The success of millet phone accidental

Although there are some problems recently in millet phones, domestic mobile phones have also shown "disdain" to millet phones on the surface. In fact, domestic mobile phones have been using millet phones for reference in recent years for their own internet-based applications. But the millet phone's road really able to copy it? Is it necessary to copy? How should the domestic mobile phone's Internet go?

The success of millet phone accidental

Undoubtedly, millet mobile phone is successful, at least from 2010 to 2013 set off the millet whirlwind for three years in a row, especially for the traditional mobile phone industry has brought a great impact. At first, these mobile phone makers started to understand, resent and question, and then began to study the spirits of millet as the Internet. They thought Xiaomi was right. For example, they should do their own electricity business, they should engage in fan economy and so on.

However, the success of millet is really a coincidence, is the weather, geography, people and have the product. First of all, from the perspective of Tianshi, millet handsets were born in the high-end mobile phones Apple and Samsung in the context, users need objectively cost-effective products; secondly on the ground, millet is not from the telecommunications industry, but born out of purebred Internet industry, from the thinking mode more from a different perspective on how to do mobile phones.

More importantly, the success of the millet mobile phone from the Lei Jun this man Lei Jun in the Internet industry steeped in industry contacts and the appeal of users, almost no second person can do this is the most successful millet phone People and factors.

Into 2014, millet mobile phone's success is also changing, not only the nature of the futures model was revealed, and more problems have been revealed. For example, millet cell phone quality problems are frequently reported, the supply chain can not keep up is also considered an important reason for the delay in the release of millet 3S. After all, for a technology product such as a cellphone, which can be hit by personal or brand appeal, it still needs to be reverted to the most traditional and central core of products and channels in order to survive.

Self-built electricity supplier's misunderstanding

Recently, domestic mobile phone has a trend that is doing their own electricity, may be inspired by millet. Xiaomi now packs itself into the third e-commerce provider besides Taobao and Jingdong. It is said that this is an important secret of the success of millet phone.

A shark believes that domestic brands are entering a self-built e-commerce errors. E-commerce is indeed the trend of mobile channel changes, because the elimination of intermediate links, can well reduce the cost of circulation of products, e-commerce channels are springing up speed. Both B2C e-commerce such as Jingdong, or platform e-commerce such as Lynx are betting strength in the mobile phone market, and achieved good development.

Placed in front of domestic mobile phone manufacturers have two ways to build or build. Most domestic mobile phones choose to step on two boats, both efforts to develop their own online store, but also actively and Jingdong, Lynx and other third-party e-commerce channels.

However, from the current situation, the vast majority of self-built e-commerce is not successful, the main reason is the user habits. Users to buy mobile phones, has formed a Jingdong and other integrated e-commerce platform habits, these platforms because there is the most complete product, the largest user comments, user-friendly choice, contrast manufacturers own online store, not only the product style less, and because Fewer users can not form a community atmosphere, can not lead to more interaction. These factors have led to the manufacturers self-built electricity supplier generally tepid.

E-commerce appears to be a simple online sellers, in fact, requires a very professional comprehensive ability, how to choose products, how to carry out category operations, how to carry out inventory management, how to carry out supply chain management, etc. These are very professional thing. Even though local tycoons like Tencent were eventually forced to give up their e-commerce businesses, they can see that e-commerce companies are not rich and determined to make ends meet. Domestic mobile phone online shopping are generally very junior level, fully and Jingdong and other mature electricity supplier is not a grade.

Where is the shortcut to surpass millet?

In fact, the so-called success of millet in e-commerce is only the surface, the real need for domestic mobile phone is the way of thinking of the Internet. As a shark concluded before, is the "iteration, users, products," the six words, and whether to do their own electricity business is only a superficial phenomenon, not the real core millet. Domestic mobile phone manufacturers do not lose the watermelon to pick sesame seeds.

In fact, in recent years, it has been surpassing its competition with millet. Apart from its deep knowledge of supply chain management, technology research and development, and quality control, it has also demonstrated its cooperation with e-commerce channels such as Jingdong Advice For example, Nubia has become a national leader in mobile phones from the obscure brand, using Jingdong's JDPhone program to become famous. And Huawei glory 3C also through the cooperation with Jingdong, become the most hot smartphone in thousands of mobile phones.

Compared to self-built e-commerce, and Jingdong such integrated e-commerce platform, is a domestic mobile phone brands make up a shortcut to the spirit of the Internet. This is because the integrated e-commerce platform has massive user behavior data that can directly assist mobile phone manufacturers in product development and marketing. Moreover, the integrated e-commerce platform, because of its development experience in the Internet field, does not lose to the so-called Internet thinking and can complement each other's strengths.

Mobile phones such high-tech products, we must walk on two legs, we must have excellent technical capabilities, a strong quality control mechanisms and supply chain management capabilities of these "traditional" things, but also "iteration, users, products," such The "Internet" spirit, the "cement" of domestic mobile phone manufacturers, and the "mouse" of the integrated e-commerce platform can really achieve the most complete capabilities.

Seemingly correct to do their own electricity supplier, in fact, is not a good choice, through the integrated e-commerce platform to complement the shortcomings of the Internet is the shortcut of choice. Rely on the strength of the industrial chain, rather than alone, in order to surpass millet, and even challenge Apple, Samsung.