[ China Intelligent Manufacturing Network Enterprise News ] For drone companies such as Zero Intelligence, it is better to put more energy into research and development instead of "hype" and "earth of eyeballs". If you are addicted to the "big news", the fate of PowerEgg and Yihang is hard to say that it will not repeat itself.
Sales strategy swords go astray Zero-degree intelligence control depends on "hype" can be on the top?
Near the end of the year, major drone manufacturers have also begun their last efforts. Here, Dajiang has just released two new products of its own. A group of drone manufacturers using Qualcomm mobile phone chips have also started their own crowdfunding roads. . In order to be able to sell a few more planes during the major festivals at the end of the year, the manufacturers have all tried their best.
Recently, Zero Intelligence has invited the famous "house goddess" Liu Yan to endorse his Dobby pocket drone. At one time, the headlines of the major news media are full of "private selfies", "exposure" and "most beautiful." Waiting for the girl, I grabbed the eyes of the men and women.
However, Liu Yan, as a topical actress, is obviously far from the positioning of technology products. Zero-intelligent control is the spokesperson of Dobby. It can be said that it is very unexpected.
Swords go slant?
Why do you say this? Because it is different from mature industries such as mobile phones, automobiles and even cameras, the drone industry is not only very small in terms of market volume, but also in the embryonic stage of technology; the products of various manufacturers are in performance. The gap is very obvious, and the mutual substitutability is very low; the drone products themselves are positioned in a niche in terms of demand and function, far from reaching the mass market, and only popular among a small number of enthusiasts and professionals. These consumers often value product performance very much. The so-called "speaker", "sentiment" and "brand name" are very weak, and they are not worthy of brand premium.
Therefore, at this stage, major UAV manufacturers basically only promote their functions, performance or cost performance when propaganda, because for consumers, these are the most fundamental, most important, and most need to be highlighted. product value.
Of course, there are also a lot of drone companies that, like Zero Degree, have worked hard on the aspect of "scratching the eyeball". Before the hot-selling crowdfunding of 100 million Jude PowerEgg drones, because the company has an investor background, it is well aware of the importance of "topics." At the beginning of the crowdfunding, the press release was published in the sky, and he praised himself as a god. He was even more vocal about the crowdfunding of 100 million publicity. The result was finally dug up by Tiger Snake Technology. The amount of 100 million crowdfunding was basically a single bill. The real sales volume was very few, and it was a laugh in the industry.
Recently, it was exposed that a large number of layoffs were 1/4, and the introduced executives all went away. In the past, it was also a favorite company of investment and financing institutions. Not only did it rely on the "mobile phone control" drones, but also won various eyeballs and various financings. Pulling numerous capital endorsements, this year has repeatedly relied on hype "manned drones" and billions of airlines on the headlines of major websites. However, as long as it is a bubble, there will be a blown day, and the company will make the first-class news, but the products will not flow into the market. The GhostDrone series will not be sold, and the investment will not be able to be recovered. Now the funding gap is maintained by the layoffs. It is bleak. .
It can be seen that the drone is still a technology-oriented industry. All good and bad, success and failure, must be implemented on the product at the end.
Obviously, Dobby, who has zero intelligence control, chose the "cross-border" endorsement. The meaning of the hype is obviously greater than the actual value. What makes the zero-intelligence control "get out of the way" to attract attention?
Last life straw
The "beauty" advertisement is lively, but behind the lively illusion, zero-degree intelligence is actually facing a huge crisis.
Due to the repeated decline in product competitiveness in recent years, Zero-Intelligence has to start transformation at the end of 2015. First, the production of its own mature flight control products has been discontinued one after another, which directly led to the entire 2016, zero-degree control. Only two flight controllers are on sale. The only two remaining flight controllers also stopped selling in May 2016.
At the same time that the old products were discontinued, the new products such as the "Small P" aerial drone, the "V5" handheld PTZ, the "Guardian" agricultural plant protection machine, and the ZEROTIME-ZT3024 HD image transmission developed in 2016 were also all. Abortion, and ROLLCAP pocket camera with Qualcomm, has not been seen since the release.
Abandoning the development of new products, the current zero-degree control, the only products sold are Dobby. The zero-intelligence of a single product is as dangerous as a wooden bridge. Because it is in front of Dobby, there are not only Mavic in Dajiang, but also Tencent Air Shadow Ying, Hurricane Breeze, Zero Unlimited HoverCamera, Gabe. Intelligent "slave drones", "Alpha CAM" with intelligent intelligence, and even "J.me" drones using MediaTek chips.
The fate of the entire company is based on the sales of a product. What's more, in the face of many opponents, it is obviously difficult to sit in Taishan with zero intelligence control. In this way, it is no wonder that I will come up with an advertising scheme such as "house gods" and "private selfies".
Is the scorpion is a horse
Recently, IDC released the market share of domestic drone shipments in the third quarter of 2016. The shipments in Xinjiang accounted for 52%, the first decline in four quarters. Zero-degree intelligence has sprung up, and the share of shipments has risen to 24.3%.
Zero-intelligent control only relies on a product of Dobby, and it rushed out 24.3% in three months. Although it is only a shipment, not a sales volume, it is still doubtful in authenticity, but it can not help but cause curiosity: Dobby pocket What is the real performance of this product?
If you ask the author this question six months ago, the author will tell you: Despite the weaknesses in shooting and endurance, Dobby has no doubt a breakthrough in innovation. But at the end of 2016, half a year later, the author can only say: Dobby has already been surpassed by other products.
Because half a year ago, there was almost no opponent of the same price and similar function in front of Zero's Dobby. At the end of the year, products similar to Dobby have already been overwhelming: not only Mavic in Dajiang, but also Tencent Air Shadow Ying, Hurricane Breeze, Zero Unlimited HoverCamera, and Gabe Intelligent Unaccompanied UAV. The "Alpha CAM" is smart and the "J.me" drone with MediaTek chips.
The most horrible opponent of zero-intelligence control is not the “Mavic Pro†in Dajiang, which is superior in function and price. It is the same manufacturer that is the same as Qualcomm: the same solution brings similar performance, and Dobby commits The mistakes made by the latecomers have been compensated to varying degrees, such as the "following drone" that lasted for 20 minutes, and the Dobby, which lasted for 9 minutes, was stepped on the foot, and then had the beauty and defogging. The "Alpha Cam" with night view function is more abundant than Dobby.
These products are not like Dobby, please "beauty" endorsement, but these products not only crush Dobby in performance, but some are much cheaper in price. Zero-intelligent control spends money on the "house goddess" endorsement, nothing more than to avoid direct comparison of performance, by "beauty" to attract popularity, not only to popularize the popularity, but also for the "old" drone of Dobby Wave sales.
There is no doubt that with the experience of the Dobby generation, Dobby's second-generation products will definitely be even better. However, for drone companies such as Zero Intelligence, it is better to invest more in research and development than to work on "hype" and "earth of eyeballs". If you are addicted to the "big news", the fate of PowerEgg and Yihang is hard to say that it will not repeat itself.
Shenzhen Aierbaita Technology Co., Ltd. , https://www.aierbaitavape.com