Micro-casting a new spoiler in Surabaya: Mi Jia
In 2017, the domestic micro-investment market has reached a million in sales. Although the company's profitability is not good, the two leaders of nuts and rice are in the “financing thirst†stage, but the continued high growth still makes people think that “micro-investment can playâ€. .
Since May 2018, more brands such as rice, nuts, and storm have released several new models, and the micro-investment product camp has been further strengthened. Among them, the 0.33-inch DMD's 2K light valve and RGB-B light source structure have become the "major market highlights," and the price-line, brightness line breakthrough "handle." In the industry, it is expected that the growth rate of the micro-investment market in 2018 will be as high as 100% and will reach 10 billion yuan in sales in 2019. These expectations also led to the introduction of TV giants such as Konka and Skyworth, and capital players such as Baidu and Alibaba.com.
In this context, micro-projection has become a factual "beyond" laser television "home projector preferred." After Mi Jia launched the laser television, entering the micro-projection product line can be described as "just in time." However, catching the "hot micro-investment industry" does not mean that it has captured the "consumer": what are the competitiveness of the Mijia projector compared with the current market mainstream products?
Mean new micro-casting
From the public introduction of the new home projector TYY01ZM, this is a "regular" product. The 0.47 rectangular 2K light valve, LED light source, brightness of 800 lumens, Android 6.0 system, is not "in the eye" in the industry. Because 0.47 2K light valve, to achieve 1000+ brightness is 2016's "old Huang Li", not to mention the brightness of 800 lumens?
According to the application of technology, the main selection strategy for Mijia's first micro-investment is the word “stableâ€. This may be the "experience" of last year's Mi Jia laser TV due to the fact that the actual projection brightness is lower than most of the similar products in the market. Therefore, the first micro-projection of the Mi family starts with the “most mature product and indicatorâ€, and its performance should be “very consistent†with the “parameter indicatorâ€.
Of course, starting from the most mature product technology line, there is another benefit: You can choose to allocate more economical supply chain components. The latter helps the product itself to achieve sales profitability, and also helps the product itself adopt a "lower" price. However, between the profits and the price, the Mijia projector seems to have chosen the former—the price of 3999 yuan, which is equivalent to the H2 Slim, which is 1100 lumens. In fact, the "1100 lumens old flagship 2K micro investment" of nuts and rice produced in 2016-2017 can now be purchased at a price of less than 4,000 yuan through discounts or promotions. In other words, the "Comparative Comparison" of Mijia Micro-injection products is weaker, or the price is higher.
Then, in the context of Mi Ji's micro-investment configuration and a slightly more expensive price, is there any bright spot for this product? The answer is yes: First, this is a "vertical" projector. There is almost no such product in the domestic market (the foreign like the similar design brand is LG), which will give people a "fresh and new" feeling on the first look and feel.
Second, the noise level of this micro-projection of the Mi family is 26 decibels – compared with the higher-intensity micro-projection products, which are usually 30 decibels. Sacrifice of the brightness index can not only provide a cost advantage, but also a “quiet†experience. For the darkroom viewing, this noise level is still relatively sensitive.
Third, Mijia Microproject is a "hand" product. In the context of a volume comparable to the market's 2K product, the weight is about 1 kilogram higher. This suggests that many of the components it uses, such as aluminum alloy body, heat scales are "thickened or XL." Therefore, for the first time to pick up Mijia micro-investment, there must be more "heaviness."
On the whole, Mijia Microfinance is a product that emphasizes maturity, focuses on profits, and tries to achieve a little sense of difference under the strict parameters. It is both a secure and a deliberate work.
Competing up and down the pressure, why did the Mijia projector win?
The quality of a product depends not only on the product itself, but also on the level of "competitors." For the price of 3,999 yuan and the brightness of 800 lumens, the Mijia projector has found the point where "micro-investment market is the hottest" and also falls into the "red sea of ​​competition."
For example, as mentioned above, the price of 3999 yuan, that is, 2K new products for nuts and poles this year, also includes the 2K flagship old models of last year. And these products have a brightness of 1000-1100 lumens. Under the technical rule of "buying the projector is to buy brightness" and "brightness is the price", Mijia Microproject has the advantage of "not talking about cost-effectiveness". Moreover, the richness of the number of models for this micro-projection micro-projection is not one or two: as the best-selling price range of high-end micro-investment is 3,500-3,999 yuan, the market space is concentrated, and the product model is as high as 67, and the competition is fierce. .
At the same time, if viewed from the brightness of 800, the 0.33-inch DMD 2k micro-projection launched by the brands such as nuts and pole rice, the basic price between 2700-2999 yuan, also achieved 700+ brightness performance through RGB-B LED light source. With a price difference of nearly one thousand yuan, the choice of 0.47 DMD light valve products is not really "a sufficiently acceptable experience to enhance". This is a question that requires careful consideration by consumers.
In addition to the above two competitors, Mijia Microfinance also faces the pressure of a 1280-800-pixel 1000-lumen product with a 0.45-light valve-because the product is obviously brighter and the price is only 2700-2999 yuan. If the consumer is looking for the "brightness and cost-effectiveness" factor, this product is more suitable for consumers to buy.
The above analysis can see that the entry point selected by the Mijia projector is a "highly technically mature" market, which is in line with the "entering the public demand space and winning the sales volume"; but it also entered the "most competitive product". Red Sea space. Of course, the supporters of the Mi family can say that "the fans' circle of millet" is powerful.
In 2017, Mijia Laser TV has already verified the energy of “millet fan circlesâ€. Even if that product was widely questioned, it was widely questioned about the lack of brightness and Mi Jia made a micro-projection "laser television," but the product still shakes the hearts of many rice flour. The 2018 Mi Jia projector, the design index is more "kind", the initial price is lower than last year's laser television, its fans in the "pull" capacity is bound to be stronger.
Of course, from the perspective of market competition, micro-investment product circles have gradually matured, forming a pattern of nuts and poles. The industry discourse narrative structure has become increasingly stable, and the "brand-value-added gradient" of consumer choice tends to be "firm." What's more, industry insiders even believe that at this stage, it is not so much that Mijia Microproject has brought Xiaomi to the projection screen circle. It is better to say that Xiaomi added a “microprojection†to his fandom. The category supply. If you consider millet fans, most of them are users of Red Rice thousand yuan machine, 3999 meters home projector is still a "very expensive product", and its fan-to-sale conversion rate is not worth "overestimated" .
Mi Jia came to play micro-investment, how to deal with the industry
Although only a well-proportioned production of Mijia micro-projects is not worthy of the industry's "fear of fear", but this is not a matter that can be "less than lightly."
The micro-investment market is currently a two-strong pattern of nuts and poles. Storm, Haier, Skyworth, Konka, Tmall and other strengths have advanced, and the market status of Cool Leshi and Tumei has dropped slightly during the “great change†period. This pattern is characterized by the fact that the powerful dual leader is difficult to shake, but the sub-echelon is extremely unstable, and whoever is the third "suspense in the market" is the market, and the market remains open to the latecomers.
At the same time, even if the sales volume of millet fans in micro-injection products does not translate into high sales, the “dissemination power†of millions of millet fans is unprecedented. This is similar to Apple's use of OLED screens as the spokesperson for OLED technology, and is considered to be the most effective "advertisement" of OLED technology ever since - Mijia's micro-investment will inevitably promote this category of products to "become deeply rooted "The benefits from this spread not only include Mijia Microfinance itself, but also microfinance the entire industry.
In other words, the launch of Mijia Micro-projects does not have "shocking" at the level of technology, products, and markets, but at the level of "sound force", it is "giving a big contribution" to the growth of the micro-investment market. A similar situation also occurred after the launch of Mijia Laser TV last year, the industry attention of laser television, and it has more than doubled.
Therefore, for the launch of Mijia Micro-investment, the industry response requires at least three things: 1. This is a huge advertisement; 2. The industry's third-protest dispute will be more intense; 3. If the Miji micro-investment layout does not stop there , then the market leader must also be prepared for "anti-wolf."
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