Explore the Millet Taipei Office-localization business? Do not make millet version, and do millet

At the beginning of April, Millet has been working with  operators Tele-Telecom, in the distant transmission of the website and stores began sales contract machine, and received good feedback. Today, 12 o'clock noon, Millet 2S officially on sale in . Of course, now official website has shown "temporarily out of stock" ...

There have been reports that the remote Telecommunications website server was exploded at the time of appointment, after two hours to return to normal, in the forum and Facebook, see also are not scheduled to complain, and in the remote store, the teller also told us, Millet 2S "sell very well, very popular."

Perhaps this market reaction to the millet further emboldened. The Millet official website Today 12 o'clock noon opens the sale 2s--not to book, but buys directly. Despite repeated "no expectations" of sales, "depends on the situation", but Millet two employees will fly to Beijing early this morning, to the President Lin report. However, according to the information obtained, the Millet will only sell the 32G version, the price of 11199 NT, about 2294 yuan, and the domestic price difference is not big.

As the important outpost of Millet's entry into overseas markets, how does millet  operate? What is the localization for 2 s? In the report Computex Taipei International Computer Exhibition Opportunity, came to the office of Millet .

Its office is located on the bustling Chung-Hau East Road, hiding in a 12-storey office building. Just out of the elevator, beige decoration, soft lighting, the beautiful front desk, and even the long station of a suspected bar, made me doubt that I had come to a boutique hotel--until the early employees of Millet Wang Shaon out and explained to me that he was alone, and that another colleague had not come back.

Originally, from last year to enter the  market to now, millet  has only two full-time employees, but during this period, it reached and , one of the three operators far-spread cooperation, and now immediately to the official website for sale. Wang Shaon said that they have been busy all the time touching, everyone has to play BD, customer service, market and many other roles, "has been completely out of the concept of commuting." And in the next month, the team will have three people, five young people, this is millet in  in the short term of all "configuration", it seems that the size is not very large.

 is really not a big market. Last year,  smartphone sales of about 5.6 million units (millet sales in the mainland reached more than 7 million), and Apple, Samsung, HTC and Sony have carved up most of the share of millet, no network marketing advantages, how to cut into the mainland brand still with a bit of resistance to the market?

Wang Shaon himself is a typical example. He is an English translator, and he has represented  in the translation competition, and his other identity is a veteran diver in the MIUI community. As "rice noodles", at first, he just part-time help millet in to do some translation, but later, he became full-time from part-time, and now is responsible for the maintenance of  millet community and Facebook homepage.

The same is true of Millet's first batch of users in . Most of them are MIUI fans, like to brush machines, pay attention to the latest developments in the industry, relying on them, millet in to obtain early users and Word-of-mouth, and then, Millet's Facebook homepage and the traditional forum have been set up, gradually put this group of people together, and then their strength to enlarge. They did not like the micro-letter to invite the most popular star to do the endorsement, and did not invest money to advertise, but just organize rice noodles to do offline activities, discuss the new version of the Bug, and then through them, let millet for more people accepted.

"Let the user to understand to educate the user who does not understand", this is millet in  main strategy. This also led to millet in  user ratio of up to 8:2 men and women. Of course, by now, Millet in user base has spread from rice noodles to the second group-like the high profile and value-for-money crowd. Its flagship four, Foxconn Foundry and sharp screens, which contrast the IPhone's hardware with the price advantage, have become a selling point for new people.

Although all belong to the Chinese market, but the difference between  and mainland is too big. There are individual "WiFi cities" in Taipei, and you can access the Internet with your mobile account on the street, as well as a "full" 3G package.

After the fall of millet, the need for localization is definitely more than the language so simple. In this regard, Wang Shaon said the most words is, millet to , will do s millet, and this includes products, after-sale, services, and so many of the complete localization, and even have to the original characteristics of millet "toaster".

For example, because you can use Google play directly, so the millet shop was mercilessly discarded; due to copyright issues, weather information is also charged in , so the current version does not directly provide weather information, music and video services as well; even MIUI's most proud week. The iteration speed of a version, In It is also shortened to an average monthly version, and does not provide a development version, only provides a stable version.

There are also a lot of new additions, such as a Facebook and Google full service, the browser's navigation page is a popular  site, and a popular local app, such as away call, like a dial-up helper.

However, the most surprising thing is that even as a competitive product of rice chat, line in hyper-popularity (it is said that the number of registered accounts has exceeded the number of local population), so that it is also pre-installed on the phone. Wang Shaon that this is normal, "our starting point is what users need, not what we want to promote." ”

 young people have a feature, they like Mij (Made in Japan), rather than the MIC (Made in), and in the view of many ordinary people, mainland manufacturing is often synonymous with "low quality". My friend heard that I work in the millet, always ask, this cell phone cancer? "Wang Shaon some laugh and cry to say. So for millet, brand to sales, perhaps a greater challenge.

And millet in this aspect of practice, is getting closer--go closer. "All of our implementation will be discussed on Facebook. Wang Shaon said, "Even the Millet Bin (Lin) will respond to netizens ' comments on Facebook. Everyone thinks it's a novelty, and no company executive has done it before. "They will also go to all the stores to train shop assistants, not just about the characteristics of the phone, but also about the company culture."

"In Taipei, people pay very high wages (the legal minimum wage is more than 4,000 yuan), so it is not too difficult to buy the IPhone, people are willing to spend more money to buy things, so millet in the mainland can use hardware to attract eyeballs, but in, but also need to use services to impress users. "Wang Shaon said.

Therefore, the millet in the service also spent a lot of thoughts, big play special card: Except , Millet also launched a "Brush machine warranty" service, but also said that in addition to the traditional hardware failure, if the user brush machine caused by mobile phone problems, can also enjoy the warranty service, more than the warranty period of users can also free brush machine.

TVBS's last news was to compare the performance of the millet with Apple Google, to see how much time the family had achieved the same results, and the news had been repeated several times. "Wang Shaon said," Now some people wait and see, some people are curious, some people have come in a headlong. ”

After chatting, the day has been dark, Wang Shaon hurriedly eat a rice dumplings and a bowl of tomato and egg soup as dinner, sent us to the elevator, he also has to deal with the invoice things. As he passed through the narrow corridor, he pointed to a small compartment and said, this is our office. Originally, this is a settled type of office area, millet in fact only accounted for this "hotel-style office area" in a small room. In the cubicle next to it, a few young people are talking about something, which is a reminder that whatever millet has achieved in the mainland, it is still a start-up company in .