錘子手機，賣的就是個性

錘子手機，賣的就是個性

HONG KONG — It looked like a classic tech product introduction: There was a room packed with fans, a huge screen lit with slick shots of smartphones, and an entrepreneur in dark clothes.

香港——乍一看，這是一場典型的科技產(chǎn)品推介會：現(xiàn)場粉絲云集，一塊大屏幕上展示著炫目的智能手機圖片，還有一位穿著深色衣裝的創(chuàng)業(yè)者。

But while Apple’s Timothy D. Cook would most likely gush over the aesthetics of the new iPhone and Xiaomi’s founder, Lei Jun, would earnestly enumerate the number of cores in his latest phone’s processor, the man on stage, Luo Yonghao of the Chinese start-up Smartisan, warmed up the crowd with a comedy routine.

在這樣的場合下，蘋果(Apple)的蒂莫西·D·庫克(Timothy D. Cook)很可能會大談新iPhone的美學特征，小米的創(chuàng)始人雷軍大概會熱情地介紹最新款手機的處理器有幾個內(nèi)核。而臺上的這名男子——中國創(chuàng)業(yè)公司錘子科技的羅永浩——則用講段子的方式讓現(xiàn)場活躍了起來。

Looking up at a slide displaying the specs of his company’s first phone, he read, “Qualcomm Snapdragon 801 quadcore processor,” and then said:

他看著幻燈片上對公司第一部手機配置的介紹，同時讀到，“高通驍龍801四核處理器，”然后說：

“As for the next few lines, frankly speaking, even though I’m the head of a cellphone company I don’t understand them.”

“下面寫了幾行字，坦率地講，雖然我是手機公司的老板，我看不懂。”

A laugh rolled through the room.

現(xiàn)場爆發(fā)出一陣笑聲。

Mr. Luo, a former English teacher and well-known Chinese Internet personality, is an expert at getting attention. The product release last May was one of a series of presentations he has given over the last two years, part of a plan to build a name for his new company.

羅永浩曾做過英語老師，是中國的網(wǎng)絡(luò)名人，精通如何吸引眾人的關(guān)注。去年5月的這場產(chǎn)品發(fā)布會是他在過去兩年主持的一系列推介活動之一，也是他的新公司的品牌宣傳計劃的一部分。

It has been working. A video of the event has more than seven million views on the Chinese video site Youku. Sales of the first batch of the company’s phones were constrained by supply chain hitches, but the company still sold nearly a quarter-million smartphones, said Li Jianye, a vice president with the company.

此舉效果頗佳。這次活動的錄像在中國的視頻網(wǎng)站優(yōu)酷上被觀看了逾700萬次。錘子公司的副總裁李劍葉表示，第一批手機的銷售受到了供應(yīng)鏈問題的影響，但仍然售出了近25萬部。

Mr. Luo’s success points to a shift in the Chinese consumer market. These days, younger Chinese consumers are looking for cool in smartphones. Rising to meet the demand are a new generation of Chinese start-ups like Mr. Luo’s that recognize they are selling an identity as much as a phone.

羅永浩的成功反映了中國消費市場的風云變幻。如今，年輕的中國消費者想要酷炫的智能手機。包括羅永浩的公司在內(nèi)的新一代的中國創(chuàng)業(yè)企業(yè)紛紛迎合這一需求。它們意識到，自己銷售的不光是手機，也是一種身份的認同感。

Emboldened by the staggering growth of the five-year-old phone maker Xiaomi, which in December closed a round of financing to make it worth $45 billion, these companies are taking innovation and style risks with low-cost phones to shake up the established order.

受到手機生產(chǎn)商小米的驚人增長的鼓舞，這些公司正在創(chuàng)新和風格方面進行大膽的嘗試，紛紛推出低成本的手機，希望能撼動手機行業(yè)的現(xiàn)有格局。小米公司創(chuàng)立于五年前，去年12月完成了新一輪融資后，估值高達450億美元(約合2800億元人民幣)。

Though no smaller companies can yet compare to Xiaomi, the rewards for following in its footsteps can be big. On Monday, the Chinese e-commerce giant Alibaba announced a $590 million investment for a minority stake in Meizu. Once a maker of MP3 players, Meizu’s middle-range phones are popular with a demographic slightly older and more affluent than the millions loyal to Xiaomi. With the deal, Alibaba will be able to push its mobile operating system on more handsets.

盡管還沒有哪家規(guī)模不大的企業(yè)可以和小米比肩，但效仿它的回報堪稱十分可觀。周一，中國電商巨頭阿里巴巴宣布向魅族投資5.9億美元，以獲得后者的少數(shù)股份。魅族曾經(jīng)出產(chǎn)的是MP3。與小米上百萬的忠實粉絲相比，它的中端手機在年齡稍大、經(jīng)濟狀況也更好的人群中廣受歡迎。憑借這筆交易，阿里巴巴將能把自己的移動操作系統(tǒng)推向更多的手機。

To compete with already established giants like Huawei and Lenovo, companies like Smartisan and Meizu use social media, the fame of their founders and just about any other Internet trick they can think of to build a name for themselves.

為了與華為和聯(lián)想等老牌巨頭競爭，錘子和魅族等手機公司利用社交媒體、創(chuàng)始人的名氣，以及他們能夠想到的其他任何的網(wǎng)絡(luò)招數(shù)，來為自己制造人氣。

“The big shift is the way they’re engaging their customers; all that social media interaction behind the scenes is what’s building a fierce fan loyalty,” said Bryan Ma, an IDC analyst.

“他們對用戶的營銷方式發(fā)生了很大的變化;所有基于社交媒體的互動，真實的意圖是想贏得一批忠誠的粉絲用戶，”國際數(shù)據(jù)公司(IDC)的分析師布萊恩·馬(Bryan Ma)說。

For Mr. Luo, who has 10.6 million followers on the Chinese social media site Weibo, every post is an advertisement, Mr. Li of Smartisan said in an interview. Emulating Xiaomi, Smartisan also takes comments from fans on official company forums and encourages them to discuss the company’s products.

錘子科技的李劍葉在接受采訪時表示，羅永浩在中國社交媒體新浪微博上擁有1060萬關(guān)注者，他的每一條發(fā)帖都是一次廣告。與小米一樣，錘子科技也會考慮粉絲在公司官方論壇上的評論，并鼓勵他們討論公司的產(chǎn)品。

These types of interactions are slowly creating a more personalized market.

這些互動正慢慢地營造出一個更加個性化的市場。

“In the old days, everyone wanted branded products and luxury goods,” said Ruby Lu, a partner at the venture capital firm DCM.

“過去，人人都想買品牌產(chǎn)品和奢侈品，”風險投資機構(gòu)DCM的合伙人盧蓉(Ruby Lu)說。

“But people born later, in the ’80s and especially in the ’90s, have a new desire,” she said. “They want a product that defines them, that speaks to them. They want to reject the mainstream definition of who they are.”

“但是年輕人，80后尤其是90后，有了新的渴望，”她說。“他們想要一種能代表自己的產(chǎn)品，能被打動的產(chǎn)品。他們拒絕關(guān)于自己身份的主流定義。”

That in part is driving specialization, with different start-ups playing to different demographics and tastes.

這在一定程度上驅(qū)動了專門化的趨勢：不同的創(chuàng)業(yè)公司開始專門來滿足不同的群體和口味。

One company, MFox, bills its smartphones as nearly indestructible and targets outdoor types. Yuandian, another small smartphone company, aims its products and marketing at people aged 23 to 25, even taking into account which features stand out when phone users are at nightclubs.

一家名為云狐的公司就宣傳，自己出產(chǎn)的智能手機幾乎堅不可摧，為戶外運動量身打造。另一家名為原點的小型智能手機公司的產(chǎn)品和營銷策略，則專門針對23到25歲的人群，甚至考慮到了手機用戶在夜店會需要哪些功能。

Smartisan, which features a hammer in its logo, does a lot to try to separate itself from the pack. The company hired Ammunition, a firm founded by Robert Brunner, former Apple director of industrial design, to design its phone. The phone’s software has a number of features that set it apart, including tilelike icons, a function that allows users to hide apps and a way to sort contacts by a variety of categories.

錘子科技的標識就是一把鐵錘。公司下了很大力氣，嘗試把自己同競爭者區(qū)分開開。它聘請了蘋果的前工業(yè)設(shè)計總監(jiān)羅伯特·布倫納(Robert Brunner)創(chuàng)辦的公司Ammunition來設(shè)計手機。錘子的軟件有很多讓它有別于其他手機的特點，包括磁貼狀的圖標和一個允許用戶隱藏應(yīng)用的功能。此外，用戶還可以對聯(lián)系人進行多種分類。

Analysts say Smartisan’s software and hardware design at times outshines those of larger companies, but they also argue that Mr. Luo’s celebrity is equally important to the company’s success. Mr. Li of Smartisan said customers in part get behind the company because they look up to Mr. Luo as a sort of freethinker in China.

分析人士稱，錘子手機的軟件和硬件設(shè)計在有些方面甚至比大公司都更勝一籌，但他們也表示，羅永浩的名氣對公司的成功同等重要。錘子科技的李劍葉說，消費者之所以支持他們的公司，在一定程度上是因為尊敬羅永浩在中國能進行一定的自由思考。

“He tells students how cruel Chinese society can be because of the unfairness everywhere,” Mr. Li said. “He says you will face this when you grow up, but you want to keep your integrity and warm heart.”

“他告訴學生，中國社會可能會因為無處不在的不公平而變得很殘忍，”李劍葉說。“他說等你長大了，就會面臨這個問題，但你會想要保持自己的正直和熱心腸。”

It’s a lesson Mr. Luo learned well growing up in a small, impoverished town bordering North Korea and closer to Vladivostok, Russia, than Beijing.

在貧窮小鎮(zhèn)長大的羅永浩對這一點深有體會。那座小鎮(zhèn)與朝鮮接壤，并且距俄羅斯的海參崴都比離北京近。

“I was born in the 1970s in a small Chinese town on the border,” Mr. Luo wrote in an email interview. “During a time of malnutrition, I ate enough to become fat. In an environment lacking stimulation, I quit school and read my way to being an intellectual.”

“我出生在上世紀70年代初的中國農(nóng)村，成長在一個邊疆的小城鎮(zhèn)，”羅永浩在接受電子郵件采訪時寫道。“在一個飲食營養(yǎng)普遍不良的時代，吃成了一個胖子，在一個精神食糧嚴重匱乏的時代，輟學后靠自己讀書成為一個知識分子。”

In his 20s, Mr. Luo moved between low-paying jobs, at one point selling kebabs. At 30 he had a sort of midlife crisis.

20多歲時，羅永浩不停地換工作，但都是收入較低的崗位，還一度賣過烤串。30歲時，他經(jīng)歷了某種中年危機。

“I realized I couldn’t keep acting like a kid,” he wrote. “I needed to find a way to enter the middle class.” That was when he decided to join New Oriental as an English teacher. New Oriental, a well-known private education company, runs classes complementing China’s schools.

“我感覺不能再像一個年輕人那樣沒心沒肺地玩下去了，”他寫道。“于是決定找一份能迅速達到中產(chǎn)階級收入水平的工作。”正是在那時，他決定加入新東方，當一名英語老師。新東方是一家著名的私營教育公司，開設(shè)校外教育課程。

He gained some fame in the early 2000s, when several students recorded his classes and put them online. Around the same time he also became a figure in China’s early blogging scene, syndicating a number of outspoken — and eventually famous — bloggers on a website that the government shut down because of the politically sensitive nature of the posts.

本世紀初，當幾名學生把他的課錄下來并傳到網(wǎng)上后，羅永浩有了一些名氣。大約在同一時間，他也成了中國早期博客圈中的骨干，將許多坦率的博客作者聚集到了一家網(wǎng)站上。這些人最終都出了名。后來，因為帖子的政治敏感性，該網(wǎng)站被政府關(guān)閉。

Eventually he struck out on his own, starting up a tutoring service that was similar to New Oriental.

最后，他開創(chuàng)了自己的事業(yè)，成立了一家類似于新東方的培訓機構(gòu)。

A gadget enthusiast, Mr. Luo said he long wanted to start his own tech company. He was able to realize that ambition because, like other young Chinese entrepreneurs, he found it relatively easy to attract venture capital investment in China, and to find cheap and capable contract manufacturers there as well.

作為一個熱衷于電子設(shè)備的人，羅永浩說他長期以來一直想開一家自己的科技公司。他之所以能夠?qū)崿F(xiàn)這個志向，是因為，與中國其他年輕創(chuàng)業(yè)者一樣，他發(fā)現(xiàn)在中國，吸引風投和尋找廉價且能干的外包生產(chǎn)商都相對容易。

For his boldness, and early success, he has no shortage of fans who admire the self-made-man narrative he has carefully promoted. He also has no shortage of critics.

憑著大膽敢言和早期的成功，他不乏粉絲。對于羅永浩精心推廣的白手起家的故事，他們贊賞有加。然而，他也不乏批評者。

“A lot of people like him but a lot of people hate him,” Mr. Li said. “If you look online so many people insult him because he is very outspoken.”

“很多人喜歡他，也有很多人討厭他，”李劍葉說。“如果上網(wǎng)看，很多人罵他就是因為他心直口快。”

Some say he is merely mimicking Xiaomi’s business model, offering little that is different. Those critics have a point: Smartisan’s business model does borrow from Xiaomi. Nonetheless, analysts say the company, and other young Chinese smartphone start-ups, are onto something new, and causing real change in the domestic market.

一些人說，他僅僅是在模仿小米的商業(yè)模式，幾乎沒什么不同。這些批評并非全無道理：錘子科技的商業(yè)模式的確借鑒了小米。然而，分析人士稱，該公司和中國其他一些年輕的智能手機初創(chuàng)企業(yè)都有一些新的東西，并且正在讓國內(nèi)市場發(fā)生真正的改變。

Their rise has made the previous generation of electronics giants adapt to compete. Huawei, ZTE and Lenovo have started new phone brands sold and marketed primarily online. DCM’s Ms. Lu also points out that a popular new Huawei phone, the Mate 7, shows the company has stepped up attention to phone design.

他們的崛起促使上一代電子巨頭進行調(diào)整，與其競爭。華為、中興和聯(lián)想都推出了以在線銷售和推銷為主的手機新品。DCM的盧蓉也指出，華為頗受歡迎的新款手機Mate 7表明，該公司已經(jīng)增強了對手機設(shè)計的關(guān)注。

If Smartisan deserves plaudits for hipness in China, it has yet to take the ultimate test and feel out foreign markets. Other young Chinese smartphone start-ups are already having modest success in those arenas.

如果說錘子手機在中國配得起引領(lǐng)潮流的美譽，那么它還需要接受終極考驗，去摸清外國市場的形勢。其他一些年輕的中國智能手機初創(chuàng)公司，已在這些領(lǐng)域取得了一定的成功。

Xiaomi is selling in a number of developing markets. OnePlus, a Chinese smartphone start-up that began in August 2013, has exceeded the expectations of its founders by using non-Chinese social media, like Twitter and Reddit, to sell its phones across the globe.

小米已經(jīng)打開了很多發(fā)展中國家的市場。通過在Twitter和Reddit等國外社交媒體上面向全球銷售手機，成立于2013年8月的中國智能手機初創(chuàng)公司一加也取得了超出了公司創(chuàng)始人預(yù)期的成績。