Lei millet road re-engineering, too early to badmouth millet-millet, Lei, phone-IT news

Always thought, millet's difficulties over the past year and not a bad thing. Development of things rarely smooth sailing, only through difficulties and setbacks, a business can be tough, and to a deeper more stable, future growth to be more stable and smooth operation. Millet this high-speed rail before rapid run too fast and smoothly for all unexpected, smooth millet policymakers ignore persisting problems in the optimism.

Millet's success begins with a Lei and before founding team's vision, see China's huge demand for smartphones in the market, also stems from the mobile Internet model they use to create the cost advantages and innovative social marketing and maintain fan user and create native Android ROM, and so forth. But behind the success of millet, and there is always some key weaknesses: offline channels, traditional marketing limited, supply chain, product upgrade issues.

Since last year, market changes, competition intensifies, millet that high-speed trains suffered a slowdown, has prompted policy makers such as Lei began to reflect on mistakes before, redefining development strategy. If the critical shortcoming in speed can make up for millet, break through the current bottlenecks encountered, laying the Foundation for future growth. Then, present difficulties for millet instead was a blessing in disguise. Even bad-mouthing millet decline reported on millet, can also be seen as a spur and motivate.

Of course, hindsight is always easy, watch reviews is always easy. Into real forces and others in senior roles and millet, current issues may also occur. But consider if the whole millet's many moves this year, combine millet setbacks the past two years, you can clearly see, millet and Lei is trying to make up for the weakness, and lay the Foundation for future growth.

In fact, millet has done this year, it should do two years ago. Millet made several changes this year, evident of reflection on and improvement of the Lei. These initiatives, or make millet the future benefit. Or, make up the millet was ignored because of the rapid growth of several weaknesses before.

Offline channels:

Millet was previously the miracle lay in the e-commerce channel sales just three years, millet boarded the Chinese market from a startup company shipments on the throne. Millet net sales, China has become the third e-commerce platform, behind Ali and East of Beijing. There is no doubt that business continues to be subject of future sales, also is the main millet in the future market.

But when China smartphone market overall growth slows, glory, Meizu, TV plus many more competitors in fields of millet patterns into the brand, this market is already significantly improved competitive directly erode the growth of millet was originally envisaged. In situations like this, and want to continue to grow we must develop new markets--millet had previously ignored line operators and channels.

Millet this year significantly increased line operated stores under construction, according to Lei in June this year saying, "plans new 5-10 small m a month the speed of expansion plans within three years to do 1000". If millet line expansion plans are implemented, this means millet proprietary network will cover the whole country with the line of first-and third-tier cities. From the opening rate of millet in the near future, although there are significantly accelerated, but Lei is still gap, how to achieve target millet is one of the challenges will be in the next three years.

Own stores is the line of millet sold under the center of gravity, which is the experience and after sales network. To attract more potential users, a better service experience . Open proprietary networks, this is apples and falling sales in China this year. Millet's home country now total 30, Apple's own stores in China a total of 40 homes, expand own stores is a major task in the coming years the two companies.

In addition to open own stores, millet is another initiative to strengthen cooperation with the operator, which is mainly reflected in the lower end of the red line. Despite operators ' sales in China's mobile phone market share falling, but is still an important shipping channel, especially at the low end. Acceleration this year millet red m-Series carrier shipping channel June agreement with Unicom underwriting reached 15 million mobile phones, also in cooperation with mobile push.

In addition, in the open market channels, millet is also mentioned at the Red Pro release, "suning, GOME and stores such as Dixon over more than 2000 lines of development zone sales." If the breadth of the competition offline channels, millet and Huawei, Oppo and Vivo also has significant gaps. When you purchase market into overdrive for the line, millet's sales growth stalled, which dominate the below the line strength manufacturer has maintained a stable growth. Sales momentum this year millet was about to lose an important factor.

But from another perspective, if millet in line alone under the line and three rivals, now millet is strengthening the construction of offline channels, apparently can bring greater impetus to millet. Create offline channels, millet can be able to walk on two legs, change the "giant coarse on one leg, one leg of Superfine" 囧. Problem of sluggish growth over the past year, millet began to seriously reflect on offline channels that previously ignored problem, this is not a bad thing.

Traditional marketing means:

Millet the first rise of a great secret to successful social marketing, high engagement, Word of mouth marketing, fan operation, low cost, this is millet Li Wanqiang, co-founder the the core idea of the sense of participation. Millet because after a successful social marketing surge all the way, it has almost become standard on many competitors and now almost every manufacturers attach importance to social marketing, Meizu, Huawei, TV plus, OPPO, etc par opponents in social marketing on the one hand, and in traditional media advertising far exceeds the millet.

And channels, like millet in marketing are also walking on one leg. So this is a significant change of millet this year--find voice vote in traditional advertising. Arrived in huge lines to the market, it is necessary to use traditional marketing methods. Millet is unprecedented this year please come wuxiubo, Liu Shi poetry and Liu Hao, three members endorsed their red rice product.

Rivals recruit outspoken small stars are slightly different for meat, millet's three spokesmen are among the images front and sweep the safe choice for all ages, namely millet said national spokesman. This sense of populist, more in line with red rice product price positioning, but also to enhance the brand image of red rice. From three-star to announce after the endorsement, Twitter reaction, the millet choice is correct.

Since then, in line with the advertising effect of three spokesmen, millet in the elevator, bus stations and other traditional means of advertising spree. Know millet had ads on CCTV, rarely invest in traditional advertising costs. From one point of view, millet is going to be the same as other vendors, lost his previous sword and medals, but from a different angle, millet is also actively studying the competitors ' strengths, try to change to adapt to the new competitive environment.

Is undeniable, although still strong in social marketing, but millet advantage has been getting smaller and smaller in the marketing field. At this time, make up the traditional marketing means, both with red Mobile offline sales is to upgrade the millet brand visibility in the traditional consumer groups. However, this also means that the substantial growth in marketing spend to millet.

Product upgrade issues:

In addition to traditional offline channels and marketing, millet, there is also a need to overcome key bottlenecks--product positioning. When millet began to stumble? Roots dated back to the end of 2014. As a startup, millet completed valued at $ 45 billion of financing, becoming the world's second-largest after the Uber startups. Valuations, investors ' expectations of millet growth prospects for the future, overestimate the value of putting enormous pressure on millet, carrying the burden of growth.

2014 rice shipments to 61.12 million units, an increase of 227%. In front of the upbeat growth momentum, Lei presented millet 2015 sales target of 80 million to 100 million. To maintain a 45 billion-dollar valuations, it is necessary to continue the momentum of rapid growth. But millet millet Note issued by the end of 2014 suffered the first blow. Prior to this, millet products are almost always explosive.

2015 is struggling with millet a year. Because the Qualcomm chips limited, millet's new flagship machine the delays in publishing, early millet Note and weak sales, resulting in millet in more than 2000 Yuan a serious lack of competitiveness in the market. In order to guarantee the shipment size, millet have released large amounts of red rice models and makeover 1500 Yuan the following models. Although red rice sales propped up sales of millet, but also directly bring down the average price of millet, dragging down the brand positioning of millet.

Or perhaps see the negative effects of blind impulse sales, Lei this year presented "does not pursue the shipments", this does not mean to give up, but wished to correct before a large number of low quality and low price in Exchange for sales deviations. Market research company GFK data showed in the first half, China's fast-growing smartphone market is 2000-3000 level, an increase of 111%, far more than 1500 Yuan the following range of 47% and 70% of more than 3000. This year's power of the millet.

2016 no longer have Gao Tongxiao Dragon 810 of the heating problem, flagship millet 5 serious supply chain problems, led millet 5 for quite some time after publishing a serious shortage, directly affects the millet 5 sales. If nothing else, in October this year millet millet Note 2 will be released, it will be millet impact to the 3000 mark again. Huawei is the Mate of 2014 years 7 successful foothold in more than 3000 Yuan price market. Millet millet Note 2 will be this year's most important product, also shoulders the important mission of millet product positioning.

Too soon to conclude

About millet's future prospects, since last year, there's been a lot of discussion, some good, some bad-mouthing. But the future of millet, not by the media and to decide, but a pinch in their own hands. If millet can make up for the three short, less competition in the market will be able to walk on two legs, and Huawei, OPPO, competing better balanced opponent strength, at least not as serious as partial section before .

In overseas markets, millet with a lot of vision, but only slowly advance. The strong performance of overseas markets, is a major cause of Huawei's rapid growth. But Huawei is behind many years of investment in research and development of patent strength and support. Millet history only a few years, in terms of patents accumulated far Huawei, ZTE and Lenovo bought a motorcycle. However, millet is also actively accumulating their own patents, and acquiring patents from giants such as Microsoft, gradually their patent laid the Foundation.

In addition, the millet is also expanding its own eco-products. Affordable millet eco-chain products, bring more potential users to millet, millet venture pushed the company's valuation, millet is a great return on investment. This is why millet will be keener to important causes of the ecological chain, higher the rewards may also be millet's own mobile phones, tablets and other core business. However, the ecological chain of millet or distracted by too much energy, and once the negative ecological chain products will hurt the brand value of millet. This is millet need to weigh in the future.

Lei said that millet was bottoming out. If he continued in these three, the millet is possible re-growth. Difficulties before they conclude that millet millet because now is the decline, there's a little too early, after the millet is always walking on one leg.

Well, Mark Twain once said, "about my death were too exaggerated."

雷军重整小米再上路，唱衰小米为时过早 - 小米,雷军,小米手机 - IT资讯

一直觉得，过去一年小米遭遇的困难并不是坏事。事物的发展少有一帆风顺，只有走过艰难和挫折，一家企业才能有忧患意识，根基才能更深更稳，未来的增长才能更加平稳顺畅。小米这辆高铁之前急速飞奔得太快，顺利得让所有人出乎意料，顺利得让小米决策层在乐观情绪下忽视了始终存在的问题。

小米之前的成功源自于雷军及创始团队的前瞻眼光，看到了中国市场巨大的智能手机需求，也源自于他们用互联网模式打造手机的成本优势、创新的社交营销和维护粉丝用户以及打造本土化的安卓ROM等等因素。但小米的成功背后，也始终存在着几大关键软肋：线下渠道、传统营销、供应链受限、产品定位升级问题。

从去年开始，市场形势发生变化，竞争激烈程度加剧，让小米这辆高铁遭遇了减速，也促使雷军等决策层开始反思之前的失误，重新制定发展战略。如果此次减速可以让小米补上此前的关键缺失，突破目前遭遇的瓶颈，为未来的增长道路奠定基础。那么，现在的困难对小米来说反而是因祸得福。即便是唱衰小米衰微的报道，对小米来说，也可以将其视为一种鞭策和激励。

当然，事后分析总是简单，旁观点评总是容易。换成其他人在雷军乃至小米高层的角色，或许也会出现目前的问题。但如果整体考量小米今年的诸多动作，结合过去两年小米遭遇的挫折，那么可以清晰地看到，小米和雷军正在努力弥补此前的软肋，为未来的发展奠定基础。

实际上，小米今年所做的事，正是其两年前应该做的。今年小米所做出的几点改变，可以明显看出雷军的反思和改进。而这些举措，或将令小米未来受益匪浅。或者说，补齐了小米之前因为高速增长而忽视的几个软肋。

线下渠道问题：

小米此前的销售奇迹奠定在电商渠道之上，短短三年内小米从一家创业公司登上中国市场出货量宝座。小米网也因此成为中国销售额第三的电商平台，仅次于阿里和京东。毫无疑问，电商依然是未来的销售主体，未来也还是小米的主力市场。

但当中国智能手机市场整体增长放缓，荣耀、魅族、乐视等越来越多竞争对手以小米模式涌入电商品牌领域的时候，这个市场的激烈程度也显著提升，直接蚕食了小米原先设想的增长空间。在这样的情况下，要想继续保持增长就必须拓展新市场——小米此前忽视的线下和运营商渠道。

今年小米明显加快了线下自营店的建设，按照雷军在今年6月份的说法，“计划以每月新开5-10家小米之家的速度扩张，计划三年内做到1000家”。如果小米的线下扩张计划得以实施，这意味着小米的线下自营网络将覆盖到全国一线到三线城市。从近期小米的开店速度来看，虽然有明显加速，但距离雷军的目标还有差距，如何实现目标将是未来三年小米的一大挑战。

自营店既是小米的线下销售重心，也是产品的体验和售后网络。能吸引到更多的潜在用户，带来更好的服务体验。广开自营网络，这一点倒是和今年中国销量下滑的苹果的思路一致。现在小米之家全国总数共有30家，苹果国内自营店总数40家，扩大自营店都是两家公司未来数年的一大任务。

除了广开自营店，小米的另一大举措是加强与运营商的合作，这主要体现在低端的红米系列。尽管运营商在中国手机市场所占的销售比重不断下滑，但依然是重要的出货渠道，尤其是在低端产品。今年小米明显加快了红米系列的运营商出货渠道，6月份与联通达成包销1500万部手机的协议，与移动的合作也在推进之中。

此外，在公开市场渠道方面，小米也在红米Pro发布时提到，“苏宁、国美、迪信通等卖场发展2000多家线下专区销售”。如果比拼线下渠道的广度，小米显然与华为、Oppo和Vivo还有着明显的差距。当线上购机市场陷入白热化争夺时，小米的销量增长因此陷入停滞，而这几家线下占据优势的实力派厂商却能保持着稳定增长。这也是今年小米销量势头处于下风的重要因素。

但换个角度思考，如果小米此前在单凭线上就可以与三大线下对手抗衡，那么现在小米加强线下渠道建设，显然能给小米带来更大的推动力。打造线下渠道，可以让小米能够以两条腿走路，改变此前“一条腿巨粗，一条腿特细“的囧状。过去一年的增长乏力问题，促使小米开始认真反思自己此前忽视的线下渠道问题，这不是一件坏事。

传统营销手段：

小米最初崛起的一大秘诀就是成功的社交营销，高参与度、口碑营销、粉丝经营、成本低廉，这也是小米联合创始人黎万强那本《参与感》的核心思想。在小米因为成功社交营销一路猛增之后，这一点也几乎已经成为后来诸多竞争对手的标准配置，现在几乎每家厂商都重视社交营销，魅族、华为、乐视、OPPO等对手一方面在社交营销上不相上下，一方面又在传统媒体广告上远超小米。

和渠道一样，小米在营销方面同样是一条腿走路的。所以这也是小米今年采取的一个明显的变化——找代言人投传统广告。要抵达巨大的线下市场，就必须采用传统的营销方式。今年小米破天荒的请来了吴秀波、刘诗诗和刘昊然三位明星代言自己的红米产品。

与竞争对手纷纷聘请红极一时的小鲜肉明星略有不同，小米的三位代言人都属于形象长期正面、通吃各个年龄段的安全选择，也就是小米所说的国民代言人。这种亲民的感觉，比较符合红米产品的性价比定位，也有利于提升红米的品牌形象。从三位明星宣布代言之后，微博上的反应来看，小米的选择还是正确的。

此后，为了配合这三位代言人的广告效应，小米在电梯、公交站等传统手段开始大举投放广告。要知道此前小米只在央视投放过广告，极少在传统广告上投入费用。或许从一个角度来看，小米正在变的和其他厂商一样，失去了此前的剑走偏锋；但换一个角度来看，小米也在积极学习竞争对手的长处，努力去改变来适应新的竞争环境。

不可否认的是，虽然在社交营销上依然实力强大，但小米在营销领域的优势已经越来越小。在这个时候，补上传统营销手段，既是配合红米手机的线下销售，也是提升小米品牌在传统消费群体中的知名度。不过，这也意味着小米的营销支出要大幅增长了。

产品升级问题：

除了线下渠道和传统营销，小米还有一个关键的瓶颈亟待突破——产品定位问题。小米从何时开始遭遇挫折？根源始自2014年底。作为创业公司，小米完成了估值达到450亿美元的融资，成为仅次于Uber的全球第二大创业公司。估值是投资人对小米未来增长前景的预期，这个高估值也给小米带来了巨大的压力，担上了增长的包袱。

2014年小米出货量达到6112万部，同比增长227%。在这一乐观增长势头面前，雷军提出了2015年小米销量8000万到1亿的目标。要保持450亿美元的估值，就必须延续此前的高速增长势头。但2014年底发布的小米Note却让小米遭遇到了首次打击。在此之前，小米的产品几乎都是爆品。

2015年是小米遭遇困境的一年。由于高通芯片受限，小米的新旗舰机迟迟不能发布，年初上市的小米Note又销量疲软，导致小米在2000元以上市场严重缺乏竞争力。为了保证出货规模，小米推出了大量红米机型和改头换面的1500元以下机型。虽然红米的热销撑起了小米的销量，但也直接拉低了小米的均价，拖累了小米的品牌定位。

或许正是看到此前盲目冲击销量带来的负面影响，今年雷军提出“不追求出货量”，这并不是说自暴自弃，而是希望纠正之前大量出低价机换来低质量销量的偏差。市场调研公司GFK上半年的数据显示，中国智能手机增长最快的市场是2000-3000元档次，增幅高达111%，远远超过了1500元以下区间的47%和3000元以上区间的70%。这也是今年小米最该发力的区间。

2016年不再有高通骁龙810的发热问题，旗舰的小米5却遭遇严重的供应链问题，导致小米5在发布之后相当长一段时间严重供货不足，直接影响到了小米5的销量。如果不出意外的话，今年10月小米还将发布小米Note 2，这将是小米再次向3000元关口发起冲击。华为正是凭借2014年的Mate 7才成功在3000元以上价位市场站稳脚跟。小米Note 2将是今年小米的最重要产品，也肩负着小米提升产品定位的重要使命。

盖棺论定还太早

关于小米的未来前景，去年以来已经有太多的分析讨论，有的看好，有的唱衰。但小米的未来，并不由媒体和竞对决定，而是捏在他们自己的手中。如果小米可以弥补之前的这三大短板，那么在市场竞争中就可以用两条腿走路，和华为、OPPO等实力均衡的对手展开更好的竞争，最起码不会像之前那样偏科严重。

在海外市场，小米虽然有着很多憧憬，但也只能慢慢推进。海外市场的强劲表现，是华为迅猛增长的主要原因。但这背后是华为多年研发投入和专利实力的支撑。小米只有几年历史，在专利积累方面远远比不上华为、中兴以及收购了摩托的联想。不过，小米也在积极积累自己的专利，并从微软等巨头处收购专利，逐渐打下自己的专利基础。

此外，小米还在不断扩展自己的生态链产品。物美价廉的小米生态链产品，给小米带来了更多的潜在用户，也推高了小米投资创业公司的估值，给小米带来巨大的投资回报。这也是为什么小米会热衷于生态链企业的重要原因，这其中的回报或许还要高出小米自身的手机、平板等核心业务。然而，过多的生态链企业也会分散小米的精力，而一旦生态链产品出现负面也会连累小米的品牌价值。这也是小米未来所需要权衡的。

雷军说，小米正在走出谷底。如果他在这三大领域继续推进，那么小米是完全有可能重新增长的。现在因为小米之前的困境就断定小米已经走向衰微，还有点为时过早，因为此前的小米始终都是在一条腿走路。

嗯，马克·吐温曾经说过，“关于我的死讯，都太过夸张了”。