There is a dark horse named "Xiaomi" in the field of mobile phone, which is a model of eleventh social marketing.

The rapid rise of Xiaomi is inseparable from community marketing. In the past, we have mentioned the example of Xiaomi detonating QQ space twice. Let's continue to talk about Xiaomi here.

Xiaomi Company was established in April, 20 10. Is a mobile internet company dedicated to the independent research and development of high-end smart phones, which has a certain influence in the field of mobile phones.

At the end of 20 10, Xiaomi launched the mobile phone real-name community Mi Chat. Within six months of launch, the number of note users exceeded 3 million. Xiaomi gathers fans' strength through social marketing modes such as Weibo, WeChat and forums, and builds Xiaomi into a well-known brand in a short time.

Xiaomi's brand declaration is very interesting, that is, "born for fever", that is, using the quality of enthusiasts to demand products. The product made by Xiaomi is to make consumers scream and gather enthusiasts.

Xiaomi spent a year making MIUI mobile phone system, which is the second development on Android system. It should be noted that the MUI system is a system that Xiaomi communicates with users every week. According to the needs of users, Xiaomi and users * * * developed the mobile phone system MU.

Xiaomi communicates with users, adopts users' creativity, improves MIUI system, and makes users have feelings for MIUI. Xiaomi 1 1 was released in August, 2006 based on Xiaomi's software and the feelings Xiaomi has established with users. After Xiaomi 1 came out, it won the support of 500,000 fans.

Some users once suggested to Xiaomi to produce mobile phones, and said, "I will buy them if you make them", which gave Xiaomi the courage to make them. The success of Xiaomi's production of Xiaomi 1 is based on the gathering of community users and fans.

It is precisely because of the gathering of a group of enthusiasts that the ecosystem of Xiaomi mobile phone has been expanding, Xiaomi brand has been able to transition to other products, and peripheral products such as Xiaomi piston headphones and Xiaomi boxes have gradually enriched.

From 20 1 1, "rice flour" has become synonymous with millet product lovers. With the foundation of enthusiasts, Xiaomi has gradually formed a rice noodle culture, including city fairs, rice noodle festivals, popcorn awards and so on. Many rice noodles have become attached to Xiaomi's mobile phone and are closely connected.

All in all, Xiaomi's success is based on the community. It can be seen that in this era of rapid development of the Internet, community marketing has become a marketing weapon.

Xiaomi used the following three steps to build a community.

Positioning the core population

Community 020 action

Let users get a sense of participation through interaction

Xiaomi's fan gathering place

Xiaomi has a precise understanding of the fan gathering platform. In the early days, the main gathering place of Xiaomi fans was the forum. In the forum, rice noodles participate in research, product development, testing, communication, marketing and other links. Various activities give rice noodles a sense of honor and accomplishment.

Later, Xiaomi gradually made platforms such as Weibo and WeChat become gathering places and spreading places for fans. Through the WeChat customer service platform, Xiaomi's leaders and employees can have a dialogue with fans.

Now for Xiaomi, the forum is suitable for precipitation and maintains the activity of existing users.

Core fans

In order to find his loyal fans, Xiaomi collected 1000 people on the mobile phone forum, dragged them into Xiaomi's forum, and asked them to brush their mobile phone system into Xiaomi's MUI system to complete the brushing work.

For mobile phone users, there is a certain risk in swiping the mobile phone, and it is easy to see that the mobile phone cannot be turned on. Nevertheless, there are still 100 people who are willing to brush their mobile phone operating system into Xiaomi's MIUI operating system, so this 100 people became the first angel users of Xiaomi, and their names all appeared on the startup page of the first version of Xiaomi's mobile phone. In addition, on the occasion of Xiaomi's third anniversary, a micro-movie was specially filmed for this 100 angel user.

It can be said that this 100 angel user is the starting point of Xiaomi community, and their loyalty to Xiaomi is beyond doubt, so this 100 person is the core fan of Xiaomi.

Community O20 marketing

The community O2O mentioned here refers to the combination of online and offline when doing community operations, and both can be carried out at the same time. Xiaomi Online has a Xiaomi Forum where people can discuss everything about Xiaomi. Xiaomi's first batch of 500,000 households was accumulated in the forum.

There is a post in the Xiaomi community, which is "800,000 units! 12 hour! More than 700,000 people visited the post of Red Rice Note, and more than 30,000 people commented on it. It can be seen that in the Xiaomi community, the daily traffic is very large.

Xiaomi once held a "city meeting" offline, which brought together the "rice noodles" of a city. Xiaomi and "rice noodles" carry out activities together, including public welfare activities and large-scale outdoor activities. Through these activities, the mood of "rice noodles" can be effectively mobilized.

In addition to Xiaomi's "City Club", Xiaomi will also hold an annual celebration "Rice Noodle Festival" for users. In the "rice noodle festival" activities, Xiaomi's partners will personally participate in it and interact with "rice noodles", thus enhancing the feelings between Xiaomi and fans.

Xiaomi's theory

1. Word of mouth

Xiaomi pays attention to word-of-mouth marketing, but it is different from traditional word-of-mouth marketing. Traditional word-of-mouth marketing aims to attract repeat customers. Xiaomi's word-of-mouth marketing is to create a news effect, through which customers can make purchase decisions. Or Xiaomi's word-of-mouth marketing is to stimulate consumers to pay for goods.

be concentrated

Xiaomi's core product is a mobile phone, but it has also cut into many fields including air purifiers. So, is Xiaomi focused? For entrepreneurs, it is generally not entangled in such a quantitative concept. There is no fixed definition of "concentration", its definition is given by people.

Xiaomi focuses on the brand created by the community, builds a wall for products in the community, and maximizes the potential of the brand. Xiaomi mainly focuses on the excavation of community value, and the areas involved in the products are not the key points.

3. extreme

From an extreme point of view, Xiaomi has two characteristics, namely "deified values" and "media communication", which are the pinnacles of China enterprises. The perfection of Xiaomi is unique and innovative.

Quick action

As far as Xiaomi is concerned, all aspects have reached the "fast" standard, and the speed of product release and performance development is very fast. In addition, the speed of learning from competitors is also very fast.

5. sense of participation

Xiaomi regards users as friends and actively draws closer to users. Xiaomi attaches importance to user experience and respects users. Whether it is an interactive activity or a new product release, Xiaomi will let users participate in order to enhance their sense of participation.

In Xiaomi's theory, what needs to be emphasized is the sense of participation. In Xiaomi's concept, participation equals sales. In Xiaomi Forum, hundreds of thousands of fans participated in the development and improvement of Xiaomi MIUI mobile phone operating system. It is reported that there are 65,438+million fans participating in the MIUI test. As a tester user, it has also become a sales channel for Xiaomi mobile phones.

For Xiaomi, sales are equal to participation. Xiaomi has such a positioning: gather the wisdom of many people and let them participate in the development and design of Xiaomi mobile phone. When these people gain a sense of honor, they will have the motivation to promote Xiaomi mobile phones.

Xiaomi's sense of participation is mainly reflected in the following two aspects.

Product participation: through the interaction between Xiaomi and users, do a good job in products. Involve users in product development and design.

Marketing participation: Xiaomi relies on the user's mouth to do marketing, so that users can participate in the sales of Xiaomi mobile phones.

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