Red rice will be pulled into the low end of millet market, fever has been the beginning of the Fever!

A few days ago Lei out Millet 2014 report card: SOLD 61.12 million mobile phones, growth 227%, tax-included income of 74.3 billion yuan, growth of 135%. 61.12 million of mobile phone sales are also more than Lei previously expected 60 million units. Lei said that Millet has successfully climbed the Chinese market, the market share rose to the first. Then he was blown up by the Big Bear: 1, the value of 45 billion U.S. dollars, said Millet became the world's highest value unlisted companies. The concept of a swap, while comparing the unlisted Huawei sales of 2014 years is 46 billion U.S. dollars, is four times times the millet. 2, for 61.12 million mobile phone sales and revenue growth included tax 74.3 billion, behind the tax deduction is revealed that the growth rate is not high. 3, for sell-in and sell-out millet mobile phones, the Big bear "well-meaning speculation" a large number of mobile phones or in the channel. After reading these numbers bell this goods further identified millet from the original dream gradually drift away, fever no longer, "focus on the ultimate Word-of-mouth fast" also needs another interpretation.

Red rice will be pulled into the low end of millet market, fever has been the beginning of the Fever!

Just the past 2014 years double 11, Millet once again won the cat sales champion, sales of 1.16 million mobile phones, sales of 1.56 billion yuan. But the millet official to such a result is not surprised if crazy, the reason is very simple double 11 of the sales occupy the absolute main force is not millet 4, nor millet 3, but the low-end of red rice. Millet 4 press conference on the official announcement of Red rice sales of 18 million units, another thousand Yuan machine red meter Note sales 3.56 million units, far more than Millet 3, Millet 2 series. This happens to be a sign, high configuration + 1999 Yuan price "Fever" machine Millet began to the low-end from the king of cost-effective, fever machine no longer "fever", and even become a synonym for low prices! Once millet is labeled low-end cheap label, millet marketing the biggest axe---fan marketing will halberd, the user no longer with millet pride, after the fever left behind is full of real cock Silk, this group of people price sensitive, no loyalty to the brand, like gossip more willing to spit, not willing to pay for services, knowledge structure social background complex, Millet "hardware + software + Internet Services" of the triathlon further into a pile of embarrassing situation: the hardware does not make money, software does not charge, Internet services do not buy! No wonder for a long time did not hear Lei shouted "for a fever and health", advocating the sense of participation in the Alli also ran the United States, the triathlon also changed to smart home, "focus on the ultimate Word-of-mouth fast" Internet thinking is also to be explained.

Some people say that the growth of enterprises is divided into three types: muscular growth, fat growth and tumor growth, muscle growth can be enhanced positioning, fat-type growth is weakening positioning, tumor-type growth undermines positioning. Apparently the red-meter mobile phone is fat-type growth, although the increase in the amount of millet, but weakened the brand image, the user positioning has become low, brand competitiveness has been weakened. If you continue to kill on TV, tablet, smart home appliances and so on, it becomes tumor-type growth, millet TV, millet flat sales and feedback can probably see some clues.

The feudal hegemony millet into 10 faces ambush

If the original millet adhere to the price of 1999 of the market may continue to fever, but this WTF, the traditional mobile phone giant has awakened, the Internet mobile phone brand began to fight, the market waiting for the millet is no longer four years ago the beautiful scenery, just is the princes of the supremacy of each other or even fire and fire

Domestic manufacturers have already aimed at low-end machine market, Huawei Glory as the brand independent operation of Huawei Brands, has long been a concern of the thousand models, December 13 Glory 3x Release also use the booking method, listed on the red-meter rivals. ZTE and Lenovo rely on the tactics of aircraft and sea, thousand yuan mobile phone, no lack of star products, ZTE launched the main camera function of the Nubian brand directly poses a threat to millet, and the recent Lenovo also launched the "Le Meng" internet phone, le Meng K3 directly to the price of 599 to let millet face cost test, red rice advantage all without. As the last jag of the "China Cool Alliance": Cool faction also not idle, independent son brand big God directly to pull 8 nuclear mobile phone to 599 of the price, and recently and 360 good, the first Internet mobile phone plan ("special Machine") failed Qihoo 360 company, the Hao Caesar 400 million dollars, Launched 1599 of the Great God X7 and millet 4 launched a positive confrontation, and not long ago has been deep into the 2499 price of the charm family also dropped a blockbuster: the introduction of 999 yuan of the Phantom Blue mobile phone target Red Meter series. In addition to Hisense, Dora, TCL, Konka, such as mobile phone manufacturers of food, a plus, green orange, pepper, coke and other Internet mobile phone, the rise of the low-end market has been bloody, the Red Sea, and said that the music, such as the Blue Devils in 2015 into the mobile phone industry to join the melee, its competition further intensified, Left Millet red rice time and space presumably more narrow.

Low-end road is not good, millet to high-end sprint may not be easy, the Phantom of the Family mobile phone has been occupied 2499 of the price, The Phantom of the 4pro to become the Phantom of 14 sniper Millet, another nuclear weapon, broke the millet cell phone for the fever of the slogan, and the previous 1799 of the charm of the MX4 will directly millet 4 into the mire, Oppo and Vivo, have also successfully advanced to more than 3000 yuan in the mobile phone market, Huawei with mate 7 to kill into more than 3000 yuan market. Millet 50% for Millet can reverse attack of straws.

Product quality and patent problems become the soft rib of millet entering the international market

The domestic market is brutal, the foreign millet faces the competition equally cannot be underestimated, in the Indian market, Huawei already occupies the opportunity. Tcl's Alcatel is also a hack, voice, days, fortune boat, such as domestic mobile phone shipments in foreign markets is also famous.

Although aggression is a fierce enemy, internal is a stubborn, formidable enemy is terrible, but Millet's patent is millet internationalization road can continue to move on the real determinants, in the recent Indian patent event, Millet's patent accumulation into a development resistance. Compared with Huawei's patent number of 71903, and ZTE's 55728 patents, Millet's patent number is only 1141, if the calculation to pay the patent tax, millet I am afraid of worry.

And another fatal factor is the quality of millet products, since the millet began to introduce millet TV, hand ring, route, etc., ready to replicate 100 millet, millet began to focus on product change to focus on the acquisition of expansion, the quality of millet products began to surface almost concentrated outbreak, interested friends can be from micro-Bo, Baidu on the turn, crash, Restart, black screen, call echo of the seven major problems by users frequent complaints. Screen yellow, fuselage fever, camera pan-red and so become a general problem of millet mobile phone, bell this goods around a few friends have been spit groove hand millet 3 battery is slag, with millet and eat the same day, three-charge. And the key is unstable, wiring messy is also the evidence of rough work. Once the word of mouth began to become a curse, the Acme becomes the flattering, quickly becomes pandering, what the fire does, this does not "the intelligent home" becomes the rebels new battlefield, sees this, the bell this goods can only hehe, does not have the next second to come out a new thing, the millet certainly continues to stand in preaches the tuyere ...

Fever back, by occluded in the patent soft power loss, product quality problems of millet can only hit a gun, dry up the traditional enterprises rely on the scale of the market to occupy the "activities", if continue to rampant, ten sides after the ambush I am afraid only embattled!