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The author:(作者)归海一刀published in(发表于) 2014/3/24 4:27:51 Millet， stop squeezing，
Millet, stop squeezing-red rice Note, Remy phone, Remy-IT news Millet, stop squeezing
Key point:
1, Remy has been unbeatable on the issue of how to sell mobile phones, but toothpaste-hungry marketing and far from reaching the goal of 40 million, can straighten out the chain in a short time is the key to their next level. Millet's war of the gods, is finally breaking the supply chain to divert to become real masters of supply chain.
2, millet patterns of abuse are: collaboration with Remy don't rely on "win-win" situation. This is not a problem of millet, but compared with the traditional industry, Internet model itself contains predatory.
3, when I use low prices to get customers, how to appease industry chain, or just completely overturned the old order should be problems in Lei June next.
Following is the full text articles:
Millet's newest red rice note became hot sellers, this price 799 dollars large-sized mobile phone, equipped with a MTK6592 eight-core processor chip. This eight-core chip MTK's hot sellers, hoping to enter the high-end market favored by domestic manufacturers have added, TCL, ZTE has already come up with products used, but early prices are close to 2000 Yuan. Red is 1.4GHz MTK6592M of the m Note configuration, not in front of these vendor products used in MTK6592. This configuration and price of the product, already seen in today's market, red rice Note are only passable at most. Today's hottest 4G tide, millet millet does not bring out 3 upgrade version, and fever, high quality consumers expect from previous millet formed no small drop.
Millet was established 4 years, has started selling a mobile phone manufacturers of new smartphones, today across the hardware, software, services and even the platform's integrated player. For these consumers expect products, they have the ability to do, but because they are moving too fast, and supply chain has grown to keep up their speed. This is not just a problem of growing pains, but millet to be closer to the higher level, become King of the mobile industry really must want to get through the final gates.
Futures: from deliberate to Hobson
Millet is praised by all these forces learning and marketing strategy called futures. Marketing mode of this hunger, and now by many "Internet mentality" vendors, in this age of abundant material goods, people began to taste the taste of hoarded. Come to think of it some unimaginable, said Lenovo Chairman Yang yuanqing has external: in today's productivity greatly enriched, and manufacturing resource-rich environment, Futures is unthinkable.
May was will said Yang too puzzled style has, futures not only hanging foot has user of appetite, reached has a machine hard begged of effect, more orders millet in cost control aspects ease--presale is once production estimated, can is good to control inventory; more important of is, from announced products listed to actual products hand, several months of time passed, this on meant with publishing Shi those latest paragraph of parts price has fell to many.
Break something in the PC+ market, Yang yuanqing, his approach was in November 2013 bought 300,000 high-end, high-throughput microarray product Xiao Dragon 800, almost high-throughput all stock the product.
Xiao long is much more than 800 manufacturers such as Lenovo, upcoming millet 3 China Unicom and Telecom editions is also used by Qualcomm Xiao Dragon 800 products. Christensen said that in an open system in which key components manufacturers is the King. To whom? And how much? Are Qualcomm last word, millet was also a high-throughput focused on caring for objects, not least because Qualcomm is one of Remy investors, because inside Qualcomm believes that this itself involved in the cultivation of new power would be a very good, very obedient ally.
But, it turns out, millet with ideals--than the Qualcomm representatives in addition to selling fever Xiao long chip products also sells cheap fever MTK chip products--rice, can occasionally buy nVidia guesting TD-standard products. These series of moves, fully exposed the idea of millet not controlled by Qualcomm, relationship with Qualcomm is very delicate.
Earlier this year, Remy "for core" (millet 3 listed on the real machine when originally released Xiao long 8974AB chips, with 8274AB chip, and there are no special instructions) just explode soon, Qualcomm say himself as soon as the gun, attach themselves to draw the changing core. A difference between the figures behind the difference in where? 8974 is a Qualcomm product support 4G the whole network chip, is now the standard on high-end flagship brands, 8274 800 series does not support 4G. Battle to replace core mandril, only one reason: millet didn't get Qualcomm 8974, although millet explained copywriters do not strict, but everyone knows that Remy team master at how many steeped in the mobile phone market for many years, not even the chips had not understood. More straightforward is now official configuration still marked 8x74 millet 3 series.
Industry chain of calcium deficiency
Millet encounter these problems, the main reason is the business model of millet to hurt chip makers ' own interests, chain raises its own supply problems.
Originally high-pass millet was chosen because chip performance had not been public knowledge, they need an experienced excellent end product as a benchmark, the little dragon Mi Weixiao and fever 1.5GHz chip done publicity. But millet growing too fast, has come to the need to consider multiple product lines, as well as balancing when chip makers, that red rice chose MTK, Qualcomm would not be pleased. Because in the field of high-end products Tailwinds of Qualcomm, also have been pinning their hopes on the low-end market. But in Xiao long $ 200, $ 400 for that market violent propaganda point, valuable partner Remy MTK announced the choice in hand, is directly taken fire rhythm.
More sad rush of is, MTK also does not happy--originally thought hooked up with smart phone upstart is pieces good, out "Cottage" hat of opportunities may on to has, however plot is appeared has reverse: Red m by used of MT6589T Turbo chip is mediatek of four nuclear headed products, but red m 799 Yuan of pricing about makes mediatek March high-end of dream into has bubble, this also not is--subsequently millet and put price adjustable to 699 Yuan. Others see powered by T6589T Turbo after red rice sells for 799 Yuan, decided to discard this product, T6589T Turbo can count their mobile phones on the market so far, MTK posterior to this product line can only continue to collaborate with red rice, but all publicly declined to comment on the incident.
In stark contrast with this is, and later the MTK have released eight-core products, the first listed phone is TCL Idol x, 1999 prices are given. This time MTK changed their attitude, long time not seen Mr Tsai personally for TCL on the Mainland platform.
Compared to smart phones, mobile power supply chain and product are much simpler, but also in the supply chain has a problem.
Millet had previously launched 69 10400mAh mobile power, but then the long stock, their problem is with the industry chain. Lei June gives surprising prices, this applies to all products of millet. 69 Yuan price sufficient for the shanzhai were amazing, especially Lei June also stresses the use of LG and Samsung imported batteries. But as for core events are similar to portable power Samsung batteries did not appear in the first figure. According to Samsung SDI cable core argument: Yu Bo, sheng, Scud and other important customer complaints, Samsung plans to shelve a cheap supply of millet. Mobile power industry, batteries accounted for 60% of the cost (remaining cost of housing costs, Assembly, PCBA), millet with a one-time cash hoard into 3 million batteries from the LG to get prices below other power companies. A power plant is from the Mainland Korea battery company's major customers, Samsung for their protests to give up cooperation with millet, LG will weigh: such offending customer, reducing your gross things, last is unwise. So, bold judgment 69 millet mobile power, may not show as "temporarily out of stock", and will enter the wait long periods.
This makes millet patterns of abuses which certain: collaboration with Remy don't rely on "win-win" situation, this is not a problem of millet, but compared with the traditional industry, Internet model itself contains predatory.
Again see millet TV, didn't can hot of key still is industry chain, millet TV can said from pricing to user experience Shang not lost to Le depending on TV, but due to in content resources Shang no and industry chain Shang other manufacturers reached cooperation, content Shang of short Board soon exposed, eventually Thunder than Le depending on, regardless of is box also is TV are no became phone zhihou of detonated points.
Whether it is a box, a TV or a mobile power, millet was not able to reproduce the cell phone madness, because rice does have the spirit of the Internet, but are still an integral part of the industrial chain, when I use low prices to get customers, how to appease industry chain, or just completely overturned the old order should be problems in Lei June next.
Battle of the gods
High-pass millet's story has not ended, Remy not only hand MTK, millet 3 flagship products have been used for the mobile version of nVdia products, honestly, the chip does not appear in other brands of high-end flagship product. Qualcomm did not fit the product? Certainly not, high Kone pushed of 5 die 13 frequency and support 4G of products is nowadays high-end machine of selected, is can won now this a round flagship machine battle of key--4G just launched, support 4G network of products soon will became operators and large user concern of focus, millet 3 select such of products not only occasional and can orders Qualcomm satisfaction, but price is may on cannot continues to maintained in 1999 Yuan has.
The resulting egg a chicken-and-egg problem: 4G products this year will be a new market trend, known as millet must keep up this rhythm and fever. But come up with support for 4G products in a short time, must not open around Qualcomm supports 5 model 13-band only Qualcomm chips – currently on the market have the ability to 4G and netcom. Once again dealt with Qualcomm, Remy what chips are in hand? Not just millet, including all mobile phone manufacturers, and bargaining chips will be shipped. However shipments with the chip supply is a pair of complementary data, handset makers can sell their products, of course, is the key to shipments, while the upstream manufacturers give you supplies or not is the key to another key--not by the master.
2013 millet phone shipments reached 18.7 million units, grew quite fast, Lei June goal of 2014 shipped 40 million units. And by Qualcomm aspects of reaction see, 18.7 million Taiwan also insufficient to was millet AWE to, recently Qualcomm found has new of allies: intends to March high-end of homemade phone manufacturers OPPO, and step step high, and Lenovo, the home of high-end machine have select has Qualcomm chip, this inside any who of shipments volume are not below millet, also some new sharp Internet brand, such as ZTE of child brand Nubia also became has Qualcomm more willing to foster of object.
Millet grows points, we need to consider the balance of chip makers, it's all phone manufacturers are taken into account, almost none of the manufacturers only use one company's product, have a bad ass like Huawei, determined from the beginning propagated its chip. Wind turbine manufacturers in the open chain has never been the core resource, but key parts and components manufacturers. Not just link the chip, in screen session there are checks and balances between the chain ring and anti-the issue of checks and balances, this industry has suffered most of the supply chain: Huawei, ZTE and Lenovo, without exception, was put together on the Samsung screen supply, all had delayed product launch expenses on publicizing the deal going through. Pay tuition of several manufacturers to rationalize and layout their chains, these established communications companies like Huawei, ZTE has his own chip design, capacity, helps to promote a voice in the game.
Millet has been unbeatable on the issue of how to sell mobile phones, but toothpaste-hungry marketing and far from reaching the goal of 40 million, it actually depends on how to produce so many product manufacturers of core parts, such as chips and screens. Can I straighten out the chain in a short time, with key parts makers such as Qualcomm, MTK again reached a cooperation can be the key to the next level. In other words, millet's war of the gods, is finally breaking the supply chain to divert to become real masters of supply chain. Next year will be millet reverse chain crisis in an important year, guaranteed annual rhythm of a flagship product, after all, and rapidly enhance the shipment gets more solid industry position, both of these priorities are not millet delay.
小米，别再挤了 - 红米Note,小米手机,小米 - IT资讯小米，别再挤了
核心观点：
1、小米在怎么把手机卖出去的问题上已经所向披靡，但挤牙膏式的饥饿营销与4000万的目标相去甚远，能否在短时间内理顺产业链是其能否迈上一个台阶的关键。小米的封神之战，就是最后打破供应链的牵制，成为真正掌握供应链的主人。
2、小米模式的弊端在于：与小米合作不要指望“共赢”。这不是小米的问题，而是与传统行业相比，互联网模式本身就带有掠夺性。
3、在自己用低价获取客户的时候，如何安抚产业链，或者干脆彻底掀翻旧秩序，应该是雷军下一个面临的问题。
以下为文章全文：
小米最新推出的红米note又成了热门货，这款标价799元的大尺寸手机，配备的是MTK6592八核处理器的芯片。这款MTK的真八核芯片可是热门货，希望进军中高端市场的国产厂商都青睐有加，已经拿出产品的TCL、中兴都曾使用过，不过产品初上市价格都逼近2000元。但红米note配置的是1.4GHz的MTK6592M，并非前面这些厂商产品里所用的MTK6592。这种配置和价格的产品，在如今的市场上已经不少见，红米Note最多也只是差强人意。而时下最热的4G浪潮，小米并没有及时拿出小米3的升级版本，这和以往小米的发烧、高性价比的消费者预期形成了不小落差。
小米成立4年，已经从当初只卖一款智能手机的新锐手机厂商，成为今天横跨硬件、软件、服务甚至是电商平台的综合选手。对于这些消费者预期的产品，他们不是没有能力做，而是因为他们发展的太快了，供应链的发展已经有些跟不上他们前进的速度。这不仅仅是生长痛的问题，更是小米要向更高台阶迈进、成为手机行业真正的王者，必须要打通的最后关口。
期货：从刻意为之到无奈之举
小米被各路人马学习和称赞的营销策略之一叫做：期货。这种饥饿营销模式，如今已经被众多具备“互联网思维”的厂商学习，在这个物质产品极大丰富的年代里，人们又开始一尝奇货可居的滋味。这想起来有些令人难以想象，联想董事局主席杨元庆就曾对外表示：在如今生产力极大丰富，制造业资源充沛的环境下，期货简直是难以想象的。
或许有人会说杨元庆太不解风情了，期货不仅吊足了用户的胃口，达到了一机难求的效果，更令小米在成本控制方面游刃有余——预售是一次产量预估，可以很好地控制库存；更重要的是，从宣布产品上市到实际产品到手，几个月的时间过去了，这就意味着发布时那些最新款的零配件价格已经跌去不少。
意欲在PC+市场闯出大名堂的杨元庆，他的做法是在2013年11月买入30万片高通的高端芯片产品骁龙800，几乎是高通该产品的所有现货。
等着用骁龙800的厂商远远不止联想一家，即将推出的小米3联通版和电信版所用的也正是高通的骁龙800产品。克里斯滕森说过，在开放体系里，核心零配件厂商才是王者。先卖给谁？卖多少？都是高通说了算，小米也曾是高通重点照顾对象，不仅仅因为高通是小米的投资人之一，更因为高通内心相信，这个自己参与培植的新锐力量会是一个很好、很听话的盟友。
但是，事实证明，小米比高通想象的还要有理想——除了卖代表发烧的骁龙芯片产品，还要卖低价也发烧的MTK芯片产品——红米，偶尔还可以请nVidia来客串TD制式产品。这些一连串的举措，充分暴露了小米不想被高通控制的想法，与高通的关系就变得微妙起来。
今年年初小米的“换芯门”（小米3在真机上市时将原本公布的骁龙8974AB芯片，换成了8274AB芯片，并且没有做特别说明）刚爆出不久，高通就立刻站出来说自己躺枪，将自己与此次换芯门事件划清界限。一个数字之差背后的区别在哪儿？8974产品是高通支持4G全网的芯片产品，基本是目前各个品牌高端旗舰产品的标配，而8274虽然同为800系列却并不支持4G网络。临阵换芯的理由只有一个：小米没有拿到高通8974产品，虽然事后小米的解释是文案做的不严谨，但是谁都知道小米团队里有多少浸淫手机市场多年的高手，不可能连芯片型号都搞不明白。更一目了然的是，时至今日小米3的官方配置仍然标着8x74系列产品。
产业链缺钙
小米遇到的这些问题，最主要的原因是小米的商业模式对芯片厂商本身的利益带来伤害，连锁引发了自身供货出现问题。
最初高通选择小米是因为芯片性能并没有被大众所了解，他们急需一款体验出色的终端产品作为标杆，为发烧而生的小米为骁龙1.5GHz的芯片做足了宣传。但后来小米增长太快，已经到了需要考虑多产品线以及平衡芯片厂商的时候，所以红米选择MTK，高通不会感到高兴。因为在中高端产品领域顺风顺水的高通，也一直在寄希望于中低端市场。但就在针对该市场的骁龙200、400猛力宣传的当口，原来重要的合作伙伴小米却宣布选择牵手MTK，直接就是撤火的节奏。
更悲催的是，MTK也并不开心——原本以为搭上智能手机新贵是件好事，摆脱“山寨”帽子的机会也许就此来了，然而剧情却出现了反转：红米所采用的MT6589T Turbo芯片是联发科的四核当家产品，但是红米799元的定价一下就令联发科进军高端的梦成了泡影，这还不算——随后小米又把价格调到699元。其它厂商看到搭载T6589T Turbo的红米只卖到了799元之后，就毅然决然地弃用了这款产品，至今市场上T6589T Turbo的手机也屈指可数，MTK为了这个产品系列的后路只能继续与红米合作，但是在一切公开场合都拒绝评论此事件。
与此形成鲜明对比的是，不久之后MTK推出了真八核产品，首个上市手机的是TCL的idol X，给出了1999元的价格。这一次MTK一改自己的态度，久不在大陆露面的蔡明介都亲自为TCL站台。
比起智能手机，移动电源的产业链以及产品都要简单的多，但同样在供应链上出了问题。
此前小米曾经推出69元的10400mAh的移动电源，但是后来长久缺货，其问题就是出在产业链上。雷军会给出令人大跌眼镜的价格，这一点适用于小米所有产品。69元的价格足以令山寨厂商都咋舌，特别是雷军还强调用的是LG和三星的进口电芯。不过就如换芯门事件类似，移动电源的首批产品中并没有出现三星电芯的身影。根据三星SDI电芯代理商的说法：羽博、品胜、飞毛腿等重要客户投诉，令三星搁置了低价供货小米的计划。移动电源产业中，电芯占到了成本的60%（其余成本则由外壳、装配、PCBA费用组成），小米用一次性全款现金，从LG处囤入300万个电芯，获得了低于其它移动电源厂商的价格。来自大陆的一众电源厂是韩国电芯公司的大客户，三星会因为他们的抗议放弃与小米的合作，LG一样会权衡利弊：这种得罪大客户，降低自己毛利的事情，长久下去并不明智。所以，可以大胆判断69元的小米移动电源恐怕不会像显示的那样“暂时缺货”，而会长期进入等待期。
这件事令小米模式的弊端凸显无疑：与小米合作不要指望“共赢”，这不是小米的问题，而是与传统行业相比，互联网模式本身就带有掠夺性。
再看小米电视，没能火爆的关键依然是产业链，小米电视可以说从定价到用户体验上不输给乐视电视，但是由于在内容资源上没有与产业链上其它厂商达成合作，内容上的短板很快暴露，最终风头不及乐视，无论是盒子还是电视都没有成为手机之后的引爆点。
无论是盒子、电视还是移动电源，小米都没有能再现手机的疯狂，就是因为小米确实具备互联网精神，但是终究还是产业链中的一环，在自己用低价获取客户的时候，如何安抚产业链，或者干脆彻底掀翻旧秩序，应该是雷军下一个面临的问题。
封神之战
高通与小米的故事也还没有完结，小米不但牵手了MTK，还在旗舰产品小米3的移动版本中采用了nVdia的产品，老实说这款芯片几乎没有出现在其它品牌的高端旗舰产品中。难道高通没有适合的产品？当然不是，高通力推的5模13频并且支持4G的产品才是时下高端机之选，也是能否赢得眼下这一轮旗舰机斗法的关键——4G刚刚推出，支持4G网络的产品很快会成为运营商与大批用户关注的重点，小米3选择这样的产品不仅应景又能令高通满意，不过价格很可能就无法继续维持在1999元了。
而由此引发的一个鸡生蛋蛋生鸡的问题是：今年4G产品将会成为新的市场潮流，号称性能和发烧的小米一定要跟上这个节奏。但在短时间内拿出支持4G的产品，就必然绕不开高通支持5模13频的芯片——目前市面上只有高通具备4G以及全网通产品的能力。再次与高通打交道，小米手里的筹码是什么？其实不仅仅是小米，包括所有的手机厂商在内，谈判的筹码都会是出货量。然而出货量与芯片供应又是一对相辅相成的数据，手机厂商能否把产品卖出去当然是出货量的关键，而上游厂商给不给你供货则是另一个关键——不由自己掌控的关键。
2013年小米手机出货量达到1870万台，增速相当之快，雷军的目标是2014年出货4000万台。而由高通方面的反应来看，1870万台还不足以被小米震慑到，最近高通找到了新的盟友：有意进军高端的国产手机厂商OPPO、步步高、联想等各家的高端机纷纷选择了高通芯片，这里面任何一家的出货量都不低于小米，此外一些新锐互联网品牌，例如中兴的子品牌nubia也成为了高通更愿意扶植的对象。
随着小米的发展壮大，必然要考虑芯片厂商的平衡问题，这是所有手机厂商都会考虑的，几乎没有任何一家厂商只使用一个公司的芯片产品，更有华为这样的狠角色，从一开始就打定主意培植自己的芯片力量。在开放的产业链里整机厂商永远都不是核心资源，而是关键零部件厂商。不仅仅在芯片环节，在手机屏幕环节也存在着产业链各环之间的制衡与反制衡的问题，这个行业里的大多数人都吃过供应链的亏：华为、中兴、联想无一例外，曾被三星在屏幕供应上摆了一道，都有过推迟产品上市，宣传费用打水漂的经历。交过学费的几家厂商也顺便重新理顺和布局自己的产业链，比如华为、中兴这些老牌通信厂商自己拥有设计芯片的能力，有助于在博弈中提升话语权。
小米在怎么把手机卖出去的问题上已经所向披靡，但挤牙膏式的饥饿营销与4000万的目标相去甚远，如何生产出这么多产品其实取决于芯片、屏幕等核心零部件厂商的态度。能否在短时间内理顺产业链，重新与高通、MTK这样的关键部件厂商达成合作成为能否迈上一个台阶的关键。换句话说，小米的封神之战，就是最后打破供应链的牵制，成为真正掌握供应链的主人。未来一年将是小米扭转产业链危机重要的一年，毕竟每年保证一款旗舰新品的节奏，以及迅速提升出货量获取更稳固的产业地位，这两个当务之急都不容小米再耽搁。
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