Xiaomi is on the left and Meizu is on the right
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Meizu has been waiting for a long time for the opportunity to strike back at Xiaomi. Yesterday afternoon, Meizu released the Meizu Blue Note 2 in Beijing. The press conference was unusually short, ending after only 40 minutes. It seemed like an ordinary press conference. Meizu just released the second generation of a note product. Its highlight is that the price is very low, only 799 yuan. But it is worth pondering that when the first generation of note was just released for half a year and sales were good, Meizu decided to stop selling it all and replace it with a new product that is 200 yuan lower than the previous generation. A Meizu employee revealed to Caijing that the positioning and pricing of this product were considered "eccentric" internally. "No one expected us to dare to play like this. Our goal is to directly open the price war of domestic smartphones this year and seize the initiative." The employee said that before this, most people thought that Xiaomi would throw the first shell. The invincible Xiaomi is not without opponents, and Meizu is one of them that cannot be ignored. Huawei and Meizu both target Xiaomi to formulate strategies. The difference is that the latter has a unique and loyal fan base, and it even has a fan culture earlier than Xiaomi. Its founder Huang Zhang has been in the industry for 13 years. Before Xiaomi was founded, Meizu's fan forum was the largest company forum in the world. Unfortunately, this southern mobile phone company, which was the first in China to focus on products and fan culture, failed to achieve the same success as Xiaomi due to various reasons. If you still remember, in the early days, when Meizu released mobile phones, it did not hold press conferences or media meetings. It simply updated the official website and that was it. The launch of MX2 in 2012 was a turning point. Meizu began to hold large-scale press conferences for new products. Their CEO Bai Yongxiang hired professionals to guide him on how to complete a speech on stage. It was from then on that Meizu openly regarded Xiaomi as a competitor and has been looking forward to counterattacking this "imitator" in their eyes, like a wolf waiting for a long time in the dark. In contrast, Xiaomi is at its peak today, with a valuation of more than 45 billion US dollars. At the same time, the ecological chain strategy implemented last year has also been a great success. In this situation, Xiaomi launched the Xiaomi Note "Android King" priced at 2,999 yuan a month ago. Both the name and the price are a sign that this ambitious company has entered the next stage. "Android King" is a special and abnormal product for Xiaomi. The significance of its birth is that when Xiaomi's mobile phone volume is about to encounter a bottleneck, it will increase its gross profit margin and amplify its brand premium by launching high-end mobile phones. But it cannot be denied that this is not Xiaomi's usual strategy. When the curve rises all the way, Xiaomi hopes to step onto the next level, it must lift its feet, and this will inevitably expose a gap in the middle - who will occupy the low-end of the note? Meizu made a very discordant voice at this time - launching a Note product for young people at 799 yuan. It uses a higher cost-effectiveness to subvert the Redmi Note, which is also positioned in the middle and low-end, but this product is more extreme than the Redmi Note in some performance indicators. Xiaomi's product and user pyramid is centered on the "IT loser group", and Meizu tries to pry the bricks at the bottom of this pyramid with a more exaggerated and crazy cost-effectiveness strategy. To some extent, Meizu may bring a little interference to Xiaomi's next rhythm. Should the Redmi Note 1 continue to reduce its price? How much? At the same time, Xiaomi is about to release the Redmi Note 2, and Xiaomi's initial idea is to give a "crazy" price. But with the 799 Meizu Blue Note in front, is this price higher or lower than 799? It is worth noting that Meizu is not only harvesting the corner of the Note product line, that is just one of the strategies. Since last year, Meizu has been making the same industrial chain layout as Xiaomi. Unlike Xiaomi's frequent investment in smart hardware startups, Meizu has been wooing giants such as Alibaba and Haier on the one hand, and those hardware startups that have not been selected by Xiaomi on the other. Meizu Vice President Li Nan told reporters that Haier was pushed by Xiaomi, and he used a very interesting word - "backslide". This is a very philosophical metaphor. There must be a reaction force under the huge waves, and there must be a shadow under the singing and advancing. "You took away 70% of the profits and benefits in the industry, so I will cooperate with the remaining 30%, and I will cooperate with those forces that hate you." A middle-level manager of Meizu told Caijing. "You make high-end products, and I will attack low-end products; you are the king of mobile phones, and I will promote quality products; you raise prices, and I will talk about products; you invest in Midea, and I will win over Haier; you invest in a startup company, and I will form an alliance with the remaining 99 companies." Meizu not only took advantage of Xiaomi's gap in products, but also took advantage of its opponents in strategy, cooperation, and alliance relations. In yesterday's press conference, Meizu was very different from usual. It did not mention Xiaomi at all, and it deliberately avoided the targets of its previous public criticism. However, the atmosphere of confrontation was everywhere at the scene, and it was filled with unspoken comparisons all the time, a kind of mischievous joy. But back to reality, Meizu's size is limited after all. To this day, Bai Yongxiang still positions Meizu as a "small company", while its opponents are becoming increasingly large and omnipotent. To be fair, this was an action with a very clear strategic intention, but it was not a sure win. "This year, all mobile phone manufacturers have a unanimous view that if the sales volume of mobile phones cannot reach 10 million, there will be no fun next year, so just forget it and go to bed." The above-mentioned Meizu employee said, so they must fight this battle, which is nothing more than being more aggressive and more confident after receiving 450 million US dollars from Alibaba. They expect the sales volume for Meizu this year to be 19.99 million. In an interview after the press conference yesterday, a reporter asked Bai Yongxiang why the Meizu Note2 did not launch a full network access version? Bai Yongxiang answered very frankly, saying that it was because of cost reasons. It is conceivable that today's price has almost reached the limit they can bear, and the cost cannot be increased even a little bit. The same is true for this company - the mental state must be tense now, and it is pushing itself to the limit.As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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