"Hammer technology can achieve profitability, it is today." Luo Yonghao snarled.
Last week, Hammer Technology held the 2017 Autumn Conference in Chengdu. Luo Yonghao released the Pro2 mobile phone product and the smooth breathing purifier.
“In the past 6 months, the Nut Pro sold 1 million units.†Luo Yonghao held the attitude of “not reporting good news†and announced the number at the opening of the new product launch. Compared with the previous sales of hammers, "selling 2 million mobile phones in two years", this is indeed the best result in history.
However, this number is still not enough to support the hammer into the mainstream mobile phone manufacturers camp. According to the “Mobile Phone Market Industry Report for the First Half of 2017†consulted by GFK Jiefukai Market, in the first half of the year, the retail volume of China's mobile phone market was 232 million units. Compared with Apple, Samsung, Huawei and other single-quarter shipments of several million, the hammer data is a bit insignificant.
In addition to the nut phone, the hammer also introduced a purifier outside the perimeter of the phone for the first time to expand the product line. To this end, Hammer Technology has established a wholly-owned subsidiary in Chengdu - Chang Breath Technology (Chengdu) Co., Ltd., specializing in product research and development in this field, can fully see Luo Yonghao's emphasis on the purifier business. And this may be the easiest way for Hammer to start making money.
High user attention, low penetration rate, huge market prospects
At the beginning of 2014, Chai Jing’s “Under the Sky†received more than 31 million broadcasts on the mainstream video website in just one day. In addition to triggering the discussion of the smog in the whole society, it also successfully detonated the air purifier market. .
According to the data of Aowei Cloud Network, the retail sales of air purifiers in China reached 15.1 billion yuan in 2014, while the same data was 7.75 billion in 2013, which doubled.
Source: Orvieto Cloud
According to the GF Securities Research Report, from 2017 to 2021, the average annual growth rate of air purifier sales and sales (machine + consumables) will reach 17.8% and 20.8% respectively, and by 2021, the market for air purifiers. The sales volume is expected to reach 9.85 million units with sales of 43.1 billion yuan.
At the end of October 2014, Cheetah officially launched the Leopard Rice Air Purifier, which opened the prelude to the cross-border appliance manufacturing industry of Internet companies. In November and December of the same year, the fruit shell net and Xiaomi respectively launched their own purifier products.
This year, in April, Jumei Youpin officially announced that it will transform into the smart terminal manufacturing industry, first introducing air purifier products; at the end of June, Netease air purifier officially landed on the strictly selected website; in October, the ink weather also launched air purifier products. .
In addition to the transformation of Internet companies, startups, traditional home appliance brands, and foreign companies have also targeted this big cake. The water heater brand AO Smith and the kitchen small appliance brand Supor completed the layout of the air purifier production line last year and this year. Last week, the 352 purifier announced the completion of 200 million yuan of financing.
According to the statistics of Ovi Cloud, as of now, more than 700 air purifier brands have appeared in China.
Despite the large number of players, the industry is still in the blue ocean. According to the China Air Purifier Market Demand Forecast and Investment Strategy Planning Analysis Report released by China Industrial Research Institute, the penetration rate of China's domestic air purifiers is only about 1%, and the same data is 45% in the US and Japan respectively. 27%.
The industry is generally optimistic about the growth momentum of air purifier products in the next two or three years. For the new player of hammer, it is not too late.
Why does ecological expansion start with a purifier?
The answer to Lao Luo’s own words is: “First, there is no leading brand in the purifier industry, followed by a large profit margin. Finally, the purifiers have high valuations and are suitable for small and medium-sized startups.â€
For the hammer that was once mortgaged by the supplier and almost bankrupt, the high profit rate is the most valued by Lao Luo. A related person from China Household Electrical Appliances Research Institute said to Sina Technology, "The technology of air purifiers is actually very mature, and the threshold is not high. Even if it is used to the extreme, the cost is not particularly high."
Throughout the other fields, although this year is the first year of artificial intelligence, BAT, Jingdong, and Xiaomi have successively released smart speakers, but behind it is the IoT platform accumulated over the years. The main business of the hammer can not make a lot of blood, and there is no such accumulation of audio technology in Sony. It is really impossible to get involved.
The other household appliances digital industry, black and white electric kitchen appliances and computer 3C, the competition is not losing the mobile phone at all, and the hammer does not have a lot of money to invest in the real economy.
In the hot health appliances in the past two years, the market acceptance of water purifiers, body fat scales and other products is low. Combining the above factors, air purifiers with low thresholds, broad market prospects and high profit margins have become the most ideal fields.
After the press conference, Luo Yonghao did not evade the media's recognition of the Xiaomi ecological chain.
Lao Luo said that in addition to the purifier, there is also a smart speaker in the planning. However, all this is just the beginning. Hammer Technology hopes to quickly hematopoiesis through several projects that were initially expanded, and then set up a fund to make investments to put the chain on.
From the development situation of Xiaomi, the development momentum of Xiaomi's ecological chain is still stable and has certain achievements. According to publicly reported data, in the past three years of development, Xiaomi has invested in 77 intelligent hardware eco-chain companies, 16 of which have annual sales of over 100 million, resulting in four "unicorn" companies.
The logic of the hammer is different from Xiaomi’s strategy of not only controlling investment. According to Luo Yonghao, the hammer mainly uses the industrial design that he is good at to help the invested enterprise. "In the brand, product design, and intelligent part, we will do some reference design in these aspects, and the follow-up is mainly handed over to them."
The so-called ecological chain uses a number of product lines to expand the company's products. When the company has sufficient economic base and operational strength, this is of course the best way to develop the enterprise. However, for the current hammer, how long can the financing amount of 1 billion be spent?
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