Lei to do "millet's Department Store" is still to be born to a fever-Lei, millet, Department store-IT information
Brand of millet had a problem. Its most important products, and it tells the core brand values, tearing each other.
Millet is the beginner's mind, until now still can be seen at the press conference: "fans".
Low prices and high quality, fun, millet products through discussion, with extensive mobile phone enthusiasts, fans of digital interactions and connections.
But look at this years millet most brilliant stage it to whom?
Pricing on more than 2000 phone models.
"Value for money" the selling point, gradually giving way to "brand" upgrades, "consumer promotion", "light and extravagant", such as an increasingly popular concept.
Millet brands constitute more than cell phones. However, the cell phone is a major component of millet brand, is the main medium of mass sensing millet brand. Public evaluation and perception of the phone, directly affects the millet that brand.
Mature markets around the world, such as Europe, China, smart phones the past few years has spread everywhere, readily available. Just like we wear clothes, shoes. In fact, thousands of clothes, the features it offers, with a 20 stall goods makes no difference.
So why are people still buying clothes on this situation? Prices, materials, style, cutting, branding, and more non-functional elements become important factors for purchasing decisions to consider.
Alternatively, you can see is, as between products in the field of, really has very little functional difference. Such as Nike and adidas, the two rivals, almost all products can be found in the other standards. So, the same sneakers, why would someone buy Nike, adidas?
The key factors, the brand. Story by showing the two different brands, different values, will be split into different factions.
But for mobile phones, and now time to win through the brand. In this process, step by step through a strong channel operations, coupled with brand and the star has been bound, in two or three cities into international brands on the market. Huawei's market breaking through the business crowd, take it to the heights of the brand. Instead, Meizu brand image is becoming increasingly younger.
Young people have millet brand is the most important position. But the millet in the process of attempting to brand promotion, the degree of importance of this group but lower than in the past. --If you really pay attention to, please remove the advertising in the MIUI, young people don't need.
Compared to 5 years ago, millet, millet now are a lot of business. But millet's "fans", a brand story, not millet became a huge upgrade. When we look at millet was one side of the complex and multifaceted, but positive hazy millet, nobody can say.
In May this year, Lei said, " I think the millet is UNIQLO, muji and IKEA thing, our goal is to do things better and cheaper . ”
If millet is really going to do this kind of UNIQLO, muji, IKEA-like lifestyle brand, it should have the courage, in the brand's mold, adhere to the show, explain, deepen and extend "geeks" the three key concepts , let it be representative of an attitude to life. Today, millet had to tell someone, and it no longer is a mobile phone brand.
Same brand and being, you have to tell people who you are. If done well, you can't blame other people have misinterpreted you.
Tang sanzang in the pilgrimage has done very good model, each time he used three words succinctly describes himself: "poor monk sanzang, from the East came Datang, to bow to the West to learn from their experience. ”
雷军要做“
小米百货商店”，依然要为发烧而生 - 雷军,
小米,百货 - IT资讯
小米的品牌出现了问题。它最主要的产品，和它所讲述的品牌价值核心，相互撕扯。
小米的初心，直到现在在发布会上也依然可以看到：“发烧友”。
低价高质，好玩有趣，通过讨论小米的产品，与广泛手机发烧友、数码爱好者的互动与连接。
但是，你看这几年小米将它最亮眼的舞台给了谁？
定价在2000元以上的小米手机机型。
“性价比”这个卖点，逐渐让位给“品牌升级”、“消费升级”、“轻奢”等国内逐渐流行的概念。
小米的品牌构成不止手机。然而，手机是小米品牌当中最主要的构成部分，是大众感知到小米品牌的主要媒介。因此大众对小米手机的评价与观感，直接影响小米这个品牌。
全球的成熟市场，比如中国欧美，智能手机过去几年已经普及，随处可见，随手可得。就好像我们身上所穿的衣服、鞋子一样。实际上，一件上千元衣服，它所提供的功能，与一件20元地摊货没有区别。
那么为什么人们依然在买衣服这件事情上锱铢必较？价格、材质、风格、裁剪、品牌等等非功能性的元素成为购买决策当中考虑的重要因素。
另外，也可以看到的是，同样领域的产品之间，其实功能性差别不大。比如说耐克和阿迪达斯这两家死对头，几乎所有的产品，可以在对方上找到对标物。那么，同样是买运动鞋，为什么有人买耐克，有人买阿迪？
最关键的因素，品牌。两者通过展示不同的品牌故事，诠释不同价值，将人分成了不同的两派。
而对于手机来说，现在也到了通过品牌来决胜的时刻。在这过程当中，步步高系通过强力的渠道运营，加上一直将品牌与明星绑定，在二三线城市市场塑造成国际范的品牌。华为通过突破商务人群的市场，让它占据了品牌的高地。反而，魅族的品牌形象变得越来越年轻化。
年轻人曾经是小米品牌最重要的阵地。但这几年小米在尝试品牌升级的过程当中，这一群体受重视的程度反而比过去有所降低。——如果真的重视，请把MIUI里的广告去掉，年轻人不需要。
相比5年前的小米，如今的小米的业务非常多元。然而小米的“发烧友”，这一品牌故事，没有因为小米变得庞大而升级。大家在看小米的时候，是一个复杂而多元的侧面，但小米的正面却朦朦胧胧，从来没人可以说清楚。
今年5月，雷军曾提，“我觉得小米就是做的优衣库、无印良品和宜家的事，我们整个目标就是把东西做得又好又便宜。”
如果小米真的打算做类似优衣库、无印良品、宜家般的生活方式品牌，它就应当有勇气，在品牌的塑造上，坚持展示、解释、深化、延伸“发烧友”这三个关键字的概念，让它成为一种生活态度的代表。时至今日，小米必须告诉别人，它不再是一个手机品牌。
做品牌和做人一样，你必须告诉别人你是谁。如果这点做不好的话，就不能怪别人对你有误解。
《西游记》里的唐三藏做了很好的示范，每次他都用三句话简明扼要地介绍自己：“贫僧唐三藏，从东土大唐而来，去往西天拜佛取经。”