The wandering of millet in the 2015

Abstract: Millet from a sheet of art after the trip, in a few months time, millet in mobile phone products seem to be caught in silence, in the endure the Charm clan, Huawei and other later round of the Diaoda after the wheel, finally in the end of 2014 with Millet on the phone on the new news. Lei

Millet from a sheet of art after the trip, in a few months time, millet in mobile phone products seem to be caught in silence, in the endure the Charm clan, Huawei, such as after a round of Diaoda, finally at the end of 2014 with Millet on the phone on the new news. Lei announced that Millet completed the latest round of 1.1 billion U.S. dollars in financing, the company valued 45 billion U.S. dollars, said: January 2015, Millet will release heavyweight flagship products, back and forth has been supporting millet users and investors.

And online also broke the weight of millet this flagship of the relevant parameters and spy photos. According to information leaked online rumors, millet heavyweight flagship product related hard parameters are as follows: The machine will have all-metal fuselage, sapphire glass-covered 2.5D arc screen, more than 5-inch 2K resolution, will be equipped with Qualcomm's first 64-bit flagship SOC 骁丽 810 processor, 4G super capacity running memory, 1.75μm Ultra Large pixel sensors, as well as NFC and fingerprint recognition.

In this rumored configuration, this is definitely the 2015 heavyweight fever configuration. But a number of media in the above parameters exposure at the same time, but also revealed another message: Millet mobile phone may have to increase the price, want to feel a fever, 1999 estimated is not, 3000 and may be able to let you feel a fever. The rumor shows that Millet's latest heavyweight flagship wants to hit a 3000-dollar high. But for millet, the impact of the 3000 yuan high is a dilemma. Why？

Think of its years of millet leap red hair family history. The user chooses millet, the disposition of the fever and the low price mix constitutes the unprecedented cost-performance ratio is definitely more important than MIUI factor. 1999 and Millet cell phone knot bond, cheap fever seems to have become a synonym for millet. Cheap fever for millet brought countless rings, but behind the halo is millet profit margins very low brutal reality. According to the Reuters news agency, Millet's profit margins were only 1.8% per cent, according to a paper submitted to the Shenzhen Stock Exchange, which did not compare with the 28.7% (2013) and Samsung 18.7% of the company, even with the domestic Huawei, OPPO, Vivo 10% The profit margin of millet is also pitifully low. If millet newest heavyweight flagship product carries the rumor the disposition also to appear with 1999 posture, we are almost certain that the latest products of the millet mobile phone may welcome the scale, but in the Welcome to explode the table at the same time, also foresee millet profit margin will be further diluted, millet mobile phone will have no profit margin, The Millet brand will not produce a high premium corresponding to its influence. Millet needs to bear the pain of extremely low margins again.

There is no profit margin for the main business, the brand no premium, a loss to make a yell, this estimate is not willing to comment. and millet in see Oppo,vivo already in 3000 yuan high foothold, Huawei by virtue of Mate7 has also been successful superior, Lenovo with the new married Motorola on 3000 yuan impact high-end potential also no too much pressure, the charm of 3000 yuan This red line is only one step away, In the entire domestic in 2015 into the 3000-yuan high trend. Still in 1999 of the millet, naturally also want to take this Dongfeng. Boarded 3000 Yuan high. But if Millet want to further in price, then need to worry a lot, need to face many risks.

Relevant data show that in the core of Millet flagship products, Millet mobile phone is the most active is not the latest flagship Millet 3 and Millet 4, but millet 2 and the previous generation of products, and from the LEI from the explosion of Millet 3 10.5 million sales, compared to the Millet 2 series 17.4 million Taiwan is inferior to many , and Lei in the latest product of 4 of the sales of millet to cover up the problem, probably also can foresee 4 of millet sales will not be so satisfactory. The heavyweight flagship is the key to driving the next round of growth in the millet handset, but will take the latest flagship to a high of more than 3000 yuan. So for the millet mobile phone, operating for many years of cost-effective will no longer exist. And the first two generations of products in the price does not increase the premise, the active degree is not high, the sales have not enough stamina, there is no price-performance of the latest millet, whether it will let users continue to pay for the crazy? But is it helping the millet flagship mobile to climb? The answer is very confused.

Even more noticeable is that millet, although by virtue of Internet thinking, price ratio of the top, but millet is not a market oligopoly, the market is not only a player on the market, the wolf ring, Huawei, Cool faction, ZTE and other veteran players to follow up quickly, the charm of the 2014 in full after the moment there is a comprehensive attack; The charm of the family is to see the seven-inch millet, the beating of the dead, with MX4 and pro chop to kill Millet 4, with the charm of Blue card-bit red rice, pull high thousand yuan machine market access. The way to the other body is the millet is now in the experience. If at this time the weight of millet flagship because of new hardware upgrades, and will increase the price to 3000 yuan, which has always been proficient in rapid follow-up, the courage to price the blood of other domestic, is to kill Millet golden opportunity.

Millet hardware configuration in January will have domestic catch up, but if other manufacturers with the same configuration but will price positioning in the 2000 or simply dry dead Lake Price 1999, millet undoubtedly destroyed the Great Wall. Millet's status is estimated to be difficult to stabilize.

Millet is already feeling this kind of pressure on 2014 of mobile phone products, millet 4 in the industrial design, configuration, price and innovation and other factors than the charm of the family and Huawei have no advantage to say, and its charm and the field of the game is to tear the war is reflected in the price of rice noodle loyalty to the important impact. Users to buy products for any manufacturer is the key, and for millet more, in the LEI construction of the Millet ecological chess game, the user's hands of the millet cell phone is the core of millet ecological carrier, leaving the millet mobile phone, millet Miui became source, roots Lei struggling to build an ecological big game will be greatly affected, in the price of the battle, Lei lose.

A few years ago, millet with a fever, low lattice of the composition of the high cost to capture a large number of users, but with the passage of time, millet this high performance ratio compared to other brands does not seem to have the full appeal and competitiveness. and fever, low lattice of the composition of the high cost-effective in the user's heart is deep-rooted, seems to have become a millet mobile phone across the ridge. Now Millet is trapped in the secret of his success. Millet's latest heavyweight flagship wants to hit a 3000-dollar high, which is a dilemma. In, you may lose the whole, and then miss the high-end market, loss of Brand premium, 2015 of millet, it seems not so good.