At the end of last year, Meilan Note went on sale for the first time. With the reservation of 2 million people, Meizu released only 100000 mobile phones that day, which naturally sold out again soon. However, in addition to the rush, Meizu also released a new regulation, saying that because the online price of Meilan Note has reached the limit, it cannot provide profits for offline channels, so Meizu decided to implement the open price strategy offline.

That is to say, if users choose to go to Meizu's multiple offline channels, they will basically not be able to buy Meilan Note at the starting price of 999 yuan. As for the range of price increase, including the store location, rent, labor, water and electricity, as well as Meizu's production capacity and supply will be the influencing factors.

As soon as this announcement was released, it triggered a large number of netizens' discussions. Those who support Meizu think that Meizu's move shows its consistent honesty, and Meilan Note is really cheap, which is understandable. However, most people objected to this, saying Meizu was cultivating scalpers on its own and pocketing consumers' money.

So what are the facts?

First of all, the focus of controversy among netizens is whether Meizu has failed to learn? Obviously yes, before that, the most confident thing about kerosene was that Meizu didn't play fickle, which made Meizu more powerful and independent among domestic brands. However, since the MX4 came out, Meizu first learned to buy the set in limited quantity online. After the release of Meilan Note, it began to implement the offline price increase strategy. The only remaining criterion is that Meizu chose to be honest, that is, to play the honest card. However, whether users would like to eat the set still depends on different opinions.

But in fact, The core of the real problem is that Meilan, as a sub brand of Meizu, also focuses on online channels. What is the purpose of such impatient offline channel sales? It is believed that most people will not forget the statement Meizu issued to the offline channel to increase the price of the MX4 at the beginning of the sale of the MX4. In the statement, Meizu said that it would restrict the price increase of JD and Suning, but when it comes to Meilan, well, it has directly opened the right to increase the price. In addition, Meizu said in the statement, "What consumers hate is that businesses violate their promises by using low prices to promote, while using scarcity to make profits for themselves." But can Meilan make profits for itself?

Obviously, too.

First of all, if Meilan Note is only sold online, it will be able to focus on channel supply during the ramp up of production capacity, which will not violate the impulse policy that Meizu has been leading since this year, but also can establish the positioning of Meilan brand and ensure the strategic unity of subsequent products, including previously exposed tablets, televisions, watches, etc. when they are launched. However, Meizu didn't do so. Maybe Meizu was afraid that it would behave like Xiaomi, and there would be spontaneous scalpers offline, which would breed a gray chain of interests, and finally bear an unclear name, so it chose a straightforward and official way.

The only reason is that Meizu has to support its own offline channels. According to Meizu's public data, Meizu has opened 1000 retail stores nationwide. With the counter volume of Suning, operators and Aishide and other chain channels, Meizu's offline channels are large enough. However, whether in Meizu's official retail stores or through other channels, the prices of Meizu's mobile phones are almost the same as those on its official website. Especially this year, several new Meizu products are aimed at making no money. This problem has become more normal and serious.

But the profits that can be squeezed out of mobile phones are limited. How can offline channels make money? There are only two ways to improve the price of offline channels and bundle the sales of accessories. On the MX4, Meizu chose the latter. Now go to the post bar and the forum. Protests about the mandatory purchase of accessories in physical stores are common, including in the official Tmall store of Meizu, packages or contract machines were also sold at a higher price. Some kerosene think that online accusations against Meizu are mindless when they see offline goods, but they have never thought about how profiteering it would be to add 100 or hundreds of yuan to the user's expenses for several films plus a water cup or mobile power supply.

In Meilan, Meizu chooses the former, but to be honest, the most dangerous thing in this mode is not the price increase itself, but the offline channel, whether it will participate in online looting!

We can make a hypothesis that you are a mobile phone store owner, and the price you get from Meizu is not much different from the price it sells online, but Meizu allows you to add more prices to sell mobile phones. At this time, instead of waiting for Meizu to balance the proportion of online and offline shipments, we might as well participate in online goods grabbing and do both. Although it will lose a part of the purchase profits, it will increase the volume and therefore sell more at a higher price. Of course, it will earn more quickly when it comes to Meilan, a popular product.

So we can't help asking, is this still the ultimate Meizu? More conspiratorial, the original price of Meilan Note was 999 instead of 1299. Is it because it wants to promote before it suppresses? What makes people applaud is to protect the crazy expansion of their offline channels?

summary

On Zhihu, Li Nan once answered a question, "Why does the official website still show insufficient supply when Xiaomi Weibo said that 1299 yuan Xiaomi mobile phone 2S 16G version was open for purchase?" At that time, Li Nan's statement basically included the views described above by the author, but it is worth noting that, At that time, Li Nan pointed out in her answer that although Xiaomi's online hunger marketing+offline premium mode made users complain, it was indeed an innovative and effective mode in terms of shipping, and Li Nan also expressed appreciation for this mode in her answer, rather than criticism. In the follow-up answer update, Li Nan also added: "There is no law in the play of these channels. It depends on the situation. How to use flexibly is true."

That is to say, Meizu has chosen a path that will make users complain in order to be aggressive. Meizu's original intention may only have an explanatory attitude. In the future, whether consumers will stop paying for Meizu, which is becoming more and more philistine, is not only an unknown number, but also an optimistic future.