is "rice noodles", but also employees

Two or three years ago, or sophomore Zheng, his Motorola mobile phone brush the Millet MIUI operating system, and in the Millet network registered his ID "scofy." From there, he became an ash-grade millet vermicelli, that is, "rice noodles."

He participated in all the new Millet news conference, every day will go to the Millet Community forum and other "rice noodles" chat; has a small meter of the first generation of engineering machine to millet 3 each millet cell phone, the configuration of each product, parameters, performance and so on at hand; with part-time work earned money to sit on the hard seat for more than 30 hours, to participate in a "rice noodles" Offline activity-"popcorn" and get together with friends you know in the millet community.

After graduating from university in July 2013, Zheng A new identity: the head of the community College of Millet network communities. Zheng stressed: "I am a millet employee, but also a ' rice noodles '." ”

In fact, to "rice noodles" to become a formal staff of millet, far more than Zheng one person. As the founder of Millet, CEO Lei in several occasions stressed: "is ' rice noodles ' participation in the achievement of millet." With the "Zheng" to join, Millet is the "participation" to the ultimate interpretation.

It's the rice noodles, the staff.

Similar to "popcorn" such as offline activities, Zheng 2012 participated in a total of 20, but also by the "Popcorn annual festival" as "the most crazy rice noodle", Xi ' an "popcorn", but also changed the Zheng career and life track.

At the end of 2012, Xi ' an "popcorn" scene, millet Vice President Li Vanchang also came to the scene. In the senior internship Zheng Summon up the courage to Li Vanchang expressed the love of millet, and hope to millet practice exercise.

"Alli (Li Vanchang) gave me ' Yes ' on the spot. "Recall the scene, Zheng still feel very lucky," so, I came to Beijing from Chongqing, joined the Millet, is responsible for millet community in the ' Millet College ' section, teach users some skills to play mobile phones. ”

Zheng said: "Before adding millet, I feel that I have been a member of the millet, now to ' Rice ' as the identity of millet, especially responsible for communication with fans of the work, you can change the thinking of better interaction with fans.

This interaction was summed up by Lei as a "sense of participation".

Since the first Millet products MIUI operating system began, millet constantly let "rice noodles" to participate in product development and marketing and achieve a sense of achievement. Like Zheng, "rice noodles" This role, once given the "participation" word, more like a millet employee.

Founded in April 2010, millet, starting from the operating system, also before the peer launched a mobile phone free instant messaging tools, but until August 2011, the release of the smartphone, millet seems to be widely known overnight, but also seems to be overnight, "rice noodles," the word became Baidu, micro-Boges words.

How crazy is "rice noodles"? Look at the September 5 Millet end of the new conference will know!

Outside the venue, "scalpers" in the "rice noodles" scalping tickets, can accommodate 2000 people of the Conference site was surrounded by the siege, "rice noodles" dressed in uniform orange T-shirt constantly shouting and screaming, the aisle, the door is full of people.

"Become the ' rice noodles ' nearly three years, and now officially joined Millet more than six months, my biggest feeling is that the interaction between millet and the user is unmatched by other brands." "Zheng said," in the product has any problems, millet users can be in the first time through micro-bo, micro-letter, forum, QQ, telephone and other channels and millet communication. ”

This is a completely different model with other enterprises to make millet into an industry of the heterogeneous, but also because of the heterogeneous, the zero-based enterprise, in less than four years, completed an annual sales of 28 billion yuan (2013 annual sales forecast) Yuan, the company valuation of more than 10 billion dollar entrepreneurial myth, Employees also grew from the original dozens of to 4000 now.

The whole millet is expanding--in addition to smart phones, high-definition internet TV box, smart TV, the market hot products millet certainly can not miss. As for the Millet smartphone sales target this year, Lei set in 20 million departments.

Service 200,000 core users

What kind of company is millet? software, Internet, mobile, consumer electronics?

In fact, millet investors have asked me the same question. "I am also an investor, so I can understand specifically what investors are proposing," said Lei, in the Shun Fund office. My answer is--Millet is a unique company, it is a service core user group company. ”

Shun for the fund is a focus on the Internet Angel Fund, led by Lei, he is currently serving as chairman of the fund, led shun for the fund to Millet, Amoy, clove garden projects such as investment.

The company was named ' Shun ', meaning ' homeopathy '. "Lei saw a wall hanging on the" homeopathy and for "four characters," from Jinshan to millet, my mentality has undergone a great change, I hope millet also this, homeopathy and for, not just immersed in work, but also to look up the road. Down-to-earth, step-by-step. ”

"Service core user" reflects the millet's ' Look up the road '. Lei that Millet has 200,000 core users, the user needs, like the millet to do. If can let these 200,000 core user super like Millet, the millet succeeds.

In order to serve the 200,000 core users, to the Millet high Tarejun, Lin, Li Vanchang, down to Zheng such millet "new Ding", all the way to let the fans participate and witness the growth of millet.

Millet has set up a data mining team dedicated to mining 200,000 of core users in order to define the core user base more precisely. The team's work every day is through social and other internet means, accurate these 200,000 people are exactly who, purchased products, visited Millet several times.

Lei's hope is: "Millet to the 200,000 core users to build a detailed file, to investigate what kind of products they need, so that the 200,000 users to millet like back to their own home." "The data mining team found that the core" rice noodles "repeat purchase of 2-4 mobile phone users accounted for 42%.

"Millet is by no means simple can succeed." Shenyin, founder of NTA Innovation Communications, said, "in the decision to do mobile phones and operating systems, millet in the major mobile phone forums looking for cell phone geeks and" enthusiasts "to understand their preferences, and invite them to participate in the MIUI operating system and mobile phone design. ”

These "enthusiasts" and Geeks are the "core users" referred to by Lei. Li Vanchang that the sense of participation is not just interaction, the sense of participation is to create a kind of friendly interaction, so that employees and users from the heart of geothermal love your products, from the heart to recommend your products.

Let the user or say "rice noodles" added to the product design and research and development, "rice noodles" advice and suggestions were adopted, be valued, will pay more attention to this brand, this is a smart demand cycle chain.

"Rice noodles" to become a research and development of the foreign aid group, data mining team to collect daily user needs, suggestions information summary, become the theme of Millet internal seminar, so this will have MIUI weekly update, will have millet mobile phone "driving mode" and so on. Miui each updated function, there are 1/3 of "rice noodles" provided.

If the data mining in the background for the millet and users of the bridge, then the direct communication with fans of millet customer service in the Millet users in the role of the system is more critical. "Customer service is the key to connect millet and users, the decision of the millet in the ' rice ' heart of the brand image." At present, the Millet call Center has 1000 seats, is China's mobile phone industry's largest call center, the rate of the same industry leader. "Lei said.

In addition, online millet has been set up in 18 cities nationwide "Millet home" direct Business Customer service center, for "rice noodles" to provide millet mobile phone and its accessories from the mention, Millet mobile phone after-sale repair and technical support services, but also millet vermicelli exchange venues.

Work No. 001 Customer Service

Lei in Millet's work number is "001", he often called himself millet "a number of customer service." The way and channel of "One customer service" is his microblog. Lei Sina Weibo has a population of more than 6 million fans.

"As long as I have time, I will brush Weibo." "Lei opened his millet cell phone," ' rice noodles ' on Weibo to ask me questions, as long as I see, I will reply and ask to solve immediately. Millet encourages all staff to open a forum, open a micro-blog comments, and direct contact with users. So in contact with the user, millet employees and users become friends, so it is easier to do the product well. ”

Zheng said, before still only "rice noodles" time, and Millet community forum in charge of a number of people are good friends, now oneself become "millet man", also made more "rice noodles Friend". "Every holiday, I can receive the ' Rice noodles ' gift." Zheng is very happy to do such a job in millet.

This is the millet "core user" service system, the most important part, but also let Millet in the marketing stand out, have to mention a part-new media and forums, including micro-blog, micro-letter, QQ space and community.

Millet currently has 40 micro-blog service, 40 Community customer service, 10 micro-letter customer service. In addition, there are 20 services for the camping service. Customer service refers to the responsibility of every day in Baidu know, a variety of mobile phone forums, technology forums, such as real-time monitoring, as long as the problem of millet mobile phones, these 20 people will immediately respond.

Millet mobile phone official Weibo has more than 2 million fans, millet phone micro-letter account number of close to 2.7 million, daily micro-letter on the user interactive information more than 30,000; 2013, the Millet opened the QQ space, and the first red rice mobile phone, millet certification account of the QQ zone fans in a short period of more than 10 million.

Li Vanchang Summary: "Micro bo la New, forum precipitation, micro-letter customer service." Each community channel has its unique distinctive characteristics, so millet to the Community Channel Division of labor is also different. The strong spread of Weibo is suitable for rapid infection, transmission and access to new users in a wide range of people; The forum is suitable for sedimentation, continuous maintenance of content operation, maintain the active degree of users; and micro-trust we think of it as a Super customer service platform. ”

In fact, in addition to the "Work No. 001" Lei, Millet micro bo "Large" also includes Lin, Li Vanchang, and so on, they often update the story on the micro-blog about millet, Li Vanchang's micro-letter public number "Lai Li notes handwriting" is also quite popular with "rice noodles" and public relations, marketing people love.

There is a new addition of millet "foreigner" had to mention that is Hugo Barak. The former Google global vice-president, vice president of Android products, has come to Beijing, as vice president of Millet.

It must be said that the arrival of the Shambhala brought more attention to millet, his microblog fans in a short span of two months to reach level 100,000. Although the Chinese-speaking Shambhala may not be able to become a qualified millet customer service in the new media in a short time like Lei, however, it does not matter, "rice noodles" to his expectations and excitement is that a so beautiful "technical man" all the way, regardless of PM2.5 pollution came to Beijing, is how optimistic about millet Ah!

Offline activities are also crazy

Weibo, community forums and other online gathered tens "rice noodles", but do not think millet and "rice noodles" enthusiasm is only online.

Guo is the Millet Network Community forum Operations Manager, mainly responsible for millet community and "rice noodles" interaction, at the same time he has a special identity-"popcorn" host. "Not only millet and ' rice noodles ', ' rice noodles ' because of the virtual community forum into the real life, have become friends, and some even because of millet and completed the ' Life events '." ”

Guo revealed that a pair of April 6, 2012 ' Rice Festival ' recognized Tianjin ' rice noodles ' rapidly developed into lovers, is about to go to marriage hall. The "rice noodles" was also rated as "the best couple of popcorn of the year" in 2012.

There are about three types of activities in the Millet Community forum Online:

Folk activities "with the city" similar to the "Car Club", the scale is about 50 people, is the line of Millet users online under the party, is entirely a folk form, "with the city" President is a senior "rice noodles", the country currently has more than 130 millet "with the city" president.

Each city will be in the Millet Community Forum has a section, Millet will fan in the Community forum activities initiated by the audit, if the theme of activities to meet the requirements, will be "rice noodles" t-shirt, mobile phone shell and other peripheral material products to support. The president at the end of the event in the Millet Community Forum posted summary post feedback to millet activities. At present, millet in the country's major cities have 300~400 a "city will", on average, there will be 15 "city will" activities.

"Popcorn" is the official activities of millet, in the scale is also much more than the "City will" activities, less than 300 people, more than thousands of people, more like a "rice noodles" of the exchange. In about two games a month, in 2012, including the annual Popcorn Festival, there are 24 popcorn activities and 18 in 2013.

In addition, millet recently opened up a new platform for activities, the company hopes to cooperate with the millet manufacturers to provide joint activities, the average weekly also has two activities.

Today, the Millet Forum registered users close to 10 million, 1 million users a day of discussion, daily posting 250,000, the total number of posts has reached 130 million. Let Guo recent most impressive post is, September 5 Millet Mobile Phone new conference, he launched a "with the city Flag" design competition activities.

"Let me be shocked, at the conference site, more than 70 presidents really carry the production of the ' city flag '." Guo recalled that day is still very excited, "These flags are ' rice noodles ' their own design, fluttering in the venue, I really moved." ”

and Millet community forum offline activities are different, MIUI community forum offline activities relatively low-key, is mainly enthusiastic about mobile phone technology research geeks Party, and this kind of gathering is a small scope, in the form of a seminar.

Millet very hard, but there is a fact is unavoidable, that is, each user of a product, a brand time cycle is always limited. How to attract new "rice noodles" to join the same time to maintain the old "rice noodles"?

"The Popcorn in Guangzhou" was about 1000 people, and when I asked last year's party who was out of date, only about 200 people raised their hands. That is to say, the ratio of new and old ' rice noodles ' is 5:1. "Guo said," The new ' rice noodles ' strength at the same time, the loss of old users is inevitable, but we will do our best to maintain. ”

Millet Community Forum is in the "Old user return plan" to give gifts, invitations to post and other ways to attract old users often "go home to see".

"Millet's first 100 rice noodles" has been in. Guo stressed.

The peripheral products of the flattering

The friend who is familiar with Millet must know "the Rice rabbit". The image of the rabbit with Lei Feng's hat in the exit after the "rice noodles." But do you know how much the rice-rabbit sales are in the millet net?

180,000!

"' The Rice Rabbit ' was an unexpected surprise. "Mention the rice rabbit, lei relaxed," the current business of millet is divided into two, one is mobile phone and box and TV, the second is to foil the brand's peripheral products. For the second business, some people say that millet does not work. But in fact, the surrounding products is the core element of millet culture, is to make the Millet brand more vivid. ”

Lei said that Millet encourages young employees to do something fun, with 80% of the energy to do the main business, 20% of the energy to do why. There are a lot of ' rice noodles ' proposed to design a mascot for millet, the ' Rice Rabbit ' was born. Later, someone proposed to the ' Rice Rabbit ' design a few sets of clothes, to find a girlfriend for him, and so on.

Li Vanchang also introduced another example: the youth version of the Millet mobile phone before the release of the joint founders of the Millet group filmed a video. Lin in the video watching "Jin Ping Mei", another founder KK wore a T-shirt with the words "Adiaos". Countless saw the video of the "rice noodles" proposed, want "golden Lotus" cover notebook and "Adiaos" T-shirt. Millet immediately produced goods in the Millet network for sale, it turns out that the sales of these two goods is very good, so far are the best-selling products of millet net.

Lei's idea is that as long as the user can bring surprises to the idea of millet are welcome. So, in addition to millet mobile phones, millet boxes and millet TV and other major products, millet online peripheral products More and more, millet T-shirt, millet canvas shoes, millet remote control rook, millet wallet, millet backpack ...

Lei mobile phone accessories and other products brought about by the income known as ' rice noodles ' to millet tips. However, the number of "tips" is not small. 2013, the Millet net sale accessories and so on product income will surpass 1 billion yuan, moreover this proportion will continue to grow.

Can say, millet gene and several co-founder's interest Hobby, decided the millet remote control rook and so on peripheral product appears in the millet net.

Lei is a digital control, love cell phone, the Office of the Safe Box with sixty or seventy mobile phones, Li Vanchang is a photography "enthusiasts", like to play with SLR camera, Hong Feng love playing robot, had a robot to replace him in a company meeting. Now, there is another play of the Shambhala, predictable millet products will have more surprises.

"As long as the user, is ' rice noodles ' proposed, we will try to meet." Lei stressed.

Millet is a small number of consumer electronics companies without KPIs. Millet management is not the same as most companies. Millet to maintain a small company structure, management is like a project team, Lei is the leader, the other partners are deputy team leader, the project team refined into a functional group. The project team model can minimize the management effort and focus on the product.

In addition, Lei believes that the project team's management model can give him a lot of opportunities to work with front-line engineers. Therefore, there is no monthly, quarterly summary of Millet, the annual meeting is also very simple, is the annual "Rice festival" after the staff.

Lei the future development direction of Millet defined in the "customer demand-oriented." For the future, lei optimism with a hint of worry, millet in its fourth generation of mobile phone products may encounter bottlenecks, such as iPhone4 after the encounter.

"In the past three years, Millet is a missed lesson, in the definition of the smartphone, according to the internet, we are really hard." "Lei regrets," However, it can be said that today, Millet has done 80%. What will happen in the future? Miui How to surpass oneself? Only 100 points, but it's really hard. ”

April 6, 2013 "Rice noodles" festival scene, Millet played a youth and dream of the micro-film. The film is only a few minutes long, but the sensational plot let the presence of a lot of "rice noodles" and millet employees shed tears. Dimly, through the spotlight, can also see the Lei eyes of the point of tears.