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　　Meizu said there were indeed layoffs, which belonged to the "last elimination"; experts said that Meizu did not find suitable space in the high-end market

　　In the spring of 2018, the domestic mobile phone industry was really lively, with representative companies such as Xiaomi and Huawei chasing after each other to compete for the market. However, a once-brilliant mobile phone manufacturer has fallen out of people’s sight – Meizu. At its most glorious time, Meizu could be called the most cost-effective "machine emperor" in China, but now Meizu is not what it used to be, and the problem it needs to consider is likely to be how to "change and survive".

　　Recently, there is news that Meizu will usher in a round of layoffs, and the number of layoffs will exceed 1,000. On March 30, Meizu said that layoffs do exist, but they belong to the "last elimination" mechanism, and the news of layoffs of 1,000 people is seriously inconsistent with the facts. Not only that, at the end of last year and the beginning of this year, the market reported the closure of Meizu stores.

　　Some industry insiders said that layoffs and store closures are just the beginning for Meizu, which is "left behind" in the competition of mobile phone manufacturers. In today’s increasingly oligopolistic market, Meizu is running out of time.

　　Three consecutive years of layoffs, several personnel adjustments in a short period of time

　　In fact, this is Meizu’s third consecutive year of layoffs. In early 2016, after Meizu founder, chairperson and CEO Huang Zhang put forward the goal of "stabilizing growth, generating profits, and advancing to the IPO", Meizu launched the annual elimination plan, and the scale of layoffs increased from the original 5% to 10%. In early 2017, Meizu also reported layoffs. It was reported that the layoff rate reached 25%, involving thousands of people, but Meizu responded that it was still around 10%.

　　In addition to layoffs, Meizu has also made several structural and personnel adjustments in the short term. Following the independent split of Meizu, Meizu, and Flyme in June 2017, Meizu released a notice on the adjustment of the company’s central-level organizational structure and personnel appointments at the end of last year. A new overseas business unit was established to be responsible for the overseas business of the company’s products. Guo Wanxi was appointed vice president of Meizu’s business unit and also served as president of the overseas business unit. He was responsible for the related business and team management of the overseas business unit and reported to Chairperson and CEO Huang Zhang. According to reports, the overseas business unit was originally subordinate to Meizu’s business unit, and its independence largely indicates Meizu’s determination to fight overseas.

　　The domestic mobile phone market has been divided up by several major manufacturers, and it is no longer news that domestic mobile phones are going overseas to seek new growth opportunities. Third-party research firm Kantar
According to a report released by Worldpanel, as of the end of October last year, Huawei, Xiaomi, Apple, Vivo and OPPO, the top five mobile phone manufacturers in China, accounted for 91% of the total market share. Last year, this figure was still 79%. In other words, the advantage of the above five mobile phone manufacturers over ZTE, Meizu and other companies has been further expanded in the past year.

　　It is understood that Meizu sold 2 million mobile phones in the overseas market in 2016, and performed well in South East Asia and Eastern Europe. It hopes to further develop in the Western European market. IDC data shows that Chinese mobile phone manufacturers have a share of more than 50% in the Indian smartphone market.

　　Meizu released the Indian version of the MX5 mobile phone in 2015, but it has not made much progress since then. In addition, the overseas business of Xiaomi, Huawei, OPPO, vivo and other successful mobile phone brands in China is also advancing steadily. After Meizu goes overseas, it still has to compete head-to-head with these old competitors.

　　Meizu set up the accessories division at the end of last year, responsible for the company’s accessories product research and development, marketing activities and sales. Industry insiders believe that Meizu’s move is also to seek more profit margins.

　　Market research firm CCS
Insight mentioned in a report that as the profits of the mobile phone business gradually decrease, at least three of the top ten mobile phone manufacturers will have higher profits in the accessories business than in the mobile phone business, and the main manufacturers will focus on the development of branded accessories and connected device products like Xiaomi, which can bring higher profits.

　　The store was closed, and the clerk complained that the product was not selling well.

　　Meizu’s offline channels have encountered some trouble. Earlier this year, it was reported that Meizu’s previous 2,500 or so stores had closed more than 500.

　　Regarding rumors of store closures, Meizu told the Beijing News: "There are not as many as 500 store closures. There are store closures and openings every day. Agents in each region only know the local situation. They don’t know the specific situation in other regions. They can’t determine the current situation of the entire Meizu based on the words of one company."

　　A Beijing News reporter recently visited some Meizu stores in Beijing. A Meizu staff member who has been engaged in sales in Beijing for two years told the reporter that she did hear that some stores were closed, but the reason was that some employees’ residences changed, resulting in a shortage of manpower, which has little to do with business. But at the same time, she also complained that "compared with the previous two years, mobile phones are not easy to sell now." She believes that this is mainly affected by the overall weakness of offline stores.

　　When the reporter visited Meizu stores located in Wudaokou and Qinghe earlier this year, he saw that the stores were all located on the side of the entrance and exit of the supermarket, and the flow of people in front of the door was not small, but no one entered the store within 20 minutes of the reporter’s observation.

　　Meizu said that store closures and openings are optimization actions carried out through the performance and standards of specialty stores, closing stores that do not meet the requirements, and re-locating to open new stores. This optimization is relatively intensive during this time. "Last year, Meizu only had one PRO.
"7 flagship products, and Meizu’s dream machine will only appear this year. At this stage, it is Meizu’s intermission time. During this time, Meizu will adjust its state and situation to better prepare for the second half, which is this year’s product."

　　"The market competition has become more intense, and Meizu’s hardware and advertising marketing have not kept up," an internal Meizu employee told reporters. Since 2015, Meizu has dominated sales with high cost performance, design and system experience. "At that time, Meizu’s cost performance has the momentum to catch up with Xiaomi." But more and more brands are deploying cost-effective smartphones. By 2016, Meizu’s cost-effective advantage is no longer obvious. "Sales can be maintained solely by the system and word of mouth."

　　Meizu, which values offline channels and user word-of-mouth, is never stingy with the commission of sales personnel. A Meizu mobile phone salesperson told reporters, "Take the flagship as an example, Xiaomi sells a unit for ten yuan, and Meizu can raise 100 yuan." This is also the reason why he chose to sell Meizu mobile phones two years ago. But now, he is not satisfied with the income. "The year before, Double Eleven took more than 10,000 yuan, and last year it was only 6,000 or 7,000 yuan."

　　In 2017, the word-of-mouth that Meizu relies on for survival was in crisis, and public opinion such as "delayed full-screen", "insufficient innovation", and "configuration can’t keep up" made it difficult for Meizu’s sales to break through. The above-mentioned employee said, "Although the hardware and marketing are temporarily lagging behind, Meizu’s advantages are still many, and there may be breakthroughs in 2018."

　　Expert: Meizu misses the extended product line window

　　For the mobile phone industry, 2017 was a watershed year. According to IDC data, the Chinese smartphone market contracted for the first time in nearly a decade in 2017, contracting by 4.9% year-on-year. Affected by the Chinese market, the global smartphone market shipments also decreased by 0.1% year-on-year.

　　"With the overall market shrinking and industry competition intensifying, Meizu has clearly lost its footing," said Fu Liang, a telecom analyst. Meizu once had a loyal customer base that could support Meizu’s high price points, but as competitors have launched competitive products, Meizu’s products have become less attractive to users.

　　Full screen is undoubtedly the keyword of the mobile phone industry last year, especially iPhone
After the release of X, domestic mobile phone manufacturers came together to release full-screen products, and Gionee released 8 full-screen products in one go. In this full-screen mobile phone battle, Meizu was slow to enter the market and became one of the few manufacturers that did not release full-screen mobile phones in time.

　　The Pro 7 released by Meizu in July last year obviously failed to carry the banner of the flagship machine. Pro positioned for high-end machines
7 was priced at 2,880 yuan when it was released, and by mid-November the price had been reduced by more than 300 yuan. It was jokingly called the "diving king" of smartphones last year by netizens. The reporter saw on Taobao that some stores sold Pro.
7 contract machines, the minimum price is 1250 yuan.

　　Meizu Pro
7 The biggest attraction is the large and small dual-screen design, which adds a small screen on the back. When users take selfies with dual cameras on the back, they can see themselves from the small screen. When the user flips the phone, the screen will light up, and the date, time, weather and other content can be displayed on it.

　　The differentiated users of the Pro 7 do not seem to buy it. Sun Yanbiao of First Mobile World told reporters, "Meizu is one of the top ten mainstream brands in China, but it does not have a flagship product, Pro
The 7 can’t carry its banner. Everyone doesn’t feel much about the dual screen, and there is no trend. Everyone is unwilling to pay, and the Pro 7 is in stock. "

　　Sun Yanbiao pointed out that one of the key reasons for Meizu’s previous offline strength is the diversion of online to offline. When placing an order online, if the user cannot grab the order, the user’s order may be directed to the offline store near the place of residence. "Meizu’s offline channels have been going up since last year. Last year, it was obvious that the situation was not as good as last year. The lack of flagship phones, brand differentiation, and changes in senior management led to today’s situation."

　　At a time when domestic manufacturers are launching higher-priced products, Meilan cannot find a suitable market space, and high-end products face weaker user stickiness, Fu Liang pointed out. "Meizu should focus its energy and resources now to find a breakthrough point," Fu Liang said, Meizu has missed the time window to extend the entire product line.

　　Beijing News reporters, Ma Jing and Yang Li

　　At 10:00 on October 14, takeaway riders near the Beijing World Trade Center were having breakfast. Photo by our reporter Wang Yu

　　In recent years, with the booming development of the platform economy, more and more workers have tried to make a living on the platform. The number of new employment forms such as delivery riders, couriers, and online ride-hailing drivers has increased significantly. They provide great convenience for people’s lives and work, allowing you and I to enjoy many services at your fingertips and without leaving home.

　　While these new job forms of workers are busy running around in big cities, we can’t help but wonder, how are they doing when they have left their hometowns? Deliver food for us, where do they eat? Help us deliver things to our homes, where is their home? What if the new job form workers work hard in the city, get sick and injured?

　　Recently, reporters from the "Workers’ Daily" visited several new employment workers in Beijing, Shenzhen, Chengdu, Hangzhou, Nanjing, Wuhan, Changsha, Zhengzhou and other places to explore how they eat, live and seek medical treatment. From today onwards, this edition will launch a series of reports on the "Survival Records of New Employment Workers", so stay tuned. Looking forward to their hard work in the city, they can be treated gently.

　　Editor

　　Receiving orders, picking up meals, and delivering meals, takeaway riders are a profession that deals with "meals". Every time a meal is served, they shuttle through the streets and alleys, rush between buildings, and race against time to deliver steaming meals to people.

　　However, where do they eat? Workers’ Daily reporters visited the lives of takeaway riders in Beijing, Shenzhen, Chengdu and other places, and experienced the ups and downs of the delivery road…

　　Beijing Rider:

　　Cheap restaurants are hard to find, so you can eat on the side of the road when you wait for an order.

　　At 10 o’clock on September 24, it was rainy and rainy in Beijing. On the street next to the North Third Ring Road Global Trade Center, Han Leqiang finished his breakfast delivery. He parked his electric car on the side of the road and prepared to eat breakfast. While the rain was getting smaller, he quickly took out a cup of soy milk and drank it with his head up. The hot steam made his glasses fog up. Because he was in a hurry, his raincoat was also splashed with soy milk. He didn’t care too much, and took out two biscuits to satisfy his hunger while drinking.

　　This breakfast cost 9.5 yuan.

　　"Beijing is too big, cheap restaurants are hard to find, and it’s far from places to take orders and deliver food. I often pass by and buy some random packaging and wait for one-sided food on the side of the road." Han Leqiang has been a rider for six years. Recently, due to the drop in unit prices, he started taking orders for breakfast. While talking to reporters, new orders arrived, and he stuffed most of the biscuits into his mouth and sped away.

　　At 13:30, Meng Jun, who was running with Han Leqiang in the Hepingli area, was about to finish work and eat when he suddenly received a call from a customer: The noodles delivered were only soup, not noodles. He immediately contacted the merchant and sent another one. At 14:30, the delivery order was short, and he had time to think about his lunch. At a chain fast food restaurant, he ordered a sauerkraut fish. The rider’s discount price was 11.5 yuan, and the rice could be renewed.

　　The reporter visited Beijing and found that because of "no time, I am afraid of delaying orders", many takeaway riders do not have time to eat breakfast. As for lunch and dinner, even if they eat, they can only eat at different peaks. At the dining location, riders have no fixed place to eat, except for merchants with discounted packages and low-priced small shops, many of them eat takeaway on the roadside.

　　Takeaway riders in charge of popular business districts feel this deeply. In order to take more orders, some riders are even staring at their mobile phones while eating. "Sometimes I just buy something and eat it directly on the lunch box." Pang Qinglong, the rider in charge of the Financial Street area, although he has been a rider for less than a year, has entered the top of the list of riders’ running orders several times. In August, he delivered a total of 2,585 orders, ranking third in his area.

　　At 20:45, after the evening rush, Pang Qinglong came downstairs to a shopping mall in Xidan. "It’s expensive around here, and this mall is relatively affordable." He took off his helmet and ordered a beef noodle, a rare moment of relaxation in the day. It had been nearly 12 hours since his last meal, which was breakfast. The reporter saw that it was past the peak ordering period, and many riders came and went here.

　　Shenzhen Rider:

　　Wait for orders at any time, eat, and dare not run far

　　At 13:30 on September 24, next to an office building in Longgang District, Shenzhen, white-collar workers rushed back to the office after lunch. Delivery rider Chen Zuo received an order and sent it from Minzhi Street, Longhua District to Bantian Street, Longgang District, 4 kilometers, the whole journey took half an hour. In a hurry, after finally delivering the order within the specified time, Chen Zuo was already hungry and settled for lunch at a roadside fast food restaurant.

　　"I start delivering food at 7 every day and carry it until 13:30 for lunch." That day, Chen Zuo ordered two meat and two vegetables, 13 yuan, and rice at will. He sat down with a plate, and before he could take off his helmet, he took a sip of soup and devoured it. The reason for choosing fast food, Chen Zuo said, is that it is affordable on the one hand, and fast food on the other.

　　Chen Zuo has been delivering food in Longhua District for three years, delivering nearly 40 orders a day. "Sometimes before 12 o’clock, I’m so hungry that I say hello to the stationmaster and quickly find a fast food restaurant to eat." Chen Zuo said that in this case, you need to eat quickly, and you don’t dare to delay for too long. As soon as you have an order, you have to leave quickly.

　　Yifang Tiandi, a large supermarket in Longhua District, is a place where takeaway riders gather and wait for orders. Usually, most of them hold their mobile phones and sit on the electric car, chatting from time to time, and more time is to pay attention to whether there is an order reminder on the mobile phone.

　　Fang Liwen, the rider, picks up food here for half of his daily orders. Usually, he doesn’t dare to travel far for meals, so he usually chooses cheap places nearby. Because he likes to eat pasta, Fang Liwen often goes to a beef noodle restaurant, which costs about 10 yuan for a bowl of noodles. Sometimes, he orders pasta from the supermarket to improve his meal, but the price has doubled.

　　Compared to Longhua District, there are many high-rise buildings in Nanshan District and Futian District, which makes it more expensive for riders to eat. On the afternoon of September 22, the reporter visited here and saw many takeaway riders who had just finished their meals eating in small restaurants. A takeaway rider told the reporter that there are several public welfare canteens nearby, and riders can enjoy preferential prices for their meals, but the canteen operation hours are generally from 11:30 to 13:30. During this time, they are busy delivering meals and have no time to eat. He hopes that the canteen can extend the dining time.

　　Chengdu rider:

　　Lunch at 15:00

　　"I’ll go to Jingronghui for dinner at 15 o’clock, let’s meet there!" On the other end of the phone, Zhao Mingyang simply agreed with the reporter on the time and place of the interview, and then continued to devote himself to the tense meal delivery. For takeaway riders, time is money. Often after dinner, they have time to eat.

　　In Chengdu, the food capital, the food delivery industry is at an active level. Zhao Mingyang’s business area is within a 5km radius near Chunxi Road and centered on Taikoo Li. This is the most prosperous business district in Chengdu. In the two years he has been a food delivery rider, he has completed 19,480 orders around this "circle" and accumulated a total mileage of 29,839km.

　　The reporter followed Zhao Mingyang to the Jingronghui Shopping Center, and the automatic door slowly opened. The staff greeted him with familiarity. Zhao Mingyang nodded and said to the reporter with a smile, "We are all old friends.

　　"Delivering food and meals here, the business volume and income must be considerable, right?" the reporter asked.

　　"On my best day, I ran more than 80 orders, worked for 12 hours, and earned about 400 yuan, but this situation is very rare." Zhao Mingyang introduced that there are many riders near Chunxi Road. Although the order volume is large, the advantage is not obvious. Everyone’s monthly income is around 6,000 yuan, and only a few riders earn more than 10,000 yuan a month.

　　While speaking, Zhao Mingyang brought the reporter to the dining point, which was a chain of fast-food restaurants, spacious and bright, with a clean environment and rich dishes.

　　Due to the fact that the meal time had long passed, there were few customers, which made the takeaway riders who gathered here to eat stand out. Zhao Mingyang chose three stir-fried dishes, and after weighing, he spent 10 yuan. There was no limit to rice, and drinks were free to drink.

　　It turned out that in order to ensure the delivery of food delivery in the OurHours section, the food delivery platform implemented a rotating duty system for riders, which meant that many people could not eat on time. Some platform partners have taken the initiative to provide riders with dining discounts and rest places. Zhao Mingyang said that there are still many restaurants that offer similar discounts.

　　"Delivering food is hard work, but we also often get warmth." Zhao Mingyang said that now platform companies are paying more and more attention to the occupational health of riders, and the union department has also built outdoor rest stations for them. He and his colleagues increasingly find the professional appearance of riders dazzling. To impress when delivering food, some delivery staff also glue ponytails and cute tentacles on hard hats.

　　"I like this job very much, running around the streets of the city, watching the crowds bustling and the cars coming and going, every day is full of vitality!" To facilitate work, Zhao Mingyang and two colleagues shared an old house near Chunxi Road. They don’t have the luxury of buying a house in a prosperous city, but they are willing to work hard and strive for this goal.

　　(Some respondents use pseudonyms)