Xiaomi entered the mobile phone market and was defined as an "enthusiast mobile phone". In the past, only geeks deliberately pursued experience. Xiaomi perfected it and shouted slogans to guide consumption. In the eyes of traditional enterprises, all kinds of seemingly redundant details of consumers' use of products are redundant, but Xiaomi guides consumers to pay attention to them. Xiaomi's products have not reached the state of subversion, but rely on micro-innovation of details to truly solve the pain points of consumers, so that the pain points that consumers can ignore themselves become the focus of consumers' attention.

Enlightenment: Innovation is not an avalanche, but you really walk into the consumer's life scene, starting from the pain point of consumers and turning the pain point into a new experience.

Community-based consumer opinions capture consumers' needs in real time and let consumers participate in creation.

Traditional enterprises often have a "lag effect" in understanding consumer demand. For example, after a product goes on the market, it is very slow to find out whether consumers are satisfied. In recent years, many traditional enterprises are trying to establish online consumer communities, hoping to capture consumers' needs and various evaluations of products at any time. Xiaomi solved this problem through the community. Every day, there are many fans gathering in the Xiaomi community, and all kinds of spit are posted on it, which have become the key to Xiaomi's discovery of pain points. For example, MIUI of Xiaomi is the value created by consumers. More than 600,000 "rice noodles" participated in the design and development of Xiaomi MIUI operating system. The weekly update of MIUI is the crystallization of the cooperation between Xiaomi and "rice flour".

Enlightenment: In the Internet age, consumers are producers. Consumers not only want to participate in product purchase experience and sharing, but also want to participate in production. This crowdsourcing model deserves the attention of traditional enterprises. How to let consumers participate in product R&D and design is a problem worthy of consideration.

Create stories that consumers can talk about and enter the topic of mass communication.

Last year, a traditional mobile phone manufacturer came to consult and asked how to make his mobile phone brand talked about. After a long communication, he found that there was nothing to talk about. This manufacturer produces more than a dozen mobile phones every year, with complete coverage of operator channels, specialty stores and e-commerce channels, but the products are not eye-catching. There is no topic at all except for the large volume of shipments through channels. Xiaomi's marketing mainly relies on the Internet, social media and self-media. When using these media, Xiaomi is very good at making stories and gimmicks. Whether Lei Jun is portrayed as Reebs or Xiaomi's various news, Xiaomi has successfully spread these stories to the mass media through the media, becoming the object and topic people talk about, and also bringing a sense of fashion and popularity to the brand itself.

Revelation: Many traditional manufacturers' products never have any stories. Brand is for consumers, which is a kind of consumer sovereignty. In the field of science and technology fashion, it will be more and more difficult for a product to gain a leading position in the Internet era if even consumers don't want to talk about it. It is impossible for a product to participate in the mass communication agenda. Consumers just "buy" and "use" and will soon be forgotten. Popularity is what traditional enterprises need to do.

Grasping ethnic groups, creating fan effect and expanding fan economy

Xiaomi uses the concept of mobile phone enthusiasts to define a new consumer group. This group has nothing to do with demography and sociology, and it has nothing to do with whether they are diaosi, but whether they are chasing the new trend of science and technology. In the final analysis, it is related to whether they are hardcore Xiaomi mobile phones. This way of labeling and grouping consumers is somewhat similar to the concept of establishing brand religion, because all people holding Xiaomi mobile phones will wave flags and shout for them, and Xiaomi will let them create various atmospheres.

Enlightenment: Today, traditional enterprises are still using very traditional means to segment consumers, such as gender and generation. In fact, consumer psychology, value proposition and hobbies are the real keys. Xiaomi is grasping the "elite" in the science and technology consumer group, and the elite is leading the mass fashion and building the mass culture.

Focus on boutique strategy and create scarcity effect

Traditional technology companies make several products every year, but each product has no bright spots. Xiaomi learns from apples and only makes one product a year to make the experience to the extreme. This strategy of "focusing on fine products" is actually the spotlight effect brought by single products, which is reflected by Xiaomi's maximization. At the same time, because we only focus on one core product, it causes scarcity, and also makes the marketing of products have a strong sense of mystery, which is also fully utilized in Apple in the Steve Jobs era. The products that make consumers scream must be fine products, not everywhere. Distance makes products more valuable.

Revelation: The more personalized consumers are, the more they need to focus. Although the traditional manufacturing industry is subdivided, this subdivision is extensive. Trying to satisfy all consumers with a variety of products, in fact, ultimately can not achieve the corresponding with consumers. Only by cutting off those unnecessary duplicate products and focusing on fine products can we win fans.

Internet is an experience economy and a service economy.

Xiaomi sells smart phones and smart TVs at low prices. In the eyes of traditional enterprises, this low cost can't be supported at all, but he still insists that from Xiaomi 1 to Xiaomi 3, the price is the same, and the smart TV of 2999 yuan is even more shocking to traditional TV manufacturers. Why? Internet economy is an experience economy and a service economy. The era of impressing consumers solely by function has passed. Building peripheral service chain, information chain and content chain based on products is the core business model, which is the business ecology in the Internet era.

Enlightenment: Traditional enterprises often do one thing, sell one thing, and finally fall into the quagmire of product function competition. Internet pays attention to the extended development of consumer demand, starting with services and content. Just like the smart TV promoted by LeTV, iQiyi and TCL, content, advertising and experience are its real selling points. What traditional enterprises need to think about is how to tap consumers' demand chain around products and meet consumers' needs through more service forms and experiences.

In the face of new changes in consumer demand, all enterprises need to redefine consumer demand and redefine communication and business models.