Farewell to the public to do the electricity dealer call time "change posture" play smart hardware

In bat, Beijing-east and other major internet companies scramble to seize the market, spend three years of time will be their own dozen Kickstarter to China's roll-call time but chose to reverse the trend and abandon the "public platform" halo.

"Call time transformation for the intelligent new product pre-sale platform, is to the consumer, user experience to upgrade." Because to consumers and users, put the money out after the body, in fact you sometimes have no way to control. This is why the entire supply chain and the entire service system have not followed the Internet model. "As CEO Zhang You for the first time after a few months of silence, the shift in roll-call shows more signs of electrical quotient platforms."

"We don't really want to do things we're not good at, we just make rules, we follow the rules, and we find that after all the rules are made, we're basically the same thing as the electrical business." Zhang You explained.

"Not bad money" hardware manufacturers trouble

How hot is the current intelligent hardware? Most of the time, Huaqiang north of Shenzhen will offer the answer.

"Because the mobile phone industry recession, Huaqiang North Office rents from the original one square meters per month more than 200 yuan fell to more than 80 yuan." Shenzhen is now gathering a large number from mobile phones to do smart hardware products company, a 10-storey office, there may be 8 layer is to do the smart hand ring, the remaining two layers is to do smart watch. "said a hardware manufacturer from Shenzhen.

In fact, these intelligent hardware manufacturers, who have been educated for several years by the popular web site, are not unfamiliar with the concept of product-raising.

"Positioning Sugar" production team, from Shenzhen, beautiful communications technology has relied on smart watches in the Kickstarter ancestors successfully raised 1.09 million U.S. dollars, is the third largest project Kickstarter. And in the country, 360 child safety hand ring and Century good edge of the hand ring and other projects are made by them.

"will now each cell phone is equipped with the locator to make watches, hand ring form, for Shenzhen, a large number of ' shanzhai ' hardware companies, and not much technical difficulty." But how to spread the Internet of this product, we are a layman, do not understand anything. "Beautiful communications technology related to the responsible person told the first financial daily reporter."

And behind this, is a large number of Chinese hardware start-up team embarrassment, there is supply chain resources, understand the design, understand technology, implementation is strong, but it is difficult to get a place in the domestic Internet entrepreneurial Army.

However, although the intelligent hardware products frequently test water, beautiful communications technology is actually the main business of mobile phone manufacturing, currently for Coca-Cola, Playboy and even Ferragamo international customers customized mobile phones.

"The survival environment of the hardware start-up team is different from the Internet." Even if you are involved in various projects, many hardware manufacturers are not short of money, but before we all just do production, do not know how to sell products. The person in charge explained.

The website Experience problem

If according to the traditional electric dealer's retail thinking, the intelligent hardware in the initial stage should compete channel, open the Day cat shop, Jingdong shop everywhere to supply the channel. If in accordance with the flow of the internet thinking, entrepreneurial team should vote Baidu bid, buy navigation location, mass mail and text messages, such as several traffic entrance layout ...

The choice of many intelligent hardware manufacturers is to explore the channel of "selling products" through participating in the public-funded projects.

"We are very confident in the hardware manufacturing, but just want to concentrate on the hardware, to find a platform to manufacture outside the sales and marketing business package out." "The hardware manufacturer explains.

But in the naming time CEO Zhang You, Kickstarter model is not suitable for China, domestic projects and users are very different from abroad. "There are a group of idealists on the kickstarer who have great visions of changing society, and when they buy, the perceptual factors transcend rationality." But domestic users are not the same, they are more rational, hope to get things are reliable, hope to get immediately. So the mindset of this group of users largely determines the likelihood of project success. ”

But the domestic consumer has the high request to the harvest time and the product quality, this causes the new project the trial error cost to be bigger. Users on the platform if you encounter the project team jump ticket or think that the product does not meet the expectations, will be the resentment transferred to the platform up, thereby damaging the platform's flow and influence.

"In fact, the wrong is not logic, but the wrong in the use of their own thinking to replace the entrepreneurial team thinking, instead of consumers to pay." User experience is poor so that the return-type of the public will be replaced by the pre-sale. Zhang You told the first financial daily reporter.

However, Zhang You's concerns do not prevent major internet companies from entering the public. Public data show that 2013-year double 11 period, Taobao launched its own platform to Amoy stars, mainly to film and television star to borrow Taobao flow advantage to drive the fan economy. April and July this year, Baidu and Beijing East also have to use their own flow advantages began to do a platform for the public to try.

The future of intelligent hardware electric dealer

At the 10*10 conference on May 26 this year, the roll call officially announced the transformation of the intelligent hardware platform. In the months that followed, Zhang You was surprised to find media, projects and VC swarms.

That is, at this point in time, a new investment has been made in the last two-year roll call with 500,000 dollar angel investment support.

"Jingwei China this side and we are in the coffee shop next to the company for three hours on the spot to decide to invest." My first feeling at the time was that the decision should have been done right. Zhang You recalls.

According to the data published in the roll-call time, after the transformation into the hardware first platform, its project purchase number, revenue, number of items have multiplied the number of growth, the average amount from the previous 13460 yuan to 82092 yuan, the average number of people from 80 to 357 people, More than 100,000 of the projects raised have increased from 14 to 111 now.

Interestingly, as the leader of this investment, Jingwei China should be regarded as one of the most recently-invested hardware companies in the industry.

Jingwei China partner Wan Haoki to the "First financial daily" reporter revealed that if the inclusion of this hardware release platform, Jingwei China has now cast 6 hardware-related projects, but has not yet invested in an intelligent hand ring or intelligent electronic weighing products.

"Over the past year (we) saw no less than 300 projects, but the biggest problem of domestic hardware entrepreneurship is that the cottage sense is too heavy." Many Chinese entrepreneurs know how to do products, but the product positioning and brand marketing ability is obviously inadequate. Wan Haoki explained.

And in order to help the project on the normal line, the call time needs in consultation, customer service, logistics and other aspects are involved, this and an electric business platform function is not the same.

From the specific process point of view, in order to ensure the harvest time and product quality, want to release products on the platform must first send the finished product to the roll call time for blind test. After the test is passed, the name of the project will be the full case of the brand packaging, including price range, the product potential problems and target groups, as well as visual design and other aspects.

"We recommend the starter model to the smart hardware manufacturer for a 30-day purchase schedule." During the pre-sale, let the channel merchants get 30 percent-50 percent market price, let early users with 50 percent-70 percent preemptive experience. Zhang You explained.

And this behind, the 2014 stood in the wind on the future of intelligent hardware has a lot of controversy, the function of homogenization, large data paradox, cloud services misunderstanding ... Smart hardware is also being questioned about castles for consumers.

"Now the feeling is that the appliance has not upgraded, the remote control has been out." Because of the technology, market and other aspects of the problem, the smart hardware market want to break out at least two or three years. "There are people in the industry who sigh.