Introduction: The longest TV interview in history, two Fatty Luo, two famous speakers, the chairman and CEO of Smartisan Technology Company’s entrepreneurial Q&A "Long Talk" highlights are for your reference.

1. Toughness, feelings? Many labels have nothing to do with me

In fact, sometimes it is like this, you know it yourself, you and the truth, and you in the eyes of the public These three things are always three things, not one.

For example, the things that people have labeled me over the years actually have nothing to do with me. For example, the matter of toughness was an occasional sentence I said in a class at New Oriental. words, but that one spread the most widely after it was spread. For me, in the years when I was teaching, the values ????and my attitude towards life that I tried to convey to students were actually an insignificant part. But it would be so overemphasized that in the early days any reporter I met would ask about it.

The sentiment is the same. We released the first-generation operating system. At the press conference, I mentioned this sentence throughout the entire process. As a result, this sentence was taken as a matter by many journalists from such media who favored literary youths. , and then let’s talk about it,

Some of the embarrassments we face today are that some people who are sarcastic about us will use this to make excuses, saying that this company does not sell mobile phones, but sells feelings. This is a kind of thing.

Another way, when we go out to meet people, the other party wants to cooperate with us. He mistakenly thinks that I will be very good at this, and then he sits down. For example, he is a small and medium-sized supplier. , and then if he wants to do business with us, he will sit down and say first, we are also very interested in feelings and so on. I am also very embarrassed when he says this to try to close the distance. But anyway, after someone else puts these labels on you, it doesn’t matter whether they are the truth or not, they will always follow you.

2. I hope that the success of a company is due to the success of its products

Throughout the history of human electronic consumer goods, the number of bosses who understand products can be counted on one hand. The Braun brothers understand products, Akio Morita understands products, and Steve Jobs understands products. For the rest of the companies, such as Samsung, which of them are product managers?

Therefore, business success does not necessarily depend on product success. Success can rely on many other factors. But in my stubborn belief, I believe that consumers spend money to buy products, so I always hope that a company will succeed. , because the product is successful and nothing else. But the real world is not like this, so many companies do not understand products, but they are still very successful.

Judging from the laws and principles of the normal operation of this world, what consumers spend money to buy is products, definitely not channels or your advertising is good. Although this result will occur objectively, the consumer's subjective will must think that he is buying a good product, and he will definitely think that what I bought is the best product at this price. In fact, why do consumers think this way? Because the information they have is limited. So if we analyze the relationship between selling and buying in this entire industry in a scientific and rational way, you will find that often the most successful companies are not because their products are the best, but because they are good in other aspects, such as Say the marketing is well done, the publicity is well done, the advertising is well done, and then the sales channels are well done or so on, these things are well done. That is to say, there are many reasons for business success.

But it doesn’t matter, because as a corporate CEO, in the final analysis, you need to find someone to find money and set strategic direction. If you can find someone to help you solve your shortcomings, that’s it. Therefore, many business owners are very careless, but their business management is very detailed. Why? Because he has a very good COO, so he is looking for someone to solve this problem.

The quantity is sufficient, and they can determine how much we will sell in approximately how many days, which can be analyzed. For example, Tmall and JD.com are analyzed separately. The data here are almost the same, and the difference is very small. Therefore, based on this judgment, we cannot think that it is rash.

3. You need to find people to make up for your shortcomings. Don’t make up for the things you are not good at by yourself

You need to find people to make up for your shortcomings. Don’t make up for the things you are not good at yourself. matter. Your life over the past forty years has proven that you are not good at doing certain things. As a result, you are now deliberately trying to make up for those things in order to run a business. This must be a dead end. Let me put it from another perspective. First of all, our company is far from successful, but it has not died in five years. There is a popular saying that if a company survives for five years, the chance of it dying later will be very small. I went to see some of my entrepreneurial friends who started businesses at the same time as me in 2012, and there were also companies that had died. I found that their most common characteristic is that they try to make up for what they are not good at. I think this is completely true, that is, the input and output are 10,000 times worse than the worst things I did wrong in the past.

Let me give you an example. What kind of person was I before I started a business? I paid my monthly water and electricity bills only when the water and electricity were cut off, and I paid the phone bill only when my phone was shut down. I always paid the bill. is such a person. Later, I solved this problem by getting married. After I got married, my wife always had to pay for the water and electricity, and then she always had to pay the phone bill. Of course I am not ashamed of this, because I earned the money, and I earn more than my wife. So I think she helps me do these things, and she is particularly good at these things due to her personality. If you use this principle to think about running a business, it's exactly the same. You have to find others to help you with those things that you are not good at or can't do well, instead of forcing yourself to do something that you are not suitable for because of your personality. Do it.

4. Idealism means not just being satisfied with making money as the goal.

I understand idealism to mean that you should not be satisfied with making money as the goal. Making money is a natural part of the entrepreneurial process. The result, or the by-product that you deliberately create during the process, essentially needs to be pursued. Amazon is a very typical example. It is said that Amazon has not made any money for so many years, or has made a small loss, or made a small profit. When this company comes to this world, isn’t its mission to make profits? Then this company is a very bad company. There is such a view.

Then I think that’s wrong. I think companies come into the world to create value. The way to create value is whether it’s real money profits or other values. It doesn’t matter. It can’t be limited to profits. , it creates other values. But it’s different from a charity. You can’t say you’re doing good things while losing money all the time. It’s not okay to follow Lei Feng’s example. But take Amazon as an example. Its losses over the years are even theoretically believed to be precisely controlled losses, because if every financial report it makes guarantees that its turnover or market share is rising at a high speed, but at the same time there is no profit. Or if it is a small loss, then investors are actually very relieved. Because if it makes particularly large profits, its continued development and expansion will be affected. If it makes a little profit, there is also a danger. The danger is that when a company makes a small loss, people will not calculate its PE or its price-to-earnings ratio. But if you make a small profit, compared to your terrible valuation and market value, people will start to talk about you, for example, your price-to-earnings ratio is two thousand times, this is too unhealthy, there must be something wrong with the company, there will be something like this statement.

So, I think the value of running a business is not only reflected in the profits that must be real money. Let me give you an example. If Amazon can continue to develop at today's speed, and every quarter of the financial report is a small loss, do you think this company has value? I think it is very valuable, because it solves problems in the process. There are countless problems, endless good questions, all of which are beneficial to society.

Then if a company only pursues profits, then take our product companies as an example. The most successful ones now are the five giants. All five giants have a background in channels and not in products. , all channel giants. Then you fight back and forth, this thing gets up and that goes down, that thing gets up and this goes down, it is a zero-sum game for this world, it has no value.

So I myself feel why our company must always be idealistic and pursue pursuits after making money. That is to say, I understand that a good company must have (idealism) above money, but it does not mean giving up. Money, money is always the foundation. Money first requires higher pursuit. So if I delegate power to find a successor, I hope it will be like this, rather than just saying that he is a professional manager with six times better liquidity than me. Then I definitely don’t want it to be like this.

5. Today no one will think that we are amateurs

Today there are only some people who think that we are not doing well. This is a fact, at least commercially we are not doing well. But I think our layman’s opinions are basically gone. As for industry insiders, almost from the moment they saw T1, they can tell that we are serious about making mobile phones, rather than OEM, making a quick buck, or taking a hit and leaving. In fact, anyone in the industry can make this judgment after seeing T1. This view persisted in early public opinion and the media for some time. But today, the media rarely does this.

This was especially obvious in our early days, when we were doing the first-generation software launch and the first-generation hardware launch. The most negative opinion we often heard was that you should still talk about cross talk. Go ahead and say you should go into education and training, you know nothing about mobile phones.

Now, I occasionally talk about it. In fact, people ask about artificial intelligence. I actually don’t understand artificial intelligence. When people ask, I just talk about my thoughts. Then they said you should just make your mobile phone, you know nothing about artificial intelligence.

6. You don’t have to be a scientist to make consumer electronics

Many of the bosses of technology giants that make consumer electronics products are not from a technical background, and they believe that only a technical background can lead to a technology company. It's a big misunderstanding. I just said that if you do things on the front line of scientific research, your boss must be a scientist, otherwise you won’t be able to do it because you don’t have sense. But if technology is transformed into consumer goods, the boss will definitely do better if he is not a scientist, but if he is a scientist, he will rarely do well, right.

There are three particularly different companies in the history of human electronic product consumption, namely Braun Electric. This was in the 1940s and 1950s, and the 1950s and 1960s were its golden age. Then there's Sony. Sony's golden age was in the 1970s and 1980s. Then coupled with Steve Jobs, these three companies are significantly different from all other electronic product companies of the same era. What we see from the user's perspective is that the products are well designed and the details are very delicate, and we have made some excellent, surprising, cheap and good-quality things, which are things that mediocre electronic giants cannot make. This is from consumer perception.

From the perspective of researching companies, what are the most common characteristics of these three companies? Technology companies have nothing to do with entrepreneurship among young people. The technology industry is naturally in the hands of science students. The probability is much greater than the probability of being in the hands of liberal arts students, but why are these three companies (Braun, Sony, Apple) different? It is either the founder, or the entire entrepreneurial team has the wisdom of liberal arts students and science students. . So today we take a look at these three legendary technology giants and electronics giants. The most common feature is that the core team or founder has the wisdom of both liberal arts and science students, which makes them completely different from other technology companies. Same.

The goal and positioning of Smartisan is to create differentiated products and participate in the next wave of platform upgrades

We still want to do something different and innovative from this industry, This thing is in demand in any era, and the pursuit of difference is the eternal pursuit of mankind.

So, I think here, sooner or later, we will be able to find a big path.

At the same time, if there is no accident, we will have about 8 to 10 years before the next generation computing platform replaces tablets and mobile phones, and the overall innovation is weak. On this platform, unless a new platform emerges.

In the past eight to ten years when innovation on this platform was weak, if we could do differentiated things better than we do today, we certainly didn’t think we were doing a good enough job. It’s just that if we do better, we can hope to gain a particularly large share here, and we are very confident about this.

There is an example of why Apple can make smartphones. It is because it originally made computers. When it made MAC, it made all the software and hardware by itself, although it lost in that platform war. If you give it to Microsoft, you will lose, but it is still a player.

So in the next generation of smart device competition, it is still at the player level, and after losing at that time, people will switch to other careers. People who go to printers will not be able to come back, because you There is no reserve. You need to have a talent reserve. You can control the software and hardware by yourself. This is what I mean.

So if I want to consider this dream, I can’t give up my mobile phone. Even if I really don’t like mobile phones one day, I can’t give up. I must build the largest computing platform of this era to have a chance to become the next generation. This is what it means to be a reserve player on the largest platform.

7. Hammer fans are not my fans, we just highly agree with certain beliefs and values ??

We have always called Hammer fans as Hammer friends. This is not intentional pretense, it’s me. Know this group well. Ever since I was engaged in English training, there have been people like this all the way. One of the important reasons why we can impress them is that in terms of concepts and values, I am essentially the same type of person as them, so they look at me in Under the eyes of the public, when I do these things, including successes, failures, and successes, they actually look for me from me. There are some things I want to do, but due to chance, I didn't get it done, or there are some things I want to do. Do it, but it’s not convenient to do it, or something like that.

They are not my fans, they are fans of a certain belief, a certain value, and a certain attitude towards life. It’s just that I happen to do these things in these directions and fields that they highly agree with. matter, and came into public view.

When we make a profit, everyone below cheers and applauds like crazy. Some of our cooperative units are very strange after they go there, saying that you are a boss and a bad businessman in the enterprise. Why are you When you make money, they scream, are you going to share it with them? He will ask questions like this.

But from our own perspective, we understand and know exactly what they want to do, because as I said, they are fans of certain concepts, values, attitudes towards life, and this kind of thing. I happen to be, Entered their field of vision and assumed the role of an executor.

8. What do I like about the genius’ attitude towards life that completely fails to live up to his own talent?

The so-called Luo fans who feel so sad about why I am obsessed with why I continue to make mobile phones insistently are Yes, they really hope that I can return to my previous state, where I can say whatever I want, grudges and grudges as I please, and then I can say whatever I want, scold whomever I want, and then do a talk show or write a column. In this way, an individual can live a good life and not be short of money. At the same time, he can be very casual. He is not subject to so many restrictions now and has to endure so many things. This is a good intention.

So they hope that I will stop making mobile phones. This is well-intentioned. But everyone has their own ambitions. Yes, I sometimes joke and deliberately make nonsense. I talk nonsense to them. I say that I admire the most. I like the kind of life of a genius who completely lives up to his own talent. Attitude, just talk nonsense, talk to them about these things, and not communicate with them seriously. However, these people leave me a lot of messages. They really hope that I will stop making mobile phones and go back to be like before, too quick to express grudges and grudges. life, but for me, I have dreams, pursuits, and ambitious goals in my career, so these are not a big deal.

9. The most difficult poaching

The most difficult persuasion should be Wu Dezhou, the person in charge of our current product line and my partner.

So I like the technology industry very much, that is, there are no century-old stores in the technology industry, but if Coca-Cola travels three hundred years, as long as the earth is still there, it may still be the same, so I like the core things of the technology industry here. In addition, only in the technology industry can small companies defeat large companies. The core is based on products, not luck or other inexplicable things. Only if he can truly do better than others and bring more good things to mankind can he achieve success and have a chance to defeat big companies.

So in this sense, the greatest success I can imagine is what I just said. If I can build a great company in a certain field in the process of technological progress, and make it a great company in a certain field. If a field brings progress to mankind, even if it advances innovation for a few years, if we can form such a view, it is the biggest reward for me that I can imagine, yes.

11. After five years of entrepreneurship, the biggest change is tolerance

The real change in these five years is that I feel that I am much more tolerant when looking at problems than before. This is not because I didn’t demand progress before and now demand progress, but because I have learned a lot more. That is to say, I have stepped into another field and managed a relatively large-scale thing, which gave me the opportunity to see more. In the process of being exposed to these things, because my horizons have become wider, my understanding of people, things, and the world has become much more tolerant. There are many more things that I couldn’t stand before, but now I can understand that, even though I may not do it, there are good and bad things in it.

Let me give you an example, such as the issue of customer satisfaction. When I was relatively simple and idealistic and had no business experience, I saw a company advertising that our user satisfaction was 97, and for I am very proud to say that I think he has no pursuit, he should pursue 100. Now it seems that I was too idealistic at that time and even lacked common sense.

But in the process of running a business, one of the things I did was to constantly adjust our customer service work. In addition, I also read relevant theoretical books to prevent me from giving random instructions to my customer service supervisor. . Then I also did some literacy work and read some books in the industry like the "Customer Service Bible". There were some things mentioned in that process that I had not thought about in the past. For example, customer satisfaction, first of all, he has a theory that tells you that you should not pursue 100. Even if your costs are controllable, you should not pursue 100. Why? Because the normal distribution of your normal population, a hundred people, total There are two or three hooligans, and this is unique to human society.

So it is normal for a company to pursue 100 customer satisfaction if it means that among a hundred people around us, there are two or three of them. In 100 cases, there are two or three gangsters who want to blackmail you. When they blackmail you, you will cooperate with them. This will inevitably bring similar people to your brand, because in time they will know you. It’s such a tonality, and soon you won’t be able to handle it anymore, and you’ll have this kind of problem.

Then if I had not run a business or been exposed to things in related fields, I would think from the perspective of a consumer. In my mind, a good company means 100% satisfaction. Why would you let those two or three people Disappointed? Then you have made a series of policies to prevent those two or three people. This policy will inevitably make people who are not hooligans likely to be unhappy due to the existence of your policy in the process, and sometimes they will even suffer some grievances. Wait, these are things I would never have thought of if I didn’t work in this industry. I discovered this problem after I started working in this industry.

So when I was not in business, I would see some entrepreneurs hiding something, and I would assume that they had something up their sleeves and that they might be doing something immoral. Now I see that some of them still are, and some of them are not.

12. I am incredibly lucky to be able to make mobile phones in my life

I didn’t know that I could be so happy at work before I made mobile phones. I know some people are like this. Still didn't think of it.

So when Steve Jobs was still alive, he always said that they were incredibly lucky to find a career they loved for life in their 20s. I always felt that when he said this, he wanted to say something sensational or touching. I originally Just understand it. But this is what I have seen in the past five years. This thing is viciously addictive, and it may make a great contribution to mankind if it is done well.

Some netizens asked me jokingly before about how I would engrave my own tombstone after my death. I joked that his life would cause irreparable losses to other industries no matter what industry he was engaged in. . It turned out that I wanted to carve a tombstone like this. Of course, this was a joke.

After five years of working in the industry, I really don’t know if I would carve a tombstone. What I think of now is too inspirational, and it seems a bit hypocritical. If you think about it seriously, what I probably want to say is that he grew up in a country where there seemed to be no chance to do business. He had many dreams in this field when he was a child, but due to personal efforts and catching up with the times, he This opportunity can make such a thing happen. This is probably a relatively simple description, which may be better.