19 months of sword, whether millet 5 was out of the question-by millet millet 5, phone 5-IT information
"We have over the past year was not easy. "Xiaomi founder, Lei said at the annual session in millet said. This background is, 2015 millet was questioned most of the year.
In early 2015, millet made 80 million sales, and when the time arrived the year 2016, millet full line model only exceeded 70 million, far less than expected. Millet is another core business, Internet service revenues in 2015 approximately US $ 564 million for the year, also lower than the company had previously set target of us $ 1 billion.
Technology industry analyst Ben·tangpusen Stratechery said: "taking into account the valuation is based on millet, the Corporation is not a traditional handset makers, so the relative lower-than-expected sales in its mobile phone and service revenue is far worse than the goal is even more worrying. However, millet in the average sold phone service revenue is growing, this is a correct direction. Question is how fast their actions. "
Mobile phone sales growth slowing, Internet service revenues below target, and valuations are failure, as an "innovation on the Internet" for the brand of startups, millet received outside more and more questions, said the maximum sentence is "rice no longer has a fever", or friends to speak to say "5 years later, Remy must disappear."
Lei's summary was: "I have been thinking for a long time, and finally came to the conclusion-our inner demons." In short, Lei think millet is now the biggest problem is, forget is a company that has just 6 years, forgetting why millet .
When beginning to millet and BAT, when the Giants put together more, millet is intentionally or unintentionally begin to swell and proud of myself. It is this state of mind, millet gradually lose their sense of innovation and its motivation, lose "fast action" in the Smartphone competition "blood" step by step into crisis.
Product development delays
In 2015, the millet as a whole did not launch a flagship with a fingerprint identification phone, just ahead of the launch only one by one question at the end with fingerprinting thousands of red rice Note 3. Compared with this, both international brands such as Apple, Samsung and Huawei, Meizu, one plus and other domestic manufacturers, has become the flagship of fingerprint identification standard.
In 2011, the first generation phone M1 release, welcome bursts of applause and cheers. Hardware configuration of the M1 was not only far ahead of most domestic manufacturers, and can one compete with brands such as Samsung, HTC the flagship, and "high with low prices," e-commerce channel strategy to subvert the "with low-priced" traditional stores (operator), established the millet opens up a path of rapid growth.
Experienced three years of high-speed growth of millet, in 2015, has slowed down, in addition to the 14 millet launched the end Note, a whole in 2015, millet is rarely enough to take out a component model . Millet is one of the competitors after the Meizu is Ali funding, opening the cell phone almost every month a conference trip.
In an interview, Lin, President of millet, admits errors in product definitions. Note to millet, for example, the phone is defined by the end of 2014, to the launch of research and development for over a year, precisely because of development delays, caused by 2015, users will note how millet said no fingerprints, not all metal? Users felt the product was not what they wanted.
Introduced millet 4C in a hurry to fill the flagship is more like a missing gap, improve transitional product shipments, market positioning, millet and not too much this midrange product development support, just put the India market millet 4I was replaced processor and made several changes.
Shock top frustration, into "a sea of" bitter
Note is an attempt to hit the high-end market with millet millet, from high with more than 3000 Yuan price of millet ambitions can be seen. However from the perspective of market reaction, try don't succeed this time, while millet Note missing its best sales period. Millet, on the other hand the lack of core "black science" support .
Domestic cell phones impact the success of the high-end market, determine whether this brand in the market in the future to stay alive! The hot Smartphone market in recent years, largely based on market basis of thousand Yuan. Qi Zhou hongyi, founder said in an interview, "(mobile phone) companies should have the first year of dare pay how many billions the guts to play."
"Value for money" is ripening of China's Smartphone market, bringing millet, Meizu, one plus and other emerging Internet vendors, as well as traditional handset makers such as Huawei, Lenovo new opportunities for development, but the negative impact of this model also exists. "The price war, the war of" domestic mobile phone manufacturers, such as in a State of no profit or even a loss for a long time crush, foundry and raw materials, leading to abnormal development of the industry as a whole.
Even if the price war, domestic manufacturers have to face the problem of market saturation, statistical report from market research firm Gartner shows: 2015 second quarter smartphone sales in China fell for the first time in the history of 4%. Anshul Gupta, Gartner research firm Director said China's Smartphone market has reached saturation point.
In the challenging market conditions, mobile phone manufacturers reach a rare consensus: the price era is in the past, phone competition in the future will be differentiated, competitive core technology .
In mobile processors, for example, millet in 2015, slowing growth in addition to their own reasons, and partly from Qualcomm, because Xiao 810 processor technical shortcomings, Xiao long 820 has not supplied correctly, resulting in millet company performance is affected.
Millet is not unaware of the problem. As early as 2014, millet core technology hand in hand to set up a joint venture company, developed its own processor, but due to lack of technology, processors for low-end hardware only products of the current cooperation in research and development.
Millet millet 5 can help out?
Lei will advise young entrepreneurs in many events, maintain a good business mind, avoid quick success and anxiety. Millet in internal speech, Lei again stressed that "entrepreneurial mindset is the essence of what is going to do what I think of cool products, is to enjoy the process. "
In reality, however, millet is not cool now, more and more eager for quick success and many products is purely in order to thwart an opponent to seize the market without products, particularly the Red series, from the beginning up to now always problems, makes millet's reputation is at stake, has further reduced the brand value of millet.
Millet 2s, millet in the high-end series never built a millet 2S in reputation and sales users on popular products. Posted in 2013 millet 2s are still in sales, and become the most active group in the MIUI.
So for teams with millet, 2016 year Opera, being carried long 820 millet 5, Xiao finally going to stand the test of the market after the Chinese new year. In this regard, Lei said "specifically drawn before the development officers ' special forces ' primary task is death knock millet 5. "
But hopes of millet 5 can fight this battle is going to face two problems, one product, one is productivity .
Products, millet on mycophenolate mofetil is the second Dragon 820 chip tuning, the key is different from the environment in 2011, the competition not only in chips for smartphones and parameters, but must be more differentiation with innovative features, more "black science" to storm the high end of the market.
Can say smartphones to the present parameters secondary to, experience the most user attention.
Such as touch, fingerprint identification, privacy, secure payment, whether the results are optimal levels can lead to other competing products, and in addition there are new features that let the user's eyes light up, such as 3D touch, Samsung iPhone carrying S6 series double-curved screen, although now it looks slick, but is the presentation of and demand for new technology actively attempt to.
I worry about is that with the rise of 2016 VR technology, 2k or even 4K levels of gaming, film and television with the VR related intelligent hardware more and more on your mobile phone, becoming an important part of the user experience, and 1080p phone screen can meet the needs of users?
The second issue is capacity-related issues. Millet, President of Lin said: "we don't do the PPT phone, millet 5 has started to climb, went on sale shortly after released on February 24. "The problem seems to be that millet production does not occur.
But how long is this shortly, will not bounce, can put a question mark now. After all, the "future" along the way with millet, millet has been picked out of a hat on his head. 5 millet millet, after all, prove their ability and value of a product, if capacity cannot keep up with on millet 5 market performance will no doubt hold it back.
Lei, millet millet 5 is currently the most important, but not the whole millet, millet is an intelligent hardware around, after all, built the Internet ecosystem. Millet has been preparing millet research lab, focus the current hot virtual reality (VR) and new directions such as robot, seeking the next outlet on the Internet.
Today millet is facing questions, the only fire can only speak with market performance. For the future of millet borrowed former Thompson (Ben Thompson): "this is a correct direction, the question is how fast their actions. "
19个月磨一剑，
小米5能否让
小米摆脱质疑 -
小米5,
小米手机5 - IT资讯
"过去的一年我们实在过得太不容易了。"小米科技创始人雷军在小米年会上坦言道。这句话的背景是，2015年是小米遭到质疑最多的一年。
2015年初，小米制定了8000万台的销售预期，而当时间点到达2016年时，小米全系列机型总量仅突破7000万台，远远不及预期。而小米另一块核心业务，互联网服务营收2015年全年约为5.64亿美元，同样低于该公司此前制定的10亿美元的目标。
Stratechery科技行业分析师本·汤普森表示："考虑到小米的估值基础在于，该公司并非一家传统手机制造商，因此相对于手机销量低于预期，服务营收远差于目标更令人担心。不过，小米每部售出手机的平均服务营收正在增长，这是一个正确方向。问题在于他们的行动有多快。"
手机销量增长放缓、互联网服务营收低于目标，进而估值被看衰，作为一家以"互联网创新"为标榜的创业公司，小米收到外界越来越多的质疑，说的最多的一句是"小米不再发烧了"，甚至有友商直言不讳的说"5年后，小米肯定消失"。
雷军对此的总结是："我思考了很长时间，最后得出了结论——我们内心有心魔"。简而言之，雷军认为小米目前最大的问题在于，忘记了自己仍是一家刚刚创业6年的公司，忘记了小米为何而生。
当外界开始把小米与BAT等巨头放在一起比较的时候，小米自己有意或无意的开始膨胀和骄傲。正是这种心态，让小米渐渐失去创新的意识和动力，失去了"行动的快"，在智能手机竞争的"血海"中逐步陷入危机。
产品研发的迟滞
2015年，小米全年没有推出一款带有指纹识别的旗舰手机，只是赶在年末推出唯一一款饱受质疑带指纹识别的千元机红米Note 3。与此相对比，无论苹果、三星等国际品牌还是华为、魅族、一加等国内厂商，指纹识别早已成为旗舰标配。
2011年，第一代小米手机M1发布时，现场迎来阵阵掌声和欢呼。当时M1的硬件配置不仅远远领先国内绝大多数厂商，并完全能够与三星、HTC等品牌旗舰一拼高下，而"高配低价"电商渠道的策略无疑颠覆了当时"低配高价"传统卖场（运营商），为成立不久的小米开辟一条迅速成长之路。
而经历三年高速增长的小米，在2015年却慢了下来，除了14年末推出的小米Note外，整个2015年，小米很少再拿出一款足够有分量的机型。而小米的竞争对手之一魅族在获得阿里融资后，开启了几乎每月一场手机开发布会之旅。
小米总裁林斌在接受采访时，承认在产品定义方面出现失误。以小米note为例，这款手机是2014年年底定义的产品，到发布的时候研发了一年多，正是因为研发的迟滞，导致2015年时，用户会说小米note怎么没有指纹，也不是全金属呢？用户就觉得这个产品不是他们想要的。
而匆忙推出的小米4C更像是一款为了填补旗舰缺失的空白，提高出货量的过渡产品，由于市场定位问题，小米并没有给予这款中端产品太多的研发支持，只是把印度市场出售的小米4i更换了处理器和做了几处更改。
冲击高端受挫，陷入"血海"苦战
小米Note是小米冲击高端市场的一次尝试，从高配版一度超过3000元的定价可以看出小米的野心。然而从市场反应看，这次尝试并不深成功，一方面小米Note错过它最佳销售时期。另一方面小米缺少核心"黑科技"支撑。
国产手机冲击高端市场的成功与否，决定这家品牌能否在未来的市场竞争中活下去！近些年智能手机市场的火热，很大程度是建立在千元机市场的基础。奇酷创始人周鸿祎在接受采访时曾表示，"（手机）企业要有第一年敢赔多少亿的胆量才能玩"。
"性价比"无疑催熟了中国的智能机市场，带给小米、魅族、一加等新兴互联网厂商以及华为、联想等传统手机厂商新的发展机遇，但是这种模式的负面影响同样存在。"价格战、口水战"等让国产手机厂商长期陷入不盈利甚至亏损的状态，压榨下游代工厂，导致整个行业畸形发展。
即使打价格战，国产厂商也要面临市场饱和的问题，来自市场调研机构Gartner的统计报告显示：2015年第二季度，国内智能手机销量有史以来第一次同比下降4%。Gartner调研公司总监Anshul Gupta表示，中国智能手机市场已经达到饱和状态。
在严峻的市场形势下，手机厂商难得达成一个共识：性价比时代即将过去，未来的手机竞争将是差异化、核心技术的竞争。
以手机处理器为例，小米在2015年增长放缓除了自身原因外，还有一部分原因来自高通公司，正是因为骁龙810处理器技术缺陷，骁龙820迟迟无法正常供货，导致小米等公司业绩受到影响。
小米并不是没有意识过这个问题。早在2014年，小米便携手联芯科技成立合资公司，研发自家处理器，不过由于技术积累不足，目前合作研发的处理器只能用于低端硬件产品。
小米5如何帮助小米走出困境？
雷军在很多活动场合都会劝告年轻的创业者，保持良好的创业心态，切忌急功近利和焦躁。在小米内部讲话中，雷军再次强调"创业心态的本质是什么，就是要做自己觉得酷的产品，就是要享受这个过程。"
然而现实是，现在小米越来也不酷，越来越急功近利，很多产品纯粹就是为了阻击对手抢占市场而仓促推出的产品，尤其是红米系列，从开始到现在始终问题不断，让小米的口碑变的岌岌可危，反而进一步降低了小米的品牌价值。
自小米2s之后，小米在中高端系列再也没有打造出一款如小米2S一般在口碑和销量上都获得用户追捧的产品。发布在2013年的小米2s至今仍在销售，并且成为MIUI中活跃度最高的群体。
所以，对于小米团队而言，2016年的开年大戏，莫过搭载骁龙820的小米5终于要在春节后接受市场的考验。对此，雷军称"之前专门抽调研发人员组成‘特种部队’，首要任务就是死磕小米5。"
但是寄予厚望的小米5能否打好这场翻身仗，要面临两个问题，一个是产品，一个是产能。
产品上，小米对骁龙820芯片的调教尚属其次，关键在于与2011年时的环境不同，此时智能手机的竞争不仅仅局限在芯片和参数，而必须要用更多的差异化创新功能，更多的"黑科技"去冲击中高端市场。
可以说智能机发展到现在，参数退居其次，体验最为用户重视。
如手感、指纹识别、隐私保护、支付安全、拍摄效果等等这些优化程度是否能够领先其他竞品，以及除此之外有什么能让用户眼前一亮的新功能，如iPhone搭载的3D touch、三星S6系列双曲面屏，尽管现在看上去华而不实，却是技术上的展示和对新需求的主动尝试。
我个人比较担心的是，随着2016年VR技术的兴起，2k甚至4K级别的游戏、影视将随同VR相关的智能硬件越来越多的出现在手机上，成为用户体验重要的一部分，而1080p的手机屏幕能否满足用户的需求？
第二个问题就是产能相关的问题。小米总裁林斌称："我们不做PPT手机，小米5已经开始爬坡，2月24日发布会后不久就能开卖。"似乎证明小米的产能不会出现问题。
但是这个不久究竟是多久，会不会跳票，现在只能打一个问号。毕竟"期货"伴随小米一路走来，成为小米头上一直摘不掉的帽子。毕竟小米5是小米重新证明自己能力和价值的一款产品，如果产能无法及时跟上，对小米5的市场表现而言无疑会拖其后腿。
对于雷军而言，小米5虽是小米当前的重中之重，却不是小米的全部，毕竟小米是一个围绕智能硬件打造的互联网生态系统。小米已经筹建小米探索实验室，重点投入目前火热的虚拟现实（VR）和智能机器人等新方向，寻求下一个互联网风口。
对于现在小米所面临的质疑，唯一的还击只能用市场表现说话。对于小米的未来，借用前文汤普森（Ben Thompson）的一句话："这是一个正确方向，问题在于他们的行动有多快。"