The success of millet from the angle of art of war--thinking after reading millet Li Vanchang "participation Feeling"

This is a cock-and-beat era, this is a period of time. The internet is subverting everything, and the newly-emerging forces represented by Millet are just such a group of people.

Break the tradition and focus on a little. From the point to the line, then from the line to the face, then from the face to the body. This is how I feel when I finish reading this book.

The first battle is focused on a little

Millet development, can be said to focus on the point is the enthusiast, only as a mobile phone enthusiasts use. The marketing of this point is very precise and clear, unlike the other companies that do not have the first one to engage in another. Focus on mobile phone, continuous iteration, cultivate user loyalty. To the heart to move the user. In this impetuous era, intentions to move customers, the enthusiast of this group to do a good job, the mobile phone this daily consumer goods to the extreme.

This point, is very much admire by oneself. A bit similar to lean entrepreneurship, everyone is equal, in an egalitarian culture focused on the mobile phone of this point. Do this one point carefully, because this point is the basis for other products later on. Let more enthusiasts participate in this point of production, research and development, use on. The maximum limit is to let the user join in.

Equipment Thinking Internet operation

Focus: Do one thing, concentrate on the cell phone, this is the development team's goals and requirements. Customer service and marketing is focused on interacting with customers.

Extreme: A product to achieve the ultimate, such as Xiaomi phone boot interface and so on. Repeated changes in the scheme, the promotion of posters on the changes, but also repeated over and over again. This is somewhat similar to the character of the seat.

Word-of-mouth: The Internet era is a word of mouth for the king of the era, the characteristics of this era is that word-of-mouth is everything, in this respect, Xiaomi in response to the user is also the ultimate. And through the F2F model to maximize the expansion of the product's propaganda effect, to achieve a low cost, wide publicity effect.

Fast: Fast response, fast iteration, fast brush ...... The internet is a short-tempered, which requires Internet-attribute enterprises to do more rapid interaction. This, millet is also doing very well.

Insisting on the culture of loyalty from the media

Many traditional enterprises in the development and expansion, marketing is to the subcontractor to do. And this piece of millet is to do for their own core to develop. Because the internet era of marketing is the key to people, not others, and this is the community marketing, the previous years is based on the forum, the community. In the era of mobile Internet, is based on the circle of Friends, QQ space, micro-bo this kind of spaces.

How to activate the user, how the user experience, in this piece, Xiaomi's self-media operation has also been very successful, so that every user not only bought my phone, but more importantly can participate in my online community and forum. Add user stickiness to some rice noodles, train their loyalty, and at some conferences, invite rice noodles. Enhance the status of forum moderators, let them convert into internal staff, and further increase user loyalty.

It can be expected that our customer base is very large, the quality is very good, the next marketing campaign, my voice will be very big. And how to grasp, relying on the traditional marketing model is not up to such a good effect.

Take line with Dot, line with face

throughout the development of millet products can be seen, first from the mobile phone start. From this point, with the community thinking, to consolidate the user's loyalty and in the development of related products to form a line, that is, later millet power, millet routes and other products. And each product, its corresponding marketing plan will detonate this product into a point of marketing hotspot.

When these kinds of products constitute a very hot line, millet business and to the smart home-based traditional furniture industry to march. This side, Xiaomi will use the existing customer groups to pry the traditional furniture industry profits. From the "sense of participation" in the Book of Muji, the introduction of millet will be in this face, more targeting people will not be high-end, but simple, practical home concept.

33 Law Invincible

What is the 33 rule:

Three strategies: Do explosives, make fans, do from the media.

Three tactics: Open participation node, design interactive way, spread word of mouth event.

In fact, from the above 33 principles can be seen, the strategy is to attract users, training users, stick to users. There are more options for specific implementations, and the three tactics around here can be seen as a way to retain core users. Xiaomi's not stupid. To keep all users, just retain those key customers, and then have an impact.

A sense of participation, so that each user has an immersive experience. This point, millet to achieve the ultimate. For it to praise!

Flexible decision making for flat management

Remember that when Lin Biao fought in the northeast, he divided the troops into 3 groups, which increased the flexibility of the battle. And this point in the development of Millet also has a very good embodiment. In the interaction of customer service, research and development. A small range, to the sense of honor to inspire the work of the researcher passion. Let customer service more from the user's perspective to consider the problem.

This piece of practice, in the era of mobile internet is also very close to the needs of users. Xiaomi's customer response time is shorter, so that in the user's reputation and user stickiness will be greater. This is also a traditional enterprise can not match.

Conclusion:

On the army felling, followed by cutting, followed by cutting soldiers, the siege. After reading the "sense of participation", found in this mobile phone industry, Xiaomi's strategy is very good, the positioning of participation, product and marketing. In the domestic mobile phone industry in the battlefield of the smoke, millet can rise, have to admire the general Thunder strategy.

The above is their own writing "sense of participation" after some of the personal sentiment, improper, million please forgive me!

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The success of millet from the angle of art of war--thinking after reading millet Li Vanchang "participation Feeling"