In the next few days, Meizu has two more press conferences to be held. Looking back at the entire 2016 year, Meizu released a dozen models of mobile phones, all using MediaTek processors. Unfortunately, there is no one. The mobile phone can reach Meizu Pro5's market position in 2015. Only MediaTek's Meizu appeared a bit confusing in 2016, even though Meizu’s vice president Li Nan may not be able to deny it.
Meizu chaotic product line, no flagship 2016
As we all know, in the field of mobile phone chips, Qualcomm is the most speaker, but the relationship between Meizu and Qualcomm has been unable to reconcile, although the market has always been profit-oriented, although Qualcomm has signed with more than 100 domestic mobile phone manufacturers Agreement, but Huang Zhang still did not want to return to the embrace of Qualcomm. Of the few mobile phone manufacturers that we counted, Meizu became the only mobile phone manufacturer that almost did not use Qualcomm's chip solution. Even Huawei, which has its own processor, used Qualcomm Snapdragon 625 in its first female mobile phone Nova. Yu Chengdong knows what is the most market-accepted choice.
Of course, the chip market is not only Qualcomm, leaving Qualcomm, and Samsung Exynos, but unfortunately, the cooperation between Meizu and Samsung seems to have stagnated. So we have seen the entire year Meizu is equipped with MediaTek processors. Even the 2015 MediaTek P10 processor has been used on Charm Blue's models.
In early December, Meizu is about to release the latest version of Charm Blue Note5. From the relevant information exposed by the Ministry of Industry and Information Technology, the phone's processor selection is still MediaTek's P10, which is more or less impossible for Meizu fans to accept. The Meizu Pro7, which was announced in the next year, has a lot of processor-related rumors. From Samsung's latest Exynos chip to the Kirin 960 chip used in the Mate 9 series, it looks beautiful, but if we recall this Meizu Pro 6s, which was just released at the beginning of the month, still uses MediaTek Helio X25. The possibility of a sudden transition of the Pro7 in the future is very small. MediaTek will remain the most likely choice.
It is not only for this reason that Meizu continues to stick to the pressure that MediaTek may still have some profit.
One-and-a-half year loss of 1.3 billion, forced transformation under profit pressure
The news of Meizu’s loss in early November surprised many people. According to an investment announcement of A-share listed company Tianyin Holdings, the total assets of Meizu Technology in 2015 were 7.225 billion yuan, total liabilities were 8.893 billion yuan, net assets were negative 1.668 billion yuan, and revenue was 16.801 billion yuan. The loss was 1.038 billion yuan; in the first half of 2016, it had a net loss of 404 million yuan, which means that Meizu’s losses have exceeded 1.3 billion in just one and a half years.
In this financial situation, Meizu's choice is well understood. Huang Zhang has no longer allowed the loss of the model, but the lack of high-end processor support, the only solution is to weaken the configuration, emphasizing the design, Flyme system, etc., through these so-called soft power to enhance the brand premium.
This forced conversion under the predicament of the chip is a helpless choice. According to statistics from the website of the State Intellectual Property Office, as of the end of June 2016, Meizu submitted 572 patent applications, 28 invention authorizations, 44 utility models, and 153 designs. However, compared with Xiaomi, the number of Meizu inventions announced was less than 12% of Xiaomi (4,841 pieces), the number of inventions authorized was less than 8% of Xiaomi (346 pieces), and the number of utility models was less than 14% (319 pieces) of Xiaomi, even if the appearance The number of designs is only 77% of the latter (199 pieces). The data can tell us that without the support of truly powerful design innovations, the effect of such transformation may be greatly reduced.
On the other hand, before the release of Pro 6s, Li Mei, vice president of Meizu, once said that MediaTek X25 is sufficient and Pro 6s "will never spend money on improving performance." Guan Leopard, even for the Meizu high-end series of products, Meizu executives still have such a position, visible Meizu's product strategy will not have a major breakthrough in performance and configuration.
Can the benevolent people be saved under the betting line?
In 2016, OPPO and vivo through a strong offline channel and huge marketing and promotional investment to drive the offline enthusiasm to return, the two companies have quickly risen to the top three positions in domestic smart phone shipments. In this boom, Meizu also looks forward to some gains, through the rapid expansion of offline stores, and relying on Tianyin's 80,000 stores in the county and township markets to enhance their offline sales.
The offline channel sales require the diversification of product lines, and at the same time, the requirements for the performance of mobile phones are not valued. Therefore, this explains why Meizu still has so many models in 2016 when only MediaTek is involved. , It is for offline sales considerations. It can be said that Meizu completely abandoned the good reputation of “small and beautiful†that had been hard-laid for offline sales.
However, there are still two problems. First, another core element of OPPO and vivo shipments through the offline channel - a huge amount of promotion marketing costs, which Meizu can not learn. Although the above two companies did not disclose their marketing investment, they are conservatively estimated to have nearly 2 billion yuan each year. In contrast to Meizu, I am afraid it is difficult to come up with such a sum of money.
The second problem is that in terms of appearance, the Meizu mobile phone's design that has remained unchanged for thousands of years has been the object of users' spits. The influence of this factor may have been considered for design continuity when relying mainly on Internet sales. However, once the main force turns to the line, such design ideas will inevitably become a big obstacle to sales. Over-single design is difficult to meet the needs of most users.
The growth rate of the domestic smart phone market has gradually slowed down, and it has lost the dividends during the rapid growth of the previous two years. Meizu has been betting on the offline channel at this time, and it is natural to feel the pressure brought by this market. However, there are various reasons for this, Meizu from the product line design to cost-effective are clearly difficult to adapt to the rhythm of offline sales. If you want to come from me to save, I still adopt a cautious and pessimistic attitude.
For the Charm Blue X conference on November 30th, Meizu printed the “Make Helio Great Again†slogan on the invitation and used the slogan of the next President Trump’s “Make America Great Againâ€. It seems that he wanted to be MediaTek. Helio's name, in fact, is really looking for a step up for himself. As to whether or not MediaTek can really make it great again, it is not what it pursues.
[This article comes from the Tencent News client from the media, does not represent the views and positions of Tencent News. 】
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