A few days ago the mother named a red meter note, I find millet friend to F code

A few days ago the mother named to a red meter note, I find millet friend to F code, talk about the April 8 Rice Noodle Festival, he asked me how much the day of Rice Noodle Festival Sales, I press last year double 11 millet sales Double A bit, feel able to 1 billion on the sky. He said he estimated to be over 1.3 billion, the light for the Rice noodle Day in the stock of mobile phones have been millions of units, accessories must also have billion level. I said it is difficult, Jingdong last year 618 sales on this count, the cat double 11 of the entire mobile phone category sales volume is not millions of units. So we played a little wager, I want to gamble to win the back he personally sent me a red meter note high version to the father, he will bet win I asked him to open a meal carving master's Xue Pan kebab. The result of the bet is that I mashiqianti, owe ya a meal xue pan kebab. However, the number of 1.3 million mobile phone 1.5 billion is really unexpected, because after all, single brand less SKU and a big push, also can not with 618 and double 11 this platform-type big promotion of multi-brand multiple SKU of the mobilization and social attention compared. and millet as a single brand less SKU, a big promotion can sell to this number, can only say that its brand of concern accumulation and sales potential energy explosive strong to terrible.

Although lost some of the cheap a bunch of a meal, but the mother get red meter note of elated, this actually very touched me, these few months I sent a good several red meters to people, this product I think the more interesting, and even thought that the red rice is the development of millet leopard change will not pass, Millet mobile array + The Red Meter Mobile array has a powerful layout on every price node in the 1999-699-yuan sector. Last year, double 11 wrote two pieces of millet (respectively, here. Today, I will come up with three pieces of rice, write the end of last year until the Rice Noodle Festival I am most interested in a few topic points.

The previous two is all about hardware and marketing, this time talking about three things: the Red Rice series, MIUI system and user characteristics.

First of all, said the Red Rice series, first of all, I personally to the domestic consumer market a judgment: The next few years, with identity attributes of the flow of goods will be presented m-type structure. Take a mobile phone, for example, high-end brands and products such as Apple and Samsung, which are more than 4000 yuan, will keep growing, while other Android's flagship prices will dip below 2000 yuan (which is anchored by the Millet flagship), and a cheaper thousand-dollar machine will be a big deal. The midrange market for the 2000-4000-dollar price segment will collapse.

and from the Industrial technology development curve, Android is now the problem is the trend of excess performance, in fairness to the majority of ordinary users, including me, in the static time to see the MTK 8 core performance has been basically enough. Over the years, the major manufacturers of muscle-like hardware upgrades as the arms race more and more ineffective, simple hardware parameters will increasingly not be able to impress the mass market users, And the process by which it products evolve into consumer electronics is itself a process of going to it and being cheap (the effect of a price war is going to get worse when it's cheap to a certain degree). In this case, to impress on the hardware itself does not particularly much pursuit of large (small) public (white) users must rely on the perceived product price-performance overall experience: what hardware can do + the use of software interaction + friendliness + brand social visibility and reputation (not industry media/kol and offline distribution/operator channels, But the social media attention degree and the user's Ant Xiong Type Word-of-mouth communication force. Who can provide the best value-for-money overall experience in the thousand-unit market, who has the opportunity to gain the fruits of the incremental market and the stock market: the incremental market is a large number of old and 3456 urban consumers who still use Symbian and the function machine; The stock market is the transfer of tens of millions of shanzhai/quasi-shanzhai machines. At least for now, with a unique software interaction experience and brand user characteristics, red rice is the most opportunity to lead the second wave of intelligent machine-switching frenzy.

Second, the MIUI system.

A lot of people have asked me when chatting, how to copy the rice-style marketing to replicate the millet model, my answer is: this question the cart before the horse, good products themselves can speak, marketing is just an amplifier. Marketing = The methodology of logical system + the understanding and interpretation of the Product + the flexible creative point of psychology and behavior of the target audience + the implementation of the distortion. The success of a product, 30% depends on positioning, 50% depends on the product, 20% depends on marketing. Therefore, in the product implementation is not high, for the time being forget marketing it.

Say back to the phone products, the price anchor is fixed by the market or all the manufacturers together, the space of manoeuvre is quite limited; the hardware is standardized and highly subject to price, process and optimization are also constants, and a big lead is unlikely; then the only experience variable here is System software, And the miui of red rice to provide users with more than other brands at the same price with the use of the product experience, MIUI is the biggest price-performance premium. MIUI is the first element of my choice of millet mobile phone, millet users know miui easy to use, even if not the choice of millet MIUI are basically recognized. I myself in the process of using MIUI experience side summary, standing in the perspective of pure users to its evaluation is: No Feng big, big sound, the elephant invisible.

I divided the system rom into four dimensions: good-looking, easy to use; To take a good look, MIUI has a good grasp of the unity of the individual's higher level of vision and overall style, graphic images of the details of the right, the interface of the friendly degree of interaction in place, dynamic effects of interactive switching natural comfortable; from the use of standards, its function and content is both rich and practical, and not complicated without the superfluous.

For example, the Millet cloud service can back up WiFi, multiple wifi and passwords that have been logged in before the machine is replaced or reset are automatically connected without having to select and enter again; from an easy-to-use perspective, deep customization of Android simplifies the Android hierarchy by visualizing the logic of Android as "fool" and making " The little white user of DON ' make ME feel ' feels extremely intimate and humane, and finally applies to the greatest extent possible to meet the different personal preferences and needs of different people. I personally use the most commonly used MIUI three functions are SMS top, timed SMS and switch bar one-click Screen, and I also use MIUI friend the most commonly used three function is the application of lock, remote management and quick flash flashlight. Our use of the scene is very different, he uses mobile phone office so some applications need to lock, some files need to upload from the mobile phone FTP to the computer, and the quick call out flashlight is because he was late from work, go out when there is no light outside the darkness, so he needs to quickly exhale a flashlight to lock And my habit is important. Contact person SMS top convenient for the first time to find information, sometimes in the night to write a good message afraid to disturb the other party set up in the morning regularly sent, and occasionally cut mail and micro-letter map to the need to know the relevant people. Everyone in their own scene environment, not only does not understand other people's scene environment and its scene environment demand, even own latent demand cannot summarize the concrete proposal (including many product managers themselves will these two blind spots), but miui through the wisdom iteration way to help the user to think and satisfies these latent needs, Also through a large number of practical functions superimposed combination to meet the different needs of different users. The success of the successful product is that it will not only listen to the voice of the user will not be able to explore the voice of users, in a sense of the form to solve those before the user can not say the pain point, embellish fine silence.

Finally, the user cognition. First of all, we forget the marketing. What is the difference between marketing and branding? Simply put: through advertising and public relations to obtain the first user is the marketing brought, through Word-of-mouth to obtain the first users and repeat the purchase of two times the user is brought by the brand (for Word-of-mouth new customers and repurchase old customers, marketing also has some recessive role). Because I am a loyal user of millet, so in micro-blog sometimes mentioned millet, often have no understanding of millet users to comment on the basic content can be divided into three: they think MIUI easy to live without; for the family to buy is millet , want to buy millet new products did not buy to ask me if there is no F code (yesterday there are several fans said to buy the family red Rice Note Rice Festival did not Rob, one of them is to 80-year-old grandpa Buy, please millet friends see me a F-yard I good to him.

Online rice noodles give me the biggest feeling: more moderate rationality, not superstitious millet brand but really love products, also do not take the initiative to attack other brands. And life I know millet users, mostly plain ordinary people, do not make public, not so many "either or" view and attitude, do not engage in machine, with a mobile phone just want to easy and easy to save trouble. On the network to give them "small white" or "Cock Silk" label (in fact, there are some have been out of the identity of the show and the pursuit of simple products "enthusiasts" and "elite" users with millet). In the past, traditional marketing, in addition to the lack of identity label standards for daily necessities, no business to listen to their voices, no business to pay attention to their needs, no business to give them respect, but to define a good "tall" or "cost-effective" products simply rudely stuffed them, Even now most businesses still ignore them in a cognitive way. But in fact it is this large and silent small white/cock Silk Group, is the whole society's operation and circulation of the support of the main force, they carry a variety of life pressure, but not like those who have the same fierce complaints complaints, calm and peaceful face life. Millet In fact the service is such a user, respect them, let them feel valued and cared for, give them simple happiness, the market natural return to millet miracle success. And in those who do not like millet, small white/cock silk is the millet thirst marketing fooled brain residue powder, in fact, these people themselves think complex, can not understand those simple happy needs. I think that any brand and brand advocates have the right to love and defend their brand, as well as other brands do not like the rights, but there is absolutely no contempt for the rights of other brand users.

To understand the above three points, basic can understand why rice noodles energy-saving explosion of such potential energy. As a relying on the Internet for iterative development, user communication and online sales of internet phone brands, Millet has a strong unique advanced, which is the product base, brand potential energy and user management of the Trinity results. In addition, in the technical level, millet should be "peak sales" of the front-end traffic support capacity and back-end order processing capacity, rapid logistics capability (Sunrise Warehouse volume and abundance/such as the wind Tatsu high coordination and personalized service) even the customer service system to undertake response and other security is also critical, are very strong, here will not repeat.

A number of well-known mobile phone manufacturers in the graphic design and copy planning of the cottage millet, a variety of "beautiful body" whether from the creative planning or design are looking miserable. At least the local one or two line brand, do not damage the accumulation of years of brand? Rice Noodle Festival Day, more millet apprentice by the same time to make big promotion, even micro-bo promotional copy of Millet, although promotional results must also have reaped, but why can not form and their own users to communicate the language and way, the creation of their own brand and users of the carnival day? Just like 618 forever belongs to Jingdong, double 11 forever belongs to the day cat, although a lot of peer to hitch a ride, but after all, not the protagonist, the most beautiful scenery of that day is never himself. Now the local mobile phone industry is very interesting, both like the six door faction siege of the bright top, and like the Middle East war, Millet is a picture of Mowgli and Israel, the other local manufacturers are six-door faction and Arab countries, if not understand the other side of the core competitiveness, can only play one time to lose. (Suddenly very rice rabbit Mowgli left the flagship of the Sky Sword, right hand red rice Dragon Sword painting Picture sense)

Qi Baishi said: "Learn my life, like my people die." I said: What is the difference between the brand and the retail market? The retail market in the competitor's Bowl, the brand market in the target user's heart