【View from the Wall】 Meizu may not plan to earn money by selling mobile phones

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Text / Tencent Digital Su Yang

Judging from the recent invitations, Meizu has become a classic, but the practice is somewhat contradictory to the classics.

In a nutshell, the Meizu went too fast.

According to incomplete statistics, Meizu held a total of 6 press conferences in 2015, and it was claimed as 1 month and 1 game in the second half. It is further reported that in 2016, Meizu probably prepared nearly 10 press conferences. In addition, due to performing stars The joining of the new product conference was also ridiculed by the outside world as a "concert."

But a few years ago, Meizu is not the case.

Thoroughly bid farewell to the game of the year

Before 2015, Meizu was paranoid, paranoid to opponents have spent the product line to play, and Meizu up and down to point the MX series hit the world.

It should be said that this is the most outstanding stage of Meizu product quality. Bai Yongxiang, who took the CEO position at the time, also expressed Meizu’s value orientation at the time when he was interviewed. “Meishu is not about to invest in the market, but to insist on The ambition of 'great products' does not change."

In other words, Meizu’s current strategy of taking the opportunity to sea machine is basically to give up and persist. The starting point is 2015.

The new debut of Charm Blue in January was the beginning of the change. In September, Pro 5 basically fixed the product line structure. The three series of Charm Blue, MX and Pro began to be the core of Meizu's outward output of "cannonball."

According to Meizu's official data, there are only two models of the high-end Pro series in the three mobile phone lines for sale, and there are six models in the entry-level charm blue series, leaving only two models for the Meizu MX series.

Of the 20 million units sold in 2015, Charm Blue and Meizu MX have basically maintained a 1:1 ratio, and there are even signs of breaking this ratio. In fact, they have already shown that the low-end dominant product structure, although not the low-end products It must be worse, but this change means Meizu is indeed different from the first few years.

why? Alibaba’s strategic investment of US$590 million is a very important factor. There is one thing that is not paid much attention, but it is very interesting. In the series of Charm Blue with sales tasks, there are more and more devices using Alibaba's YunOS. Now.

May not already have to rely on mobile phones to sell money

In the past, Meizu made money by selling mobile phones. Every time a mobile phone was sold, it earned money for a mobile phone.

However, after the entry-level Blue Charm series dominated, low-cost low-margin profits and even negative profits were a problem that had to be answered. Li Nan also talked about Charm Blue's “low gross margin” in an interview.

So, Meizu will lose money to earn it? Obviously, Meizu, which was a little traditional and relied on selling mobile phones, has now learned how to use sales to exchange money for the capital market.

Huang Zhang returned to the mountain for half a year and got a round of financing of RMB 2 billion. After a return of one year, he signed a strategic investment list of a total of 650 million U.S. dollars. Jack Ma, who was dubbed “Ali Dad”, was stunned by Meizu. 590 million U.S. dollars in real money.

The specific profit model, Li Nan also mentioned a view on the ARPU value, "You go to kill the low price, we give you the amount, but we receive a real ARPU value on you a little bit, who loses and wins Not necessarily, and this idea may also be the key to Meizu and Ali coming together. The resources behind YunOS and YunOS are too valuable for improving ARPU.

In addition, thoughtful people should remember the goal of Huang Zhang at the 2015 annual meeting at the beginning of this year: “Steady growth, profit creation, and advancement to IPO”. These three words actually put Meizu's several problems on the table - - Continue to maintain current sales, come up with financial data that can convince investors, and then go to the stock market.

After the IPO, the money is definitely faster than selling mobile phones.

Crazy "brush volume" after having to face

When the quantity is small, many problems are covered up. Once the quantity is increased, the problem will be concentrated and there will even be complications.

During this year's 3.15 period, Meizu was reported by CCTV Financial because of the refurbishment problem. Although this is only a complaint case, it may even be that the problem is not in the product, but the management of the channel and the management of the dealership are gradually The Meizu brand that grew up had to pay attention.

The quality of the product itself, the entire domestic mobile phone has also experienced pain, and some media have also pointed out in the report, "the savage expansion of domestic mobile phones: users in the queue for maintenance," the same, there have been reports that "Lok as the mobile phone used less than one The year is bad, and more importantly, maintenance needs to wait two or three months.

With more product lines, collisions between different product lines due to price, configuration, and positioning differences also began to appear.

Take Charm Blue Note 3 and Meizu MX6 as an example, the overall configuration of the two is only the difference between the Helio P10 and Helio X20 processors, but the price gap is 1200 yuan, even if Li Nan once mentioned in the interview price classification sensitivity. The concept, but such a disparate price, will still make the MX product line lose some color in front of the Charm Blue series.

Appearance, the passion of chasing after the amount of stimulation, Meizu's imagination in appearance and industrial design has begun to become mediocre, and even Huang Zhang himself in the internal mail Tucao, "If the appearance of the next generation MX series with PRO, The MX series will be cut off."

On the one hand, the appearance of the internal product line has a small difference, and on the other hand, the appearance of the entire industry is similar. Recently, the Red Rice Note 4 was released, the official even confused the mobile phones of Meizu and OPPO, so the problem came - the practitioners Can you mistake the product? How about consumers?

Who will supply the Meizu?

If one day Meizu cell phone can not grab, do not be surprised, they may encounter problems with the supply chain.

The problem of supply chain has been plagued by domestic mobile phone manufacturers. Millet, hammer and other ticket manufacturers have encountered varying degrees and types of problems.

A few days ago it was reported that the supply of AMOLED panels was insufficient, and OPPO shipments were difficult to achieve the goal of 100 million units. Although the Meizu MX6 has abandoned AMOLED and turned to Sharp's arms, the next upcoming curved screen new products will have to face And including Samsung, vivo, millet and other vendors grab resources.

Still on the screen, there are also reports that Apple has placed an order for 200 million OLED screens for the iPhone 8. Who will supply the Meizu in the future, and who will supply the domestic mobile phones?

In terms of processors, Meizu is now completely on the MediaTek ship, before this, Meizu's flagship will generally carry Samsung's mainstream chips, but now the new all-in-one program using MediaTek, hard-selling Meizu to the MediaTek to do marriage At the same time, clothing is also taking great risks. Once MediaTek's processor goes wrong, it's definitely Meizu who immediately turns over.

In this regard, the problem of WiFi off-hook encountered by MediaTek Helio X10 should cause Meizu to suffer a cold sweat. At that time, the flagship MX5 was equipped with this processor, and the charm Blue Metal released in October last year was also this processor.

Regarding the walk between Qualcomm, MediaTek, and Samsung, Li Nan said in response to Qualcomm's patent litigation: “The ideal situation is for all three companies to use and which one to use,” but whether Meizu has the freedom to choose the initiative It is not known that power is still given up passively.

If the patent lawsuit of Qualcomm is not settled as soon as possible, Samsung will be tight again, at least on the processor, Meizu really can only put the eggs in a basket of MediaTek.

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