Qualcomm Vice President Shen Jin: Smart hardware startups focus more on user experience

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On the evening of September 25, the first session of Bang Class was held in Beijing Fanxing Theater Village. Qualcomm Vice President Shen Jin said in the class that giants and entrepreneurs are eyeing smart hardware. As for how to compete with giants, there is no way out if you compete with them in terms of "speed", "price", "industry chain", "cloud computing" and "product line". The best way out is to compete in "experience".

The lecturers for the first session of the public course include: Nan Lixin, founder and CEO of Chuangyebang and founding partner of Chuangyebang Angel Fund, Shen Jin, vice president of Qualcomm and general manager of Qualcomm Investment Department in China, Gao Hongsi, head of JD crowdfunding platform, Chen Bing, brand general manager of Rococo Design Group, and Zheng Ning, senior vice president of DaQ Mobile, who will give lectures on site. Liu Zongru, founder of Broadlink, Wang Chuyun, founder of Jilu, and Xue Zhirui, co-founder of PICOOC, will sit around a table to discuss the current hot topic of smart hardware.

Nan Lixin, CEO of Chuangyebang, shared his observations on the craze behind smart hardware. Smart hardware has become a hot topic for startups this year. The threshold for entrepreneurship is getting lower and lower, but the competition is actually intensifying. Many models have been created but have not been proven, which is worth thinking about. This is also the reason why Chuangyebang's first public course focuses on smart hardware.

Shen Jin, Vice President of Qualcomm and General Manager of Qualcomm Investment Department in China, pointed out in his sharing that the five major elements of smart hardware should include fashion, connection, perception, control and scale. The distance between information terminals and people has rapidly increased the requirements for experience. In the TV era, the distance between people and hardware was 3 to 5 meters or even farther, and the requirements for experience were relatively low; in the computer era, the distance between people and hardware was within 1 meter, and the requirements for computer experience were higher; in the mobile phone era, the distance between people and hardware was only a few dozen centimeters, and experience became a topic that people talked about all the time; in the wearable device era, the distance between people and hardware is almost zero, and the requirements for experience are rising sharply. Shen Jin also pointed out that giants, like entrepreneurs, are eyeing smart hardware. As for how to compete with giants, there is no way out if you compete with giants in "speed", "price", "industrial chain", "cloud computing" and "product line". The best way out is to compete in "experience", and simple functions and vertical integration are a shortcut to create experience.

Gao Hongsi, head of JD Finance's crowdfunding smart hardware, believes that the difference between smart products and traditional products is that the real connection only begins after smart products are in the hands of consumers, so the services of smart hardware will become a very large and very important market. Gao Hongsi also revealed that JD Crowdfunding went online on July 1, hoping to provide a platform for entrepreneurial products with dreams and attitudes to enter the market.

Chen Bing, general manager of Rococo Design Group, shared his experience in product design. Experience and service run through the entire design process of smart hardware. Design should focus on consumer experience, accurately identify consumer needs, and effectively inform consumers, from insight research to design innovation, and then to design realization. In the mobile Internet era, the communication method has changed. Products should be functional, brands should gradually become symbolic, communication should be self-media, and users should be circled.

Zheng Ning, senior vice president of DaQ Mobile, also came to the open class. DaQ Mobile is a mobile phone brand launched by Maimaibao. Zheng Ning believes that with the homogenization of hardware and the attack of giants, competition has intensified and the importance of channels has increased. Users can see what they buy, but what users really need requires more in-depth data mining. Channels can conduct good surveys on consumers.

After the sharing of several lecturers, the open class entered the roundtable discussion. Three hardware startups - Liu Zongru, founder of Broadlink, Wang Chuyun, founder of Jilu, and Xue Zhirui, co-founder of PICOOC, participated in the discussion. Entrepreneurs discussed the risks and problems encountered in the process of smart hardware entrepreneurship. Xue Zhirui said that in the early stage of making products, it is necessary to set up a reasonable rhythm and timeline, otherwise it is difficult to achieve the expectation of product satisfaction and it is easy to "bounce". Wang Chuyun believes that in the era of software and hardware integration, the operating system and hardware are coordinated, and the process is full of unpredictability. Entrepreneurs must learn to choose to give up at this stage. Entrepreneurial teams have feelings, but in any process, once they find that their capabilities cannot be achieved, they must know how to temporarily give up certain needs. Liu Zongru lamented that in the process of entrepreneurship, there are both inadequacies in their own experience and inadequacies in supplier experience. The process of making hardware is like a process in which entrepreneurs are reborn from the ashes.