4 years to do 60 billion, millet out of the book

4 years to do 60 billion, millet out of the book. Jingdong page shows that this price 40.80 yuan, known as the "participatory sense: Millet Word-of-mouth Marketing Internal Handbook" by Lei handwritten preface, by the founder of Millet Li Vanchang writing, opened the Millet 4 years 60 billion miracle behind the idea, methods and cases.

"Zheng and Island" recently published a text, the play through this book some details, refining the millet 4 years of start-up period "to solve what kind of pain point, looking for what kind of people, what kind of products, how to build a team" and 10 entrepreneurial experience. One of the most attractive to me is the product strategy millet, that is, to create "explosive products."

Product planning stage to have the courage to do only one, to do is to do this category of the market first. The product line does not focus hard to form the scale effect, the resource is too dispersed can cause the participation feeling to be difficult to unfold. The product is millet is the simplest and most fundamental logic, if we do not "burst" products, is unable to let users scream, so that users have a sense of participation.

Explosive product This word, I believe that the friends are often online shopping is not unfamiliar, is not much advanced. But easier, stage a minute station under ten years of work, Millet is now called on the explosive products, MIUI calculate a, millet cell phone count one, the others are not. Of course: one, explosive goods too much is not called explosive products, two, on the basis of these two explosives, millet has done tens of billions of of the scale, very good.

The establishment of these two points, I will not discuss why millet to do the explosive products, how to build explosive products, today's main and you talk about the strategy behind the explosion of the three hidden concerns.

The life cycle of explosive products is short and difficult to maintain.

It's hard to be hot for a while. The story of "over Gas" is staged in all walks of life. To maintain the life cycle of explosive products, we need to invest a lot of human and financial resources, and not necessarily be able to hold.

Apple products have been updated for several generations of iphone, in the hearts of people less attractive than before, Samsung explosive products galaxy out to 5 generations, seeing also scenery no longer, millet from 3, the heat has not been as the first two generations. It can be seen that to build a explosive product difficult to maintain a prosperous more difficult.

At the same time, the target of explosive products, at all times facing the targeted attack of competitors, enterprises need to continue to invest vigorously in order to maintain status. When the "Chowa Lord" was alive, Apple can also gather popularity only by press conference, and now rely on the frequent bombing of various advertising; Samsung mobile phone marketing costs over the years of research and development spending, 2013 marketing investment up to 11.6 billion U.S. dollars; the marketing cost of millet is not clear, but the marketing strength is also the industry to know.

Look at other industries, explosive product turnover is unusually frequent, not one of the examples. Millet 3 has appeared weak, 4 just released Bad say, but the market reaction is not too much heartbeat is an indisputable fact.

Explosives are a stumbling block to new explosive products (innovation)

It is not easy to build explosive products, to create new explosive products more difficult, when the original explosive products for various reasons scenery no longer, easy to occur lean. There are many examples of this, such as Microsoft, Intel, and BlackBerry.

Microsoft's long-standing reliance on explosive windows and Office has led it to fail to recreate its products in new areas. Typical of mobile operating systems, Microsoft has been tossing and going for years (the Xbox may be the next one, but it's been a while yet to verify).

Intel is also in the Computer CPU field by virtue of explosive products for decades, one to move the field on the difficult, toss a few years also can not get much movement. Market capitalisation has once been mobile CPU rising Qualcomm beyond, continue to see the semiconductor boss position.

The BlackBerry's encounter is more familiar, and the once-beautiful BlackBerry handset has a quarterly shipment of only 1.5 million units, with a share of only 0.5% in the global smartphone market. New business hopeless, sell and sell, see is not going to go.

Of course, I am not saying that Microsoft Intel is not, just say: Explosive product is easy to be numb, the status quo does not think enterprising, missed new opportunity. Millet other products such as routers, TV boxes, mobile power, etc., at present did not show the characteristics of explosive products. Of course, millet is still young, the future of the road is still very long.

Users ' expectations rise and fall hard

From frugality to extravagance, from extravagance to frugality. The user's expectation of a certain explosive is difficult to come down once it goes up. This means that enterprises to build explosive products to continuously improve product characteristics, to meet the user's increasingly critical vision, otherwise, in their view is a setback.

Since 4S, the iphone has been blamed by the industry for its lack of innovation and charm. But to be fair, even if the iphone 4S is present, its comprehensive experience is better than many Android top new machines, but in the user's heart is not so, reflects the simplest "go back" truth.

Today's era, product iterations more and more quickly, the user tastes more and more pick, today is also the attention of the people, tomorrow may be "hurt Zhongyong." From this point of view, the explosive product is like a no return, the enterprise needs to fight the chicken blood-like sustained to maintain the image of the product in the user's mind, a lack of attention to stagnation, or even against the resulting negative "public opinion" of the harm.

Millet 4 Conference, this is "a piece of steel art trip", but by many people interpreted as "a brick of mediocre journey", reflecting the rising user expectations and slow progress of the product characteristics of the contradictions.

Summary: Good swimmers drown, good riders fall, everything has two sides, Millet's explosive strategy, so that now the millet is very useful, but in the long run, must face "short life cycle, hinder new product innovation, user expectations difficult to tune" these three challenges. The future is far away, and it's time to prove it.

Wen/Zhu Fei