What is the truth about millet 10 billion?

Recently, the Millet technology company CEO Lei at the internal celebration meeting revealed that the first half of 2013 13.27 billion, the first half of the revenue than last year 12.6 billion, a total of 7.03 million units of millet mobile phones sold.

One is the capital myth, the other is the product myth.

Lei often encounter to seek the idea, he generally will interrogate each other two questions: 1, I want to ask is your target customer group and his friend is also the target customer group recommended your product? 2, how many users do you know about your product?

Someone answered: Do not know how many users. Lei will be anxious to continue to torture: then how do you mingle with them? How do you know what they need?

Lei the establishment of millet, the past Jinshan model has been deep bone marrow reflection. One of the most important reflections is product thinking. "China is a long time product scarcity, extensive. Do a lot, but very tired. A week to work 7 days, a day to wish 12 hours, the result is still not good, think that the employees are not well enough, you have to engage in training, exercise, brainwashing. But never thought about doing less. The Internet era emphasizes a single point of entry, zoom in on one point. ”

Lei is the largest product manager of Millet. He led the millet style is: On the line to focus on products. If you determine a demand point is the user pain point, die knock down, continuous micro-innovation.

He would go straight to the product line, Lei in a reporter interview found a pain point, many reporters with smart phone recordings will encounter telephone interruption, recording time is too long easy to interrupt, etc., in Miui V5, lei with their large number of interviews and exchanges with reporters to the experience, did the MIUI Recorder product Manager, Designed MIUI V5 Recorder products, very well received.

Recently, I and "Global Business Classics" together a "millet secret" depth case, and Lei have a deep chat.

Lei himself summed up millet six months past 10 billion secret, there are six key factors, but also the core of the Internet phone Play: 1, the power of electronic commerce, 2, the power of social media, 3, the mobile phone as a computer to do, 4, to mobilize the mass movement to do mobile phones; 5, fan economy; 6, a Silicon Valley entrepreneurial story in China

However, in the interview, Lei said, these 6 are appearances, he said: "To be straightforward, millet sales is a sense of participation." This is the real secret behind the millet secret.

In Jinshan period, Lei mantra is "along the way have you, bitter bit also willing", in the millet period, Lei mantra is "homeopathy". In addition to catching up with the smartphone trend, micro-bo erection of the trend, millet and lei behind the real trend is this millions user participation in the fan economics, which also created a lot of people can not understand, or even destroy the three view of the distortion field, they are called "User distortion field."

Look at the product manager lei the 3-year summary of the experience and dry goods:

The secret of the Internet phone?

Gold wrong DAO: Some people say that the victory of Millet is first a category of victory, is to create a new category-Internet phone. Although many people are following, maybe a lot of people actually do not understand the true meaning of this category, what is the nature of Internet phone?

Lei: Then back to do the computer to understand why the millet on the positioning of a high-performance, cost-effective, in fact, we have done 30 years pc,pc the last winning recruit only two: high-performance, cost-effective. This industry has just been transformed when the brand Ah, advertising ah, may have great value, but the industry after a step-by-step stability is these two, I was from the PC industry experience.

It was clear from the start that we were thinking of the future smartphone as a computer, you see, when we're working on a computer, do you know how many problems we've solved, the first time our phone's hardware can be installed in different operating systems, and then our system can be brushed on all Android phones, This is not the PC industry has been very clear software and hardware separation, so the first thing we do is a hardware and software separation.

Second, in terms of hardware manufacturing, we think that the application is never used, that the performance of excess, I do not need to, you run so fast what use? What's the use of your running points? The excess of performance two years ago could just be enough today, two years later, when someone's high-end phone has only 512 megabytes of memory, We are the first to come up is 1G of memory, in other people 1G memory when we come up 2G memory, actually you think our decision is right, so we two years ago mobile phone today still can use, this is the computer industry this experience.

Golden Wrong knife: This is critical, hardware and software to separate.

Lei: Hardware and software to separate, the future of the hardware industry will become a meager profit of the industry, like the PC, so high-performance, cost-effective long-term win.

Golden Wrong knife: Millet This 3 years to take a lot of anti-traditional play, which innovation is the most barbaric growth, the most grounded gas?

Lei: I want to smooth the innovation of millet, from a different point of view. What are the first innovations that you can see? We use E-commerce Direct marketing model, remove the channel costs and sales costs. The second way we use new media and media marketing, including Word-of-mouth marketing, to remove the cost of marketing, we save two dollars.

Third, we are the first mobile phone as a computer. In addition to these three points, I think the 4th is more powerful millet, we use the mass movement to do mobile phones and operating systems. Five, is our unique user group positioning and maintenance of user groups, that is, we talk about the fan economy, is not the first large-scale we have made this model. There is a sixth, from the perspective of entrepreneurship, millet is actually a mainland Silicon Valley-style entrepreneurial story, a huge business opportunity, a group of very strong people, plus a lot of money. Yes, this is basically the Silicon Valley type of dry, a debut is to play by the world class, so I think this is millet to everyone's inspiration said in Zhongguancun you can do so.

The Secret of Word-of-mouth?

Gold wrong DAO: Word of mouth is very difficult to do, let the user scream also very difficult to do, how to let the user initiative to you say good?

Lei: I often lift the seabed fishing example, to the later even the seabed fishing boss to find me exchange, I said I want to learn from you, you do not learn with me. Seabed fishing Let me consider a question, what is Word-of-mouth? Word-of-mouth is the recommendation of friends and friends, what things can produce word-of-mouth? I can tell you a truth, good things are not necessarily word-of-mouth, cheap things are not necessarily word-of-mouth, good and cheap things are not necessarily word-of-mouth, not necessarily.

I'll tell you a very important factor came out, I also went to the seabed fishing, only a small place touched me, is his waiter is really in the laugh, is true smile is not a fake smile. Seabed fishing service is certainly not better than a five-star hotel service, is certainly not, then why have such a strong reputation? The true meaning of this word of mouth is super anticipation, is I go to a very broken place, we expect a star service we will feel good, you in everybody is one star service place to do two star service is high reputation, If you do five-star service at five-star hotels There is no word of mouth, because you paid that money. You must do six-star and seven-star service in the five stars hotel to have the opportunity, does not have the opportunity to do the five star. So the core of Word-of-mouth is beyond expectation, which is what you do to exceed expectations.

Golden Wrong knife: What is your super user expectation?

Lei: Millet in the product is consistent in trying to exceed expectations, so this is a difficult problem. For example, I would like to cite an example, you hope that the millet mobile phone than Apple and Samsung, you think this is an easy thing? I have never said that the millet phone is better than Apple and Samsung, I have never said so, and then I was forced by them, I said if it is so the millet should be worth 800 billion of dollars. It is impossible for you to hope that each face is better than others, if each side is better than the other, theoretically their two companies are closed, it is impossible. What we are after is to say to the enthusiast that we are better than them in many functions, all impossible. We did quite a lot of things, like we used to run faster than Samsung and HTC in every generation, our machines are indeed faster than them, you do not believe that a Chinese company to do products than Samsung to do faster, we do not say, run points, quantifiable things really better than you do, you do not obey Ah, I really run faster than you, even if sports I am faster than you run.

So in fact, your core reputation is to exceed the expectations, only beyond the expectations of things we will form Word-of-mouth.

The secret of a fan economy?

Golden Wrong knife: Internet companies are good at starting the People's war, Millet's People's wars I think the most different is more systematic, users and fans are tiered level management, and even the most advanced "Rong group son" such an honorary development group, it can even determine the fate of a product. Small scope to let user participation is not surprising, such as millet such a large and give users the power so large, where is the origin of it?

Lei: The starting point is very simple, the starting point I think the most important thing is that we have a very clear positioning, is that we want to do a mobile phone, so that each of us have a sense of achievement, you use the phone every day you have a bunch of ideas, you have a bunch of complaints, can change can you change it except millet? Do you complain about Samsung being heard?

I used to give Nokia a lot of advice, I also know the Nokia Global was responsible for the development of a vice president, I gave him a lot of advice, he said that there is a reason, they finally changed it? When you like something you don't really have a financial purpose, you just think it's bad, and it's better if you change it. OK, who will help change, mobile phone so complex, so my original intention is very simple, I am a fan, I have enough professional ability to judge which is right or wrong. I think the person is not a minority, such as the leadership of the comrades gave me a demand, you know that the leader of the phone is 24 hours, they put up a demand, the day to pick up all the phone, the night only to answer the phone address book, sleep only receive VIP phone.

The purpose of our millet is to gather a bunch of people's wisdom to do a mobile phone that everyone can participate in, you pay attention to Ah, we launched a number of millions of people participate in the online, when you really participate in the end, you put this proposal was adopted by me, my mobile phone has this function, and then someone complained about the night by who woke up when you said to switch to millet, This function I design, you see my own many cows, you see millet according to me this change it, is my design, this sense of honor is they sell millet very important power. To be blunt, millet marketing is a sense of participation.

Golden wrong knife: the sense of participation is very important, now is not practical first, is the experience of the economy.

Lei: Later they extended to participate in doing it, they will organize all kinds of the same city will, before we bubble forum, often also held netizens meeting, later this kind of net friend meeting will not be sustainable, you know millet of the same city will often hold a group of various activities, such as where we go to play? Picking up rubbish can always be, environmental protection Ah, We are different, we will organize a tree planting tomorrow, the day after tomorrow to the orphanage to see orphans. A lot of millet home have rice noodles there, the obligation to help other rice noodle service, he felt very fulfilling, he thought I understand than you, I can teach you. We satisfied a lot of people this sense of achievement, so this is the real essence of millet.

Just told you the six innovation is the appearance, the essence is that we love this thing, we are very delve into this set of things, and then we have the same idea of people gathered together, so the group of millet we divided two groups, one called enthusiasts, a pan enthusiasts. Pan-Enthusiast is me this may not be professional, but I have to have professional equipment. So millet is to put a label for you is that you do not necessarily really professional, but you have a professional idea.

Golden wrong knife: How do you do the product, how to explore the user pain point? like the Millet headset.

Lei: Do you use headphones often? I used to be a professional angel when I retired, I have to call four hours a day, too many phone calls, the company's last city you will know how many calls, because the board of Directors of each company to call is four or five hours, certainly with headphones, with headphones people understand the first pain point of the headset is what? is that the headphone wires come out in a tangle, No matter what beautiful headphones, in the pockets are dirty, take out the headset line after half a day, I said is the truth, as long as the people with headphones must have this problem, is because I use.

The original line of the headset is a round line, do you know why they use flat line? Just because the flat line is not easy to knot. Do you know what we use? We use the Kevlar line, which is nylon line, which is copper wire, copper wire quality is good, you in the pocket is not knot. This is a very expensive headset to use nylon wire, because the cost is very expensive.

The second pain point is in the pockets of a regiment, I think countless ways to accept, is the bag or leather, and later we used rubber winder, and around very elegant.

Third, how to conquer the sound quality, technology and so on. When you use every day when you will feel pain, so these pain I say to who listen to, said to call every day with headphones people listen, you do not have to know without headphones.

About the author--The Technology observation of the golden wrong knife