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Lei Jun responds to hunger marketing: What do you think?

I don't think you can have both. Maybe disadvantages make advantages. I think it's because the production capacity is too poor, so I use hunger marketing. Although the truth is not hunger marketing, it is in the hearts of users for so many years, but it doesn't matter, this is not the most important thing!

On the afternoon of August 6th, Lei Jun, founder, chairman and CEO of Xiaomi, talked about "hunger marketing" and "retirement" in the Q&A video released. Lei Jun said that it was really not marketing at the beginning, but that our production capacity was really not good at that time.

The important thing is that because the production capacity is not good, at that time, many people were eager to buy products, so they rushed to buy them. Because quantity is the most important thing, many people can't grab it. It can be said that the iPhone queues up to buy out of stock, and Xiaomi has also played to the extreme in the Internet field! It can be said that Xiaomi has completely developed the Internet to the extreme, and it is also the first most successful and topical mobile phone in China!

It is precisely because we can't buy it that Xiaomi can spread quickly on the Internet, thus leaving a deep impression on the users. However, regarding the issue of production capacity, I think this may happen at the beginning. In the past two years, it is rare for products to be sold out at once. One factor is that the production capacity has indeed come up. On the other hand, there are more and more competitors on this track.

After all, the glory of Xiaomi was really smooth before 20 15, and it was a bit weak after 20 16. In this case, how far Xiaomi will develop is the most worth looking forward to. Xiaomi has been developing unconsciously for ten years, and this decade has really made a splash in the field of smart phones. In the early days, Lei Jun did not seize the Internet, which was not obvious in Jinshan, but obvious in Xiaomi. Also let people see the strength of Lei Jun!

But from the perspective of internet marketing, I still like to study the marketing methods of Xiaomi. For example, Xiaomi's word-of-mouth marketing book has been read many times. In the construction of Xiaomi's community culture, we can see that making friends with users has even changed a lot for users. The core idea of word-of-mouth hunger marketing is limited time, but limiting the time and quantity of purchase is a snapping strategy. As for how many goods the merchants have, many consumers don't know.

And some hunger marketing companies really only have so many products, but some just adopt psychological tactics, that is, there is a joke. In a county, there is a merchant who "cleared the warehouse in the last three days", but it has been open for more than three years in the last three days. Do you think this is a marketing tool?

Therefore, Lei Jun said at this time that the production capacity was not good at that time, and there was no deliberate hunger marketing. But the fact is that after this incident came out, some netizens thought that Xiaomi products were very good, because the products were sold out easily. Some people said it was a monkey, and rice noodles were called rice monkeys. Therefore, word-of-mouth friendship is not good, but it is still good to do. The company has persisted for ten years. This is true, so I have to say that I still admire it.