"Turn" Wang Feng stand on the Tide | Long report

Wang Feng, who was questioned over-commercialized, threw himself at the centre of the business arena this time.

Wang Feng and Fiil headset team, Fiil headset CTO Shanning (front left one), Fiil headphone CEO Pengjin (front left three)

Article: Kongmingming

Figure: Yin Xi-yuan

Editor: Wang Gaoxing

Female Chen Chunhua

A headset factory requires 70 operations, they are divided into five parts: incoming inspection, PCBA (printed circuit Board +assembly abbreviation, meaning Test circuit board key parameters and performance), pre-processing, finished assembly + testing, packaging and shipping. The 38-year-old female worker, Chen Chunhua, has been working at the headphone manufacturing plant in Suzhou for 10 years.

She has a regular schedule, as in all the assembly line workers in China. Every 7:30 A.M., Chen Chunhua on time to the factory to report, work until 5:10 P.M., work 8 hours a day, noon has 1.5 hours of rest time. She is on the line of 54 people, she is the line length of the line, the job is responsible for the headset assembly and full processing. This line-up woman's amateur life is simple, most of the time, after work she will go out with colleagues to stroll around the street and see the film.

Chen Chunhua does not care about where her headphones will be sold, she is satisfied with her current life and work status, in addition to "occasional overtime on weekends", team harmony, income stability. She is even shy to say that her dream is through hard work, can do what they want to do, can carefree take a family to travel.

Chen Chunhua did not expect that the headphones she made would have been one of the most commercially valuable and controversial singers in China, Wang Feng, to give a bigger business dream.

August 15, 2015, one of China's highest-rated variety show-"China good voice" stage, condensation Chen Chunhua These women workers hard work of the headphones are being 44-year-old singer Wang Feng high up, he placed great hopes on this headset, and named it Fiil. Asked countless people, "What's your dream?" "After he uttered his dream on this matter:" To be an international background in China's best headset brand. ”

Earlier, Fiil headset official micro-blog issued Wang Feng "I want to be a good product manager, so I want to do Fiil headphones", he mentioned his obsession with the entertainment era: "I can not spend a lifetime of time, to 100 million of people tell the truth of me." I can't do this thing, but I can only change my mind. He said that his proximity to business was inspired by Michael Jackson and was motivated by "the consciousness of the times."

October 6, 2015, there are 14 days from the release of Fiil headphones. In the Fiil headset team work group, Wang Feng the same message "like the Cultural Revolution" 5 times in a row. He meant to tell the team that because of his own controversy, the headset will certainly be controversial after the market, the team to prepare for the worst.

Starting with the band "43rd Bao Jia Jie", Wang Feng is almost one of the most successful commercial samples of Chinese rock singers. He benefited from it, became an inspirational rock idol, gained great fame and business income, but also often criticized this-a rock singer who put his ideals and feelings on his lips, but why so close to business?

Know the last "how to evaluate Wang Feng's music" question got 165 answers, ranked the first black band lead singer Cao Shi's answer got nearly 2,500 agree, he told reporters in the "blog World" interview, he felt that rock and business does not conflict, but it should have a degree of certainty. In his eyes, the early Wang Feng is a contempt for fame and fortune, eager to express the music of the people, and now he is more and more attention to the surface of the fancy, hairstyle, dress, talk, everywhere embodies the appearance of the carving.

Compared with pop music, the greatest charm of rock and roll is the unification of songs and works. Wang Feng is a thoughtful, gifted person, and can persist in the dip in the Vanity Fair insisted on writing song appearances, I think he has been very difficult. Cao Shi said, "but it's hard for him to be called an excellent rock singer now." ”

These questions Wang Feng already feel that there is no need to explore more. "This is an issue that is not to be discussed in a well-developed country's regional culture." All my efforts are making the music not farther away from me. "He thinks that everything he does cannot be called" compromise, "because he has made it possible for more people to know about rock and roll.

Debut in 21, the 44-year-old Wang Feng has been looking for the most comfortable relationship between rock singers and business, and thus the reputation of slander. On October 20, 2015, Fiil headphones officially released this day, the many people questioned the excessive commercialization of the singer, simply pushed himself to the center of the business arena.

Explosive payment

The 36-year-old Shanning has been working at the international headphone brand, the Suzhou branch. In October 2014, the investor first went to Suzhou to find him once, he was "to do a Chinese own headphones" This thing moved, at the invitation of investors, to Beijing and Wang Feng and several investors to eat a meal together.

He remembers a hat, black, easy-going more than 40-year-old eldest brother walked into the dining room, "completely did not see is Wang Feng." ”

That day they "tentative" chat for almost two hours, Wang Feng told Shanning, he did not suddenly want to do headphones, but the idea has been a long time. Before that Shanning also learned from the side of Wang Feng this person, other people's evaluation is "in the entertainment star, he is a more business-minded person."

Exchange down, Shanning to Wang Feng evaluation is "more reliable, but also more assertive." The table on the day the famous investor asked Wang Feng, do you want to make it into a cheap phone burst headphones? The face that had been smiling before Wang Feng immediately froze. Shanning to the "blog world" Wang Feng words, "Can not be cheap and cheap, I Wang Feng is a bit of brand value, you can not do a very low product, so others will say, you Wang Feng is not only a cheap commodity." ”

Afterwards, Wang Feng told "blog World", "good quality and what you are not related to the industry, it really good is comprehend by analogy." ”

In this rock singer's mind, the good product should not be "the report is particularly good, the number is particularly good, but our word of mouth is not good, many have the quality crowd not to approve the product". In both sales and product quality, Wang Feng insists the latter, "selling well is not a success, it can only be a certain success." I will feel that this product and I do not matter, because I will not use such products, so I hope that there is a good reputation. It doesn't matter to me that the sales were not as good as we expected at first. ”

"I thought he was more than a star, and he had his own opinion about business, and it wouldn't be easy for those investors to change their judgment in the business world for years. But at the same time he is a very good communicator, not because a star is like another world people, no shelves, people are very peaceful, you can imagine with such a person as a colleague. But then Shanning still puzzled: Do this thing, as long as there are products and Wang Feng will be able to do it?

In the middle, one of the Fiil headset investors Shichun help Wang Feng find Pengjin, Pengjin then to Suzhou to find Shanning chat once. The two of them are watching each other: Is this a matter of dubious trust? What about Wang Feng?

After two months, Shanning no longer received any news. He felt lost in his heart, "such a good opportunity has not been done." ”

In January 2015, Shanning suddenly received a call Pengjin, the phone Pengjin told Shanning: "This thing I decided to do, you want to do?" "That night, Pengjin from Shenzhen to Suzhou, pulled him to talk to very late, Pengjin to Shanning described is a huge prospect-they want to do is not just a production of traditional products, but an Internet + products, after mobile internet software, streaming media and other elements will be added, there are a lot of possibilities. Shanning said that it was Pengjin persuaded him, let him start to think that this thing should be reliable.

February 4, 2015, Shanning and Pengjin, Jody, Wang Feng, Shichun ate together, that is the second time Shanning see Wang Feng. He felt that Wang Feng's investment in the matter was significantly higher than it was for the first time.

"At that time a lot of senior investors, our entire team is also in, before because" China's good voice "to his contract, he actually and we discuss in order to do Fiil headphones, he need not quit" China good Voice ", Shanning described, then he was very surprised, but he can see" Wang Feng really thinking about how to better balance his career. " ”

Before the Fiil headset was formally established, Wang Feng told the team: "You can rest assured that once I decide to do this, I will certainly do my best, or I won't do it, I can't afford to lose that person." ”

Workshop Director

October 20, 2015, Beijing 751 large cans, Fiil headset Conference held. In addition to the concert hall layout and nearly 500 live audiences, Wang Feng brought his many good voice students and entertainment circle friends, Technology circle of many big guys also attended: Investors Xu Xiaoping, Hammer Technology founder Yonghao, sing the CEO Chen Hua. This is the first time that singer Wang Feng has faced so many people speaking ppt.

"There were few occasions when he was nervous, but he was especially afraid to say wrong that day, and that's never happened." "joined the Fiil headphone team in May this year," said Minefield, a partner at the Fiil headphone market.

After the media communication meeting, the Wang Feng in the lounge was visibly relaxed.

In the development of the former Fiil headset, Wang Feng more of a role as a big product manager: only responsible for determining the general direction and then handing over to Fiil's product manager to implement his ideas. After getting the product, he became a chief experience officer, and he would tell the team what the appearance, color problems are, where the operation is inconvenient and where the sound needs to be changed. "As an experience officer, he will look for things very seriously and insist, if you do not have a good reason to persuade him, you have to do as he said." He only looks at the results. "Current Fiil headset CTO Shanning said.

Classical music from the Wang Feng of songs in the harmony, the position, speed, the number of sections are very rigorous, if wrong, he must know the reason: "Is it so uncomfortable to play or someone forget?" ”

"How does he look like an entertainer?" Artists are very rambling, Wang Feng absolutely not, like a workshop director. "Minefield said.

For more than 21 years, Wang Feng has maintained a high degree of self-discipline and a rigorous state of play, whether it be headphones or music, and he believes in perseverance and skill as opposed to the power and success of passion and talent to sustain creation.

After the media communication meeting before the Fiil headphone press conference, he sat on a black leather sofa and recalled to the "blog world" that he had received harsh and boring music training-"45 minutes a music class, sometimes 1.5 hours, only 3 bars, 3 bars pulled down about 15 seconds." Compared with that time, now I write the song is simply too smooth. When you grow up, you will understand that every 15 seconds plus 45 minutes of practice is enough to make you understand the whole truth of life. ”

It was the dull, not-so-creative practice that made the Chinese rock singer a habit of concentration, seriousness, and discipline, and he was more comfortable with the urge to express himself in the repressed state of being restrained.

"He certainly has an emotional side, but he is more rational to comb and deploy their own physical strength, energy, which by virtue of passion and talent in the creation of the singer seems very rare." "In cooperation with Wang Feng for many years, as Wang Feng 2013" The existence "national tour, 2014-2015," Storm coming "national tour director Nuo Jiawei said.

Invited by Wang Feng to Fiil headset team, Huawei Glory mobile phone former vice president, the current Fiil headphone CEO Pengjin Insight to Wang Feng harsh: In order to determine the color of the headset, they have adjusted more than 300 kinds of colors. In the process, Wang Feng the Fiil supply chain leader Jody toss almost crazy-sometimes, he will take the headset backlight, and then said that the color in the sun basically similar, but in the dark there seems to be some difference.

Fiil Headset CTO Shanning even bluntly: the biggest difficulty in working is that Wang Feng is too harsh on the product. Often the situation is, "we worked hard according to the last consultation to make a sample, Wang Feng said you this is almost, if I can not persuade him, I have to change." ”

Wang Feng denied that he was a dead-knock, stiff man, he once self-deprecating that the Chinese rock circle dead knock people are killed, the solution can only be "you want to die smart, this is not speculation, but high IQ." You want to see the dead, which can go long, which is really can be successful.

By analysing the rock singer's CV, people were surprised to find that every step of the rock singer's change was accompanied by changes in the Times, the Wang Feng of the wind with a keen sense of smell firmly grasp their own destiny.

Wave

"What are your core competencies?" "On October 11, a media communication meeting was held before the Fiil headphone conference," he said.

Wang Feng some helpless smile: "You ah, always ask such a metaphysical problem." ”

Few will notice the fact that the one thing that might be best done by China's most diligent rock singer is to pour the "metaphysical" concept into his lyrics. In his 21-year debut, he sent 10 albums, including two double albums and 142 songs. That's not the part that people didn't know before he was famous.

By analyzing the word frequency of Wang Feng lyrics, we can roughly peep out the rock singer's connection with the age.

2004 "Flying Higher" was seen by many as the beginning of good luck for rock singers Wang Feng. A media reporter wrote, in the eyes of all Chinese, 2005, this song was selected as "Shenzhou sixth" soar when the background music. Soon, was "China Mobile" as an advertising song in the "news broadcast" after the end of the broadcast. Since then, the former underappreciated rock singer has finally begun to receive a large number of business invitations.

Search Wang Feng 4 albums released 2004 years ago, 45 songs, "Loneliness" appeared 41 times, "sadness" appeared 14 times. And in 2004 years, he released 6 albums, 93 songs, "Lonely" and "sadness" the frequency of the occurrence is greatly reduced, respectively, 24 times, 16 times. Simply put, Wang Feng is no longer so melancholy.

An example is the 2004, Wang Feng released the "Laugh Cry" This album, in this album, "Grow Up" appeared 15 times, "Life" appeared 11 times, "The sky" is 8 times, "Sunshine" is 7 times. It was also during that year that more positive words began to appear in Wang Feng lyrics, such as "blooming", "Power", "Spring" and so on.

In 2005, BOCOG announced that "One World, One Dream" became the theme slogan of the Beijing 2008 Olympic Games. Wang Feng The new album "in Full Bloom life", "I Love You, China" in a timely manner. In the same year, a water girl singing the pop market, Wang Feng songs appear to have greater overall awareness and strength.

In 2007, after the launch of the "Brave Heart" album, in 2008, Wang Feng was a big-power cultural group Investors, one of Hong Kong's richest man Richard Li saw the Olympic Games a year after the great potential for appreciation, the same year Wang Feng signed a new company Big Country culture.

It turns out that Richard Li's judgment was correct, and reporters noted that in the first half of the Olympics, the number of "flying higher" and "blooming life" in the Olympic venues was far more than the "Beijing welcome You".

May 12, 2008, the occurrence of Wenchuan earthquake, CCTV news channel in the coverage of the disaster, the soundtrack has been used Wang Feng "Beautiful World orphans." The following year, Wang Feng in the launch of the "faith in the Air" album, with "Goodbye", "Broken", "Spring", "light" these words to soothe the just from the earthquake disaster in the Chinese people. Many people say that from his songs there is a feeling of cheer and the strength and hope of the forward.

In the History of Chinese rock music, if Cui Jian, "Magic Rock three Jie" and so on through the singing Resistance consciousness and the expression of political appeal in the late 1980 to find their audience, then Wang Feng accurate to find the current China, a rock singer and business, the country, the three of the way to get along, And to complete his first commercial transformation.

After becoming the most commercialized rock singer in China, Wang Feng has been looking for business innovation. In the 2014 "Peak Storm" tour, the August 2 Bird's Nest station concert in the inside and outside caused a sensation-in addition to the early sold out of 60,000 tickets and nearly 30 million box office, but also successfully opened the network pay live performance of the new model.

On that broadcast, Wang Feng a team that was broadcast live for the British Muse Band-he did it because he heard that the Muse had been the first live concert in the world. Wang Feng says he wants to be the first Chinese, the second in the world. Three hours before the show, the live team leader told Wang Feng Truth, Muse is on-site all recorded, finished later only aired, so they are considered the first. When it was about to start, Wang Feng felt it was almost impossible to accomplish because "there could be a lot of problems."

In the absence of a retreat, Wang Feng told the live person: "All the success and failure of all by me to bear, you love what to do, any problems will not be a problem." ”

For Wang Feng, the successful attempt made him think: "If you refuse the Internet in this age, it must be a foolish act." ”

Many times, Wang Feng's judgment on business comes more from his personal sensitivity and judgment about the direction of the time.

Why choose headphones for this category? Wang Feng to the "blog World" The answer is, at first, he and a few investment friends sit a chat about something more interesting, because he felt he can do something, and want to do a tangible, closely related to the daily life of things.

Later he found that the headset category in the Chinese market is still blank, and close to him, on the other hand, he believes that "with intelligent hardware will be more and more powerful, about the software companies and products are too many, but lack of excellent hardware to undertake."

2015 years later, Wang Feng's commercial actions focused more on the Internet. In March, Fiil headphones were established and Wang Feng personally participated as chairman of the Board; in July, the mobile-based video live platform "Mustang scene" announced an investment, while Wang Feng was one of its investment partners.

This has also been confirmed by Shanning. From the Internet live concerts, investment "Mustang Live" to Fiil headphones, Shanning that Wang Feng decided to go into the headphone market more rely on his intuition as a musician, "he has a very good idea, at first glance he did these things are not related, but he actually has a line to connect these points, and this line is music." ”

"But he is not a businessman after all," Shanning said, "He has no real business experience, and does not participate in the company's specific operations and management, he does not have this concept." He just wanted to do it and have this awareness. ”

In the development of Fiil headphones, Wang Feng more role as a major product manager

Shanning that the current Chinese headset industry most of the high-end products, are foreign brands, Europe and the United States, Japan, China's consumers if want to buy a little better headphones, will not buy domestic headphones, China's small brand headphones, the price is within 500 or 600 yuan, the lowest cost can be to two or three dollars, Seldom see them make a high-end level, "because they have no market communication ability. ”

In a way, China's manufacturing industry, characterized by weak long-term performance and low-cost reputation, needs a clear-cutting, business-friendly rock singer to reshape a more high-end and power-sensitive brand image.

In Nuo Jiawei's view, Wang Feng's success "is actually a person's growth process." He's always doing what he can, and now he has the energy, the team, the ability to do more business. " But he does not deny that Wang Feng is the product of the Times. "Magic Rock Three Jie" life, the value of money is not so prominent, and to Wang Feng this generation, it is a huge wave of economic development, shaping the present Wang Feng.

Dialogue Wang Feng

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"The best things must be misunderstood."

Q: In your readme, you say that you have a lot of things that you can't get everyone to know, so you want to express what you want to express through a headset?

Wang Feng: How could it be that so many things could be completely seen on a headset? A man without this imagination is impossible. But in the process of creating this product, people think that Wang Feng at least in a certain aspect began to be more solid, not quite the same.

Q: The debut of 21, your songs from treason to close to the public, this is not a gradual process of grinding?

Wang Feng: Actually I did not feel to be worn off, if be worn off is not now I, will not have to with so many people to do the war, but you say what is what, I please you is finished, but I am not that.

Q: Why do you always get misunderstood?

Wang Feng: it must be like this, is the best thing will certainly, its fate is like this. Now that you have chosen to keep yourself in the most precious things, you have to bear something else.

Q: Do you always have the same character? From small to present?

Wang Feng: basically unchanged. Perhaps, as you grow up, you may not have anything, but I think the most valuable person, most likely not to be taken away, but also the most easy to take away, is the ego. So, if I don't have a self again, what are you doing here?

Q: Why is this "ego" particularly obvious to you?

Wang Feng: In fact, the answer is very simple, people can call people, and even I think a lot of animals that we like to call animals, because it is loyal to themselves, but also let you feel its self. So I'm going to stick with it.

Q: But you've made a lot of compromises for what you call "let more people hear rock and roll."

Wang Feng: This is your understanding, I have not. It depends on what kind of things you think. Some things you think are my compromises, but I did not, if I had to compromise, I would never stand up to speak.

Q: For example, some programs that you don't like so much?

Wang Feng: I'm not, I'm not going to be on the show I don't like, including the early stage of the same song, I like it.

Q: Why do you want to play on a stage that might not match the rock music temperament?

Wang Feng: This thing can let more people know the real rock and roll, in fact, it is not as difficult as you think, and I did, I think it must be right. In a developed and sound national regional culture, this is a problem that is not to be discussed at all. Maybe in the time we were discussing this issue, we would think it was a particularly important issue, but sometimes you need to stand farther to see and time will answer.

Q: "The most successful commercial rock musician in China" is the label that makes you feel farther from your beginner's mind or closer?

Wang Feng: I just feel like I'm doing all the hard work to keep the music away from me and I'm on this one standard. I never thought I was closer to anything or seemed to have made a very successful business, No. Every successful case of my efforts are not completely visible to outsiders, including the team, the kind of pay may let a lot of people in the initial, medium-term back.

Q: What supports you to do this thing?

Wang Feng: To achieve a better standard, this is the idea in my heart. I want to do what the concert is, that's the best I've had at that stage, and I'm going to do it. Headset, I tell myself, this is the best headset I want, we go in this direction, do not stop, because theoretically, we can do it. We have the investment, the condition, has their such great team, cannot all because you tell oneself cannot.

Q: Are you paying more attention to the process or the result in your work?

Wang Feng: I pay attention to the details, the process you do not pay attention to also in the process, the result must pay attention. I told my team that in the 100 things I told you about, generally speaking, normal, capable people can do 50 to 60 very good, and the bottom line I give you is that you can only do 30 pieces, but the other 70 must tell me the reason of failure, and you must go to that failure, not just tell me, It is estimated that it will fail. Because the most valuable is that you know how to fail, next time will not fail, this is my special value.

Q: Sounds to be a very demanding boss?

Wang Feng: But the thing that comes out is good. Because we have all suffered in this, have experienced various collapse process. We want to leave the crash to ourselves, not to the consumer, they just more and more good experience, will not control how many times you fail, so that the product must be good.

Q: Do you worry about not worrying about the brand of Fiil headphones that your controversial nature will affect?

Wang Feng: I have. Just 5 days ago, I would like the Cultural Revolution, the same information sent five times, I told them that there is a possibility of this problem, I am worried, I fear they do not realize that those people may do these things, I know that it is not possible, it is inevitable, but I must tell them, so they will have the worst preparation. But nothing can stand in our footsteps. Also, it is a product after all, we speak with the product.

Q: Will your future career structure change? Will you gradually transfer the value of your music to technology products?

Wang Feng: I will pay special attention and focus on this, but I don't think it will conflict with my music, or there is a change in proportion. Because I do this thing although physically tired, but do any thing heart not tired is never tired.

"Turn" Wang Feng stand on the Tide | Long report