How should Chinese brands show their attitude after the emergence of GoPro and Tesla in the United States?

Everyone has his or her own dream and the desire to magnify it. There is no doubt that with the advancement of science and technology and the popularization of intelligent means, more and more ideas based on "playing" have gradually been put into practice and become cool things in real life.

Whether it is the revolutionary steps taken by Silicon Valley in the United States or the call for mass innovation in China, from overseas to domestic, brands and companies with distinctive personalities are constantly attracting our attention with their unique products.

GoPro, Tesla's success is surprising

Nicholas Woodman, who made his debut on the world's billionaires list as an entrepreneur in 2013 and is among the youngest self-made billionaires among the 1,426 billionaires, is the founder and CEO of GoPro, a digital camera company valued at $2.25 billion. GoPro's sports cameras are now found in every adventurous corner of the world.

Even more well-known than Woodman is Elon Musk, the head of Tesla electric cars. He is now the CEO of four companies at the same time, namely the largest online payment company Paypal, the space exploration technology company SpeacX, the new energy company SolarCity and the famous Tesla.

Unlike the entrepreneurs we think of, the leaders of GoPro and Tesla are more daring in thinking and doing.

Woodman's idea for GoPro came from his passion for extreme sports, especially surfing. Musk, who is known as the real-life "Iron Man", seems to be preparing for the future in everything he does. He once said that fossil energy will eventually run out. The first stage of solving these ultimate problems is to send ordinary people into space and land on Mars, and to convert all fuel-powered cars into electric cars, using solar energy to provide electricity.

That’s right, their success is due to the fact that they dare to play and know how to play.

How should Chinese brands play?

Either they throw costs aside and engage in price wars all day long, or they take turns playing tricks with Wi-Fi modules + hardware to make some "pseudo-smart" products. Chinese brands are generally not as high-end as their foreign counterparts, but the situation is not always like this.

Coocaa, an Internet TV brand, recently defined its new brand proposition as "Play with Attitude", indicating that Coocaa wants to play with users. The flagship new product T55 with a starting price of 7,999 yuan is not the usual routine of Internet TV brands, and it looks like a high-end play style.

What did Coocaa come up with for 7999 yuan? It made the bottom edge of the TV look like mahogany or oil painting, and made the thickness of the TV as thick as that of the iPhone 6. It also added JBL speakers to improve the overall audio-visual effect of the product, and even added "black technology" peripherals including TouchJet to make touch-screen TV possible.

Coocaa believes that young people today have their own attitudes, that is, they are curious, daring, and not afraid of failure. Coocaa also dares to explore, try, and create.

In the eyes of most people, an Internet TV brand launching a TV priced at more than 7,000 yuan is an unwelcome first attempt. But it is precisely because of this attitude and the courage to break the rules to create success that it can explore the road ahead with the rigor of an engineer and create products to reconstruct classics. Only then can it subvert an industry with its products like GoPro and Tesla.

Play with attitude, not to magic the market with low prices

Internet thinking is on the list, dressed in an intelligent coat. It seems that all product values ​​have become vulnerable in the face of market pricing rules. The rapid development of Xiaomi in just a few years is undoubtedly the best example.

But on the other hand, can low prices really mean attitude?

GoPro cameras that cost three or four thousand yuan are definitely not cheap, but their excellent performance is hard to find rivals in the market; Tesla electric cars, with a price of nearly one million yuan, have long been firmly in the ranks of luxury cars, but what we value more is its unique and efficient power management system and driving assistance system that exceeds people's expectations.

As for televisions, you may of course think that from a functional perspective, we already have many good options with excellent cost-effectiveness, but if the TV at home is not just a TV, but gradually becomes a decoration or a work of art, Coocaa is obviously building such a new choice for you, choosing a new attitude and way of life.

People often say that what consumers care about most is price. However, we cannot ignore that low prices cannot buy a GoPro that refreshes the senses, a Tesla that changes the world, or a TV that looks like a work of art. This is the essence of playing with attitude.

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.