Mobile Internet company's hardware "photo"

Analysis conclusion:

1. Mobile Internet application company to do the hardware, the main purpose of three: commercial liquidity, user stickiness, follow the trend;

2. "Software + hardware" does not necessarily improve profitability, the quality of the hardware and experience is the key;

3, mobile Internet companies to do the hardware, channels and pricing is the key. If you can not control the cost, it will not be able to control the pricing of the nature, and ultimately affect the product market performance.

Order: Hardware tide advent

In 2014, smart hardware became the most sought-after industry for investors, entrepreneurs and the media. Even now, I'm sorry to call the Internet company without hardware.

For mobile Internet applications with tens of millions or even billions of handsets, the year 2014 has come to the point of commercial realization.

There are three ways to realize cash:

1. In accordance with the Internet game reselling traffic, such as advertising, games and other transport;

2. To do smart hardware, software, hardware, hardware cash;

3. And O2O combination, to create closed-loop online and offline, value-added transactions under the line.

Take this wave of intelligent hardware, mobile Internet companies have realized liquidity test hardware as an inevitable choice.

A: Mobile Internet company's hardware "photo"

1. Mobile phones: The earliest test water is Mito Xiu Xiu, beauty phone released in 2013 Meitukiss, and later released 1S, 2014 has released the second generation of beauty phone, the main beauty Selfie function.

2. Headphones: These are mainly music applications. As every day sounds beautiful, has released every day hearing T1 quad-core energy headset, priced at 199 yuan.

3. Auxiliary hardware categories: Drip taxi, fast taxi do grab a single hardware, high Germany map is to do the map, navigation hardware.

4. Health category: Auntie and Latin American intelligent weight instrument has been cooperation, and Core Renren medical release the first intelligent wearing products Raiing intelligent female body temperature paste, began to get involved in the hardware field.

5. Environmental monitoring categories: ink weather introduced air fruit, used to monitor PM2.5, priced at 999 yuan.

6. Radio: For example, listen to FM is about to release in the June 8 car network radio, without network connection and traffic, you can listen to network music and audio programs, priced at 199 yuan.

Two: hardware derived logic

1. Mobile Internet applications around the hardware products:

The original intention of doing this type of hardware is "I have done this software, why not go further?" Such as Mito phones, headphones every day, listen to the radio and so on belong to this category.

2. Based on the extension of their own user data hardware:

The original intention of making such hardware is "I already have a lot of user data, which is scarce hardware companies, why no longer combined with the hardware?" The weather of the ink, aunt and Latin also belong to this type of cooperation.

3. For the user more convenient to use mobile hardware:

The original intention of doing this type of hardware is "This feature is useful, but always point mobile phone is too much trouble, why not do a single use with the phone" This type of hardware is mainly automotive applications, such as grab a single hardware.

Three: into the hardware prone to the three superstitions

1. The combination of software and hardware can enhance the product value. (wrong!)

Big God Allen Kay once said, "People who are really serious about software should make their own hardware." The idea is that those who really care about software should make their own hardware. This sentence was later used by Jobs to express Apple's product development philosophy.

In theory, hardware and software adapt to better serve, increase user stickiness, and win more users with a better experience. However, in fact, most of the hardware products currently in the market are at an elementary level, far from achieving the level of gain software.

2. As long as the conversion rate can reach 10% is great. (wrong!)

When Mito Xiu Xiu released the first beauty phone last year, industry insiders had predicted that: Mito Xiu Xiu has 100 million users, assuming that 10% of people buy a cell phone and can bring 1 million sales, a Mobile phone has a profit of 100 yuan, that is, 100 million, 1,000 yuan profit is 1 billion.

One million shipments are seen as a threshold for handset shipments by China-based Coollink (ZTE, Huawei, Coolpad, Lenovo side by side four major domestic mobile phone brands) and other manufacturers if the product can reach the million-level out The volume, which means that the phone has been very successful.

Meituxiu show has said that meitukiss mobile phone sales in the three months reached 100,000 units. Even if we ignore the possible moisture content of this figure, for a mobile Internet company with hundreds of millions of users, 100,000 results can not be considered a success.

3. Software can not charge, but with the hardware you can charge. (wrong!)

Software service users pay a low willingness, B-side billing in addition to a small number of homogeneous advertising revenue model, there is no good way out. And on the other end, spending money on hardware makes users feel comfortable, and the notion of differences also makes it easier for companies selling hardware to achieve higher sales.

The Free Code of Free Internet has been talked about, in the software free of charge, the idea of ​​doing value-added through the hardware naturally. The question is, is the product attractive enough for users to pay? If you can not develop enough competitive hardware products, relying solely on "soft and hard bundles" to achieve sales growth is not realistic.

Four: do the hardware can not be avoided challenge

Supply chain:

The first choice of hardware development is to do it yourself or find someone to cooperate? If you choose to do your own software, find reliable partners to help do hardware, the supply chain will be smaller challenges.

If both hardware and software are self-employed, be mindful of the challenge from the supply chain. In the "hard-won" smart hardware industry, mold cost, supply chain management, quality control and cost control, each step requires a lot of experience, energy and capital investment. Internet companies can easily be overwhelmed here, and even clash with existing corporate culture.

2. Channels:

Channels that can reach users include offline stores, e-commerce channels and their own channels. For now, offline sales and experience stores have not been mobile Internet companies are willing to try, was basically judged as a smashing behavior. Mobile Internet companies to promote the spectrum of hardware seems to only e-commerce channels, such as Jingdong, Lynx, etc., or in their own official website, shop, App in the sale.

PC-side online mall need to solve traffic problems, most online shopping mall is more display capabilities. App in the sale of the need to address the issue of conversion rate (as mentioned earlier, up to 10% is already good.)

The other is an enterprise-level user, you need to see a company's enterprise-level cooperation, as well as sales and even PR capabilities.

3. users to escape:

This logic looks strange. Add hardware products is to improve the user stickiness, why will there be a phenomenon of user escape?

Indeed, when users find your hardware does not fly, even when there is cheating, there will be a shift of interest, choose another App.

4. Pricing:

When users see a product with only PM2.5 detection function, when this test, you check or not, PM2.5 exist, why spend 999 yuan to buy this product?

Person in charge of air fruit answer is because of the materials used, the cost is high, sell 999 yuan also loss.

This is back to supply chain control. Good product should be the value that users think they buy. Cheap standards have not changed since ancient times.

Conclusion: do hardware as selling fresh

For mobile Internet applications, the hardware is indeed a path to try. In addition to this road, it seems that there is no better way to go.

The first person to eat crabs deserve admiration, but the first person to eat crabs may not be successful in the end.

The biggest of all the challenges is the supply chain. This difficulty has nothing to do with the background. No matter how successful the app is, it's almost endless.

As the most conventional and currently the most mature hardware, mobile phones have provided one of the biggest lessons for today's smart hardware products, namely inventory. Just now the mobile phone industry is mature, many people forget.

Do hardware as selling fresh, can not sell all the cost.

In the initial stage of this industry, there is no competition in the Red Sea, the biggest rival is myself.

Remember, opponents, except themselves, or yourself. (The period of: Cases show Qian)