Netease's model is to make some breakthrough designs from the quality of single products, and to meet the needs of the Internet era, trying to establish a preliminary impression on the outside world, the quality of Netease hardware products is good. This is in line with Netease's carefully chosen style of play and philosophy.
Netease Smart has launched a new smart speaker to create a hardware version of the election?Two years ago, when smart hardware was blown into the air, small and small Internet companies such as Xiaomi, Ali, Tencent, Baidu, and Jingdong announced that they would lay out smart hardware, but the great ambitions of various manufacturers did not translate into sales. The entire smart hardware market has remained tepid.
Today, with the exception of several major Internet companies that are still under-regulated, most of them are silent. On the contrary, NetEase has recently been active in the field of intelligent hardware, which makes many people do not understand, Netease is tossing in the end?
Netease Zhizhi is to make a hardware version of Netease strictly selected?
We have seen that Netease recently launched not only five products, such as smart patch panels, small box smart patch panels, portable chargers, fast charge Apple data cables, and fast charge Android data cables. Recently, Netease Zhizhi announced that it will be online again. New products - "Easy Fangfang Speaker" and "Gemini Speaker", the main selling points of these two speakers are small and sound quality, ranging from 238 yuan to 288 yuan.
NetEase also said that in the future, it will continue to develop intelligent hardware products such as purifiers, VR cameras, and micro projectors, and move toward the path of “Netease Smartâ€. Here, Netease's specific ideas can be said to have gradually become clear. In my opinion, Netease may want to create a hardware version of NetEase.
Netease's strict selection is an e-commerce brand with ODM mode. Its model is this: Netease has found some ODM manufacturers of international big-name manufacturers. ODM is the original design manufacturer model, which means that after the product is designed by the manufacturer, it is The brand side selected, with the brand name or slightly improved for mass production.
Netease will purchase the prototypes of their products and find them for OEMs. The price of one-half or even one-third of the branded products will be put on sale. Compared with traditional brands, the advantage of Netease's strict selection of this model is that it can eliminate the brand premium and remove the intermediate links generated by dealers at all levels and shopping mall counters. Similar quality and design, but the price is about 1/3 of the big name. This model is currently opening up for Netease's self-operated e-commerce.
Now Netease Zhizhi is also taking this road: Just some time ago, Netease announced that Netease Smart made the first independent brand in the field of intelligent hardware, and began to mention the smart hardware business sector to the strategic position and with Netease. Choose to build a Netease self-operated e-commerce brand matrix.
We know that some entrepreneurs in the past two years have introduced a number of smart hardware products with low pseudo-intelligence and low practical value, and the supply chain control ability is in a difficult situation. However, after a few years of development, the bubble and the concept of virtual fire have faded, and the intelligent hardware industry has also ushered in a new stage of development.
However, the smart hardware industry has not yet matured big-name manufacturers, and it is too late to cut too early. Too early, the supply chain capacity is not mature, and user needs are not clear; too late, others may lose their advantage by establishing competitive barriers. This requires a relatively accurate judgment of the entire industry, whether the upstream and downstream suppliers are mature and whether the industry business model has prospects.
Relatively speaking, compared with Netease's strict selection, NetEase is more difficult to create, because in the field of intelligent hardware, there are no mature brand manufacturers like MUJI, Uniqlo, Adidas, and Zara. This puts higher demands on the Netease hardware team's ability to mine user needs and the ability to find quality manufacturers.
But the advantage of this point in time is that the entire intelligent hardware supply chain has been relatively mature. Because of the popularity of intelligent hardware in 2014, the entire industry has experienced the battle of smart bracelets, router wars, smart bicycles, smart TVs, smart watches and so on. The industry has undergone a round of shuffling and many startups have withdrawn.
Therefore, from another point of view, some pits that the intelligent hardware industry has stepped on have marked the detours for the latecomers. From the internal and external environment, the industrial chain of intelligent hardware is relatively mature. Then, if Netease can go deep into the manufacturing supply chain at this time and familiarize the supply chain, it is possible to achieve exclusive ownership of quality suppliers and get out of a different path.
After the patch panel, why does NetEase choose a smart speaker?
Judging from the current overall environment, the international and domestic giants have begun to fight for the entrance of smart homes. The Amazon has launched the intelligent voice assistant speaker Echo. Apple has added the Homekit platform to iOS10 to improve Siri's conversational ability. In this way, I hope to play a greater role in the smart home life.
Google also launched the new voice-activated smart speaker GoogleHome, which integrates the functions of Google Smart Assist, which works with smart home accessories. In China, Alibaba has teamed up with Philips to launch "Xiaofei". Jingdong has jointly released the "å®å’š" with the University of Science and Technology. Qihoo 360 and the å’šå’š å’šå’š have also cooperated to launch related intelligent products.
The imagination of the speaker product is that it can provide a new interactive portal for enterprises and consumers, which can lead to some consumer behaviors such as online music and home consumption peripheral products and the potential to achieve synergy with other home products.
But whether the smart audio products can open the market, the premise is still in the audio products themselves. Many manufacturers in the industry often go into a misunderstanding when talking about and designing intelligent hardware products. They emphasize the connection with the mobile APP and ignore the quality of the product itself and the user's needs.
For example, there have been a lot of wireless speakers, supporting NFC function and mobile phone connection, but only this, the audio becomes the external speaker of the mobile phone, but ignores the user's core needs for audio products, namely sound quality and portability.
The current prevailing situation is that the smart sounds on the market are generally either not sound enough, either poorly designed or not portable enough. The user's demand for sound quality has never changed. The consumer group corresponding to the audio product is also largely a consumer class that pursues the music quality experience. To reach this user group, how to improve the traditional audio, and match the current user community is critical for mobile portable, intelligent and sound quality.
The speakers that NetEase is launching today are roughly the idea of ​​breaking through these current pain points to make products, because the traditional Hi-Fi high-fidelity sound quality speakers are bulky and expensive, and the current small size speakers on the market are generally poor in sound quality. And the process is simple. The reason is that small-sized single-speaker speakers are difficult to achieve Hi-Fi high-fidelity sound quality due to body size limitations.
How to achieve the unity of sound effects and small size portable? Netease's team's approach is to introduce a dual detachable box in the Gemini speaker to break the monolithic pattern and innovatively design the left and right channel stereo separation design, allowing people to enjoy more stereo sound. In terms of portability design, Gemini is a breakthrough in the integration of active and passive speakers, large-capacity battery-powered systems, wireless Bluetooth decoding and power amplification systems in a small 6*7.6*6 cm box.
Netease's other easy-to-follow Bluetooth speaker will also be light to the extreme, 8*8.5*9 cm in size, small as Rubik's cube, it can be put directly into the pocket, and in order to meet the balance of small speakers and sound quality, Netease uses IESP acoustics. Technology, providing powerful air pressure for sound playback; and using 100% full pulp speaker technology, the playback speaker can adapt to the size of the easy cube.
In general, the "Evil Cube Speaker" and "Gemini Speaker", the main selling points of these two speakers are small and sound quality, targeted to meet the needs of users in the mobile Internet era to enjoy quality sound quality anytime, anywhere.
In addition, this time Netease chose to do the speaker should also be related to Netease's hardware and software layout. As early as the beginning of 2016, there is data that Netease may spend more than 2 billion yuan in the three years of cloud music. Netease obviously has a bigger idea for the music business.
We know that Amazon Echo supports multiple music, radio and third-party services for audiobook platforms. NetEase introduced the speaker at this time. It may also want to cut into the vertical hardware through a combination of soft and hard, and provide music recommendation service for the speaker products at the software level. For example, the NetEase Bluetooth speaker has been configured with the NFC quick connection function, and the mobile phone and the speaker can be connected one by one within 10 cm of the back and back to realize wireless transmission of music sharing data. This extends the scene from indoors to anytime, anywhere, in line with the fragmentation features of the mobile Internet era. This has a new imagination for the business promotion and user growth of Netease Cloud Music.
Netease Zhi, who crossed the river by feeling the stones, has a few chances of winning?
It can be seen that Netease's model is to make some breakthrough designs from the quality of single products, and to meet the needs of the Internet era, trying to establish a preliminary impression on the outside world, the quality of Netease hardware products is good. This is in line with Netease's carefully chosen style of play and philosophy.
The core of Netease's strict selection model is self-operated strategy, which saves many expenses such as online diversion and promotion, and puts more energy on the selection and quality of creation. The "Netease strict selection" has been proved. Paths and patterns are now being duplicated and upgraded by NetEase. As mentioned above, unlike daily necessities, smart hardware does not have the existence of world-class brands such as “Muji†and “Uniqloâ€. Therefore, this requires the ability of Netease’s product team to tap the demand and the ability to find quality manufacturers. high. But correspondingly, because the industry lacks a benchmark brand, NetEase has no competitors in front of it, and it is a cross-river across the river. Once it is done, the space for ascension and imagination is also greater.
In general, NetEase's creation actually includes the ambition of Netease's soft and hard combination mode and the need to cater to the current middle class's gradual expansion of consumption upgrades. With the development of the mobile Internet, the pursuit of pure sound quality and sophisticated design of the speaker is obviously related to the consumption upgrade. Not long ago, the Swiss investment bank Credit Suisse analysis said that the number of middle class in China reached 109 million last year. This group is regarded as a new engine to drive consumption upgrades, and their consumption investment is quite imaginative.
Of course, the Bluetooth speaker will definitely not be the end point of Netease's creation. It wants to use several imaginative product category layouts as the vanguard, build brand and related standards, find out the supply chain, and then spread the follow-up series to create a A hobby-style grocery store in the smart hardware world. Of course, this can also promote the transformation of some traditional manufacturing enterprises to a certain extent, because the e-commerce model is more valuable to the online retail channel. If you can replicate a strict selection model in the hardware field, go deep into the upstream to participate in the supply chain transformation. By ensuring product quality and optimizing product cost, or helping to improve the overall efficiency of the hardware manufacturing field, NetEase has the opportunity to export its reputation in the field of intelligent hardware.
In addition, there are many types of intelligent hardware, and the industrial chain of each product is also complicated, and the replacement is fast. In fact, it is more suitable for Internet companies such as Netease who are good at small steps. However, its problems are also here. If the supply and raw materials of the supply chain that cannot be fully controlled will be controlled, it will affect the efficiency of product optimization and hardware and software integration. But in general, for the smart hardware industry, NetEase has created an imaginative model and prospects. Can it succeed? Let us wait and see.
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