It has strong right brain thinking literature and art color, and has complete business logic and entrepreneurial strategy

[The core hint] has the strong right brain thinking literature and art color, but also has the complete business logic and the entrepreneurial strategy. Luo's hammer technology entrepreneurial road is different.

Before I do most things in my life, I have an unknown cause of panic fear in going in. But frankly speaking, the phone is not panic, and the previous several times is not the same. The thought of the thing, had already thought very clearly. --Luo

As a science and technology media reporter in this magical country, I have visited the domestic entrepreneurs, chasing the trend of many, independent thinking of less, more than the foreign precedents, their own way of doing less; take one step at a time, consider the one-woman less.

In the course of this visit, my biggest feeling is that this is an independent, firm, Luo and complete business logic entrepreneur. From Luo began to do mobile phone to Smartisan T1 release of this process, his various actions and strategies, and his peers are indeed filled with a lot of "different."

Although this set of logic and entrepreneurial methodology has not completely persuaded us in some ways, its depth and completeness still amaze us and let Luo stand out from the bustling entrepreneurs of the smart hardware industry. Geek Park from the original intention, strategy, positioning, pricing and many other aspects, will Luo's point of view summed up as follows:

Talking about the original intention: the right brain thinking and literary man

"Rash, desire is strong". My version. I'm going to sign up for a new company next week and start making mobile phones, and live in excitement every day ...--Luo, April 8, 2012

English teacher turned to do the story of mobile phone, began in the client more than two years ago such a micro-blog. We asked Luo what was the opportunity to make this decision, and Luo didn't answer it in one or two words, but first told us two sets of concepts:

The first group of concepts: team-led Enterprises vs personal leadership enterprises. This is the general Division of the Organization of the Luo:

A team-leading enterprise: an enterprise that relies on the management team to collectively make decisions on democratic management. To avoid the possibility of committing serious mistakes in the form of collective leadership and to ensure the ability to correct low-level errors in a timely manner.

Personal leadership: An enterprise that relies heavily on the wisdom, spirit, and energy of a core figure.

The second group of concepts: Right brain developed group vs left Brain developed group. This is the general division of Luo's way of knowing the world:

Right brain developed groups: commonly known as "literary Man", the common characteristics can be summed up as a natural left (measured by the American/Western political concept), against large-scale production, care for vulnerable groups, advocates for raising taxes to help the poor, social change advocates radical, advocating laissez-faire.

The left brain developed group: commonly known as "the technical male", contrary to the right brain developed group, firmly believed that the data, the computation, the accurate test strength, supports the large-scale production industrial product crowd.

Luo told the geeks Park that these two sets of concepts have such a combination of features:

In the consumer electronics industry, a team-led enterprise can often ensure that few mistakes are made, but few are particularly exceptional--even if there are individuals who are exceptionally good, and cannot fully implement their own plans and propositions under the mechanism of collective leadership and Democratic voting.

Also in the consumer electronics industry, the beauty of products known to achieve great achievements of enterprises, are highly dependent on individual enterprises. such as the Bleum Brothers ' Bleum, the Sony Company of the Morita era, and Apple in the era of jobs.

Entrepreneurs are usually left-brain-developed groups, which are mostly men of science and technology, which is why most business leaders are very uninteresting.

Steve Jobs, as a literary man, was very mediocre in American literary men in the the 1960s: Shu Shanzong, Vegetarian, went to India to find a spiritual home, promiscuous, LSD, listening to rock music, and collecting records.

But the difference between Mr Jobs and the general literary man is that he is passionate about building a mass-produced industrial product and has the ability to be interested in running a business.

Under such circumstances, jobs as a right brain developed literary man, brazenly broke into the consumer electronics industry, led a company with him as the center, by leading the industry to develop the direction of the excellent experience and the ultimate product beauty touched the consumers, and achieved great success.

Luo that, as a right brain developed enterprise leader, has the ability to lead a consumer electronics enterprise, through the excellent user experience and the ultimate product beauty to obtain users, to achieve commercial success.

While expressing his love for digital products and his understanding of the user experience, he also admits that the death of Steve Jobs has given him an unprecedented opportunity:

I think the opportunity is very good, all the manufacturers have done badly, only the Apple has done a good job, but Apple has done well is highly dependent on jobs this person, but the man died.

You don't have to care if Apple is now 100 billion market capitalisation, 500 billion market capitalisation or 5 trillion market capitalisation, they are already facing an endless dilemma. Now because of the old age you may have forgotten: in Sheng Morita times Sony is an extremely dazzling star company, but Sheng Morita after the retreat it has become a very mediocre company.

The same is true of Apple, and now this generation is catching up and seeing the apple at its most dazzling moment. And now it's strong enough to seem invincible forever. But in fact, Wall Street analysts are not optimistic about it, because it is the success of the people who are very clear, and now the person is not, it is clear to everyone.

If your family is big, then you can walk long by inertia. But the technology industry, unlike any other industry, is that when it comes to the inflection point, it goes down faster than anything, like a rocket. So I'm totally not optimistic about Apple.

At least in Luo himself, he will not encounter the "Live Yu, He Senliang" Such a regret-can take their own company to seize the opportunity to indomitable, without fear of another better than a strong person.

Talking about strategy: User experience brings user stickiness

Remember how you upgraded your computer? You changed a CPU better computer, the daily use is natural, do not deliberately feel much faster, but if one day you go back to use the old, it will exclaim, "How is the groove so slow?" This is the case, life from bad to go when the feeling is not strong, but from the good and then to the poor go, it is difficult to go back.

Like his revered Bleum brothers, Sheng Morita and Steve Jobs, Luo the hammer technology as a product and design-driven company, which treats the excellent product experience and the ultimate product design as the foundation of success. In Luo's view, the excellent product experience is the core competitiveness, to retain users, produce sticky, countless small human details is the most important thing-consumers will buy hammer technology for various reasons of the mobile phone, but after buying can stay, willing to continue to actively use, continue to buy follow-up products, It must be due to a variety of humanized human-computer Interaction details:

Human-Computer interaction improvements, most people are not sensitive, but he used a while to realize. When you give it to him, he doesn't have to react much, but he uses it for a while and then he feels bad.

Consumers will buy our products for many reasons, such as design and craftsmanship. After the purchase for a period of time, you will be accustomed to the various human details of our system. At this point, even if he feels that another cell phone is better in some way and buys it back, he will find the new phone's system hard to use anywhere. When he buys the machine later, he may just consider our new product.

So what you have to consider is that every generation try to do the user experience as well as possible, and then from the marketing to find a few bright spots to push, with rational sensibility of a variety of things to impress consumers. After buying your cell phone and swapping it for a while, he finds he can't live without it. This is how stickiness is produced.

Luo also admits that such "experience winning" will require a long period of infiltration and continued experience in the details of the consumer. But he firmly believes that the process is persistent and irreversible, and that the experience of something better will eventually succeed:

07 We all admitted that the IPhone is a revolution right, but such a revolutionary thing, the first 12 months after the launch of the total sales of only millions of, and the same period of Nokia's bad to no worse things, 08 can easily sell tens of millions of of billion. There is a serious delay in the world's feedback on a good thing. But in the end, the good things will prevail over the poor, it is no suspense.

On positioning: Affecting the elite stratum, driving public consumption

You can't try to please the general public in the first, because at the beginning, these people's response is usually "how do you are a domestic, you are an English teacher crosstalk actor made mobile phone, no" such.

For a 3000-yuan price segment of the domestic new handset manufacturers, how to locate the first batch of users is a vital thing. When we asked about the positioning of the early adopters, Luo blurted out "urban elites, middle-class, biased, sensitive, quality-oriented and tasteful people." Then simply summed up as "material middle class, spiritual elite". These people are not particularly concerned about domestic or not, but also focus on product quality and brand story, is the real good product most easily touched by a group of people.

What is more important in Luo is that this group of people are also leaders of opinion, which is the core force that drives public consumption and determines product image. The larger public, then, is more of a "follow-up consumption" under the influence of these people. To illustrate this point, he told us a case of consumer psychology, telling the Geek Park:

An ordinary middle-class woman to buy clothes, she went into a clothing store to see, there is a clothing all places are in line with their own mind, fabric, workmanship, style, even the price is very appropriate.

This time you'll notice that urban middle-class people often have a strange behavior: it is all right then it should be bought, but she did not buy, she went back online to check the brand, she found that the brand said this in Europe is a bit of money and no goods people wear. She didn't buy the dress after she had found this information. I don't like to buy any more.

Then she told all her sisters not to buy the brand, because it was a kind of brand that people in Europe had a bit of money and no goods. And she must have pretended to know about it five years ago.

If she came back to find the opposite result, said this in Europe sell not much, a year sales also only tens of millions of dollars is not a giant card, but basically are elite class, excellent group, have the goods people like, once read this, she went back to buy immediately, originally want to buy two pieces of buy four pieces, after buying to go back to talk with all colleagues, Say don't look at this brand to China late, not well-known, in fact, in Europe is very talented people wear. And still have to make a note five years ago to know this thing.

Then she would go through the trouble of recommending it to others. Looking at everyone else, she felt that she was the first person in the office to lead the fashion. I was very pleased and satisfied.

In this case, Mr Lo has tried to show us that while consumers themselves always feel that they have made an independent choice, most people's consumption is actually just a matter of following the elites ' spending patterns. Therefore, if you can successfully impress the "Material middle class, spiritual elite" opinion leaders, then the follow-up to follow the consumption of the mass expansion will become simple and efficient.

So what do the general public, who now think the Chinese-made phones made by English teacher crosstalk, do, after being influenced and demonstrated by opinion leaders? Luo gives us such descriptions and evaluations:

These people, seeing that the leaders who can influence them are buying first, then even if they don't understand, will also be in the second third generation quietly buy one, and then pretend to be a natural way to say, "Well, in fact, this generation, do a good job ...", as if they are independent made a purchase decision. What do they know? is to follow the elite people to spend it ~

Talking about pricing: 3000 Yuan is a balanced point

The company sold 18 million handsets a year, with only a a profit margin, the world's most unhealthy business model. So their users say, eh, why are you so bad after service? The truth simply can't bear to say------------it's going to go bankrupt.

Smartisan T1 priced 3000 yuan, in the domestic mobile phone everywhere "thousand yuan artifact" of the present, is a very maverick approach. We raised the subject, and Lo also gave us a detailed answer.

In Luo View, from the manufacturer's point of view, 3000 yuan pricing set aside enough profit space to ensure that hammer technology can provide quality after-sales service:

A handset manufacturer, after the sale does well and is not good, the cost difference at least 1%. And the domestic manufacturers who try hard to keep the price of the bloody fight down, their profit margin is only a, so we must "Lai off" some of the sales to ensure the basic survival. If you raise the cost of 1% to do after-sale and customer service, then the company can only fail.

Smartisan T1 profit space, so that hammer technology can promote the "industry conscience" level of after-sales service, to provide stable quality product replacement and maintenance services. These are the Low-cost domestic manufacturers who are trying to keep their profits down.

At the same time, Luo also mentioned that enough profit space to better coordinate the relationship with the supply chain manufacturers, put forward higher demand for products, and continuously improve the quality of current and future products. In other words, confidence in the supply chain comes from confidence in pricing:

An enterprise should have reasonable profit space in order to have benign sustainable development. To have enough money to invest in research and development-if you don't have the processing you need, you can invest in Foxconn to help you develop the process that Apple has always done. So as to make the product more and better.

When it comes to consumer reaction to the price, Luo tells the Geek Park that the price is a balance between early-middle-class elites and later mass consumers ' spending power and mental state:

Many middle-class elites don't think about 4000 of mobile phones when they buy them, so if I sell 3000, there's a downside to this group that our products may be ignored by some of them.

This is indeed a partial loss. But the bigger loss is that if I set it to 4000 there would be a psychological price problem for homemade phones: 4000 is not a problem for the initial target audience, but then I'm going to spread it to the masses and there's going to be problems in the process:

If a homemade cell phone sells 3000, he will buy it after he finds that the opinion leader he's convinced is buying it. But if it were to be 4000, for the group, he wanted to get something extra from his phone. Besides being good at playing, he needs extra, like vanity. At that time he would feel that the homemade mobile phone 4000 made him embarrassed. If this is a Japanese or American mobile phone, then he will feel that vanity can be satisfied, 4000 is no problem.

So in this sense, domestic brand mobile phone pricing more than 3000 is very dangerous.

One more Thing: Smile on the attack, only play the blame upgrade

People who can't do things don't understand what they think in their heads.

From the start of the phone to the present, Luo has received a lot of suspicion, ridicule and attack. At the end of the interview, Mr. Lo also talked to us about his views on these questions, which were very interesting:

I cannot say that I am a theism or that I am an atheist. Because I do not believe in white beard, such as the personification of the God, but as for the nature of God, I have been unable to determine.

In the software industry, you will think that our world is not written by the program, if the program is written out, I would like to say that these accomplished attackers, they are written out the main task is to give the real thing to the people to cheer. The god of the program is afraid you are lazy, so arranged 2000 people every day to run to your microblog, every day that you must fail.

The historical task of these people is to do this, but they do not know themselves. Everyone comes to the world, is entrusted with the mission.

Sometimes it's really interesting to think about it, in the movies they are practicing martial arts for a lifetime but when beaten, "Ah ~" a little bit of dead soldiers. " In the game they are every once in a while to brush out a dozen dead little monsters, their fate is very sad, but without their accumulated experience, my upgrade is not so fast ^_^

Speaking of which, I found that the name of Lao Luo's business card, whose English name is "john romero", originated from a famous and informed answer last June. In this answer, the answer to the Lord Loro to the game of tragedy hero John Romero, by this question he did not have the ability to do mobile phone ROM, and the old Luo's response is:

At that time, everyone was talking about John Romero's failure story, saying that Lao Luo you and he is a virtue, doomed to failure. I thought it was fun, just didn't have an English name, so I simply called ^_^

In the previous microblog, Lao Luo also regularization with a famous "love will keep you alive", reply to attack His people "hate will keep you alive".

We mention this classic reply, old Luo calmly smiled:

I told the man who attacked me that I was driven by love, that you people were driven by hate, that we all had fun.

Wen/cordyceps Carlos