Polar route: M-marketing, is it?

The speed is less than 30 m, I am in Zhongguancun near the north of the four ring of a few blocks, the surrounding is as always, by the flow of people, shopping malls broadcast, and including large goods, noodles, three-wheel, including the noise of the shrill sound of the common composition of a noisy ... To be honest, I don't really like coming here, nor do I want to know why there is a Liu motivation here, but today it is purely to focus on a start-up that has almost instantly gained prominence, and the CEO who is equally concerned.

Today's protagonist, Wang Zhuyun's pole-routing company, has just moved nearby. In the present situation, I don't seem likely to be like a potato in the past few years, in the petty bourgeois stylish office drink a cup of iron, and then talk about the art of God horse; but I also began to understand that they chose this downtown office reasons: Zhongguancun Hailong, ding good business environment, with the pole route to do smart hardware business really match, Besides, the two floors downstairs are the main investors--innovation workshops.

Because I've had to go to the board from time to time in my career, face investors, so the two years gradually realize that a truth: you want to take VC money, sometimes, "where to say" and "How to say", than "what to say" itself is also important, "card house" in the so-called "Location, Location, Location ", where to say, is to tell investors in another way, what are you, what do you do, as the polar route today's office site, the CEO Wang Zhuyun the micro-blog avatar replaced by three words-" great things ", like the show himself" for a big thing "attitude and determination.

"Fly-style" entrepreneurs

From the public information, Wang Zhuyun in the extreme route to do before the business is more and miscellaneous, the Internet has just arisen, http://www.aliyun.com/zixun/aggregation/25058.html "> Enterprises to build a new station, Brothers began to do pioneering work to help people to do the site, and then to the technical backbone and founder identity, did "race my Net" "street Network" two projects, and ran to engage in a segment of microblogging marketing, to today's pole route.

In this long process, as a technical background, the IT circle for years of infiltration of veterans, Wang seems to be more concerned about his own in South Korea's "Race My Network" and in the "Street network" of the two paragraphs experience.

"05-08 years I am in the race, the greatest harvest may be, in a very short period of time, I saw a company from only 2, 3 people, to the market set off a great wave of the whole, very much like a microcosm of entrepreneurship; As the backbone, I can easily access all the departments of all, in-depth understanding of the Internet company as a whole mode of operation , which helped a lot later. ”

Looking back at that period, there is no group buying and mobile Internet, the biggest exciting point seems to be SNS and video, for the decline of my network, Wang has an interpretation is: "They have to SNS real name of the direction and strategic awareness too early, too far ahead, there are other complex reasons", then, He followed Xiujuan, vice president of the Oak, founded the street network, the experience has been further accumulated.

After leaving the street, Wang Zhuyun again choose Entrepreneurship, focus is the hot spot, Micro Bo marketing, helpless office of the network is expensive, use up very uncomfortable, Wang began to improve their access to the Internet conditions, and to promote how to do a "better use" of the router thinking, "when suddenly found a ' User pain point ', as excited as discovering a new world, ' then Wang led the team to turn the gun and start targeting the smart router in this direction.

It's not the first time, I found VC favor entrepreneurs, many are like Wang Zhuyun such love "Toss" The Lord, they are constantly in the industry to try the wrong, try this try that, today is not, tomorrow again, not this year, come again next year, always maintain their enthusiasm state;

Inappropriate and slightly apologetic, I compare them to "fly-style" entrepreneurs, this analogy comes from an experiment: if there is only one little finger in the glass hole, you put a fly and a bee, is completely two kinds of results, flies will run around, and soon will hit the exit escape from the day of birth , and the bees will only slow down peacefully until they die.

Pioneering to do a "fly", which should include the dirty work of the Do not dispute, always maintain exuberant energy and enthusiasm, the failure of the ability to laughed, thick-skinned, there are constant trial and error, adjust the direction of courage and determination, and so on. In fact, investors often recognize this kind of person, project and idea, to tell the truth, see who do, or else people do not care.

Textbook-style "internet thinking"

Some "flies" play big, become the industry's senior veteran, such as Zhou, Lei and other people, in recent years successfully "invented" the "internet thinking" this thing, the harvest of countless fans.

Example of the power of Infinity, in the "Old flies," the deafening unshaven sound flying, not only can occasion, but also more successful posture; Wang Zhuyun's polar routing is in many ways (at least) consistent with the success of these "internet thinking", such as:

1, Root red Miaozheng: Science and technology companies talk about genes, can get the circle of two well-known investors, GGV and innovative factory million dollars endorsement, no doubt to their own projects added points;

2, the user pain point: "Pain point" in the polar routing team to get a strong sense of identity, their entrepreneurial action, from their own as users feel the "pain point" set out, the team many people can speak the traditional route of many ills, and the display of the micro-route innovation, such as app control, user-friendly settings, shielding ads, such as abnormal excitement;

3, there is a successful precedent: do not need to be like the odd tiger to the United States listed as difficult as the effort of Shambhala to explain, the pole route intelligently hit "second intelligent hardware company, the first is millet" this card, wins everybody's hot discussion, also unavoidably to their bright prospect imagination, but this trick also leaves behind a little sequela, we said behind;

4, the hardware profit is approaching 0: the company just finished a 99-yuan promotion, known as 3 hours to sell 10W equipment, to their original 199 yuan pricing, a "loss" of 100 yuan, here is the amount of 1000W, for a start-up company, Sound is a good TM large number.

But the game seems to be so playful, in my cross-examine, the brothers confessed to some truth: "Today for me to occupy the user more important, I now each one less earn 100 pieces, but with a router average use 3-5 years, I will find a way to make the money back." ”

Q: "How to earn?"

A: "Each router has 4-8g memory, can be built into the app, can do game acceleration, or even the entire game pack acceleration, in this case, 2C and 2B charges are possible ..."

I thought about the Kindle's familiar story of not selling hardware and making money on content. Yesterday, "Old Week" also helped me explain the logic of the matter: "The hardware trend of 0 profit, or even free trend, early by Kevin Kelly predicted." He said in the technology want free: ' In the future, almost everything we make will be free: refrigerators, skis, laser projectors, clothing and so on. The premise of the realization is that these things converged in the network node, as the carrier of network services. ’”

I hope KK next time to remember to send the router ...

The sequelae of "rice marketing"

Yes, let's talk about the "marketing hangover" problem that just didn't finish.

"Some users may feel that our current product is poor", Wang Zhuyun began to say: "There is such a comment because they think we are in the product hardware, and not like millet ' fever ', did not select some looks extremely cow x configuration, this is what we call the polar route, and ' Geeks ' are some of the deviations in understanding. For example, we would think, not the more fever, the more ' Geek ', geek may be such a person, they are keen to use technical means, with different thinking, to toss, to improve their quality of life and the pursuit of differences, we hope that the public can also feel the joy of the spirit of the geek, such as by tossing their own routers, in this matter, I think can meet your needs is enough, good, the geek is not to say blindly to pursue ' Fever '. ”

Extreme routing is currently embarrassing, as well as the "excessive marketing" of the blame sound, perhaps because of the use of peer-millet marketing methods, so that users will be from multiple dimensions, they will be "superscript." I call it "the rice-style marketing Sequela".

Millet marketing Way, according to the recent rapid leap Red Li Vanchang own summary, is roughly:

1, "User participation sense:" We have a strong will to invite users to participate in every part of our work, the user will actively participate in the Millet brand to represent the life. ”

2, social media: "Simply say is ' micro-bo la New, forum precipitation, micro-letter customer service '"

3, Experiential Marketing: "Let users feel that the original product you have such quality, you are doing this attitude." “

These, Wang Zhuyun's polar routing team can say following, do is also rhythmic, such as their more than 130,000 of the official forum, has a high degree of activity, in micro-bo, micro-letter, official website launched the lottery, promotions, fans meet, user assessment experience activities, etc., are also enthusiastic.

But the problem is still here: the pole route to the present seems to have not found a sentence, like Millet "for the Fever and health" so inspiring strong, and enough to represent their own slogan;

That means, though, that, at the moment, before a competitor has had a big follow-up, more dry fast on, the pursuit of speed is no doubt a good strategy, learn from peers, quickly hit the money circle users, these actions are OK, but when the "enemy" reaction, large area to follow, to overcome the above "marketing sequelae", There is no doubt that the team needs to consider how to make the product and brand more refined, accurate positioning, and even amplification; in short, Wang Zhuyun seems to have a lot of homework to think about in "finding yourself".

This article is synchronized from the personal public account Yu See, micro-signal Yujianyingxiao, media reprint do not delete this sentence.