Learn from Lei how to be a new electric dealer

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wen/Song

12 hours, 1.3 million mobile phones, nearly 4.8 million accessories, all sold out. April 8 Night 22 o'clock, the total amount of rice noodle Festival payment to stay at 1.5 billion yuan, which refreshed the domestic independent electric business sales of a new high, and the day of the millet net UV also up to 15 million.

Before April 8, few people would say that Millet was a power company. However, after this battle, Millet showed a strong electrical quotient capacity, to channel volume calculation, Millet has only been lower than the cat, Jing-dong, become an important power of the domestic electricity business.

The strategic significance of millet is very--in the previous manuscript I have analyzed, millet can from 10 billion U.S. dollars to grow into 100 billion U.S. dollars market value, must undergo two changes, that is, from product-oriented companies to platform-oriented companies, from platform to service-oriented companies change. This super promotion clearly marks the beginning of the first shift.

At this moment the strong introduction of Millet's electrical quotient image, is in line with LEI strategic intent. To this end, millet this year did not even hold the three-year line under the Rice Noodle Festival, will be all eyes focused on the line to the electricity quotient. Activities end, Lei summed up the significance of the Rice Noodle Festival is "millet electric quotient adult gift."

However, the so-called millet electric quotient of the form and the cat and other traditional electrical business gap is great, its "peak load", "on-demand Customization", "Speed of supply", "Social marketing", "Integrated ecology" and other ideas, than the traditional electric business leader of two blocks: Millet to peak sales, weeks, and traditional electric business is more balanced load, Every major promotion such as pro-war, millet to cost-effective hardware to do products, driving the surrounding sales, the traditional electric business more emphasis on the enrichment of SKU library; Millet to social marketing to bring fresh flow, traditional electric dealers are still discussing Taobao rising flow costs.

At first the critics said Lei just did a good job of the Android product, and then they said that Lei is just marketing, now lei to do the electric business, still with unique thinking to create excellent performance. These subversive rules of a set of innovative thinking system is the key to create 1.5 billion of electricity sales, but also millet as the core of millet.

Marc Levinson, an American writer, Mark Levinson in the world of container change once analyzed "a cold aluminum or steel box", or a "practical thing", the reason to pry the global logistics supply chain system changes, is the container is the core object, but behind the support is "A highly automated, low-cost and low complexity freight transport system".

Similarly, the rise of millet power, the development of the new ecological rules in the overall play, from the sales model, the electrical business system, logistics system support, social media operations and other dimensions of the industry has never seen the overall structure. This is why many opponents try to use millet mode to contain millet, from a number of single point into imitation, but the crux of the uncomfortable.

With the system of thinking to see the millet electric business This new thing, perhaps the so-called "millet thinking" some new understanding:

One, the ultimate product "mix and match" strong peak bearing capacity.

First look at a millet network in 2011, the prototype experiment: in order to run compliant 0 start of the electrical business system, Millet co-founder Li Vanchang with the team to discuss the first to do a "millet canteen", and specifically from outside to buy a number of boxes of cola, ready to do online special sale. At first someone suggested a can of one dollar, Li Vanchang said "to do is ruthless, a dime!" So, Li Vanchang internal mail, encourage millet employees in the lunch time under a single grab Coke, and arrange for someone in the pick to ask about the purchase experience.

From this story can basically comb out some of the characteristics of the Millet network: first, the sale of the products have the ability to detonate the products, price affixed to the cost of walking, to provide scarce value of cost-effective. The first round of the Rice Noodle Festival 500,000 mobile phones sold out within 15 minutes, Millet mobile power (49 yuan/69 Yuan Price) is the first to break 100,000 pieces of sales of the star accessories; second, the focus of the sale of a specific period of time, which requires a strong system can load peak access impact. The Rice Noodle Festival Peak visit up to 15 million people, backstage big second system safe and sound, compared to the previous Xun, micro-Bo and other platforms and millet cooperation when the downtime is enough to explain the peak load capacity of millet power has already been at the forefront.

I got the message is that the number of Millet network data Center server less than 1000 units, and Ali, Jingdong and other giants of the huge size of the machine, can be called small and vigorous, but the unit input efficiency is extremely high. This is a gradual running-in of the peak impact of the past 2.5 in almost every week.

Second, "ethically in time" logistics system

April 8 13:29 points, Shun Fung Courier will be the first Rice Noodle Festival in the hands of a woman in Nanjing, from the next single, out of the library to the investment only 3 hours.

Millet is getting quicker and faster. At the beginning of the venture, Millet is in the Rolling Stone building in the purple Rice conference room delivery, the first two months of inventory turnover to 30 days. Since then, millet quickly spread the national logistics, after-sale system construction. To date, has opened 10 warehouse logistics centers nationwide, the team size from 400 to 1500 people, it is said that the inventory cycle time is gradually shortened to 7 days, with the city speed distribution service can be done to the basic 48 hours, which basically built to support the rise of Millet power logistics distribution network.

In fact, the millet logistics system in the beginning of the first reference to the Toyota JIT (ethically in time just-in-time production) model, to create a set to minimize the agile production system. But the unique feature of the millet pattern is that its online play reduces the incremental intermediate channel link, greatly reduced the terminal demand data reflow time, and thus developed a rapid supply chain play: a week in advance to collect pre-sale order data, and combined with the week's sales, Baidu Index, forum and microblogging topics such as heat index, Make the next week's production level, that is, this week's output is next week's sales, goods to the warehouse immediately after delivery, the entire process close to zero inventory.

This "ethically in" mode requires a strong system docking capability, as well as agile production and accurate distribution capabilities. For example, the sales department of Millet will be in accordance with the monthly, weekly delivery of the overall orders to the factory order information, but will be a daily real-time adjustment scheduling. and Millet Logistics Operations Center will be real-time docking upstream generation of factories and downstream logistics providers, vehicles kept in the workshop, shipments that are loaded, to the warehouse that is shipped, to achieve maximum logistics delivery capacity, inventory backlog minimized.

Third, social electrical business, play is very important

The day of the Rice Noodle Festival UV More than 15 million people, really let the electric business industry surprised even awe, millet almost did not spend a penny to buy traffic. In the new media marketing matrix built by millet, including micro-bo, micro-letter, Millet Forum, Baidu Bar, QQ space, Millet Mall app, and so on all the battle, to participate in preheating, the external marketing investment of almost 0 (in addition to concessions and coupons), but can bring a large number of active users on the day of Rice Noodle Festival.

The secret of Millet electric dealer is to stick to their own fans culture play, and use the interactive way of game to attract user participation. Only to send the Rice Noodle festival cash Coupons For example, the Millet forum in line with the activities of the standard more than 100,000 of old users, Millet will be based on the integration system to send different coupons. At the same time, Millet also launched an interactive game "champion Tournament", so that users to play guessing, and then send a gift certificate, the result of more than 11 million people participate in, the heat is extremely high.

Everyone is playing social, playing coupons, but the way to play is important, so as to accumulate potential energy, and in a specific period of time to detonate.

The imagination space of integrated platform ecology

Millet hardware product pricing is affixed to the cost to go, if it is pure hardware production, it is a way to go first loss after the profit model, which requires a high volume of shipments and longer product life cycle. However, the ecology of Millet is a hardware, software and services of the integration platform, which brought more imagination to the millet power business space.

For example, millet electric dealers can expand the lifestyle products based on ethnic groups, began to have more and more big brands to find Millet, is willing to cooperate on rice Noodle custom products. For example, Swiss Army knife manufacturer Wenger launched a price of 399 Yuan "Millet & Wai-GE cross-border backpack", rice Noodle Festival Special Price of 99 yuan, the basic belongs to sell, but the reason is willing to bear, Wenger more value is the millet gathered fans.

Also like the Rice Rabbit doll, this is a non-functional commodity, but rice Noodle Day sold 170,000 (last year sold 50多万只). It is said that lei i the rice rabbit sales as rice noodles to the love of the expression, in fact, this is indeed including the electric business, millet brand potential energy of a suitable measure. And this potential energy is also the future development of Millet electric power space.

Millet Accessories is the profit contributor of Millet electric quotient and ecological development frontier. Millet released data show that in the Rice Noodle festival over 1.5 billion yuan in the payment amount, accessories sales have broken billion, the amount of a day is equivalent to last year's total sales of accessories 1/10.

In addition, including MIUI, read more reading and even after the sale of millet to participate in the Rice Noodle Festival, to provide MIUI theme downloads and E-book support, and 18 of millet home also to the line under the way to participate in the shop celebration. To MIUI theme download For example, Rice Noodle Festival during the theme download over 100,000 times, free theme download 550,000 times.

These services are also marketing contacts, to be able to contact and sticky users, but also to promote related sales.

Millet Electric Dealer's all sorts of practices, from the starting point and the traditional physical electricity merchant opened the difference, both future can arrive space also necessarily different.