Uncover the secrets of how Xiaomi created those excellent marketing cases!
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Creativity is actually a kind of logical thinking . Many friends may ask, aren’t all creative people full of imagination? Isn’t it true that you can only come up with creative ideas after drinking two taels of wine? Why is creativity a kind of logical thinking? I want to say that behind some seemingly emotional and imaginative ideas there is a series of rational reasoning processes. The creative logic behind Xiaomi's weight scale We launched a product called Xiaomi Weight Scale last year. At first, I thought publishing a scale seemed easy enough that I could do it in a few days. We have already made something as complicated as a mobile phone, so launching a scale seems like nothing. So I went to JD.com to learn about the selling points of all the scales, and found that there are so many kinds of weight scales in the world. ▲ What are the functions of a weighing scale? ☞ What functions does the product have? Let me roughly summarize their functions. For example, the large scale surface can be connected to WeChat to measure the weight of some kitchen supplies. Some can also connect to mobile phones. I think it's pretty high-tech. So I asked the product manager what the best feature of our scale was. Our product manager said with great pride that the biggest feature of our scale is its glass, which is the same glass as the one outside the National Grand Theatre. It is very simple, and this is our biggest selling point. At that time, I was thinking that the biggest selling point of a scale is a piece of glass, how can it be sold? Every time the product manager talks to us about the product, he will give us a list of all the indicators. We find a word in the list called one hundred gram graduation value. It means that it can measure changes within about one hundred grams, so we thought of this as accurate. ☞ Find the core selling point So, we conducted a calm analysis and finally came up with the two most important selling points. One is the graduation value of 100 grams, and the other is the mobile phone connection. The one hundred gram graduation value represents precision, and the mobile phone connection can measure and record the curve of every weight change. How precise is this? We wanted to know what one hundred grams felt like, so we ate a lot of things to test it, such as eating an egg to see if it would work. Finally we found that the weight of a glass of water is exactly 100 grams, and we can see it quite intuitively. So our scales can record even small changes like a glass of water with a mobile phone. ☞ Verify the selling point. Will users benefit from it? Later, we thought that this seemed to be of no use to people who were overweight. If I suddenly lost 0.1 catties, it would be of no use to me and I wouldn’t care much. We asked many users whether they would care about losing a very small amount of weight. Later we found that there was a group of people who really cared about this matter. Who were they? They are the girls around me who go to the gym all day and skip lunch. They would rather eat less than one meal and then weigh themselves to see if they are lighter. We discovered that if a scale could record tiny changes, we could derive an unexpected result - seeing progress every day. In this case, we set the framework of the entire creative idea. ☞ Determine the form of expression, copywriting , pictures... Our pitch is that this is a super accurate scale that keeps track of your progress. ▲ Promotional image of Xiaomi weight scale This is our final product. The first one is our main picture. We found a very healthy girl. There was a scale under her feet and a glass of water next to the scale. The weight of the glass of water was one hundred grams. She could feel the accuracy when drinking a glass of water. Please note that the design of this picture is very clever. You will find that the whole person is in the shape of a triangle. You will be attracted by the model, and her eyes are looking at the scale, so you will follow her gaze and directly notice the product. This is a small detail. Later, we did such an interaction. I will tell you that every day is an opportunity for rebirth, and you can feel the subtle changes in your body. ▲ Weight change trend chart This photo shows another girl who weighed herself after getting up in the morning, then went out for a morning run, weighed herself after lunch, and how many calories she lost after shopping in the evening. In this process, the changes are actually very small, but they are the most touching. Once we have a good creative framework, everything becomes easier for us. For example, when talking about the recording function of mobile phones, our copywriting is called "Let the curve become your moving curve." What it means is to make the curves in the phone become the moving curves of your body. If you work hard, you can get in better shape. In the special edition, we also used a phrase called "Make your future self like your present self." As you can see, so many ways of expression and emotions, including the entire picture and copy, are derived by solving an initial series of problems in a very rational way. Instead of thinking about it today, thinking about it tomorrow, and then writing it down as soon as an idea comes to mind. What is the correct thinking path for creativity? ▲ The correct thinking path for creativity First of all, when we get the product, we are faced with a bunch of functions, and these functions may not be selling points. So we need to find out which features are beneficial to users, and then combine those features together to see if there are any new benefits. Finally, we found a selling point, which is what users recognize, that is, your interest point. How do you want users to understand, what parts of our products can users understand, and what kind of market are we facing. After finding these selling points, we can vaguely grasp some strategies. The so-called selling point is what direction we should go, what we should say, and what we should not say. After the strategy, we need to think about copywriting, pictures, activities, and advertising. This is a complete creative path. The creative path of Xiaomi power strip At that time, we also made a very difficult product called Xiaomi power strip. ▲ The main functions of the power strip When we got this power strip, we were all surprised and said that it was great and had all the functions. For example, it was beautiful, simple and compact, and its workmanship was very exquisite. But we discovered another problem: this thing is good in every way, but it is difficult to tell users in one sentence what is so good about it. So, we started thinking logically again. We roughly summarized several functional points, such as beautiful, compact, with three USB ports and high quality. What’s the point of making a power strip so beautiful? Later we found that during the trial, we would rather put it on the table instead of hiding it under the table or next to the sofa. It is very small and has three USB ports. If you want to use USB, you can only put it on the table. So, in the end we came to the conclusion that it turned out to be a power strip that could be placed on the table. This is indeed an unusual selling point found among several seemingly unrelated functional points. ▲ The final selling point of the power strip How to achieve high quality? What is high quality? High quality means better than what others do. Think about it, if there is something that can be placed on the table and it is so beautiful, with every detail well made, then what is it? We finally found a word called artwork. Artworks have these characteristics, they are beautiful and require careful consideration. So, we call the Xiaomi power strip a work of art among power strips. How can the above be reflected? As you can see from the main photo, we didn't take the photo as a power strip, but rather presented it as a home craft. As for these three USBs, it is actually difficult to say clearly how many volts the USB voltage is, so we can summarize it in one sentence: it is comparable to your original charger, which makes it clear. ▲ Can be placed on the table at any time Small and beautiful means that it can be placed on the table, which is simpler. We took some pictures of it on the table and in the bag. Taking a photo on that table will tell you that it can be integrated into your home style. ▲ The size of the power strip is comparable to a pencil case In order to show how small it is, we used a pencil case to represent it. So when you look at this picture, first you know that this is something like a work of art, and second you will find out how small it is. For example, in this photo of the piece placed in the bag, probably not many people would bring a power strip with them on a business trip, but after posting this photo, many friends said that they would indeed take it with them to use. Regarding high quality, we encounter another difficult problem: how should we express ourselves to show that we are more attentive than others? Because users cannot perceive the importance of being attentive. So, we disassembled it. We disassembled all the best-selling power strips on JD.com and took a photo. With this photo, you can kill it with one click. After looking at the pictures, you can tell that the workmanship inside is very neat. ▲ The creative path of Xiaomi power strip This picture is the most critical picture in our entire power strip marketing . The entire power strip also follows this path, for example, it is small in size and well-made, and finally we find that its advantage is its high quality. When we were designing the product, we initially just wanted to make a high-quality power strip, and didn't think of designing a power strip that could be placed on a table. Therefore, if you don’t think of these points when designing the product, you can try to combine different functions through these methods to see what effects we can achieve and what possibilities there are when users use it. So we finally found the selling point, which is that it is beautiful, small and well-made. Then we compare it with handicrafts and household items. We don’t treat it as a power strip, we don’t talk about various parameters. This is a core strategy. We treat it as a work of art and a desktop ornament. At this point, we know what to show. If we can achieve this step of strategy, how can we achieve high quality later? Later, I searched for people's comments on the Xiaomi power strip on Weibo, and there was a comment saying that Xiaomi's insight into user psychology can be reflected in these pictures, and he was attracted after seeing them. After reading this review, my feeling is that what we value when doing marketing is insight. Being creative is one way, and we must force ourselves to understand user psychology and market demands. Creativity is not about imagination or sudden inspiration , but... So I felt very tortured when doing the first two cases, but after finishing them, I felt that everything was natural. You will find that the simpler things are, the harder they are to think about. For example, mobile phones and smart hardware have many functions, and you can just pick one at random. But simple things like weight scales and power strips are hard to explain as different from other things. Therefore, when you look at many cases, you should not only look at how it is performed, how fancy the technology is, and how good the videos and pictures are output, but you can also think about the thinking behind it, what problems and entanglements it faces, and where the pain is when making the product. When we think of these, we can fully learn its ideas. Creativity is not something that can be created after a few drinks or a three-hour meeting. It must be presented through logical reasoning, so good ideas are very plausible. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @Xiaomi Senior Planning Director Yao Liang was compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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