ã€World Wide Web Reporter Zhang Zhiying】 How much money would you be willing to pay for a "good-looking voice"?
You may not have heard of HIFIMAN, but it is a collection of high-end headphone enthusiasts, or the pride of the Chinese people. It may be difficult to imagine that this brand of audio and headphones from China will not only be on the European and American stage with a high-end position, but overseas, it will start selling each product from US$1,000.
HIFIMAN succeeded. It has won numerous awards worldwide and won the European Design Award in March this year. The company has at least double-digit growth every year, and the products have been unanimously approved by foreign media. Global Internet Technology interviewed the founder of the 20,000 yuan sky-high price headset, Dr. Bian Fang, and asked him to talk about how to start from the only $3,000 scholarship he graduated and go all the way to building a 100-person company today.
HIFIMAN founder Dr. Imitation
No investor start-up fund only scholarship
"I have never looked for investors. The company is still firmly in the hands of the founders." Insinuary, "I didn't let my capital reach in. I started with a $3,000 scholarship. Now it's like rolling snowballs. Big."
Imitation believes that the first step in doing business should be to start by relying on the money you earn to support yourself. “The things you have learned at this time are very numerous. Such a state is like: facing the tipping point of a business that has not yet been discussed and is about to come down, once you have negotiated, you can give up the rent for three months. â€
"This kind of mentality, and looking for angel investors to get a few hundred thousand, a few million investment, and then burn it, is completely different." Edge imitation, "This process is very hone, teach you to think clearly How to do business and think clearly about how to go the next step. This phase is often not available to many entrepreneurs in China."
From agent to entrepreneurship with the instinct of a businessman to survive
Imitation was started in 2005, but the road to audio and headset products has long been brewing for him.
During the student's time, I was very fond of shopping in the foreign goods market, buying old headphones and a walkman, relying on pocket money of 500 yuan per month to save food, and selling the “toys†that were handy to be sold, and earning one or two in the middle. Hundred dollars.
"If I can't sell it, I don't have the money to play the second machine," he said. "This is the instinct for a businessman to survive. I encourage entrepreneurs to be able to develop such abilities." I remember vividly and imitated myself as struggling to survive.
In this way, imitate each kind of model to buy to play, after the modification sells again, like this played for 3 years, then knew each model well, became the earphone expert. He wrote to the domestic media and also wrote a book about the history of Walkman and Headphones. So he thought that he was an expert in this area. If he started a business, he should do something related.
In the second year of studying for a doctoral class in the United States, he used the then famous nicknames to contact domestic manufacturers and began to represent some commodities. Until graduation, he began to make his own product, from one person to two or three people. Today, the company has grown to more than 100 people.
From acting on behalf of others' products to producing their own products, and then pushing the products to the international market, how do the imitations work?
"Actually, it's a matter of course that everything from agents to products." Answering them in a mild tone, through agency products, they have mastered dozens of agents in the United States, Europe, Japan, and Asia. Channels have market sales and sales can realize profits. Realizing profits is the most fundamental thing.
I want to do what the Chinese have not done: hard-hit foreign high-end products
In Europe and America, Japan’s audio and headphone brands are often favored by the big manufacturers for a hundred years. They dominate the market and rely on one side, but HIFIMAN has given priority to challenging the difficult first class theater.
"It is not a question of choice whether to fight the domestic market or the international market first. This is a definite step and you must go abroad first. Since you first push from the domestic market, the product will not be accepted."
Imitation believes that since the Opium War was lost in 1842, the Chinese did not believe that their industrialization results could be stronger than foreigners. How to prove yourself? You must go directly to foreigners and compare them with foreigners. If you try to sell the $1,000 headset to the Chinese, the Chinese will certainly not accept it.
Although the value of the product is also influenced by the brand, if your product is really good, the foreign market, users, and the media will be good, so HIFIMAN can only do it from the foreign market.
"Where is the opportunity for Chinese people to make products? If the same price, I have the same performance as foreign products, this will not be recognized at home and abroad. Unless the performance is obviously more than foreign products, the price is not It's more expensive, or cheaper, so it's possible to do it.†Edge imitation shows that this is a cost-effective product and a means to enter the market. Unless you are competing with foreigners under the foreigner's judging system, you can't sell it to the Chinese market. China cannot accept it.
After a cost-effective product successfully entered the market, the real battlefield began.
Imitate to continue to say, at this time will face two choices: The first is to do high-performance products, no one is best, better than all products on the market; the other is to continue to be cost-effective products, low The price wins the market so that it does not need to invest too much in the brand. “Chinese brands usually choose the second type. Few Chinese brands have to compete with foreign high-end products.â€
Imitation shows that taking the example of Japanese home appliances, the high-end brand is Pioneer, the mid-range brand is Sony, and the low-end brand is Panasonic. However, the performance of Chinese products does not exceed Panasonic's. “I hope to be able to do something that the Chinese did not do. I have to challenge the top things. This process is actually very difficult,†he said.
In imitation, people have been industrializing for hundreds of years, like France's 300 years and Germany's late one hundred years, but China's introduction of large-scale foreign investment in industrialization is still initially completed. Time is a fraction of others. The students who just practiced running went to race against Liu Xiang.
If it is so difficult, at the beginning of imitation, why should we insist on starting with high-end products?
"I have no choice. I am a person without capital."
In response to a reporter's question, the imitation of the imitation was concise and forceful, and the determination to prepare for the battle was revealed on the table. Starting from a $3,000 scholarship, the imitation has no capital to open a factory, cannot have a production line, and cannot compete in impulses. "My only chance is to be the first product." He said that for the high-priced champion products, the most important investment is not production, but research and development.
"For me, who has been doing scientific research for more than a decade and has loved these products for many years, R&D may not have imagined it is so difficult," he said. "I think I still have a chance."
One of the key things about a good product: experimenting
The secret of imitation development is to establish a laboratory. Just graduated from imitation, hired experienced engineers with foundry experience, and audiophiles, started by this small team, they use scientific research methods: do experiments and establish analytical data to solve acoustic and headphone quality problems together.
The structure of the headset itself is very simple. In addition to the diaphragm and the housing, there are no more parameters in it. But as a system of headphones, there are thousands of parameters that can be adjusted, including various materials and structures. This is not to learn acoustics and electricity, but to know the answer, you need to do experiments yourself.
After the imitation of returning home, the first thing is to set up a laboratory to find out all the variables of the system. Edge imitation: "The team is small, the key is to clear the brain.". All products can only be made through laboratory analysis, making HIFIMAN create many high-end products, the quality is superior to the imported products. Imitate that this is a person who is doing science research, different thinking and different practice in engineering. "From the follow-up results, this method is successful."
Regarding the imitation of the most proud of representative, had to mention HIFIMAN is the world's first use of "nano-thickness" shock film brand. Explaining similarly, unlike nano-shutter membranes, many people paint nano-particles and say nano-seismic membranes. However, from the macroscopic dimensions, nano-seismic membrane thickness is less than one micron, although one micron of dust is It is invisible to the naked eye, but if only the thickness is in the nanometer range and the length and width are macroscopic, it can be seen with the eye. It is very light, and it takes tens of seconds if it falls from the height of a person to the ground. HIFIMAN finds some ways to stabilize it for use on the product and make sounds through it.
This makes the edge like a few Jiazhen pressure box products are: HE1000 headphones. “It won a lot of prizes, retail price of 3,000 US dollars, and now orders can not be more than to do. Foreign studios have replaced the product for this, I feel that the sound of this product is most like real. How is it? Not only the frequency of human hearing The range can be perfectly displayed, even in areas where the human ear cannot hear it and can only feel it physically, because the thickness of the diaphragm and the vibration quality of the diaphragm are lighter, and the upper limit of the frequency response is higher. Reducing the ultrasonic bandwidth that human ears cannot hear. This product has caused a great deal of vibration in the industry.". Said excitedly in a breath.
Of course, the results of scientific experiments for so many years have resulted in far more than just this product. It is actually a series of products. For users comments HIFIMAN should do a product, put all the wonderful technology used at one time, it should not be like squeezing toothpaste, this product uses a little, that product uses a bit, each generation of products must make us a little money. Imitation just said with a smile, "No treacherous business, if our technology is far more than our competitors, this is a business positive solution."
Trade secrets: The patents are almost all expired and only the old trees are opened.
Talking here, reporters can not help but wonder: If the key to successful imitation lies in scientific research, do foreign manufacturers not establish laboratories? What did HIFIMAN later catch up with?
Surprisingly, we were told by imitation that few scientific research methods had previously been applied to the field of electroacoustics. If you do your own research, you will understand that all the loudspeaker technologies existed hundreds of years ago, and that patents have almost all expired. Therefore, as long as we study hard, we can have extraordinary results.
"Fortunately, this is a niche industry." Edge imitation.
The electronic audio industry is an old traditional industry. The core technology is the conversion of electricity to sound, which is the speaker. As explained later, for example, the plasma speakers recently publicized on the Internet appear to be high-tech. Actually, this happened decades ago. If you want to make new flowers in the old tree, you must systematically study it quantitatively in order to tap its greater potential.
“Product OEMs have shifted from the West to Asia 30 years ago, so it is us who are closer to products. That is, China has talent and technology that can support high levels of electro-acoustic products, but no one has done so. "Things are not justified. Now that more than 90% of the world's electro-acoustic products are made in China, brands are mostly foreign.
"Regardless of the high sales of these large foreign companies in Europe and Japan, there are brands with a valuation of billions of dollars. However, most of them have never been to the headphone factory. Where are their headphone factories? - In Dongguan, their products started from research and development, and almost all of them were doing it, but more than 95% of the profits were taken away by foreign brands.†Excitedly speaking, he couldn’t suppress his entanglement and helplessness.
Even if it has been recognized by the European, American and Chinese markets, Bian Yi still believes that as a Chinese headphone brand, it should not lose its own technology in its hometown to a foreign brand factory. This is his reason for injustice.
After interview
Imitation was invited by the global network intellectual homes column, and talked about the entrepreneurial heart.
As a doctor of chemistry, imitation, emphasis on logical thinking, and respect for the spirit of scientific research, is a pragmatic businessman. Whether from the student’s second-hand portable music player to an auction sale, or now selling his own headset to sell the world, it’s safe to say that he’s actually doing the same thing, from making a business to starting a business, just to make it bigger. farther.
There is no one in the family who does business, has not found any investors on the way to the business, but has his own opinions on the business of imitation, and these ideas come from his own practice and experience the process from scratch to being small. Every decision is the result of his rational thinking.
When he was a young man who loved music, he almost no longer listened to music. He said it was to protect the ears. Due to work, he has strict requirements on his own ears.
In the face of the Chinese market, the edges are full of flavors. He mentioned that one day he may sell the company and he can make money to leave. However, what about the future of Chinese brands? For today's achievements, imitation is not satisfied. When it comes to branding and marketing, the imitation of the blind worship of foreign brands in the Chinese market is still unfair.
Sometimes marketing requires money, and sometimes marketing money is not useful to many people. But I can't help but think that if you add emotional elements and run a Lifestyle on your brand, you can make an index of lifestyle and fashion like Denmark's Fritzhansen. When HIFIMAN became a luxury, it became the second car in life. Can such a sign make it surpass the background of birth and then go down to the next town? This kind of thinking, for the spirit of scientific research, is it too emotional?
How much are you willing to pay for a "good sounding" day? Of course, the good melody that HIFIMAN gives you is definitely not just one day.
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