Raise dead

Paper by discreet network operations director Xie Tiandi released on October 24, in his letter to the public, "wisdom teeth" (zhi_chi). On several levels, the article analyzes the past year to raise industry and help raise smart hardware projects for the development of the situation. Author of domestic tens of discs is not optimistic about the project, think through all the channels have narrowed to raise intelligent hardware business.

Following is the full text of the raise is dead:

Objective

Say, a technology only four months raising practitioner, jump out of the raise dead is not convincing. You see, the raise is dead-family Zhang You say-well, people say is "name as the product line exclusive agents of the whole network, and look forward to your cooperation." FENDI iPhone 6 plus

Introduction

Smart hardware projects tens of people to raise issues, Kickstarter Pebble smart watches the stars project appears. Raise millions of dollars in breakthrough in their foreheads after one year, Pebble Smart Watches officially entered the Chinese market, and focus on the development of Chinese smart watch the developer ecosystem.

But after tens of discs appeared in China, it means China narrow road to raise the total of hardware. "Raise dead" may be an exaggerated description, but on most hardware entrepreneurs or groups of projects, all discs had no need to play, both at home and abroad.

Raising seed, has never succeeded in China

Intelligent hardware, including the Pebble project and Kickstarter to help each other, as 2013 exciting topics of science and technology. These products and several overseas to raise platforms does enough to live up to expectations, became the United States of so-called "third industrial revolution" (in Chinese politics has been identified as the third industrial revolution 90 computer) initiates and cases.

In this carnival atmosphere in the referendum, Western media are on raised platforms and projects devoted enough attention. While the raised lines just like the big countdown lights are generally rising, Western media call "decentralised victory".

But unfortunately is, this story and copied in China.

In early 2014 raised more than 1.5 million of the two cases are small k smart Sockets and cuptime cups. In fact, until now these two products is still a smart representative cases of the hardware business.

Referring to raise, the former said it actually lost money, and at the time of sale the second generation distributor orders introduced under the pre-sale, achieving more than 5 million lines of advance. According to people familiar with the matter said individual consumers pay only 10% for this project.

While the latter, cuptime smart water Cup is not the production company Mai's main product-they put the threshold is lower and more profitable field of electronic scales. Relative to its founder Li Xiaoliang prowling the 2013 to promote your own smart glass, beautiful now that the wheat of the financial statements, are very, very comfortable.

"Raising Star" story, for both cases, like memories of first love and forever remain in the past.

Fermentation of various intense in 2014, the raised platform, evolution at the same time, have to admit that there is no sustainable and successful birth raised the case of--no one. While media attention on raised platforms, have gradually turned to equity raising project, with a return on investment perspective to review was green in the circle--it would be too cruel.

Dimension reduction against tens of destruction

2013 of the downgrade on the articles is very red, comparable to "the Internet thought" and "Sirloin carved Alex." The paper advocated the use of a more fully competitive market resources and technical content of industry skills, to operate relatively traditional, basic business and marketing. You can get amazing results.

This article became a fiery O2O marketing management Bible last year. But, in fact, already has a large number of sales resources of traditional operators, but their line of income transfer to the line, has created many "myths of wealth." But this is not an invalid transfer, on the other hand, because of the convenience of the Internet makes their story and brand have been more spread, this is an all round happy things.

Mention of the downgrade on the reason for this is, guiding this article already permeate the marketing departments of large enterprises. Leaflet issued a public comment network using the Internet thinking 22% conversion rate--it's amazing, but only if the flyers spent tens of millions into the project. In fact, in the tens under the market, finally gets a new registered user is so much, and using flyers or micro-blog are billboards may not have any direct relevance.

More importantly, the project does not most flyers is because there is no marketing budget?

Intelligent hardware chips are also facing the same problem. The first tens of the preparatory project, market and brand communication efforts on most team openers.

Twitter not only to buy a lot of entertainers and promotion resources business celebrity, even in outdoor advertising poster ads channel. Without its founding team has strong connections, these resources have been worth far more than the Yuan level.

And the story of the flyers, Jingdong raised as only a landing page, so heavily marketing this sales performance is granted.

Market, media buying and social dissemination of their professionalism. The threshold was low, but it is very difficult. This is advertising generous investment in both data and technical reasons.

Integrated marketing advertising customer skills used in raised areas, is tantamount to a "reduced combat", the effect is that more than 10 million of the amount raised. Behind this success are countless pieces of grass-roots entrepreneurs.

Raised platforms and social communication platforms. SNS, Twitter, mobile instant messaging is becoming a national-level application is to become big business strength can be attributed to a land of plenty.

Raised platforms are essentially niche services. Accepted by the vast majority of consumers have not raised prior to consumption, big advertisers into declaring a wasteland of meaningless.

More importantly, all the original value is that of the raised platform, commercialization support and protection for those who had no power of wisdom and creativity, access to products and business opportunities.

Raised platform lost value in public, raised the commercial prospects of the platform itself, can also be ended.

For this dimension to combat took place, East Beijing raised. It is not too much suspense. Jingdong to home appliances and digital equipment in the field of e-commerce giant to cut when raising, originally on the dimensionality of the raised platform against. Only is confusing, Jing dong what the hell?

Raised platforms do?

2014 discussion on raised platforms, as opposed to 2013 a change. Unfortunately, the cause of this change is that the media herd raised a platform does not get topics and reporting resources.

Chips and technology development of the new media complement each other. Relatively cutting-edge technology in the field of intelligence hardware reports Lei Feng blog network, opened its own raise channel, in order to conform to this trend. But when the news itself is limited, the move failed to enlarge the whole hardware circle of influence.

Several raised platforms of 2013 best in 2014 and still firmly in intelligent hardware, only the name of a. But its network its discreet network of Lei Feng (www.knewbi.com) named chip channel "pre-sold" also changed direction after first sale, and later changed the description to "limited Flash sale" began telling business stories.

Corresponding to this is from Taobao Taobao star would like to transition to an audience raised channel, launched shortly is the mode change the UI button renamed to raise support in advance.

2014, the height of raised platform is East of Beijing. Early in the East all the chips on the line, has not been widely regarded. Bud raised patterns, after all, seems more suitable for small is beautiful teams, Jingdong culture has always been the banner high.

Jingdong raise adjust very quickly, fizzled after the JD+ plan was raised by Jingdong avoid many detours, and many start-up hardware team provided a lot of help.

But for the Digital Division of East Beijing, in addition to the brothers and some support of Department, had not considered by Jingdong raised butt to new brands and suppliers will be able to provide more support for its annual KPI.

Jingdong have the advantage, with Ali in the first, the pace of expansion is stressful and compact. Expand more suppliers in the development process and the Jingdong cloud of Jingdong chips showed a high degree of synergy. For make money in East Beijing's ecological businesses, one-stop resource of Jingdong more one again is at least psychologically feel good thing. FENDI iPhone 6 plus case

In the third quarter of this year, Beijing Eastern Home resources began to open to the Jingdong raised. Mi Anzhuo projector East when all the chips on the line in Beijing, won the Beijing Eastern Home focus day to promote (people refer to this resource as buyers, interested parties who claim Beijing and preferential policies from the East). The focus picture reads "180-inch TV for only 1999", very much in line with the Beijing Eastern demand for mainstream users. Then the project in a long time line of chips from less than 200,000 soared to millions. Ultimately this project ending in 2.59 million, according to lightning technologies statistics the project is China's domestic chip for fifth place.

For a discreet network of late, and, more like a leg is raised, and then in the other leg before the leg has come back.

NET its discreet network of Lei feng, Lei feng's network-based intelligent hardware and the production of reports and research on the supply chain, began restructuring its own branded and co-branded products.

Sounds like a new-media research smart hardware is an unthinkable thing. In fact, due to its base located in Shenzhen, a global supply chain, discreet networks are using building blocks to consolidate more supply chain and industrial design resources, completing degrees in some 75% to research products to 100% is completed, realize their products and business. This herd raised platform becomes more upstream branding.

Its first co-branded product is an intelligent wine Cork, now get the picture online sales. It is understood that the products will push East and cat greater e-commerce sales channel. Therefore, rightly put a network from a sales function-oriented Web site, transformed into an integration of various intelligent hardware long tail products website.

So far, internally in the four slightly intelligent hardware contribution site, relying on the resources as follows:

Roll call time professional PPT, in addition to trying to be a trading company began operating agent and distribution operations;

Coughs trying to establish one set of supply chain service system, with its official rhetoric is becoming Publisher of intelligent hardware, the future focus on the development of its own brand products, and supports the spread of independent product marketing resources to support cooperation projects;

Jingdong relies on store digital business men raised several key sectors in an efficient collaboration for more resources to attract projects and higher sales;

Taobao does not raise products as part of its focus on technology, but on a lot of small is beautiful: b store on Taobao are very useful to point c. Taobao now recommend creative shop for mobile clients also have more and more consumer electronics shops. This resource is a hardware entrepreneur on Taobao audience raised the greatest demand.

Therefore, the chip is dead

When all the raising of domestic intelligent hardware platform respectively, they have a path at the same time, real raised to establish a "hundred flowers" era of dreams have been shattered.

More advanced on the one hand entrepreneurs downgrade plundering the resources of disadvantaged entrepreneurs and space, on the other hand, support grassroots entrepreneurs resource platform and there is no access to sufficient benign commercial models and levels of income.

The hardware business, after surging after a year of chicken blood, again returned to fight father time.

But this is not necessarily a bad thing. Business is business, more mature resources spawned more mature products, was also more accountable to consumers.

But never has the heroic stories of sadness, no more grass-roots uprising subversion of the space industry, it still makes for a grand time runs out and the heart of the future much.

Is really worth worrying about in intelligent hardware spread on the hard road, "chip" the force actually is dead. More intelligent hardware team needs more input and work do not understand technology products consumers in search of possible single points of opportunity.

Or, once again ceded the educational opportunities of Apple and Google.

In fact, it doesn't matter. After all, these days are million-dollar angel investment, into so much money without doing public service, and what are you doing? After all, investment funds have enough these days.

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