Reporter | Lu Keyan
On January 12, Meizu launched products covering digital, home, clothing and other categories in one go at its winter new product launch: Charm Blue 10, lipro magnetic track light, switch panel, Meizu's tide brand PANDAR released mechanical keyboard, visual power bank, charging backpack, sweatshirt, tote bag, etc.
Only one mobile phone appeared in the whole conference - Charm Blue 10. This is a product that starts at only 699 yuan, equipped with a domestic Tiger Ben T30 chip developed by Tsinghua Unigroup Zhanrui, using a 6.52-inch LCD screen, a refresh rate of 60Hz, a rear 48 million pixel main camera, equipped with a 5000mAh battery.
In September 2021, Meizu announced the restart of the "Charm Blue" brand, still positioning itself as a "good product for young people", focusing on the young people's market that attaches importance to cost performance. The release of the Charm Blue 10 is also the first mobile phone released after the brand restarted.
Meilan said on its official Weibo: "Flagship mobile phones are not all smartphones. 100% of mainstream manufacturers, media and users are discussing flagship machines, but the real purchase population of 1500 yuan and below is as high as more than 30%. "And charm blue is aiming at this part of the crowd."
At the moment when mainstream mobile phone manufacturers have impacted the high-end, the thousand yuan machine market has indeed been ignored to a certain extent. QuestMobile released data in June 2021 shows that the domestic market share of 1999 yuan and below is 37.6%, although the share of less than 1000 yuan has fallen below 20%, but there is still a certain market demand.
However, this part of the market is still controlled by the head manufacturers, iQOO, realme, Redmi and Glory have always maintained a stable update rhythm at the price of 1,000 yuan, and there are great advantages in offline channels. In addition to the head manufacturers, ZTE cooperates closely with operators, and Coolpad, which has re-emerged from the jianghu, has set up service station managers in various townships and towns, taking the route of "rural encirclement of the city". And charm blue, the number of outlets under the line and the head manufacturers are still different.
One of the advantages of Charm Blue's main attack on the low-end market is the brand. In the past, riding on the east wind of "cost-effective mobile phones", The Charm Blue Note and the digital series were successful, and made no small contribution to the sales of Meizu mobile phones. But now, Meizu has undergone many restructurings, and the mobile phone market pattern is completely different from a few years ago. To sink, Meizu still needs to face many challenges.
At this conference, the tide brand PANDAER occupied more time than mobile phones. From speakers, charging treasures to clothing, Meizu not only engaged in brand co-branding, but also repeatedly emphasized the cool and youthful attributes of products. Meizu revealed that the sales of the previously launched BANANA "remodeling" series of products have exceeded the 10 million yuan mark.
Meizu PANDARE flashback armor
Meizu PANDARE baseball shirt
Meizu is back alive, but it's more than just a mobile phone company.