On August 25th, Xiaomi Company released the new red rice Note4. The new metal design and the price of 899 yuan are in the current thousand yuan machine market. In fact, it is such a thing, and there is no such thing as a counter-attack. However, unlike the past, Xiaomi has announced a high-profile cooperation with China Mobile, and Li Huizhen, vice president of China Mobile, has also generously promised to sell 30 million Xiaomi mobile phones during the year.
What is the concept of 30 million?
What is the concept of 30 million? We can compare the sales of a group of domestic brands for the whole year of 2015 -
"Huawei reached 109 million units (63 million units in the domestic market)
Millet reached 71 million units,
OPPO reaches 50 million units,
Vivo reached 40 million units,
Jinli reached 30 million units.
Meizu reached 20 million,
LeTV has moved more than 4 million units. â€
It can be seen that with the channel of China Mobile alone, Xiaomi can reach or even surpass the sales of Jinli and Meizu in the whole year of 2015. Compared with the annual sales of 71 million yuan last year, it is almost half of the total sales, if coupled with the 1500 of China Unicom underwriting. Wantai, a total of 45 million units of sales, easily reached the level of vivo, OPPO. Such a comparison is still quite amazing, understand that Xiaomi also wants to list the big tree of the operator!
When I grow up, I will be you.
When the time returned to 5 years ago, the brands such as “China Cool Alliance†mainly relied on the operators' channels. The newly-launched millet relied on the “Internet mobile phone†sales model to kill the Quartet, which is considered to be the traditional mode of “destroyersâ€. ". Of course, Xiaomi does not pay attention to the operator channel, even if it is a contract machine with the operator, it is just perfunctory. At that time, the operator internally evaluated Xiaomi. Xiaomi valued the e-commerce channel and the open channel. The operator channel was just a "small three" that was not valued.
Lei Jun remembered the dream of the year.
With the rapid increase in the volume of millet and the rise of other brands in the e-commerce channel, Xiaomi's development space has been restricted, and the original chicken-ribbed operator channel has suddenly become delicious. As early as Redmi Note4, Xiaomi has already come to China Mobile to launch eyebrows. In July 2013, it launched a red rice mobile phone with China Mobile, with a total sales volume of 22.07 million units. In March 2015, the company launched Red Rice Note, and the total sales volume reached 27.53 million units; these two products together have basically completed half of the “Red Rice Series Three-Year 110 Million Salesâ€.
We are also very helpless to admit that the "breaker" of the year is still not the operator of this mountain, forced by the pressure of survival, Xiaomi grew up helplessly become the kind of "people" that he hated most in the past.
Under the big tree, enjoy the cool
OPPO, vivo this year's big sale makes more brands "people's minds", obviously higher-priced, lower-priced products are not as good as OPPO, vivo those "low-priced high-priced" products sell well, not to mention the gap between making money , a word, mad! Therefore, the online transfer has become the focus of the "Millet".
Xiaomi has a sample of the three national spokespersons - the national uncle Wu Xiubo, the national goddess Liu Shishi, the national school brother Liu Yuran, the strength to interpret the red rice mobile phone "high quality, reliable national mobile phone" brand connotation. At the same time, it will accelerate the construction of offline physical stores. It is expected that the total number of millet homes will reach 60 this year. However, the offline channels of 60 stores compared to OPPO and vivo are simply a slap in the face. Fortunately, there is now a big tree for operators.
The operator's powerful offline channel is a good complement to Xiaomi's short board, and it is for China Unicom and China Mobile, which have an underwriting of 45 million. Unicom has more than 30,000 self-owned business halls and more than 10,000 cooperative business halls; Mobile has more than 20,000 business halls and 100,000 social channel stores. The most important thing is that operators' business halls and cooperative stores can dive to the 4,567 and 7-line cities in addition to the first- and second- and third-tier cities. The users here are still very popular with the operators who purchase the phone bills.
Lenovo's OPPO, vivo line store promotion staff's "cheats", the brain to get the operator store promoters should be like this, "Liu Shishi / Wu Xiubo Dingli endorsement", "ten core processor, iPhone only two core, computer also On the quad-core, it is fast." "Double-lens, other machines are only one, two are definitely better than one." ..
Not to mention, with these selling points brainwashing, plus the phone bill to send mobile phones, many people are confused to buy it. In today's homogenization of mobile phones, the channel is king, and Xiaomi, who is “cool under the big treeâ€, will get real help in sales, and it is possible to return to the top three. In the end, Xiaomi’s way of running on the carrier was not wrong, but we lost a brand that originally dreamed of creating a new mobile phone. Of course, the competition is so fierce, it is true to be alive, and it is better to make money, dreams? Can value a few dollars!
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