"Editor's note" this is millet Tang Mu Lei Feng network hard creating a public class speeches. Tang Mu gave up the company for ten years intelligent hardware of software turned to millet, in his words, is "there is obsession." In the speech, he shared some experiences to do intelligent hardware: how to find the pain points of clients? Entrepreneur how to choose Intelligent hardware as their business direction?
The following are speeches:
Thank you, thank you hard like Lei Feng network organized a public activity, we have the opportunity to share experience of intelligent hardware we have done in the past.
(Lei speech)
Overall I just saw Ray is very unexpected, and very rarely so short he just spoke. (Laughs)
I joined the millet in 2013 from Tencent, the reason is simple, because I think there is a fire in my heart, I wanted to do something.
I am Tencent user experience for ten years, so basically the user experience design team can do something, try organizations form the ceiling.
In 2013, when, in fact, I personally was a loss, wondering what to do after what happened.
Is a chance to find Li Wanqiang, but from a 01-03 in the golden age we are close together. Telling an interesting story, one night a little after 9 o'clock, I went to the alyphoto (Li Wanqiang) snack, then I wait until 10 o'clock, he suddenly appeared and said lightning also upstairs, or you make a long distance call. Results of the greeting to play for 4 hours, because mine always saw me just let go, do hardware in there about how millet, millet's way of doing things like. Anyway, when I was touching the walls, because basically I have been for a long time had no contact with such a large amount.
The second mine always come talk to me after 5 hours, I was determined to millet router. So I will use my stories or experience to tell you why I had accepted a challenge to do this way intelligent hardware router a has no user interface. Because over the past more than 10 years I have been dealing with UI, I do all of the things that appear in the interface, smart router has no interface, so we can imagine how much I was wandering how hopeless.
So there's my simple personal experience, primarily from 2013 join the millet millet routers such a project. In fact, says the project is not an, because in the millet in three hardware platforms, which are independent of each other: mobile phone started the earliest television ranked second, routers start at the latest, so the three teams are independent, we do not have too much communication. Unless the product capabilities, can bring value to the user we have jointly developed, but most of the time, included in the product definition, development, production and marketing are separate.
Also has the honour, in 2015, with millet router got such an innovative project award for business innovation in China, and this is what I do in the Tencent user experience or design industry more difficult to imagine you can get a prize, so it is quite fulfilling to me. Hello Kitty iPhone case
Just host says I also participated in the ecological chain in some product development of millet, but the ecological chain of millet not my lead, but dominated by another team within the company. One of my participation in the ecological chain of millet products are: camera with millet, millet with WIFI and smart Sockets and intelligent lights.
I spent two companies, company vision is related to user: Tencent is all take into account the user value, millet is friends with a user. And that's actually what I would choose the decisive factor of the two companies. After doing for such a long time, I feel that a company unless your business idea and your company user experience inside a string, or a company's products is difficult to user-oriented.
I believe in this company to do things I can play more value and gain long-term business value, this is the key thing, so I got out.
I work at Tencent, the vast majority of all software, so it is related to software in the past more than 10 years of experience. But understanding and observation of the user is the same, in terms of design, whether it is industrial design, user experience design and even marketing design, many things work, so I will go to head of millet to make hardware products from Tencent. My heart did not worry too much, I feel that I have done in the past so many software products, I believe that hardware products can do, but I was wrong.
, Millet's three major products: mobile phones, TV, router.
1, mobile phone four years made it third in the world, the first.
When looking for a starting point is very good, as most smartphones in the market's price is more than 3000 Yuan, of course, there are also thousands of Yuan special fake models, then in the Chinese market are calling a brand model can give those who could not afford to buy Apple and Samsung's performance was not good enough and you want to choose the Smartphone crowd. So the starting point is cut very well, and with hardware, software, services, this troika together, makes the phone becomes explosive.
2, so we hope TV is going the same way. But in television, we encountered two big mountains.
A mountain is the accumulation of domestic TV makers over the past more than 10 years had such a TV hardware products are great, this is our now or even in the face of problems. Television, for example we can use explosive price ratio is very high, but we came back at traditional firms doing similar. Soften them using their supply chain and take advantage of their low prices, for users, it is difficult to distinguish differences in TV components. Mobile phone after a long period of education, as we all know now is the Xiao long 810, an eight-core, everyone began to pay attention to them. Cell phone about it (configuration) can speak through, but on top of TV components or configurations, you may only understand I use the Samsung screen and so on.
Another big mountain as we all know, smart TVs in this area there is also another friend, from their content, the machine (configure) also does a lot of favorable exploration.
3, the focus back to the router.
Entirely clear on router when I am doing inside, stake out a behemoth in the Chinese market, that TP. TP global shipments in the past year reached 130 million units in domestic shipment volume of 70 million or 80 million. So tell me this, TP is a very big market.
But on the other hand, when I saw the price inside collapsed. It is basically a fast, mercury, GP, three brands of router products dominated the China market at three price points in the market. So we see that most of the low should be configured on the market, enough mercury router users, price is 69, 79, 89 between those levels. When we select the router market, although you can take the road of software, hardware and services, there is a lot of opportunity, because traditional routers in the past more than 10 years there have been no changes, except for shape to do some optimization, both N3, ugly design and complex setting, these things never changed.
Home appliances are few products like routers can has no progress for more than 10 years, so I think this is a great opportunity, but his price was too low. Therefore, we can only find differentiation, only on hardware looking for different definitions make us do router can compete with traditional manufacturers.
For now, the points we had also made a breakthrough price/performance. We price this time is really exceeding expectations, traditional router is 69 Yuan, we sell 699 Yuan, can be said to be completely exceeding user expectations. And the first two offerings are not the same, this is what I do the comparative disadvantages of hardware products.
We all know that smart home since last year has had a mountain rain feeling the. We also see a lot of traditional household appliance manufacturers and they have been shouting for years smart home, smart home and no landing in China. In fact, I think that smart home appliances manufacturers, there is a problem, is that they "definition" is wrong. There was a questionnaire showed that in China now are interested in smart home crowd at between 35 and 42 years old. And the crowd was not supposed to be the smart home or groups are more interested in new things, and arguably should be a graduate student or a younger crowd, because they are more interested in new things, to high-tech things, but why this is 35-42 years old?
Because traditional home appliance manufacturers define smart appliances must have in order to have something, this definition is wrong. I think this is in the past more than 10 years they can't push the main reason for smart home.
Therefore we assume intelligent home, which started from the product, that is for a young man to his "early adopters" when he rented an intelligent air conditioning inside. Because this is not for you, why are you a intelligent air conditioning? And expensive. We believe users should accept crowd happens to be the new thing they need is lighter smart home, maybe a surveillance camera, maybe a light bulb may be a socket. So over the past two years, we have taken this way, currently also get very good results. In General, plus the home box, router, light bulbs, sockets, and so on these devices, a device we already have 10 million have settled into the user's home, it is very much a performance.
Second, there are several aspects of smart hardware or intelligent home has strong signs of the possibility, one aspect is the channel.
For example, we see that places more emphasis on selling goods when a product category, you will know the product will always fire. When we see that Jingdong have done a super APP, then you'll know that maybe in East Beijing platforms intelligent hardware for very large flow capacity is already such a category. To cite one example, say, why buy Baidu "hao123"? I think that Baidu and found "Hao 123" seems to associate the traffic is. So when the channel began doing this when we know it will fire.
Intelligent hardware and smart home is certainly a big draught, then as a smart entrepreneur how to choose hardware as the direction for their own business?
In accordance with past simple experiences and thinking the 6 questions.
The first question is: does the product exist?
If the product does not already exist, you want to completely innovate a product category, I'll tell you one thing particularly difficult, cases that are related to many, including products such as glass. We can say that the glass is a great product, is an innovative product, but is not a successful product.
As if to those who do not wear glasses used to average consumers, I'll tell you the glasses you can bring more value, such as photos, search, tag, but he can also be used for a while, but he would not have been in his face and form a habit, because it is a very tiring thing. And the glass itself is heavier, so it is difficult to change habits of users, the first problem is users are used to.
We believe that unless they are super big companies like Apple and others is hard to change the habits of users, so these products are best not to do, what to do first, say large companies such as, for example, let Apple do the watch.
The second issue, it just needs to do?
Just means that high frequency you want. If a product is the spice of life products, is that he can bring some fun to your life, you find it interesting, but it doesn't meet your needs. If not needed, it's in your House will not take a long time, power rates will not be too long, this means that you do the hardware products although it is possible to get some attention and a certain amount of sales, may be at last everyone off. So high frequency applications means that the future value of your product, it is not just needed to determine it is not a product which can be high-frequency applications.
The third problem, did it up d?
Frankly, you do a pure hardware, there is no software product, so mean in this area there are many traditional companies spent more than 10 years accumulated a number of barriers to you at this time is hard to find a way that can bring him down. So if you can not rise dimension, you enter a traditional product that has been done in the field may die miserably.
Now how intelligent do not vary too much, do you believe a wise man have fought so much time in that area, he did something not so bad. Cannot be l-d, you have to give up.
The fourth question: it is cheap?
Unfortunately, cheap in China may be one of the most important things.
699 Yuan after the router so I do, I still want to be 129 router. Although it maintained the features of the AC200, stronger than traditional N3 version of the performance of the router, but I had to spend a lot of energy to tell users of 129 router and router difference where traditional 69. Though when I do 129 router in global find any manufacturer can make only 129 AC200 router, but this (the configuration differences) tells the user it takes time, but as you do a 89 router to let him know the price is cheap, a lot of times is so cruel. So I work for over a year I found my AC200 AC200 router router is the world's top-selling, the size of two combined sales were 2.1 million. And the number and TP 60 million or 70 million compared to sales of only a very small number, so cheaper is very important.
https://www.youtube.com/watch?v=MfzZimP6ygQ
The fifth question is that installation costs low?
Installation costs mean that his acquisition cost, maybe you do it cheaper, but users don't have to pay. For example, all you have to do an action that allows users to put it on the wall, for many users, then, he could not fully perceive your product before you can bring what kind of effect, he's hard to determined to take the installation costs put it up, so this issue is also critical. That is, in fact, we prefer to do something simple, a Plug and play products and do not require complex installation of the product, we believe that specifications are not even used, users take a product home does not read the instructions. So I spend on product specification at the same time want to stick a piece of paper that quickly, this is a very critical, we observe that some users, they don't read the instructions, but quickly set up.
Sixth, it features a Word user can see?
This means that the possibilities of Word. If your products do not allow users to understand in one sentence, it would be impossible to immediately move him, not to make him feel good product experience and quickly spread to the people around him.
Then this six-question when you do a smart piece of hardware when the point in question, obtained if these questions "Yes" answers, the more you make intelligent hardware, the greater the probability of success, of course, not every (intelligent hardware) to meet the 6 questions.
Third, another important thing, that is, the transition from software to hardware.
I do software user experience over the past decade, now doing hardware will undergo a special difficulties from user to user level or the gap. Everyone knows the software industry or the Internet industry takes a long time to do competitive user experience.
Competition means that when the user experience when all are free, why should I let users like to use my product rather than someone else's product? When everyone is free, you can tailor user experience when users experience almost everyone do what? Only users spending hit the user.
Astounding drops before taking a taxi, for example, the user's habits are hard to change, and drops and quick drop was money throwing it out of the user, this super powerful, and almost cannot be replicated.
To experience competition from software competition, even when pre-installed in the end of the competition, the entire competition in the software industry and competition is already fierce, you can't make money directly from the user, you can only use some strange ways to make money. With value-added services, for example, in some other way to make money, but not like this in the hardware industry. As you say in the software inside an APP installation requires you to spend a few bucks to get a user, but in the hardware you need to allow users to spend a few dollars, dozens of blocks, hundreds of pieces to you before you can get to this user. So, in fact, from user to user separated by very large distances between.
How could it be done from user to user to buy? I think the key is four points.
These four points are: product definition, user experience, supply chains, sales channels.
First of all your product definition is clear and must be restrained, do not put your functions is very much cause you to stack components can perform these functions. There is a lot of stress, the user experience is to focus on that.
In the supply chain, when you get very strong supply chain, meaning that when you want the goods, he can provide the components you want, when you need to make this thing is cheap enough, he can bring down the price.
There is also a sales channel. Platform will be taxed, although now many platforms there are preferential policies make you less cost of sales channels, but this channel is very important, because now gets traffic is a super hard thing.
Today I'm talking about each of these points can speak one day, but today I focus on the user experience.
(Editor's Note: on the user experience, to continue to pay attention to the user experience the 32-character formula | millet Tang Mu-speeches (part two))
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