Millet mobile phone full expansion vs phone dividend decline

Millet Technology Chairman Lei finally changed his hairstyle.

March 31 afternoon of the five anniversary of the new Rice Noodle Festival communication, Millet announced will launch five new products: Red m 2A mobile phone, millet note goddess version of mobile phones, millet weight scales, millet strips, 55-inch screen of millet TV 2 generations.

However, the new hairstyle of the lei appears a little tired, even eyes are full of bloodshot. "Lei boss these two days consecutive nights, yesterday, and Xiaoming for the Beijing Film Festival film" Tuyere ", and for this to get a new hairstyle," a millet employee to "one observation" explained.

Millet technology was founded in April 6, 2010, after five years, millet ushered in the Rite of adulthood: 2014 China's smartphone market share in the first, the world ranked fifth (IDC data). "Sometimes I feel like I'm stressed out," lei in a review of Millet's five-year development.

Millet mobile phone full expansion vs phone dividend decline

April 8 on the five anniversary of the Rice Noodle Festival, the Millet will officially release two mobile phone products, respectively, is the price of 2499 yuan Millet note goddess version of mobile phones and the price of 599 yuan of red m 2A mobile phone.

From the mobile phone hardware configuration and the appearance of the technology, two products do not have significant highlights. The former main indicators and the standard version of the millet note, only the use of pink surface spray paint and accessories. The red m 2A mobile phone and the Red 2 phone appearance is consistent, the difference is that the use of the core technology 32-bit 1860C four nuclear 1.5GHz processor replaces Qualcomm 64-bit 骁丽 Dragon 4,104 core 1.2GHz processor, and from the support of mobile 5 modulus reduced to 3-mode network.

From the mobile phone industry as a whole environment, the lack of such as Samsung and other core supply chain advantages of China's mobile phone companies, it is difficult to make a significant breakthrough in hardware. However, from this point of view, the red-meter 2A mobile phone because of the use of the associated capital investment with Millet technology processor (core technology 2014 to 103 million yuan will be SDR1860 platform technology license to the millet under the Beijing Pineal Electronics Co., Ltd.), so that the beginning of the real millet into the mobile phone chip industry, It not only increases the bargaining power of chip companies, such as Qualcomm and MediaTek, but also helps reduce the cost of mobile phones and control the delivery rhythm of the supply chain.

With the help of the core 1860C processor, 599 yuan of red m 2A mobile phone has become the most cost-effective 4G mobile phone. China's smartphone market in 2015 has shifted from the emerging and popular stage to a mature machine-switching market, according to the latest data from the Ministry of Industry,

2014 China's smartphone shipments 389 million, down 8.2% year-on-year, the market share has reached 86%. The industry is widely expected to end the Chinese handset market dividend by the end of 2016.

2012-2014, the growth rate of millet mobile phone sales was 2,296%, 160% and 226% respectively, the growth slowed markedly. And another data show, the Millet 2014 smartphone shipments 61.12 million mobile phones, an increase of 227%, revenue 74.3 billion yuan, the year-on-year growth of 123%. In other words, millet mobile phone revenue growth is significantly lower than the increase in shipments. Millet at the expense of increasing the Red Rice series sales accounted for the cost of mobile phone users full expansion to seize the domestic smartphone industry's last dividend market. And Millet 2015 smartphone target shipments 100 million units, and 2014 compared to the growth of 64%, so with the core series of processors in the Red Meter series is expected to become China's 4G mobile phone market "harvester" to help Lei to complete millet 20% of the domestic market share target.

Millet Strips Products: objective to promote millet brand and Word-of-mouth

Millet unexpectedly released a price of 49 yuan millet strips and price of 99 yuan millet weight scales, respectively by the Millet Investment company Green Rice technology and technology production, the latter is also the production of Millet hand ring company.

In the LEI nearly two hours of lectures, used about one hours to introduce the millet strips and millet weight scale design ideas and manufacturing process, even at the dismantling of dozens of market on the sale of the brand strips, through the internal line and solder point to prove the ultimate millet strips technology.

Lei's enthusiasm for millet strips and millet scales is significantly higher than the simultaneous release of millet mobile phones and television products, after both belong to millet five core product layout (smart phone, smart TV, box, flat, router), while millet strips is not a smart hardware, and mobile phone category is not related to the degree. So where is Lei's heart?

The answer lies in lei eager to change the value of millet before, light design and work of the thinking formula, this is either from the Millet 4 "a piece of steel plate art trip", or millet note the emphasis on design and technology publicity strategy can see the imprint. But for more users, dozens of yuan low price but full of "b lattice" of millet products, can Cuikulaxiu-like to capture more than 50% of domestic market share, and to form a user reputation to enhance the overall image of the Millet brand. This strategy from the price of 79 yuan millet bracelet, and 49 yuan millet batteries have been proved, and millet strips and millet scales is only the first two of the story of the replica.

Bucket short board in Millet core layout: Intelligent TV

Millet also released 55-inch Millet TV 2, price 4999 yuan, using a Samsung 4K resolution screen, RUI Instrument photoelectric backlight module, MStar 6a928 processor, support 4K h.265 up to 60fps decoding, and with a redesigned subwoofer.

Although Lei at the press conference that the content of millet TV was increased by 80% in January this year, and made up a 55-inch, 49-inch, 40-inch TV screen system, the millet TV is not optimistic compared with the category of mobile phones.

From the shipments, according to "one observation" from the industry's authoritative sources of data, 2014 Millet TV shipments between 30.35 million units, and a considerable part of the inventory online under the channel. And Millet's two major competitors Lenovo Intelligent TV in the year shipments of 500,000 units, Lok as 1.3 million units. If from the larger market level, the traditional TV enterprises are still the main industry, such as TCL Group 2014 TV sales over 17.17 million units, of which the sales of intelligent TV 5.645 million units.

From the content aspect, although millet through investment Archie Art, Youku began to get more video content, but the core of high-quality video program music still clearly dominate. Millet worry is that, music through the hardware sales, but also tying 980 yuan/two years of video content service fees, the purpose is to cultivate users in the television content to pay the concept and habits. And the traditional MIUI advantage of millet is not obvious in the extension of TV category.

According to "one observation" understand, le will be in 55-inch Millet TV 2 released two weeks later, will also release the third generation of Super TV, configuration and 55-inch Millet TV 2 exactly the same, but the price will be lower, the goal is to suppress the new millet TV.

Similar to the status of Millet TV, the five core products of millet box and router product sales are not optimistic. Millet co-founder, the head of the eco-chain Liu De recently in the media interview has implicitly said that television and routers did not achieve "the expected success."

In the router products, Millet also began to realize that "smart home may not need a center", Millet later this January released a smart home suite, millet multi-function gateway into the new control center, through the ZigBee protocol and WiFi network, with its human sensors, door and window sensors and wireless switches, Control other smart devices.

Millet is at a critical juncture.

Compared to millet five core hardware products, millet in the ecological chain layout more obvious and rapid.

Millet through investment has more than 30 affiliated capital enterprises into the ecological layout, including the production of mobile power of the purple rice technology, production of intelligent hand ring and weight scale of the Hua-MI technology, production of millet strips green rice technology, production of millet headset blue rice technology, production of millet smart home set of green rice technology, etc. have been well-known in the industry. and millet target in the next 2-3 years layout more than 100 hardware companies, to create a product of the "Millet Empire."

Traditional mobile phone companies are still in the "surgery" competition, more emphasis on product price/performance or a certain application characteristics, and lei more emphasis on the strategic level of millet layout. This is also in recent years in the internet marketing, thousand yuan machine, intelligent ecological layout of the step-by-step ahead, and traditional mobile phone companies can only follow the reasons.

However, with the rapid growth of millet mobile phone, as well as the ecological distribution of the infiltration of many cross-industry areas, Lei's "enemy" is more and more. From the traditional mobile phone industry, has been developed to the current television, home appliances, flat, mobile Internet, and even many domestic intelligent hardware entrepreneurs also regard lei as "public Enemy", which also makes lei feel "sometimes pressure let me out of breath."

For millet, the valuation has more than 45 billion dollars of "start-up companies", China's smartphone market dividend "Typhoon mouth" has been less than two years, overseas expansion risk, and intelligent ecological layout is still a prototype, users accept expectations and industry standards are not clear. 2015 for Lei and millet, seems to be the most critical time node.