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Text / left bank editor: Qin language
Source: Understand Notes (ID: dongdong_note)
'Should not buy it again, this new is too expensive, it is better to add some money to buy iPhone X, beauty compared with Apple, I now prefer Apple's.' Reader A declaration as a loyal powder, has been continuous Having purchased three Mito phones (V4s, M6 and M8), she thought for a moment when she understood her notes as to whether she would purchase the newly released Mito V6.
As a maverick member of the domestic smart phone Red Sea, Meitu phone although a niche, but also due to accurately capture the preferences of certain people, the successful harvest of many loyal fans at the same time, it is precisely because of its unique Personality, so that when it comes to Mito mobile phone now, users will first think of: beauty, red net and the price of a lot of money.
Recently, Mito held a new conference in Beijing, released the annual flagship mobile phone - Mito V6. As a representative of the high premium, the release of the Mito V6 in the overall configuration of a slight upgrade, but brought the price 'S "Great Leap Forward." Standard Edition priced at 5,099 yuan, with a high version of the price of up to 6999 yuan. Such a high price, but also let Meitu V6 surpass iPhone 8 current market retail price of the terminal.
When many people questioned its high pricing, Mito is very confident .Miche CEO Wu Xinhong said, 'Mito mobile phone users are not sensitive to the price.' The implication is that you can buy Mito mobile phone users Does not consider the price factor, a notion that is reminiscent of another 8848, a cellphone maker that claims users are price insensitive.
Mito is a cell phone company?
As the chairman of Meitu company, Cai Wensheng did not deliberately evaded the topic that he has been using the iPhone for a while, Cai Wensheng's explanation is that he always thought that Mito is not a cell phone company but an Internet company.In addition, from the birth of the first generation Until now, Meitu phones sold about 300 million units, while iPhone has hundreds of millions of users, so he and Meitu should pay more attention to the experience of iPhone users than 3M Meitu users.
Perhaps, for the listing of Meitu in Hong Kong, this is not wrong, from a business point of view, pay attention to a larger market is indeed the right choice.After all, as a listed company, Meitu is still the core of the core business Revenue and profit.
At the end of last year, when Mito faced the question of listing with a 'loss', Cai Wensheng once disclosed the achievements of Mito in the past eight years: the monthly active mobile volume was 456 million and more than 1.1 billion independent devices were activated. In addition, Meitu applied equipment has more than 1.5 billion units.These figures are the most valued in the capital market.
However, despite having more than 1 billion users, Meitu has been struggling with its commercialization, and the nature of the 'App' has reduced its liquidity and limited its imagination in the future. Dug up a hand dominated microblogging commercial microblogging former vice president Cheng Yu, appointed as COO, hoping it can make Mito really become 'golden eggs hen'.
Indeed, since the beginning of this year, Mito has been trying to force in advertising, e-commerce and other areas, but also made some progress, but the overall effect is still not obvious.
At least for now, Cai Wensheng attention to the user application market did not bring much profit to the company.On the contrary, the banner of support from the Mito revenue is unappreciated 3 million mobile phone sales.According to Mito The published earnings for the first half of 2017 show that the company's revenue from the smart hardware business accounted for about 88.7% of the total revenue while that of Internet services and other businesses only accounted for 11.3% of the total revenue.
Thus, perhaps in the listing stage, the high-level does not recognize the United States is a hardware-led business, but only from the financial point of view, but it is precisely the performance of Mito hardware support.This result, and earnings release in the first half After Mito's founder and CEO Wu Xinhong said at the interim performance report a slight gap, he emphasized at the time that Mito plans to become an artificial intelligence company in the future. 'In short, we think of a smartphone as the Internet App The product is doing.
The so-called artificial intelligence, should be November 23, United States plans to release the painting robot Andy (Machine Learning System) and machine reconstruction picture technology.
This can not help but remind me of November 23 Mito COO Cheng Yu at the conference's formulation, 'In the absolute number of female users, I believe that China does not have a platform comparable to Mito, so from the realization of efficiency and Depth is very good. 'Perhaps, the future of Mito really will sell some' beauty and beauty-related hardware 'or even help women friends' manage the skin', but this is not back to the hardware At present, the domestic media for the true sense of the 'artificial intelligence' business, there are still some clear judgments.
IPhone price is almost eager to profit?
After the release of the Mito V6, CEO Wu Xinhong confidently said in an interview that he is confident that it will make a profit in 2018, which once again confirms the plan proposed by Mito at IPO '2018 profit' argument.
The majority of opinion in the face of its profits is not optimistic about the public opinion, after all, sales of Meitu phones this year, less than one million units, these sales alone (and the future of artificial intelligence applications) wanted to achieve profitability, is indeed not an easy task. However, the good vision of Wu Xinhong profit is not entirely impossible, but behind this profit may be to sacrifice the sales of mobile phones as a prerequisite.
In this regard, the mobile phone industry expert Sun Yongjie understands the understanding notes: 'The main reason behind the price hikes Mito phone, or out of profit considerations.For the Mito phone, due to its specific target user groups , Want to further expand sales is a very difficult thing, so Mito chose to increase the profitability of a single product to increase profits.
However, Sun Yongjie also stressed: 'Price increases to promote single unit profits at the same time, may result in lower sales.Currently the price of 5000 + in the domestic market is definitely the field of first-tier big manufacturers compete, and compared with those first-line brands, Mito's brand effect is obviously not a level, of course, because the sales of Mito phone is not high, so compared to reduce sales, Mito is more willing to improve the profitability of a single product.In general, the current meitu phone is Chose to use sales for profit such a practice.
For a profit just listed companies, what is urgent or not urgent?
According to official figures released by Mito, the figure sales of Mito phones totaled 774,300 units in 2016. The average sales price of each phone was only 1,959 yuan. In the face of such sales dilemma, Mito plans to sacrifice 200,000 units Sales, in exchange for more profits for the United States plans, 700,000 units with 500,000 units of the difference is not large, but to retain those who are 'price-insensitive' users, the profits are still substantial.
Therefore, the United States plans to make profits next year, not terraced .After all, 88,400 handsets sold 240,000 units in two years have successfully profitable .But, betting 'not bad money' users, compared to the United States 8848 force arrest.
When the beauty has become the norm, how much stickiness the Mito users still have?
The current smart phone market is facing a high degree of homogeneity, the difference between the design and selling point to become the pursuit of all manufacturers.Mito's biggest selling point is undoubtedly its 'Guards' beauty technology, but with the development of the industry, beauty Selfie has been Become the selling point of all mainstream mobile phone manufacturers to show off.After all, now even the old hammer Luo began to 'march' beauty.
If the single from the mobile phone to consider this regard, the biggest competitors meitu phone is the two giants OPPO and vivo.But whether it is technical strength, sales channels, or control of the supply chain, the United States are not with the two For the current mainstream mobile phone manufacturers, to create a flagship mobile phone self-portrait beauty is not difficult in essence.More Moreover, if you want to take the AI glamor in the beauty to OV financial and technical strength is Easy.
In this regard, Sun Yongjie understanding of understand the notes, said: 'At present the entire mobile phone market environment for the United States is not friendly, first of all itself is a less than one million annual sales of niche brands.In addition, the most important difference Selling points - Selfie, but also with the vast majority of smart phone manufacturers in this area has gradually been smooth hair force.When the self-portrait beauty is no longer so obvious advantages, with its sales strategy for profit may be right Mito phone future development and growth caused some impact. 'For the V6 ultra-high price Sun Yongjie stressed that' the current price of 5000 + may make it in the profit revenue growth, but the price increases at the same time, due to its own brand Not hard enough, the face of the same price of Apple, Huawei and other competitors, the sales decline has become inevitable.
To this end, understand the notes specifically looking for and visited several more than bought a meitu phone cell phone powder, when asked about the price change target, they did not hesitate to choose the iPhone X.
In the short term, the sales volume for profit will probably make Mito more profitable in the first half of next year, but if sales decline and volume shrinks, will Mito further increase its selling price so as to ensure profits and battalions Close?
This is by no means a bright future, I am afraid that at that time the United States is trying to become a second 8848 also no chance, and 8848 positioning of different users, mostly users of Mito young beauty of women, when faced with a sale When the price of such a high Mito mobile phone, their beauty heart will continue to maintain enthusiasm?
Perhaps Mito is well aware of this.But, in the field of software ecology has not yet made a breakthrough in the commercialization process, still need to top smart phone revenue.As a listed company, Mito to give shareholders sufficient confidence, Then only a dazzling earnings report can make the story continue.
Perhaps, the outside world will be more 'can not understand' the positioning of Mito: This is an Internet company? AI application solutions provider? Only when it realizes the ability to use technology to build liquidity, Will complete the historic mission, successfully into retirement.