Famous comic artist Luo Yonghao

Zhao Chenting

Luo Yonghao or that Luo Yonghao.

Three days after the noisy conference of the National Convention Center on May 20, the old Luo sitting opposite the reporter of "First Financial Daily" is still the classic dark loose shirt with slacks, The appearance of the stage is no different.

But now the situation has been completely different. The English trainer, rights defender, who often spoke at the hammer system Smartisan OS conference in March last year, starting with "Teacher Luo's conclusion," is now more and more adapting to the IT entrepreneur's identity, though it will be released It is customary to ask the audience whether the audience understands it.

In accordance with its non-time updated hammer cell phone Smartisan T1 booking volume broadcast, the conference ended nearly 48 hours, booking more than 50,000, completed the expectations of investors 10%. This data was refreshed to more than 60,000 on the afternoon of May 25.

"In the eyes of investors, as a start-up, with a hammer's price and profit margin, the product will be able to sell half a million units a year is a victorious victory, and sales of two to three million will be able to protect capital. Now that the hammer cell phone Success is far from complete, but without losing money, you can have 100% confidence. "Compared with the critics after the Hammer Systems Conference last year, Luo Yonghao has now been able to maintain full confidence in a questioning voice.

"I am not a fan of marketing."

There is only one Steve Jobs. There may be innumerable imitators. China's mobile phone industry, there is no lack of such figures, and Luo Yonghao is no exception.

In front of the "First Financial Daily" reporter, the old Luo admitted that Steve Jobs is not a super fan. He is playing with two phones in his hand, one of which is the upcoming Smart Black T1 with the black hammer and the other is the white iPhone.

Luo Yonghao, ridiculed by the industry as a famous comic artist, has always been famous for his language at his talk show. At the hammer system conference on March 27, 2013, Luo Yonghao once said to the audience of more than 2,000 spectators: "In my life, I only learned a lot from Jobs in my career, (I) did not see the second smart man. "

A few days before the hammer cell phone conference, it really is not expected from the industry, took office less than two minutes, Luo Yonghao once again ridicule Jobs.

As a public figure, Old Luo himself has a lot of fans. He gave an example of the influence of his fans at the conference: Ten years ago he spent 10 yuan in the old bookstore of a Chinese bookstore and bought a copy of "The United States, by the American scholar Thomas Howell A brief history of races, "and book reviews of the second edition of this book 10 years later. The result of this 10 years ago, only printed in China 5000 monotonous theory, sales in 10 years but it is close to 200,000.

But self-employed Steve Jobs fans do not think his old hammer is doing fan marketing, "Now I always rely on fans to sell mobile phones, which is completely low IQ judgment."

"Fans of the economy driven product must be records, books, movie tickets and other unit price of 100 yuan up and down products, let alone me, no one because idol worship will buy his endorsement or production of mobile phones, unless the phone itself is good enough. Luo Yonghao explained this way.

Behind this, in today's market, "playing mobile phone" is not a small number of stars, some bigger than Luo Yonghao, but the vast majority of mobile phone market, "gorgeous embellishment." Among them, the mainland star Han Geng was launched in late 2013 personal custom smart phone G Phone.

In Luo Yonghao's understanding, the value of fans is to provide a starting point. "Han Geng fans a few hundred times more than I, but I sell mobile phone news than the mobile phone Han Geng's lot. The only use of fans for me, as a new manufacturer, the product comes out, you The starting point is to start spreading from scratch to the general public, starting with 6 million, which is a huge difference in speed, but nothing more. "

However, the hammer mobile phone product positioning, Luo Yonghao chose to hook up with his idol Jobs, "To put it bluntly is Apple's early users."

He landed four labels on the core user base of hammer cell phones - urban elites, middle class, biased arts and biased sensibilities. Urban elites and the middle class. That is why we dare to sell 3,000 yuan instead of 1900 yuan. However, biased artists and biased users will have feelings for the products we have spent so much time thinking of.

"Make a market to"

Thanks to eloquence gift, Luo Yonghao two Steve Jobs-style product launches are always unconsciously the audience defined as "a burden more than Guo Degang even more single-port comic dialogue."

"In the past 9 and a half months, holding back the loneliness has been doing scientific research, and this is an experience I have never had before." This is the opening speech made by Lao Lo last year when the hammer mobile phone system conference was held. In order to prevent the failure of the demo phone, 10 mobile phones were also prepared at the scene in order to switch at any time.

Commenting on what was later rated as the worst public speech in his history, Mr Rowe's comment was that for lack of experience and preparation, it takes a long time to tell the following people about the two and a half hours from a product manager training point of view The concept of software, eventually leading to angry people.

"The last time I talked smashed, to me, is a failure, but a few days before the speech can make a score of 85." May 20, on the same stage, Luo Yonghao finally prepared with two years Hammer cell phone debut. The theme of the conference was defined as how to create a convincing 4,000 yuan domestic mobile phone boutique. Although the final hammer cell phone pricing is locked at 3,000 yuan.

Lei Jun and technical origin is different, Luo Yonghao product introduction is full of "unprofessional" atmosphere, the parameters of their products along, more is telling the story. "We looked at all the phones in the market and finally found that the best imaging quality was the European version of the Samsung S4 (9505) except for the Apple ... Later we were told that they were addressed through Fujitsu Smartphone manufacturers have very sophisticated imaging solutions ... We found them to be very good teams, so we decided to buy them. "

Please come to the Chinese music industry, the godfather Zhang Yadong and Zuo Xiaizu curse to test the audio, please ammunition CEO & founder, former Apple industrial design director Robert Brunner to design the appearance, please Fujitsu chief engineer fifty years later solve the imaging problem. Luo Yonghao this time to choose the best phone-related industries in the marketing and marketing endorsement.

And at the end of this conference, Luo Yonghao also toured the Lei Jun: "Thank Lei Jun, because of his success so that (cell phone) supply chain manufacturers for outside killed 'Lengtouqing' no longer fully alert and suspicious attitude "

For the hammer mobile phone market, the industry has such a voice, although the old Luo choose the hot moment in the mobile terminal now launched its own smart phone, but has missed the best time for development.

In Luo Yonghao's opinion, the timing is important, but the time missed by others is gone. He does not think so. A business of excellence is to make a market, not how much to occupy in an existing market. Mobile phone market is so big, I want to make my first pot of gold in this saturated market, the first batch of talent and the first batch of technical patents, the next, I want to make a market.

"One hundred percent will not lose money"

From the New Oriental Master, Niu Bo network, Lao Luo English to hammer technology, Luo Yonghao's resume is quite cross-border.

"In fact, I actually do not mean to be so cautious on the Internet," [I] was actually a very kind person. "In front of a reporter, Luo Yonghao, once famous for" angering the Siemens refrigerator, "gave himself such a comment.

He gave a rather spiritual answer to the frequent crossings. "I am old because I used to cross the border because what I used to do is not what I like to do, but I can only bite the bullet. Education and training is one of the industries I particularly hate. I made money from the English training industry, but I did not get any mental Satisfaction. "

Public information shows that in May 2012 hammer technology was founded in June last year to 470000000 yuan valuation 70000000 yuan of A round of investment. Prior to the official listing of the hammer cell phone, Luo Yonghao microblogging again said that by the end of March Hammer Technology has completed 180 million yuan of B-round financing, the current round of investment hammer technology valuation of more than 1 billion yuan.

"Because of the larger funding of this operation, so the pressure is more from investors .English training is millions of investment, if you lose, I can go to fight to work can also be returned, the financing is 180 million If yellow, I guess this life is not on. "Pressure on the establishment of hammer technology, Luo Yonghao revealed that in the B round of financing, it took more than 50 days did not conclude, and finally a bit nervous, because Too much money needed for production.

However, for the funding chain, the data given by Lao Luo is that Hammer Technology will still be able to guarantee a total deposit of 50 million yuan on its books, even at the peak of its production. "Hammer cell phone conference ended, the original investors did not agree to have an appointment about to eat now.If the order played particularly powerful, not enough funds, I will immediately financing, but the valuation will be doubled."

On the other hand, the head of the technology department, who had not been in place before, had given him an anxiety for two or three months.

According to its disclosure, today's hammer technology team, the old Luo to their position is the product manager. Currently, Hammer Technology's software and hardware each have a team, headed by CTO, both teams. But the appearance of ID design, UI design and human-computer interaction design experience, which is the user experience center, the team is mainly responsible for the old Luo himself.

For the development of the hammer cell phone status, the old Luo is satisfied. "This product is far from successful, but without losing money you can have 100% confidence." Investors think that if it can sell 500,000 handsets a year it will be a victorious one and I am optimistic about 500,000 now. "

On May 20, the conference of more than 3 hours was finally finalized on the line - "I did not win or lose, I was serious."

"As an obsessive-compulsive disorder patient, I always want to do everything at every point, with every detail bringing out our pride and joy." Although the industry is now mixed with the prospect of hammer cell phones, Serious but no doubt.