Author | Ma Guanxia
One of the many Chinese mobile phone brands has always been a unique presence. This mobile phone manufacturer, which insists on being the only high-end Android flagship, has been popular among certain users in the US, Europe, India and the domestic market in the past few years. Although the number of absolute users is not large, the loyalty of users is comparable. Fruit powder.
One plus founder Liu Zuohu was originally scheduled to hold an exclusive interview with Shenshen on the day before the 7T series mobile phone conference in Beijing. However, half an hour before the scheduled time, Liu Zuohu temporarily decided to adjust the time to the second after the conference. day. One plus internal staff told Deepnet because Pete (Liu Zuohu’s English name) felt that the Keynote could be better on the spot, so he took the preparatory colleagues to discuss the details.
This episode is not surprising. Liu Zuohu has always focused on products and strict details. He has set the product concept of “not to be” and will also praise himself when launching his own satisfied mobile phone. The product “feels really cool.”
At the press conference on October 15th, when Liu Zuohu stepped onto the podium, the white font “Liu Zuohu Chief Product Manager” was displayed on the black bottom PPT. A senior media person at the scene said to “Deep Net” that “he is most concerned about the title of product manager.” The outside world also commented on him: “There is nothing in the circle, and I only want to make a mobile phone.” It’s like “the people who live outside the circle.”
At the press conference, in addition to introducing the new mobile phone, Liu Zuohu also mentioned a screenshot of a media person’s circle of friends. The media person said that “One plus does not go wrong with the product pursuit.” Liu Zuohu said that this evaluation made him very happy. .
“There is no pursuit of the product”
In the conversation with “Deep Net”, Liu Zuohu is most willing to talk about products and users. He introduced to the “Deep Net” a 7T series of mobile phones in the screen, camera, fast charge and grip feel, etc., in order to show the fluency of a 90Hz screen this year, even directly out of their own mobile phones and authors Use the iPhone for comparison. “You just get used to the smoothness of this 90Hz in one day.” Liu Zuohu said.
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The previous September 26th, one plus in India officially released the OnePlus TV Q1 series TV, which is the first time since the establishment of the company to expand the product line into a new field. Liu Zuohu told Deepnet that he believes that the scene of the home Internet will become more and more important. He hopes to combine the quality of traditional TV with the sound quality and the experience of Internet companies to make a TV as a new product.
In the past year, the mobile phone manufacturers who chose to enter the smart TV field in the family Internet scene have more than one plus. Huawei, glory, red rice and other brands have also launched their own smart TV new products. It is widely believed that mobile phone manufacturers have entered It will inevitably aggravate the competition that the TV industry originally entered the Red Sea.
After the news of the TV in the first half of the year, there was a lot of doubts. Some people think that a company that is so “small and beautiful” in the field of TV is likely to disperse its limited R&D and operational energy, and ecological support may be insufficient. Liu Zuohu responded to “Deep Net” that “R&D is only an input issue. One focus on focus, or on user experience, will not change.” However, Liu Zuohu also said frankly “Of course, products cannot expand indefinitely. There will definitely be some dispersion.”
Liu Zuohu told Deepnet that after the press conference on October 15th, he invited a small one-person “refueling” to have dinner at a hotel near the Beijing University of Technology conference. Many of these people It is an old friend who has supported one plus four or five years, and this is an activity that will be held after the end of each conference.
The founder of a mobile phone manufacturer invited users to eat. Such things are not common in the current mobile phone circle. “I really like to be with users. This feeling you can’t install, users can perceive.” Liu Zuohu It is a value thing to think that being friends with users.
Liu Zuohu now adds user thinking to the company’s values. He explains the values of user thinking he advocates to Deepnet: “User thinking, first, you have to stand forever to be valuable to users. Push all our work. Everything you do must be thought of whether it is valuable to the user, not a slogan.”
Liu Zuohu requires the company’s operations, and even all employees, such as HR and administration, need to think about what value they do every day. He is stillA CEO class was set up within the company to select people from all modules of the company to bring them personally. The purpose is to put the user thinking in the company.
“This is the right thing to do”
Liu Zuohu left OPPO at the end of 2013 to create a plus. In the past six years, he has led the company to gradually establish a foothold in the high-end Android flagship mobile phone market in Europe, America, India and China, as well as the winter of the mobile phone industry and the brand head. At the moment, the ministry is becoming more and more obvious, and it has become one of the few mobile phone manufacturers that survived outside the Huami OV.
The report released by market research firm Conterpoint shows that one plus mobile phone ranks in the top four in the global market for high-end smartphones (prices above $400) in the first quarter of 2019, and the top three are Apple and Samsung. And Huawei. “The high-end segment is the most difficult part of the mobile phone brand, because it requires the mobile phone brand to have enough strong brand power to support the high price of its products. Currently only a few manufacturers can do it,” the Conterpoint report wrote.
The focus on the product, the understanding of the user’s thinking, and the ability to share the supply chain and production line with the “special relationship” with OPPO may be an important reason for achieving this result today, but The core factor behind everything is related to the “right”.
When asked by Deepnet about the person who had the most influence on him during his nearly two decades of career, Liu Zuohu said that his mentor A Duan (Duan Yongping) and Chen Zong (Chen Mingyong), Liu Zuohu said that he The most important thing to learn from Duan Yongping is “the duty”. “This is the core of this system. It was often talked about by Tony Chen.”
Liu Zuohu explained to the “Deep Net” that the core of “the duty” is to do the right thing. “The core meaning of the point is to do the right thing. Many people may not understand the words of doing the right thing.” You know what is the right thing, even if you don’t know, you must know what is wrong. But often because of some pressure and temptation, how to resist these temptations, this is very difficult.”
The slogan of the mobile phone industry is changing every year, and it is really difficult to resist all kinds of temptations. In fact, Liu Zuohu himself has also “ran a bias”. In 2015, the war on smartphones expanded from online to offline. In order to compete for market share, many domestic mobile phone brands have created sub-brands. Xiaomi has red rice, Huawei has glory, Meizu, which focuses on fine products, also began to do charm blue, and the hammer introduced nuts. In the same year, dozens of offline stores were opened. At the same time, Liu Zuohu also launched a lower-priced light flagship one plus X in addition to the flagship mobile phone of the year.
A radical store initiative and the simultaneous development of two mobile phones in the short term have led to a series of serious problems in terms of capital and products. 2015 has also become the “most difficult time” for Liu Zuohu. “In fact, in the end, it is not the point,” Liu Zuohu said to “Deep Net.”
At the end of 2015, Liu Zuohu sent a letter called “Focus, Re-start” within the company to reflect on his own mistakes. Liu Zuohu said frankly: “From the current situation, there is a gap between the development results of the business and expectations.” He also said that “the company must focus on investing limited resources in the places that are most needed.” After a series of adjustments, the 2016 Plus 3 has regained its reputation.
Liu Zuohu said to Deepnet that the biggest challenge now is internal. “In fact, we have a good opportunity now. From the perspective of the whole market, there are not many mobile phone brands, and the market capacity is very large. There is a good opportunity. However, how can the internal organization improve its organizational capabilities when it is rapidly expanding? On the development of the business, this is still the biggest problem. The people of our company have almost doubled this year. This is a big challenge and an internal challenge.” Liu Zuohu said that after the press conference, his main job was To do the next year’s products, there is to improve the company’s organizational capabilities.
Liu Zuohu hopes that the future will become a company with a very good product. His reason is simple: “Product cow, I believe it will not be bad. Just like our vision, I hope 20 years later, after 50 In the year, everyone can see one plus, it is OK. It is healthier and longer. If you can still live healthy after 50 years, do you say that cattle are not cattle?”
“This is to resist the temptation and insist on doing the right thing. I think this is very important.”
Liu Zuohu finally said that this year is not a good time for 5G mobile phones to be released. Next year, the country hopes to push SA. It is meaningless to make a 5G mobile phone that only supports NSA. Next year may be 5G real explosionThe year of the hair.
The following is an interview with the “Deep Net”:
About 7T Series
“Deep Net”: One of the biggest highlights of the 7T series released this time is the 90Hz screen. From the perspective of user experience, where is the biggest upgrade of the 90Hz screen?
Liu Zuohu: Smooth. How do you say this? You only need to use one day, get used to this 90Hz smooth and then go back (feel other products) is very obvious. Yesterday we said at the press conference that MKBHD (a well-known technology blogger in the United States) used a 90Hz screen. This is actually very obvious. For example, when you are scratching, you can see if there is no difference, but if you draw twice, you can draw 60Hz, and the jitter is very obvious. Try it and you will know.
I used my mobile phone myself. I used to have dizziness for a long time. I didn’t find a physiological basis, but later I switched to our 7Pro 90Hz, which can take longer to see the phone and not dizzy. After adapting, I really can’t go back, the difference is very big.
“Deep Net”: Can you share the story behind the development of this screen?
Liu Zuohu: In fact, in the first half of the year, we have already got 90Hz in one plus 7 Pro. This screen cost a hundred million customization, which is a very high customization cost. It took us almost two years to customize this screen and then launch it. Only this screen is not working, it is only a hardware support, more is the work of the software. Many softwares did not consider the 90Hz high refresh rate in the initial design, so we are still promoting the third-party ecological adaptation of 90Hz.
“Deep Net”: You also introduced at the press conference yesterday.More than 400 third-party applications support a 90Hz refresh rate.
Liu Zuohu: More than 500 models. Then how can the underlying system of your system respond quickly? The 90Hz refresh rate is high. The response of your hand touch must also be fast. At this time, you can have a feeling of success. For a simple example, when I first saw the 7T prototype installed, I installed the first version of the software and did not do any tuning work. The experience felt no different from 60Hz. With this screen, the software has to do a lot of work, including some optimizations at the bottom, and so on, you can feel this smooth feeling.
So it’s not that if you use a 90Hz is smooth, that’s what it means. The dynamic curve on our 7T was optimized at more than 150 versions. It was actually a process of acceleration and deceleration. How do you do it well? Try it every day. There is a lot of detail in the work to be done after the position is smooth. The software workload may be even larger.
“Deep Net”: In addition to the screen, there is a very big change in the appearance of the 7T series. It is the rear camera. Why did the manufacturers start to use this round camera design this year?
Liu Zuohu: This is a coincidence. Everyone crashed this year.
First, we think that the circle is more inclusive and more advanced. Of course, the reason behind it is also because of the need to change, the product needs to be differentiated. We think more about how to design a beautiful camera, such as in the protective ring, including the decorative ring, it takes a lot of work to make it look more advanced. They are all round, and there is no saying that absolutely one will definitely look better. It is better to only do it in a subtle way.
“Deep Net”: In addition to the screen and camera, what are the product features of the Plus 7T series?
Liu Zuohu: Fast charge has also been upgraded, changing the battery technology, charging some circuits inside, so that the charging speed is faster. You know that the speed of charging is not always about maintaining the highest current. How to optimize the materials, circuits, and keep it for 30 watts is our goal, so although the fast power is still 30 watts, but the charging speed is much faster, one plus 7T this time increased by 23%.
“Deep Net”: One of the characteristics of a mobile phone is that it is very focused on the feel, how is it optimized in terms of holding the hand?
Liu Zuohu: Each of our generations is constantly optimizing. The back shell glass of the AG process was our first, and now some people are following up. This 7T is already the fourth-generation AG glass process. Every generation we have a lot of debugging, feel, and match the visual effects. Because you are adjusting the process, your visual effects will also change.
Do you think that Apple is not out of AG glass now? Its effect is different from ours. Every brand orientation is different. We hope to achieve the kind of light and shadow effect we want, and it should be comfortable to touch. Apple is more frosted, and that’s what it wants. We want to feel more delicate, but also with the light and shadow effect we want, every time it is constantly adjusted on this. 7T We customize the 20:9 screen, which is a little narrower than 7, and it feels more comfortable to hold.
“Deep Net”: Most users may have a mobile phone case after they buy a mobile phone. That is to say, many users do not feel the feel of the mobile phone itself. Do you think the feel is really important?
Liu Zuohu: This is what many people say. I think so: I can’t say that someone has a protective shell, I will make it worse. This logic is definitely not true. So whether you bring a shell or not, you must be beautiful when you are beautiful.
“Follow the home Internet scene into the TV field”
“Deep Net”: One plus some time ago, India officially released a TV, this year many mobile phone manufacturers have begun to do TV, and traditional TV manufacturers are also launching new TV types. One plus in the first expansion of the product line into the TV field, how do you think about this behind? Compared with other manufacturers, what are the highlights of one plus TV on the product?
Liu Zuohu: First of all, we must know why we want to do TV? What kind of TV do we have to do? It took us almost two years to think carefully and finally decided to do TV. Because we think about the longer-term, we often say that the daily four core Internet scenes, one is mobile, one is family, one is office, and one is travel. The family is a very important scene, but there has been no change in the home Internet experience in the past decade. Why don’t you use TV now, because it is a bad experience.
But ten years later, with the development of technology, including 5G, AI changesI believe it will be different. One plus TV is not equal to TV. We call it TV for better communication. It is actually Smart Display. Some people translate it into a smart screen. Google TV has proposed this concept very early.
The future is a trend, it will be smarter, more and more aware of you, giving you the information you want when you need it. Because people get information visually is the biggest input, hearing is also. So I believe this screen will definitely exist at home, but its experience and service provided may be completely different from the current traditional TV.
So based on this thinking about the future, we decided to do it. And only mobile phone manufacturers can do this thing, mobile phone manufacturers have users have fans, this is a good foundation.
What kind of TV do we want to do? This is actually what we have been thinking from the beginning. Although it is a Smart display, its most basic function is TV. What are the most basic functions? I asked the user, what is your first concern about buying TV? The image is good and the sound quality is good. This is still the first thing, which also confirms my thoughts.
It’s very interesting, even if you buy an internet TV, the first thing is image and sound quality. This is a basic and strong demand, so we say that one must do a picture quality, the sound quality is the best, and the basic needs of the TV, this is one aspect.
Second, is the experience of the Internet, how to seamlessly connect with my mobile phone? This is the biggest difference between us and traditional TV. It is our advantage to do the Internet experience and connect it seamlessly with the mobile phone. This is only the mobile phone company.
So we combine the advantages of traditional TV: picture quality, sound quality, and combine the advantages of the Internet experience to make it a new product.
“Deep Net”: What you just mentioned may be similar to the logic of many mobile phone manufacturers entering the TV industry.
Liu Zuohu: You have to see if everyone has done it. For example, the quality of the picture, the quality of the sound, this is taken out, everyone understands very well, as long as a contrast, high opinion, very big difference. Of course, we are not currently in China, so you may not know. Our image quality is done at all costs, including product design, etc. There are many details that TV manufacturers have never thought of before.
“Deep Net”: Is there a time point for the release of TV in China?
Liu Zuohu: It’s not yet confirmed, I can tell you when I’m sure.
“Deep Net”: There is now a view that a company like “small and beautiful” like TV will enter a new field and may diversify its research and development and operation. What do you think?
Liu Zuohu: R&D is just a matter of input, and the focus on the focus, or the focus on the user experience, will not change. My work focuses on the user and user experience. I watch this TV every day and see if the experience is done. This is what we say is focused, always in this piece. Of course, the product can’t be expanded indefinitely, and there will definitely be some dispersion in energy. But it does not affect our focus on the user experience, this is always the same. Do the best internet experience, the best sound quality, the best image, this is always the same.
“The product concept touched ‘Iron Man'”
“Deep Net”: This year, I invited Iron Man (Little Robert Downey) to be the spokesperson. When did you start thinking about asking him?
Liu Zuohu: We probably contacted him in January, which is quite coincidental. At that time, we hoped that there would be someone who could help us develop brand influence and popularity, and Robert Downey Jr. had a big influence in the world, so I thought of him. At that time, “Reunification 4” was not yet available. We felt that “Reunification 4” should be quite hot. This is also a reason. And just as a friend knows him, he is connected.
“Deep Net”: There are reports that he did not actually agree at the beginning?
Liu Zuohu: Yes, I remember very clearly. That night, an American colleague drove from San Francisco to Los Angeles overnight and took the 7 Pro to see Robert Downey Jr., let him see us. The product, told him the concept of our brand, and he quickly agreed.
Little Robert Downey had long pretended to have some brands, and now it is rarely very few. So this is a coincidence, and our product and brand philosophy has moved him. He also likes our Never Settle.
“Deep Net”: Do you think that the time has come to develop at this stage, the time is ripe, is it suitable to find such an international big-name to be a spokesperson?
Liu Zuohu: We have never thought about this (international big name) problem, just because we are doing global markets, thinking about brand issues is always from a global perspective, I will definitely Look at his global influence.
“India may become the second headquarters in the future”
“Deep Net”: Can you talk about the situation in the Indian market? How do you look at this mobile phone market?
Liu Zuohu: India may become our second headquarters in the future. Because India’s high-end market share is now 43%, and almost every two units are one plus, this is quite exciting. Users recognize one plus, not other brands, like Apple, Samsung, this achievement is a proud thing in any market. I think this result is quite good. The Indian market has great potential, so our next investment in India is also very big.
In August of this year, we completed a research and development center in Hyderabad. In the future, this Indian R&D center will become our largest software R&D center in the world. India has a lot of outstanding talents. Therefore, we have made the second headquarters there, making it an independent operation team. R&D, production and sales are integrated. It is a system that can operate independently.
We can attract the best talents in India. Last year we recruited a dozen very good students at IIT. We will recruit 50 this year. My request for them is to recruit at least 50.
“Deep Net”: When I joined India at the time, the Indian mobile phone market was not as competitive as it is now. Is this first-mover advantage also a reason why Canada has done a good job in India?
Liu Zuohu: In fact, we are not the first to go in every market. When we went to India, the Chinese brands you saw today have already gone. But no matter which national standard we go to is consistent, we can’t say that the low-end quantity of India is the largest, and the high-end quantity is not big, so you are doing low-end pursuit, we are not. We go to any country and the products are consistent.The standard is the same, I am doing high-end, flagship. So at first, everyone may feel incredible, you sell such expensive things, but in fact we are very popular when we go, because every country has high consumption power, there are users who pursue, this is normal. The positioning of each brand is different, we are doing high-end. In the past few years, it has been such a very steady growth, so there is today’s result.
“I can’t make a cheap phone”
“Deep Net”: Now the low-end mobile phone is very intense. One plus only made high-end flagship mobile phones from the beginning. Looking back, it is a good way to avoid the “blood sea” in the middle and low end.
Liu Zuohu: It seems like this from the results, but I think it may be impossible for me to do it at the low end. To be honest, I can’t do anything cheap. Because you see something bad, you can’t live your own. As a product manager, every product that comes out is like my own child. It must be my own satisfaction. We will not say it from the beginning, that’s it.
We have always said that focusing on high-end, 70% of our company is a research and development person, so many people can do it to the extreme when they focus on one thing. This is actually very interesting. Just like a person’s life is actually the same, when you face more problems, it will be annoying, but if you are very focused every day and are very committed to doing something, you will feel very happy.
“Deep Net”: The competition in the domestic high-end market may be more intense than in India, and the industry is becoming more and more obvious in winter and head. Do you feel the pressure in the domestic market?
Liu Zuohu: In fact, the domestic high-end market opportunities are still quite large. Nowadays, there are very few brands in the high-end market. There are not too many users to choose from. It is good for us to do millions of units in such a big market. I think the core is whether you can make the product special. When our 7Pro was launched in the first half of this year, the response was very good. Because the product is very special, it is the world’s first 2K+90Hz screen. It may be that the pressure on each brand is very large. How to innovate when a homogenization becomes more and more serious, this is the pressure. You only need to get the product done, the end user will recognize you, in fact, has nothing to do with the opponent.
Focus. This is our most important, focus on the flagship,How to polish the flagship. Many people may be interested in this word, but it is not easy to do it. After all, there are many outside temptations. How to resist these temptations is very difficult.
“Like with the user”
“Deep Net”: One plus the community culture is very special. Yesterday’s press conference also mentioned that many of the product details of one plus may come from the advice of one plus community users.
Liu Zuohu: We are developing in an interactive way all over the world. There will be a version for internal testing every week. There will be a public beta every two weeks. Hundreds of thousands of people will participate in the beta. It has always been this way to interact with users and listen to their opinions. This is why many of our users mention “one plus one” and will mention “their community culture is very good.” This is very interesting, is why we can do this? I have been telling the team that we must make friends from the heart, not shouting slogans, not for marketing, but really for the heart.
For example, after each press conference, I will have a meal and drink with some of our older ‘refueling’ in the evening. After the release of last night, there are also dozens of people, a small number of 100 people, many of whom are supporting the old ‘refueling’ in our four years and five years. It’s a bit like being a loved one, so I will eat and drink with them every time I finish the conference.
I really like to be with the user, this feeling you can’t install, the user can perceive. This year is about July. Our global community moderators flew from more than 20 countries to Shenzhen, gathered together, chatted and listened to their feedback. We are very happy. In 2017, we are the first time to bring together the world’s moderators, fly to London, and fly from all corners of the world. Everyone is really very kind, it is this feeling.
So I think this is a value thing. I really want to be friends with users and feel happy with them. Some people may think that this is marketing, doing gimmicks, in fact, it is not, this thing is what users can perceive.
“Deep Net”: Where did the inspiration for the original establishment of the OnePlus community come from?
Liu Zuohu: In fact, some things seem to be accidental. In fact, it is inevitable. This is determined by your traits. As early as tenA few years ago, when I was doing Blu-ray DVD in the United States, it was like this. We made the era of DVD, 2004, 15 years ago, we are giving a software version every Friday. You may not know what kind of experience the DVD software upgrade is. You have to upgrade it. First download the software from the Internet, then find a recorder, burn the disc, burn the disc, and put it on the DVD after burning. Upgrade, super complicated one thing. At that time, we had a software upgrade every Friday and interacted with users on a forum in the United States. So users say that the brand is like their own brand, he loves the brand very much, and finally Blu-ray DVD becomes the high-end first.
So you can say this is a gene. Community forums, many domestic mobile phone manufacturers have done. Why is the result of each family different? This is determined by the culture of each company.
“The timing of launching 5G phones is not yet there”
“Deep Net”: 5G is the hottest topic in the industry this year. Before it was added, it has already launched 5G mobile phones with some operators in Europe. Is there any plan to launch 5G mobile phones in China this year?
Liu Zuohu: I don’t think the timing is right. For this reason, everyone should know that next year, the country hopes to push SA. You don’t make sense to make a 5G mobile phone that only supports NSA. Our core is to do a good 5G experience, so now there are already users in China who are experiencing our 5G products. We will find a better time to release our products.
“Deep Network”: When 5G arrives, what do you think is the core competence of mobile phone manufacturers in the final competition?
Liu Zuohu: Still a product. Next year may be the year when 5G really started to work. Although everyone is very fierce this year, the entire 5G market has not yet risen. Why do I say that I want to find a good time. Everything will have a process of accumulating energy before the outbreak. I think that next year will be an outbreak. And even next year, many applications are not rich enough.
The 5G in 2020 is a bit like the 4G in 2014. When we first launched in 2014, it was the first batch of 4G products, but what was the special change in the use? I remember very clearly, I once received the mail in Beijing, I feel how this email attachment is.Download so fast? It was very cool to me at the time, and it was a lot faster, but it was nothing more than that. Of course, this is already a very strong pain point. By next year, I may feel that I feel like I feel 4G in 2014, and then the application will be enriched. Just like after 2014, many applications, like mobile internet and payment, come out.
“Deep Net”: 5G is more complicated than 4G technology, will the threshold for making mobile phones become higher and higher?
Liu Zuohu: Yes, definitely higher. 5G development will be more difficult, and our investment will be very large. Like we now have three 5G laboratories, the cost of a laboratory optical device is one hundred million. Because we have several R&D centers around the world, we have built 5G laboratories in three places, including India. The cost is huge, and many people in the light lab can’t afford it.
“Deep Net”: At the product level, what is the most recent question you are thinking about?
Liu Zuohu: I might consider more about products such as AI. The reason why AI I rarely talk about in public is that some people used AI as a gimmick to talk about it. I don’t think it makes sense. AI is a tool, a ability, everyone should have the ability of AI, I think it is a technology that will change our way of life in the next decade.
But this thing is not a new thing. The first Microsoft Bill Gates introduced this thing in the 1990s. But at that time, the computing power was not enough. After the cloud was up, its computing power was enough, so it began to erupt in the past two years. This is a trend, and in the next decade, I believe that AI will change dramatically. This is a relatively big topic, and we are thinking now, how to use AI to make this product experience better.
“There is no deviation from the product”
“Deep Net”: If you look back at the six-year experience of starting a business, what time do you think is the most difficult?
Liu Zuohu: I have said before, it was 2015. In fact, the core is still not doing their own products, not doing what I imagined. There were some problems at the time, which were quickly corrected. 2016 will be fine soon. When one plus 3 came out, it was big at the time.The family likes it very much. The brand is back at once. I feel very lucky. At that time, I was thinking, one plus one out of such a good reputation, 2015 is not so smooth, users will not like us? When I added 3, the user’s word of mouth suddenly rose. I was really happy.
“Deep Net”: Is there a feeling of restless life?
Liu Zuohu: It’s not so exaggerated. I think this is a process that must be done by the enterprise. You can’t always be smooth sailing. I think it’s normal. It’s normal to have a little ups and downs.
“Deep Net”: What is the biggest motivation that has always supported your business?
Liu Zuohu: Because I am a product, in fact, I enjoy the most how to make the product last user like, the satisfaction, the sense of accomplishment is very powerful. For example, I mentioned a circle of media people’s friends yesterday. I saw it when I saw it. It was his friend who gave him the words after adding 7Pro. “There is no deviation from the pursuit of products.”
I am very happy with this evaluation, because we think that the idea of the product may not be understood by many people. Do you think you are right? In the end, you get the user’s evaluation, saying that your product is very pursuit, and there is no deviation, which means that the user has recognized your product concept. Just like I said that I want to pursue fluency, pursue details, pursue experience, and finally users can feel that you are not biased. I think the product should be valuable to the user. Don’t say that today, it seems that some gimmicks can fool the user. You have lengthened the time to see it. One day the user will find that you are wrong.
We have always insisted on insisting on something that is valuable to users. We are now pushing user thinking within the company and adding user thinking to our core values.
“Deep Net”: What is the specific “user thinking” of one plus?
Liu Zuohu: As I said earlier, I said that users think first, and you have to stand forever whether it is valuable to users to push all our work. Everything you do must be thought of whether it is valuable to the user, not a slogan. Many people sometimes talk about the user’s thinking, but they don’t think so. What is valuable to users? Does this 90Hz screen have any value to the user? Fluency is valuable. If I say a camera today, maybe today you say 510 million, tomorrow said 60 million, the day after tomorrow people say 70 million, is this valuable to users? What the user needs is not a number. The user wants to take a good photo with a shot, which is valuable to the user.
Including the operation of the company, including interaction with users, all services must be of value to the user. In promoting the user’s thinking throughout the company, I will tell you that if you find that what you are doing today has nothing to do with the user, it means that you have no value in the company. Even HR, even if it is an administration, I still have to think about what value I have done for our users, and you have to think about it every day.
Everyone has to think, you must finally create value for the user. This is what I said, you have to use this to push all your work. We also set up a special CEO class to do this. I picked some people out of the various modules of the company, and I came to bring this small team personally to put the user thinking in the company.
The first stage is to make the whole company have user thinking, let everyone understand the problem and put this thing in place. I said that the first step is very simple. You will find out, find out what problems the company has now, find one, solve one, solve it from the system, solve a problem one day, solve 365 problems in one year, then the super cow . Because users are inevitably asking questions, including our services, there will be complaints. If you are faced with a user complaint, you can think about what is wrong with the system and immediately solve it. This is very powerful.
So, in fact, the word of mouth of our service is good. Although at home, we may feel that our after-sales point is not so much, but as long as we have received our services, the word of mouth is quite good. I often watch someone send a Weibo@Give me, go to our after-sales point and find that this service is also very good.
“This part teaches me to do the right thing”
“Deep Net”: Who is the most influential person in your career?
Liu Zuohu: A Duan (Duan Yongping) and Chen Zong (Chen Mingyong) are my mentor. I actually followed Mr. Chen. You think I went to OPPO after graduation, and I have been with Tony Chen for almost 20 years, so I learned a lot from him. Of course, I learned a lot from A section.
“Deep Net”: What is the most important thing to learn from A?
Liu Zuohu: This is the point. This is the core of the system, which was often spoken by Tony Chen.
“Deep Net”: How do you understand the word “本分”?
Liu Zuohu: The core meaning of the point is to do the right thing. Do the right thing, many people may not understand, you know what is the right thing, even if you don’t know, you must know what is wrong. But often it is because of some pressure and temptation, how to resist these temptations, this is very difficult.
“Deep Net”: In 2015, did you not resist the temptation?
Liu Zuohu: Yes, in fact, it is not the point.
“Deep Net”: In the past, the manufacturers in the industry seemed to be under the shackles and were engaged in dual brands.
Liu Zuohu: I didn’t think about it completely, I think I can do it too. This is how you resist the temptation and then look at the long term. Anything you see for 20 or 30 years, when you think clearly, you will be more calm.
“Deep Net”: Where is the biggest challenge now?
Liu Zuohu: The biggest challenge is internal. In fact, we have a good opportunity now. From the perspective of the whole market, there are not many mobile phone brands, and the market capacity is very large. There is a good opportunity. However, how to keep the organization’s ability to keep up with business development during the rapid expansion of the entire organization is still the biggest problem. The people in our company have almost doubled this year, which is a big challenge and an internal challenge.
“Deep Net”: What is the key work for the next period of time?
Liu Zuohu: Next is the product for next year, and the organizational ability that I just said is mainly two things.
“Deep Net”: What kind of company do you want to become a future?
Liu Zuohu: What kind of company did you become? The product is very cattle company. Product cow, I believe it will not be bad. Just like our vision, I hope that after 20 years, in the next 50 years, everyone will see one plus, and it will be OK. Healthier and longer. If you can still live healthy after 50 years, do you say that cattle are not cattle?
This point is to resist the temptation and insist on doing the right thing. I think this is very important. Just as you know that smoking is wrong, it is harmful to the body, but some people can’t resist the temptation, always want to smoke, drink and drink. But if you can really maintain a healthy lifestyle, you may live longer.