雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

七年小米手机经典文案完整合集,小米这么多年的文案,都在这儿了!

翻看小米董事长雷军的履历,几乎是陪伴着中国互联网一步步成长起来的,是中国互联网发展的见证者和参与者:

1992年初,雷军加盟金山公司;

1998年8月,担任金山公司总经理,雷军从22岁进入金山,一直工作到38岁,在金山工作了整整16个年头,期间完成了金山的IPO上市工作;

2007年12月20日,雷军辞去金山CEO职务;之后几年,雷军作为天使投资人,投资了凡客诚品、多玩、优视科技等多家创新型企业,并发起成立了顺为资本;

2010年4月,创新创业成立小米公司;

2011年7月,金山软件董事会提名委员会提名雷军出任董事长一职;

2014年2月,280亿元财富进入“胡润全球富豪榜”;

2017年12月,有媒体报道小米计划明年IPO,估值将超过500亿美元。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

而小米手机的发家史, 其实也是中国移动互联网文案的变迁史,小米式文案已经成为一个标签符号,开启了互联网卖货时代的文案新纪元,连一向跟雷军不对付的360董事长周鸿祎都对小米的文案赞赏有加,曾在接受采访时表示看到小米的文案都觉得很感动。

小米联合创始人黎万强曾在书中《参与感:小米口碑营销内部手册》中提到,小米在产品文案和画面表达上有两大要求:

  1. 要直接,讲大白话,让用户一听就明白;
  2. 要切中要害,可感知,能打动用户。

黎万强在书中曾举例说明小米文案的直接:

“卓尔不凡”,这是我们在诸多广告中最常见到的词,却是小米内部策划会议上经常被批判的一个词汇。我经常在内部讲,小米做的是口碑推荐,我们在定义产品的卖点时,其实你只需要考虑一个场景,你在那个当下会向朋友怎么来推荐。你向朋友推荐的时候,肯定不会讲”小米手机卓尔不凡”,对吧? 同事给我很多案子,我的第一句很多的时候是:不要这么扭扭捏捏的,能不能简单直接点。很多企业在设计上,第一个陷阱就是玩虚的,这套设计你觉得用在你的产品上挺好,用在别人身上也挺好,看起来很潮很炫,想展现品牌高大上,简单说就是”要画面”,觉得用在哪儿都挺好,但就是不抓心。第二个陷阱就是经常把噱头当卖点,没有把产品那个最大的点、最本质的点讲清楚。

综合看小米这些年的文案和海报,几乎无一例外高度奉行这一信条,今天先生就给大家整理一下这些年小米产出的经典文案,大家一起来感受一下。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

1.小米,为发烧而生

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

“小米,为发烧而生”这是小米最经典的slogan ,也是手机圈最广为流传的一句广告语了,oppo的“充电五分钟,通话两小时”的传播度都无法望其项背,现在再提起这句话的时候,大家耳熟能详到以为这句话是一句口头禅了。

但是我们来回首2011年小米手机1代,小米手机系统MIUI发布的年代,那个唯苹果,唯HTC,唯三星马首是瞻的年代,小米这句广告语仿佛一个晴天霹雳在中国的手机界炸开了锅,开启了国产手机高歌逆袭的序幕。这句话不仅仅是一句广告语,更是小米对自己品牌的定位。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

发烧友是什么呢?他们追求更好的体验,但又希望通过自己的研究探索与努力,探索以尽可能低的成本达到尽可能高的品质。小米通过其“高性价比”的手机定位和发烧友对手机科技浓烈的参与情绪的充分挖掘,成功转化了第一批米粉,这批忠实的米粉不仅仅是小米手机,miui的使用者和体验者,更是“小米,为发烧而生”的理念的传播者。

2.小米手机就是快

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米手机就是快是小米手机2代推出时候的广告语,正值智能手机刚刚攻坚手机市场,那个时候手机市场鱼龙混杂,国产的进口的,老牌的新兴的品牌层出不穷,用户对于智能手机的认知本来就不足。而小米却直接抓住消费者的心理:运行快。这样三个字的文案,简单粗暴易传播易推广,更重要的是吸引眼球,消费者一目了然,省去了消费者对于广告文案的进一步解码,减少损失。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

讲到这里,黎万强曾以此为例讲解了为什么最终要选择这句话作为小米手机的广告语。

在小米手机2发布之后,我们需要输出一张给框架广告的海报。2代手机核心卖点是性能翻倍,全球首款四核。所以在海报表达上倾向突出高性能的特性,”快”是核心关键词。文案有”唯快不破”、”性能怪兽”等十几个方案,但最后我们选择了”小米手机就是快”。主要是够直接,够大白话。 广告的信息输出是需要编码的,到消费者那里需要解码,然后中间会有干扰和耗损,所以最有效的是编码简单,解码直接,保真度最高。

3.迄今为止最快的小米手机

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米3,迄今为止最快的小米手机。那个时候人们刚开始接触智能机,却又因其不如老年诺基亚行云流水般流畅而产生了抵触心理。手机不卡顿,运行快是人们对于手机最直接的需求。小米3的文案用了迄今为止和最两个极限词,代表了小米在对于用户需求的把握上下足了功夫,更是直接把用户的想法写进文案里。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

在广告法还没有限定广告宣传不能用“最”“第一”等极限词语的时候,用这种直接了当的文案的确能给消费者以非常直接的正面冲击。

4.一块钢板的艺术之旅

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米4,一块钢板的艺术之旅。

“酒足饭饱思暖欲”人们吃饱喝足了就开始想做些羞羞羞的事情。对于手机也是这样,一开始要求是只唯快,现在手机综合速度上来了,开始关心起了美丑。不得不说小米的文案一直走在消费者说出心中所想的前面,一块钢板的艺术之旅,唯美的艺术唯美的旅行打造出了帅气的小米4。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米的这句广告语“一块钢板的艺术之旅”,恰逢其时,帮助小米完成了一次华丽的品牌转变。小米依旧标榜为发烧而生,但是对于这句话,小米做出了新的诠释。雷军在演讲中第一次对外重新定义了小米公司的使命,那就是“让每个人都能享受科技的乐趣,做让每个人都能买得起的科技产品。”发布低端机型红米后,小米的品牌策略一度饱受质疑,外界纷纷抨击小米偏离了其“为发烧而生”的品牌宗旨。雷军这次对于品牌内涵的阐释,实际上是对过去一年质疑的统一回应。“为发烧而生”与“让每个人都能享受科技的乐趣”,这两者之间并不矛盾。

5.十余项黑科技,很轻狠快

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米5,十余项黑科技,很轻狠快。

小米5文案发布之后,黑科技就火了。黑科技是在《全金属狂潮》中登场的术语,原意指以人类现有的世界观无法理解的猎奇物。现在指一切“不明觉厉”的新硬件、新软件、新技术。

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

6.一面科技,一面艺术

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

抛开小米手机本身的好坏不谈,让大家深深记住的除了梁朝伟“迷人的微笑”,自然就是这句广告语——一面科技,一面艺术。

这是小米史上最值得广告圈推崇的广告文案了,搭配上梁朝伟的高颜值微笑,多亏了小米铺天盖地的投放这套广告海报,简直温暖了2016年的冬季。

相比下来,同样文艺的魅族的“给科技以时间”就显得更加小气吧啦,小米“一面科技,一面艺术”简直完胜。

人们对手机的需求促使着手机的生产以及文案的方向。随着社会进步,女性购买者增多,人们对于看起来美美哒的需求愈来愈大,需要自己看起来美美哒,也需要手机看起来美美哒。

于是乎,小米手机的定位变成了拍照手机,总结小米Note3、小米5C、小米5X、和小米 6 的文案加起来一共就五个字——我美你更美。

小米Note3海报:

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米5C海报:

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米5X的海报:

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米6海报:

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米MIX、小米MIX2:

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

雷军“为发烧而生”成文案绝唱,七年小米手机经典文案完整合集!

小米的全面屏手机的海报都超唯美,代表着人们对于美越来越的需求。小米的文案这几年真是开了挂似的带着一股菜市场气息,但不得不说正因为如此直白的文案助力了小米的飞速发展,而小米具备强烈卖货基因的文案也值得各位做营销的小伙伴好好学习。

小米或许有很多缺点,但是有一点无可置疑,那就是小米手机从一代开始引领了一个崭新的时代。凭借着超前的互联网营销模式加上一贯的“价格屠夫”风格,小米走出了一条自己的路,带给了消费者实惠,让国人能够用平民的价格买到旗舰机的品质。同时小米也给其他手机品牌开辟了一个方向,直到六年后的今天,小米的辉煌还在继续!

本文由区块链周刊授权区块链周刊发布,不代表区块链周刊立场。如若转载,请注明作者及出处:http://www.btweek.com/news/361/

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