MeizuTechnology was founded in 2003, earlier thanXiaomiThe time of the establishment of the company, but also withHuaweiThe company is known as ChinaMobile phonesThe three giants of the world. However, relativelyXiaomiwithHuaweisuccess,MeizuIn recent years, it has gradually lost its market share and is heading for decline. This situation was triggered beforeMeizuExecutivesLi Nanof complaints, targetedXiaomiThe development strategy was reviewed.
ForLi NanHe was dissatisfiedXiaomiTake advantage of China's cheap infrastructure and ** chain, only through salesQualcommchips to obtain high profits. In his opinion, this is an anti-consumerist act that only makes the shareholders of American companies happy. In contrast,MeizuFocusing on product quality, aesthetics and innovation, and localized service is also an added value.
fromLi NanWe can see that he is rightBrand positioningviews. He thinksMobile phonesThe sales are not only the pursuit of performance competition, but also focus on quality, aesthetics and innovation. This means that consumers are buyingMobile phonesIn addition to performance, the focus is also on the advantages of exterior design, user experience, and innovative features. At this point,MeizuwithXiaomiThere are noticeable differences.
ForMeizuIn terms of product design, they pay attention to their own characteristic style and pursue higher aesthetic standards. At the same time, it also has certain advantages in service localization, which better meets the pursuit of consumers' personalized needs. In contrast, thoughXiaomiMobile phonesIt also has a certain sense of design, but it pays more attention to cost performance, and pursues larger-scale sales and profits. This also led to:XiaomiMobile phonesTo a certain extent, it is lacking withMeizuDifferentiating advantages compared to others.
Li NanIn the post, an important point was mentioned: "What kind of consumer group makes what kind of brand". It means oneMobile phonesA company's success is often closely related to the consumer groups it is targeting. In other words, consumers' demand and appreciation for the product will directly determine the development of the brand.
RetrospectiveMeizuwithXiaomiThe development process can clearly see the different consumer groups they are pursuing. MeizuPay more attention to product quality and innovation, and are more inclined to young consumers who pursue individuality and fashion. WhileXiaomiIt focuses more on providing cost-effective products, targeting consumer groups that pay more attention to cost-effectiveness and practicality. Because of this,XiaomiIt can quickly open the mass market, quickly accumulate users and make profits.
MeizuAfter the failure, it may be time to reflect on your own strategic adjustments. In this fierce competitionMobile phonesThe market not only needs to pay attention to the performance of products, but also to understand the needs of consumersBrand positioningwithMarketingto find the right differentiation for yourself.
Consumers for:Mobile phonesIn addition to performance, the selection and recognition of brands should pay more attention to quality, innovation and service localization. DifferentBrand positioningand consumer groups, decidedMobile phonesThe fate of the enterprise. ForMeizuThey may need to revisit their strategic adjustments to better meet the needs of consumers and find their competitive differentiators. ForXiaomiTheir success was not accidental, but more due to the fact that they quickly captured the needs of the mass market. We look forward to the futureMobile phonesEnterprises can find their own development path in more fierce competition and provide consumers with better products and services.