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"I turned out to be a chaser, is a subversive, a challenger today, how do I suddenly and inexplicably become a defender, this attitude makes me a little not converted over." Said Lei Jun, chairman of millet technology of the above, then in March this year when he looked slightly helpless.
In the past, this air is difficult to occur in the net worth of over 10 billion US dollars in the face of the rich scientific and technological community, he was always full of optimism, confident, fearless.
Worship Lei Jun called him "Lei Busi," he only took two and a half times the millet phone sales in China to do the first, millet technology valuation of $ 45 billion, became the world's most valued company Unicorn .
He created a new mobile marketing mode, with the "science and technology into everyone enjoy the pleasure," the feelings, the community and fans to play to the extreme, he was the first to find the most effective phone selling young Method.
Lei Jun's every move can occupy the headlines in a long period of time, each of millet a conference is more like fans will worship, Lei Jun, stood on the stage over and over again repeated "innovation" words such as "subversion" , immersed in the audience screaming fans.
But in the past 2015, "Lei Busi" began showing his loneliness and sense of crisis.
"This feels like a climber climbed to the top, waiting for him, it seems only a downhill." Lenovo CEO Yang Yuanqing, Lenovo has been questioned when using the above theory to describe the law of development of mountaineering companies. This slightly pessimistic mood in Lei Jun, the phone is also a lot of heavyweights in the spread - Recently, OPPO OPPO president Chenming Yong successful counterattack in time joined the global semi-finals, but also doing the same Thinking about failures.
If two years ago or the Internet ecosystem terminal is king of the times, so now, the reality may have quietly changed. 2015, Uber valuation to $ 60 billion beyond the millet as the world's most valued company Unicorn. Compared to share economic boarded outlet to fan the economy as the representative of the mobile phone industry has become the Red Sea - increasing the threshold is low, competition is increasing.
Huawei Terminal Yu Chengdong chairman shouted: "do not understand millet, we will fight against it." So, Huawei millet resorted to standard Internet brand glory.
Long-silent Meizu pulled off the conference live concert, a month bursts of three new machines alone. Music, as more is known as conference-driven enterprise, each release can be invited to "half" entertainment. Sarcastic Friends, PK running hours they fire up the lead by the wave of millet, the lack of new ideas now all became standard conference.
Lei Jun and millet Faced with this situation, the early days of passion and soaring performance over time, at a higher level of competition, from strategy to market, from the patent to the supply chain and then channels, they need to solve many questions.
As Lei Jun said, he and Millet is also the face of such identity: from "insurgents" to "defenders" from the "challenger" to "Conservative person." In every identity transformation, how to break their own, back to the top, each of which is a successful company from the only way to become great.
Lei Jun sorrow
Note3 conference to end, Lei Jun's performance has been impressive.
Unlike in the past, Lei Jun is no longer as before blindly to encouraging hot passionate mob, but as an orator, as talked about feelings, not easy to tell to Beijing 24 years ago and the beginning of their own millet, with even a few degrees choked.
Lei Jun was anxiety and sadness can imagine, after all, no two beautiful a year ago, a year later, the tree attracts the wind millet suddenly became one of the most "recruit black" company.
2015, millet have set a sales target of 80 million units, and ultimately sales of over 70 million yuan. Of course, this figure is still stable domestic sales of the first position. However, if we look at the global market, Huawei millet is unable to resist the rise of momentum.
Huawei showed a profit in 2015, Huawei's consumer business in 2015 annual sales of over 20 billion US dollars, annual shipments of 108 million terminal units, an increase of 44%, far exceeding the industry average growth rate of the global smart machine, becoming the first Chinese billions of dollars in annual shipments of mobile phone manufacturers.
Die Zeit correspondent queries the latest data to market research firm IDC released by the first quarter of 2016, Samsung, Apple, Huawei still swept the top three, respectively, accounting for 24.5%, 15.3%, 8.2%, millet for the first time dropped out of the top five list single, instead, it is a blue-green ridicule VIVO manufacturers and OPPO, two respectively 5.5% and 4.3% market share both reached the world's top five.
For a time, the momentum seems to fall into decline millet embarrassing situation, a variety of "millet die" remarks on the noisy dust.
Interestingly, since last year, few people continue to talk about "Millet success", no championship aura blessing Lei Jun and millet, we are experiencing what?
Chinese mobile phone League Secretary General Yanhui opinion, millet own problems is the channel is too narrow, the need is filled line, the two overseas short board, in order to exchange for greater development.
In the past few years, millet has been the main electricity supplier, supplemented by the line, but the proportion of the overall sales of domestic mobile phone market, online and offline maintained at about 2:8. Last year the domestic smartphone growth dividend substantially from the line, therefore, under the OPPO, VIVO, Jin and other long-line brand of deep plowing channels, gained rapid growth. Therefore, even if no matter how well online millet, if you can not touch the cake bigger market offline, mobile electricity supplier bonus disappearing hit the ceiling, will hinder the development of millet.
Secondly, millet phone's rise is largely due to the popularity of smart phones stand in the air, with the Internet, the most efficient way of mobile phone sales, the main cost of millet phone was widely popular, highly sought after. But now smart phones have been very popular, homogeneous competition severe, showstopper music, as the phone hardware and even resorted to free the big move. At the same time users of the mobile phone brand, the pursuit of individuality is also more and more attention. Millet high cost killer, is not a panacea panacea.
According to IHS iSuppli Wang Yang, director of China studies revealed that millet intelligent machines in the first quarter 2016 sales of 14.8 million units (including overseas). 14.98 million units sold compared to the same period last year, fell slightly. Wang Yang in the opinion, in the case of product structure adjustment, red rice and red rice Note3 3 out of millet phone has this result is still good.
Wang Yang said, adding that the market for millet 5 product feedback is good, but also to millet production orders in the second quarter also raised to 250 million units. May 10, Millet has just released a giant screen phone millet Max, the second half will also release a new generation of millet note, it is expected in the second quarter, third quarter ushered in significant growth.
Early millet investors, Liu Qin, general manager of Sunrise Capital Managing Director Turning millet bottleneck, said in 2015, millet rivals have grown very fast, especially millet facing fierce competition, this pressure is actually a good thing, it forced millet has improved over the entire capacity.
Faced 2015 millet phone "slow down" situation, Lei Jun is also thinking changed, he repeatedly stressed, millet to implement "go KPI" strategy, sales data is no longer so important, in the future are not allowed to say millet First, it should "bold exploration" and "enjoy the fun of science and technology."
"IT model workers" comprehensive remedial
Although the moment was lost, but in the IT circle notoriously good karma, sense of obligation Lei Jun, never willing to silence.
June 3, Liu Yonghao, Li Dongsheng, Shen Guojun, Wu Yajun, Chao, Deng Feng, such as a public Xiaonian top entrepreneurs circle of friends coming home millet multicolored Beijing City store to help out. Lei Jun incarnation Purchasing Guide, the guests personally introduce millet Max, television millet, rice cookers and other IH pressure rice home products, live voices.
Blue and green camps OPPO, VIVO counter-attack, described the moment in China's smart phone market, offline channels is still military powerhouse. Has been somewhat passive offline channels Lei Jun, also officially announced the end of last year to expand the line channels, padded short board. Earlier this year, the official transition from millet home service shop for the collection service and sales outlets, millet side said that this year's goal is to build 50 homes millet, the future will expand to 200-300 nationwide scale.
Millet official data provided to the Weekly Times reporter, as of now, millet House already has 25 stores, of which there are seven millet upgraded to the mall stores, which several stores monthly sales are far more than 10 million yuan. In the May 21 day traffic millet House Chongqing Longhu era days of street stores reached 6481 people, turnover of more than 134 million, breaking the line at home millet Date of opening retail traffic and sales of new record.
Millet home the responsible person to Die Zeit correspondent, said: "For the millet is concerned, under the premise of not high profit margins, are willing to re-invest the assets do millet home, in fact, so that we know more about us, allowing users to experience the convenience of millet reasonable price excellent product, compared to millet home for contribution to the overall company's annual sales, the user experience is more important. "
After a high-speed development, the tree attracts the wind millet got hit in the arena. In terms of the supply chain and then patent channels, gave millet situation made more complex challenges.
Competition in the mobile phone industry, has moved from the product level, rising to the level of patent. Not only sea battle international market needs patent escort, now a firm foothold in the domestic patent also need support. Eaten a lot of loss of millet in the patent, which has already smell the smell of gunpowder.
Recently, has been Apple to collect "protection money" Huawei also launched a Samsung patent litigation, millet, music as the other eyeing long-Huawei, ZTE in the mobile phone industry launched the patent war is a matter of, if millet do not want to sit still , it needs to be filled as soon as the patent short board.
In the bad-mouthing the outside world a voice millet, millet shot bought Microsoft's 1500 patent, and received more than 1,000 cross-patent licensing. Wang Xiang, senior vice president of millet leading the cooperative said that this is a very important first attempt millet, millet is an important step on the road to international, reflecting the successful cooperation also change the millet initiative to further strengthen the confidence of millet.
In addition, the parties troops formations millet, Lei Jun also shows the determination to turn the tide.
Late last year, one of the founders of Liwan Jiang retreat ended, return millet. Back after Li Wanjiang market will be responsible for millet and millet Pictures. This means, millet Pictures to begin to exert a.
In January this year, Lei Jun announced the formation of "millet explore laboratory", dedicated to exploring the cutting-edge technology, the initial focus on investment in a new direction VR and intelligent robots.
In mid-May, Lei Jun, personally go into battle, announced millet concentrating on the supply chain, meanwhile, was transferred to the phone millet research and development and the supply chain is the central figure Zhou Guangping millet chief scientist, focusing on prospective studies in the field of mobile phone technology. Zhou Guangping at Motorola previously worked for many years, was added in the early development of millet millet phone plays a crucial role.
Future imagination
Indeed, while the mobile phone growth is less than in the past ferocious, but the ability to quickly seize market millet in other areas also not be underestimated. Lei Jun's ambition is not just a phone, but the entire ecological chain construct.
Liu Qin has said, when the investment Lei Jun Lei Jun is the most important sense of awe for business, so the millet has been very low key and solid. Millet is currently $ 45 billion, there are more than 100 million users of MIUI, accumulated a large amount of data, millet also need to give them to create value. Liu Qin opinion, is not a pure millet phone company, but a company with a value of Internet applications.
Thus, a series of investment millet intelligent hardware company, in addition to doing the phone, also sell TV, router, selling mobile power, wiring board, millet bracelet, or even reached the field of smart electric rice cooker.
From the transcript "ecological chain millet plan" disclosure, the current millet has invested in 55 companies, seven companies billions of dollars of annual revenue, two annual revenue to break one billion, four company valuation reached $ 1 billion to become " unicorn". Coupled with the Lei Jun, smooth investment fund companies, much larger ecosystem.
According to Liu, the media had revealed that since last year, non-hardware millet breakthrough growth in revenue. Behind this growth has cash flow, but also advertising platform. Millet also financial services, is still selling mobile phone charges and traffic charges. Millet has a large number of user data, and these loyal users photos, contacts, APP, users with large amounts of data in the company's background. How to force the phone hardware, which requires new scientific thinking.
At the same time, the financial sector is still expose millet ambitions.
June 13, New Hope Group, Sichuan meters silver Technology (millet wholly-owned subsidiary), Chengdu Hongqi Chain as the three major shareholders, together with other five in Sichuan enterprises to apply for the organization of private banks - Bank of hope in Sichuan, China Banking Regulatory Commission officially approved construction, reported that this will be the first private bank in Sichuan.
Business information, Sichuan hope that banks registered capital of 3 billion yuan, New Hope Group, millet technology and Hongqi Chain three main sponsors were holding 30%, 29.5% and 15%.
The day before, millet, vice president of Science and Technology Zhang Jinling said the forum in Lujiazui, the on-line platform for Internet equity financing - "rice served to raise money," the former Deputy Director of the Shanghai Municipal Office of Finance Service Marketing Division Zhao Minghui will serve as CEO. According to reports, the first meters to raise money to service the Internet equity investment and financing as the main starting point and focus to conduct business, the future financing needs of the ecological chain millet companies can raise money by means of meter service Internet equity investment and financing platform.
In addition to the current is pushing banks and equity crowdfunding, millet had been in banking, insurance, pay close field layout, loans, securities and other Internet.
Lei Jun is the Internet circles notoriously model workers, while millet is "Dream work" LEI. In the millet into the second five-year head Lei Jun will usher in more severe challenges, "millet only took two and a half to become the first, each accompanied by a conference in China's smart phone market to be stepped millet kicks, after millet as a target very intense competition. "Lei Jun said.
Self-proclaimed "perfectionist" Lei Jun millet will not allow developed quietly, the outside world is difficult to imagine the billions of dollars in net worth is over Regal is still "fight of the body." Recently, the 47-year-old Lei Jun rare disclosure of their work intensity. "One day to open 11 meeting, a lunch eat three minutes."
Lei Jun said: "Any person success in any field, you need a million hours of training hard, if not basic skills, talk Flying Pig is an opportunist."
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