Why are smart glasses Spectacles being hyped up at sky-high prices_

Why are smart glasses Spectacles being hyped up at sky-high prices?

OFweek Internet of Things News A few months ago,

The leader of the New Chicken Soup Sect, Mimon, wrote a viral article called "Interesting,

It's an aphrodisiac for a lifetime! believes that fun is the highest standard for judging everything - that is, a person can be short,

You can be ugly, you can be poor, but how can you not be funny? Only fun can surpass height, appearance, and wealth! Based on the above brainwashing,

The author saw that Snapchat's smart glasses Spectacles were fried from $130 to $2,000

After the news of the mess of fire, the topic suddenly jumped out of my mind, "Interesting,

Will it become an "aphrodisiac" for smart hardware? 》。

Can you imagine that this so-called smart glasses is actually a sunglasses with a shooting function? Fig:

Smart glasses Spectacles From the outside,

It is like Taobao, dozens of free shipping, and it is not limited to toy sunglasses in Jiangsu, Zhejiang and Shanghai; What's even more terrifying

If you look at the most important pixel of a shooting device - the quality of the image it shoots

There is only one word to describe it:

To what extent is the slag ...... "slag"? Let's take a feel from the GIF below.

Fig:

A blogger's video shot with Spectacles is such a product that is so popular,

It is estimated that countless domestic manufacturers who make smart hardware will hold back a mouthful of old blood.

Thinking about the reasons why it can be successful, in addition to the word "interesting",

I really can't think of a better explanation.

"Fun" in bold capitals The creator of this smart glasses is Snapchat - a new app (APP) that has only been around for 4 years.

It supports users to send photos and short videos.

If you don't have a very intuitive impression of it,

Let's just remember three key words:

"Burn after reading" function:

You should have heard this word more or less,

Because Alipay launched this feature last year, yes, it is modeled after Snapchat.

The so-called "burn after reading" means that the pictures and videos sent by users can be automatically destroyed within a set time.

The reason why it is set this way is to leave no hidden dangers in this era when information is highly transferable and reproducible.

Daily active users on Twitter:

In June this year, the total number of daily active users of Snapchat reached 150 million.

It officially surpasses Twitter, an established social platform with less than 140 million daily active users.

People in the industry jokingly call this phenomenon "little fresh meat" counterattacking "old drivers".

Facebook's Biggest Competitors:

At present, Snapchat's daily active users in the United States and Canada are already one-third of Facebook's.

Facebook once wanted to buy it but didn't succeed, and now,

Snapchat has become one of Facebook's biggest competitors.

So you understand, this Snapchat is essentially an APP software company,

Social software is particularly awesome.

Now, he's starting to venture into the field of smart hardware.

A company that makes social software to make smart hardware, its brain circuit is really different from a simple smart hardware company.

Spectacles is a smart glasses product that understands the hearts of the younger generation of consumer groups too well! The design is interesting back in September of this year

Snapchat revealed that they are going to make their first smart hardware

That's how the announcement was made at the time.

A sunglasses with a built-in small camera that can shoot up to 10 seconds of video,

It can be shared on Snapchat.

After the news came out, the media had a negative attitude towards this glasses,

After all, first, the smart hardware market has suffered a flood, and second, Google Glass is in front of the street.

But Snapchat has gone the opposite way of Google Glass entirely.

The first is the appearance, the Spectacles are much better than the Google Glass.

Fig:

Here's a Google Glass diagram:

This is not much to say about Spectacle,

Compare for yourself.

If you think:

Oops, obviously Google Glass looks better.

Then congratulations, maybe you can't keep up with the trend of the times.

Google Glass looks rigid and stubborn in some ways, while Spectacles has a gorgeous, flamboyant, and cool appearance.

More stylish

And there are three colors to choose from:

coral

Teal and black.

It feels like Google Glass is full of technology and futurism.

Wearing it feels like you're going to star in a sci-fi blockbuster every minute,

Spectacles are more like cheap products bought casually at the beach or at a souvenir stand in Manhattan's St. Mark's Square

There's a down-to-earth intimacy.

Then there are the functions, Google Glass is complex, and the functions of Spectacles are single and eye-catching,

It's about taking a video and sharing it.

But this one feature has been revolutionized, it simplifies the camera like a toy,

Built-in on sunglasses.

On the one hand, it saves the trouble of holding a camera and frees your hands; On the other hand, it has the first perspective of "seeing is shooting, shooting is seeing",

The sense of recording is more realistic.

Finally, there is the price, Spectacles will be much cheaper than Google Glass.

Compared to Google Glass, which costs as much as $1,500, Spectacles is much more affordable at $130.

In addition to the product itself, the accessories of the glasses are also a "careful machine".

As a smart hardware, charging is just needed, and Spectacles makes the charger particularly cute and interesting.

It is a glasses case that adds a lot of creative elements.

Fig:

The Spectacles charger in the shape of a glasses case puts the glasses into the glasses case.

It's a long process to get the battery up in a few hours, but it's enough to shoot 400 small videos.

Marketing FunParent company Snapchat, which has always been known for its quirky, youthful marketing, didn't disappoint.

First of all, Spectacles doesn't have any online sales channels.

The one responsible for selling it is another large piece of hardware made by Snapchat:

Snapbot。

The appearance is bright yellow and has a smiling face design, which is very eye-catching.

It's easy to remember at a glance.

When you buy it, the eyes directly in front of the Snapbot will also follow your steps.

Isn't it super fun? Fig:

Eye-catching smart glasses vending machine Snapbot Snapbot will only appear in one place in the United States every day

There are about 200 Spectacles in the vending machine that are called for once they are sold out.

The next day, it was sold in a different place.

As for where exactly Snapbot will appear? Without any prior notice,

You can only do this at 7 a.m. local time each day:

00 began to find out where today's Snapbot is located on the map on the official website.

Fig:

The more detailed point of Snapbot is that before the official sale,

Snapchat also doesn't give Spectacles to any tech media outlets or tech bloggers for reviews.

The only purpose of giving up the opportunity to warm up publicity is to maintain the mystery of the game and give up the professional technology route.

Dealing with young people is "fun to the end".

What's the business logic behind an interesting hit product? So much interesting and interesting to talk about earlier,

But we can't just eat melons and watch the excitement, after all, there are so many start-ups in the field of smart hardware waiting to spy on the secrets of creating explosive products.

So we need to further explore the nature of fun and the business logic behind the word funny.

To this end,

Let's start with a few questions:

1. The so-called "interesting",

What psychology is it that captures people? Interesting, literally, is interesting

That is, it makes people feel eager to try, happy, happy, and satisfied from the bottom of their hearts.

As I said earlier when talking about marketing, before the official sale,

Snapchat also doesn't give Spectacles to any tech media outlets or tech bloggers for reviews

keep the product and game mysterious; They are also sold at vending machines

You don't know where the vending machine will be the next day, and it captures people's curiosity.

Also, out of an abundance of caution, Snap only produced a "limited" number of products,

It's a "hunger marketing" routine (I don't know if I've ever learned from Xiaomi).

That's why there will be a long queue in front of each smart glasses vending machine.

The people who bought it can't wait to start showing off on their Snapchat

This captures the "show-off" mentality of people – after all, people who like to socialize are people who want to find a sense of group identity.

What's more, because Snapchat itself is a social platform,

This provides a natural stage for users to "show off".

How can you not be happy and happy if you can satisfy your curiosity and show off your attention? This psychological feeling is mixed together,

It also becomes so-called fun.

2. Since the "fun" factor is so important to this product,

So suppose it's not Snapchat but a domestic smart hardware manufacturer that makes such interesting smart glasses,

Would even a particularly high pixel have a similar success? The author's answer is,

Ninety percent not.

As a simple example, Weibo big V may casually write a funny little paragraph,

The number of forwards can exceed 10,000.

But if it's just a little transparent, even if you rack your brains to write a particularly funny and hilarious joke,

The number of retweets is only a few hundred.

When looking at the marketing of this product, we must not forget that the creator is Snapchat - 150 million active users use Snapchat every day.

These people send more than 1 billion photos and watch an incredible 10 billion videos every day.

It has super high traffic and super popularity among young people, and these people have a high level of loyalty.

So, it's better to think of this matter as a big V with a large number of fans who made a product that is not complicated.

Then a marketing campaign was planned, and the fans were in high spirits.

How much like the fan economy now! The so-called fan economy is represented by an expert in a certain field.

Led by the taste and vision of celebrities, the selection and visual promotion are carried out.

Gather popularity on social media and rely on a huge fan base for targeted marketing,

Thus converting fans into purchasing power.

Although Snapchat is not a specific person, he has a concrete image.

And this image has obvious character traits:

Stylish, fun and trendy.

Such a talent has gathered a large number of fans with the same personality traits,

Now Snapchat has targeted marketing to its own fans,

So the conversion rate is amazing.

Is the bar high for fun? It's not that high at all, but it's too hard to turn fun into business success.

The business logic behind an interesting and successful product must be a successful fan economy.

3. So here's the problem, Google also has a lot of fans, and its loyalty is no worse than Snapchat.

Why is Google Glass hitting the streets, isn't Google Glass interesting? Google Glass is not without fun,

It's that he's not interesting enough for Google fans.

Funny This feeling varies from person to person, for example, the fun in my eyes and the fun in my grandmother's eyes,

Can that be the same? A smart glasses that can take pictures and look cool, plus a vending machine-style idea

It soon caught my curiosity, but I described it to my grandmother.

I saw her old man frowning

Just one sentence:

"What the hell?" Other words

This kind of thing that is too interesting in my eyes to be incomprehensible in my grandmother's eyes.

But doesn't she need smart hardware? No, no, she's also in demand.

If anyone can help grandmas and aunts develop a search for nearby square dance partners,

And she will be happy with the hardware that can record videos and share them.

(Just kidding~) The author wants to explain that if you want to develop an interesting hardware product for your target audience,

So it's important to figure out what it means to be interesting in the eyes of your audience? Snapchat's audience is young people

Trendy, trendy, different are words that mean fun.

But Google's fans may be a group of black technology fans, and cool features can attract them.

Google Glass seems to be full of science and technology, but in fact, the function is simple.

There is simply no "fun point" to GET to the audience.

Of course, it's also important that Google doesn't have a similar social platform,

The product is in an isolated application scenario and is not connected to an ecosystem.

It's hard to share with like-minded people, how can you feel "interesting"?4.I'm a startup company engaged in smart hardware.

Without the accumulation of fans, wouldn't I have a way to live? In the future, especially in the consumer market (C-side),

The fan economy is bound to dominate.

But no one's fans fell out of thin air, and they need not to accumulate small streams.

There is no accumulation of rivers and seas.

Therefore, people Snapchat can be capricious, and the pixels of smart glasses can be scum.

But you can't.

The quality of the products at the beginning must be excellent in order to accumulate the initial fans.

This quality is not about the addition of certain functions, but about which features you want to do,

Just envision his scene to the clearest and the best experience.

Other than that

One important takeaway is:

The product itself is important,

But things other than the product are also very important, such as advertising, such as marketing, such as how to attract attention..... Does the best-selling product on the market have to be the best quality in its category? That's certainly not necessary.

If you just hum and bury yourself in making products, ignoring things outside the product,

In the end, the market was squeezed out by those pompous things that could attract people's attention

Wouldn't it be a loss? But I have to admit that the times are changing too fast,

Even Tencent's little brother sighed:

I can't understand the preferences of young people anymore...... This article is from the Internet of Things,

If it affects the original rights and interests, please contact the editor, and we will delete it as soon as possible.

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Designer sunglasses and glasses.