Remy, how long have you been away from beginner?

Born for a fever, is the original small and beautiful millet beginner.

Embodied in the product concept, is to emphasize the ultimate cost-effective, extraordinary user experience, such as Millet series mobile phones.

Embodied in the business path, is the triathlon, respectively, hardware (millet mobile phone), software (MIUI system) and Internet services (rice chat, etc.). In accordance with the Order of research and development, MIUI and rice in the line before the millet phone, is to obtain the user size and reputation of the important guarantee.

Embodied in the cultural style, is to be a company full of minimalist culture. The pursuit of a simple strategy, clear business path, in the landing process, whether internal personnel or external users, can clearly obtain a sense of consistency.

For the concept of a fever, is a phased, long-term demand for users to meet. In the process of satisfying the user, the inner difference of millet is the characteristic of minimalist culture.

Walk, forget why I started, some changes are happening

The first change is in the product concept.

For a fever of the ultimate product concept, only suitable for a small number of fever powder. and millet ambitions, not only small and beautiful, in the red rice at the moment, the product concept began to sour, more publicity is to let users scream. The Fever emphasizes the product itself, and screams can be realized by means of price, marketing, etc. When Millet 4 was launched, there was also a small amount of noise about screams. Millet is indeed mature, to meet the needs of a variety of user groups, and these user groups are less common.

The second change is that the driving force of the troika varies too much.

Triathlon, that's the main driver? It must have been miui at first. Millet through MIUI accumulated hardcore fans, millet mobile phone just listed, it is the role of these MIUI fans, only two days to book 500,000 of the results. Until 2012, Lei also said that mobile phone hardware will be the basis of the future of the entire millet company, but it will not bear the responsibility of millet company to make money. But in the process of gradually doing strong millet, we found that the triathlon in the mobile phone has become the absolute main force.

Calculate a sum, 2013 millet after-tax revenue 31.6 billion yuan, the main revenue from the Millet mobile phone business, revenue accounted for 95.1%, shipments reached 18.7 million units. At the beginning of 2013, MIUI users more than 10 million, one-month revenue at the same time break through tens of 2013, MIUI users more than 30 million, at the same time, one-month revenue breakthrough 30 million. Average calculation, 2013, Miui brought revenue of about 240 million yuan. Revenue accounted for less than 1%. And the revenue from Internet applications is less than 5%.

Some people will say that from the point of view of the revenue is not objective, the other two carts have a greater strategic significance. This really needs to be recognized, but the revenue factor should definitely be placed in the important position, because the size of millet is growing, but also faced with how to feed a group of people. Starting with 7 founders in 2010, the number of millet was more than 5000 by the end of April this year. Single on the logistics, the current domestic 12 warehouse centers, logistics team 1500 people. Looking to the distance, long-term planning is needed, and the question of earning money and dependants cannot be neglected.

The third change in the user's mind is gradually blurred positioning.

Product concept changes in the process, millet on the brand in the user heart reposition marketing efforts. For the birth of a fever, let the user scream, or other such as the return of user needs, the user community on the Millet brand perception appears blurred.

For millet in the end is a kind of company, what kind of business model cross-examine also more and more. For example, the Chinese cool in the process of learning millet, so that we understand the Millet line hype, online operation of the sales model, this and millet want to let you know that produced a difference.

Founded four years later, Millet grew up, but faced with confusion, seems to forget why the original start. Millet is no longer a minimalist company, although still the triathlon, the development of the business between the focus is not clear enough; Excessive emphasis on marketing, ignoring the product innovation, the product concept of external propaganda and the user's perception of dislocation, positioning changes, and even some rice noodles into the rice black; in the process of overseas development, It is encountering various questions from the pattern to the product.

From the sense of participation to the MIUI 6 release, on beginner awakening and return activities

Remember beginner easy, return to beginner is not easy. Many things, will be constrained by the reality of conditions, it is difficult to "extricate themselves." "People in rivers and lakes, involuntarily", I am afraid only in the people who can experience.

Li Vanchang launched the "sense of participation", detailed millet Internal Marketing handbook, on the surface to talk about the internal marketing strategy and tactics, is actually playing a more important role, from the cultural level, carried out a relocation of transmission, so that insiders and users perceive the same millet, the same idea of millet products.

MIUI's independent press conference, the important role of strategic layout, on the other hand, is also about beginner awakening and return activities. Millet in inward and outward, as one of the triathlon, MIUI business driving force will continue to increase. The publicity at the press conference, no matter MIUI user's rapid breakthrough, or the "content is the essence" of the design concept, all reflect the attention of users.

There will be a lot of depth of service for users, such as the use of mobile resale business. Millet to do a what kind of millet, want to let users perceive a what kind of millet, such a cross-examine I am afraid will continue to exist. If we can achieve the beginner return and do it in a big situation, it is too early to tell.