Three conditions to challenge millet

Recently there is a hot topic, millet refresh a lot of "double 11" record, attracted the start-up companies have stopped to study, why? In fact, millet development so far, has been a set of relatively mature business theory, and widely disseminated on the Internet. But a lot of people think that these theories are like "no words of the Bible"-indeed the martial arts cheats, but their own practice is not like that, why?

Instead of thinking about it, it's better to figure out where millet is better than yourself. I try to understand the understanding of millet into products, services, marketing three parts, and then give some examples, you first to see how millet is done, if you think you can do better, naturally have the challenge of millet conditions.

Products

At present, Millet has two main machines, red rice and 3 meters. First look at the 799 yuan of red rice, in fact, "China cool Lian" price of 800 yuan under the four nuclear mobile phone also has dozens of, they are mostly like red rice, using MediaTek mt6589t processor, there are Qualcomm Msm8625q and "old Quad core" Nivdia Tegra 3. However, the screen size and resolution of these models are mostly less than red m, or RAM is only 512MB, the two biggest differences.

Look at the 1999 Yuan meters 3, 5 inch 1080p screen with two four core processor--tegra 4/Gaotong Dragon 800, the former industry used less, avoid comparison, the latter is currently mainly in the 4000 yuan in the foreign brand mobile phones, and did not announce the price of Lenovo Vibe Z.

Supposedly, Samsung, HTC, Sony and China Cool Alliance of these high-profile brands, any one can put the allocation to the millet level, pricing also 799, 1999. However, Li Vanchang said, this will appear in their own products "left and right" problem.

I can probably understand his meaning, such as Samsung Note3 with the 骁丽 Dragon 800,s4 is 5-inch 1080p screen, two mobile phones are far more than 2000 yuan price. If Samsung also makes a 骁丽 Dragon 800 5 inch screen mobile phone, pricing 1999 yuan, certainly can do, but this way, note3 and S4 how to sell?

And then look at ZTE Huawei Lenovo, this year would like to impact 3000 yuan price, if at 2000 yuan on the distribution of Millet 3, and then go up, hardware upgrade space is nothing more than screen size and storage. Want to let the consumer for such a small difference pay 500-1000 yuan more, it is difficult. The same is true of the 800-dollar price segment that red Rice occupies.

Do not open the product line of baggage, can not and millet close to hand-to-hand combat.

Service

November 13, Millet in Zhuhai official service flagship store opened, Lei, Li Vanchang also in the scene, there are more than 200 rice noodles. Lei said that Millet is trying to achieve 1-hour mobile phone repair, and brewing the launch of "1-hour repair is not free to change the mobile phone" after-sale policy.

Later and millet after the sale of the owner chat, said the other side from the beginning of this July, Millet is trying 1 hours fast repair service, now repair rate can reach more than 95%.

This also has a short line of millet products advantage. The so-called fast repair, the software is nothing more than brush machine, hardware mostly by Exchange. On the software, millet designed a set of convenient brush machine system after sale, it saves time. Hardware, the model on such a few, parts preparation of relatively easy to more than 10 products of traditional brand easier, staff testing and maintenance is also convenient, do not have to remember a variety of models of maintenance manuals.

About the introduction of "1-hour repair is not free to change mobile phones," Lei did not give a specific time. But even if it is true, the advantages of a short product line can also play a role.

Like Millet, Apple's iphone has a very short product line, in the past, the iphone is in the warranty to provide a free replacement. Anyway, so two models are sold at the same time, the bad change. Apple put the bad machine back to the unified repair, repair renovation and then take out, continue to change to the next customer to repair the iphone.

Compared with maintenance, the replacement has the cost of shell renovation. But with the product line long brand than, other costs or save a lot. More importantly, from the customer's point of view, "Fast repair" and "change machine" than most of the existing after-sales service methods, more convenient.

Marketing

Some people say that marketing is the core competitiveness of millet, I admit it is very important, but if the lack of other links to support, marketing is a castle in the castles. This is why I put marketing in products and services after the sake of products and services can not, marketing and no more fancy, this is in many of the followers of Millet have actual cases.

Specifically speaking of millet marketing, have to mention Li Vanchang. Know, he is also just life, responsible for the operation of millet marketing. Li Vanchang is a product designer, so he put the marketing of millet as a product to do, the goal is the ultimate.

Not long ago help people grabbed 3 meters, put in the car. It happened that an Apple friend took a ride and picked up the box and said, "It's like the design of a Muji." "In fact, Li Vanchang has also expressed in many public occasions that he is a fan of Muji."

The box itself is only half a piece of work, joined the marketing is a complete work.

This box design was first used on Rice 2. Rice 2 before the release, the box first exposure, the above also stood two weight of more than 300 kg of millet employees. In Li Vanchang's marketing philosophy, this is the most intuitive way to express the solid packaging box. It is a marketing and a part of the box.

Back to the general direction, Lei often said "homeopathy", millet marketing is so, today's products, services How, what rice noodles want, marketing on the same direction. or "Box brothers" story, pictures of red network, millet called on the user to the picture PS, draw gifts, the atmosphere suddenly hot up.

Simple presentation, direct access to users, no Shong sense, OK.

The 2013 draws to a close, pondering Millet's unabated. And as far as I know, many of the traditional brands are already moving. They will cut off the baggage, light, hoping to "master Yi Long technology to make Yi", challenge millet. If you are sure to do better than millet at the above three points, the chances of success will increase greatly. Ray sum Alli Don't blame me, in fact I am more looking forward to see how millet recruit.

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