Text / Tencent Digital Su Yang
If the number is the rule of victory, Meizu is undoubtedly the most embarrassing mobile phone company to play this year.
According to unofficial statistics, in the past 11 months, Meizu has launched a total of 14 mobile phones to the market. There are rumors that two more models will be released in December and a record of 16 mobile phone products will be listed in one year. Nobody can break it in a short time. Now.
As each conference will invite stars to warm up, Meizu's conference is also known as the "concert." Some people say that Meizu has become a "performance brokerage company" this year.
Meizu is so full of horsepower to speed up the run, the internal staff of anonymity to give the statement is "using a fast-paced conference to advertise." What is the official caliber? What is the past Meizu now? A large number of listed Meizu phones sell it?
And millet, Huawei grab the limelight
In early 2009, Meizu launched the first mobile phone, the Meizu M8. It was this phone that laid the status of Meizu in the domestic mobile phone industry. However, in that era, there was no concept of an Internet mobile phone. Huang Zhang and Meizu had only wanted to do it at the time. Fan economy."
However, the Meizu played a big early morning in the mobile phone market, but rushed to a late set, the major Internet mobile phone brands have appeared one after another in the following years, the traditional mobile phone manufacturers have also transformed, wait until the Meizu recovered, the market was basically harvested Almost the same.
According to data released by IDC, as of the second quarter of 2016, Huawei, OPPO, and vivo ranked 3rd, 4th, and 4th, respectively, with 32.1 million units, 22.6 million units, and 16.4 million units in the top five global handset shipments. Five, while ranked third in the fourth quarter of 2015 with 16.9 million units shipped, were not included in the last two quarters.
Although Meizu has grown rapidly in the past two years, it has not yet appeared on this list.
This is one of the reasons Meizu's crazy release of new products, as Li Mei, senior vice president of Meizu also explained, "If you want to compete with the domestic first-line brands such as Huawei millet, Meizu need such sound and momentum", which echoes the front "use "The conference will advertise".
A Meizu internal employee disclosed to Tencent that “The reason why Meizu is crazy about the development of the cloth is because in the marketing philosophy of Meizu, a 5 million conference can allow more than 100 media to help Meizu. "Weekly time" is obviously more cost-effective than advertising, and this is also the Meizu, which is still not profitable. It is the simplest and most direct way to "cheat."
What may not let Meizu think is that the “enemy†Xiaomi they conceived was not imagined to have been lethal in the past two quarters. Instead, it has not been noticed by the OPPO and vivo.
Indeed, Meizu needs sound volume and momentum, but the market is changing rapidly. Now the Meizu has a new object of “striving for the limelightâ€.
Brush data for Ali "daddy"
The news of Alibaba’s strategic investment in Meizu has been published for nearly two years. In return, Meizu has come up with a brand-new sub-brand “charm blue†and Flyme based on YunOS.
After the foreplay of YunOS ground floor MX4 was released, in December 2014, the Charm Blue brand unveiled. After more than a month, the first product of the series, the Charm Blue, debuted on the stage, followed closely by the strategic investment of Ali. A coherent movement that can be described as accidental obviously does not make sense.
The official use of a "Quality for Young" to outline the charm blue, if this is for the user, then the investor Alibaba should be "Quantity for Alibaba".
In 2015 Meizu's annual sales of 20 million units, the Charm Blue series accounted for half of the proportion. In April of this year, this figure exceeded 20 million units.
One noteworthy data is that from November to December 2015, the number of YunOS mobile phones increased from 30 million to 40 million. Although everyone did not make any explanations, the Meizu and Charm Blue series contributed.
So far, Meizu has released the Charm Blue Note 3, Charm Blue 3, Charm Blue 3S, Charm Blue E, Charm Blue U10, Charm Blue U20, Charm Blue Max, Charm Blue 5, Charm Blue X and other mobile phones, then There will be new products such as Charm Blue Note 5, and the biggest value for Ali is that most of the products have introduced YunOS.
In April, Alibaba's CTO Dr. Wang Jian shouted that YunOS’s goal this year is to break 100 million. In this way, Meizu is working hard with the Charm Blue series.
So many mobile phone Meizu can digest it?
Regarding sales this year, Li Nan gave the forecast of “25 million unitsâ€. This 25% increase is more conservative than the increase of 400% in 2015. It is also in line with the steady growth that Huang Zhang shouted at the annual meeting. , make profits, advance into the IPO's goal.
However, after a series of new machine appearances, “can not eat, take away†became a speculation about the Meizu crazy move, from the actual situation, Meizu should be able to digest their own production.
Based on the YunOS, the charm blue series is a key signal in Meizu's product structure.
At this year's YunOS Partner Conference, Alibaba launched a slogan of “Yilu has you†in order to hit 100 million users. During the event, Li Nan stated publicly that “YunOS mobile phones that will have tens of millions of shipments in 2016 will be born. , We hope that the cooperation with YunOS in 2016 will exceed 15 million units."
In a sense, the cooperation between Alibaba and Meizu is required. Meizu is launching 15 million YunOS mobile phones. Alibaba will ensure its own share and will also help Meizu to ship.
During this year's Double 11 period, Meizu has achieved sales of 1.1 million units on the Tmall platform. The first-selling YunOS product, Charm Blue 5, has received 400,000 sets of transcripts.
In addition, Alibaba, Ant Financial and Meizu are all trying to export YunOS products to overseas markets including India. Li Nan also publicly stated that India is the main battlefield of the Charm Blue series.
However, Meizu's overseas market contribution to sales this year is not decisive, the official external statement is "1 million units is not a big problem", this number for the Meizu who has called for years of slogans, some thunder and rain is small.
Thanks to ODM's OEM
When Li Nan spoke about Meizu's new products and strategies under the spotlight of the conference, the most important thing he should not forget is the ODM and OEM partners who have been quietly behind him.
According to the data released by IHS, Meizu's self-developed products accounted for only 35% of the total shipments in 2015. In comparison, Meizu last year had a total of 13 million mobile phones as ODM products.
In fact, in the era of MX2, Meizu’s own factory was unable to meet its demand for productivity in a year. At that time, it had to rely on Foxconn OEM. Now a dozen products a year, not to mention Meizu’s own production, product planning and design may All of them are problems. The adoption of ODM OEM for thousands of machine products has also become an open secret.
It is understood that the Blue Charm series, Charm Blue 2 and German OEM, Charm Blue Note 2 for Wentai OEM, news that, in addition to Charm Blue E series, all Charm Blue products are ODM programs.
What's more, the newly released Charm Blue X was guessed as an ODM product because it did not use a family design.
However, while using a large number of ODM solutions, Meizu must pay more attention to quality control and stop similar to the Blue Metal that debuted in October last year under the slogan of “metal democratization.†Later, it was pointed out that there was metal spraying and injection molding. This kind of problem. The charm blue from the replacement of the MTouch button, the location of the button is often installed as a squat, online a lot of "kerosene" joking how to distinguish genuine charm blue mobile phone: If this phone's HOME key is positive, it must be fake.
The mature ODM system provides a shortcut to the rapid productization of Meizu, but it may also be a “untimely bomb†in terms of quality control, especially in the case of the increasing proportion of the Charm Blue series. No one knows when it will be. Suddenly "explosive" and how powerful the power is, and this is the problem that the current Meizu people urgently need to stop to pay attention to.
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