One plus phone Liu Zuhu: restraint ambition home

Two months after the one plus press conference ended, Liu Zuhu still can not say that one plus cellphone has been successful despite the fact that the actual appointment number as of May 28 has reached 1.34 million. In his words, sales did exceed expectations, but the appointment is not equal to the actual sales, can only say that one plus has been sustaining the first threshold, the current problem to be solved is capacity, do not worry as some new brands do not sell Out of the question.

Liu Zuhu is still anxious, and the first time last year, Tencent technology face the same, the biggest concern of this Hubei guy or publicity, Liu Zuhu origin OPPO and most of the "South School" entrepreneurs, the product is rich, endless, but empty Empty logic deductions and corporate storytelling always seem impatient.

Until last month's conference ended, Liu Zuhu still did not come up with a similar Lei Jun "clichés" marketing phrase, at the conference he casually a "feel really TMD good" but instead was widely Weibo Spread, which made him feel helpless, but he did not forget to emphasize "feel really good TMD."

In fact, one plus cell phone debut in overseas and RTHK reap more attention than the mainland, in addition to Engadget, Businessinsider, The Verge and other first-line overseas technology media, the overseas mobile phone evaluation sites are also on a plus tracking report . Before accepting an interview with Tencent Technology, Liu Zuochu just accepted the Taiwan TVBS special interview, which is also TVBS's second initiative after the millet to make a special report for the mainland mobile phone manufacturers.

This is one of the reasons for the quality of the phone itself, but also inseparable from the CM founder Steve Kondik strong endorsement of the factors, the world's first to develop a customized version of Andrews ROM bearded in European and American world arena status is extremely high, his position in the Android world As much as Ivy in the hearts of Apple fans, so unruly Luo Yonghao hammer in the first conference had a high profile to pay tribute to Steve Kondik.

If you search for earlier news, you'll find that Steve Kondik initially worked with OPPO on the mainland. At the time, Liu Zuhu was still at OPPO. When he started his business, Steve Kondik's co-partners also became one plus. From this perspective, Liu Zuhu, backed by Steve Kondik as a start-up, is good at exploiting the situation, despite being ugly.

Similarly, the leveraging of CM is only Liu Zuhu as a plus to establish a brand overseas first step in the domestic CM market is weak, he is beginning to break through a hardware-intensive image, he disclosed that he is forming a Only ROM development team, 6 to 8 months after the results will come out. According to sources, Liu's team on the ROM in Taiwan, the origin also has stories.

Unlike other mobile phone industry entrepreneurs, Liu Zuhu did not create a closed loop based on the mobile Internet. Instead, he was more willing to cooperate with other companies at the application level. He said that one of his most annoying words is cost-effective, but also want to put one plus plastic into a brand identity like muji, a plus is a kind of lifestyle, cell phone may be just his first step.

Strong sense of design is now the most outstanding part of one plus, from a plus cell phone packaging can feel Liu Zuhu on MUJI's degree of love, whether it is a one-time tear open the box, or well-designed noodles line charger or Built-in probe, all in the design of a full footer, strong sense of ritual, extremely high.

The entrepreneur who always likes to devote himself to Bauhaus design concepts tells Tencent Technologies that the support team needs to sell 5 million handsets and 12,000,000 comforts. He wants to do a lot of things, regardless of routers, headphones or other products are quite interested in him, but now only restrained desire, first in the field of mobile phones to survive.

Touch forced

Forcing is the key word for many new mobile phone brands that emerged in 2014, using the words of a veteran media person in the mobile phone industry as saying that "the brand is trying to force the fans in essence to attract fans through the core of culture." In the online marketing section, almost every new brand makes a lot of effort in slogans and posters, but it is not dominant in piles of philosophical phrase-building games, which is also what Liu Zuhu was the most publicized in the early days the reason.

In the logic of Liu Zuhu, plus a mobile phone positioning of the crowd is a high quality mobile phones, spending power and can not buy the iPhone 5S crowd, while the price of 2,000 yuan allows the phone to have enough detail in the cost of excellence, and Will not be affected by the iPhone 5S price cuts in the second half will be affected.

The difficulty is, how to let consumers know the details of a mobile phone plus the advantages. Different from other competitors, the other one plus the strengths in the hardware, as an online brand, ROM and other things outside the hard-to-visual display to consumers, until the April 23 product launch, Liu Zuhu still did not solve this problem .

Prelude to the stage, Liu Zuhu handset to the backstage field staff, asked a feel good, the appearance is refined, the field gave him a positive answer.

Half a kid later, Liu Zuhu burst out on the stage a foul language: "feel really good TMD," which became the biggest highlight of the entire conference in addition to the announcement of the price, one plus the outbreak is from the beginning of this sentence, with various opinions Leaders and media evaluation articles, plus a start by virtue of "touch of force" in digital fans fame.

From May 21 to May 28 alone, the number of one-plus appointments reached 1.34 million. Another data is that a plus now forum daily PV maintained at 80 to 900,000, UV is more than 40,000, on average, each person's visit depth of nearly 20 pages, far exceeding expectations.

However, Liu Zuhu still expressed regret over this. He believes that one plus a lot of technical details can be written in large books, especially after reading the hammer cell phone conference. He said that if you let Old Lo talk about a key point All enough to say 1 hour. He acknowledged that in the future how to extend the influence of one plus to crowds other than non-digital enthusiasts is the most troubling thing for him now.

At present, his solution is to first force the product to force him to become more popular. This approach is simple and effective, the recent example is because one plus cell phone screen light source at the bottom, so the screen is made of a gradient film retouching process, so that the light source near the place more than natural, then the kind of visual gradient was Some people interpret as "yellow screen" in the official channels are unable to calm down the case of explanation, Liu Zuhu opened a YY channel, let the user come in scold, and then he from the technical explanation, but quickly ended the controversy.

Boutiqueist thinking

A plus of the force is also reflected in many design details, similar to express sealing technology, easy to disassemble the box, convenient winding noodles charger, can be hung on the key chain built-in SIM card probe, these convenient and full Design sense of the accessories are Liu Zuhu proud of his work, as he said at the conference, "Muji mobile phone industry."

In fact, Liu Zuhu's overall development strategy for one plus is not based on the Internet's closed-loop thinking. In his interview, he described the use of power brands rather than Internet brands as an Internet connection. This is a channel of internet rather than a product Internet. Compared to seeking great success on the Internet, he is more willing to learn MUJI products cheap parity strategy, design and quality reputation.

Because of this, Liu Zuhu on a plus one of the beginning of the positioning is small and beautiful, completely different from the rapid access to users to expand Internet mobile thinking mode. However, he stressed that the mobile phone market in China is big enough. Now with a total sales volume of over 400 million in a year, even the small and beautiful brands theoretically are enough to reach the scale of 10 million.

Liu Zuhu for the next product planning can also see this tendency, he disclosed that one after the product rhythm is a year to two products, pricing, and positioning are different, definitely not a simple high and low with Concept, in fact, more similar to the Macbook Pro and Macbook Air, will be two distinctive products, despite the difference in price and configuration, is by no means the price as the main feature, but to strengthen the other functional points.

In a sense, this strategy is a plus for ICC, and once an entire industry chain is attempted, the one and the same enemy will be expanded from handset makers to the Internet giant, aka for a lack of software capability and internet background Not cost-effective. He disclosed that at the application level, it is bound to cooperate with the Internet giant, although the next will develop their own ROM, but will be restrained as Apple, do not indiscriminately add a variety of functions.

"Everything is comfortable with the user, there are already so many applications, we do not have the energy to repeat development, did not grasp better than others do."

Restrictive careerist

Extreme confidence in the product and extreme commercial restraint are both sides of Liu Zuhu. Despite his good start, his order to the factory in September (the mobile phone industry generally requires three months in advance) has dared to book 300,000 The amount of Taiwan. In his words, sales did exceed expectations, but the reservation does not equal the actual sales, can only say that one plus has been sustaining the first threshold.

"Who do not want to sell more, but to step by step, raising the team need to do the amount of 5 million, comfortable to tens of millions, but there is no online channel brand Yahuo, once the pressure can not suppress the desire to sell out of the inventory Repeated price cuts, is the permanent damage to the brand. "

In fact, Liu Zuhu fears are not redundant. Recently, Internet handsets have been repeatedly cut in price due to inventory problems. Emerging handset brands often over-trust the power of the brand, but instead will be harmed by their confidence.

Liu Zuhu restraint and ambition is also reflected in a plus overseas strategy, his thirst for overseas markets a long time, in the early years to do in the United States Blu-ray player and mobile phone in Southeast Asia experience so that he steps to open up overseas markets As early as before starting his business, he first got the support of CM founder Steve Kondik, which made one plus the overseas mainstream technology media attention.

Later, Liu quickly set up an overseas team and succeeded in targeting the overseas market for once again called "smashing off the past". The user simply dropped the iPhone, Samsung and HTC, then uploaded the video to YouTube and redeemed one dollar One plus cell phone, surprisingly, this seemingly banter event finally attracted 140,000 people apply for 100 replacement slots.

After the product went on the market, he went to the United States and CM jointly held a press conference, which made One Plus's oneplus name in Google and Twitter on the number of searches on the slash, overseas brand strategy has begun to bear fruit.

After a series of combination punches, what outsiders can not imagine is that Liu Zuhu has recently successively rejected the cooperation invitation from South Korea's second-largest operator KT and Amazon.

Since such a hard-working marketing, why give up such a precious opportunity for landing? He disclosed that he did not want to vigorously expand overseas, but because now an overseas team is hard to serve so many channels, a large amount of service will not hit will hit the brand, so only in their own overseas website with the invitation code for sale, To be absolutely controllable.

Liu Zuhu said that now a plus in the real idea of ​​overseas markets is to seize the position to become the best price of 300 dollars in the hearts of all cell phones, the initial word of mouth is particularly important until the brand really established, qualified and channels and operators After the consultation on an equal footing, then landing, "now is far from time."

Years ago, when the Blu-ray player in the U.S. market was selling for $ 1,000, he put OPPO's Blu-ray player card at over $ 500 and dragged Japanese premium brands such as Sony and Denon with excellent design and functionality Price war, and then by virtue of word of mouth won the victory. Obviously, he tried to replicate the process again in the handset market.

Repeated questioning, Liu Zuhu still handset sales forecast for the year set at 50-100 million, which is the same as the number of media projections he started his business, not because of the current good start and update the figures, he said, Easy, but the mobile phone industry is not easy, if you can do it successfully, one plus the future will continue to create a compelling router, tablet and other products, because he would like to sell is a brand plus one brand of life.

"Must write clearly, now these products will not have, must wait for one plus cell phone after the concept of small and beautiful will have other categories," Liu Zuhu finally did not forget to emphasize this point.