Smart bike died at three points to expose the main reason Date:2015-08-19 20:15
Product design can not form a single product explosion
Focus is the most important life portal of current mobile Internet products. Only focus can make a breakthrough at one point. This requires that the designed hardware product is a single product explosion model, and this single product explosion model needs to meet a certain number of The common needs of user groups can only be used to move enough users with a single product to lay the foundation for the follow-up development and upgrade of products, and to improve their voice in the industry chain.
Millet mobile phone, millet bracelet is a breakthrough from a single product. However, the explosive demand of a single product is very high, and it must meet the public needs of a large group of people. Bicycles are just a product with a very decentralized demand. Some people use bicycles as a means of transportation, and only use bicycles to go to and from work. Some people use it as a fitness method. A regular ride will be performed; someone will use it as a toy, play it occasionally, play cool, and show personality; some people will regard riding as a kind of competition and pursue the excellent performance of bicycles; some people will equip the party and constantly upgrade. Looking for fun during the change; some people will regard cycling as their own way of life, and bicycles are also part of his life. The shape and specifications of bicycles are also varied and meet the needs of different groups of people. Therefore, for the bicycle hardware product, it is almost impossible for a single product to explode, which is why some manufacturers have done smart bike for nearly two years so far shipments only a few hundred, this shipment can be completely for the bicycle industry can be ignored.
In addition, smart bicycles must first be a good bicycle, and Internet companies do not pay attention to the structural design of the bicycle itself. Some of them also appear flawed. All brands are almost always smart and intelligent, and they are also known as the bicycle OS. Regardless of the user's use of the scene and the real experience, such as anti-theft function, certainly not with GPS can be solved, the measurement of heart rate on the handle in the actual riding scene is also unrealistic, and for other so-called smart features are mobile app The functions that have been solved by high-end code tables have been pushed into bicycles, which have neither achieved a better experience of use nor undermined the structure of the vehicle, but have become objects of being ridiculed.
Inability to carry out industrial chain integration
Mobile Internet products are best at synthesizing traditional industrial chains, removing the extra links, serving the ultimate consumers with higher cost performance, and offering price killers, clearing out slow-reacting traditional vendors and gaining access to them. After a large number of users and upgrading their bargaining power, we will further integrate the industry chain for my own use, provide better products to consolidate our position, transform the advantages of single products into the advantages of the industrial chain, and form our own moat. Apple is the most typical manufacturer of industrial chain advantages and completely controls the latest technology and profits of the entire industry.
In contrast, the bicycle manufacturing industry is completely different from the electronics industry. Bicycles are a traditional manufacturing industry. Many links also require a lot of manual operations. For example, carbon frame manufacturing, high-end painting processes, and frame welding are all important links for the entire industry. The limit, even if it is a large amount of funds to enter, it is difficult to achieve the capacity span in the short term. Moreover, the most important core transmission components of the bicycle are only in the hands of three manufacturers. The new brand is difficult to get a considerable number of parts from the original capacity system in the short term, which will also seriously affect the capacity of new brands. The final result may be the price of underwear and the hard work Marketing will be dragged to death by a long supply period. This is why the smart bike brand only sees rumors and does not see shipments.
Cannot form word-of-mouth communication and face the user's service system
The most enjoyable aspect of Internet products is the new word-of-mouth marketing and personal service system, which makes it difficult for traditional manufacturers to follow-up, removes all intermediate links, and directly contacts end-users, which is conducive to providing better services to users and obtaining First-hand user feedback, rapid response, and complete product design closed loop, but this is not completely effective for bicycle products.
Bicycle products are different from electronic products and are used out of the box. The bicycle's product structure determines that some parts must be disassembled and packaged in the transportation process. After the box is unpacked, some hands-on skills are needed to combine them, resulting in higher direct sales. The threshold; some key components also need to re-professional adjustment, that is, the bicycle products to the user's delivery process also requires a service link. In addition, bicycles, especially sporting ones, still need offline continuous service during the subsequent use. This is also a shortcoming for light-weight mobile Internet companies.
The brand's word-of-mouth marketing is also due to the scattered demand for bicycles, which can only satisfy a small number of users. This does not result in a consistent user word of mouth, and it also attracts a large number of users who do not meet their needs. It is counterproductive. Since the public opinion of the latest few new product bikes has been released, it is difficult to form a consensus among the general users. Because everyone has different needs for bicycles, a single product is certainly difficult to adjust and cannot form an effective word of mouth. Communication effect.
As a centuries-old traditional manufacturing industry, bicycles have indeed reached a turning point in time for change. They need new ideas and new marketing models. However, after the intelligent model of the Internet is used to enter smart vehicles, after nearly two years of trying, However, there have been no signs of inciting the development of the industry. The reason for this is that the practitioners of smart bicycles are too chasing and do not start from the real needs of cycling users. What people need is not a smarter bicycle, but a better riding environment and better cycling services. Smart bike is a pseudo-demand created by Internet practitioners. From the current industry development, smart bicycles have become a general trend. Perhaps at the moment of this concept, smart bicycles are dead!
Product design can not form a single product explosion
Focus is the most important life portal of current mobile Internet products. Only focus can make a breakthrough at one point. This requires that the designed hardware product is a single product explosion model, and this single product explosion model needs to meet a certain number of The common needs of user groups can only be used to move enough users with a single product to lay the foundation for the follow-up development and upgrade of products, and to improve their voice in the industry chain.
Millet mobile phone, millet bracelet is a breakthrough from a single product. However, the explosive demand of a single product is very high, and it must meet the public needs of a large group of people. Bicycles are just a product with a very decentralized demand. Some people use bicycles as a means of transportation, and only use bicycles to go to and from work. Some people use it as a fitness method. A regular ride will be performed; someone will use it as a toy, play it occasionally, play cool, and show personality; some people will regard riding as a kind of competition and pursue the excellent performance of bicycles; some people will equip the party and constantly upgrade. Looking for fun during the change; some people will regard cycling as their own way of life, and bicycles are also part of his life. The shape and specifications of bicycles are also varied and meet the needs of different groups of people. Therefore, for the bicycle hardware product, it is almost impossible for a single product to explode, which is why some manufacturers have done smart bike for nearly two years so far shipments only a few hundred, this shipment can be completely for the bicycle industry can be ignored.
In addition, smart bicycles must first be a good bicycle, and Internet companies do not pay attention to the structural design of the bicycle itself. Some of them also appear flawed. All brands are almost always smart and intelligent, and they are also known as the bicycle OS. Regardless of the user's use of the scene and the real experience, such as anti-theft function, certainly not with GPS can be solved, the measurement of heart rate on the handle in the actual riding scene is also unrealistic, and for other so-called smart features are mobile app The functions that have been solved by high-end code tables have been pushed into bicycles, which have neither achieved a better experience of use nor undermined the structure of the vehicle, but have become objects of being ridiculed.
Inability to carry out industrial chain integration
Mobile Internet products are best at synthesizing traditional industrial chains, removing the extra links, serving the ultimate consumers with higher cost performance, and offering price killers, clearing out slow-reacting traditional vendors and gaining access to them. After a large number of users and upgrading their bargaining power, we will further integrate the industry chain for my own use, provide better products to consolidate our position, transform the advantages of single products into the advantages of the industrial chain, and form our own moat. Apple is the most typical manufacturer of industrial chain advantages and completely controls the latest technology and profits of the entire industry.
In contrast, the bicycle manufacturing industry is completely different from the electronics industry. Bicycles are a traditional manufacturing industry. Many links also require a lot of manual operations. For example, carbon frame manufacturing, high-end painting processes, and frame welding are all important links for the entire industry. The limit, even if it is a large amount of funds to enter, it is difficult to achieve the capacity span in the short term. Moreover, the most important core transmission components of the bicycle are only in the hands of three manufacturers. The new brand is difficult to get a considerable number of parts from the original capacity system in the short term, which will also seriously affect the capacity of new brands. The final result may be the price of underwear and the hard work Marketing will be dragged to death by a long supply period. This is why the smart bike brand only sees rumors and does not see shipments.
Cannot form word-of-mouth communication and face the user's service system
The most enjoyable aspect of Internet products is the new word-of-mouth marketing and personal service system, which makes it difficult for traditional manufacturers to follow-up, removes all intermediate links, and directly contacts end-users, which is conducive to providing better services to users and obtaining First-hand user feedback, rapid response, and complete product design closed loop, but this is not completely effective for bicycle products.
Bicycle products are different from electronic products and are used out of the box. The bicycle's product structure determines that some parts must be disassembled and packaged in the transportation process. After the box is unpacked, some hands-on skills are needed to combine them, resulting in higher direct sales. The threshold; some key components also need to re-professional adjustment, that is, the bicycle products to the user's delivery process also requires a service link. In addition, bicycles, especially sporting ones, still need offline continuous service during the subsequent use. This is also a shortcoming for light-weight mobile Internet companies.
The brand's word-of-mouth marketing is also due to the scattered demand for bicycles, which can only satisfy a small number of users. This does not result in a consistent user word of mouth, and it also attracts a large number of users who do not meet their needs. It is counterproductive. Since the public opinion of the latest few new product bikes has been released, it is difficult to form a consensus among the general users. Because everyone has different needs for bicycles, a single product is certainly difficult to adjust and cannot form an effective word of mouth. Communication effect.
As a centuries-old traditional manufacturing industry, bicycles have indeed reached a turning point in time for change. They need new ideas and new marketing models. However, after the intelligent model of the Internet is used to enter smart vehicles, after nearly two years of trying, However, there have been no signs of inciting the development of the industry. The reason for this is that the practitioners of smart bicycles are too chasing and do not start from the real needs of cycling users. What people need is not a smarter bicycle, but a better riding environment and better cycling services. Smart bike is a pseudo-demand created by Internet practitioners. From the current industry development, smart bicycles have become a general trend. Perhaps at the moment of this concept, smart bicycles are dead!
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