As we all know, foreigners like to chat about gas, and Chinese like to talk about food.
Thanks to the great richness of Chinese recipes, food occupies a lot of space in our social context. So whether it's content or marketing, the food brand is a good thing.
Xiaomi, as the king of marketing, is obviously well versed in this, and recently successfully leveraged traffic with a twist, and went all the way out of the circle with Xiaomi's values.
Source: Netizens posted pictures
Originated from the "We Xiaomi People" speech contest
Just as the relationship between chickens and basketball is as incomprehensible, at first glance, how to establish a connection between millet and twist is also confusing to the second monk.
It all started with an internal presentation from Xiaomi. The competition was held to celebrate Xiaomi's 14th birthday, and the main body was "We Xiaomi People", aiming to let employees show up to explain the company's values.
Source: Xiaomi official WeChat
After several months of competition, 14 players finally reached the finals, including today's protagonist Bing Jiabao - the driving force behind the Internet celebrity cannabis flower in Xiaomi canteen, after he delivered a speech on "Fight for Twist", the gears of fate began to turn.
According to Xiaomi's official introduction, Bing Jiabao is a "social terror who is afraid of looking at people", and it is this "social terror" who bursts the atmosphere of the scene and makes everyone, including Lei Jun, laugh back and forth.
Source: Screenshot of Xiaomi's official Weibo video
In his speech, he took the cannabis flowers in the Xiaomi canteen as an example to show how their department uses the thinking of engineers to create explosive models in the logistics world of the canteen.
How to make twist into millet twist
Twist was originally mediocre, but Bing Jiabao used three layers of narrative logic to turn twist, a featureless popular food, into "millet twist" step by step.
The first step is to integrate the matter of twisting into the context of the workplace.
The words he has used successively include "shovel officer", "social fear", "little Karami", "black and red are also red", "chicken blood", "flag" and other common words in workplace socialization.
In particular, some words that should have been used on people were used to describe the dough, which produced a magical laugh.
Source: Screenshot of Xiaomi's official Weibo video
The second step is to integrate the process of making twist into the context of the industry.
He confronted a group of people, development, and marketing people who were surging up jargon. For example, "OKR", "test field", "incubator", "integrated process", "sunk cost", etc. This kind of word is used in the field of canteens, which is very interesting.
Source: Screenshot of Xiaomi's official Weibo video
The third step is to integrate the matter of making twist into the context of Xiaomi.
For example, Lei Jun's digital Dafa of "five hours" and "ten processes", such as the Xiaomi stalk of "insufficient production capacity" and "hunger marketing", such as "making friends with classmates with food" echoes the Xiaomi concept of "making friends with users".
Source: Screenshot of Xiaomi's official Weibo video
A good speech never only brings laughter, but also some emotion. "Being on the list does not mean that there is no way under your feet. The leftovers of society, everyone's little pride. This passage suddenly raised the pattern of the speech.
Source: Screenshot of Xiaomi's official micro video/Technology Class Master
Later, this passage was specially reprinted and commented by Lei Jun: "The last sentence is particularly touching. He said: "What can be done in an ordinary job is very interesting and fulfilling." ”
This is reminiscent of the Xiaomi user portrait given by Lei Jun at the press conference: "Not willing to be mediocre, still struggling for dreams, with fire in my heart, light in my eyes, and a light of optimism and confidence shining all over my body." ”
Whether it is the phrase "social leftovers, everyone's little pride", or Bing Jiabao himself, they all have the same core as this portrait - Xiaomi values.
Source: Xiaomi official WeChat
These values are reflected in Xiaomi Twist. In particular, "make friends with users" and do a good job in every twist, and "engineer thinking" will be rigorously implemented in every process.
The intrinsic link between values and marketing
It's Xiaomi!
This was originally an internal activity of Xiaomi, but it still made a name for itself with its humor and inspiration, transforming the brand's values into excellent marketing materials.
This transformation is possible because values and marketing are intrinsically linked. Steve Jobs once said, "Marketing is about values, and it's a very complex world, so we have to be very clear that we want people to understand what we are." ”
Source: Internet
In the process of values marketing, brand values affect a specific group of people, and users who like a brand and buy it frequently will have a better return on investment. At the same time, with strong user loyalty, it is possible to establish a brand retention.
This is confirmed by the presence of rice noodles. They are the most valuable assets of the brand along the way, and they are also the confidence of Lei Jun to build the super category of Xiaomi cars from scratch.
And this time Xiaomi twist is a warm little event, fire in the park can inspire morale, fire out of the park, can impress all the rice noodles with light in their eyes.
There is a saying in the Analects that "those who are near are happy, and those who are far away come", which is the charm of brand values.