Dismantling explosive Products: millet

Not long ago, the Lei issued a microblog, saying that the application of the Millet Telecom version reached 700,000 people in 24 hours. I think Lei is a very smart person, he first build up the user, he first do the MIUI, why, you look at Baidu and Dell cooperation of the mobile phone, and then look at the Aliyun to do their own mobile phones and so on, why are not the impact of millet, there is a big reason is that they do not have user base, No product base. MIUI community has accumulated hundreds of thousands of users, positioning clear: enthusiast level.

In fact, it involves psychology (Lei is very good at understanding human nature, later will say, there is a phenomenon in psychology, called Herd psychology, right, especially in our China, miui done, enthusiasts like users to get up, these enthusiasts in the user reputation is very important (ordinary users believe who?) Believe that playing around the mobile phone play a serious person, that is, the fans, there are problems to find them, buy a mobile phone also find their recommendations, so that, to know the MIUI of this product base is how good it is, they like things will be active publicity, will be defended, this is a group phenomenon.

Of course, from MIUI to millet, which used a lot of psychological tactics, in lei such an old-timer, are handy.

MIUI product model I've talked about it a lot in my personal-sharing template, Miui This product is really good, not only grasp the human nature (stability and thirst), and do the product itself, Android is not built to occupy too much memory, I miui removed, Android is not a page not enough to experience the apple, I do, I update every week, update what you decide, I make my own choice, not good use of our test for your users to vote for themselves, you have the final say, anyway wrong can not scold me, it is your own vote.

You do not want to long brush machine, no problem, with the stable version. You want to brush the machine often, no problem, a week a more development Board, let you choose. This kind of product details and product value do not need me to elaborate, abound, is so, MIUI this basic service is done, so, rice chat.

Rice chat just out of the time is still very hot, estimated Lei also did not expect to be micro-letter destroyed so difficult to roll over.

Penguin product capabilities do not need me to praise the user base, not to mention, since the micro-letter to do lbs, that is, to find people in the vicinity of the beginning, rice chat is completely thrown far. It doesn't matter, this is not the point, because the core of millet mobile phone is not software, even if it is doing MIUI also built-in browser and so on, the results are unsuccessful, I think its energy should not be placed here. Rice chat can not rise red flag, really bad, then I Rango will be able to exert nuclear weapons, penguins you can not exceed: millet mobile phone.

You penguins do mobile phones, there may be a little bit of a user who will pay attention to that next.

But the millet mobile phone is not the same. MIUI is not white do ah, free for so long, accumulated so many users and Word-of-mouth, not really give you free service Ah pro, Lei is not alive Lei Feng Ah light write log, so Lei shoes made a difficult decision: do mobile phones. The sweetness comes, the configuration is high, the enthusiast to this request is highest, displays the handset time relies on the MIUI this bright spot function to embody.

Lei's second smart point is to use the platform, in the whole millet marketing process, Sina Weibo played a very important role. Hunger marketing? Hunger and thirst marketing is present, millet used a lot, including every time can only book 100,000 units, I send millet, I send rice rabbit, I send you f code, what, not enough, to a unicom version, still not? I'll have a telecom version, what, more money? Okay, it's okay. I know that the purchase of the amount of desire is probably, I will reduce the price, one embodiment of millet company's profound love, and then do a social media spread.

But everyone said that millet is thirsty, in fact, I later analyzed the next, I do not know how much money lei out of millet, millet open investment on the RMB hundreds of millions of, remove millet company has been the human resources costs, office space costs and some of the company's fragmented costs and so on (millet use the micro Bo this platform, a lot of costs are province) Estimated to spend a little, money, then the rest of the millet money to invest in mobile phone production (with millet money to calculate, 100,000 is indeed a suitable number, it is configured high so the hardware money is not cheap, disposable millet can not use all the money is not left in the cast, because the mobile phone market this thing, said not hot, said fire on fire.

Low prices are an essential factor. More money, there is a threshold, you base again good, service again good (MIUI), your MIUI is can give the hot machine brush, since the service is the same, users in the same price, or even when the difference is not a certain choice of brand-name products, such as Samsung, Moto and other relative service outlets, feedback channels to improve, Brand recognition of high quality and reliable trust of relatively high mobile phone brands.

Lei is also aware of the importance of the aftermarket and is committed to its subsequent establishment, this is the psychology of ordinary users, but the current millet mobile phone can only go online sales, so that the cost is low, or to control demand and market changes, familiar with the traditional industry and logistics industry friends can guess more or less, if the reality, costs and taxes, etc. first count, There is a lot of headaches in dealing with the backlog and movement of light goods.

Choose network Sales, one is convenient, the second is suitable for the platform, the third is the cost, four is propaganda, five is cooperation.

(Millet born) Lei Old River Lake again brilliant, first of all to create a topic, itself to do his own mobile phone has been a news and topic, this news topic led to the press conference, an internet big guy to do mobile phones, to engage in mobile phone conference, a lot of new mobile phones are engaged in a conference, why only millet so hot? Or just the same reason , rice noodles have been built in advance, MIUI is the product value of millet products, is the product of the strategic face. press conference to talk about marketing, we still remember, when many people said Lei turned into rebels, because the conference is marketing, you laugh or scold, or help the millet mobile phone to do marketing.

I have said: a product, 100 of details piled up, is a stick, you can stun opponents, but opponents at any time to wake up, give you a fatal blow. Only to reach 10,000 details of the accumulation of time, is a razor, can completely dry the opponent down, climb up and you compete. (found it, a product, 100 marketing topics piled up not scary, but the accumulation of a 10,000 marketing topics, is a razor, so that millet can glow fever)

So this money less production capacity is not enough, too much millet suddenly also tube, after all, or start-up company, too many production and management, as well as dealing with a variety of mobile phone problems channels are not any one company can control a good, including lei such a big guy also can't. So, incidentally marketing, even this kind of thing, also shun its natural into a hunger and thirst marketing, even if not, let go of the sound out, consumers think so much, certainly discuss millet, so, and incidentally marketing.

So millet marketing, choose micro Bo platform without money, network Direct selection Network selection is the most suitable, you say it is also to help it publicity, said it is bad to help it marketing, you said that the quality of millet has problems, I'm sorry we are the start-up companies are not considerate place this reason is correct, you say millet quantity is limited, Sorry, we've been trying. We are low price, we open your application, the telecommunications version of the commemorative version of the number. Such a wave, micro Bo can advertise, you apply also publicized, the wave is also propaganda means.

Plus constantly let some internet big guy to experience and have millet, Sina Weibo is originally the topic of leadership is particularly strong, to add V personnel agitation topic, which hot topic can lack of some in micro Bo has many fans, so, this, Lei also used, this cow bar, people's production capacity is incidentally become a marketing bright spot, Just like MIUI, the disadvantage of the product itself is that there are too many bugs, but instead it becomes a reason to update the brush machine every week.

It is very rare to turn a product's disadvantage into an advantage.

Other people's products are very headmistress disadvantage, this to the Lei hand, but did the advantage, this to the human nature of the control and the use of group psychology is very much in place.

Summarize the reasons for the success of Millet:

1. Accurate product Positioning (group)

2. The user value is clear, the product value is clear (the handset cost-efficient, the built-in service is beautiful practical convenient)

3. Social media choices are good and used properly

4. Marketing to do cattle psychological control done (continuous marketing, Word-of-mouth marketing, microblogging marketing, topic marketing)

5. Good operation

Wait a minute. About the success of millet, a lot of factors, and then in-depth will be difficult to speak clearly. Grasp the characteristics of Android to build their own things. MIUI products, so that some enterprises also do their own ROM, not with the millet front to fight, and then refine the market (such as snacks, positioning thousand-yuan Android phone, this is very praise). Huawei I personally always feel very good, there can be beyond the potential of millet, although the recent glory of selling a good, but I personally always think it does not good enough.

Reason：

1. Huawei's product control is not as accurate as the vision of millet

2. Huawei's strategy itself is difficult to create a burst, the explosion is not out of the single drag in the small, rather than the big drag, the product line always pull not high

3. Huawei's marketing in social media is not good enough

4. Huawei's mobile phone user base is poor, accumulation is not high enough

5. Huawei's mobile phone in the mobile phone brand, the current can not allow most users to recognize, Huawei's after-sales service shop you have seen how many? But ordinary users to eat this set, my cell phone is broken to be able to easily find a place to repair (Nokia this point to eat the two or three-line city). So I made a few unreliable suggestions to Huawei: 1. Recommended products Cattle Team 2. Re-planning your product Route 3. Re-planning your product strategy to make the user feel your reality, this is the most practical.

The dismantling of millet, a look at the value of products, the second look at the marketing model, three to see the operating mode, four look at the line mode, five to see the ability to control, six look at the service system.