Hammer phone apocalypse of: do product and do business

As far as the relationship between products and enterprises is concerned, products in the traditional sense are subordinate to enterprises and should not be discussed together; however, with the arrival of the Internet industry and the era of personal media, products come first, enterprises come second, and even products can exist independently of enterprises.

So I borrowed Luo Yonghao and the hammer phone today to discuss the relationship between the product and the company at the moment, and how we should deal with this situation.

The mission and task of traditional enterprises, is to build products or product matrix; Internet companies are often born because of a product, product operation, iteration needs to support the enterprise, so the enterprise recruitment, financing and development; there is also a kind of enterprise, itself that is the product, used to the personal interests of the company's operations, such as film and television entertainment industry is common, the star of the individual to set up a shell company was acquired by the listed companies in order to cash in.

Let's leave the third scenario aside for now. It is not difficult to realize that successful and mature enterprises, even Internet enterprises, will eventually return to the first traditional enterprise-product relationship, i.e., the enterprise is greater than the product, and the enterprise is used to produce the product.

Internet products and Internet companies are characterized by the fact that they can have only one fist product for many years, constantly iterating and updating, and most of the enterprise's resources are centered around this main product. The reason why the phone is difficult to do, because a cell phone companies, it is impossible to sell a single phone for many years, the need for a very fast speed across the "born for a single product" stage, and even from the beginning to have the ability to "create a product matrix".

Therefore, to make cell phone products, the essential task is to make a cell phone enterprise, and this enterprise has the ability to continue to design, produce and sell cell phone products.

As a product manager who calls himself the founder of the hammer, Luo Yonghao's previous knowledge of the product of the phone, just stay on the surface of some interaction design; and as a business owner, Luo Yonghao previously operated as the owner of the two enterprises (NiuBo.com, Lao Luo English), are far from talking about the formal and on the track, is just a small team of small workshop level. From the product and enterprise two lines of experience over, Luo Yonghao have great defects.

The complexity of the cell phone business is that internally, it needs to lead and coordinate more than a dozen specialties such as industrial design, structural design, hardware, RF, production support, kernel/driver, system application, procurement, marketing, sales, etc. Externally, it needs to cope with more than a dozen segments, such as suppliers (OEMs+agents), mold makers, OEMs, channels (national packages, provincial packages, e-commerce), media and after-sales service. The internal and external complexity is far more than doing Internet products and enterprises.

So, Hammer's failure was simply doomed from the start, because we can't see any possibility that Luo Yonghao suddenly had the ability to operate such a complex enterprise and enter an unfamiliar technology manufacturing industry. What's more, this unfamiliar industry, is a long red sea, let countless old gun defeat, there is nothing to earn the industry.

Let's return to the topic of this article, which is to explore the relationship between products and businesses.

As mentioned earlier, the Internet industry is allowed to product first, the enterprise later, because the threshold of the Internet industry is low, the cost of trial and error is low, a purely online or light combination of offline products, the premise of the product does not require the investment of too many resources, it can be completely in a small scale to quickly verify the feasibility of the business before considering the establishment of the enterprise, expanding the team.

But sadly, times like these, too, have passed. The biggest dividend of pure online toC startups is the rapid growth of smartphone and mobile Internet users. Once the number of new users declines, the cost of acquiring new users immediately increases, which can lead to new products and small teams competing with large enterprises first out of the game, because the good old days of acquiring new users quickly and inexpensively in a short period of time are gone.

So Hammer Technology is dead or not, is not the focus of this article to discuss; Luo Yonghao again down and out, but also much better than the average person to live, at least to buy furniture is also Ikea to start. Discussing the topic of products and enterprises, I hope to get a majority of ordinary people can benefit from the conclusion.

Luo Yonghao is not useless, he just ventured into the cell phone this mass consumer goods industry to enter the technology industry and the public eye, their own shortcomings were put in front of the public comment. These shortcomings most people have, and the lack of expertise in the cell phone industry is difficult for the average person to overcome. So messing around with the industry is a false demonstration.

But the early years of Luo's personal development accumulated a great deal of popularity because he did the right demonstration of making himself a product.

Luo Yonghao's early experiences are easily searchable online, so here's just a brief overview of his successes:

1. Complete the original accumulation of personal capital and influence with the help of the big platform of New Oriental (cold start of the product, accumulation of capital with the help of external forces, voice content)

2. Through Oxbow.com, a seemingly non-profit website product, he has tied himself strongly to the cultural community and has a group of influential friends (written content + selling water + influence to put leverage)

3. Do English training and conduct various presentations (traffic realization + video content + create personal IP)

These three steps down, Luo Yonghao himself has become a successful product. Of course, you can also think of Hammer Technology's six years as the same process of his personal influence reaching the masses and the continued strengthening of his personal IP.

All of this down, in Luo Yonghao's own words, although the enterprise and the product did not "become", he himself has "become".

Posted by Anvon, please cite the source when reprinting or quoting this article:https://anvon.com/en/576.html

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