The definition of "born for a fever" is a simple slogan.

This Monday, at our partners ' meeting, I sent a microblog, and Lin and Hugo spread out a mini track at the conference table, and they ran the game on a mobile phone or pad-controlled WiFi car.

It doesn't have to be weird that we've been playing like this all along. When we defined the slogan, the reason is actually very simple, we want to do is that we will like to play products, because we like to play electronic products, we are enthusiasts.

Lei's safe.

Ray is always a digital enthusiast. There are two things in his office that are very special, one is a big safe, it's not a pile of cash--after all, we're not in the coal mining industry--it's all the mobile phones and digital gadgets he plays. In the past I in Jinshan and his cooperation, Jinshan many senior executives of the latest mobile phone digital products are always sent by Ray, he pulled everyone to play mobile phone, another group of objects are electronic scales and vernier caliper. Sometimes we are doing mobile phone products to pursue grip, will be serious to a millimeter or even finer craft. Ray is always the company's product manager, he has been in the first line to participate in the design, improve products, while pondering the play.

My camera

I am a like to play photography, what to take is not important, or to enjoy the process of filming, the key part of the "prodigal" to enjoy the process of buying equipment. Starting from junior high School, I like photography, began to play photographic equipment, like us it otaku, buy the latest electronic equipment, sometimes the focus is on the feeling of playing.

Hong Feng Robot

Hong Feng is now the partner in charge of MIUI. He was a product manager at Google China and was involved in Google Maps in the United States. He had just joined Millet, because the workplace problems often in Beijing and Shanghai to run, at first he sometimes can not attend executive meetings, then he spent a few days in the office area to do a robot, for his meeting. He had done this kind of robot when he was doing the Street view of Google Maps. The base is the automatic sweeping robot, the head is the display + camera, he wrote a set of control procedures, but also used Skype for remote communication. He was in the Shanghai remote control robot to attend the meeting to see whether people are working, occasionally the robot will run to the men's room.

Remote control model of Tang Yanglin

Tang Yanglin is our product marketing Commissioner, also known as Millet, one of the happiest employees. His workstation is full of the latest and most tidal hardware. He has two hobbies, the first hobby is to use mobile phone to play a variety of Bluetooth equipment, such as remote control models, model aircraft and so on. The second hobby was that he liked to take pictures, and later became a sample photographer for millet mobile 3, although he was not professionally born. His work is basically a sightseeing tour. Rice 3 released when he and I said: "Alli, I have a very good idea, I would like to get 3 m tied to the plane to do aerial photography, I have contact with the local armed police well, shooting should be no problem." "I said yes, then Tang Yanglin," but I have to leave for Tibet for two weeks. ”

His job is the market system, but from the heart like to play, play is very good. In the millet company, we like to love to play, and will play the staff, there is such a person, we do the dissemination of the time to be able to dial four--they can accurately find the user needs pain point, and use the language of the user to communicate.

The sale of seven old Men

Millet mobile phone before the release of youth, the United founders of the Millet group to shoot a very strong video selling Meng.

Youth version of the mobile phone naturally salute to youth. So our partners took advantage of an afternoon's time to take this film in the dormitory of the Central Academy of Fine Arts next to the company. After the film has a lot of tidbits, which can see each partner is responsible for a piece, Ray is responsible for playing the game, I am responsible for photography, the peak is responsible for spit trough, KK is responsible for about Phoenix elder sister, Lin is responsible for watching "Golden Lotus", Dr. Zhou Guanping in "flying."

Want to convey to the user of the tribute to youth, what is more direct and closer to us than our own personal expression? We are not a one-way indoctrination, but a direct deduction, we are in the user, and the user empathy to share, in order to let users become friends with us. Moreover, focus on the scene has always been the most important Millet brand design principles.

The film comes out, there are users said to Lin hands of the "Golden Bottle Plum" Cover notebook, immediately we do the merchandise and put online to sell, a total of 5000 printed, in a morning sold out. KK wears "Adiaos" clothes we made 10,000, also sell very well, so far are our best-selling goods.

The box, brother.

We have an internal engineer and a planning, they together formed a "box brothers", pyramid on the Millet products on the box.

We hope that this way in fact, we want to tell you the quality of millet products, including our attitude to do things. We know that the public sentiment on the internet is against the tall and the whole, so we use a kind of entertainment. It is hard to believe that we will cost 10 dollars for a product box (the average product box cost is two dollars three dollars), so can afford two fat weight. And then red rice is the same. In the Millet cell phone 2 generation box shooting process, these two Fat man at first very excited, because oneself all is behind the scenes work, thought this oneself should the fire. At first how happy Ah, and then took 15 minutes after the state is also good, but after half an hour after filming the expression is not the same, the top of that Buddy really suppressed, the face is also red, I look like, this is enough fun.

This group of Fun Pictures released, the rice noodles very happily launched a large number of PS creation, in various scenes, "box brothers" performance are very entertaining and harmonious.

A penny of Coca-Cola

August 2011, Millet Mobile phone release on the eve of the first time, the Millet network to face the role of the electric business. In the early tense research and development, learning, running-in, the electrical business system initially formed, but also to carry out an internal inspection.

How can we take the initiative to actively participate in stress testing, but also to fully test the various operational links? Someone in charge Haizhou's team joked, "Do you want to sell Coke in the company?" ”

Why not? Haizhou really went to buy n boxes of Coke. In this way, 1 cents a listen to cola into the Millet network system ran the first commodity. Open the test day, the Millet network backstage began to be accustomed to see the crazy snapped up, the printer in a pile of Coke office squeaky a non-stop play Analog Express single, a group of Volunteer Employees Act as courier in different office space back and forth.

All the links are true, the next single, pay, play a single, distribution, and return, refund, tension, tiredness are inevitable, but everyone drank cola, have fun. One months later, 1 Cents Cola replaced 1999 yuan Millet mobile phone.

Such a group of people who love to play, will play together, just have a variety of millet "do not follow the common sense of the brand" innovative branding methods.

Moreover, in the process of entrepreneurship, the pursuit of "play" process and mentality, but also to get more dividends, such as it can make our difficult struggle to feel relaxed and happy.

This way, we are so dare to think, dare to do, dare to play to do over.

Play with users

They love to play, will play, and then we have to help users find music, and users play together.

The same city of popcorn will be our only offline activity, it's actually a player's meeting. Our official city will organize more than 20 each year, and the civil city will, the user spontaneously organized the same city, there will be 300-400 each year, sharing exchanges, playing games.

The idea of the city club was originally from the Car club. I experienced it when I bought my first car 10 years ago. 10 years ago I had only 100,000 dollars, and the first car I bought was Beverly. Car Club is everyone to buy a car bubble forum, live in the same city to buy the same car, through social tools everyone weekend together to eat farm food, and so on, in a consistent sense of identity share simple happiness.

Later we found that the process of buying the millet mobile phone is very similar to the process of buying a car, and it will around. They will take all the parameters apart to compare: How big is the screen? Is it 4.7 or 4.5? Is the CPU dual-core or quad-core? Is it 1.5 or 1.7? What is the power consumption? is the battery capacity 2000 MA or 3000 ma? They are far more than many people think about the parameters.

Like everyone bought a car will go to the forum, bubble Love card, or the bubble Sohu or, like Sina, always want to choose the most suitable for their own, the best cost-effective car. In the process of completing the purchase will know a lot of friends, especially believe that the recommendation of Word-of-mouth. When I was buying a car, I was listening to a product manager in the game department when I was smoking in Jinshan downstairs and decided to buy it. Many of our users buy millet mobile phone is also the case, they are actually relying on word-of-mouth recommendations to make the final purchase decision. Many of our typical users will recommend to his office colleagues to buy Millet mobile phones, will be recommended to his family and friends to use the millet mobile phone, the results later the family are in use. For example, 1/3 of our red-meter mobile phone users are bought for the elderly children in his home.

2012 we did two things: one is we released the Millet mobile phone 2, the other one is on that April 6, 1 we did the first "Rice festival." April 6 is the day of the establishment of millet company, because we and rice noodles very close, we think in the past days rice noodles-Our users are the most important to our help, so we define the anniversary of the company as "Rice Festival."

"Rice Noodle Festival" is actually everyone together to play games, it is not a strict sense of product launch. We made the second Rice Noodle Festival on the April 9, 2013.

So, the good brand is not to instill in the ear, but to communicate in the game.

The last time I talked about the sense of participation, in fact, we play with users, is that users can feel the deepest sense of participation.

In fact, this is the biggest difference we have with many traditional brands: we play with users, whether online or offline, each time the product is released, we are thinking, how to let users participate in. When it comes to the topic of user participation, the most popular term is love. How to let employees have love, let users have love.

Millet all the way, today's establishment of the brand behind the two words: their love to play, and users to play together!