'Hammer technology can not be profitable to see today', Luo Yonghao quipped.
Last week, hammer technology held in Chengdu in 2017 autumn conference, Luo Yonghao released the Nano Pro2 generation mobile phone products and Chang breath purifier.
'Nut Pro sold 1 million units in the past 6 months' and Luo Yonghao upholds the notepad attitude and announced this at the opening of new product launches. "Contrast hammer previously sold 2 million units in two years Phone 'sales, it is indeed the best in history.
However, this figure is still not enough to support the hammer into the mainstream mobile phone manufacturers camp.According to GFK GfK market consultation "2017 first half of the mobile phone market industry report" shows that in the first half, China's mobile phone market volume of 232 million units.Compared to Apple, Samsung, Huawei and other single-quarter up to millions of shipments, the hammer's data seems a bit insignificant.
In addition to the nut handset, Hammer also debuted the purifier outside the cell phone peripherals to expand its product line. To this end, Hammer Technology set up a wholly-owned subsidiary in Chengdu - Cheung breathing Technology (Chengdu) Co., Ltd., specializing in this area Product research and development work, we can see Luo Yonghao purifier business attention, which may be the most profitable hammer technology to start the way.
High degree of concern about the user popularity Low market prospects
In early 2014, Chai Jing's "Under the Sky" won more than 31 million broadcasts on mainstream video websites in just one day. In addition to triggering the discussion of smog in society as a whole, it successfully detonated the air purifier market .
According to Orville cloud data show that in 2014 China's air purifier retail sales of 15.1 billion yuan, while the same data in 2013 was 7.75 billion, a full double.
Source: Orville cloud network
According to GF Securities Research forecast, 2017 to 2021, air purifier sales and sales (machinery + supplies) compound annual growth rate will reach 17.8% and 20.8% respectively, by 2021, the market of air purifier Sales are expected to reach 9.85 million units with sales of 43.1 billion yuan.
At the end of October 2014, Cheetah officially launched the Panther Air Purifier, which opened the prelude to the field of cross-border home appliance manufacturing by Internet companies. In November and December of the same year, Shell Network and Xiaomi introduced their own purifier products respectively.
Until this year, in April Jumei Youpin officially announced the transition will be involved in the intelligent terminal manufacturing industry, first introduced air purifier products; NetEase air purifier officially landed at the end of June carefully selected sites; October ink weather also introduced the air purifier products .
In addition to Internet companies have transformed, start-up companies, traditional home appliances brands, foreign companies are also targeting this piece of cake. Water heater brand AO Smith, kitchen small appliance brand Supor were completed last year and this year on the air purifier production line layout, on Week 352 purifier announced the completion of 200 million yuan financing.
According to Orville cloud statistics show that, as of now, China has appeared more than 700 air purifier brands.
Although many players, but the industry is still in the blue ocean state.China Industrial Research Institute released "China air purifier market demand forecast and investment strategic planning analysis report" shows that the penetration rate of China's home air purifier is only about 1%, while the same The figures for the United States and Japan are 45% and 27% respectively.
Generally optimistic about the industry in the next two to three years the growth momentum of air purifier products, for the hammer this new player, the entry time is not too late.
Why do ecological expansion start from the purifier?
Answer with Lao Luo himself: 'There is no leading brand in the purifier industry at first, and secondly, there is a big profit margin. Finally, the purifier company has high valuation and is suitable for small and medium-sized start-ups.'
For the supplier was once the debt, nearly hammering hammer, the high profit margins are most valued by Lao Luo China Household Electrical Appliances Research Institute official said Sina technology, 'the air purifier technology is actually very mature The threshold is not high, even if the ultimate use, the cost is not particularly high '.
Throughout other areas, although this year is the first year of artificial intelligence, BAT, Jingdong, Xiaomi have released smart speakers, but behind the fight is to build the IOT platform for many years. Hammer main business can not be a large number of hematopoietic nor Sony Audio technology accumulation, really can not easily get involved.
The other appliances digital industry, black electric kitchen appliances and computer 3C, intense competition completely lose cell phones, in addition to the hammer did not have a lot of money to invest into the real economy.
In recent years, the fiery health appliances, water purifiers, body fat scales and other products with low market acceptance, combined with the above factors, the threshold is low, the market prospects, high profit margins air purifier has become the most ideal area.
Interview after the conference, Luo Yonghao without any taboo to the media revealed the ecological recognition of millet.
Elder Luo said the purifier, there is a smart speaker in the planning, but all this is just the beginning, Hammer Technology hopes to quickly hematopoietic expansion of several projects through the early establishment of funds to invest in order to wear the chain.
According to the development situation of millet millet, the momentum of development of millet ecological chain is still stable, and there are certain achievements.According to the publicly reported data, during the development of the past three years, millet invested 77 smart hardware ecological chain enterprises, of which 16 Hundreds of millions of annual sales, resulting in 4 'Unicorn' company.
The hammer's logic is different from the investment strategy of Xiaomi's only investment is not controlled, according to Luo Yonghao's argument, the hammer is mainly to use their own good industrial design to help the invested companies. 'In the brand, product design, intelligent part, at We will do some reference design in these areas, the main follow-up to them.
The so-called eco-chain uses multiple product lines to expand an enterprise's product, which is certainly the best way to develop a business when it has sufficient economic and operational strength.But for the current hammer, one billion How long will it take to finance?