Millet Vermicelli Marketing

Just been a group of rice noodles scold yelled, fortunately has been accustomed to, and then see a rice noodles to share the road, ask my advice, also participated in so long of the millet dispute, so, talk about the view of the fan marketing.

Fans have a long history, before we call fans, and later used the concept of foreign fans, is probably the meaning of XX fans, and then extended the fans, such as the meager fans, more is a concern, and the missing is a supporter. Meager marketing seems to be called a fan marketing, here we still do not talk about extension, from the phenomenon of rice noodles to do a discussion.

The advantages of a lot of fans, the biggest advantage for the enterprise is blindness, the blind love of products, tolerance to the problem and even turn a blind eye, they can be a generation of non-stop buying products around, but also the initiative to recommend to others. This point, it is the vast number of Chinese profiteers dream. So you will find that a lot of not so good souvenir products, selling is not bad, in other words, the traditional sense of the fans do not care about product quality, but more attention to their own sense of participation.

Most of the previous fans are based on a cultural identity to the style of the star's largest fan group, the other part is a hobby, such as Beijing opera fancier, donkey friends and so on. The latter mostly have their own name, but also occasionally called outdoor fans or something. And true product fans, I personally think that the beginning of jobs, Steve Jobs is an epoch-making person, he put an electronic consumer goods to the attributes of fashion products, thus forming a culture. So we call Mr. Jobs the Chowa and a group called fruit powder. Here is one thing to note is that the fruit powder is formed spontaneously, is not the company organization, everyone from a kind of Apple product culture recognition and sought after, formed this fan group. This and our country's fan marketing is very different. The order to emphasize here is to identify the product, identify the culture, and become a fan. And the back of the domestic fans we talked about is to the contrary, is the identity of culture, become fans, identify products.

There is a difference between fans and loyal consumers. Many enterprises are cultivating their own loyal consumer groups, these groups of products and brands have a high degree of recognition, but also will continue to buy products, but not out of infatuation with the culture but recognized products. This is the biggest difference between a fan and a loyal consumer.

Domestic mobile phone fans are the most respected group should be the Charm clan, relatively high quality. This and Zang personal style is inseparable, zang with its pro-people style, actively listen to the views of users actively improve products, access to the user's identity, thus forming a user to participate in the product culture, and the identity of the culture of the people became the charm powder. This is probably the most important thing that Lei learned from Zang, how to build a mobile brand culture.

Lei is obviously a more influential and charismatic person than Zang, domestic is also called the big guy, so lei combines the characteristics of apple and the charm family, while imitating the behavior of jobs, while let rice noodles highly involved in the design of MIUI (hardware is not his own, rice noodles can not participate), Combined with the so-called enthusiasts and hunger marketing, the basic formation of the current millet vermicelli positioning. Die loyalty powder, is a highly involved in the production of MIUI, the peripheral powder is mostly based on their own enthusiasts, they can rob the sense of honor on the millet, so the comparison of the zang of the charm of the group of powder, obviously in the number, has a clear advantage. It needs to be emphasized that incitement and servile have always had a relatively heavy inheritance in our culture, which is the root of the fan's extreme.

I saw a lot of millet activities with the city, in fact, and millet cell phone itself is not too much relationship, is a friend of the city activities, but the name of the mobile phone. Therefore, the quality of millet mobile phones has been neglected, millet mobile phone more representative of a culture and brand, and the product itself is neglected. This ignores the quality of the product itself, so that millet can be assured that the sale is not very successful products, and even the engineering machine can be taken out to sell, the opening of the precedent, the valuable fans are also very happy.

And if there's anything wrong with Millet, is the first generation of mobile phones sold too much, the first time to do mobile phones will certainly have such a problem, and quantitative changes will bring about qualitative change, in the absence of product quality support, you can not rely on feelings and brainwashing, to maintain a large group of stability. Although we agree that your culture has become your fan and purchased your products, if the quality of this product is really a drop too big, will eventually shake and backdraft the chain before.

So, we found that the biggest risk to the fan economy is that it can also overturn the boat. The world is always fair, you take a lot of cheap, then certainly will fill the same losses. The other risk is that, after the base is big, there will be fanatical fans, and the extreme behavior of these fans will ultimately be more damaging to the brand. For example, the Zhou to intimidate the iron powder, such as the ordinary rice noodles everywhere, of course, Li Vanchang also scold, this head belt is very bad, from another direction to reduce the quality of rice noodles.

The way to destroy a fan economy is simply to ruin his pride and identity. Whether it is Zhou attack lei dishonest, or say millet profits high, are all in destroying millet in the eyes of fans image. When the person you use to wake up, found oneself is a used fool, the psychological gap brought about by the sharp rebound, than generally buy fakes more terrible. So rice flour transformation of the rice black, extreme also very much, a lot of people have to and millet dead knock in the end, it is a sigh of regret.

Lei saw the beginning, but did not guess the outcome, in the absence of sufficient product skills and personal charisma to support the situation, the maintenance of such a millions of fan group is bound to go wrong, and once the enthusiasm of the atmosphere and trends have been reversed, the second generation of sales will be in jeopardy. At present, Millet put a large number of ads, is to expand the source of customers, to get rid of the impact of the bundle of fans economy. And from today's lei "stop all advertising budget" manifesto, this round of advertising should be a failure.

Fool, forbid, sooner or later.