 million registered rice noodles, but the true fan level fans are not many, or can really rely on the Millet brand, willing to pay a premium consumption and influence the people around the use of millet mobile phone fans is still a minority. Most of the fan group on the Millet brand awareness or stay in the high cost, this is not a brand to produce a premium of the fan economic form, even more, some rice noodles have gone to become a meter black, not only did not do a contribution does not say, but also let Millet in the brand reputation encountered layer of containment, these are millet need to overcome the difficulties.