Zhou 祎 Weibo continue to Lei Cannon Millet and 360 who better understand marketing

The two companies that are most likely to make gimmicks in the Internet arena are fighting again in mobile phones.

Lei never dreamed that he would be the latest target for Zhou 祎.

May 18, Qihoo 360 president Zhou on the micro-Bo artillery, pointing at the current domestic smart phone representative of the typical enterprise millet. In a number of micro-blog in the week has been, or on the surface of the Millet technology CEO Lei Bully, control the Navy for marketing activities.

The passive lei is also not polite to counterattack: since someone wants to do a mobile phone to do a good job, to be a normal businessman, talk with products. If the product is really strong, do not have to rely on the mouth every day to curse alive!

The purpose of Zhou is obvious. Millet mobile phone is currently in the industry hot, and Zhou want to be in the smartphone field quickly earn enough eyeballs, the shortcut is to borrow force momentum. Zhou's 360 mobile phone future fate is unknown, but now from the visibility, Zhou did take the initiative to get a good card.

In fact, it is Zhou's consistent style to raise controversy and gain attention. Once the 3Q war let Qihoo 360 became able to and Tencent rival company, after the smooth listing. The industry also has a copycat trying to get enough popularity by challenging Tencent, but the awakened Tencent chose High hang Shine.

This time, Lei, known as the "King of Marketing" of Chinese mobile phones, apparently ate a grievances. Rely on a lot of marketing investment to let Millet mobile phone to get such high visibility, but was Zhou single-handedly stealthily occasion superior. From the current situation, the two sides go the same routine, the first is crazy marketing hit visibility, and then to the high price of low-cost gimmicks impact the market, through mobile phones to generate mobile internet ecological chain.

Noteworthy is, "and in recent time rumors do mobile phone internet companies compared to the millet cell phone basically no Internet products, you can assume that this is a pure mobile phone company." "The Flying Elephant net CEO Xiang to" China Economy and informatization "reporter says.

Zhou find the right opponent but touch the wrong direction?

I'm afraid so. Zhou and Huawei Cooperation's first 360 special machine sparkle has not yet begun to sell, he has begun to prepare for the second special machine popcorn, it is not difficult to see that he still eyes firmly locked in the body of millet.

Industry insiders said that the millet experience is not entirely suitable for domestic internet companies simply apply, if Zhou Eyes only lei, the fate of the failure is not too far away. The bigger danger is that "the age of the millet mobile phone will pass." "Qiping, Secretary-General of the Information Research center of Cass, said to our correspondent.

Difficult to replicate Lei

"Rebels" is not a good copy.

Last August, the Millet mobile phone conference was held in a large venue in 798 districts of Beijing. In the first two hours before the launch, where the customer prudential product CEO aged by many Millet fans and media block in the venue, after several struggles to enter the venue. The company's PR even strictly limits the number of journalists attending the conference, and a media only allows a journalist to enter. At the beginning of the meeting, the venue was crowded with viewers, and the live video outside the venue was surging. Steve Jobs style debut of the Lei caused a sensation, dressed in millet cell phone clothing and millet technology staff in the conference scene shouting "Rebels" crazy. Subsequently, to UC excellent as chairman and chief Executive Officer Yu as the representative of several major internet companies, fell off the hands of the mobile phone in order to express the support of millet. A few days later, a wave of "rebels" propaganda offensive also to.

The conference marked the "Lei" surface. After leaving Jinshan, Lei more as an angel investor's identity. In a few short years, lei around the mobile internet to invest in a lot of companies, to excellent technology as the representative of the mobile Internet companies, to all customers sincere goods for the representative of E-commerce companies, Lakara as the representative of the third party payment company is one of the most typical representatives, And this powerful attack mobile phone industry is also considered: Lei to do millet mobile phone is to invest in some of their own projects to find exports, trying to create a self-contained mobile internet eco-circle.

That's why Apple is successful. From operating system to software application development, Apple controls all the links and creates a complete industry chain that belongs to Apple itself. Although millet can not be the next Apple, but the lei in the coat of jobs for Apple's many characteristics or learn to have a model.

Like the ever-sensational iphone series, the millet phone is considered a marvel in the history of Chinese mobile phones. In less than a year's time, the sales of nearly 2 million units in a single machine are staggering. Although from the day of the sale, the Millet cell phone has been known as a mobile phone, but and now the majority of Internet companies involved in the handset industry, Lei has been firmly control the design of mobile phones and product naming rights, which also makes the brand effect of millet mobile phone has not been damaged.

This is not easy. To be sure, in 2008, Google launched the free and open smartphone operating system platform Android, any company can use the platform free of charge to develop their own smartphones, which let other companies want to enter the smartphone industry see hope. 2010, Google launched a touch-screen smartphone, the phone is only used online sales. This is seen as a bold attempt by Google's rival model, but the handset has been plagued by poor sales and after-sales service.

While Google's model of using electric dealers to sell smartphones has not been recognised by the market, Lei sees opportunities. Unlike most of the followers, he put all his treasures on millet two times. According to Lei memories, millet from the beginning of the establishment of the company's main business is to do mobile phones, the model is the electrical business. The main reason may be that lei is familiar with the electrical business, he founded in 1999, the Network of excellence, in recent years, has been involved in the van, Amoy and other electric investors.

More importantly, it is possible for the Internet companies to enter the mobile phone industry is an important channel. The reason is also very simple. Electric business consumers are almost all active in the Internet, the brand of Internet enterprises are also more understanding, the cost of the channel can hardly be considered. From the point of view of saving marketing cost, this is a good choice. But Lei finally did not do first mobile phone, but chose the mobile phone operating system MIUI and mobile phone application products to the direction of the rice chat. In order to open up the popularity of mobile internet industry, then the production of mobile phone hardware.

This logic also proves the lei of the trend. He once said, "just stand in the tuyere and the pig can fly." The launch of Apple IPhone4 in 2010, sparking concern in the industry, and the rise of social media, represented by "Angry Birds", on Twitter and Sina Weibo, has made 2010 a year of rapid Internet development for China Mobile.

The result can be imagined. August 2010, Millet released the MIUI system in the industry received wide acclaim. It is said that the most beautiful, millions of mobile phone enthusiasts to join the development of MIUI. This also let Millet decided to enter the hardware market ahead of time.

Everything seems to be in the grip of a faster pace of development. The use of E-commerce model of the millet mobile phones broke the domestic mobile phone industry, the traditional mode of marketing is different, and Google through the sales of mobile phones failed, Millet has made good results. In less than a year, it goes well beyond the original plan to sell 300,000 handsets a year.

"Hunger Marketing" is one of the key factors in the success of Lei in Millet. Millet choice of a round of limited sales, each round of the mode of open purchase, such a model so that the millet phone can always be in a very short time sold. Millet mobile phone In the most tight time, micro-BO platform even transferred "Millet mobile phone purchase rights", and millet companies and Lei is constantly apologizing, said because of insufficient capacity to use limited to buy the way, which undoubtedly let the millet mobile phone more aroused the industry concern. Coincidentally, this is what Jobs's best hype, squeeze the toothpaste-type delivery, with a lot of event marketing to pull attention and desire, these techniques are almost lei learned very much.

But Lei also have difficulties. At present, the International mobile phone brand has almost firmly control the purchasing power of parts and production line processing rights, domestic manufacturers in this regard almost no right to speak, and as the industry recruits Millet mobile phone more easily in this link by people control.

Perhaps it is with this in mind that Lei chose a relatively conservative strategy. He uses the first order to estimate sales, then to the raw materials and manufacturers according to the mode of order, thereby minimizing the cash pressure. Moreover according to the current material estimate, the Millet handset machine cost is about 1300 yuan, and 1999 yuan Price still has certain profit compared to.

This set of models allows the millet mobile phone to open up a new way for internet companies. Need to be reminded that more and more mobile phone manufacturers and internet companies to hold hands, but from the performance point of view, has not seen the next millet.