"The Era of Participatory Marketing: Focus on niche loyalty and let fans roll out a non-stop brand whirlwind": Focus, extreme, word-of-mouth, fast

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I got home this evening and received a new book “[The Era of Participation Marketing: Focus on Niche Loyalty and Let Fans Roll Out a Non-stop Brand Cyclone]” as a gift from Tianxia Magazine (https://www.books.com.tw/exep/assp.php/vista/products/0010671 046?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201504)”, which brought back my memories of this book and the first time I came into contact with it last year. Thinking about it, this book and I really have some fate!

Thanks to the invitation of Tianxia Magazine, I not only helped “[The Era of Participation Marketing: Focus on Niche Loyalty, Let Fans Roll out a Non-stop Brand Cyclone]” (https://www.books.com.tw/exep/assp.php/vista/products/0010671046?utm_source=vi sta&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201504)” (I am honored to recommend it together with Chairman Zhan Hongzhi and General Manager Xie Xinhui). In fact, he was also the driving force behind the original recommendation of Tianxia Magazine to negotiate for the copyright of the traditional Chinese version. When this book was first published in China, I strongly recommended it immediately and formed a book club with some good friends to study together how Xiaomi Technology does social marketing?

Mentioning “Focus, extreme, word-of-mouth, fast”, I believe this sentence is familiar to many netizens, and it may even be catchy. This is the seven-character Internet secret of Lei Jun, the founder of Xiaomi Technology (https://baike.baidu.com/subview/50454/5076049.htm), and it is also his observation, deduction and conclusion of Internet thinking. What is commendable is that he had such an understanding as early as 2008, and he also implemented it thoroughly during the founding process of Xiaomi Technology.

Mentioned “[The Era of Participatory Marketing: Focus on niche loyalty and let fans roll out a non-stop brand whirlwind](https://www.books.com.tw/exep/assp.php/vista/products/0010671046?utm_source=vista&utm_medium=ap-books&utm _content=recommend&utm_campaign=ap-201504)” [Li Wanqiang] (https://baike.baidu.com/view/6006062.htm), you may not be familiar with him. In fact, he is also the co-founder of Xiaomi, and has in-depth research on user experience and word-of-mouth marketing.

There are many books on social marketing, and there are countless reports introducing the legendary story of Xiaomi. However, the reason why I strongly recommend this book is not only because the author Li Wanqiang is the co-founder of Xiaomi Technology, but also because this book is very informative! There is a lot of “dry information” in the book, and the author shares a lot of secrets about how the Xiaomi team plays with marketing.

For example, everyone knows that in the Internet age, you have to move “fast”! But for Xiaomi, speed is not just the foundation of good service. Speed ​​is a kind of corporate culture, speed is the core competitiveness of the brand, and speed is the source of differentiated services.

Xiaomi’s technology is so fast that it’s jaw-dropping.

1. Rapid expansion: more than 300 franchise stores and 7 Xiaomi Homes were established within 4 months.

2. Fast response: 24/7 customer service, WeChat can even respond within 15 minutes.

3. Fast delivery: 24-hour fast delivery in core cities.

4. Fast repair: 1-hour fast repair and compensation service (get a 20 yuan cash coupon or play a big dice game).

Xiaomi Technology truly strives to “not only satisfy customers, but also impress them.” The Xiaomi team listens to customer service recordings every day and discusses improvements. The company even puts the customer service and R&D departments in the same office so that if there are problems, they can immediately start improving them.

Speaking of Xiaomi Technology, perhaps everyone is already familiar with their products (such as Xiaomi mobile phones, Xiaomi bracelets, etc.), but how Xiaomi Technology cleverly uses social media to operate its brand is even more curious.

After reading “[The Era of Participation Marketing: Focus on niche loyalty and let fans roll out a non-stop brand whirlwind](https://www.books.com.tw/exep/assp.php/vista/products/0010671046?utm_source=vista&utm_me dium=ap-books&utm_content=recommend&utm_campaign=ap-201504)”, it made me understand that Xiaomi Technology regards new media such as Weibo and WeChat as the most important marketing platform: traditional companies will find dedicated people to do marketing, but Xiaomi has built itself into a powerful self-media. They not only do content marketing, but also pay more attention to user operations. Marketers also need to understand the product and must clearly explain the product features to users.

Overall, Xiaomi Technology is a user-centered company. They use geek spirit to make the ultimate products while allowing everyone to enjoy the fun of technology. In just a few years, they have successfully created a well-known brand that fans are crazy about. More importantly, Lei Jun led the Xiaomi team to create a brand that truly understands consumer emotions.

Tonight, I re-read “[The Era of Participatory Marketing: Focus on Niche Loyalty and Let Fans Roll into a Non-stop Brand Cyclone]” (https://www.books.com.tw/exep/assp.php/vista/products/0010671046? utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201504)》, looking at the Xiaomi bracelet worn on my left wrist, my heart started to throb again.

Lei Jun: “Xiaomi is willing to make a good product with real materials and materials at all costs.”

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♪ Picture source: Huang Lingxiu (Reposted with permission)

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Further reading

• When red bean cake meets social marketing: How small businesses use Facebook and LINE@ to promote
• “Earn 300,000 per month with LINE stickers!” Banana Man’s character economy winning skills with the No. 1 download rate: Bravely start a business and create a character economic ecosystem
• “Quickly Build a Super Popular Website: 26 Internet Marketing Secrets to Capture the Attention of Netizens and Fans”: Master the tips of visual communication and do marketing with twice the result with half the effort

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