Millet launched 3000 yuan mobile phone, users will pay?

Prior to the appetite, the 2015 millet mobile phone flagship Millet note yesterday (January 15) finally released, a total of 3 versions:

"Qualcomm 801 Chip 16G version of the 2299, 64G version of 2799 Yuan: double Curved glass + metal frame, 5.7 inch screen; super thin, than iphone 6 Plus thin 0.75mm, light 11g, Sony 13 million optical image stabilization camera (not convex); Independent hifi, dual 4G dual-chip dual-stay. Top version of the price of 3299 yuan, the use of Gaotong 810 chip, 2K high-definition screen, 4GB lpddr 4ram+64gb ROM. ”-

---quote from the official Millet Weibo

Millet note may be the best of the history of the Millet mobile phone, at the same time, should also be the most controversial one of the millet flagship machine: can still have a fever? Price/performance no longer? New high Shuaiqi ship? Is it worth it? Millet mobile phone So in the controversy from 1999 jump empty high open 2299 straight 3299 and go! So, millet note can achieve the high-end millet mobile phone dream?

First, millet really need to launch a 3000+ flagship products!

From the market position, market competition, brand building and other aspects, millet are badly in need of a high-end flagship!

From the age of Millet is only a child less than 5 years old, but the mobile phone market is already a big alligator. According to the annual report of Millet company, 2014 millet sales more than 60 million units, is the domestic market share leader. Market competition angle, Millet's most direct competitor Huawei in 2014 by virtue of Ascend P7, Mate7 completed in the high-end market in the gorgeous turn, and millet mobile phone still stagnant at 1999 yuan. Apple's iphone 6plus is on a big-screen trip, and as Apple's followers, Millet is an area that has to follow. Brand power, with the red Rice handset best-selling, millet company's market price is declining, this is unfavorable to the construction of a manufacturer's brand power, is not conducive to attracting high-value users, and a company without high-end brand power, low-end products of the slow-moving business crisis is sooner or later.

Therefore, Millet needs a flagship model to justify themselves, to prove their market leadership, from the share leader to the market leader to change!

Second, the millet note can bear millet puncture the high end of the Iron Curtain of the trust, the user is willing to pay for her 3299 ￥?

Iphone6/plus, Huawei Mate7 Crazy Rob, once again confirm a truth: the world is not lack of purchasing power of the machine friend, Lack is able to seduce their good machine, lack of a let users say I do the reason. So, is the millet note such a machine?

Here are six questions I raised.

1, hardware stack enough? Enough

In today's mobile phone market, the 1999-Price model of domestic manufacturers is already top in hardware configuration, that is to say, 1999 is almost a price ceiling stacked on top of hardware.

Qualcomm 810 chip performance of the Fever no doubt, so 骁丽 Dragon 810, 4GB LPDDR4 RAM version of the Millet note top version shouted "Fever in the end"! and 2299 and 2799 edition use 骁丽 Dragon 801 chip of millet note with fever. From the hardware configuration point of view, 2299 version of Millet note compared to 1999 Yuan Millet 4 and Glory 6 Plus upgrade is not outstanding, in addition to large screen, other upgrades are not outstanding, and dual-camera configuration is not prominent.

From the trend, the 2015-year dual-camera, fingerprint recognition function will be in the 2000+ price section of popularity, millet note top version are not supported, called a failure.

2. Is the process design upgraded enough? Progress is obvious

In the design, millet has been walking the "safe" route, so that the initial shouted no design is the best design, from red Rice 2, to millet 4 of the steel Plate tour, to this time millet note, millet in the fever and more attention to the beauty of appearance and design.

We see the millet note compared to the Rice 4 in the process design still has obvious progress: metal frame plus double-sided curved glass (front panel 2.5D glass, back plate 3D glass), thin (than the iphone 6 Plus large, but thin 0.75mm light 11g), Optical image stabilization camera leveling. These are not as feverish as the parameters, but there is no denying that these are more useful explorations than hardware!

3. Innovation is the compulsory course of 3000+, is the innovation of millet note enough? This is the biggest short board!

Overview of 3000+ Market, there is a unique innovative label is a prerequisite. Just salute is not enough, must have their own innovative labels to be based on the 3000+ market. We see that every upgrade of Apple is not only a hardware upgrade, but also a unique experience upgrades, not just a simple feature upgrade but a drive to upgrade the experience and service chain, fingerprint recognition, Apple Pay. We see the strength of Samsung's own hardware vertically integrated and captures the opportunity of big screen, oppo design philosophy and a turn of the rotary camera, vivo thin endless and hifi tag, Huawei Heiss Kylin against the sword and rich technology fan son, these need time for continuous innovation precipitation.

At present, we do not see on the millet mobile phone with millet-style innovation label. Even if there is no continuous original, some innovative hardware and experience of the first, but also a kind of industrial chain resources integration, the first or even domestic first fingerprint identification, flexible screen can be, but these innovations are lacking.

4.3000+ consumption is not only the mobile phone itself, but also the brand! Today's Millet brand This coat is still thin.

3000+ market is to grasp the human nature of the market, so that you are tempted by the obvious is not cost-effective, not God configuration, the fight is the insight and manipulation of human nature, has surpassed the mobile phone product this experience ontology. Brand is the manufacturer bases after the avenue to Jane, 3000+ Market is the brand.

Millet brand concept is "let the world enjoy the fun of Chinese scientific and technological innovation", very much the concept of the global village and Ann have tens of millions of feelings, before this concept of support from the past 3 years of cost-effective label of the sustained market publicizing. Now in a transitional phase, from the Fever, cost-effective label to the development of the new label transition period, but the clearer label has not yet formed. Millet must find this G-spot, in order to complete the brand power to soar again!

5. Can millet Intelligent Ecological Circle support the premium of millet note? It still has to wait.

Perhaps the MIUI is mature enough to be surprised, or perhaps compared to the millet intelligent Ecological Circle dwarfed, the Conference on the millet note before the announcement, Lei ink a lot of the millet intelligent Ecological Circle of the rapid change, this is the millet 50 billion valuation in addition to mobile phone's most important support. So smart wearable, smart home and even the future of intelligent modifiable can bring a value premium for millet mobile phone? The answer is yes, but it shouldn't be too overrated.

At present in the Millet Intelligent Ecological Circle, is the millet mobile phone milk production of other intelligent grandchildren, descendants of grandchildren still need to wait patiently. In essence, users will not pay for the eco-chain, consumers are after all the product itself, unless the eco-chain can be brought to users through mobile phone value-added experience, as Apple iOS eco-link to the Apple phone.

6. Can Internet descent play 3000+? The trader needs stones.

Millet can be said to be born on the internet, to millet company temperament, millet operating mode and cost-effective products can be said to be for the Internet-style business. In the millet trying to 3000 yuan price market, in addition to the aforementioned brands, products and other factors, the new user groups and new channels are another two issues to face.

Rice Noodle is willing to grow with the price of millet mobile phone, can/is willing to pay 3000 yuan to buy support millet products, or more willing to buy the original millet or turn a tribute to the Apple user group? How, what to attract the current 3000+ consumer groups turn around millet door?

Millet is good at online channel layout, online Word-of-mouth on the O2O effect of offline channels and sustained high price explosive products, to some extent, masked the lack of experience in the channel of the Millet entity, and for the 3000-yuan model, offline channel is particularly important, the current 3000-yuan market players Apple, Samsung, Huawei, Vivo, Oppo and so on. How to sell 3000 yuan mobile phone by online channel, how to sell high-end mobile phone and keep harmony with line, is a new subject for millet.

Three, millet note difficult to carry millet stand 3000+ ideal

Fully, Millet will pierce 1999 this layer of film, this is no objection, but a manufacturer's brand, product innovation, user acceptance is not a matter of the work, is gradual, impossible to enthusiasm, the need for several generations of innovative products continue to pave the way, can be repaired to fruition. Millet note appears a little anxious, from 19,991 steps in place to jump to 3299. From the millet itself product line, millet Note will be 4 of the life of millet, with 3299 top version of the endorsement, in the millet has the user's need to change the machine, and the mx4pro, such as the charm of the race after a fierce fighting, or a strong hope to gain a firm 2500 price.

"Where it is taken, it is within it, and it is under it, and it is under it, and nothing is gained." 3000 This position, need to constantly puncture, in order to stand firm. Personally, millet note difficult to carry millet stand 3000+ ideal, but at least will educate consumers, and constantly improve the endurance of users. Millet, may need only time, just like a fast-growing child, still need to precipitate.