Millet please hold your feet wait for the soul

Often in the River Walk, where there is no wet shoes, the recent period of millet often "wet shoes."

July 31, Taiwan's "Fair Trade Commission" announced that the red Rice mobile phones in Taiwan sales process is unfair, false sales volume, violating the Fair trade law, to its 600,000 NT tickets issued a ticket.

And in the previous week of July 25, the domestic media issued a question about millet in the July 22 press conference propaganda has "200 million people watch" millet conference for false propaganda.

In a short period of one week, Millet has been two false propaganda events to come to the door, millet in the end what?

Two times seemingly small "problem", millet are lifting, two simple apology, will two things, the area.

But are these "frauds" really small things? The content marketing to win the millet really can be the edge of the walk?

I think not necessarily, a big company, win in detail, win in the gene, known as "the world's fifth largest mobile phone manufacturer" of millet, can not ignore these details, but not in a kind of ridicule tone "put all the problems are thrown to the market."

Among the data given by the Fair Trade Commission, Millet had three snap-out activities in December last year, with 10,000 units, 10,000 units and 8000 units. But in fact, millet in the claim to accept the number of eligible to buy 9,339, 9,492 and 7,389, each time there are 600 or so mobile phones did not sell.

Millet in the apology later wrote, "The Taiwan Fair Trade Commission punishment, millet company expresses sincere apology:" Sorry, we are indeed missing 30 units! See below for details.

In the figure we can see in detail, Millet 1750 f yards into the panic, after the hedge, indeed only missing 30 units.

However, a question is, F-code as a direct purchase of millet mobile phone voucher, itself is not required to participate in snapping, Millet will these 1750 F yards to buy in the appropriate? This time is 1750 F yards may not be big with the total, but if the next time is 17,500 f yards? Millet also intend to take these 17,500 f yards into the buying?

Then we can imagine that, in a period of time, put foot F code, such as 50,000 f yards, and then open a round of 100,000 units snapped up, in fact, I just sell 50,000, can claim to be "in the xxx time 100,000 is snapped"?

Moreover, we take a look at the event a week ago, the official statistics of millet, as of July 23 16:10, "2014 Millet Annual press conference Live" online watch has broken through 200 million, reached 213746561 people, comments reached 201,070,469.

In the media exposure "true traffic only millions" false propaganda, millet dispatch: The page presents the wording of the text is not rigorous, it is "interaction total" reached about 220 million times.

In other words, when we subtract the 200 million comment, the number of people watching the millet is fundamentally different from the publicity. Whether this is intentional or unintentional, I believe that we can think from another dimension, why all the numbers of millet is to say, rather than from a small walk?

Have to admit, millet hunger marketing and content marketing made the domestic leaders, along with micro Bo up the millet did kill a lot of domestic "cottage" mobile phones, to a higher quality, lower prices to achieve today's market success, for the rise of domestic mobile phone has played a role.

But a smartphone based on Android's improvements is far from "fetishism", let alone Apple and Samsung. This is not the long foreigners prestige, not the national ambition, but a realistic spirit, a brand spirit!

Millet does not have Apple's iOS system, there is no Tizen system, at best, but a businessman on the Android system.

This innovation, friends have mentioned many times, is an improvement of innovation, not disruptive innovation. Millet's biggest innovation, but marketing innovation, is a kind of internet thinking victory.

Success is legendary, failure is the story. Rebels is only a lot of stories in the PC era, and more legends in the era of Internet migration. The so-called "focus on the ultimate Word-of-mouth fast", for a fever and so on is only marketing gimmick, hunger marketing is the Chinese internet history of a wonderful flower, we do not have to go to fine grilled hunger marketing of the skin.

Millet mode, to our interpretation, but the product that serves the internet thinking of the victory. The concrete implementation is "the name of false innovation, an Internet mindset that converts products into channels by means of the Internet, acquires channels at cost, and gains on the subsequent value-added services and user base, which does not make money on the product itself, defeating traditional competitors; making money on back-end value-added services But such channels need to be solid and sustainable.

But the information surplus dynasty, a smartphone life, but a year time, and Millet mobile phone, have a few observant to ask Millet mobile phone use time?

A year or six months? Anyway, how long is that channel?

Another problem is that the product echelon consumption theory, in principle, as people's consumption capacity and satisfaction level, in the use of products will continue to improve consumption standards. For example, when your first cell phone with 500 yuan of cottage machine, the second with millet (or Chinese cool), then the third will also use millet? Next? or red rice, M 2, M 2S, M 3, M 4?

You do not need to tell us the answer, we have said, China has not finished "cock silk user", but the cock silk user how to upgrade?

Based on this idea, how to promote the brand millet, how to implement the user storage capacity?

In the United States, there is a saying called "No mo ney,no woman." If pour over, is not "no user, there is no millet"?

The user is a lot of internet companies have adopted the strategy, but to a certain stage, must be transformed wash white, whether, millet current to do things, it is necessary to consider the "wash in vain" thing?

Otherwise, the fifth-largest, the Indian public relations eyes of the "Chinese apple", can withstand the increasingly fast test of the Internet time?

Do not deny that millet is really a domestic hardware field of a breeze, a moment of no two, but also for China to reshape the image, but this image, need to stick to it, but not at this stage of the "fooled" mentality.

The old saying cloud, do not use evil small but for it, the detail decides success or failure, do Big Brother must have a public figure appearance, but not with ridicule to face the official and the media questioning.

Back to the "Taiwan false" incident, is it big? In the eyes of millet, but through the clever to explain the "less than 30 units" of the matter, even, do not rule out millet inside perhaps think this is an increase in the spread of opportunity, and then in the content of marketing to send a force. Trifles don't seem to "fuss", is that so?

Throughout ancient and modern times, any global brand is definitely not based on this kind of cleverness to build, such a game of words play the smart, can indeed divert the attention of some users, and even can make millet more people's cognition.

However, this is not a dream of becoming a global brand of millet should have played.

Taiwan is still so, what is the mainland? More insider, about the internet marketing, the content of marketing, about the marketing of hunger, we do not go to "cut people's way out of the means", leave aside, but do not think that technology-oriented products, can be the number one through marketing, Japan's collective decline, but also 20 years of time.

Perhaps in the mainland, regulation still lags behind development, but walking international, can not rely on China's lake culture.

As a football fan, we can think of the Premiership in the Champions League in recent years, the Premier League referee fouls relatively loose, in order to ensure the smooth and exciting game. But in the Champions League, judges from European countries are generally more disciplined, leading to a direct result-the Premier League has a red card in the game.

How similar is millet? In recent years the Premier League has indeed developed rapidly in business, but the Premier League's team has been in the Champions League and has been playing Waterloo, while the Bundesliga is drawing a big gap, and Germany is also fast ahead of the premiership.

In the mobile phone dimension "After Huawei", in the television dimension "Before there is music", the millet steps step forward than a step bigger, but the pace is too fast, also must let the soul to follow up. After all, your dream is not the biggest "cottage" in the world.