The successful model of millet surpassing BlackBerry is worthy of pioneering company

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"The most technology news," according to Foreign Science and technology blog Quartz reported, millet existing and negotiate investors estimate, than last year increased by more than twice times, from 4 billion U.S. dollars to 9 billion U.S. dollars (about 55.1 billion yuan), more than the BlackBerry's 7.5 billion dollars. Millet was founded only three years ago, became China's fastest growing enterprises, and has become China's largest technology companies momentum. Why is millet successful? I think there is no outside of these points: Marketing model, business model, brand positioning, corporate culture, complete product eco-chain and lei personality charm.

Marketing model

Millet created the Internet, channel new Internet mobile phone mode, only on their own official website sales of mobile phones, eliminating the profit of middlemen. If it's a traditional pattern, layer Agent channel general to account for mobile phone final price of about One-third, if entered the big shopping malls, stores also add into the shop costs, higher prices, and the Internet mobile phone mode, these costs do not need consumer commitment, the benefits to millet target customers, to achieve the ultimate price.

Millet rely on long-term network hype, making consumers of millet mobile phone full of incomparable expectations, lifting the consumer's appetite. When the millet mobile phone on sale, and set off a rush of internet buying spree, a round of bookings, pre-order, until the whole money snapped, fort. Combined with the capacity of millet is not enough, so a round was killed by seconds, artificially created the hot, and snapping up heat caused by media reports, with a free advertising of inflammatory, so the next round of the more hot rush, such a situation occurs more frequently, so that consumers on the millet is more respected and pursuit, Think that can grab the Taiwan Millet mobile phone is a glorious and successful. Such a ten wildfire, virtually will millet to promote out, into the virtuous cycle of millet has been playing this trick to play to the present.

All said the internet is very deep water, and speculation of the water deeper. Millet hype is everywhere, with you, you must have seen on the major websites of millet positive reports and negative reports, but also a variety of millet mobile phone and the iphone's comparative assessment, which has improved the status of the millet mobile phone in the hearts of consumers, two of unrelated things successfully linked together, Millet to borrow the iphone successfully superior. About the negative speculation of millet, also attracted the popularity and attention, when countless large shelling to millet at the same time, rice noodles will be more holding regiment to defend the brand, and do not cost their own a pawn.

In addition, millet completely grasped the Chinese consumption concept. Millet in terms of performance or configuration in China's own products are counted on the high end of mobile phones, and the price is relatively cheap, most Chinese people like cheap, cost-effective products.

Business model

Lei said, "We basically do not advertise products, almost all mobile phones are sold on the Internet, this is our business model." What's more, we're looking at cost pricing, how much material costs, and we're going to price it, and we're not like Apple. So our price is one-third of the Apple handset, is Samsung's 40%. "And the real business model of millet-the only futures.

Lei said that Millet does not make money. Just out of the millet mobile phone has a strong hardware configuration, hardware does not make money, and may even lose money, that how to maintain such a high price? Rely on the so-called "futures" trading, millet use IT industry to reduce the cost of high-speed hardware, the first release of high profile mobile phone circle live look forward to, and other accessories after the sale of large quantities of goods, Earning an intermediate profit. But now the consumer has been tempered a pair of eyes, millet this camouflage is not so good.

Millet in addition to selling "futures", delayed delivery, in order to allow more people to buy, but also with the sale of hunger, limit the purchase, the more difficult to buy millet mobile phones, buy more people, but also attracted a large number of cattle, F code can be sold, the price of millet mobile phones are also bought, this is the same as Apple's iphone

Brand positioning

Millet brand positioning with a word "for a fever and health!". One buys only the same performance 50% price mobile phone, how to give his consumer positioning, this matter is about face and body problem, buy Apple HTC is Gaofu, is the same performance, only sell price half of the mobile phone must be cock silk, wrong, buy millet are enthusiasts, are geeks, cool not cool, handsome not handsome? No cock, We are not cock silk, we are enthusiasts, with Millet is an enthusiast, enough face. Positioning directly improve the millet brand consumer groups of the grade and taste, in fact this group of people or this group of people.

Millet 2 A release penetrated a wider crowd, in addition to enthusiasts, but also the main fan, a less than 1500 of the mobile phone wearing a glorious hat, so no longer is the ordinary 1500 of the mobile phone. The radius of millet mobile phone expanded again, millet fans, user groups again changed.

In addition, the core enthusiasts can participate in the process of improvement, to carry out a variety of DIY hardware modification, and more ordinary rice noodles can provide creative and even brand promotion, such as the submission of bugs, suggest functional improvements, or just participate in rice noodle activities, take creative photos and so on. Lei said more directly: believe rice noodles, rely on rice noodles, from the rice noodles, to the rice noodles. Virtually employs a large number of dead and no money of the millet staff, with such a solid mass base, can not be successful.

Corporate culture

Millet's corporate culture is the rice noodle culture, the enterprise's culture into the rice noodles, lei "because of rice noodles, so millet", not only to rice noodles identified with the millet company, but also let millet own staff have a sense of team ownership. In addition, the millet company mascot Rice Rabbit, neck tie red scarf and head wearing Lei Feng hat cute image can inspire a lot of Chinese national pride. Millet also has its own millet T-shirt, whenever the conference, millet company dedicated to each of the presence of a millet specially produced t-shirt, the entire conference scene instantly turned into orange ocean, bringing a powerful appeal.

We can often see the millet employees on the internet film about Millet company video, you can see the Millet enterprise culture is very open and relaxed, the team is very dynamic. In addition, Millet company 2013 annual micro-film "1699" will be released on July 5 premiere, millet company founder Lei will carry seven joint founder special guest appearances. There is no hierarchy, no lengthy meetings and processes, relaxed working atmosphere everyone can play their own ideas, entrepreneurial corporate culture is necessary to learn millet.

Complete Product Eco-chain

The success of millet can not be separated from the most fundamental product ecological chain, if there is no miui millet, there is no today's millet. In the April 9 Millet Rice Noodle Festival, Lei officially issued a MIUI V5 mobile phone operating system, from the MIUI V5 release can be seen lei the importance of the software, this is the killer of millet, again good marketing model, no MIUI, millet is just a common mobile phone.

From the birth of the first edition of the civil team MIUI to Miui V5, after 133 updates, each will have varying degrees of improvement. Millet is not only the introduction of Guise desktop theme, but from the system's most essential code to optimize the bottom, to eliminate bugs, improve system fluency, optimize endurance, more important to adopt rice noodle recommendations, and constantly based on user needs to optimize innovation, from the user point of view, to provide more user-friendly functions.

Lei stressed that "only ROM is not enough, but also need a wealth of ecosystem support." At present, there are 8 core applications in the MIUI system to support the MIUI biosphere, namely Application Center, Game Center, theme style, Millet Mall, navigator navigation, online music, online video and read more. The Millet theme Store is the world's largest theme library, with thousands of sets of themes, tens of thousands of matches, daily download 3.5 million times, the Application Center is one of the most active Android market, with more than 20,000 applications, total download 500 million times; Game Center has 10,000 balance games, And the world's 30 hottest games in the first time to start. Miui from the date of birth, there are nearly 100,000 user participation, 130 million user feedback stickers, MIUI official fit 36 models, users spontaneously fit 143 models and 25 language versions, so that the ecological chain of millet gradually to improve.

Lei's personality charm

Lei is called "rebels" rice noodles, visible in the heart of rice noodles, lei is already their jobs. He said a word "there are so many talented people in China, why not the birth of great enterprises, the root cause is the lack of charismatic leaders." "Lei's personal brand, communication power, influence, not only effectively helped the establishment of Millet brand, but also with very low marketing costs." On the Internet, lei as a personality charm body, completed the value of their own brand, and Millet mobile phone, opened in fact is a new era of personality charm body. In the future personality charm body, can directly to its fans sell their products or services, in order to achieve the value of cash, complete the business closed loop.

The author is not rice noodles also not black millet, also did not use the millet mobile phone, just stand in the perspective of the observer to discuss the success of millet. Millet company only in three years time, it became China's fastest growing enterprises, and there is hope to become China's largest technology companies, its successful model is worth pioneering companies to learn from.

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