The victory of Millet brand because of totem?

Tech entrepreneurs, internet players may have different qualifications and backgrounds, but there is one thing in common: narcissism, or to say the better is self-confidence, if not self-confidence to the extent of narcissism, how to devote themselves to the mission? In those who work overtime addiction innovation companies, encourage young people to overdraw the source of life in fact and Stephen Chow " In the King of Comedy, "Strive! Nothing different. This self-confidence and narcissistic development to the user level, is relying on the formation of Word-of-mouth fan groups, building a totem of psychological worship, Millet is the model.

Li Vanchang in the "participatory sense-millet Word-of-mouth Marketing Internal Handbook" that handbook mentions three strategies: do explosive products, do fans, do from the media, this is the millet marketing three cornerstone, also reflects a marketing person's mentality process.

Be a fan

Fans are made?! This is in itself a pseudo proposition, the economic value of the fans is the first social media discovery, and by Apple in the Smartphone field, the total of its big, it is the essence of strong relationship under the chain with a warm color of "trust endorsement." Carmine Gallo, a columnist for Businessweek, once studied Apple's philosophy of communication, and concluded that "the Apple brand gives them a sense of existence and a deep emotional experience to improve their lives for millions of Apple customers and thousands of Apple employees." ”

The low cost and emotional fidelity of the fans make it easy for a strong brand to shape a religious frenzy and use the frenzy to spread the product two times. Fan domestication began in the Chowa, the charm of the J.wong in the late BBS was successfully replicated, and finally by millet in the social media era. The extreme form of fans is the feeding of brain residue powder, these people with the extreme obsession over religious belief in the love of the brand to defend, because of its narrow, extreme and restless mentality is very aggressive, is fanboy upgrade version, the domesticated fans are the ultimate brand reputation barrier.

The BBC documentary "The Secret of the Super brand" has been tested by Apple fan Alex Brooks to gauge the body's reaction to the "hyper-obsessed" after seeing Apple products. Neuroscientists showed Brooks some pictures, including pictures of Apple products and pictures of non-Apple products, while Brooks ' brain response was different. Even more surprising: when the photos of Apple products were seen, the area where Brooks's brain was activated was the same as the part of the brain that was activated when the religious believers saw the images associated with the content they believed in.

Apple's success has been a long-standing personal totem of jobs based on the iphone's brand advantage regardless of overdraft, after all, the originator of the smartphone and pioneer, the later brand to arouse attention, only to stimulate greater noise, more frenzied noise.

In the mobile phone has not seen, the fan first marketing war, social media and BBS of the various fronts are everywhere fierce spray, face attack, millet and no "spit is a kind of participation" grace and calm, when Ivy on behalf of the Apple straight to steal the door, the news of the irony and parody Shiten, One comment shocked the fans: Beware of the day they bought you!

Make a bomb

In August 2014, China sold more than 842 mobile phone models, and 50 a month to increase the speed, but the number of competing brands in the attenuation, in this film fight fierce Red Sea, Millet's second strategic fulcrum is to do explosive products. For the explosive product, Li Vanchang's statement is "a stage of product planning to have the courage to do only one, to do is to do this category of the market first." The product line does not focus is difficult to form the scale effect, the resource is too dispersed can cause the participation sense to be difficult to unfold.

The success of Millet's explosive strategy is to discover in time a little-known fact of the mobile internet Age: "There was always a line between the professional and the amateur, but it may become more and more difficult to separate in the future!" This is a challenge that the Nokia era has never seen before, and more and more kings are now growing up. The strategy of Millet is in the king has not yet boarded the debate stage, the first of its domestication for fans, this can be inspired by personal charisma, but also through angel investment, this is Rebsby outlaws old Rogauming place.

In the Millet explosive product line, so far only millet mobile phone and MIUI two products, which conforms to Li Vanchang "resources too dispersed will lead to a sense of participation is difficult to start" judgment, as for the means of explosive products probably have the following:

1, strengthen the user in product development, testing and iterative sense of participation, in short, is to allow users and products grow together;

2, product improvement in accordance with the definition of heat priority, the so-called heat of course refers to the media heat, public opinion heat and word-of-mouth heat;

3, around the user experience for product design;

4, the product activity, the activity product, in many companies also nostalgia prizes the forwarding stage, this is indeed Millet's foresight;

5, dare to drive their own crazy to make the ultimate product, this is millet constantly told the internal secrets of the media;

6, let the user and team of mutual encouragement become a normal.

Compared to Huaqiang north of the peers, millet at least a little more outstanding, in many people still for running points of the hardware race crazy, MIUI has been in the dim light of a year, August 16, 2011 Millet Mobile Phone official debut, MIUI has accumulated 500,000 of users, now see, This is essential for the Gergen of millet products in Andro nautical miles.

The meaning of the explosive is not to really make a product, and let users think you are explosive products, today's millet is not running a regular competition, hardware can show off the capital is not much, it is a red meter under the low end of the market and cottage machine competition, one side with the continuous iteration of the MIUI to pull the value of the core products, Millet in the spotlight is more reliant on Word-of-mouth to add points to the strategy of explosive products.

That year, Geely's famous saying: The car is four wheels plus several sofas, to erase the difference between technology and brand, which in the philosophical context and "Ma theory" is two extremes. Millet's so-called explosive strategy is actually a replica of this Hiang: let users take 2000 yuan of mobile phones but think that they have 6000 million iphone 6 happiness.

From the media

Not listed company's millet is not obligated to publish the earnings, the advertisement data is secretive, Li Vanchang told a story:

"June 2011, we began to find the marketing director of Millet mobile phone, I and Ray have always met a number of people, come to the people always tell us, ' You go to play ads ', ' You go to open the entity shop ' ... We are disappointed that Millet is looking for not only sales, but a real understanding of the concept of Internet phone people. I couldn't find the right marketing director, Lei let me on. At that time, the first thought of the guests, "we have to learn Fank advanced experience, so we did a 30 million road sign scheme, the result was total negation of thunder." "Without spending a penny on marketing, I first tasted the taste of being driven mad." ”

In this very beautiful, very inspirational story, 99% are heartfelt words, but there is a lie: do not spend a penny to do the marketing! The so-called marketing here is nothing but deliberately confusing the hard wide and soft wide differences, especially since the media.

Millet captures the perfect opportunity to be authoritative in the Internet age, fully promote the full marketing of the media from the rise, from the boss to the founding team to the staff again to the battle, to "every day on the headlines," The spirit of rapid replication and dissemination of personalized emotional information, in order to reduce information attenuation, millet even in the technology companies in the first cut off the middle, The so-called millet marketing is actually a "let staff become fans, let fans become employees," the Internet carnival.

This kind of sense of the body sense of the game to create such as "No Car show, first look at the car model" of the madness, Millet fans like every time the car show on the short guns on the model of hunger and thirst cock silk, whether professional or not can find in this feast to stimulate their adrenaline hormones.

Since the characteristics of the media is grassroots and subversive, this new array of millet opened by the rapid metabolism of the brand fast-food conveyor belt, at least in the hammer phone, such as the star before playing bad or very efficient, but faced with more later than the bottom line, no integrity of replication, the so-called explosive strategy can not be repeated from the explosion down, Even Apple is old Luo head for "Giant Township enterprises", Millet dare to live in Ann forget crisis.

The future of millet is bound to face two lines of combat, on the one hand not to lose the T-shirt and jeans lei will have to meet younger, more out of place, less common sense, more unruly challenger, on the other hand to face the challenges of other mobile phone brands, such as from the Glory began to live more understand the Huawei, will launch the Internet phone brand Lenovo, Always refused to calm down the Charm clan, as well as the ease of the undead brother HTC.

Marketing Manuals This output is only a by-product of the smart phone market sword, Millet has created a sense of participation in marketing to create a totem brand, how to create the next civilian spirit of victory is Lei should be considered. As Li Shufu said yesterday, "cars are four wheels plus a few sofas", today's Mr. Li says "the traditional auto industry is going bankrupt", Lei.