Nut 3 mobile phone: Will this be Luo Yonghao’s last product to compromise with the market?

On April 9, at the gymnasium of Beijing University of Technology, Luo Yonghao on the stage looked a little tired. When the high-definition pictures of Nut started to scroll on the big screen, the Hammer fans in the audience burst into laughter from time to time, just like in previous press conferences, but this time, the laughter was mixed with boos such as "cool" and "not good looking".

Luo Yonghao, who was standing on the edge of the stage, lowered his head and put his hands behind his back, just listening until the picture screening ended. Then he said, "What's wrong with you? Isn't it beautiful?" There was another round of laughter.

Nut 3: Born to be a blockbuster

There are very few mobile phone brands that have the privilege like Hammer that can diss fans in person without being blamed by fans.

It seems that all fans of Hammer have a slight masochistic tendency. They hope that Luo Yonghao will diss them, so they keep booing at the scene in the hope that Luo Yonghao will laugh when he disss them.

This is a very strange fan ecology in terms of organizational structure and connection form - the relationship between idols and products is not entirely an input-output relationship, and the significance of idols is more than that of products.

I believe that someone as smart as Luo Yonghao must know the secret: fans love him as a person more than his products.

From the perspective of proving his own products, Luo Yonghao is more eager to let the products speak for themselves than the bosses of other mobile phone brands. However, after the rapid development of the previous generation of Nut, users' expectations for Nut 3 have exceeded Luo Yonghao's control over the supply chain.

In other words, at the limited price of a thousand-yuan phone, there is very little room for Master Luo to maneuver.

First, the market situation is here. The market is very transparent for the supply of components and the adoption of new technologies. Innovation is extremely difficult. Even if Nut 3 is better than other brands, it is at most the difference between 1 and 1.1, and it is difficult to stand out.

Second, when Luo Yonghao came out of the company's predicament, it needed a hit product to maintain its position in the market and supply chain. Thousand-yuan phones are the easiest to sell, but competition is also the most intense. The brand premium rule is almost ineffective in this market, which means that the Nut 3 may be a product that satisfies the aesthetic tastes of most people, rather than a super-standard product for the picky tastes of Hammer fans.

At the press conference, Luo Yonghao mentioned more than once that "it's not about making money, it's about making friends." He even deliberately said that 9 yuan of the 29 yuan selling price of the Nut 3 transparent phone case is cost. Excluding labor, channel and other costs, the meaning is very clear. This is a very small profit, really a small profit for making friends.

Get rid of the edges and corners and compromise with the market

The configuration of Nut 3 phone is as follows:

Qualcomm Snapdragon 625 processor;

5.99-inch 2160*1080 screen (full screen, screen-to-body ratio 81%);

4GB RAM for all series, up to 128GB ROM;

Dual 13-megapixel color + black and white rear dual camera;

8-megapixel front camera;

4000mAh battery;

Support 18W fast charging;

Support front fingerprint and face recognition;

The price is 1,299 yuan and 1,599 yuan.

Undoubtedly, when fans were still interested in making fun of the appearance of Nut 3, they did not give Master Luo more applause after the configuration was revealed.

In the minds of most Chinese users, the processor is the only criterion for measuring a mobile phone. Just like they always insist that the higher the pixel, the better the photo effect. This is a deep-rooted cognition that is difficult to shake.

In fact, when a mobile phone reaches the price of 1,000 yuan, the processor will inevitably give way to other aspects, such as the full 4G RAM, 4000mAh battery and some software updates that the Nut 3 insists on.

For example, the selfie mode of Nut 3 overturns all previous concepts. You can take selfies just by turning the phone upside down. Just like the swordsmen competing on Mount Huashan, Nut 3 is not the one with the most profound skills, but its sword-drawing speed is the best in the martial arts world.

Why is it said that Nut 3 is a product that fully compromises with the market in order to please the majority of users? The reason is simple. Because the previous generation of Nut received rave reviews, this generation of Nut only needs to continue to move forward according to inertia. Too many changes will be considered unnecessary and reckless by old fans. Following the advantages of the previous generation and making some minor changes is the safest approach, which satisfies the needs of most users (not absolute fans).

Look at OPPO. After so many generations, there haven’t been many changes. But its sales volume is still astonishing every time.

This is the reality. As an idealist, according to fans' imagination of his personality, Lao Luo should be a bull breaking into a porcelain shop, destroying everything old and rebuilding a beautiful new world.

However, Luo Yonghao and his Hammer also need to survive. In this critical period of life and death, instead of fighting for a beautiful new century, it is better to create a peaceful and stable life.

Yes, this is not radical, even a little timid. However, it will allow Hammer to sell more products and continue to survive. This is Luo's top priority at this stage.

As for the ideal of destroying the old world and rebuilding a new one, let's wait until Luo has enough energy. I sincerely hope that Nut 3 is Luo's last product to compromise with reality. Hammer should be more powerful, and the power to smash the shackles of the old world is the power that Steve Jobs once gave to Apple!

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.