很多人说小米的营销得好。还有人说,小米只是营销做得好。因为这个,在今年的中国经济年度人物颁奖典礼上,雷总还和格力的董大姐PK得很热闹。其实小米成立3年多来,我们没做过什么传统意义上的营销。我们一直在这么说,但是很多人不信。很多人都在问,小米到底是怎么做的?在这背后,雷总的归纳很好理解。第一个,是雷总讲的风口理论。在台风口上呢,猪都能飞。我们就是站在了台风口上。这个台风就是在智能手机市场变革的时候,我们拿出了合适的手机去打入市场。但是在飞起来以后,持续在推动小米前进的力量是什么呢?用雷总的话说,是人民群众的力量。“从人民群众中来,到人民群众中去。”是人民群众的路线。这个我所理解的本质是口碑。今天我和大家聊聊我对口碑的理解。 Many people say that marketing of millet well. Others say that millet just marketing done well. Because of this, at this year’s Chinese economy annual character awards ceremony, Lei and Geli’s Dong Sister PK was very lively. In fact, millet set up more than three years, we have not done any marketing in the traditional sense. We have been saying that, but many people do not believe it. Many people are asking, in the end is how to do millet? In this behind, the general summary of Ray is well understood. The first one is the general theory of mine that Ray speaks. In the mouth of the typhoon, pigs can fly. We are standing on the mouth of the typhoon. This typhoon is the smart phone market changes, we come up with the right mobile phone to enter the market. However, what are the forces that continue to promote the march of millet after it has flied up? It is the power of the masses in general terms. “From the masses of the people, to the masses of the people.” It is the line of the masses of the people. The essence of what I understand is word of mouth. Today I talk to everyone about my understanding of word of mouth.