Luo bragging benefits are beyond your imagination.

In the months leading up to the Hammer technology conference, Hammer Tech founder Luo appeared unusually high-profile, but kept a high profile on the media. But after the press conference, Luo began to receive frequent media interviews.

"There are 90% repetitions of questions answered these days," Chice said. The most asked is why you want to do mobile phones, why do you think this thing can become. Luo told Tencent Technology. He also said the reporters who interviewed him over the past few days had asked almost all the questions he could think of.

In fact, some of these questions Luo already answered. He has been very high-profile since announcing his mobile phone, and is ready to deal with all kinds of name-calling and questioning at the same time.

In the midst of a scolding, Luo remained confident. As he famously said, "A tough life doesn't have to be explained."

No money, high profile, rich, low-key.

For Luo, keeping a high profile is actually keeping him true.

"I don't have to be a strategy in marketing, and I'm a controversial person when I'm true." If you have to say marketing strategy, it is deliberately sent a number of micro-blog. "Luo said.

But in the mobile phone this matter, Luo's high-profile also has its own helplessness. As a complete layman, Luo has no experience in the mobile phone industry, which makes it hard for him to get the money and talent he needs for his mobile phone.

For any product, the most stunning debut is low-key research and development and suddenly launched to let the world feel shocked. But Luo can only maintain a high profile to get more attention, thus attracting investors and the necessary technicians to do mobile phones.

Because of the money problem, he even had to shelve the mobile phone plan first, do a ROM to prove his ability. This and millet technology is a bit similar, but Luo that millet in the phone before doing miui because of the lack of self-confidence, and their own mobile ROM Smartisan OS because there is no money.

"He is not confident to go two steps, I do not have the money in two steps." A ROM 10 million is enough, but you want me to make a mobile phone out, this at least 10 million dollars to start, or boot will not start. "Luo said.

The founder of Yantan is Luo angel investors, with his help, Luo got the first 9 million yuan investment.

Hiring is no simpler than financing. The good news is that Luo has big enough clout and high profile. From May 2012 funds in place to start hiring, to July personnel basically in place, Luo received more than 3,000 resumes. The last 7 engineers he recruited were--in his words--"I grew up listening to my recordings."

But then Luo may not need to be that high-profile. Because his second round of financing will be available soon. There are already Chinese entrepreneurs willing to invest 200 million yuan in hammer technology, and there are dollar funds to talk about, but Luo needs only 80 million yuan.

Luo said, such as this 80 million yuan investment in place, he will be immersed in products, until the mobile phone to promote the time to start a high-profile publicity. He didn't even care much about the market response after the Smartisan OS was officially released, "I think it's very light, and the most important thing for me is that this round of money is on the line." ”

Revise your product view

"Easier than expected. "This is the experience that Luo started doing ROM. It was easier than he thought because he found that there were a lot of good product managers in the industry and he wasn't the only one who was a genius.

The current Smartisan OS has 50% ideas from Luo himself, and another 30%-40% idea comes from two product managers, leaving about 10% from another product manager. According to Luo's idea, his ROM almost 100% of the ideas need to think for themselves, product managers are only the executive, to help fill a number of loopholes.

Because of the distrust of the product manager at first, Luo behaved very rudely. Hammer technology often quarrels during meetings, and in the beginning this quarrel often ends with Luo asking the staff to shut up and execute on their own ideas.

But through more and more discussions, product managers have earned respect for themselves, and Luo has begun to take their advice seriously. "Sometimes I am wrong, sometimes the other side is wrong, but the communication is not so rough." ”

For example, there was a discussion about interaction, and Luo thought it would be more efficient to have different interactions with different functions. But the product manager of Hammer Technology believes that in this case, logical consistency is more important than operational efficiency, because logical consistency is not good and can confuse users. Later, after the user tried to prove, Luo wrong.

Luo said that his past in the production of the biggest shortcoming is the lack of a complete product global view and lack of logical consistency. "Before I had all is a very good idea, but to string up to become one thing, this still needs a little training, also so little training, I two months overall already thought very clearly." ”

Making a mobile phone is much more complicated than doing ROM. But in the eyes of Luo, this does not seem to be a problem. He's already got the head of the hammer tech phone hardware, and the director is recruiting his old men. In the old age, every important position to find a senior professional can solve this problem, but on the product, he knows more than anyone.

The humanistic feelings of product managers

Luo boasts of being a genius product manager, but technically he admits he knows nothing and can only trust his own programmer. At the same time, he believes that technicians can be attracted to the company through money. He is now willing to pay a 1 million or even higher salary to recruit a technical director.

Although the technology is not understood, but Luo that technology is rational, can be measured objectively. But the design of a product is not good-looking, this is completely sentimental, need the boss has his own judgment.

"A boss to understand the design, to understand products, to have humanistic feelings, brand can be established, hit the user's heart." I have no skills. You are a hick, can you solve the problem of aesthetic and humanistic feelings? This is no solution. "he said.

In Luo eyes, millet technology CEO lei (Micro Bo) and the Phantom of the Chairman Zang are "a hick." He has no good reason to argue this point, because it is "perceptual".

Smartisan OS has a lot of people in front of a small function, which is difficult to impress the user to buy the impulse, but once there are enough to impress the details of people, Luo think users will feel, and pay for it.

"These humanized designs are not rare in Wenqing, but they are not seen in the bosses of technology companies. "Luo that this is his own and other technology business owners of the difference, his feelings can impress the youth, and in the mass communication word-of-mouth, especially in the SNS era, literary youth is the backbone of the force."

This is back to the topic of marketing.

Luo claimed to be invincible in marketing, which is why he dared to choose the thousands of-person venue of the National Convention Center when releasing the Smartisan OS. However, Luo to the March 27 press conference was very remorseful, he regretted that because of tight time so there is no rehearsal, a projected 1.5 hours or so of the conference was delayed to nearly three hours. But he has now begun to consider the issue of his own hardware launch, "must be fully rehearsed, must live." ”

The following is an interview transcript:

Tencent technology: What is the most common problem?

Luo: is chegulu problem, repeat rate is 90%, why do you think of doing mobile phone, why do you feel this thing can become, do not you think this change is too big, how do you look at the previous online so much negative evaluation, you have no blow. This is what comes and goes.

Tencent Technology: One of them is very interested, how do you see the negative evaluation?

Luo: In fact, negative evaluation of what, according to the Chinese tradition must be hit new people, especially the new and so high-profile, it must be to die.

Tencent technology: There are some reasonable analysis you do not do this thing, how do you think of these?

Luo: Reasonable said that this matter cannot be done, reason words this thing is no one knows. Others say I am so high-profile, should be low-key. All of my people and money are all because of high profile, I know better than anyone, my high profile in exchange for the number of benefits. You have to develop a low-key, suddenly come up with an amazing thing this is the best, I also know. The question is, where did I get the money or the people? I am not a high profile I have no one, these people are all because of my high profile to do with me, otherwise he how to know. I only have 9 million start-up funds. This round of talk of money, the dollar fund may not be finalized, but China's personal entrepreneurs have been almost 200 million, I only need 80 million.

Tencent Technology: You mention the funds, when you decided to do, when you start to do when the difficulties encountered? Money, people?

Luo: There was no money at first, and everyone said no. Investment banks do not say that VC. I said you can say you do not understand, you do not say no. Have you ever invested in so many companies? I said you are not in the manufacturing industry, you VC look at those business models are very simple, you cast are small team, cast also did not do hardware, nor engaged in such a long industrial chain of things.

There are a lot of my friends, he said yes, do not understand. I said that do not understand to forget, can not get the money, finally people say you can be divided into two steps. Lei actually do this time is not lack of money, but he did not have confidence, he first made a miui, after finished pretending to the civil team, after a good reputation, only to admit that they do.

He is not confident in two steps, I do not have the money to do two steps, do a ROM 10 million enough, but you want me to do a mobile phone out, this at least 10 million U.S. dollars to start, or startup will not start. I thought I couldn't do it, so I went two steps. At that time Yantan, is the CEO of the MO, he is my friend, I told him this matter, he said I help you find a way, he gave me more than 9 million, and then started.

Tencent technology: This is your first step to get the money, people in this respect?

Luo: I openly recruit, and boast everywhere, high-profile publicity. I do not have such a high profile, because of the spread of such a large, I received more than 3,000 resumes, and then selected 7 people. These engineers they are very difficult to handle, these people are basically listening to my recording grew up, so I have a trust, or I recruit technical men still very difficult. I recruit designers, it is easier to find product managers. We are literary youth, they are science men, originally is not the intersection, because do this enterprise, must two people intersection, I went to find them.

I now gather together these 7 is also good, also has the big enterprise to come over, is because the high profile. Wait until I this 80 million into the pocket I don't need a high profile, I buried do, do promotion period again high profile.

Tencent technology: When you do products because you have not experienced this industry before, you have some understanding, did not have some contrast after doing?

Luo: More easily than thought, from the product point of view, I used to think I was a genius product manager, but I do not necessarily find a very good product manager to do with me. The company just opened the time, the product will be, my mentality is that you less wordy, I said you go down on the line. I may be a person to think that there are some loopholes, you make up a margin of the corner to knock on the line, this is my mentality.

But a few times the product will find we have recruited four full-time product managers, in fact, the product manager and a my partner and a designer, a total of six people, plus I seven people to open the product, the process found that at least three of them as product manager is very very smart. So I felt it was easier than I thought, and I used to think that I was the only one, and that there were a lot of very smart young people in the process. Now I am ready for a large-scale product manager, I have a strong responsible for the product, he came to cover my interview, there is no such experience does not matter, product managers do not need these experience, we select carefully selected some smart young and energetic people, a piece.

Engineer this piece, I originally thought of difficult, the actual operation is really difficult. After the next month, I sent a post for millions of million recruit a supervisor, software research and development director, make it into a partner level. Let him set up a team for me on the line, the field you have done more than 10 years senior, in the circle of people, have Word-of-mouth, he helped me form a team.

Tencent Technology: You just said that you are a very good product manager, you feel that your ability is similar to innate or prior training, did this industry you go to learn?

Luo: Half is talent, the other half is not learning, is playing, I am a digital product enthusiasts. In my opinion most of the product design is stupid, I also think about these things every day, but this is not premeditated is interested.

I used to think about product design, many of the ideas are very bull, but the lack of a human-computer interaction of those theories, there is a complete set of systematic and logical consistency of these are followed by their meetings and research process, because one has done a lot of products, he is experienced. We talked together in the process of discovering this is very important, before I was not the overall view, are a good idea, but to string up into one thing, this still needs a little training, and so a little training, I have two months overall thinking is very clear.

Tencent technology: The future may have to recruit about 150 people, this time you need to rise to a manager.

Luo: I will not, I go to recruit a professional manager COO on the line, the big strategy I come to grasp, day-to-day I do not care, I must be the Product Manager-type boss, not management-type boss, management you find professional talent tube.

Tencent Technology: Now mobile phone here what kind of plan?

Luo: We will push a mobile phone by next spring, the latest summer. The head of the hardware team has been found, and he is also bringing up his old men. Then he helped me recruit, our hardware is research and development, production is to Foxconn this kind of generation plant, research and development is our own.

Tencent technology: I have always felt that doing ROM is more manageable link, research and development. The hardware is related to the supply chain, involving partners.

Luo: So you find a senior professional in every position, but the product you know more than they do, production you do not understand, you need to find someone to help you solve production problems. You know the product better than anyone else.

Tencent technology: A relatively empty question, you feel your current core competitiveness in where?

Luo: is the product, the user experience. First marketing I do not have to practice, I Am invincible. I tell you the truth, I did not even how to marketing, is to keep the same color on the stage, in the public SNS, on Weibo to maintain the true nature, want to say what to say, like who said who is good, hate who said bad, so all the way over. I didn't even say what the strategic battalion was selling. Needless to say, I made a high profile deliberately more than a few, so that the attention of more people, this is only, I do not have to play a strategy, I maintain the true nature of the time is already a controversial figure.

So marketing to me is never a problem, I now have to solve is to do a good job, because some people do not have the ability to marketing products, died in the alley. We say the wine is not afraid of the alley deep, in fact, is not. Especially now society, must come out to fight marketing. Marketing is nothing more than the spelling of products, products, we have confidence than anyone do better.

Tencent technology: What do you think the selling point is?

Luo: Our configuration must be the mainstream of the market configuration, if the other people's top configuration is 100 points, we will be 80 points, can run smoothly on the line, on this basis, a little more performance, and a little more computing power, is all waste, because this means the rise in electricity consumption. As long as we can protect the market mainstream configuration, the mainstream of high-end configuration on the line, we absolutely do not have to fight with others to run points and the king of these things, all the energy and money spent in where: the screen must be better, this is intuitive, affecting ordinary users. Running points for ordinary users is no impact, the screen must be better, the software must be better, this is a real impact on the user experience.

Like a camera, we all use the 8 million megapixel camera, are Sony's, but you let the phone's CPU direct drive and you add seven dollars or more than 10 dollars to buy a dedicated camera for a dedicated graphics chip, the imaging effect is not the same, this place we are willing to spend money and delve into.

Coupled with our software experience to do a particularly good, good-looking, easy to use fun can be carried out, there are some people can impress the human soul of the design, you put these together to the feeling of the experience is not the same as other people's home, they have.

Tencent Technology: The concept of user experience is a relatively virtual, you say the user experience is good, this said that the user experience is good, the real use or say very tasteful or very feeling of the person he can know.

Luo: No, ordinary users will know. Instead, the tech guys don't know, you see 2007 years of Apple out a pinch below the audience cheering and clapping, you know what the tech guys in the phone industry say, what's so strange about this phone? He took out a Motorola, you see a plus to zoom in, point a minus can also shrink, he said you see me this plus minus sign can also accurately control the scaling ratio, so he thinks that he is more than the apple. Such people are making digital products for us, and you know why you experience it so poorly.

Steve Jobs is not a tech guy, he's a Wenqing, and he was a Wen Qinggan of the 60 's, and he had a decline, drug addiction, promiscuity, Zen, running India, listening to rock music, taking LSD, and a period of literary and artistic youth. What does jobs have to do with technology, he doesn't know technology, and you know this kind of literary youth is a natural left-wing. They are excluding industrialized production, excluding capitalism, excluding the enterprise, jobs happened to the capitalist industrialized production is not exclusive, and he happened to be born in Silicon Valley, playing small with the chip grew up, so he has a natural affection for technology, these things fell to a person is a low probability event, so created the legend of Apple.

Tencent Technology: You deliberately to imitate him?

Luo: I learned a lot from him, for example, when you want to give a speech, try to use no words and pictures. The topic you want to talk about is clear, but it is also a common principle in the book of lectures. That principle begins with Aristotle, for example, if you give an audience a lecture, not more than three points, and no more than three at the start of the day, since the beginning of Aristotle's generation, jobs followed the golden rule of speech. The good thing about him is that he's on the big screen, you see a screen so huge, people standing in front, standing in the audience's perspective, it seems that people and the curtain is a whole.

Tencent technology: From last April almost announced, to now is a year, you feel in the research and development of products, there are some things that make you more profound and specific things?

Luo: Nothing special, happy every day, excited like chicken blood, nothing else.

Tencent technology: Can you recall a meeting, a discussion, that day the Conference has a detail that I feel particularly interesting, thanks to McDonald's, this is a very vivid detail. Is there any other detail above the trifle?

Luo: The old quarrel, everybody holds the opinion quarrel, at first I was very rough, I said to shut up, just press me to say to come on line, I am the boss. But then why did not dare to play, because there are several quarrel with me, he has a very good opinion, you assume they will not come up with a better opinion than you, you are very rude. But in the process they won the respect by their own performance, I found him very high level. Next time he's talking, even if his point of view may be wrong, I dare not so rough, because you to his evaluation is not the same, you think highly of him, will be careful to treat his every opinion, the results proved that sometimes I was wrong, sometimes the other side is wrong, but the communication is not so rough. I am not as strong as before in the product meeting, sometimes they have their own opinions, I also hold their opinions, sometimes noisy red, but will not affect the feelings, from the work itself to quarrel is particularly frequent.

Tencent technology: When do you think they seem to be very smart?

Luo: two months. At first I particularly disdain, I think you know a fart, listen to me is over.

Tencent Technology: Is there a specific incident, as if he said more than I have a reason?

Luo: A lot of ah, for example, I think of an interactive way, in a software after four tab switch, here is the interaction, where is that interaction, the logical consistency is not good, single look is the most efficient, so I think this is the best solution. He will be reminded that for a small white user, you have this interaction in this way, cut to that tab is so interactive, although you choose the two options are the most efficient, but the logical consistency is not good, it will make a new user confused. So he thinks that the logical consistency in this bone eye priority higher than in that tab operation efficiency a little promotion, he insisted on his, I insist on my. The meeting is over, no conclusion, go back I find my wife these digital idiots, I ask her, how do you understand the time, found that the idea of our product manager than I am, I realized his idea is very important. The next day I confessed, I said I asked several women, are digital idiots they think that would be confusing, I thought not to be confused, in fact, then I began to pay more and more attention to their views, but not everyone.

We looked for 6 managers who could do the product, and in the end, only three people's opinions were always a huge inspiration to me, and so far, about half of what we designed for the core has been designed. Another two people designed the other 30% or 40%, and another person made up 10%. Several other product managers have been proven incompetent and we will let them do other work.

Tencent technology: Have you ever opened a person, or someone has taken the initiative?

Luo: The only one who took the initiative, the family moved to Nanjing, their family moved away. It was the post of the press conference, and none of the others had left.

Tencent technology: To talk about specific products, I think you micro-blog said, if the icon or UI subversion, or to do better, this is a great progress.

Luo: Visual success can guarantee success at least 50%, you see mobile phone history of a lot of mobile phones sold well, software design of the mess, in the era of non-intelligent, you like V3, Motorola V3 sold more than 100 million. That cell phone pure rely on looks, and chocolate a little red lg, is also the world's best-selling tens of millions of, all rely on looks. So to say that a thing looks good has this foundation, is not the question to us, next second wants to realize the usability, but also has some to be able to impress the heart the thing.

Tencent Technology: You recruit a more excellent product manager come over, thought they do not understand anything, after chatting feeling very good, you will not think there are many very good people outside.

Luo: Yes, but the problem is that the boss is a turtle. A boss to understand the design, to understand products, to have humanistic feelings, brand can be established, hit the user's heart, and then you have to be marketing, you have the ability to get money, these are all to a person, usually very difficult. Generally an entrepreneur is accounted for a few, if this boss still understand technology, that is perfect, I now on a technology, I want to understand the technology is a good thing to do a lot, I do not know the technology now. No one is an entrepreneur is omnipotent, must be missing a few, I lack of technology this piece, money is how to fix. You are a hyena, can you solve the problem of aesthetic and humanistic feelings? This is no solution. I have no skills I can invite technical personnel, technical personnel are science men, you are a money can get him, if he does not come, must be money is not enough. Assuming that the director of this position in the formal large enterprises, foreign companies in the value of 500,000 to 700,000, I give 1 million, if 1 million does not come, I 2 million is given up, 2 million do not come to me 3 million to the beginning, I want to go out to 3 million, you see these foreign companies in the high above say what immediately come over, Because it's a real problem for him.

One thing I want to make clear is that skilled people can be found. But the other difficult thing is that the boss is a leopard, this enterprise is likely to make humane things, to impress the consumer heart of things it is difficult.

Tencent technology: You can do enough to trust them?

Luo: Technically I can only trust them. What am I to judge him? One is his past wherewithal, for example, he was in the company of Intel, Google (Weibo), such as the technical development of the team, not much worse. And I will ask the time also through the middleman to inquire about Word-of-mouth, this is not the worse. Another he came here to do the work, a program code is similar, the difficulty is similar, give this person, give that person speed is one times worse, you know who good who is bad, this is very easy. So the good thing is that he comes out of something that is a particularly rational thing that can be measured objectively. But a design is not good-looking, is completely sentimental, you want the boss own judgment.

Tencent Science and technology: Finally talk about humanistic feelings, press conference on small details.

Luo: This is not rare in the Wenqing, the owner of the technology enterprises can not see. So it's a valuable place in this, if I do is a cultural enterprise, I say those feelings is a literary youth have, it is not valuable. The valuable is the technology enterprise boss is the Earth leopard, the result you Wenqing is in the public word-of-mouth, they are the backbone, especially in the SNS era, Wenqing is the backbone. I can impress them, but the owners of technology companies can not impress them, they are a group of Earth leopard how to impress.

Tencent Science and Technology: you to these small functions, how do you think out of it or you use the process to find this inconvenient?

Luo: There are two sides to this, one that I need, one that I know they may not have thought of, but something that would satisfy him.

Tencent Technology: If we talk about this function, this is my press conference after I have a feeling. With such a small function, can impress users to buy this phone?

Luo: One can not, four, five, six, seven, he collapsed, when he collapsed when he said you see all manufacturers are so stupid, this time the effect is achieved. Your personalized details will not allow consumers to choose your products, but if you publish each release, there are more than 10 surprises to him, he has collapsed, especially after he used a generation.

Tencent technology: June Open Download, do you have an expectation? For example, what kind of effect will be achieved, it must be the forum or what kind of it, will achieve what effect?

Luo: I see the special light, to me the most important thing is that this round of money to the line, the outside of the flood of spilled dung, rumors scold yelled ignore, and so my products come out stronger than anything. Rom out after I will fit several machines, but its installed capacity and promotion I see very light, indifferent. And I firmly believe that I will move a lot of small white users, so I find a partner in the first-line city, you are not not to brush the machine, you go to the city, we each of the big cities have a few points, you get to that person 30, 50 dollars can be brush. Our website is free to download a stop brush machine, for a woman, usually your husband or your brother to help you do this thing.

Tencent technology: Your dream or on the hardware, this is just a part of the middle?

Luo: Because we have the hardware innovation in the hardware, it will be combined with our software to achieve a very good experience. So we software, hardware combination, come out of the product must be destroyed other people's hardware and software, and destroyed. I have some design software that you can't implement, so you have to add new sensors, distance sensors, gravity sensors, gyroscopes, light sensors, sensors, and we'll add new sensors in, which is something that other vendors won't do.