The marketing philosophy of Millet: no success and then martyrdom

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

On the afternoon of December 20, Millet founder Lei held a press conference in Beijing to open a contract with China Unicom to launch the purchase details. Last one hours of the press conference, in fact, for the promotion will, in addition to the founder of the Millet cell phone lei, there are relevant partners in charge of taking turns onstage, passion overflowing speech quite contagious, the audience seems to have a kind of eager to pay for the impulse to buy millet phone immediately. It's another big event since the early hours of 18th, when sales were open to ordinary consumers, and the millet phone could make headlines.

Specifically for the mobile phone itself, as early as August in the time for its engineering prototype launched the evaluation report, in the subsequent retail version, but also for the open test during the discovery of the problem made more than 10 changes. believe that "calf", millet mobile phone if as Lei said, is a strength and experience, and performance and price in one of the fever, not several months, will be its own judgement. Here only for the use of millet electric platform marketing, market behavior nagging one or two, right when a useful supplement.

Prior to the news, Millet will cooperate with China Unicom, the contract price of 0 yuan to obtain the form of 3 million Taiwan Unicom's orders; At the same time, Lei has confirmed that Millet technology has won a new round of 90 million U.S. dollars in financing, the cumulative amount of financing has reached 130 million U.S. dollars. Both supply demand, there is capital investment, supply and demand is smooth, is a good thing, but the millet mobile phone is not smooth road.

According to the official millet figures, the early hours of 18th since the opening of the network, only 3 hours since the 100,000 inventory snapped. If the situation is true, in the domestic electronic products market, this has been dubbed the "miracle" of the reputation. In fact, before this, September 5 has tried to open reservations, 34 hours to reach 320,000 bookings, and there is no spot, only after three months to supply, but still can not withstand the enthusiasm of "rice noodles."

Sales of 9 of mobile phones per second, this data makes people feel a little misty feeling, unreal. Domestic electronic commerce experts China Connaught Net nuo.cn showed a group of data, in a subsequent survey showed that in the survey of 23,806 netizens, 55.8% of netizens think this data is not true, and another 20% of netizens feel bad say. At the same time, 71.1% of users believe that millet this move is suspected of hunger marketing.

Before, the network has circulated millet and unicom cooperation when the PPT file, the file in addition to list a variety of 0 yuan purchase package, but also to "viral marketing" as the title, can be seen in the marketing of Millet mobile phone is not improvised. "Viral marketing" is the main feature of "word of mouth" of the way the product and its information transmission, through a geometric increase, the effect of the ordinary media advertising is far from comparable.

and the millet mobile phone to adopt the marketing strategy and the way Apple phone slightly similar, but go farther. Adding the "hunger" factor to "viral marketing" will make it faster and more stimulating for potential consumers to buy. Simple Word-of-mouth Marketing is just, a used a product, feel good, he may take the initiative to his friends around B, C, D recommended that this product is worth it, but with "hunger" color of word-of-mouth marketing is just the opposite, B, C, D know that the market launched a product, in the media market vigorously publicized, They may have ideas that want to know more about the details, but because of their limited supply, they have very little access to information, and if they know that a has already purchased the product, they will ask for it and will continuously disseminate the relevant information. Millet mobile phone is used, is the latter.

At the press conference, Lei said, the success of the millet mobile phone is not a person's credit, but the entire team of 400 supposedly people efforts of the results. These 400 supposedly people, are from the major well-known companies to dig horns, can be described as "elite gathered." He also said that with the help of the electric dealer sales platform, with the excellent marketing team, we completed a miracle.

Millet mobile phone since released to the present, has been in the supply of instability and speculation constantly in the voice of the controversy, for the lack of traditional mobile phone production, sales experience lei, to achieve universal attention is not easy, but now say "great victory and back", it is too early. The face has been accompanied by the supply and quality problems, such a large degree of hunger marketing, such as improper grasp, will backfire. In the external environment is not completely controllable circumstances, the basic instability is the weakness of millet mobile phone. Leapfrog propaganda will only let millet into the dilemma of the situation, not successful and the marketing philosophy of martyrdom, not everyone can bear the weight. (Author: Yo Yongliang)