Go homepage(回首页) Upload pictures (上传图片) Write articles (发文字帖)
The author:(作者)hpmailerpublished in(发表于) 2013/12/1 2:36:43 Heart is tired， always out of stock of millet，
Heart is tired, always out of stock of millet-millet router, Remy mobile phone-it news Heart is tired, always out of stock of millet
Ladies and gentlemen, in the last 30 minutes of the time, I made a tough decision: appointment of a millet router. Millet also made a difficult decision: because reservations are booming, there are already more than 500,000 people were booking, on December 19, millet router for open beta, the first supply only 500 sets, Remy decided to make an appointment in advance at 8 o'clock tonight off millet routers.
If the 500,000 number this is true, now past 8 hours, subscribers should be considerably more than 500,000 it! 1:1000 checked, than a sad reminder that Beijing Lottery recently checked lower than an a-. To small I don't smoke the winning rhythm, I firmly believe that if 500,000 the number is true, 19th issue of the publication is not my thing, purely fun.
Rice noodle passion really crazy on this router, released November 20, but not in the official introduction price, no details, saying only that a local despot-level, the only appearance so he looks like a Mac Pro. Nothing on this new toy, 500,000 fans stop within eight days, if there are 500,000 this is true, also really surprised.
Millet, in most people's minds, this brand products since its birth has never been, to meet the market supply. Internet in which Lei June, well versed in "marketing" the way to go. In March this year, under the bombardment of media, Lei June admits millet "hunger marketing".
Hunger marketing the manufacturer intends to reduce capacity, supply of manufactured illusion. According to this definition, hunger marketing on the assumption that capacity is sufficient, just don't want to work at full capacity. Millet, severe lack of capacity is true, rather than willful, which are in short supply is the truth, instead of "false".
According to the millet products are high-performance, low-price policy, low prices from suppliers of goods in his hand, of course, is difficult, the only way to do this is to slow down. Especially the announcement early, supplier of high-performance components in production capacity under certain conditions, must give priority to supplying the highest bid, millet is committed to supply, and millet new launch half a year later, suppliers of component prices could decline, millet can be received in agreement. Thus, Remy must be the first half of the new launch "hunger" no, the second half definitely is freely available.
This is millet "hunger" real logic behind it.
So, for millet, there is no real "hunger marketing" – it is really "hungry" to survive only by "marketing". Millet's success lies in a "hunger" for making a "hunger marketing" have perfected.
1, mobilize the masses and masses lured the masses
Lei June certainly know a lot about Mao's philosophy of struggle of the masses, but he transformed it, "seduction" philosophy: make people have a strong sense of involvement. Mouth marketing and social dissemination of the set of all integer. He makes you think of millet's rates, still a little cool. And totally booked online, online direct marketing, Queuing, intermediate channel removed all, do not rely on advertising, first user good experience after using the word of mouth marketing.
Early millet by MIUI let a group of high professional level of user awareness about millet, cultivating millet phone early target customers, the relative concentration of these people, but among them, the most tech-savvy, technical discourse in the circle. There's one person bought, will become the subject of a circle, and when the seed core user circles after universal, it can produce new radiative energy, impact, attract more users. This is "let the masses lured the masses. ”
2, branding, brand products
In the eyes of Lei June, handset vendors are not the most important mobile phone, much less sales and profits, but "millet" brand. He won't remain "the hunger", each phone starting more than 3,500 dollars, possibility a year just to eat full stomach, but in that case, Remy won't have so much value.
Lei June by maintaining the "hunger", assigned to the Remy brand. Thus, we found that starting from the phone, box, television, router, millet launched the product in each category, can be described as hot, even sell accessories, which make a lot of money.
Today, rice is unconditional trust, as long as it is introduced millet, must be the lowest price/performance value-for-money package for maximum performance. Even believe a millet Lei June introduced cars, Internet like Tesla Motors. This is brand recognition, many corporations would have prayed for brand value.
3, air, make the user experience than expected
"Exceeding expectations" this thing, I have in fact said many times. Millet is very good at getting product performance to achieve "perfection", when you calculated in accordance with normal thinking when this product worth 3,000, Remy told you it was just 2,499, so you find that prices are "the ultimate" last person you know you are in "extreme" asking "who can buy millet", "who can get the f code"? This time, if you're sober, I honestly don't know if I should ask you, "is working"?
Thus, Remy router, priced at just $ 99 worth of this early rumours "new toys" when challenged by a group of prawn is impossible has been rumored this router to 799 dollars. More hot stuff according to the millet style, 799, this router "extreme" to what extent, a fantastic success rate of 1:1000 was born.
You see, this router regardless of how much money people can realize that it must be very value come pouring in.
If 500,000 is true, Remy has created a legend no doubt; if 500,000 water, what about that, Remy's marketing continues to be successful as long as millet will never thirst, always out of stock, it will go on forever.
心累了，永远缺货的小米 - 小米路由器,小米手机 - IT资讯心累了，永远缺货的小米
各位，在最后只有30分钟的时候，我做了一个艰难的决定：预约了一台小米路由器。因为小米也发了一个艰难的决定：由于预约异常火爆，目前已经超过50万人进行了预约，而将在12月19日公测的小米路由器，首批供货仅有500台，因此小米决定将在今天晚上8点提前关闭小米路由器的预约。
如果50万这个数是真的，现在已过8小时，订户应该远超50万了吧！1比1000多的中签比，比那悲催的北京机动车摇号最近一期1比94.5的中签比还低。以小微我从来抽不中奖的节奏，我坚信如果50万这个数是真的话，19号的发布是不可能有我什么事儿的，纯属凑热闹。
米粉的热情着实疯狂，就这款路由器，11月20日对外公布，但在官方的介绍中没有价格，没有详细配置，只说是土豪级，唯一有的就是长得像Mac Pro的外观。就这啥也没有的新玩具，八天时间内狂吸50万粉丝捧场，如果50万这个数是真的话，也确实让人惊诧。
小米，在大多数人的印象中，这个品牌的产品自诞生以来从来就没有满足过市场供应。干互联网出身的雷军，深谙“营销”之道。今年3月，在媒体的炮轰下，雷军也承认小米存在“饥饿营销”。
饥饿营销是厂家有意降低产品产能，制造供不应求的假象。照此定义，饥饿营销的前提是企业产能充足，只是不愿意满负荷开工。而对小米来说，产能严重不足是实情，而非有意，其供不应求是真相，而非“假象”。
按照小米产品高性能、低价格的策略，要低价从供应商手中拿货，自然是有难度的，唯一的办法就是慢慢来。特别是产品发布前期，高性能元器件的供应商在产能一定的情况下，一定优先供应价高者，对小米只是承诺供货，而在小米新品推出的半年后，供应商的元器件价格就能下降，小米也就能按照协议拿到货了。因此，小米新品推出的前半段一定是“饥饿”得不行，到下半年肯定可以敞开供应。
这就是小米“饥饿”背后的真逻辑。
所以，对小米来说不存在真实的“饥饿营销”——而是真“饥饿”，要生存只能靠“营销”。而小米的成功恰恰就在于处在“饥饿”状态下，把“饥饿营销”玩得炉火纯青。
1、发动群众，让群众诱惑群众
雷军无疑很懂老毛的群众斗争哲学，不过他把它变身为“诱惑”哲学：让群众有强烈的参与感。口碑营销、社交传播这一整套全整上去了。他让你觉得小米很超值，还有点酷。而且完全通过互联网预订，网上直销，排队，把所有中间渠道去掉，不靠广告，靠最早的用户使用后的良好体验进行口碑营销。
早期，小米通过MIUI让一批专业程度高的用户认识了解了小米，培养起小米手机的早期目标客户，这批人相对集中，但却是他们圈子中，最懂技术的那个，在圈子里有技术话语权。有一个人买了，就会成为一个圈子的话题，而当种子核心用户圈内普及之后，它又能产生新的辐射势能，影响、吸引更多的用户。这就是“让群众诱惑群众。”
2、建立品牌，让品牌影响产品
在雷军眼里，这个手机厂商最重要的不是手机，更不是销量和利润，而是“小米”这个品牌。否则他不会一直保持“饥饿”，每款手机首发多个三五百块钱，可能一年就能吃的饱饱的，但那样的话，小米不会有这么大的价值。
雷军通过保持“饥饿”，为小米这个品牌赋能。于是，我们发现，从手机开始，到盒子、电视、路由器，小米每推出的每一类产品，都可以用火爆来形容，连卖配件都赚到了一大笔。
今天，米粉们已经会无条件的相信，只要是小米推出的，都一定是最高性能最低性价比的超值大礼包。甚至相信雷军会推出一款小米汽车，像特斯拉那样的互联网汽车。亲，这就是品牌辨识度，是很多企业求之不得的品牌价值。
3、宣扬极致，让用户体验超预期
“超预期”这个事儿，我其实已经说过很多次了。小米就是善于把产品性能做到“极致”，当你按照正常思维去推算这款产品价值3000的时候，小米告诉你它只要2499，于是你发现价格也很“极致”，最后你发现周围的人都在“极致”的打听“谁能买到小米”，“谁能搞到F码”？这个时候，你还能冷静的话，我实在不知道是否应该问你“是否正常”？
于是，小米路由器，这个早期传闻售价只要99元的“新玩具”，被一群大虾质疑根本不可能时，又被传言这款路由器要799元。这更了不得，按照小米一贯风格，如果799元的话，这路由器得“极致”到什么程度，于是一个1比1000的神奇中签率诞生了。
看到了么，这款路由器无论卖多少钱，人们都能意识到它一定很值，蜂拥而至。
如果50万是真的话，小米无疑创造了一个神话；就算50万有水分，那又如何呢，小米的营销依然是成功的，只要小米永远饥渴，永远缺货，它就还会走下去。
赞