If the guests really go into the millet, only from one extreme to the other extreme

In my opinion, if the guests really go into the "millet", they will only move from one extreme to the other.

Is the pursuit of the product "extreme" wrong?

Obviously, the pursuit of the ultimate product can never be wrong. The wrong is to think of it as the shirt model and the core savior of every guest. If you study carefully, you will find that the millet mode of products, although from the mobile phone digital products extended to the apartment, it has a feature, the product itself to the general consumer has a certain degree of complexity, that is, it is "fever" and cost-effective as the core of consumer Word-of-mouth.

In this kind of product, the product itself contains the practical function is the first demand of consumer purchase. Therefore, the more useful in detail, the cheaper the price, the more surprises. If compared to previous traditional brands in some details of the obvious innovation, easy to cause consumers "scream."

The question is-is the shirt, or the clothing industry, suitable for such "geek" practice?

In terms of marketing, the motives of consumer purchase can be divided into realistic motive, novelty motive, seeking motivation, seeking beauty motive, seeking low motivation, seeking motivation, imitation or conformity motive and personal good addiction motivation.

Consumers sometimes have the motivation to interact when buying, but there will be an active machine. Millet mode around the products are many different levels to meet the consumer's purchase motives, but mobile phones, routers, hand ring, and so on, the most important motivation is truth-seeking and novelty.

But in terms of clothing consumption, the majority of consumers in this era is not the purchase of warm cover this realistic motive. But in the novelty motive, buys the clothing the novelty mainly is in the style, but not the function. The motive of seeking beauty and seeking name is in the first place. This is also the main feature of the fashion industry.

A shirt is not an electronic product, it is not an enthusiast. People who pay attention to the quality of shirts ' details tend to be more brand-conscious. The shirt, which was mentioned in last year's conference speech, was a very good one for Brooks BROTHER, and more people knew it was because of the brand story of "American president Royal Clothing".

The most successful time of the year was never the success of his T-shirt. The success of the object. When people buy shirts and T-shirts, it is the brand proposition behind the spokesmen of Han and so on, and the product experience which is consistent with the brand, including the price, lets people choose the customers.

This is in line with the rules of the apparel industry and user needs. Where the customer was defeated in the later category expansion and the original simple extreme of the contradictions of the independent brand.

But now, aging is going to deny the past, completely to another extreme road. He did not realize the "focus, extreme, Word-of-mouth, fast" the spirit of logic, but only with the "operation" of millet to transform themselves. It even makes me wonder if the brand marketing model under the guidance of the object of the year is a chance, not a product of the industry judgment of thoughtful thinking. Otherwise, how could it be so easily rejected by itself?

Bye, Mingzhu

Bai

In the two days, Mingzhu and Mr Lei's gamble dominated the headlines in the business world. This is not a dispute of the mind, nor of the pattern, but of the two ideas. I did not want to gather up this lively, but many friends call to discuss, they are not concerned about who loses who wins, but win or lose behind the truth. Refuse however, try to elaborate.

Mingzhu will lose, it doesn't take 5 years, 3 years is enough.

The first to realize the value of Gree is the former TCL Group president Shincheng, 2004 to invest 1 billion holdings gree, by the local government obstruction and not become. Gree also developed rapidly after this, the reason for growth is mainly in three:

First, urbanization has opened a huge market for air-conditioning and refrigerators. In this process, not only gree, every business is growing fast. This is no different from Mr Lei's success in the smartphone world, thanks to external market opportunities. But Mr Lui admits that he is "a sow with the help of a typhoon", and that Ms Tung has won a majority of her self approval. Over the past decade, with the help of the urbanization of typhoons, air-conditioning market soared, this is the first condition of gree success.

So, the past ten years, not only is gree, but air-conditioning field of all enterprises are successful, TCL these years make so bad, air-conditioning annual sales also over 10 billion. And not only air conditioners, refrigerators, businesses are also successful. Cologne was artificially destroyed, out of several people and Wal-Mart out of a few people from scratch, specializing in refrigerators, but also became a listed company.

Second, gree and the United States, the establishment of the Alliance of Manufacturers. In many areas, manufacturers have emerged a clear separation, or even confrontation. 90 years ago, GM's Sloan overtook arrogant's Ford with the help of a vendor alliance. In China, the earliest implementation of this concept is also Mr. Shincheng, in the field of television relying on the integration of manufacturers to defeat the same arrogant Changhong. Then, Mr. Yuan told the idea to the United States Mr. He Jian, the United States to take this success.

Gree is the alliance of implementing manufacturers following the United States. Miss Dong is a female hero, forthright, good drink, not affectation, this in the dealer is very easy to produce personality charm. This is the intrinsic reason for Gree's success. The first successful Chunlan appeared strategic mistakes, then gree, the United States and Haier in the field of air conditioning to follow up, did not make mistakes, and rely on the manufacturers alliance to become the industry's three-horse carriage, and Gree's future growth is not as good as the United States and Haier.

Third, Gree has a very solid quality gene. This is the advantage of gree, not tricky, not to reduce costs and harm quality. Air conditioning of the troika, Haier is selling services, the United States to sell the appearance, Gree sell quality. Miss Dong said wrong, Gree's advantage is not manufacturing plants, but quality genes. However, in the absence of the formation of the era of manufacturing specialization, Gree rely on the factory to ensure the quality. This is not the credit of Ms Dong, the quality gene was laid by former chairman Mr. Zhu Jianghong.

So are these three enough to support Gree's continued growth? Obviously not. The rapid development period of urbanization is two or three years, and then it will be suspended. More importantly, the future of home appliances must be intelligent, this is Miss Dong does not understand, the future of household electrical appliances consumers are young people, this is Miss Dong does not understand. If you are smart, Miss Dong should understand that Mr. Lei will not be marketing, but understand customers, and know how to use technology to make traditional appliances intelligent.

Ms Dong understands the alliance of traditional manufacturers and manufacturers. In recent years, Gree learning the United States, the use of supply chain, manufacturing and channel advantages, the sale of other traditional home appliances and small appliances. Can there be a future? When Gree declines, will the dealer choose to follow it down, or is it another partner?