Win alone or win more? The game between giant Millet and new ventures

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"Do the game to see Tencent, do hardware to see millet", this joke is about to become popular, because the value of 30 billion dollars of millet as a combination of soft and hard industry giants, and to promote the success of Millet's Super executive force, is to the industry's entrepreneurs to bring difficult to ignore the pressure.

Low-priced millet bracelet and the upcoming smart socket is just the beginning, along with the Millet layout product line ecological chain of the promotion, there will be more entrepreneurs involved in the competition with millet. Entrepreneurs were copied anger and millet for the user experience explanation, is a coin of two sides, a land can not judge, hoping to clarify the facts and to discuss in the shadow of the giant entrepreneurs how to win with the Giants.

A crusade from a circle of friends

Ancient North Technology founder Liu Zongji a cry, in the hardware quiz community in the hard to create a state of concern, Bong founder Gu Dayu, including many entrepreneurs have joined the discussion. "I just want to shout out my experience on behalf of the entrepreneur," he said. "Liu Zongji think, in millet" bullying "entrepreneurs inside, the ancient North technology is still a little vocal ability of the company, more entrepreneurs are" knock teeth belly swallow. "

Liu Zongji to the ancient North technology positioning is a smart home solutions provider, they provide smart home manufacturers with low-level control module, has been with 72 manufacturers to achieve supply cooperation, but let the public understand this company is their introduction of intelligent remote Control Broadlink, Broadlink can be used to remotely control TV sets, air-conditioning and other electrical appliances. This product has appeared in the millet router in the public test bag.

According to Liu Zongji's introduction, early 2013, Millet due to broadlink interest, both sides have to invest for the purpose of contact, but eventually "millet think this thing market may be very small, not fancy." After May 2013, Broadlink to the market, the intelligent hardware concept of acceleration heating. At the end of the year, because millet to do the router, Liu Zongji again be summoned, began to cooperate with millet. Let Liu Zongji feel wronged is, for cooperation to pay a lot of energy, but everything with millet personally end up doing remote control and other products to a halt. In order to be authentic, allow the Turkish monarch to have a dialogue.

Atucun: What is the specific content of your cooperation with millet, what is the value at that time?

Liu Zongji: At that time with the millet cooperation mainly value rice noodle market, we hope to quickly promote our products to more users. Cooperation includes our own products with the millet router depth of the appropriate match, for its routers to provide a quick connection with our products. At the time of the expected, suitable for the completion of the millet in the system to sell our products.

Atucun: When did you find out that cooperation has not been able to continue, the two sides did not sign the contract?

Liu Zongji: Without a contract, you know that a small company cannot always strive for equal terms with a large company. We contacted the sales department, hope as soon as the accessories on the Millet mall, but left push right push did not reply, to this May I found Millet is ready to do their own low-level modules and intelligent infrared remote control.

According to the understanding of the Earth, for millet dissatisfaction, in addition to such as the ancient North technology and Millet have had cooperation intention and break up the company, there is to talk about investment for the purpose of contact with the company, and in the circle, and millet by talking about investment, change the end of the company and a lot of competitors.

Some entrepreneurs think that since Millet has become a giant, they should use their own resources to do more things to change the world, rather than flatten with the opportunity of others behind the taste of the beginner. Liu Zongji of the ancient North Technology said that although the beginning of cooperation has also been worried, but on the one hand millet clearly said not to do these products, millet is mobile phone, TV set-top box and router as the main line, on the other hand he also felt "hardware field, a company can not involve too many product areas, but did not think it is now to do." ”

Second, the ecological chain of millet layout logic

There are a lot of articles discussed, Millet is not a simple sell mobile phone companies, MIUI and in the brand channel strong control, give millet a lot of new opportunities. Now, the millet chooses to use the investment holding to add the card the way lets oneself break through again.

In the 4 conference, Lei introduced the Millet "investment team, layout product line" The development of logic, simply said that millet in the industry to inspect the company, investment team, and then put their products on the brand of millet into the company's product system.

Millet Investment department has said that 3 years to invest 50 companies, spending 1 billion yuan. Millet interior has a class incubator, can integrate supply chain to brand marketing and other aspects of services, help to be invested in the company. But there is no such thing as a free lunch, as Baidu once liked to invest in a way of exchanging shares with traffic. Millet resources supply capacity, making its investment conditions for many companies are slightly harsh.

In addition to valuation issues, "they are likely to demand holding, the specific proportion of each company is not the same", "You do the product also to comply with the overall strategy of millet, with MIUI and other systems to adapt, millet will require each year to provide them with a two to meet their strategic products, with the Millet brand, It feels like becoming an OEM factory "--these become the reason that some teams do not want to be incorporated by millet, and according to the investment logic of millet, in all the category that is worthy of being considered, the team that does not want to be incorporated will become the competitor of Millet.

In the millet and broadlink break up, had to find another have the strength to do similar products company talk about investment, the company to Artu said, millet investment goal is very clear, it will go to a company, no investment conditions, go to find B Company, find a can be it incorporated.

Knewone Ushinre summed up the millet investment logic:

1. The niche market should be of a considerable size;

2. Able to produce synergy with smartphones, and constantly ensure the core status of Millet mobile phone;

3. Can use software, hardware, Internet service integration mode to seize or subvert the market

Rice Department Company:

Hua mi: Millet hand ring

Chuang Rice: Millet and Shanghai Dragon riding joint venture, is about to launch the Millet intelligent socket.

Millet investment team to get new opportunities, but more, think it overbearing practitioners to join the ranks of the spit.

Third, the author's point of view: one side spit groove, side of the attack, both hands to grasp the hard

To millet discontent entrepreneurial team and a lot of, but dare to face strong millet PR shout aloud, need more than courage. In the past 2013 years, Gubei Technology accepted the strategic investment of Beijing-east and 360.

In fact, it is not surprising that domestic industry giants like to imitate and crush (startups). And after the bat in the Internet and the baptism of mobile Internet, software and hardware integration of the entrepreneurs, the shadow of a lot of giants should have some psychological defense ability.

A clay is willing to help the entrepreneurial team cry to earn some attention (if shout also don't let shout, that industry environment is too cruel bar), but on the other hand, have to admit that the entry of millet can quickly improve a category of product standards, optimize market resources. From the Baidu search traffic statistics, it is the millet bracelet makes the hand ring market is more people's attention. A PM to Artu said: "I personally do not like the overbearing millet, but also have to agree with some of their product philosophy, such as control costs, let more people use." ”

Artu think, win and win, is not the new giant millet face crossroads, but the industry each participant game. Artu never feel that more win should be the big charity, in the adult world without looking at the pros and cons of the wrong, how can win by opponents to improve ideological awareness. And in the process of becoming a giant in millet, it is also full of doubts, and no one has ever felt sympathy for it.

For hardware Entrepreneurship This, whether you like it or not, millet is there, minutes and seconds non-stop. Smart entrepreneurs know what else to do but spit.

Liu Zongji stressed he just want to shout out, not afraid of millet competition, Liu Zongji Given the data, up to now Broadlink remote control and sockets and other products shipments more than 200,000, the bottom chip supply orders in 3 million pieces. Another "stand up" entrepreneur Bong hand around Daewoo in the Millet conference, followed by the introduction of a 99 yuan standby for one year of the smart hand ring.

PostScript: The lack of literary talent of the earth do not want to write too long, had to be divided. This topic also has two articles, the second article Atu introduces several special hardware project which does not fear the millet competition. The third article introduces a few very understand the hardware VC organization, if you do not like to be millet incorporation, you can focus on contact them yo. Welcome friends in the hardware and software sector to the Artu bowl. 1134041608@qq.com. Author Micro-letter: Atutalk.