Text|Party A’s Research Society
(This article is originally created by Party A’s Research Agency, and it is not allowed to be reproduced without authorization)
According to data from authoritative research organization IDC, in the first quarter of this year, in the global market, the four mobile phone manufacturers of Huawei, OPPO, vivo, and Xiaomi The share has reached 42%. A report by Counterpoint, another research institution, also shows that in the Chinese market, these four manufacturers monopolize more than 70% of the share.
As Huawei, OPPO, vivo, and Xiaomi have completely consolidated their positions in the domestic mobile phone camp, there is less and less room for other competitors to survive. The well-known mobile phone brands such as Gionee, Meizu, and Coolpad have gradually declined.
Party A Research ClubRecently, a series of plans have been launched to resume the defeat of domestic mobile phones. From these mobile phone manufacturers, valuable experience and lessons have been summed up.
Phase III: Meizu Mercury Retrograde
China’s mobile phone industry This big man once made two similar conclusions on the mobile phone market.
In 2017, Xiaomi’s founder and chairman Lei Jun said: “There is no company in the world that can successfully reverse the decline in mobile phone sales, except Xiaomi.”p>
In 2016, Huawei’s terminal CEO Yu Chengdong predicted that in the next 5 years,Most domestic mobile phone manufacturers will die, and only 3-4 are left.
The current Chinese mobile phone market is approaching the "ultimate curse" of the bigwigs step by step.
The pattern of the four head manufacturers of Huami OV has been determined. LeTV, Gionee, and Coolpad are already out of the game. Meitu mobile phones have been put in the arms of Xiaomi; 360 "slowed down" the mobile phone business and turned to develop watches for the elderly. Although the hammer still survived, Luo Yonghao also had nothing to do.
The next one to fall, seems to be Meizu only.
Sino, a research institution, released a report on China’s smartphone data for 2018. The report shows that Meizu’s sales are only 9.48 million units, compared with the nearly 20 million units sold in 2017, a 46% drop, almost cut in half.
In this list, Xiaomi, which has always been regarded as a "student" by Huang Zhang, ranks sixth on the list with sales of 4796 Ten thousand units, although Xiaomi and Meizu are ranked sixth and seventh respectively, Meizu’s annual sales are less than one-tenth of Xiaomi’s.
As a rejection of Lei Jun The man, Huang Zhang still firmly believes that Xiaomi is the result of “stealing the teacher” from Meizu. In fact, Meizu is one of the earliest domestic manufacturers to enter the field of smartphones. With relatively excellent product strength, Meizu mobile phones were also in the early days of birth. Successfully harvested a large number of fans and became a representative of the "small and beautiful" domestic smartphone market.
In terms of sensitivity to the industry,Huang Zhang has always been ahead of his peers.
In 2006, with the outbreak of Meizu E3 and miniPlayer, a product comparable to iPod, Meizu successfully topped the throne of domestic MP3 players, with annual sales exceeding 1 billion yuan RMB. While reaching the top in sales, Huang Zhang, who stands at the top of the industry, has vaguely felt the end of the MP3 era.
Just like his transition from VCD to MP3 a few years ago, Huang Zhang made a decision to transform: to be a mobile phone.
In 2007, Meizu officially announced that it would launch its own-brand mobile phones. At this time, Nokia and Motorola are still in the market, while AppleGuo Ze just launched the first iPhone at the beginning of the year. However, the birth of Meizu's first mobile phone did not go smoothly. From the announcement in 2007, the new product was not officially launched until February 2009. It took Huang Zhang 3 years to change the design of version 34 and finally made a mobile phone called M8.
On the day the M8 was launched, there was a long queue in every specialty store. A fan even went to 4 provinces from other places, and turned 3 trains and 1 car, just to queue up. Sales of the M8 reached 100,000 units within two months of its official launch, and sales exceeded 500 million yuan within five months.
In 2011, the Meizu M9, which Huang Zhang has been polishing for two years, was launched. There was a wave of queuing purchases everywhere, and the M9 became the Android king of the year.
Meizu ushered in the highest point.
In the early days of domestic mobile phones, the market concentration was not high, and the environment was overgrown with grass. Companies of all colors can attract certain users to buy.Dian, a company that focuses on small and beautiful, can also live a vibrant life.
A series of products after Meizu, M9, MX, MX2, MX3, etc., have been praised by fans as one of the most beautiful domestic mobile phones, and have achieved good results. Achievement.
By 2014, Meizu initially established two product lines, Meizu MX series and Meizu Blue Note.
Meizu’s loss seems to beIt started from the "expansion" after being invested by Ali.
On February 9, 2015, Meizu Technology and Alibaba jointly announced that Alibaba will invest US$590 million in Meizu. On May 11, 2015, Meizu Technology and Jingdong formally reached a strategic cooperation, and the two parties signed an annual purchase agreement of 6 billion yuan.
Ali’s investment has to some extent put Meizu, who is pursuing small and beautiful, into a “death after addiction”.
Under the premise of being rich and having sales channels, Meizu has also started a strategy of raising the bar, creating momentum through press conferences to further expand its influence and pull Increase brand value. In 2015, Meizu held a total of 6 conferences at the National Convention Center, inviting many stars to help out, including popular singers such as Deng Ziqi, Wang Feng, and Chopsticks Brothers. Meizu's sales directly rushed to 20 million units in 2015.
At the time when Meizu was dying to run wild, the Chinese smartphone market was quietly changing. In the incremental marketIn the transition to a stock market, consumption upgrades have brought another round of market dividends. As a result, friendly brands seized the opportunity to collectively explode in the field of mid-to-high-end machines, winning more market shares.
It is not difficult to see that Meizu and Huang Zhang at that time especially hoped to hand in a beautiful report card to Ali. Meizu, which has just completed a shipment of 20 million units, is proud of it. Meizu has set a standard for shipments of 25 million units in 2016.
In 2016, Meizu released 14 products a year, held 12 conferences, and invited more than a dozen singers to the market to fight OV personally. However, Although Meizu's sales volume increased slowly this year, it was only 2 million units more than in 2015, to 22 million units, which was clearly behind the growth rate of ov.
Drawing: Party A Research Institute
From the product level, Meizu has more than a dozen series such as MX, PRO, Charm Blue Note, E, A, Metal, etc. The product lines are chaotic and difficult to distinguish .What is even more embarrassing is that none of these more than a dozen products are explosive.
Because of catching up to the goal, Meizu missed the best opportunity to hit the high-end market, because too many low-end product lines interfere with each other, and investment in high-end machine research and development Slightly insufficient, it also disrupted its own product line.
"Your Meizu’s reputation in the past few years is not so good. Although the sales volume is not good, the quality is not good. The m8 of that year was considered all the rage, but it didn’t. Seeing you forget your roots like now, now that you have funds, you want to make money and you want to be crazy.” A Meizu user on Zhihu said “The wind is not stopping” straightforwardly expressed his dissatisfaction.
At the expense of brand value, one pursues the marketThe share approach kept Meizu in a state of exhaustion in 2015 and 2016.
And Huang Zhang’s misjudgment after his comeback made Meizu a complete failure in the layout of high-end phones.
In 2017, Huang Zhang personally took charge of the mobile phone business. Huang Zhang's other reform of Meizu is to enhance its positioning-changing Meizu's past "literary and artistic" style and the low-end image of Meizu brought by Meizu, directly positioning it as "high-end business."
In order to achieve this goal, Huang Zhang strongly invited former Huawei mobile phone executives and TCL mobile phone China head Yang Zhe to join, and appointed Yang Zhe as CMO, hoping that he can Lead Meizu company to return to glory.
The Pro 7 released in the middle of the year is Meizu’s first high-end business flagship. This phone is designed by Bai Yongxiang. The biggest highlight is the "double-sided screen design." Yang Zhe established a starting price of 2,880 yuan for this model, which is nearly 400 yuan higher than the previous generation Pro 6.
However, the highly anticipated Pro 7 became the worst Waterloo in Meizu history after its release.
Meizu’s core users are young people. The design of the Pro 7 "meiyou" directly called the mobile phone ugly and did not pay for the new product. In terms of technological innovation, Meizu has once again followed the wrong trend. The screen design of Pro 7 is not highly accepted in the market that pursues "full screen".The price was cut within two months of launch. Pro7 reduced to a thousand yuan machine.
Pro7 suffered a fiasco. At that time, the cost of screen customization was 16 million U.S. dollars. Meizu originally placed an order for one million units, but it has a backlog of hundreds of thousands. Morale has been hit hard.
The fiasco of Pro7 became the last straw that crushed Meizu, and the chain reaction that followed made Meizu, which had already gone downhill, become chaotic.
After Yang Zhe took office, he brought his own marketing team, which marginalized the original Meizu marketing team, which later triggered the Meizu internal fighting in 2018. Zhang Jia, then the director of cultural and creative work of Meizu, openly complained about executive Yang Zhe on Weibo and postedThe 60 million yuan project details of the Meizu 15 series conference are intended to be filled with private pockets.
Zhang Jia, director of Meizu’s cultural and creative industries, was fired by Meizu. Three months later, Yang Zhe also resigned. Yang Zhe, whom Huang Zhang has placed high hopes on, has not been able to save Meizu from fire and water during his tenure for more than a year. On the contrary, Meizu has been caught in the notorious "corruption incident" and its brand value has fallen sharply. At this time, Meizu is already a chicken feather.
From 2015 to 2017, it was the golden three years for Chinese mobile phone manufacturers to transform and upgrade. However, Meizu has gradually lost in the process of imitating industry leaders blindly. Has his own genes and rhythm.
20In 15 years, Meizu focused on Xiaomi. In terms of marketing, Meizu continued to touch porcelain. Strategically, Meizu launched the Meizu Blue to be the benchmark for red rice; in 2016, the Xiaomi model was in trouble, and Meizu began to learn OPPO and vivo to compete with machine-sea tactics. Offline market. In 2017, Huang Zhang began to learn from Huawei, the most successful high-end mobile phone in China, and Meizu's mobile phone consumer positioning is no longer the youth of the past.
Usually, a company that develops steadily has few major changes or departures in its senior management team. But at the recent Meizu 16S series conference, we can no longer see those familiar old faces.
In 2018, Bai Yongxiang, the president of one of the three backbones of Meizu, resigned. In early 2019, in charge of MeizuYang Yan, senior vice president of software core design, also left. On May 2, 2019, Tianyan Check showed that Li Nan had been removed from the main personnel of Meizu Technology. The "Meizu Three Musketeers" have now fallen apart.
When it comes to Meizu’s success or failure, Huang Zhang, its soul character, cannot be avoided in any case.
In fact, the lethality of Meizu’s biggest "personnel change" is also not equal to Huang Zhang's "shenlong sees the head but not the end" and the almost paranoid attitude towards the product.
At the beginning of 2011, Huang Zhang faded out of the company and lived in seclusion at home for 3 years. He designed products at home all the time, cultivated land in the garden, held children, played HiFi, Only go out once a month.
One night before the Spring Festival in 2014, Bai Yongxiang brought several Meizu executives, including Li Nan and Yang Yan, to Huang Zhang’s home in person. Meizu only shipped more than 2 million units in the previous year, and both Xiaomi and Honor's shipments have reached tens of millions.
In 2014, Huang Zhang once announced his comeback with great vigor, saying that "Da Che Da Enlightenment is a little late", but it only lasted a few months because of Huang Zhang After thinking that he had been staying up late for several days in a meeting and was exhausted and needed to rest, he turned the company's affairs back to Li Nan.
According to “All Weather Technology” reports, in 2017, when Huang Zhang’s last public announcement of his “come back”, he did not return to work at the company. Some people even recalled that from 2014 to 2018, Huang Zhang actually announced his "comeback" internally as high as "once a year." "In Meizu for several years, I often heard Huang Zhang say that he was out of the mountain, but when he announced his comeback soon, many employees didn't know when he was reclusive.
If the sails of the boat are broken, it can be repaired. Without good oars, it can be polished continuously, but without a good helmsman, the boat will continue to lose its direction.
As the founder of Meizu, Huang Zhang has always been defined as a perfectionist. There are many myths about him.
For example, Huang Zhang once said The famous saying is that the product is the first, the others are the second.
In addition, Huang Zhang’s almost paranoid "willfulness" towards products has also caused many problems for Meizu.
When designing Meizu 15, because the CPU is in the middle, if the lens is also placed in the middle of the device, it will be difficult to control the heat of the phone, which is not recommended by the software department and the structure department Layout, but Huang Zhang finally insisted on this design.
In the choice of SoC, Huang Zhang has cooperated with MediaTek for a long time because he does not like Qualcomm’s “dominance”. Other mobile phone brands are "moving away."
Huang Zhang has repeatedly lived in seclusion. Meizu adjusted its corporate structure four times and changed its style of play several times, but he went around Turns and turns, and again and again, Meizu is sinking gradually.
"the best" Meizu
After the successive failures of machine-sea battles, high-end, and "dream machines", Meizu chose to be a "quiet and beautiful man".
Starting from Meizu 16, Meizu has worked hard to get closer to the mainstream. This is particularly evident in the Meizu 16s series released in April this year.
Meizu finally used the Snapdragon 855 among the flagship phones of the first echelon. Although the product does not have a prominent hot spot, there is no obvious shortcoming in performance and appearance. , The price is also within a reasonable range of the flagship machine, this is also the best product that Meizu can do its best.
withIn comparison, the Meizu 15 series of flagship phones released by Meizu last year was also called "dream machine" by Huang Zhang. The Snapdragon 660 and Exynos 8895 chips are completely shrouded in the shadow of the Snapdragon 845, and the premium for feelings is very large. proportion.
According to market changes, the camera moves, so that Meizu will not be completely passive in the competition.
At 618 this year, the price of Meizu’s flagship model Meizu 16s dropped by 499 yuan, and the initial price of Meizu 16Xs, which was released on May 30, also dropped from 1698 yuan. 1499 yuan.
As soon as the news of the price cut came out, Meizu’s official Bo was immediately captured by the Meizu users who purchased it for the first time.The face was very embarrassing. In order to avoid the rapid spread of user negative emotions, Meizu officially issued an emergency policy-Meizu 16s users who purchased and activated before June 6 can receive a total of 500 yuan worth of universal purchase coupons for mobile phones on Meizu's official website.
After Ali’s investment, Meizu’s employees surged to 4,000. In the context of a sharp drop in shipments, it is difficult for Meizu to move forward with heavy burdens, and it is essential to lay off redundant employees.
So far, Meizu’s layoff plan is still continuing on a small scale. From about 4,000 people at the peak, to now there are only more than 1,000 people left in the entire company.
Meizu, who has fallen into the "lack of money" syndrome, also waited for a life-saving money.
On May 2, a number of third-party query tools showed that Meizu’s equity has changed, and founder Huang Zhang’s shareholding ratio decreased from 51.96% to 49.08%.
The entry of Zhuhai SASAC may be Meizu’s last chance.
In the Meizu community forum, Huang Zhang is still very active, and "Meiyou" often interacts with him. Before each press conference, the mobile phone has not announced the details, he has begun to publish the details on the forum, spoilers in advance.
After the release of Mi9, Huang Zhang replied to netizens in the community:Get up, slut is cheap and cheap.".
Although the friend business seems a bit untimely at the moment, it can still attract onlookers. After all, in order to sell more With mobile phones, even Lei Jun chanted the slogan "Life and death are indifferent, just do it if you don’t accept it." The aspect is already close to the “mainstream”. Huang Zhang’s arguably argued that it can almost be concluded that Meizu, which is lightly packed, has ushered in its “best time”.
These changes of Meizu are its performance on the right track, but it is not the helplessness of the waning West.
The embarrassing "small but beautiful"
Meizu Is there still a chance?
From the current situation of the mobile phone industry, the Chinese mobile phone market in 2019 may not have left a place for the belated Meizu.
According to GFK data, China’s overall mobile phone shipments in 2018 were 398 million units, of which Huawei’s shipments exceeded 100 million units, and “OV” each had 70 million units. Taiwan, Meizu’s former competitor, Xiaomi’s mobile phone, has shipped 50 million units. And with the Meizu 15 market’s responseContinued indifference, Meizu's annual mobile phone sales for the year were only about 10 million units, a year-on-year decrease of 40.5%.
To make matters worse, the mobile phone industry is experiencing a general decline. IDC data shows that in 2017, global smartphone shipments were 1.463 billion units, marking the industry’s first shipment decline. At that time, IDC predicted that the number would pick up in 2018, but in fact, when the year ended, shipments fell again by 4.1%, and as of the first quarter of 2019, this downward trend was still In continuation.
When the industry is cold, in addition to the five top brands of Apple and "Huami OV", the living space of niche mobile phones in the Chinese market has been continuously compressed. In the past two years , Niche people who have withdrawn from the market one after anotherMobile phones include: Coolpad, Gionee, Meitu, Hammer, and more. In 2016, among the mobile phone shipments calculated by IDC, niche manufacturers accounted for nearly 40%. By the fourth quarter of 2018, this proportion had fallen to 17.9%.
But then the mobile phone market rules became clear, the head effect accumulated, and the appearance was severely homogenized. The look and feel of various manufacturers had improved to a certain level, and the mobile phone industry began Enter the fierce stock battlefield.
The only items that can stimulate users are hard-core technological innovations such as screens, cameras, and processors.
There is no other mobile phone that can rely on the appearance and feel, or boast of systemic humanity, Impress users who have become smarter.
Meizu hopes to return to a small and beautiful state, but such enterprises have not attracted much attraction to partners.
"Small" means that there is no right to speak to upstream suppliers. New mass-produced technologies cannot be obtained first. They can only be used by the head phone company. It is used when manufacturers are mature in mass production and the first wave of heat in the market has passed. But at that time the next wave of new technologies has appeared, and the excitement of users has shifted.
With stable shipments, it can gain a voice in the supply chain, and it has also become a competitive point for mobile phone manufacturers. Manufacturers like Meizu are in competition because of declining shipments. The weak end of the chain.
cannot have a say in the supply chain, it is difficult to take the lead in product introduction. "Hunger marketing" has become a thing of the past. If consumers cannot buy the products they want, they have more choices.
And the strangulation of giants continues.
"Ov and other companies have stolen at least 2/3 of our people with twice the annual salary." In April, a screenshot of a private message circulated on the Internet, making Meizu's dilemma Revealed.
To this day, it is not difficult for us to guess that the lack of mobility of Meizu’s personnel is all about digging walls, and salary and benefits are also a major factor. Meizu prefers Zhuhai, compared to HuaweiShenzhen enterprises such as, Ov, etc., Meizu's salary package does not have any advantages.
The time left for Meizu is indeed running out.
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