Millet Hammer The Phantom of the race

Absrtact: September is destined to be the mobile phone industry is not calm month, the charm clan, Samsung, Apple successively released new products, IPhone6 release finally let domestic handset manufacturers unite a back, and behold not how long the war rekindle, the way of war millet, the charm and hammer three hot play

September is destined to be the mobile phone industry is not calm month, the charm clan, Samsung, Apple successively released new products, IPhone6 release finally let domestic handset manufacturers unite a back, but not how long the war rekindle, the way of war, millet, the charm and hammer three popular players.

Yesterday noon around 11 o'clock, millet New media director Zhong Yufei first Artillery, accusing the Charm clan organization and provoke true and false users in the major mobile phone manufacturers micro-bo brush screen, Li Vanchang and Millet quickly forward; Luo immediately said "had SMS warning the Vice President Linan Honest Point"; In response to Millet unexpectedly use the word water army insult their users, and said the charm of the people always stand on one side.

In the past, the war of words was only a little battle, but this time it rose to the three-party executive to fight, it is rare, and by virtue of # Look at micro-bo more read comments # Rong Deng hot Topic list, causing many netizens onlookers.

The root cause of this MX4 is the 1799 yuan price of the charm clan. Self-Reliance products do not lose the charm of millet rely on ultra-low price not only breakdown of the millet 1999 Yuan price advantage, and won 7.7 million book volume, far more than expected.

This is a pricing-induced industry melee, how the three parties to the public to challenge? Why did Lao Luo "help" millet fight against the charm clan? Who is the most affected by the war of words?

Before the war of words: The three parties are not good

Recalling the three sides in the words before the war performance, seemingly they are not good, the charm clan, millet, hammer more or less face crisis.

Zang comeback this year, although the charm of the family to change the previous marketing strategy, learning to use micro-bo, paste and other social platforms to promote the topic of marketing, only rely on price promotion to earn eyeballs, the charm of minority brands to the mass market road is particularly difficult. To Baidu Index as an example, the first 1 days before the release of the new product (September 1), the charm of the search index of 82456, behind the 183171 millet, and nearly half a year since the charm of the tribe behind the millet.

September 2 MX4 released, in addition to maintaining the original process level, 1799 yuan pricing is its biggest feature. This is not only Zang and Lei first confrontation, but also the charm of the new marketing strategy after the first big test, can catch up with millet attention. Baidu Index shows that the release of MX4 greatly enhanced the charm of the social platform in the spread of the day, the search index far more than millet, but the topic of the advantages of only lasted a week, then the charm returned to the shadow of millet.

Although the heat is not as good as millet, but the impact on the MX4 booking is not large, 7.7 million ultra-high order is becoming the charm of the Family sweet troubles. In the early hours of September 15, the charm family in the official micro announced the emergency capacity, "the sale of the stock plan is MX3 10 times times, but because we are incompetent, only five times times." Combined capacity fluctuations and the impact of predetermined sales conversion rates, the MX4 spot supply waits until four weeks later.

As the enemy of the Charm clan, 1799 yuan pricing indirectly let millet lying gun. September 12, Lei in Weibo again "homeopathy", and cited Sun Tzu's Art of War as an explanation. His intention is to millet 4 years of the results attributed to the homeopathy, the results of the netizen that the price is the real "potential", and called Millet 4 to 1799 yuan. Although Lei was not directly involved in the war of words, he chose to close the microblog commentary.

Earlier this year, millet efforts to promote the internationalization process has been hampered. On the one hand, by Indonesia, Brazil and Mexico and other countries, the impact of equipment certification process, millet development above the national market encounter resistance; On the other hand, millet in the overseas market is also facing a crisis, millet for false phone sales by Taiwan fined 600,000 NT dollars, followed by Taiwan, Hong Kong and Singapore a succession of "privacy door." Millet in the country has a favorable position and, to internationalization needs more resources, want to copy the domestic advantage abroad is not easy.

Compared with the strong momentum of millet and the charm, the morale of the hammer is rather low. Although the "Romanchang" event caused great concern, but marketing only stay on the surface of the event, not effectively translated into actual orders. At the same time, the problem of the capacity of the hammer was not eased by the heat, and the hammer brand was weakened by Luo.

In addition, ZTE's recent report pointed out that many of the hammer parameters and the international standard discrepancy, CCTV also carried out related reports. Despite the Luo, the "Old Luo went to the CCTV confrontation," the god reply. As a start-up, the hammer is caught in a vicious circle of "being questioned and explained." The outside world can not help but worry, Luo can concentrate on making products, hammer capacity when will be on track.