Why Meizu slow down the competition

If in the past few years, Meizu was mainly connected to Xiaomi’s short soldiers, its target in 2016 would be partially transferred to Huawei, Samsung and even Apple. This article comes from Baidu Baijia.

Several smart phones in the smart phone market in 2015 are happy, and Meizu is naturally one of several "happy." With the overall market growth slowing or even stagnating, its sales volume has increased from 5 million units in the previous year to 20 million; in the trend of many small and medium-sized brand funds that are difficult to sustainably withdraw, it has obtained 5.9 from Alibaba.com. The huge investment of billions of dollars... Meizu's 2015 is very scenic.

In the author's opinion, Meizu's 2015 harvest was mainly in the following areas:

Sales volume. Sales volume is undoubtedly the most important indicator to measure the performance of a mobile phone manufacturer. From this point of view, Meizu who handed in 20 million questionnaires is the winner this year. Although there is still a small gap compared to Huawei’s sales volume of over RMB 100 million, this is enough to make it a second camp, which is resistant to OPPO and vivo.

Product portfolio. The main source of the surge in sales volume is the rich product portfolio. In 2015, Meizu completely changed its past product strategy. In addition to maintaining the original high-end MX and PRO series, it launched the low-cost sub-brand “Blue Charm,” and the series of Charm Blue and Charm Blue Note have been rapidly completed. Iteratively, the Charm Blue metal launched at the end of the year has become a double eleventh hit product. Among these products, Charm Blue has become the main force of sales. According to the Meizu official information, it has occupied 70% of the overall Meizu sales. In the original case that the high-end market only maintained a slight increase, Meizu overall sales growth almost all from the thousand-dollar market.

channel. As the key to sales support, Meizu added 1,000 offline stores in 2015, resulting in more than 2,000 stores. The common development of online and offline channels is Wang Dao’s industry consensus in 2015, and Meizu has always insisted on this model.

user. According to the latest data released at the end of 2015, Meizu's Flyme service users have exceeded 30 million, which may be a greater value than sales. These users will allow Meizu to take the initiative in the next ecological dispute and will be the basis for further development in the future.

money. Alibaba Group invested Meizu 590 million US dollars, becoming the most important capital news of the mobile phone industry this year. Although the Meizu side said that the money is basically useless, but after all, "the pocket is rich, not panic", behind the owner of the Meizu is still in the transformation period can not be ignored backing, not to mention the money Ali can also provide more important ability support.

In 2015, when many brands did not reach the expected sales volume, and after such a rewarding achievement, Meizu is bound to become the focus of attention in the industry in 2016. To a certain extent, Meizu's strategy will become the industry's vane this year. It seems that the following aspects will be key words for the Meizu new year development:

1, stable. At the media conference held at the end of the year, Meizu announced that it will target 25 million sales in 2016, an increase of 25% year-on-year. After the “Great Leap Forward” in 2015, this seemingly conservative goal surprised many people, but it has to be said that this is a wise choice.

As mentioned above, in 2015, Meizu's sales growth was mainly driven by thousands of Yuan machines. The scale increase will inevitably pull down its brand while enhancing its anti-risk capability. If it continues to pursue high sales growth in 2016, it is bound to further fall into the low-end quagmire. . Considering the long-term development of the company, the pursuit of profit is more important than sales.

2, high-end. On the basis of maintaining steady growth, the more important for Meizu in 2016 is based on high-end. More specifically, compared to the sales increase in 2015 mainly from the Charm Blue series, sales growth in 2016 should be more reflected in the MX and PRO, and it is based on the support of the two series of products and even more than the current price.

This requires Meizu to further innovate in products, have higher-end tones in the brand, and have a better experience in service. If in the past few years, Meizu was mainly connected to Xiaomi’s short soldiers, its target in 2016 would be partially transferred to Huawei, Samsung and even Apple.

3, overseas. Meizu’s overseas strategy has always given people the impression of “thunder and rain is small”. Although it was proposed several years ago to enter the overseas market, the proportion of overseas shipments to date has remained quite limited. In 2016, although the Meizu target for overseas markets is still not high, it may be more critical in overseas market strategy.

Judging from existing actions, the Meizu overseas market will focus on South and Southeast Asia. After years of trials and explorations, Meizu has already had some experience in overseas markets. It no longer blindly casts nets and follows the trend. It is easier to choose regional markets where market demand is in line with their own products, and where there is room for growth and competition is not yet intensifying. Result.

4, ecology. The concept of "Connect to Meizu" has been proposed for some time. Meizu sees the smart ecosystem as a new moat for mobile phone manufacturers. However, in order to establish an ecological circle of Meizu with an open attitude, the 2015 initiative is still quite limited. We only saw a small number of smart hardware products unveiled at the press conference. Compared to Xiaomi's "empire", Meizu's "republican" road needs more cooperation and accumulation, and whether or not it will show an explosion in 2016 is worthy of attention.

Of course, when it comes to ecology, another role for Meizu is that it has become a key aspect of Ali's YunOS ecosystem. Large investments and Alibaba's ability to support many aspects of technology, channels, data, content, etc., should be met in 2016. Help the Meizu. However, after all, there was no precedent for deep cooperation between an operating system company and a mobile phone company of this size in the country. Ali and Meizu still need to continue to explore.