Two months ago, I met Li Nan in Beijing. I asked him how Meizu performed in the first half of the year. He said that the demand is very strong, but the supply has been insufficient, very tangled. Then I said, what is the channel under the line? This should be on the line by saving money. He said that none of the goods were available. I'm sorry for a moment.
Careful observation, almost all mobile phone manufacturers have encountered the dilemma of uncertain suppliers.
One background that needs to be explained is that at the end of last year, almost all suppliers lowered their shipment expectations for 2016. In fact, as the demand in the third, fourth, and fifth-line markets rose, it caused an extra strain on components this year. The status quo.
How to break? The standard answer is: The supply chain discourse power is "quantity", a large amount of goods first, the price is still lower. So, for those mobile phone manufacturers who want to make shipments bigger but are subject to the supply chain, this is a chicken-and-egg problem first.
The combination of domestic mobile phone manufacturers liked the "unsold products, first on the PPT" routine, a magical scene appeared:
Qualcomm Snapdragon 820 was released one by one after being made by domestic mobile phone manufacturers, but it was only waiting for Samsung's Galaxy S7/S7 edge to sell, and it gradually became open to purchase.
Is reality really so cold? For those suppliers, in addition to maximizing the benefits, there is not much room for turning around? Before I talked with Niky, a former supply chain executive at a cell phone company who was constantly watching for closures, I thought the answer was yes.
At the beginning of this year, Samsung's VP was very depressed. He proposed to the South Korean boss that Xiaomi Company should visit us with the Memory (memory) business of several hundred million US dollars a year. So Xiaomi company took the following scene:
Xiaomi’s manager responsible for Memory was indignant and asked a senior Samsung executive: “Do you want to cooperate? If you don’t cooperate, don’t do it, and cooperate so badly.†The senior asked: “Say if this non-cooperation represents your point of view, or is it your company? "The point of view?" said the manager: "Of course it's the company." Then Samsung's top executive said: "Well, this is the end of the meeting." Patting the buttocks left.
Then, Xiaomi's new product has been in a state of “supply beyond supply†for a long time. And I started a dialogue with Niky.
An unusual interviewLei Feng Network: As a supplier, Samsung in the end how difficult it is?
Niky: Memory did not have a choice, certainly Samsung, OLED panel, Samsung accounted for 99% of global production capacity. Have you seen Huawei not playing with Samsung before? Do you fight? Now I am also clamoring for Samsung. No way, because this kind of thing cannot be done, Samsung's parts are too much. Then it is "out of stock."
Lei Fengwang: What did you do when you managed the supply chain?
Niky: Chips, Memory, Screen, these things, Party A you want to be Party B, to be a grandson. When I used to manage the supply chain, I only managed these three quantities. In fact, the supply chain is still very knowledgeable, and those who do the Internet will encounter many pits in this regard.
Lei Fengwang: Have you ever dealt with Samsung?
Niky: Of course, like a supplier like Samsung, you have to watch it. I remember when I was in charge of the time when Memory was out of stock. When the market price had reached $3.3, it would continue to give me $1.6 a month for $1.6, and I would earn $1.70 for one. Do nothing, $1.7 million a month, 10 million yuan.
Lei Feng network: how to maintain this relationship?
Niky: Originally, Samsung had no amount in the Chinese market. He gave Nokia the quantity. When Nokia came down, there was no one in the Chinese market. I was the first one to use and later supported him. To put it plainly, Koreans and Japanese are all drinking people. They are actually very loyal.
You often drink and drink with him, call him a brother and brother, visit and play golf. People who do the Internet generally do not play golf. Koreans, Japanese, fight for every sale. This culture, you are with him one day, the relationship can not be good. Play the ball and talk about the price.
Lei Feng network: But the mobile phone supplier too much?
Niky: Not every one of them is like Samsung. You have to play a lot of relationships. Some suppliers have strong substitution ability. Then you have to be very strong. You need to tender and push down. Because you do not press this time, your competitors pressure, and you lose.
Lei Feng Network: Too much pressure to play with you no one.
Niky: The mobile phone seems to have a lot of components, but you bid for 95% of the material and you don't need it. Two years before bidding, you don't have to worry about someone cheating.
Lei Fengwang: Why don't you worry about the first two years?
Niky: At the beginning of the bidding, everyone must grab it. The first tender of such generic materials will definitely exceed your expectations and will be much better than you think. When you talk about the price, say to the supplier, after all the bids are in, if not, nothing will happen. The supplier will remove all the pants and pull out the hair.
Lei Feng Network: Then what happened?
Niky: Afterwards, there will always be trickery among several suppliers. If you are two suppliers, then one and a half, in the first two quarters of you, behind me, everyone on the price to mean something, this time you won the bid, you reported 0.99, I will report you 0.995. Next time I, I reported 0.98, you reported 0.985. If not, they will definitely have to report 0.9.
Lei Feng network: They have a tacit understanding.
Niky: Yes, but this is also easy to handle. It is to find a third home regularly. When the third family comes in, he will also grab it. It will be easy to handle. The rest is memory, screens, kits, PA, on these four, these four are just fine.
Lei Feng network: So in fact, if the amount of large, the supply chain is also very good management?
Niky: Think about it, tens of millions of things a year, and the supply chain is so much better. What kind of supply chain is the most difficult to manage? The most difficult to manage. You said that even if you do anything, Samsung will always have to do business. It is easier for him to do this tens of millions of you than to do 10 million a year. So it is not difficult to control, does not require a lot of people, its supply chain may be enough for 10-20 individuals, excluding procurement.
In fact, the supply chain is not that difficult. Every quarter, every month, you meet with their Chinese boss once every quarter. Adhere to two years, absolutely do a good job obedience.
Lei Feng network (search "Lei Feng network" public concern) : Lexie, the most rushed two years, what do you think?
Niky: Everyone is actually not willing to support him. You know that in this industry, those who do business are very sophisticated. I met someone a while ago. Do you know what he was doing? What he does is beneficial to all suppliers. Because he knew a lot of people, he collected all of LeTV’s suppliers. How much money does LeTV owe? List all, and then say who is the most dangerous now. Now MTK is not credited with LeTV.
Lei Feng network: first hit the money and then get the goods.
Niky: Well, there is no way for LeTV. MTK is a bunch of people. MTK sales are absolutely the best I've ever seen in sales. They fight together, sometimes landing 14 times a week.
There are not many people. Like the person who used to be in charge of Beijing, he also manages Shanghai and Qingdao. He ran one circle and returned to Taiwan once in two weeks. Their biweekly meeting in Taiwan will raise many questions. If you don't think enough of yourself, you will be embarrassed.
All sales speak for themselves, talk about customers, talk about competitors, and talk about markets. If you don't do deep research, you can't tell. Basically speaking, after asking some questions, everyone will know how to prepare.
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