A key word in the media communication session of "participatory sense"

This keyword is a key word on the August 20 "participatory" media conversation.

"Driving Crazy" is also the internal language of millet, the ultimate is to drive their own crazy.

"Participatory sense," the publisher of the book, read the founder of Huanan, using a number of data to explode the "sense of participation," a book "Crazy" experience, starting from November 2013, this book unexpectedly after 5 jumps, 48 times large iterations. Originally expected to be listed on April 8, has been "changed to change" to July 23 only to officially under the printing plant.

This "change and change" of the driving force, but also let "the sense of participation" in the market a very short period of time, to win a small reputation, to become a micro-blog, the Circle of friends brush screen hot spots, a week more time, unexpectedly swept the number of books list first. According to Huanan revealed: When the total list of nearly 24 hours first, when the total table is near 7th first, when the first pre-sale total list, when the new book 24 Hours of the first, when the new book near the top of the list of 7th, when the top management category first; Amazon first, Amazon marketing list first, Amazon e-commerce total list first More reading the best-selling list of the first, read more the first month of the total list.

"The sense of participation" is the large scale of the internal secret weapons of millet open, but also Alli 4 years to do products, marketing methodology Summary, I look at the old weeks are advised to internal colleagues, especially product managers and market PR staff to see.

The theme of my conversation with Alli is not the sense of participation, but the backstage of the sense of engagement--driven mad. Deep torture Alli This 3 years to do mobile phone most "crazy" experience.

The following are Li Vanchang dictation:

2011: The crazy thing is that 30 million of the budget was cut down by Ray.

August 2011 We want to release mobile phones, have not done any marketing before, are doing MIUI research and development. 2011 decided to start to do mobile phone and millet network, then want to find a mobile phone and marketing, but with the general discussion after the mine is not appropriate, I said let me do it. Ray always let me mention the market plan, I was the first to think of the guests, we have to learn Fank advanced experience, so we made a 30 million road sign scheme, the result was total negation of thunder. He said we could do it as MIUI without spending a penny. At that time the internal joke that Ray is always out of the puzzle, in fact, Ray always hope we rely on Word-of-mouth to do products, can not advertise, we have to force ourselves to do new media.

Millet just set up, we consider not open the physical store, but do their own electrical business. This is from a long-term perspective, because the size of millet after the big, they need a lot of flow, but also to do their own brands, if to a third party platform, the posterior may be stopped dead. June 2011 decided to do millet nets, August released Millet mobile phone, the first cell phone is not issued from the warehouse, but in the Millet office issued, at that time the entire warehouse is located in the conference room, the corner is packed box. September issued the first batch of engineering machines, October rented van 1000 square meters warehouse, we think that every day can issue 1000 single is good, but September 5 the first scheduled to take 300,000 orders, millet for the first time to do the electric trader's pace is too fast. We have only spent 6 months on the achievements of other electric dealers in a year or two.

2012: The most crazy is 150,000 sets of Millet Youth Edition

August 2011 We released the Millet generation, dual-core 1.5ghz;2012 May Release Youth edition, dual core 1.2GHz. In fact, the youth version is the product we are ready to release in August 2011, because Qualcomm suddenly upgraded the platform, in order to seize the commanding heights, we decided to the original "generation" of the youth version of the warehouse, when the inventory of more than 170,000 units.

The millet generation released six months later, we intend to clean up 170,000 of the inventory, when we faced two pressure. One is 170,000 units is not a small number, can not sell the bottom of the heart; the second is the youth version and the millet generation time interval is shorter, two versions at the same time sales may interfere with each other, how we do a release immediately sold out, so that it becomes a commemorative products, rather than mainstream products. At that time the pressure was huge, if 170,000 no sell would trigger a ripple effect.

In order to sell 170,000 units successfully, we made a online debut on Weibo, which caused a great sensation. One of the most critical factors: our 7 partners sold out collectively, and took a poster to salute the girl we chased together in those years. One of the partners is not willing to sell Meng, I will persuade him: "Brother, this is 170,000 of the goods, you want others to laugh or make themselves cry, you choose." At the same time, we also took a short film about youth in the dormitory of Central Academy of Fine Arts. I think the interesting thing about millet is that when people feel that they have to do it, the state is very good.

2013:1 billion gambling is the most insane

2010 founded Millet is the happiest, no one knows us, we can quietly do products. 2011 Mobile Phone, no one believe us, and no one can afford us. We started on the right track in 2012, selling more than 7 million handsets, and in 2013 many internet companies and traditional handset makers began to learn about us, and at that time we faced a lot of controversy at the PR level, two of which were typical.

December 2013 Lei always get economic figures of the year, was a very happy thing, but Ma Yun a sentence "in the millet See marketing", my heart pulled cool. Millet marketing did a good job, but many people think that the success of Millet only rely on marketing, which is a big misunderstanding. 1 billion gambling represents a lot of people on the rapid rise of millet puzzled, or there is a one-sided understanding. 1 billion after the game, the outside puzzled from the side gave me a thrust, determined to "sense of participation" to write down. Because it can tell you how the millet behind the bottom how to do, how to think.

2014: The most insane is the release of Millet 4

Millet 4 press conference before and after I was under great pressure. Because many mobile phone manufacturers through the study of millet mode, whether it is to do products, or do systems, pricing, are slowly catching up. We have high expectations of millet 4, it is millet 4 years of adult ritual. How to maintain a higher degree of sustained attention? How can you express it kindly?

The first three years we hit cost-effective, this year we have unprecedented pressure, the conference prepared for nearly two months. But from the final results, the launch day, the Millet 4 and related Baidu Search index has 4 million, far more than peers 100,000, 200,000 of the search volume, which also proves that we have a good pass on this.

Millet 4 Success, first of all, we have in the product definition of the main technology and feel, ray the total product team in this area to do a precise definition, and then put it into the marketing team, we think how skillfully the process and feel conveyed to the public, the final copy finalized as "A piece of steel art trip", it can be clearly expressed. At the same time, there are two of events in social channels that help us spread better.

One is the steel plate take in hand is very shocking, have netizen put it p into "a kitchen knife art journey", through a variety of wacky creativity lets the user know Millet 4 uses the metal material.

Two is originally we intend to introduce in the press conference, a common steel plate how to become the artwork. Did not think of Rice 4 press conference the day before, Ray always mentions the Austenite 304 on the microblog, many netizens say this is not the kitchen knife of the home, millet but make it tall. But the confrontation and controversy brought about by this incident have helped to spread the word about technology.