Red meter cost-effective camouflage

Absrtact: My mother is a person who is especially unwilling to face people. So in the use I gave her the red Rice mobile phone for a year, whenever I asked her mobile phone is not good to use, she said with a happy face: special use, more functions, can be convenient! This look.

My mother is a particularly unwilling person to face. So in the use of the red rice phone I gave her a year, whenever I asked her "cell phone is not good to use", she said with a happy face: "Especially good, more functions, can be convenient!" ”

The expression kept going until a few days ago my father gave her another cell phone (avoiding advertising without mentioning the brand name) and gave it to her--my mother said with a sigh of relief: "Later no longer millet, with a micro-letter is half a day, and Zooey on the panic, make a call to restart ...

This is much worse than I suspected. I have used six months of red rice, the beginning of the first two months is very convenient, but then the situation repeatedly: panic, cotton constantly, to later even open the micro-letter of the address book have to wait half a day. I thought I was pretending to be too much, a mother who thinks she doesn't use the mobile internet should not feel uncomfortable, so she buys another one for her--it turns out I was wrong, I underestimated the old people's acceptance of the mobile Internet, and overestimated the performance and quality of the red rice.

Yes, red rice does make millet become the first smartphone brand for many functional users, but it also kills the possibility that Millet is the second and third part of the system. Low memory and poor durability completely eliminates the user of the good opinion of millet, but also directly to the user's increasing, new purchase demand for other manufacturers.

Cost-effective camouflage

Remember when the red Rice was just released, almost everyone's focus was on its 799 dollar price. "What's not to the satisfaction of buying a four-core smartphone so cheaply?" "This is also the most powerful means of millet-it is always in a most appropriate time to educate users, to popularize what it thinks of" cost-effective "connotation.

The original meaning of "sex" in price/performance is very broad, besides the meaning of "function", "quality" is also a very popular explanation. For example, the domestic brand double star, its sneakers look not good-looking, no brand premium, but strong wear not foot, called cost-effective.

But millet can be "cost-effective" the meaning of "sex" to reduce the definition of "performance", or even directly pinch in the processor running points. Single's evaluation standard allows millet to complete the design and promotion of low cost-durability or not the user is not concerned about, as long as the run is not low is worth to rob a good mobile phone, right?

Millet successfully played a time lag: In 2013, non-fever users of the smartphone is not so familiar with the time, the use of their own propaganda advantage of the mobile phone war in the front line from 1999 to 799 Price, advance other manufacturers nearly half a year in the low-end market, thus stabilizing their market position. In fact, when Huawei's glory 3C began to advertise red rice at the end of 2013, Red Rice had been fired.

2014 year, the whole series of millet mobile phone shipments reached 61.12 million units, compared to the 2013 18.7 million growth of 227%, but the average price of each mobile phone from 1700 yuan to 1200 yuan. It can be said that the positioning of the following Red Rice series achievements in the 2014 shipments of millet brilliant, but also in advance of the Millet's brand, millet for the next business extension left a hidden danger.

Sooner or later you'll have to return it.

Lake, said the Red Rice series on the overall brand of millet negative impact will appear in 2015.

2015 is the Millet product line extended to the smart home appliances in the field of the key one year, its basic strategy is: the use of accumulated users and capital advantages, combined with other home appliance manufacturers, through similar millet intelligent module products, quickly build millet ecology. In the recent media interview, Lei gave the Tang Ren Tong, Wal-Mart and Costco examples to support the "efficient" millet, and with "Our research and development of products at the expense of a large amount of investment, affixed to the cost of pricing," the words show their own low price principle.

Yes, millet mobile phone's killer is low price fast. But the home appliance market and the handset are different, the household appliance uses the cycle to be long, the user to the product quality request also will be very high. Red Rice series wasted the user on the quality of millet expectations, all over the place is a one-time market, "low price fast" principle in the hearts of consumers only a meaning-"millet cheap also out quite fast!" ”

With a reporter friend of mine said: "Social marketing will give users a bit of anesthesia, so you are embarrassed to say you buy products have problems." Just imagine, who will admit that they have been chasing the brand is not good? Isn't that a disguise to admit that you've made a fool of yourself? In fact, no one will be blinded for a lifetime, no matter what they admit. Ordinary users will mature sooner or later, "cost-effective" is how the user will understand sooner or later. In every similar to my mother's users have eaten red rice after the loss, millet sooner or later will face the "monkey is Not Enough" dilemma.

Once the public is lost, it is hard to get back. I conclude that if Millet does not take effective measures to make up for the domestic "primary users" of the people, and its expansion in the overseas market can not meet the growth requirements, millet in 2014 blindly pursuit of shipments of the sequelae will soon be exposed in front of the public.