How did Lao Luo, who has feelings, manage this event?

Although netizens always jokingly say that watching Luo Yonghao’s press conference is like listening to a “crosstalk”, this crosstalk was carefully planned and choreographed. Where is the burden? Where is the applause? Where should I pause? Where should we keep the secret?

Looking back at Luo's speaking career over the past few years, his packaging of product selling points, grasp of user needs, control of user emotions, and interpretation of company values, this series of operational strategies are all worth learning for operators.

01Redefine the rules of the game

Brainwashing is not achieved by shouting slogans; it requires a solid logical foundation and argumentation process.

Does the new appearance of Nut Pro 2 look very different from that of iPhone? It's not big, but Luo cleverly compares the appearance of iPhoneX, Samsung , Motorola and other mobile phones, and then tells you with a sneering attitude that these things are low-level competitors.

They cannot achieve the level of beauty, so they use simple and rough appearance before and after optimization to make a comparison, which creates a strong contrast in users' understanding of the product and immediately increases their favorability.

Finally, it kept emphasizing that it is “very beautiful”, and once again said that it is “too beautiful to be powerful” to solidify the brand image of Hammer.

Ordinary competitors will compete with you within the rules and compete with you on parameters. High-level competitors, like Lao Luo, directly change the rules. We follow the trend of the times, form a simple style, and then optimize our own products to create a contrast. Isn’t it beautiful? beautiful! Consumers really believe it. Operators need to learn how to redefine the rules of the game.

02Speaking human language

The most important thing when working on the Internet is to speak human language to users, but there are actually not many people who can really do it.

Lao Luo understands this very well. When demonstrating the functions of a product, he first expresses it in terminology and then makes some self-deprecating jokes about it.

For example, regarding the explanation of the beauty function, should photos be realistic? Here, Luo finally changed his previous view and used 1,000 Momo female anchors for testing, "almost" to emphasize the adoption of MOMO's AI beauty function in order to capture female users .

Operators know too much about their products, but they cannot assume that users are the same as they are. We need to grasp the real needs of users, make them understand and actively participate, in order to truly carry out user operations .

03Information transparency

"Trade secrets" are like a girl's bra. If you lift it up a little to take a look, she will slap you in the face. When 99% of companies are desperately trying to cover up, the 1% that are open and transparent do nothing and still have a huge credit advantage.

Lao Luo continued his previous storytelling style and gave a new interpretation of "full screen". He joked that neither he nor other mobile phone manufacturers have full screen, and he accidentally "offended" other manufacturers. Using "almost full screen" to launch your own products can not only highlight the authenticity of the product, but also gain users' recognition and trust, making them feel that he is particularly reliable.

04 Low profile

In the past, brands often liked to package themselves as very high-end, acting as if they were so cool and everyone should come and worship them, and also talked about something called " fan economy ". These days, mass media has fallen from its pedestal, and brands that still hold on to it are just deceiving themselves.

Just like Lao Luo's attitude towards buying and selling, it's a voluntary thing between us, and no one is begging anyone. I tell the truth and may even hurt myself intentionally or unintentionally to make users happy, and maybe users will like it more. What operators need more is to get closer to users, truly understand user needs, and narrow the distance between products and users.

05Start from the user's usage scenario

How to sell products to users? The most important thing is to grasp the needs of users and solve their pain points. Lao Luo’s favorite part is the product display, which can maximize the display of the characteristics of new products and create greater differentiation from other brands.

Nut Pro2, represented by Cai Cong, has captured the needs of another group of ignored disabled people. The data listed show that the total population of people with disabilities is close to the total population of people with the surname Zhang. The barrier-free mode of Smartisan OS has three functions: batch processing, direct jump, and global accessibility. People with visual impairments can long press the button to perform voice operations, such as completing payment.

Whether a product is valuable to users does not depend on its price, materials or advanced technology; it only depends on whether it is useful to users. The more specifically you display the benefits to users and the clearer the pain points you solve, the easier it will be to sell the product.

06Cross-border cooperation to form complementary advantages

After the previous two hours of demonstration, Luo showed a lot of new features of the phone, but we carefully discovered that there was a lot of cross-border cooperation here.

For example, the beauty function cooperates with Momo, the input method cooperates with Sogou Input Method and iFlytek Input Method, and the barrier-free function of Smartisan OS cooperates with a certain company (I can’t remember the specific company), JD Finance …

On the one hand, the cross-border cooperation between these platforms reduces the workload of their own product development and improves product development efficiency. On the other hand, cross-border cooperation can better promote brands and enable each brand to gain consistent recognition among the target consumer groups, thus achieving a win-win situation for both parties.

07Value Output

If we say that for the first two hours or so, Lao Luo was still conducting marketing at the product level. Then in the last paragraph, it is elevated to the level of values.

"It's fate that we make mobile phones..." Why did so many audiences cheer for this sentence? The sentiment touched the hearts of Hammer fans. Regardless of whether there is a discount on the ticket price or not, how many Hammer fans who can travel thousands of miles to the scene will really care about the fate that has built up over the years?

As well as the air purifier launched by Luo Yonghao and the social status quo of haze and pneumoconiosis he raised, people also feel Luo Yonghao's honesty and pursuit as a capitalist: "deliberately making profits by improving human life."

At this point, a perfect product demonstration was successfully completed.

Finally, when Lao Luo was in Sichuan, he finally had a new understanding of the term "hammer". As a native of Shaanxi, I am deeply gratified. After all, for the past few years, I didn’t dare tell my parents when I got home that I had a pretty good “Hammer” phone.