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1, Internet thinking is the reputation of the king

In fact, in the past to select products, we have always been friends or experts in the word-of-mouth recommendations to make decisions, but not the mainstream. And today the word of mouth for the king behind, I understand that we face the dissemination of information has taken place three important changes: 1, the information from asymmetrical to symmetrical, 2, the speed of information transmission explosion, the scope of the expansion of space; 3, the Internet information is to center the spread, through social media, every ordinary person is information node, are likely to become opinion leaders.

2, the Iron triangle of word of mouth

I understand that word-of-mouth communication is similar to a power system with three cores, internally called the "word of mouth triangle": engines, accelerators, and relationship chains. 1, Engine: products; 2, accelerator: social media; 3, relationship chain: User relations;

3. Participation Sense 33 law

The decision of consumers to choose commodities has undergone a dramatic shift in the past few decades. Users buy a commodity, from the earliest functional consumption, to the later brand-style consumption, to the popular experience in recent years consumption, and millet found and is participating in it is a brand-new "participation in consumption."

User participation, can meet the psychological needs of young people "in the presence", to express the "influence of the World" enthusiasm. Prior to this, the content of UGC (user-generated content) models of products, such as animation culture Circle, the famous B station, is a typical example. Like animation and creative young people through The Spit Groove, forwarding, parody of the re-creation of many ways to contribute to create a unique sub-cultural discourse system.

Three strategies, do explosive products, make fans, do from the media.

Three tactics, open to participate in nodes, Design interactive ways, diffusion of word of mouth events.

4, user mode is more than all engineering mode

Microsoft's processes and internal distances were considered largely invincible in the early years. Each version of the operating system has five thousand or six thousand developers, you can imagine, five thousand or six thousand of the top software development engineers, divided into groups, each group with 5 people, 311 equipped--that is, every 3 engineers will be equipped with 1 product managers and a test, but the user participation and voice basically did not.

5, let the user to motivate the team

First of all, the staff become fans, every employees can get an engineering machine, to be used as a daily machine, and secondly, let the staff of friends also become users, each millet employee can claim a few F yards (F code, Friendcode, that is, friend invitation code, with the online priority to buy)

6, not splitting the mind, but diving into the brain

The classical positioning theory refers to the creation and dominance of a new category, and how to differentiate itself in the mind of potential users. The success of the Brand is, first and foremost, the triumph of the new category of "Internet handsets".

Where is the innovation in this new category? What we see is through the Internet to research and development, through the Internet to distribute, e-commerce-based. In fact, the first is the product shape changes, the mobile phone system is "live", according to the user's comments updated weekly, followed by changes in business models; We believe that future hardware is definitely cost-priced. What about the business model that is compatible with it? is based on mobile internet application services, rather than the current mobile phone hardware profit-based, so this "internet phone" new products, from product mentality to distribution, to the entire business model is not the same.

What is the brand's dive route? Millet do MIUI or, do mobile phone, user group is from the core of the proliferation, the first infiltration of professional fever users, and then continue to spread, a layer of iterative past. Re-product features, but also infiltration, such as the perception of MIUI users first system smooth speed, then is good-looking, then there are many similar to the Automatic Identification service number, free WiFi hotspot access and other features of the life features implanted, users feel more and more user-friendly, very useful. Countless micro-innovative features and services to bring users a sense of pleasure, and constantly dive into the user's brain, with the MIUI system for a long time users feel the "addiction", and then use other systems a more long-lasting feeling of discomfort. The ability to sneak into this type of power is by no means a splitting brain.

Many brands in the spread of the word, nothing more than: 1, say "Who I am" is not afraid to tell the truth, all day to take some tall words to summarize their own. 2, the number of users did not reach a certain scale, in the absence of a clear "who I am" on the basis of all day to go to "beside the rich", inexplicably engaged in the so-called expansion of brand cooperation, the so-called star strategy, which are false big empty, is astray.

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