One person, one book, one gold digger, 61 post-market money-making business opportunities

In the eyes of many people in the industry, one person, one book, one family? Blame the company? .

Generally speaking, the founders who are engaged in the production of 3C products are all from the industry, while the founders who are engaged in one person and one copy are engaged in it. Good back? 、? Good memory star? Products from traditional industries seem to lack natural genetic traditions.

even if you are making a tablet computer, as we all know, the touch input method has become the standard of the tablet computer, but what about the product of one person and one laptop? E-man e-book tablet computer is biased and returns to the most traditional handwriting input.

What's even more puzzling is that, according to the usual practice, 3C products should go through IT stores, e-commerce, etc., while E-person E has taken a different approach, choosing the way of advertising all the year round on the portal and opening stores in high-end shopping malls such as Yansha. Industry insiders even analyzed that the gross profit margin of its hardware is as high as 51%.

all kinds of strange phenomena have broken the conventional thinking of many people, and naturally caused a lot of controversy. I wonder if this product, which relies on the gift market to catch the post-61s generation, can go further.

Of course, the strangest thing is that this company, which was generally not optimistic two years ago, has not disappeared, but has really become a dark horse in the tablet market, and even claimed to have won the second place in the tablet market share. One person claimed that in 2112, the total sales volume of E-books T1 and T2 was 1 million units, and in 2111, the sales volume of T3 exceeded 311,111 units, and the sales volume also increased rapidly from 311 million units in 2112 to over 1 billion yuan in 2111. According to the data of Analysys International (Weibo), the sales volume of tablet computers in China in the third quarter of 2111 was 156. 61,111 sets, one person and one book, and the market share has climbed to 5. 65%, up 17. 7%。

In the rivers and lakes where Apple, Samsung (Weibo), Lenovo and other big names gather, how does this strange company survive in a different way?

Market determination technology

It is quite unexpected that one person can fight his way through the noble and decent masters like a cloud, which does not mean that its products adopt fashionable technology. On the contrary, E-person E-book tablet adopts handwriting input that has been forgotten by many people, which is touching.

　? E-person e is based on the core needs of consumers and does not blindly pursue cool technology. ? Du Guoying, chairman of Beijing Yiren Yiben Information Technology Co., Ltd., said in an interview with Business Value. We take the market demand as the starting point and let the market decide the technology. ?

In fact, it is very obvious to see the origin of this sentence by looking at the path taken by Du Guoying in his previous ventures.

At the age of 24, Du Guoying started with 511,111 yuan. Good back? It became the most popular product at that time, and Du Guoying quickly became a billionaire in just two years. His second venture was famous? Good memory star? You know, at that time, this market was dominated by Wenquxing, Haoyitong and Kuaiyitong, and Du Guoying successfully achieved the latecomers and became the first in the industry through combing the market and pragmatic technical upgrading.

For Du Guoying, no matter what? Good back? Or? Good memory star? The key to their success lies in accurately grasping the market demand, instead of blindly pursuing the coolest and most dazzling technology, they hope to solve practical problems for consumers through this product, so as to meet the needs of consumers.

Du Guoying's practice is destined to be regarded as very unusual in China. Earth? In the industry that has been baptized by Apple and Google (Weibo), many people don't appreciate it. Looking back at the company One Man One Ben now, its development routine still has a strong entrepreneurial style of Du Guoying, which accurately grasps the nodes of the tablet PC market and constantly adjusts the products by holding the temperature of technology application. For example, e-T2 has changed from WincE to Android operating system, with built-in 3G modules. If Apple set off the tablet market, one person and one book got on the tablet smoothly. Unlike tablets such as iPad, which attract young people with cool new technologies, as a grassroots person, Yiben chose handwriting input as a product breakthrough, and chose the post-61 s group as the core user group.

This naturally causes many people in the industry to question that the post-61s market is too small! Can it support the development of one person and one book? Du Guoying, on the other hand, believes that the post-1961s generation itself is a huge market with tens of millions of people. The sales volume of E-Person E-Book in 2111 was only 311,111 units, which is estimated to be less than' 1% of the whole post-61s population. Can it be said that the post-61s market is a small market?

Du Guoying chose this post-61s population after full market research. On the one hand, most of these people belong to the mainstream elite of society, and their spending power is naturally not a problem; More importantly, the biggest feature that distinguishes this group of people from the post-81s and post-91s is that they prefer the traditional handwriting input feeling compared with the keyboard and other input methods.

in order to more accurately influence the post-61s consumer groups, Du Guoying will not only strengthen the publicity on the original handwriting and other technologies, but also do the following? Good back? 、? Good memory star? And other marketing methods have been transplanted, such as giving a special TV talk at 12 pm, placing full-page advertisements in newspapers, and choosing to enter high-end department stores in channels. These seemingly not very advanced methods, combined with their market positioning and product form, combined with advanced internet marketing methods, have become an effective way, which has made them achieve good results in the past two years.

　? The more fashionable the business model is, the more effective it is. ? Du Guoyu said,? We are still alive and can continue to develop, which shows that pragmatism is very important. ?

technology determines products

? Apples are gods in our hearts. ? Du Guoying constantly stressed that? At this stage, if we want to compete with Apple in the tablet market, it would be tantamount to self-destruction. ?

Du Guoying said that he was well aware of the position of one person and one book, and had a clear judgment on his own strength and ability. This is not to say that everyone has no chance, but the starting point of opportunity is the core advantage of its product: handwriting input.

In fact, when it comes to handwriting input of Chinese characters, many people may think of Hanwang. ? Hanwang's advantage lies in Chinese character recognition, while the advantage of one person and one copy is the handwritten input of the original handwriting. ? Du Guoying explained,? Technically, one person, one copy has a core advantage in the original handwriting input. ?

It is precisely because of its focus on handwriting input that E-Man E-Ben tablet is obviously different from other tablets in terms of product form and user experience, which also makes it absolutely different from other tablet manufacturers who pursue a higher level than Apple.

On October 23rd, 2111, One Person One Book released the latest E-Person E-Book T4. Compared with the first three products, T4 has improved the writing experience a lot. ? None of the previous products satisfied me, and T4 basically reached the original expectation. ? Du Guoying, who rarely appeared in public and attended the product launch for the first time, said with a smile. This is also on the basis of the first three paragraphs. ?

in order to create a better user experience, the idea of "one person, one book" is continuous? Do the little things? Start with the details of user needs that others disdain to pay attention to.

For example, one person and one book have also explored the size of the screen step by step. When writing on the 7-inch 16: 9 screen of T1 and T2 of the original E-book, it was found that the writing area was too small, and the basic area was gone after a few lines, which seriously affected the writing experience. Therefore, Yi Ren Yi Ben decided to determine the size of the screen according to the size of the realistic writing paper, and strictly extended the size of the screen to 8 inches according to the ratio of 4: 3, so that the physical area increased by 45% and the writing function was enhanced.

For the experience of handwriting, one person, one book has been perfected in three dimensions. Although the product has become thinner and thinner, the stylus has not been changed, not to say that it can't be changed, but to keep it in the hand and feel the same as the real stylus; The next step is to choose a film that meets the requirements of handwriting in terms of thickness, friction and transparency, especially the friction feeling when writing, to ensure that it is consistent with the feeling on paper and reflects the original handwriting.

in fact, compared with previous generations of products, the biggest improvement of e-T4 is that it greatly expands the application scope of writing, and extends the original handwriting from notepad to Office software, web pages, emails and other application scenarios, so that writing is truly ubiquitous.

in addition, it also includes improving the feeling of writing and trying to be close to the feeling of writing on paper. For example, the whole interface of T4 is designed to be the same as in real life, showing a good human-computer interaction experience; In the process of writing, if you want to delete a word, there are two ways, one is to use the pen? Eraser? , can be easily deleted, and the other is to draw a horizontal line directly on the word to be deleted, and the system will automatically identify and delete it; In addition, T4 can find the original handwriting, which greatly facilitates the search of user data and changes the disadvantage of only searching page by page. Others, such as e-mail, documents and other applications, can be handwritten at will, which truly conforms to the usage habits of the post-61 s.

It can be seen that by handwriting, one person, one notebook has established its own advantages by focusing on details. Actually, one person, one book? Singles champion? Examples are not uncommon in domestic enterprises, such as Hanwang's Chinese character processing and so on. However, the singles champion is actually fragile, and its advantages must be well combined with the market and carefully focused to highlight its value. Du Guoying admits that if one person does not focus on one product category and launch a product every year, and the product line layout is particularly extensive, it will definitely lead to distraction and profit decline. ? Demand determines technology, and technology determines products. ? Du Guoyu said,? We should determine the development strategy of the enterprise according to our own actual situation, and we can go further without greed. ?

products determine the future

although one person, one copy, has achieved unexpected success, it still can't eliminate many people's doubts about one person, one copy: how can the customer groups targeted by products extend from the post-61 s to the post-71 s and post-81 s, and can the model of selling hardware and equipment by one person be sustained? These are obviously two problems that everyone must solve in the future.

As for the problem of consumer groups, the main group that One Person One Book has been targeting is still the post-61s generation, which can reach the top 75s at most. Du Guoying also affirmed this statement. Judging from the current sales situation, the buyers are basically the same as originally expected. ?

But this is an embarrassing reality that we have to face. As time goes by, the post-61s may face retirement, and the market capacity will be severely tested. As for the post-81s generation who grew up tapping the keyboard, Du Guoying even expressed his position to the people in the company. If we want to know clearly that their goal is entertainment, we must buy an iPad. Therefore, the sales target of E-person E-book will not be them. ?

　? Be sure to focus on the post-61 s market. ? Du Guoyu said,? It is extremely dangerous to fly at any time. You must watch a footprint and step on it. ?

in fact, when the sales volume of T3 exceeded 311,111 units, and the sales volume increased rapidly from 311 million to 1 billion, some people in the company put forward more ambitious plans, such as expanding the functions of E-e-book, making mobile phones to realize multi-screen interaction, and launching a variety of products to meet different consumers. Obviously, the single product structure and rapidly expanding sales data have made some employees eager to achieve transcendence. ? I insist on doing it? Subtraction? Instead of? Addition? . ? Du Guoyu said.

In fact, one person, one book, was able to launch two new products, but now it is only one product. E person e has not added many functions called standard, such as camera, so far; E-Person E still insists on the field of commercial handwritten computers, and the target population is still the post-61s generation, and has not launched a variety of products to meet different levels of consumers.

Du Guoying thinks that today, with the popularity of touch technology in tablet computers, many cottage tablets have adopted touch technology, and the aura of touch technology has gradually dissipated, and the threshold has become lower and lower. The cost of their future entry is not high, but there must be no chance to enter now. They must first find a suitable base for their survival and development.

when one person and one book have formed a solid foundation in the post-61s population with the original handwriting input? Base area? After that, start trying new opportunities. For example, Yi Ren Yi Ben started to set foot in the education industry last year and developed it? Electronic classroom? 、? Digital campus? And other products, has now entered the market inspection stage. In 2112, these products will be expanded to 21,111 students. In fact, this is what Du Guoying originally made? Good back? 、? Good memory star? The most familiar industry, he hopes that this move will make E people change the situation of relying solely on hardware for profit.

The idea of this company seems very clear. In the Red Sea where big tablet players gather, it relies on the core advantages of its original handwriting input to occupy the post-61s market that others have not noticed, and then divides its sphere of influence in the rivers and lakes of tablet computers. After getting rich returns and a foothold, it looks for opportunities to expand the market scope and business model innovation.

the achievements of one person and one book can be regarded as? Does the market determine the product? The success. Of course, from survival and development to sustainability and dominance, products are always the decisive factor. One person is supposed to be from? Alive Towards? Outbreak? , will certainly face many systemic challenges.

To this, Du Guoying's answer is three words:? Take your time. ? ;