Lei and millet on the day of the dragon Slaughter

Millet 2013 Annual Product launch invitation letter, is generally a thick and no word of the booklet. No word does not mean empty, every page of the lower right corner, there is a different image of the rice rabbit. Here hidden "mystery": if the rapid continuous flip up, there will be a section of rice Rabbit kicked and kicking martial arts show, like a martial arts cheats. More than that. Invitation letter Red on the first page, in addition to write the conference held the time and place, but also painted two well-known world cold weapons: a dragon Sword, one is against the Sky Sword. In Jin Yong's martial arts novels, Yang has been molded dragon sword and leaning against Heaven Sword Gift Guo Rong. Rivers and lakes have been handed swords and sword can command the lake. For more than three years of the establishment of millet, this invitation seems to contain more meaning. In fact, the second day after the launch, Millet CEO Lei in his office to remind said: "Millet is the first half of the domestic market, the King of mobile phone sales." One of the proofs he gave was that after six months of millet sales, no rivals reported higher numbers. Millet put this number into a wall size propaganda board in the company. This report card is this: a total of 7.03 million handsets sold in the first half of the year, the revenue exceeded 13.27 billion yuan. Weapons specific to products, millet this launch of the "Dragon Sword" is a 47-inch smart TV, and "against the Sky Sword" corresponds to the 5-inch millet mobile phone 3. Millet Two product line finally formed: one is the millet mobile phone (successively three generations and revision), the second is Millet TV (including millet box this product). In addition, there are many speculation about the new millet products. For these, Lei has always been an attitude that does not admit or deny. But Millet actually has a principle, summed up a bit like: a center, two basic points. A center is a smartphone, two basic points is the input and output of mobile phones. For example, the new smart TV, including the previously introduced millet boxes, are in the output (display) of the smartphone layout. But it's still quieter at the input end. "We're really thinking about the input of the phone, but we're not thinking about it," Lei, referring to the keyboard and notebook, but didn't confirm that it would launch the product. In line with the direction of the product only in the thinking range of millet, but will eventually launch, Millet has another evaluation criteria: can let users scream. At this stage the standard is almost equivalent to: enough cheap. For example, tablet computers, Lei, have repeatedly stressed that doing tablets is much simpler than mobile phones. Obviously do not do rice pad after several internal discussions, the conclusion is that users do not lack this product, and Lei Blunt to do a "user expect high-quality, very cheap" tablet computer, is not an easy thing. So millet didn't do it. Lei once gave Sina technology talked about mobile phone play. After each generation of millet mobile phone release, will evolve into a few "small change", rather than the introduction of the appearance of a large number of different new products. This multiple version of the model of a generation of millet mobile phone life cycle stretched to 18 months, and can share a lot of production resources, the largest cost reduction. For the newly launchedSmart TV, Millet temporarily did not determine the sales target. Lei is just a general forecast that can sell tens of millions of units in the next few years.　But at least in the present, millet is not in a hurry in the logistics, after-sale and even the supply chain and other conditions are not mature, in the country to promote the sale of smart TV. The shape and future of television have not been shown enough, Lei said that Smart TV will change the way home entertainment, and that smart TV would go into offices and replace projectors to become Office standard. In this picture, Millet chose 47 inches as a standard, hoping to build a standardized television platform. Martial arts in the river on the road, millet not only issued a few weapons, but also formed a unique play. Lei said every time millet attack, the first is to make every effort to do a good job, and then through sales scale or derivative products to gain. So with a good product, you need to know how to sell it more effectively. Millet rarely advertise, for marketing they have another set. Even before the launch of the first generation of smartphone products, Millet has begun to pay attention to the cultivation of "fans" and the creation of atmosphere. Every time the conference of Millet, Rice noodles will be brought together, the whole conference is filled with a pilgrimage or concert-like atmosphere. This way to cultivate a group of Millet fans, and then these users in the way of word of mouth, become millet a new preacher. As long as there is no big mistake, snowball can always get bigger. This is just one of many ways, today millet in a number of promotional channels have a corresponding mature play. Guiding the media is an example. However, compared with the weapon, the millet wield the weapon martial arts, and cannot be outside one by one insight. However, it is obvious that the popularity of millet rapidly expanded. "The results are much higher than estimated this year, but products are still in short supply." Next year's demand amplification is not a problem, after the second, the year after another amplification should not be a big problem, Lei said. This kind of publicity will even be reflected in the financing, millet to carry out a new round of financing, there is a key data. That is the 10 billion dollar valuation, which is a undisputed brand bonus. Every time you sell new products, Millet will repeatedly emphasize the cost performance, which is called "good and cheap." However, this image is not without reaction, for example, in order to cut with the Millet brand, millet in low-end products to enable the Red Rice brand, however, the final 3 of the release of the delay of half a month to give way to red rice. In any case, millet is ready to pass on its own secrets to a foreigner, Google (879.58, 0.02, 0%) Former vice President Hugo Barra. Last March or April, Millet began to invite Hugo to join, the two sides have been deadlocked the main problem is: Lei asked Hugo to work in Beijing, really understand millet "outsiders difficult to understand" business model. Hugo is not only another brand promotion for millet, but also the responsibility of the overseas expansion of millet. Before the millet to the sea is mainly Hong Kong and Taiwan and other Chinese areas, and the next target or Hugo'sHome to Brazil. Whether Hugo can learn the martial arts of Millet will determine the success of the company in the years ahead.