"Reverse" to see the rise of millet: Internet mobile phone so
Source: Internet
Author: User
KeywordsLei internet phone
The rise of millet, the layman to see the myth 4 years, from a small unknown company, developed into a valuation of 10 billion U.S. dollars, more than 2,500 employees, including mobile phones, television, TV boxes and other products line of new companies. According to different channels of statistics, millet mobile phone in the domestic smartphone market share has been rapidly chasing Huawei, ZTE, such as the traditional large mobile phone, but also the accumulation of years of oppo, Gionee and so on behind. 2013 two quarter smartphone shipments, millet more than apple (data source Canalys) in the traditional industry eyes, from the disdain of millet to millet, and then to the puzzled millet, millet seems to have become the strange label of this era, and the founder of Millet Lei, He was also hailed as a legendary figure like Steve Jobs. Here, we do not want to rave and ridicule the similarities and differences between millet and traditional handset manufacturers, but completely stand in a multi-year Internet product services research and development and operators of the perspective of the Internet from the perspective of the reverse analysis of millet. Perhaps you find that the so-called internet phone is no more than that. What did millet do? What does millet really do, can let the traditional handset manufacturers feel the endless chill, also let countless users sought after? From the traditional manufacturing and marketing perspective, saw too much of the innovation of millet, and these innovations to subvert the traditional industry, but also destroyed a variety of traditional managers of the three views, in all sorts of puzzled in visual millet crazy growth. Below we use a one-to-one approach to the practice of millet and the corresponding internet source practices, let you deep detection of millet is how to deeply replicate the Internet practices, and this contrast, can also be used in your own products and markets, to find new ways and directions. This shift is the transformation of the Internet in traditional industries. Revealing one: Brand positioning-the most existential positioning of the location of millet: Mobile phone brand positioning, manufacturers have been trying to portray the consumer mind, such as business mobile phones, music phones, women's mobile phones and so on, and Millet has jumped out of this circle, positioning as enthusiasts mobile phones. This is beyond the gender, age, region, class of God-level positioning, but popular. In addition to founder Lei is cell phone enthusiasts, millet mobile phone can be free to brush ROM to meet the needs of enthusiasts, what else makes this enthusiast's positioning of the millet mobile phone? The answer is direct to the inner position. This precise positioning is not simply from the use of requirements and scenarios, but in-depth from the user's psychological and life state, to seek the current social consumers in the heart of the pursuit. Enthusiasts, this positioning can let him in friends, classmates, family members to highlight his personality. We can imagine such a portrait of a user: a small white-collar in the city in order to survive busy work, the leisure time to take out their own millet mobile phone, show their own machine for a number of adjustments and configuration, explain the very well, let those little white girl surprised nod, And then he would go to the Millet Forum at night and like-minded friends to explore a variety of performance indicators, this moment, the high cost of living can be temporarily put in the brain, let him get the gap between the joy。 More people, and will not have a fever to this extent, they are more enjoy their own and enthusiasts are using the same phone. This feeling, like Liu Xiang are wearing Nike, the bottom of my heart is a long-lost sense of existence.
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