Superstition Lei mode, no more vibration

Over the weekend, the micro-trust circle was almost the founder of the year's year-end self-examination draft: "Aging: the fun of the company will vanish." The idea is that the blind expansion of the year is because of "the fun", since listening to the LEI, and now intends to focus on the product, so from more than 10,000 "join the fun" staff reduced to more than 300 people, I hope that one day every customer can start from selling white shirts, accumulate Word-of-mouth, restart

Many people have given the affirmation of this manuscript. However, there are many questions and critics, the main question is that this is a marketing draft, and secondly, the chief executive of the article to blame the company's decline in the company's team has a "large number of people in the fun," the argument is very disdain, that is entirely philosophically responsibility.

And I, particularly want to say is: Superstition Lei mode, will not vibration every guest.

First look at the old article he absorbed is Lei which claims:

"Lei outspoken, said that this blind expansion is the last era of practice, the future of the enterprise will be like millet, to user demand-oriented, with products to shape the brand." ”...... Lei said: "Lack of focus, not the extreme is not the reason why the guests have encountered problems." ”...... Lei asked me, can you focus on doing only one of the most basic products?

In fact, similar remarks were made in August or September 2014, when the passengers announced that they had to change their jobs and moved their homes. Summed up is Lei gave him a lot of inspiration, introspection, where the customer must be millet: do the ultimate product win Word-of-mouth.

I am a person who respects lei and recognizes millet values. Lei put forward "focus, extreme, word-of-mouth, fast", to many people to enlighten, especially to a lot of startups to subvert the courage of traditional industries. Although the millet model is still questioned how far to go, millet products are also questioned not so "extreme", but the rapid rise of millet is itself a kind of proof.

The question is, is the millet model really the essence of a new business model that packs everything?

In my opinion, if the guests really go into the "millet", they will only move from one extreme to the other.

Where the guests in the millet, the old narrative is how to do a good job in a shirt this product devotion painstakingly. Last fall, after listening to the long story about a white shirt from cotton to ironing to history to the design of similar technology products, I sincerely on the ground on the site to buy a white shirt, and then turned a lap finally did not order. Or choose to go to the mall to buy other brand shirts. Six months passed, I also did not hear any side of the word of mouth talked about the pursuit of "extreme" shirt brand.

Is the pursuit of the product "extreme" wrong?

Obviously, the pursuit of the ultimate product can never be wrong. The wrong is to think of it as the shirt model and the core savior of every guest. If you study carefully, you will find that the millet mode of products, although from the mobile phone digital products extended to the apartment, it has a feature, the product itself to the general consumer has a certain degree of complexity, that is, it is "fever" and cost-effective as the core of consumer Word-of-mouth. In this kind of product, the product itself contains the practical function is the first demand of consumer purchase. Therefore, the more useful in detail, the cheaper the price, the more surprises. If compared to previous traditional brands in some details of the obvious innovation, easy to cause consumers "scream."

The question is, does the shirt, or the clothing industry, fit this "geek" approach?

In terms of marketing, the motives of consumer purchase can be divided into realistic motive, novelty motive, seeking motivation, seeking beauty motive, seeking low motivation, seeking motivation, imitation or conformity motive and personal good addiction motivation. Consumers sometimes have the motivation to interact when buying, but there will be an active machine. Millet mode around the products are many different levels to meet the consumer's purchase motives, but mobile phones, routers, hand ring, and so on, the most important motivation is truth-seeking and novelty.

But in terms of clothing consumption, the majority of consumers in this era is not the purchase of warm cover this realistic motive. But in the novelty motive, buys the clothing the novelty mainly is in the style, but not the function. The motive of seeking beauty and seeking name is in the first place. This is also the main feature of the fashion industry. But the hard work of "extreme products" on shirts, for example, he is very respected in the article, the shirt master Gis "collar with a half lining, let the collar crisp, 6 folds in the cuff to fit the arm, how to design different bars to match the European and American version of shirts or self-cultivation or relaxed style," Although it will promote a better value for the shirt, but even in this area is indeed perfect, this is not to solve the user's main needs.

A shirt is not an electronic product, it is not an enthusiast. People who pay attention to the quality of shirts ' details tend to be more brand-conscious. The shirt, which was mentioned in last year's conference speech, was a very good one for Brooks BROTHER, and more people knew it was because of the brand story of "American president Royal Clothing".

The most successful time of the year was never the success of his T-shirt. The success of the object. When people buy shirts and T-shirts, it is the brand proposition behind the spokesmen of Han and so on, and the product experience which is consistent with the brand, including the price, lets people choose the customers. This is in line with the rules of the apparel industry and user needs. Where the customer was defeated in the later category expansion and the original simple extreme of the contradictions of the independent brand.

But now, aging is walking the other extreme way of completely denying the past. He did not realize the "focus, extreme, Word-of-mouth, fast" the spirit of logic, but only with the "operation" of millet to transform themselves. It even makes me wonder if the brand marketing model under the guidance of the object of the year is a chance, not a product of the industry judgment of thoughtful thinking. Otherwise, how could it be so easily rejected by itself?

Not suitable for the operation of Millet is not just the clothing industry

In my opinion, at least all fashion industry is not suitable. When consumers buy any fashion product, its brand premium far exceeds its "geek" function. Of course, we can't support it with Apple. This seems to me to be a perfect combination of fashion and consumer electronics products. Not only does it have the ultimate in products, its brand premium and spiritual values make it a buying motivation, especially for female users.

The social phenomenon that the Chinese "become the King and the loser" is more prevalent than any other country, and the dependency mainstream herd mentality and the shanzhai trickery are far more than the unique self pursuit. When "internet thinking" is held aloft by a certain category of "winners", the word is widely abused. When Millet became the world's most valuable technology start-up company, the millet model was myth.

Last year, I was in Qingdao to participate in the CCTV "dialogue" program of a recording. The group invited guests included the 007-series film producers, the best-selling British drama "Downton Manor" and the BBC's global CEO of three middle-aged media café. The program was recorded on the site of the global Digital Entertainment Innovators Summit Forum. The moderator intends to use a number of Chinese TMT experts in the United States, the success of the "card House" to illustrate the "Big Data" is how immortal, can give film and television drama creation bring subversive innovation. Unfortunately, these "conservative" British film-and-television-old, despite being around, has never been a recognition of this. Looking at the scene always try to "science and technology" to talk about "subversion", I have to stand on the side of foreigners, blunt: the prosperity of film and television drama is always the writer director and actor. "The Card House" with "Big Data" captures some user needs to assist creation, but its ultimate success and the success of a "007" is exactly the same truth.

Yes, the film industry has its own rules. Large data can be aided, not subversive, the fashion industry has its own laws, millet mode can be assisted, unable to save.

Last week, I received a telephone call from Shenzhen. A friend asked me, he made a smart hardware, in the traditional smart frame into intelligent monitoring and other devices, his idea is that the hardware at a very low price half to sell half, with almost "free" business model to obtain users. "And then?" "Then, for example, can you help me integrate the magazine into the hardware, and then I can sell ads when users read magazines?" "he said.

"Is this the internet thinking?" I asked.

"Yes, the wool is on the pig!" He smiled.

To be honest, I really don't know if the sheep are dead before the pigs show up.

In this era of innovation and change, there is full of vitality in the expectation. Also everywhere is the trap of showing vitality. I always feel that, in digging into the needs of the users of the Times, to explore subversion or introspection is the king, rather than purely learning "* * mode." This little article is dedicated to the same miracle-creating age, and many old people who have not yet been aged.