Author | Three more
Produced by | Bullet money view
"Wow, it's 'Dyson'!" On the Little Red Book, a face value fan commented on Dyson's newly launched air purification headphones.
"Put it on, as if you have an invisible protective shield in an instant." This is how technology fans think of Dyson's new products.
This product that combines headphones and air purifiers not only purifies the air, but also supports active noise cancellation, with a technological fashion style, making people feel like Bain in Batman.
Although the new product has not yet been listed, the grass videos on Douyin, Weibo, and Little Red Book have been everywhere, and in the comment area, iron fans have asked when they can buy it, and even joked that they should never meet Batman when they go out with it.
There is no doubt that as the apple of the home appliance industry, every new product released by Dyson naturally has a large amount of "tap water".
What they have in common is nothing more than: pursuing each of Dyson's new products and seeing it as a symbol of style and quality; willing to pay for the brand premium, in their view, Dyson is expensive, but it is worth the money. 300 yuan can get the hair dryer, they would rather spend 10 times the price to change, and enjoy it.
They are a growing new middle class in the country. The emergence of such a group of consumers has not only achieved Dyson's popularity in China, but also created a number of domestic technology brands "inner volume".
From Huawei mobile phones to new energy vehicles, from sweeping robots to intelligent learning desk lamps, there is a group of new middle-class people lining up behind them to pay for it. "A smart watch in their hands, robots on the ground sweeping", is a portrayal of their lives.
The changes in the consumer market are shaping the shape of China's manufacturing industry. More and more manufacturing brands have begun to tailor products for them, and have completed the upgrade from manufacturing to "intelligent manufacturing" with the trend.
The question that arises from this is, when the Chinese manufacturing industry coincides with the upgrading node and the new middle class that pursues quality, how many Brands similar to Dyson will be created?
1) They chose Dyson
Elegant leather shoes, a decent suit, and an umbrella that will always be carried with him are standard for British gentlemen.
In the movie "Ace Agent", when the old agent Colin matched the clothes for the male protagonist, he deliberately emphasized that he wanted to "Oxford shoes, not carved." "In the eyes of the old gentleman, carving is not carved, representing different tastes.
For the new middle class in the country, Dyson is to them what carved Oxford shoes are to British gentlemen.
Yang Ce, who works at a large Internet factory in Beijing, is a faithful practitioner of this concept. When renovating his new home last year, the designer suggested that he make a set of storage cabinets on the balcony to store sundecks and other debris. But Yang Ce insisted on placing the desk on the balcony and hanging the Dyson vacuum cleaner in the living room.
In the newly renovated home, the blue-and-pink vacuum cleaner hangs on the living room wall like a work of art, and guests can see it when they enter the door.
And some female consumers, in addition to always having Dyson hair dryers at home, will also deliberately choose shops with Dyson hair dryers when they go to barbershops.
In their opinion, the barbershop chose Dyson, at least to convey a message, we are the same kind of people as you. "Even if you don't know the barber, you know that this shop is not bad."
This is the charm of Dyson, and it is also the positive feedback brought by Dyson's adherence to high-end positioning and precision marketing.
However, marketing is only external, and what really conquers the pockets of the new middle class is the blessing of black technology. When consumers become fans, and when people who have never owned Dyson are also applauded, "Dyson" has gone far beyond the definition of a brand or several products, and has become an adjective representing the hard power of the product.
Knowing that under the question of the difference between ordinary hair dryers and Dyson hair dryers, the answering "Green Sparrow" appeared to say.
She mentioned that the speed of the hair dryer for 100 yuan is only about 20,000 rpm/1min, and it does not dry the hair by the wind, but by heat drying. "That's how air fryers do." If the instantaneous temperature of the hair dryer reaches 57 ° C, the hair will be burned and become frizzy dry and hard.
In contrast, Dyson's high-speed hair dryer has a high speed and advanced temperature control system, which completely relies on super wind to take away hair moisture. It can be blow dried in 5 minutes, and the hair will not be fried, "smooth to glow".
Behind the consumer pursuit is Dyson's huge investment in technology research and development and product innovation every year.
In the case of the hair dryer from the previous life in 2016, the overall research and development cost was nearly 50 million pounds, and 103 engineers designed more than 600 prototypes in four years.
A Dyson engineer said that in order to explore the science of hair and hair dryers, Dyson created his own hair science laboratory, collecting 40,000 pounds worth of real hair with a total length of about 1600 kilometers.
In fact, "building the ultimate product" itself is the beginning of "experiential marketing". Unique innovative products, with stylish styling, are the basis for Dyson's ultra-high premium.
However, any innovative product, in the process of market cultivation, is not achieved overnight.
In 2005, Dyson, which was internationally successful, tried to enter China. At that time, the domestic small household appliance market was still in its infancy, and the annual sales of domestic household vacuum cleaners were only about 2 million units, and the price was generally more than 1,000 yuan. The high price of Dyson products was unsatisfactory, and the first time it entered China, it collapsed completely.
It wasn't until 2012, when more and more mainland consumers were keen to go to Hong Kong to buy Dyson vacuum cleaners, it decided to make a comeback.
Dyson is still the Dyson, but the fans are like a snowball rolling in the thick snow, getting bigger and bigger. Finally, Dyson became "Dyson".
The only variable behind this is the Chinese consumer.
In the past 10 years, a group of consumers who have both spending power and are willing to pay for new technologies and new experiences have emerged in China, and this group is still growing. Their choices made Dyson and inspired the "Dysons."
2, when demand reshapes production
In January 2015, Wu Xiaobo published the famous "Go to Japan to Buy a Toilet Lid", which was read more than 600,000 times in one day, which not only triggered the discussion of China's manufacturing upgrade, but also marked china's new middle class as consumers, officially entering the public eye.
"They are the backbone of rational consumption, they are difficult to be fooled, they are not easy to be impressed by advertising, of course they like cheap and good goods, but they are also performance preferences, a group of people who are willing to pay for new technologies and new experiences." 」
This is Wu Xiaobo's original portrait of this group. This generalization remains valid to this day.
However, trends always precede observers, and the emergence of new middle-class consumers actually predates the birth of the article in 2015.
In October 2009, China Unicom introduced Apple mobile phones, which were sold at the Beijing World Trade Center. In the drizzle, a large number of young people gathered under the tall buildings, looking up slightly, looking up at the changing electronic canopy above their heads.
IT female editor Liu Xinling became the first iPhone user in China to shop online. Despite the high price, she still felt that it was worth the money.
The white iPhone 3GS, revealing the shimmer of the new world. She uses it to watch the news, send emails, and play the piano on her phone when friends are around.
In the years since, more and more young people like Liu Xinling have bought iPhones, bought later Dyson, and become consumers of innovative Products in China.
Graph /Photo Network, based on VRF protocol
In September 2014, Huawei released the first Mate7 mobile phone in Berlin, a high-end machine priced at nearly 4,000 yuan, and in the first week of listing, the indicators of dealer subscription were sold out, and the phenomenon of scalper markup sales was everywhere.
Yu Liang, president of Vanke, asked for a circle and could not buy it, and in desperation, he went through the back door to find Yu Chengdong, and Yu Chengdong took the opportunity to send him a copy.
The god's hand that achieved Mate7, in addition to the technical indicators of large screen and strong signal, as well as Huawei's latest HiSilicon Kirin 925 chip at that time, as well as Apple's fingerprint recognition function, these two are enough to make the new middle class take out their wallets.
Active new middle-class consumers are willing to pay for the new experiences brought about by technological innovation. For those products that match their own style and interests, they can be regardless of the cost.
What proves this more than mobile phones is the rise of domestic sweeping robots.
Before the emergence of domestic brands such as Stone Technology and Cloud Whale, the field of sweeping robots has been stuck at the level of the nascent generation: robots almost all use random work methods, often repeated cleaning or missing sweeps, and the "artificial intelligence" promoted by the brand is more like "artificial mental retardation".
The emergence of domestic sweeping robots has changed this state. Taking Stone Technology as an example, it uses the self-developed "LDS LiDAR + SLAM Algorithm", which can build a house map through lidar scanning, calculate the type of apartment in the house, and plan the cleaning route in advance.
This feature not only pushed the industry into the LDS era, but also won the recognition of new middle-class consumers.
"I didn't use any other brand, I bought a sweeper for the first time, and the sensitivity of the stone was beyond imagination." There are few frontal collisions, high degree of intelligence, sweeping corners and corners do not collide, and the recognition of obstacles is high. The laser recognition technology is good and the map planning is reasonable. A user on JD.com commented. Looking at the reviews, "free hands" is the most praise of consumers for domestic sweeping robots.
New middle-class consumers will not only buy "evolved" traditional products, but also be equally enthusiastic about new hardware categories.
In the field of education intelligent hardware, Youdao dictionary pen has ranked first in the Jingdong Tmall electronic dictionary category for two consecutive years, driving the outbreak of the new hardware category of "dictionary pen", and enterprises such as iFLYTEK, Byte, and DJI have also come down.
For the new middle class, high-tech products are like their own "social currency", and their huge demand is reshaping China's manufacturing industry in reverse. Like Dyson, more and more companies are targeting them and customizing innovative products for them.
3. Disenchantment for Dyson
Demand is the best driving force for innovation, the demand brought by the new middle class group, and the rapid development of the Internet, promoting the rapid upgrading of "Made in China" to "Made in China", especially in the field of intelligent hardware.
In the field of unmanned aerial vehicles, DJI relies on technological innovation to allow the new middle class to have a God perspective and can easily take pictures of the scenery that can only be seen by helicopter aerial photography in the past.
Graph /Photo Network, based on VRF protocol
A few years ago, photographer Terry took a DJI drone and chased mountains and seas of clouds on the Sichuan West Plateau, recording the waves of Moon Lake, the green grass of Siguniang Mountain, and the rolling of the sea of clouds in Barang Mountain. It was a sight he hadn't seen before.
DJI drones give consumers a new perspective on the world, and consumers give DJI 80% of the global market share, which is the value of technological innovation.
In addition to market share, technological innovation has also brought the possibility of "overtaking in curves" for China's manufacturing industry.
In the summer of 2020, Forbes magazine reported on China's "new car-making forces" under the headline "Chinese electric cars will take over the world — if we let them do it."
In terms of technologies such as batteries, intelligent networking, and autonomous driving, the speed of innovation in the new trend of car-making has made American engineers nervous, who are worried about whether Musk can sleep peacefully every day, reminding him to be careful, "Chinese car companies have created many incredible new models."
After having market share and future possibilities, China's intelligent manufacturing created by technological innovation is also like Dyson, which has launched a charge against the market pricing power.
On Amazon's website, Stone Technology's sweeping robots are generally priced at $500 to $700, well above the industry average of $200 to $300. Its high pricing confidence comes from the technical advantages of the product.
With its newly released overseas new machine as an example, it has obvious advantages in navigation obstacle avoidance, cleaning ability, intelligent interaction, and memory base station versatility.
Although the new product is priced at as high as $1399, it has won praise from consumers, in the words of Amazon users in the United States, the stone sweeping robot "will not be lost, it will not get stuck, it is just doing his thing, I will not think of it until it is replaced".
On April 7, NetEase Youdao released a new intelligent learning lamp, this intelligent learning lamp priced at 1999 yuan can achieve 0.5 seconds ultra-fast check function, almost to "where to check which", to catch up with the average person's neural reaction time, but also to make students more able to concentrate.
Compared with ordinary table lamps, this intelligent learning lamp has an "intelligent brain", which is the "desktop learning analysis engine" created by Youdao with AI technology. The engine can automatically and in real time analyze students' learning-related behavior under the lamp, such as the position of the book, the intention of the left and right hands, and the movement of the fingers. For the content in the book, it will detect the boundaries, illustrations, and formulas of the title. Even when students are writing homework, they can identify the tip position, stroke order, and writing content in real time.
The neurological user experience test conducted by Youdao and Lin Sisi, a doctor of cognitive neuroscience of the Chinese Academy of Sciences and an expert of the New Zhiyuan Artificial Intelligence Think Tank, showed that compared with the traditional table lamp, the Youdao intelligent learning lamp increased the student's concentration by 17.21%, the memory increased by 18.73%, and when learning the language, the student's memory increased by nearly 30%.
Such a use experience is one position ahead of similar products on the market, and also allows Youdao to occupy the pricing power of the high-end market in the incremental market of intelligent learning lamps.
From intelligent table lamps to sweeping robots, more and more domestic brands have begun to rely on technological innovation to win the love of the new middle class. The impact of this trend has even Dyson had to pay attention to.
In March last year, Dyson installed searchlights on the new vacuum cleaners released to better clean dark corners such as the bottom of the sofa and the bottom of the bed. But in fact, as early as 2016, domestic vacuum cleaners have been installed with ground brush searchlights.
In the words of the founder of a domestic vacuum cleaner, "Dyson's advantage is that it still firmly occupies the user's mind in the field of vacuum cleaners." ”
In the field outside the vacuum cleaner, domestic manufacturing is constantly disenchanting Dyson with rapid iteration of products and seizing the user's mind.
From the pursuit of "ultimate cost performance" to the pursuit of "innovative experience", the upgrading of the consumer market has led the transformation and evolution of Chinese manufacturing. I believe that in the future, Chinese manufacturing will eventually no longer be entangled in "recreating a Dyson", but focus on achieving its own "intelligent manufacturing" brand.
*The title picture in the text comes from: Photo Network, based on VRF protocol.