In the eyes of many insiders, a person is a family? Blame the company? .
Generally speaking, the founders who are engaged in the production of 3C products are all from the industry, while the founders who are engaged in one person and one copy are all engaged in it. Good back? 、? Good memory star? The products of traditional industries seem to lack natural genetic tradition.
Even if you are a tablet computer, as we all know, touch input method has become the standard of tablet computers, but the product of one person and one notebook, e-notebook, has gone against the trend and returned to the most traditional handwriting input.
What is even more puzzling is that, according to the usual practice, 3C products have to go through IT stores, e-commerce and other channels, while E-person E-Ben has found another way, choosing the way of advertising on the portal all the year round and opening stores in high-end shopping malls such as Yansha. Industry insiders even analyzed that its hardware gross profit margin was as high as 50%.
Various strange phenomena have broken the conventional thinking of many people and naturally caused a lot of controversy. I wonder if this product, which relies on the gift market and captures the post-60 s population, can go further?
Of course, the strangest thing is that this company, which was generally not optimistic two years ago, has not disappeared, but has really become a dark horse in the tablet market. Some people even say that it has won the second place in the tablet market share. One person claimed that in 20 12, the total sales volume of T 1 and T2 of e-books was 654.38+million units, and the sales volume of T3 in 2010/0 exceeded 300,000 units, and the sales volume also increased rapidly from 300 million units in 20 12 to 20/0. According to the data of Analysys International (Weibo), the sales volume of tablet computers in China in the third quarter of 201/kloc-0 was 156. 60,000 sets, one book for each person, and the market share has climbed to 5. 65%, up from the previous month 17. 7%。
In the rivers and lakes where big names such as Apple, Samsung (Weibo) and Lenovo gather, how do strange companies survive differently?
Market determination technology
I can't believe that any book can fight its way out in the clouds of noble and decent masters. This is not to say how fashionable technology is used in his products. On the contrary, the tablet computer of e-person e-book uses handwriting input that has been forgotten by many people, which is a bit counter-current to touching the popular tablet computer.
? E-person e is based on the core needs of consumers and does not blindly pursue cool technology. ? Du, chairman of Beijing Yiren Yiben Information Technology Co., Ltd., said in an interview with Business Value. We take the market demand as the starting point and let the market decide the technology. ?
In fact, it is easy to see the source of this sentence by looking at Du's previous entrepreneurial road.
At the age of 24, Du started with 500,000 yuan. Good back? It became the most popular product at that time, and Du became a billionaire in just two years. His second venture was famous? Good memory star? You know, at that time, this market was dominated by Wenquxing, Haoyitong and Kuaiyitong, and Du succeeded as a latecomer and became the first in the industry through combing the market and pragmatic technological upgrading.
For Du, what is it? Good back? Or? Good memory star? The key to their success lies in accurately grasping the market demand, rather than blindly pursuing the coolest and most dazzling technology. They hope to solve practical problems for consumers through this product, so as to meet the needs of consumers.
Du's practice is destined to be regarded as very? Earth? In the industry that has been baptized by Apple and Google (Weibo), many people are ungrateful. Now looking back at the company with one person and one book, its development routine still has a strong entrepreneurial style, accurately grasping the nodes of the tablet market, and constantly adjusting products by grasping the temperature of technology application. For example, e-T2 changed from WincE to Android operating system with built-in 3G module. If Apple started the tablet market, one book per person went to the tablet smoothly. Unlike tablet computers such as iPad, which attract young people with cool new technologies, as a grassroots person, One Book chooses handwriting input as a product breakthrough and the post-60 s group as a core user group.
This naturally causes many people in the industry to question, and the post-60 s market is too small! Can it support the development of one person and one book? Du believes that the post-1960s generation itself is a huge market with tens of millions of people. The e-book sales of 20 1 1 are only 300,000 sets, which is estimated to be less than' 1% of the whole post-60s population. Can it be said that the post-60s market is a small market?
Du chose this group of people after 60, which was decided after full market research. On the one hand, most of these people belong to the mainstream elite of society, and their spending power is naturally not a problem; More importantly, the biggest feature that distinguishes these people from the post-80 s and post-90 s is that they prefer the traditional handwriting input feeling to the keyboard and other input methods.
In order to more accurately influence the post-60s consumer groups, Du will not only strengthen the publicity of the original handwriting and other technical aspects, but also do it in the past? Good back? 、? Good memory star? And transplanted other marketing methods, such as giving a special TV talk at 12 pm, placing full-page advertisements in newspapers, and choosing to enter high-end department stores in channels. These seemingly not very advanced methods, combined with their market positioning and product form, combined with advanced internet marketing means, have become an effective way, which has made them achieve good results in the past two years.
? The more fashionable the business model, the more effective it is. ? Du Guoyu said,? We are still alive and can continue to develop, which shows that pragmatism is very important. ?
Technology determines products.
? Apple is the god in our hearts. ? Du repeatedly stressed? At this stage, if you want to compete with Apple in the tablet market, it is tantamount to self-destruction. ?
Du said that he is very clear about the positioning of one person and one book, and has a clear judgment on his own strength and ability. This is not to say that everyone has no chance. The starting point of opportunity is the core advantage of its products: handwriting input.
In fact, when it comes to Chinese handwriting input, many people may think of Hanwang. ? Hanwang's advantage lies in Chinese character recognition, while the advantage of one person copying is the handwritten input of the original handwriting. ? Du explained that technically, each person has one copy, which has a core advantage in the original handwriting input. ?
It is precisely because it focuses on handwriting input that the E-E tablet is obviously different from other tablets in product form and user experience, which also makes it an absolute alternative compared with other tablet manufacturers pursuing by going up one flight of stairs with Apple.
2011165438+1On October 23rd, any book released the latest T4 of E-Man. Compared with the first three products, T4 has improved the writing experience a lot. ? None of the previous products satisfied me, and T4 basically reached the initial expectation. ? Du Xiao, who rarely appeared in public and attended the product launch for the first time, said with a smile. This is also based on the first three paragraphs. ?
In order to create a better user experience, the idea of "one book per person" is continuous? Do some small things? Start with the details of user needs that others disdain to pay attention to.
For example, for the size of the screen, everyone has also made a gradual exploration. When writing on the screens of T 1 and T2 7 inch 16: 9, it is found that the writing area is too small to write a few lines, which seriously affects the writing experience. Therefore, any book decided to determine the size of the screen according to the size of the actual writing paper, and strictly expanded the screen size to 8 inches according to the ratio of 4: 3, which increased the physical area by 45% and enhanced the writing function.
For the experience of handwriting, one book per person has been perfected in three dimensions. Although the product has become thinner and thinner, the stylus has not been changed, not to say that it cannot be changed, but to hold it in your hand, which feels like a real stylus; The next step is to choose a film that meets the requirements of handwriting in terms of thickness, friction and transparency, especially the sense of friction when writing, to ensure that it is consistent with the feeling on paper and reflects the original handwriting.
In fact, compared with previous generations of products, the biggest improvement of E-E T4 is to greatly expand the application scope of writing, and extend the original handwriting from notepad to various application scenarios such as office software, web pages and emails, so that writing can be truly everywhere.
In addition, it also includes improving the feeling of writing, as close as possible to the feeling of writing on paper. For example, the whole interface of T4 is designed as in real life, showing a good human-computer interaction experience; In the process of writing, if you want to delete a word, there are two ways, one is to use a pen? Eraser? , you can delete it easily, and the other is to draw a horizontal line directly on the word to be deleted, and the system will automatically identify the deletion; In addition, T4 can find the original handwriting, which greatly facilitates the search of user data and changes the shortcoming of only page-by-page search. Other applications, such as e-mail, documents, etc., can be handwritten at will, which truly conforms to the usage habits of the post-60 s.
As you can see, one book per person has established its own advantages by paying attention to details. Actually, one book for each person? Singles champion? Examples are not uncommon in domestic enterprises, such as Hanwang's Chinese character processing and so on. But the singles champion is actually fragile, and its advantages must be well combined with the market and carefully focused to highlight its value. Du frankly said that if a person does not focus on a product category and launches a product every year, the product line layout is particularly extensive, which will definitely lead to distraction and a decline in profits. ? Demand determines technology, and technology determines products. ? Du Guoyu said,? We should determine the development strategy of the enterprise according to our own actual situation, and we can go further without greed. ?
Products determine the future.
Although "one book for one person" has achieved success beyond many people's expectations, it still cannot eliminate many people's doubts about "one book for one person": how can the customer base of the product expand from the post-60 s to the post-70 s and post-80 s, and whether the mode of "one book for one person" simply selling hardware equipment can be sustained? These are obviously two problems that everyone must solve in the future.
For the problem of consumer groups, the main group that one person has been targeting is still after 60, which can reach 75 at most. Du Guo Ying also affirmed this statement. Judging from the current sales situation, the buyers are basically the same as expected. ?
But this is an embarrassing reality that we have to face. With the passage of time, the post-60s may face retirement, and the market capacity will face a severe test. For the post-80s generation who grew up on the keyboard, Du even made his position clear to the people in the company. If you want to know that their goal is entertainment, you must buy an iPad. Therefore, e-books will not be sold to them. ?
? We must focus on the post-60 s market. ? Du Guoyu said,? It is extremely dangerous to fly at any time. You must observe a footprint and step on it. ?
In fact, when the sales volume of T3 exceeded 300,000 units and the sales volume increased rapidly from 300 million to 654.38+0 billion, some people in the company put forward more ambitious plans, such as expanding the functions of E-e-book, making mobile phones to realize multi-screen interaction, and launching a variety of products to meet different consumers. Obviously, the single product structure and rapidly expanding sales data make some employees eager to achieve transcendence. ? I insist on doing it? Subtraction? Instead of. Addition? . ? Du Guoyu said.
In fact, a person can launch two new e-books a year, and now it has become only one product; E person e has not added many functions called standards so far, such as cameras; E people still insist on the field of commercial handwritten computers, and the target population is still the post-60 s generation. They have not launched a variety of products to meet different levels of consumers.
Du believes that today, with the popularity of flat-panel touch technology, many cottage tablets have adopted touch technology, and the aura of touch technology has gradually dissipated and the threshold is getting lower and lower. The cost of entering in the future is not high, but there is definitely no chance to enter now. They must first find a base suitable for their survival and development.
When one person and one book have already formed a solid foundation with the original handwriting input in the post-60 s crowd? Base area? After that, start trying new opportunities. For example, any book has set foot in the education industry and developed it since last year? Electronic classroom? 、? Digital campus? And other products have now entered the market inspection stage. In 20 12 years, these products will be expanded to 20,000 students. In fact, this is exactly what Du did at first? Good back? 、? Good memory star? The most familiar industry, he hopes that this move will make E people change the situation of relying solely on hardware for profit.
The idea of this company seems clear. In the Red Sea where big tablet players gather, with its core advantages of original handwriting input, it occupied the post-60s market that others have not paid attention to, and then divided its sphere of influence in the rivers and lakes of tablet computers. After getting rich returns and a foothold, it looks for opportunities to expand its market scope and innovate its business model.
The achievement of a person and a book can be regarded to a great extent? Does the market determine the product? It worked. Of course, from survival and development to sustainability and dominance, products will always be the decisive factor. A person should come from? In what direction do you live? Outbreak? , will certainly face many systemic challenges.
To this, Du's answer is three words:? Take your time. ?
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