The single crowdfunding amount exceeds 55 million, the total crowdfunding amount exceeds 3 billion, and the total number of participants exceeds 2.7 million. ...
This is the transcript handed over by Xiaomi Youpin Crowdfunding on the occasion of the 6th anniversary.
Numbers never lie, but data can't represent everything. For users, manufacturers and Xiaomi Youpin crowdfunding, these figures also represent warm stories and fiery culture.
On the occasion of the 6th anniversary of Xiaomi Youpin Crowdfunding, I would like to share with you a special merchant-Mi Yun. They have cooperated with Youpin Crowdfunding for five years, and they have also produced various explosive products here. Come and listen to their stories along the way.
"The popularity of Xiaomi quality crowdfunding far exceeds our expectations. The original 15 day crowdfunding ended in four days because the production capacity could not be met. " Today, Mi Yun is still excited and sorry when he talks about the 20 17 trial to participate in the crowdfunding of millet products.
Mi Yun, founded on 20 14, is positioned as "the forerunner of internet appliances in the whole house" and hopes to redefine the future of home from the perspective of "new species of household appliances".
Four days after Xiaomi's product was launched by crowdfunding, its Mi Yun smart ready-to-drink bar (4L) sold 8,000 sets, and the crowdfunding amount was about 4 million, far exceeding the expected target.
It is worth mentioning that when Mi Yun participated in crowdfunding, the crowdfunding market basically passed the most fanatical period. At the same time, because there is no similar product on the market, the Mi Yun team doesn't know what the crowdfunding result will be.
"At that time, I thought, 15 days to complete the goal of 5000 units is very good. It sold out in three days. Later, the products of the whole delivery cycle were counted and 3000 units were added. Then 1 day was robbed, and crowdfunding could only end early. "
Now analyzing the reasons for the success of crowdfunding at that time, the Mi Yun team thinks that an important factor is to find the pain points of consumers. As we all know, the water in the conventional water dispenser will automatically heat when it is below 80 degrees, which not only consumes energy, but also is unhealthy. Because for the human body, the hardness of repeatedly heated boiling water will be higher. Mi Yun's crowdfunding products use innovative technology to heat water from room temperature to 99 degrees in about 3 seconds.
At the same time, the Mi Yun team also provided three common water temperatures, namely normal temperature, warm water and fresh boiled water, according to the water demand of consumers, so that consumers can quickly obtain the desired water temperature with one click.
Mi Yun's team also admitted that the help from Xiaomi Youpin is also one of the factors: "From product ID design, structural improvement, color matching reference to function button experience, packaging requirements, APP development and so on. Xiaomi has participated in product polishing all the time, giving more directions to crowdfunding products. "
This also opens a window for Mi Yun in product innovation. "Based on the success of this crowdfunding, Mi Yun has also summed up a lot of experience, constantly providing consumers with more innovative products, and also creating many explosions on Xiaomi's products."
I participated in the quality crowdfunding of Xiaomi before. Many large-scale integrated e-commerce platforms have also launched their own exclusive crowdfunding channels.
However, after cooperating with Xiaomi, Mi Yun was quickly influenced by the uniqueness of this platform atmosphere. For example, there are the most accurate and knowledgeable rice noodles here. They will study any product they are interested in and judge the quality of the product by comparing various parameters. This also means that as long as it is a high-quality product, no matter whether the background is deep or not, it can stand out.
At the same time, Xiaomi has products and will polish products with enterprises. For example, for the success of crowdfunding of smart instant hot drinks bar in Mi Yun, Xiaomi Youpin crowdfunding team not only deeply participated in the optimization of product appearance, structure and packaging, but also went to the factory with Mi Yun team to follow up the whole delivery progress to ensure that users got the products in time.
If we only look at the traffic scale, Xiaomi Youpin may not have an advantage over other crowdfunding platforms, but the accuracy of users, the accuracy of platforms and the mutual trust between users and manufacturers have made Xiaomi Youpin crowdfunding a paradise for manufacturers. In the words of team Mi Yun, "Xiaomi's crowdfunding products represent the most honest price and the most fashionable appearance. Users can basically buy it with their eyes closed as long as they have demand. "
After tasting the sweetness in the smart ready-to-drink bar, many products in Mi Yun have been sold in Xiaomi Youpin Crowdfunding since then, and the product types have also expanded from small household appliances with relatively few customer orders to household appliances. For example, the self-collecting sweeping robot launched in Mi Yun this year has solved many pain points, such as unreasonable sweeping route, slow obstacle avoidance, incomplete dust filtering, frequent garbage cleaning and so on.
Driven by product quality, demand satisfaction and platform atmosphere, almost every product launched by Mi Yun on Xiaomi Youpin has received good sales feedback. The latest example is its latest Mi Yun AI Mu Zhi smoke stove set, with a crowdfunding amount of more than 8 million, and the crowdfunding amount of products such as Mi Yun self-collecting sweeping robot and Mi Yun AI fresh air quick-drying intelligent dual-release washing and drying machine has also exceeded 5 million.
"Millet has a very good soil for innovative products." For the huge commercial potential of Xiaomi's high-quality platform, team member Mi Yun said.
In fact, Mi Yun's success is not an isolated case.
From July 20 15, when it was launched in "Mijia Mall", Xiaomi's quality crowdfunding has gone through six years. By the end of 2020, * * * has launched 655 crowdfunding projects, with a total participation of 2.74 million and raised funds of 3.03 billion. Almost all crowdfunding projects have achieved expectations or even exceeded expectations.
In addition to the quality assurance of the product itself, the support from Xiaomi products can not be ignored. As mentioned above, until today, the Mi Yun team is still impressed by Xiaomi Youpin's full participation.
In addition to the simple platform online support, the product concept of Xiaomi Youpin team itself has also played a role in fueling the situation and promoted the production of a large number of explosive products.
For example, Xiaomi Youpin also provides many effective suggestions for partners on how to incite users with products. Under the guidance of Xiaomi Youpin team, a refrigerator in Mi Yun was designed with screen elements, and visual features became a highlight of this product.
For another example, before the product of Mi Yun AI fresh air quick-drying intelligent dual-release washing and drying integrated machine went online, Xiaomi Youpin team and Mi Yun team spent six months controlling the design of the next air inlet slot under the panel and changed it three times. "The traditional air intake slot is hidden, but in order to make the technology visible, we made a honeycomb for users to see."
Mi Yun is just a microcosm, and there are more enterprises that thrive from millet products. From their growth stories, you will find that Xiaomi Youpin is not only a platform for distributing goods at the moment, but also a venture capital institution that accompanies partners to grow up.
A little different from the real venture capital institution, it may not invest real money, but it will continue to provide support for start-ups in many dimensions, such as demand insight, product positioning, traffic support, and market gameplay, to help them accelerate their growth.
In the new consumption era of new products and brands, such as crucian carp crossing the river, entrepreneurs who insist on product thinking and user thinking urgently need the role of Xiaomi Youpin. Xiaomi Youpin not only helped these discovered potential stocks get on the horse, but also tried his best to send them in all directions.
I believe Xiaomi has quality, and I believe Xiaomi has crowdfunding;
Believe in the concept of "touching people's hearts and being kind in price";
Believe in the empowerment system of Xiaomi products;
Trust us, continue to evolve together, make explosive products together, and help you become a profitable and valuable company.