Shanyou: Traditional marketing has dead fans ' money is better than the user's money

A fan's money is better than a user's.

Only Apple and Samsung are making money for all the world's handset makers, with Apple accounting for 73% of global profits. So supposedly, mobile phones are not a good business. But this year, someone has more than 200 million dollars in exchange for a 5% stake in Millet, valued at $4 billion. Millet has become the world's 3rd money-making mobile phone company. General analysis, the success of Millet model mainly has 3: first, 0 cost of marketing costs; second, 0 cost of channel cost; third, zero inventory of the pre-order mode. Today I will focus on the first article.

I worked in Sohu before, including my own cool 6 o'clock, the handset manufacturer has been my biggest customer. In general, their annual advertising costs are 500 million yuan to 1 billion yuan, for example, Nokia, Motorola and other mature brands each year to spend a lot of money. If a new mobile phone brand is going to spend so much money on promotion, it's a big problem. Take Millet as an example, as a new face of mobile phone, it and http://www.aliyun.com/zixun/aggregation/17303.html "> traditional mobile phone brand practice is very different, in marketing the cost is almost zero."

Millet is relying on social marketing to seize the first group of loyal users. At first, Lei wanted to roll out millet in advance, and he didn't want to spend advertising, so he had an activity on Weibo-"Show your Cell phone chronicle." Calculate what you have used mobile phone, how much money to buy, when to buy, the picture sent to Weibo. According to statistics, the last total of 560,000 people participate in this activity, most people eventually become millet vermicelli-rice noodles. Millet mobile phone first pre-sale, within 34 hours received 300,000 orders. May 15 this year, millet in Sina Weibo, to college students to launch 150,000 youth version of mobile phones, price 1499 yuan. On the third day, 150,000 mobile phones were sold online and were announced sold within 10 minutes.

It can be said that millet is a business religion. Their annual marketing budget cost only 10 million yuan, used in Renren, Weibo and other media for social marketing. The founder of Millet personally write Weibo, updated every day. It also has a 20-person microblogging team, including technicians, who are also in their own hands. In addition, they organized 400 non-outsourced customer service staff to answer questions and interact with netizens. By playing Weibo, Lei actually sold millions of handsets.

From this perspective, social marketing makes millet mobile phone in less than two years to become the thousand-yuan Smart machine brand, and it and high-end mobile phones have the same visibility. M 1s after the release, Baidu search rankings ranked first is millet, the second is the iphone, the third is Samsung.

In an interview, Lei said: "Traditional manufacturers sell a mobile phone, basically is the end of business, and millet every sell a mobile phone, just a business start-first use the phone to attract users to serve as a ' rice noodles ', and then through other ways to make money, after all, the fans of the money than the user's money better. Everything to ' rice ' as the center, everything else. Do not care what you get now, as long as you do not lose money in the case of the user when the ' ye ' like waiting for good, ' ye ' finally how will not give you some money? ”

The Harvard Business Review once wrote that "traditional marketing is dead": traditional marketing practices, including advertising, public relations, brand management and corporate media, have failed. A lot of people in this business don't seem to realize that their department or organization is left with a shell. The new marketing approach, built on peer influence and community orientation, has come to the stage and will create sustained growth for businesses through real customer relationships. Obviously, the millet mobile phone provides a good idea.

"Traditional marketing is dead", I dare say it is absolute. But almost all brands are building their own SNS, its products have their own fans. From this point of view, Harvard's point of view is reasonable. It can also be said that Lei is the first person to introduce the fan economy into the business world.