Marketing planning case: Xiaomi mobile phone marketing strategy

营销策划案例：小米手机市场营销策略

amitabha. The society has entered the era of online marketing. You should build a good brand of online marketing strategy.

----Zhuge Changqing

The society has entered the era of online marketing.

Whoever seizes network marketing will seize the market opportunity.

In the huge mobile phone market, there is a rapid rise of "Xiaomi mobile phone".

Who is Xiaomi's mobile phone? Xiaomi mobile phone is a high-performance feverish smart phone developed by Xiaomi Company (full name: Beijing Xiaomi Technology Co., Ltd.), which adopts online sales mode. Xiaomi mobile phone is a MIUI platform smart phone developed by Xiaomi Technology and manufactured on behalf of Invada and Foxconn.

The mobile phone first appeared at the Xiaomi Technology Beijing conference on August 16, 2011. Lei Jun, chairman of Xiaomi Technology, presided over the conference and said that Xiaomi mobile phone was "the fastest smart phone in the world"

On February 18, 2014, when Lien Zhan visited Beijing, Guo Jinlong, Secretary of the Beijing Municipal Party Committee, met with the visiting delegation of people from all walks of life in Taiwan led by Lien Zhan, Honorary Chairman of the Chinese Kuomintang, and personally handed over two customized red rice mobile phones with the words "cross strait joint efforts to make money in the world" printed on the back shell to Lien Zhan. How could a mobile phone be chosen as a gift to symbolize the friendship between the two cities?

Zhuge Changqing: Amitabha. It's really a wonderful plan. Xiaomi Mobile is a master of strategic planning in marketing planning and an example of China's online marketing.

"The design, brand and marketing team of this mobile phone is from the mainland, and high-end manufacturing is in Taiwan. It is the crystallization of high-tech cooperation between the two places. I think that is why it was selected." said Lin Bin, president of Xiaomi Technology.

In the current Chinese mobile phone market, the development can also be described as a hundred flowers competing for beauty and a hundred schools of thought contending. When foreign major mobile phone manufacturers, several major systems, and domestic mobile phone enterprises that have become large-scale are constantly fighting, and the dispute is in the white-hot period, the mobile phone industry is also seeking a new marketing model. After all, the profit space is decreasing, and the competition is increasing, which is also a top priority under the pressure of all parties, It is only a matter of time. Who can make a breakthrough at this juncture will be the leader of the future mobile internet field!

Xiaomi mobile phone is a latecomer. If we blindly follow the traditional marketing route, no matter how much capital or how much resources the engineering technicians have, we will not win. I think Lei always thought about making Xiaomi for a long time. Now, through such a marketing method that integrates the strengths of hundreds of companies, it is sometimes very obvious, which also makes Xiaomi not sink in the chaos of the mobile phone market, On the contrary, maybe it will go in the direction we expect.

Zhuge Changqing saw that many marketing experts have made research and summary on millet marketing. The following is the analysis of millet marketing cases refined and summarized by some marketing experts.

Let's talk about the marketing strategy of Xiaomi Mobile

1、 How was Xiaomi mobile phone born?

Zhuge Changqing: In the era of online marketing, enterprises must attach importance to online marketing. Zhuge Changqing believed that the head of the enterprise should dare to think and work, the enterprise products should adapt to the consumers, and at the same time, the enterprise would develop rapidly with different publicity efforts. The inspiration for creating Xiaomi Mobile comes from Apple Mobile. If you eat Apple, you may like Xiaomi more. Lei Jun, the founder, worships Jobs very much. So, from the analysis of everyone's adoration of Apple Mobile, Xiaomi Mobile came out and became China's Apple.

Lei Jun is the founder of Xiaomi Mobile.

If you are familiar with China's science and technology industry, you are likely to understand Lei Jun's entrepreneurial process. Recently, I got the opportunity to have a direct conversation with Lei Jun to better understand his story as an entrepreneur and his latest entrepreneurial project: Xiaomi, which shook the Chinese mobile phone industry.

Lei Jun's career began in 1992. That year, he graduated from Wuhan University and joined the software company Jinshan. Jinshan had only 5 to 6 employees at that time, but now it has grown to more than 3000. Jinshan launched an IPO in Hong Kong in 2007. During his tenure in Jinshan, Lei Jun participated in the establishment and operation of the B2C e-commerce website Excellence. After its success, Excellence was acquired by Amazon in 2004 for US $75 million, and finally became today's Amazon China.

Zhuge Changqing: You can only succeed if you take advantage of your strengths and avoid your weaknesses. Lei Jun, the founder of Xiaomi Mobile, has grasped the marketing strategy and practical methods quickly because of his rich career in online marketing.

After the listing of Jinshan, Lei Jun transformed into a full-time angel investor and invested in more than 20 startups, including UCWEB, Vancl, and Lakala, a third-party payment company.

All his investments are aimed at the mobile internet industry. Lei Jun said that from 2007 to 2010, he led a total of more than 70 rounds of financing for the invested enterprises. Through the experience of angel investment, Lei Jun became familiar with more local and international investors in China, which was of great help to the Xiaomi Company he later founded.

Lei Jun said to me, "We began to know many investors and their likes and dislikes. Through many cooperative investment opportunities, we established mutual trust with these investors. So when Xiaomi needed to invest, things became very easy."

The birth process of Xiaomi:

Through angel investment, Lei Jun first affirmed the future of mobile Internet, and thus realized that mobile terminals are extremely important. He stressed that "mobile phone is such a terminal." Based on this idea, Xiaomi was born on April 6, 2010, and the company's first mobile phone MI1 was released one year later.

The inspiration for creating Xiaomi comes from Apple. Lei Jun admired Jobs very much. He believed that Jobs defined the way the whole world uses mobile phones and mobile internet. Lei Jun believes that there is an opportunity to develop a smart phone for the Chinese market, while hardware companies can take advantage of the trend of mobile internet. Lei Jun said that the development of Xiaomi is based on three main elements:

1. Mode of e-commerce

2. MIUI developed with Internet mode

3. Rice flour

For e-commerce, Lei Jun said that Xiaomi sells mobile phones online instead of setting up physical stores, which will greatly reduce costs. The saved resources can be used to develop better quality mobile phones. Before the advent of Xiaomi Mobile 1, MIUI, as a ROM of Android system, had been launched for one year and was used by many Android enthusiasts. Lei Jun said that Android fans all over the world recognized MIUI. Every Friday, MIUI will release the latest updates.

Lei Jun said: "In the near future, Xiaomi will be committed to operating multiple mobile operating systems, including Windows Phone." However, this cannot be achieved in the short term.

Rice noodles.

Rice noodles are the nickname of millet fans and an important part of millet's success.

Zhuge Changqing: Good products will be sought after by consumers and customers. amitabha. You should make your product the customer's favorite, favorite, fan

The development of millet today is largely due to the response of rice flour. On September 20, the engineering machine of Xiaomi mobile phone MI2 was launched. Xiaomi invited more than 1000 senior rice noodles to participate and asked them to provide suggestions. Some users of the first generation of Xiaomi mobile phones do not know that the SIM card must be pushed into the bottom of the slot to be read normally. Therefore, in the Xiaomi mobile phone 1S released this summer, Xiaomi added a reminder note to inform the user when listening to the comments.

Lei Jun described Xiaomi's fanatical fans as follows: "Most fans have a lot of ideas about the perfect mobile phone in their hearts, but because it is difficult to develop a mobile phone, many of them can't realize their ideas. They will give us suggestions and tell us what functions we want to integrate into the mobile phone. Once we can adopt and implement these functions in, they will be happy to share good news with friends."

The voluntary feedback provided by Xiaomi's fans has become an important channel for Xiaomi to obtain information.

Zhuge Changqing: According to the opinions of fans and consumers, modify and design the mobile phone to achieve the first satisfaction of Xiaomi's mobile phone. If the customer is satisfied, the customer will give you an order.

Lei Jun said that word-of-mouth marketing may be the best promotion channel for Xiaomi, while users of Xiaomi often form a group.

Zhuge Changqing: Word of mouth marketing is a very valuable marketing strategy.

If someone starts to use Xiaomi's mobile phone, his friend will probably start to use it too. In this way, marketing information is disseminated. When we recently attended the Beijing 798 press conference of Xiaomi Mobile MI2, we saw the craze of rice noodles. The rice noodles wearing orange T-shirts bought tickets to participate in the new product launch, and all the ticket income was donated to the Yan Ran Angel Fund.

No PO within 5 years!

So far, Xiaomi has sold 3.52 million Xiaomi cellphones. With the launch of Xiaomi Mobile 2 in October, the company expects to sell more than 5 million Xiaomi mobile phones by the end of this year. Lei Jun said that his company has achieved a revenue of US $1 billion and is expected to reach US $2 billion by the end of this year. Only one year after its full operation, it has achieved a revenue of US $1 billion, and Xiaomi may be the fastest company to achieve this result.

Zhuge Changqing: Xiaomi's mobile phone sold for $1 billion.

Xiaomi has become a profitable company and plans to expand the Taiwan and Hong Kong markets in the near future. For markets outside Greater China, such as India, Lei Jun said: "We have not considered such markets as India and Indonesia. Before the company expands, we hope to focus on the Chinese market."

Lei Jun also told all investors that Xiaomi did not plan to carry out an IPO in the first five years. He believes that the current focus should be on developing world-class mobile phones and building a business model around Xiaomi, rather than worrying about how to exit. The company will maintain its focus on developing excellent products. In addition, recent

Facebook IPO shows the negative factors encountered as a listed company.

Will Xiaomi enter the tablet computer market? The answer is no. Lei Jun believes that due to Apple's iPad, the tablet computer is currently a very competitive market. He pointed out that at the recent iPhone 5 conference, Apple CEO Tim Cook said that the share of the iPad in the tablet market reached 68%, while 91% of the online traffic of the tablet came from the iPad.

With regard to the problems in the development of Xiaomi, Lei Jun believes that the main challenge lies in how to integrate software and hardware and bring excellent mobile phone design.

The core team of Xiaomi is from Motorola, Google, Microsoft and Jinshan. The huge interpersonal network of the team also attracts high-quality talents to join.

Zhuge Changqing: With the participation of first-class talents, Xiaomi's mobile phone will take off.

So far, Xiaomi has raised 347 million US dollars and achieved profits. However, Lei Jun insists that Xiaomi still has a long way to go before launching world-class products and competing in the global market. The situation is favorable for Xiaomi. Many people in China's technology industry also said that Xiaomi's popular mobile phone products and mobile platforms have become a force that cannot be ignored.

3、 4P marketing analysis of Xiaomi mobile phone

First, product analysis

1. Xiaomi Mobile is the world's first dual-core 1.5GHz smart phone.

2. The Qualcomm MSM826MSM8260 1.5GHz dual-core processor is used in the Xiaomi mobile phone, which is similar to the CPU of HTC G14, but has a higher frequency.

3. System: dual-system switching, independent research and development of Android, MIUI operating system, optimization and improvement of nearly 100 functions

Second, the price analysis is 1999 yuan. High-end products are sold at low prices.

Third, channel analysis

Online direct sales: electronic channel+logistics cooperative distribution channel mode

Zhuge Changqing: The society has entered the era of online marketing. Whoever seizes online marketing will occupy the vast market.

1. The e-commerce network of Xiaomi Technology, Xiaomi. com, is only sold online

2. Logistics and inventory are delivered to ordinary customers (cost saving)

Operator cooperation: cooperation activities with China Unicom:

1. Prepaid phone charges for free 2. Mobile phone charges for free

Fourth, sales promotion analysis (hunger marketing)

Zhuge Changqing: After careful analysis, we will find that the marketing strategy of Xiaomi mobile phone is a collection of essence planned by a master, which absorbs the essence of marketing. Some people define them as "hunger marketing". They first arouse the appetite of fans, make you hungry, and finally flock to them.

1. High-key press conference. An Apple - like Xiaomi mobile phone conference was held in Beijing on August 16.

2. The engineering machinery was first released and listed. The official version of Xiaomi's mobile phone has not been released yet, and the commemorative version of the project was pre-sold. In addition, the Xiaomi mobile phone engineering machine is sold in the form of seckill. From August 29 to August 31, 200 phones are limited to 600 per day, 300 yuan less than the official version.

3. The topic of making media hype is that Xiaomi's mobile phone is stolen, which has always appeared on the Internet. If some ideas of Xiaomi's mobile phone are really stolen, it is estimated that everyone's popularity will decline, but if Xiaomi's mobile phone is not stolen?

The news is half hidden and half revealed, which makes people guess.

4、 Analysis of "Hunger Marketing" Method of Xiaomi Mobile Phone

（1） It's hard to find one Xiaomi mobile phone. Consumers are looking forward to it!

1. On August 16, 2011, Xiaomi Mobile was released.

2. From August 29 to August 31, 2011, 600 sets of Xiaomi Project Memorial Edition will be sold in advance every day.

3. On September 5, 2011, Xiaomi Mobile officially opened its online reservation, and the number of bookings exceeded 300000 in two days. Such popularity is amazing. However, what happened later was beyond the expectation of consumers. At a time when the supply of Xiaomi mobile phones was in short supply, Xiaomi website immediately announced that it stopped booking and closed the purchase channel, leaving consumers nowhere to buy. (45 days apart)

4. The content of the retail version announcement released on October 11, 2011 shows that "Xiaomi mobile phones will be sold to booking users on October 20. After the 20th, 1000 units will be sold every day in the first week, 2000 units every day in the second week, and 3000 units every day in the third week. The subsequent delivery plan will be announced later. After 300000 booking users have delivered, they will be sold to all users."

5. On January 4, 2012, the second round of open purchase of Xiaomi mobile phones began at 13:00 today. However, before the time of sale, the official website of Xiaomi Mobile will be inaccessible or slow to access.

（2） The "hunger marketing" of Xiaomi mobile phone, where is hunger?

Hunger marketing I: come out with a high profile, please look forward to it. (Apple-style press conference)

Hunger marketing II: You need to have a reservation number and order in order to buy.

Hunger marketing III: Thailand's flood has led to a decline in production capacity.

Hunger marketing IV: 100000 stocks of online sales in December have been sold out.

（3） What is "hunger marketing"

Hunger marketing refers to the global market launch of Apple's iPhone 4, iPad 2, and iPhone 4s by commodity providers who deliberately reduce production, or overstock goods, and delay the launch of products in order to maintain the brand image and increase brand added value.

They are following the marketing footprint of "product release - release of launch date - consumption waiting - sales rush - full line shortage".

The grand venue, with a large rear projection display screen, has no presenter and no performance. Only Lei Jun, chairman and CEO of Xiaomi Company, gave a speech for one and a half hours. When all the spotlight focused on the speaker wearing a black T-shirt and jeans, the audience all sighed that this Xiaomi mobile phone conference was completely the Chinese version of Apple's new products introduced by Jobs.

As a result, Xiaomi's practice of stealing from Jobs has achieved great success. However, the smooth marketing of Xiaomi mobile phones in the early stage is also inseparable from the careful and thorough planning of the Xiaomi team.

1. It is commendable that:

First, the revealed hunger and thirst marketing strategy started from the end of June when the internal and supplier information was revealed, and until August 16 when its key information was officially released, the mysterious veil of Xiaomi's mobile phone was lifted a little bit, triggering a lot of speculation and quickly becoming a hot topic;

Second, although Lei Jun lowered his profile and stressed that his idol Jobs was the unsurpassed "god", unintentionally, Xiaomi Mobile has set Apple's iPhone as the target of benchmarking. From the rare luxury team in China, almost the same supplier as Apple, the simple and clean style speech PPT imitating Apple, and even Lei Jun's wearing of black T-shirts and jeans at the Xiaomi Mobile Conference, all formed strong psychological implications. The more important selling point is the difference of Xiaomi mobile phone. Lei Jun never conceals that he is a super "fruit powder", but within Xiaomi, he forbids employees to talk about making Chinese Apple and other topics. He firmly believes that what Xiaomi does today is fundamentally different from Apple. "Apple is a company that achieves the ultimate, but Apple is not a real Internet company. The difference between Xiaomi and Apple is that Xiaomi is an Internet company".

Lei Jun's influence has also been brought into full play. In the past, Lei Jun controlled the number of tweets per day to two or three, but before and after the release of Xiaomi's mobile phone, he not only used his microblog to promote Xiaomi's mobile phone in high density, but also frequently participated in Sina Weibo interviews, attended Tencent Weibo, Geek Park and other activities.

Zhuge Changqing: Xiaomi mobile phone, give full play to the power of online marketing, and enlarge the Xiaomi brand. This is worth learning from all Chinese entrepreneurs, because this is the Internet age.

Lei Jun's friends, including senior executives who have invested in Lei Jun in the past, such as Chen Nian, CEO of Fanke, Li Xueling, CEO of Duodou, Yu Yongfu, CEO of Youshi Technology, Sun Taoran, CEO of Lakala, and Bi Sheng, CEO of Letao.com, have come out to sing many songs.

Zhuge Changqing: Amitabha. With the help of its celebrity effect and circle of friends effect, it further sublimates and beautifies the Xiaomi mobile phone, thus highlighting its popularity and reputation.

In order to give Xiaomi's mobile phone a sufficiently shocking appearance, the Xiaomi team also strives to achieve perfection in details. On August 16, the day of the release of Xiaomi Mobile Phone coincided with the first anniversary of MIUI. Xiaomi Company solicited fans to participate in the Xiaomi Mobile Phone Conference on the forum, and the final enrollment number reached 800.

Zhuge Changqing: Amitabha. It is an innovative marketing strategy to invite Xiaomi mobile phone fans to participate in the Xiaomi mobile phone press conference, because those Xiaomi fans will spread the Xiaomi mobile phone press conference more quickly around the world. Amazing, Xiaomi Mobile. Wonderful, Lei Jun's marketing strategy.

They also took a video of "Best wishes from Lei Jun's CEO friends" to the Xiaomi mobile phone press conference and broadcast it on the spot. Several celebrities, including Li Xueling, CEO of Duodou, threw the iPhone 4 into the trash to show their support for Xiaomi mobile phones. As for Lei Jun himself, he not only rehearsed repeatedly before the launch of Xiaomi Mobile Phone, but also made the PPT of his speech. The PPT used in his speech was originally 250 pages, and was finally reduced to 100 pages to control each marketing node and constantly create topics. The popularity of Xiaomi Mobile Phone in marketing has gradually increased, all of which eventually made it a hot topic in the industry. It remains to be seen whether Xiaomi Mobile can become the "Apple" of China and continue its brilliant path

5、 The marketing strategy of Xiaomi mobile phone has achieved its expected effect

Recently, Xiaomi's red rice mobile phone is really hot, and many friends are "grabbing rice" on the official website. It is true that this high configuration and low price mobile phone will make many users excited, especially the mobile phone "fever" friends and Xiaomi's rice fans are ecstatic about this. This time, Xiaomi and Tencent cooperate to usher in another "spring" for Xiaomi. Is Xiaomi really that hot? Are there really so many people making appointments? Is limited sales really short of stock?

Today, let's make a brief analysis.

First of all, Xiaomi is so popular. According to the previous online reservation data of Xiaomi, the number of reservations exceeded 300000 in only 34 hours.

Zhuge Changqing: In 34 hours, the number of Xiaomi mobile phones has exceeded 300000, which is the magic power of online marketing.

Before that, I didn't pay attention to Xiaomi, so I know about it a little bit. But I have always been impressed by the most cost-effective mobile phones in the smartphone market, such as Northeast Pepper, Nokia, and Xiaomi. Now, the popularity of Xiaomi is only rising, but is its sales situation optimistic?

At the end of the college entrance examination in 2012, I worked as a technician in Haier Computer and knew the director of our technology department. We called him Brother Mou. He is a rice noodle. He likes to pay attention to millet every day when he is free, and he talks about millet as if he eats millet every day.

At that time, I noticed that the marketing method of Xiaomi is always advertising first and then selling products. Moreover, the advertising has always been eye-catching. The most important thing is its attractive price performance.

Zhuge Changqing: First advertising, then sales, which improves the market popularity of Xiaomi mobile phones. With popularity, there will be market orders.

Unlike other marketing methods, Xiaomi can only be purchased in official online stores, which is a bit like Meizu. Meizu's franchise stores are also strictly controlled in quantity, and the official website and physical stores are sold at the same price nationwide. Therefore, if you want to buy Xiaomi, another channel is to buy Xiaomi customized machines from Unicom or mobile business outlets. Of course, you can also buy them in unofficial online stores, In fact, I really want to say how this user bought Xiaomi's mobile phone, that is, the second question, appointment.

Zhuge Changqing: Amitabha. Own control of marketing channels will firmly grasp the initiative to prevent frequent price changes and fluctuations.

Like Apple in those days, Xiaomi now uses this move to learn the sales method of the iPad in those days. First of all, to understand Xiaomi, we need to understand its production team. Lei Jun's team is not only a technical team, but also a more professional sales team. Speaking of Lei Jun, everyone should be well known. He is the founder, chairman and CEO of Xiaomi Technology, chairman of Duodou GameNet, and chairman of the famous Jinshan Software Company. It is emphasized here that Lei Jun used to be a salesman, and Lei Jun could not lose his job in marketing.

The reason why rice fans fall in love with Xiaomi so crazily is not only because Xiaomi has the fastest smartphone in the world, but also because the "Hungry Marketing" of Rebus is perfect. Is it more difficult for Xiaomi to make an appointment than for hospital registration?

In fact, it's really difficult. Users won't care about your marketing methods. You may not know much about "hunger and thirst marketing", but people who have done sales should understand it more. The so-called "hunger marketing" refers to the intentional reduction of production by commodity suppliers in order to regulate the relationship between supply and demand, create the "illusion" of supply and demand, maintain the high price and profit rate of commodities, and also achieve the purpose of maintaining the brand image and improving the added value of products. Xiaomi's routine can't be more obvious, but it's not only Xiaomi and Apple that use it for marketing? Obviously, it was Xiaomi who "bit" Apple that won more attention in terms of cost performance and eye-catching advertising placement.

For example, it is not difficult to make an appointment for the Hongmi mobile phone. Xiaomi's requirements are not very high. You only need to register or pay attention to it. In fact, the user unconsciously publicized for Xiaomi, so that you can buy the Hongmi mobile phone with high cost performance? The answer is yes, but you will lose in two words: limited.

Red rice mobile phones only have the only purchase channel on the official website of Xiaomi. The price of the official website is 799 yuan, while Xiaomi only sold out 100 thousand red rice mobile phones launched in QQ space in 1 minute and 30 seconds. In the first second of sale, more than 148000 users click to buy and compete with 7.45 million people to buy 100 thousand red rice mobile phones. This proportion is the situation of more than 70 people competing for one. Are you sad if you can't buy it?

Let's not talk about the red rice that has just sold out, let's just say the millet 2S. If millet is worried about the Shenji red rice that is less than 1000 yuan won't hold in the low sales situation, it's not necessary to worry. The sales volume is an obvious advantage and won't lose money, but the price of millet 2, which is also highly cost-effective, should be equipped with a four-core 1.7GHz, RAM2G, and IPS screen on the official website 16GB price 1699, which obviously should be more than 2000 yuan to meet the market price, And Xiaomi 2 has been "hungry" for a long time, but it can be bought in unofficial online stores. Isn't it strange? And there are a lot of goods in online shopping stores. Guess who did it? It is not surprising that the official website still has a sexy price of 1699, while the sellers sold it to 1999, which is advertising efficiency.

No matter from the perspective of cost or Lei Jun's worship of Apple, Xiaomi should have no room to reduce the price of many products, and will not consider reducing the price of sales. It can be said that this price directly puts Xiaomi in a dilemma, but it is ridiculous that 2S should increase the price in other shopping channels. It can be seen that Xiaomi is not limited to sales due to insufficient inventory. From a certain point of view, it is actually promoting sales, It may be the overall sales control mode in terms of price and quantity.

In fact, in the end, Xiaomi just wants to win a higher market share. Apple's "controllable leakage" strategy has won the global market for it, while Xiaomi's mobile phone has also lost its patience because of excessive "hunger". If Xiaomi wants to go further, Lei Jun really wants to do a good job of mobile phone, it needs to make new changes in the new marketing method.

6、 Summary of Xiaomi's mobile phone marketing strategy:

One is to choose a beautiful nickname. Lei Jun introduced the origin of Xiaomi's name in this way: First of all, the spelling of Xiaomi is mi, which also means Mobile Internet. Xiaomi wants to be a mobile Internet company; The second is mission impossible. Xiaomi has to complete the tasks that cannot be completed; They also hope to conquer the world with millet and rifle. Finally, they hope that "Xiaomi", a kind and lovely name, will become your friend. In addition, Xiaomi's brand new LOGO is a word of mind in reverse. A little less means that users can save a little. It can be seen that in the brand name of Xiaomi, the meaning of its name includes industry characteristics, goals and expectations; At the same time, please and meet the needs of customers. Zhuge Changqing believes that the word "Xiaomi" is very good for Xiaomi mobile phones as a brand, which is easy to remember. The only disadvantage is that the mathematical strokes are 9. As for the name science, the mathematical 9 paintings of the name science are prone to potential mathematical induction of changes. Later, "red rice" is very good. The mathematical model of red rice is 15 pictures, which can resolve obstacles.

The second is to ensure the credibility of the brand, the supremacy of science and technology, and the success of innovation. Every Xiaomi mobile phone fan and future buyers are concerned about how to ensure the quality of software and hardware, after-sales service period and quality, low repair rate and smooth repair of Xiaomi mobile phones. In response to these concerns, Xiaomi uses the most intuitive data: the Qualcomm Snapdragon S3 mobile phone processor used by Xiaomi is the world's first dual-core 1.5G smart phone, and also the fastest smartphone in the world. 1G memory 4G mobile phone storage, Sharp 4-inch 16:9 screen, 854 resolution × 480, the mobile phone screen has the function of semi-reflection and semi-transparency. 8 megapixel, 2.4 maximum aperture camera. The battery power of 1930 mAh is 30% higher than that of other smart phones. The shocking price behind all kinds of shocking data is: 1999 yuan.

The door-to-door return and exchange service of Xiaomi mobile phones will be undertaken by Fanke's "Rufengda Express", covering more than 20 cities across the country. The user can pick up the goods by express after contacting the customer service hotline of Xiaomi to confirm that the mobile phone needs to be returned to the factory for repair. In addition, Xiaomi will open some self-inspection points to help users detect whether the faulty mobile phone needs to be returned to the factory for repair. Xiaomi mobile phones are sold online. Relatively cost saving, very fashionable, has attracted many people's attention, and has also created a number of instant rice noodles.

Zhuge Changqing: Good products+good services+good marketing have made Xiaomi mobile phones popular.

However, an innovative form always carries risks. In the future, Xiaomi Mobile may still follow the traditional marketing model. For e-commerce, the biggest advantage in business competition is technology; In the computer network world, if you want to win the market and win success, you must understand the expectations of consumers and realize them. In this respect, Xiaomi Mobile is the winner on the whole.

Third, take advantage of the power of network rumors, focus on small areas, skillfully use the network, and build a brand. Zhuge Changqing: In the era of online marketing, whoever makes good use of the network will occupy the market.

Lei Jun, a "low-key" person, has reflected his personal influence in the online marketing of Xiaomi mobile phones. In the past, Lei Jun's daily number of microblogs was limited to two or three. However, before and after the release of Xiaomi mobile phones, he not only used his microblog to promote Xiaomi mobile phones in a high density, but also frequently participated in Sina Weibo interviews, attended Tencent Weibo, Geek Park and other activities. This will increase the media's exposure to Xiaomi-related information. The media will seize the attention of readers and publish relevant information in newspapers, magazines and microblog websites. This will not only meet the needs of old rice noodles, but also bring a batch of new rice noodles. In particular, some positive comments of old rice noodles have been published, which is actually a kind of free and quite favorable advertisement.

Fourth, there is a lack of marketing. We should adopt a three-dimensional brand publicity offensive. The fourth point is my analysis of the shortcomings of Xiaomi's mobile phone in terms of publicity: Xiaomi has carried out a "money throwing" campaign, and Xiaomi's mobile phone has already started an advertising campaign in major media before it is listed. A strong advertising campaign should combine traditional advertising with new media advertising.

There are various ways of advertising. We should not only rely on one media, nor stick to one form. Only by being flexible and diverse can we achieve more obvious results. Xiaomi Mobile has a fashionable video advertisement, which can be seen through the network. However, the network propaganda is fast, but it is not necessarily broad.

According to my observation, most of Xiaomi's mobile phone enthusiasts are those who do not have sufficient funds but want to have better mobile phones. I also belong to this category, but, including our classmates, almost all of them knew "Xiaomi Mobile Phone" after the teacher assigned their homework. The price of Xiaomi's mobile phone gives many people hope. After learning about the relevant information of Xiaomi's mobile phone, our interest in Xiaomi's mobile phone is very high.

Objectively, to make Xiaomi get more attention, we should also strengthen publicity outside the network. Especially after the sale of the first batch of production machines, I believe there is enough funds to continue research and development and increase publicity.

Bezos, the founder of the first e-commerce brand "Amazon" on the Internet, once said: "The establishment process of Amazon can not be achieved by verbal lobbying. At the same time, a large amount of money must be spent on advertising outside the network media, for example, through print, television and radio."

Zhuge Changqing: Brand promotion should be carried out in a three-dimensional way, which will form a three-dimensional advantage. Inject long-term strategic brand power into enterprise development. After all, three-dimensional is comprehensive.

On the Internet, the conditions for commercial success are brand and brand, and the effective means to build a brand are advertising and advertising. According to the evaluation of customer groups, Xiaomi should deepen the promotion of second-tier and third-tier cities, and should also cooperate well with the postal department. After all, ordinary customers are making clothes, not mobile phones. There are many imperfect postal services. It is difficult for Xiaomi to promote itself in the second-tier and third-tier cities, but it is not difficult to insert a Xiaomi mobile phone to promote newspapers while sending letters. In this regard, Amazon.com has done a good job, including Bertelsmann, who will also send a letter from the general manager to the reader when each shipment is made. Although it sounds strange, there is no law in China stating that postal articles cannot be advertised. Of course, what kind of media to use to promote your brand products has a very important impact on the effect. There are many mysteries, which need to be studied and understood in detail.

(Reference materials of this article: relevant online marketing materials of Xiaomi Mobile)

阿弥陀佛。社会已经进入了网络营销时代，你要打好网络营销战略品牌。

---- 诸葛长青

   社会进入了网络营销时代。

   谁抓住了网络营销，谁就抢占了市场先机。

   在庞大的手机市场中，有一个叫“小米手机”的迅速崛起。

   小米手机是谁？小米手机是小米公司（全称北京小米科技有限责任公司）研发的一款高性能发烧级智能手机，采用线上销售模式。小米手机是一款由小米科技研发、由英华达和富士康代工制造的MIUI平台智能手机。

   该手机首次亮相于2011年8月16日的小米科技北京发布会上，小米科技董事长雷军主持了发布会，并称小米手机为“全球最快”的智能手机
    2014年2月18日连战访问北京，北京市委书记郭金龙在会见中国国民党荣誉主席连战率领的台湾各界人士访问团时，将两部后壳上印着“两岸联手赚世界的钱”这句话的定制版红米手机亲自交到了连战的手中。一款手机，何以会被选中成为象征两座城市友谊的礼物？

    诸葛长青：阿弥陀佛。真是奇妙的策划，小米手机是营销策划的战略策划高手，是中国网络营销的榜样。
   “这款手机的设计、品牌和营销团队来自大陆，高端制造在台湾，它是两地高新技术合作的结晶，我想这是它被选中的原因。”小米科技总裁林斌说。
   在现今的中国手机市场，发展到现在也可以用百花争艳百家争鸣来形容了，当国外大牌手机厂商，几大系统，国内已经成规模的手机企业在不断厮杀，纷争割据的白热化时期，手机业界也在寻求一种新的营销模式，毕竟利润空间不断减小，竞争越来越大等各方压力之下也不得不为之的当务之急的事情，这只是时间问题而已，看谁在这个节骨眼上能够突破，谁就是未来移动互联领域的主导者了! 

   小米手机是后来者，如果一味的依照传统营销的路线那再多的资本再好的工程技师再多的资源也不会赢的，我想雷总在思考做小米的时候应该是考虑了很长时间，而如今，通过这样一种融合百家之长的营销方式，就目前情势来看，有时还是非常明显的，这也让小米没有在这个手机江湖的混沌当中沉沦，相反，或许它会走向我们所期望的方向。

   诸葛长青看到，很多营销专家对小米营销进行了研究总结，下面把一些营销专家提炼总结的小米营销案例分析如下。

  下面来浅谈一下小米手机的营销策略

    一、小米手机如何诞生？

   诸葛长青：在网络营销时代，企业必须重视网络营销。诸葛长青认为，企业负责人要敢想敢干，企业产品要适应消费者，同时，要加上与众不同的宣传力度，企业就会飞速发展。创立小米手机的灵感，来自苹果手机。你吃苹果，大家或许更喜欢小米，创始人雷军对乔布斯很崇拜，于是，从分析大家对苹果手机的崇拜中，小米手机顺势而出，成为中国的苹果。

   小米手机的创始人，是雷军。

   如果你熟悉中国的科技行业，那么你很可能了解雷军的创业历程。近期，我获得了与雷军直接对话的机会，更好地了解了他作为一名创业者的故事，以及他最新的创业项目：撼动中国手机行业的小米。
   雷军的职业生涯开始于1992年。那一年，他从武汉大学毕业，加入了软件企业金山。金山当时只有5到6名员工，而目前已增长至3000多人。金山于2007年在香港进行了IPO。供职于金山期间，雷军参与创办运营了B2C电子商务网站卓越网，卓越网取得成功后，在2004年被亚马逊以7500万美元的价格收购，最终成为今天的亚马逊中国。

    诸葛长青：扬长避短，才会成功，你要扬长避短啊。小米手机的创始人雷军，因为丰富的网络营销职业生涯，使他迅速把握的营销策略和实战方法。   

   在金山上市之后，雷军转型为一名全职的天使投资人，投资了20多家创业公司，其中包括UCWEB(优视科技)、凡客诚品(Vancl)、和第三方支付公司拉卡拉等。

   他的所有投资都瞄准了移动互联网行业。雷军表示，从2007年至2010年，他主导了所投资企业的共约70多轮的融资。通过天使投资的经历，雷军熟悉了更多中国本地和国际投资者，这对他后来创立的小米公司有很大帮助。
   雷军对我表示：“我们开始了解许多投资者，知道他们的好恶。通过许多合作投资的机会，我们与这些投资者之间建立了互信。因此当小米需要投资时，事情变得很容易。”
   小米的诞生过程：

   通过天使投资，雷军首先肯定了移动互联网的未来，并由此认识到移动终端异常重要。他强调：“手机就是这样的终端。”基于这样的想法，小米诞生于2010年4月6日，而该公司的第一款手机MI1于1年后发布。
   创立小米的灵感来自苹果。雷军非常崇拜乔布斯，他认为乔布斯定义了整个世界使用手机和移动互联网的方式。雷军认为，针对中国市场开发一款智能手机存在机会，而硬件公司可以利用移动互联网的潮流。雷军表示，小米的发展基于3个主要元素：
   1.电子商务的模式
   2.用互联网模式开发的MIUI
   3.米粉
   对于电子商务，雷军表示，小米在线销售手机，而不设立实体店，这将大幅减少成本。节约的资源可以用于开发质量更好的手机。在小米手机1问世之前，MIUI作为Android系统的一个ROM已推出了1年时间，被许多Android爱好者使用。雷军表示，全球Android粉丝都认可MIUI。每周五，MIUI都会发布最新更新。
   雷军表示：“不远的将来，小米将致力于运营多个移动操作系统，其中包括WindowsPhone。”不过这无法在短期内实现。
   米粉。
   米粉是小米粉丝的昵称，是小米成功之路中的重要一部分。

    诸葛长青：好的产品，会受到消费者客户追捧。阿弥陀佛。你要让你的产品成为客户的最爱、挚爱、粉丝......

   小米发展到今天很大一部分是由于米粉的响应。9月20日小米手机MI2的工程机面世，小米邀请了1000多名资深米粉参与，请他们提供建议。有些第一代小米手机的用户并不清楚SIM卡必须被推入插槽底部才能正常读取，因此在今年夏季发布的小米手机1S中，小米听取意见加了一个提示贴，告知用户。
   雷军这样描述小米狂热的粉丝：“大部分粉丝心中对完美手机都有很多想法，但因为开发一款手机很难，他们许多人无法实现自己的想法。他们会给我们提供意见，告诉我们希望在手机中集成什么样的功能。一量我们能在中采纳并实现这些功能，他们就会乐于与好友们分享好消息。”
   小米的粉丝自愿提供反馈，成为了小米获取信息的一个重要渠道。

    诸葛长青：根据粉丝消费者的意见，修改设计手机，成就了小米手机的第一满足感，满足了客户，客户就会给你订单。

   雷军表示，口碑营销可能是小米最好的推广渠道，而小米的用户往往会形成一个群体。

    诸葛长青：口碑营销，含金量非常高的营销策略。

   如果有人开始使用小米手机，那么他的朋友很可能也将开始使用。通过这种方式，营销信息得到传播。在我们近期参加小米手机MI2的北京798发布会时，我们看到了米粉的狂热。身穿橙色T恤的米粉都是购买门票参加新品发布会的，而门票收入全部捐给了嫣然天使基金。
   5年以内都不会PO！

   到目前为止，小米售出了352万部小米手机1。随着小米手机2的10月上市，该公司预计到今年年底，将售出超过500万部小米手机。雷军表示，他的公司已经实现了10亿美元营收，预计到今年底营收将达到20亿美元。在全面运营仅一年之后就实现10亿美元营收，小米或许是最快取得这一成绩的公司。
   诸葛长青：小米手机卖了10亿美元。

   小米已成为一家盈利的公司，并计划近期开拓台湾和香港市场。对于大中华区以外的市场，例如印度，雷军表示：“我们没有考虑诸如印度和印尼这样的市场。在公司扩张之前，我们希望专注于中国市场。”
   雷军还对所有投资者表示，小米没有计划在最初的5年中进行IPO。他认为，目前的关注重点应当是开发世界级手机，并围绕小米打造商业模式，而不是担心如何退出，公司将保持对开发优秀产品的关注。此外，近期的  

    FacebookIPO表明了作为一家上市公司遭遇的负面因素。
   小米是否会进军平板电脑市场?答案是否定的。雷军认为，由于苹果的iPad，平板电脑目前是一个竞争十分激烈的市场。他指出，在近期的iPhone5发布会上，苹果CEO蒂姆•库克(TimCook)表示，iPad在平板电脑市场的份额达到68%，而平板电脑的上网流量中有91%来自iPad。
   对于小米发展中的问题，雷军认为，挑战主要在于如何整合软件和硬件，并带来出色的手机设计。

   小米的核心团队分别来自摩托罗拉、谷歌、微软和金山。团队的庞大人际关系网络，也吸引高质量人才不断加盟。

   诸葛长青：一流人才的加盟，让小米手机插上腾飞翅膀。
   到目前为止，小米已融资3.47亿美元，同时实现了盈利。不过雷军坚持认为，在推出世界级产品，在全球市场参与竞争之前，小米还有很长的路要走。形势对小米很有利。中国科技行业的许多人也表示，小米热门的手机产品和移动平台已是一股不可忽视的力量。

   二、小米手机网络消费者分析与定位策略 

    1.年龄分析:一般都是经常会购物的网民(18~30 岁) ，手机发烧友。

    2.收入分析:网络购物用户中月收入>2000 的比例较大，采用线上销售模式。

    3.消费习惯分析:乐于接受新鲜事物，价值观强等。

   4.苹果影响:很多人想吃苹果却吃不起，小米却在营销策略上模仿苹果。

   三、小米手机的4P营销分析

   一是产品分析 

   1.小米手机世界上首款双核 1.5GHz 的智能手机。 

   2.小米手机采用了高通 MSM826MSM8260 1.5GHz 双核处理器， 与 HTC G14 的 CPU 相似，但是主频更高。 

   3.系统:双系统切换 ，自主研发 Android，MIUI 操作系统， 优化改进功能近 100 处

    二是价格分析 1999 元，高端产品，低价位销售。

    三是渠道分析

    网络直销:电子渠道+物流合作分销渠道模式

     诸葛长青：社会已经进入了网络营销时代，谁抓住网络营销，谁就占领广大市场。
   1.小米科技旗下的电商网，小米网，只在线上售卖的方式 

   2.物流和库存是交给凡客(节约成本) 

   运营商合作:与中国联通合作 活动:

    1. 预存话费送手机 2.购手机送话费

   四是促销分析(饥饿营销)

     诸葛长青：仔细分析，我们会发现，小米手机的营销策略，是一个高手策划的精华荟萃，汲取了市场营销的精华部分。有人定位他们是“饥饿营销”，先调动粉丝胃口，让你饥饿难耐，最后蜂拥而至。

   1.高调发布会。一场酷似苹果的小米手机发布会于8月16日在北京召开。

    2.工程机先发布上市。小米手机的正式版尚未发布，确先预售了工程纪念版。而且小米手机工程机采用秒杀的形式出售，8 月 29-8 月 31 日三天，每天 200 台限量 600 台， 比正式 版手机优惠 300 元。 

   3.制造媒体炒作的话题小米手机是偷来的这一直在网上出现，如果小米手机的一些创意真的是偷来的，估计大家的热度会有所下降，可如果小米手机不是偷来的?

   4 消息半遮半露，让人猜测。

   四、小米手机的“饥饿营销”方法分析

   (一)小米手机一机难求，消费者望之兴叹! 

   1.2011 年 8 月 16 日，小米手机发布。 

   2.2011 年 8 月 29-8 月31日三天，先预售小米工程纪念版每天 600 台。

   3.2011 年 9 月 5 日，小米手机正式开放网络预订，两天内预订数量超 30万台，这样的火爆程度让人叹为观止。但之后的事情却出乎了消费者预料，就在小米手机供不应求之时，小米网站却立刻宣布停止预定并关闭了购买通道，让消费者无处可买。 (时隔 45 天之久) 

   4. 2011年10月11日公布的零售版公告内容显示， “小米手机将于 10 月20 日面向预订用户开始发售，20 日之后的第一周每天 1000 台，第二周每天 2000 台，第三周每天 3000 台，后续发货计划稍后公布。30 万台预订用户发货完毕后，将面向所有用户进行发售。 ” 

   5. 2012 年 1 月 4 日消息， 小米手机于今日 13 点开始第二轮开放购买。但未到发售时刻，小米手机官网便出现无法访问或访问缓慢情况。

   （二）小米手机的“饥饿营销”，饥饿在哪里? 

   饥饿营销一:高调出场，敬请期待。 (苹果式的发布会)

   饥饿营销二:需要有预定号、按照排队顺序才能购买。

   饥饿营销三:泰国水灾导致产能下降。 

   饥饿营销四:12 月在线销售 10 万库存已售完。

    （三）什么是“饥饿营销” 

   饥饿营销，是指商品提供者为了维护品牌形象，提高品牌附加值，而有意调低产量， 或是积压货物， 推迟产品上市时间， 以制造供不应求的 “假象” 从苹果 iPhone4开始，到iPad2 再到 iPhone4s 的全球上市。

   都踩踏着“产品发布―公布上市日期--消费等待--销售抢购--全线缺货” 的营销足迹。  

   宏大的会场，巨幅背投显示屏，没有主持人，没有表演，只有小米公司董事长兼CEO雷军一个半小时的演讲。当所有镁光灯聚焦于身着黑色T恤和牛仔裤的演讲者时，在场者都感慨，这场小米手机发布会完全就是乔布斯推介苹果新产品的中国版。

   结果，小米手机的这种偷师乔布斯的做法取得了很大的成功。然而小米手机前期营销的顺利也离不开小米团队精心而周密的策划。

   1. 值得称道之处在于:

   第一，揭密式的饥渴营销策略，从6月底内部和供应商爆料开始，到8月16号其关键信息正式公开，小米手机的神秘面纱被一点点掀开，引发了大量猜测，并迅速引爆成为热门话题;

   第二，尽管雷军放低姿态，强调其偶像乔布斯是不可超越的“神”，但有意无意间，小米手机已将苹果iPhone树立为对标对象，从国内难得一见的豪华团队、几乎和苹果雷同的供应商、仿苹果的简洁风格演讲PPT，甚至雷军在小米手机发布会上黑T恤牛仔裤的穿着，都形成了强烈的心理暗示。更重要的卖点是小米手机的与众不同。雷军从不掩饰自己是超级“果粉”，但在小米内部，他禁止员工谈论做中国苹果之类的话题，他坚信今天小米所做的事与苹果有着本质的不同，“苹果是一个做到极致的公司，但是苹果不是真正的互联网公司。小米跟苹果的差别就是小米是互联网公司”。

   雷军的影响力亦被发挥到极致。过去雷军每天发微博的数量控制在两三条，但在小米手机发布前后，他不仅利用自己微博高密度宣传小米手机，还频繁参与新浪微访谈，出席腾讯微论坛、极客公园等活动。

   诸葛长青：小米手机，充分发挥网络营销的力量，放大小米品牌。这值得中国所有企业家学习借鉴，因为，这是网络时代了。

   雷军的朋友们，包括过去雷军投资过的公司高管，如凡客CEO陈年、多玩网CEO李学凌、优视科技CEO俞永福、拉卡拉CEO孙陶然、乐淘网CEO毕胜等，纷纷出面唱多。

   诸葛长青：阿弥陀佛。借助自己的名人效应、朋友圈子效应，把小米手机进一步升华美化，由此突出了小米手机的知名度、美誉度。

   为了给小米手机一个足够震撼的亮相，小米团队在细节上也力争做到尽善尽美。8月16日小米手机发布当天正好是MIUI一周年，小米公司在论坛上征集粉丝参加小米手机发布会，最后报名人数多达800人。

    诸葛长青：阿弥陀佛。邀请小米手机粉丝参加小米手机新闻发布会，这是创新的营销策略，因为那些小米粉丝，会把小米手机发布会更快速的传播到世界各地。妙哉，小米手机。妙哉，雷军的营销战略。

   他们还把一段“来自雷军CEO朋友们的祝福”的视频拿到小米手机发布会现场播放，包括多玩网 CEO李学凌在内的几位知名人士纷纷将iphone 4扔到垃圾桶，以示力挺小米手机。至于雷军本人，他在小米手机发布会前不仅反复排练，还亲自制作演讲PPT，其演讲所使用的PPT原来有250页，最后被精简至100页把控每个营销节点，不断制造话题，小米手机在市场营销上的热度逐步升温，所有的一切最终使其成为业内热论的话题。小米手机能否成为中国的“苹果” ，继续它的辉煌之路，让我们拭目以待.

   五、小米手机的营销策略达到了其预期效果

    最近小米的红米手机炒的实在火热，不少朋友都在官网“抢米吃”，确实这款高配置低价位的手机会让不少用户心动，特别是手机“发烧”友跟小米的米粉们对此可谓欣喜若狂，小米此次更与腾讯合作迎来小米又一个“春天”。小米真有那么火吗?预约的人真有那么多吗?限量销售真的是库存不足吗?

    今天，我们就浅析一下。

   首先，小米真有那么火，小米在以往网上预订的数据显示，仅34小时预定量便突破30万。

   诸葛长青：34小时，小米手机预定量突破30万部，这就是网络营销的神奇力量。

   在此之前我并不关注小米，所以对它的情况也是了解的零星点点，但一直以来，对智能手机市场性价比最高的几款手机我还是耳濡目染的，比如东北小辣椒，诺基亚，还有就要数小米了，现在，小米的知名度也是只涨不跌的，但是它的销售情况是不是就很乐观呢?

   12年高考结束，我在海尔电脑作技员，认识我们那个技术部的主管，我们叫他牟哥，他就是一米粉，天天闲时就爱关注小米，嘴里唠叨小米，好像天天吃的都是小米一样。

   那个时候我就注意到，小米的营销方式总是先做广告，后出品销售，而且广告做的一贯比较抢眼，最主要的还是它诱人的性价比。

   诸葛长青：先做广告，后做销售，这就提高了小米手机的市场知名度。有了知名度，才有市场订单的到来。

   小米的营销方式不像其他，只有官方网店可以购得，这方面有点像魅族，魅族的专营店在数量上也是控制的相当严格，且官网与实体店在全国统一售价，所以，要想买小米，另外渠道就是购买联通或移动营业网点的小米定制机，当然，还可以在非官方网店买到，其实我真想说一说这用户是如何购得小米手机的，也就是第二个问题，预约。

   诸葛长青：阿弥陀佛。自己掌握营销渠道，就牢牢把握了主动权，防止时常出现价格变化动荡。

   现在的小米就像当年的苹果公司一样，运用他们这一招，学的是当年ipad的销售方法。首先，要了解小米，就要了解它的制作团队，雷军的团队不仅仅是技术团队，他们其实是拥有更专业的销售头脑。说起雷军大家应该是众所周知的，他就是小米科技创始人、董事长兼首席执行官，多玩游戏网董事长，以及著名的金山软件公司董事长。在此强调，雷军曾经可是做过销售的人，而且，雷军玩营销不输乔布斯。

   米粉们如此疯狂的爱上小米，不止因为小米拥有目前世界上主频最快的智能手机，也因为雷布斯的“饥渴营销”玩的炉火纯青。难道小米预约比医院挂号都难?

   其实，确实很难，用户不会去管你的营销方式。对于“饥渴营销”大家可能不太了解，但对做过销售的人应该再理解不过了，所谓“饥饿营销”，是指商品提供者有意调低产量，以期达到调控供求关系、制造供不应求“假象”、维持商品较高售价和利润率，也达到维护品牌形象、提高产品附加值的目的。小米的套路再明显不过，但以此营销的产商不只小米和曾经的苹果吧?明显，是小米“咬了”苹果那一口，赢在了性价比上，再加上抢眼的广告植入，以此赢得了更多的关注。

   就说红米手机，预约其实不是难事，小米的要求不是很高，只需你注册或关注一下就可以，其实，用户是在不知不觉中为小米做了宣传，这样就可以买到性价比极高的红米手机了吗?答案是可以的，但是，你会输在俩字上:限量。

   红米手机只有小米官网唯一购买渠道，官网售价799元，而小米仅仅在1分30秒，QQ空间首发的10万台红米手机已全部售罄，发售第一秒，就有超过14.8万用户点击购买，跟预约的745万人抢10万部红米手机，这比例是70多人抢一部的战况，你买不到会伤心吗?

   我们不说刚刚售空的红米，就说小米2S，如果小米对千元以内的神机红米担心在低销售情况下Hold不住，那也大可不必担心，销量是明显的优势，不会赔本，但售价同样性价比很高的小米2，在官网16GB售价1699配置四核1.7GHz、RAM2G、外加IPS屏，明显应该在2000元以上才是符合市场价格，而小米2早早就搞“饥饿”了，但在非官方网店倒是可以买到了，这不奇怪吗?而且购物网店有大量货源，你猜这是谁干的?这也不奇怪，官网依然挂着1699的性感价格，而销售商却卖到1999，这就是广告效益。

   无论从成本角度还是雷军对苹果的膜拜角度，小米在很多产品价格上应该是没有再降价的空间，也不会考虑降价销售的，可以说，这个价格直接就让小米背水一战了，但可笑2S竟然在其他购物渠道中涨价，可见，小米并不是因为库存不足而限量销售的，从某种角度分析，其实是在促进销售，可能是价格和数量上的整体销售控制模式。

   其实最终，小米无非是想赢得更高的市场份额，苹果公司的“可控泄漏”战略为其赢得了全球市场，而小米手机却也因过分的“饥饿”让用户失去了耐心，如果小米想走更远，雷军真想一心做好手机，就需要在新的营销方式上作出新的改变。

   六、对小米手机营销策略的几点总结:

         一是取个美妙昵称。雷军是这样介绍小米名字由来:首先米的拼写是mi，同时也表示Mobile Internet，小米要做移动互联网公司;其次是mission impossible，小米要完成不能完成的任务;他们还希望用小米和步枪来征服世界。最后，他们希望“小米”这个亲切可爱的名字成为大家的朋友。另外，小米全新的LOGO倒过来是一个心字，少一个点，意味着让用户省一点心。由此看出，小米的品牌命名中，其名字含义包含了行业特征、目标和期望;同时又要取悦和满足客户的需求。诸葛长青认为，小米手机用“小米”二字作为品牌非常好，便于记忆，唯一缺点是数理笔画为9，作为姓名学来讲，姓名学的数理9画容易发生变化不定的潜在数理诱导。后来的“红米”就很好，红米的数理是15画，可以化解阻挠障碍。

    二是保证品牌的可信度，科技至上，创新制胜。每一个小米手机fans及未来的购买者消费者关心的话题是:如何保证小米手机的软硬件质量、售后服务期限与质量、返修率低以及返修顺利。针对这些焦点，小米公司用最直观的数据说话:小米手机使用的高通Snapdragon S3手机处理器，是世界上首款双核1.5G智能手机，也是为全球主频最快的智能手机。1G内存4G手机存储，夏普4英寸16:9屏幕，分辨率为854×480，手机屏幕具有半反半透的功能。800万像素，2.4最大光圈的相机。1930mAh的电池电量比其他智能手机提高了30%。各种震撼的数据背后的震撼售价是:1999元。

   小米手机的上门退换货服务将由凡客的“如风达快递”承担，覆盖全国20多个城市。用户在电话联系小米客户服务热线确认手机需要返厂维修后即可由快递上门取货。并且，小米后续将开放一些自检点帮助用户检测出现问题的手机是否需要返厂维修。小米手机的全线上售卖的方式，这种网络营销。相对节约成本，很具有时尚感，吸引了不少人的眼球，也造就了一批抢机米粉。

    诸葛长青：好的产品+好的服务+好的营销，成就了小米手机的红火。

   但是，一种创新的形式总是携带着风险，未来小米手机或许还是会走上传统营销的模式。对于电子商务来说，在商业竞争中，最大的优势莫过于科技;在计算机网络世界，想要赢得市场赢得成功，就必须了解消费者的期望，并实现它。从这方面来说，小米手机总体上是赢家。

   三是利用网络传闻的力量，从小处着眼，巧用网络，塑造品牌。诸葛长青:在网络营销时代，哪个公司利用好网络，谁就会占领市场。

   “低调”的雷军在小米手机的网络营销上体现了个人影响力，过去雷军每天发微博的数量控制在两三条，但在小米手机发布前后，他不仅利用自己微博高密度宣传小米手机，还频繁参与新浪微访谈，出席腾讯微论坛、极客公园等活动。这就增加了媒体对小米相关资讯的曝光力，媒体抓住读者的关注，把相关资讯刊登在报刊杂志、微博网站上，不但满足了老米粉的需求，也将会带来一批新的米粉。尤其是一些老米粉的正面评价被刊登，这其实是一种免费而相当有利的广告。

   四是营销有点欠缺，应当采用立体品牌宣传攻势。这第四点，是我分析的小米手机在宣传上的不足之处:小米公司进行过"砸钱"攻势，小米手机还未上市，就已在各大媒体开始广告攻势了。而强大的广告攻势，应当使传统广告与新媒介广告相结合。

   广告的方式多种多样，不能只以来一种媒体，也不要拘泥于一种形式，灵活多样才能收到更明显的效果。小米手机有一款时尚的视频广告，通过网络可以看到，然而，网络宣传固然快，但并不是就一定广。

   小米手机的发烧友，据我观察，绝大都是一些没有充裕的资金但想有较好的手机的人。我也属于这类人，但是，包括我们班上的同学，几乎都是在老师布置作业以后才知道“小米手机”。小米手机的价格，给了很多人希望，在了解到小米手机的相关信息后，我们对小米手机的兴致非常高涨。

   客观地分析，要使小米得到更多人的关注，也应该加强网络之外的宣传。特别是第一批量产机出售完毕，相信是有足够的资金继续研发和加大宣传的。  

   国际互联网上第一个电子商务品牌“亚马逊”的创始人贝佐斯曾说:“亚马逊的建立过程不是凭口头游说就能达到的，同时还必须在网络媒体以外花大笔资金做广告，例如，通过印刷品、电视以及广播等。”

    诸葛长青：品牌宣传，最好是立体进行，这样就会形成立体优势力量。为企业发展注入长期的战略品牌力量。毕竟，立体的才是全面的。

  网上，商业成功的条件是品牌、品牌，而打响品牌的有效手段是广告、广告。针对顾客群的评估，小米应该加深对于二线和三线城市的推广，也应该和邮政部门合作好，毕竟凡客是做衣服，而不是手机，有很多邮递不太完善。二线三线城市小米自身很难去宣传，但是在发送信件的同时塞上一张小米手机宣传报纸是不难的。这方面，卓越亚马逊做的很好，包括贝塔斯曼也会在每次发货时捎上一封总经理给读者的信。尽管听上去奇奇怪怪的，不过我国并无法律说明邮递物品不能加广告。当然，选用什么样的媒体来宣传自己的品牌产品，对效果有很重要的影响，这其中有很多奥秘，还需要细细研究体会的。

       （本文参考资料：小米手机有关网络营销资料）

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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