In July of 2017, in the unusually hot weather in the north, more people were willing to go online and watch movies in air-conditioned rooms. Maybe Xiaomi is fancy this, only in this season launched the Mi family laser television debut. At the same time, the world’s first “pure business intelligence micro-investment†is the world’s first to stir the market. These have injected new energy and confidence into the projection industry.
In this regard, on July 12th at a media meeting called "The Little Whale Club", Zhang Weidong, vice president of micro-whales and a product of micro-whale projection, believes that this is actually a sign of "beginning of smart projection games" - only A prosperous industry can continue to attract new brands to join, in order to continue to allow the old brand to create new products. However, these innovations will also complicate the market. Industry competition and consumer choice will once again stand on the basis of qualitative change.
Projection's "Dispute" era
For the joining of millet laser TV, brands including Microwhales and Hisense have expressed their welcome attitude. Admittedly, as the most popular internet brand in China, Xiaomi has hundreds of millions of fans. In the concept of laser television, Xiaomi's "assistance" is almost to help the entire industry to do "value promotion" and "market education."
However, if specific to the product, Xiaomi may be a bit disappointing this time: Many people in the industry have already said that millet looks like a "9999 yuan low price" laser television, but it is a low-brightness, 0.47 light valve chip " Miniature smart projection." In contrast, the same brightness level of micro whale F1 activity price is only 3,000 yuan. Therefore, the most cost-effective - the concept of millet in the projection industry is not established, it is difficult to pick up.
From the essence of this new product of Mi, it has more ODM imprints and basically does not come up with Xiaomi's unique technology. The micro-whales, which also have Internet TV genes, also do "projection" soon, but each product has a bright spot that is either large or small. For example, the Micro Whale Rubik's Cube is the industry's first "1-second autofocus" smart projection product, which achieves the ultimate breakthrough in "mobile portable". Its unique parallelogram appearance also represents the first time that the micro smart projection product category has won the iF design award. Microwhale F1 Seemingly simple and honest, it hides the highest brightness level in the industry, and its quality and craftsmanship are unambiguous. This difference reflects the different "industrial chain" capabilities.
Or, millet came to a roller coaster-like game: the tune is high, but the physical product is red. In this regard, Zhang Guidong pointed out a problem that many people overlooked: “The real brand name of millet laser TV is not 'millet' but 'mami'.†For senior rice flour, what does this mean? That is, millet laser television is more of an expansion of Xiaomi's ecology (like franchise stores) than millet's own product line innovation (like a direct-run store). Differences among them revealed a thick taste of test water.
However, the micro whale still highly praised Xiaomi's attempt. Zhang Guidong believes that millet brings unprecedented fan energy and market education significance. At the same time, the integration of some technologies on laser television, such as ultra-short focus and micro-projection, is also a good innovation.
When it comes to the leap of innovative ideas, I have to mention the recently launched “Business Micro-projection W100†– the squid claimed to be octopus, shaped like a windmill, and many people also ridicule W100 with the parallelogram shape of the micro-whale K1. . This product has more than a lot of traditional projection. Including the integration of Intel's CPU, windows10 operating system, integrated conference microphones, etc., we can see that the understanding of business projection has been a certain level. In this regard, Zhang Guidong pointed out that micro-projection is not a “new phenomenon†for commercial use. The “1 second autofocus†of the first projection K1 of the micro-whale (moving screen is quickly and automatically clear) is aimed at “efficient office, mobile commerce, and sales promotion. "The application scenario", however, is a relatively new idea.
"Micro-projection and laser television are all within a period of high-speed innovation - new things and new products are constantly emerging, which is the normal state of the period." The micro whale F1, as the brightest micro-projection product, was unimaginable in 2015; no one in 2016 said that it would have the current price and cost competitiveness. This is a sign of technological innovation and industrial progress. Therefore, Zhang Guidong feels that the projection of this industry is in an era of "disruption." That is, everyone strives to achieve change. Whoever occupies new heights in technology and product form will be closer to victory. Under such an era mission, the industry's first-in, late-entry and parent brand strength is not a key competitive factor. The most important thing is to be able to grasp the industry trend, market demand, and make the best innovations.
From "screen" to "flat" philosophy
For the future of the projection industry, different people also have a completely different understanding: Many elderly people in the projection circle emphasize that projection is a niche product and not a large-scale industry. This even formed an inertia for the entire circle. On this point, Zhang Guidong’s vision is more open: “How many people watched TV, how many watched the phone, and how many watched the computer? In 10 years of backwards, now, the value of the mobile phone screen is almost 10 times that time. This is the result of a period of rapid development of technology."
This phenomenon should be instructive to the projection industry: On the one hand, the development of technology, such as higher and lower brightness, smaller and smaller projections, can bring about these novel "story." Just like the development of smart phones + mobile Internet, computing and data transmission capabilities have integrated a huge "mobile network" gold mine. On the other hand, just from the "screen" point of view, TV has done "the king of monopoly" for at least 40 years. But now, television is no longer a necessity. Although mobile phones are necessary, from the video point of view, not every consumer depends on mobile video. The same is true for online video. "That is, the application of the screen has gone from being a single center of television, to a multi-dimensional structure such as TV, mobile phone and PC - the screen market is flattening." This will also be an opportunity for intelligent micro-projection and laser projection of this screen.
At the same time, the popularity of other "screens" has not caused a significant decline in the annual sales of 55 million TV sets. why? Because behind the increase in "screen" is the use of "screen" methods, the demand is also increasing - not TV becomes bad, but some applications have a better choice. This change is the result of the interaction between multiple technological complementarities and multiple technological advances.
Therefore, Zhang Guidong believes that at present household projections are up to 1 million, television has a volume difference of 55 million, and so-called projection non-essential understanding is not a “true†issue. The real question is what the user needs, what you offer, how the technology and the product are improving. - Inciting demand, we can shake the bigger market, millions, tens of millions, or even bigger markets. In this regard, especially the application of “screen†has been decentralized, the experience of traditional projection circles is insufficient and motivation is limited. This is also the cornerstone of the rookies in the recent years, such as Xiaomi, Laimi, and Hisense.
In this regard, Zhang Wei, director of the market for micro-whales, pointed out that more and more new immigrants of the “micro-whale generation†are constantly pouring in and sticking to the tier 1 and 2 cities. In order to work hard for their dreams, we have insights that many young people People live in very small spaces, and a large part of them often change their accommodation. They work hard during the day and return home at night to easily watch movies, play games, and listen to music. If you say today's projection market is facing a The major changes in the industry from "flat" to "flat" are to give micro-investment a larger environmental space; then the "micro-whale generation" is shaping the actual market demand groups. This group is a group of people concerned about the production of micro whale projection, micro whale TV, micro whale VR, and micro whale.
For this part of the crowd, 80-inch LCD is not only cumbersome, but also more luxurious. The better choice is micro-casting smart theaters. The design of the Micro Whale K1 is based on the 80-inch large-screen positioning, and achieves "one-step access" from display, audio, voice, content, smart, web, mobile, and portable fool-proof experiences. Aim at this point and solve this problem. This is finesse. This year, the micro-whale launched the brighter product of the F1. Through technology upgrades, the experience of expanding the micro-device's big screen to 150 inches - K1 is the "extreme satisfaction" of the "micro-whale", F1 is " "Micro-whale generation" of "light luxury boutique."
"No subversion" and talk about the future
Projections, including smart micro-projections and laser televisions, are being favored by more giants, many of whom are outsiders. However, the projection industry has not yet produced true phenomenal development. There must be some hidden rules behind this. Zhang Guidong pointed out that to break through the existing phenomenon of projection development, it is necessary to at least overthrow the three mountains.
First, ideologically, the traditional projection circle presents a high degree of conservatism. That is to say, it is to be carried on top of profits and in circles, and to prevent foreign competition. In other words, the tradition of projection panels is a bit like "holding land," not emphasizing full innovation and free competition, but stress coupling and tacit understanding to form a kind of self-interest protection. This approach is certainly not conducive to market development.
Secondly, in terms of the rules of conduct, the projection industry has a long history, forming a chain of interests that closely follows the supply chain, brand, and channel. Any innovation will inevitably destabilize the organization and distribution structure of vested interests. This makes it difficult to implement many new concepts because it is difficult to avoid them. Over time, the growth of inertness and the abandonment of the heart of change have led to the emergence of industry rules.
Third, on the technical route, the projection industry is even more concerned with "Do not re-submit cakes." Or, the traditional projection circle is not to actively embrace technological innovation, but rather to maintain the existing technological structure and avoid breaking the existing profit distribution logic. This has led to a long time in the past, and the application form and technical direction of projecting this "screen" has been extremely boring.
In general, "the traditional projection industry is a big conservative, which is incompatible with today's highly developed Internet information civilization." Zhang Guidong feels that the future of the projection industry is not in the hands of traditional operators because they have already “disengaged from the massesâ€. However, these traditional projection players also hold huge industry resources. This gap and imbalance are the opportunities for new players (old players are lazy) and the difficulties for new players (old players are good).
If the projection industry is to undergo a phenomenal breakthrough, the key point must be "through innovation, subversion of the existing industry structure." The innovation here includes not only the technical and product forms but also the innovations in the industrial rules and market structure. "The projection circle has already taken a long time in the existing pattern, there is no disruptive innovation, and it is difficult to say that there will be a good future." Therefore, the ideal of the micro-whale is to first draw the youngsters of the “micro-whale generation†and the most dynamic group in China to create a different world. This world should be comfortable and intelligent, creating More Fun. Regardless of whether the micro-whale TV or VR, as well as the focus of today's projection, is such a concept.
So how to achieve this comfortable and intelligent experience? Zhang Ying, director of the market for micro-whales, also believes that jumping out of the shadow of traditional projections can lead to a new future. The new future must be the integration of "new life experiences." The latter is the cocktail mode of the micro-whale's ecosystem and the contents of the micro-whales: the grass-roots team collaborates with Tencent, Alibaba, Mango and other content platforms to introduce top-level IP; the middle layer is the main force of CMC's brother companies, Canxing/Oriental Dream Factory/Noon sunshine The top layer is the design and exclusive content of the micro whale, creating personalities and differences... With a layer-by-layer experience like drinking a cocktail, the best and most complete content in the industry allows users to get the best online at the lowest cost Watch the experiences and then integrate them in a sophisticated hardware. “This is an open world view that distinguishes it from the circle culture of traditional projections; it is a product of liberal thought that is different from the traditional projection of conservatism.†Open and free, this is the young whale projection.
The "flat" world allows users to decide who is the "boutique"
For the "lazy conservative tradition" that challenges the projection industry, Zhang Guidong believes that "now is the best time." - "The Internet has a concept called the world is flat." This is where the hope of projection industry innovation lies. Under the traditional projection industry pattern, consumer demand is being suppressed. Because manufacturers and channels have mastered the power of discourse, interpretation, and supply of rights, consumers can only choose within the scope determined by the industry. They are not even able to step into the "cells" of their own regional suppliers.
Now, through the Internet economy, consumers can see the entire world. The monopoly of technology, knowledge, information and supply maintained by the industry system has been completely crushed. Therefore, the micro whale F1 just listed can become the explosion of the 618 Jingdong Shopping Festival. The first day of the sale was NO.1, and it was sold out several times. It is still 100% praised. This is also the micro whale did not expect in advance. , The channels of consumer cognitive projection have changed, and the perception of projection has also changed, and the judgment of their own needs has also revolutionized.
In the traditional projection industry, the era of the consumer market depends on some parameters and prices. Consumers really understand what kind of products they need and what they need. This is the great opportunity that the "flat Internet world" brings to the projection industry.
In this regard, the strategy of micro-whales is to be bound with the interests of consumers, to be transparent to consumers, to continue to provide better products and services, improve their lives, and improve their experience. This is the only correct way to open up the road to the development of the industry.
Shen Yurui, Chief Industrial Designer of Miniature Whale Projection, believes that “the future life is not merely science and technology – the significance of technology as a physical form must be combined with the individual differences of experience, that is, the demand itself will become highly artistic. Combining numbers and information In the subjectivity of the experience, a brand-new "screen" time has arrived, relying on creativity and creativity."
This does not mean that the value of television disappeared or was replaced. Instead, it shows its diversity, fusion, and collaboration. That is, flattening after going to the center. In this era, consumers will re-examine the positioning of science and technology, and use art differences and cultural experiences as new benchmarks. Therefore, micro-whales have established three clues to meet consumer demand: advances in hard technology, sublimation of soft creativity, and integration of content and multiple “screen†values. This is the big strategic logic of the microwhale projection.
However, the "flat" world is not only an opportunity but also a challenge. A product that is fully recognized by consumers is not easy. In terms of product creation, in addition to the industry chain integration under the “cocktail†logic mentioned above, microwhales also understand and polish their products.
"Quality, you need to understand the needs of the product first, and then realize it." For example, the small whale K1, why should have 45mm 8w power double horn design, support Dolby sound DTS decoding, Hi-Fi-level sound effects? Because, micro-whales found that the entertainment of young people is not only the picture, but also the sound, and many times the voice is still a separate demand. However, K1's goal is to maximize the portable experience, then you must have Bluetooth WiFi audio - this from a micro-investment point of view, may be to increase the cost, increase the functionality is so simple; but from the user point of view, it is to save another Equipment, to achieve a true "convenient experience" and "extreme effect."
Of course, innovation must also have boundaries. For example, this octave of Octopus is somewhat exaggerated. When the original design of the micro-whale product was first proposed, it was also proposed that "alienated modeling" would become a blockbuster. However, in later discussions, everyone felt that "over-design" was contrary to the spirit of "excellent" "experience for the king and the user first" - a limelight and an increase in cost. However, due to the weird modeling, the sense of experience was sacrificed. At the end of this study.
"Every design must be refined, superb, and must be practical." This is the product sensation of the micro-whale: So the K1's center lens (originally created by the industry) - because most high-end private theater projectors are designed this way, this design is most conducive to the position of the screen and the body , tuning habits; also have a 1 second autofocus regardless of cost, to protect the product even if it was moved can quickly restore a clear picture; more cost-effective highlights of the F1, which is mainly for the "micro-whale" 150-inch-level screen Experience demand...
"The design innovation must be 'something', that is the 'brand story' that can really withstand the consumer inspection." Shen Yurui is very opposed to "design for the design, differences for the differences, and even disregard the application experience and the nature of demand," the cart before the horse This is what allows users to decide what a "boutique" thinking is: All design and manufacturing, in addition to the positive industrial chain processes, it is even more tolerant of the "need to reverse" decomposition process from the user side. Then, is the product of the micro-whale.
"Integrating and subdividing the times" and doing "nurseries"
“We are in a revolutionary era. This is an infinitely grand vision that we can't see any borders. Here, what do we do, how do we do it, and where do we go?†Zhang Guidong thinks, micro-casting or laser TV It is no longer the protagonist that the microwhale really cares about. There is only one real protagonist in this game, which is "the torrent of consumer demand." Micro-projection, laser television is just a little embellishment.
Zhang Guidong reviewed the process of creating "TV Cat", a "different" product that once swept through China. The idea of ​​MoreTV is not based on technology. She is more concerned with consumer behavior. By helping consumers save one or two steps at a time, MoreTV has become the first APP that always dominates smart TVs and smart boxes. The success of this concept fully illustrates the correctness of the theory of consumer demand.
The same is true of the story of micro-whales. From 0 to 1, micro-whales created the popularity of large-screen TVs in 2015, the most popular 55 inches - when 55-inch is not the market mainstream, but the micro-whale sees Display technology support capabilities and consumer demand are driving the 55-inch mainstream, so the micro whale chose to complete this revolution for the first time.
The same story takes place on the micro whale F1. A brand-new product, just listed, became 618 explosion models and received 100% praise, relying on the micro whale first smell the market demand for 1200 brightness high-energy products. With regard to the birth of F1, the microwhale also has a small story: VR solved the problem of close-to-close private screens, televisions achieved a 50-inch, 60-inch large screen, K1 is 80 inches-100 inches, so much larger Size, such as 150 inches, what does the "microwhale generation" choose? When this question is asked, many people think this is a problem. Because as the screen gets bigger, the technical difficulty of the product grows like a geometric progression. However, the microwhale team decided to try and do it. Through the research on the loss of optical efficiency of micro-projection technology, and the breakthrough in the integration of high-efficiency light source and heat-dissipation and noise-control technology, F1 was launched in the shortest time. The success of this product highlights the “though new but dare to fight and capable of fighting†of the small whale projection team.
In this regard, the industry even some people commented that "Zhang Guidong and Zhong Bo are both amateurs for the traditional projection industry, but they have played a high level of unplayable or even dare to play." In fact, the cross-industry thinking, the cultural connectivity of the Internet, and the profound understanding of the changes of the times have become the starting point for the transformation of the projection circle. As one of the veterans of the industry changers, Pole Rice has launched two new sub-brands in 2017, involved in children's projection, and a new business demand projection line, representing the trends and laws of the industry. "These attempts are not necessarily successful, but there is no chance of success without trying. This spirit is worthy of industry learning and respect."
Zhang Guidong pointed out that whether it is the micro-projection, laser television industry, or the entire "screen" market, are faced with a huge era of proposition: the integration and subdivision - on the one hand, content and experience as the center, the value of a variety of screens Intertwined to form a unified display market. This projection has a huge opportunity than any time in history. On the other hand, from the perspective of individual needs, differentiation has become the mainstream, and the application of situation and scene innovation has continued to develop, and the market has evolved based on the alienation of heterogeneous Internet values ​​and the transformation of heterogeneous phases. Projection must absorb positive factors in the Internet, intelligence, and innovation.
This is a “great integration, big differentiation and parallel era†based on the Internet, intelligence, planarization, personalization, and creativity. The microwhales, who represent young people, are unwilling to follow this trend. They are going to be “goers who make waves†and “waves of speeding the boat†in the “hundreds of battlesâ€.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
In this regard, on July 12th at a media meeting called "The Little Whale Club", Zhang Weidong, vice president of micro-whales and a product of micro-whale projection, believes that this is actually a sign of "beginning of smart projection games" - only A prosperous industry can continue to attract new brands to join, in order to continue to allow the old brand to create new products. However, these innovations will also complicate the market. Industry competition and consumer choice will once again stand on the basis of qualitative change.
Projection's "Dispute" era
For the joining of millet laser TV, brands including Microwhales and Hisense have expressed their welcome attitude. Admittedly, as the most popular internet brand in China, Xiaomi has hundreds of millions of fans. In the concept of laser television, Xiaomi's "assistance" is almost to help the entire industry to do "value promotion" and "market education."
However, if specific to the product, Xiaomi may be a bit disappointing this time: Many people in the industry have already said that millet looks like a "9999 yuan low price" laser television, but it is a low-brightness, 0.47 light valve chip " Miniature smart projection." In contrast, the same brightness level of micro whale F1 activity price is only 3,000 yuan. Therefore, the most cost-effective - the concept of millet in the projection industry is not established, it is difficult to pick up.
Mi Jia Laser TV
From the essence of this new product of Mi, it has more ODM imprints and basically does not come up with Xiaomi's unique technology. The micro-whales, which also have Internet TV genes, also do "projection" soon, but each product has a bright spot that is either large or small. For example, the Micro Whale Rubik's Cube is the industry's first "1-second autofocus" smart projection product, which achieves the ultimate breakthrough in "mobile portable". Its unique parallelogram appearance also represents the first time that the micro smart projection product category has won the iF design award. Microwhale F1 Seemingly simple and honest, it hides the highest brightness level in the industry, and its quality and craftsmanship are unambiguous. This difference reflects the different "industrial chain" capabilities.
Little Whale Cube K1
Or, millet came to a roller coaster-like game: the tune is high, but the physical product is red. In this regard, Zhang Guidong pointed out a problem that many people overlooked: “The real brand name of millet laser TV is not 'millet' but 'mami'.†For senior rice flour, what does this mean? That is, millet laser television is more of an expansion of Xiaomi's ecology (like franchise stores) than millet's own product line innovation (like a direct-run store). Differences among them revealed a thick taste of test water.
However, the micro whale still highly praised Xiaomi's attempt. Zhang Guidong believes that millet brings unprecedented fan energy and market education significance. At the same time, the integration of some technologies on laser television, such as ultra-short focus and micro-projection, is also a good innovation.
When it comes to the leap of innovative ideas, I have to mention the recently launched “Business Micro-projection W100†– the squid claimed to be octopus, shaped like a windmill, and many people also ridicule W100 with the parallelogram shape of the micro-whale K1. . This product has more than a lot of traditional projection. Including the integration of Intel's CPU, windows10 operating system, integrated conference microphones, etc., we can see that the understanding of business projection has been a certain level. In this regard, Zhang Guidong pointed out that micro-projection is not a “new phenomenon†for commercial use. The “1 second autofocus†of the first projection K1 of the micro-whale (moving screen is quickly and automatically clear) is aimed at “efficient office, mobile commerce, and sales promotion. "The application scenario", however, is a relatively new idea.
Polar Rice Lightank Business Micro-projection W100
"Micro-projection and laser television are all within a period of high-speed innovation - new things and new products are constantly emerging, which is the normal state of the period." The micro whale F1, as the brightest micro-projection product, was unimaginable in 2015; no one in 2016 said that it would have the current price and cost competitiveness. This is a sign of technological innovation and industrial progress. Therefore, Zhang Guidong feels that the projection of this industry is in an era of "disruption." That is, everyone strives to achieve change. Whoever occupies new heights in technology and product form will be closer to victory. Under such an era mission, the industry's first-in, late-entry and parent brand strength is not a key competitive factor. The most important thing is to be able to grasp the industry trend, market demand, and make the best innovations.
From "screen" to "flat" philosophy
For the future of the projection industry, different people also have a completely different understanding: Many elderly people in the projection circle emphasize that projection is a niche product and not a large-scale industry. This even formed an inertia for the entire circle. On this point, Zhang Guidong’s vision is more open: “How many people watched TV, how many watched the phone, and how many watched the computer? In 10 years of backwards, now, the value of the mobile phone screen is almost 10 times that time. This is the result of a period of rapid development of technology."
This phenomenon should be instructive to the projection industry: On the one hand, the development of technology, such as higher and lower brightness, smaller and smaller projections, can bring about these novel "story." Just like the development of smart phones + mobile Internet, computing and data transmission capabilities have integrated a huge "mobile network" gold mine. On the other hand, just from the "screen" point of view, TV has done "the king of monopoly" for at least 40 years. But now, television is no longer a necessity. Although mobile phones are necessary, from the video point of view, not every consumer depends on mobile video. The same is true for online video. "That is, the application of the screen has gone from being a single center of television, to a multi-dimensional structure such as TV, mobile phone and PC - the screen market is flattening." This will also be an opportunity for intelligent micro-projection and laser projection of this screen.
Multi-screen interactive era
At the same time, the popularity of other "screens" has not caused a significant decline in the annual sales of 55 million TV sets. why? Because behind the increase in "screen" is the use of "screen" methods, the demand is also increasing - not TV becomes bad, but some applications have a better choice. This change is the result of the interaction between multiple technological complementarities and multiple technological advances.
Therefore, Zhang Guidong believes that at present household projections are up to 1 million, television has a volume difference of 55 million, and so-called projection non-essential understanding is not a “true†issue. The real question is what the user needs, what you offer, how the technology and the product are improving. - Inciting demand, we can shake the bigger market, millions, tens of millions, or even bigger markets. In this regard, especially the application of “screen†has been decentralized, the experience of traditional projection circles is insufficient and motivation is limited. This is also the cornerstone of the rookies in the recent years, such as Xiaomi, Laimi, and Hisense.
Little Whale Projection F1 and Chinese New Song Sound Match
In this regard, Zhang Wei, director of the market for micro-whales, pointed out that more and more new immigrants of the “micro-whale generation†are constantly pouring in and sticking to the tier 1 and 2 cities. In order to work hard for their dreams, we have insights that many young people People live in very small spaces, and a large part of them often change their accommodation. They work hard during the day and return home at night to easily watch movies, play games, and listen to music. If you say today's projection market is facing a The major changes in the industry from "flat" to "flat" are to give micro-investment a larger environmental space; then the "micro-whale generation" is shaping the actual market demand groups. This group is a group of people concerned about the production of micro whale projection, micro whale TV, micro whale VR, and micro whale.
How do you think about how the miniature whale Cube K1 thinks?
For this part of the crowd, 80-inch LCD is not only cumbersome, but also more luxurious. The better choice is micro-casting smart theaters. The design of the Micro Whale K1 is based on the 80-inch large-screen positioning, and achieves "one-step access" from display, audio, voice, content, smart, web, mobile, and portable fool-proof experiences. Aim at this point and solve this problem. This is finesse. This year, the micro-whale launched the brighter product of the F1. Through technology upgrades, the experience of expanding the micro-device's big screen to 150 inches - K1 is the "extreme satisfaction" of the "micro-whale", F1 is " "Micro-whale generation" of "light luxury boutique."
"No subversion" and talk about the future
Projections, including smart micro-projections and laser televisions, are being favored by more giants, many of whom are outsiders. However, the projection industry has not yet produced true phenomenal development. There must be some hidden rules behind this. Zhang Guidong pointed out that to break through the existing phenomenon of projection development, it is necessary to at least overthrow the three mountains.
Artificial intelligence voice is really convenient
First, ideologically, the traditional projection circle presents a high degree of conservatism. That is to say, it is to be carried on top of profits and in circles, and to prevent foreign competition. In other words, the tradition of projection panels is a bit like "holding land," not emphasizing full innovation and free competition, but stress coupling and tacit understanding to form a kind of self-interest protection. This approach is certainly not conducive to market development.
Secondly, in terms of the rules of conduct, the projection industry has a long history, forming a chain of interests that closely follows the supply chain, brand, and channel. Any innovation will inevitably destabilize the organization and distribution structure of vested interests. This makes it difficult to implement many new concepts because it is difficult to avoid them. Over time, the growth of inertness and the abandonment of the heart of change have led to the emergence of industry rules.
Third, on the technical route, the projection industry is even more concerned with "Do not re-submit cakes." Or, the traditional projection circle is not to actively embrace technological innovation, but rather to maintain the existing technological structure and avoid breaking the existing profit distribution logic. This has led to a long time in the past, and the application form and technical direction of projecting this "screen" has been extremely boring.
Intelligent projection to understand people is the hard truth
In general, "the traditional projection industry is a big conservative, which is incompatible with today's highly developed Internet information civilization." Zhang Guidong feels that the future of the projection industry is not in the hands of traditional operators because they have already “disengaged from the massesâ€. However, these traditional projection players also hold huge industry resources. This gap and imbalance are the opportunities for new players (old players are lazy) and the difficulties for new players (old players are good).
Dialects can also be
If the projection industry is to undergo a phenomenal breakthrough, the key point must be "through innovation, subversion of the existing industry structure." The innovation here includes not only the technical and product forms but also the innovations in the industrial rules and market structure. "The projection circle has already taken a long time in the existing pattern, there is no disruptive innovation, and it is difficult to say that there will be a good future." Therefore, the ideal of the micro-whale is to first draw the youngsters of the “micro-whale generation†and the most dynamic group in China to create a different world. This world should be comfortable and intelligent, creating More Fun. Regardless of whether the micro-whale TV or VR, as well as the focus of today's projection, is such a concept.
So how to achieve this comfortable and intelligent experience? Zhang Ying, director of the market for micro-whales, also believes that jumping out of the shadow of traditional projections can lead to a new future. The new future must be the integration of "new life experiences." The latter is the cocktail mode of the micro-whale's ecosystem and the contents of the micro-whales: the grass-roots team collaborates with Tencent, Alibaba, Mango and other content platforms to introduce top-level IP; the middle layer is the main force of CMC's brother companies, Canxing/Oriental Dream Factory/Noon sunshine The top layer is the design and exclusive content of the micro whale, creating personalities and differences... With a layer-by-layer experience like drinking a cocktail, the best and most complete content in the industry allows users to get the best online at the lowest cost Watch the experiences and then integrate them in a sophisticated hardware. “This is an open world view that distinguishes it from the circle culture of traditional projections; it is a product of liberal thought that is different from the traditional projection of conservatism.†Open and free, this is the young whale projection.
Little whale content can't be enjoyed
The "flat" world allows users to decide who is the "boutique"
For the "lazy conservative tradition" that challenges the projection industry, Zhang Guidong believes that "now is the best time." - "The Internet has a concept called the world is flat." This is where the hope of projection industry innovation lies. Under the traditional projection industry pattern, consumer demand is being suppressed. Because manufacturers and channels have mastered the power of discourse, interpretation, and supply of rights, consumers can only choose within the scope determined by the industry. They are not even able to step into the "cells" of their own regional suppliers.
Highlights a small whale F1 home office tilapia
Now, through the Internet economy, consumers can see the entire world. The monopoly of technology, knowledge, information and supply maintained by the industry system has been completely crushed. Therefore, the micro whale F1 just listed can become the explosion of the 618 Jingdong Shopping Festival. The first day of the sale was NO.1, and it was sold out several times. It is still 100% praised. This is also the micro whale did not expect in advance. , The channels of consumer cognitive projection have changed, and the perception of projection has also changed, and the judgment of their own needs has also revolutionized.
100% praise is seeing is believing
In the traditional projection industry, the era of the consumer market depends on some parameters and prices. Consumers really understand what kind of products they need and what they need. This is the great opportunity that the "flat Internet world" brings to the projection industry.
In this regard, the strategy of micro-whales is to be bound with the interests of consumers, to be transparent to consumers, to continue to provide better products and services, improve their lives, and improve their experience. This is the only correct way to open up the road to the development of the industry.
Shen Yurui, Chief Industrial Designer of Miniature Whale Projection, believes that “the future life is not merely science and technology – the significance of technology as a physical form must be combined with the individual differences of experience, that is, the demand itself will become highly artistic. Combining numbers and information In the subjectivity of the experience, a brand-new "screen" time has arrived, relying on creativity and creativity."
This does not mean that the value of television disappeared or was replaced. Instead, it shows its diversity, fusion, and collaboration. That is, flattening after going to the center. In this era, consumers will re-examine the positioning of science and technology, and use art differences and cultural experiences as new benchmarks. Therefore, micro-whales have established three clues to meet consumer demand: advances in hard technology, sublimation of soft creativity, and integration of content and multiple “screen†values. This is the big strategic logic of the microwhale projection.
However, the "flat" world is not only an opportunity but also a challenge. A product that is fully recognized by consumers is not easy. In terms of product creation, in addition to the industry chain integration under the “cocktail†logic mentioned above, microwhales also understand and polish their products.
"Quality, you need to understand the needs of the product first, and then realize it." For example, the small whale K1, why should have 45mm 8w power double horn design, support Dolby sound DTS decoding, Hi-Fi-level sound effects? Because, micro-whales found that the entertainment of young people is not only the picture, but also the sound, and many times the voice is still a separate demand. However, K1's goal is to maximize the portable experience, then you must have Bluetooth WiFi audio - this from a micro-investment point of view, may be to increase the cost, increase the functionality is so simple; but from the user point of view, it is to save another Equipment, to achieve a true "convenient experience" and "extreme effect."
Smart projection can also be a portable life artwork
Of course, innovation must also have boundaries. For example, this octave of Octopus is somewhat exaggerated. When the original design of the micro-whale product was first proposed, it was also proposed that "alienated modeling" would become a blockbuster. However, in later discussions, everyone felt that "over-design" was contrary to the spirit of "excellent" "experience for the king and the user first" - a limelight and an increase in cost. However, due to the weird modeling, the sense of experience was sacrificed. At the end of this study.
"Every design must be refined, superb, and must be practical." This is the product sensation of the micro-whale: So the K1's center lens (originally created by the industry) - because most high-end private theater projectors are designed this way, this design is most conducive to the position of the screen and the body , tuning habits; also have a 1 second autofocus regardless of cost, to protect the product even if it was moved can quickly restore a clear picture; more cost-effective highlights of the F1, which is mainly for the "micro-whale" 150-inch-level screen Experience demand...
Innovative design has attitude
"The design innovation must be 'something', that is the 'brand story' that can really withstand the consumer inspection." Shen Yurui is very opposed to "design for the design, differences for the differences, and even disregard the application experience and the nature of demand," the cart before the horse This is what allows users to decide what a "boutique" thinking is: All design and manufacturing, in addition to the positive industrial chain processes, it is even more tolerant of the "need to reverse" decomposition process from the user side. Then, is the product of the micro-whale.
"Integrating and subdividing the times" and doing "nurseries"
“We are in a revolutionary era. This is an infinitely grand vision that we can't see any borders. Here, what do we do, how do we do it, and where do we go?†Zhang Guidong thinks, micro-casting or laser TV It is no longer the protagonist that the microwhale really cares about. There is only one real protagonist in this game, which is "the torrent of consumer demand." Micro-projection, laser television is just a little embellishment.
Zhang Guidong reviewed the process of creating "TV Cat", a "different" product that once swept through China. The idea of ​​MoreTV is not based on technology. She is more concerned with consumer behavior. By helping consumers save one or two steps at a time, MoreTV has become the first APP that always dominates smart TVs and smart boxes. The success of this concept fully illustrates the correctness of the theory of consumer demand.
The same is true of the story of micro-whales. From 0 to 1, micro-whales created the popularity of large-screen TVs in 2015, the most popular 55 inches - when 55-inch is not the market mainstream, but the micro-whale sees Display technology support capabilities and consumer demand are driving the 55-inch mainstream, so the micro whale chose to complete this revolution for the first time.
Young people's favorite entertainment screen
The same story takes place on the micro whale F1. A brand-new product, just listed, became 618 explosion models and received 100% praise, relying on the micro whale first smell the market demand for 1200 brightness high-energy products. With regard to the birth of F1, the microwhale also has a small story: VR solved the problem of close-to-close private screens, televisions achieved a 50-inch, 60-inch large screen, K1 is 80 inches-100 inches, so much larger Size, such as 150 inches, what does the "microwhale generation" choose? When this question is asked, many people think this is a problem. Because as the screen gets bigger, the technical difficulty of the product grows like a geometric progression. However, the microwhale team decided to try and do it. Through the research on the loss of optical efficiency of micro-projection technology, and the breakthrough in the integration of high-efficiency light source and heat-dissipation and noise-control technology, F1 was launched in the shortest time. The success of this product highlights the “though new but dare to fight and capable of fighting†of the small whale projection team.
In this regard, the industry even some people commented that "Zhang Guidong and Zhong Bo are both amateurs for the traditional projection industry, but they have played a high level of unplayable or even dare to play." In fact, the cross-industry thinking, the cultural connectivity of the Internet, and the profound understanding of the changes of the times have become the starting point for the transformation of the projection circle. As one of the veterans of the industry changers, Pole Rice has launched two new sub-brands in 2017, involved in children's projection, and a new business demand projection line, representing the trends and laws of the industry. "These attempts are not necessarily successful, but there is no chance of success without trying. This spirit is worthy of industry learning and respect."
Micro-whale vice president and cumshot production company Zhang Guidong
Zhang Guidong pointed out that whether it is the micro-projection, laser television industry, or the entire "screen" market, are faced with a huge era of proposition: the integration and subdivision - on the one hand, content and experience as the center, the value of a variety of screens Intertwined to form a unified display market. This projection has a huge opportunity than any time in history. On the other hand, from the perspective of individual needs, differentiation has become the mainstream, and the application of situation and scene innovation has continued to develop, and the market has evolved based on the alienation of heterogeneous Internet values ​​and the transformation of heterogeneous phases. Projection must absorb positive factors in the Internet, intelligence, and innovation.
This is a “great integration, big differentiation and parallel era†based on the Internet, intelligence, planarization, personalization, and creativity. The microwhales, who represent young people, are unwilling to follow this trend. They are going to be “goers who make waves†and “waves of speeding the boat†in the “hundreds of battlesâ€.
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