[Wall View] Millet Note 2 or the most difficult to rush into the history of mass production machine

Text / Tencent Digital Su Yang

If you look at the price, millet is still the original millet.

Beijing time on October 25th, hyperbolic screen millet Note 2 officially unveiled, body equipped with a 5.7-inch screen, Xiaolong 821 processor, 23 million pixel camera, 4070 mAh battery, this configuration is basically close to Samsung's just recalled across the board 7, but starting price is only 2799 yuan, cheaper than Samsung more than 3,000 yuan.

A Note 7 equivalent to two millet Note 2, meaning that between the cost-effectiveness and the brand, Xiaomi's center of gravity is still inclined to the former, which is virtually a satire on Xiaomi's attempt to high-end brand strategy.

As an important step in high-end marketization, Xiaomi has low-key and implicitly increased the price of new products to more than 3,000 yuan, and in order to have a way out, he also provided the user with a price version of 2,799 yuan. The last time he did this was millet Note over a year ago. The body, but the end result is not ideal, this time with the hyperbolic blessing, millet has more chips in the hands, but this can become the key to the victory of the millet?

Late double surfaces

Xiaomi released a product with a hyperbolic screen at this time. It was a bit late.

From the point of view of commercialization, the world’s first dual curved screen mobile phone is the Samsung S6 edge, which was 1.5 years away from the millet Note 2 release, and if this concept is debuted for the first time, Xiaomi is more than 3.5 years late. Time is basically equal to the entire cycle of a new technology from concept to commercialization.

This means that the gap between millet and the most cutting-edge manufacturers is at least based on “generation”. Ironically, more and more manufacturers prefer to use the terms “black technology” and “second kill” to decorate. Yourself.

The late millet Note 2 double curved surface has many rivals, among which there are already established vivo, including uncertain domestic manufacturers such as Huawei, Jinli, Meizu, and oppo. Although there is no millet release, the products of the friends are not released. Early, but the overall time is similar, this time relying on hyperboloid screen to establish differentiation is basically impossible.

If Xiaomi Note can be released six months in advance, under the condition of stable supply, with millet's channel capabilities and price advantage, there is the opportunity to quickly absorb some users, but now they can neither discuss the top lottery, nor can they scream and make a fortune.

The history of the most difficult to grab millet phone

At this point in time, the hyperboloid screen was widely adopted by mobile phone manufacturers. One possible reason was that the supply chain did not release the goods.

The mass production scale is one of the important reasons for the supply chain. If it can be mass-produced, it will generally not hold the money tree in its hands. It is necessary to know how many downstream manufacturers wait for "black technology."

So far, there are just a few vendors who can mass-produce hyperbolic screens. At this time, a large number of domestic mobile phone manufacturers have joined the ranks of order scrambling. Coupled with some suppliers, such as Samsung, hyperbolic screen mobile phones are also the core One of the product lines, third-party vendors can get the order can be imagined, but according to the rumors of millet respectively from LG and Samsung orders, Xiaomi did not get much.

At the press conference, Lei Jun also made it clear that “The lack of production capacity of 3D curved glass and flexible screens, the complexity of the process, and the low yield rate” means that the next sale of Xiaomi Note 2 may become the hardest rush in history. To the millet phone.

In the case of mass production failing to keep up, it indirectly shows that the sales data of the double-curved surface products will not look so good. On the time of returning to the introduction of new technologies, the domestic manufacturers such as Xiaomi have introduced large-scale production at this time. Hyperbolic screens are not subjective, but objective conditions determine that they cannot be used.

Further down, we have reached the point where domestic mobile phone manufacturers are parts and assembly plants, or are truly innovative companies.

Repair once, the meat hurts

Millet can grab a hyperbolic screen order before the vast majority of domestic manufacturers, enough to explain the upper reaches of the manufacturers of this new mobile phone manufacturers recognition, at the same time, hyperbolic screen can also be used as a key indicator of millet product endorsement, of course, This time, Xiaomi euphemistically adopted new technologies, but even so, potential problems should not be ignored.

In terms of risk, Note 7 was taken as an example for a large-scale explosion. Sources said that the root cause was a curved screen pressing the battery. Although Xiaomi used LG's screen in the early stage, LG did not start production of a hyperbolic screen mobile phone until then. No one can beat his chest and say that Millet Note 2 will not have these problems.

In addition, due to differences in late-stage order suppliers, differences in experience may also occur, and it may cause some trouble for consumers after the sale.

In addition to the technical problems, the cost of after-sales is the topic that Xiaomi did not explicitly mention. Take the Samsung S7 Edge as an example, there is no broken screen insurance price of more than 1,400 yuan (IHS dismantling cost shows about 372 yuan), which is for ordinary consumption. It is not very acceptable for a person to have a broken screen, but it will be much better, but in any case, Samsung has to bear a very high risk of screen damage, and millet is also the same.

In addition, the discussion about the application of the hyperboloid is also a hot topic of the current users. Even if the Android manufacturers sprang on the hyperboloid screen, even Samsung did not solve the problem of how to use the hyperbolic screen in the end. “Tasteless, It may even lead to mistaken contact with the user's impression of a hyperbolic screen, which is also a challenge for Xiaomi.

The full screen can't save the millet

In addition to Xiaomi Note 2, there is also a borderless concept phone MIX MIX that is more widely praised. The official is to find a new term, "full-screen phone."

For domestic manufacturers, it is not easy to bring things that are not mass-produced to the table. Compared to the simple introduction of the hyperboloid screen, it is more profound for the brand's construction and therefore the conference. Afterwards, the outside world gave a positive assessment.

However, if we look back at the supply chain perspective, in fact two years ago, Sharp took out the first non-rimmed mobile phone program, the current third-generation program has also been out, so Xiaomi this time the lead is not absolute.

In addition, regarding why the update of the Xiaomi Note product line took one year and nine months, combined with today's two products, we can also boldly make a conjecture. “The two programs today are actually for Xiaomi. Note that new products are prepared, but in the end, for sound consideration, Xiaomi chose a hyperboloid and no borders was packaged as a concept product for benchmarking.”

Millet MIX met with the first and most serious question of "machine life" when Millet spent a lot of time introducing his new products. Although the concept of the product was sold out, but the amount of production capacity Can't get it?

In accordance with the level of millet, even before the release of millet 5s Plus's full distribution of goods are not resolved, but also faced with the issue of millet Note 2 on the goods, millet MIX may be more difficult to grab than the millet Note 2, and said that the concept of products, So don't expect too much.

Red rice and operators are saviors

The slogan Xiaomi gave to the outside world at the beginning of this year was "Happy," but the reality may be that it is not easy to be happy. It is only the annual goal and it loses its first place.

At the beginning of the year, Lei Jun’s goal for Xiaomi was 80 million to 100 million units, which is equivalent to the achievement of Huawei’s mobile phone in 2015. This means that Xiaomi adopted a measure of concession from the very beginning, compared with Huawei’s more radical Under the target of sales of 140 million units.

It should be said that among millet sales, red rice should be the backbone of no doubt. This is why Xiaomi will call the 110 million red rice in three years as a “national mobile phone,” and the interesting thing is the red rice series. Half of sales are from operators.

For this reason, some people say that Xiaomi used to hate him.

According to publicly available data, in the past three years, China Mobile has eaten a total of 49.6 million red rice series in one channel, which is basically the cornerstone of the Red Rice series.

On the other hand, this year China Mobile also promised to underwrite 30 million millet mobile phones, China Unicom is 15 million units, and the importance of operators' channels to Xiaomi is self-evident.