Face fast the whole world that catchs up with Chinese mouth gross market of the 2nd old mobile phone, chinese brand people exert all over skill, without market of complete interval of blind angle layout.
Shao Shiming
Home of beautiful graph, appropriate, Microsoft...
Go to their join to play those who cross a boundary together, it is millet.
The big news of millet makes a person be surprised probably recently, but from the " iron man-a person of exceptional physical and moral strength that puts forward in book of raise capital by floating shares first half of the year 3 " look,
On November 28, congress of millet AIoT developer is held in Beijing. This the theme of the conference is endowed with for "AI can " of interconnection of everythings on earth. On the meeting, millet is AI+IoT fixed position core strategy, still announce with appropriate the home cooperates in intelligent illume domain, cooperate with Microsoft at the same time, with little ice of Microsoft of call of little love classmate.
The Q3 money bulletin that the millet before this issues shows, its are abroad Internet service already began to change now, although occupy than be only 4.4% , but the breakthrough that is hearten making a person undoubtedly.
Change showing base, it is hardware hold quantity of course. In this, overseas market especially Indian market, take credit to oneself comes Wei. The data of Canalys shows, q3 millet grows 31% compared to the same period in Indian market, rank the first. India is the market with millet the rapiddest growth. Because India and European sale are driving, millet realized net profit in the 3rd quarter, exceeded the analyst's anticipation. Up to 2018 the 3rd quarter, millet is successive already 4 quarters measure to lead in shipment of Indian market mobile phone.
In India only operation 4 year, millet 2017-18 money year battalion closed to achieve nearly 230 billion rupee (about 23 billion RMB) , make its become India to consume throughout history of electronic product domain to grow the fastest company.
Face fast the whole world that catchs up with Chinese mouth gross market of the 2nd old mobile phone (Indian mouth has exceeded 1.3 billion) , other China manufacturer is unwilling also after the person, exert all over skill. According to the data of Counterpoint, vivo of the 3rd quarter is mixed with the millet of portion follow closely of 10% the pace of SamSung, rank Indian market the 3rd. Be in up to the money March 2018 year, the Indian income increase sharply of Vivo 78% , spanned the milepost of 100 billion rupee.
And arrived on October 9 during the sales promotion of platoon the Lantern Festival November 8, indian smartphone sales volume grows 26% compared to the same period, achieve the history new tall. This among them, brand of before 3 big smartphones -- millet, SamSung and the independent brand Realme with subordinate OPPO, 57% what held sale gross. As a new brand, the outstanding achievement of Realme holiday sales promotion also achieves a record. The data of Counterpoint shows, during Realme held festal sales promotion the market share of 9% , jump reside the 3rd, and become the 2nd of the domain on the line with the portion of 18% .
The honorable, high-end brand POCO that tries to reach millet, attracted the eyeball of Indian people as much, expression is driving. According to the research of Counterpoint, up to this year 2 quarters, chinese brand held Indian smartphone market the portion of 62% , and the corresponding period was last year 50% .
Child the brand does not have market of complete interval of blind angle layout
Millet is releasing what money of the 3rd quarter signed up for 2018 that day, also announced the strategic cooperation agreement with beautiful picture company. According to this agreement, millet will acquire brand of beautiful graph mobile phone and relevant and video technology, and 30 years of whole worlds of major intelligence hardware are exclusive accredit.
After accepting next beautiful plans, the 5 stature brands such as millet, red rice, black shark, POCO, beautiful graph had been owned below millet banner. Millet expresses in announcement, arrange of this with one action, will conduce to promotion taking a picture experience, win more female user. Other trademarks also all somewhat dedicated fractionize market, division of labor is clear, present the state that complete interval covers without blind angle.
In India, millet beats the door that ascends a top with red rice series. But this also restricted its brand image and follow-up development. According to the data of Counterpoint, in 5 smartphones with best-selling India of the 2nd quarter, millet held 3, but all be red rice series. The biggest question depends on, compare before, the growth of millet more and more rely on cheap mobile phone.
Canalys tracks the Mo Jia of Chinese smartphone manufacturer to express, millet wants to sell costlier equipment, need changes its brand acknowledge to spend, "Millet changes low end very hard still the general view of equipment manufacturer, because its are major,smartphone shipment volume originates red rice series. Because its are major,smartphone shipment volume originates red rice series..
Because this millet is in all the time,for smartphone product combination adds new brand, will aim at Leakey (Niche, point to fractionize market) consumer. Some earlier this year moment, it rolled out the black shark brand that faces game player, the high-end market that is aimed at India technically rolled out POCO. Some earlier this month moment, millet still released 8 Pro of admiral type millet in England.
Effect get effect instantly. Money newspaper shows, up to 2018 end of the 3rd quarter, volume of 8 series shipment is close to millet 6 million, with millet MIX series, millet 8, Indian POCO is occupied for income of high-end mobile phone than amounting to 31% . High-end brand POCO, also pull tall the average price of Indian market and even overseas market. Millet CFO Zhou Shou endowment express, "Mobile phone of millet of area of China of the 3rd quarter all price rose 16% compared to the same period, annulus comparing grows 4% . Abroad grow 18% compared to the same period, annulus is controlled than growing 18% . Annulus is controlled than growing 18% ..
To OPPO, criterion rather. Dedicated all the time Yu Tian nods the OPPO before this archives product, the price with in high end is in the majority, but market share is leading all the time 3, 4 wander, not lukewarm not fire. Face the offensive of millet aggressive, have the elephant of be unable to deal with a situation quite even. Newest message shows, because deficit expands increasingly and competition of this locality market is intense, while millet ascends an India nearly one year, OPPO was not obtained however expect a result, its managed a layer to bring to bear on to Indian group pressure, yi Wang of OPPO India president has resigned.
To answer the offensive of millet, this year in May, OPPO was rolled out advocate hit on-line child brand Realme, in 15000 rupee (about 1429 yuan of RMBs) in the following category, as hard as front of red rice series firm, loot user base.
On July 30, li Bingzhong of controller of overseas sale of former OPPO vice-president, OPPO (Sky) announce formally in small gain, hold the position of the CEO of Realme, run this independently one advocate the brand that makes overseas market. In the time that next 3 months influence, this defies in Indian market for OPPO of red rice child brand, had obtained not the achievement of common, the data of Counterpoint shows, realme 1 sold 400 thousand, took Indian smartphone market the portion of 1% .
China the smartphone big fight of absent India before be this, but since last year, child the brand is honorable however the force with which sth breaks out is roaring, the report of Counterpoint shows, 2018 first quarter, series of Hua Weirong boast ascends first in market of Indian intelligence machine before the body 5, market share from 1.4% rise for 3.4% , grow 146% compared to the same period, it is Indian market adds fast king " when the " of season. The 2nd quarter, honorable increase rate achieves 188 ％ , add fast also row the 2nd.
Kill in long market struggle in, brand of each mobile phone formed relatively fixed market fixed position, have different target user. Through child the brand embraces a group, can pass much brand strategy to cover more fractionize markets, do not have blind angle layout as to complete interval therefore. Right China to such devoted and giant company is in on research and development of mobile phone technology, much brand tactics still can make the same score efficiency of operation of cost of booth research and development, promotion.
Because of this, take next beautiful graph mobile phones in millet that evening, li Nan of senior vice president is in science and technology of evil spirit a group of things with common features know on issued opinion: "Mobile phone industry of future can be big group + the war of deputy card, brand of fractionize market independence also really the opportunity is not great. Brand of fractionize market independence also really the opportunity is not great..
"India makes " canal accuse to supply chain
Ma of chief inspector of strategy of Vivo India brand inferior (Nipun Marya) express recently, vivo plan makes " in " India 2 period level invests 400 much rupee, include to build a new plant. Invest through this, vivo produces base dimensions in Indian smartphone, will rather two plants of Chinese are likewise big, ascend body India is the biggest one of factories.
Ma inferior still say, be in border Yi of big Nuo of its north state amounts to an area the place of existing factory, vivo India company had acquired 169 acre land, will build the 2nd plant. Besides land cost, vivo company still will invest 8 billion rupee at the beginning. New plant will be in prospective 12-18 the month throws operation, in first phase level can create station of 5000 many works.
Vivo wants overhand be like Xu Ju endowment, immediate goal is produced to alleviate namely can pressure, the plant that it has in India already full load runs, but still fail to satisfy all requirement. In addition, vivo already arrived in global dilate 16 countries, the plant that India builds also will support outspread demand. Ma inferior express, "The productivity of the first phase will break up almost time, achieve annual 25 million. We still hope to deepen component to make. We still hope to deepen component to make..
Vivo amounts to the existing factory of the area to exceed 50 acre in big Nuo Yi, produce already complete this locality to change, resemble printed circuit even board such component also is produced in this locality. At the outset Vivo is 3 billion rupee in the investment of this factory.
Want to deepen this locality component to make not merely Vivo. On November 28, manu Kumar Jain of president of company of vice-president of millet whole world, India (company interior call his " of " pretty ox) accept when interviewing, say, millet is undertaking consulting actively with two new component partners, will build a plant, support the Indian business that its grow ceaselessly.
In fact, millet tries to take step all the time, associate of ecosystem of will whole component introduces India. Some earlier this year moment, it once called together China and Taiwan area 50 many supply chain partner, will to India evaluate the opportunity that builds local plant. Millet expresses at that time, in the near future, these companies invest 2.5 billion dollar in Indian add up to likely (150 billion rupee) , create opportunity of 50000 obtain employment.
Millet has had 6 smartphones production factory in India, still one distributings installing so that pull state, Taimiernade the branch of mobile power source of state and Nuoyida. It is returned recently with Fuji health collaboration, open its India first SMT (the surface sticks outfit technology) factory, begin to assemble printed circuit in garden of industry of heart of accept of peaceful rice Er board (PCB) .
After premier Mo Di appears on the stage, India put forward " India to make " develop the strategy, the experience that hopes to draw lessons from China drives Indian manufacturing industry to do do greatly strong. To make more foreign capital come Indian investment builds a plant, indian government also was done on trade policy a lot of adjust, raise the import tariff of the product such as electron, home appliance considerably.
Native land component is made and purchase, the help these mobile phone manufacturers shorten in India appear on the market time, lower product price.
Do the difficult point with the biggest mobile phone to depend on supplying chain, this is the consensus inside course of study almost. To supplying chain control capacity, it is the crucial essential factor that decides competition ability of mobile phone brand. Luo Yonghao even once such say, "Mobile phone manufacturer is to supply " of catenary conformity business.
because of such, main firm all dare not treat sth lightly to this, in succession layout hope is strict accuse to supply chain. Be in early on September 23, 2016, china cooperate to announce with the electronic manufacturer with banner whole world Wei achieves power, begin to produce a smartphone in India. This year October, OPPO announces, in the sea Delaba builds the center of first research and development of its India.
In fact, chinese mobile phone had changed domain of industry of Indian mobile phone from level of whole industry catenary. This includes two kinds of kind, one kind is the mode of the manufacturer such as OPPO, Vivo, circulate inside unifinication of production, treatment, sale; Another kind is pattern of acting industry of mobile phone ODM, the boat of the Wen Shang that includes China, fortune and with heart, with Fuji health, Wei achieves force likeness, stick a card to enter India through acting industry product.
Medium of communication is easy
All the time since, millet comes from me locate with " of " Internet company. No matter be,the market is developed in India, they regard the stay of first selection as to nod Internet channel. And OPPO, Vivo is dedicated the channel below the line, be like a day more than 10 years. In Indian market, also Lai Yifu makes domestic pattern, bomb of 360 degrees of advertisement, all-around the ground carries on.
But nowadays, the long ability that both sides shows businessman of " teacher and friend however in order to make the sign of friendly business " . For the word that uses the public figure inside course of study, "... it is to use the method of adversary to hit opponent. It is namely in the war, arrived phase of be locked in a stalemate, both sides does not have absolute power, that can seek potential breakthrough in flank only. That can seek potential breakthrough in flank only..
Second half of the year began 2017, OPPO and Vivo are cut the profit of business of the channel below the line is divided into, cut scale was achieved for a time 40% . Suffer this effect, the sales volume of two brands drops in the fourth quarter close half. The fall of portion, meant many market spaces to be let come out, millet at this point next online spreading out strike back, became the directest person that be benefited.
According to the data of Counterpoint, millet is measured in the highest shipment that the 2nd quarter achieved Indian throughout history this year, its line issues the portion of channel to transform and increase of strategy of Indian much channel as its.
To this year the 3rd quarter, the market below the line occupies the 30 ％ of millet India sale. Under photograph comparing, this one scale a year ago is 5 ％ . Millet undertakes in 40 many town of India the line leaves a sale at present. Millet India is presiding Ma of sale official summer (Anuj Sharma) express, this company is increasing this locality productivity to spend, in order to ensure the supply of inn of hypostatic mobile phone.
This year September, millet company takes step, narrowed be released on Indian smartphone line release the window between with hypostatic inn period, increase the supply of pair of hypostatic sites, hope thereby adds the store below the line the contribution to total sales.
By November, " of ox of pretty of " of president of company of vice-president of millet whole world, India expresses, be now below the line retail domain in a large-scale outspread, new store opens in big city and Indian a rural area: "Leave a line retail to make our one big focal point, the domestic store of the large millet that we plan will big before the end of next year city breaks up time, achieve 100. Achieve 100..
Be in Indian country, millet opened 500 brand shop, nowadays more the plan enlarges 5000 in next year. "Pretty ox " says, "We hope to enlarge the portion below the line, increase total sales. Increase total sales..
And before this advocate the OPPO that hits a line to fall, go out through independence child brand Realme, very fast online and aspirant travel directly is pursued and attack. During the sales promotion of platoon the Lantern Festival this year, realme jumps before residing sales volume pop chart 3 armour even, online on the market more become second place with the portion of 18% . And in the day cat that just ends double in shopping carnival of 11 whole worlds, the military successes that the Lazada of platform of business of southeast Asia cable that A Liqi issues announces also shows, in mobile phone category, realme exceeds even SamSung, millet, apple and China for, jump house a list of names posted up head.
In addition, vivo India began to also undertake commerce channel is adjusted from last year, reduced the amount of brand shop, controlled blind dilate, decide to put the emphasis on online sale.
Tall canal expresses inside course of study, vivo is changing this locality of its India group at present, plan to roll out to offer on-line new brand only, the POCO of the Realme that resembles OPPO, millet in that way, prompt the sale of its India further.
" of ox of pretty of " of president of millet India company expressed a few days ago, in India, millet is considering actively to do poineering work or the strategy invests, concern through associate, around its service and product build a complete ecosystem.
He says: "We are investing to a lot of newly established companies. This is the key domain that we pay close attention to. My individual spent a lot of time in this respect... in a week at least one day, even by a definite date two weeks conference, beautiful was in on company of many newly established. Beautiful was in on company of many newly established..
Up to now, pass the fund of 1 billion dollar that last year by CEO Lei Jun the end of the year announces, millet had invested enterprise of many 10 newly established in India. Millet still plans to be in future inside 5 years, invest 1 billion dollar to enterprise of 100 newly established, create an applied process ecosystem around smartphone brand.
(author Shao Shiming is researcher of The Passage of media of Asian science and technology. )
