Although born in the home appliance industry, Thunderbird technology is essentially an Internet company. The goal of Internet companies is never to meet the single needs of the same user. They always hope to meet the different needs of the same user as much as possible. There is no boundary not only between users, but also between users needs. Therefore, Thunderbirds business exploration has been committed to breaking the boundaries for a long time.
In the past period of time, quasi Unicorn Thunderbird technology has been implementing efficiency driven, strategic driven and innovation driven. This is a flexible combination, with different emphasis at different stages in different periods. However, the ultimate goal is to hope that the synergy and chemical reaction between them can meet the different needs of users highly superimposed in the family scene.
The first is efficiency driven. The platform business development of Thunderbird technology is mainly driven by efficiency. In this battlefield, whether it is smart TV or smart screen, Thunderbird technology achievements are obvious to all. As of June 30, 2020, TCL TV operated by Thunderbird technology had an average daily startup time of 6.14 hours, with an ARPU value of HK $23.9; in the first half of the year, its revenue was HK $400 million, an increase of 60% over the same period of last year, of which the revenue of video payment sharing and membership card increased by 76.6% and the income of value-added business increased by 136.5%.
Behind this report card is the efficiency improvement that permeates all dimensions. It includes not only the efficiency of introducing various new scenarios and services, but also the efficiency of allocating these services / contents to different users and scenarios, as well as making the conversion rate of these businesses high enough. Li Hongwei said, in the process of developing the platform business, we are not looking for and thinking about the strategy, but constantly building forward under a clear strategy.
Then there is strategy driven. In addition to the continuous promotion of platform business, Thunderbirds OS products and AIX IOT businesses need to continue to invest in strategic research to find the breakthrough point of innovation business.
The last is innovation driven. Although efficiency driven and strategic driven are also closely related to innovation, the biggest difference between them is that one is deterministic innovation, the other is non deterministic innovation. If we quantify it, from the perspective of direction success rate, the directional success rate of strategic driven business is more than 50%, while that of innovation driven business is only below 30%. But Li Hongwei hopes Thunderbird technology can do more things with a success rate of less than 30%.
Innovation driven is not Newtons world view, but Darwins world view or quantum mechanics world view. Both Darwins world outlook and quantum mechanical world outlook have one characteristic, that is, they cant be predicted accurately. Li Hongwei said, from a macro point of view, AI must be the future direction. But can we succeed in some business innovation based on AI or combine it with a specific scenario? Its a probability question.
In the past two years, Thunderbirds technology innovation business has achieved 100 percent success. Li Hongwei thinks it is due to luck on the one hand and direction selection on the other. Although it seems good on the surface, deep section will find that high success rate often means low burst opportunities. Although not doing will not die, but will never fly. And how can Thunderbirds fly?
Like reform and opening up, Li Hongwei tried to implement innovation incubation mechanism within Thunderbird technology. If the proportion of Thunderbirds investment in efficiency driven, strategic driven and innovation driven last year was 80:5:15, then in 2020, the proportion will become 60:20:20.
The quasi Unicorn Thunderbird technology is becoming more and more radical in the exploration of new business. In the past, Thunderbird technology may not touch the game of life and death before the last moment of five years development, but now Thunderbird technology has pushed its chips to the center of the game.
Cards serve big screen and family IOT
Success is a probability problem. If you dont pursue 100% success, it doesnt mean you cant do 100% effort. In fact, on the contrary, Thunderbird launched 3-5 innovative businesses with a success rate of less than 30% this year, each of which has undergone a well thought out sand table before it starts. Although the result is unknown, it can improve the probability of success in probability.
Harvest generation, development generation and pre research generation are the current strategic planning of Thunderbird technology. Not only pay attention to the big screen battlefield, but also start to step into the battlefield outside the big screen.
In the past year or two, Thunderbird, like many Ott manufacturers, has faced two challenges: endogenous growth and external expansion. The former lies in the fact that the incremental market tends to be saturated, and it is necessary to turn back to the stock market to obtain profits; the latter lies in the urgent need to force core competence out of the comfort zone and find a larger market. The ability to integrate and connect the old and new business determines whether you are the strongest king or ordinary player.
At present, Thunderbird has a small number of home IOT users, and has already started to work with various content partners to provide services for home IOT users. Li Hongwei disclosed that Thunderbird technology will soon establish a multi screen business unit. On the one hand, it will develop cross platform business. On the other hand, it may try some pure Internet business that has nothing to do with big screen, such as Chinese as a foreign language education.
The quasi Unicorn Thunderbird technology is redefining itself. From single large screen business to family multi screen business, from online member service to online and offline grand gathering member service, from Pan entertainment platform to intelligent service platform Its a big game. In this bureau, some businesses focus on the present and want to see results quickly driven by efficiency, such as platform business; some businesses bet on the end and give sufficient time to grow under the strategic drive, such as operator business.
At different stages, Thunderbird technology has different operational strategies. Efficiency driven, strategic driven and innovation driven are not entirely different, they overlap each other. Li Hongwei said that at present, Thunderbird technology is in the core area of strategic drive, and is willing to take risks for innovation, but it has also set aside a margin of safety in terms of plans, objectives and strategies to fight against all kinds of unknown contingencies.
This is very in line with Li Hongweis style, he is not a person who cant touch the cards with suoha.
Dealing with the diversity of products and screens
CEOs with technical background tend to position themselves as product managers. Ma Huateng says he is Tencents largest product manager. Ding Lei says he is a product manager with more than 90 points. Lei Jun is positioned as chief product manager in Xiaomi. Zhou Hongyi once said that excellent CEOs are often first-class product managers.
Li Hongweis title on the office doorplate is also a product manager. I want product managers to feel like Im on their side, he said
The truth is more than just standing together.
In the past three months, Thunderbird has recruited more than 20 product managers. He is a high-level PM. From building a team to formulating strategies, from setting goals and processes to participating in product details discussion, he is like a high-level PM.
In the competitive strategy of Thunderbird technology differentiation, products are also an important part. For example, at the hardware level, TCL and Thunderbird are the first to promote the rotating smart screen in the industry, emphasizing the integration of large screen and mobile phone; at the software level, Thunderbird calls for creating vertical screen ecology and emphasizes reducing the users cost.
This kind of review and reflection has been accompanied by Li Hongwei for a long time. On the glass plate of his office, the words I, I, Japan, three provinces are written. And this mechanism has become the companys system in the implementation of Thunderbird technology.
In addition, Li Hongwei continues to do marketing in a variety of ways. The office area of Thunderbird technology can be seen everywhere with conference efficiency improvement and other methodological Yilabao. It also holds the banner of we pursue the first and firmly believe that we can win the first. He even insists on writing a letter to all employees every month.
Humility is mentality, and winning is faith. This sentence appeared on the third anniversary of Thunderbird technology. Li Hongwei wrote an open letter to all employees: winning is faith represents our determination to be the first and our fighting spirit. Humility is mentality represents our awareness and action of continuous learning, self-examination and self-improvement. Only when we know we dont know what we dont know, we can continue to strive for excellence through scientific study and constant pursuit of excellence.
Li Hongwei said in the letter to all staff that the future organization is not the company employing employees, but the employees employing the company. Everyone determines the future of Thunderbird technology. What Thunderbird technology will experience next is the success of a core business to the success of three-dimensional business, and a change from contingency to necessity at all levels of business, organizational capacity and the company. To achieve this, Thunderbird technology needs to make more strategic investment and innovation investment. Qualitative change is happening in Thunderbird technology. In the past year, quasi Unicorn Thunderbird technology has proved its ability to bring changes, variables and variables to the living room large screen industry. In the coming year, from the living room screen to the home IOT, the quasi Unicorn Thunderbird technology is trying to step on the drum beat of the rhythm of the times. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
Li Hongwei said in his letter that the future organization is not the company employing employees, but the employee employment company. Everyone decides the future of Thunderbird technology. Thunderbird technology will experience the following changes from the success of a core business to the success of three-dimensional business; it is a change from accidental to inevitable at all levels of business, organizational ability and company. To achieve this, Thunderbird technology is required to make more strategic investment and innovation investment.
Qualitative change is happening in Thunderbird technology. In the past year, quasi Unicorn Thunderbird technology has proved its ability to bring changes, variables and variables to the living room large screen industry. In the coming year, from the living room screen to the home IOT, the quasi Unicorn Thunderbird technology is trying to step on the drum beat of the rhythm of the times.