Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 251: Xiaomi is our competitor and our goal is to become a giant

January 2012, 1, 2:10 am.

Long queues formed at Meizu offline stores across the country, with customers and consumers coming to experience and purchase the phone.

The line has become a scene of huge traffic jam.

However, the fans found a surprise, that is, Meizu MX actually temporarily introduced a welfare subsidy policy, which is to get a 300 yuan discount when purchasing MX, that is, the original price of MX is 2999 yuan, now it can be bought for 2699 yuan.

There is even a buy-two-get-one-free promotion, which means that if you buy two MXs, you will get an extra Meizu Blue.

Someone was very smart and came up with an idea. He bought two MXs, and after receiving the free Meizu Blue, he returned the two MXs.

"Hello, sir, please return the Meizu Blue."

"What blue? This is a free gift when I bought two MXs."

"But you MX retired."

"Yes, isn't your policy that you can return the money without any conditions within three days? Why do you want to regret it?"

"That's not the case, but Meilan."

"Oh, I won't quit this Mei Lan~ I'm leaving if nothing else~"

"What?" The salesperson was confused, watching the customer disappear out the door with the refund money and Meizu Blue. When did zero-yuan shopping become popular in China? He quickly went to the store manager to report the situation.

When other people nearby saw this and this cool move, they immediately followed suit.

The store manager is going crazy. He hasn't sold many mobile phones, but he still has to sell a few Meizu Blue phones, right?
Then he quickly reported the bug to his superiors.

After the new rules of the event were improved, it was discovered that Meizu had lost hundreds of Meizu Blue units nationwide that day.
However, this was just a small episode on that day. After the temporary price reduction and promotion of Meizu MX, the overall sales situation is still not optimistic. It cannot be compared with Xiaomi X2 and it does not feel like a product of the same era.

Unlike MX, Meizu Blue's configuration is comparable to X1. As a substitute for Redmi, its price is 1 yuan less than the other and it is popular in the market.

After some digital review articles were released, Meizu Blue was given good reviews, and the flyme system was also remarkable, with some differentiation of its own.

The first batch of 50 units were snapped up by enthusiastic consumers on the same day and entered pre-order mode.

There is no way around it because the market for thousand-yuan mobile phones is too hot.

After Xiaomi's education, Xiaomi has occupied nearly half of the low- and mid-end smartphone market in China.

Although China Cool Alliance also launched some applications for thousand-yuan phones later, they only caused a slight splash and could not shake Xiaomi's basic base.

Meizu's move made its competitors react, as if they knew how to deal with Xiaomi's attack.

Many people didn't expect that what China Cool Alliance failed to do, Meizu, which had been holding back for half a year, seemed to have achieved.

That is, if you want to beat Xiaomi, you don’t have to release your product at the same time as Xiaomi, but instead compete with it and release it half a generation later.

What does that mean? It's like Meilan vs. Redmi.

Generally speaking, the replacement cycle for smart phones is based on years, whether it is Apple, Samsung, Nokia, or Xiaomi.

The Xiaomi X series and Redmi H series also release new models at a rate of one generation per year.

On the surface, Meizu seemed to have won half the battle at this press conference, as the MX collided head-on with the Xiaomi X and suffered a bloody nose, but the timing of the release of Meizu Blue was right in the gap between the slowdown in sales of Redmi H1 and the development of H2, so it was a strong insertion in the release.

In fact, in the eyes of its competitors, Meizu only restored the reputation of some low-end users through Meizu Blue. The Meizu MX, which accounted for the majority of profits, was crushed to the ground by Xiaomi X2 and became a background board, just losing money to gain publicity.

But the head-on confrontation between Meizu and Xiaomi also gave hope to other friendly companies. Both China Cool Alliance and OV set the target of launching their new products in July this year. That is to say, according to normal rules, Xiaomi will release Redmi H7 in August, and they will release their flagship phone a month in advance.

When these manufacturers saw the first-day battle report released by Xiaomi, they became more determined to make this decision.

2 million units of Xiaomi X100 were sold out on the first day, and the number of pre-orders exceeded 300 million.

2 units of Xiaomi X30 Pro were sold out on the first day, and the number of pre-orders exceeded 100 million.

10 MiPai tablets were sold out on the first day, and the number of pre-orders exceeded 70.

Even Xiaomi routers were sold out and entered the pre-order status.
The title of Xiaomi’s battle report is “January 2012, 1, Xiaomi sold out day”

Judging from the sales data, Xiaomi's legendary journey continues.
“Never hold a press conference at the same time as Xiaomi, unless you are ready to sell everything you have or your last name is Chen!” has become an unwritten consensus among domestic mobile phone industry competitors.

There is no way for these manufacturers. Not to mention whether the leaders of each company want to lower the price and compete head-on with Xiaomi, even if the leaders agree, it will be impossible for them to convince their own board members.

Since the shareholders of the board of directors are profit-seeking, then is Xiaomi's board of directors not profit-seeking? In fact, they are also profit-seeking.

However, although Xiaomi has many shareholders, the final say is completely controlled by Lei Jun.

The top three shareholders of Xiaomi are Lei Jun with 27%, DST with 22%, and Chen Mo with 18%. Other shareholders are Morningside and Qiming, which hold slightly more, nearly 10%. Although there are eight co-founders in total, except for Lin Bin whose shares were diluted to 5%, the rest are mostly incentive in nature, ranging from 1 to 3%.

DST Investments only invests, and the voting rights are all entrusted to Lei Jun. And Chen Mo? Maybe this guy was the one who instigated the pricing. After all, in the industry, Lei Jun and Chen Mo are considered by everyone to be in the same boat.

So this is also the reason why Xiaomi can overturn the table and the other companies cannot follow.

After many digital review bloggers got their hands on Xiaomi's new products, various unboxing, review videos and articles came out.

"I feel that Mr. Lei is still too conservative. Xiaomi X2 is simply the best-looking phone in the world, bar none!"

“While maintaining the traditional cost-effectiveness, the exterior design has gone up several notches.”

"Through the running scores, the performance of MIPI is indeed different from that of iPad, but given the price difference of 2000, I can only say that this difference can be completely ignored. If iPad is also priced at 2999, I can't find a reason not to buy iPad, but if iPad is priced at 4888, I can't find a reason not to buy MIPI."

"Do you know the value of Xiaomi mobile phone + MIOS system + other side mobile game? If you don't know, buy one to experience it, and you will never want to consider other products again."

"If we have to say that Xiaomi does have a shortcoming, it is that consumers are too enthusiastic and production capacity is always insufficient. Users who place orders now will probably have to wait a week. According to previous rules, it will probably take a month in a few days."

Many consumers who got the first batch of X2, X2Pro or MiPai also showed off their superiority online. After all, showing off the things you bought is one of the fun things.

Otherwise, why did a lot of people scramble for the Genesis version when SU7 was released, and even pay tens of thousands more to buy a second-hand car?

Some people did it to cash in on the traffic, while others did it to show off in their circle of friends or on the street. After all, during that period, when an SU7 appeared on the road, it would attract more attention than supercars like Lamborghini and Ferrari.

SU7 is like a phenomenon that has attracted the attention of the whole nation, especially women. Maybe they don’t know who James is or who Ronaldo is, but they know SU7.

Some people just want to pay two or three hundred thousand to enjoy the emotional value that a supercar worth millions of dollars brings.

Seeing the hot momentum, on the afternoon of January 1, Lei Jun dragged Chen Mo over to hold an emergency meeting despite the fact that Chen Mo was scheduled to hold a press conference in the evening.

In just one hour, the 253 strategy was decided at the meeting. What does it mean?

2% of the Xiaomi X1 and Redmi H1 stocks were dumped in underdeveloped regions such as India and Southeast Asia.

5% is an old problem, and new products increase production capacity. This makes Lei Jun feel powerless. He feels that he is either increasing production capacity or on the way to increasing production capacity.

3% is the research and development of new products. Xiaomi X2 has just been released, and the research and development of X3 is already on the agenda (Redmi H2 is already under development).

The overall situation is that the previous generation of products are dumped overseas with a slight increase in price. For example, the original price of Xiaomi X1 is 1999, but it becomes 2499 when sold overseas. The original price of Redmi H1 is 799, but it becomes 1099 when sold overseas.

At the same time, the overseas version of Bi'an software is pre-installed. After all, the overseas version of Bi'an software is ready and is waiting for the official announcement of the launch at the press conference.

Even so, according to the estimates in previous market research reports, these two products are still very cost-effective and very competitive.

Xiaomi's new products will prioritize domestic sales, and will consider overseas sales if there is spare capacity later.

This is also the consensus reached after collective discussion.

With its current product strength, Xiaomi has the ability to reap profits, and of course it will point the knife outward.

Unlike some manufacturers later, domestic products are actually more expensive in China than abroad, and they give priority to foreigners when they have inventory. This is simply going against the will of heaven and forgetting their roots. For the sake of the overall harmony and stability, I will not name them here.

At the end of the meeting, Lei Jun said to everyone, "I hope everyone here can understand that Xiaomi's opponents have never been friendly competitors, but any products that are stronger than ours. We should learn from their strengths and overcome our weaknesses, learn from their strengths and use their strengths to defeat them, and gradually narrow the gap between us. This year, our annual sales volume will strive to be among the top three in the world!

Samsung, Nokia, Apple, one of them has to make room for us!
Please work together and encourage each other! "

"Yes!" The attendees answered with goosebumps, and then went out to work hard for the goal of being in the top three in the world.

After everyone else left, Chen Mo, with a cold look in his eyes, prepared to talk to Lei Jun.

Lei Jun's CPU can only inspire those young and old people. Chen Mo has missed this. After all, with his support and the killer X2, if Xiaomi can't make it into the top three, Lei Jun can go and sell lightning rods.

However, production capacity has always been a problem, and Chen Mo is also ready to talk about this.

“You can lower the price with suppliers because their profits are higher and there is room for improvement, but my suggestion to OEMs is to raise the price!”

The first thing Chen Mo said when he came up directly criticized Lei Jun's CPU. Others are eager to lower the price, but you do the opposite and raise the price. Aren't you a fool?
But this sentence was said by Chen Mo, so there must be a deep meaning behind this move. Lei Jun asked, "I understand suppliers, but it's good enough that we don't lower the price for foundries. Instead, we pay more. What does this mean?"

"Look, we have millions of orders coming in, and whether it's hiring more people or working overtime, these are all unplanned costs. The costs of foundries like BYD, Foxconn, and Inventec are all going up.

If the price remains the same as before, we can imagine that we have to pay more and try to avoid the possibility that suppliers will exploit workers and sacrifice quality to maintain profits. "

Lei Jun, who had previously had experience in improving the treatment of OEM factory workers, seemed to have realized something. Although Chen Mo's words seemed to be a paradox on the surface, they were actually very consistent with the laws of healthy economic development.

Thanks to “laoliujun666” for the reward of 500 points!

Thanks to “Book Friend 20240719121559702” for the reward!

The boss is generous~orz~
There is another chapter at 10 o'clock in the evening.

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(End of this chapter)