Hardware products must be well-preserved.
Look at business with perspective. Super views, from the frontier observations of new business practitioners.
Text | Special Observer Liang Yuyang
Edit | Cui Yandong
Secondly measure CEO Liang Yuyang
Speaking of explosives, “Mijia Bluetooth Thermometer and Hygrometer 2” is definitely the number one. In Xiaomi Crowdfunding, it took only 57 hours and 300,000 items were sold out, which was very popular among users. We can talk a lot about how to create “explosive” products.
First, why did I start a business?
Eleven years ago, my eldest daughter was born, because of the old fever, we are very hard to take care of children, so I wanted to make a product that can monitor her temperature.
It ’s cool to make a product by the time you actually started a business in 2014.
Because this can solve the pain points, then high-tech. Because it is really difficult to make this product, it is necessary to collect a lot of optical algorithm research, the data is still relatively difficult, and the medical equipment has a high threshold.
The new demand in the new era is that new parents are struggling to take care of their children. This entrepreneurial story of mine sounds very beautiful, but looking at everyone ’s reaction, it seems that this is not the case.
Remember that a famous VC told me at the time that I could n’t vote for you. Why? You guys are all engaged in technology, and none of them can sell products. I am worried that you will not sell good products. This stimulated me to think.
Let ’s take a look at most people who do hardware entrepreneurship. His ideas are basically this: We want to do something that solves people ’s strong pain points and thinks others will come to buy it. This thing is high-tech and has a high threshold. It is best not to even have competitors. Only in this way can overtaking in a corner be achieved, so that it can become a hit.
But do you know? This logic is buggy.
Generally speaking, there is no competition for the products with strong pain points, or the blue ocean, there is almost no such situation.
There is only one situation, which is the strong pain point, but the technology has not been able to solve it, so I have to stop at that place. Then one day technology came, such as Bluetooth and low-power technology, which made this wearable device come out and can measure a body temperature. Is this a good time?
This kind of good time, you have mastered this technology, and you have dug into the pain point, and made this product. This is already a very good life. But at this time, I still encounter the problem I just said: new and exotic products need to educate users, and the cost of education is very high. As an entrepreneurial company, can you handle this matter as soon as you come up? This is the first thing to think about. At this time, there may be another idea, that is, I do something that everyone can understand, but the whole market is not very good, I can do it well. So this is another starting point that may be a better choice.
What should I do?
First of all, as a hardware entrepreneur, there is a very important foundation, called making good products, and then look at what kind of team you are? If it is the perfect type of team, there are a group of technical talents, and it is also capable. There are very good marketing partners who sell things. It is perfect. The situation is the same for people with high IQ and EQ. This can’t be met.
So for product entrepreneurs who have no talent, what should they do?
My answer is: hardware products must be upright and surprising.
For example, when we look at our products, when we release them, everyone knows that they can be understood at a glance, and it meets some of the common features of calendars. The screen we chose is electronic paper. Just like the previous electronic photo frame, it uses electricity.
It’s just a quiet product and it’s there. Don’t put a lot of features on this product, a bunch of reminders or something, that’s not good. Because we need a quiet product, it can be placed at random. When we look at the back, this is not a product that requires a plug-in. You can use that one, and you can even pick it up and switch it all at once.
Then it ’s important to call this one: I can see him when I glance at it.
When you meet the basic performance of these calendars, you say that the most basic thing to achieve it is called Shouzheng.
Under this situation, you can still be surprised. What is the surprise? This is one of our choices, electronic experience, e-mail number?
We can set up many channels in it. Programmer calendar, constellation calendar, investor calendar, etc.?
This is a very strange thing, because many institutional people, especially those who pay for knowledge, they want to enhance the stickiness, they can use this way to reach customers. So this is a surprising place.
Returning to our theme just now, if you have a good foundation, you can make surprisingly good products, which is great.
But then there will be a lot of difficulties, such as the engineer in my circle like me, you have to say let me find a structural engineer for you, I guess I will find my brothers soon to find out for you .
But you said let me go to a marketing person, a convention person, maybe I do n’t have such a friend around me, and I ca n’t find someone who fills my short board circle, what should I do?
First, learn quickly. Second, internal training. This is what people who are as a product team should do.
Selling this thing, I think To C ’s sales are very deep and changing too fast. It used to be that way, but it became Weibo, WeChat, and live broadcast.
This has a benefit. It doesn’t matter if you can’t find the cattle, because it’s new anyway, everyone has little experience, just learn together. Then you need to find a good channel. If you have a good product to join in and do it, just have a channel to help you trial and error. Especially important is what I said just now. You must live long. When you live long, you have many opportunities for trial and error. You can say that one ca n’t make it, and you can be the next. .
On the way to making explosives, my point is clear: to be a surprising product, new and unique, unless your marketing ability is very strong, unless you have a lot of funds to go to market, new and special should be careful , And then pursue the ultimate price / performance ratio. Because I think the ultimate price / performance ratio is the nature of the entire human race. There must be no problem with this path.
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