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魅族二次纠偏

来源: 南方日报网络版     时间: 2019年09月19日 23:12:48
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(另)(一)(个)(值)(得)(注)(意)(的)(人)(事)(变)(动)(,是)(魅)(族)(副)(总)(裁)(杨)(柘)(担)(任)(公)(司)(CMO。职)(位)(看)(起)(来)(很)(高)(,但)(从)(实)(际)(职)(权)(上)(看)(,他)(负)(责)(的)(是)(魅)(族)(事)(业)(部)(市)(场)(营)(销)(相)(关)(业)(务)(,并)(不)(包)(括)(魅)(族)(事)(业)(部)(的)(销)(售)(业)(务)(。
在)(组)(织)(架)(构)(方)(面)(,除)(原)(有)(的)(魅)(族)(、魅)(蓝)(、Flyme三)(个)(事)(业)(部)(之)(外)(,魅)(族)(把)(3个)(原)(本)(更)(低)(层)(级)(的)(业)(务)(提)(升)(到)(事)(业)(部)(级)(别)(,包)(括)(把)(海)(外)(营)(销)(部)(升)(级)(为)(海)(外)(事)(业)(部)(,电)(商)(业)(务)(部)(升)(级)(为)(电)(商)(事)(业)(部)(,另)(外)(新)(增)(配)(件)(事)(业)(部)(。配)(件)(事)(业)(部)(将)(统)(一)(负)(责)(魅)(族)(与)(魅)(蓝)(的)(相)(关)(配)(件)(产)(品)(,而)(海)(外)(事)(业)(部)(的)(成)(立)(,则)(清)(楚)(地)(表)(明)(魅)(族)(将)(把)(海)(外)(市)(场)(拓)(展)(提)(到)(公)(司)(战)(略)(高)(度)(上)(来)(。
对)(于)(魅)(族)(在)(组)(织)(架)(构)(方)(面)(的)(调)(整)(,刘)(启)(诚)(认)(为)(合)(情)(合)(理)(。他)(表)(示)(,这)(三)(个)(部)(门)(中)(有)(两)(个)(都)(是)(关)(于)(渠)(道)(的)(,也)(就)(是)(电)(商)(和)(海)(外)(,今)(年)(小)(米)(翻)(盘)(成)(功)(的)(因)(素)(就)(是)(在)(海)(外)(市)(场)(的)(成)(绩)(,尤)(其)(是)(印)(度)(市)(场)(,所)(以)(海)(外)(必)(须)(重)(视)(起)(来)(。“配)(件)(事)(业)(部)(是)(个)(增)(值)(性)(部)(门)(,很)(多)(主)(体)(之)(外)(的)(配)(件)(都)(在)(这)(里)(生)(产)(,利)(润)(空)(间)(非)(常)(大)(,因)(此)(要)(重)(点)(做)(。”
对)(于)(魅)(族)(这)(次)(的)(调)(整)(,北)(京)(商)(报)(记)(者)(试)(图)(联)(系)(魅)(族)(相)(关)(负)(责)(人)(,但)(该)(负)(责)(人)(的)(电)(话)(一)(直)(未)(能)(打)(通)(。
无)(奈)(之)(举)(
其)(实)(这)(并)(不)(是)(魅)(族)(近)(期)(的)(第)(一)(次)(重)(要)(人)(事)(变)(动)(。上)(个)(月)(有)(消)(息)(传)(出)(,由)(于)(PRO7销)(售)(不)(佳)(,魅)(族)(事)(业)(部)(销)(售)(副)(总)(裁)(褚)(淳)(岷)(将)(离)(职)(;他)(所)(带)(领)(的)(销)(售)(团)(队)(中)(的)(大)(部)(分)(员)(工)(也)(将)(离)(职)(。9月)(,负)(责)(销)(售)(的)(魅)(族)(事)(业)(部)(副)(总)(裁)(潘)(一)(宽)(也)(离)(开)(了)(公)(司)(。
在)(刘)(启)(诚)(看)(来)(,2017年)(是)(魅)(族)(失)(败)(的)(一)(年)(,今)(年)(的)(调)(整)(和)(转)(型)(都)(没)(有)(成)(功)(,只)(推)(出)(一)(款)(PRO7,市)(场)(反)(馈)(却)(比)(较)(惨)(淡)(,既)(没)(跟)(上)(全)(面)(屏)(的)(步)(伐)(,也)(没)(沾)(上)(AI的)(边)(,这)(种)(情)(况)(逼)(得)(黄)(章)(不)(得)(不)(做)(出)(调)(整)(。
据)(了)(解)(,2014年)(之)(前)(魅)(族)(采)(取)(的)(都)(是)(单)(旗)(舰)(的)(模)(式)(,一)(年)(只)(发)(布)(一)(部)(手)(机)(,意)(图)(走)(“小)(而)(美)(”的)(小)(众)(路)(线)(,这)(样)(带)(来)(的)(好)(处)(无)(疑)(是)(留)(给)(研)(发)(、设)(计)(的)(时)(间)(充)(足)(,在)(充)(斥)(着)(运)(营)(商)(千)(元)(机)(的)(早)(期)(市)(场)(中)(,精)(品)(化)(的)(路)(线)(也)(给)(魅)(族)(赢)(得)(了)(良)(好)(的)(口)(碑)(。
但)(精)(品)(化)(路)(线)(带)(来)(的)(过)(低)(出)(货)(量)(也)(让)(魅)(族)(始)(终)(徘)(徊)(在)(主)(流)(手)(机)(市)(场)(的)(边)(缘)(,魅)(族)(2013年)(只)(有)(200万)(部)(的)(出)(货)(量)(,即)(使)(2014年)(实)(行)(了)(双)(旗)(舰)((MX4、MX4PRO)策)(略)(,出)(货)(量)(也)(不)(过)(400多)(万)(部)(。于)(是)(在)(协)(议)(压)(力)(下)(,2015年)(魅)(族)(过)(去)(精)(品)(化)(的)(路)(线)(被)(抛)(弃)(,开)(始)(忙)(不)(迭)(地)(发)(布)(新)(品)(。魅)(族)(放)(下)(了)(以)(往)(高)(冷)(的)(姿)(态)(,走)(到)(了)(大)(众)(眼)(前)(。
2015年)(2月)(,魅)(族)(宣)(布)(获)(得)(6.5亿)(美)(元)(融)(资)(,其)(中)(阿)(里)(投)(资)(5.9亿)(美)(元)(,海)(通)(开)(元)(基)(金)(投)(资)(6000万)(美)(元)(。融)(资)(后)(的)(魅)(族)(业)(绩)(快)(速)(发)(展)(,2015年)(一)(季)(度)(销)(量)(超)(2014年)(全)(年)(,2015年)(全)(年)(销)(量)(增)(长)(350%,突)(破)(2000万)(部)(,同)(比)(增)(长)(350%,其)(中)(,魅)(蓝)(系)(列)(手)(机)(总)(销)(量)(超)(过)(1000万)(部)(。但)(在)(销)(量)(飙)(升)(的)(背)(后)(,亏)(损)(规)(模)(也)(很)(惹)(眼)(。天)(音)(控)(股)(公)(告)(曝)(光)(的)(魅)(族)(业)(绩)(数)(据)(显)(示)(,魅)(族)(2015年)(全)(年)(亏)(损)(10.37亿)(元)(,2016年)(上)(半)(年)(亏)(损)(3亿)(元)(,1年)(半)(的)(亏)(损)(规)(模)(已)(近)(6.5亿)(美)(元)(融)(资)(的)(1/3。
为)(了)(盈)(利)(,魅)(族)(在)(去)(年)(初)(已)(展)(开)(了)(一)(轮)(成)(本)(控)(制)(,裁)(员)(约)(200人)(;而)(在)(2017年)(一)(季)(度)(,魅)(族)(又)(裁)(减)(了)(10%的)(员)(工)(。对)(此)(,魅)(族)(相)(关)(人)(士)(表)(示)(,公)(司)(进)(行)(人)(才)(结)(构)(优)(化)(,裁)(员)(比)(例)(从)(原)(来)(的)(5%提)(高)(至)(10%。在)(业)(绩)(亏)(损)(的)(背)(景)(下)(,2016年)(魅)(族)(共)(卖)(出)(了)(2200万)(部)(手)(机)(,未)(进)(入)(市)(场)(前)(五)(。
今)(年)(,魅)(族)(一)(改)(前)(一)(年)(合)(计)(发)(布)(14款)(机)(型)(的)(节)(奏)(,把)(重)(心)(放)(在)(了)(7月)(发)(布)(的)(旗)(舰)(机)(型)(魅)(族)(PRO7上)(。但)(是)(这)(款)(机)(型)(在)(市)(场)(上)(的)(反)(响)(一)(般)(,且)(价)(格)(呈)(现)(断)(崖)(式)(下)(跌)(。上)(市)(前)(两)(个)(月)(,PRO7降)(幅)(基)(本)(维)(持)(在)(500元)(以)(内)(,两)(个)(月)(后)(降)(价)(幅)(度)(很)(快)(就)(突)(破)(1000元)(大)(关)(,渠)(道)(售)(价)(全)(面)(崩)(盘)(,京)(东)(第)(三)(方)(平)(台)(最)(低)(只)(需)(1600多)(元)(即)(可)(收)(入)(囊)(中)(,与)(上)(市)(时)(的)(价)(格)(相)(比)(接)(近)(腰)(斩)(。
前)(途)(未)(卜)(
对)(于)(销)(量)(不)(佳)(和)(业)(绩)(亏)(损)(的)(情)(况)(,魅)(族)(进)(行)(人)(事)(和)(组)(织)(结)(构)(的)(调)(整)(自)(然)(就)(在)(情)(理)(之)(中)(。其)(实)(在)(此)(之)(前)(,黄)(章)(已)(经)(对)(魅)(族)(进)(行)(过)(一)(次)(大)(的)(调)(整)(,今)(年)(5月)(,魅)(族)(科)(技)(官)(方)(发)(布)(的)(全)(新)(组)(织)(架)(构)(中)(显)(示)(,黄)(章)(作)(为)(魅)(族)(董)(事)(长)(兼)(CEO直)(接)(参)(与)(公)(司)(运)(营)(。白)(永)(祥)(作)(为)(魅)(族)(总)(裁)(接)(受)(各)(职)(能)(中)(心)(汇)(报)(,并)(和)(黄)(章)(一)(起)(管)(理)(新)(组)(建)(的)(魅)(族)(事)(业)(部)(、魅)(蓝)(事)(业)(部)(、Flyme事)(业)(部)(。
时)(隔)(7个)(月)(,正)(像)(上)(述)(提)(到)(的)(,魅)(族)(并)(没)(有)(因)(为)(这)(样)(的)(调)(整)(而)(有)(所)(改)(善)(。此)(后)(,魅)(族)(又)(对)(线)(下)(门)(店)(进)(行)(了)(优)(化)(。近)(期)(,有)(媒)(体)(报)(道)(魅)(族)(近)(500家)(线)(下)(门)(店)(关)(闭)(的)(消)(息)(,魅)(族)(内)(部)(消)(息)(人)(士)(透)(露)(,最)(近)(确)(实)(在)(实)(施)(常)(规)(的)(线)(下)(渠)(道)(优)(化)(动)(作)(,但)(被)(关)(掉)(的)(线)(下)(门)(店)(远)(非)(500家)(这)(么)(夸)(张)(。由)(于)(魅)(族)(品)(牌)(和)(产)(品)(明)(年)(肯)(定)(会)(全)(面)(精)(品)(化)(,因)(此)(势)(必)(会)(做)(出)(相)(应)(的)(渠)(道)(结)(构)(调)(整)(,为)(明)(年)(春)(季)(到)(来)(的)(梦)(想)(机)(上)(市)(铺)(路)(。
但)(刘)(启)(诚)(对)(于)(魅)(族)(此)(次)(的)(调)(整)(并)(不)(看)(好)(。他)(坦)(言)(,在)(整)(个)(手)(机)(市)(场)(出)(货)(量)(下)(滑)(的)(情)(况)(下)(,手)(机)(企)(业)(必)(须)(靠)(产)(品)(的)(过)(硬)(技)(术)(支)(撑)(。“在)(今)(年)(的)(手)(机)(产)(品)(中)(,华)(为)(、OPPO以)(及)(vivo这)(几)(个)(品)(牌)(,该)(压)(的)(点)(都)(压)(到)(了)(,比)(如)(全)(面)(屏)(和)(人)(工)(智)(能)(;在)(市)(场)(营)(销)(方)(面)(,OPPO和)(vivo区)(分)(了)(更)(多)(的)(细)(分)(市)(场)(,一)(款)(产)(品)(会)(针)(对)(不)(同)(的)(用)(户)(以)(颜)(色)(区)(分)(,并)(推)(出)(专)(门)(的)(体)(育)(类)(手)(机)(,华)(为)(和)(小)(米)(在)(线)(上)(的)(推)(广)(又)(十)(分)(有)(力)(度)(。但)(魅)(族)(这)(几)(方)(面)(都)(没)(有)(做)(到)(位)(,这)(次)(大)(的)(变)(动)(可)(以)(看)(做)(是)(该)(公)(司)(在)(今)(年)(失)(败)(后)(被)(动)(地)(调)(整)(,未)(来)(能)(否)(有)(起)(色)(还)(要)(再)(观)(察)(。”
市)(场)(研)(究)(机)(构)(KantarWorldpanel发)(布)(的)(报)(告)(称)(,截)(至)(10月)(末)(,华)(为)(、小)(米)(、苹)(果)(、vivo以)(及)(OPPO中)(国)(前)(五)(大)(手)(机)(厂)(商)(占)(据)(了)(整)(个)(市)(场)(91%的)(份)(额)(。而)(这)(个)(数)(字)(去)(年)(为)(79%,这)(意)(味)(着)(它)(们)(领)(先)(中)(兴)(、魅)(族)(和)(联)(想)(等)(公)(司)(的)(优)(势)(还)(在)(进)(一)(步)(扩)(大)(。
不)(过)(,可)(以)(看)(到)(的)(是)(,11月)(以)(来)(从)(黄)(章)(在)(魅)(族)(论)(坛)(公)(开)(爆)(料)(新)(机)(“15Plus”后)(,近)(一)(段)(时)(间)(关)(于)(新)(机)(的)(爆)(料)(不)(断)(,从)(广)(大)(用)(户)(对)(爆)(料)(信)(息)(的)(反)(馈)(来)(看)(,用)(户)(还)(是)(十)(分)(期)(待)(黄)(章)(回)(归)(后)(亲)(手)(打)(造)(的)(这)(款)(产)(品)(,毕)(竟)(这)(将)(是)(魅)(族)(近)(几)(年)(来)(,创)(新)(力)(度)(最)(大)(的)(一)(款)(“梦)(想)(机)(”。无)(论)(如)(何)(,2018年)(也)(许)(将)(会)(是)(魅)(族)(最)(后)(的)(机)(会)(。
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