Li Vanchang, vice president of Millet: three key keywords of millet design management

This article from the Millet backyard, the author of Millet co-founder Li Vanchang: In Friday, I attended this year's IXDC Internet products Conference, also invited to do the morning opening speech, with you to share the next I and millet in the design management of some ideas. The atmosphere was more intense than I had imagined. The meeting was full at 9 in the morning. Hu Xiao (Secretary-General of the IXDC Interactive Design Committee) told me that Internet product designer's circle is more and more active, the Exchange study atmosphere is getting hotter. Mobile Internet to mature and the rise of Internet hardware business, add a lot of heat to this profession. I feel very excited, because I am the designer born. I am very concerned about the topic of design management myself. All along, when I was a front-line product manager, designer and marketer, I was thinking about a question: how can we get what we want simply, directly and effectively: a product solution, an interface, or a marketing solution. In the face of this proposition, we must mention a word-management. Especially today, management does not know when to become a negative color word. Many entrepreneurs, industry elites in packaging themselves are taboo to say that they are doing management, prefer to say that they are the chief Product Experience officer, the chief architect, it seems that this is fashionable. Grounding gas, standing in line of course is good, but we really do not need to go from one extreme to the other. Moreover, in the day-to-day management, we will encounter many traps, many pits. Sometimes we read some books about management, thinking that we are familiar with the management of the road, and then spend a lot of time on interviews, communication, meetings and other things. So, what can provide us with the "One Sword seal throat" of the instantaneous killing force? This is the core of what I want to share. So, at the beginning I said, I understand the design management axes, there are three key words: adhere to the strategy, die in the end, liberation team. Adhere to the strategy in the opening, my ppt is the first page of the millet mascot of the pictures of the rabbit, this is only full of revolutionary romantic feelings of the rabbit. I specifically introduced the rabbit to the audience, because it is the product of millet sticking to the brand design strategy. Many people ask me, what is a good strategy, my answer is: can adhere to the strategy is a good strategy. This is the prerequisite for all product, design, and marketing decisions, especially for new startups, which is the highest priority. To design a brand new, the first step must be to think about the definition of the whole company, which is "who I am", and to do a lot of basic work around "who I am". The development of the brand is no more than the recognition degree, reputation, loyalty of three steps. Recognition is to let everyone know who you are, is appearing in the user's vision, reputation is to let everyone think you are good, walked to the user side, and loyalty is to let users really fall in love with you, walked to the heart of the user. So how does a good brand recognition start? From the beginning to think seriously, the product name is good, the product is good, the company's slogan, these basic work must play 10The second part of the spirit to repeat. With these, you can systematically think about the markets you face, your products, and the unique design that comes with your unique DNA. A good brand speaks for itself. For example, no printing good products, I was their design concept of fans, see them, you can intuitively perceive the simplicity of a modest design sense, let people praise the taste; we see Apple is technology and fashion. A lot of times when we get the Apple products, we feel like we got the future. For example, Coca-Cola's classic red design, we see is young, radical, happy, and millet is orange, we want a fever, young, warm feeling. Millet's brand manifesto is "born for a fever." This sentence is a very complicated work, fortunately, from the company's first day of establishment we have determined this design positioning, now is the 4th year. The company's first product MIUI, has already used such product slogan. Before we can do mobile phones, we are all enthusiasts. The original thought is to be able to do a we like to use, suitable for our own products. Therefore, the whole product of the point of entry, for enthusiasts to do the setting, in fact, for ourselves to do the setting. It was really fortunate that the group of people decided the company's genetics, thinking and temperament. It is harder to define a strategy and unswervingly implement it. There are a lot of tests to be done and a lot of choices to make, but I think a good strategy is at least 10 years old. For example, Nike's "Ethically Do It", followed by more than 10 years of enduring; The farmer's spring is a bit sweet, at least for 10 years on the slogan. KFC, we do chicken right. This has a lot of interesting Chinese reading, you know ... Also used for more than 10 years. What about millet? I say a very small example of the link. In the box of millet, from the earliest 1 generation, to 2 generation, 3 generation, including the red rice mobile phone, we have used environmentally friendly materials technology, adhere to recyclable, biodegradable, available. We also tried other options, including black and red, but we vetoed the box. Because we hope that the red rice can inherit the whole millet brand feeling. The bigger challenge is that when we do red rice, we have to consider the cost more. Adhere to the existing quality standards, the cost of packing box nearly 10 yuan. For 799 Yuan mobile phone, 10 is really sky-high. At that time, some colleagues suggested that I could use two, three pieces of packaging ah, a little cheaper. Other people use two pieces, we use three yuan or better. But Ray always after, no, we can not be penny wise and foolish. You see, when we make decisions, we often face the pressure of a lot of departments: "Gee, this is very expensive for us, can we not stick to those things before?" "Therefore, in the process of defining a strategy, we must be prepared to adhere to the strategy will be very difficult things, but--do not compromise, can not be shaken, good strategy, to adhere to the decade, not waver."