Luo: A cell phone experiment with obsessive compulsive disorder

Luo or that Luo.

The National Convention Center May 20 The noisy press conference three days later, in the "First financial journal," The old man sitting in the opposite of the classic dark loose shirt with casual pants dress up, and the previous two stage dress is not two.

But now the situation is very different. The English-trained teacher and activist, who started the Smartisan OS at the hammer system last March, has been increasingly adapted to the identity of it entrepreneurs, even though they routinely ask the audience if they understand it at the press conference.

According to its occasional updated hammer cell phone Smartisan T1 Book volume broadcast, the conference ended nearly 48 hours, booking number of more than 50,000, completed the investment expectations of 10%. This data was refreshed to more than 60,000 in the afternoon of May 25.

"In the view of investors, as an emerging enterprise, to hammer price and profit margin, the product launch within one year to sell 500,000 is a resounding victory, and sales of two hundred thousand or three hundred thousand can be protected." Now say hammer phone success is not yet, but not losing money can have 100% confidence. "Today's Luo have been able to maintain full confidence in a skeptical voice over the barrage of criticism from last year's hammer-system conference."

"I'm not a fan of marketing"

Steve has only one, and his imitators may be numerous. China's mobile phone industry is also a number of such figures, and Luo is no exception.

In front of "the first financial daily" reporter, The old man is not shy to admit that he is a huge fan of jobs. He played with two of his mobile phones, one of which was the upcoming black-style hammer phone Smartisan T1, and the other was a white iphone.

Luo, who was teased by the industry as a famous crosstalk artist, has always been known for his language sharpness in his talk-show presentation. At the Hammer System Conference on March 27, 2013, Luo told more than 2000 viewers: "I've only learned a lot from Steve Jobs in my life." In this field, I have not seen a second wise man. ”

And a few days before the Hammer cell phone conference, it is not out of the industry expected, on the stage less than two minutes of time, Luo again to ridicule the jobs.

As a public figure, Lao Luo himself has a big fan base. For the influence of his fans, he gave an example at the press conference: 10 years ago he spent 10 yuan on old books in Chinese bookstores, bought a history of American races by American scholar Thomas Sowell, and reviewed the book for a second edition after 10 years. As a result, this 10 years ago in China only printed 5,000 volumes of the boring theory, in 10 years after sales are close to 200,000 volumes.

But Mr Bush, a self-proclaimed Steve Jobs fan, does not think his hammer phone is a fan marketer, "Now it's a total low IQ judgment that I rely on fans selling mobile phones." ”

"The product that the fan economy drives must be the record, the book, the movie ticket and so on 100 yuan price." Don't say it's me, no one will buy his endorsement or production phone because of idolatry, unless the phone itself is good enough. Luo explains.

And behind this, today's market, "play mobile phone" of the various stars and a few, some more than Luo, but most of the mobile phone market is "gorgeous embellishment." Among them, the mainland star Han Geng has launched the personal custom smartphone Geng phone at the end of 2013.

In Luo's understanding, the value of a fan is to provide a starting point. "Han Geng's fans are one hundred or two hundred times times more than I do, but I sell mobile phone this thing than Han Geng selling mobile phone is much more dynamic." The only use that fans have for me is that, as a new manufacturer, when the product comes out, you start to spread from zero to the public, or start at 6 million. This is a huge difference in speed, but that's all. ”

However, in the hammer mobile product positioning, Luo still chose to hook up with his idol jobs, "Plainly is Apple's early users."

He has four tags on the core user base of the hammer phone-urban elites, middle class, biased literature, and partial sensibility. Urban elites, middle class, this is we dare to sell 3000 yuan instead of 1900 yuan reason, and biased literature, biased user, will be we spend a lot of mind to do products have feelings.

"Make a market."

Thanks to the eloquence, Luo's two jobs-style product launches were unconsciously defined by the audience as "a more stand-up comedy than Mr. Guo."

"I've been doing research for the last 9.5 months and I've never had an experience in my life," he said. "This is the opening speech of old Luo last year Hammer handset system launch." In order to prevent the demo of the phone out of the trouble, the scene also prepared 10 of mobile phones to switch at any time.

Luo, who was later evaluated as one of the worst public speeches of its history, gave the comment that, due to inexperience and lack of preparation, it took a long time to give the following people a 2.5-hour view of our software from the perspective of a product manager training, which eventually led to grievances.

"And last time it was a hit, it was a failure for me, but it was a 85-point speech a few days ago," he said. "May 20, on the same stage, Luo finally with a two-Year-old hammer phone debut." And the theme of this conference is defined as, how convincingly to create a 4000-yuan boutique domestic mobile phone. Although the final hammer phone pricing is locked at 3000 yuan.

and technical origins of lei different, Luo product introduction is full of "unprofessional" atmosphere, the product parameters around, more is in the story. "We researched all the phones on the market and finally found that the best imaging quality was in the European version of Samsung S4 (9505), except for Apple ... Later we inquired that they had been solved by Fujitsu (FUJITSU). Fujitsu has a sophisticated imaging solution for smartphone makers ... We found that they were very good teams, so they decided to buy their solution. ”

Please come to the godfather of Chinese music Zhang and Zo Xiaozu curse to test the audio, please ammunition ceo& founder, former Apple industrial design director Robert Brunner to design the shape, please Fujitsu chief Engineer 50 Haze Resolution imaging problems. Luo this time to choose the handset-related industry's leading figures for their marketing and promotion endorsement.

In the end of the conference, Luo also lei: "Thanks to Lei, because his success allows (mobile) supply chain manufacturers to kill in the outside of the ' hothead ' no longer hold full alert and skeptical attitude. ”

The industry has the sound of a hammer-phone listing, though it has missed its best opportunity to launch a smartphone at a time when mobile terminals are hot.

In Luo's view, the timing is important, but the missed opportunity that other people understand is gone, he doesn't think so. An excellent enterprise is to make a market, not to occupy the share of an existing market. The handset market is so big, I want in this saturated market to make my first bucket of gold, the first batch of talent and the first batch of technology patents, next, I want to make a market.

"Hundred percent will not lose money"

From the new Oriental teacher, Bullog nets, Lao Luo english to Hammer technology, Luo's resume is quite cross-border.

"I'm not as mean as I am in the net," he said. "In front of reporters, once because of" anger hit Siemens fridge "famous Luo give himself such a comment.

He gave a rather spiritual answer to the frequent cross-border reasons. "I always cross the border because the past is not what I like to do, only to bite the bullet." Education and training is an industry I particularly dislike, I have made money from the English training industry, but I do not get any spiritual satisfaction. ”

Public information shows that the hammer technology, founded in May 2012, completed a $70 million investment in a round of $470 million last June. And before the hammer mobile phone officially listed, Luo said on Weibo, the end of March this year, the hammer technology has completed a 180 million-yuan B-round financing, this round of investment in hammer technology after the valuation of more than 1 billion yuan.

"Because this operation is relatively large, the pressure is more from investors." English training is millions of of the investment, if lost, I go to work can also pay, the financing is 180 million, if yellow, I guess this life is not yet. "For the pressure of founding Hammer technology, Luo revealed that in the B round of financing, once spent more than 50 days without a conclusion, finally a little nervous, because production needs to use too much money."

But for the money chain, the data is that hammer technology, even at the peak of production, is still able to guarantee 50 million of billions of dollars on paper. "After the launch of the Hammer cell phone, the investors who had not settled the deal have now started to eat," he said. If the orders are exceptionally strong and the funds are not enough, I will raise them immediately, but the valuations will double. ”

On the other hand, the previous delay has not been in place in the technical department responsible for his anxiety for two or three months.

According to its disclosure, today's Hammer technology team, the old Luo to his position is the product manager. At present, the hammer technology software and hardware each have a team, by the CTO chief of the two teams. But the appearance ID design, UI design and human-computer interactive experience design, this is the user Experience Center, the team is mainly responsible for the old man himself.

Old Luo is quite satisfied with the development of the hammer phone. "This product is not yet successful, but not losing money can have 100% confidence." Investors think that if they can sell 500,000 handsets in a year, it's a resounding victory, and I'm very optimistic about 500,000. ”

The May 20 event, which was more than 3 hours, was finally framed in a line of text-"I'm not trying to win or lose, I'm serious." ”

"As a patient with obsessive-compulsive disorder, I always want to do everything well, every detail brings out our pride and joy." Although the industry now has mixed opinions about the future of hammer phones, there is no doubt about the seriousness of the old man.