Talking about three big pain points of millet from the theory of "ox" flood

Self will the operation of millet yellow cattle opened, a large pile of media to follow the story of cattle, including some groundless. A short period of one months, the argument about Millet cattle overrun, the views of the road is nothing more than millet cattle so-called rich, and millet hunger marketing of all kinds of crimes.

In a millet cattle three years to make tens of millions of manuscripts were widely disseminated, on pins and needles of millet finally audible, the co-founder said Li Vanchang disclose express data, said more than 70% of the millet products are online purchase. This is the first public response to Millet's argument, but not the most forceful response.

In a short span of four years, Millet has become a company with a market value of tens of billions. Often talk about the rapid development of millet secrets, Lei will always throw software + hardware + Internet service Triathlon. Through the continuous warming of the "ox" public opinion storm, we have faintly seen millet growing up in the three major pain points: products, fans and management.

Product: Heat is difficult to maintain

Millet on the market capitalisation of tens of billions of dollars, media work must not. Millet every new product release, even a small action, will become the object of media attention. Frankly speaking, the heat of continuous products, become the driving force for the rapid progress of millet. At present, the heat drastically reduced millet, let millet really very headache, after all, sales and heat in direct proportion.

Three years ago, Qualcomm dual-core processor, 1G memory, 800W pixel camera of the millet 1-generation mobile phone, such a strong configuration of only 1999 yuan, millet mobile phone cost-effective. With excellent cost-effective, millet mobile phone to become the most popular new smart phone brand. At that time, the same configuration of smart phones, priced at about 3000 yuan.

Millet cell phone with cost-effective kill a road, rather say millet cell phone with low-cost kill out a trail. This advantage continues until millet 2S. Millet 2S, the configuration is higher than the competitor, the price is lower than the competitor, and the work than before has a very big promotion.

In the Millet mobile phone with 1999 yuan Price to kill a road, competitors are also beginning to imitate millet. In the Millet 3 mobile phone market, the advantage of price-performance is no longer, especially Huawei's step-by-step press, as well as the imitation of marketing, so that the heat of millet is declining. Baidu Index showed that the last 30 days, the attention of Millet fell 15%.

In order to maintain the heat, Millet 4 mobile phone release, made a piece of steel art trip. In the MX4 release of the charm, small MIO steel plate manufacturing process, the moment was disintegrated, 1799 of the price, but also penetrated the bottom line of millet. After a war of saliva, millet product heat has been surpassed by competitors.

According to the founder of the Millet data, millet sales in the third quarter of 18 million units, but the low price of red rice series shipments over millet 4 already is an indisputable fact. Red Rice Series shipments of large, the most direct reason is low prices. In the price war, the low price of red rice is also surpassed by opponents.

From the past has been sought after, to a sharp drop in attention, millet products experienced a double day ice fire. In the future, if the millet product heat continues to decline, then the Millet brand will also shrink sharply, this is obviously not millet hope. How to maintain the heat of the product is undoubtedly the first priority of millet.

Rice noodles: The pain of metamorphic rice black

press conference, the screaming rice noodles not only create a hot atmosphere, but also become a millet word-of-mouth marketing volunteers. Lei also more than once publicly said that the success of millet should thank rice noodles. In the recent more than a year time, in the Millet forum, often can see the defection of rice noodles. For these defection of rice noodles, netizens gave an image appellation: Mihe.

This January, the Internet has circulated an article titled "How I from rice noodles to rice black" manuscript, narrated the reason of rice noodles metamorphism. Of course, this article on the Rice noodle metamorphism Some of the narrative is not so objective, but rice noodles into rice black, has become the millet can not control the negative events, after all, the award of the fans, the brand and marketing impact is not estimated. The most fatal point is that more and more rice noodles, is walking in the road into the rice black.

What is the reason, so that the faithful rice noodles into the rice black? In particular, the following are several reasons:

1, product quality: The first 2 generations of millet mobile phone does exist a certain quality problems, repeated restart, heat is the most common types of failures. Early Millet manufacturing experience lack, resulting in a higher rate of millet cell phone failure, some purchase to the fault of the machine, in the imperfect after-sale service system, naturally produces negative emotions, become the rice black also has the edge.

A large number of rice noodles metamorphic to rice black, millet is the introduction of intelligent routers and other cross-border products. In marketing, millet to the intelligent router as a smart home artifact, omnipotent. When the rice noodles to buy 799 yuan after the millet router can not normal access to the Internet, most of the previous propaganda function disappeared, which let a lot of rice noodles have been deceived feeling. In addition, millet TV in the quality of some of the deficiencies, also make a lot of rice noodles have fooled feelings. In the end, these feel cheated rice noodles, embarked on the road of the rice black.

2, snapping up and cattle: the difficulty of snapping, presumably a lot of rice noodles empathy. Rice noodles for the favorite products can not be snapped up, the end can only be bought by the increase, which is the biggest damage to rice noodles. Some of the defection of rice Noodles said, the reason for becoming a rice black, because many cattle can be snapped up, rice noodles can only increase the purchase.

3, trust crisis: Millet 1-generation mobile phone use Qualcomm's CPU, the default factory frequency is 1.2 GHz, millet official propaganda is 1.5 GHz. Subsequently, a media exposure of millet overclocking led to a large number of mobile phone heat, triggering a crisis of confidence. In addition, in the millet router and millet TV products, routers can not normal access to the problem is covered by a series of problems, so that rice noodles no longer trust millet, eventually become authentic rice black.

All along, rice Noodle is the product of millet Internet thinking, but also millet is proud of the capital. When a large number of rice noodles on the path of the rice black, millet also ushered in the history of the biggest crisis. So prevent rice noodle defection become rice black, is the heart of millet difficult to say the pain.

Management: Facing a runaway crisis

With the growth of millet scale, the continuous expansion of product lines, millet in the management also ushered in the history of the strongest challenges. This can be verified from a PR level. Millet cattle three years to earn 30,000, is my millet yellow cattle revelation event fermentation, one months of time, only to cause the attention of millet, efficiency is indeed more than three years ago slow a lot.

1799 Curse War, dispensing events, Millet PR in this series of events in the reaction speed, and coping level, are less professional than before. Of course, the size of the millet company is huge, doomed to the incident response speed than before the small and beautiful when the rapid. But in terms of the incident response strategy, millet management has been facing a crisis of runaway.

The fault in the product is the best proof of the huge crisis in the management of millet. Lei, the leader of Millet spirit, is a person who attaches great importance to product experience. In the introduction of millet router, has letters and lei on the intelligent router's product experience has been exchanged. , millet router team rash, resulting in the listing of millet router after a variety of difficult diseases. The most prominent problem is that because of the different configuration parameters of telecom operators around, causing users to browse the Web page exception. With the Millet engineer communication, has pointed out the problem, but today, the millet router Internet access this basic function, there are still some small problems.

Millet TV, there are also some drawbacks of product experience. Because of this, the Millet television 1 generation in a long time did not sell publicly. Lei a person who attaches so much importance to the product experience, why can't the product experience have many problems? There are two possible answers: one that may be lei is not valued by the following team; another possibility is that Lei has let go of the management of millet.

To synthesize the knowledge of Lei, and the fact that Lei is personally involved in first-line marketing, it may be more reasonable to lei the ultimate requirement for a product experience that the team does not value. With the large size of millet company, Lei has not been able to venture like millet directly with the Millet Team direct dialogue, but through management to communicate.

In fact, millet management problems, is the common problem of most enterprises. Enterprises are large, the founder of the spirit of transmission delay, or not to pass, are common. Just, for the fast pace of millet, transmission delays and transmission of the drawbacks, will be the biggest crisis of millet.

In many people's opinion, Millet cattle insider was uncovered, this is the biggest crisis of millet. In fact, the existence of cattle is inevitable, apple, Huawei and even fire tickets are difficult to avoid cattle. Millet is now the real crisis, is the maintenance of product heat, rice noodle defection and management faced with the three major crisis.