A gathering of young people with literary talents, Hammer has these three considerations

On the evening of the 19th, Hammer officially released the so-called "literary youth version" of the Nut phone at the Beijing Exhibition Center. There are eight Japanese colors, including Yuanzhou Mouse, Luoli, Sufang, Shizhu, Kucao, Liumeizhucha, Qinqingci, Jiuyuzi, and the white panel is replaced with beige. The Nut phone's fussy behavior is still as arrogant as Luo Yonghao's personality.

Unlike other product launches, the "literary version" of Nut Phone seemed a bit monotonous, with no new products or new technologies. Luo did not drag out the event like in previous launches. Luo, who had a cold, said he was not in good condition. In his opinion, this should have been a launch event with only 800 to 900 people. Due to the temporary change of venue, a launch event with a "replaced back cover" turned into a launch event with thousands of people.

Fortunately, the Beijing Exhibition Center Theater was the place where Luo Yonghao announced his plan to make mobile phones. He also invited Zhang Weiwei and Guo Long for the occasion. The song "Rice Shop" brought back Luo Yonghao's original intention three years ago and made the default ringtone of the Hammer phone more deeply engraved in the hearts of Hammer fans.

A gathering of literary youths, Hammer has its own considerations.

A trick to keep the product popular

Going back to the perspective of "holding such a large-scale press conference just to change the back cover", the author would rather believe that Luo really just had a small problem with the venue.

If we must interpret it from a marketing perspective, the new back cover of the Nut phone is actually to a large extent necessary to create topics to extend the life of the product and help Smartisan Technology maintain the topic before the release of T2. This is basically the same as Xiaomi's approach of "releasing Xiaomi Note once a month".

Since the back cover is released every week, it has already acquired media attributes to some extent. Every time the sentimental back cover is exposed, it can also drive the popularity of the Nut phone and continue the popularity of the product. The same effect was achieved by the launch of the "Literary Youth Edition" Hammer phone.

Technology is based on changing the shell. Just changing the phone shell and the phone panel saves design and manufacturing costs. Coupled with Luo Yonghao's superb crosstalk skills, it also achieves the public opinion effect of releasing a new phone. This move of Hammer can be called "a little effort to achieve a great result."

Targeting the feelings of the literary youth group

Of course, as the theme of the press conference said, "A gathering of young artists" is still aimed at the market of young artists. The key point for young artists is the style, which is not pretentious or pure cockiness, but the recognition of Lao Luo's values ​​and the pursuit of doing something seriously.

There are countless examples of this style brought by Lao Luo. Folk songs, sentimental back shells, Japanese color matching, Lao Luo always makes his own products and styles unique and niche. The theme of literary youth is not a slogan, but more to resonate with users and trigger the desire of literary youth to buy.

In order to let young artists pay for their feelings, Luo even announced that he would launch T-shirts and headphones, and in the future, back shells with art and music themes will also be crowdfunded on JD.com. This can bring a real premium for Hammer to some extent.

A frontier for entering the Japanese market

Entering the Japanese market may also be one of the purposes of the release of the literary version. On September 28, Luo said on Weibo, "I went to Japan to negotiate with operators and channel partners before, and I relied on the almighty Weibo and WeChat Moments to get everything done!" Smartisan Technology's Japanese branch was also officially launched in October.

Luo himself said at the press conference that the color matching of the literary version of Nut phone is very Japanese style. This may be the first change made to enter the Japanese market. After all, launching a mobile phone specifically for the Japanese market may bring more psychological satisfaction to Japanese consumers.

As an entrepreneur, Luo Yonghao has become more flexible and pragmatic. He is also full of passion, which he showed vividly at a gathering of young people with literary talent. For such a serious and passionate fat man, the boasts he made in the past have come true in a certain sense. Rather than saying that the Nut Phone Special Edition is a gathering of young people with literary talent, it is better to say that it is a review of Luo Yonghao's three-year growth path.

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.