The personal custom of green Orange will let the Chinese handset brand output the global

Brand Leader: Rui Cako Technology Group chairman, Green Orange Mobile phone CEO Wang Xun

People's Daily-Shanghai special Interview Person: Shevit, senior journalist, financial department

[Wang Xun profile]

Wang Xun, who worked for Motorola, Lenovo, founded 2006 Rui Ka ke Group, May 2013, launched the world's first custom mobile phone green Orange N1. Currently Rui Cako Technology Group chairman, Green Orange Custom mobile phone CEO, famous venture capitalists.

Shevit (People's Daily-Shanghai special Interview Person: People's Daily Financial senior reporter): Wang always good, thank you for receiving the high-end interview visit, I visited a lot of Shanghai brand, you are the first in the mobile Internet brand, but also a very young brand, but also a very smart brand, Actually listened to this mobile phone's name everybody feels very youthful, is very energetic, I have some questions to be curious, why do you come to do mobile custom mobile phone project?

Wang Xun (green Orange mobile phone CEO): In fact, I have to do mobile phone has been 15 years, just started in foreign companies to do mobile phones, at that time China has not its own brand, this has always been a complex, is to hope that they can do a Chinese brand. Now we are at this point in time, we are in a very good opportunity, including industrial chain development to the present stage, has been in China is very complete, you can put a complete mobile phone very quickly to make to provide local customization services. At the same time, the Internet in the era of electronic business manufacturers and users directly docking, so that the user's personalized needs can be the first time to let manufacturers know, we can give him to do personalized customization.

Shevit: Now in fact, the mobile phone competition is very fierce, foreign brands of Apple, Samsung is basically covered a lot of Chinese people, and we have some new cutting-edge mobile phone brands are also emerging, how can you feel so confident in the field of mobile phone customization will have their own place?

Personalized mobile phone share life

Wang Xun: In fact, we are building a platform, a system, this platform can let the user in our website to put forward his personalized, a variety of needs, and even let users to share some of his creations, this is what we need to do further, is that some of his creations can be shared with other friends other users , get some affirmation, get some sense of achievement, this is some basic spirit of the Internet, it is to participate in the creation together, share together.

Shevit: Is the mobile phone customization in the future is that we now everyone get the same, the future is the use of green Orange mobile phone can be different from others, is it?

Wang Xun: Yes. Like my cell phone, like my customized my family's baby on the phone, it can be with everyone's mobile phone can be different, let it can be separated, not that we now hold an arcade with the same black or white phone, so it is very interesting. The process of customization is interesting and he feels very personal when used.

Internet power providers offer business opportunities for customized handsets

Shevit: This is the internet itself and the information technology itself has provided a strong support for the customization of our phones.

Wang Xun: Yes. In fact, the Internet electricity business in fact, we have just started a business-to-business model, and then to the Consumer-to-consumer, then, the deeper level, the Internet can provide the biggest convenience is to achieve C2B, first let users to launch this demand, and then vendors to meet. It is the least wasteful, then very fast, the most efficient, no inventory, can satisfy the consumer his real own intrinsic needs rather than say in the standard product to reluctantly choose a very close.

Shevit: You just said a little very important is not inventory, is completely according to his needs, I specifically for him to customize a mobile phone, I do not need to save inventory, is the custom finished directly sent to him, you can understand so.

Wang Xun: Yes. Because the mobile phone it is a consumer electronics, consumer products It is a stock, one is the efficiency of transit, determines the quality of the business. So the mobile phone also has such characteristics, and mobile phone components of the decline is very fast, and then a lot of the inventory generated in the channel resulting in a lot of profits will be swallowed up.

Shevit: So reducing inventory is also a very effective way to improve profitability?

Wang Xun: Yes. Effective inventory Control.

Shevit: Are you now able to achieve this goal?

Wang Xun: Yes, we have this pattern customization mode, let the user to customize, we seven days delivery, we please completely without the whole machine inventory, we have some standard components. These components can be made into a variety of mobile phones. In fact, the mobile phone industry is changing very fast, a new model is also a lot of manufacturers will have to try. It's like I remember before and after 2000, Dell is doing computer in the Chinese market is also in this custom mode, but the other manufacturers are difficult to imitate, the green Orange is determined to do in the Chinese market to do a most thorough, the most dedicated custom mode. Like some previous brands, has been the existence of the brand he is difficult to imitate, because he is not only a business process changes, business model changes, but also a mode of thinking, from the consumer to the manufacturer of this model, the previous traditional model is from the manufacturer to predict market demand, This mode of thinking is actually one of your vendors is not focused on the model, he is difficult to reverse.

Shevit: That means you're still in the lead in the Mobile phone customization field.

Custom phones embody the world's leading spirit of the Internet

Wang Xun: We are the first in the world to launch the in-depth customization, of course, Google's acquisition of Motorola in the United States after the introduction of customization, but also because Google is very understanding of the basic spirit of the Internet, is long tail demand, is diversified, like our application store in the millions of applications, in fact, the demand for mobile hardware is the same, But his industrial chain in the United States is hard to prop up and customize, and he can only tailor some of the shells. Then we have very strong in China, very good industrial chain support, and the world's largest market, so we do this thing can be done very well, is the prospect is excellent.

Shevit: Can you give a general introduction to your mobile phone customization, from the company's inception to the introduction of some of the current performance?

Wang Xun: Green Orange mobile phone, our brand was released on the May 30 of last year, when we sell the standard products, this year's May, but also spent a year, we have introduced a custom model, to now a catty has a large six months, the introduction of custom mode, our platform growth rate is very fast, A lot of users will be active after customization, because he thinks he likes it, is involved in the process of customization, and then very happy to share with friends around him, whether in real life or on the Internet. This is a great power of communication, because the cell phone itself is social, he almost became one of our organs, the information is released and processed through this phone. So it's expanding very fast, probably faster than we thought, including the growth of our own official website mall, almost doubling every month.

Shevit: That means you really caught the demand, that is, the need for his personality, is a kind of unified standard of a rejection, so you can find users, right?

Wang Xun: Right. In fact, we are in the information age of industrial production and individual personalized needs of this contradiction, we through the Internet and industry chain maturity, at this point in time we have the opportunity to do this thing. In fact, many of our users, when this product has not been to him before the time he did not know he needs this product, we give him more choices when he will be able to choose his favorite products.

Shevit: Just give him the right to choose. As for this cell phone to what function do not what function is not the manufacturer, is my user, then you according to my needs, you to make a mobile phone, is it?

Wang Xun: Yes, we put the demand of the mobile phone to the customer, let the customer put forward, we meet.

Customized mobile phone coverage of millions of people function personalized

Shevit: How many users do you have now?

Wang Xun: We have so far more than half a year of time already more than millions of users.

Shevit: 1 million of the users have been customized here.

Wang Xun: It's over 1 million.

Shevit: What do you mean in depth, what is the deepest setting in the function?

Wang Xun: Let's say we take the color of the shell, including patterns including back-shell patterns can be designed, and then like functions, such as camera pixels, like the user can be equipped with the front camera 8 million, like memory, like to play the game users can choose a large memory of the phone, such as the display resolution, you can also choose full HD, HD screens, including a selection of accessories, some accessories can also choose to fit some of his extra features.

Shevit: that some people like to work on the Internet, then you can make his function of the Internet to do a little bit stronger.

Wang Xun: Yes. Like the entertainment can bring some entertainment, such as the wrist watch, wrist strap can also do leisure entertainment, like business can do with the keyboard to do the work of words.

Shevit: Then you now customized mobile phone from some of the advantages of the basic mobile phone features with the current Apple, Samsung Ah, you have some of the original more than their advantages?

Wang Xun: In fact, the mobile phone hardware is basically the global competition, the components of the competition is almost everyone at the same level, is China and Japan and the United States with the global supplier, it is the difference between the software, or product structure, is the definition of products. We know more about Chinese users. As I am the product manager, I am in the framework of the product to do, such as our thin cell phone, Liu millimeter cell phone, we do 2500 ma. Because a lot of users in the smart phone, processing power, the screen is big, but its battery is not enough, so we solve this problem, the battery is very large. This is our advantage, it is possible like foreign brands are not available, we are very flat, I want to see the structure of this product to be very competitive, at the same time, we also in the software is very consistent with the use of Chinese habits, Like our MYUI2.0, we have made a very fashionable design, more suitable for Chinese users of some aesthetic habits, use habits.

Shevit: Battery long standby You can achieve, that is, smart phones can also be very long standby.

Wang Xun: Yes.

Shevit: How long can you stand on standby?

Wang Xun: Like ordinary users, the phone if not a lot can be used to three days, such as my medium-level users can use two days.

Shevit: Is the internet included?

Wang Xun: including Internet access. If it is heavyweight users, often playing games, surfing the internet, that day must not be charged. That's actually a lot of mobile phones will be recharged one day.

Shevit: Yes, now on the market the most common most popular smartphone, as long as the internet, half a day more power is gone. So if we can solve this problem, it's a great thing.

Wang Xun: So we get a lot of business people including stars of the trust, such as Ma Yun, Jet Li, Wang Luoyong them, celebrities also in our custom mobile phone, they feel very suitable for the Chinese habits, and very durable, basic application, very good.

Chinese mobile phone brands will export global

Shevit: That's good. What size do you aim to bring green oranges to? What kind of market? What about your dream?

Wang Xun: In fact, our enterprise is to be a brand first, is a very difficult long-term road. I think we have short-term, medium-term, long-term goals, of course, we must live in the short term, to do a good job, to do a very competitive, with my current competitors to be quick, to have the characteristics. I think in the medium term, I want to build a customized model in China, create the largest market share in the custom mode, then inspire the deep and personalized demand of Chinese users, then occupy 30% of the market share of China market, I have just said that China will certainly have a manufacturer occupy the Chinese race venue 30 %, that is, the consumer market, there is a single brand to occupy a market share of more than 30%, then it has absolute control, it is very guiding ability, I think this is to show that manufacturers strong enough, this is our medium-term goal. Then I think the long-term goal, we want to attach China's products to the Chinese brand, with the influence of Chinese culture to the world, especially into the developing countries, and then into the developed countries, I think this road may be a little longer, this to accompany with the influence of Chinese culture, the influence of China's economy, China's strength, To export Chinese brands to the world.

Shevit: So you actually sell is not a simple mobile phone, you sell is a personalized, is culture, right? Selling is a lifestyle change, a new way of life, a custom way, this is a very interesting birth, the mobile and the Internet and the needs of people organically combined, is very interesting thing. So through this customization, is not everyone will think the mobile phone more expensive?

Wang Xun: In fact, we say that products are not competitive, in fact, is not to say that the ratio of cost to price, it should be said that the value of the price ratio, is that we provide this service, personalized service, it is more valuable, of course, its cost will be moderately elevated, but for the vast majority of users, we put the extra function will be removed, Save social resources. I think this is also a way of life, is to advocate a very positive, environmentally friendly way of life, but also can not wronged themselves, we need to do the best.

Shevit: So use the resource point of view is enough, not to say I have to occupy a lot, in fact, enough. I can't take possession of it, can I?

Wang Xun: Yes, there's no need to waste.

Shevit: Is tantamount to a huge savings in social resources.

Wang Xun: Yes.

Internet communication concept promotes mobile phone customization

Shevit: How do you spread the idea of such a good custom culture? How do you spread your ideas now other than online customization?

Wang Xun: In fact, on the Internet, under the line of this user, the spread is very fast, we spent the last six months, we have done research on the Internet, through this sharing of the Internet, sharing between users, as well as some of our reports, there is Word-of-mouth, there is the spread of social media, Has basically covered the one or two-line city of mainstream internet users, that line of communication we are hoping to establish a O2O model next year to get through online interaction, not only on the line, because we are customized, online experience more advantages, so that users in the experience of shopping, customization process, feel very fun, Then he used to feel that he has created a product for himself, is very much respected, the product itself and have a very good value.

Shevit: It is said that you also want to open the experience shop, like Apple's experience shop.

Wang Xun: Our experience shop may be different from Apple, Samsung, Lenovo is not the same experience shop, our experience shop is to disseminate a personalized custom of a culture, a way, when users enter our shop, then first of all when the user passed our shop door to be willing to come in, We and all the world sell mobile phone store is not the same, our entire wall is personalized with a variety of customized mobile phones, and, on-site can be customized, so you can experience, like when we were children to make toys with building blocks, it is very fun. Let our passing consumers be willing to come in and be willing to participate in the customization process with our salespeople.

Shevit: The future is not the phone in the showcase, but my own design, planning out of the mobile phone.

Wang Xun: Even its pictures, online pictures I can pass up, customized in the phone shell up.

Shevit: This is interesting. How many of these experience stores do you plan to open?

O2O mode New model covers China's one or two-line cities

Wang Xun: We plan to cover China's one or two-line cities first, and next year our plan is to have 100 such experience shops.

Shevit: This is a large amount.

Wang Xun: Because we this O2O mode, we are from the online to offline, the traditional mode is from offline to online, it is very difficult, because it was previously established traditional mode, from the line to the line can not be reversed, we open the shop is entirely with the line, All the customization process is done online, I just let the user experience, just like sharing a real space. People's living space has a virtual space, we share on the Internet, as well as the reality of space, these two spaces to get through, there is a better experience.

Shevit: Very interesting. Then all your goals, front is the goal of sales is to be from small to big to strong, to go to the world, and then in the channel of sales you want to get offline, so that more consumers can have experience, that support your goals such as the conditions have? For example, is your team, your capital, able to support these goals?

Wang Xun: In fact, the mobile phone to do this custom mode, is the C2B of the electrical business, including our next year to O2O, it has several conditions. The first is the support of resources, the barriers to resources than technical barriers, capital barriers are higher, first of all, my partner, my supply chain, my suppliers, especially the core role suppliers, he will first support me to do, because I do things, my model, my product is valuable, so he is willing to support me, support me. The second is our team, the team, we have accumulated, attracted a lot of internet elite, there are many experienced managers, together to participate in, our mobile phone with the mobile internet, the Internet, the electricity business together, the other is at the level of capital, in our process system, we are ready. Next year is our quick force, and we plan to grow by 200% next year.

Shevit: From the sales point of view?

Wang Xun: Yes.

Shevit: That's very impressive. Maybe this kind of growth other mobile phone can't reach?

Wang Xun: Very few. is the internet to provide such an opportunity, and then we also accumulated, we use an innovative model, our entire industry benefit is very high, we in this link has been a lot of support, to consumers to bring more benefits.

Shevit: I heard that there are a lot of investment institutions are willing to inject you, is it possible to also optimistic about your development, so many people are willing to invest?

Wang Xun: Yes, we're pretty sure about our model. We have done a lot of basic work, we use more than a year to build the system more perfect, with the conditions of rapid growth.

Shevit: Very good, we hope that green Orange as the name, always sunny, vibrant, can achieve the ultimate goal of Green Orange, thank you!