Electronic enthusiasts eight o'clock: If the mobile phone can not start, want to maintain a small and beautiful company, it is very difficult in today's mobile phone industry.
On the evening of May 9, a year of nut Pro was brewing, and Luo Yonghao choked for the first time at the press conference. In the past 2016, it was a tough job for the hammer. At the most stressful moment, paying wages became a problem. In the crisis of the second half of the past year, the new nuts are eagerly demanding scale success.
The press conference ended at 11 o'clock in the middle of the night. In the face of an interview with a reporter from the 21st Century Business Herald, the hammer mobile phone Luo Yonghao was still excited. "There are mistakes every year, because the cross-border is too embarrassing, many things have to be learned, keep on Going to the pit, this is the only way."
Luo Yonghao is the brand spokesperson of the hammer. In the past five years, the hammer company's winds and blows have attracted much attention, which is called "live broadcast" business. In addition to the original fans, whether the hammer can attract more onlookers with products and successfully complete the profit target is still a realistic test.
Difficult to launch "Nut Pro"
Hammer phone "Nut Pro"
From the overall configuration of the Nut Pro, it is a competitive product at the price of 1000-2000 yuan. In addition to the popular selling points such as double shooting and endurance, the upgraded version of One Step, Big Bang, and the newly launched idea pills feature add extra points to software performance. In the second half of the conference, the real machine announced in reverse, finally ushered in the cheers of hammer powder, the advantage of industrial design makes the nut get another point.
Luo Yonghao once commented on himself in a previous program: "The short is too short and the strength is too long." But from the perspective of new products, the hammer seems to have done its best to avoid weaknesses. Yan Zhanmeng, director of research at Counterpoint, believes that Nut Pro has pragmatic hardware and distinctive software.
Behind the new products, Wu Dezhou, the new CTO hired by Luo Yonghao, is inseparable. The 12-year-old mobile phone practitioner has served as the general manager of the product line at Huawei Glory. "Nut Pro's ID design handwriting was originally used for the flagship machine, but we still hope to sell better and kill other competing products." Wu Dezhou said.
"If the mobile phone can't start, it is very difficult to maintain a small and beautiful company in today's mobile phone industry." Luo Yonghao said, "We were forced to make this ID into a nut based on comprehensive considerations in supply chain production. This is a strategy similar to Tian Ji's horse racing. The result of our discussion is that we choose to use the best ID to make a mid-range price explosion, instead of making a product that is very profitable but sells hundreds of thousands of units."
The addition of Huawei talents brings many resources to the hammer in the supply chain, channels, research and development. In addition to Wu Dezhou, Peng Jinzhou, former vice president of Rong Yao, also joined the hammer team with a low profile.
In 2016, Hammer experienced a major exchange of members, Luo Yonghao said: "In the second half of last year, nearly half of the top managers changed people, including CTO, and two-thirds of the company's hardware team was completely reorganized."
At the same time, the troubles of funds also forced the hammer to urgently need to go up. According to the shareholder Suning Yunshang Financial Report, in 2015, Hammer Technology's annual revenue was 1.187 billion yuan, with a loss of 247 million yuan; in 2016, the annual revenue was 809 million yuan and the net loss was 427 million yuan. In the difficult time, Luo Yonghao decided to "sell the body" to support the company. After entering the Momo live broadcast and getting it, Mo Yan founder Tang Yan and logical thinking founder Luo Zhenyu paid Luo Yonghao in advance.
In addition, in terms of channels, this year the hammer has also begun to combine online and offline: on the one hand, the online and Jingdong deep cooperation, offline has opened 59 hammer authorized stores; on the other hand, the hammer also began to cooperate with operators.
Success or failure in this fight?The new round of competition has already begun, and the hammer is faced with three major tests: competing competition, user group and profit.
First of all, from the perspective of pricing, the sales volume of mobile phones at the price of 1,000 yuan to 2,000 yuan in the domestic market accounts for a relatively high proportion, especially in the thousand yuan machine market. The exchange rate is relatively fast and the audience is relatively wide, which is easier to break through than the high-end models. In Yan Zhanmeng's view: "Nuts Pro may become a good-selling product. It is predicted that if the overall sales volume exceeds 2 million units in ten months, the performance will be very good. But it is not good to judge the explosion, because now the market More complicated, glory, millet, etc. have many similar models."
In Huawei, OPPO, and vivo, which occupy more than half of the domestic market, competition is still hot, and the opportunities for small manufacturers to share their shares are few and far between. The Secretary-General of the China Mobile Alliance told the 21st Century Business Herald: "The hammer is good or bad. Their pre-sales should be good, because the hammer has iron powder, but the problem is that after forming a high peak, the next day will be It has fallen sharply. Unlike other brands, there will be a slow decline after the start of sales."
In other words, after the iron powder is paid, whether there is a new consumer group to join also needs to ask a question mark. Laojiao said: "The hammer can achieve sales of 300,000 units in one month, but the impact of how to spread again is a key issue. Now the hammer is different from Huawei, OPPO, vivo and millet in channels, brands and publicity. a lot of.
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