Recreation Starts From the Heartbeat

The debut of 'Glory Peripherals' is nothing to outsiders.

It's nothing more than an extra "flagship-level" mechanical keyboard that is very good-looking, seems to be well-made, and has a good feel.

The first batch of only co-branded models is priced at 1299 yuan. For most ordinary consumers, it is not too low. Not everyone has the demand for high-end keyboards. Films for dozens of dollars can still be used for many years...

But for high-end brands in the mass-produced mechanical keyboard circle, this news is nothing short of a bolt from the blue.

As for the top brand of the niche key ring of 'customized rice soup', they know that they can't catch up with each other in terms of products, but they also know that with the design concept of the other party, the products produced are small and expensive and scarce. Far from being able to pose a threat to their own.

Therefore, while being vigilant, I didn’t pay much attention to it, and still followed the route of the past, focusing on marketing and less research and development…

And now-

The sub-brand 'Glory' of Mi Soup Studio is on the stage. The first 'low-price' mass-produced product directly has the level of crushing all their brands. In addition, there are celebrity effects such as Su Tang and Tang Su. How dare they continue to ignore it?

...

Wolf, Tenchi, Strawberry.

The three top brands of mass-produced key circles have a very diverse range of mechanical keyboard products, including office and gaming... Almost all Chinese who are interested in mechanical keyboards know the names of these three brands.

And now.

When the 'Honor A87' was released, they were the first to sit still.

For other mid-to-low-end brands, the 'Honor A87' may be a threat, but the threat will never be too great.

What is the concept of mid-end and low-end in mass production brands?

The mid-end refers to the price of 300-600, and the low-end refers to the price of 70-300.

The starting price of the ‘Honor A87’ is 1299 yuan, even if it is the standard model in the future, the price is 999 yuan, which is a proper high-end and has nothing to do with them.

People who are willing to spend 1,000 yuan to buy a keyboard will not care about 300 to 500 yuan, and customers with a budget of 300 to 500 yuan will not go to the thousand yuan level...

These mid-to-low-end brands are very calm, just watching it as a fun.

But Langtu, Tianzhi, and Strawberry are different.

In order to maintain the brand value, they gave up the low-end market early. The cheapest products under their brand start at 400 to 500 yuan, the most expensive is 2,000 yuan, and the best-selling products are almost 1,000 yuan in the mid-range.

And this market just corresponds to the 'Honor A87'.

so--

They have to find a way to deal with the "Honor A87" products, otherwise, this most profitable market is likely to be handed over to others.

Just... what should I do?

...

Wolf Map Peripherals Inc.

Today was supposed to be New Year's Eve, and it was an interesting day, but the atmosphere in the company was very heavy.

Managers of the product department, operation department, marketing department... and other departments have all appeared in the conference room, and on the projection of the conference room, there is information about the 'Honor A87'.

The atmosphere in the conference room was dead silent, everyone looked at each other, quickly retracted their gazes, and said nothing.

"Tell me, what should I do now?"

The general manager sitting in the first place frowned and looked at this group of people with inexplicable anger in his heart.

what to do?

How do we know what to do?

"In the peripheral market, it is not because the product is well-made that it can become a hit. The key lies in marketing."

The person in charge of the operation department said calmly: "The parent company of Honor Peripherals is Mi Tang Studio, and they are also famous in the customization circle, but not many people in the national peripheral market know that they are not aware of the current mainstream consumption. The cognition and marketing capabilities of the market can be said to be a mess, even those of small mass production factories are inferior.

This can be seen from 'Forest Elk' and 'Xingyao', any change in the market will catch them off guard... Therefore, I don't think they have the qualifications to threaten us. In terms of marketing alone, we Do not lose to any peer company. "

The general manager nodded slightly.

This is true. Mi Tang Studio has a strong ability to make products, but the level of dealing with the consumer market is poor.

Such a good "luxury-level" product as "Forest Elk" can make a lot of money, but it is slowed down by the output.

'Xingyao' launched 2,000 sets in stock, which were swept away in less than two seconds, and the pre-orders of the full price reached 28,000 sets. This single product alone can almost earn more than they make in a year...

As a result, because of the release of the 'Honor A87', this blockbuster model was influenced by public opinion, and even the brand of 'customized rice soup' was affected a bit.

The company's marketing capabilities and public relations capabilities are really bad...

Therefore, even the general manager feels that if it is only about marketing, at his own level, he can throw the other party 18 streets away.

but--

"Marketing alone is not enough."

The general manager said lightly: "'Honor Peripherals' is backed by Internet celebrities like Su Tang and Tang Su, and the first two products are very successful, and their sales are definitely not low. Once word of mouth explodes... then in the thousand-yuan level gear, we will never have the opportunity to compete with each other again, and the consequences are very dire, so..."

He looked up at the person in charge of the product department: "I also don't ask you to surpass the 'Honor A87', that's unrealistic, but I hope you can develop a product that won't lose to the 'Honor A87' as soon as possible, it's no problem. Bar?"

The general manager felt that his requirements were already very low.

but--

Hearing this, the person in charge of the product department was a little embarrassed, hesitated, and said: "I'm afraid it's a bit difficult, the product design capabilities of Honor peripherals come from Mi Tang Studio, a company that has design capabilities in keyboards. , can be called the first in the country, in a short period of time, even if we want to catch up, it is very difficult..."

"That's how the whole keyboard is designed. Can't you just copy it directly?"

The general manager's face sank, and he said angrily: "I didn't ask you to do innovative designs, can't you just copy it?"

"If you copy it, you can't avoid the patent law."

The person in charge of the product department shook his head: "Mitang Studio has a very clear understanding of patent law and copyright law, and they have applied for everything that can be applied, whether it is the design of the appearance or the design of the internal structure...

Take 'Xingyao' as an example, a keyboard involves at least more than 200 patents. If we want to use this structure, no matter how hard we try to avoid it, we can't completely avoid it. The handle, you can directly sue the court...

In the past three years, Mi Tang Studio has sued hundreds of times, on average, one lawsuit per week, and they are well-known in the customization circle. "

Copy it?

How can it be so simple.

If you can copy it casually, then Mi Tang Studio will not be so strong.

"Patent Law..."

Hearing this, the general manager frowned slightly: "Why do I think this is a bit familiar?"

Deja Vu?

The heads of each department looked at each other and said nothing.

Could it be acquainted?

Three years ago, when the customization circle was on the rise, mass manufacturers worried that they would be overtaken by these latecomers, so they used the patent law to set up bureaus and closed down all the customization studios at that time, which led to Mi Tang The birth of the studio...

The predecessor of Mi Tang Studio was dozens of studios that first started to get involved in customization, which can almost be said to be the origin of the entire "customization circle".

It is precisely because he was pitted by the patent law and copyright law that he paid a **** lesson.

Therefore, when Mi Tang Studio was established, its knowledge of patent law and copyright law far surpassed that of all its peers.

All that can be avoided, all that can be applied, all that can be sued...

In the case of Sutang's almost unrestrained ability to use money, Mi Tang Studio quickly gathered a strong force, and in less than a year, through various self-developed patented methods, it has become the world's top customized The team, and after two years of cultivation, finally gave birth to the current key ring giant team.

In terms of patents, copyrights, and laws... the domestic mass manufacturers combined are far inferior to Mi Tang Studio.

under such a premise.

Copy it?

Are you afraid that you will die too late?

"..."

The general manager quickly wanted to understand this, and was silent for a while. After a while, he asked again: "What if it is self-research? Under the premise of avoiding patent rights, try to imitate as much as possible. How long will it take? make a similar product?"

Under the premise of circumventing patent rights, to imitate...

"The structure used by Honor peripherals for the 'Honor A87' is very perfect at this price point. If we want to imitate something similar, the cost will be high and not low, and the user experience will be difficult to catch up with..."

The person in charge of the product department said helplessly: "And the most important thing is that even if we make it, the production will be a hassle. If it is purely machine production, at least several hundred million must be invested. If it is half mechanical and half manual , the cost is still high..."

Designing a product is not as easy as it sounds.

If it's just design, it's not difficult to design a product similar to the 'Honor A87'. There are many secondary alternatives, and the effect will be a little worse, but not too much. It is better than all mass production now. The structure used is much stronger.

But the question is: after designing it, how to produce it?

Imitation of the design of the 'Honor A87' means that all the production molds in the past must be abandoned, and all of them must be re-opened, and the cost alone will cost hundreds of millions.

Not to mention whether the company is willing to spend this money, even if it is really willing to spend money to invest in mold opening, what about the time?

R&D, testing, modeling, laying production lines, raw material supply chain, yield testing...Which link does not require time?

By the time they get all these things done, the products of 'Honor Peripherals' will already be popular in the entire peripheral circle.

When they finally designed a product that was "second only to" the Honor A87, they might have already updated and iterated twice, and then it would be a new round of catching up...

This is so directly into a vicious circle, when will it be a head?

"According to what you mean, we have nothing to do?"

The general manager looked at him coldly.

"..."

The person in charge of the product department had no choice but to bite the bullet and said: "It's not impossible. If we can give us a year and at least 500 million funds to do research and development, we are confident that we can catch up..."

a year?

At least 500 million funds?

"One year? After a year, the day lilies are cold."

Before he could finish speaking, the general manager interrupted unceremoniously: "Five hundred million is even more impossible. Which keyboard company have you seen that invests five hundred million in R&D? I don't have time to bargain with you, I will give at most You have a month, if you can’t see results after a month, then I can only replace a group of capable people in the product department.”

Hearing this, the face of the person in charge of the product department changed slightly.

The person in charge of the personnel department's eyes lit up: "We just poach people directly from the Mi Tang studio, as long as we poach the people who design their products and interrupt their research and development progress, so that we can increase and decrease them completely. It may reach their level in a short period of time... The mechanical keyboard, in the final analysis, is what it is. What kind of craftsmanship, structure, etc., it's okay to deceive a layman, but for us experts, it's actually just that. Like that."

In his opinion.

Feelings, sounds, etc., that's all metaphysics.

The same keyboard, some people think it feels good, some people think it feels mushy... Everyone has their own opinions.

Instead of wasting your thoughts on this, it is better to add some things that can make users feel clear, such as appearance, ring light strips and the like...

"Makes sense."

When the general manager heard the words, he immediately reacted: "Yes, we can also poach people from the Mi Tang studio... Then, this task will be handed over to your personnel department. Find a way to contact the employees of the product development department of the Mi Tang studio. , three times if you can't do it twice, and dig as many people as possible for me."

He reacted immediately.

The conventional method cannot make them catch up with the rice soup studio in a short time, so use some other means.

Find a way to poach all the employees of the R&D department of the other party. On the one hand, it can speed up the R&D efficiency of one's own side, and on the other hand, it can delay the R&D efficiency of the Mitang studio. If it increases or decreases, it may soon catch up. .

...

Not just wolf drawings.

Tianzhi and Strawberry, two large-scale brand giants, have also confirmed such a plan after a meeting and discussion.

It is obviously impossible to catch up or even surpass in a short period of time.

Mi Tang Studio has gathered most of the former customized circles. It took a full three years to build a patent moat at all costs. It cost hundreds of millions of funds, and almost all the money earned in the past three years was lost Going in, even the rice soup factory has no money to repay the loan owed to the bank...

If it is so easily overtaken by mass-produced brands, then Mi Tang Studio is too wasteful, right?

It is a fact that it is impossible to catch up in a short period of time.

But mass-produced brands are definitely not willing to take it easy. As a big manufacturer, they have their own confidence and confidence.

More than products, they are inferior to Mi Soup Studio.

But if you compare funds, ten rice soup studios can't compare to them.

In this case, it is better to use the money ability.

Directly dig related technicians from Mitang Studio to develop similar structures.

As long as it's something that can be solved with money, it's not a problem.

...

at the same time--

Su Tang was not like an enemy, she was even discussing with Tang Su how to spend New Year's Eve.

"Want to go to my place?"

Tang Su sent an invitation: "Today is a special day, shall we spend it together?"

"Never!"

Su Tang refused, with vigilance on her face: "Mama said that it is very dangerous to spend the night at a strange man's house, especially for a beautiful girl like me."

Tang Su: ? ? ?

"What does it mean to be... it's dangerous to spend the night in a stranger's house?"

Tang Su squinted his eyes: "Please explain to me clearly."

Are they not a couple?

Why did she say that the two of them didn't know each other?

"Well……"

Su Tang rolled her eyes: "How about you go to my place for the New Year's Eve? We can cook dinner together, I still have a lot of red wine at home, and then we can watch the New Year's Eve party together..."

"It's not appropriate."

Tang Su frowned slightly: "Don't you and Tang Xiaolin live together? If you want to celebrate the New Year together, if I go... I don't know Tang Xiaolin well either."

Although they have cooperated many times, although they are both shareholders of Dream Entertainment, they are really unfamiliar.

Tang Xiaolin is a very beautiful girl, and she is also Su Tang's best friend.

In order to avoid suspicion, the two have little interaction on weekdays, even if it is about many matters about the company, they are all connected with Sister Wang...

"She has to work overtime tonight and should not come back."

Su Tang whispered: "Mr. Xu will go to the New Year's Eve party at Shangjing TV station tonight, this is very important, Xiaolin is likely to go to the scene together, it will not be over before 2 am, you just need Just leave before two o'clock."

Tang Su: "..."

He felt that the two of them were talking about this matter behind Tang Xiaolin's back... a bit strange.

It's like stealing someone.

Obviously he and Su Tang have an open and legal relationship.

"If I drink, I can't drive."

Tang Su frowned.

Because Su Tang mentioned before, the two can cook dinner together and open a bottle of red wine... The red wine that can be treasured by these two rich women is definitely not ordinary, and Tang Su is quite moved.

But if he drinks alcohol, he can't drive. He won't take chances, and he won't drive if he drinks alcohol. This is responsible for himself and others.

"It's okay, I have a driver and a bodyguard."

Su Tang continued to whisper: "After the New Year's Eve, I can send you back."

driver?

bodyguard?

It is worthy of being a big family, and it is worthy of being a wealthy family.

"That……"

Tang Su was a little moved, and Su Tang kept shaking his arms, he simply agreed: "That's fine~www.readwn.com~ But you have to make sure that Tang Xiaolin will not go back halfway, otherwise, I will not know how to explain it to her."

"What if you see it? It's not that you can't see anyone."

Su Tang said nonchalantly.

"I see, there may be some misunderstandings."

Tang Su said quietly: "After all, New Year's Eve is such a long time, such a special day, and after drinking alcohol, a lot of interesting things can happen."

"Uh……"

Su Tang was stunned for a while, then blinked: "You seem to be driving..."

"No, I mean play together."

Tang Su said lightly, "After the New Year's Eve party, we may be able to form a group to play games or something. In the world of games, a lot of interesting things can happen, right?"

"..."

Su Tang was speechless for a while.