Wait a moment! Millet really can not do it – Sohu Technology-ffrrr.com

Wait a moment! Millet really can not do it? The Sohu of science and technology in 2015 mobile phone ring, mouthing millet is a politically correct behavior, millet poor performance indeed to leave many drifted: no longer sales below expectations, millet 5 dystocia, marketing advantage, millet as apotheosis in the next few years will burst. The unfavorable situation of millet in 2015 early in the second half of 2014 foreshadowed, when the millet in high and vigorous spirits with 3 years of time, only to win the first place, in order to hold this position, the great leap forward of the customization of a series of aggressive targets, resulting in the company struggling to cope with KPI, lost focus on product. However, this does not mean that millet has since collapsed, just as Buffett said, when others are greedy, you fear, others fear, you are greedy. War is the first casualty that his arrogance, do not understand the self innovation of the enterprise, as long as we face the problem and solve problems, enterprises still can jiyechangqing. Although millet by the outside consistent singing decline, but some of the millet strategy has targeted in solving problems, these effects may take half a year to see. What does it mean to give up the fight for the first? In the past, millet carries too many aura: the first Internet mobile phone, sales first, Baidu index first, the fastest growing market value of the company, the inertia of these aura makes millet easy to make radical goals, become self lost. Since the annual sales volume of 80 million is required, all employees regard this number as a task, and all the tasks are carried out around the task unconsciously. This phenomenon is not normal, if it continues, millet will lose product advantages. Lei Jun is aware of this, he said in December last year’s conference, said millet somewhat distorted mentality, always fight to defend, but this is not the original intention of millet, millet should lay down demons, do not pay attention to every day, friends. After all, Lei Jun is a veteran business expert, soon found the problem, began to emphasize not to mention the first in the interior. When Lei Jun said time to give up hard growth, may millet performance will be more worth looking forward to, coincidentally, the old rival Meizu to give yourself a shot, in 2016 to set a very low growth target, and for IPO, in Chinese intelligent mobile phone growth tends to stagnate, may stop and see more wisely. Start low-key layout, offline channels to get rid of the decline, and ultimately to reflect on the business. The first strategy is to go on sale millet online marketing, from the earliest year millions of sales to 70 million of sales, millet user group is also changing, from the earliest small fancier, a second tier city developed areas of logistics users, now into the five or six line of the city, the user groups continue to search, users intelligent mobile phone quality decreased. This brings about a problem is that the electricity model consistent with the early development strategy of millet, when the online user groups are all covered, more remote city user groups need to become new users, and a phenomenon that can not be ignored.

且慢!小米真的不行了吗?-搜狐科技      2015年的手机圈, 唱衰小米是一个政治正确的行为,小米糟糕的表现也确实给人留下诸多话柄:销量未达预期、小米5难产、营销优势不再,小米的神化仿佛在接下来几年行将破灭。 小米2015年的不利局面早在2014年下半年就埋下伏笔,那时候的小米意气风发,仅用3年的时间就拿下第一的位置,为了守住这个位置,大跃进式的定制了 一系列激进的目标,导致公司疲于应付KPI,失去了对产品的专注。   然而这并不能说明小米从此一蹶不振,正如巴菲特所说,别人贪婪的时候, 你恐惧,别人恐惧的时候,你贪婪。商战中最先倒下的是那种居功自大,不懂自我革新的企业,只要正视问题并且解决问题,企业仍然能基业长青。虽然小米受到外 界的一致唱衰,但小米的一些策略已经有针对性的在解决问题,这些效果可能需要半年时间才能看到。   放弃争夺第一意味着什么?   过去小米背负了太多的光环:第一款互联网手机、销量第一、百度指数第一、市值增长最快公司,这些光环产生的惯性让小米很容易做出激进的目标,变得自我迷失。由于需要完成8000万的年度销量,所有员工都将这一数字当做任务,所有的工作都不自觉的围绕这个任务展开。   这 种现象并不正常,如果持续下去,小米会丧失产品优势。雷军意识到了这一点,他在去年12月份的发布会上提到,说小米的心态有些扭曲,老是为了卫冕而战,但 这不是小米的初衷,小米应该放下心魔,认真做产品,而不是天天关注友商。雷军毕竟是老练的商战高手,很快就发现了问题所在,开始在内部强调不要再提第一。   当雷军表示要放弃增长的硬指标的时候,可能小米的表现会更加值得期待,巧合的是,老对手魅族也提前给自己打了预防针,给2016年定了一个很低的增长目标,并且准备IPO,在中国智能手机增长趋于停滞的时候,或许停下来多看看会更明智些。   开始低调布局线下渠道   要 摆脱颓势,最终还是要体现在业务上。小米最初发售的策略是走线上营销,从最早每年几百万的销量,到如今7000万的销量,小米的用户群也在发生着变化,从 最早小众的发烧友,一二线城市物流发达地区的用户,到如今深入到五、六线城市,用户群体不断下探,用户智能手机的素养不断降低。   这带来一 个问题是,电商模式符合小米早期的发展策略,当线上用户群体被全部覆盖之后,更多偏远城市的用户群需要成为新的用户,以及一个不可忽视的现象是,智能手机 仍然极大的倚重线下卖场,vivo、OPPO就是最好的例子,推销员的高提成模式使得他们线下渠道做的十分成功。   在近几年,小米也在尝试线下渠道,包括运营商、小米之家等,但在开放渠道,小米的存在感依然很低。小米之家在定价策略和供货次序上的不匹配,也导致渠道作用没有发挥出来。   而就在最近,路透社获得的一份文件显示,小米计划今年通过线下渠道在中国销售5800万部智能手机,达到分析师预期的两倍。那超高计划的销量如何卖出去呢?文件显示,小米打算和苏宁、国美、迪信通合作,走他们的卖场。除此之外,小米之家今年会增加到50家。   数 据显示,线下渠道对于手机销量居功至伟,由于2015年还没有确切的数据,可以从2014年的数据来窥探一二,赛诺检测数据显示,2014年中国线上手机 销量达到8269部,占据整体销量18%,也就是说82%是通过线下销售的。苹果一直在大力推动线下渠道,在国内有错综复杂的代理商,Apple Store数量一直在猛增,魅族2015年底专卖店数量突破2000家,乐视也号称在2015年开设3000家门店同步发售手机。   线下渠道的大力拓展对于小米销量的增长大有助益,但小米并不能一劳永逸,因为小米的低价模式源于线上渠道,由于线上线下需要价格统一,线下高昂的渠道费需要小米来买单,这对于公司的利润会是很大的挑战。   黎万强回归至少是个好消息   有一点可以肯定的是,黎万强的回归至少是一个好消息,而评价一个人的价值最直接的方式就是当公司没有他的时候,他负责的业务发生了什么变化。   黎 万强算是小米内最具开拓精神的创始人,MIUI、小米网都是黎万强从零开始搭建起来的,做成熟后交给其他人,后来的互联网营销也做的风生水起(参与感、手 机控、F码、米粉节均出自黎万强之手)。在黎万强离开后,MIUI的业务确实面临创新不足,亮点平平,甚至内置了大量生硬广告等问题,引得用户反感。而在 营销和品牌方面,小米也有些应对不足,出现了很多低级错误。   黎万强回归后负责市场,那么营销、品牌方面会大大改善,在发布会、线上传播方面,小米会有更多新花样出来。不过,品牌营销仍然是产品的表面,小米能否真正扭转市场颓势,当然不可能只靠营销,而是硬件+软件+互联网营销三者一同发力的。   小 米5将会在2.24发布,这款历时19个月“难产”的手机终于要露面,据说没有2k分辨率屏幕,但是在屏幕、指纹识别上有一些黑科技。错过了年底的销售旺 季,这款姗姗来迟的手机也许很难掀起巨大的波澜。但如前面所说,一些铺垫已经埋下,小米的2016年至少会有一些起色。   作者:牛老师商业评论;微信号:niubsir;微信公众号“吹牛”;转载请保留版权内容。个人微信immarconiu。相关的主题文章: