Red rice note2 is priced at 799 yuan, using the high-end chip MT6795 of MediaTek. The price is lower than that of Xiaolong 615 using Xiaolong 615. It should be known that when MediaTek publicized it, it positioned its MT6795 as high-end with Qualcomm. Compared with the chip Snapdragon 810, the MT6795 is actually an eight-core A53 architecture that is not comparable to the quad-core A57+ quad-core A53 architecture Snapdragon 810, but its speed and performance are higher than the Snapdragon 615. Millet doing this invisibly makes the MT6795's positioning lower than the poor performance of the Snapdragon 615, so why is MediaTek willing to do this?
The reason is that the Helio X10 processor (MT6795, MT9795T) equipped with Redmi Note2 was originally positioned in the high-end market. MediaTek hopes to take off the cottage and the low-end hat, and embark on the peak of life. Even at the expense of 1 million yuan, Helio collected the Chinese name of "曦力".
However, contrary to expectations, this high-end flagship SoC has appeared on the thousand yuan machine red rice Note2, and has become one of the biggest promotional points. The huge difference between the two product positioning, the brand image of MediaTek is hit hard again, the stock price It also fell.
Different from the past, Lei Jun did not compare the Gods Note and other thousand yuan machines as the contrast object of Red Rice Note2, but directly compared with the flagship models of Samsung, Huawei, Glory and Meizu. In addition, Lei Jun used the method of grabbing the red envelope to prove the performance of the red rice Note2 "complete explosion" friends. Behind the so-called "winning", it depends largely on the MediaTek Helio X10 MT6795 processor powered by Redmi Note2. However, this time, MediaTek achieved Red Rice Note2, but Red Rice has stirred up the high-end dream of MediaTek.
The transformation path of "King of the cottage"
Due to its backward technology and the suppression of processors such as Qualcomm and Samsung, MediaTek has not had a good day. At this year's MWC Pakistan Exhibition, MediaTek officially announced the launch of its new processor brand Helio, launching the high-end market, and launching the first product Helio X10 processor with 2.2Ghz processor core and supporting 120Hz screen display lights. Video technology.
According to the data of Stragtegy AnalyTIcs in the first quarter of this year, MediaTek's 3G chip shipments were only 60 million pieces lower than Spreadtrum's 63 million pieces. Spreadtrum and Qualcomm's 66 million pieces were not far apart. Spreadtrum's push forced MediaTek to cut prices. Recently, the market has spread, MediaTek's 3G chipset MT6572 and MT6582 have a large inventory, continue to cut prices, a single week decline of up to 10%, causing panic selling in the market, the price of MT6572 has dropped significantly to 4.2 US dollars.
Qualcomm's current best-selling Snapdragon 410 has been reduced from $12 at the time of its listing last year to $9 at the beginning of this year, impacting MediaTek. Spreadtrum's 4G chip is said to have been adopted by Lenovo and Coolpad. The 4G chip of Lianxin was adopted by Red Rice 2A. Huawei launched the Kirin 930 for its P8 mobile phone.
The pinch of Qualcomm and domestic mobile phone chips led to a decline in MediaTek’s performance for two consecutive quarters this year. MediaTek's revenue fell 14% in the first quarter of this year, up 3% year-on-year; the second quarter saw a sharp decline of 13%; the first half of the year was 97.37 billion, down 2.8% from 100.1 billion in the same period last year. MediaTek, which did not perform as expected in the first half of the year, was forced to reduce its forecast for this year's performance from a 12% increase to a negative growth of 2%, which is worse than the investment company's expected slight increase.
Due to the pressure of performance, MediaTek urgently needs to improve its performance. However, the current use of MT6795 LeTV mobile phone 1, Meizu MX5 and HTC M9+, the sales of these three mobile phones are difficult to ease the situation, in the domestic mobile phone companies, Xiaomi is one of the best brands of domestic mobile phone sales, while LeTV, Meizu and HTC are far from the top five in the market. It is impossible to help MediaTek at all. It is obviously impossible to rely on these mobile phones when MediaTek urgently needs to improve its performance.
MediaTek will have MT6797 listed in the second half of the year. MT6797 is a dual-core A72+8 core A53 architecture, and its performance is better than MT6795. In addition, MediaTek has been promoting its helio X30, the X30 is a 6-core A72 + 4 core A53 architecture, ten core, four-tier architecture and other features that make all other mobile phone chips incomparable. Recently released quad-core A72 + quad-core A53 architecture Kirin 950 According to geekbench data, its single-core performance and multi-core performance are stronger than Snapdragon 820, Samsung Exynos7420, and X30 is more dual-core A72 than Kirin 950, more natural performance . Under such circumstances, it is inevitable that the MT6795 will be replaced by higher-end products and fall into the low-end products.
Perhaps it is for these reasons that MediaTek has to comply with the requirements of Xiaomi and break the MT6795 into the low-end market. Even if it is not willing, even if it may hurt HTC, LeTV and Meizu partners, MediaTek will kill the teeth and blood to swallow the millet. Bring the MT6795 to the low end market.
Yesterday was the start of the red rice note. According to Xiaomi’s statistics, the sales volume of red rice note2 reached 800,000, setting a sales record for the first mobile phone. Obviously, Xiaomi did not let MediaTek disappoint, only a mobile phone sold for 12 hours and sold 800,000. MediaTek can be said to be Let's count the tears again.
Nowadays, users' understanding and understanding of smart phones has gradually deepened. MediaTek's practice of concentrating on the number of core users is becoming less and less expensive. In order to truly enter the high-end market, MediaTek still has a long way to go.
Up to now, there have been a number of brand flagship machines using MediaTek Helio X10 processors, including HTC M9+ (currently priced at 2,999 yuan), which was priced at 4,999 yuan, 1499 yuan LeTV mobile phone 1 and 1799 yuan Meizu annual flagship. Machine MX5. Although there is still a certain distance from the high-end goals set by MediaTek, everything seems to be moving in the direction that is set.
MediaTek wants to work hard to remove the low-end hat
After several years of hard work, MediaTek has become more and more complete in chip technology and platform solutions. In the first half of this year, it announced its entry into the high-end market, but the market feedback is very general. The low price of Red Rice Note2 will definitely lead to an increase in sales volume, and there will be more manufacturers to follow, using MediaTek's "high-end chips" to sell low-end prices. So why does MediaTek get rid of the low-end hat?
First, the image of the cottage is deeply rooted. MediaTek relies on the “cottage†to win the world, and with half of the cheap movement, it has won half of the power machine market. With the advent of the 3G era, MediaTek was able to make a force in the 3G market until it reached a patent license with Qualcomm for technical reasons. Following the low-cost and low-end strategy of the year, MediaTek quickly took its place in the market. And it is precisely because of the long-term adoption of low-cost strategy, most consumers' impression of MediaTek has been stuck in the concept of cottage and low-end machine.
Second, the technology research and development capabilities are backward. Due to the long-term low-end reasons, MediaTek has great technical defects, and it is very difficult to counterattack. In this regard, MediaTek expanded its R&D team. Although it has narrowed the gap with processors such as Qualcomm to a certain extent, it still lacks some details and core technologies.
Third, being pitted by teammates. There is a saying that is good, "I am not afraid of God-like opponents, I am afraid of teammates like pigs." MediaTek has not had too much voice in the entire industry chain and has been frustrated. At the same time, MediaTek's high-end counter-attack road, the bumpy is foreseeable, but it is not so much seen by teammates KO. As a high-end processor model, the Helio X10, the price of the 1499 of LeTV's mobile phone 1 was enough to make MediaTek. After that, Meizu's 1799 yuan was not excessive, but the 799 yuan of Red Rice Note2 directly sentenced MediaTek's death penalty - once again being beaten back to the prototype of the thousand yuan machine.
Fourth, marketing capabilities are weak. As an upstream chip manufacturer of 2B, MediaTek has been at a disadvantage in marketing, and has invested less. It has only launched a brand marketing plan last year. For MediaTek, how to enter the consumer market through various media and marketing methods, and transform the low-end image of the past into the minds of consumers will be an important part of determining whether the transformation will succeed.
MediaTek in transition, although ahead of Qualcomm's eight-core processor, did not have much effect on its branding. On the other hand, the fierce competition in the domestic thousand yuan machine market has caused companies such as Xiaomi, Coolpad and Lenovo to fight price wars. The most important thing now, in addition to research and development, MediaTek should improve its voice in the industry chain, otherwise it will always be subject to people.
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