The Charm clan: with millet spell!

On December 23 released a brand new brand charm blue, as well as the brand's first product-the Phantom Blue Note mobile phone, the past quarter, the charm has been listed four products, is 4 times times in previous years. September, the charm of the family in accordance with the practice of releasing the annual New model MX4, but also broke the original price range of 2500 yuan, to 1799 yuan; October, with Aliyun OS cooperation MX4 listing, which is considered by the industry is the symbol of Ali shares; November, the price of 2499 Yuan MX4 Pro listed, Although this price is not unfamiliar to the Charm clan, but this also is its first foray into the so-called high-end market, and to the charm of the blue note,999 yuan sales price is undoubtedly in the label Red Meter note, to know, the latter has brought at least 25 million sales of millet. We also need quantity. In response to questions about no longer insisting on a single product strategy, the vice president of the family said more than once. At least within the family, almost everyone thinks the company is in the right direction. "There are a lot of companies in Japan that can make a product in hundreds of years, small and beautiful, but it's not up to you to do it," said Bai Yongxiang, the Phantom's president. Small is not beautiful, certainly be eliminated, supply chain channel ability weak, popularity decline, volume small, and then not be known. He did not say it, but it is an indisputable fact that the former has been full of people who have been absent from the golden age of smartphones in the 2012 and 2013. The reference is millet, also a fan economy driven by the company, Millet in the past two years to their own valuations have quadrupled. The charm is unwilling to do the penis, we find that the way to follow is not reliable. If you just follow, you are likely to be the life of the second. Linan in this June, a public occasion has so reflected in the face of millet situation. At that time, the first round of the charm of more than 2 billion yuan financing has been in place, has been the mysterious founder Zang also fully accepted that the company should be to meet the needs of large fans, not his own. I still think we have a lot of things to do.　Bai Yongxiang refused to disclose next year's plan, but obviously, on all fronts have a weapon of the Charm clan, will never pass millet. Metamorphosis in fact for a long time, the charm of millet is somewhat despised, at least in Zang there is such. He even blasted Millet CEO lei in the Charm forum that year how he cheated away from him a variety of products and marketing of the new concept, and eventually many also used the millet entrepreneurial process. The result is that the charm of the family and millet walk in completely extreme two directions, in the body, there is little millet mark, even if the latter has proved its success. But the top executives, including Zang, have never stopped studying millet. In February of this year, Zang's video of an internal speech was posted online, and his first public appearances contrasted greatly with the image of the traditional concept. He talked about the charm of the family to introduce investors to do a big job, to increase the capital operation and marketing capacity, which he was extremely rejected. Rumors in the industry have always been that crazyHot want to invest in the LEI, it is zang at the capital level conservative just parted. Huang to marketing also very not Italy, he firmly believe that good products is the best marketing. Actually I always have a question, is millet really our enemy? Linan said, some people said that millet in the early learning a lot of the charm clan things, such as the charm of friends culture, but today we are also learning millet. The Charm family has its own pursuit in the product, we have enough confidence in this respect. In some ways, millet did a good job. Linan from 2013 began to be responsible for the market and marketing, he knew that the business system of millet has been more powerful, he is not the old charm clan, so in dealing with millet this matter, he did not have any baggage, also never self hypnosis. Before the exclusive, with my conflict is not recognized, now in addition to adhere to the concept of product unchanged, found that a lot of business still have to consider the past, the charm of the family have two problems: too sensitive, no target, where is hit. Bai Yongxiang said. So, there is a specialized in the inner charm of millet public relations campaign executive team called Pen-GE technology, this is Linan personally built elite troops, less than a year time, already has more than 40 people. They are responsible not only for creating the voice of the Demon clan on the Internet, but also for disseminating the product thinking and values of the new family. Linan to their requirements is close to millet, this can be said to be the charm of the most important public relations in one of the strategy, at this stage there is no better way, because their sound volume is greater. In MX4 released 1799 Yuan Price, millet organized a round of PR war, Linan less than 10 minutes to mobilize eight people to do the response, which before is unthinkable. His office door has two big display, the real time presents the charm clan in the Internet Shang the various index and the content, he will be very concerned about each time the market behavior is reasonable enough. The employee ownership plan has been made, the financing has come in, and the company's pace has been much faster. Now, although many products, but the marketing response is much faster. Linan is dividing the company's responsibilities, and they are building branches in Shenzhen and Beijing to be closer to the supply chain, the media and the consumer market. Zang did not express any dissatisfaction with all these changes. He or is not in the attention of these, just want to put his mind on the product, as long as do not touch products, yellow will not have much opinion. A departing charm executive has interpreted Zang's changes so that people like him cannot change it completely, and he will need time to find his place in the new race.　　In the crucial period of transition, Zang did not like most CEOs in the office, he had promised a round of media interviews, but eventually did not cross the threshold. With the millet spell! The charm seems to be more in the WTO, and although the company is still very idealistic, it is really trying to find its bottom line, a balance between the ego style and the business rules. To the new brand charm blue, for example, the inner of the internal discussion result is the Chinese smartphone market growth gradually slowed down, growth space in compression, and the first hit is high-end products, the opposite of the thousand-yuan intelligent machine market is still latentForce。 The charm of the Blue positioning thousand-yuan market, mainly to the Beijing-east and the charm of the official website, such as online channels, if according to the original logic of the Charm clan, low configuration is likely to mean an imperfect user experience. But the market has verified the accuracy of this judgment, the day of the time, the charm Blue Note on the online booking total reached 2 million. The same thing happened on MX4, Zang, Bai Yongxiang and Linan struggled for a long time on pricing issues, and they even thought about fixing it to 1699 yuan, which is not allowed by the cost. They just want a bigger market, preferably with millet a level. And this does not lose the user to the charm of the feelings of the family, the charm of the blue inside the company has a slogan called Quality for Young, its promotional films also focus on youth care feelings. In fact, in this product, the charm of the family's resources are not much worse than the flagship model. Therefore, the charm of the people dare to launch a comprehensive challenge to millet, because each price segment has to contend with opponents of the product. But this is not enough, Linan had with Bai Yongxiang carefully studied millet's fatal wound in the end is what. Millet almost together the whole industry chain, in this chain, the ultimate value of the fruit is actually MIUI (Millet UI operating system) above the flow and value-added revenue. But so far, the same industry chain, lei manufacturers, the share of MIUI flow and value-added income of the number of people, I am afraid to close to zero. Linan said. A similar view is shared by an unnamed Apple worker in the Chinese market, and our internal consensus is that Millet is the apple of the silk market, and it is also building a closed ecological chain. Two years ago, the charm family launched the Connect to Meizu program, the desire to open the API interface, so that more hardware vendors to access its platform. In the first half of this year, the charm's own UI system--flyme also fully open, this open can not only open the brush machine, the charm will also be with partners to carry out traffic and value-added income. Around the FlyMe, the Phantom set up a completely new model. Now to sell mobile phones on the internet, first of all to pool traffic. Traffic is imported into an online sales channel like Jingdong, which sells handsets to consumers. Then through a good enough system to continue to serve these users, resulting in value-added revenue and new traffic. And these new traffic, but also can lead back to the electricity business channel to sell more products. Linan This set of ideas for the charm of the flow, channels, mobile phones, systems and value-added income of the closed loop. Their cooperation with Ali is so, Ali responsible for the most front-end traffic and channels, the charm of the family focused on making mobile phone hardware, and the system and value-added income by Ali and the charm to complete together. Frankly speaking, we are not optimistic about the horizontal joint of the brand in the industry. Even if we together with other handset manufacturer, also each shifty. Holding hands on the stage, may be speculating on the other side is not fast price adjustment. Linan advocated within the establishment of the eco-chain department, he is more willing to rely on the flow of FlyMe to attract upstream and downstream partners, especially channel partners, the charm family to pullMore manufacturers to play millet together. But the premise of this business model is to have a large user community. The Phantom of the Family in this year's raid to build 1000 stores, the reason why this is because the charm of the future smartphone will be low Maori direct sales + electric quotient + social channel premium World, only on the online sound volume, the line only to sell, and to impact tens shipments must be wired under the channel. According to Linan revealed that they will also have a large number of gome, Suning and Di Letter Tong cooperation in the store. In short, next year is to be a large number of shipments, so that the charm of the family back to that position. Linan said. Bai Yongxiang has solved the most expensive supply chain problem, and if we target 20 million shipments next year, then the supply chain can be fully supported. His words have passed a signal, the charm of this time to fight with millet.