Smartisan Phone: The next Xiaomi?
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It is late May, and the wave after wave of mobile phone releases has finally come to a halt. Among them are old powerhouses such as the Samsung S series and the HTC One series, as well as the birth of new domestic forces such as OnePlus. It is no exaggeration to describe the entire market as a hundred flowers blooming. Of course, Xiaomi and Hammer, two strange flowers, seem to be particularly eye-catching. Why do I say Hammer and Xiaomi are the most strange? In fact, this conclusion does not come from the author himself, but from a conversation between the author and a mobile phone wholesaler friend. As we all know, in the mobile phone hypermarket, Apple and Samsung are the undisputed protagonists, while domestic manufacturers such as China Cool Union seem to have never gained a place in the mobile phone hypermarket. In addition to their channel setting restrictions, this is also inseparable from their actual performance in the market. To put it bluntly: limited market demand cannot bring considerable benefits to wholesalers. In recent years, the arrival of Internet mobile phones such as Xiaomi has won a place for domestic products in the mobile phone hypermarket. In the eyes of this friend, the recently released Hammer seems to have an unstoppable temperament and is likely to stir up a storm in the market. This remark by the friend aroused the author's strong curiosity. Generally speaking, they are very disdainful of domestic mobile phone products. In addition to not being able to bring them economic benefits, the poor product capabilities are the reason for their disdain. It is precious to be able to give such an evaluation to Hammer and Xiaomi. With curiosity, the author asked the friend the reason for this remark, and the friend gave the following answer: "Regarding the popularity of Xiaomi, one thing is enough to explain that recently many customers have come to ask when the Xiaomi tablet will arrive; and as for the Hammer mobile phone, although there are many deceptions, it does have the appearance of Xiaomi's creation in the past, but Xiaomi is under the banner of cost-effectiveness, while Hammer is under the banner of sentiment (bi) and nostalgia (ge)." Such an answer can't help but coincide with what the author thought before: Hammer seems to have really found a breakthrough in Xiaomi's strong marketing potential. To paraphrase a sales friend: Xiaomi meets the needs of mass consumers for high-performance smartphones, and Hammer meets the needs of mass consumers for high-end smartphones. As a pioneer of domestic Internet mobile phones, Xiaomi has defeated many competitors with the three words "cost-effectiveness" and has become a force that cannot be ignored in the domestic mobile phone market. However, it also has many common problems of domestic brands: little independent innovation, weak design capabilities, and lack of technical accumulation. The feeling of Xiaomi to the author is similar to the feeling of weapons in the former Soviet era to the public. The firepower is absolutely rapid, and the battlefield performance is also very tenacious. It is no problem to defeat the enemy, but it lacks the soul of the machine. The degree of refinement is far from enough, and it is not an exaggeration to describe it as rough. However, in the mainland market where the demand for mobile phones is still at the primary level, what mass consumers need is nothing more than a product with comprehensive functions and powerful performance, and the style and soul of the product are not considered in the consumption range. Such market demand can be said to be the right time for Xiaomi to become successful. Of course, Xiaomi's growth has not been smooth sailing. The continuous awakening of China Cool Alliance has also formulated countermeasures against Xiaomi's tactics. Huawei Honor and ZTE Nubia are the best examples. However, although these competitors are aggressive, they have not hit Xiaomi's weak spot. Apart from watching Xiaomi's conquest, they are also unable to stop Xiaomi's iron hoof. Such competitors can be said to be the geographical advantage for Xiaomi's success. Many people say that Xiaomi's success is entirely due to its perfect viral marketing and keen market control, fooling customers online and controlling scalpers offline. I also think that such remarks only see the trees but not the forest. First-class marketing capabilities can only be icing on the cake for the long-term development of the industrial field, rather than timely assistance. Turning decay into magic can be done once or twice, but not three times. From the fledgling Mi 1 to the pinnacle of Mi 2, and then to the wild expansion of Redmi, product strength is the king. Grasping user pain points again and again, and coordinating with just the right publicity and marketing are the secrets of its success. Behind this is a group of powerful people. The Xiaomi team represented by Lei Jun is first-class in focusing on products and studying user needs. This can be said to be the people and people who made Xiaomi successful. Xiaomi, which has the right time, place and people, seems to have shown its domineering power. Those opponents who tried to copy its way of success have also returned in defeat. In fact, this can be explained by the words of the Chinese painting master Li Keran: Following the footsteps of the champion, at most you can only be the second place. Luo Yonghao's Hammer doesn't seem to be trapped in the siege of Xiaomi. The clever Luo knows that repeating Xiaomi's "cost-effectiveness" is a dead end, especially for mass consumer products such as mobile phones. Scale is a necessary condition for low unit prices. After several years of polishing, Xiaomi has already formed a considerable scale, while Hammer is a well-deserved "small manufacturer". It is inevitable that it will not work to copy Xiaomi's path. Therefore, finding a gap in the siege of "cost-effectiveness" is the first step for the long-term development of Hammer phones. Luo Yonghao, who became famous in the Chinese Internet, naturally has extremely sharp insight. He naturally knows the current situation of the impetuous and rough domestic Internet. Domestic users who are used to eating fast food naturally want to try delicious food when filling their stomachs. Isn't Xiaomi just a series of fast food on the assembly line? Hammer naturally focuses on the details and feelings of the product (you can also call it: style). Implementing this concept into the products, we can easily find that from the Hammer OS released a year ago, to the independently released Hammer Notes and Hammer Clock, to the Hammer phone that has been brewing for a long time today, Luo Yonghao has emphasized the charm of details in every product, trying to show a strong humanistic sentiment. Taking Hammer Notes as an example, calling it the best long microblog tool, I believe most readers will be convinced. As for the first Hammer phone, due to limited resources, the author has not had the opportunity to try it. Although I have placed an order for it, I still can't wait. This feeling is very similar to the feeling of looking forward to the delivery of Mi 1. Although I know it will not replace the position of Apple's main phone, it is still exciting to witness the growth of a product that is likely to challenge Apple in the future. Combined with the current overall public opinion, it is not difficult to conclude that, as far as the phone itself is concerned, the hardware configuration is not outstanding, the design lacks innovation, and it has even been pointed out to have many traces of imitation. Some netizens have dug up Luo Yonghao's comments on Meizu MX2 that year. It seems that the problems that Luo Yonghao criticized others in the past have all appeared on the Hammer phone. It seems that it is not an exaggeration to describe the Hammer T1 as moderate. As Luo Yonghao himself said: "There is no revolutionary breakthrough, but it is better than the opponent in every detail." But why can such a mediocre machine attract people's attention? Is it really a stand-up comedy that attracted so many consumers? The answer is obviously no. Looking at the Hammer T1 press conference the day before yesterday, Luo Yonghao shook out the burdens that he had buried before. In one fell swoop, the story of the Hammer phone manufacturing was revealed, which is very different from the previous press conferences listing product parameters. Moreover, the clever Luo Yonghao also used the trick of "borrowing the opponent's strength" freely. In addition to industry giants like Igarashi, Luo Yonghao also brought out design giants like Robert Brunner. In addition to these professional giants, Luo Yonghao also used domestic celebrities such as Zuo Xiaozuo and Zhang Yadong to "use foreign powers to show off their power". Although the hardware does not pile up parameters, the use of so many industry "bests" is enough to stun ordinary users. In terms of software, Luo Yonghao's usual exquisiteness and delicacy are also particularly vivid. Through details such as system animations and delayed text messages, he constantly instilled the concept of "feelings" to the audience, and combined with "Do you understand what I mean?", "Do you understand?" These almost tough tones constantly gain the recognition of users. Therefore, I believe that Luo Yonghao's painstaking layout is not just for a product that is not outstanding enough. He is trying to break the previous domestic mobile phone model, hoping to guide people to pay more attention to the inner qualities of mobile phone products, rather than just running a score and stacking a world's fastest processor, and guide people to discover the feelings of the product. Of course, with Luo Yonghao's current ability, the feelings he hopes for cannot be perfectly displayed. After all, his existing resources are still limited. Perhaps the future T2 and T3 can better meet his requirements and gain the recognition of consumers. Although the Hammer phone is also praised, Luo Yonghao's marketing ability has been fully demonstrated. Without seeing or touching the product, tens of thousands of people have prepaid 300 yuan to participate in the reservation. As the first product of Hammer Technology, such an achievement can be said to be a beautiful first shot. Even if we go back to the phone itself, which has mixed reviews, I can see Luo Yonghao's intentions. What makes me happy is that T1 is only the first product of Hammer Technology, which was born under a situation of limited funds and supply chain discrimination. What about T2 and T3? There are faint traces of Xiaomi's success in the past. Having said that, it is not difficult to conclude that as the first successful domestic Internet mobile phone manufacturer, Xiaomi has fully absorbed its positive experience and, on this basis, has also created its own path, focusing on product connotation and style. This not only improves the detail quality of the mobile phone, but also guides consumers to pay attention to the deeper things of the mobile phone and enjoy more detailed experience. It is also an attempt to create new ideas for domestic manufacturers in mobile phone manufacturing. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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