Millet handset Marketing myth encounters crisis: Futures Marketing faces the enemy

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A few days ago, Lei sent a microblog. Within a day, Weibo comments and forwarding volume has reached more than 6,000. The microblogging then set the user rights, has been unable to comment, so the number of comments also stalled 6,000.

Yi, secretary general of China Mobile Internet Industry Alliance, commented that Lei's microblog "November 29 noon 12 o'clock, 150,000 millet mobile phone 2, 200,000 millet mobile phone 1s" instantly scored thousands of comments, many of which are negative comments. Yi said that Lei should reflect, do not "enthusiasts" as "fans." Slightly late, "rice noodles" immediately changed to "Rice black."

Millet marketing in the domestic mobile phone market is a myth, the media's extensive attention, fans of the fanatical cheers, shipments that sold, these have been just Apple phone to enjoy the treatment, in the millet show, everyone marveled at the altar lei overnight.

However, Apple also has been "fruit powder" when the slot. The loyal fans of many millet handsets that once envied other manufacturers are not as loyal as they thought they were.

The troika is losing power?

MIUI System (Millet mobile phone operating system), rice chat software, millet mobile phone hardware, known as Millet Company's troika. The former for Millet mobile phone to provide software support, but also accumulated a large number of users to do the groundwork for the market. MIUI can be said to be the first millet Troika, the most successful, most Word-of-mouth products, this should be the establishment of millet culture, the core products.

MIUI is already ploughing an Android operating system before Millet launches the phone. According to the Chinese user habits, redesigned the operating interface, in order to better meet the people's use habits and psychological habits. Before the millet phone was released, MIUI had accumulated millions of users, according to its official claim. It is this part of the user constitutes the early "rice noodle" core.

What makes people sigh is, it is precisely because of a MIUI subject charge event, craze "rice noodles" instantly become "rice black".

At the beginning of November, when the millet mobile phone users made a system upgrade, found that the theme of the download to replace the mobile phone, high quality of the subject will need to pay. Let a lot of users feel "bad" is, not only download later need to pay, even before downloading the theme can not use. The charge is not high, one or two yuan. But this is the free fee to change the trial, so that MIUI official forum once "loyal" users erupted strong dissatisfaction, and even threatened to abandon MIUI.

As Internet enterprises began to compete for the brush machine market, trying to master the influence from the source, Miui's Day also began to be difficult, because it is not irreplaceable. Like Tencent and 360 for the fight for the Brush Machine Wizard has been playing in full swing, the user also accumulated to millions of of the magnitude. In the domestic Internet market, getting up early does not necessarily have the worm to eat, often is the early morning worm to be eaten by the bird.

The first to enter the market and was swallowed by the big crocodile is rice chat. Now the smartphone instant messaging software is already installed, and the first to scramble for the market is Lei's millet company, Millet in December 2010 launched the chat software "Rice chat", became the smartphone players in the circle of the most fire of a software. But how short is it? It's two months.

Two months later, Tencent, with its powerful replication capabilities, launched the same functional software-micro-letters. In the August 2011, the number of users of micro-credit breakthrough 15 million, the rapid rise to become the market leader of the segment, and rice chat that only 5 million users around. The month, the micro-letter added "to see people nearby," the function of the stranger to make friends, finished the fatal blow to the rice chat, both the number of users sharply open, no longer comparable.

At present, the micro-letter has already been hundreds of millions of users of the scale, rice chat is dying, the user's active degree has not even been able to enter the market with the September 2011 mobile phone Application "Mo Mo" compared.

Millet Company's most core mobile phone business, with the introduction of Millet 2, was placed in the "Spotlight", became the target. October 30, the first open purchase of Millet 2 in less than 3 minutes was robbed and empty. However, only 50,000 of the supply volume so that a full 2.5 months of users are very dissatisfied, many users accuse Millet is selling "futures" mobile phones. November 29, 150,000 millet 2 mobile phones and 1分钟43秒 in the book. But users ' discontent has not subsided.

Myth Hard to copy

Millet Company in August 2011 launched the first millet mobile phone, high allocation of low-cost routes, and imitation of Apple, in the domestic manufacturers to launch a bold pre-sale business, and achieved very good results. For more than a year, basic each pre-sale can be emptied in a short time, and repeatedly refresh the fastest time record. Millet mobile phone sales have reached 5 million units.

Then someone statistics that the vast majority of users in the millet generation of mobile phones after the official release waiting for up to 10 months time, can really spend 1999 yuan to buy millet mobile phones, the first 4 months of shipments accounted for less than 10% of total shipments. This 10-month hardware cost has been greatly reduced, the original low profit configuration has become profiteering.

Such sales will, of course, make the rest of the industry jealous and join the battle. So in the introduction of Millet 2, the market has been exactly the same as a year ago, so that people suspected that Millet 2 has been unable to replicate the myth of Millet 1.

Millet Generation 1999 Yuan Price did subvert the smartphone pricing at that time, when the price in the market can only buy the configuration of simple low-end smart phones. This year is completely different, Huawei four nuclear version of the Glory 2, pricing 1998 Yuan, the same is the high allocation of Low-cost mobile phone hit the ads is "spot", it is obviously for the shortage of millet in the state of 2.

October 28, Google released NEXUS4. While the licensed version of the handset is hard to find in the Chinese market, its $299 trillion (about 1900 yuan) pricing has unleashed a strong signal to the public and the industry that 2000 yuan can buy a highly-equipped Android phone in the market.

In addition to Google, Huawei, other mobile phone manufacturers have joined the war, Lenovo, Cool faction, Haier, Amoi, ZTE and small chili, small cyclone, Big Cola, Bumblebee, no matter is famous, no name, all the beginning of a low price and high matching strategy, and the cost-performance ratio and millet 2.

It's been almost 3 months since the second generation of millet mobile phones, but until now, the hope of the "rice noodles" has been to ridicule it is only hearsay products. To be numb to every round of snapping, because most people didn't get it and didn't see it. Since many people questioned the millet imitation of apple "hunger marketing", to now more and more people blame Millet "futures", "in short supply" of the millet phone is experiencing unprecedented crisis.