The red rice is available, the Charm clan Zang shelled millet no bottom line

Time: April 2012

Occasion: micro-Blog Stance

Speech man: Lei, founder of Millet

Words: A few days ago, micro-bo Chuan millet to 899 yuan low, a lot of rice noodles asked me, I would like to answer the following: This is a rumor. Millet focus on high-performance cost-effective high-level mobile phone, seriously really high-end mobile phone to do enough, do not consider the low end of the configuration.

Follow-up: At the end of July 2013, the price of red rice, 799, will be released on August 12

Millet and the Charm clan is two quite some enmity of the company, so when the millet launched 799 red meters, the charm of the Zang on the micro-Bo shelled millet "no bottom line", the reason is probably refers to the lei a year ago. And millet also not to be outdone, Vice President Li Vanchang response to the charm clan "no underwear", we are not lively.

Strictly speaking, Lei did not use "never do in the low-end machine" such a statement, but in April 2012 when a rumor to do a rumor, he can fully argue that "at that time" did not have the idea. After a year, the market has changed.

The biggest change here is that high-end smartphones are slowing growth.

As early as March this year, JPMorgan released a report saying that high-end smartphones will have two hurdles, the first is the market saturation is very high, the second is that users upgrade their mobile phone power shortage, screen and camera resolution has been able to meet the most discerning users. JPMorgan believes that the biggest reason for users to upgrade their phones may be to replace the credit card "short distance communication chip", but this requires the cooperation of businesses and banks, the implication is not the mobile phone manufacturers can lead the way.

By July this year, the results of Apple and Samsung, the leading players in high-end smartphones, showed that the slowing growth forecast was a reality. There are even rumors that Apple is offering a cheap iphone to grab the low-end market. Although Apple has repeatedly said that it will not launch a cheap iphone, but in my opinion, it may be a "big guy and Liar." Because of the saturation of the high-end market, plainly placed there. If you don't rob the low-end market, Apple's ecology, which is the core of the App Store, will be hit hard: A lot of users are not using the iphone, and how can the App Store grow?

Strictly speaking, Millet is not high-end mobile phone, it is currently the most expensive millet 2S 32G version of the official website price is only 2299, the other two are in 1500 up and down, this should be considered as the middle-end mobile phone. However, the development of millet in the past is also quite alarming, last year shipped more than 7 million units, each month shipments in 1.5 million units, the peak of 2 million units. Lei publicly stated that this year's 15 million sets of shipping targets, completed will be very easy.

A large number of shipments is gratifying, but the more shipments, it means that the future of the market smaller. The smartphone market is beginning to mature and it is hard to imagine consumers changing their phones frequently in a year. Millet claims to have reached $9 billion trillion (now that the millet is valued at tens of billions of dollars, written on August 3)--combined with Lei's frequent release of its sales figures, which is widely seen as a fund-raising campaign. New investors will certainly demand continued high growth, and this 1500-2000 between the market, Millet has done quite well, where will the future growth space?

The high-end market is obviously the world of Samsung and Apple, and the reality is very high saturation, Millet's own routines are not likely to cut more than 3-4000 yuan market, it is never to do high-end mobile phone owners. Then there's only the low-end market left. So, 799 yuan of red rice appeared. This is the fate of millet in the past three years from 0 to 9 billion after the same rapid development of the next three years.

In the low-end mobile phone market, there are a large number of so-called Shanzhai machines, but also China's four major mobile phone manufacturers "China cool" forces. Millet has the advantage of two points: 1, more good at the Internet-style marketing, 2, with Brand advantage. The combination of the two is in fact the general manufacturers do not have.

Among Chinese technology companies, a force has started by "soft", such as various Internet providers, including bat three. These companies are known to have "Internet genes", but one of their weaknesses is that although there are many users of their services, brand appeal is not strong. One of the most obvious features of the image is that it is hard to push the Internet service providers to make hardware. Because their previous services are free to clear the door, the user entry threshold is not high. But to the user to take out silver to enjoy the product, the user will weigh. Ali, NetEase, Baidu, 360 all claimed to do mobile phones, basically belong to the kind of wool. Another force is relying on "hard" to start, the aforementioned Chinese cool joint is, longer than equipment manufacturing, but not too have "internet gene", marketing methods are basically a more traditional category, there is no so-called "rice noodles" culture.

In front of millet, the most heavyweight competitor remains Samsung and Apple. The former is low, medium and high both do, and its own strong supply capacity, millet supply chain in the past is not strong, so had to use the "hunger marketing" of the argument, now has a certain upgrade, but compared with Samsung, or fall on the leeward. Apple has hundreds of thousands of of Apple's eco-apps and brand support, and it's hard to deal with a cheap iphone. The red Meter is out of the window, and there are factors that drive the market before the cheap iphone.

Millet Another trouble is the lack of patent reserves, its patents are not 100, and basically around the design rather than the core elements. Of course, in the Chinese market, with home advantage, Samsung Apple's patent stick can not be temporarily waved to its head. But if millet mind the world, this is a very difficult obstacle. HTC is a cautionary tale. Fortunately, this is still a something.

Note: Now say this something, because in today, Millet announced Androga tube left to join the millet, the road commented that millet to internationalization and so on. My view is that Millet is unlikely to sell its mobile phones abroad at once, because it would be a great disadvantage in a patent war overseas, and don't forget how HTC was so miserable with Apple. Millet This behavior, I would like to interpret as it needs and Google and its Android camp to maintain a certain good communication pipeline, after all, Google has bought Motorola has done defensive patent reserves. As for the executive and Brin have any emotional contradictions, gossip, but also to see that Android is actually a Larry-led project, when Android was Google's acquisition is also page on its favor results. (http://www.huxiu.com/article/19749/1.html)