This is a flagship conference, with the number of people on the scene reaching nearly 40,000 in breaking the Guinness Book of World Records. It uses all of the country’s most mainstream core live broadcast platforms, but neither of the two products nor a set of interactive solutions has ever achieved the name “Change. In the next 8-10 years, due to the shock and even rejection of all gimmicks, these products will make people feel slightly disappointed.
Luo Yonghao has not been able to change the world. What is more worrying is where he will ride the hammer technology.
The flagship hit a high price, but a strategic mistake occurred
Luo Yonghao released the nuts R1, only spent more than ten minutes to explain the appearance and performance, many major selling points are swept away, such as the Xiaolong 845 processor, such as wireless fast charge, such as pressure-sensitive screen, such as optimization Night shot. The last time to explain R1 only accounts for less than 10% of the entire conference time.
No matter how important the product is afterwards, this should not be the treatment of a flagship product. Not to mention, before this, the hammer has not released a flagship mobile phone for nearly 600 days, and the hammer powder has waited too long. Backlog of too much expectations. However, R1 did act as a supporting role at the press conference. From the standpoint of products, this is also a flagship product that is free from mistakes but lacks explosions.
After the meeting, some media even asked if the hammer would expand the product category in the future and focus on the layout of pan-tech products. This was refuted by COO Wu Dezhou. In Wu Dezhou’s view, mobile phones will be the focus of hammer business for a long time to come. He even mentioned that in cooperation with Qualcomm, the product plan for pushing 5G terminals will be launched as early as next year.
Even if we saw the hammer released air purifier before, but the mobile phone is still the hammer's main sales product. However, the point of the hammer is that the sales of the hammer have not been greatly improved. A figure mentioned by Lao Luo at the time of the release of the Nuts 3 on April 9 showed that the hammer’s best-selling mobile phone, Nut Pro, sold 1 million units in about six months.
This data may not be as good as the head manufacturer’s sales for a week.
In addition, according to the report of Aurora Big Data, Nut Pro occupies half of the hammer model inventory. Except T1\T2, which was too remote, the flagship M1/M1L accounted for only 10.31%. On the one hand this is because the hammer has not launched any flagship product in the past two years. On the other hand, it has also objectively promoted hammer technology mobile phone products. The unit price tends to thousands.
This is why, if you look at the nuts R1 calmly, this should be the most important product of Hammer Technology this year, because from the price point of view, the price of conventional deposits will go up to 4,499 yuan from 3,499 yuan, and the 8GB+1TB version will be directly Jumped to 8848 yuan. It is not like the nuts 3 is responsible for the quantity, but it represents the height of the brand's product strength, so as to maintain the brand premium ability of hammer technology.
This is why the hammer should strategically focus on R1, and it also needs tactical implementation of R1's marketing and promotion. However, it seems that all this has been transferred to Luo Yonghao's concept of "changing the world."
This is dangerous for a hammer. Despite the recent investment, how to convince investors of the sales volume is still a matter for every product that needs to be done. The fact that the capital is not wealthy is something the hammer will continue to face in the current and foreseeable future. Even the rumors of the acquisition have never stopped. The hammer of “vigorous wisdom†can't afford to make mistakes in the market, even with an accidental fullness. All lose.
Constrained to change the world? The direction is correct but the program is not mature
But why did Luo Yonghao do this?
Luo Yonghao's remarks at the press conference may be the answer. Luo Yonghao suddenly said when he explained the nuts TNT workstation: “I started the company to change the world, not to earn you a few stinky money.â€
Yes, in front of 40,000 rains to see the hammer of his conference, Luo Yonghao said he did not earn their “silly moneyâ€.
This is extremely fatal to a company. If you are abroad or at any other company in the country, you should apologize to anyone who speaks the words of a person who has humiliated the buyer of your product.
However, all those who choose to forgive Lao Luo are just because they are wrapped in strong idealism. It spent 80% of the time at the Bird's Nest conference to explain the nuts TNT workstation. This product is priced at 9999 yuan separately, and the price of a complete package reaches 14,999 yuan. It is worth noting that the TNT workstation you purchased for 9999 yuan still needs to be plugged in with a nut R1 to actually use it, but the price has already exceeded the Apple iMac introductory model.
From a hardware point of view, the TNT workstation should be regarded as the flagship configuration of the basic level, and even looks similar to the Surface Studio. But it is essentially a cell phone docking station, which allows the nut R1 to connect to the desktop platform for desktop-level interaction. According to Wu Dezhou's explanation, this kind of product logic is “trying to make the whole process from cell phones, monitors, computers, and small screens to large screens.â€
At present, companies including Samsung and Huawei are thinking about the relationship between mobile phones and mobile offices. Huawei Mate 10 can directly output a 4K desktop platform through a data cable. Samsung can also use DeX Station to implement desktop operations. Obviously, the hammer also thinks about this scene long enough, but unlike the former two, the hammer needs to publish its own docking station with a screen, because it also changes from the interaction.
Similar to the one-step, big-bang, flashpoint capsule on the mobile terminal, the hammer also released three system interaction programs on the desktop interactive platform, namely Smartisan TNT Station, Crystal Ball, and Poker Dealer. This whole set of interactions is based on touch interactions and gives voice interactions even higher weights. Lao Luo tries to abandon the dependency on the mouse and keyboard inputs. Lao Luo believes that this will provide extremely high office productivity.
However, all this is based on an important premise, which is how Old Luo will change people's "path dependence" on Windows and Mac OS, because TNT interaction requires a lot of re-adaptation and learning costs, and this part has already caused many people to Deterred.
At the same time, the TNT workstation embodies the entire team's lack of understanding of the use of the scene: on the one hand, it needs to rely on voice to improve work efficiency, on the other hand requires a quiet environment to ensure the recognition rate of the voice, which is a "spear of the child, attack "The shield of the child" has no solution to death.
It will be difficult to really invest in scenes with extremely high demand for productivity. For example, in a real office, would you try to see that everyone is shouting "Sum" and "Bold" on his screen? "Add Underline"?
Moreover, from the demonstration point of view, some of the interactive changes that TNT workstations can do are actually mixed with misunderstandings about office needs. For example, in the production of forms, what we see is that TNT workstations try to use voice instead of mouse and keyboard to input numbers. A table has 3,000 rows and 40 columns? This is not an exaggeration or even a common one in actual work situations. Do I need to shout 120,000 times on my screen? How about the privacy of information?
Some netizens directly ranted: "Whoever uses this gadget for real office work requires efficiency, not these fancy things."
There is a paragraph directly said: "Do you always talk about working colleagues are not afraid to affect colleagues? Then drifted over a barrage to answer: colleagues with keyboard and mouse work long hours off."
One of the ultimate torture questions this product has to face is: Who does the Nut TNT Workstation try to sell? Obviously it's not for you and I who need to do a PPT report in a cubicle. Nut TNT doesn't support high strength. The demand for productivity, Wu Dezhou gave an answer: "Light business users."
Say good to improve office efficiency? Say good to change the world? Lack of clear user points to become another key to this product is difficult to succeed.
Returning to more practical market considerations, the Nut TNT Workstation alone sells for 9999 yuan, the package price is 14,999 yuan, and the latter can already buy a 27-inch iMac. If you reference the average price of a hammer mobile phone, the hammer will be formulated for the nut TNT workstation. A pricing strategy that does not have the ability to agitate the market is even much higher than its own product's premium ability, which is tantamount to "self-immolation."
Lao Luo to change the world, apparently does not rely on the "rule of law is not wrong," the nuts R1, but nut TNT workstations can change the world?
The Nut TNT Workstation accomplishes the integration of large-screen touch and voice interactions. Many vendors are more advanced than hammers. For example, Microsoft released the new Surface Hub2 on the same day, and Google has allowed the use of voice interactions. Google Assistant passed the Turing test, which is far more revolutionary than using the TNT workstation to recognize several nouns using speech, send several text messages, and trigger several scenarios.
What Lao Luo did was just a trend that all major manufacturers were watching. The hammer came up with a solution that they thought was feasible, but the market may not think so.
Lao Luo this game may be really playful.
Marketing power exceeds product power. How can a hammer go long?
More importantly, at the company level, hammers are overdrawing people's expectations for hammer products.
Each conference was preceded by a variety of high-profile, all kinds of hanging, but all kinds of micro-innovations and various emotions were announced at the press conference. The final presentation of the product did not hold up any publicity and copywriting before the conference.
Do you say that the hammer's product is not good? No, but it is not enough to prop up Luo Yonghao's personal "crazy words", and can not even meet the status of the rivers and lakes that the hammer wants to obtain.
The higher you blow, the more you fall. After the release of the nut 3, this gap has already begun to emerge when it is widely debated about its appearance and ugliness.
For another example, before the conference, Lao Luo shouted "The system can destroy iOS" and "Apple will madly copy us." At the press conference, Lao Luo said, "Three systematic interactive solutions will guide the future." More than ten years or even decades of human computing platform design."
At the end of the announcement, everyone's consensus was that the hammer and Luo were probably thinking much more. Netizens @ Tucao said: "The strength that comes out is not worth the pressure that was blown before," and quickly gained over 100 netizens.
Some netizens said that Luo Yonghao has redefined "redefined."
Some netizens said that the product still has a lot of ideas. It just feels like it is blowing too much and the expectations are too high.
The volume of sound did not translate into sales, and innovation failed to gain users. This is a major problem for Hammer Technology as a technology company. Excessive attention to marketing and hype has even submerged observations of their business development. But after all, Luo Yonghao does not have to open a press conference to talk about a few things. It is necessary for him to actually sell his mobile phone. However, there is not much to truly understand or care about the sales of hammers.
What people care about is what Luo Yonghao has said in a big way. He boasts about what Haikou is and when he wants to buy Apple.
Even Wu Dezhou told Sohu Technology frankly: “We still have a lot of work and we don’t have a bit of it. There are very few people who know the hammer. More people know something that is not related to the product.â€
What's more, this press conference revealed that the hammer technology does not match the market. It sacrifices the explanation of the real main products and describes a desktop solution that is unlikely to be popularized, promoted or even adopted. This is dangerous for hammer technology. It deviates from the essence of business and returns to the ideal mania.
At least at this conference, we did not see a hammer trying to break market share, did not see a hammer trying to gain more survival in this blood, and a hammer trying to stand firm in the high-end market. We only saw a hammer with a ten percent market share attempting to change the world. The ideal should always be based on reality. If we want to change the next 8-10 years, we must at least have the strength to survive.
After all, the market will not be as happy as the live audience, and every one of Luo Yonghao's mistakes are happily shouting:
"Long live your understanding!"
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