Last year, it may be the hardest year for Hammer Technology. This momentum continued all the way to this year's Nut 3, and it will give everyone confidence in the new flagship of more than 40 days.
Obviously, after the initial crisis period, Hammer Technology has to work hard.
Nut Pro is the first break of Hammer Technology. Does this output exceed? One million mobile phones are probably the most expensive products in the current hammer model.
Luo Yonghao also interviewed after the press conference at the time, said that the Nut Pro used the ID originally designed for SmarTIsan T3, but based on comprehensive considerations in supply chain production, the hammer was forced to make it a "nut". .
This practice of “decentralizing†the flagship ID to the mid-range model ushered in a topical explosion in the two-year-old nut series, which is largely due to the identification of the nut Pro. High design.
According to Li Jianye, vice president of industrial technology design for Hammer Technology, Nut Pro is actually exploring the possibility of innovation in the current sandwich structure while maintaining a higher degree of recognition. But in the first half of last year, all major brands were basically pursuing a thin and sleek Unibody metal body design.
This may be related to Luo Yonghao's own preferences. Luo Yonghao has repeatedly expressed his approval for Apple's iPhone 4 mobile phone in his personal Weibo, but this recognition has stopped in the iPhone 5 era, otherwise it will not say "Experienced 6 After /6s/7, is this company still related to design today?"
It just happens that the iPhone 4/5 has a design in its design. The former achieves an absolute balance between craftsmanship and structure. It also led the sandwich design trend of front and rear glass + metal frame, while the latter explored new CNC integrated processing.
So, whether it's the two-generation SmarTIsan T series or the Nut Pro, we can see the shadow of this square structure. From the styling point of view, they are basically inseparable from the pronouns of toughness, sturdiness and elegance. However, because the thickness of the sandwich structure needs to be symmetrical before and after, this type of machine is generally difficult to pursue the fit of the palm, let alone "light and thin. ".
As a commodity, mobile phones often make way for core functions. For example, in the era of full-screen, due to wireless charging and internal wiring problems, many brands of mobile phones have changed from all-metal to glass, which is especially common this year.
But obviously, in the early days of hammer technology, the goal of "industrial design" was basically put in the first place, and even reached an extreme. There is a lot of effort to redraw the various icons in SmarTIsan OS to maintain the consistency of the look and feel, or let the former Apple designer Robert Brunner to preside over the design of the original SmarTIsan T1, as well as various design-related marketing. At first glance, the tonality is still very high.
Luo Yonghao himself believes that Hammer Technology is a "design-driven company". Whether it is the hammer technology official or the third-party media, the hammer mobile phone and products are basically inseparable from the discussion of "industrial design".
This is actually the most successful thing that Hammer Technology has done in the branding process, that is, in the aesthetic design, it has a higher pursuit than its peers. This persistence in design, the recognition of aesthetics, and the exploration of human-computer interaction are also part of the hammer mobile phone user.
Therefore, although Luo Yonghao still has some unspoken mouths, but when it comes to design related, Hammer Technology still cherishes its own reputation. The expectation of the vast number of onlookers for industrial design basically runs through each generation of hammer mobile phones, and even includes some of its peripheral accessories.
If you sell well, don't say it first. At least this must be guaranteed. It is necessary to first highlight your own design level.
However, after the release of Smartisan M1 and M1L in 2016, the reputation of Hammer Technology has seen a major decline. Although Luo Yonghao said that the fingerprint identification module does only have two shapes of a perfect circle and an ellipse, but in the face of a positive face that is too similar to the iPhone, and a plastic back cover that does not conform to the flagship positioning, the whole paradox direction is inseparable from the two. Questioning and attacking the details of the mobile phone model cottage and workmanship.
The people who were eating melons at that time found that Hammer Technology could not keep the bottom line of "industrial design".
In the end, the M1 became the most unrecognized generation of all of Tiger's mobile phone products. According to Zhu Xiaomu, director of hammer technology products:
“The M1 has some compromises in process design compared to the T series, which is why it is 'M' instead of 'T'.â€
And Luo Yonghao’s own statement is more direct:
"In terms of industrial design, M1 is our shame."
However, we later saw that the Smartisan M1 received a good sales response, especially compared to the previous T1 and T2, and even eased the financial crisis of Hammer Technology at the end of 2016.
That is to say, from the commercial level, this M1 is more successful than the T series, which is not only unexpected, but may also be beyond the expectations of Luo Yonghao.
So it seems that the original design pursued by Hammer Technology is really important in the mobile phone market? Perhaps it is not as important as Luo Yonghao imagined. Although the M1 mobile phone has been reversing in design, it is the first product of Hammer Technology that has kept up with the times in terms of hardware configuration and system level. It is because of these changes that M1 became the first one to be mass-marketed. Accept the hammer phone.
In fact, I have been busy for so long, Hammer Technology has done a lot of good design products but can't show its talents. Just because it compares peers, it makes every mistake. It is always missing some key components, or slowing down at the release time node. Shooting, but the early pricing, late supply is not ideal, which makes the early hammer technology has been in the "windward".
The reason why the industrial design is not as important as Luo Yonghao thinks is because the smart phone is no longer a luxury item, but a daily necessities. For many consumers, 4G networks, fingerprint recognition, and photographs that are not below the industry level, these should be there. If you don't have NFC, you don't have to use the type-c interface. Users have a very significant impact, they are the same category as industrial design and are a plus item.
We recognize the advantages of the hammer at the design level, but the flash point of this part is not yet strong enough to allow consumers to ignore everything else.
In other words, Luo Yonghao thought too optimistic before.
Luo Yonghao and Hammer Technology, which saw this point, significantly accelerated the iterative speed of the product after M1 achieved the staged results. At the same time, it also carried out a blood exchange within the team, and the subsequent development naturally took advantage of the trend.
We saw Nut Pro, the worst-handed feel in the history of hammer technology, in exchange for a highly recognizable industrial design, and based on the M1, gave a set of highly efficient mobile device productivity solutions.
We saw the Nut Pro 2, and this hammer technology caught up with the shuttle bus of the full screen wave in time. According to Luo Yonghao, the sales volume is better than before.
We even saw an air purifier, this time crossover, because the mobile phone business is difficult to realize, Hammer Technology intends to "make a quick money."
There are also nuts 3 just released. Some people think that the Home button is too ugly, the configuration is not satisfactory, and the supporters will come up with the old rhetoric to respond, more than 1,000 pieces, what do you want?
In any case, on the issue of design, Luo Yonghao may have really figured out a lot. In March of this year, he said on Weibo:
“The importance of ID design for different types of products is very different. For example, for a complex computing device such as a mobile phone, the design is more like a frosting on a cake than a cake itself. In fact, in the past few years, we have a beauty and difference in ID. The continuous pursuit of chemistry is entirely the craftsman's obsession and belief, and has little to do with business."
At the end of the latest Nut 3 conference, Luo Yonghao talked about the design of this problem:
“Design is important, but it's just part of it; pretty is important, but it's not the only goal for the technology industry.â€
Therefore, the nut 3, and even the nut series, is essentially a product that supports and maintains the hammer technology team "live". Better than others, nothing will change; but if it can be several times, many things may change.
Four years later, Luo Yonghao was still Luo Yonghao. The difference is that now he understands business rules better, knows how to make choices about design, and is closer to the entrepreneur he wants to become. We have already seen his choice.
As for the revolutionary flagship product that was "blowed" by Luo Yonghao at the press conference, we waited until May to see how many surprises it could bring.
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