China's "hard to create" pioneer Silicon Valley: Holding thighs is a great benefit to people

90% of the world's electronic products are made in China, and there are many emerging Chinese creations. With the rapid popularity of smartphones around the world, its surrounding products have sprung up everywhere. A lot of unknown accessories manufacturers, by virtue of accurate entry point, a lower threshold for the start, and to borrow power in China, the explosion ... The first bucket of gold was dug in China. They still have a lot of vision for the future of the road to wealth creation. Then, in 2013, Google glass The fire of intelligent hardware. Following a series of acquisitions: Nest 3.2 billion U.S. dollars, Oculus 2.3 billion U.S. dollars, beats another 3.2 billion dollars; the story of the other side of the ocean created a huge wave of Chinese entrepreneurs, capital and resources flocking to smart hardware. Now the Chinese hardware market is becoming more and more crowded, fake fakes "are always in a rush ..." the brutal competitive pressure has finally pushed some of the courageous creators (intelligent and not intelligent) into the United States. They came to seek new opportunities for innovation, expand the U.S. market, with the recruitment. Xiao Bian recently had the opportunity to visit several Chinese hardware makers in Silicon Valley to hear about the pioneering things in Silicon Valley. One, it's good to have a thigh. You may not have heard of nine, but you've heard ihealth (unless you're not an intelligent hardware enthusiast), which launched the world's first smart Sphygmomanometer to connect the iphone and ipad in 2011. At present, Ihealth is already the Silicon Valley number of intelligent health equipment manufacturers, a number of products have been recommended by Dr. Mo, but also Apple's effective partner. Writing gap, small set several times into the Ihealth official website, think this is a native Silicon Valley start-up company Ah; from the website design to product introduction, it can not be more flavor, and how many of the shadow of the apple. And just a few years ago, ihealth behind the Chinese private enterprise nine Ann ", but also a traditional medical device company, relying on OEM to work through the days of the small rich." 2009, by nine security, OEM production of electronic Sphygmomanometer sales have reached 4 million, the market share of the world's third. However, as China's labor costs continue to rise, OEM profit margins are becoming smaller and higher, a sphygmomanometer profit has become only a few dollars, the nine-Ann began thinking of transformation and development. Ihealth, US head of the United States, told me that it was initially inspired by the wave of mobile internet, when we saw some video footage of the Apple Developers Conference in China in 2010, and felt that Apple had an ambition to develop intelligent health, and then simply volunteered, Contact Apple's developer community in Beijing and tell them that they want to be Apple's developers. Jeff said their initial goal was very specific, and it was to talk to Apple about cooperation. Luckily, Apple's headquarters are also interested in the proposed partnership with the company, which is looking at the layout of intelligent health, with nine 15 years of professional experience and a large research and development team. Just, Apple made3 Requirements: 1 Good industrial design, 2 good brand, 3 good app, and the lack of the latter two is exactly the dull pain of the nine-long OEM. Nine Ann decided immediately, willing to do in the software design to make Apple satisfied, and, after the product development, they immediately ran to register a new brand. Sincerity touched the U.S. side, Apple agreed to let nine Ann try. With the support of Apple, nine Ann's road to the United States has become much smoother. Jeff told me frankly that Ihealth's first product was almost done under Apple's guidance. From the hardware industry design, app Design, PR company choice, global promotion program, Apple has contributed a lot of resources. The VP of their Parts department has been eyeing all aspects of the process, and when we applied for the Iheath trademark, he booked a ticket and flew with us to New Jersey to do it, "Jeff said." It really worked for the big platform. "Jeff told me that Apple is very serious about its partners, but the premise is that the value we offer can impress Apple." Not all of the hard to create a team can be on the top of the thigh of Apple, but the case of nine Ann has undoubtedly brought a lot of thoughts and inspiration. Come on, you filthy years. Second, how to play to the United States media "? How can we get the press in the U.S.? Almost every Chinese team running to Silicon Valley to start a business has had a headache. Small series is often around the entrepreneurial friend grabbed ask, to introduce the TechCrunch, Engadget people Bai? How much money do I have to get them to write? Unfortunately, we have to play in China to give money to the business "that recruit, in the United States is not very good." This side of the media does not care your soft and broad scheme, only value your pitch of the story is not interesting, your product is not enough to attract people. In this regard, has been stationed in North America, 1.5 of digital accessories manufacturers enjoy deep experience. CEO Fan Jun told me that they came to the United States, immediately after the cost of the PR company, their own marketing department also have several colleagues trying to contact the media, hoping to increase the exposure rate. In the domestic media to promote really very simple, as long as an advertising marketing program, with a win the idea to operate the media on the line. Can not in the United States, must use products and attitude to impress editors, people do not want you to advertise, "Fan Jun said." Ihealth's North American head, Jeff, says many of the promotional things have become less difficult to borrow from Apple's platform resources. It turns out that the PR company recommended by Apple is very good. Our entire marketing plan, Apple in the inside work. Ihealth PR company is Apple recommended, at that time we hope PR can help make thirty or forty reports, they also agreed, also wrote into the contract. The day after our first product was launched, ihealth on all the mainstream technology media, "Jeff said." Ihealth once sent 3 of its products to Dr. Mo, who finally picked one of the reports. The American media welcome you to send the prototype to them, as for the newspaper does notThe product is in the final, "Jeff told me." For those who have just come to America to start a business, it is no doubt that the American media is an expensive and thoughtful kungfu job. Yes, if your product is big enough to be NB, someone else may smell it. But the story of ' The wine is not afraid of the alley deep ' has been getting smaller in this age. Third, recruit, difficult and difficult! Many of the hard creators are carrying the mission of the entire domestic team, alone to the Silicon Valley pioneer. They must be in a short period of time with a number of positions: to find a lawyer, registered companies, do trademarks, recruit new, find PR company, do market research, talk about cooperation and so on. Among them, the establishment localization team is the urgent matter, only then recruit the person, can the future big plan quickly unfolds. The general feedback from the pioneers, however, is that people who get grounded are too hard. It is widely recognized that in order to integrate into the local ecological chain, media, channels and culture, we should focus on the operation and management of local teams. But where to recruit young, energetic, with their own consistent career pursuit and brand understanding, but also entrepreneurial spirit of the people? The hard creators told me that they had tried to advertise on a mature social network like LinkedIn, and later found that the effect was not good; Experienced professionals tend to look down on their new Chinese start-ups. In addition, even if poorer please headhunting company, often end up with a person's wealth "two empty situation, recommended to the majority of people are not reliable." Le Bubble CEO Fan Jun said, we later chose to go to school to recruit, first recruit some Chinese and English students, and then gradually to recruit pure old beauty come to do sales and BD; The first 3 employees recruited were the greatest asset of our American team.