Sneak in the woods like a ghost, gently push through the branches

"Stalking the forest like a phantom, gently pull through the branches in the way, trying not to let the footsteps of a little voice, even breathing must be cautious: he must be careful, because there are everywhere in the forest with him as a sneak hunter, if he found another life, can do only one thing: the shooting to destroy. ”

This is a piece of science fiction "three-body" paragraph, but also is the hottest technology company of Millet some kind of portrayal.

Lei has recommended that senior executives must see "three bodies" to help develop strategies. Millet in a way, began to face the "three body" of a "dark forest law". The dark Forest law has an important concept is the chain of suspicion: The universe is a dark forests, every civilization is a hunter with guns. A civilization cannot judge whether another civilization is a good or bad civilization. A civilization cannot judge whether another civilization will launch an attack on this civilization.

In the real world, the emergence of a new model, the most inevitable trigger suspicion chain.

Millet now face, is a chain of suspicion. From the Internet thinking, the fan economy, to the recent topic of cattle, cattle and even millet all suspicion chain most eye-catching, especially the yellow cattle tens of millions of legend is the rhythm of the headlines. Recently, the Millet + ox became a hot word. Several people have asked me about the millet cattle problem: Ox is millet mode of the door?

This is my eye in the millet pattern suspicion chain:

1, the line of millet online channels in the end of the station?

Millet model of the Ox topic, basically two big questions: first, like the traditional mobile phone, millet is not on the line, but by the line below the channel, and even intentionally divided the goods to the line under the Ox, so that users cannot rob. Second, Millet has a lot of line under the big Ox.

Ox topic, is also I saw the Millet co-founder Li Vanchang every time will chat topic, recently, he specializes in the second quarter of the Express data: Two quarter of millet issued a total of 10.31 million single, invoice quantity (including accessories) 13.7 million, online sales more than 10 billion yuan. Only Shun Fung in the two quarter issued a total of 6.14 million single, for Millet to provide express service three main courier service providers, Shun Fung, such as Wind Tatsu, EMS Express single proportion of CMCNA.

The problem behind the line of cattle is actually a flow problem. Many traditional mobile phones will be introduced into the Yellow Cattle channel (is a large line of the channel), mainly to solve the flow problem. Li Vanchang also said: Millet no need to sell their products through the Ox channel.

In fact, Millet is not 100% online sales, is 70% online sales. From the point of view of flow, Millet has three core channels:

The first channel is Millet network, accounting for the overall sales of 70%. The second quarter, the Millet mobile phone shipments of about 16 million units, including online channels to ship 11.19 million, accounting for 70%, sales of more than 10 billion yuan.

The second channel is the carrier channel, through a number of national agency channels to unify. In the second quarter, the Millet mobile phone through this channel shipments of about 4.8 million units, accounting for about 30%. But this channel, millet is not tube, terminal not only sell contract machine, but also bare metal. This part of the channel may be a key to triggering speculation.

The third channel is the Cat channel, this amount is not too large, a few billion a year.

I prefer to see from the business model of the yellow cattle suspicion chain, really rely on the big yellow Cattle channel, the millet by selling software, selling services business model, there is a great risk.

The ecological chain of millet, the ox is a real existence of the group, but I think the outside world of millet cattle exaggerated the topic.

In order to deal with the ox phenomenon, millet in fact has done two large product-level adjustment, but because "rob Millet" such a booking mode too popular, many people do not know, recently several people asked me to red Rice note F code, I said: Millet online has been open to buy AH.

These two product-level adjustments: One is open to purchase before the increase in pre-sale mode, similar to Apple's approach, the first delivery of the whole, a few days to deliver. This basic is the real user. The second is that millet new products open after buying 3 months, the demand is the most pressure, there are climbing pressure. After 4 months basically can do open purchase.

2, what is the core of millet selling hardware mode?

Millet mode has an iron triangle: hardware, Internet, service.

What is the core of millet selling hardware mode?

The traditional handset sells the hardware the core mode is "the channel promotes", even, in the past domestic handset's core competitive power either is "binds the operator", either is "constructs the Channel Alliance".

The channel holds the flow. Therefore, in many traditional mobile phone manufacturers, channels, retailers and so on, they believe most is "channel promotion", many people do not believe that millet this "cut off the channel" mode.

In the United States, retail is the king. In China, the channel is king. In China, there is no big retail company. The last time he talked to Anta's chairman, Dingzhizhong, he asked a question: Did China have any opportunities for big retailers like Wal-Mart? I say there are, not traditional channels, but internet companies.

Millet sell hardware mode of the core, is online retail, millet do online retail core is the "Explosive product pull" mode.

Millet This "blasting product pull" mode is also a new play, there are three key words, simple:

A, cost-effective. On the hardware, cheap, free are lack of sustained attraction, high cost performance is the core of attracting traffic.

B, just one. Millet to do explosive products, an important principle is only to do a product, focus the company all the strength of a product to do a good job, the market to become the first.

C, Word-of-mouth rather than channels. Rely on the ox, rely on the channel can explode once, if continue to do explosive product, must let the user have Word-of-mouth, not rely on channel.

Recently saw the transformation of every customer aging, that is, a comprehensive study of Millet's explosive strategy, launched a van 80 free ironing shirts, sold 129 yuan, each loss of more than 10 pieces. But the recent maintenance of 10,000 sales per day, it is possible to reach 300 to 5 million pieces.

This kind of explosive strategy, basically is the ox must stare the product. We have a student, once is the biggest channel of Tianyu, he thinks the Chinese user interest chain is too complex is the biggest soil of cattle survival. I think someone is commenting on it: "For users, they rob a mobile phone." For the channel business, they rob the job. Which drive is bigger? ”

3, the Ox is the largest selling hardware model of millet door?

Ask a basic question, can you build a 10 billion dollar company by the ox strategy?

Definitely not.

At present, the traditional hardware is the largest cover door is the channel, and millet selling hardware model of the largest door is not a channel, millet selling hardware model of the largest door is the ability to continue to produce explosive products.

Millet This Internet selling hardware mode of another door is quality, hardware products unlike software products, quality is a continuous and brutal test.

Good blasting, good quality, this is the millet suspicion chain to traditional hardware manufacturers, Internet hardware manufacturers the greatest value, but also the biggest opportunity.