Millet steals Steve Jobs: The most successful event marketing for domestic mobile phones

The grand venue, huge back projection screen, no host, no performance, only Xiaomi chairman and CEO Lei Jun talked for half an hour. When all the spotlights were focused on speakers wearing black T-shirts and jeans, everyone on the scene felt that this Xiaomi phone conference was entirely about Jobs’ introduction of the Chinese version of Apple’s new products.

There has never been a domestic mobile phone. Within just two months, it has become a phenomenon-level product that attracts public attention and detonates public opinions. But Xiaomi's mobile phone did. This is China's first dual-core 1.5G mobile phone, claiming the world’s fastest clock speed. It has a built-in Android-based millet MIUI system. Through retailing on the Internet, the key is to sell only RMB 1999.

Several data indicate the current popularity of Xiaomi's mobile phone. As of the end of August, Baidu searched for "millet mobile phone" keywords related to about 7 million, Google search related results 27 million, Sina microblogging on the "millet mobile phone" content reached more than 700,000.

On the surface, the influence of Xiao Jun’s founder Lei Jun has created this: its reputation has successfully grafted onto the product it has high hopes for. When the Chinese Internet's top figure was silenced nearly two years ago, once again intensively exposed in front of the media, and mobilize people to spare no effort to build momentum for the Xiaomi mobile phone, almost everyone is willing to tie this millet storm and Lei Jun's personal career as a bond.

But leaving Lei Jun's personal aura, millet mobile phone early marketing can not be separated from the millet team careful and well-planned. It is commendable that: First, the uncovering hunger and thirst marketing strategy started from the end of June and suppliers broke the news, and the key information was formally made public on August 16th. The mysterious veil of Xiaomi’s mobile phone was lifted a little. Caused a lot of speculation, and quickly detonated as a hot topic; Second, although Lei Jun lowered his attitude, emphasizing his idol Steve Jobs is unsurpassed "God", but intentionally or unintentionally, Xiaomi mobile phone has set the Apple iPhone as the target. From the domestic rare luxury team, almost identical to Apple's suppliers, imitation Apple's concise style speech PPT, and even Lei Jun in the millet phone conference on the black T-shirt jeans dress, have formed a strong psychological hint.

The more important selling point is the uniqueness of Xiaomi's mobile phone. Lei Jun never concealed himself as a super "fruit powder," but inside Xiaomi, he forbade employees from discussing topics like being an Apple in China. He firmly believes that what Xiaomi is doing today is essentially different from that of Apple. "Apple is the ultimate The company, but Apple is not a real Internet company. The difference between Xiaomi and Apple is that Xiaomi is an Internet company."

Xiaomi is not the first Chinese Internet company to get involved in the hardware, but the obvious conclusion is that similar attempts are rarely successful, and losers can find precedents, such as grand box. Millet phones have the same controversy, but the controversy also means dramatic, at least so far millet phone has been successful enough to appease the consumer's appetite. There is only one suspense left: whether the expectation of public opinion can be translated into real hot selling soon.

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The once mysterious team of Xiaomi chose the most appropriate time to make a public appearance. This is more than a year after the company was established, it is also when Xiaomi's upcoming mobile phone rumors are in full bloom. On July 12, Lei Jun explained to the media the origin of the company and Xiaomi's three major businesses, namely Xiaomi's mobile phone, mobile operating system MIUI and mobile chat tool chat. Among them, Xiaomi's mobile phone does not have a prototype demonstration and no further details are introduced. The only information that is confirmed is that Xiaomi will indeed launch mobile phones, and the mobile phone business is a core product that Xiaomi has been planning on a step-by-step basis since its establishment.

The final reveal was placed on the August 16 mobile phone conference. This practice of manufacturing suspense has long been used by Apple. For example, before the first generation of the iPod conference, these reporters received a simple invitation from the courier company that said: "Apple invites you to participate in the digital peripherals conference held next Wednesday." The invitee understood the actual situation and added a confusing sentence: "Not a Mac."

However, millet mobile phones still need to be warmed up before the official release. For this reason, its team has fully exerted the influence of social media microblogs. For example, before the Xiaomi mobile phone was released, through the mini-application of mobile phone topics and microblogging user interaction, digging out the selling point of Xiaomi’s mobile phone packaging box “stepping is not bad”; after the product launches, it also set off Weibo to send Xiaomi’s mobile phone activities and share images and texts. Millet mobile phone evaluation and so on.

Lei Jun’s influence has also been brought to the extreme. In the past, Lei Jun controlled the number of microblogs on two or three days, but before and after the launch of Xiaomi's mobile phone, he not only used his microblogging high density to promote Xiaomi's mobile phones, but also frequently participated in Sina micro-interviews, attending Tencent micro forums, geek parks and other activities. Lei Jun’s friends, including former executives of Lei Jun’s investment companies, such as Fan Ke’s CEO Chen Li, Duo Wang’s CEO Li Xueling, Youshi Technology CEO Yu Yongfu, Lalaca CEO Sun Taoran, Le Taotao CEO Bi Sheng, etc. Come out and sing more.

In order to give Xiaomi mobile a shocking appearance, the Xiaomi team also strives to be perfect in its details. On August 16th, Xiaomi's mobile phone announcement coincided with the first anniversary of MIUI. Xiaomi Company solicited fans to participate in the millet mobile phone conference at the forum. The final number of applicants was as many as 800. They also took a video of “Blessings from Lei Jun’s CEO Friends” to the live broadcast of Xiaomi’s mobile phone conference. Several prominent individuals, including Duo’s CEO Li Xueling, threw iphone 4 into the trash can to show their strength. Millet mobile phone. As for Lei Jun himself, he not only rehearsed but also produced speech PPT in person before the Xiaomi mobile phone conference. The PPT used in his speech was originally 250 pages and was finally reduced to 100 pages.

In order to control each marketing node and continue to create topics, Xiaomi's mobile phone has gradually warmed up in marketing, and all of this ultimately makes it a hot topic in the industry. For example, on the recent Mobile Internet Investment and Financing Forum held by Zero2IPO Venture Partners, guests debated Xiaomi Mobile on the spot.

However, the key to verifying the success of Xiaomi’s mobile phone is still the product. As a product from planning to the launch of less than a year, the biggest worry of Xiaomi’s mobile phone precisely lies in whether its quality can win the trust of consumers. The pre-market foreshadowing is a double-edged sword. “If the product comes out with good sales, it is naturally good. If there are any mistakes and mistakes, it is difficult to say.” An industry insider commented.

In any case, the progress of Xiaomi’s mobile phone listing is closely advancing: a press conference to be held in Beijing on August 16th, a grateful feedback from 600 engineering machines on August 29, an acceptance on September 5 and an official listing in October – this time everyone The focus is on the end of August and early September.