Luo Yonghao: the sale of mobile phones as a missionary

In China, the world's largest mobile phone maker and the country that owns the largest number of handsets, Meizu, millet, hammer, almost all mobile phone companies are eager to ring Apple's passionate burning. Everyone is studying Jobs's apples, the difference is just how to imitate. Almost every influential Chinese mobile phone brand, are not lack of their own fan organizations, their own sermons - product forums; at the same time in the product launch, there will be fans debut, shouting for the product, and uniform dress, Wear a custom-made brand T-shirt or pullover.

Contributing writer _ Qin Wang

In response to cheers, astonishment, admiration, admiration, worship, criticism, contempt, contempt, ridicule, slander and other voices, Luo Yonghao and his hammer press conference swept all public opinion positions with incredible magic. Both microblogging, technology from the media Opinion leaders, traditional media, or the number of record-breaking live video viewing, in short, you can not escape the discussion of "romano" and hammer cell phones on any platform in the past few days.

At the hammer's press conference, the fanatical atmosphere was filled with more people. When Ronaldinho was on stage, hundreds immediately started to applaud. This scene was like a group of people celebrating the successful birth of a common philosophy.

For onlookers, this scene as Wei Xiaobao came to the Dragon Island, see the teachings of the church leader Qi Chung "Hong Fu Qitian." Of course, this is just a joke, old Luo is not Hung Hom, hammer technology is not a cult. He is an imitator of Jobs, and his hammer mimics Apple's all-in-one, letting a group of people cheer at just one IT device, just a part of their marketing.

In fact, China, the country with the largest mobile phone production and the largest number of mobile phone brands in the world, is not just a hammer. Almost all mobile phone companies are eager, imitating or wearing this passion burning ring. Almost every influential Chinese mobile phone brand, are not lack of their own fan organizations, their own sermons - product forums; at the same time in the product launch, there will be fans debut, shouting for the product, and uniform dress, Wear a custom-made brand T-shirt or pullover.

Interestingly, none of the products and products, including online games, can fall into a collective unconscionable carnival in China like a cell phone.

The origin of all this, but also dates back to Apple.

From the company's point of view, over the years, the power of the public, so that the public "passion" to participate, only Jobs have done. The Apple company created by Steve Jobs, has long been regarded as science and technology "religion", Apple's press conference, the new line up to buy, and even Apple retail stores, have been topped by the fans and paid close attention by public opinion, and even Apple Almost no need to invest in advertising costs.

Apple's disciples

Apple is known as Apple, Steve Jobs has been regarded as a leader for a long time. People in the consumption of Apple products, always referred to a pleasant enjoyment of passion. A 2011 British study found that part of the brain that the Apple experience triggers is actually the same as the part that is active under a passionate religious experience. Neuroscientists using magnetic resonance imaging (MRI) found that for Apple fans, seeing an image of an apple product is actually the same part of the brain as a religious figure sees the image of God lighting up.

In May of that year, Gary Allen, California, decided to travel thousands of miles to commemorate the tenth anniversary of the opening of Apple's retail stores, from the west coast of the United States to the east coast, and finally to Virginia to visit the world's first apple store. Instead of flying, he rented a Toyota Yaris for five days and en route to Denver via I-80 and into Kansas, Missouri and Pennsylvania. Allen did not even know how Apple would celebrate this 10th anniversary. He only knew how he was going to celebrate the pilgrimage where it started.

In 2012, a man named China on the other side of the ocean, called "Kill the Bear," also started a pilgrimage on a par with the pilgrimage. What is more rare is that he is riding a rider thousands of miles away and riding a bicycle from Yantai, Shandong Province Zhuhai, Guangdong, in order to see the Meizu headquarters of the style of technology buildings, as well as express their intention to join Meizu company. Eventually, he was entertained at Meizu Canteen to eat a big meal, but failed to see the legendary Huang Zhang - Meizu founder.

When Microsoft, Samsung and Google opened their own hardware stores in the United States, the U.S. media exclaimed that this is the way to learn about Apple. Actually, they did not know that the "imitation" of the first imitator should be the only Meizu company in China Correct. Meizu not only founded the Chinese version of Apple sales outlets, but also create a Chinese version of fruit powder - Charm friends.

In 2008, when China did not have an Apple store, the Meizu store was already on its debut. Not only the store's design style and product display mode, but also the clerk wearing a blue T-shirt imitating Apple Software and answer questions. In addition to the appearance and temperament of the general level of Apple sales staff is not as high, others are like "apple flavor."

In order to cultivate their own fans, Meizu will regularly sponsor these people to hold a party, give them a small gift, at the same time let them like fruit powder, at product launch, at all in line to buy. When they are in line, Meizu staff will queue up fans to McDonald's hamburger, and sales staff, like Apple, in front of the queue for the buyers applause.

Two years later, Lei Jun, who claimed to use the Internet to do cell phone operations, copied everything perfectly. His customers' on-site queues turned into computer-aided buying of F-codes. Fan-parties became the millet city-goers and he founded rice noodles , At the product launch PPT thanks for the rice, so that "because of the rice, so millet spread throughout the Chinese Internet.

See all this chapter, angrily accused Lei Jun is plagiarism and theft, even in Meizu forum in 2013 cursed: "not that I have taught him, he knows fart to do the phone." Huang Zhang to have Steve Jobs stubborn Known for its own sake, and likes to post the same user experience as the latter, and then burst into foul language to show that he and Steve Jobs have the same bad temper.

Before Luo Yonghao and Lei Jun, Huang Zhang was also the first person to be named the title of "China's Steve Jobs." In fact, Huang Zhaoxian hates the Lei Jun as narrow-minded as everyone is studying Jobs' apples. The difference is just how to imitate it.

Conference doorway

Such as cell phone new conference.

Nowadays, a disruptive mobile phone conference is held in China almost every month. The number of IT reporters spreading over the country may only meet in Beijing today. They may meet in Shanghai tomorrow and we will meet again in two days. Meet in Beijing.

Each mobile phone company, will be the new conference as the key to selling products, since the millet press Apple held a press conference, followed by another blockbuster, new conference on the Chinese mobile phone industry has become standard, many mobile phone brands in the market for one year Marketing rhythm, according to the preheating press conference, press conference held after the maintenance and planning.

Of course, the highest quality at present the most "apple flavor", it is Hammer phone conference, Apple-style minimalist PPT perfect reproduction, together with the stage lighting and elegant curtain, Luo Yonghao wearing a T-shirt, one person said two More than an hour, the language style is also used by the idol Steve Jobs theater style, 5,000 people's venue, from the momentum is enough to humbling.

However, even with successes such as Lao Lo and Hammer's press releases, there are basically no differences with the other handsets such as Xiaomi, Meizu, Huawei, BBK, Oppo, Jinli and others:

The first will definitely talk to users, or review the sales of the previous generation of devices;

The second is sure to talk about product design;

The third must be the product's hardware;

The fourth is the most likely to pull the important partners to support the scene scene;

The fifth is the price announcement, accept the audience applause.

On the night of May 20, Lao Luo repeatedly referred to the chief engineer of Fujitsu's 50th Anniversary and Robert Brunner, the soul of the famous design company Ammunition, and also showed the well-known musician Zhang Yadong and Zuo Xiao Zu Cui on the hammer in the PPT Phone help. The millet conference, when introducing important partners, Qualcomm (main processor supplier) Greater China president, NVIDIA (graphics chip giant) founder who have come to join in the platform.

When Jobs returned to Apple in 1997, Bill Gates, former rival, was once introduced as an important partner. Steve Jobs's usual tactic is, after gripping the finished product, the mystery finally revealed - the price. Looking back at the birth of the 2010 iPad, Steve Jobs said the phrase "but only 449 US dollars," the audience warm response.

Millet mobile phone generation 1, hammer T1, are the last announced price of 1999 yuan and 3,000 yuan, although both companies have previously passed the price, but at the scene, there are still a large number of believers happy.

Yes, now we see the phone conference process, it is laid for Steve Jobs, or deeply affected by him, as a perfect agenda set master, Jobs hopes Apple's marketing, playing a gospel-like role, To enable believers, Apple buyers, to go to formal, natural, and pure product paths.

What Steve Jobs did was impress everyone in all aspects of contact with Apple products, the Apple press conference, the purchase of Apple products at Apple retail stores. Take a look at the lighting at the Apple conference, the stage, the music, and the bodies of fans shaking in the process, with the 20-man gospel choir in the church singing the song "I'm going to walk with Jesus" while evangelists walk along the church Surrounded by full speed gallop, and arms stretched out in the air, this "probation" spirit exactly the same.

Steve Jobs not only turned his company into a god-like presence, but also ensured that the company had its own "religious" holiday. The Apple Worldwide Developers Conference (WWDC) publishes a steady stream of new products every year, Preach new doctrines. Apple's latest technology trends, Apple's transition to flat in 2013, is done at WWDC.

This year due to the large number of participants, Apple had to use Yaohao way to decide on the candidates. Now, China also has its own WWDC, millet technology rice noodles Festival born from here.

Samsung's influence

Taking a closer look at the rhythm of the apple, every year Mac, iPhone, iPad will introduce a new generation of products, not only to ensure regular media coverage, and make the brand more relevant to progress and innovation, but also make the product appeal The force continues as it escalates, just as the Mass service does, it is regularly held for the people. The Nokia's traditional approach to constantly develop new products for market changes will only make the product to follow the changing preferences of consumers, thus losing the invariable appeal.

The difference is that China's mobile phone company, Jobs's marketing logic guide completely towards the other extreme. In order to create a conference atmosphere, hardcore powder is undoubtedly a must-have item. Many companies directly use fans to remit fares, donate generous gifts, and even give away mobile phones directly.

Even Nubian, plus mobile phones and IUNI and other Internet phone brands, only one year to prepare, but the product has not yet been released for sale in the public display, it will have thousands of dead loyal powder, more fans die in desperation rushed to the scene, Can be described as magic.

In recent years, the star company - millet technology, their conference tickets become hot selling ox, it is an open secret, even the F code snapped up, but also became a downstream sellers and speculators profiteering weapon. Even many buyers are actually other mobile phone company employees in Shenzhen, they use their information industry advantage, the use of just at 12:00 F code release time shot, once seized immediately sold to sell Taobao sellers, thus gaining 200 to 800 yuan range of profits.

To some extent, this is the success of Xiaomi's commercial operations. Is also a lot of mobile phone companies that millet really smart place, not depending on the centripetal force of rice noodles, but clever dissemination. Millet's success, but also naturally set an example for other mobile phone companies, have fans into marketing tools, the conference's "Guide" into a tempting advertising performance. Even money to fund network media and opinion leaders, operating cell phone tasting and experience will be, some companies do forty or fifty or more a year, if you open 32 games of Yang Kun, have to deserve to defeat.

Chinese mobile phone companies dressed in Apple's coat, but actually a realist philosophy, the emergence of this phenomenon can not be separated from the contribution of millet, but also must mention the influence of another company.

The company's name is Samsung Electronics.

Somewhere, Apple and Samsung, may be doomed to be the enemy of the enemy. Apple's ad is exquisite, emphasizing the emotional attraction, and the purpose of selective delivery. Samsung is the opposite, overwhelming advertising, covering the eyes of people see the place, from newspapers, magazines, radio and television, airports, subways, bus stops, outdoor LED, video sites to social networking sites, etc., everywhere.

Summarizing the marketing features of Samsung, it is entirely possible to conclude with "local tyrants, not bad money". One of their most recent generous efforts is to combine London Heathrow Terminal 5 with one of the busiest terminals in Europe, Renamed "Terminal Samsung Galaxy S5" for two consecutive weeks (Samsung Galaxy S5 terminal), in the past two weeks, Galaxy S5 related ads and promotions will appear in every corner of the airport.

King and Pope

During the 18th century European Enlightenment, Prussia's Frederick the Great, Queen Ekaterina of Russia and King Ferdinand VI of Spain were friends of enlightenment thinkers such as Diderot and Voltaire, who preferred to invest in artists and Thinker, because Enlightenment can counter the pope's influence, consolidate the authority of the royal power.

To put it another way, Samsung is not the "king" of the mobile phone industry. Samsung was built by the power of the whole country and can produce all the components from cell phone chips and screens to memory. In order to confront the "religious apples," Samsung is only playing sports, Field, put a lot of money:

They are sponsors of the past eight Summer and Winter Olympics;

Brazil World Cup approaching, they spend heavily sponsored Messi and other 11 world football superstar, formed the "Galaxy 11" team to promote the Galaxy Note 3 and other products;

In the second half of 2013, they signed a three-year, $ 100 million sponsorship contract with the NBA to sign two consecutive NBA titles with LeBron James, the most influential basketball star of the moment, Called the American Spring Festival Gala "Super Bowl" contest during the launch of the theme of "you can never think of the next second" ads.

In China, Samsung has invited 101 celebrities and celebrities to advertise their mobile phone products. Other Chinese celebrities endorse Samsung mobile phones. Many people will scold the marketing of Samsung, there is no technical content, any well-known propaganda positions, famous people, all spared.

The planning of the Oscars is exactly the way, led by host Ellen DeGeneres Meryl Streep, Julia Roberts and Brad Pitt and other stars to come on Samsung mobile phones A photo taken selfie, this is dubbed the "Oscars in the history of the most expensive photo," and finally set a record of Twitter message forwarding volume, and caused media coverage.

Can not deny that Samsung received a huge exposure to this, trying to offset the impact of Apple.

To this end, Samsung's overall marketing costs in 2013, more than 140 billion US dollars, more than Google's acquisition of Motorola Mobile to spend, reaching 3 times the market value of HTC, even more than the national GDP of Iceland a year. The result is success with advertising and celebrity, the "King" eventually and the "Pope" split the smart phone market more than 90% of the profits.

Without Steve Jobs's call, the lack of Apple's charm, but because of the visible crazy promotion, Samsung has also become the subject of Chinese mobile phone companies to learn. Bryant became Lenovo's spokesman for mobile phones, Huawei heavily sponsored the La Liga, Oppo continued advertising blockbuster, backgammon and 233 Beijing Conservatory students hit a record phone performance Guinness, are inseparable from the shadow of Samsung marketing.

The hammer of Youku official propaganda video, film ads are played Meizu ads. This practice, Samsung has been implemented in China two years ago, when the Samsung S3 ads appear in other mobile phone brand advertising video, micro-video including video titles.

At the Samsung S4 show in 2013, the company took the world to its fullest, with Broadway actor Will Chase taking control of the picture and depicting the average consumer in different situations with a surreal cast How to use the various functions of Galaxy S4. An orchestra rides a hydraulic elevator on the stage, a little boy jumping up and down.

Affected by this, IUNI's first press conference, joined the drama elements; plus a cell phone release last, is an R & B style MV.

Apple has brought lofty Chinese mobile phone brands, Samsung brings entertainment elements. This makes the Chinese mobile phone brand marketing, there is always some sense of non-sense, both under the aura of Apple's attention, showing the style of mission, but also hoping Samsung secular lively, bring popularity and heat for the brand.

For millet it is particularly evident in them.

Alternatives are everywhere

Lei Jun 2011, suddenly once again become the darling of the media. He kept telling reporters about his entrepreneurial mood with unsuccessful accomplishments: he was determined at the 40th birthday party because his dream was to build a billion-dollar company. He was one of the most famous angel investors in China at the time, but he had not become the successful "he" in his mind.

The media likes this story, and netizens love to listen to the story of success, when he said: "As long as the vents stand, pigs can fly." A magazine reporter wrote the story, Bo spread, became the most famous words to describe the rise of mobile Internet.

In addition to the "legendary" entrepreneurial experience, after the advent of the millet mobile phone, the leader Lei Jun gradually wrapped himself as a vanguard of the mobile Internet model. He has been instilling in the outside world, millet is using the Internet to sell mobile phones thinking. November 3, 2013, CCTV news headline coverage, millet phone with the Internet thinking transformation mobile phone industry news. At this point millet has become a leader in Internet thinking, known by the Internet, began to change to a household name.

Lei Jun admits that he is imitating and studying Jobs's product distribution model, in fact, he also learn how to guide the way Steve Jobs, millet repeatedly received high exposure behind him is frequently interviewed, on television programs, delivered speeches, wrote microblogging Express opinions and keep making news events.

Jobs himself enjoys public attention, he does his best to control the media coverage of Apple, and is ashamed to call influential tech journalists and persuade them to write out what he wants the world to know. So far, China does not have any entrepreneurs, can do this step.

It is undoubtedly the best temptation to persuade the media to be interested in your story, to put on a progressive innovation coat, and to use religious devotion to realize your dreams. The need for the Lei Jun's religious passion like Jobs to explain his Millet career is in keeping with the progress of our times. This gives the maximum amount of attention with the least cost and allows people to talk about millet voluntarily. Jinshan era experienced the golden mean, Lei Jun I am afraid never again because of low profile unknown, leaving hard to put down the drain.

However, the millet phone is less than half the price of iPhone equipment. Millet's positioning is the most cost-effective smart phone. Therefore, Lei Jun simply did not intend to like Apple, by stimulating people's passion to continue the excitement, or can not do. So, he needs lots of talk, just as Samsung needs more and more ads to fill people's eyes and think of yourself at any time.

From the product development point of view, the practice of millet, Samsung has in common. Samsung's target group is the young group, especially young women of fashion, they are willing to customers to develop the desired products, large-screen mobile phone to read comfort, it will be 5.5 inches in size, or even more than 6 inches. Samsung has done for their own large-screen mobile Note Note ads: "Because the screen is large, it appears small face." Used to imply Samsung's grasp of the user's mind.

Of course, you like 4-inch screen, Samsung also has a 4-inch product, you are a carrier user, Samsung will strive to become the operator's partner, and now the Samsung mobile phone market, will be able to China's three major operations Business, or the United States five operators at the same time delivery.

The millet also aimed at young groups, and even high school students and college students, they repeatedly stressed the impression of low prices, red millet, millet youth version, there are more than a thousand yuan late red rice cell phone. Millet TV's slogan is: "The first TV for young people."

In an effort to demonstrate its commitment to users, Millet emphasized that they encourage rice flour to be involved in every aspect of the company, from research, product development, testing, distribution, marketing and even public relations to demonstrating the intimate interaction with customers. We know Steve Jobs did not do market research at all, and he believes his job is to teach people how to be esthetic and to teach people what they should like.

It is hard to imagine Jobs giving a good attitude to the world by conveying the truth to the world. However, Lei Jun must do so, and in order to keep people remember the pleasurable moment of millet, they need a steady stream of topics, often launched on the microblogging transfer send mobile phone activities; cooperation with Coca-Cola 300 million Coke bottles printed on millet Mobile phone pattern; QQ space to cooperate with the red rice cell phone panic; where the customer Eslite selling millet phone; millet youth version before the listing, millet 7 founders back to college dormitories, to imitate "those years, we chased the girl" , Took a series of posters, videos, and widely informed, did not spend money please beautiful young actor, with several older men collectively Meng, have a full sense of topic.

Old Luo's hint

Lei Jun's plot is to use his own personal resources, connections and millet to establish the influence of creating disguised "ads." QQ space for the purchase of popcorn made by millet, Coca-Cola bottle, micro-film the bosses filming ... ... with these cooperative exposure, to replace those Samsung's straightforward, naked ads, while spreading Xiaomi low-cost marketing mystery.

Today, Lei Jun sent red rice mobile phones to Lien Chan, and Dong Mingzhu's 1 billion gamble, and Andy Lau's cross-border dialogue not only set him up for business, but also kept Millenary's attention at the forefront at any time among domestic mobile phone brands. Early release of new products, F code, as always, selling, it is difficult to grab.

Steve Jobs sermon, and Samsung's intensive delivery, from the essence of marketing, there is no merits. Lack of such natural marketing leaders as Steve Jobs, Jack Ma, and Lao Loo do not have the resources and relationships to get other people to help you promote them. They are only willing to invest money in exchange for their influence like Samsung does.

If the Lei Jun without media packaging, not microblogging large, did not become a business leader, then they pile a bunch of old man filming micro-movie, why would a large number of people click to watch? Many people saw the small investment in Xiaomi marketing. However, they did not see the salary cost of up to a hundred people in Xiaomi's new media team. They did not calculate the cost of establishing the personal relationship of Lei Jun and did not calculate the cost of maintaining Xiaomi's media relations.

Meizu guilty of such a mistake, Huang founded the company convinced that you can not advertise in the media, as long as the user communication in the forum, you can complete most of the marketing work. This is a lot of the boss dream of Internet thinking, through the word of mouth without money can make their own hot products.

Unfortunately, although Huang is the first to learn Apple's manufacturers, but now far less influential than the late millet, or even just released hammer cell phone. The reason is that, even though he learned the purity of Steve Jobs, Huang did not learn how to make the world feel purely for themselves. He was too lazy to meet with media reporters and even less aggressive advertisements. Therefore, Meizu even put on more Apple coat, but also helpless, the user community has always been unable to large-scale breakthrough.

Until Huang Zhang is willing to return to the company as a management work, actively seek external investment for promotional support, advertising to major IT sites and video sites, it is too late. Millet and Meizu, is no longer on the starting line. When Meizu saw the impact of the hammer increasing rapidly, but also want to take the opportunity to acquire, by the way convinced Lao Luo partner Huang Zhang. As a result, the message was relentlessly announced by Lao Lo, while also being proudly rejected.

Lao Luo is a well-known man who knows the importance of public communication. As another disciple of Steve Jobs, Luo Yonghao is more capable and capable of leading journalists and public opinion than Lei Jun and is even more likely to be admired by reporters. He is leading the media, but also copy many of Jobs's practice.

"Not for winning or losing, is serious." It is easy to think of the high requirements of Steve Jobs products, Lao Luo must claim to be the true essence of Steve Jobs successor, just like Apple's "1984" ads, as if to consumers Hint, my product, which represents the party for progress and justice, you consume my product, is to innovate with peers.

Lao Luo's idealistic complex, his slogan of elite service and uncompromising cooperation, coupled with his past experience, actually show Jobs-like personality worship. Many people are buying mobile phones aimed at Lao Luo.

Only the product has not reached the height of Apple's old Luo, whether Apple really do adhere to the pie, the way with the sermon, the sermon experience to create a technology company.

hope so.