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Red rice or millet?

via:博客园     time:2019/1/12 12:33:49     readed:145

Red rice cell phone is not millet cell phone?

The answer to this question has always been clear in the past: Red rice cell phone is millet cell phone. Since the red rice generation of 799 yuan was released in July 2013, millet mobile phones have been labeled as cheap and cost-effective.

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Cost-effective label

According to Lei Jun, the red rice mobile phone is a low-end series of millet mobile phones.

From the establishment of millet in 2010 to 2013, the price of millet in 1999 may only attract some geek enthusiasts, but after the release of 1000 yuan red rice mobile phone, millet began to be exposed to more people. According to the data released in 2016, according to the urban distribution density, there are 11.4 red rice mobile phones per 100 people in the first-tier cities, 9 in the second-tier cities and 4.7 in the third-tier cities. In addition to urban distribution, the age groups with more red rice users are 22-29 years old, 0-21 years old and 30-39 years old, and the overall younger, mainly students and office workers.

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In India, where per capita income is low, the price effect of Redmi can be described as insanity. Take Red Rice Note 5 released in February 2018 as an example, the first 300,000 units sold out in three minutes on the day of sale.

The price of red rice popping sales is that when you think of millet, you almost have to draw the same number as a thousand yuan machine, or at least a cheap mobile phone.

The Difficult Problem of Price Rising

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Before the announcement of Red Rice Note7, Lei Jun collected people's opinions on the configuration of Red Rice Mobile Phone on Weibo, and got such interesting results:

The suggestions of Red Rice Redmi are as follows:

  • The processors are MW845, MW845 and MW845. Performance is better than 625.
  • Look good, please invite more young spokespersons.
  • Do a better job with the camera.
  • Type-C, headphone holes, infrared remote control, large batteries, fast charging (at least 18 watts), better screens, fingerprints, NFC, wireless charging, better sound quality and louder external playback.
  • No big black edge, no big chin, no back fingerprints, no traffic light camera, no Liu Haiping, no three-stage.
  • Goods in stock. First 5G. More expensive.

Red rice mobile phones made entirely in accordance with this configuration, if not for charity, can only face one result: price increases.

But after the price increase of millet, do consumers really buy it? After all, there are too many mobile phones to choose between 2000 yuan and 3000 yuan.

According to the average cell phone price published in the millet earnings report, in the three years since 2015, the average price of millet has been around 800 yuan, the annual increase has not exceeded 100 yuan, and the main force of millet shipment is still red rice.

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In my opinion, millet is not limited by the price of 1999 yuan, but by red rice. For some users of millet, they have not yet figured out the difference between red rice and millet.

The average price of millet in 2018 has exceeded 1000 yuan, but from 2015 to the first quarter of 2018, the total sales of mobile phones under 1200 yuan of millet accounted for more than 50%. And below 1200 yuan is the price segment of red rice.

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The picture comes from Alex of the face.

In terms of organizational structure, after the separation of red rice and millet, the strategy of independent brand and independent team will be adopted to operate. The specific person in charge is Lu Weibing, who has just joined Xiaomi from Jinli.

After the independent team operation, Red Rice will have a greater imagination in the future.

Red rice cell phone is not millet cell phone? By the time Redmi's flagship mobile phone comes on the market, the answer will be clearer.

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