Hammer phone becomes the target

Absrtact: In recent days, the news of Hammer is quite many, but the front is not much. Today a mobile phone quality problem, tomorrow an ark son black materials, the day after tomorrow a god mending knife. From High-profile hype to embattled, hammer phone although history is very short, but ups and downs of the

In recent days, there have been a lot of news about hammers, but not many. Today a mobile phone quality problem, tomorrow an ark son black materials, the day after tomorrow a god mending knife.

From High-profile hype to embattled, hammer phone although history is very short, but the ups and downs of the roller coaster is quite exciting. Do a lot of mobile phone, like a hammer is really no second home, hammer the two years of the various decisions and gains? Let's recap.

One, high-profile hype to do mobile phone

The origins of the hammer phone can be traced back to a meeting of Luo and Lei, Lei Rise, Luo find a relationship with Lei side, with their own product ideas and marketing ideas. Unfortunately, each said the words, Huff.

After, old Luo walks own road, various hype attracts the attention degree, starts to do the handset. This step, Lao Luo is successful. He successfully exploited the model effect of millet and mobile internet era from the influence of the media, through a variety of hype to enhance their visibility, and finally pull the investment, but also to find people who do mobile phones.

Although the external to the old all kinds of contempt, but in the situation of the old Luo, do not use this means, there is no one to ignore, also not to do mobile phones.

Second, first soft and hard to do ROM

In the old when the mobile phone, learning Millet chose to do first Rom, after the mobile phone steps. This step is no problem, it is easier to do ROM than mobile phone. In fact, the design talent found by the old Luo is good, from the first ROM conference, whether it is PPT or hammer ROM itself, some of the design aesthetic is not a problem. This step is also true, he can find the investment can only do a ROM, by the press conference to attract more VCs to really make mobile phone hardware.

Third, the design of their own hardware to do mobile phones

After ROM successfully pulled into the VC, the old man began to do his own mobile phone, design and manufacture of their own. Unfortunately, this step of the old underestimated the difficulty.

In fact, after ROM conference, many media have speculated that the old will find a reliable OEM or program manufacturers to do hardware, hammer as long as the match on their own hammer ROM can be a product, and the old did not choose, the problem is in this step.

By 2013, with Android and Qualcomm processors, making mobile phones was a lot less difficult than it used to be, but that doesn't mean you can do it casually.

From design, to various tests, to supply chain management, to quality control, this is a long time to running-in process. Even the most experienced handset makers, it will take a long time to complete the process with a new model, far from being a ROM.

And the hammer came directly to himself, trying to rely on the factory to solve the problem, which is no experience. Huawei used to rely on generations of factories on a product, and the result was very miserable, not to mention the very small number of hammers.

The family is their own factory, the first time to do M8 is a lot of problems, and the hammer has no hardware manufacturing experience and let others to work.

The various problems that the hammer encounters today are, in fact, unavoidable after this step of decision-making. If the hammer had given the hardware design to a more experienced manufacturer, just put forward some ideas to order it, and the result would not be as it is today.

Four, high-profile release of products, improve expectations

After the hardware product was made, the hammer opened a high-profile press conference, all the handset manufacturers were sarcastic, "born Proud" released the hammer phone. Even before delivery, but also focus on the promotion of quality control excellent.

High-profile release is not a problem, but at this point in time, there is no need to continue to gain the attention of the eyeball to obtain investment, and then attack other manufacturers is a bit of trouble.

Originally peers are friends, you again sarcastic sarcasm, until you have problems, it will inevitably become a target.

Before the hammer delivery, the old Luo on the quality control situation should be, on behalf of the factory to do such a small quantity of the standard of the industry are questioned. At this point, the old man boasted to raise his expectations, he dug himself a hole.

The fact that a few days later will be announced, you raise expectations this time, then lost too much natural will be hit. Lei or oppo, other manufacturers are to reduce expectations before the release, improve satisfaction, and the old is going to ascend.

Later, the quality problem reflected strongly and the expectation was pulled too high relationship.

V. Rush mass production delivery, testing is not enough

Millet mobile phone was actually the first time to do mobile phones, but Millet did a long time of various tests. The engineering machine has made a number of rounds, improved a few rounds, to 300,000 units is also a lot of shipments.

This process is actually the test of capacity, supply chain, quality control. The M8 was also the beginning of the public beta. Because the mobile phone prototype, small-scale production, large-scale production of things are completely different, to step by step to gradually improve, the final production of the formal volume of things to ensure that the basic quality.

Supply chain does not say, assembly line workers also have a skilled process. Some design problems need to be improved step by step.

And the hammer was a little too hasty to deliver, and the first users acted as a test machine for mice, and the users paid the money first. There is a natural complaining about problems.

Review of the hammer in the past two years, although a lot of people do not appreciate, but the actual success of the latter is a lot of problems, the formation of today's embarrassing situation.

Many people say the hammer is over, it's too early, the key to the life and death of the hammer is investors. Lesson wit, hammer of the next product in all aspects of the operation will certainly progress, but can not do it depends on whether investors have patience.