Millet Technology Li Wanqiang: Use millet marketing as a product point of view

Lei Jun’s millet is undoubtedly the most eye-catching mobile phone product in China this year. Whether it is Lei Jun’s personal company or Xiaomi’s company and Xiaomi’s mobile phone, they are deeply branded with Steve Jobs and Apple’s imprint. At least many onlookers like to use it as a contrast. Recently, Li Wanqiang, co-founder and vice president of Xiaomi Technology, accepted an interview with reporters and explained how millet marketing was made.

Trust? This is really not

At the Xiaomi mobile phone conference in August, Lei Jun himself and Xiaomi “had been” Jobs’ mad pursuit. The market has been mixed, and the voice of "hype" or "trusted" from the marketing point has cropped up.

"There is only one person in the largest care. Li Xueling (more than the chairman of the game)!" Li Wanqiang joked about the re-distribution of Xiaomi's product offerings and marketing activities. Now he is responsible for the two major operations of the operating system MIUI and Xiaomi Marketing, which is a brand new field for him.

"Really, there is no such thing," Li Wanqiang believes that the success of the millet concept is tricky, but the most important thing is to grasp the rhythm of the product: In July, the Xiaomi mobile phone has been internally tested for one month during the internal ventilation conference; in August, the global conference will be held. Millet mobile phone trial for two months; after the sale of 1,000 engineering machines, then 300,000 units booking, stop booking, one after another delivery, and only use e-commerce channel sales ... ...

Li Wanqiang interprets it as saying that everything is moving in accordance with Xiaomi’s mobile phone products. According to Lei Jun’s view, it is “taking advantage of the situation”. According to reports, the millet marketing team led by Li Wanqiang is basically transferred from the frontline product manager, understanding the product and grasping the details is more conducive to the planning of marketing activities.

strange? Because it is an internet company

Li Wanqiang told reporters about two planned activities: "I'm mobile phone control" and "Millet's mobile phone integration." The former participates in 800,000 people, and the latter participates in 700,000 people. “This is all done in a new media environment.” He believes that in the era of microblogging, text marketing is very pale, and images and video are the focus.

"Millet is the mobile Internet, at least the Internet company," Li Wanqiang stressed that Xiaomi can not be regarded as a traditional mobile phone manufacturers, in addition to occupying a commanding height in the product configuration level, to meet the Internet era marketing characteristics is also critical. Among them, the e-commerce model is a good marketing innovation.

“The promotion cost is flattened and the product maintains high quality. Therefore, it has excellent price-performance ratio, price lore, and product lore.” Li Wanqiang believes that as the mobile phone market show, it is not advisable to chase tradition in the first stage of product promotion. The agency model is the building subway billboards.

“The first step we are facing is enthusiasts, Internet users facing depth, for those who understand Xiaomi mobile phones, they have detailed requirements for products, so we must use the perspective and attitude of products to do the marketing of these target user groups. The new media marketing such as Bo, Forum, etc. is more in line with reality.” However, Li Wanqiang also believes that when Xiaomi enters the second phase of the pursuit of quantity, it will properly consider traditional marketing methods.

He disclosed to reporters that Xiaomi will produce second-generation products in August and September next year, and there will be an increase in market demand. “So the first generation is still the word of mouth and the brand development brand, there is not much sales pressure.” It is reported that Xiaomi’s mobile phone has already shipped more than 150,000 units, more than half of the first batch of 300,000 units, and will open for sale on December 18.

Future: Success can be replicated

Many people will doubt whether Xiaomi’s success will continue in the next generation of products. Li Wanqiang said: “The product stands at the commanding height and is willing to use a subversive sales model. (The next product) can certainly be successful.” The reporter told reporters that the dual-core 1.5G configuration of Xiaomi’s mobile phone is still the only one on the market since August, “at least one quarter to six months ahead of its peers.”

Faced with unpredictable issues such as slow shipments, quality defects, and capacity supply, Li Wanqiang believes that the best way for crisis public relations is to make the products ready for the first time.

According to reports, in the short term, Xiaomi Mobile will not consider its own app store model, nor will it participate in the built-in third-party vendor application model for revenue. "Compatible with the Android electronics market, user-level needs can be met, and there is no scale of 5 million users. It does not make any sense to discuss the application store revenue."

Li Wanqiang jokingly said: "We are not in a hurry because the sale of mobile phones is a meager profit. This is rare in startup companies."