Zhou 祎 hit the hardware

At the beginning of the year 360 movements frequently, following the alliance of cool sent to the smart phone, Cross-border collaboration Ray Media, today again into the intelligent router field, once again teamed up with the old router production Shangleiko push 360 safe Route P1.

360 The determination to enter the smart router is not small, not only invested 200 million yuan and Lei branch set up a new joint venture, 360 company chairman Zhou (Micro Bo) also personally as the Chairman of the new joint venture, Lei Ke Senior Vice President Loudon CEO.

360 in the smart router market is determined to resemble its smartphone field. Half a month ago, 360 invested 400 million dollars in cash for the cool pie to form a joint venture, with a 45% stake in a joint venture, and Zhou also as chairman of the joint venture company.

This is also 2012 360 to do special machine, 2013 router failed, Zhou again war hardware lakes. A comeback of 360 this time a greater determination: to put more money in, Zhou personally deeply involved in the project, attempting a snow before shame.

360 recently made smartphones, do routers and the previous method is very different from the Zhou two years of reflection.

Industry insiders have on the Tencent technology, Zhou 祎 reflect on many times, mainly concentrated in 2 points: 1, with the close degree of cooperation with the manufacturer is not high, 2,360 only to make the concept, but the hardware quality control, the whole sales also lack of control.

Zhou's heartache: had been hurt by partners

In that year, Zhou also made a special special for the machine, hoping to 360 of the flow with the traditional handset manufacturer's hardware, in the field of smartphone occupation, for this, Zhou and Millet CEO Lei (Weibo) had a "fight".

Zhou said at that time, millet can develop to today, in up to 1.5 time no opponents? Because no one dares to follow up, to launch the same configuration, the same price of mobile phones. Finally, a mobile phone manufacturers accepted the Zhou's point of view willing to try.

When the two sides are ready to do, the phone comes out, even the prototype is not, Zhou has used personal marketing ability to let the industry's people are waiting. Suddenly the manufacturer said to Zhou, "I'm sorry, Zhou 祎 we don't do it, we're fooled by you." ”

Zhou 祎 did not illuminate the name of the hand machine manufacturer, however, the outside world can think of is Huawei, its head is Huawei Terminal Chairman Yu. The reason for the firm to give up cooperation is that it does not think it is playing millet, but in the "left hand chop".

The result of the joint venture is that Millet has not been knocked down, but it has knocked out the mature business of handset manufacturer. This incident gives Zhou a profound rethink: you will find that many times the resistance comes from your vested interests and your position in the market today.

Zhou once said: "Later the manufacturer regretted that, if the original determined to do it, today the Chinese mobile phone market will be another scene." "The mobile phone company's exit, so that 360 special machine also lost the most favorable support."

360 Special machine has also been with Haier and other second-line handset manufacturers, however, 360 special machine platform is focused on relying on the flow of goods to sell, the quality of the handset is not strictly controlled, resulting in the loss of users, so that 360 special machine finally failed.

The lesson of the router: User recognition is more important

As early as June 2013, 360 has been working with partners to develop routers, which is also a failure experience.

Zhou has said that the original 360 do smart routers have to consider whether the router needs an antenna, the general people see routers are said to be stronger, more antennas, 360 of the thinking is that the router to the built-in antenna, the effect is much better than the external antenna.

360 of product managers believe that 360 routers do not have an antenna, but the shape is more rounded and beautiful, Zhou like a small white user thinking, that without an antenna means that the router is a cripple. It has also been specialized in Zhongguancun electronics market to understand.

Finally in the Zhou of the strong request, 360 routers to fill an antenna, internal also plausibly said an antenna is enough.

Now 360 of the router ended in a fiasco and has ceased production. Zhou said, "This router has not sold, has been discontinued, and then do not do so silly products, 220 yuan cost, the user does not perceive." ”

This failure has taught Zhou a great lesson, making Zhou aware of the ultimate truth of the user experience: What you are is not important, what is important is what the user thinks of you. Zhou 祎 another gain is that if you want to do something, you have to have more energy to invest.

People familiar with the matter said that the two years Zhou has been looking for new opportunities, but also constantly summing up experience, in the end 360 of the original hardware why failed. Zhou summed up a little, that is, did not focus on hardware, just want to "fishing".

360 The current stock price distance from its peak has nearly halved, rising star Jing Dong, millet and other new sharp company rapid rise to rob its thunder, 360 in the mobile end of the security site is also facing the threat of mobile phone manufacturers.

A person in the industry pointed out that Zhou hopes to use the two-year accumulation of funds to further the layout of the hardware, and through the establishment of joint ventures, 360 can have a deeper control of the entire hardware chain.

Accustomed to in the spotlight of the Zhou even decided to move to Shenzhen, vigorous dry, for the weak 360 in the Internet to make a new development road. With Zhou words: "Like me so stubborn person, will always come back, hehe." ”

(Responsible editor: Lvguang)