Recently, the development momentum of Xiaomi is very strong. For example, in February this year, the global market share of Xiaomi mobile phone reached 13%, becoming the largest mobile phone manufacturer in China, overtaking Huawei, OPPO, vivo and other mobile phone manufacturers in corners. In addition, Xiaomi also released 1 1 series and super-large cups, which sold well and gained a firm foothold in the high-end mobile phone market. At the same time, Xiaomi also announced that he would build a car and become Lei Jun's last venture.

However, Xiaomi, who tried to achieve a gorgeous turn in this way, still did not get rid of the grounded side. For example, spending 2 million yuan to buy a logo that has hardly changed much has triggered a lot of ridicule from netizens. Recently, Xiaomi applied for the trademark of "Iron Egg", which attracted a lot of laughter.

Judging from the trademark of "Iron Egg", its international classification is food, feed seeds, fuel oil and so on. Netizens said that it is not as good as the grounding gas of tea eggs, and there is still a lack of millet porridge. Some netizens even ridiculed, "I feel that dog eggs are better."

Xiaomi's behavior is different from what people expected and imagined. Because according to common sense, Xiaomi, who launched a storm at the high end, really shouldn't be so grounded. But in fact, looking at the brand building of many enterprises now, they all reveal a taste of metaphysics.

Take Great Wall Motor, the overlord of domestic SUV, as an example. The names of many new models are straightforward and people can't bear to look directly at them. "Big dog", "black cat", "first love", "lemon", "tank" and "coffee wisdom" all seem to show that the Great Wall is showing a new corporate culture concept system and values.

Even the Great Wall named the newly launched pickup truck model "Gun", which caused quite a controversy. Some people think that behind this is that Great Wall Motor hopes that the new model will be "an instant hit"; Others think that this is naked sexual suggestion, playing the edge of the law. By the way, the new RV released by the Great Wall is also called "Freedom Gun", and the name is even stranger.

In addition, SAIC-GM-Wuling applied to register a number of fruit series trademarks, including Wuling Pomegranate, Wuling Persimmon, Wuling Durian, Wuling Guo Sheng and Wuling Mangosteen, all of which belong to the 12 transportation category.

It is worth noting that the names of many companies make people laugh, such as Shen Teng's "That's a big film and television culture company", a company that has aroused heated discussion, Shanghai's "Sun Shi Culture Studio", and "Baoji has a group of young people with dreams who believe that under the leadership of Uncle Niu, they can create a miracle network technology company with 39 words".

So do you think Xiaomi's "iron egg" is acceptable? In fact, various phenomena also show that the thinking of enterprises is changing. Names are no longer so important and carry no more meanings. More is to make people remember and play a certain marketing role. As long as it can get more attention and attention, it is enough for enterprises.