In-depth analysis of the marketing strategy of Hammer mobile phone Lao Luo

Talking about the sunflower treasure of the hammer phone

Anyone with an independent view of the Internet and consumer electronics will be tempted to comment on the recent marketing drama that has been brewing in the "Romanchang" event. But most people tend to start queued at the first time and choose side stations with their personal style preferences. This is the Yonghao of the marketing of the way, the hammer is a step forward in the pace of a booster.

Above said the way, also is the most ruthless play on the lake, is self-black and actively cultivate passers-by to black cheats, and sunflower treasure book compared to more than. Understand Yonghao's personal style, or read his microblog friends know, Lao Luo personality, likes, quite a hammer temperament. In his early years, he smashed Siemens; Incarnate T1 Messenger after he on micro Bo and hammer black big exhausted their energy, a sentence humorous choke each other, let fans yell happy; With the king freely debate a mirror, wounding 1000 also self-inflicted 800. These rather spontaneous moves, let people think that Lao Luo really is a "grand business", aggressive, solo world between. In fact, this is the most important of its marketing chess. Let me try to analyze it.

First of all, any entrepreneur is aware of the limited resources, not only the limited capital, the core team of time is more stretched, can not be used for a half of chaos. In the hammer phone encounter capacity turmoil, constantly jumping tickets, Lao Luo is not in a hurry to find a way out, but spend a lot of time on Weibo and questioned the voice (including a lot of irrational, pure black and black questioning sound) to scold, let me very do not understand. But now I see the purpose of this idea.

To know, the hammer is to give itself a very interesting positioning, configuration general, performance general (of course, controversial), marketing first-class, B-Class (Craftsman feelings to build the best use of the world of the world's mobile phone), the price is not low, in the domestic market, itself is not positioned in the mainstream of popular consumer goods status, It's not the same market as Xiaomi and Huawei. But "smart phone" this trend of homogeneity of product characteristics, it is doomed to hammer mobile phone from a lifetime will be with other positioning different functions of the same product and product users directly collision. Collision to collision, which part of the people will become users, which part of the natural hatred of the hammer, Lao Luo is in the mind. Therefore, for the limited resources, the pursuit of survival of the hammer company, firmly grasp that part of the pre-users, to survive the opportunity, is the Lao Luo team to use marketing strategy to complete the first priority.

Innovative Technology Product Marketing There is a classic theory called "Across the Abyss" theory, (Geoffrey Moore, "Crossing The Chasm"), to the effect that after a new product comes out, to experience from the creative spirit of the people (innovators)- To the first users (early adopters)-to the early majority of users (early majority)-and then to the majority of late users (late majority)-and finally to the technology-unresponsive person (laggards), such a process. Tens of thousands of of the hammer phone (also or thousands of?) Users, in the Chinese intelligent machine market with hundreds of millions of users, is clearly in the first batch of users (early adopters) stage. From this stage to the next early majority of users, the enterprise will encounter a difficult to cross the Abyss (chasm), because the first group of users and the early majority of users, there is no small demand and characteristics of the difference. The product that crosses this abyss will almost be changed beyond recognition, as it is a shift from meeting the needs of a small group to meeting the different needs of a larger group.

Put on the hammer phone, according to my humble opinion, that is, to seek a high cost-effective feelings of the first batch of users, to advocate stability, simple, eco-environment first-class Apple Samsung users represent the early majority of users up (from tens of thousands of users to millions of users of the transition). (Of course, the abyss behind the crossing is from this batch of early majority of users, completed to the late majority of users (late majority) of the transition, that part of people more value for money and other factors, unwilling or not strength for stability, big brands, high-speed premium pay, such as Xiaomi, Meizu and other brand user groups. As a result, the hammer company, after completing the initial round of financing, is at the top of the abyss, acquiring new self-hematopoietic capabilities and acquiring greater financing capabilities (such as IPOs) to continue the journey.

Finally, we should talk about the marketing strategy adopted by Yonghao: Cultivating hammer black groups, consolidating the foundation of hammer powder, and driving more users to try the powder. Products do well, to cater to a crowd of tastes, will naturally have fans to use, in the long tail of the theory today, do not have to argue. Therefore, the hammer powder is more easily gathered to the appeal of the first-class old Luo side. The core of this one, so naturally fall on the cultivation of black group of hammers. Lao Luo's play quite the same year Apple 1984 challenged the IBM Dark blue play. The mainstream of the domestic market, and mainly by the goal of the end of the hammer mainstream users of the brand, including the Xiaomi, the Meizu, and even Samsung low-end models, all classified as a friend, slowly set up a monopoly of the domestic market, pull down the national overall aesthetic standards, with the domestic mobile phone market competition direction of the image, and stand in the opposite , creating an image of an Apple's only Orthodox craftsman heir after Joe passed away, creating a perfect picture of a disgruntled start-up team challenging the clumsy giants. The implication is that once in the personal computer industry as the challenge of IBM's Apple, and finally embarked on the altar, and now the loss of backbone Apple, it is natural to pass the torch to a new generation of rebels (rebels, Jobs favorite label), completed in the domestic counter attack.

As a result, Lao Luo in the microblog on the center of gravity, is to forward the hammer black and passers-by microblogging, plus a only hammer powder to understand, see the comments, the purpose of the provocation, stimulation does not accept the non-pre-users of their products, to consolidate the pre-user base, while passing the concept of the Hammer sermon, successfully completed to the In the process of interacting with fans and hammers, Lao Luo is able to give followers a sense of fighting together. For fans and users who have bought and got a hammer phone, uploading photos is no longer a simple show-off (think of a friend who bought an iphone 5s or half a month after buying a photo-screen with the iphone 6), and turned into a high-cold counter-attack with the fact that the hammer was black and a tribute to Lao Luo's behavior. It was as if the American fruit powder would queue up half a month early in the conference to experience the shop door waiting for the money, the hammer powder in the enthusiasm to send photos, organize offline experience, line up to their new heroes to offer tribute. With the first batch of users to do so, the herd effect will allow the second batch of users to customer service strangeness, active jump on the chariot. This intimacy of rebellion and fighting is something that no other marketing method can or may not be suitable to build. No wonder big tech companies will have a Chief evangelist (chief Evanglist Officer) to complete the company's ideas. Originally the CEO of Lao Luo title, is pun. Throughout the hammer team, the most suitable for this preacher, only a wide audience, the character of the old Luo mo.

Hammer Black vs Hammer powder marketing strategy, must have strict channel control in order to multiply the effect. Lao Luo's team can actually choose another style of play, that is, to further imitate Apple, in the early stage of limited production capacity, focus on creating offline experience shop, put the limited products into the experience shop, let more people try to experience its quality, ROM, and feel. Tesla apparently adopted this strategy, and many other new technology products, such as the smart band Fitbit, are also using the channels of US mobile operators to display in-store. Why is the hammer not in this way? I thought there was such aseveral reasons：

First, the feelings of the hammer phone in the experience store all kinds of touch, all kinds of fingerprints under the cover, can not be very well displayed; second, there are quite a lot of quality problems in the pre-hammer mobile phone, put in the experience shop high-intensity to let people spoil, the problem of lack of endurance may be exposed.

Third, hunger marketing the most afraid of products see the sun. Not because the product itself is not good, because, let more people taste fresh, painstakingly created hunger is not so strong.

Four, too many people the first time to see the real machine, the mystery of the moment disappeared, lost the cultivation of hammer Black hammer powder space. Lao Luo's marketing talent, fan appeal will not be better to show. To know, in a limited resources of the start-up company, Lao Luo's marketing talent, is never idle of valuable wealth.

The analysis here is not to belittle the Hammer's marketing strategy. I would like to say that this is actually the most sophisticated strategy, based on product positioning and acceptance of the current situation to make the most suitable solution. Of course, this is also a non-return, quite a sword walk pifo meaning. To know, can really help products across the abyss, and ultimately not marketing, but to the abyss of the user needs of the precise grasp. For hammers, this means doing a good job of the hammer store, removing pirated software, attracting more native developers, and keeping the cloud in sync and stability, so that users with business needs don't have a trace of concern, and that quality control is not 3%, but Six Sigma, and so on. All this, I think Lao Luo Natural Heart knows. The road to the hammer is still heavy. Wish this has B, dare to dare to do the domestic brand can really go far.

In-depth analysis of the marketing strategy of Hammer mobile phone Lao Luo