The opponents and dilemma of millet intelligent Ecological Road

Millet on January 15 released a new flagship mobile phone millet note, the price of 2299 yuan, and equipped with the Gaotong Dragon 810 processor High version of the price of 3299 yuan, this is the Millet mobile phone release more than three years, the first price breakthrough 2000 yuan, and directly stood on the 3000 yuan price.

Why does millet enter the intelligent ecological platform?

"Millet finally give up cost-effective route, no longer fever", a mobile phone industry boss to "one observation" message evaluation said. Lei apparently disagreed and used a design and workmanship breakthrough to challenge the pricing of millet note.

In "one observation", millet in the traditional 2000 yuan and 600-800 yuan stalls are facing Huawei, cool faction, the charm family and other domestic competitors, "Red Sea" type of encirclement and suppression. In the past 2014, the Millet mobile phone shipped 61.12 million units to complete 60 million shipments, but not up to 80 million target; MIUI user 85 million, also did not complete the target of 100 million; millet 2014 revenue growth is significantly lower than the mobile phone shipments growth, indicating that millet single sales price is lower. At the same time, the domestic mobile phone market after nearly four years of explosive growth tends to saturation. According to the latest data from the Ministry of Information, 2014 domestic mobile phone shipments 452 million, down 21.9%, smartphone shipments 389 million, down 8.2%.

"From the next three years time, the domestic smartphone market has turned into a mature machine market, the annual shipments will be stable at 4-4 500 million of the scale." In the fierce market competition, 20% to become the market share of each manufacturer Red line-even Samsung in the peak period did not reach this figure. A vice president of handset manufacturers, who is in charge of the domestic market for nearly 10 years, said "one observation". This means that millet in the domestic market annual shipments of "red line" will be around 80 million units, high-speed growth period has come to an end. So, how to keep the enterprise fast growth, as well as in the capital market to the strong "suck gold" status?

In the January 15 Millet new product conference, Lei gave the answer: "Millet's goal is to enable users to mobile phone-centric, connect all the smart devices." This is LEI for the first time to make a clear description of the intelligent ecology of millet, "connecting all" concept has become a micro-letter, Millet future development of the new goal, and the latter "hardware + software" of the ecological chain construction speed, obviously faster than the micro-letter directly.

How to do millet intelligent ecology?

Lei that the traditional smart device has three major pain points: the mobile phone connection is complex, each device needs app, cloud service investment big. So millet has targeted three steps to take the strategy:

The first step is to develop a universal intelligent module to transform the traditional equipment into a network-connected intelligent device. The second step is to develop a universal control center. The use of a unified control center to solve the user to connect different devices need to install a different app problem. The third step, in order to solve the problem of large investment in cloud services, Millet relies on Jinshan software, is a system to build cloud service platform, small Mi Yun will be positioned in the application of cloud service level, for the millet ecological users to provide cloud storage extension services.

Content consumption is also a very important part of millet intelligent ecology. Through a series of layout of film and television content industry, Millet is trying to provide more comprehensive content services for home users. Millet the latest introduction of the Millet box Mini version, the cancellation of the relevant extension interface. Users are more dependent on the Internet video platform, router NAS storage and peripheral smart device push when consuming content.

In other words, the millet will be around the hardware + software + Services, unified Intelligent Eco-platform standards, interfaces, storage and control center, this is lei in the realization of mobile phone category will millet index to tens of billions of dollars scale, the goal of creating a commercial ecology to hundreds of billions of dollars company ambition to March.

The competitors of Millet intelligent ecology

Over the past decade, the concept of smart home has been in a tepid state, and formed a major "faction":

1, System-level enterprises. Google announced a 3.2 billion-dollar takeover of Nest in early 2014, and launched a comprehensive smart home strategy. Google Nest Laboratory and arm cooperation of the "Thread Group" open Alliance is expected to start June 2015 certification products. Ip-based Secure network protocol and ubiquitous Android, Google is looking for a connection from smartphones to smart homes. Apple would prefer to rely on Apple TV to use Siri to control the family's support for HomeKit devices. But the former is difficult to land in the Chinese market for policy reasons, and the latter is slow to integrate smart devices.

2, home appliance manufacturers. At 2015 CES, with LG, Samsung as the representative of international enterprises, TCL, Haier representative of the Chinese enterprises have shown to highlight the smart home appliances as the core concept of smart homes. However, due to the long replacement period of household electrical appliances, consumer purchase of household appliances brand more miscellaneous, the standard is not uniform and other reasons, the home appliance enterprise-led intelligent family concept success rate is not high.

3. Internet Enterprises. Internet manufacturers rely on their own ecosystem to attract all kinds of intelligent hardware manufacturers to join their own ecological chain. BAT has set up a smart hardware open platform, 360 also with the cool set up a joint venture. From the experience of giants who have entered the smartphone, internet companies are not good at hardware. However, from the point of view of platform operation, the influence of Internet enterprises on the intelligent ecology of millet is not negligible.

4. Communication Enterprises. In the current communications equipment enterprises, Huawei tried earlier, and in 2014 with Skyworth cool Open the first smart TV, announced the launch of Intelligent ecological platform. But compared with the mobile phone business, the smart home obviously and Huawei's main industry deviate farther. Huawei's CFO Meng late boat in the recent interview with the "one observation" also made it clear that "the most important experience of Huawei's past success is to focus on, smart home investment to see the development of the terminal business needs."

5, Chip enterprises. The "AllSeen Alliance", led by Qualcomm, has already had more than 70 business members since it started earlier. Open Interconnect Consortium, launched by companies such as Intel, MediaTek and Boton, has attracted international business support, including Samsung, Dell and Acer OIC. From the bottom of the industrial chain, the maturity of intelligent family industry and standard establishment, the probability of success will be relatively high. At present, the intelligent hardware products of millet and its ecological chain also rely heavily on the scheme of chip manufacturers. Although Millet previously invested in the core technology into the chip industry, but the core of the products are mainly concentrated in the field of low-end communications chip, for a long time, can not change millet in the Intelligent ecological field of chip dependence on other international manufacturers of the status quo.

Opportunity and risk of intelligent ecology of millet

Compared with the above five types of enterprises, millet is the hardware + Software + Service system integration, at present only Millet has to achieve the concept of the conditions: Millet MIUI activation of the user has reached 85 million, with the Millet 2015 shipments continue to increase the forecast, millet domestic user holdings will be more than 100 million.

And Lei also in its intelligent ecological concept, millet is currently the traditional home appliances customized intelligent module cost has been reduced to 22 yuan, hope that within a year to 15 yuan, 2 years to 10 yuan. Why Millet and the United States on the issue of cooperation, Lei also clearly expressed the hope that the United States every year nearly 300 million units of home appliance products, the future can become a support for millet connected smart devices. Together with millet mobile phone and millet investment 100 hardware enterprises, become lei through millet "connect everything" ambitions and goals.

Traditional Internet applications can only occupy a user app use habit entrance, and if let millet through mobile phone + router integrated user family life, then all internet giants, mobile phone companies, home appliances Enterprises will rely on Lei master User Portal, this is the power of intelligent ecology. Not only that, millet through the ubiquitous user large data integration, can be targeted to optimize the current mobile Internet applications and intelligent hardware, coupled with low-cost sales and the power of the platform to reverse the strong, this is free from the millet intelligent ecosystem outside the enterprise will also form a serious survival challenge.

However, with the rapid growth of millet ecosystem, millet in the product level of the chance of error is also rapidly increasing. How to control the rational growth of millet ecosystem, at the same time will be "pig-like teammate" error impact control within a certain range, will become millet 2015 in the intelligent Ecological construction of the first Test.

Lei in the media interview also said: "Mobile phone upstream and downstream ecological chain investment must have failed to have success." A start-up company's failure rate is 90%, but after Millet investment, the start-up company's success rate will be greatly improved-the company can use the millet company's brand and channels. However, "if there will be several millet investment companies closed, of course, I do not want to have a closed, we will say that the millet mode of bankruptcy, we say lei." ”

In the conference scene, Lei stressed that millet intelligent ecology is "not exclusive, open, not in line", and said that the future with the millet ecological chain expansion, will be open for all partners. But Lei still haven't forgotten to ridicule with him to wager 1 billion yuan of Gree Group chairman Mingzhu: "Dong elder sister all said a lot of extreme words", "millet ecology partner includes start-up Enterprise, certainly also can include Gree." ”

Will Lei eventually win the bet?