If you go to the headquarter of Meizu Zhuhai, you will certainly be able to guess from the working state of Meilan staff that we will see the good side one more year ago because you know one of their past What happened during the year, but can not tell at all.
Charm blue, I took the social network "consensus" to talk to Li Nan twice.For 2017, he gave me a group of seemingly contradictory conclusions, and on the charm of blue next year in the end is not worth the wait, he Give everyone a piece of blue brick.
Basically flat and profitable 2017
Everyone should not fully recall Meizu and Charm blue 2017, because although the product is small, but things are too many.
One of the most puzzling is the rather complicated and complex personnel and structural adjustment that has gone through several rounds of repetition and now it is finally over, after all the speculation about it has finally come to an official " standard answer".
Huang Zhang personally responsible for Meizu and Charm blue product planning, Li Nan continue to focus on Charm Blue young consumer groups have more influence on this matter, and Charm blue and Meizu sales channels are likely to further strengthen cooperation, while in the "new Retail "in the context of self-exploration.
This is a very reasonable result and a less likely choice for the current Meizu, that is, there should not be any change in the future for a long period of time.
Of course, people interested in Meizu may not be interested in the entire company and organizational structure, and they doubt that more directly, in 2017 Meizu and Charm Blue in the end how to live in 2017 Charm Blue and Meizu released products add up Is not it less than one-third of 2016, the pace has become so slow, really?
This is my first question to Li Nan. As for the past 2017, he gave me a seemingly contradictory conclusion.
Li Nan said that in 2017 the overall shipment of Charm Blue is basically flat compared to 2016, and achieved profitability.
It is worth mentioning that the overall profit is the charm blue Meizu and Qualcomm reached a total reconciliation, Meizu agreed to pay the license fee under the premise of the patent, of course, Li Nan, or to us during the hard-won, Qualcomm patents Authorization fee to charm blue pressure than before a lot, but fortunately they are still anti-live.
Combined with the previous Meizu official statement, this is a positive to get rid of the social network "Meizu next year will collapse." According to the report of Sino data, in the Internet mobile phone brand, Meizu's sales came in glory and millet Ranked third, and according to our projections, charm blue shipments certainly more than 15 million units.
Li Nan also said that we are one step slower than the industry.
The problems you see outside of our internal fact, to see, a charm blue friends have told me this time, and this time Li Nan frankly said the phrase slow step, it seems also confirmed this point in the past two years Two major trends in the mobile phone industry, dual camera and full screen, charm blue failed to step on the point, which is their "problem" as a concentrated expression.
Of course, the situation is slightly better charm blue, online music channel because of the withdrawal of music and vacated a not small share of the cake, Meizu and e-commerce platform has also been relatively close relationship, although the product rhythm wrong, but the dividend Offset some.
In addition, the cooperation between them and operators of mining channels has progressed rapidly in these two years and now it has become a big force, so although 2017 is difficult, the products of Charm Blue 5S, Charm Blue Note5 and Charm Blue Note6 Shipments are still.
The gorgeous 2015 is the reason for 2014. The stagnation in 2017 is the result of 2016. This is the source of the conclusion of Li Nan's contradiction, and there are a lot of problems with Charm blue, only when it faces 2017 Is not a newborn, body is a bit of muscle.
Blue piece of brick blue hand brick
Can not remember how long, Charm blue and finally brush the screen.Merchamp blue this month to release a full screen new machine charm Blue S6 prepared a brick as an invitation, it is a real brick, and then on fire.
Li Nan did not disguise the surprise of the amount of sound caused by the piece of bricks being sent to people's hands, saying "it was a surprise that it far exceeded our expectation." As a bystander, I instead felt a touch of familiarity and resonance that triggered discussion It should be a big hit in the world.
We again and again to the charm blue confirmation, it is really an ordinary brick, but because of non-standard and custom, the cost is several times more expensive than ordinary bricks, is a three-digit brick price.It caused a huge social network Discussion, and even really young people took it out of the street.
About the blue charm of the blue brick, we got a clear answer from Li Nan, is indeed "Supreme." Fashion brand Supreme to a piecemeal brick sold to the sky-high prices, young people line up to rush, is a pile Interesting trends in the forefront of the trend.The charm blue blue brick invitation somewhat echo Supreme meaning, originally intended to arouse the young people on the "wave" of the discussion.
However, the actual situation seems to have some deviation. The young people in China are the first to connect the blue slab with the chicken. The comic book illustrator is dispatched. The discussion among gamers is enthusiastic. While the fire keywords.
Some people charm the last few letters together blue turned out and found helmets, T-shirts and tiles can be taken with Li Nan's eating chicken image has also been created into a lot of cartoon drawings.
Is it possible that we should not think blue campaign in this direction because it is "existentialist" and "expressionist" as the present young people are?
Li Nan said he himself will soak in a 500-year-old group of friends and chat with them, of course, all the young people in the group. "You told them the truth that they understand, they just do not care, you are still When the knot defines the positioning and the concept, their brain holes have been super-opened. "
Inside Charm Blue, things that are obviously incorrect and obvious about marketing are killed.
For example, this time charm Blue S6's invitation, a return to the heart of the heart of the fan letter was moved to death, because young people do not care. In addition to the blue brick, charm blue also considered "coffin" is also It's a phenomenal marketing campaign that fashion big names have done, but in the end, it's also been a plus, because of the clash with traditional culture and almost 100% of accidents.
So it seems that Charm Blue seems to have its own "line". They believe that consumption is escalating, but they do not think it is an absolute unit price increase. Instead, they focus on appearance and craftsmanship and quality; they want to use "existentialism" and young People resonate with each other, but they do not do anything that does not make sense for the handset; their people are tampered with, but every time they have their own taste guide.
We find that scent-sensitive brands are already aware of the tendency of subcultures and niche communities to influence the public in the face of young people. "Charms Blue Note6's launch and marketing" Stay True "is very aggressive because That is a cell phone to attack violently at this time, and this time Charm Blue S6 as Charm Blue's first full screen product, Charm Blue hopes to pass the young users of the appearance of the pursuit of technology and texture.
This year, One Piece Blue Charm's Note6 custom package is a success, Li Nan said. "One of the secrets is that we have only beep a beep a platform."
It may not be a good idea if you want to hit all the young people with a product in 2018. So in Li Nan's heart, Charm Blue S6 and the blue brick are what they're going to do. "Leading Half step "thing.
"Paying off debt" and chasing a year
In the second half of 2017, everyone should be able to see it from Charm Blue Note6. Whether it is for product or marketing, Charm Blue can be said to be fighting hard to move forward.
We learned from the internal departments of Charm Blue, Charm Blue Note6 is actually a product of "overthrow", it was "too late" and was re-hit a heart, originally Charm Blue Note6 Completely not one metal body + big battery + IMX 362 flagship dual photo look, but a passerby.
Charm Blue Note6 on the most difficult to understand is that you take pictures almost equal to 3000 file flagship this fact, the conference finished we do not believe it, opened the sale after it became the charm of the core Blue Note6 selling point. A charm blue insiders Told us, "At that time, Li Nan was going to use IMX362. He also replaced his plan of cooperation with DxO with a soft algorithm because the marketing budget has been cut a lot."
Because it is already a step behind, the product needs to be "aggressive" to catch up with "one highlight with ten painstaking efforts".
Charm Blue occasionally even jokingly call 2017 year as a debt repayment, the relationship with Qualcomm to become active, young insight and product mix, and then find their own rhythm. After the whole set of moves, in fact, when we were twelve, we saw some improvement.
Charm blue Note6 rush in twelfth operation of a wave of strategic price adjustment, the result of sales soared 1000% .This is a release from the opening to the salesperson to the e-commerce carnival promotional quarter has maintained a high degree of attention and high User-rated products, as long as it can give it a little stage space, it can dance.
In the next 2018, we all know Huangzhang personally grasp the Meizu and Charm blue product planning, many did not also rekindle the fighting spirit.Li Nan did not respond positively to our product planning issues, saying only that "Huang total determination to personally Grasp the product is very scary, we do not understand this point? "
Charm blue chase chase, when we talk to Li Nan immediately to release the charm blue S6, Li Nan said half jokingly, "You see, we have to step by step backward one chase."
As for the most concerned about the processor platform, Li Nan gave us the answer is 2018 is still Qualcomm, Samsung and MediaTek three platforms and strategies used, will not completely abandon which one, only for the products to be a reasonable match.
In the case of carrying Qualcomm royalties to achieve profitability, there is no trader in the e-commerce node is still reduced by Note6 "regrettable", Charm Blue 2017, although difficult to move forward, but also insisted on going.
From the new invitation, from the helmet against the Vietnam War to the "expressionist" blue brick, Charm Blue hopes to hand over the trendy culture to young consumers in China. "Stay True" strongly reacts with young people's insistence on attitude. .
In addition to the January 17 release of S6, Li Nan also revealed to us that Charm Blue 2018 there is yet another can not be disclosed in detail the marketing plan, it will be another way to use the same native and hit the young man the same piece Blue "stepping stone" is just the beginning.