Lei snake Chen Min Bright: The luxury of a small crowd a USB port cost 380,000 dollars

How does a game house "make hardware a luxury?" 380,000 dollars design a USB interface, detail control or idle? In the hardware and people linked up mobile internet era, rather than blindly follow the speed, rather than create their own rhythm, the hardware into luxury. Lei Snake CEO Chen Minliang never wore a suit. Even at public events, he is a casual outfit. This is more in line with fans of his expectations: he is a game home, unrestrained, keen to pursue the ultimate self. Perhaps in the eyes of the public, Lei snakes are not famous. But fans are no less obsessed with the snake than women facing Hermes, can thousands of women put Hermès logo on the body? In an era of increasingly inexpensive hardware, lei snakes achieved luxury prices with the most mundane hardware. A ray snake mouse price can be thousand yuan, lei snake notebook The cheapest one is also more than 15000 yuan, the price is far more than the apple. If Apple has made the hardware a luxury, the Thunder snake is much more extravagant than Apple. Once a new product, fans queued to buy overnight, needless to say, Ray Snake out of a T shirt will also be crazy Rob. and Lei snake luxury "to need not to find someone to endorse, video game Arena, a need for a lightning snake equipped with the necessary players to configure." It is possible that Lei snakes have always been a luxury in the minority circles. But in the mobile internet era, the world has become flat, the ultimate product is very easy to puncture the eyes of the needle, overnight in the popular public. If you do not believe, you can recall five years ago, Apple, the first two generations of the iphone are small products, to the iphone3, the public suddenly flocking. Jobs's products are already everywhere, but Chen Min is more brilliant than Steve Jobs. In the hardware and people link up, the product is very easy to forget the era, and blindly follow the speed, rather than create their own rhythm, the hardware into luxury. Chen Minliang found another product survival path. 1, the user's demand is not to say, please do the most extreme user. Lei Snake design products do not do user research, but entirely by virtue of their own feel. Chen Minliang said: "The user's demand is not come out." We are all gamers, able to grasp the user can not speak out of the demand. "Obviously, a gamer means a game user that is deeper than the player." Like Jobs, Chen Minliang is often considered a madman. He was a typical Gaofu, avid game of love. He spends most of his time playing games, but the mouse and keyboard peripherals make him feel uncomfortable. He decided to give himself a better mouse. When he resigned his well-paid lawyer's night to set up the Thunder snake, people said he was crazy. A mouse is about 50 yuan, a mouse over 1000 yuan who will want? When the snake began to make notebooks, the mobile internet era had come and the world's PC hardware was slipping, and he had to do a notebook and a crazy move in the eyes of outsiders. A manufacturer has been tempted to say to him: "You have to high-performance, but also frivolous, notebook is very expensive, I do notebook for so many years, no one wants your productionProduct。 "Regardless of your number or market analysis that the product no one wants, we know that this is a game home can not say the demand." "The result," he said, "is that the snake Notebook is listed in North America for three months and is sold out in 45 minutes." Even, the game peripherals the market is created by the Lei Snake, there is no one specifically for the game to design a mouse or keyboard. If you're familiar with Apple, you know that Steve Jobs is the ultimate user. 2, to do a detailed control "as a more typical game player, an electronic athlete, Chen Minliang has been looking for an unfair advantage." such as how to put the computer screen, so that the sun is sufficient, not to be swayed to the eyes. (It's kind of like the Sheldon in the Big Bang, isn't it?) "We just have to win," he said. "Master of the game is very busy, the decision is often the outcome of this kind of detail caused by the butterfly effect, so the competition before the campaign hand will be a detail to find." But at that time, such as the mouse, keyboard, headphones, such as the basis of equipment are not in line with the needs of players. So, Chen Min light and hardware engineers to discuss, the accuracy of the mouse can be improved? Can you also be more ergonomic? Ordinary people use the computer 8 hours a day, but the game players can play 20 hours a day. Ordinary people to operate word, the mouse does not need to be particularly accurate, but the game changes in the movement is particularly fast, ordinary precision is not enough. So the first mouse of the Thunder snake directly raised the DPI from the usual 400 to 2000, which was the highest number that could have been achieved. The mouse was born in 1998, but it was not officially released as a product until 2005. The first Chen Minliang just hold the mentality of hobby, did not want to make it into business. Friends around you know, want one. Chen is also very curious to ask: Are you sure you want to buy? It's very expensive. "The plaything of this small circle is the result of an unexpected event in the electric competition, with this mouse, the team always wins, and an electric campaigner is judged by the referee as cheating, like a shark's skin bathing suit, where the use of the snake has sparked controversy in the electric competition. But this does not prevent players from buying a series of products that allow them to win, and the list of Lei snakes is growing. 3. Culture is also a factor to be considered if you talk about the different countries of the game home, Chen Min can be a torrent. Lei snake's mouse is like an athlete's outfit, the product adjusts to the player's technical movements, stature and habits. The palm of the European people is big, the Asian person is small, and the family space of Europe and America is big, the family of Chinese, Japanese player is very small, so when they flick the mouse, the strength and the movement are different. Even the climate will become a factor, Sweden is relatively cold, the player action is small, many Chinese players are playing games in the summer, the habit is not the same. At present, Lei Snake is the world's largest electronic sports sponsor. But Chen Min to sponsor them, not to brand the Thunder snake, but to invite these players to do tests to distinguish between the user's subtle requirements. A product called Crazy Snake is a specialThe door is designed for Asia-Pacific players. Because the Chinese hand is relatively small, Chen Minliang decided to do the mouse thin, width reduced by 12%. But at the time of the global sales conference, no one in the other region placed an order or even interested. But Chen Minliang that this is the difference between Chinese players, must be recognized. It turned out that Chinese players were buying it. Crazy snake sales for more than four or five years, so far in Taobao, Beijing-east, cat, such as the top ranked sales first. In Lei snakes, all product designs are carried out in-house, with two ergonomics scientists analyzing data from players around the world. But the data is not the only basis for the design of products, and sometimes culture is also a factor to consider, said that product design is an art is not too. A few years ago the iphone has not come out, people are driving with the Thumb button to send text messages, the snake mouse to try to set the left button on the thumb position. "If it is now, the habits of young people using mobile phones have been changed," Chen Minliang said. "In the past few years, a copycat has imitated the design, and he will find it amusing." 4, Cool "is a comprehensive experience, not only performance." The comprehensive feeling is good, can become the luxury goods. While the rise of Android phones is unstoppable, Apple users are still hard pressed to pull into the Android camp. Many users do not know why a slightly more sensitive user will tell you that the response is different when the finger slides on the screen. The Thunder Snake will try to make the hardware and the real life seamlessly connected. Chen Minliang For example, if you push a cup, it must move immediately, not every 0.1 seconds. This is 0.1 seconds or less, which makes the user feel awkward, but the user may not be able to say it. In order to cool ", lei snakes pay a lot of price. Blade notebook Close, the sound is specially handled, the team of the Lei snake for this carefully selected for four or five months, and finally selected to make people feel cool "voice. and a line of microphones is set up beside the fuselage to allow the sound to be heard every time it switches. Chen Min with a single hand to open and shut the notebook, for this detail he not only spent the sound of mind. Notebook open and close to the strength of the special test, if the user is the notebook on the table, must be able to pull a single hand screen, unlike other frivolous notebooks, even if the apple, pull up the screen will bring the entire book. Only for USB interface, Lei Snake spent 380,000 of dollars, many people said Chen Min. USB is usually a very standardized part that all consumers use in their daily use, and standard upgrades are made at regular intervals, and now it is 3.0 stages. In addition, the use of plastic parts in the USB interface is usually the most basic color, such as Black USB 2.0, as well as Apple's white, and now the USB 3.0 interface standard is usually blue. Factories from Taiwan in China usually produce only a few colors, and if they want to specialize in this kind of green, a lot of experimentation and mass production is needed, and no one has ever done anything like this before. Even the scent, the Thunder snakes haveConsider。 Mingliang has been hoping that the Thunder snake's product has a special lei snake flavor, plus the product needs to be transported by sea, so it is necessary to fill the box with spices. For this taste, an engineer chose 2.5. One day his plan was finally approved, he said cheerfully, in order to find the taste, he had the entire spice factory to call in sick. Because the taste is too much, the concentration is too high, for some time the whole factory people vomit. Chen Minliang very proud said: "I do not need users to understand these, when recommending to friends how good the details of the Lei snakes." I would prefer the user to use the Thunder snake, and then use other products always feel that what is wrong. "5, speed is important, but the product itself more important mobile internet, speed is always a problem can not be ignored." Speed and fine product design seem to always be contradictory. But on this issue Chen Min bright silk uncompromising. A year before the blade went public, many hardware engineers told him that the product was well designed. As a notebook, 46 or 48 millimeters is very common, when the Lei snake has been able to make the notebook 20 mm, has been very thin. Products can make a lot of money as early as one year. But Chen Min still feel too thick, must be required to do 16.8 mm. Many manufacturers felt his standards were too harsh and rejected the orders of the Thunder snakes. It took them more than a year to achieve this thickness. If from the character say, Chen Min Bright calculate some little stubborn ". In the age of mobile internet, everyone is talking about speed, few people can see the speed of nothing. Speed did not affect the Thunder snakes. Lei snakes many products have been in the market for more than five or six years, but in North America, Europe and China have been ranked in the market. The seven-year-old Viper Mouse has also topped the list of Amazon's North American rankings. For me, a product is not a speed or a number to measure. "Chen Minliang with Apple, Apple products are constantly upgrading, but some of the design has not been replaced, it is not because of the market changes in the speed of new products." The iphone is one year old, but the framework has not changed. Similarly, Chen Minliang would rather have enough time to do it and optimize it every year. But not a product this year, another product next year. It may take a little more time to do a good job, but your return will be better than a product every year. "he said.