Li Vanchang, vice president of Millet: How does millet impress young people

In early January lei to the millet inside the New Year celebration Mail, hiding an interesting message. In the mail, Lei listed millet in 2013 to create a series of proud data, but one of the data will definitely make you surprised-the Rice Rabbit doll sold 50多万只, which are condensed rice noodles heavy love. He wrote in the Mail. For consumers, Millet is definitely a love and hate brand, put aside the controversy caused by hunger marketing, it must be admitted that at least in the local hardware manufacturers, no one can gather like millet so many hardcore fans. In the January mid-June annual open class of the park, the vice president of the marketing system Li Vanchang share the millet is how to make move young people's products. In his view, to impress the young people today, first of all to know what they really like, subculture is the first scene of young people. In particular, it is important to note that these subculture often resonate only in a particular group, and that other groups have no sense of it and even feel excluded. For example, the popular comic strip and a station, B station (video web site), these rich spoof characteristics of the Internet products in many other age people seem to be simply unacceptable. But if you simply reject or deny these cultural phenomena because of your personal likes and dislikes, you will miss the opportunity to understand today's young people. The screen is a way for a new generation of young people to watch video. Li Vanchang said, when we say that today's young people are hopeless, all day to see the spoof of things, but ignore the fact that this is the way people look at the content and habits have changed. To enlarge, the subculture projection is the change of the concept of consumption, the earliest people are functional consumption, and then to the brand-type consumption, and then experience-type consumption. In the past two years the industry has been talking about experiential consumption, but I think today this era has entered the era of participatory consumption, it is the whole consumption concept of the revolution. Li Vanchang that, whether it is video footage or violent comics, has given the audience a very high interactive authority. For us, the revelation of these cases is to constantly consider how to do the product process and marketing process, to provide a convenient platform for users to do two times to create, participate in. Then according to user participation in the opinion of constantly improve our products, users in the process, will continue to obtain a sense of achievement, this chain will form a very positive rolling. Like the soul of millet. Product MIUI development process is in constant interaction with the user to complete the process. A recent case of millet participation in marketing is actually the December 2013 Millet router release preheating. Lei early in the micro-blog released at that time was not the true image of the millet route screenshot, soon this photo in micro-Bo and micro-letter on the rise of the spoof craze, by netizens have become a variety of novelty products, such as the first soybean milk machine. This makes the millet route has not yet officially released to accumulate a lot of popularity. To sum up, millet in the brand-building level to conquer youngPeople's means are no more than two points, first of all, fully respect the young people's culture, and give it. Secondly, it is in the marketing process to continuously increase the involvement of ordinary users, and users to complete the construction of the brand.