Guidance-prejudice-brainwashing, you understand?

I think it's too much of a big deal to make a cock-making machine a brand with a premium in the low-end market. Millet is a kind of phenomenon-class existence, too many people want to replicate this miracle but not.

What is the power of Internet thinking? What is the independent internet thinking, but the previously recognized some of the things to mix up, another way out. The core of the millet mode is to make influence on the line, let the user produce the impulse of consumption, thus produce the pulling force to the offline channel. The most crucial, is millet 300 people's marketing team, made a brand on the Internet.

The author has been very admire Lei "the Western and western" marketing way, has accumulated many to the millet marketing technique "profound" understanding, borrows this article not to vomit the displeasure.

Lei and Zang that honeymoon period believe everyone knows, this is the first time lei feel "fan" power. The M8, M9 in line to buy mobile phone in the grand pomp, the praise of Chinese Apple, a Pianan in Zhuhai, the size and strength are extremely limited manufacturers, in the television media, Internet media/forum has been repeatedly mentioned and praised, to cultivate a group of pervasive aggressive fans-red guard-type kerosene, The only group of people in China who can claim to be a fan of mobile phones ...

This is the result of brainwashing. Yes, it's the brainwashing, and the religious capture of believers. Who says that a consumer electronic product can not be a letter to the public. Whether it's Zang or lei, they actually have a common mentor, Jobs boy shoes. No matter what the field, can see the people and apply to the acme of excellence, all have the ability of the ground.

Nokia era, mobile phone spell is smashing walnuts, who spelled the keyboard more ergonomic, who signals better, that is, who is more "science"; the iphone becomes an arcade, everyone begins to emphasize the application experience, the emphasis on the OS of human-computer interaction, the emphasis on minimalist design aesthetics, can be pursued by the death of the object of fidelity, rapid transformation to a public identity flat. 3.5 inches A few years ago is the most suitable for human mobile phone size, up to now, a 5.5-inch tablet phone has a better game audio/video/entertainment experience, but also become a natural; Android Camp is a daily screen size contest, camera pixel race, run points, you use 403 austenitic steel or aluminum-magnesium alloy to do the border, CNC processing technology who is more accurate who is more brilliant ... Cho Zongshi once said, the masses are stupid, consumers do not know what they want, they just follow suit.

The importance of running points, the importance of work, the design of important? Configuration first or experience first? Users never have their own standards, they are the standard, are the manufacturers stuffed them. Behind their bandwagon is the result of being "guided" by people.

Apple's new product launch has always been to dilute the screen size, ram size, XX Pixel camera, such as configuration factors, but to spend a lot of time to talk about their own innovation, the existing mature technology slightly improved (the direction is to improve the experience), repackaging labeled "innovation." What the IPhone 6 pixel focus Senor is, not just a Sony 8 million megapixel CMOS, in the real-time control and post-processing of optical signal turning signals, a series of algorithms for improving focusing speed are improved. Retian screen is what, not a resolution to improve the IPs screen, but the OS layer does a series of high-resolution display adaptation.

Do not underestimate these skills, for some traditional vendors, they can not think of pixel focus, retina concept, they will only awkwardly say that their mobile phone focusing speed, their screen resolution is higher than the opponent. By contrast, Apple tells you that the Pixel focus of the photosensitive chip, powerful innovation! Retina screen, delicate to the human eye can not tell the smallest display details of the screen! While setting up their own concept, emphasizing innovation brings the ultimate experience, while silent iphone photography (8 million-megapixel CMOS chip is not very different, but in the lens module design, Independent image processing ISP differences, the latter is particularly important, the display of outstanding results, OS fluency (a series of dual-core chip high memory bandwidth, only to fit their own independent hardware system is not too high compatibility requirements) the real reason.

High-end users are not sensitive to configuration, Apple will guide users to identity design-oriented, one-handed operation, human-computer interaction, product experience, the iphone has indeed reached the user expectations, the realization of their own product philosophy. Are you going to cure this? This is the standard of a good product? Apple will not bother to explain everything to you, and its ultimate goal is to create an "impression" or, more precisely, prejudice. This is how the brand premium comes in.

Set up their own product concept, is actually input bias. How to fulfill and strengthen this bias, is that many enterprises can be made into brands, the key to pull the gap.

Not to mention the power of the iOS ecosystem and the high quality of the iphone, no matter how small the words and deeds, the new conference on the rhythm of the speech, stage layout, band performance; The CEO wears a black neck sweater and blue jeans all year round, wears round without frame glasses, the product's packing style, practice the own standard interface of the feel different, the small charger, these things are most able to enter the subconscious of the ordinary things, with the cognitive model of indoctrination, It is easy to form an unbreakable prejudice.

Remember: products are the refraction of people's hearts, people have prejudices, prejudice to things, people on the product is biased, prejudice under the surface, is deep-rooted values, alienation transplanted to the product of the "preferences." Consumers from a piece of white paper, are guided to what they like, and then the transition extends to the choice of what, is an associated implicit psychological process. The big manufacturers don't cater to the superficial needs of people who "say" it, but the values that affect what you like, what you agree with, what you appreciate.

The different dimensions of the real world, everyone has a set of their own values, on the product, is the implicit selection criteria. Those who are discerning, the output of the "value", especially strong, so that the fans are very frightening.

Zang may have just unknowingly made such an effect, know it but do not know why. Lei is really understanding the apple of the set, because it has been improved, grafted to China successfully achieved "localization."

Improvement One:

Tailored product concepts for target user groups. "Born for a fever", "not to run a point", "cock burst", that is, the emphasis on configuration for the king. Brush machine obsessive-compulsive disorder, love toss, that is, the earliest starting from doing MIUI, from the enthusiasts pole to cultivate seed users. 1999 pricing, but also completely detonated the Chinese deep-rooted "price/performance properties." Configuration, brush machine, cost-effective, this is almost the majority of the domestic group of users of common characteristics, lei small meters, the beginning of such a broad user base into millet mobile phone fans.

Improvement Two:

After you have entered a bias, you are cashing in on your prejudices. With Qualcomm's partnership, Millet can get to the top of the international giant's processor, and even force the upgrade frequency, regardless of runaway heat and the day-to-day use of stability to reduce this effect. MIUI is really a product of millet attentively decorate, it "set the director of each family", let the fastidious Chinese admiration. As for the 1999 double pricing, is the original millet, once the line made the brand, offline channels to actively find door-to-door, playing advertising, the cost of pioneering channels can be saved. 1999+ futures + online snapped up the line, Millet mobile phone hardware profit margin I am afraid will scare you jump.

Three improvements:

Strengthen the positive, dilute the negative, that is, strengthen prejudice. After all, millet is a hardware industry, there is no experience, no technical accumulation, although have a luxurious team is not lack of funds, product trial or error is inevitable, the beginning of the effect of the product concept is very limited. Is there any other means to strengthen it? This involves the thick black means of influencing public opinion, here is not elaborate, everybody understands.

A good product naturally speaks, which in fact hides the question of "who will establish standards for good products". Values do not have the so-called good or bad, the product standard does not matter high and low, only suitable and not suitable. You can try to set a product concept for the target customer base, cultivate a group of fans, and then through products, publicity, all kinds of means to strengthen a certain "value". Of course, the third step, how to fulfill and strengthen their own product concept, the user into a fan, which is the key to make the brand. Luo all kinds of innuendo broken thought affect your product values, almost a mouth on the creation of a market to come, but he did not understand the product, limited resources, fell in the "cash" and "strengthening" on.

Finally, I would like to cite a tall example that will lead us to rethink this core issue:

Why did jobs pay so much attention to detail, to design, to worship Sheng Morita, and why they all attached so much importance to the establishment of brand image, guidance-prejudice-brainwashing, you understand?