The hardware entrepreneur and the "quick iterations" are not as good as "first wins and then spoiling"

With the rise of mobile internet foam, as well as "wearable computing", "soft and hard integration" concepts such as the emergence of hardware entrepreneurship ushered in a new round of revival. Interestingly, in this pioneering frenzy, it's not the traditional hardware that's on the wave, it's the Internet practitioners-they're more focused on the iterations of fast products, better at using the power of electricity and social media, better at building software or Web services, and even willing to cut back on hardware profits, Hope to plan for longer-term benefits through software services or "ecosystems". There are a number of entrepreneurs that "quickly launch products-low-cost occupation of the market-iteration of the next generation of products," the model is called "Leap startup of hardware entrepreneurship." Although there are not many examples of successful hardware startups in the Chinese market, and only about 10, the success of millet and its soaring valuations have given entrepreneurs a dose of tonic. In the view of many entrepreneurs, as long as hand-held "concept", "price", "marketing" These three weapons, the rapid launch of products to seize the market, is the core of the success of hardware entrepreneurship, but in fact, many people have neglected to the initial hardware products themselves positioning and polishing, but thinking of "Stones". The smart watch dream I talked about recently is an example, though many of them give the product some positioning, for example, "fashion", but when we take the product to hand, it is difficult to feel these watches for the "fashion" the concept of the people who are sensitive to the idea of how many product design considerations, these so-called "characteristics" or " Slogan ", in addition to marketing boos not much practical significance, but those who will" sports health "," running "as a feature, not so" smart ", but clearly around their design shape, waterproof ability, data recording and presentation of products, received more attention. A few days ago, the vice president of Jingwei and I shared some of his thoughts on Millet TV, from this we can feel in the "price" and "marketing" outside, millet company is how to think at the product level--in addition to the "young-47-inch-low price" strategy, in the design of millet TV, The millet company took LG's V13 TV screen as the core of the hardware, and other configurations such as Gaotong 600 processor, for television products is not superior, and millet 2S has a great overlap, followed by the LEI in the press conference on the "television is the most important is the screen" guide. The effect is: first, millet TV in the product characteristics, can clearly grasp on the "television is the most important is the screen" there is a sense of identity of that part of the user; second, the ability to put the screen outside the secondary position, the use of a large number of millet mobile phone configuration, so that millet TV can share the tens of millet Compressed hardware costs to a large extent. Millet TV to provide entrepreneurs with a good reference-the same low price strategy, how to find in the homogenization of products can impress some of the user's product characteristics, and in accordance with the hardware ratio to choose, to find the cost of the limited conditions such as "Optimal solution, based on the design of targeted marketing programs, with "characteristics" to capture the hearts of users. A lot of hardware has good market space, entrepreneurs have the ability to marketing, cost control, and the opportunity is good, but different from software and Internet services--for users, they will have to buy hardware expenditure, the product iteration cycle and iteration is not as fast and convenient as the software. These factors make entrepreneurs in the hardware "Lean startup", should be in addition to the function, pay more attention to the use of product characteristics and user positioning to pave a more smooth road for themselves, so that "first to win and then spoiling."