Text/JING Review/ZiYang Proofreader/Zhiqiu
At the end of 2021, The small factory in Zhuhai - Meizu frantically brushed the sense of existence, first because of the false publicity of the "30 mobile phone" without advertising, and was fined 25,000 yuan by the Market Supervision Bureau. Later, Meizu announced in the community that the Flyme cloud backup function will be discontinued in March 2021. Two bad news followed, and the voice of the fading Meizu came from all directions.
So, is Meizu really going to finish?
According to the information released by Huang Zhang, Meizu is still profitable, and the new generation of flagships is expected to meet consumers in the first half of 2022.
Not only that, in the second half of 2021, Meizu also cooperated with Sony, a well-known mobile phone manufacturer, in terms of system. All kinds of signs show that Meizu mobile phones will not be "cool" in the short term. However, meizu's dismal sales are also an indisputable fact.
No matter which platform you query, you can find that the sales of Meizu 18 series are far less than Meizu 17 series. Moreover, the basis of Meizu's continuous profitability is to continuously lay off employees and reduce costs, and now that Meizu's scale does not allow continued layoffs, Meizu is likely to operate at a loss in the future.
For this result, I believe that many old fans will be particularly emotional. After all, Meizu was also once a representative of China's mobile phone brand. In the Chinese market, there are no leaders, there are heroes in the sea, and there are guns in the era of the grass king. Meizu M8 uses the top configuration to gain a large number of die-hard fans, and also won the title of "Chinese version of Apple".
What people did not expect is that the Meizu M8 is not only the starting point of Meizu mobile phones, but also the peak of Meizu mobile phones. Meizu, which insists on slow work and fine work, cannot adapt to the rapid changes in the smart machine market, and loses the opportunity to preconceived and seize the market.
Later, because of the quarrel with Qualcomm, he joined MediaTek and missed the golden period of the development of China's smart machine market. And by the time Huang Zhang learned to compromise with the market, everything was already human.
The good news is that Meizu and Huang Zhang have not given up the struggle. The cooperation with Sony and the return of the Meilan brand are all manifestations of Meizu's insistence on losing.
So, can Meizu really turn over? The author believes that it is basically impossible, and there are two main reasons:
First, Meizu does not have the ability to turn over.
At present, the only thing that the Meizu brand can get its hands on is the feelings, on the marketing ability alone, the domestic red, orange, blue and green four factories, each manufacturer is more excellent than Meizu.
In terms of technical reserves and market layout, the gap between Meizu and mainstream manufacturers is even more visible to the naked eye. Xiaomi, OPPO, vivo and other enterprises have not been satisfied with self-developed charging technology, self-developed imaging systems, and began to move towards the field of self-developed chips. Meizu is self-developing the track, but it has achieved nothing.
In addition, in order to seize more markets, mainstream mobile phone manufacturers are actively promoting new series and new sub-brands. Meizu, on the other hand, has been shrinking its front, which will lead to a continuous decline in Meizu mobile phone shipments and market awareness.
Second, the market does not give Meizu the opportunity to turn over.
The current smartphone market is highly involuted, and there are many manufacturers competing in all directions, fields, and every track. This means that mobile phone users will set more stringent standards when choosing a mobile phone.
In this context, Meizu mobile phones that have no technical advantages, no channel advantages, and no brand appeal advantages can only be eliminated.
According to the third quarter of 2020 research report released by market research institute CINNO Research, Meizu mobile phone market share is only 0.3%, which is still with the help of the new machine listing heat, the achievements achieved, evenly spread to the whole year, Meizu mobile phone market share is expected to account for only 0.1%.
In fact, for Meizu's competitors, the existence or non-existence of Meizu mobile phones has no meaning. In your opinion, is there any hope for the return of the king of Meizu mobile phones?