Meizu, once expected to be among the first-line mobile phone brands, has now declined. Even a definition of "small and beautiful" doesn't fit it anymore.
The reasons for Meizu's decline are manifold, but the main reason is that it made strategic mistakes. Due to the strategic swing, the Meizu management has serious civil unrest. After 2017, Bai Yongxiang, Yang Zhe, Li Nan and other core executives have left Meizu one after another, and since then Meizu has been in a slump, and Huang Zhang is difficult to support.
The failure of Meilan is a pity for Meizu. You know, Charm Blue is a young technology brand that has every opportunity to grow into an independent young technology brand like Red Rice and Glory, but due to Meizu's series of tricks, Meizu has been cut down, and Meizu has lost the opportunity to become bigger.
"Youth good product" charm blue has a good reputation in the young people's market, and the overall sales volume is also very good. According to Meizu mobile phone disclosure data, in 2015, Meizu's total annual sales exceeded 20 million units, an increase of 350% year-on-year, and the actual sales of Meizu accounted for 70% of Meizu's shipments. As of May 2018, before the official "stranding" of Charm Blue, the total sales volume of the Charm Blue series exceeded 50 million.
Even with such a brilliant record, Meizu still decided to cut down Meilan, and the meritorious figure Li Nan also left his post. Without the support of Charm Blue, Meizu mobile phones quickly sank, the high-end market could not be attacked, and the low-end cost-effective market was completely lost, becoming the others of 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 of 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 home, such as audio, socket, switch panel, etc. In addition, PANDAER layout clothing, clothes and hats, handmade, etc., mblu layout of smart accessories, etc., Meizu from a mobile phone company into a "grocery store".
Behind this transformation, of course, is the pressure to survive. This can also be seen from meizu restarting the charm blue mobile phone. A few days ago, in the release of Meizu's new products, Charm Blue officially returned, and the new machine Charm Blue 10 was called the new benchmark of the basic model, and the starting price was only 699 yuan. Obviously, Meizu can't find a better way to pry the mobile phone market, and can only take the low price of charm blue to test the water.
But times have changed, even at low prices, and today's market is surrounded by tigers and wolves. The former rival Redmi has become bigger, OPPO's realmme, Vivo's iQOO is also getting stronger, coupled with the glory of restoring combat effectiveness, Charm Blue and these opponents compared, whether it is products, brands or channels, marketing, there is no little advantage.
In addition, today's smart phone market is different from 5 years ago, the market tends to be saturated, and Charm Blue has no opportunity to harvest the popularity dividend under the incremental market as before.
From abandoning Charm Blue to restarting Charm Blue, from a professional mobile phone company to a "grocery store" that even sells baseball bats, Velcro and switch panels, Meizu's difficulties can be seen. But the market is ruthless and will not pay for the mistakes of the enterprise, and it can only swallow the bitter fruit of the enterprise itself. (Nail Technology original, reprint must indicate the source: Nail Technology Network)