Millet phone hunger marketing meets the challenge of price/performance

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Newspaper reporter Chenlijong

No storefront, only through the network sales, millet mobile phone sales from 0 to 15 million units in two years. Millet mobile phone 2012 shipments amounted to 7.19 million units, and Millet company chairman Lei recently revealed that the Millet mobile phone 2013 annual output can be doubled to 15 million units of scale.

From the first generation of millet mobile phone began, millet this brand accompanied with the "Internet phone" this feature into the eyes of everyone, in the Chinese mobile phone market to create a wave of panic and mobile phone price war. However, it is worth noting that as consumer demand for smartphones increases, more manufacturers will be involved in this area, as well as Millet's notorious hunger-style marketing, or a sign that millet mobile phone to maintain the first advantage will face greater challenges.

Millet mobile Phone: Capacity will reach 15 million units

Millet company chairman Lei said recently, Millet mobile phone 2013 annual output can double to 15 million units of scale. According to the data released before the official millet, Millet mobile phone 2012 shipments amounted to 7.19 million units, sales (including tax) reached 12.6 billion yuan. Invest in Millet Investment company Qiming Venture partner Donshau (Hans Tung) has revealed: "Millet net profit margin of 10%", which means that millet mobile phone 2012 net profit of more than 1.2 billion yuan, profit margin than ZTE, Huawei, Lenovo and other domestic brands of mobile phone manufacturers.

Smartphones have grown particularly fast in recent years. The Ministry of Industry and Telecommunications Institute of data shows that 2012 377 domestic brands of mobile phone manufacturers to launch a total of 189 million intelligent machine, accounting for the overall smartphone shipments of 73.2%. According to IDC, global smartphone shipments will reach 918.6 million this year, accounting for 50.1% of all mobile phone shipments. In this case, Lei said in an interview, the smartphone market last year was "the first year of blowout", smartphone sales over the traditional mobile phones, such high-speed development will be two or three years.

"Millet mobile phone to step on a very good point in time, it is the rapid development of smart phones, millet began," Lei said. For millet, the most concern is how to do a better mobile phone, good user experience and services, and then start exploring the international market, will continue to use advanced e-business model.

The Internet mobile phone several happy several worries, the millet first sends the superiority to win the market

With the rapid development of the Internet and smartphones, smartphones have long been a high ground for big internet bosses. However, from the past year's operating situation, the Internet mobile phone's Lake Rapid. Some have been out of the city before, and some have found it a difficult place to surprise themselves soon after they enter town.

such as the Grand Nutshell CEO Guo Zhaohui leave, for his left after the grand mobile phone business left the vacuum, did not talk about any future strategy. But this departure and Shanda's secrecy about handset sales is seen by outsiders as one of the signs that Internet companies are retreating from the mobile phone industry. Further back, it is said that Ali group internal to the first and Tianyu Lang Tong cooperation Aliyun mobile phone is also very dissatisfied, even Baidu, Ali such giant crocodile has not become the internet phone darling.

So, people are surprised to find that "standing not down" only millet. "The concept of Internet mobile phone is popular in China, but it is not easy to make products to meet the needs of Chinese users, in the competition dimension of configuration and price convergence, product marketing and after-sales service PK seems to be the only way out." "The millet employee explains so. Millet Technology co-founder, vice President Li Vanchang that millet from the product line to the marketing line to penetrate the consciousness of service users, whether it is proud of the micro-blog marketing or adhere to the weekly upgrade MIUI development version of this, whether it is the company's executives or ordinary employees are so.

In this regard, the Internet laboratory Chairman Xingdong analysis that internet companies do mobile phones, usually the mobile phone as its hosting platform for Internet applications, to impose their will on the user, easy to disengage from user needs. So, does this mean that millet has an accurate grasp of the market pulse? In fact, looking at the history of the mobile phone industry, a certain aspect of the so-called "innovation" often can only drive a company scenery for several years, a little later is already a moss. For example, step high the first to put forward the concept of music mobile phone, Yulong Cool sent the first technology routes have been successful, millet innovation lies in the first to launch a strong network marketing capabilities. That is to say, the first to reclaim the Internet mobile phone market or millet success is the biggest key.

Relationship between marketing strategy and user experience millet future

However, the so-called Chengye defeated Xiao. "Internet" let millet earn enough eyeballs, also let millet tasted "suffering". China quality thousands of miles ago announced the list of product complaints, Millet mobile phone products ranked first in the complaint. The most popular problem is "no shipping". According to the Chinese quality of thousands of miles of data pointed out that in the marketing, there is a sales model called "Hunger and thirst sales", millet used this sales model, intends to reduce production, to regulate supply and demand relations, manufacturing demand "illusion", maintain higher prices and profitability of goods. But the supply of millet is a little too much, so that consumers have to lose patience, scold sound constantly. Previously, Millet CEO Lei also publicly confessed that the millet mobile phone now the reason for hunger marketing has a lot of objective factors, hunger marketing such sales strategy will be a huge change this year.

In addition to marketing methods have been criticized, millet hardware seems to have more problems, it is reported that in China, the quality of thousands of complaints on the platform, has more than 200 users reflect the quality of millet mobile phones, including mobile phone Restart the phenomenon of serious, camera redness, call echo serious problems. In addition to the fever of millet cell phone, high cost performance has been shouting for two years, the first year industry fans crazy, the next year, a lot of calm, the third year, the fourth year? More important is the millet mobile phone model has gradually been ZTE, Huawei, Lenovo and other competitors are familiar with. ZTE, Cool faction and other manufacturers of the United operators launched a 1399 Yuan 5-inch four nuclear mobile phone, Huawei is the power of the channel to order a price of 1888 Yuan Glory four-core mobile phones, cost-effective more than Millet 2.

Industry insiders said that the quality of hardware to a large extent, the impact of consumer decision-making, and this is precisely the weakness of the Internet enterprises, hardware quality is fundamental, if not improve the user experience will not talk about, in the fierce competition in the mobile phone market to occupy a place will only become an armchair.

Fundamentally, internet companies do mobile phones, to have a clear positioning and to the good user experience as a fundamental focus on product quality, even so, in the competitive mobile phone market, leaving the Internet business space is very small, most of the internet companies involved in smartphones will gradually shrink, The few that can be left behind may step towards success, and the next 3 years will be a crucial stage in the development of Internet companies involved in mobile phones.

For the millet mobile phone, if you can find the hardware quality and software services, the best combination of the future may be able to fly, but if the focus on short-term benefits, regardless of consumer rights and user experience, its future can be imagined.