Marketing and product analysis of millet products

Abstract: This year, the Internet company's popular millet model platform products and marketing model imitation, the traditional electronic consumer products and mobile phone manufacturers and the domestic major mobile phone brand enterprises to imitate the myth of the success of Millet, 2 minutes 200,000 too mobile phone snapped,

This year the Internet company's popular millet model platform products and marketing model imitation, the traditional electronic consumer products enterprises and mobile phone manufacturers and domestic major mobile phone brand enterprises to imitate the myth of the success of Millet, 2 minutes 200,000 too mobile phone snapped, this data is really false unimportant, Although my colleague buys a millet cell phone for the wife to buy a 3 months to still have not grabbed. So that this guy every day to keep the countdown to the pages of the helpless face failure can not give up ~ ~ I joked he said, you as a deep work and name of the product manager, how to load in the hands of millet. The charm of 3 came out, this guy went to rob the Charm Clan 3, comprehensive consideration of the September 5 Millet 3 will also be released, get, simply such as Millet 3 release again to do it! Continue his bitter rush to buy millet mobile phone fate!

At present, observed that: Gionee, Heng Bo, 360, Aridapuhe, and other mobile phone brands have begun to obscure the millet-style marketing model and The imitation of the Internet platform! So far the best to play the millet model is 360, from the recent 360WIFI products released to buy and Beijing East cooperation Look, This is a successful attempt!360 successfully replicated the Millet product layout and support of the community as well as the fan base. This step should be a direction to try and tamp the foundation of the initial stage.

The following analysis is used only as a reference and personal summary record and assumes no responsibility for the authenticity of the data and the product analysis.

1. Millet line Distribution of products

1 Millet Mobile (different version) top hardware configuration (super high cost performance) customized UI product design, friendly user experience, built-in application open app

2 Millet box (different regions) millet box through the future television operating "China Internet TV" integrated broadcast control platform, for users to provide more than 300,000 hours of authentic CCTV genuine authorized HD content, including the latest hottest movies, TV series, variety shows, anime and so on

3 own brand mobile phone peripheral accessories: Power/headphones and speakers/protective back cover film/pendant stickers/bracket and winder/Apparel class/Memory card and card reader

Brand Anime image derivative:

Millet Hardware Products Positioning:

1. Specific industry products are not limited, only do creative DIY class highly fit the target user's products

2. Under-line resources integration ability is stronger: telecommunication, Unicom, Mobile Contract Machine (flow) package

3. Other vendors hardware and software application development docking-not just a simple app application

The proportion of millet resources input Products:

Millet hardware Sales market revenue strategy:

1. First, let the user and market awareness, open up a variety of relationships and channels, establish and improve the chain of production and marketing, and operators to establish cooperative relations

2. Through the millet production of mature supply chain, logistics, to support the Millet cell phone, millet box, and software value-added services to integrate market users demand to achieve profitability

2. Millet line support Platform product line analysis

Millet Net: http://www.xiaomi.com

Miui:http://www.miui.com

Rice Chat: http://www.miliao.com

Read MORE: http://book.duokan.com

Millet Community: http://www.xiaomi.cn

2.1 Millet Net (default homepage)

Page features and Support products

User Login/Registration 2. Snapping up appointments

Real-time snapping

Main product display (millet cell phone, millet box)

Millet Network Integrated page to introduce links

Millet Net product Value: Millet, born for a fever

2.2 Millet net (introduced home)

Comprehensive product services and snap-out activities, as well as accessories to the Mall type homepage.

Show other product lines and community links introduced

Millet net (snapping up reservations)

The first phase of the event after the completion of less than 24 hours after the second phase of snapping up activities, the official gave an appointment to buy up to 237,000 users.

An average of 1 hours, 10,000 people in the official booking to buy a registered member

Member Registration:

The registration form is simple and straightforward

Verification Code Clear

User information entered correctly or not,

This page automatically validates and alerts the user (experience is good)

Millet net (snapping up reservations)

Product booking to buy a registration, only the first registered members, and then fill out an appointment, only to be eligible to participate in snapping activities.

And snapping may not always be successful.

Member System:

The system is a brand image and community influence as

A certificate of depth user.

The basis of the support of Millet member system

1. Priority buying success rate increase

2. Product Accessories Price Gift Package and discount

3. Vanity satisfaction and preferential access to millet related information

4. Community Posting Interactive Privilege

Millet Net (basic website data)

Global Alexa rankings: 1249

China Rank: 179

Friendship: 2,599

PR Weight: 6 bits

Total external chain reference number: 742,413

google+:375 Times

Foreign community sharing: 2000 times

Most visited pages:

Most visited subwebs:

Keyword search and source: Website SEO keyword is based on the release of new product name and version number in time and real-time online

The above data analysis results are as follows:

1. Millet phone SEO keyword only to do their own brand subordinate keywords, do not do the core keywords such as: mobile phone

2. Millet basically do not do commercial advertising, mainly rely on their own brand marketing strategy and a large user group support (low-cost)

3. By the outside world and mobile phone industry site reference Resource link is huge, but most of the content is millet users in the official website output.

Www.xiaomi.com Bearing Value:

1. Attract users to register and fill in information, resulting in a large number of users, but also bring traffic and online time long

2. The purchase of successful users through incentives and marketing means to enable users to pay online, and docking their logistics and cargo suppliers to quickly ship

3. Introduction of links into: www.xiaomi.cn Integrated Community and product resource Exchange platform

4. Marketing operation of the main strategy: to create a buying atmosphere, each period of snapping up activities not exceeding three days, the backlog of user demand, a short period of time snapped up clearance

Millet Community (www.xiaomi.cn)

User type:

Class A: Fever-level users, there are millet mobile phone or millet box products users, millet products outside the expansion of activities and software resources, as well as the needs of the exchange of brush machine friends.

B: Not to start the millet mobile phone, but like millet internal support resources of other brand mobile phone users. For example (Miui,app)

Class C: Focus on the forefront of mobile phone industry technology, information, product categories of information-oriented.

Millet Community (www.xiaomi.cn) product derivation and demand coverage:

Millet Community Column Category:

Cool play help: Millet mobile phone enthusiasts paradise, to understand the latest and coolest technology information, digital gadgets, cool play talent and so on.

Pat: share the rice noodles own photography, discuss, learn photography skills, take part in the photography weekly win prizes.

Millet College: Millet mobile phone configuration, installation, use, DIY tutorials to share the scope of expanding application skills.

Apps: Download the latest cool millet mobile apps, software, themes, wallpapers, ringtones, ebooks

The city will: Millet with the city will be rice noodles Online Exchange Park, we here can learn to play machine experience, holding various types of exchange activities

Popcorn: Millet Community internal publications, covering related cultural and millet events in-depth reports, Rice noodles interview

Millet Mall: Millet member promotional products, Millet mobile peripherals accessories products, creative products, belong to millet E-commerce self-production site

Millet Community (www.xiaomi.cn)--cool play gang

Millet cool play help divided into three major categories:

1. Millet accessories and new product evaluation

2. Mobile phone digital industry evaluation and product

Recommended

3. The cool play the talent community interaction

(UGC content contribution output)

Platform target:

1. Attract mobile phone digital industry cool play cutting-edge technology

User Aggregation Platform

2. The user to the product cognition view carries on the content brainwashing

3. Purchase conversion rate of own brand accessories

Millet accessories and new product evaluation software-to promote their own product accessories first, to purchase conversion rate for business objectives:

Millet soft writing way from the product of raw materials and environmental protection and quality of comparison. So that the Fever level users accept millet high-end price

Example: The first 7 yuan, the middle 5 yuan, the last 12.5 yuan. The 1th 10 yuan below, the middle 14.5 last 19 yuan (millet foil)

The right list content area, basically can think is to do millet own product advertisement, in order to absorb purchase conversion rate

Millet pick up the column is mainly through the organization of photographic contest, hair millet prizes (millet souvenir clothing, accessories) way to motivate users to produce more high-end photographic works.

The basic strategy is to use the user to get the prize to produce high-end photo quality content to promote the Millet mobile phone camera function, and photographed app Millet mobile phone 2S pixel up to 12 million pixels (in essence, to enhance the impact of their products)

The activity organization and the review and registration process--supported by the Millet Forum Section (this eliminates the need for a separate registration system and display platform) are also beneficial to the content of the forum. and integration with member ratings and system promotion incentives

1. Written by millet editors: mobile hardware, millet mobile phone skills, mobile theme beautification, network sharing and free network, DIY talent, interactive questions and answers

Around the millet mobile phone and the industry's mobile peripheral auxiliary type of DIY content resources.

2. Millet College's special topics, content, from the Millet forum users share the essence of the paste, sticky stickers

3. The entire college content classification and article detail pages are placed in the latest Millet phone snapping page, or product introduction page--in order to change the purchase rate of advertising

Millet Community (www.xiaomi.cn)--Application of Millet app

1. To provide the production of millet mobile phones from the main platform to push

2. Introduction of Third-party mobile app apps: games, software

3. Mobile app channel, domestic mobile internet platform, basically have app download channel, millet app take free download money popularity and traffic promotion own brand app

Millet Community (www.xiaomi.cn)--the City of Millet

1. The National Association of Millet may be: 1.3 million (based on the total number of members and the amount of posts per district)

2. The same city will have the title and President of the administration, organized activities, there will be rules and so on the system to stimulate and restrain members of the city

3. The city will be the greatest value lies in: The city of Millet members of the exchange of activities, can communicate with each other mobile experience, access to the latest information, machine swap, and so on.

4. The offline channel user resource concentration, thus to expand the influence of the brand, with Word-of-mouth publicity.

5. Offline mobile phone with the city will, in the country can really do the less influential, it should be said that the city will be the same town and the organization online support and operation cost a lot of resources

Millet Community (www.xiaomi.cn)--Millet customer service Millet line boarding service support products did not do well, guide relatively complex

Millet Community (www.xiaomi.cn)--Millet customer service after sale repair network

1. Millet line after-sales service repair network coverage of most cities in China

2. Offline maintenance efficiency and the status of the machine is no data

3. Maintenance network key input: Beijing, Shanghai, Guangzhou, Hangzhou, Shenzhen

Millet Community (www.xiaomi.cn)--Millet Mall

"Light" small E-commerce platform Millet offline mobile phone brand accessories and channel resources and online mall integrated millet products external sales support core platform.

Advantage

1. Can control the price product quality of the product

2. Since the operation of the promotion of goods

3. The influence of independent brands and the group of fan users

4. Sales price controllable, analysis of sales terminal data

And the stock ratio has a more direct grasp and balance

5. Cooperate with customers ' logistic resources

Main products:

1. Millet snapped up the bare metal

2. No gun to bare metal, you can choose at any time

Purchase contract machine (no condition limit).

Two strategies complement each other and cater to different needs of the user community

Sales forecast: Millet so far the rounds of sales, are in accordance with the booking go. How many bookings do I have to produce? Even the third round of 500,000 units to sell, users need to pay 100 yuan in advance payment. This 100 yuan of course not enough millet Xianchan manufacturing, only to ensure that the scrap rate will be lower. At the same time, millet mobile phone early strategy is to scramble for enthusiasts, after a long period of MIUI forum operation, Millet has successfully netting this group of users. Enthusiasts are a more delineated group, so capacity calculation will not be too bad, such as the third round of Millet mobile phone sales 500,000 units, is soon booked full. Inventory Management: Because the reservation system, how many, can sell how much, the warehouse basically will not appear backlog. Quality control: Defective rate and return rate changes, will directly affect the cost of the electricity business. From the public opinion (the real situation only millet itself know), millet needs to improve quality control. Logistics: To maintain the current booking system, how many goods to be issued, in which days, are now predictable.

1, compared with selling mobile phone traditional enterprises, others rely on selling mobile phones to make money, millet can not rely on selling mobile phones to make money, as long as it can be flat, millet in the mobile phone field to expand the user scale quickly, lay the foundation of the market and brand for the future business model lay a good foundation

2, with the Beijing-east and other electric dealers, Millet's huge mobile phone user base, as long as the built-in some clients, its user size expansion will be very fast, the user stickiness will be very large. In the electric business enterprise will occupy a commanding point.

3, compared with the common Internet community, the advantages ibid.

Subdivision thinking:

New users to get the cost: advertising, marketing, traffic and so on to promote the cost of distribution, on the head of a single user, how much money to get a new user?

User Conversion Rate: How many people saw the millet ads, to the millet site, will become a real buyer?

Repeat purchase rate/Purchase frequency: How often do buyers come back to spend again?

Affiliate Sales: If a website visitor becomes a buyer, can he not just buy a single item?

Customer Price: How much will a buyer spend on each visit?

3. Millet product line strategic distribution and data

Product line Google PR value Global rankings of the domestic number of trans-chain traffic PV purchase conversion rate Millet Net: http://www.xiaomi.com 6 1351 179 2559 3.62 million/day costs miui:http://www.miui.com 5 3732 459 1789 960,000/day 15% m Chat: http://www.miliao.com 5 64802 6361 391 46,000/day 5% see: http://book.duokan.com 4 16374 1801 477 340,000/day 15% Millet Community: http://www.xiaomi.cn 6 2942 332 574 1.66 million/day 25%

Comprehensive data from the website analysis: the user purchase conversion rate is the highest flow of two stations

Www.xiaomi.com (Mall)

www.xiaomi.cn (community)

These two stations are also the maximum number of PV users and the longest stay.

Noun Explanation: Purchase conversion rate

Refers to millet mobile phone, millet box, millet paid app and paid theme, and millet mobile phone accessories to the flow and direct flow rate of purchase

Millet Mobile Phone sales data

Date of statistics: May 9, 2012

August 29, 2011, Millet Mobile Phone 1000 works commemorative version of the sale.

September 5, 2011, Millet Mobile phone open network booking 300,000 units.

December 18, 2011, the first round of millet mobile phones open to buy 100,000 units.

January 4, 2012, the second round of millet mobile phones open to buy 100,000 units;

January 11, 2012, the third round of the Millet mobile phone open to buy 500,000 units.

February 27, the fourth round of the Millet mobile phone version of the open purchase of 150,000 units.

March 17 Fifth round 100,000 April 6, millet Company celebrates two anniversary, the sixth round opens buys 100,000 sets.

April 24, 2012, the seventh time open purchase, 150,000.

May 9 Eighth round 100,000, May 18 Nineth round 150,000 Youth edition

Statistical date Closed: June 2012-May 2013

Millet member Total: 7.05 million +

Millet Mobile phone Users: 5 million +

Characteristics and demand of millet user group

After >80, the user accounted for 70%, over 30%

> has a strong interest in manual DIY creative electronic Products

> A majority of it and designer and development engineer user groups

> have a sense of community team ownership

> is good at sharing and disseminating new information about the industry

> Have a need for photography, video, outdoor activities, industry experience exchange

> Young people using mobile phones for almost 24 hours a day

> People with some Internet experience and basic computer technology

> Other brand mobile phone users (like using millet system)

Analysis on operation strategy of millet product line

Focus on industry information: according to the characteristics and types of user groups to the industry's latest information and product information for a purposeful combination.

Low-cost product structure: Millet community and mall traffic is the largest, in fact, millet community use of Third-party Open Source Forum (no major development costs), mall is also a light and careful E-commerce platform (user experience concise)

UGC: Operations and editorial team lead the direction of content output, mostly millet community content is the production of millet loyal users (with incentive mechanism and system)

Content operation: To the content of the brain to transfer the concept of High-quality brand products, so as to affect the user's purchase behavior

Marketing Creativity: Snapping up mobile phones, contract machines, accessories, app fees, support other platforms, mobile phone system installation, etc...

Millet Product User Experience Design:

Millet's overall user experience in the Millet mobile phone system and box system strength, nearly 2 years the overall strength of more than the charm family, millet Internet product design and interactive ability to reflect weak, in addition to product pages and MIUI products more excellent other platforms are more rough.