The establishment of only three years of millet why can lead the mobile phone industry

The establishment of only three years of millet why can lead the mobile phone industry?

Why can the logical logic of Internet media sell books and sell mooncakes?

Five grid warehouses Why not spend a penny advertising can achieve the doubling of fans and sales?

Don't you understand? That's because they're all using mobile Internet models to build eco-chains and layout new business models!

New era

Traditional retail industry is usually produced after the production of products to advertise, into the ultra and other channels to sell products, in the electric business and mobile Internet under the impact of a very difficult, very low efficiency:

1, Pay 20–30% entry fee, can be understood as buying flow;

2, 1-2 months of the return period, turnover speed is slow;

3, only sales of products, no precipitation users;

4, do not know the user feedback on the product, can not create the ultimate product;

Mobile Internet fan mode to meet the needs of fans and pain points for the core production products. For example, logical thinking 90 minutes pre-sale 8000 sets of books, five grid warehouse half hour pre-sale 1000 car. Characteristics of the fan economic model:

1, directly in the micro-letter pre-sale did not spend a penny of advertising costs and flow costs;

2, advance collection, not a penny of the arrears;

3, the sale of products at the same time the accumulation of users;

4, users of the product feedback recommendations for rapid adoption, users have a sense of belonging and help enterprises improve the product.

In contrast, the fan economy is more efficient and less expensive than traditional retailing. And the enterprise and the user directly exchanges, lets the user participate in the consummation of the product, in cultivates the user emotion also to be advantageous to create conforms to the user demand the product. Qualcomm has a more excellent product experience, to the user development for the enterprise fans, a fan brought not only repeat purchase, but also for the enterprise credit endorsement, the use of mobile Internet to achieve the rapid spread of Word-of-mouth. The fan economy will be a revolution!

Transition from user to fan

How can you develop a user into a fan?

The core of the mobile internet age is human-centered! The fan economy is adhering to this concept, to customer demand-oriented, to develop products to meet the consumer pain point. Now on the market based on the functional level of product proliferation, the real solution to the user experience and emotional level of the few! How can companies produce the ultimate product with experience and emotion? The core is to read the users they serve. What are the needs and pain points of the companies that need to know what their main users are serving? How to solve these needs and pain points is a measure of good and bad product standards. So 50% of the time to study the user's needs and pain points, 35% of the time to develop to meet user needs and pain points of the product, 15% of the effort to do marketing is the mobile internet era of the Enterprise working mode!

For example, a five-grid warehouse offers the ultimate experience in three aspects:

1, the experience of the payment side: Design minimalist, users only need 5-10 seconds in the micro-letter can complete an order. The idea of the micro-letter red envelopes to the friends to send car to the child function, to provide users with fun, convenient, fun experience. Through the "model" embodies the mobile internet to the central, each user can speak five grid warehouses, as well as by adding "give gifts to the three" to achieve emotional and micro-shop temperature. It's convenient and fun to get users to shop at a five-grid warehouse.

2, logistics end of the experience: built-in PE buffer bag and optimize the space layout, effectively reduce transport loss, professional refrigeration equipment, Shun Fung 24 hours to the user hand, at any time to know the product logistics progress.

3, the product end of the experience: directly from the production base twice times the price of the purchase of the best car, and then eliminated 20–40%, to reach the user's hand must be the best quality of the car. The 10 holes above the box make it easy for the Office user to wash the car with pleasure. Bags with imported materials will be packed into the fridge without chuanwei to the other food. Another envelope that can spit the nucleus and skin into it protects the environment.

These experiences are based on the user's life scene and user needs research and development, from the user know five grid warehouse to pay attention to the purchase and then to receive goods, until finally eat the car, the whole process called "the ultimate experience." After experiencing these experiences, the user feels that he is respected and valued, and that the contrast with other fruits will be like five warehouses, and will not be able to share with friends in the circle of friend!

The demand of the fan group is different, the enterprise must build the whole service for the fan

"Birds of a feather flock together," in the mobile Internet era more rapid implementation, previously in the same way to serve users, users are increasingly dissatisfied. Why is it that everyone is dissatisfied with the annual Spring Festival gala? Because he wants to serve a few hundred different audiences; why is it that the good voice of China and the place where dad is brought is applause? because they serve the same type of people. The former media channels are limited, but in the mobile internet era rules are broken again, the media and channels are no longer constrained, enterprises can completely build their own media. Creating a micro-credit subscription number is equivalent to setting up a radio station to serve its fans; the company builds a micro-credit service number to build a mall to serve its fans. In the fan's individuality demand and the high speed development of the media, the enterprise must construct the entire industry chain to provide the user with the more individuality service, the enterprise around the crowd entire industry chain layout will become the mainstream.

Millet has its own industry chain system, millet mobile phone through the official website for sale, this is the millet shopping system. At the same time, Millet has its own forum, which is its Community system, and millet on Sina Weibo's official account can also be its broadcast system. These systems are the entire industrial chain of millet layout, it is reflected in the independent organization, other platforms and channels, from the early information dissemination to product sales to the user's feedback, this series of processes, millet are pro-Pro.

Five grid warehouses through the service number of the article to the user to convey information, and micro-letter payment is its shopping system, to carry out the purchase and sale of the car. The interaction of the service number with the chief fan officer and the model can be regarded as the primary stage of the community, to understand the user's feedback and suggestions, continuous product and experience improvement. Five grid warehouses will be launched in the near future five lattice monastery, to build five grid warehouses more systematic radio and broadcasting system, for fans to provide more personalized information and services!

The Industrial Age emphasizes professional division of labour, and the media and channels are regulated. In the mobile Internet era, the emphasis on people as the core, media and channel rules to re-establish, enterprises should seize the opportunity to achieve the entire industry chain layout more personalized to serve their fans!

Building a multidimensional business model

There are three kinds of business models under mobile Internet:

The first is that the Single-dimension model does the addition, using the price difference to compete.

The difference model is achieved because of asymmetric information and the availability of a competitive extreme product. In the mobile internet age, the information is all transparent and the difference model is difficult to sustain.

The second, multidimensional long tail mode to do is multiplication, using the fan layout of the whole industry chain to achieve multidimensional business.

The success of the mobile phone for Millet won a large number of rice noodles, on the basis of this batch of rice noodles, millet has launched a router, mobile power and other products, millet mobile phone hardware does not make money, real money from the two-dimensional software, three-dimensional accessories and other electronic products and four-dimensional large data and finance, Millet has realized from single-dimension business to multidimensional business transformation.

Another representative case is three squirrels of the actual combination of three squirrels from Taobao and other online selling nuts, and then to the development of the online O2O mode, these are entities; they will go to the animation industry development, this is virtual. Three squirrels with its "sell Meng" for their own characteristics of a large number of fans, in this group of fans on the basis of their own media, integrated electrical quotient, to achieve the combination of the actual situation of multidimensional business model!

Third, the valuation model does the N-time side.

360 and micro-letter are typical representatives, do not consider short-term profit, to provide the ultimate experience free of charge, the cumulative user to obtain future value!

The speed of the company's development is related to the business model you choose. The rules of the mobile internet era have been changed, and the mobile internet era has also created a very good entrepreneurial opportunity for our generation! The focus is to see the direction of enterprises, to clarify the thinking.

I think that in the mobile internet era, excellent enterprises can be formed: through the ultimate product and full experience so that users become corporate fans; a certain number of fans after the enterprise can be built from the media, since the construction of electricity and the community, to achieve the layout of the whole industry chain; In the fan economy and the whole industry chain based on the enterprise to establish a multidimensional business model!

Wen/Pan