The charm is going through one of the biggest changes in corporate history.

The charm is experiencing the biggest change in the company's history.

In the capacity is still insufficient, the charm of the 2014-year dual 11 mobile phone sales increased by 15 times times year-on-year, creating the day of the cat mobile phone category third, the single shop score Nineth sales record. But the charm family is not satisfied, "if the capacity to give more than tens of thousands of units, the charm of the family this year will certainly be able to glory, but this is not important," the vice president of the charm of the "one observation" said.

Linan 2012 was invited to join the Zang, former NEC online ERP engineer, Monstar-lab Japan Mobile social Network application and game product Manager, which also make it familiar with the new media marketing. In the early 2014, after the unrest, Linan began to walk to the front desk, responsible for the company's market and brand.

In the inner eye of the family, born in 1978 Linan "Work is crazy, talk to Happy place to dance", outside see Linan is more like a "Internet it man." In November this year, China Unicom in Chengdu, "Unicom dual 4G leading plan industrial chain high-end summit", more than 20 mobile phone manufacturers executives have come to power, Linan wearing jeans wide T-shirt hanging in a suit "uncle" between the hand-pocket "cock silk" taste full.

In Chengdu, "one observation" about Linan tea in Zhuhai, Linan gladly promised. However, due to the "flow control" at Beijing airport, the Friday afternoon chat was postponed to eight o'clock in the evening. "Just after the meeting, just to eat together," Linan in the phone that head said. So in the charm company opposite the street restaurant, "one observation" and Linan began nearly three hours of dialogue, on the charm family financing, IPO, product and marketing planning has been interpreted.

On financing and listing

2011 to release the first mobile phone of millet, 2014 mobile phone shipments are expected to be more than 60 million units, the value of 40 billion U.S. dollars. And founded in 2003, more "Maverick" of the charm of the family compared to appear slow development. The feud over Zang and Lei has been extended to two corporate marketing strategies and fans.

Facing "enemy" big, Zang announced in February this year "return" the company's day-to-day management, and said the charm will introduce external capital, employee options, change products and marketing strategies and so on. In June, the group announced that the first round of more than 2 billion yuan financing in place, and launched an internal equity incentive plan, said 5 years a year convertible 20%.

On this round of financing sources, the industry has a lot of speculation such as Gree, Alibaba. And with Alibaba in October this year together launched MX4 version of the YunOS, the news of Alibaba shares is again hyped. But neither Alibaba nor the Phantom of the Family has made a clear statement on the news.

In the face of "one observation", Linan revealed: "The first round of the charm of the family is indeed in place, but the first round is not the previous biography of Alibaba, nor gree, not other internet giants, but from a pure capital investment side." "The current cooperation with Alibaba is still at the product level".

On the issue of external concern, Linan said: "I can speak is the company ESOP" (Employee stock ownership plans, that is, the internal Equity Incentive plan) for five years, and the time dragged too long for employees do not have much meaning.

Linan this words behind the meaning, the Charm clan will be listed as soon as possible within five years. If contrast lei this year on several occasions declared "millet will not IPO in five years", means the charm clan will rush to complete the capital listing before millet. This is the first time so far the charm of the company to go on the market.

About Valuations

Millet new round of valuation 40 billion dollars. According to the Wall Street Journal reported, Millet 2013 net profit growth of 84%, reached 3.46 billion yuan (about 566 million U.S. dollars), far more than 2012 years of RMB 1.88 billion yuan. 2014 is expected to increase by 75% to 6.055 billion yuan (about 988 million U.S. dollars). Revenue, millet 2013 year-on-year growth of more than one times, reached 27 billion yuan, 2014 is expected to exceed 80 billion yuan. In other words, if the above data, the number of millet earnings is about 40 times times, and Tencent's current P/E (37.65 times times) similar.

How much would the enchantment be valued if it were calculated on the basis of the millet price-earnings ratio? The charm's shipments, revenues and profits have been discussed by the industry in recent years, but there is no official accurate figure. For "one observation" of the step-by-step cross-examine, Linan revealed that: The Phantom of 2013 shipments of about 2 million units, revenue 5 billion yuan, 2014 estimated shipments in 4.005 billion units, the revenue target of more than 7 billion yuan. This is also the first time the Phantom of the Family revealed the number of specific shipments.

If according to this figure, then according to Millet profitability (12.8%), the charm of 2013 profit of about 640 million yuan (about 100 million U.S. dollars), 2014 profit of about 896 million yuan (about 146 million U.S. dollars). In other words, if the value of millet according to the calculation, the Phantom valuation of about 35.8 billion yuan (about 6 billion U.S. dollars).

About thousand Yuan machine and 3000 yuan mobile phone

The charm family to lead the Millet IPO, the current most need is to expand shipments and revenue, while ensuring brand growth and platform ecology.

As a company for many years in the "Kerosene" (the charm fans) niche market, mobile phone companies, if the charm of rapid increase in shipments, how to ensure that more users to accept the Phantom family mobile phone? How to ensure revenue and profit growth year-on-year?

Linan to "one observation" said, the most need to solve the charm of the problem is the capacity problem, with the latest MX 4 mobile phone As an example, 72 hours after the release of more than 4 million bookings, and eventually more than 10 million units, a single product booking volume has exceeded the charm of 2014 annual production capacity of twice times. But even if double 11, the charm family in the day cat sales stock also only 60,000 units, had to use the line under the channel "feed" online. This also caused the charm family in the early days of the cat double 11 sales rushed to the top of mobile phone category, MX4 by the user "seconds kill" and soon after the situation of millet. "If the capacity to give more than tens of thousands of units, the charm of this year's sales will certainly be able to glory, but this is not important," the vice president of the charm of "one observation," said, "the most important thing is to first meet the ordered ' kerosene ' demand."

For the next product planning, according to Zang's previous commitment, the charm of two products will be released this year, a November 19 will be released the MX 4 Pro, according to the media revealed that the 2K screen and sapphire fingerprint unlock program, the price of more than 2000 yuan. 21 is the legend of the carrying YunOS of the thousand-yuan machine.

Linan to "one observation" revealed, in addition to MX 4 Pro, the charm family is indeed planning more than 3000 yuan products and thousand-yuan machine products.

At present, the most "tangled" problem has two: 1, whether to launch a brand for the thousand-yuan machine, 2, whether enough to meet the needs of the users of the Magic clan thousand machine. Linan think, the current domestic market so-called thousand yuan machine is not fine, the charm family to do than red rice, glory experience better thousand Yuan machine, so the family is very cautious to launch this series of products, is expected to release time in early 2015.

What kind of company will the enchantment eventually become?

Mention the Charm clan, the industry often will take it with millet contrast. Linan is believed that the Charm clan is actually with the millet completely different company:

1, Millet is a first solution to marketing, and then back to improve the products of the company, and the charm is the first to do a good product, then to solve the marketing problems of the company.

2, "the founder of the Zang real craftsman spirit, this is not the same as the charm of millet."

3, the charm in the channel is from the traditional open channels to expand, the future of the plan is the electricity and public channel sales accounted for 3:7, this with the United States, the current sales accounted for more than almost, the target of the National Line 1000 brand certification shop, 3000-5000 cooperation counters. And millet is experiencing the process of shifting from line to line.

Linan thinks, in the long run, the handset electricity quotient share will grow rapidly, but 30% is a bottleneck (currently less than 20%), and the price war will be more and more fierce. The change is that the user online parity behavior will become more and more common, the traditional channel profit is squeezed inevitable. The solution of the charm family is, through the establishment of the Internet Business-to-business platform, directly distributed to the store or even pop, no provincial contractors and city contractors, reduce the link and channel costs, as far as possible to the end of the profit to the sales outlets tilt, which is also the most beneficial to users of the purchase.

For the future, Linan believes that the charm will eventually become a mobile phone industry in the global competition to survive, to maintain the charm of the product tradition and characteristics, taking into account the mobile phone shipments and brands, maintain high user retention of the mobile phone business.

2014, after the inner structure adjustment, Zang is mainly responsible for the company strategy, president and chief Engineer Bai Yongxiang is responsible for day-to-day operation of the company, vice President Linan is mainly responsible for the company's market and brand. For the Charm clan, how to solve the supply chain and factory supply, thus forming a scale effect to build an intelligent hardware platform, and to persuade the capital to create new valuations, will be the current and future of the Phantom Management to solve the real problem. Can the new "troika" of the enchantment succeed?