小米调查报告

Survey Background:

At present, China's mobile phone industry in the rapid development of relying on the market, continued to maintain a rapid growth momentum of development. The mobile phone operators are also strongly As for the phone innovation, the pursuit of a more distinctive, so that in a competitive market advantage in. At this time the smart phone trend of the times and come out. Google Android system HTC, Apple's IOS system suddenly swept the globe. In the Chinese market, the first strong challenge to the throne of Nokia's market share.

The era of progress, social development. Then you have to do not want to fall behind innovation, we must keep up the pace of the times. Domestic mobile phone has made mass breakthrough, but the system, quality, marketing, publicity and so can not keep foreign brands, the advantage to occupy the market share of the weak. Domestic Meizu adapt to the times presented in front of consumers, so that all of the domestic mobile phone operators have reference example. Then today, Beijing millet technology company to a more impactful millet phone. Reservations only have three hundred thousand users. Millet phone undeniable propaganda is in place, very successful.

But success does not represent its true success. In true sale start date, a variety of problems millet phone out on the show. On this basis, in a variety of channels from millet phone marketing, benefits, products, inventory on multiple aspects of the data collection, and to ensure the implementation of the operation simplicity and objectivity, last carried out a detailed analysis of the questionnaire, which Millet phone more detailed market research analysis. Survey object: college students

Survey method: to school students were randomly questionnaires and uniform collection of data, the consolidation to ensure the accuracy and validity of the data; Survey Time: December 1, 2015 - December 12 survey content: In order to ensure that the questionnaire accurately and efficiently, in a number of documents and see the actual inspection after the problem is more prominent for several aspects, we design of this questionnaire, a total of 18 questions, in order to fully dig the phone issue of pressing concern of the students completed the survey questionnaire ultimate goal

Investigation and analysis:

1. Generation of millet phone

Millet was established in April 2010, it is a focus on independent research and development of high-end smart phone mobile Internet company, founded by former top players Google, Microsoft, Jinshan and other companies. $ 250 million valuation of the company. By the end of 2010 community-meter launch mobile phone real name chat in the launch of six months registered users exceeded 300 million. In addition, the company also introduced millet mobile phone operating system MIUI, the end of June MIUI community of 300,000 active users. August 16, 2011, millet

communication through the media company will officially release millet phone, rice chat, MIUI, millet phone is millet technology three core products.

2. Preliminary promote the development of millet

Seen by the data, millet phone in just one month's ranking rose from twenty names to the tenth, also a significant increase in the proportion of attention. Millet phone potential market is huge.

Millet phone was released in August, he detonated the domestic mobile phone market, other domestic mobile phone have also launched a high-performance, affordable machine. But you can see from the above data, millet phone has other similar domestic machine unparalleled advantages, comparable Iphone4 appearance, wear body, beyond Samsung, Nokia durability, HTC wildly high resolution transflective screen on the outside featuring Brush services, personalized MIUI HOME shortcuts are leading domestic machine millet phone market, the international market for the holy grail.

3. Promotion way to attract consumers

Seen from the chart, online advertising is more accepted by consumers accounted for 66%. Followed by television advertising reached 42 percent. Mobile phones and outdoor advertising accounted for 23%

4, Millet pricing strategy:

Use penetration pricing, time in millet phone just listed, each priced at 1,999 yuan, is a relatively modest price, however, if compared with the same configuration of the phone, its low price is not a little , can quickly attract mobile phone consumer base configuration of the high demand to buy, so it just listed when it has accepted hundreds of thousands of reservations.

Target income pricing, Lei Jun, chairman of millet disclose, millet phone at inception reach the target does not rely on hardware to make money, but to obtain benefits through various follow-up services. He said, how much to sell a mobile phone is the phone company's business, but for millet technology, it will get income through a variety of follow-up services.

According to the survey: a small part of the consumer can receive 1,000 yuan phone, to accept the number of consumers from 1000 to 2000 and from 2000 to 3000 considerably, and there is 22.7% of consumers will accept more than 3,000 mobile phones, enough to show that , the current focus is consumer grade mobile phones.

5. Millet phone visibility analysis:

As can be seen from the icon, there are 62.5% of consumers know understanding millet phone, indicating millet phone has high visibility

6. Concerns the purchase millet phone:

Worried about the quality of workmanship and product stability of the system who have accounted for 63.64 percent, respectively, accounting service and worry about battery problems fever 61.36%, 43.18%, and 9.09% are worried about other issues.

7. Millet Competitive Advantage:

Survey reflects that the millet phone price advantage accounted for 65.91 percent accounted for the largest, followed by the thought accounted for 59.09 percent cheaper, the hardware configuration of high accounting 27.27%, MIUI1 system accounted for 13.64 percent good, good corporate image accounted for 4.55 percent, and 13.64 percent think are other reasons.

Overall, millet phone configuration, especially 1gram capacity, 1.5g dual-core cpu, there miui support in the years not be left behind. Coupled with a certain reputation and brand image, or very long life cycle.

Survey Summary

Based on the above analysis of all surveys show millet phone marketing strategy is successful,

Currently millet sales and attention in the country continues to rise,

Its brand influence and visibility have reached the pinnacle of the domestic mobile phone, and Apple even comparable, the key to success lies - cost, cost is always the trump card of a mobile phone. Consumers in the mobile phone market, while a wide variety of fashion, avant-garde, but also to measure their worth, they will not go blind pursuit. Cheap is also a place where most people recognized, because nowadays most people want to pursue high-end fashion phone, but many because the price is too high and can only wait and see, the birth of millet undoubtedly give them a stimulant. We see, millet corporate image been considered dominant basically negligible. This is because the campaign trail millet well,

You can make use of the birth of a product and to make consumer awareness to recognize this company, which is undoubtedly the most successful. While millet to go with the trend of the product line is synchronized,

Simple and elegant appearance, the client's complete reference for any industry, both with nature, especially now that most of the domestic mobile phone models want to have further think blockbuster.