During the two meetings, the army was asked about mi's dress, saying that mi didn't make it. “i just gave some guidance during my start-up period and made some investment in the fund. Mi only makes three categories of five products, does not make home clothes, does not make real estate.”
The army said it was hoped that when reporting on the “space of love”, you would not use the “mi” outfit, which “fell”. “how does it feel that mi is the only one in the east and the west? I don't know what i'm doing when i see the story.”
This statement has drawn the attention of the media to numerous issues. In fact, they're only half right。
The strategic intent behind it
In fact, it is true that mi didn't make a “mi” dress directly, but two things are certain。
First, the spread of the “mami outfits” borrowed by the investing companies was tacit, and, after so long, the far and mi companies had already known it. And it is logical to default on the existence of a “mi” suit。
First, it is the rice business, which is not a business, but even if it is a raghead, it is a family and it is difficult to interfere, to say that it is a family member, and this is a strange time for whom; secondly, when investing in the fund, it is inevitable that the rice and mine brands are being used; and finally, in terms of the extraction of communication resources, it is more efficient to use the rice and mine endorsements。
Second, while mi is not a direct home-dresser, she is in a strategic configuration to build early ecological chains of intelligent homes. Mi high-focus mobile phones, tablets, televisions, boxes, routers and other five products are now investing in numerous intelligent eco-businesses, including beauty, green rice and purple rice, through their own and capital-based affiliates。
But there is also an entry point for the consumption of intelligent homes and for users to feel the close connection and perfect experience of intellectualization and life, which is achieved by seizing the entrance to home renovations. There is no doubt that this role is assumed by the “mi household dress”。
In addition, one of the recommendations of the two sessions this year is to accelerate the development of national standards for intelligent homes and promote cross-border integration of the internet. It has to be said that the strategic intent of mi's intelligent home is clear and that the whole line of fire. The army has also stated that “the outbreak of intelligent residence has given china an unprecedented opportunity, one that cannot and should not be missed, and that industry cannot be constrained by the lag in the standards of intelligent residence”
Advertising value in reverse
It was through these two meetings that the army not only advertised the “mi household dress”, but also the effect of advertising was clear. It's a public relations strategy, but it's not stupid. You're not involved in mi
Just as ma yun was saddened during last two sessions, it was claimed that the balance was “sampling” and “motheraps” lying on banks to be “prohibited”, while the national councillor and the president of the people's bank of china, zhou xiaochuan, declared that “financial products such as surplus treasures would not be banned”. In the following week, criticism by the “rengues” had not led to the withdrawal of funds from their clients, but rather to the addition of 6 million new users, whose inflows continued to accelerate. “this battle seems to have had an advertising effect, and many people did not know the balance treasure before, or the balance treasure interest was so much higher than the bank”
The role of the army's advertising on “mi's home dress” is similar, stating that “mi's home dress” would not have been the case, and that “mi's house dressing” is both a redefinition of the strategic direction and a source of concern for “mi's home dress”。
The internet can't be a big one
The o2o area, like the vc sector, is unlikely to be a single one, and the limited availability of funds, resources and regional differences have allowed the industry to survive in its first 100 years. So, there's no need to panic about the internet fixes, and if they go in the right direction and work, there's a harvest; and the size of the “mi” suit is small and the market is limited to beijing。
There are also one-stop internet renovations in the form of 100-modegas, mushrooms, house-searching, home-making, home-making and other packages, which are running data and opening markets. Among them, mutinous gamuts, mushroom fittings and love spaces are more advanced in terms of strength, product operation and market data, and are now referred to as “three internet improvements”。
It is now important for everyone not to think too much about what competitors do well and quickly, or to work hard to make good products. There are several characteristics of simple, transparent, standardized and higher value for money in the product of internet refurbishment. Humanized design, scientific construction processes, strict engineering quality control are the focus of attention。
Let's make it a red fire
It is gratifying that the prime minister, in his report on the work of the government, for the first time referred to the “red-red flames of the emerging consumption of the internet, which interacts online and offline.” this is the first time that the prime minister of the government has mentioned encouraging o2o on-line and off-line interactive consumption, which will contribute to the current hot o2o industry。
A home-made o2o would also benefit, but if the red fire were to be held together, the market would be too large to be an exclusive one, and it would take a few powerful internet retrofitters to do it together。
It's like a hot water-cooked frog
Back to the beginning, "mi doesn't make home clothes" but "mi will use home clothes" as an entry point for smart people to connect to smart products。
In the end, mi doesn't have to talk about it, does it? It doesn't mean you can't, it's the trend; when you're big, you have the chance, and you have the chance, it's a public relations spread! It's the right thing to bury your own product
Responsible editor: zhang dei
