Reinventing the Millennium

Yike mobile phone will be launched in China in August, which is a landmark good news.

Foreign business is always on thin ice. The difficulties of operators, the scrutiny of patent pools, the trade-offs of consumers, and the complexity of channel construction will all reduce the difficulty in China.

If it is a difficult mode abroad, then it is a medium mode domestically.

In particular, if you have played half of the hard mode and then click on the medium mode, you may be able to downgrade it to another level.

"Mars 2 will be released in June and will be launched with China Unicom in August. The ratio of new and old models should be paid attention to."

After Fang Zhuo applauded, he did not continue to verbally affirm Dongzi's achievements. He knew that the other party might need his support at work more.

Because the chip design progress of MediaTek and Morningstar Semiconductor is later than planned, and Qualcomm has not planned cooperation in this regard, Yike's entry-level model may not even be able to release a prototype this year.

In this regard, old models will be used for sinking, and the biggest purpose is to promote the deployment of Android systems in the country.

At the same time last year, the material cost of Yike Mars was about 1,500 Chinese dollars.

Now, with the collapse of storage and replacement of parts, the prices of these materials can be reduced by another 300 Chinese coins. In other words, the pure hardware cost of a first-generation Mars is 1,200.

Including marketing, channel and other costs, the first-generation Mars is priced at 2,500+, which can effectively leverage the mid-range models of international brands such as Nokia and Samsung, and is also convenient for subsequent promotional activities.

After all, this is an old model, so there is no need to adhere to the brand positioning. In the future, it will not be able to do so and will have to launch new entry-level models.

However, operator Lenovo and dealers are reluctant and prefer to promote sales of the second-generation Mars.

They don’t have to worry about the system being unsystematic, and Mars2 can obviously make more money.

This ratio of old and new tying is a game, and is a special treatment due to the time difference between domestic and international 3G standards.

Liu Qiangdong both talked about and gave feedback on the problems encountered in this regard.

Under Fang Zhuo's gaze, the discussion in the conference room was quite lively, and the corresponding work divisions were also very clear. People couldn't help but marvel at what a harmonious team that worked hard to achieve the same goal.

After Dongzi basically finished his role in today's meeting and needed to continue to verify the company's plan with actual work, the new generation of Mars2 was placed in front of every participant.

The most important thing is to put it in front of the domestic technical team.

Now, the strength of Silicon Valley R\u0026D centers is stronger than that in China. On the one hand, the companies that have been acquired continuously are digested there. On the other hand, Silicon Valley itself is a place where high-tech talents gather.

The country is catching up, recruiting vigorously, and is also conducting further studies and rotations abroad.

Now Mars2 is a learning opportunity to comprehensively introduce R\u0026D ideas and upgrade logic.

Fang Zhuo also hopes that the senior management team will know what is happening and why.

“Mars2 still uses a glass back cover that has received good feedback from consumers. The Schott factory in Germany has made more attempts in the past year and now uses aluminosilicate glass, which has better drop resistance. "

"Perhaps this year's Mars 2 is expected to break through Nokia's drop resistance test. Of course, it costs an extra $2. There is no other way. There is a price to pay for Nokia's approval."

The person introduced in this session is Yang Huiming, the deputy director of the domestic technical team. He was an intern at the company when Yike was developing music players. He was Xu Keden's student at Jiaotong University. He naturally joined Yike in 2004.

When Mars was selling like hotcakes, Nokia executives claimed that they took Mars for a drop test and concluded that it did not meet Nokia's standards.

Yang Huiming made everyone smile knowingly when he mentioned this.

"Mars2 continues the design style of the previous generation, including minor upgrades to the camera algorithm, rear 5-megapixel camera, and Qualcomm chip. These are not easy to be reflected on the outside."

"But in fact, Mars2 has made very important attempts internally."

Yang Huiming took out the Mar2 that had been dismantled a long time ago and introduced the internal design details: "For example, this ERM eccentric rotor motor was used in the first generation of Mars. We call it the rotor motor for short. The principle is to use electromagnetic induction to use electric current. The resulting magnetic field drives the rotor to rotate and produce vibrations."

"Mars is a touch-screen phone, and this kind of feedback after touching is the first and most common feeling that users get."

"The adaptation of the rotor motor is relatively simple and the cost is not high. From our observations of users, they do not feel any delay in vibration feedback."

"However, the rotor motor was removed from Mars 2 and we replaced it with a linear motor."

"A linear motor is a transmission that converts electrical energy into mechanical performance without any intermediate conversion mechanism."

"However, if the touch feedback experience brought by the rotor motor on Mars is 5 points, the linear motor on Mars 2 only slightly improves the user experience by 0.5 points, and there is a lot of room for optimization."

"It stands to reason that it is okay to continue to use rotor motors in this generation. The improvement effect of linear motors is very weak, but the cost is 11 US dollars more expensive. It is not cost-effective at all and is not cost-effective at all."

11 U.S. dollars is equivalent to 80 Chinese dollars, which means that the profit is 80 yuan less, and consumers do not get a significant improvement in perception.

Yang Huiming took a sip: "However, this generation's score is 5.5. We think it will be improved to 7, 8, and 9 in the future. It is an important part of human-computer interaction and can bring more delicate and stronger results in the future." Weak and clear, more real and direct feedback.”

"Mars2 is the company's second-generation model, the flagship of Yike and the number one player in the Android camp. This cost-effective upgrade, similar to linear motors, is a design that our R\u0026D department believes is necessary to adhere to."

"I hope we can give everyone and consumers the best experience within their capabilities."

Yang Huiming explained the design concept of Mars2 with the details of the motor.

Cost-effectiveness aside, the first goal of a flagship model is to do its best to provide the best user experience, even in aspects that are easily overlooked.

You get what you pay for, you get what you pay for.

Fang Zhuo took advantage of the end of Yang Huiming's paragraph and interjected: "Yang Huiming said that the Mars2 motor score is 5.5 points, which is only 0.5 points more. But I want to say something objectively, this 0.5 point improvement is placed in " "Fruit Killer" has a score of 6.5. You can all give it a try. I think this is an outstanding and detailed design."

Rotor motors are $2 and linear motors are $13.

The price difference is enough to upgrade Mars2 from 8G to 16G... and more - storage prices have fallen too bloody.

But Fang Zhuo recognized this increase in costs.

A flagship phone must look like a flagship phone, and it must do everything possible to compete with the iPhone. To compete with Samsung, it must not only gain first-mover advantage by being "unique", but also build a long-term reputation based on actual experience.

This is the silent attitude of Yike Mars2 to moisturize things.