The afternoon of January 15, China National Convention Center in Beijing "2015 XiaoMi's flagship event" scene, when gigantic "fever" four red words displayed on the screen behind the Lei when, under the "noodles" were, as always, screaming. Christmastime is that another group of dispassionate onlooker was obviously feeling the slogan of endearingly--today's Lei and his millet has cooled down.
Unless the "1999 flagship machine"
At the event ahead, some analysts said Remy's new flagship model will bid farewell to "1999" the traditional price, sure enough, common xiaomi Note version sells for 2299, while high with millet Note 3299 trillion yuan. Regardless of the Lei on stage preaching how NB millet industrial design capability, how much CPU processing power lead, millet Note HiFi sound and a 5.7-inch high color gamut screen how much color, this price tag seems above all is no longer convincing.
Back in 2011, when Lei released the first generation of XiaoMi's flagship on the stage costs 1999 Yuan, shook the industry as a whole.
He Shi domestic phone market are rendering polarization of situation,
to Shenzhen for Center of cottage manufacturers were in thousand Yuan
document fighting are launches, and Apple Samsung of price is mostly in
3K document high, Lei also is looks associate has this timing, carrying
flagship configuration and pro people price killed into to this in the
end market among, again with so-called of "hunger (QI) hungry (Huo)
marketing" techniques, time invincible, introduction countless
grassroots user scramble to worship, in achievements millet "a BR" of
while, Lei also was seal "Reebs" The title of honor.
Subsequent XiaoMi 2,XiaoMi 3 and XiaoMi 4 continue pricing strategy by 1999, which even became a domestic mobile phone manufacturers a red line, and millet was under the line have burgeoned. 61.12 million units in 2014, total phone sales, total sales of 74.3 billion yuan, but this conversion, average selling price for each phone is 1215, XiaoMi's main market is still on the low end consumer groups. In that case, why Lei to alter routines, ventured to cross the price to the 2K and 3K files?
Want to make money Reebs
Prices of 1999 had been "rice" as "unbeatable low prices", while Lei millet at 2 o'clock was the publication claiming the cost as high as 2350, the millet do cell phones really do lose money trading? The answer of course is no.
Author
this for Reebs skilled of "Futures phone" play not do repeat, just in
netting has tens of millions of faithful fans zhihou, regardless of is
which home company of CEO, will considered how using this huge of user
group for himself brings more of profit, so we see millet except
launched different price of phone zhiwai, also busy busy prate, to
launched has TV, and set-top box, and flat, and router, and carry-on
Wi-Fi, and hand ring, and carry-on power, and air purification device
and latest of head wearing type headphones etc, That certainly would have positively the layout reasons, but in my opinion, millet wanted to maximize the profit potential of developing user group. Then, in the wake of this fixed it all, Lei and her eyes looking to the master-flagship machine-millet millet.
Adhering to the low prices of millet in profitability has been under enormous pressure. Millet stake in home appliance giant last year when the United States, the latter's announcement shows, rice science and technology revenue of $ 26.583 billion yuan in 2013, with an operating profit of 486 million Yuan, a net profit of 347 million dollars, with a net profit margin of only 1.3%, which is substantially lower than the Wall Street Journal's estimated revenues of $ 13%, but also lower than Apple's profit margin of up to 20%. In addition, the millet in a new round of financing at the end of last year to $ 46 billion in valuation raised $ 1.1 billion, although its "world's most overvalued tech start-ups", but the corresponding profit pressure is also increasing. Despite Reebs wants to take all the other fans, "fever", but the reality is always cruel, ultimately someone this "fever tour" to pay, and that human nature is "rice noodle".
Meanwhile,
Lenovo, and Huawei, and ZTE, and charm family, traditional phone
manufacturers and Vivo, and Oppo, and a plus, and big Coke, Comer on in
the low-end market of encircle, let millet has no enough of capital
continues to again carry with 1999 of big flag play fever feelings, so
was 5 age of millet this Shi select has active fever, since "top" of
hardware configuration cannot less, so only through improve price to
reality a put, while also passing upgrade has himself of attitude,
entered to in the high-end phone market among, So do both things, so why not?
Return to conventional mobile phone manufacturers Queuing
Lei bluntly said in the release of millet's strategic objectives are "to mobile phones as the Center, connecting all smart devices", and in recent years has been built around this layout the entire industry chain, Lei hope millet 5-10 years to become the "largest mobile phone manufacturers in global smartphone market share". Needless to say, this is a very ambitious goal, but also a difficult to rely on "fever" spirit can achieve the target, so no matter how millet had a fever before, now is an expert when it comes to have to bring down a fever.
Now millet, the target audience is no longer the likes to run Flash "fans", but more focus on the consumer mobile experience, they are guaranteed maximum support to achieve that goal, Remy, one has to face the demands of these users can be really big in the future. Meanwhile, millet in order to ensure sustained rise in the valuation, also need to come up with substantive measures to boost investor confidence, in addition to creating a full range of intelligent eco-systems, but also further enhance the brand image of millet, which is relying on "1999 strategy" can not be achieved, so the price increase is the only way of millet.
Once
of millet is domestic 2K document phone market in the of a branch alone
show, but with Huawei, and ZTE, and charm family, manufacturers of
participation, this subdivision market of competition has extra fierce,
and the millet launched 3299 Yuan of to go with version Note is means
with millet select jumped out of that has gradually saturated of in the
low-end market, and began attempts to looking for new of growth, this
actually is millet return General phone manufacturers queue of
beginning, and this also means with millet will and a votes competition
opponents in all price interval started grips, In 2015, the battle of the mobile phone market in China will be even more exciting.
As in the "fever" of millet, through the "run" of 2 generations, "slim" 3 and "art" 4 generations, "fever" back on the 5th generation Note, Remy, this is somewhat "leilang" taste, but perhaps millet's last-ditch move. So, now that you've ripped out 1999 coat, why not graciously showing profits and return of intent? Faded "fevers", doing one more real millet?
