One plus mobile phone recently released a plus 3T, which is the second time that its founder Liu Zuohu made the stage in the year. It is also the second mobile phone released in 2016, and as a new product in the one plus three series, one plus 3T has not changed in appearance ID design, this is a performance iteration.
Liu Zuohu explained at the new product launch conference that one plus three has achieved a good reputation in both domestic and overseas, but the most regrettable is that during the entire life cycle of one plus three, due to the shortage of Samsung screen, it is always in the snapping period. However, while solving the production capacity, the chip and hardware in the industry have made new breakthroughs, so I hope to further improve the one plus three series.
Specifically, compared to one plus three, the largest upgrade of the iterative product plus 3T is the latest Qualcomm flagship chip Snapdragon 821. However, in addition to the company's internal pursuit of products, industry competition may also be the external cause of this upgrade - after all, the domestic flagship flagship is equipped with 821.
One plus mobile phone, the second product in 2016, plus 3T
Only the sea tactics can survive?
In fact, one plus three is also crucial for the development of one plus. Liu Zuohu said that this is the most successful product since the establishment of the company. The one plus founder explained this success in two aspects, one is sales, and the other is media evaluation and user word of mouth.
In terms of sales, at the beginning of the release of 3 plus 3, Liu Zuohu said in response to the Sina technology capacity question, the stocking is sufficient, and then there is a plus insider said that the first sale of stocks is close to 1 million units, but this is obviously insufficient for the user situation. After the release of the 3 plus 3 in June, the product quickly entered the out-of-stock situation, and because of the difficulty of Samsung screens after the purchase, until one plus 3T release, one plus three is always in the "buy" state in its sales cycle.
Liu Zuohu apologized at the press conference and explained the reason: "I can only say sorry to the user. One plus3 did not say a million supply when it went on the market. Later, I wanted to add goods but it was very difficult. Everyone knows the Samsung display industry. Very lacking."
In terms of media evaluation and word of mouth, one plus shows the ability and influence in overseas sales. In New York, in London, in Helsinki, the starting line attracted foreigners. When someone later questioned the Sailors, Liu Zuohu also smiled and said: "Finland has more than five million countries, and the capital Helsinki is even less. Where can I find a water army?"
The product itself has also won praise from foreign media. The US technology media THE VERGE scored 8.6 points for one plus three, which is the highest rated domestic mobile phone. Subsequently, the British media STUFF also awarded the "2016 annual smartphone" award.
However, Liu Zuohu focused on two data from users. First, on the Jingdong score, the favorable rate was 98%. As of December 2, the sales volume of one plus three in Jingdong's flagship store reached more than 60,000. The other data comes from the Amazon in India, with a score of 4.4 on the 5-point scale – the highest score in the Amazon mobile phone category in India.
However, from the perspective of the entire company, the success of one plus three gave the company a reluctance to go wrong in 2015. At that time, the domestic mobile phone market was fierce, and the sea tactics and offline channels were becoming the main competitive points. The release of the second generation of the product is almost in the quagmire.
In the domestic mobile phone field, the release rhythm like the one plus is not common. Nowadays, in the competition of smart phones that have been dubbed as bloody seas, there are not many manufacturers that launch the new machine conferences as “monthly meetings†or even “weekly meetingsâ€. One plus had tried the "multi-product line", but the research and development power was not concentrated, which led to the product being vomited. Liu Zuohu decided to maintain a high degree of concentration.
In an exclusive interview with Sina Technology in April this year, Liu Zuohu also specifically talked about the decision made at the end of 2015 when he was very entangled: as long as a product is completely polished, I don't believe that there is no way to live.
In fact, let the one plus founder entangled with the reversal of the industry model. In 2013, a domestic mobile phone was founded, and the Internet mobile phone manufacturers represented by Xiaomi relied on online channels to make great progress. However, in 2015, “Internet thinking†began to encounter cold, and offline channels re-emerged. The follow-up channel means no small cost for startups, and the prospects are suspicious in the long run.
Liu Zuohu told Sina Technology: "It may be that the e-commerce data for the past two years is indeed declining, but if we put this matter into 10 or even 20 years, we will definitely return to rationality. The essence is that the e-commerce model is for users. Is it valuable? I don't have the cost of offline channels. There is no agency channel cost. I use these costs to make the best products, but I don't save these costs to make the products cheap. Is this valuable to users?"
So after thinking about the nature of the problem, Liu Zuohu killed and decisively cut off the offline channel that was laid before, and only kept an image store as a display window. Liu Zuohu made it clear to all the insiders: One plus is to be an Internet boutique brand, and the brand will not stop at home.
International market
At this year's World Internet Conference, Xiaomi founder Lei Jun, Huawei glory CEO Zhao Ming and Lenovo Group Chairman Yang Yuanqing reached a consensus at the Ding Lei night banquet. The three met with each other and smiled and decided to let go of the competitive grievances in the domestic market. The top three in the international market will go higher.
This is not a joke, but to a certain extent is also a reflection of the status quo of domestic mobile phone competition.
However, for more small manufacturers, it may not be easy to build overseas brands from scratch. It is not easy for a mobile phone company CEO who is known for its user experience and design to share "going out" to Sina Technology. After they received a good signal from Japanese users, they hope to cooperate with Japanese operators to enter the Japanese market, but In addition to the product itself, Japanese operators will rigorously examine the scale, financial and supply chain integration capabilities of the entire company. Even products below 1 million sales are difficult to cooperate, because Japanese partners are very strict with the contract.
However, as a start-up manufacturer, the establishment of an overseas brand of one plus may bring some inspiration. The first is to find local partners based on local conditions and to carry out in-depth layout in some countries with distinctive characteristics. For example, in India, Jiajia and India's Amazon reached a cooperation to achieve the initial word of mouth through India's largest e-commerce channel. For example, in Northern Europe, choose Elise, the largest telecommunications operator in the region.
Of course, there are two aspects of unspoken experience. One is to polish products through localized teams, such as a special European and American team, which is more in line with the experiences and habits of European and American users. The recognition of the media, since its inception, this domestic mobile phone manufacturer that has blossomed outside the wall has been recognized by the Wall Street Journal, Time Magazine, THEVERGE, etc., which is crucial for the recognition of mass consumption.
But if you ask Liu Zuohu, what is the core experience of overseas recognition? He will tell you that it is a product, because only high-quality products can form a steady stream of word of mouth and influence.
Hammer Tech CEO Luo Yonghao once asked Liu Zuohu. When he was the head of OPPO Blu-ray, why did he please Leonardo DiCaprio endorsement? Liu Zuohu told Luo Yonghao that Xiao Li had refused at first, but he later found it and agreed. The reason was that Xiao Lizi found that the Blu-ray machine at home was from a Chinese manufacturer.
What is the competitive pattern of China's mobile phone manufacturers in the next stage? There is no answer yet. Only 10 mobile phones can be used to survive in one year? not necessarily.
When the problem of "survival or destruction" plagued Liu Zuohu, the one-plus-one mobile phone CEO wanted to have a thorough understanding in a late night at the end of 2015. He later thought it was an incredible moment of insight, "MD, just do it well. This product (one plus three), I don't worry about other things." Liu Zuohu said to himself.
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