When the smartphone market changes, it just shows up and hits the market.

Many people say that millet marketing is good. Others say that millet is only marketing well. Because of this, in this year's China Economic annual character awards ceremony, Ray and Gree's Dong elder sister Pk is very lively. In fact, Millet set up more than 3 years, we have not done what the traditional sense of marketing. We keep saying that, but a lot of people don't believe it. A lot of people are asking, how exactly does millet do?

Behind this, Ray's general generalization is well understood. The first one is the theory of the tuyere that Ray always speaks. At the mouth of a typhoon, pigs can fly. We just stood at the mouth of the typhoon. This typhoon is the change in the smartphone market, we come up with the right phone to penetrate the market. But what is the power that continues to propel millet forward after flying? In the words of Thunder, it is the power of the masses. "From the masses, to the masses." "Is the route of the masses. The essence of what I understand is word-of-mouth.

Today I'll talk to you about my understanding of Word-of-mouth.

Word-of-mouth is familiar to everyone, is the user word of mouth. On the establishment of millet products and brand reputation, we have summed up three key words: accelerator, relationship chain and engine.

Social media is the word of mouth communication accelerator

What's the accelerator? Today, social media is an accelerator.

In the past, the social media before the boom, the product of Word-of-mouth spread, have occurred in a small group, such as a barber shop inside, a few are perm to talk to each other, said a product is very good, very cheap, very cost-effective ... This is the traditional sense of the user word of mouth, to create product Word-of-mouth channels.

In the past, through word of mouth to build a product and brand Word-of-mouth process, very long. Enterprises in this process if not using traditional advertising and other marketing tools to quickly build brand potential energy, often is not feasible. So for the traditional approach, to create a word-of-mouth process is often first through the traditional method of advertising marketing, first to the user forcibly instill a brand concept, and then let users in the purchase and use, slowly through word of mouth word-of-mouth transmission channels, so that the product brand reputation precipitation down.

But in the full development of mobile Internet today, micro-bo, micro-credit and other social media, providing an unprecedented powerful accelerator, than before the small public word-of-mouth spread of potential energy 1000 times times, 10,000 times times. Users do not need face-to-face, or even need to know each other, you can through micro-bo, micro-letter and other social media tools, word of mouth, the product's advantages, shortcomings are spread. The speed of social network propagation is very fast, the coverage is very wide, this makes the new brand such as Millet has the opportunity to be able to quickly pass through the user's word of mouth in a short period of two years, build millet brand and millet product good reputation.

We all know that millet to do social marketing has four channels: forum, micro-blog, micro-letter and QQ space. These four channels, microblogging and QQ space have a strong media attributes, is very suitable for word-of-mouth communication. Micro-letter is very hot, but more suitable for the guest service platform. The latest version of the micro-letter strengthens the function of the micro-group, word of mouth has improved the ability. We are the first to do is the forum, more is used to precipitate old users.

Millet in the use of social network channels to establish Word-of-mouth process, is the combination of the characteristics of their own products. Our core users are enthusiasts and geeks. When they used the product, like using MIUI to the phone brush machine This thing, the threshold is very high. If you rely solely on micro-bleomycin propagation, it is too fragmented and difficult to precipitate. So we built a forum. When we passed the forum hundreds of thousands of core users, we began to spread through micro-blog, QQ space and other ways to diffuse the reputation of our products.

For other enterprises, each person face the situation may not be the same, so everyone in the face of social communication channels, not necessarily with millet as porridge together. The core is to look at product needs. Huang Taigi Pancakes, for example, may not need a forum for users to discuss whether a pancake is 200 sesame seeds or 201 grains. It would be enough to have his users take photos of the pancakes and share them.

Today our Millet forum has 10 million users, the space has 15 million. In Weibo and micro-letters are 450~500 million users. Our forum traffic is very large, more than 1 million per day, posting volume reached more than 250,000. 10 times times that of similar manufacturers.

Have a solid relationship chain

In the past, we talked about the relationship between enterprises and users, often not users to the enterprise kneeling, is the enterprise to the user kneeling. But for millet, we are to make friends with users, play together. We attach great importance to the user's sense of participation.

People ask me, we millet mobile phone and other mobile phone has what is different? I think the most fundamental is that other people's users are using mobile phones, we are users of millet is playing mobile phones.

Other users are in the follow of the concept of manufacturers, our users are with us to create.

In today's young people, young people have been chasing an idol from the past, chasing a brand, he has become said: "I should be able to participate in and change the world, have the ability to participate in and create a brand." ”

So, playing with users is the core of our relationship chain.

Let me give you an example of how the millet router is playing with the user. We made a first announcement on Weibo, and Ray always made a microblog, saying that the new millet toy was to be released. A lot of people come together yy, have yy into water bottle, have yy into flashlight, and let me be very surprised, incredibly someone to our millet router to ps into a "millet soy milk machine."

But we can not imagine how to make a smart soya-bean milk machine, the need for intelligent soya-bean milk machine? Do you need a CPU? This kind of thing is so strange that we can't figure it out ourselves, but when we let the user in, countless users have a lot of ideas, You can always meet some interesting points. Finally, this "millet soy milk machine" in micro-bo, micro-letter, QQ Space and the forum inside the spread of a lot. Users think it is fun, we have seen it is very fun. Everyone thinks it's fun, they're willing to share it, to spread it. Unknowingly, although the product in the end is what no one knows, but the brand reputation has spread.

Or this router, we are doing the engineering machine, is to let users assemble themselves. Because many users play the machine, they have to dismantle the machine. Let's just take it apart and make it as if the user were assembling IKEA furniture. We also have confidence in our products. When the user for the first time in this life to screw the fan screws on the motherboard, the motherboard into the shell, the hard drive into the slot, and then complete the entire router assembly process, this sense of participation is very indescribable.

A lot of people ask how does millet do? Millet is doing so, we desperately to find ways to do ideas, to help users found they can participate in millet products of the method. Not surprisingly, users of this feedback is very positive, the Millet router engineering machine test users, 100% will be photographed all the photos they open the box, hand-assembled this unique router of the entire process, and through the social network to share to his friends. What they share is not the millet router, but the sense of achievement in which they are involved.

In August 2011, the first time we released the Millet mobile phone, the user of the product quality and brand of millet are still ignorant. At that time we were thinking, how to quickly build the user's trust in our quality? So from the box to communicate our efforts and quality of millet products. So the first generation we find a fat, the second generation we find two fat ... We made them stand on the box of the millet phone. We want to convey the idea is that we even make boxes are so attentively, the product quality of mobile phones is also very well worth looking forward to.

We used a lot of ways to spread the word of mouth, but the biggest innovation is that we really pull all the users to participate in the development of our products. MIUI released an updated version of the week and has been on the stand for 170 weeks. Every week, MIUI users can put forward product suggestions through our forums and microblogs, and users will vote to determine the trade-offs of many features. This is the biggest and users play with the essence.

Therefore, millet can build a set of user feedback to improve the product's driving mechanism.

A good product is the engine that drives Word-of-mouth.

What is the real origin of Word-of-mouth? As mentioned earlier, we used to talk about brands, Word-of-mouth communication, all need strong advertising to drive. In the past, there is no good advertising strategy, it is difficult to imagine you go to create a brand, and the reputation of the brand. But today, we have to say, in fact, the product experience is the real brand.

As the saying goes, bad news travels thousands of miles. Simply rely on advertising, rely on marketing, you can fool a part of the user, or many users, but it is impossible to cheat all the users. If your product itself is not perfect quality, service is not good enough, in the Internet and mobile Internet is extremely developed, social network rise today, even a small number of users found that you cheat the truth, will also through these network platform, quickly spread the message to each user's ears. Instead, if your product is good enough, the service is enough in place, cost-effective, so that users really like, users can participate in, get enough participation, then the user will be willing to take the initiative to pass such a good experience to his friends, his friends will be the same pass down.

For millet, each of our products adhere to the ultimate, to have a very high price, experience far beyond expectations, can make users scream, this is the fundamental. In this way, our products do not need to deliberately marketing, tell a user, he would like to buy. As for how to spread the desire to buy more users, this is the power of Word-of-mouth, is the user word of mouth completed.

So we say, social media is a new channel of Word-of-mouth Communication, is accelerator, and users stand side by shoulder, and users play together, is word-of-mouth communication chain of relationship, and good products, is a good reputation cornerstone, is to promote the whole Word-of-mouth transmission engine. This is what I want to share with you the word-of-mouth spread of the iron triangle.