What impact will red M 2 have on the thousand-dollar mobile phone market?

Recently, Millet officially released the second generation of red rice mobile phones, priced 699 yuan. Compared with the previous generation, Red Meter 2 is cheaper (red m 1S price 799 yuan), the appearance of the classic Millet mobile phone 2/2s close, while with the charm of the Phantom Blue Note Learning (attack) Apple iphone 5C design style similar, millet is also the main young fashion color card, but the upgrade of hardware configuration is not obvious. As for the disadvantage, is that the memory is still 1GB, Flash is still 8GB, processor performance of red M 2 while turning to the use of Qualcomm's SOC series, but low-end configuration still does not have more redundant performance, fluency may be problematic. However, these problems will not change the red rice mobile phone in the low-end Android market leading position.

In the 2013, with the development of hardware technology, the experience gap between the low and high distribution machines is narrowing. Millet timely introduction of Low-cost Red Rice series, sales soared. This, perhaps only millet can do. Why? Because millet on the one hand is to do mobile phones, but on the other hand, millet is also using the Internet services business logic and means, through user growth and rapid income growth to balance the rise in the cost of digestion.

In other words, millet sells mobile phones, in addition to social channels and other mobile phone manufacturers (the different pricing strategy), millet and so will be the mobile phone as a service carrier to sell: first of all, to let the price low enough to penetrate the user's psychological bottom line, so that users pay, but also think it is to pick up the cheap, This time the user mentality is very close to using the free Internet service. From this point of view, the millet hardware can be seen as free, millet in the hardware to obtain profits from the marginal cost reduction brought about by the rise in gross margin.

This model is best suited to a relatively high but absolutely low-cost red-meter mobile phone. Today, red rice has accounted for more than half of the sales of Millet mobile phone, for Millet 2014 three quarter to become China's domestic sales first made a major contribution.

But while sales are expanding, the red-meter phone also exposes the embarrassment of positioning. Because in addition to the low price, the fat in the market is female users and middle-aged male users. The middle-aged male user pursues the grade, the request work, the Millet handset localization relatively barely meets the requirement. While female users like fashion, require design. These two parts of the user's hardware configuration and software experience are not too many concepts, and Qualcomm's low-end SOC hardware performance and MIUI comprehensive software experience enough to meet this group, coupled with Low-cost "high price" awareness, red rice only need to do positioning differentiation.

So, the choice of Red Rice 2, is aimed at female users to do the appearance of attraction, and then the pursuit of low matching millet mobile phone higher gross profit margin, the author predicts that the second generation of red meter note will likely target young male users in the design, performance and workmanship to make a certain degree of balance, But the main body is still a general group with large screen demand.

So, the question is, if the red rice mobile phone 1 generations redefined the thousand-yuan machine market, I believe that this view is not many people opposed. But now, the thousand-yuan machine market is already a red sea, millet so-called "red rice 2 redefine thousand cell phone" difficult to get recognition. Because the Red Meter 2 is only for a certain user group preferences to do a certain degree of bias subdivision, but from the vast number of low-end machine users of the core needs, the Red Meter 2 product positioning is no longer the mainstream of the thousand-yuan machine products, and the future of the main product will be the magic Blue Note and will be released red meter note 2 Such product positioning, because the user for low-end machine is showing a price of 2000 yuan with the middle end machine similar to even more diverse needs.

For example, from the above Red Meter 2 and the Phantom Blue Note two products, we can clearly detect the smartphone brand is in the low-end line to start a new battle: This is no longer pure price war and configuration war, but the design, specifically, the color war ... And at the same time screen warfare, almost all of the low-end flagship products of domestic handset manufacturers (sorry, we can only say this) are unified thinking, the full implementation of the iphone 6 Plus 5.5-inch screen positioning, this screen size may become future mobile phone users in the application and visual experience standard. In addition, in the configuration of low-end machine products will be more rational, rather than pure price, that is, performance and experience just good, and not will be enough.

In short, Android Market in the future not only presents the high-end market collapse led to high-end product prices to the high-end market range, and about 2000 yuan in the middle end of the market into the middle end of the mainstream products, at the same time, the low-end of the thousand-yuan machine market is also gradually abandoned 700 yuan price of low distribution products, And in the upward promotion of the main low-end note series of products, thousand or so low-end machine and about 2000 yuan in the gap between the end machine will be further narrowed, the future of Android smartphone high school low-end products market positioning will face a new shuffle.

And for the volume of the user's business model can be set up, the red Rice 2 is doomed will not be a decision of millet next year trend of products, but the Red Meter Note 2 product market response to Millet is crucial, its decisive even higher than the millet mobile phone 5 release.