Relying on the sales of Nut Pro, which has sold millions of cigarettes, the government’s investment in Chengdu has become a hard one. It should have been a better hammer, but it was once again full of variables after the Bird’s Nest conference last night.
This was a flagship press conference. The number of people on the scene reached nearly 40,000 in the Guinness Book of World Records. It used all the most mainstream core live broadcast platforms in the country. However, both products and a set of interactive programs did not achieve the name change. In the next 8-10 years, due to the shock, and even throwing away all the gimmicks, these products will make people feel a little disappointed.
Luo Yonghao has not been able to change the world. What is even more worrying is where he will ride the hammer technology.
The flagship hit a high price, but a strategic mistake occurred
When Luo Yonghao released the nuts R1, it took more than ten minutes to explain the appearance and performance. Many major selling points were swept away, such as the Xiaolong 845 processor, such as wireless fast charge, such as pressure-sensitive screen, such as optimized Night shoot. The last time to explain R1 only takes less than 10% of the time of the entire conference.
No matter how important the product is afterwards, this should not be the treatment of a flagship product. Not to mention that before this, the hammer has not released a flagship mobile phone for nearly 600 days. Hammer powder has waited too long. There was a backlog of expectations. But R1 did become a supporting role at the press conference. From the standpoint of the product, this is also a flagship product that is free from mistakes but lacks explosion.
After the meeting, some media even asked if the hammer would expand the product category in the future and focus on pan-tech products. This was refuted by COO Wu Dezhou. In Wu Dezhou's view, mobile phones will be the focus of the hammer for a long time in the future. He even mentioned that in cooperation with Qualcomm, the product plan for pushing 5G terminals as early as next year.
Even if we previously saw the hammer released the air purifier, but the mobile phone is still the hammer's main sales product. However, the hammer is that the sales of the hammer has not been able to get much improvement. On April 9 when the nut 3 was released A data that Lao Luo mentioned showed that the hammer's best-selling mobile phone, Nut Pro, sold 1 million units in about six months.
This data may not be as good as the head manufacturer's sales for a week.
In addition, according to the report of Aurora Big Data, Nut Pro occupies half of the hammer model inventory. In addition to the T1/T2, which is too remote, the flagship M1/M1L accounted for only 10.31% in total. This is because of the hammer. In the past two years, there has been no launch of flagship products. On the other hand, it has also objectively promoted the price of hammer technology mobile phones to be priced at a thousand dollars.
This is why, if you look calmly at the nuts R1, this should be the most important product of Hammer Technology this year, because from the selling point of view, the price of conventional deposits will go up to 4,499 yuan from 3,499 yuan, and the 8GB+1TB version will be directly It jumped to 8848 yuan. It is not like the nuts 3 is responsible for the quantity, but it represents the brand product strength, so as to maintain the brand premium ability of hammer technology.
This is why the hammer should strategically attach importance to R1, and tactically requires the implementation of R1's marketing and promotion in a very high-standard manner. But at present, all this has been transferred to Luo Yonghao's concept of 'changing the world'.
This is dangerous for hammers. Despite just getting an investment, how to convince investors of sales is still the hammer for every product that needs to be done. Funds are not rich is the hammer currently and foreseeable Things that will continue to be faced in the future, and even the rumors of the acquisition never stop. The hammer of 'hair shunt' can't afford to make mistakes in the market. It even loses all the time.
Constrained to change the world? The direction is correct but the program is not mature
But why did Luo Yonghao do this?
Luo Yonghao's remarks at the press conference may be the answer. Luo Yonghao suddenly said when he explained the nuts TNT workstation: 'I started the company has always been to change the world, not to earn you a few stinky money.'
Yes, in front of 40,000 rains to see the hammer of his conference, Luo Yonghao said he did not earn their 'silly money'.
This is extremely fatal to a company. If it is abroad or at any other company in the country, people who humiliate the words of the buyers of their products should apologize to any class.
However, all those who choose to forgive Lao Luo are only because of the strong idealism behind this sentence. It spent 80% of the time at the Bird's Nest conference to explain the Nut TNT workstation. This product is priced at 9999 yuan separately. , The price of a set of programs reached 14999 yuan. It is worth noting that 9999 yuan you buy the TNT workstation still need to plug in a nut R1 can really use, but the price has exceeded the Apple iMac introductory models.
From a hardware point of view, the TNT workstation should be regarded as the basic flagship configuration, and even looks similar to the Surface Studio. But it is essentially a mobile docking station that allows the nut R1 to connect to the desktop platform for the corresponding desktop level. The interaction. This product logic according to Wu Dezhou's explanation is that 'trying to do everything from mobile phones, monitors to computers, from small screens to large screens'.
Currently Samsung, Huawei and others are all thinking about the relationship between mobile phones and mobile office. Huawei Mate 10 can directly output a 4K desktop platform through a data cable. Samsung can also achieve desktop operations through DeX Station. Obviously, the hammer is also Thinking long enough about this scenario, but unlike the previous two, the hammer needed to publish its own docking station with a screen, because it also changed from interaction.
Similar to the one-step, big-bang, flashpoint capsule on the mobile terminal, the hammer also released three systematic interactive programs on the desktop interactive platform, namely Smartisan TNT Station, Crystal Ball, and Poker Dealer. This complete interactive program is based on Touch interaction, while giving voice interaction a higher weight, Lao Luo tried to abandon the dependence on the mouse and keyboard input, Lao Luo believes that this will provide extremely high office efficiency.
However, all this is based on an important premise, which is how Old Luo wants to change people's 'path dependence' for Windows and Mac OS, because TNT interaction requires a great deal of re-adaptation and learning costs. This part has already caused many people to Deterred.
At the same time, the TNT workstation embodies the entire team’s lack of understanding of usage scenarios: on the one hand, it needs to rely on voice to improve work efficiency, and on the other hand, it needs a quiet environment to ensure the recognition rate of voice. This is a 'spear of the child'. The Shield's no solution loop.
It will be difficult to really invest in scenes that have extremely high demand for productivity. For example, in a real office, would you try to see everyone yelling 'Summer' and 'Bold' on their screen? Underline'?
Moreover, from the demonstration point of view, some of the interactive changes that TNT workstations can do are actually mixed with misunderstandings of office needs. For example, in the production of forms, what we see is that TNT workstations try to use voice to replace the number of keystrokes, if Is there a table with 3,000 rows and 40 columns? This is not an exaggeration or even very common in the actual work scene. Do I need to call 120,000 times on my screen? How can the privacy of the information be guaranteed?
Some netizens directly rant: 'Who uses this stuff for real office, efficiency for office, not these fancy things.'
There is a paragraph directly said: 'Do you never stop talking about working colleagues affect colleagues? Then floating over a barrage to answer: colleagues with the keyboard and mouse office has long since worked.'
One of the ultimate tortures that this product needs to face is: What exactly does the Nut TNT Workstation try to sell? Obviously it is not for you and I that he needs to do a PPT report in the cubicles. The nut TNT does not support high strength. The demand for productivity, Wu Dezhou gave an answer: 'light business users'.
Say good to improve office efficiency? Say good to change the world? Lack of clear user points to become another key to this product is difficult to succeed.
Returning to more realistic market considerations, the Nut TNT Workstation alone sells for 9999 yuan, the package price is 14,999 yuan, and the latter can already buy a 27-inch iMac. If you refer to the average price of a hammer mobile phone, the hammer is set for the nut TNT workstation. A pricing strategy that does not have the ability to stir market conditions, which is even much higher than the premium ability of its own products, which is tantamount to 'self-immolation'.
Lao Luo is going to change the world. Obviously, it is not relying on the “rule-free” nut R1. But can the Nut TNT workstation change the world?
The Nut TNT Workstation is an attempt to integrate large-screen touch and voice interaction. Many vendors are more advanced than hammers. For example, Microsoft released the new Surface Hub2 on the same day, and Google has made use of voice interaction applications. Google Assistant passed the Turing test, which is far more revolutionary than several scenarios in which TNT workstations used speech recognition to send several short messages.
What Lao Luo did, however, was a trend that all major manufacturers saw in their eyes. The hammer came up with a solution that they thought was feasible, but the market may not think so.
Old Luo this game, may be really playful.
Marketing power exceeds product power. How can a hammer go long?
More importantly, from the company level, the hammer is overdrawing expectations for hammer products.
Each conference was preceded by a variety of high-profile, all kinds of controversy, but all kinds of micro-innovations and various emotions were presented at the press conference. The final presentation of the product did not hold up various propaganda and copywriting before the conference.
Did you say that the hammer's product is not good? No, but it is not enough to hold up the 'crazy words' personally spoken by Luo Yonghao, and it cannot even satisfy the status of the rivers and lakes that the hammer wants to gain.
The higher the blow, the worse the fall. This drop has already begun to emerge when the nut 3 was released and it caused widespread debate about its appearance and ugliness.
For example, before the conference, Lao Luo shouted 'System can destroy iOS' and 'Apple will madly copy us'. At the press conference, Lao Luo said, 'Three systematic interactive solutions will guide the future. Ten years or even decades of human computing platform design.
At the end of the announcement, everyone's consensus was that the hammer and Luo were really thinking more. Netizens @ Tucao said: "The strength that comes out is not worthwhile." The point of getting hundreds of netizens quickly Thumbs up.
Some netizens said that Luo Yonghao has redefined 'redefined'.
Some netizens said that the product still has a lot of ideas. It just feels like blowing too much. The expectation is too high.
The volume did not get sales, innovation did not get users, this is a technology company, Hammer Technology's biggest problem. Over-concern about marketing and hype, and even submerged their observations of business development. But after all, Luo Yonghao is not only It takes a few minutes to open a press conference. He really needs to sell the mobile phone. However, there is not much to really understand or care about the hammer sales.
What people care about is what Luo Yonghao said in a big way. He praised Haikou and when he wants to buy Apple.
Even Wu Dezhou told Sohu Technology frankly: 'We still have a lot of work and we don't have a bit of it. The people who know the hammer are still very few. More people know something that is not related to the product.'
What's more, this press conference exposed the stubbornness of the hammer technology mismatch market. It sacrificed the explanation of the real main products and described a desktop solution that is unlikely to be popularized, promoted and adopted, which is dangerous for hammer technology. , It deviated from the essence of business and returned to the ideal madness.
At least this press conference, we did not see a hammer trying to break market share, did not see a hammer trying to get more survival in this blood, a hammer trying to stand high-end market. We only look at When the market share is still ten, it is always based on reality. If you want to change the next 8-10 years, you should at least have the strength to live.
After all, the market will not be like a live audience. They are happy to shout loudly at every mistake made by Luo Yonghao:
'Understanding Hooray!'