In 2007, Steve Jobs Macworld Expo in San Francisco, said, "Let there be an iPhone!" So the mobile phone industry has changed dramatically. A large group of companies on the Chinese market also enjoyed the benefits of the mobile Internet. Perhaps benefited most of all is established just over 5 years of xiaomi.
Millet this 5 years, valuation from 250 million dollars rose to 45 billion dollars, growth 190 times times; 2015 first half of phone sales 34.7 million Taiwan, continuous 5 a quarter stability home domestic phone sales first; executives team from Lei friends circle 5 a friends extends to contains Hugo Barra, and Chen, and Orrick of super luxury lineup; millet products line from phone single products extends to purification device, and TV, and router, and intelligent hardware zainei more article products line. Millet 5 years over China more than 10 years of accumulation, and is far lagging behind them. From the current situation, in terms of product shipments, still favor capital markets, brand awareness, and millet was a success.
There are many reasons for the success of books, reports, revealed millet, millet, Vice President Li Wanqiang wrote a book of the participation of the decrypt success is a sense of participation, millet CEO Lei summaries are draught, was also considered to be word of mouth thinking, marketing, the Internet, and so on.
In view of the existing, there is a paradoxical idea, or mask millet real reason for the success, we take a look at:
Participation is not core of millet
Participation from millet, Vice President for MIUI Li Wanqiang bestseller, sense of participation, this millet the first official book way to decrypt millet growth reasons. Li Wanqiang graduated from engineering, design was born, the first is the design Director of Jinshan, Lei's old subordinate. Why participation is not the core of millet?
1. participation MIUI is one reason for the success, not millet success
Li Wanqiang participation into 33 laws, three strategies and three tactics: three strategies is explosive, do fans, media, three tactical, open participants, designing interaction, spread word of mouth event. But actually this just sets has a participation of shell, three big strategy in the except fans has must of participation sense zhiwai, regardless of is burst products also is since media are and user participation almost has nothing to do, and in three big tactical Shang open participation node and design interactive way except is MIUI of influence expanded of way, almost and millet phone, and TV, and intelligent equipment no any relationship, in these products based Shang user is lack participation sense of, and diffusion reputation event more is lack powerful of argument, Mentioned word of mouth we can think Durex topics marketing, millet has a big reputation by user memory? rice noodle Festival? user spontaneous discussion? this is word of mouth event? tion caused by marketing it?
If participation sense is millet success of main reasons, that millet TV, Wifi router, and millet box, and millet air purification device of development speed completely should comparable millet phone; if participation sense is millet success of main reasons, that Apple not has does success of possibilities, because Apple products line is completely no user participation led of; if participation sense is millet of core, that Huawei Mate7 on not should was sold broken goods, also not was called best of domestic An Zhuoji!
2. participation is false, the real user base is the lack of participation of
MIUI with four tiers of users, from engineers to the closed beta group to members to the common user, at the beginning of millet or MIUI, small numbers of members have direct access to the Beta Group millet company participation bursting, but as the user base grows, developing members in particular stable release users with almost no sense of participation.
Participation is more important MIUI user decided to feature MIUI, MIUI most function is to copy another APP or iOS, however derived, almost lack of original features. Find other APP or the advantages of operating system and prompts millet improvement can indeed increase the sense of participation, but certainly not as strong as millet is considered. Just released MIUI7 whether it is child mode, call show, 360 are done, MIUI6 've been sogou number the caller ID tags through the main function.
Thinking the Internet has not been able to explain the millet
Lei had repeatedly expressed "Internet mentality" is why millet succeed: "focus, extreme, Word of mouth, faster".
But millet is deviated from the road.
Had of focused is only do a paragraph phone, now is only do phone, and TV, and variety intelligent equipment, is expected to future is only provides based on community of lifestyle solution programme; had of extreme is do most with price, now is price than but glory, charm family; had of reputation of rice section sales 12 hours broken 1.5 billion, now is large rice turned meters black, MIUI7 caused rice rage, millet community paralysis. Once millet 2 is the fastest using the latest Android phones, but in lollipop MIUI7 out 10 months later still use Android 4.4, Meizu, Samsung would have supported Android 5.0 ... ...
It can be said that millet is no longer thought to arm themselves to the Internet, but millet growth remains rapid, so in a sense, millet from the Internet thinking extends to the generic Internet thinking.
"Homeopathy" does not determine everything
Lei have millet's success is due to hold a wave of mobile phones from a functional to a smart device, homeopathy for later success. But homeopathy can perfectly explain the millet Jinshan, successful cause, does not explain why the millet from the cool crowd. China cool, HTC, step by step, OPPO, gionee, Moto, Sony has the same functionality to the Smartphone replacement trends, including trends have roots in industry for more than 5 years before the arrival of the brand, their understanding of the industry than millet, the consolidation of the industry, supply chain management is also well above the millet.
So the flow is not sufficient to explain the growth of millet, not even a company stand out of key, Remy must be doing better than other mobile phone brands in some more solid, he became air flying high on the pig. The same way, micro-wind said he stepped on a social, stepping on the right traffic to the wind of change to the last drop, the Group stepped on the O2O wind, Ant gold suits stepping on Internet + wind, but in the end they must have skills and other factors.
Social media marketing?
So many users on the social media discussion of millet, so a lot of people think this is millet social media do a good logo, but really is it? do most well-known social media is undoubtedly the Durex, whether it is "heavy rain shoes" event, or "have me! fine!" Events, or other copy, Durex is unique, and this is unique and brand together.
Let us look at millet's social media marketing, Li Wanqiang, for example in the sense of participation are:
1, I'm mobile phone control users can choose their own mobile phone model and click on the button to share on Twitter, this is a classic case of Oh;
2, millet's official Twitter sent a message: "no matter whether snow today, regardless of how the beast 2000 outcome, welcomes you from the stars, free to eat fried chicken, celebrates millet 2s drop 400!" This Tweet from around 1020, OH (General content forwarding). China in the era of Internet how to beyond the
And the analysis of millet Twitter micro-content, of true attracted only 1 user, it is to forward 10 note, sent forward 2 Wifi, which is the direct cause of small forwards Mi Weibo was crazy. Forward and price wars, is a proven tool, but such a policy cannot be transmitted to attract the target user's strategy.
Millet is what is the real reason for success?
1. choose the right subject--Apple
Domestic companies, especially Internet companies had a United States standard. Such as ctrip to Priceline,Youku on YouTube, Baidu to standard Google,58 the standard Craigslist ... ... Millet also chose a big Mac on the label, it is an Apple. Uses two of the standard model, is the direct use of foreign models, from tactics to strategy, copy everything, nor does it upgrade, such as airi rent, other is copying the skills to resist, selective reference, millet is the latter.
Millet learning Apple, not only Lei was called Reebs (despite the title from Yu meters black, but Lei of clothing, speech style, PPT style no a not pirated of jobs), products used futures mode, learning Apple of ecological system construction, learning Apple of advertising mode, millet is a full of Apple apprentice, but is such of a apprentice not only improved of of learning, also creative of learning. Millet combined with China's national conditions to dismiss high-end users and the artistry to transform into a fever and cost-effective, drawing fans Meizu community, forming a Chinese Apple. Apple has been booming, and provides additional insights for millet (choose the wrong subject, where the customer was PPG pit away, grim Outlook for non-secret Secret).
Millet reference reference not only to Apple product line and more importantly business patterns and ecological model. Millet compared to Apple's business model is as follows, you will find the millet almost a Chinese Apple.
Of course, the millet is the main factor of success MIUI is Apple system software IOS development results, you want to know what MIUI system before it's against human nature, but UI ugly as hell, even with small useful system of individual preferences is difficult to fix the bug, add functionality. MIUI to accumulation of millet was one of the first original fans, then fans spread over phone and other product lines, which in turn brings the divergent effects of reputation and brand, now millet lifestyle solutions and smart home connectivity solutions are borrowed from the MIUI system as a whole.
2. man is Ray's influence
Lei is the soul of the millet can be said to Lei from the team and successfully created the financing aspects of millet, millet is never without Lei.
Lei accumulated deep industry. Lei joined Jinshan from 92, 98 and became CEO, founded after excellence, become day investors, Lei industries have very dark accumulation, which laid the business model and direction of development of millet in one fell swoop.
Lei circle of contacts. Have to say, Lei most of this generation of entrepreneurs is the management of Maoist supporters also practitioner of Chairman Mao's theory, such as pursuing "a lot of friends, his enemies little" Lei, for example. Lei in Jinshan and excellence and angel investment is a step by step after expanding their circle of contacts, most of these relationships have become power of millet. 5 founder of millet was first established is the perfect embodiment of its network, including Li Wanqiang Lei in the Golden old subordinates, with the development of millet explosive, former Google Vice President HugoBarra, former editor-in-Chief Sina Chen, former Vice President of Qualcomm Orrick joined millet, became entrepreneurs in the most luxurious executive team. And friends support on Lei and millet are very large, such as the 2011 including vancl CEO aged, UCWEB CEO, playing President Li Xueling, Yu Shang pin founder Zhao Shicheng, La cara CEO Sun Taoran, Le Tao Sheng Bi network founder, such as millet, new product launches and anger falling iPhone hype.
Lei circle of contacts is also reflected in the reports of CCTV, use millet as a gift to name the party Honorary Chairman Lien Chan, Lei influence reflected in the media, not to mention, of course.
Lei for millet investors imported power. Lei has a huge industry, which includes the investor, so millet is full of golden key does not need to consider established with capital, such as Lei's friend Liu Qin Morningside venture partners get the millet prepared to establish when deciding to invest, b was very much behind with the wheel, Lei Shun for the Fund may also invest in millet A+B wheels. Even an investor, because trust Lei from Jinshan founded millet's ambition (Lei reasons the entrepreneurial dreams of enterprise and confidence must be very high, the enterprise market is certainly not low), so just below $ 10 billion directly to the vote. It can be said that Lei directly determines the status of millet in the development process does not worry about money.
3. low price war
May some people will with price to form millet, certainly millet is has been claimed himself has price of advantage, I is mention millet is low price of price war and not price, is because price too had broad has, price has 2 a factor, performance and price, and performance of measure aspects too more has, like Apple Phone overall system special perfect, operation simple, using aspects, performance and user meet sense far above other phone, theory Apple should is price highest of phone. But actually our domestic mobile phone industry says price is only hardware configurations and prices, price naked into directly hardware and price. In the same configuration of hardware than the price at the same price than the level of configuration.
Price war is not against the weapon, strong business models and moat also couldn't resist again, so there are many who believe that China's e-commerce is only a tool, that is a price war. Where a price war bites the ctrip, drops by the price war die fast, 360 on price war slaughter of the rising, Taobao price wars had transformed eBay ... ....
Millet is as, with for cut off channel and brand advertising save down of cost control products price, eventually beyond below market price of way captured market, playing have traditional phone brand find not with North, this is millet quickly development get user recognized of maximum factors one of, and with other brand of followed up, millet phone of growth also further slowed has, price war for millet brings of advantage was weakened even was replaced has, so millet has long no with cock burst has, price such of vocabulary has?
Of course, the price war is not in itself a skill, anyone can do it. But continued sustained price war is skill, and this ability is not easy to learn from, rice futures class price war and kill his opponent up the street, to borrow a Lei, millet is the price war was attacked in three dimension, all competitors as well.
4. to bring word of mouth
In front of the rice turned out, cell phones or cheap knockoff with no brand, or high price and good brand like Samsung. Millet filled the cheaper brand of "cost-effective" handset position vacancies. Millet doing good reputation is entirely due to the extreme items, this item has a two-point advantage:
Been regarded as the best in the most powerful Chinese mobile phone, seized consumer mind. Millet's price and performance services to "geeks", and continue to consolidate its "high performance" position, together with millet ingenious and friends of his compare, so user millet has become the best domestic mobile phone brand.
Millet satisfy the user can afford it face the psychological satisfaction. Phone is most close human of connection equipment, is using frequency highest of electronic equipment, this on decided has phone and clothing distribution ornaments as, not only has value, more is a people taste and preference of reflected, so phone more important of is meet user of psychological expected, that is reflected user forced grid of tool, what people with what phone, I Newby so I with of phone also Newby, I literary so I with literary phone, I is a idealism who so I also with can reflected I style of phone.
Millet zhiqian of phone except Apple, and Samsung, and early of HTC can meet user extended of psychological expected outside, other Chinese cool joint or step step high are only stay in a easy of phone, but are not reached user love shows off of psychological expected, and millet initially is meet has user of psychological needs--"I with of is most Newby of domestic phone and you no or didn't buy to, so I psychological meet sense than you more high, I took out phone can get you envy of praise". Especially millet Futures model adds a psychological satisfaction I seconds and you're not, do you want to ask how I second?
Of course with the end of millet Futures model, millet, black Street arcade from increased shipments and "value for money" being friends over, millet is the psychological satisfaction of users had gradually come down. But even so, in meet user "I with best domestic phone" of psychological expected still seconds killed Chinese cool joint a article Street, especially millet brand since Shang (one or two line City) and Xia (34567 line City) of extended health certainly more such as hammer SmartisanT1, and a added brand in core target user heart also reached has user psychological meet sense, but also has must of road need go.
5. a logical "black" friends
Zhou hongyi had words of ridicule is "Hubei smartest Lei Chen yizhou II I III" fully illustrates the smart Lei, Lei wisdom embodied in the very logic of the "black" friends, millet in users with the most cost-effective, is cock explode mobile phone brand positioning.
Cell phone performance than mobile hardware such as high or low. Millet success of education has user phone hardware configuration more high phone performance more good, series success of compared let user deep of awareness to has millet and friends business of distance, futures mode, and wireless Xia cost of millet completely in hardware Shang seconds killed opponents, while this also for many media provides has millet leading friends business of most directly evidence, user from media reported Shang more deepened has millet than friends business of leading of cognitive.
Despite we know separate hardware configuration and does not necessarily brings good of using experience and function experience, but this experience only is logic of expressed, and configuration of intuitive compared compared persuaded people is how of pale, this is why old Luo to in hammer T1 released Shi with Word to with had each main hardware (as SmartisanT1 used Gao Tongxiao Dragon 8,014 nuclear processor, frequency 2.5GHz, old Luo due for this is a star "currently volume produced of global most fast Mobile CPU").
Pioneering use of running tools comparison friends. Millet was the first use of running tools to compare products feature, this way will use a different Division of run and give different results, but it is most intuitive for consumers because it will dull cannot directly into clear performance evolution figures, users are more likely to remember. Refuses to run, so led directly to parts manufacturers had to run data is optimized for running tools to encounter running automatic overclocking software.
Millet does overclocking I don't know, but millet ran mainly of ' Tutu is Lei invested in tools.
Queen's media holding millet black friends. Lei Shun not only invest in promising projects for the Fund, prefers millet eco-promising projects of investment services, and these media or by investment companies will naturally stand, and then had to millet or premeditated hands black friends. Lei, for example, has invested in mobile testing agencies Zealer, Zealer and hammer in the late war of words (of course may not have a direct causal relationship), but Shun Lei feng to fund investment NET after Lei Feng holding millet article the black friends to an endless stream of articles is true. Along for the Fund also invested in a Techweb, knowing, of course, music community, and many other Internet media or the community, with a high degree of credibility of the media, I don't know how many, since the negative but many friends in the media.
Accurate positioning and identify the emerging market. Millet was first established by mobile phone or high-end more than 3000 Yuan price, either positioned low-end priced less than 1000 Yuan, but the price is a 1000~2000 blue. Millet positioning cock wire group is also a blue sea, they would want to buy at a lower price to the more push products. Millet also serves cock wire tight groups, pay attention to price, because only the Niggaz that focus on cost-effective, high cool or have sex, or look at price, absolutely do not see than, short short and poor can only be nothing.
English-language blog HungerMarketinginChina of rice flour made a portrait of a typical user groups: young men, education is poor, cities are mostly low income age, sick young women of the same age, and love sitting at home playing online games prone to Idol fetish ... ……
Social media applications (full service). Millet really using social media is not social media marketing to brand success promoting, not the award-winning forward, but really full customer service and listening to user feedback. I have Twitter feedback millet router weak signal, and finally the engineer Zou Longjun millet new media solutions, full advantage of social media results are user complaints or problems can be quickly resolved, this dry time than customer service complaints more quickly and effectively, much more users favor. Full customer service at present in addition to millet, I am afraid that others can't follow up, feedback only, because most companies don't have anyone to speak on behalf of the company.
Of course, the millet also noted that full service is also at risk, such as in July this year, Liu Zuohu, hailing Lei: good friends millet employees unprovoked attacks.
Certainly, millet success also has many factors, like Lei component of Premier complementary team, like on media of differences of using (micro-Bo, and millet official website, and QQ seconds killed went on sale), and like stole Division charm family of fans marketing, and like from MIUI software started of strategy positioning, and like millet ecological circle of established (integration Lei Department products into millet and MIUI), and like hunger marketing...... But these factors are not above 6 factors of millet's influence even more.
