▲ Interview with craftsman Liu: Newborn calves are not afraid of tigers.
Who is Liu's "newborn tiger" about the Internet?
I believe that many people will think of the name Liu when they talk about "newborn calves are not afraid of tigers" on Internet mobile phones. First of all, I have to talk about Liu. When I first saw this science man in Hanchuan, Hubei Province, I couldn't help thinking of the song "Don't Will". Brother Hu, who wears simple clothes and always smiles, is kind and confident, as simple and tasteful as his mobile phone.
▲ One of the most classic models of domestic mobile phones: Find 5.
The founder of Yijia Technology used to be the former deputy general manager of OPPO and the general manager of OPPO Blu-ray Division. During his tenure at OPPO, Liu led the OPPO Blu-ray team to build a Blu-ray player that was highly sought after by American high-end audio-visual enthusiasts and won praise from many authoritative organizations. Admirable, just when OPPO's career was in full swing, he suddenly announced his resignation from OPPO on his Weibo platform, and announced that he started his own business, set up Yijia Technology and joined the Internet mobile phone camp. Such a bold move makes people inside and outside the industry have different opinions, and his whereabouts have always been the focus of attention and speculation in the industry. After leaving his post, Liu frequently appeared in the headquarters of companies such as Hammer, Netease, Google, etc., causing many speculations. There are rumors in the industry that he is recruiting in the United States, and there are also rumors that he and Lao Luo have a "secret meeting" late at night and want to unite him. But the truth is not as complicated as everyone thinks. In Liu's mind, there is only one simple goal, that is to make a good mobile phone, and this seems to be the plot in the song Infernal Affairs.
▲ Start an independent business and set up one plus technology.
When Yijia Technology was first established, Liu said that to successfully build an international mobile phone brand that is respected by the whole world, products are still the core and key. In the future, one plus mobile phone will be more stringent in terms of mobile phone quality. On the system level, it will cooperate with Steve Kondik, the father of the famous Android customization. Before that, they had intimate interaction on Weibo, trying to create a perfect Android flagship for users, and choosing to cooperate with CM is believed to be an important part of Liu's international brand.
Serious and unyielding craftsman spirit, naughty and kind emoko.
When making products, Liu is an almost strict product manager who pursues every detail of the products. When he was a generation of one plus mobile phone, in order to make the floating screen of the mobile phone reach the ideal state, he always struggled with the 0.5mm that could not be detected by the naked eye, and modified the 10 gold waistline process for the one plus mobile phone. In order to get the babyskin handle praised by everyone, he has been looking for suitable paint ... It is also his earnest and unyielding craftsman spirit that made the one plus mobile phone quickly gain recognition at home and abroad in a short time.
▲ Some time ago, Liu proposed the ice bucket challenge in the IT industry.
What Liu presents to everyone in Weibo is quite amiable and sometimes a little naughty. What he said in Weibo is also very concise. What he admires most is his patient reply to Jiajia's fans, and his passion remains unchanged from the past to the present.
▲ One plus Liu visited the World Cup final party and interacted with refueling.
▲ One plus mobile phone CEO Liu and product manager Natalie communicate with netizens through the radio.
In addition to offline activities, Liu also appears offline activities from time to time, hoping to get in touch with his fans more directly and listen to more fans' opinions. When he met Liu offline, he didn't feel the aggressive CEO momentum, but more like a down-to-earth science man.
Looking at Liu's people from the quality of one plus mobile phone, the mobile phone industry pursues the "Muji" of quality of life
▲ One plus mobile phone packaging
From the packaging materials and humanized details, we abandoned the huge LOGO and complex colors, simple and generous red and white color matching. These designs seem to express the combination of simplicity and quality life of one plus mobile phone, just like the design spirit of Muji, which pays attention to small details while being simple. Looking back, one plus mobile phone is not good at accessory design. Even if one thing in the accessory is taken out, it seems to be a delicate commodity.
▲ One plus mobile phone and one plus corn cup
Back to what one plus CEO Liu said, in his eyes, mobile phones should actually be classified as daily necessities, and one plus brand is not limited to the mobile phone industry in the future, so one plus can be said to be in the mobile phone industry, with no restrictions on industries and sub-categories, which provides good conditions for brand extension and then bases itself on fine products.
▲ The upcoming limited edition of bamboo exudes a strong flavor of life.
However, just as the one-plus mobile phone was gradually on the right track, Xiaomi 4 borrowed the slogan of one-plus mobile phone and the personalized back cover of the mobile phone, and Liu sent a sentence on Weibo: "Shit". Although Liu did feel a little uneasy, Liu looked at it from another angle. Liu said, "This shows that some of our innovations have been recognized by everyone. We also hope to promote the progress and development of the industry, but no matter how to "borrow", I still firmly believe that products are still the core competitiveness of One Plus, and the real core place cannot be "borrowed". I believe that our products will continue to be "borrowed" in the future, haha. " . Facing the big loan in the mobile phone business, it is undoubtedly a kind of pressure for the new one plus mobile phone, but it is also an affirmation. Xiaomi's "borrowing" seems to reveal Xiaomi's sense of crisis, thus affirming the influence of one plus on the mobile phone industry.
▲ One of the best Android phones.
However, good machines are naturally sought after. Liu also talked about the word "future" very frankly and directly when facing the media. Futures is an inevitable thing, but Liu will personally control it on the production line and said at the press conference that he will solve the "futures problem". Now Liu Ye has fulfilled his promise at that time. 16G version of one plus mobile phone has been opened for purchase, and Liu said that for 64GB, because the chip market is not very stable, it is not completely open for purchase. In the internet mobile phone industry, this should be regarded as the fastest enterprise to realize open purchase.
▲ The taste of a bamboo version is as calm and comfortable as Liu himself.
Many netizens pay attention to customizing the back cover of mobile phones, especially the recently launched bamboo limited edition, which also shows Liu's indomitable spirit. Other back covers will be planned step by step. "Because we have strict requirements for each customized back cover and need to spend a lot of energy, we need to plan step by step. Before production, we will investigate the needs of users and start the project according to their needs. In the process of customizing the back cover, the process is very complicated and the construction period is very long. For example, the bamboo version of the back shell we just released is all made of bamboo that has grown for five years. It will take 265,438+0 days, 28 processes to make it, and the yield can only reach 50%-60%. So this will inevitably produce a result: the scarcity and limitation of products. "
From products to solving futures problems to personalized back cover, we are all on the Internet. One plus mobile phone has taken a completely different path from Xiaomi. Xiaomi has always taken the futures route, and Yijia has been trying to "reject futures". Although Mi4 has also introduced a special back cover like Yijia, it is made of real bamboo, and Xiaomi chose a cheap plastic route. Although both are Internet, we can feel Liu's pursuit of quality of life and sincerity and responsibility to users from one plus mobile phone.
▲ "official website Instant Sold-out Assault and Mobile Phone Delivery Site": Click to view the details.
Liu once expressed his opinion, "Xiaomi is a brand worthy of everyone's respect, and I appreciate their innovation in products. It should be one of the few brands in China that really let users interact. But that doesn't mean it's terrible. In my opinion, the core of all brands worthy of respect and love by users is products. Each product has its own characteristics. As long as you concentrate on making products, you can realize the deep participation of end users and the liquidity of enterprises. "
International brands that can't do it won't do it.
▲ One plus mobile phone overseas team
As the first domestic mobile phone product evaluated by Time magazine, Liu Ziran was very happy. In Liu's eyes, the market environment of China and foreign countries is really very different. Foreign countries are relatively pure, as long as the products are well made, they will naturally be appreciated by many people. Liu said: "One plus mobile phone products pursue the ultimate in all aspects, and the software cooperates with CM, so it can be highly praised by European and American users. Overseas, I am not worried that one plus mobile phone will not be popular, because it will be recognized by everyone because of its good products, so I am very happy to be in Time magazine, but I think this is expected. In China, there are too many factors that will restrict the spread of good products. Sometimes it is not enough to have good products. We still have to find a way to make a sound and attract attention in the noise. This is what everyone calls the "hype" ability. At present, we are not very good at this. However, in any case, I always think that the product is the core. As long as the product is done well, we believe that it will be successful in the end. It is only a matter of time. "
▲ One Plus is the first domestic mobile phone product evaluated by Time magazine.
Facing the harsh domestic environment, almost every mobile phone manufacturer now has its own customized content. One plus mobile phone has opened up many excellent other mobile phone systems. In fact, my own mobile phone system is coming soon. Compared with Xiaomi, at this point, Yijia chose to lay the foundation of the product first and then choose the customization of the system. "One plus open system allows users to freely choose their favorite system, but it does not mean that one plus will not have its own system. At present, Yijia is also preparing its own rom team. If it goes well, one plus two generations will be equipped with their own rom. But CM will remain our strategic partner. " For the second generation, Liu Yiran chose CM system, which is very popular among mobile phone enthusiasts.
▲ One plus mobile phone unveiled at TechCrunch International Innovation Summit
In less than 1 year, one plus overseas community has covered 16 countries, with nearly 200,000 registered users, and its brand word one plus and slogan NeverSettle are also ranked first and sixth on Twitter's hot topic list respectively. Recently, Time, Forbes, Businessinsider, TechCrunch and many other world-renowned media have reported on the brand, and even operators from South Korea, India and other countries directly find Yijia to represent the local market, which is almost impossible for a domestic manufacturer. Although Xiaomi also sells mobile phones abroad, in terms of momentum, one plus is obviously more popular overseas.
▲ One plus brand goes abroad with excellent and healthy appearance.
Liu said, "To successfully gain recognition from overseas users, the core must achieve three points. The first is to make a good product, the second is to have international thinking, and the third is to pay attention to the participation of users. " In fact, in the final analysis, when many mobile phone brands go overseas, Liu's unique spiritual core in overseas markets is the presentation of one plus mobile phone products.
About the future of one plus, about the expectation of one plus two mobile phones
▲ Liu personally supervised in the warehouse.
Today, Liu's "don't care" spirit has been reflected in the brand of one plus. From the landing of a good product to the control and promotion of output, it is necessary to control the service quality in the rear after the output is promoted, and then prepare the next generation of one plus mobile phone by serving users and collecting user feedback, which is not completed by Liu Neng.
▲ One plus mobile phone in the warehouse
"In foreign countries, overseas recognition is the product. If the product is well done, naturally overseas will respect you. I don't agree that I am making an Internet mobile phone. I just sell it on the Internet platform. " What Liu wants to do is to make a good mobile phone. He doesn't like cost performance. Although many people outside say that one plus mobile phone is the ultimate cost performance, for Liu, mobile phone is a part of life. Since it is a part of life, we should not turn life into a "cost-effective". In the future, one plus one is not just a mobile phone brand, but represents a way of life and a pursuit of quality of life.
▲ One plus mobile phone also represents Liu's lifestyle.
The success of Yijia 1 now lies in that many users of Yijia 1 can't help but think of Liu when they pick up their mobile phones, and they will unconsciously think of the song "No Will" in their ears, which can really remind many people that life should not be like this.
▲ One plus mobile phone should represent a way of life.
One plus 1 bamboo limited edition and bamboo back cover will be sold soon, and it is also reported that the black version of BabySkin will be launched soon. Our own one plus 1 ROM team is already in operation, and there will be more mobile phone systems to choose from in the future. Under the leadership of Liu, the king of one plus one kingdom, I believe that the one plus two generation at the beginning of next year will be even more exciting.
-The most beautiful retrograde person in the epidemic-
0 1 Lu Wei
Lu Wei, in March 2022, the haze of the epidemic came to this city agai