Why does millet impress young people?

For Chinese consumers, Millet is definitely a love and hate brand, and regardless of "hunger marketing" caused by the controversy, this has become a consensus: in the local hardware manufacturers, no one can like Millet has so many hardcore fans.

At the beginning of January, Lei sent an interesting message to the inner New Year celebration of Millet.

Lei in the mail that millet in 2013 to create a series of proud data, but one of the data will definitely make you surprised-"The Rice Rabbit Doll sold 50多万只, which are condensed rice flour heavy love." He wrote in the Mail.

In the January mid-June annual open class of the park, the vice president of the marketing system Li Vanchang share the millet is how to make move young people's products.

In his view, to impress today's young people, first of all to know what they really like, "subculture" is the first scene of young people. "It is particularly important to note that these ' subculture ' tend to resonate only in a particular group, and that other groups feel totally uncomfortable and even repulsive."

For example, the popular comic strip and a station, B station (video web site), these rich spoof characteristics of the Internet products in many other age people seem to be simply unacceptable. But if you simply reject or deny these cultural phenomena because of your personal likes and dislikes, you will miss the opportunity to understand today's young people.

"The screen is a way for a new generation of young people to watch video," he said. Li Vanchang said, "When we say that today's young people are hopeless, look at the spoof of things all day, but ignore the fact that this is the way people look at the content and habits have changed." ”

To enlarge, the "subculture" phenomenon behind the projection of the changes in the concept of consumption, "the earliest people are functional consumption, and then to the brand-type consumption, and then experience the type of consumption." In the past two years the industry has been talking about experiential consumption, but I think today this era has entered the era of participatory consumption, it is the whole consumption concept of the revolution. ”

Li Vanchang that, whether it is video footage or violent comics, has given the audience a very high interactive authority. "For us, the revelation of these cases is to constantly consider how to do the product process and marketing process, to provide a convenient platform for users to do two times to create, participate in." Then according to user participation in the opinion of constantly improve our products, users in the process, will continue to obtain a sense of achievement, this chain will form a very positive rolling. "For example, the soul of millet products MIUI development process is constantly interacting with the user to complete the process.

A recent case of millet participation in marketing is actually the December 2013 Millet router release preheating. Lei early in the micro-blog released at that time was not the true image of the millet route screenshot, soon this photo in micro-Bo and micro-letter on the "spoof" craze, by netizens have become a variety of novelty products, such as "The young man's first soy milk machine." This makes the millet route has not yet officially released to accumulate a lot of popularity.

To sum up, millet in the brand-building level to conquer the young means no more than two points, first of all, fully respect the young people's culture, and give it. Secondly, it is in the marketing process to continuously increase the involvement of ordinary users, and users to complete the construction of the brand.