M2017 is Jin's ending for this year. 128GB price of 6999 Yuan, 256GB private customized price 16999 crocodile skin. Whether it's traditional "Chinese", and is currently the "Huawei OV" were not involved in the mass market, Jin took the lead in advancing.

"Today's competition is not only cost, price competition, but competition brand premium. "In the eyes of Jin group chairman Liu Lirong, fierce competition in the mobile phone market, while China's domestic mobile phone brand in the emerging, international brands such as Apple, Samsung continues to decline, but the high end of the market are still being occupied by the international brand.

In the second half of this year, China-made mobile phones to high-end markets hit particularly hard. Millet published full-screen concept phones MIX with millet, 3499 official prices, but the market was pushed out to the more than 6,000 yuan; while Huawei is a joint Porsche version Mate 9 custom officials at $8999, but reports that the market price was scrambled to the 2, 30,000 yuan. In contrast is that Jin's play is aimed at specific consumer groups.

"Make it to the end of an industry to survive, must be equipped with premium brands. "Liu Lirong, a simple price war is not enough to ensure the company's survival, almost all mobile phone brands are doing one thing, is to attack the high end to enhance the bargaining power of the brand. Jin M2017 phone layout in the high-end market.

? Gionee group chairman Liu Lirong

"Many of our target consumer group is an Apple, but they don't want to, but because we all use, he does not want to use a two thousand or three thousand, even cheaper phones. "M2017 Liu Lirong is the price," pricing principle has to be higher than Apple ". In his view, at present, gionee mobile products line, at around 4000 Yuan price has had a year of doing the w series, so if the price more than more than 4,000 yuan, and not very meaningful.

Liu Lirong said that escalation of consumption to people's pursuit for mobile phones have not only pricing, configuration, in addition to the basic user experience, there will be a different special needs. According to Liu Lirong introduction, gionee M2017 target consumer groups are divided into two categories, one is politically high profile people, the other is "big brother", which is influential consumer group.

For the M2017 Liu Lirong said stocking 1 million to Samsung AMOLED screen surfaces. 2016 gionee mobile phone global shipments exceed 40 million, 30 million units compared to last year, achieving growth of more than 30%.

"16999 private customized version will be hard to go, this is brand premium. "After last night's press conference, Phoenix Technologies, said analysts in the industry. Challenges obviously cannot be overlooked, however, Jin with his own set of play early in the high-end market.

M2017手机是金立今年的收官之作。128GB版售价6999元，256GB鳄鱼皮私人定制售价高达16999元。不管是传统的“中华酷联”，还是目前的“华为OV”都未曾涉足的万元机市场，金立率先挺进。

“现在的竞争已经不仅仅是成本、价格的竞争，而是品牌溢价的竞争。”在金立集团董事长刘立荣看来，竞争激烈的手机市场，虽然中国国产手机品牌在不断崛起，苹果、三星等国际品牌在不断式微，但高端市场却依旧是被国际品牌所占据。

在今年下半年，中国国产手机对于高端市场的冲击尤为猛烈。小米发布全面屏概念手机小米MIX，官方售价3499元，但市场价一度被炒到6000多元；而华为则是联合保时捷推出Mate 9定制版，官方售价8999元，但有报道称市场价被炒到2、3万元。与之不同的是，金立的打法是针对特定的消费人群。

“每一个行业做到最后能够生存下来的，一定是具备溢价能力的品牌。”刘立荣表示，单纯的价格战已经不足以维持企业的生存，几乎所有的手机品牌都在做一件事情，就是要进攻高端，提升品牌的议价能力。金立之所以推出M2017手机，正是在布局高端市场。

▲金立集团董事长刘立荣

“我们很多目标消费人群用的就是苹果，但其实他们也不太愿意用，然而因为大家都在用，他又不想用一个两三千，甚至更便宜的手机。”M2017的价格是刘立荣定的，“定价有一个原则，一定要超过苹果”。他认为，目前金立手机的产品线中，在4000元左右价格段已经有做了几年的W系列，因此如果定价4000多元，意义并不大。

刘立荣表示，消费的升级让人们对于手机的追求已经不仅仅是看价格、配置，除了基本的用户体验，还会有差异化的特别需求。据刘立荣介绍，金立M2017的目标消费人群分为两类，一类是政商高端人士，另一类则是“大佬”，也就是有影响力的消费群体。

为了这次的M2017，刘立荣称向三星备货了100万块AMOLED曲面屏。2016年金立手机全球出货量超过4000万台，较去年的3000万台，实现了超过30%的增长。

“16999元的私人定制版会很难走量，这是打品牌溢价的。”昨晚的发布会后，有业内分析人士对凤凰科技表示。挑战显然是不容忽视的，不管怎样，金立用自己的一套打法提前在高端市场布局了。