Analysis of millet product marketing and products

Popular this year is the Internet company to imitate the millet model platform products and marketing models, traditional consumer electronics companies and mobile phone manufacturers and major domestic mobile phone brands all imitate the success of millet myth, in just two minutes, 200,000 too much mobile phone sold out. Regardless of whether this data is true or false, although my colleague buys a millet phone for her wife, she has not grabbed it for 3 months till now. So this guy keep countdown page every day at noon, never give up in the face of failure again and again, I jokingly say that you are a product manager with deep merits and deeds, how in the hands of millet contained . Meizu 3 came out, this guy and grab Meizu 3, considering the September 5 millet 3 have to be released, too, simply wait for the release of millet 3 plans to do it! Continue to force him to buy the fate of millet phone now!

Currently observed that: Jin Li, Constant Wave, 360, Alipu Pui Black, and other mobile phone brands have begun unknown obscene millet-style marketing and Internet platform to imitate! The millet mode to play the best so far is 360 From the recent release of 360WIFI products to the cooperation of buying and JD.com, this is a successful attempt! 360 successfully copied the community and fan base of Xiaomi's product layout and support. This step should be a one-way attempt and a solid foundation for the initial stage.

The following analysis is only used as a reference and personal summary records do not bear any responsibility for the authenticity of the data and product analysis point of view!

1. Xiaomi line product line distribution

1) millet phone (different versions) top-level hardware configuration (cost-effective) custom UI product design, user-friendly user experience, built-in application open APP

2) Xiaomi box (different regions) Xiaomi box will be provided with over 300,000 hours of CCTV Genuine HD content through the integrated TV platform "China Internet TV" of future TV operation, including the latest and hottest movies and TV dramas, variety shows Shows, anime and more

3) own-brand mobile phone accessories: power / headphone and speaker / protection cover film / ornaments stickers / bracket and winder / clothing / memory card and card reader

Brand animation image derivatives:

Millet hardware product positioning:

1. Specific industry products are not limited, only creative DIY category highly consistent with the target user's product

2 line ability to consolidate resources: telecommunications, China Unicom, mobile contract machine (traffic) package

3. Other vendors hardware and software application development docking - not just a simple APP application

Millet resources input products accounted for:

Millet hardware sales revenue strategy:

1. To pave the way for users and market awareness, open up various relationships and channels, establish and improve the production and marketing chain, and operators to establish cooperative relations

2. To support millet mobile phones, millet boxes and software value-added services through the mass production of millet in the mature supply chain and logistics Integrated user demand for profit

2. Millet online support platform product line analysis

Millet network: http://www.xiaomi.com

MIUI: http://www.miui.com

M chat: http: //www.miliao.com

See more: http://book.duokan.com

Millet community: http://www.xiaomi.cn

2.1 millet network (default home page)

Page features and support products

User login / registration 2. Purchase appointment

Buy in real time

Main Products (millet phone, millet box)

Millet net synthesis page introduction link

Millet network Product values: millet, born for fever

2.2 millet network (into the home page)

Comprehensive product services and buying activities, as well as accessories home front of the mall types.

Showcase other product lines and community links

Millet network (buy appointment)

Less than 24 hours after the completion of the first phase of buying activities following the second phase of buying activities, the official given an appointment to buy subscribers up to 237,000.

An average of 1 hour 1 million people in the official booking snapped registered members

Sign Up:

The registration form is concise

The verification code is clear

User information input is correct or not,

The page automatically validates and reminds the user (experiencing good)

Millet network (buy appointment)

Product booking snap registration, only the first registered members, and then fill out an appointment before they are eligible to participate in buying activities.

And buying may not be able to succeed

Membership system:

The system is a brand image and community influence as

A certification of deep users.

The foundation of millet membership system support

1. Priority to buy success rate increased

2 product accessories price spree and concessions

3. Vanity satisfaction and priority access to millet-related information

4. community post interactive privileges

Millet network (website basic data)

Global Alexa Rank: 1249

China rank: 179

Friendship: 2599

PR weight: 6

The total number of external links: 742413

Google ++: 375 times

Foreign community to share: 2000 times

Most visited pages:

Most visited sub-site:

Keyword search and source: Website SEO keyword is released according to the new product name and version number in real time on-line

The above analysis results are as follows:

1. Millet mobile SEO keyword only their own brand subordinate keywords, do not do the core keywords such as: mobile phone

2. Millet basically do not do commercial advertising, mainly by their own brand marketing strategy and support of a large user base (low cost)

3 by the outside world and mobile phone industry with a huge amount of reference links, but most of the content is millet users in the official website output.

www.xiaomi.com carrying value:

1. Attract users to register and fill in information, resulting in a large number of users, but also bring traffic and online time

2.Purchase successful users Promote online payment through incentives and marketing tools, and dock their own logistics and goods suppliers to quickly deliver

3 into the link into: www.xiaomi.cn integrated community and product resources exchange platform

4. Marketing and operation of the main strategy: to create a buying atmosphere, each period of buying activities no more than three days, backlog user needs, a short period of time to buy out clearance

Millet community (www.xiaomi.cn)

user type:

Category A: users with fever level, users of millet mobile phones or millet box products, and demand for external expansion activities and software resources of millet products and exchanges with friends of brush machines.

Class B: did not start millet phone, but like millet internal support resources of other brands mobile phone users. For example (MIUI, APP)

Class C: Focus on the mobile phone industry, cutting-edge technology, information, product-based information.

Xiaomi Community (www.xiaomi.cn) Product Derivatives and Demand Coverage:

Millet community section Category:

Cool play to help: millet phone enthusiasts park, learn the latest coolest technology information, digital gadgets, cool play up to people.

Take photos: share their own photographs of rice noodles, discuss, learn photography skills, to participate in the photography week wins the Grand Prix.

Millet Academy: millet phone a variety of configuration, installation, use, DIY tutorial to share to expand the scope of application skills.

App: Download the latest coolest millet phone applications, software, themes, wallpapers, ringtones, e-books

City will: millet city will be the exchange of rice noodles online paradise, where you can learn play experience, held all kinds of exchange activities

Popcorn: millet community's internal publications, covering the depth of coverage of the culture and millet events, interviews with rice noodles, etc.

Millet mall: millet member promotional discount products, millet mobile phone peripheral accessories products, creative products, are millet e-commerce production website

Millet community (www.xiaomi.cn) - cool play gang

Millet cool play to help sub-three categories:

1 millet accessories and new product evaluation

2. Mobile digital industry evaluation and products

recommend

3 cool play community interaction

(UGC content contribution output)

Platform goals:

1. To attract mobile digital industry cool play cutting-edge technology

User aggregation platform

2. User brainwashing product perceptions

3. own brand accessories purchase conversion rate

Millet accessories and new product evaluation soft paper - To promote their own products and accessories as the first to buy conversion rate as a business goal:

Millet soft writing approach from the product of raw materials and environmental protection and quality comparison. So that enthusiast users to accept the high price of millet

Example: above the first 7 yuan, the middle of 5 yuan, the last 12.5 yuan. The first 10 yuan below, the middle of the last 19.5 yuan 14.5 (millet film)

The content area on the right side of the list can basically be considered as an advertisement of Xiaomi's own products in order to absorb the purchase conversion rate

Millet readily hit the column mainly through the organization of photography competitions, hair millet prizes (millet commemorative clothing, accessories) way to encourage users to produce more high-end photography.

The basic strategy is to use the user wants to get prizes to produce high-end photo quality content to promote the millet phone camera features, and take photos APP millet phone 2S pixels up to 12 million pixels (in essence, is to enhance the influence of their products)

The organization of the event and the process of reviewing and registering - supported by the millet forum sub-section (thus eliminating the need for a separate sign-up system and display platform) are also conducive to enrich the forum content. And with the membership level and system upgrade incentives integration

1. Written by millet editors: mobile phone hardware, millet phone tips, phone theme landscaping, network sharing and free networks, self DIY, interactive quiz

Around the millet phones and mobile phone industry around the auxiliary category of DIY content resources.

2. millet college topics, content, drawn from millet forum users share the essence of posts, top stick posted

3. The entire college content classification and article detail page are placed Xiaomi latest mobile phone buying page, or product introduction page - the advertisement conversion purchase rate

Millet community (www.xiaomi.cn) - millet application APP

1. To provide millet phone-based APP-based platform

2. The introduction of third-party mobile phone APP applications: games, software

3. Mobile APP channel, the domestic mobile Internet platform, basically have APP download channel, millet APP take a free download to make money popularity and traffic promotion own brand APP

Millet community (www.xiaomi.cn) - millet city

1. Millet National Association members are about: 1.3 million (based on the number of city club members and posting estimates for each region)

2. City will have the moderator and the president of the management, organized activities, there are rules and regulations and so on system to stimulate and constrain members of the same city

3. City will be the biggest value is: the city of millet members exchange activities, mobile phones can exchange ideas, access to the latest information, machine redemption, and so on.

4. The offline channel user resources concentrated, so as to expand the brand's influence, with word of mouth publicity.

5. offline mobile phone city, in the country can really do less influential, it should be said that the city of millet will be the organization of online and offline support and operation of a lot of resources spent

Millet community (www.xiaomi.cn) - millet customer service millet online customer support products do not do a good job, guide relatively complex

Millet community (www.xiaomi.cn) - millet customer service outlets repair service

1. Millet offline service network coverage of repair outlets in most cities in China

2. Line maintenance efficiency and return situation no data

3. Maintenance outlets focus on investment: Beijing, Shanghai, Guangzhou, Hangzhou, Shenzhen

Millet community (www.xiaomi.cn) - millet mall

"Light" small e-commerce platform millet offline free phone accessories and channel resources and online store integration millet products sales support for the core platform.

Advantage

1 can be controlled product price product quality

2. Self-service promotion of goods

3. independent brand influence and fan user groups

4. Sales price controllable, sales terminal data analysis

And inventory ratio has more direct grasp and balance

5. With all the passenger's logistics resources to cooperate

leading product:

1. Millet buy bare metal

2. No gun to the bare metal, you can always choose

Purchase contract machine (unconditional restrictions).

The two strategies complement each other and cater to the different needs of the user community

Sales Forecast: Millet three sales so far, are in accordance with the booking go. How many reservations, how many Taiwan I produced. Even the third round of 500,000 sales, users need to pay 100 yuan in advance of the payment. This 100 yuan, of course, not enough money to make paddy, but to ensure that the scrap rate will be lower. At the same time, the initial strategy of millet phone is to compete for enthusiasts, after a long time operating MIUI Forum, Xiaomi has successfully covered the hearts of these users. Enthusiasts are a more definable group, so the capacity calculation will not deviate too bad, such as the third round of millet phone sales of 500,000 units, but also soon full. Inventory Management: Because the reservation system, how much stocking, sales will be how much, the basic warehouse will not be backlog. Quality Control: defective rate and the rate of change will directly affect the cost of electricity providers. From the opinion of public opinion (the real situation only the millet itself know), millet need to improve the quality control. Logistics: to maintain the current reservation system, how much hair to send, in which day hair, are currently predictable.

1, compared with traditional mobile phone sales, others rely on selling mobile phones to make money, millet can not make money by selling mobile phones, as long as the flat, Xiaomi can rapidly expand the scale of the user in the field of mobile phones, laying the foundation for the market and brand base for future business model fight Good foundation.

2, compared with the Jingdong and other electricity providers, Xiaomi's huge mobile phone user base, as long as some built-in client, the user size expansion will be very fast, the user sticky will be very large. In the electricity business will occupy a commanding height.

3, compared with the ordinary Internet community, the same advantages as above.

Subdivision thinking:

New user acquisition costs: The advertising, marketing, traffic and so on to promote the cost of purchase, spread on a single user head, how much money to get a new user?

User conversion rate: How many people read the advertising of millet, to the millet website, will become a real buyer?

Repeat Purchase Rate / Purchase Frequency: How long will the buyer come back and spend?

Affiliate Sales: If you successfully turn a website visitor into a buyer, can you not only buy one item for him?

Passenger price: How much does a buyer spend per visit?

3. Millet product line strategy distribution and data

Product Line Google PR Value Global Rankings Domestic Rankings Counterlink Visits PV Purchase Conversion Rate millet network: http://www.xiaomi.com 6 1351 179 2559 362,000 / day 40% MIUI: http://www.miui.com 5 3732 459 1789 960,000 / day 15% rice chat: http: //www.miliao.com 5 64802 6361 391 46000 / day 5% To see: http://book.duokan.com 4 16374 1801 477 340,000 / Day 15% millet community: http://www.xiaomi.cn 6 2942 332 574 166 million / day 25%

From the site to analyze the overall data: the highest conversion rate of users to buy the highest traffic is the two stations

www.xiaomi.com (Mall)

www.xiaomi.cn (community)

The two stations are currently the highest number of PV users and the duration of stay.

Glossary: ​​Purchase conversion rate

Refers to the millet phone, millet box, millet pay APP and paid theme, and millet mobile phone accessories to the traffic and direct traffic purchase rate

Millet phone sales data

Statistics deadline: May 9, 2012

August 29, 2011, millet phone 1000 works commemorative sale.

September 5, 2011, millet phone network opening 300,000 reservations.

December 18, 2011, millet mobile phone to open the first purchase of 100,000 units.

January 4, 2012, millet mobile phones to open the second round of the purchase of 100,000 units;

January 11, 2012, millet third open mobile phone to buy 500,000 units.

February 27, the fourth round of millet mobile phone version of the open purchase of 150,000 units.

On March 17, the fifth round of 100,000 was held. On April 6, Xiaomi celebrated the second anniversary of its founding, and the sixth round of opening-up purchased 100,000 sets.

April 24, 2012, the seventh open purchase, 150,000.

May 9 the eighth round of 10 million, May 18 ninth round of 150,000 youth version

Statistics deadline: June 2012 - May 2013

Millet membership total: 705 million +

Millet mobile phone users: 500 million +

Millet user groups characteristics and needs

> 70 after the user accounts for 70%, 90% after 30%

> Interested in DIY DIY Creative Electronics

> Engaged in IT and designers and development engineers user groups accounted for the majority

> There is a sense of belonging to the community of community members worship sense of belonging

> Good at sharing and disseminating industry fresh information

> Photo, video, outdoor activities, exchange of experience in the industry there is a demand

> Young people using cell phones almost 24 hours a day

> People who have a certain Internet experience and computer technology foundation

> Other brand mobile phone users (like millet system)

Millet product line operation strategy analysis

Focus on industry information: According to the characteristics and types of user groups to the industry the latest information and product information for a purposive combination.

Low-cost product structure: millet community and mall traffic, in fact, millet community with third-party open source forum (no major development costs), mall is also light careful e-commerce platform (user experience simple)

UGC: Operations and Editing Team Leading Content Output Direction, Mostly Xiaomi Community Content Is Produced by Millet Loyal Users (With Incentive Mechanism and System)

Content Operations: Content Brainwashing delivers high-quality brand concept to influence user buying behavior

Marketing ideas: buy mobile phones, contract machines, accessories spree, application APP charges, support other platform mobile phone system installation and so on ...

Millet product user experience design:

Xiaomi's overall user experience is strong in Xiaomi's mobile phone system and box system. Its overall strength has surpassed that of Meizu in the past two years. Xiaomi's Internet product design and interaction capabilities have weakened, with the exception of the product page and the MIUI's products, which are relatively rough on other platforms.