Millet does not do enough, the internet thinking so subversive mobile phone industry

This is the "Internet thinking six word tactic" series of the second article, a shark hope that the Internet thinking six words combined with various traditional industries or enterprises, to analyze the internet thinking six words how to subvert these industries, or how the Internet thinking how to help these enterprises realize revolution and reengineering.

The first mobile phone industry, because of the rise of millet, Millet's success to the traditional handset manufacturers with great vigilance, watching the rapid rise of the late, rapid realization of the 10 billion dollar valuation, many traditional mobile phone manufacturers aggrieved and not its solution, trying to copy learning Millet mode but found no way, So immersed in the traditional and internet mode of interaction between the mire, this article hopes to be able to combine the internet thinking six words to the traditional handset manufacturers to enlighten.

The internet thinking six word tactic is not isolated, but a whole

Revisit a shark teacher's internet thinking six words: iteration, Mass, boutique. These three keywords, six words are not isolated, but a whole.

In short, iteration refers to the enterprise process from one-way, orphaned into loops, interaction. Traditional enterprise process to comply with research and development, design, marketing, sales, after-sale one-way process, each link less interaction, the end of the process means the demise of the product. But the internet thinking is different, research and development, design, marketing, sales, After-sale formed a cycle of closed-loop, and each link generated interactive and endless.

The masses, refers to the whole process of enterprise from isolated from the masses to the whole process of the introduction of public interaction. For example, research and development to listen to the views of the masses, design to introduce the masses of ideas, sales to take the public package, after the sale is to listen to the best of the masses and so on.

Fine is a kind of thinking, refers to the focus on the strength of strength, a breakthrough in a point, refers to a burst of thinking, the product, service, marketing and other aspects to achieve the ultimate, the formation of explosive points, manufacturing Word-of-mouth, the final form of fine.

Welcome to subscribe to a shark teacher's micro-letter public number (Southsharker), continuing to focus on the Internet thinking six words of application case teaching, the future will analyze the internet thinking of catering, automotive, media, communications and other industries subversive cases.

Internet thinking subverts mobile phone industry in these six major areas

Below a shark teacher detailed analysis of the internet thinking six words, how to subvert the traditional mobile phone manufacturers, in this only six key points, in fact, as long as the in-depth control of the entire flow of enterprises, combined with the six-word tactic, you can find out how naïve before, and the promotion of how much space.

1. In the product, the traditional idea is the machine sea tactics, the engineer thought, but the internet thought is the fine route, the product thought

The traditional concept is because the user is numerous, the demand is different, therefore needs to take the machine sea tactics, unceasingly sends the new machine, the final result is the new machine difference is very small, even only the color is different. Internet thinking is a fine route, millet one year basic only one model, Apple is also a year only one iphone, take the boutique, star route, to allow users to scream.

Boutique routes, so that enterprises can be more advantages of resources input, but also easier to do the ultimate machine, whether it is hardware configuration or cost-effective are so, and when you do the ultimate, but also the best marketing key.

such as Millet mobile phone just launched, is the world's first configuration: the first dual-core 1.5G mobile phone, 4-inch screen, standby time 450 hours, 8 million pixel lens. At that time, the price of this type of smartphone is basically about three thousand or four thousand, how low pricing will be more to make users scream is the key, it is said that the week before the conference is still discussing pricing, the final determination is 1999 yuan, the gap itself is the best promotional selling point.

Traditional mobile phone manufacturers are more engineers thinking, internet companies are product managers thinking, the former is from the self to design products, and the latter is from the point of view of user needs to design products. In the final analysis, whether or not to rely on the masses. You look at the traditional mobile phone manufacturers design products and millet, Luo hammer phones and other products, you can see obvious differences in thinking.

2. In product development and design links, the traditional concept is behind closed doors, Internet thinking is on-demand customization

The traditional handset manufacturer's handset development and the design, basically is behind closed doors, although also has the research link, but the sample is too small basically very difficult to represent the user demand, completely relies on the designer's inspiration to burst.

Internet thinking, through the product test version (engineering machine) quickly to the market, and then rely on the masses, relying on the community, actively collect users of the product comments and suggestions, and constantly optimize the product, forming a continuous iteration, and constantly improve the product design path.

It is said that the Millet forum has a mysterious organization-honor Development Group, referred to as "Rong group Son", which is the highest level of fans. "Rong group son" can be tried in advance of unpublished development version, and then the new system evaluation, "Rong group son" will even participate in some top-secret product development, such as MIUI V5. Communication is two-way and needs to give the user power. Like the petition office, if the user feel that there is no effect on the advice, as time passes he will not open his mouth. He can be motivated only when he feels he's doing something that will make you feel bad. When you really trust the user, the user will also trust you.

In fact, a shark thinks that the millet phone is not really internet thinking, for example, whether large data can be used to analyze the evaluation of a large number of users, as a guide to the earliest mobile phone product development reference, even in the form of C2B, the mobile phone parts of the internet, allowing users to select and book, and then on demand production, If this can be done, will be iterative, mass and boutique six words of the perfect implementation.

3. In the attitude of the user, the traditional concept is to the user one-way marketing, negative communication, while the internet thinking is a positive interaction

The traditional handset manufacturer to the user is the one-way promotion way, the main contact node is the marketing, the sale and the post-sale link, in the marketing and the sale is the one-way promotion link, but after the sale is can hide the passive principle.

Internet thinking is different, to build a fan interaction platform, active interaction with fans, the whole process depends on the masses. In the marketing and sales links, will each fan into propaganda positions, relying on Word-of-mouth to achieve the publicity and promotion of Snowball. After the sale, through the active exchange of each fan, collecting fans for the product issues, import into product development and design links, to improve products, and then into the process of positive cycle.

Millet as an example, millet and fans to interact with the platform has two main, one is the forum, one is the same city. The city will engage in spontaneous activities. Millet officials will be in different cities every two weeks to hold "millet with the city", according to the background analysis of which city users how much to determine the order of the city will be held in the forum posted after the user registration, each event invited 30-50 users to the scene and the engineer to do face-to-face communication. Of course, then there are micro-blog, micro-letter and other channels.

4. In marketing, the traditional concept is to rely on the dissemination of offline, indoctrination, Internet thinking is based on the online-oriented self-communication

Traditional mobile phone manufacturers to promote the way, still mostly stay in the past, still in the flower millions of do under the line of new product launch, still for that initiation ritual racked his brains brooding, the main mode of operation or mobile phone vertical media mainly to evaluation, shopping guide, experience mainly, or by the way of the spread of spending money indoctrination.

The marketing of Internet thinking, is to go deep into the fans, and fans to communicate, so that each fan into a positive propaganda position, is focused on resources to create events, to achieve the main point of the marketing strategy, is to make full use of new media channels, spend a little money to do big things snowball, since the transmission route.

The internet has profoundly changed the media habits of the target population, spending millions of of the press conference, only to allow on-site reporters or a small amount of the press to obtain a momentary pleasure, but this joy is not to be transmitted to the end user. Through new media, event marketing, word of mouth effect of the way, can truly with the end user 0 distance, rely on the strength of the masses, to achieve the outbreak of transmission.

End users choose a mobile phone, more attention to the brand, rather than specific parameters, so through the mobile phone vertical media to promote the idea of hardware products are outdated, the generation should be to promote their own brand, and rely on the channel should be popular media channels, not mobile phone vertical type media.

Look at the traditional mobile phone manufacturers, most of the marketing budget spent on the launch, please star spokesperson, TV ads, expensive and ineffective. Then take millet as an example, its main through event marketing, quickly win attention. Whether it is lei let netizens get out of their own playing mobile phone ("I am mobile control"), or the promotion of millet youth version of the "150 grams of youth", or occasion is the fire of "Those years we have been chasing girls," by the Millet seven partners to take the micro-video is the case.

5. In the sales, the traditional concept is to line the main channel mode, and the Internet thinking is all turn to the electricity quotient

Traditional mobile phone manufacturers are still in the state, the province, the city, and retail stores, in order to reach the user hand. And there are mobile phone manufacturers began to abandon all the offline channels, began to turn all the electricity dealer's pure online sales channel mode.

Traditional mobile phone channels, through each layer of channels, will increase costs, and the electricity business has knocked out all the intermediary channels, to achieve from the handset manufacturer's factory to the electrical warehouse, and then direct to the user's home the simplest route.

The electric business channel not only means the low cost, but also has the infinite possibility in the marketing aspect, unifies the Internet Technology high efficiency communication superiority as well as the user community, may realize the C2B and so on each kind of innovation form. In product optimization, user communication and other links, the electrical business because it is pure Internet thinking, is also the most likely to combine the internet thinking to achieve enterprise-wide flow optimization channels.

6. After the sale, the traditional concept is to calm down, the Internet thinking becomes the opportunity to win customers, will be sold to the pre-sales

Traditional mobile phone manufacturers will be sold after the phone, I hope users do not find, if there is a user feedback product problems, usually ostrich tactics, the head buried in the sand, hoping to calm down, worried about the user demand for compensation and so on.

On the contrary, the Internet thinking, users find the problem of mobile phones as a positive correction to optimize the product opportunities, as with users to enhance contact, close relationship between the opportunity, so the internet thinking is positive thinking, and the traditional handset manufacturers are negative thinking.

Millet's national customer service is typical, starting from Lei, every day will spend one hours to respond to the comments on Weibo. Including all the engineers, whether the timely reply to the Forum post is an important indicator of job evaluation. According to statistics, the Millet Forum added 120,000 daily posts, after the content of the screening and classification, there are substantial content of the post about 8,000, on average, each engineer to reply to 150 posts per day. The engineer's feedback will have a status after each post, such as included, is being resolved, resolved, validated, is equivalent to a simple version of the bug solution system. Users can clearly know which ID of their proposal is the engineer in the solution, when the solution, there is a sense of attention.

In a shark view, the success of the millet mobile phone is not uncommon, analysis of the internet thinking six words a typical case. No need to the millet cell phone myth, traditional mobile phone manufacturers with internet thinking, can do more than the height of millet mobile phones.

In fact, millet in some of the move to the internet thinking of the opposite side, for example, began to have more and more models, began to do offline activities, television advertising, and operators to start to work together to start building a large number of offline facilities (millet home). Traditional mobile phone manufacturers have a solid supply chain management and technical advantages, the lack of Internet thinking mode, as long as all mobilization, unified thinking, continuous learning practice, the future and Millet mobile phone competition in winner is not known.

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