From the beginning of a handful of niche mobile phone brands, such as SOP, candy, etc. will be pulled down to a full screen mobile phone level, to the subsequent glory, Jin Li and other mainstream brands have layout thousand full screen, full screen seems universal popularization trend. So in this new round of full screen campaign, as the mainstream brand, before the main cost, attention to red rice sales, the layout of the price file are not yet released a full screen millet thousands of machines? Nail technology that may have the following three reasons .
First, the full screen flagship millet MIX series contrast, leaving consumers enough time to digest.Xiamen has so far released two full screen mobile phone, millet MIX and millet MIX2 last year's millet MIX aimed at the high end Market, priced at more than 3000. And in September of this year, the full screen mobile phone ushered in the first climax, millet MIX2 also will be born.This millet MIX2 also continued the position of the previous generation, is still the high-end flagship millet , The price is also more than 3,000 yuan.At the time, with the millet MIX2 'released there are two full-screen top-level flagship iPhone X and Samsung Note 8 version of the line.Therefore, then the millet or' assured 'full screen However, with the launch of a series of full-screen mobile phones, such as the vivo X20, Huawei Mobility 6 and Glory Play 7X, the full screen is rapidly gaining popularity and dropping into the mid- to low-end market. In particular, the launch of the mainstream brand Glory The smooth play 7X, it is a direct burn screen fire to the thousand machine market.
In the relatively larger volume of sales in the low-end market, perhaps millet underestimated the popularity of full-screen mobile phone speed.Therefore, such as millet 'reaction' came when you want to follow up thousands of full-screen hotspot when placed in front of its problems may How to launch a full screen in line with consumer expectations Thousand yuan machine.After all the Millet MIX series in front of its strong contrast with the thousand full screen or also need to give consumers enough time to digest.Mix millet especially the release So far, it has only passed more than two months only.
In fact, in terms of the layout of this market, Jin Li is full-screen full-screen, high school low-end full layout; glory is from low to high-end layout, while millet is to sink directly from the high end to the low end, this market position and The shift in product pricing may not be as shining as being friendly to Millet, so it may not be a good idea to launch a full screen drive in the short term after Millet MIX2.
Second, with the millet pulled the brand image, get rid of the consumer's 'cheap' impression of conflict.For the handset manufacturers, the brand image is quite important, which not only can affect the product sales to some extent, the user Word of mouth, but also affect the profits of manufacturers.For example, Apple, Samsung and other international brands, because of its high-end brand image, with a high premium, the profit margin of natural space.
In contrast, millet, because of its concept of cost-effective products have been deeply rooted, leading to its brand image 'low-end', consumers also have their products 'low' impression.And now in the general trend of consumer upgrades, millet challenge getting bigger.
Therefore, to enhance the brand image has become a top priority for millet in the past two years. Around this theme, millet also embarked on a series of tasks, such as the development of its own pineapple processor, the full screen flagship MIX series, in addition, there are similar Custom ceramic body, bright silver version of the product prices continue to break the ceiling, etc. Thus, for today's millet, get rid of the past in the minds of consumers, 'cheap' inherent image to enhance the brand image is urgent and critical Sex. And at this time the node launched a full screen thousand machine will undoubtedly pull the brand with the millet image, get rid of the consumer's 'cheap' impression there is a conflict, therefore, thousands of full screen escalating circumstances, millet selection It may not be surprising to wait and see.
Third, millet's sales of entry models are still a good sales momentum in the encounter last year, 'Waterloo', millet bottoming out this year achieved a bottom line in entering the high-end market, while millet did not fall low-end market , After all, the sales of millet to achieve the counterattack, perhaps more or by entry machine 'hold the scene'.
Among the entry-level machines in millet, red rice series made an important contribution to the growth of its shipments, especially the red rice Note4X, red rice 4X, red rice 4A and red rice Note5A and other models, basically covering 599 yuan ~ 1499 yuan in the low-end phone's full price.Because of cost-effective, clear positioning, these products in today's market competition does not seem to be at a disadvantage, in the recent past eleven have achieved good sales, and may There is also a good sales momentum.
Therefore, at this moment, if Xiaomi itself launched a full-screen device, it is likely to upset the current market layout of Xiaomi. For the above models that still maintain a competitive edge in the low-end market, especially the shorter-listed red rice Note5A and other adverse effects.
In summary, despite the full screen of the thousand-yuan campaign has been started, but it only heard the news of the millet, but in fact it is also reasonable, but the so-called time waits for no opportunity to lose this initiative, millet How to polish its full screen thousand machine, or how to continue to advance to the high-end, it is worth considering.