Let's postpone the release of MIX and note2. ”

In the conference room of Xiaomi's company, Mr. Lei, who attended the meeting, was concise and to the point.

Xiaomi's company originally planned to launch the first full-screen concept mobile phone on October 25 this year, that is, Xiaomi's MIX, which is similar to other friends, and its own new product launch will be ranked behind the Cote d'Azur.

Friends don't dare to release new products before the Cote d'Azur, otherwise how to adjust (copy homework).

"This ...... Without the release of flagship products, the company's performance may decline sharply, and now there is no full-screen mobile phone is embarrassed to say that it is a mobile phone manufacturer. ”

Hearing the speeches of the participants, Mr. Lei replied without the slightest hesitation: "It's the same with the release, this year's industry-wide situation is the same, you should have looked at the data released by the Cote d'Azur, Azure-5 was released, and the blood of the whole industry this year will be ruthlessly drained by the Cote d'Azur. ”

When the executives at the meeting heard this, they were also speechless, the Cote d'Azur has monopolized 80% of the profits of the whole industry with a market share of less than 15%, and the profits of a blue mobile phone, Xiao Mi has to sell forty or fifty units to top.

It is impossible to say that it is not envious, the Cote d'Azur released a new flagship product, the price broke the world record again, and the sales volume exploded, which will inevitably impact the entire industry.

Because the smartphone industry has passed the era of explosive increment, the growth rate has slowed down significantly, and it may enter the stock era in two or three years.

Xiaomi originally planned to release several new products such as Red Mi 4, Red Mi 4A, Xiaomi MIX, Xiaomi Note2, and Xiaomi 5 in October and November this year.

Red Mi 4 and Red Mi 4A are mainly in the low-end market and cheap, while Xiaomi 5 is mainly in the mid-range and cost-effective.

Note2 and Xiaomi MIX are new products that Rebus intends to hit the high-end market, and has high hopes for it, hoping to break the current predicament faced by the company.

Mr. Lei has long seen that Xiao Mi's future is already very dangerous, especially with the example of the Cote d'Azur.

If the company wants to not be eliminated in the future, it must be able to gain a firm foothold in the high-end market, because only by entering the high-end market can we obtain high profits, and only with profits can we have the investment of R&D funds, so as to form a virtuous hematopoietic cycle, and we can also have the confidence to speak loudly from suppliers, rather than like a grandson like now.

The Côte d'Azur is a textbook example, where prices are getting higher and higher, technology is getting better and better, and consumers are willing to pay, thus forming a virtuous hematopoietic cycle.

On the other hand, Xiao Mi is now in a predicament, even a dead end, and there is a taste of success and defeat.

At the beginning of its establishment, Xiaomi quickly gained a foothold in the market with slogans such as "cost-effective" and "enthusiast", and shined in the past few years, laying a brand effect of good quality and low price in the consumer market, and a large number of users have the impression of the brand of Xiaomi that it is cheap and cost-effective. 、

It's all kinds of out of stock.

It's out of stock at every turn, which seems to give outsiders a feeling of being very popular, and gives the market a feeling that many people want to buy small mobile phones.

In fact, Xiaomi's lack of supply capacity is not because Mr. Lei wants to engage in "hunger marketing", but because there are really difficulties, and he really doesn't have much say in front of suppliers.

And the reason is very simple, take your Xiaomi's company's order, my supplier doesn't make money, whoever gives the high price will give priority to whom's order, as long as the money is in place, you can do whatever level of quality control you want.

The supplier is realistic.

Xiaomi can't give too much profit to the hands of the supplier, not because she doesn't want to, but no, because it sells too cheaply, not only makes herself uncomfortable, but also is not treated by her peers and friends.

Because the price of the mobile phone in the small Mi bar has come down, everyone has to follow up, and sell the 2000 yuan machine with you Rebus, and only see the hell when there is a profit.

Domestic mobile phone manufacturers only have to follow the Cote d'Azur, and they are constantly raising prices, consumers buy the same thing, and make a lot of money, it is really a drought of drought and waterlogging.

Many friends actually blame Mr. Lei, everyone is having a hard time, the era of market increment is easy to say, but in the era of stock is another matter, now everyone wants to raise prices.

And Mr. Lei also found that if Xiao Mi can't gain a foothold in the high-end market, the future will be extremely dangerous, and it is very likely to be out, but what makes him feel tricky is that the difficulty of Xiao Mi wanting to hit the high-end market is relatively much more difficult than other mobile phone manufacturers.

Because Xiaomi blocked her own way, the brand reputation was established, and now most Xiaomi users, including swing users, buy this product in the name of cheap and cost-effective.

If there is no such rush, consumers will say, "Why don't I buy a blue phone?" "I'll give you back, and I can't even return my mouth.

This, this, this......

For Xiao Mi, how difficult it is to break this game.

But if you don't change, if you continue to walk, it will be difficult to continue one day, and the result will be certain death.

If there is no profit at a low price, if there is no profit, you have to call the supplier father, and you will continue to face the embarrassment of insufficient supply, and then there will be no money to invest in research and development, and then you can only continue to promote the low cost performance, and then there will be no profit, and so on and so on.

Now the Cote d'Azur has pointed out a way for the whole industry, to survive in this industry, we must have a foothold in the high-end market, otherwise with the update and iteration of technology, we can't keep up, and we will only be eliminated.

And technology is going to throw money, where does the money come from? The high-end market is highly profitable, it's as simple as that.

"Let's release the red Mi 4, 4A and Xiaomi 5 this year, and the note series and MIX that hit the high-end market will be postponed to next year." Mr. Lei sighed helplessly: "At this time, the launch of note2 and MIX is equivalent to hitting the muzzle of a gun, and I don't know how to die." ”

MIX was originally the flagship product that Rebus had high hopes for,It is also a new product for Xiaomi to follow up the concept of full screen,Now the full screen has been brought up by the Cote d'Azur,It is the standard configuration of smartphones。

And this year's Azure Pearl on the Cote d'Azur is in front, and Xiaomi MIX is far inferior to the previous generation of products, how to fight this battle?

I can only admit it.

A manager at the meeting agreed: "Also, although the postponement of the launch will affect a sharp decline in shipments, and it will also face financing pressure from VC, but it is better than the backlog of inventory. ”

Another participant couldn't help but complain: "Mr. Luo is also a set of things on the surface and a set behind them, what gives friends a way to live, what he says is better than singing, if he really wants to give friends a set of ways to live, he shouldn't sell it so expensive, the blood of the whole industry has been sucked dry by him, and there is a little scum left for major friends to fight to the death to get that little." ”

"This is Luo Sheng's excellence, word-of-mouth profits have been earned, and there is a lot of money."

"The price increase is already very face-saving, Luo Sheng doesn't raise the price, that's even more fatal, to put it bluntly, 10,000 is still a problem of core technology, a problem of technology."

Azure-5 is so expensive to buy, even if it is only positioned in the high-end market, it will inevitably impact the low-end market of the whole industry, and no one will be spared.

It's like a family, just when mom and dad and children want to buy a mobile phone, it creates a shipment of three mobile phones.

As a result, the child is clamoring to buy Azure-5 for 16,999 yuan, and the parents dote on the child and are not very rich, what should I do? Then you can only buy it for the time being, buy an Azure-5 for your child, and the profits will be indirectly siphoned off by the Cote d'Azur.

Because the overall profit of the entire industry is so much, the growth is not as rapid as before, and there is so much water in the pool, you will directly pump it out in one go, and everyone will drink the northwest wind.

"You say, can what Luo Sheng said at the press conference the day before yesterday be taken seriously?"

"Technology licensing?"

"Even if it's true, it's just another Qualcomm, and it's just an ancestor for you, is there a difference for friends? Now there is one ancestor, maybe there will be two ancestors at that time. ”

"Alas, the skills are not as good as others, and they are controlled by others."

"There is still a little difference, Qualcomm is a foreign businessman, the Cote d'Azur is a mainland enterprise, and Mr. Luo is not a foreigner."

"I think I can give it a try, anyway, even if it doesn't work, no matter how bad it is, it's just the status quo."

"Don't forget one more thing, in case Luo Sheng is not joking, it's true, other manufacturers follow up and get the technical advantage of the Cote d'Azur, if we don't have it, we have to die ourselves."

"Then this ancestor has to be offered?"

"Tamad, what a wretch you've been living these days!"

……

At this moment, not only Xiaomi Company held a meeting in response, but also other mobile phone manufacturers.

As a result, in the next few days, major manufacturers have issued announcements one after another, postponing the flagship products that were originally scheduled to be released this year.

Everyone who understands understands it, and netizens who eat melons also understand it.

Not only domestic mobile phone manufacturers, but also international manufacturers such as Samsung and Apple have also found their own reasons not to launch their own flagship products in the next year.

The result is that the invincible style of the Côte d'Azur is fully displayed, and the major media do not miss the opportunity to blow up, and the headline attracts attention and how to come.

……

(End of chapter)