Millet mobile phone research and marketing process list: Production and sales from a team

Content Guide: How can millet mobile phone product development process into a marketing process?

How do you conduct user research before your company develops new products?

In the traditional product development process, the enterprise basically follow the process of uploading: customer service personnel, marketing departments through the telephone, street surveys and other means of collecting users ' opinions, and then communicated to the Product manager, and then by the Product Manager will filter the information to the enterprise executives, but the executive will not necessarily look. The whole process is very long and inefficient. After the products are officially marketed, it is often difficult to make changes, because the negative effects of consumers are difficult to withdraw once they are formed.

But today, social media is subverting the traditional process of market research, and marketers can get direct access to the customer's true ideas. Its interactivity gives enterprises more opportunities to understand consumers.

In the millet company, research and development staff directly through social media to understand consumers. 2010 Millet Company in the development of MIUI operating system when the use of "crowdsourcing" mode: through the Millet Forum with the fan interactive collection of views, weekly update version, make product improvement. The development of the millet mobile phone has also continued this model: before the development of new features of mobile phones will be through the forum before the user to reveal some ideas, or in the official version one or two weeks before the release, let users vote to choose what kind of products.

The system function of the no-lock brush machine of millet handset is born like this. At first, the company did not intend to provide such a function, because it may bring the company a corresponding follow-up service trouble. However, in the research and development process, there are always enthusiasts in the Millet forum call: Millet phone should provide free brush machine system functions. Millet phones respect the needs of users, in the final version of the user to provide a free replacement system functions.

Another case is the input method of millet mobile phone. At first, the MIUI system is an Android native input method, after a period of time, many users vote to decide, they prefer sogou input method, millet mobile phone will be replaced by the Sogou input method. Six months later, by the user to launch the second round of voting, most users support not to place any input method, by their own choice of what input method. So, the millet handset simply does not install any input Method!

This model not only short, flat, fast, as much as possible to expose the problem upstream, reducing product risk. But Li Vanchang that, more importantly, the product development process is a marketing process. This approach helps millet detect the most realistic needs of the user.

This wave originally from the Millet Forum product development phase accumulated "enthusiasts" later became the most loyal millet cell phone core users, to help millet mobile phone to carry out Word-of-mouth communication opinion leader. This is almost the lowest cost to promote the way. "In the past two years, there has not been a penny spent on advertising. "Li Vanchang said.