Cool, cheap, limited sale ── Promotional technique of "small rice" (Xiaomi), which became a national smartphone in China (page 1/2)

On April 8, some of the Chinese internet area was crowded with a festival called "rice flour.""Club" represents the same festival as the "festival" of China's New Year's "Spring Festival", and "rice flour" means "fans of smartphone maker small rice (Xiaomi)."In other words, it is an event called "Small US Fan Festival".At this festival, the company's products are sold at a record discount price at a time only.As a result, a surprising sales record of 1.3 million units and 1.5 billion yuan (about 24 billion yen) in 12 hours was set.

Small rice (MI).CN) is an Android smartphone maker that is now growing in popularity in China.According to CounterPoint Technology Market Research, China's sales volume in January to March 2014 was 11 %.This is the third largest Samsung Electronics (18 %) and China Lenovo (12 %), surpassing Apple (10 %).Of the photos uploaded during the large holidays during the large holidays, the photos taken in small -scale holidays are second in the iPhone, following the iPhone.

As a result of rapid growth in China, it has also increased its presence in the global market.According to the market research company TRENDFORCE, the number of smartphones shipments in January to March this year was 267 million units, and by manufacturer, the top Korean Samsung Electronics and the U.S. Apple, the 7th place small rice is 4 share 4 share 4..0 %, the sixth place Sony is on the shoulder.

According to the announcement of small rice, the number of shipments in January to March is 11 million units, and the annual shipment is 5 to 60 million units.In 2015, it reached 100 million units a year.

Small rice was founded by a software company, Kanayama Soft CEO (44).The Kanayama softener is known as KingSoft in English, and is known for its low -priced office software and security software in Japan.Last August, Hugo Rose, a Director of Android product management at Google, joined small rice as a vice president and appealed to strengthening its development capabilities.

Speaking of smartphones / mobile phones made in China until the appearance of small rice, the first is to match the number of models, such as a self -proclaimed "Hyakka Ryoran", and an objectively "elephantless elephant" that "hit a few shots".It was what I did.However, small rice focused on a single smartphone called "Small rice desk" ("hand desk" means a mobile phone), as Apple focused on one model.The website is also inspired by the iPhone introduction page.

The first "small rice desk" was announced in August 2011.A glorious product approached with an advertisement like an iPhone appears at a relatively high -spec and shocking 1999 yuan low -priced (at that time), and sells only the company's site.Manians who usually check IT news and sellers who want to resell at their own stores have flooded reservations.

The low price is realized by outsourcing production to INVENTEC and FOXCONN for one model only.In addition, we did not always sell on the web, but often took the form of "100,000 limited reservations".As a result, "The news of the reservation is reported and the enthusiasts and traders are interested" → "If the number of reservations of 100,000 units is full, the mania and traders are more interested in the news" → "After a while,"The start of reservation sales was reported ... ", and small rice became famous every month.

Although it will not be sold limited since June 2012, in August of the same year, the new model of the small rice desk 1S, which is 500 yuan cheaper than small rice desks, was announced.Again, "Hundreds of thousands of units are released" → "I have reached the number of reservations in no time" was repeated for several months.After that, the successor model of the small rice desk will be released, "Komi -Tein desk 2", "Small rice desk 2s", "Small rice desk 3", and a low -cost model "Red Rice Te Hand Desk", which will be less than 1000 yuan.

After small rice in the soul of one model, a manufacturer with the same concept of "OPPO" and "Fun" (Meizu) appeared in the same concept, "Introducing one model of high -spec and low -priced smartphones".Moreover, there is only a late -American appearance, it looks more smart than small rice, and it has a good texture, and a high -spec model that is likely to be received is introduced at a competing price, and not only direct sales on the Internet but also actual stores, so it is sold.And differentiation.This was more popular than a small hand desk for enthusiasts.

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