Luo must face a mishap in the hammer phone

In fact, Luo's hammer phone itself is a mishap, the mishap is: Hammer phone in the end is a what kind of mobile phone? Or what kind of a hammer phone is going to cut?

Yesterday, I did a small survey: What is the best cake in the sale of one?

But I found that many people actually did not guess right, not cream cake, not chocolate cake, not even cheese cake, but Black Forest cake (is C). How many people have guessed right?

In these two days, the most lively affirmation is Luo's hammer cell phone. And after watching the conference video, looking at his product, and seeing a lot of his micro-innovation, I found that this guy was really serious about making a phone that he was positioning as "the best smartphone in the old age."

I admit that the hammer phone is really very feeling, also very serious, and very force. When the hammer mobile phone conference was held successfully, a search Baidu index, suddenly hammer mobile phone jumped up very high. However, the hammer phone from a successful mobile phone in the end how far, but also need time to test.

From the user experience point of view, Luo's hammer phone has a mishap, that is: Hammer phone is a what kind of mobile phone?

1. The competition essence of mobile phone is category competition. The so-called technical parameters, feelings, forced lattice, are for a purpose service, that is what you are doing in the end what kind of mobile phone category.

At present, the user chooses the handset, basically has 4 big category: 4000 Yuan above the high-end handset, 2000 yuan about the middle end handset, 1000 yuan below the Thousand Yuan intelligent machine, the big screen handset. Hammer phone price of 3000 yuan, flattening, it should not be counted on a high-end mobile phone, should be counted in the middle end mobile phone.

For example, Apple is high-end category, Samsung is relying on large screen deus, millet accounted for 2000 yuan in the middle of the mobile phone category, red Meter is the thousand machine category.

2, the design can become a mobile phone company's core points? I think it is difficult, category can form a partition, design is for the company's category strategy services.

Because Apple is more emphasis on design, so many enterprises in China have experienced a "spell design" for a long time. But don't forget, jobs is not just a designer, but also a product manager, a category master, jobs does any product to occupy a category, you can see from his product naming, such as the ipad, IPhone, ipod and so on.

Luo, in an interview with the Curiosity Daily, said: "I went to study Apple for so many years, I just think these enterprises can do, technology is only the foundation, technology is necessary, but the core of pushing Apple forward is not technology, but it understands psychology, it understands experience, understand the beauty of products and the feelings of users, These things are hard for scientists and tech men to do. This is plainly that this is the question of which brain developed by people. Yes, the product is divided into two, one is the technical implementation, one is the design, design I do not speak out, I can all design, we now software interaction 40% of the design is done by me alone. The other 50% is the software team in the gradual establishment of the process of completion. And we recruit Software Product Manager team do not have a professional background, is to see if there is no sense, good taste, human-computer interaction is highly dependent on talent. Apple did so well, it was related to the day he was sitting with the product manager. In fact, this is the only important, or the most important, the results of a lot of silly enterprise bosses think they go out with other enterprises to talk about strategic layout of the overall situation is important, this is very ridiculous. You do this product, the product itself is the most important. Coincidentally, if you still sell, you'll earn. ”

3, fans are magnified category of the relationship chain. The core of the fan economy is a sense of participation, not a business change. I was surprised to see Luo's judgment of fan culture, and he even said that "fan culture is not important in my product."

This state of amplification to the product, will bring two of the mishap: first, the hammer phone has now been 2 years, unexpectedly a beta version of the products have not been released, have not let users participate in product iterations, is completely ten years of the idea of a sword to suppress big strokes. Second, now do the Internet products, feel all the innovation is the old and product director of the elite innovation, the user's participatory design to see very little, also did not see similar forums and other mechanisms.

Luo in the eyes of the fan culture: "Fan culture in my product is not important, this is a complete misreading of the outside world." Fan culture conversion consumption must be very low, the price is 50 yuan, 100, so you see the consumption of the fan economy is recorded, books, discs, film tickets. But Han Geng buys a mobile phone-I am in China and Han Geng's fame than, fart is not, I have 600 fans, others may have 60 million fans. And he's an entertainer, and he screams and cheers. But why did Han sell his mobile phone badly? The fan culture must be a very low price for a single product, even if Michael Jackson sold his mobile phone at his peak. ”

Feeling Luo or using the industrial era of thinking in the mobile phone, a lot of practice is not the Internet. I even feel it's dangerous.

This is the hammer phone's mishap, but also a lot of Chinese mobile phone industry's mishap.