Marketing Bible Behind Xiaomi's Mobile Phone

1: Lei Jun: Behind the pig flying, the sense of participation is typhoon.

2. Xiaomi Company is a company that allows users to participate.

3. Global mobile phone operating system, iterative once a week.

Don't do public relations, don't do marketing, just look at this model, and then practice it slowly. Word of mouth communication.

4. Pigs can fly over typhoons.

Everything has to go with the flow. If you compare entrepreneurship to a pig and compare the industry trend to a typhoon, then the user's sense of participation is also a typhoon.

5. Xiaomi's two most important points:

Through interaction with users, we can make good products.

Good products can be passed on through users' word of mouth. (the core of Xiaomi)

Treat users as friends.

6. Internet thinking is that word of mouth is king.

7. Three key points of entrepreneurial success:

Choose a big market; Form an excellent team;

Get more money than you can spend.

8. When Xiaomi was founded, Mr. Lei asked us one thing: word of mouth.

9: focus, extreme, word of mouth, fast. Seven-character formula of internet thinking

Focus and extreme are the goals of the product.

Fast is the code of conduct, and word of mouth is the core of the whole Internet thinking.

10: Google: Everything is user-centered, and everything else is coming.

1 1: Three important changes in information dissemination

Information slowly moves from asymmetry to symmetry;

The speed of information dissemination has soared and the influence of communication has been expanding;

Internet information is decentralized communication. Through social media, everyone is a node of information dissemination and may become an opinion leader.

12: in the era of mobile internet, we should be good at using word-of-mouth marketing and learn to use social media to spread.

13: Word of mouth iron triangle: engine, accelerator, relationship chain.

Engine: product; Accelerator: social media;

Relationship chain: user relationship.

14: 1 10,000 users don't spend a penny.

It can only be word of mouth.

15: Word of mouth node: fast, beautiful and open.

16: The establishment of social networks is based on mutual trust between people.

The flow of information is the flow of trust.

Friends are the most trustworthy user relationships.

17: The guiding ideology of Xiaomi's user relationship is to be friends with users.

18: Three-Three Participation Principle.

Three strategies: making explosive products, being fans and being self-media.

Product strategy. User policy. Content strategy.

Three measures: open the participating nodes, design interactive ways and spread word-of-mouth events.

19: Functional consumption, brand consumption, experiential consumption and participatory consumption.

20. Products are not limited to the products themselves, but also come from consumers and users.

Product article

2 1: User mode is greater than all engineering modes.

22: In fact, the first batch of Xiaomi users accumulated not mobile phones, but the corresponding mobile phone software MIUI.

23: Consumers are also producers.

Professional and amateur have become more and more difficult to analyze in the future.

Like Wikipedia. Products in which users participate.

Everyone is a product manager.

24. What is the best development model of Internet products?

User mode, that is, user mode is greater than all engineering modes.

25: Give priority to emerging needs.

Who is the core of user experience designed for?

Let the team structure be fragmented.

26: Making products is like a car walking on the road. As long as you think clearly about the general direction, you are not afraid to deviate from the route occasionally or slow down occasionally. In fact, what you are most afraid of is turning around at 180 degrees, repeating it, or stopping at the same place.

Millet and rifle revolution.

27: Who is the core of user experience designed for?

Determine who to design for, look good and use, three levels.

Principle: Make sure it is easy to use and look as good as possible.

28. Design Director of MUJI:

The origin of product design is not products, but people.

29. Activity productization, product activation.

Operating activities as products is a very important point in Xiaomi marketing.

30: Xiaomi. Com is a boutique e-commerce, and its products are explosive strategies.

Every explosive product is an advertising product with its own traffic.

3 1: The ultimate thing is to drive yourself crazy.

Behind the ultimate product is a huge investment.

Behind the cow force is hard work.

Choose to sell in QQ space, because the main customer base is students, and the most active social place for students is QQ space.

32: How was the speech made at the press conference?

The ultimate is to drive yourself crazy and be good at changing.

33: Product comes second, team comes first.

What is the most important factor for entrepreneurial success?

A team of two products. Because only excellent teams can have excellent products.

We spent a lot of energy looking for someone.

The most professional and appropriate.

34: Jobs: I used to think that one excellent person could be worth two mediocre people. Now I think it can be worth 50 or a quarter of my time to recruit talents.

35: Let users motivate the team.

Let employees become fans.

Let my mother-in-law also make good use of our products.

36: In Xiaomi Bubble Forum, it is work.

No matter which employee, he must soak in the forum in order to fully contact with customers.

Make a product with love, and users will return and give love.

Users' love will continue to motivate the team.

Brand article

37: not splitting the brain, but sneaking into the brain.

Who am I? This is the first thing to do in making products, also called positioning.

Xiaomi brand, the new trend of internet mobile phone.

Category logic: when users choose products, they will look at categories first and then brands. Internet mobile phone. Young people's first TV

38: Many advertising slogans are not simple marketing, but strengthening category education.

Red Bull Functional Drink: Drink red bull when you are thirsty, and drink red bull when you are tired.

Jiaduobao herbal tea: drink Jiaduobao if you are afraid of getting angry.

Yunnan Baiyao Band-Aid: It's faster to have medicine.

39: It used to be competitive thinking, but now it is product thinking;

Product thinking: focus, extreme, word of mouth, fast.

I used to split my mind, but now I am sneaking into my mind.

Sneak into the brain: word-of-mouth recommendation, let users participate.

40: Forum and Weibo, spread new media and spread the marketing of Xiaomi mobile phone.

One of the biggest advantages of the forum is that it can precipitate old customers.

4 1: Loyalty first, then popularity.

Business model and consumer demand.

We only do brands related to users and let users participate.

42: The so-called fan culture depends on your brand and how many loyal users you have.

43. Participation is the core concept of Xiaomi brand marketing.

44: Fan effect makes pigs fly.

Word of mouth is a powerful driving force for good products.

Because of rice noodles, millet.

45: Every user is a star.

Popcorn annual celebration.

The climax of participation is "becoming a star".

46: Be a brand, don't lose at the starting line.

Simple and friendly names and concise pinyin domain names are of great help to the flow of the company's products.

Born for a fever.

A good brand vision and declaration should be simple and pure, and can express their true vision and the vision that customers hope to achieve.

Mi Tu is the mascot of Xiaomi.

Basic information is the lifeline of communication.

Xiaomi marketing is word-of-mouth marketing, and the origin of word-of-mouth marketing is products.

48. Four or two pounds of communication skills.

It takes a little money to do great things. Learn to make good use of clever thinking.

The story of Box Brothers further verifies the quality of our mobile phones.

Every product should have its own "wooden box".

49: hold a theater press conference.

Only when there are "points" do you make a press conference: there are hot spots and news hot spots.

The product itself should be of high quality.

50: Use Internet thinking to make TV advertisements.

Do nothing, if you want to do it, do it thoroughly.

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