[钉科技述评] Meizu, once expected to be among the first-tier mobile phone brands, has now declined. Even the definition of “small and beautiful” doesn’t fit it anymore.
There are many reasons for the decline of Meizu, and the main reason is that it made mistakes in strategy. Due to the sway of strategy, the management of Meizu suffered serious civil unrest. After 2017, core executives such as Bai Yongxiang, Yang Zhe, and Li Nan left Meizu one after another.
The failure of Meilan is a pity for Meizu. You must know that Meilan is a young technology brand that has every opportunity to grow into an independent brand like Redmi and Glory. However, due to a series of tricks by Meizu, Meizu was cut off and Meizu lost the opportunity to become bigger.
“Youth Good Products” Meilan had a good reputation in the youth market, and the overall sales were also very good. According to the data disclosed by Meizu Mobile, in 2015, the total sales volume of Meizu exceeded 20 million units, a year-on-year increase of 350%. The actual sales volume of Meizu accounted for 70% of Meizu’s shipments. As of May 2018, the total sales volume of the Charm Blue series exceeded 50 million before it was officially “stranded”.
Even with such a brilliant record, Meizu decided to cut off Meilan, and the meritorious character Li Nan also resigned. Without the support of Meizu, Meizu mobile phones will soon sink, the high-end market will not be able to attack, and the low-end cost-effective market will be completely lost, becoming the others in the smartphone market.
In the past two years, Meizu’s main mobile phone business has completely declined, and it has to start a strategic transformation, launching three sub-brands: lipro, PANDAER, and mblu. Lipro focuses on the development of the smart home industry, and the so-called smart home is actually some smart hardware related to the home, such as audio, sockets, switch panels, etc. In addition, PANDAER lays out clothing, hats, figures, etc., and mblu lays out smart accessories, etc., Meizu has changed from a mobile phone company to a “grocery store”.
Behind this transformation, of course, is the pressure of survival. This can also be seen from Meizu restarting Meizu mobile phone. A few days ago, in the new product release of Meizu, Meizu officially returned, and the new Meizu 10 is called the new benchmark of the basic model, and the starting price is only 699 yuan. Obviously, Meizu couldn’t find a better way to leverage the mobile phone market, and could only test the water with the low-priced Meizu.
But with the passage of time, even at low prices, today’s market is surrounded by wolves. The former rival Redmi has grown bigger, OPPO’s realme and vivo’s iQOO are also getting stronger and stronger, plus the Honor mobile phone that has regained its combat effectiveness. Compared with these rivals, Meilan, whether it is products, brands, channels, or marketing, are all There is no advantage.
In addition, today’s smartphone market is different from five years ago, and the market tends to be saturated. Meizu has no chance to reap the popular dividends in the incremental market as before.
From abandoning Meizu to restarting Meizu, from a professional mobile phone company to a “grocery store” that even sells baseball bats, Velcro and switch panels, Meizu’s difficulties are evident. But the market is ruthless, it will not pay for the mistakes of the enterprise, and only the enterprise itself will suffer the bitter fruit. (Original from Ding Technology, please indicate the source when reprinting: Ding Technology Network)
In addition to the low-priced Meilan, it also sells baseball caps, Velcro and switch panels, and Meizu has a difficult transition.
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