Millet Li Vanchang: To do marketing, don't be afraid of being driven crazy

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Li Vanchang

"June 2011, we began to find the marketing director of Millet mobile phone, I and Ray Total (refers to Lei) met a number of people, come to the people always tell us, ' You go to play ads ', ' You go to open the entity shop ' ... We are disappointed that Millet is looking for not only sales, but a real understanding of the concept of Internet phone people. Two months have passed, have not found the right person, Ray always said: O Li you go. "In the recent hot explosion of millet Word-of-mouth Marketing Internal Handbook," a sense of participation in the book, the author Li Vanchang (Millet co-founder, vice president of Millet Technology) in the most down-to-earth language, described himself as a product designer, how to embark on the road of marketing.

and the airport bookstore dazzling variety of marketing books, Li Vanchang of the "sense of participation" there is no slogan, there is no "chicken soup", is the development of millet in various cases of straightforward. However, it is such a book, from pre-sale to the sale, has occupied the Beijing-east, when, Amazon three big electric platform best-selling new book location of the top 10.

How hot is the sense of participation?

"One evening in early July, Alli held a pile of manuscripts and said he had come to hand in his homework." ' I wanted him to write a book about user experience and design ten years ago, ' he said, after 10 years and finally finished. "In the preface to the sense of participation, Lei is clearly full of admiration for his old subordinate and good student," he said.

4 years ago, also because Lei "spot", Li Vanchang by virtue of their own product manager's deep knowledge and perseverance, just opened up a different from other enterprises marketing new road, and was the market certification for the industry's new benchmark.

Not only Millet's big parents lei, famous host Yang Lan, Li, famous entrepreneur Liu, Cai have recommended the book. Even once and millet some "festivals" of Qihoo 360 chairman Zhou also generous praise, uncharacteristically recommended the book said, "360 of colleagues, especially product managers and marketing public relations staff is worth looking at, to all the people who can learn worthy of learning to keep pace with the progress of the Times." ”

Zhou said that Li Vanchang can share the marketing experience is really great, I am impressed, in this drastic change in the era, everyone may be o U T, only to vent their own body to learn new ways of doing things. The original market PR method is really not the spirit.

According to South reporters understand that Li Vanchang will launch a "sense of participation" before the publication of a round of copyright competition, "the peak of the war", the market almost a few well-known publishing institutions have joined in. Finally, the book by the reader to work with CITIC Press to obtain copyright.

To the south all reporters so far, "the sense of participation" ranked in the Beijing-East best-selling books ranking No. 3, Dangdang new best-selling list 2nd, Amazon book sales list (updated hourly) 6th place.

33 Principles of participation

Li Vanchang has its own micro-credit subscription number, named "Lai Li Notes." will not regularly publish their daily work in the method summary, Subscribers. Also because of the designer's origin, he likes to use the word "notes" to describe his sense of enlightenment. "The sense of participation" is also known as "My four-year notes" (Millet was founded just four years ago), and the book's core is that he summed up the "sense of participation in the 33 law," Li Vanchang.

Li Vanchang has described in detail in a blog post "participatory Sense 33", "building a sense of participation, is to do products to do services to do the sale of the process of marketing open, so that users participate in, to build a touch, can have, and the user to grow the brand." ”

He summed it up as "three strategies" and "three tactics". Three of these strategies are: To do explosive products, as fans, as media. Three tactics: Open participation node, design interactive way, spread Word-of-mouth event. Within the millet is collectively referred to as "33 law."

and "Participatory sense" a book, is through the development of millet in various events to describe the specific "sense of participation 33", with a vivid case to explain how millet is done.

Being regarded as the "God book" in the marketing world, the sense of participation itself shows a variety of real scenes, rather than simply describing success stories. For example, in the August 22 book press conference, Li Vanchang mentioned the "driving crazy" this keyword, he said "drive Crazy" is also the internal language of millet, the ultimate is to drive their own crazy.

"It's a common thing to be driven crazy."

According to Li Vanchang, there are 4 of times you have to be driven mad, and most of them are written in the sense of participation. The first time is 2011, August Millet to release the first mobile phone, was unable to find the right marketing director, Lei let Li Vanchang on. Li Vanchang first thought of the guests, "we have to learn Fank advanced experience, so we made a 30 million road sign scheme, the result was total negation of thunder." "Don't spend a penny to do marketing, Li Vanchang first taste to be driven crazy taste."

The second time is May 2012, Millet introduced millet youth version, in fact, the machine is the first generation of millet mobile phones. But in August 2011, the processor supplier Qualcomm suddenly upgraded the platform, in order to seize the commanding heights, Millet decided to have produced a good "generation" pressure, leaving 170,000 inventory. Millet generation after the release of six months, the company began to think how to clean up the inventory, Li Vanchang in almost again driven mad situation, think of packaging as a souvenir "youth version" of the way, once again achieved great success.

The third time is 2013, Lei and Mingzhu in the CCTV Economic figures awards ceremony set 1 billion gambling, Ma Yun is thrown a "in the millet see marketing." According to the description of Li Vanchang, his heart pulled cool pull cool, millet marketing did a good job, but many people think that the success of Millet rely on marketing, this is a big misunderstanding. This outside of the puzzled from the side gave him a lot of psychological pressure, and finally turned into a kind of thrust, let Li Vanchang determined to "sense of participation" write down. Because it can tell you how to do behind millet, how to think.

The fourth time is the recent conference of Millet 4. Li Vanchang said, the first three years of millet we play a cost-effective, but then many mobile phone manufacturers through the study of millet model, whether it is to do products, or do systems, pricing, are slowly catching up. Millet natural pressure unprecedented, the press conference prepared for nearly two months. But from the final results, the launch day, the Millet 4 and related Baidu Search index has 4 million, far more than peers 100,000, 200,000 of the search volume, which also proved that millet very good to pass this off.

"Reporter Observation"

"Sense of participation" is the sword spectrum, subversive thinking is the sword tactic

"The sense of participation" is the heat I can personally experience, in addition to quickly occupy the major channels of electricity sales, but also often have friends to ask me if I can help contact millet company, want to buy the book on a large scale. September 13, Li Vanchang will participate in the south are held by the Art Forum, 500 of the moment full of registration, but also constantly asked me if there are other ways to listen to the admission.

However, as a third party observer, with a serious and responsible attitude, for the enterprise this "hot", I still have to water some cold.

Indeed, the "sense of participation" through the most simple case, detail the millet this 4 years how to do. But throughout the past few years, in the mobile phone industry, many brands have also copied the pattern of millet, try to do fans, to do the product, competition products cost-effective, but the real success of almost no.

In the final analysis, the traditional marketing personnel in the enterprise knowledge system, most of the market-related. They are not necessarily able to have a very close relationship with the product department, or they may not be able to stand in the product manager's perspective to study the product itself. Let the marketing personnel with product thinking to work, is tantamount to completely subvert their old set of knowledge system, equivalent to leather own life. This is why the opening mentioned that Lei does not want a person who only know to advertise, open the entity shop to be responsible for millet marketing.

But Li Vanchang is not the same, he is a good product manager, designer, but also has a keen sense of marketing, good at summing up. If you read the "sense of participation", you will find that Li Vanchang in doing marketing, in fact, the foothold is still product thinking ——— how to market marketing as an excellent product to do, is precisely the "sense of participation 33" the origin of the birth.

And for enterprises, let the product manager to do the market, this is the Sword walk slant Practice, there is a certain risk. Not only market personnel to subvert thinking, business owners also need to subvert the old routines of the courage.

Interviewing and photographing: Fangnan Reporter