Millet mode to sell rice, so spirit!

Your relationship with the consumer will be successful.

Today, the market is about 99% of millet is peripheral, is a phenomenon, you see are the results of others, you want to find reasons for the result is very difficult.

Millet first decided to make a brand, it is the biggest difference is to turn their attention directly to consumers, and consumers do good relations. What to do?

First, understand the consumer pain point. Millet began to do MIUI, the first is to collect online all the mainstream mobile phone and Android system dissatisfaction information, conduct large data analysis, find common pain points, according to these to improve.

Wang Zhen self-evaluation: To understand the needs of consumers there is no shortcut, there is only one way, is the real site interview with consumers to obtain information.

Second, full respect for consumers. Millet first version of the test, Millet will be the first 100 to participate in the MIUI system feedback most of the fan name on the mobile phone launch screen, the influence is huge, he will drive around all the people to help spread, and advertised them as "Millet mobile phone 100 dream sponsor." What do you mean by hitting the human face? That is, if someone says you, would you not recognize him?

Another example, the millet mobile phone's many details in the early period is not very good, but the millet will be based on user feedback, to maintain a weekly system update, so that users feel very respected, and their adoption of the recommendations greatly respected widely disseminated.

Wang Zhen self-evaluation: Always said the details to determine success or failure, but I think the details can not determine success or failure, the decision is the relationship between consumers and you. In the past, businessmen always like to see consumers as enemies, wits, but this era, you have to let consumers become your partners, they are your friends.

Millet No Hunger marketing

Millet has never used hunger marketing, no matter how lei explain, we do not believe. Hunger Marketing is the best to learn, you put the door of the warehouse not to let shipping all can go to learn, useful?

Based on the experience of millet marketing, we have summed up a pyramid model. Before the highest level of marketing is to turn straw into gold bars, this is the marketing company's self hypnosis method. But now you're still playing with the bars. The game of gold bar is wrong, you want to help consumers herd many straw among the find that gold bars. Today's trust costs are too high, your product has a few certificates, won what awards, consumers do not care.

How to judge a product is not gold bar? Only one is that consumers are excited to recommend it to a friend.

Previously, the sales funnel model. The first step is to spread the coverage, by frantically playing advertising to arouse consumers ' interest, and then through a set of marketing planning to attract consumers to the channel, and finally get a small rub very poor purchase users, this is the past mode. Today, however, it evolves into a pyramid model.

The funnel is leaking down less, the pyramid is from the point down more and more big. The entire pyramid from top to bottom are your target customers, the spire is the target customer's opinion leader, that is, advocating hand. The social relationships of these people affect their friends A, B, C, D ... Then a layer of downward push affects the social relationships around these people. The simple explanation is viral marketing.

The viral model is to find active people in the susceptible population (people with more fans), and then spread through them, but the transmission of the virus is attenuated, two layers after the basic no transmission. So in order for the virus to spread for a long time, the infected people must cross infection.

The core element of this is the relationship, we want to form a mutually beneficial relationship with the fan representatives, through the fan representatives to help us expand the fan club, to mobilize the masses to produce lasting influence.

Millet mode to sell rice, so spirit!

Millet cannot replicate, but the marketing model behind it can sell anything. Why don't children like to eat rice now? All of them are chemical fertilizers, and all kinds of pollution, heavy metals are also exceeded. We have a special sale of rice to children, its origin is more than 90% of Liaoning is covered by forest, spring water irrigation, so the quality of the rice here is not said, this is the core, is also the first step-to find our eyes in the "Gold bar."

Start by using large data to analyze all the target customers at the bottom of the tower, and then find our 100 original users.

Using our language analysis technology, we can identify a child's mother as long as someone publishes any clues about the baby on Weibo. According to our statistics, there are about 6 million mothers on Weibo. From here we find the most influential 100 mothers of ordinary children and ask their children to be our non-commercial spokesmen. What do you say? We're talking about 100 of the most beautiful and healthy babies in China. You're not happy if you're a mother? This is human nature.

Photos of these 100 children will be printed on our boxes, then ask them to go to the rice origin to play, a variety of unexpected experience. They tasted a good taste of rice, and the origin of the environment so that these mothers are greatly surprised. So there will be a scene, when these mothers back to the office, talking about the children restless meal, it will naturally recommend themselves to the children to eat this rice, because of their trust relationship, the 100 mother basically detonated the first round. How do you buy it next? directly to the face to sweep a two-dimensional code plus micro-letter can be purchased, very convenient, and the mother will be rewarded. That's what I'm talking about the pyramid model is based on the trust relationship between consumption instantly completes the purchase.

Wang Zhen Self-evaluation: the first of the pyramid is to use large data to know who is our target customers, like this time through the Internet to find these children's mother. There used to be no open social networking platforms that you couldn't find, and you didn't know their relationship in the past. But today, with the help of big data, we can find the 6 million, and we can analyze their relationship, so the people on the top of the pyramid have found it. You can't have a relationship with 6 million people, but you can have a relationship with 100 or 200 people and make these people our "advocates."

After the first wave of trust, through these 100 "advocacy hands", there will be more mothers interested in this activity. Last week, a group of parents took their children to the origin of the rice to play, the children were walking together crying a mess, the whole process completely voluntary and at their own expense. Like the rice noodles at the Millet conference, they volunteered to take 200 of dollars in tickets and took the trouble to catch up from all over the country.

Wang Zhen Self-evaluation: This is the charm of social marketing! A good product should be related to consumers. Have a relationship to help you spread. Human nature is the same, human descendants, have a trust relationship can endorse a good product, good products only in the trust relationship can be confirmed, and trust relationship only accept good products. You certainly won't cheat on your friends and family.

At present, the mathematical principle of bidding ranking is the prisoner's dilemma, bidding to the end of your penny profit is not, our pyramid model is the mathematical principle of the epidemic model. Why are so many products very difficult to spread, just like some viruses passed two laps? The core of the epidemic model is that in all susceptible populations, the most active people are poisoned, and the virus can infect the most people in the shortest time. But each layer of the virus is attenuated, how can allow the virus to replicate indefinitely?—— let just infected people cross infection. Millet in the first year to do 400 popcorn in the offline salon, that is, the process of cross infection, similar to our selling this rice, every day there are parents around the children's food safety issues together, engaged in a variety of the same city.

Cross-infection is the constant generation of new severe poisoning, so that can be replicated. So many people ask me that millet can be copied? I said no, but the marketing model of millet must be replicated. By this logic, we have recently started selling New Zealand imported milk. This is a brand new, but because of the trust basis for selling rice, we sold more than 1000 cases on the first day of trial sale.

Wang Zhen self-evaluation: Why did the traditional sales funnel die? Because the times have changed completely. First off, the spread dies. In the past, a person can only accept five or six information sources per day, now up to five hundred or six hundred. Like when there is only one horn in the room, everyone listens to him, but no one hears anyone when they have a horn. The horn is worthless if it's not the media. The second idea died. This is an era of creative people, you want from a small creative, the achievement of a brand is difficult.

How do you break through? Two words: Relationship! Now the sale is that we first build relationships with a subset of consumers, gain their trust, let them use our products, and then leverage their social relationships to influence more people.

Impress consumers with four heart tactic

First, fully understand. Previously understood that users are through the research company, then how? If you want to do a mobile phone software today, should go to those millions of scold current mainstream mobile phone person.

Second, absolute respect. Just now said that we sell the rice later, after the price reduction, how to give the previous consumer an account? Our practice is full refund! At that time, the boss is very distressed, to compensate 7 million or 8 million, but I still insist. In the end, the old users are very pleasantly surprised, like the stock to make money, began to happily with the people around the recommendation of our two-dimensional code.

Third, always meet. Why is it that the millet phone does not have a thick manual like the traditional mobile phone? Because consumers may not look, but if they can scan the code, there are any problems can be solved online, you say which way better?

Four, just circle. You can no longer through the channel, to direct the circle of your customers, so that customers directly with you.