Watching Millet: Not only the success of marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Millet NB Needless to say, whether you like millet, like not like Lei, you can not deny that millet has been a great success.

Many people analyze and comment on the reasons for the success of Millet, or the success of their marketing, or the success of their internet thinking.

First look at the so-called marketing, public understanding of the marketing is actually promotion or speculation. In fact, certainly not so simple, when looking back to the market operation of Millet, you will find that in fact millet do a lot of things, we will do are doing, if only these, millet affirmation and success.

If you use the textbook definition of marketing 4P to analyze millet, it may be from this angle a glimpse of the success of millet password.

First look at product products, from millet 1, 2, 3 to the low end of red rice. Millet consistent is the concept of enthusiasts mobile phones. In this regard, I was in doubt, that will block a number of users. But the truth tells me that this is a successful positioning, but also to the millet phone left a deep brand branding. Because, enthusiasts mobile phone is not a castle in the positioning, but in the Millet mobile phone product updates, upgrade process are strong support. Recall that each generation of millet mobile phone release, almost all inseparable from the two big words "top", "starting", this is the word of two fever enough, this is two let the enthusiast fever, more let cock silk public fever word.

Top, starter hardware is enough to capture the hearts of very many users. But in the smartphone age, only top-tier hardware is far from enough. The best thing about the millet phone products is the MIUI system, which many people think is the best Android. Top hardware, the peer is not difficult to replicate, the best system, the peer is difficult to reach, not to mention the combination of the two millet. Top hardware + The best Android system, the combination of soft and hard product force became the King of Millet. (digression, at this stage again good Andrew, experience also cannot hope iOS Xiang.) )

But in fact, not every cell phone is really "top", such as the 1 of the criticism of the quality of millet, such as the fact that the configuration is not excellent red rice phone. But from now on, this does not affect the image of millet, because the product of millet packaging is too "top".

From the 4C point of view, this is the precision of millet to lock the consumer consumer desire and demand, the establishment of the consumer as the core of the concept of retail, Millet provides not only products, but provides a service to meet consumer needs and desires.

Next look at price, millet success in the hearts of customers to shape the "top" of the enthusiasts mobile image, supplemented by 1999, 799 such a lethal price, the customer's mind to bring great stimulation is conceivable. If only at a low price to understand the millet mobile phone pricing strategy is wrong, the price of millet mobile phone is not really low, we can easily find in the market than the millet price lower mobile phones. Millet pricing is closely combined with its products, the core is ultra-high price.

At that time Millet 1 just came out, I once to its 1999 yuan pricing also have some questions. After all, the initial use of low-cost small profits and quick turnover of the way to sell for a new brand is a big risk, because if the sale is unfavourable, only forced to reduce the price of a road, but 1999 yuan at that time is lack of enough room to reduce prices. Cheng Wan defeated, the result proved that 1999 yuan this recruit risk chess became a recruit Miao chess, not the end of their own, is a lot of peer's posterior. If the Millet mobile phone 1999 Yuan is killing brand machine pricing, that red meter 799 yuan is killing cottage machine pricing.

From the 4C point of view, Millet is considered the cost of consumers, that is, consumers can withstand the price "anchor", that is, consumers to meet their needs and desires to support the total cost. Moreover, because Millet uses e-commerce sales model, but also further reduce the cost of consumer purchase. Of course, because millet almost always use the way of booking, snapping, in fact, increase the cost of customers in this perspective. However, it seems that the customers of millet in addition to the verbal complaints, it seems that does not care about the purchase of the way, may be millet products to customer demand and desire to stimulate is too strong it.

Third, the promotional promotion, which is the public meaning of "marketing." Millet promotion work in fact not much, but the most valuable is every promotion work to do very in place, combined together to burst out of great power. Many people, including millet, said that they have created a "sense of participation", which I very much agree, it is enough to participate in a sense of the formation of Millet vermicelli this group. However, I do not think that the participation of millet molding is really rely on marketing to obtain.

This also needs to return to the product end, I think MIUI and its community is the rice noodles "participation feeling" source. A constant absorption of user feedback, weekly iteration update of the product, this is the past other enterprises have never had, but also customers have never had. MIUI This mode of operation, so that the rice noodles have a strong sense of existence and participation, as if they really participate in the MIUI of the work of the feeling.

The way the customer relationship is maintained is very clever. At the same time, we will also find millet in micro-blog, micro-letter has invested a huge manpower to operate, these two new channels, although a heavy in the La Nieu, a heavy in customer service, but in the maintenance of millet customer relationship has played a huge and continuous role, but also further enhance the presence of rice noodles and a sense of participation.

From the 4C point of view, Millet does not actually spread in the traditional sense, but communication communication, from the product end to start through a dialogue to establish the relationship between consumers.

See Channel Place, two channels of millet one is E-commerce, one is the operator. Operator's channel is not said, only look at E-commerce, the elimination of the traditional offline channels, first of all, this also helped millet squeezed a profit space, which may be the first millet to 1999 yuan pricing closely linked to the link; second, the sales model of E-commerce to consumers a great convenience of purchase.

From the 4C point of view, millet through E-commerce Sales Model eliminates the intermediate link, so that consumers can buy at home, providing consumers with a huge convenience convenience. Millet once in Sina Weibo, micro-letter, day Cat, Qzone on the sale of millet, red rice mobile phones, on the one hand can be understood as this is to expand the user base of a kind of marketing activities, can also be understood as this is the millet for consumers to create a more convenient way to buy.

Above is based on the classic marketing theory of the success of millet simple analysis, millet is the success of the core of the beginning or the product, there is no beyond the expectations of good products, everything is raved. A lot of people criticized millet booking is hungry marketing, I had doubts before, but now it is really in short supply. It is estimated that there will be more and more enterprises will follow the sales model of millet, but this is only the appearance, you do not have good product support, hunger can not stimulate your consumers, you will only starve yourself to death.

Millet's first three years undoubtedly achieved an incredible success, but the future of millet will not be conclusive. such as internationalization, such as Millet TV, can still be successful, still an unknown. Internationalization is a hurdle, a millet become international enterprises have to take a hurdle.

Internationalization is especially difficult for Chinese companies. I once went to Taiwan this year and the tour guide exchanged millet, he heard of millet, but did not dare to buy, because he felt that the mainland has always been the impression that the price is low quality times. I have just seen the millet red rice mobile phone in Taiwan for sale, I doubt that. With a less prominent quality of red rice in Taiwan sales, make it possible for millet to leave a negative reputation, such as if it is so hard to save it. I hope my worry is wrong. After all, millet must have a more in-depth analysis, not we outsiders rough a look comparable.

Millet TV start positioning is "the first TV for young people", quite innovative, and now see the repercussions are also good. The television business occupies the capital bigger, the market brand competition is also more intense, the millet can occupy the living room this strategic location is still a question mark. Perhaps the future success or failure of millet in the domestic market will no longer depend on the mobile phone, but on television.

Many people including Lei said that the success of Millet is the internet thinking, I still do not understand what the Internet thinking. I think Lei's internet thinking is the thinking of an Internet industry winner.

Lei said homeopathy and for, look at the electric dealer, engaged in group buying is a big lump of homeopathy and for. Losers are not thought of as internet thinking, but only as a failed replicator of the swarm.

Lei said only fast not broken, look at the electric dealers, engaged in group buying are gets, fast shut down. Losers are not thought of as Internet thinking, but are only considered to be blind expansion of the failure to burn money.

Lei also said a lot, but it was based on his own resources, ability, the team's success of their own summary, this summary only applies to himself and millet, or to his resources, the ability of people. No one's success can be replicated, you have your own independent thinking may be possible through another way to achieve your own success. Lei think Apple NB, but Lei will copy the success of Apple? No, he only chooses one of his own ways of success.

Finally, I would like to say, do your products like millet "Let users scream" is kingly. Do not indulge all day to see from the superficial millet market how to do, millet thinking is how the Internet.

By the way, not to mention why Mingzhu and Lei's 1 billion bet are blind to comment, do you know how Gree's 23 came? Do you know how the 3 years of millet come over? You don't know anything, why are you betting on lei? Because you think you have an Internet head?