I have not failed, but I have found 10,000 invalid methods.
Editor’s note: This article is from WeChat public account “Feng Lunfeng Ma Niu” (ID: fengluntalk), the author is Feng Ma Niu.
After mentioning Dyson, the price of the product starting at 2,000 yuan always makes Chinese consumers love and hate it. The founder of the company, James Dyson, is also a person who loves and hates. At the crucial time of Brexit, the businessman who had fully supported the company announced that he would move his headquarters to Singapore, and his words and deeds were also inconsistent. He was criticized for him.
James Dyson also spent five years subverting the old vacuum cleaner industry, and is known as “Contemporary Edison” and “Steve Jobs in the Home Appliances Industry.” But when someone asked how to copy a James Dyson, he said, “Reengineering is impossible because there is only one Dyson in the world.“
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James Dyson (hereinafter referred to as Dyson) likes to call himself an inventor. The name of most people is Edison, which really made Dyson’s veritable invention appear in 1978.
That year, the 31-year-old Dyson accidentally used a vacuum cleaner called Hoover, which was one of the most expensive vacuum cleaners at the time, but the vacuum cleaner quickly lost its suction and he opened the machine. It was found that the original dirt was stuffed with a dust bag and blocked the pores.
This is like dumping garbage. The vacuum cleaner that needs to constantly change the dust bag can be traced back to 1908. People have long been accustomed to buying vacuum cleaners while constantly buying dust bags, and selling disposable cleaning bags has become A mature industry with a market size of 100 million pounds.
Dyson differs from other users in that he finds pain points that others have ignored and is determined to change it. This is in line with the beliefs of Silicon Valley entrepreneurs – if something is not good enough, then let me change it.
But the road to change is not easy, even some whimsical, Dyson, who graduated from the Royal College of Art, studied furniture and interior design, about the invention and manufacture of home appliances, he finishedAll are a layman.
Dyson also knew that this would be a tough challenge. To this end, he sold the patent for a small wheeled cart that he made a small profit and moved to the countryside more than 100 kilometers from London.
But the five years of research and development time, or let him fall into a debt crisis, he kept borrowing money from the bank, and he was in debt with millions of pounds at most. During that period, the family’s expenses were earned by her wife as a teacher and selling paintings. In order to reduce expenses, they planted vegetables themselves, and even the children’s clothes were sewn by their wives.
Recalling this long process of invention, Dyson admits that he wants to give up every day. It is the experience of running in middle school and giving him the perseverance to persevere. “One of the things I did when I was young was a long run, from one mile to ten miles. In the long run, you will experience a painful obstacle. The same thing happens in research and development projects, when the failure is staring There is a terrible moment when you are.However, if you persist for a while, you will start to climb out.“
Dyson’s crawl time was in 1983. After 5127 failures, Dyson finally developed a bagless double-screw vacuum cleaner. He named the product “G-Force.”
This kind of experience is easy to think of Edison, who invented the bulb and tested more than 1600 materials to find the best solution. Dyson also liked to tell this story in the interview, as well as the famous saying: “I have not failed, but found 10,000 invalid methods.”
In 1983, Dyson introduced his vacuum cleaner on a show.
It is worth mentioning that this vacuum cleaner was first sold in Japan, because in the UK, no one is willing to pay for Dyson, who has moved the local cleaning bag industry cheese.
But the valuable invention will be seen sooner or later, this invention won him the 1991 Japan International Design Expo Award. In the 1990s, the price of this vacuum cleaner reached $450, which is three times that of its kind. However, it still spurred a wave of Dyson in the United States. After all, the slogan of “Farewell Shopping Bag” is for consumers. It is more attractive.
With the success of the vacuum cleaner, in June 1993, Dyson opened his research center and factory in Wiltshire. due toWith revolutionary innovations in vacuum cleaners, Dyson’s products are now available in museums around the world, such as Victoria in London, the Museum of Modern Art in San Francisco, and the Georges Pompidou Centre in Paris.
When a person succeeds, the imitator comes along, Hoover, who was synonymous with bagged vacuum cleaners in the UK, also started producing cyclone vacuum cleaners. In the face of competition, Dyson chose 1999. Sued Hoover for patent infringement and eventually won $5 million in damages.
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“It’s not its fault, it’s mine…”
The first impression of many people is that Dyson’s products are expensive. The hairdressing stick that caused hot discussion on social platforms is currently available at Tmall for $3,650, while a low-end version The price of the Huawei P30 is only 3688, and its hair dryer is sold for 2,990 yuan, which is more than 10 times the price of similar products.
If you feel that this is not worthwhile, no one will buy it. Then you are wrong. During the double eleventh period last year, the hairdressing stick launched by Tmall was robbed in only 1 second, and it was ranked 100th in Tmall 2018. Jiaxin’s list of beauty instruments is at the top of the list.
Dyson once said to the New York Times: “People will want to buy something strange, as long as that thing is a bit useful.” His clever thing is to make his products a luxury item. And the innate character of luxury goods is the representative of the class. The labels of “Bai Fumei” and “High Grade” that Dyson’s blessings such as Vibrato and Xiaohongshu also reveal the hints of the class.
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In fact, people like to attribute Dyson’s sales to the rise of the middle class.
In China, for example, 2012 is not the first time that Dyson has tested the Chinese market. In 2008, it first launched tens of thousands of mobile phones in China. Since China’s middle class did not have corresponding consumption habits, These products are mainly used in China for public and medical use. The expensive Dyson products are bleak and have to be returned.
But four years later, with the gradual increase of the middle class, according to Forbes Chinese version data, in 2012 China’s personal investable assets were between 100,000 and 1 million US dollars.The middle-income group has reached 10.26 million. Although the standards for middle-income people are not the same, in the last year when Dyson set off a discussion frenzy, Su Hainan, vice president of the Chinese Labor Association, said that conservatively estimated that China’s middle-income group has more than 300 million people.
In the developed countries such as Britain, the United States and Japan, the middle class accounted for more than 80% of the total. The high-value, uniquely styled Dyson products cater to the needs and satisfaction of these people in pursuit of quality life.
“In the past, people always put vacuum cleaners in dark corners, and Dyson’s products were placed in the most prominent position in the home,” the Japanese media wrote.
Of course, successful sales are always inseparable from marketing. According to research data, Dyson’s annual marketing expenses account for 20% of operating income, of which digital marketing investment is 110 million to 140 million yuan.
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Although the purchaser’s experience is not all enjoyable, it does not prevent clear positioning, sales of well-marketed Dyson products increase, Dyson’s revenue growth in China in 2016 Year is 244%,
Since 2017, China has become Dyson’s third largest market.
In January, when Dyson became the richest man in the UK with a net worth of $13.8 billion (about 122.3 billion yuan), his company revealed that it was driven by strong demand for new products from China and other Asian countries. The company’s annual profit exceeded the 1 billion pound mark for the first time to reach 1.1 billion pounds (about 9.7 billion yuan).
Well, It’s no wonder that Chinese netizens called him a man who was sent to the richest man by Chinese women.
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However, Dyson is clearly a proud richest man. He has expressed “indifference” to making money more than once. “I don’t have much interest in making money. I don’t do Dyson to make money. What makes me really passionate is design, invention, and drawing and making things.”
This is recognition of focus.
Any industry disruptor