Is Huawei afraid to ship 140 million units a year?

Xiaomi has lived through his most difficult days, but people have not looked forward to a satisfactory transcript.

According to the usual practice, Xiaomi will announce the shipments of the previous year before and after the annual meeting. This year, there is no movement. Instead, Lei Jun has thrown a more public view of the situation.

Huawei is shipping 140 million units a year. Are you afraid?

"Without the KPI, how many mobile phones it sells, and what market share it has, we only care about the core capabilities and care whether we are making progress every day."

The data is not a little bit, the official also symbolically gave a little information, such as the sale of 1.35 million mobile phones in India in October 2016, the annual sales exceeded 1 billion US dollars, ranking among the top three in the Indian mobile phone market, accumulating globally throughout the year. The 16,000 patents applied for have also raised the sales target of 100 billion yuan in 2017, but the global data of the mobile phone is not seen.

In general, these are the data that Xiaomi carefully selects for everyone to see. It is not coherent, so where did the data not picked out go?

If the sales volume is not good, can you only borrow the slope?

The high-growth millet can forget the sales volume and market share. It is a courageous thing. After all, it is about life and death. Like the bad sales, Coca-Cola and IUNI have closed down. Hammer technology has also been poorly sold. Raising the capital chain problem.

But for Xiaomi, not releasing sales and market share data, a potential possibility is that it has encountered difficulties.

In 2014, Xiaomi sold 61.12 million mobile phones in the whole year, and in 2015, it exceeded 70 million units. Xiaomi is proud to claim that he is the first, but this number has not reached the goal of 80 million units that Lei Jun once shouted. The myth of sustained growth has been broken.

According to data released by IDC in August last year, in the second quarter of 2016, millet shipments reached 10.5 million units, ranking fourth, with shipments of 17.1 million units in the second quarter of 2015, ranking second, down 39.4% year-on-year. .

Regardless of why Xiaomi has not published the transcript for a while, it is certain that the existing data indicates that the performance of Xiaomi's mobile phone in 2016 will not be too good.

"It is very popular to control how many mobile phones it sells." It reminds me of Luo Yonghao's "I don't care about winning or losing, I am serious." On the way later, only the serious Luo Yonghao could not avoid a series of problems. Hammer technology happens on the body.

New difficulties are on the way

"For Xiaomi, the worst time has passed." Lei Jun optimistically described the current situation of Xiaomi in the interview, but optimism does not mean that all difficulties will disappear. The pressure of continuous sales growth may be the current stage of millet. One of the problems that is difficult to solve, or not so well solved.

If you blindly pursue shipments, the base will continue to rise. If you slow down, the increase will not look good. According to the current situation, Xiaomi should choose the latter.

In addition to the pressure of continued growth, as the benchmark of the mobile phone industry, external pressure is also stimulating Xiaomi, such as Huawei, which is also growing rapidly.

According to published data, Huawei sold 75 million mobile phones in 2014, with shipments of 108 million units in 2015 and 140 million units in 2016. This level of shipments has also put Huawei on. The first label of domestic mobile phones, and even rumors that this year's target will soar to 180 million.

Although verbally giving up chasing shipments, Xiaomi is also trying to solve the problem, such as gradually expanding to the offline, which is the “new retail” of Lei Junkou’s online and offline considerations. It is understood that Xiaomi has already opened 54 offline lines. Retail stores, the official also said that 200 new homes will be opened this year, and 1,000 will be opened in the next three years.

However, the speed of offline coverage will also bring pressure on the cost. Even if the introduction of the authorized franchise system will lead to the issue of service consistency, more and more domestic brands will join the construction of offline channels. The main battlefield down is not necessarily online, but also hit the line, Xiaomi just jumped from one pit to another.

Supporting the low-end red rice series

The official did not announce the total shipments of Xiaomi's mobile phones, but the data of the red rice series was released in the middle of last year. This differentiated treatment basically reflects the status of red rice in Xiaomi's product structure.

It is understood that as of June 2016, the red rice mobile phone that has been listed for nearly three years has sold 110 million units, and the official has called it a “national mobile phone”.

However, on the way to the national mobile phone, the dominant red rice series has limited the promotion of the Xiaomi brand and the expressiveness of the flagship mobile phone.

The red rice series itself began to adopt the ODM solution because of rapid marketization. The quality problem began to appear, and because the huge base was enlarged, such as the red rice Note 3, it was exposed as an OEM machine at the beginning of the market, and the use of MediaTek chips also led to the big The problem of WiFi disconnection on the scale, some employees once suppressed the defamatory users in order to cover up the problem.

In addition to OEM, configuration and design obsolescence is also a problem of the red rice series. Double-lens, metal wire drawing, and red rice Pro of OLED screen are understated for less than two months after the market launch due to poor feedback.

A cursory statistics, in the past year, Xiaomi has launched seven red rice phones, the low-end product line to keep this update speed is not new, but coincidentally, these manufacturers have set their sights on the ODM program. Even more coincidentally, these products using ODM solutions have suffered from quality problems more or less.

The flagship machine was flooded by the flagship machine

The problem with Xiaomi's flagship product line is too subdivided, so that it is difficult to find an absolute flagship.

Because of the difference in configuration, the Xiaomi 5 series is divided into Xiaomi 5, Xiaomi 5s and Xiaomi 5s Plus. This configuration and price subdivision can cover most users and can also dilute risks, such as when the dual lens millet 5s Plus market When the performance is not good, there are Xiaomi 5 and Xiaomi 5s to save the field.

Xiaomi 5 has been divided into several models. The previously released Note series has also been updated to the second generation. Compared with Xiaomi 5, the protagonist of Xiaomi Note 2 is relatively clear. Lei Jun even paid a lot of money to join Liang Chaowei, but Xiaomi MIX Strong debut, and make Xiaomi Note 2 become a supporting role.

"Note2 also invited a superstar endorsement such as Tony Leung and cast a lot of advertisements. The result was overturned by MIX, so the day must be said to be painful and happy," Lei Jun said.

From Xiaomi 5 to Xiaomi Note, to Xiaomi MIX, Xiaomi's flagship mobile phone, one hand will soon come, but according to Lei Jun, this year, we will strive to solve the mass production problem of Xiaomi MIX, and it should be the main force. Xiaomi Note 2 may continue to linger.

In addition to the pressure of Xiaomi MIX, users are also very vocal about the quality of Xiaomi Note 2.

This year, Xiaomi Note 2 uses the LG hyperbolic screen, but this screen is not officially commercialized on LG's own product line. After the first release of Xiaomi Note 2, the screen was dug up with "yellow, uneven color, and streaks". Waiting for it, and being ridiculed as "the song of ice and fire", rumors that in order to solve this problem, Xiaomi will also launch the ordinary screen version of Xiaomi Note 2, if the news is true, including the invitation to Liang Chaowei, the marketing investment may also face risk.

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