Chapter 3
With the introduction of smartphones, the era of mobile internet began, marking the advent of a whole new world. Fortunately, the army realized at an early stage the great opportunity and smelled that the indigenous people of the new world were the younger generation, after “95”, after “00”. How can the wings of the butterflies in the amazon rainforest be transformed into storms affecting texas (a sharp increase in sales)? This requires strategic sensitivity and self-awareness in the new world of mobile internet, an era in which the army is the epitome, whose strategic intent is very clear: to find a time for change, to focus on the wind and to use it. In order to ensure efficient and sustained growth, efficiency remains the backbone of the design and implementation of the millet strategy, and efficiency is central to decision-making. The only option for earlier millet to pursue efficiency is to gradually explore a strategic marketing path that is consistent with its own, using the internet as a stage wind. In the search for short, flat, fast and fan models of mobile phones, mi has developed an integrated online layout and a range of innovative marketing strategies. If the fans system is the main engine of the mi pre-strategy, then the internet-based marketing strategy mix becomes the motor-based transmission and connection system. Mi clearly recognizes that linking users online and selling products is one of the most efficient ways to turn consumers into faithful users through light, live and heart connections, which is key to building evidence。
It's mitown
Mi-city is a web site of small-scale electricians, dominated by core technological products that sell small-scale rice; it is essentially rice-based products from eco-chain enterprises, but this division of labour is not absolute, but it also creates a convergence。
The town plays a key role in reducing costs and increasing efficiency as a front-line battlefield for all of its rice sales. As a result of the town of mi, it is possible for mi to sell the phone online and to order online. To the maximum extent possible, users are provided with a 24-hour, professional and interesting manual service to answer questions and questions, whether day or late in the night, and to provide a professional response or advice to help them resolve their problems in a timely manner。
There are also unique features such as “corporate buy” “f-code channel” “old for new” “genuine desire”. In addition to the above-mentioned services and functions, millet users have access to a wide range of specialized services offered by millet in millet malls, as well as a range of technical support and other services provided by millet。
Social marketing layout
Mi is well placed in social marketing operations, with the main positions including microblogging, public signs, forums, kiosks and qqq space. Mi operates each platform account as a product, with a full team to manage it. Mi achieves brand dissemination by providing quality content through social marketing。
For example, there is a special content module - “discovery” - in the “star” of apple, mills. This module consists of dry products such as first-hand assessments of new products, preferential designs, technologists' instructions, box openings, etc., which are presented to users through the commercial morning post. Who's the author of all this? It's mi's official and rice powder. Mi has open links at all levels of product making, user making, content making, etc. Every fan can participate in each of these links and provide input to mi。
Hunger marketing
Marketing is essentially about attracting more people to buy their own products, making consumers curious about their products and making their products attractive to consumers. There is no doubt that hunger marketing is an excellent way to generate curiosity and interest among consumers. As in the lyrics, “the unattainable tumult”, people always yearn for something that is not easy to get, with little interest in free things, and hunger marketing captures what consumers are psychologically seeking to gain。
In recent years, the reference to hunger marketing may be reminiscent of rice, which, while not the first to use such marketing, is a better and more impressive company. Almost every millet's mobile phone needs to be robbed — and not necessarily bought。
In 2011, mi1 officially met with consumers for the first time, and 300,000 were sold out in five minutes; on 23 august 2012, at 10 a. M., the first round of opening purchases for mi1s was officially opened, with an official announcement of 200,000, which resulted in the purchase of 100 per cent by consumers in 29 minutes and 36 seconds; on 10 october 2012, the total volume of millet sold exceeded 5 million; and on 12 august 2013, the red-me phone was opened for purchase and 100,000 red-me phones were sold in 90 seconds. We have to admit, mi has created a miracle in mobile marketing. One company, which had been in existence for three years, had achieved an unprecedented record of sales。
There is no doubt that hunger marketing has irreplaceable advantages and characteristics. In psychological terms, the practice of marketing hunger is precisely the satisfaction of the “no one has to have, no one has to be proud of” consumption, prompting the consumer's desire to buy and thus create a favourable market for the seller. The first users of millet are the iron powder of millet, and the fans have absolutely nothing to do with idols — the harder they are to buy. The marketing of millet has increased user interest and interest in millet phones。
Event marketing fuel
Mi is very good at catching up with the hot spots and exchanging the heat of events for the attention of users. Mi is well placed to promote the brand image of the enterprise and to promote the sale of products by planning, organizing people or events of news value and social influence, attracting the interest and attention of the media and social consumers。
Cases
“150 g youth”
One month before the release of the youthful version of mi's mobile phone, mi started a series of pre-heating activities on the subject of “150 grams of youth” in sina weibo. The company's partners personally took part in a short film called our 150 grams of youth. The short film contains almost every classic scene in the university: the rey army is playing games, li wanqiang is taking pictures and wearing a false name tag, kk is asking red phoenix, limbin is watching the legend of the golden bottle: the history of lan maung smiles, hung feng is not washing his socks for a long time, liu is playing guitar and zhou guangping (dr. Zhou) is playing aircraft models. The short film drew the attention of countless people immediately, and the youthful version of the mi mobile phone was sold 150,000 on the line。
Advertising marketing coverage
Since 2013, mi has made a number of attempts at traditional advertising (table 3-1 for the 2013 - 2017 television commercial) and has come out of the path of exploration, from the beginning of a bit of ignorance to the later “highest”, it is clear that the values conveyed by the advertisement have gradually changed from “the worship of the rice” to “the worship of the value of commercial products”。
Although mi is not a company known for traditional marketing, there is no doubt that advertisements aired on the night of spring can have a huge market response and have a positive impact on the brand image of the enterprise and the volume of its products。
Table 3-1 television ads delivered to millet 2013-2017 (1)
Year name duration launching platform effects characteristics
In the 15 seconds of "hey, hey, hey, hey, hey, hey, hey, hey, hey, hey, hey, hey, hey
One minute of our times 2014 saw spring night very accurately define the user population of millet, the people who pursue dreams. To instil new values in young people because they want to be integrated into the mainstream world of values, to change their own destiny and economic position. The northern drifting class, eager to build a new order, built on a million years of small city life dream, has worked very well to put costs into it. High
The 2015 mini-note series, 15 seconds, looks at spring and evening consumption, and looks away from product prices and brands, but more at the quality of the product
2017, the gate of the future 57 seconds, looking at the dark blues of spring and night, deep, low voices, internationalized character-setting and viewing, both highlights the quality of the product and conveys a high-value trend towards maturity in thinking about the future, the age of users and the growing group
In summary, the values conveyed by the ad have gradually been transformed from "the worship of millet" to "the worship of the value of commercial products."
A advertisement number 1 for the 2016 zongxi night commercial was won。
At an early stage, mi did not limit marketing channels to one aspect, but rather provided insight into the emerging web-era series, explored and sought all new tools that could assist in marketing, explored product improvements around fans, and surrounded the online test line (table 3-2 is a summary of the mix of millet marketing strategies). On the one hand, the use of the internet for event marketing, hunger marketing explores ways to use the internet to create flashpoints, hotspots and keep users sticky; on the other hand, there is a step-by-step test of water for offline and offline retailing, implementing new retail methods such as “underline and offline” “underline experience, offline and offline” so that fans can participate online。
Table 3-2 summary of the rice marketing strategy mix
Period mode form cost characterization function/role
Initiative, hunger marketing, explosive products, supply less than demand, low-integral internet, taking full advantage of the high level of information and integration of the internet, high concentration of target audiences, responding to the consumption of young consumers, maintenance of user stickiness, attracting the attention of young groups, increasing the attractiveness of products
In the period of development, traditional media, marketing, advertising, high-life, later high-cold, long-term investment, high-cost delivery to a large audience, indoctrination of millet thinking, millet culture
(continued)
Period mode form cost characterization function/role
Development, socialization, marketing, new media, low-cost, up-to-date, interactive, audience-wide user engagement, user stickiness, brand freshness, fan group cohesion, feed back fans, take the opportunity to promote, expand the group of fans
Event marketing, low-level internet production, hot spots, flashpoints, attention. High
Underline activities are lower than advertising, higher costs, different sizes, different levels
Growing up, regular activities become routine marketing methods, community of fans around the country, community activities, town festivals, rice dinners, low distance between users, maintenance of iron powders, increased customer loyalty. Degrees
Summary: wind mouth and force
In the first phase of the mi strategy, the clear key success point is the capture of the wind. The radar's insight into windways and foresight are ahead of schedule, allowing mi to make a leap from 0 to 1, creating a marketing miracle. From macro to micro, the wind vents can be divided into three dimensions, namely, the front-line wind vent, the fan vent and the blast vent。
The online front is that, with the advent of the age of mobile internet, the total number of internet users is growing at an accelerated pace, especially as the “after 95” generation of young people enters the river, and the means of communication and communication between networks become increasingly popular. Mi is soberingly aware of the great opportunities of the current wave and believes that the internet can best guarantee the most direct, efficient and cost-effective connection to end-users。
The fans ' mouth means that, through the analysis of user preferences and interests, the core fans are nurtured and operated by millet, which serves the fans in good faith and over-anticipatoryly, and has evolved into a system structure from iron powder to mass users; through the transfer and overlaying of sub-linee slogans, it has evolved into a synchronous and continuous chain-magnification expansion of the group of fans with the group of users; and through the expansion of fans, which has continued to reach new and young users。
The boomerang has been focused on big single marketing strategies. The product is always expressed in a polarized manner, and the moderate extension of the product line is intended to be the ultimate high focus on single, large, explosive and ultra-explosive. As mi believes that only the explosive money can sustain deep-growing user systems, only the explosive money can continuously enhance the overall efficiency of the supply chain, and only the explosive money can sustain the accumulation of high brand marketing superpowers。
At one time, the performance of millet grew at a high rate, directly related to the combination and leveraging of these three winds. In these three main winds, the fans are at the root of the millet strategy, while the other two are complementary in that they interact, guide, support each other, and mutually reinforce each other, contributing to the rising performance of the millet。
Marketing is superficial and strategy is essential. The marketing strategy focused on the three main winds was only the front stage of mi, which was underpinned by the underlying sources of strategic power and strategic certainty. We sum up the “three-high” strategic strength of mi: one is efficient, the other is high service, and the third is high quality control。
Efficacy and certainty means that, at the strategic level of business, mi always acts efficiently as the soul of the enterprise, making rational decisions about the management of inputs and outputs, both during the start-up phase and during the period of high growth opportunities. As of august 2011, there were more than 500,000 fans of millet through miui and more than 300,000 active users. The decision to expand professional fans continues. This adherence to the concept of efficient business has allowed mi to grasp one wind after another in the context of the irritation of the internet。
High-serve ambition means that in the search for and operation of the fans, mi, following the example of bottom fishing, treats users with dedication and sincerity, making a comprehensive service of the type of mobile phone extremely successful. Quick, thoughtful, delicate, thoughtful and wise exchanges and interactions with fans continue to deepen their feelings, and the cultural magnetic field of fans formed by millet melts the hearts of most of them. This high level of service ambition continues to satisfy the sense of existence, value and participation of the group of fans. With the help of the network, the group of fans has grown exponentially, supporting its emergence。
High-quality control is the core concept of millet’s treatment of products, following the example of china’s 100-year-old business peer club, where product design has been shaped, supplier selection, metrware selection has been selected with high configurations, while price positioning is close to cost. Real material, high-quality, low-priced products of conscience, high-cargo, high-opportunity and high-priced products, step by step, grinding products, improving products, and striving to make each product the best. Rice's pursuit of product-oriented craftsmanship is the driving force behind its development。
At the marketing level, it is true that rice captures a series of marketing strategies from the front, fan and cash vents. This fully reflects the extraordinary insight, predictability and catch of the rice, which maximizes the resilience and creativity of marketing. The “three-high” strategic force is the strategic password and tissue gene of millet, which is the basis on which she has made her first stage of growth through a period of high growth and long-term opportunities。
The wind mouth is just the image of the millet, in the form of first-line marketing, but in the eyes of some people, this grasp of the wind mouth seems to be full of opportunism -- despite the bright spot, it soon became a flash. In fact, force is the essence of millet, the support of wind, but it takes years to settle. The “three-high” strategy is a breeding ground for the industry of the army and its core team, and a new generation of chinese entrepreneurs with high ambitions and career aspirations。
(i) the first bill of position for the 2016 advertising post was won。
