"Jobs actually thought of a problem when the iphone4 came out: the current mobile phone technology is updated, much faster than a few years ago, especially the disruptive iteration of functionality, if a mobile phone is not replaced for two years, it will often lead to users not being able to use a lot of new apps, which is not conducive to the growth of iOS. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo”

Gu Mojie narrated and explained the ins and outs of the routines he observed from Jobs a year ago.

In the pre-smart phone era, the software and hardware of the mobile phone are matched, even if you use the brew mobile phone, what software is pre-installed in the mobile phone when you leave the factory, there is basically no problem in using it.

As for what new software appears on the market after the mobile phone is sold, it has nothing to do with the person who already has a mobile phone, the content of his mobile phone has been finalized, and which new software is his business.

But after the advent of iOS and Android, a very fatal phenomenon appeared.

The software of the mobile phone is no longer pre-installed when the mobile phone leaves the factory, but it is possible to update and iterate throughout the whole life cycle of the mobile phone.

If the mobile phone has been used for a year, and there are new and easy-to-use popular software and games on the market, then mobile phone users will definitely want to download it and try it out.

At this time, a parkour game app that needs to use high-precision G-Sensor is finished, only to find that the G-Sensor hardware of the mobile phone is not supported at all, which is very sad.

I got off the Gaode map, but found that the original heart 1 in my hand had no GPS.

A large number of apps began to have the need to scan QR codes, but they were told that the resolution of mobile phone cameras two years ago did not support code scanning.

At these moments, the user's heart must be beeping the dog.

It's more disgusting than telling them that they can't install new software at the beginning of the non-smart phone era: my brother's pants are off, and you just show me this? It's better not to give people hope in the first place.

When that kind of beeping mood appears, users will definitely have the urge to change their mobile phones.

But the old phone is not broken, reluctant.

The life design and warranty period of the mobile phone are still calculated according to the quality requirements of the old era. Apple also did not dare to risk the world's condemnation, saying that its mobile phone should only be used for a year and thrown away.

So, in 2010, Jobs thought of a trick, very ahead of his time, and the concept was very good.

It's called "From selling products to selling services".

When Gu Mojie explained this, Feliro was already a little unable to keep up. After all, she is a liberal arts student, and in her perception of the "high-end service industry", she can't imagine how selling mobile phones can become a service.

"Can you explain?" Feliro looked at Gu Mojie innocently.

"Wharton School textbook quotes: customers buy electric drills, what they want is not drills, but holes. If you can directly provide customers with the effect of easily making holes in the wall where they want them, they don't care if they have the physical property of the 'drill bit'.

Customers also don't want to see air conditioners in their homes, they just want to have a home with a constant temperature. Invisible central air conditioning always feels nobler than cabinet units, a truth.

When we get to the mobile phone, we sell the mobile phone to the customer, what does the customer want? Theoretically, all they want is a service status where they have a mobile phone to play and communicate with every day, or whenever they want to, and what does it matter if they have the ownership of the physical property of the mobile phone? ”

Fei Liluo understood: "Isn't that just a change of sale to rent!" What a service-oriented product, bragging. ”

Gu Mojie: "That's right, what Jobs thought at the time was that while selling the whole machine, he also launched a mobile phone service product, for example, if you buy a machine for 600 US dollars, then the lease will cost 400 for a year, and renting for 20 months is equivalent to buying a machine - the price is negotiable, he just came up with a draft at that time."

In this way, Apple can also ensure that customers who adopt this $400-a-year mobile phone rental model can always use the latest and greatest iPhone, and there is no longer the embarrassment that the mobile phone will be outdated after a year of purchase, and it will not be able to replace it in time. The iOS App-Store also sells a little more of the latest, coolest, and most demanding expensive gaming apps. ”

Fei Liluo carefully calculated the money, shook her head and said, "It's too expensive, there must be no one to cheer for it, right?" Otherwise, the plan wouldn't have been so silent, at least I haven't heard of it in China. Renting something should be much cheaper than buying it to be attractive. ”

Gu Mojie stroked Fei Liluo's hair with a smile: "That's right, there is really no one to cheer, so I didn't enter China at all." What you said is also very right, and it is very relevant to human nature - to turn the same thing for sale into a lease, we must pay great attention to the psychology of the user who is targeted at the price. If the annual rent is more than half of the buyout price, few people will be willing to buy it, especially most people who are very attached to the ownership of the property. ”

Unfortunately, both Chinese and Americans are obsessed with property ownership, unlike in Europe, where social attention is prevalent.

The high social welfare of Europeans has led to the formation of an indisputable indisputable situation. As long as they have something to use, they don't care very much about the property rights behind the thing.

And the possessiveness of the Chinese, perhaps the psychological shadow left by the famine, can be described as "cellaring".

Why did the ancient Chinese landlord Lao Cai like to dig pits and cellar silver, to put it bluntly, there is no sense of security. In a country where there is no sense of security, you will be able to promote a lifestyle of drinking and drunkenness, and consumers will be happy if you are guaranteed not to be killed, and they will be expected to cheer you off.

"It seems that there is no solution to this problem? No, if you don't have a solution, you won't reach a conspiracy with Lei Jun. ”

"Yes, of course, it can't be unsolvable, so I discussed it with Lei Jun and decided to change the name, which can be regarded as a kind of business model innovation."

"Let's talk about it."

"We can launch a business model called 'old machine recycling', not to mention service leasing - for example, the second generation mobile phone of Chuxin, the new machine is still sold for 4,999 yuan. Then, as long as the customer buys it home and uses it properly, all kinds of barcodes are well preserved, and the hardware is not improperly damaged during the initial test of recycling.

Then, as long as the use time is less than 1 year, we will recycle 50% of the original price, and if the use time is less than 2 years, we will recover 20% of the original price.

Most users buy a mobile phone, when they buy it, they are self-psychological hints, this mobile phone can be used for many years, so it is not expensive to pay 5000 yuan, but in fact, it is thrown away after a year or two. We are engaged in the first anniversary of 50% of the original price recovery, in fact, it is equivalent to a year's rent is the price of half a mobile phone, but the user's psychological experience will be much better-

They will have the illusion that the ownership of the phone is their own, and then they feel that they have earned it, and when they recycle it, they also 'dispose of' this ownership. It's much better than being kicked out by the landlord because the lease contract expired. ”

One is for appreciation, and the other is for charity. For the Chinese market, which is full of old money, this gap in psychological implication is too important.

Fei Liluo also had to admit that Gu Mojie and Lei Jun's tricks were very poisonous.

"It sounds amazing, but there is still a difference between this and renting - renting means that there is no guarantee that the customer will be given a new new machine, and the old machine that others have rented and repossessed can be rented again, as long as the things in the tenant's hands are easy to use.

With your current recycling model, do you still sell refurbished machines with recycled old machines? If someone finds out, it will hurt the brand image a lot. ”

"What's wrong with selling refurbished machines, wouldn't it be nice if we didn't use Hatsune's brand? After recycling, the whole machine circuit is tested, the shell is replaced, the shell is used without the Hatsune logo, and a few components are slightly upgraded, and then it is good to sell it cheaply. If the whole machine is unreliable, it will be kept as a spare part for modular maintenance.

Apple has been selling refurbished phones all the time — even before they even experimented with leasing phones. The source of refurbished goods comes from the reworked machine within the warranty period. In Jobs' view, this is normal: why should users question whether the iPhone is brand new?

Isn't the sales contract written with a one-year warranty? As long as there are no quality problems during the warranty period, what about the old ones? A one-year warranty is, in Jobs's advanced concept, a one-year lease contract. A year later, it's not broken, it was originally Jobs's extra favor to the user, how can the user take it for granted? ”

Feliro is still drawing on this issue. When she heard that her competitors were doing this, she stopped questioning it.

After the original mobile phone is recycled, it will not be sold again under the brand of the original heart, but will be replaced with a new shell.

A plastic shell, the mold fee is opened, and the mass production is not more than a dozen yuan.

Before installing it, the wave soldering is rechecked, and the circuit board is resprayed with conformal paint, which is also worthy of the user.

"So, you keep that 'Xiaomi' brand for recycling and refurbishing machines?"

Gu Mojie said with certainty: "Yes, after the original heart 1 is recovered, the old goods will be refurbished and resold with some functions, which can be pressed to the level of a thousand-yuan machine, no more than 1,200 yuan, which is more than one-third cheaper, and it is enough for the Android system to further accelerate its expansion." It is estimated that no one will recycle the 2nd generation at present, so let's talk about it in the future. ”

Gu Mojie can swear by the sky, he really didn't expect this Xiaomi to make him money back on hardware.

He is not uncommon for these low-end machines to give him money.

It is purely to accelerate the staking of the Android system and revitalize the user scale of the entire app ecosystem of the Hatsune system.

Hatsune is already the number one mobile giant in China, and Fuji Xun will be marginalized by him within this year. The greater the coverage of smart phones in China, he is the biggest beneficiary.

There is still a lot of work to be done to get this done well.

For example, at present, there are still only a few hundred experience stores in the country, which is definitely not possible, and it is necessary to further improve the coverage of offline stores. Otherwise, relying on the logistics channels of express delivery alone to recycle the old machine will definitely lead to a lot of disputes.

The recycling of each mobile phone requires a simple test by the offline store staff with an instrument in person to ensure that the machine has recycling value. If consumers are allowed to send it back, and the company will focus on testing, it is easy to say. Moreover, the return of consumers is not as cautious as professional manufacturers in the management of logistics packaging, which is easy to cause secondary damage.

In the past six months, the flagship stores of "Chuxin" mobile phones have gradually increased, ensuring that every prefecture-level city in the country must have a store, and every district in second-tier cities must have it.

The annual rent cost adds up to at least hundreds of millions, and nothing else has been counted. Gu Mojie is not good at offline business, so he can only be handed over to Lei Jun, who put forward the idea, to personally take charge of the general responsibility, and the outsourcing resources that the company should find are all found, and the offline comprehensive channels that should be used must also be discussed. Gu Mojie doesn't care about the specific details.

All the plans and timelines are arranged according to today's needs, and after the channel cost is smashed, it will be a profit or a loss, and no one dares to guarantee the ticket.

At the very least, it can be regarded as an innovative attempt at a business model. (To be continued.) )