When the price of 799 yuan was announced, the scene was full of people, and more people greeted each other online. Various discussions dominate the headlines of social media. After MT6589, MediaTek painstakingly managed the high-end brand chip Helio.
X 10 was lowered to less than 1,000 yuan by the red rice mobile phone. Are you happy for MediaTek? Regret? Surprised? Still lost? I find it difficult to describe it in one or two sentences. I have to admire Xiaomi's marketing skills, and always provoke people's paralyzed nerves at the right time, adding materials to the recently unpopular mobile phone circle.
When public opinion unanimously points to MediaTek and scolds MediaTek for failing to live up to expectations, the author tries to look at the reasons for choosing Redmi from the perspective of MediaTek. What is the story behind Helio's undervaluation by George W. Milla? Whether MediaTek did it on purpose, or did he hide something, or whether MediaTek wanted to advance or retreat, although the author couldn't prove it to Cai Mingjie himself, it was still a bold attempt.
MediaTek didn't want to destroy the brand he had invested heavily in.
Helio is a high-end brand bred by MediaTek for a long time. It is rumored that in order to refresh its corporate image and build a high-end product brand, MediaTek spared no expense to hire a foreign marketing corps with marketing branches all over Europe, the United States, Chinese mainland, Taiwan Province Province and Southeast Asia. It can be said that MediaTek's marketing territory has spread all over the world. Such a huge marketing team is the first time in the history of MediaTek. Of course, it is also inseparable from the heavy investment of the marketing team. In the past two years, MediaTek has made frequent marketing moves. The corporate LOGO that lasted for many years last year was revised and proposed every day.
Genius brand slogan, this year's MWC exhibition launched Helio high-end brand, and then collected Helio Chinese brand name with a million prizes, and then "Heineken" was born. Not to mention the name, the courage of MediaTek's million names alone is enough to show MediaTek's determination to go high-end. Can mediatek have the heart to destroy Redmi for such a high-end brand? I don't think MediaTek would want to do such a foolish thing of self-destruction of the Great Wall.
How could Lian Heng be defeated?
In order to build a high-end brand and occupy the high-end smart phone market, MediaTek has used the tactics of uniting with Lian Heng to win over many partners, and Meizu is one of them. It is said that Meizu and MediaTek, a pair of good machine friends, have really tied together in the past two years. First of all, Meizu MX4 adopts MT6595 and MX5 adopts Helio.
X 10, flagship machine has used MediaTek chips for two years, which shows the intimacy between Meizu and MediaTek. Through these two terminal models, Meizu has certainly contributed to the promotion of MediaTek brand image. Meizu renamed Helio and MediaTek. Finally, MediaTek stabbed his younger brother Meizu with Xiaomi, lost good friends and even offended a bunch of mobile phone manufacturers? MediaTek wouldn't be so mindless.
On the other hand, if the sales volume of Red Rice Note2 exceeds10 million, and each chip MediaTek earns 2 yuan, then MediaTek will earn 20 million yuan at most. Is it worthwhile for MediaTek to give up his loyal friend Meizu for just 20 million yuan? I don't think MediaTek will destroy the Lianheng strategy that has been established hard for these reasons. There must be something hidden in it.
MediaTek's drunkenness is not about wine.
From the perspective of ecosystem, MediaTek may pay more attention to millet ecosystem. Red rice Note2 has infrared remote control function and will become an important function point occupying the living room. MediaTek has repeatedly emphasized the importance of the Internet of Things on different occasions. Cai Mingjie also said in an interview with the media that the demand for the Internet of Things can become another market that will lead the growth of MediaTek after the demand for smart phones. "Although the growth rate of the Internet of Things market is slower than that of smartphones, there are huge business opportunities." I think Didi planted hundreds of millions of subsidies in order to seize market share, and now the take-away market is also performing the same trick. Who knows, what is the purpose behind MediaTek? Seize the smart home market through the Xiaomi ecosystem and become an early supplier of smart homes. If so, Mr. Cai is really wily.
It's really not my fault, MediaTek's helplessness.
Looking at the domestic smart chip market and the whole mobile phone market, Samsung and Apple occupy the high-end market, using their own chips, and Huawei brand takes Hisilicon chip as its high-end machine supporting chip, so Qualcomm's high-end market position is hard to shake. Originally, the high-end market space was small, but now it faces the situation that Samsung, Apple, Hisilicon and Qualcomm are the four pillars. Although the high-end market has a high gross profit, there is not much room left for MediaTek. The revenue of the high-end market has been limited, and the low-end market has been attacked by Spreadtrum and Lian Xin, which is even bloodier, and MediaTek's market share has been gradually eroded.
The semiconductor national team supported by the government is rising in Ran Ran, and MediaTek is facing unprecedented pressure. If MediaTek lost because of strategic mistakes in the transition from 2G to 3G, then the decline was caused by the general environment. With such an industrial trend, MediaTek is naturally helpless. Originally, the entire smartphone market in China was gradually shrinking, and shipments began to decline. Wouldn't it be even sadder if we stopped being friends with Redmi?
The investor is the initiator, and MediaTek bears the responsibility.
As a listed company, MediaTek should also be responsible to shareholders and investors. Investors pursue short-term interests. As soon as MediaTek Q2 financial report came out, it caused quite a shock in Taiwan stock market. If MediaTek doesn't sell its chips to Xiaomi, it will inevitably lose more low-end users and market share, and its profits will shrink, which will inevitably affect its financial report in the second half of the year. In addition, MediaTek also spent a lot of marketing expenses to promote its brand. I believe that in order to develop Helio high-end chips, the cost of R&D should also be high. Only invest in things that have no output, and investors will definitely not buy it. In order to gain more profits from Helio product line and please shareholders, MediaTek had to sell the scheme to Xiaomi, which was MediaTek's helpless move under the pressure of shareholders.
Take Qualcomm as an example. As soon as the financial report began to decline, investors asked Qualcomm to split the chip business and patent licensing business. In order to pursue profits, investors do everything they can, not to mention that MediaTek sells high-end products to Redmi. From this perspective, MediaTek only took the blame for investors who had no long-term vision.
Shopping malls are like battlefields, true or false. Only MediaTek knows the truth.