The past 2015, millet has been unprecedented controversy, said to go down the altar of millet is not too much, the cell phone market wind mouth turn, millet seems to have been abandoned by the market, Huawei, OPPO, vivo become the market favorite. Some people even say that millet will die, just in 2016!
Will millet still be able to win the future, 2016 millet still have a chance?
One, the past millet is good enough, late rookie wall urgently need to break through
Millet is a great company, it is not clear, it takes time to give the answer, at least as of now is good enough. As a company founded just over 5 years ago, Xiaomi is now a top-tier brand in China, once valued at $45 billion, and has been at the center of the mobile market stage for the past 3 years or so, with the Xiaomi model once the market's favorite, and its followers flocking to it.
After a phase of rapid growth, Xiaomi slowed down in 2015 compared to its former self, as NBA rookies have rookie walls, only Xiaomi's rookie wall came a little later. Although IDC, IHS, SA data that in 2015 millet is still the first domestic market, but even Lei Jun also feel not OK for millet in 2015, in fact, this is normal, the entire cell phone industry stepped into slow growth, millet can be stronger than the general trend but can not be too detached from the general trend from the development of the small rice itself is also reasonable, no company can rely on a model that has been to maintain rapid The company's growth has been high, but it's not a big deal.
2016 is a key year for millet, in the potential energy and public opinion whether to turn the key period, is to continue to adjust or can reverse the trend, optimistic that the bottom rebound, pessimistic that the momentum has gone, belonging to the millet era has passed. Millet still have tricks, can still usher in the second spring?
Two, from the release of millet 5, see millet barrel "short board" and "long board" change
"Barrel theory" and "long board" change
"Barrel theory" and "long board" change. Corresponding to the Internet era is the "longboard theory": now the company as long as you have a long enough long board, as well as a "complete barrel" awareness of the managers, can be laid out around the long board, through cooperation to make up for their own short board. When the bucket is tilted, it will be found that the most water still depends on the longest board (core competence).
For the two theories, the author believes that can not say which theory is more correct, but can not be absolutized, need to be analyzed according to specific industries and enterprises, for example, Pepsi and Huawei, both modes are obviously completely different, but are market winners. Longboard theory, a flavor of industrial division of labor cooperation, manufacturers are difficult to obtain exclusive or monopoly type advantage. But if the barrel theory is ignored, it will be difficult for a company to achieve a sustained improvement in its overall strength.
Recently, millet 5 released much attention, the market hopes to find the answer from the millet 5, millet cell phone long board, short board trend changes can also be seen in the tube.
Black technology failed to make up for the short, pulling the seedling to attract controversy
In the release of millet 5, millet put forward "explore black technology, born for fever" new slogan, increase the black technology, I believe that this is the competition with Huawei PK short board targeted complementary to Huawei as a reference, "black technology", "black technology", "black technology", "black technology", "black technology", "black technology", "black technology", "black technology" and "black technology". "Black technology" is millet "barrel theory" in the short board, but in hindsight, "black technology" said a huge controversy.
At this stage, Xiaomi wants to establish itself as a black tech company, and it's difficult for consumers to recognize its sudden outbreak of more than 10 "black tech", with Samsung and Huawei clearly ahead of it in terms of consumer perception. Whether it is the first application / eat crabs or the second independent research and development, millet 5 more than ten black technology color is slightly insufficient.
In hindsight, perhaps millet 5 do not have to go reluctantly put together more than ten black technology, but focus on 1-2 points, controversy is much smaller. Xiaomi exploring black technology is the right way, but to have strategic patience, it is difficult to produce a relative competitive advantage at this stage, and pulling up strong publicity, overstating the case, the market effect is counterproductive.
Marketing innovation stagnation, the long board advantage of the risk of weakening
There is a dangerous tendency is that in millet 5, we did not see millet in the marketing of new innovations, seems to have a sense of stagnation, millet, this long board began to weaken:
The lack of new labels: millet 5 released, what users can remember, "hard and fast, light. 820, black technology", 820, black technology", more means missing, more than ten black technology is a vague impression, "fast" is indeed a marketing point, but unfortunately by vivo card position, and millet 5 is not targeted to enlarge.
Before and after the release of the Snapdragon 820 PPT debut, sales debut of the fight, production climbing, spot sale of doubt, "reservation qualification" and many other events to the consumer feeling on the negative side.
Is it path dependence? Excessive marketing? Or consumers have become tired of the once brilliant model, deserves attention.
Three, millet in 2016, the need to adapt to the new normal, and more importantly, to make millet 2.0
Millet's fortunate, is to eat enough carrier dividends and e-commerce dividend stage, driving and leading the entire cell phone industry's Internet-based process, rapid growth to the extent that it hides some of the shortcomings; and these shortcomings, in the dividend faded gradually surfaced. Smartphone market dividends fade, the market is changing, the user is changing, the effect of the original marketing model is fading, millet needs new adaptation. If the previous deification of millet is not desirable, now that millet will die without a future is also arbitrary.
Don't care about shipments is certainly false, no KPI is false, not only shipments, not only KPI is the right solution. The general trend, millet slow down is normal, but must maintain growth, otherwise it will produce a butterfly effect vicious circle in the supply chain, users, market level.
2016 millet, the important thing is how to do well under the new normal, can be tentatively considered millet 2.0, the overall need is to stabilize growth under the premise of the strong long board so that the long board longer, make up for the short board breeding new opportunities, scraping the bones to remove the path of dependence, steady growth in the domestic market, the overseas market has a breakthrough. (Note: millet return to Qualcomm chip camp, overseas expansion to clear the patent obstacles, this article focuses more on the domestic market, the overseas market need to be discussed case by case, not to elaborate.)
1, do not have to be ashamed to talk about cost-effective, low-end guilt-free, do strong low-end
"Cost-effective" seems to be a word that has been destroyed, so manufacturers are ashamed to talk about cost-effective, low-end machine, are shouting to do high-end. In my opinion, in today's cell phone market, super cost-effective is still the most direct, simple, brutal approach to make consumers scream, the low-end market demand is determined to remain promising.
Mid-high-end is a piece of meat who do not want ah, the problem is that more monsters and less meat, brand dependence is high, that share of new entrants to drink soup are difficult to shout, shouting can not themselves also believe. Tend to be in the high-end market is soon the Red Sea, there is a deterministic demand for low-end market is the root of the manufacturer's economies of scale, not to mention the good job is not no screw meat.
The demand for replacement of users below 499 in the scale of more than 500 million is huge, and it is impossible for users at this price level to consume 2000+ cell phones, and the market demand below 799 is certain. The question is only, how to do a good job of low-end products, improve the experience of low-end products?
In the future, the quality of low-end products to improve the experience still rely on TOP manufacturers, brand and model concentration will still rise, which is the opportunity of TOP manufacturers. Relying on the scale advantage, in the low-end machine will be the introduction of the mature technology of high-end products to upgrade the experience, to provide the quality and experience of the low-end products, with millet's current volume, momentum brought about by the bargaining power of the supply chain, can be done, but also must continue.
399-799 ￥ product whether to continue to give power to lead the market, is millet survival and development of the foundation.
2, millet 5 is not enough to usher in a high-end breakthrough, but can tamp the 2000 + market
From the launch of the PK Friends, millet 5 cost-effective or outstanding, especially in the many Snapdragon 820 models, if you put aside those "black technology" black color not to talk about the product point of view millet 5 is still worthy of recognition; in the pricing, the price of millet 5 is still worthy of recognition; in the pricing, the price of millet 5 is still worthy of recognition; in the pricing of millet 5 is still worthy of recognition. 5 is still worthy of affirmation; in pricing, millet 5 pricing from 1999 to start, the main attack 2000 + price segment, I think it is wise, but also the optimal choice, do not have to reluctantly and blindly attack 3000 +.
From the point of view of brand positioning and crowd, 699 to 2000 + price (accounting for half of the market) is the backbone of the market, should be the center of gravity of the millet ecological operation, but also in line with the Lei Jun interview, some users are not millet's target users.
From the point of view of market development, 1500-2500 price point accounted for 15% of the market space of 1999 + products, it is worth plowing deep. And 3000-4000 share of 3% or less, 2016 iPhone5ES is also likely to be difficult to activate this price range of large-scale rise, for Apple, Samsung, Huawei outside the other manufacturers there is no big strategic opportunity.
3, the Internet application content field vigorously develop, enhance the value of cell phones, focus on how to play cards VR
Hardware homogenization in the field of cell phones innovation tends to slow down is the *** knowledge, software and service experience is the key, millet should not forget their own Internet genes. Internet + mode of ecological operation, was once the label of millet, but the millet system products are basically in the consumption of millet brand, it is difficult to feed the cell phone terminal, the only exception is the content.
Hardware free, rely on software and services to make money this dream is always there. More and more cell phone manufacturers have noticed this, not only rely on selling hardware to make money, but also can carry out platform operation. In this field, domestic cell phone manufacturers, millet is the leader, need to continue to strengthen.
According to Reuters, Xiaomi's 2015 Internet service revenue of 3.71 billion yuan, up 150 percent from 2014, mainly from games and mobile payment application revenues, of which 2.6 billion yuan of mobile game revenues, more than double the 2014 growth. Many people only noticed Xiaomi's failure to meet the expected plan of $1 billion, and $45 billion valuation pressure, while ignoring the growth of this business area.
In the millet 5 conference, millet mutual entertainment's "I want to seal the sky" game plays a heavy role, it is reported to be by millet mutual entertainment, have love interaction, the sky horse time and space, refers to the tour of the square inch four companies jointly produced, millet mutual entertainment as the publisher, at the same time control the quality of the game; have love interaction for the game developer; the sky horse space and space to provide technical support; refers to the tour of the square inch for the copyright party.
It can be seen that the game is pivotal for millet in 2016, and has laid out the game industry chain. Software and services to feed the hardware, millet can do more and farther, but also in line with its user depth management of the Internet operation concept.
Millet to let everyone enjoy the fun of science and technology, you need to continue to bring the latest technology experience to the rice fans, then VR is the current must layout things (has been prepared for the layout is not known).
VR is the most exciting field at the moment, Apple, Facebook, google, Samsung, HTC has been the first, domestic manufacturers in the LeTV has released its strategy, millet will be launched in 2016 whether the VR strategy, is to continue to continue the previous millet eco-products operating mode or self-research and as a strategic level products, worth looking forward to. As soon as possible to launch VR products, and can realize the segmentation of the market to lead (or hardware or content or experience), millet brand will benefit a lot.
Currently, VR hardware equipment is certainly important, but for those who want to popularize the consumer market, still need to rely on high-quality content, into the field of VR, millet is bound to "hardware + content" and move. Goldman Sachs released a report in January that in the VR and AR cover 9 major application areas, video games, live events and video entertainment in 3 major areas will be driven entirely by consumers, accounting for 60% of the overall VR / AR revenue expectations, which should be millet is worth focusing on the field of strength.
4, play the card of self-developed chip, although the initial sentiment and marketing is greater than the experience, but it is still worth investing
2016, millet can play another card is millet chip, and is in line with the national sentiment of a card. Rumor has it that Xiaomi is working on a chip in Shanghai and will commercialize it in the second half of the year with the Redmi series.
Overall, I believe that the self-developed chip has the value of the game, market value and product value, but it takes a long time cycle, and the value of the degree of decline, the market-leading enterprises need to choose the opportunity to choose the time, but also depends on their own core competitiveness of the judgment. For terminal manufacturers to develop their own chips, more can refer to the titanium media article "domestic cell phone manufacturers to wake up, do not do "self-developed chip" daydream".
For the first generation of self-developed chip commercial, for millet, may be sentiment and marketing is greater than the value of the product, marketing or the use of low-profile non-aggressive sentiment-based marketing may be more effective. Development perspective to see self-developed chip in addition to fill the customer's sentiment, ultimately to be implemented to the originality of the product experience or higher cost-effective, if the two can not get one of them, prefer not to come out first.
From the development trend, cell phone key devices to the chip layer integration may be a new trend, may enhance the experience or produce a new experience, can focus on.Anyway, self-developed chip can be incorporated into the millet own black technology.
5, the road of offline channels, need to be careful, not easy to take the old road of others, to explore their own road is more important
Almost have the pursuit of domestic TOP manufacturers have announced in 2016 to go to open up the offline physical channels, from the logical stand: online high-speed development period will meet the ceiling, tend to preferential consumption of mid-range and high-end expansion of the manufacturers based on the key to the county-level market and other new market More dependent on offline channels. To some extent, it is more OPPO, vivo mode of money-making effect stimulated everyone, just like the same year a brain to learn millet layout online channels. However, the tide comes and goes, how similar to the Nair, catch up, to beat it?
Millet expansion of offline channels is a must, although it is said that omni-channel operation will be a mandatory course for all manufacturers, but there are still strong and weak points, even if it is to go offline, I hope that millet can not go OPPO, vivo's old way, can go out of it?
OPPO, vivo's offline is the result of long-term cultivation, not overnight success, millet may not have the brothers have time
OPPO, vivo offline model has been worrying at first glance, including the scale, operation and control, etc., in 2016 is also facing a breakthrough or ceiling effect
Traditional offline channel model and millet rely on the survival of the online model is very different, there is the possibility of left and right wrestling with each other, do not do well is to lose a wife and a soldier.
From the advantage of the genetic competition dimension, I believe that millet should go online mainly offline as a supplement to the road of omni-channel construction.
1) online to millet mall as the core
Millet mall should be one of the terminal manufacturers operating the best online mall, for millet, self-owned e-commerce should become the core of the channel system inside, adhere to rather than weakening, and continue to carry forward their own online strengths of the field, in terms of big data mining, logistics, etc. out of the online 2.0 version of the O2O new road, so that competitors follow! It is the king of competition.
2) offline millet home as the core, Suning and other large chain cooperation as a supplement
millet home from after-sales service superimposed on the sales function is inevitable (already in the process), the future focus should be a steady expansion, strengthen the advantages of the millet in the self-employed (benchmarking OPPO, vivo and other manufacturers of retail store personnel training and quality differences, we can know that the human factor of the (the importance of the human factor).
In the future, you can continue to upgrade the millet life hall, to the millet system ecological products a landing place, but also differentiated from other cell phone manufacturers. For the cooperation of large chains, the focus is on the control of the control (including products and prices), should not be too aggressive, and even consider selective abandonment of some of the non-core population coverage of the channel.
Four, more principal, less noise, millet's future can still look forward to
Millet has always been in the center of gravity of the controversy vortex, from the subversion of the marketers, followed to be questioned, but also enjoy the dividends brought by the Internet-style new media. However, the millet in 2016 compared to the previous, more can not afford is "XX door", including the product "quality door", more including may be suspected of exaggerating the "marketing door", more In the stage where internet marketing has been overdrawn, success or failure is all a matter of chance. Despite the controversy of black technology, but still need to do quietly, make the market recognized black technology.
In the case that the established model has lost its magic, what millet needs to do is to remove the impetuous clamor, meditate and accumulate, more principal, not forgetting the original intention, and insist on serving those who appreciate themselves. Whether it is black technology or branding, the ultimate need is to reap what you sow, water to water.
2016, millet is not dead, do not have to be too pessimistic, millet 2.0 can still hold expectations!