"The concert" Hefei, conceal Meizu 2016 Q1 share declines-Meizu, spirit blue, magic blue Note3, Meizu PRO 6, magic blue 3-IT information

Five months without new products, market share started to decline the Meizu technology seemed to sit still. April 2016 bursts of three new products, and to "launch + concerts" are highly publicized.

Related media recently quoted Liang Yaguang, third party research--KantarWorldpanel Com-Tech Research Director according to the data provided, "October 2015 7.9 per 100 phones were sold on the market is the Meizu, then start declining in sales, by the end of February 2016, only 5.6 per 100 phones sold are Meizu, has fallen by almost 30%. ”

Is that true? Reporter for the China business consulting third parties when Beijing Sino market research company official answered, "is indeed on the decline. "There is no specific data, the official said," there, but generally not disclosed. ”

Slipping market share, Meizu in 2016 will be how to achieve "steady growth, record profits into the IPO," stated goals? April 26 letter to the Meizu technology, officials say, magic blue after 3 launches, Meizu team returned from Beijing to Zhuhai, probably too late to respond to related issues. Reporters interview can make in writing prior to April 29, receive phone calls, but at the time of the former, the reporter has not been back.

Concert-communication

Because there have been in the Conference invited guest performances, traditional, Meizu technology on the Internet has been dubbed the "concert". On April 25, the Meizu technology in Beijing charm blue 3, continues the "launch + concert" style not only moved to idol groups sing SNH48, and to the famous network red and Zhang Quan Wang Nima eggs to help out, then, at $ 599, 799 Yuan two charming blue 3 product debut.

"599 machines don't talk about feelings, talk about high-tech. The price is low frequency, memory a little, little bit thicker, Wang Nima won't care about. "Charming blue 3 Conference and its products, head of another Internet phone brand in China showed obvious disdain, has pointed out, magic blue" cheap last-ditch move "Meizu wants is" sale! Sales! Sales! ”

For domestic mobile phone industry have generally entered the era of all-metal material, why charm blue 3 still use plastic material problem, a mobile industry veteran observers say should say charm blue 3 this "clever", "Although it is plastic, but it is working fine."

Reporter note to, from November 2015 to March 2016, in 5 months of time in, charm family not sent new, then in April 2016 suddenly outbreak has--earlier this month released has oriented thousand Yuan machine market of charm blue Note3, months released has annual flagship charm family PRO6, month again released oriented thousand Yuan machine market of new products charm blue 3; and in outside questioned its market share and sales fell of Dang mouth, charm family with barrage of "launches + concert" success earned back has public of eye.

What is published three times a month the new concept? According to reporter not completely statistics, since charm family founder Huang Zhang in February 2014 comeback, and Yu June 2014 foreign confirmed completed first round financing, and from September 2014 began abandoned previously "small and beauty" of route speed up products launched rhythm yilai, charm family in September 2014 to 2014 end of launched has 3 paragraph new, 2015 early to October 2015 launched has 6 paragraph new, then is in November 2015 to March 2016 appeared has 5 months of empty window period, April 2016 and become even more crazy.

Why are there 5 months window period? There is speculation in the industry is that Meizu from Ali Baba got run out of investments at the end of last year, so a standstill. Qi Sun, Deputy General Manager of Sino market research company told Xinhua in an interview expressed a different view, "development of Meizu relatively fast last year, early this year, for the future development of Meizu, the charming blue brand, should be inside the Meizu has a thought process, the strategic adjustment of the process, no new product was also normal. " Qi Sun believes that strategic adjustment of the result may be, Meizu and charming blue operation will be more open in the future .

Meizu technology officials didn't respond to questions, but four times during the period from April 26 to 28th telephone communication for interviews, the official also was expressed three times a month the Conference hands inadvertently to a collapse .

Open data, change the "small is beautiful" line of Meizu, by accelerating product launch tempo, 2014 sales up from 2 million units by 2013 and more than 4 million, growing more than twice times 2015 further impact sales to more than 20 million, growth of 350% 2016 set an annual sales target of 25 million units.

Set out in 2016 "steady growth" objectives of Meizu, realization of sales of 25 million units? "First of all, the mobile phone industry has entered a phase of low growth, Meizu 20% annual sales target is not low, overall rising standards should be higher than the industry goal. Secondly, can target problems, in my opinion, anything can exist variables under the competitive State of the market, is to observe the Meizu will do. Rhythm of the market judgment, underestimation of competition will result in a company could not complete the goal. "Qi Sun said.

Patent short Board

2016 puts forward "into the IPO" Meizu, how to implement the "three consecutive profit" the listed prerequisites to become one of the main challenges.

Meizu 2015 sales of 20 million units, facing thousands of market magic blue series mobile phone sold more than 10 million overall while in 2016 sales goal of 25 million units, according to Meizu has announced plans, account for about 70% share of charming blue; and as we all know, thousands of domestic market can be described as a "Red Sea".

Market advisory company Canaccord Genuity of data displayed, from global intelligent phone industry of profit view, Apple and Samsung respectively got has 91%, and 14% of global profit, this two home company of profit sum can reached 105%, is because other phone manufacturers is "loss earned yell", and profit for negative, like, Lenovo (Motorola), and Sony, and HTC of loss degrees on equivalent to whole phone industry profit total of 1%.

Chinese mobile phone manufacturer profitability, market research director Wang Yang, China IHSTechnology after open data showed, 2016, Huawei, OPPO, VIVO, respectively 8.6%, 8.2%, 7.9% a net profit margin of Chinese mobile phone manufacturer profitability ranking of the top three, other handset makers are in a State of profit or even losses .

"Huawei's product relies on rapid promotion glory + channels on the line as a whole under the online trader's success also has made profits and brand growth. OPPO, VIVO relied on lucrative offline channels. "A mobile industry expert who asked not to be named, said" some partial electrical contractor brand, for example, such as millet, Meizu, music video, because the information is too transparent, intelligent fight price, cannot sell expensive, easy to price wars, and this affects their profitability. ”

" In particular the Internet, mobile phone brand, the first problem is sales, sales must be large, supply chain costs can be lower, it can turn a profit . "Qi Sun, said" from a sales perspective, although profit is not high for a single machine, but sales, is also a sizeable amount of data. In addition, the phone also has Internet business income, part of this is the manufacturers emphasize . ”

To pursue brand premium, improve profitability and take a fine line has become the only way out. "In addition to individual enterprises, domestic mobile phone industry as a whole less profit. " Latest 2015 mobile phone development report stated that" the domestic mobile phone market has shifted to quality line, more than 2000 high-end phones to get more recognition. ”

Preceding interviewed industry experts say quality routes, one way is through the use of high-end chips , for example, brands such as millet, music video, 360, launched in early 2016 flagship phones carrying Xiao long 820 chip platform, is in pursuit of a premium brand.

Latest news display, Qualcomm has recently harvested in China its 100th 3G/4G patent license agreement, but Meizu was not on the list of 100 . So, to pursue brand premium stage, Meizu on why the flagship models also insisted that cooperation with the known cost of mediatek? Qi Sun says, " what kind of chip platforms, first look at the research and development of mobile phone manufacturers on what kind of chip platforms team is good at developing, some manufacturers are good at Qualcomm platforms, some good at MTK platform. Secondly, to see what kind of performance, what kind of chip platforms can support the performance. ”

In fact, Meizu's performance has also been criticized in IPR protection. Like, China University University intellectual property Center special researcher Li Junhui had said, also is to Apple for example, in patent protection field, millet even behind Yu Apple, charm family more was millet "dumped out several Street": in invention announced number Shang, charm family just equivalent to millet of 8%, and Apple of 9%; in invention authorized number aspects, Apple is millet of 48 times times, and charm family of 120 times times; in practical new patent aspects, Apple is millet of 1.8 times times, and charm family of 19 times times.

Li Junhui believes that from the perspective of intellectual property protection, millet, Meizu and apples are a big gap, but of Meizu and Apple gap is "ridiculously large", thus causing the Meizu behind Rice's situation.

“演唱会”高歌猛进，难掩魅族2016年Q1份额下滑 - 魅族,魅蓝,魅蓝Note3,魅族PRO 6,魅蓝3 - IT资讯

连续五个月未发新品，市场份额就开始下滑的魅族科技似乎有些坐不住了。2016年4月连发三款新品，并以“发布会+演唱会”进行高调宣传。

相关媒体近日援引第三方调研机构——KantarWorldpanel Com-Tech研究总监梁亚光提供的数据显示，“2015年10月市场上每售出100部手机中有7.9部是魅族，随后销量开始逐步下滑，截至2016年2月底，每售出100部手机中只有5.6部是魅族，下降了近30%。”

事实是否如此？《中国经营报》记者咨询第三方机构北京赛诺市场研究公司相关负责人时得到答复，“确实是在下滑。”至于有无具体数据，该负责人称，“有，但一般不对外公布。”

市场份额下滑，魅族2016年将如何实现“稳增长，创利润，挺进IPO”等既定目标？记者4月26日致函魅族科技，相关负责人表示，魅蓝3发布会以后，魅族团队从北京返回珠海，恐怕来不及回复相关问题。记者表示，4月29日前接受电话、书面采访都还赶得上，但截至发稿前，记者未获回复。

演唱会式传播

因为一直有在发布会邀请嘉宾表演的传统，魅族科技在互联网上也被网友戏称为“演唱会公司”。4月25日，魅族科技在北京发布魅蓝3，依然延续了“发布会+演唱会”的风格，不仅搬来偶像团体SNH48献唱，而且请到著名网红王尼玛和张全蛋助阵，随后，售价599元、799元的两款魅蓝3产品登场了。

“599元的机器就不要谈情怀，谈高科技了。这个价位，就是主频低一点，内存小一点，厚那么一点点，王尼玛也不会在意的。”对于魅蓝3发布会及其产品，国内另外一家互联网手机品牌的相关负责人表现出明显不屑，还一针见血地指出，魅蓝“低价也是无奈之举”，魅族要的是“销量！销量！销量！”

对于国内手机行业已普遍进入全金属材质时代，为什么魅蓝3还在用塑料材质的问题，一位手机行业的资深观察人士表示，应该说魅蓝3的这种做法“比较讨巧”，“用的虽然是塑料材质，但做工还算精细”。

记者注意到，从2015年11月到2016年3月，在5个月的时间里，魅族未发新品，然后在2016年4月一下子爆发了——月初发布了面向千元机市场的魅蓝Note3，月中发布了年度旗舰魅族PRO6，月末再次发布面向千元机市场的新产品魅蓝3；而且在外界质疑其市场份额和销量下滑的当口，魅族用接二连三的“发布会+演唱会”成功赚回了公众的眼球。

一月三次发布新品是什么概念？据记者不完全统计，自魅族创始人黄章在2014年2月复出，并于2014年6月对外确认完成首轮融资、从2014年9月开始抛弃此前“小而美”的路线加快产品推出节奏以来，魅族在2014年9月至2014年年底推出了3款新品，2015年年初至2015年10月推出了6款新品，然后就是在2015年11月至2016年3月出现了5个月的空窗期，到2016年4月就变得更加疯狂了。

为何会出现5个月的空窗期？业界有一种猜测是，魅族从阿里巴巴拿到的投资在去年年底用完了，所以陷入停顿状态。但赛诺市场研究公司副总经理孙琦在接受记者采访时表达了另一种看法，“去年魅族发展比较快，到今年年初，对于魅族、魅蓝品牌未来如何发展，魅族内部应该是有一个思考的过程、战略调整的过程，没发新品也是正常的。”孙琦认为，战略调整的结果可能是，魅族和魅蓝的运作未来将分得更开。

魅族科技相关负责人虽然没有回复记者的正式提问，但是在4月26日至28日期间四次针对采访事宜的电话沟通当中，该负责人还是不经意地表达了一个月三次发布会忙到令人崩溃。

公开数据显示，改变“小而美”路线的魅族，通过加快产品推出节奏，2014年将销量从2013年年底的200万台提高到400多万台、增长了2倍多；2015年进一步将销量冲击到2000万台、增长350%以上；2016年定下的年度销量目标为2500万台。

2016年定下“稳增长”目标的魅族，能否实现2500万台销量？“首先，手机行业已经进入低增长阶段，魅族20%的年度销量增长目标也是不低的，应该是一个高于行业整体上升标准的目标。其次，对于能否完成目标的问题，我认为，任何事情都会存在变数，在市场充分竞争的状态下，还是要观察魅族会怎么做。对市场节奏的判断失误，对竞争的估计不足，都会导致一个公司完成不了目标。”孙琦表示。

专利短板

2016年明确提出“挺进IPO”的魅族，如何实现“三年连续盈利”的A股上市前提条件成为主要挑战之一。

因为魅族2015年2000万台的销量中，面向千元机市场的魅蓝系列手机的总体销量超过1000万台；同时在2016年2500万台的销量目标中，按照魅族此前公布的计划，魅蓝的比例要占到70%左右；而众所周知，国内千元机市场可谓一片“红海”。

市场咨询公司Canaccord Genuity的数据显示，从全球智能手机行业的利润来看，苹果和三星分别拿到了91%、14%的全球利润，这两家公司的利润总和能达到105%，是因为其他手机厂商是“赔本赚吆喝”、利润为负，比如，联想(摩托罗拉)、索尼、HTC的亏损额度就相当于整个手机行业利润总额的1%。

对于中国手机厂商的盈利表现，IHSTechnology中国市场研究总监王阳此前公开的数据显示，2016年华为、OPPO、vivo分别以8.6%、8.2%、7.9%的净利润率占据中国手机厂商盈利能力排行榜的前三位，其他手机厂商都处于微利甚至亏损状态。

“华为依靠的是产品力的快速提升，荣耀在线下+线上渠道方面整体操盘的成功，也同样取得了利润和品牌的双增长。OPPO、vivo依靠的是获利丰厚的线下渠道。”一位不愿具名的手机行业专家表示，“一些偏电商的品牌，比如，小米、魅族、乐视等，因为网上信息太透明了，智能拼性价比，就不能卖贵了，容易价格战，这影响他们的盈利水平。”

“特别是互联网手机品牌，首要问题还是销量，销量一定要大，供应链成本才能越来越低，这样也能实现盈利。”孙琦表示，“从销量上看，虽然单个机器的利润不高，但销量大了，也是一个相当可观的数据。另外，手机上面还有一些互联网业务的收入，这也是厂商非常看重的部分。”

要想追求品牌溢价、提高盈利水平，走精品化路线已经成为唯一出路。“除个别企业外，国内手机行业整体利润较低。”最新发布的《2015年国产手机发展报告》指出，“国内手机市场已经转向精品路线，2000元以上的高端手机获得更多认可。”

前述受访的手机行业专家表示，在精品化路线上，其中的一条捷径就是通过使用高端芯片，比如，小米、乐视、360等手机品牌，在2016年年初都推出了搭载骁龙820芯片平台的旗舰手机，就是为了追求品牌溢价。

最新消息显示，高通在中国近日已收获第100份3G/4G专利许可协议，但魅族并未在100家之列。那么，到了追求品牌溢价的阶段，魅族为何在旗舰机型上还坚持与性价比见长的联发科合作？孙琦认为，“使用什么样的芯片平台，首先要看手机厂商的研发团队擅长在什么样的芯片平台上做开发，有的厂商擅长高通平台，有的擅长MTK平台。其次，要看产品需要什么样的性能，什么样的芯片平台更能支持这样的性能。”

其实，魅族在知识产权保护上的表现也屡遭诟病。比如，中国政法大学知识产权中心特约研究员李俊慧曾经表示，同样是以苹果为榜样，在专利保护领域，小米尚且落后于苹果，魅族更被小米“甩出去几条街”：在发明公布数上，魅族仅仅相当于小米的8%、苹果的9%；在发明授权数方面，苹果是小米的48倍、魅族的120倍；在实用新型专利方面，苹果是小米的1.8倍、魅族的19倍。

李俊慧认为，从知识产权保护角度看，小米、魅族与苹果的差距都很大，但魅族与苹果的差距实在“大得离谱”，因此造成了魅族落后于小米的局面。