ONO Signs Edison Chen, Plus 20 Questions with Peng Jinzhou

August 30 news, In 27 Chen Edison micro bo announced to become Ono electronic cigarette invited creative officer on the same day, Blue hole new consumption "Electronic cigarette 100 people" column and Ono CEO Peng Jinzhou held an in-depth dialogue, Trying to sign Chen Edison and deep cooperation CEO behind the story to tell everyone.

This is also Peng Jinzhou's first media show after founding Ono.

Let's first look at the effect after signing the contract with Edison Chen.
 
As of 12 noon on August 29, Edison Chen posted 8 million TVC videos on Weibo, with more than 40,000 retweets, 38 million topics read, and 51,000 discussions.

Previously, we reported that the price of signing a contract with Edison Chen might be in the tens of millions of yuan, but later some sources said that it might be in the tens of millions of yuan. Therefore, if an input-output comparison is made at a cost of 10 million yuan, it is equivalent to 1 yuan for 1 playback and 30 cents for reading.

If it costs millions of dollars, the above playback is equivalent to 50 cents per piece and 15 cents per piece for reading.

The last impressive Weibo game was the marketing campaign where Wang Sicong spent 1.13 million yuan on the Weibo lottery and increased his number of fans by 10 million after winning the IG championship.

Ono's signing of Edison Chen is indeed a move in the face of wealth and danger. How to make this decision under the dual pressure of sensitive people and sensitive industries does require a strong heart.

Judging from the actual marketing effect, Ono's pace has stunned the e-cigarette industry. Just as everyone was watching and seeing whether there was any subsequent impact, Ono had quietly accepted the first brand label that invited celebrities to endorse e-cigarettes. When it comes to e-cigarette spokespersons in the future, everyone could not avoid Ono and Edison Chen.

The ROI of online marketing reading data is very high. The next thing left for Ono is how to transfer the influence of online brands and Edison Chen's potential energy to offline and consumer transformation.
 
Peng Jinzhou is 50 years old and is the oldest CEO in the e-cigarette industry. He has held senior positions in Huawei, Harbor, FIIL Headphones, and Hammer Technology. He has rich experience in hardware R & D and manufacturing and consumer electronics industry.

Professional background:

Peng Jinzhou joined Huawei in 1993. In 2000, he followed Li Yinan to founded Harbor Network and served as vice president. He returned to Huawei in 2007 and was responsible for corporate business and unlimited business. In 2011, he was transferred to Huawei's Consumer Division and was responsible for the preparation of the e-commerce platform. In 2013, he joined Huawei's Glory Division as vice president, witnessing the miraculous growth of glory from scratch, from US$100 million to US$2 billion. In 2015, he resigned and joined FIIL headphones founded by Wang Feng as CEO. In September 2017, he joined Hammer Technology founded by Luo Yonghao and served as president. Ono was founded in April 2019 and served as CEO.

Before founding Ono, Peng Jinzhou spent most of his time in the second-in-command role, in addition to his brief experience as CEO of FIIL headphones, in charge of specific businesses.

The outside world's evaluation of Peng Jinzhou is a low-key and honest man. We searched Peng Jinzhou on Baidu and found only 110,000 results. We searched Luo Yonghao on Baidu and found 26.1 million related results.

However, the low-key and honest person has worked with the talented boy Li Yinan, the rock singer Wang Feng, and the super Internet celebrity Luo Yonghao over a long career experience. These three people belong to completely different backgrounds. Peng Jinzhou seems to have a versatile temperament.

During the dialogue, he also told Blue Hole how to get along with the above three famous people.

Judging from the information we have found that has been publicly available so far, Peng Jinzhou is relatively low-key, focuses on product research and development, and does not often speak out outside. He is a typical R & D CEO.

But we also found that Peng Jinzhou had the temperament of a literati, sometimes pulling out some particularly poetic sentences, and also showing the romantic color of some honest people.

For example, when he left Glory, he once wrote a resignation email. Some sentences are very sexy. To use the Internet buzzword, it means that he is actually a very naughty person at heart.

This email was written in 2015. Peng Jinzhou is almost 45 years old.

"There must be the best day in a person's life. My day was definitely the most beautiful."& mdash; This is how he recalled that he had accidentally joined Huawei. He had originally accompanied a friend to an interview, but he was accepted.# p#pagination title #e#

"If you win, you will raise your glass to celebrate, and if you lose, you will die to save you."& mdash; This is the memory of the excitement when doing business at Huawei.

"The little beast inside me is scratching it hard."& mdash; This is when he was preparing to go out to establish Harbor after meeting Li Yinan. Although he didn't understand what Li Yinan was saying, Li Yinan did arouse his inner uninhibited spirit.

"The world is so big, I'll make some mistakes at most. I want to try it." mdash; So, Peng Jinzhou followed Li Yinan to start a business.

"The lost person is lost, and those who meet will meet again."& mdash; Haruki Murakami's famous line is used in memory of the feud between Harbor and Huawei, lost friends, and brothers he can entrust.

"The worst thing about this world is not that we are not free enough, but that we have designed too many shackles for ourselves."& mdash; After joining Huawei Glory, he finally had to go out and find freedom.

"Life to me is a winding river, sometimes as plain as a mirror, and still water undercurrents. Sometimes the torrent is surging and the ocean is wanton. Even through winter, accompanied by hard ice and white snow, there is still an unruly heart under the hard ice, flowing slowly forward."& mdash; If this is said to be the prose of an essayist, I don't think anyone would believe it.

"The world is so big, I'll make some mistakes at most. I want to try it." mdash; So Peng Jinzhou began to toss continuously.

After reading these emotional sentences, Lan Dong summed up Peng Jinzhou. He should be regarded as an otaku poet with classical romantic feelings in the science and technology circle.

The most typical characteristic of this kind of poet is that he seems to have a spirit when writing, but he is rational when he talks.

Let's see how he's messing with his latest unruly career, Ono e-cigarettes.

In order to ensure the original flavor, we adopted a question-and-answer presentation.

Lan Dong: Teacher Peng Jinzhou, are you busy today?

Peng Jinzhou: Yes, today is okay, a little busier than usual.

Blue Hole: I think the cooperation between Ono and Edison Chen is working well. The video should be close to 3 million views soon. "Note: Around 16 p.m. that day."

Peng Jinzhou: Yes, especially in the past period of time.

Blue Hole: Congratulations on your great efforts.

Peng Jinzhou: Thank you! We also want to bring something different to this industry.

Blue Hole: Ono V1 has a strong industrial design. Combined with today's launch, it is also a very good appearance.

Peng Jinzhou: Yes, we spent time on this product. In terms of design, we basically designed it in accordance with Lao Luo's guidance.

Blue Hole: What is the current composition of Ono's team? How should we correctly understand the relationship between Lao Luo, Lao Peng and Ono? What should be the most accurate relationship between Lao Luo and Ono?

Peng Jinzhou: Ono is now divided into two major parts: Shenzhen R & D and Beijing channels. After all, Shenzhen is relatively close to the supply chain industry. In terms of our team composition, we have many colleagues who have worked with me for many years, including those from Huawei, and also recruited some people from the industry.

As for the relationship between us that the outside world cares about, I can also formally explain it. First of all, I am the leader of Ono's project. When I first started my business, Lao Luo gave me great help. At first, I discussed with him what I wanted to do. When it came to industrial design, including how to do marketing later, and frankly speaking, including the matter of Edison Chen, our team discussed together to sign Edison Chen. Lao Luo still helped us a lot in how to communicate with Edison Chen.

Later, I told him, why don't you participate deeply? Now I mainly hand over the Ono Industrial Design part to him and Chuike Design Studio. We are a very in-depth cooperation model.

Blue Hole: I have been making e-cigarettes for about half a year now. How do you understand the e-cigarette industry? Define whether it is FMCG or consumer electronics, or some other definition?

Peng Jinzhou: To be honest, I haven't been in the industry for a long time. From my point of view, I think from the perspective of electronic products themselves, they are different from FMCG. The design has hardware design and precision requirements. These are similar to the original mobile phones, except that the technical threshold and the resources that need to be invested are not that high. You see, when we used to make mobile phone software, we needed at least a few hundred people. Now the technical difficulty is not that great. We still have the opportunity to do it better. We are relatively confident in making e-cigarettes.

In fact, I think consumer electronics and FMCG have similarities. Including mobile phones, especially accessories, are very similar to FMCG. They have shared channels and can be used for reference in marketing. But as far as e-cigarettes are concerned, they have hardware and should be more consumer electronics. But cigarettes and flavors are more like FMCG products.# p#pagination title #e#

Blue Hole: What do you think of the current e-cigarette market in China? Do you think it is a temporary trend or a big trend industry?

Peng Jinzhou: Actually, I think that's what I think. Everyone is very optimistic about it. I think e-cigarettes themselves must be a trend. In China, it is just starting. The penetration rates in developed countries are some 10%, some 30%, and we are definitely just starting. I think e-cigarettes are a trend and require a long-term view of this industry.

Blue Hole: How to evaluate Ono's domestic development now? Is there any layout abroad?

Peng Jinzhou: The development is basically done at the pace of our own planning. From now on, it should be said that it is not bad. The delivery amount of goods delivered out of the warehouse one month after the product was released has exceeded 10 million yuan. In the following month, products basically maintained a growth rate of more than 30%. I think it is still good and has exceeded my original expectations.

From an overseas perspective, we have now begun to make a global layout in some countries. The e-cigarette business should be said to be a global business, and the market is a global market.

Blue Hole: What is the current proportion of online and offline? How to promote channels?

Peng Jinzhou: Generally speaking, offline is much larger. Online should be less than 30%. From the perspective of channels, whether you are making mobile phones or other products, the management of channels is relatively similar. We will choose the right strategic partner, the kind of cooperation that wants long-term development and has common values, which is not bad from now on. We now basically cover first-tier and second-tier cities. From the perspective of provinces, we now cover all provinces in the country.

Blue Hole: What do you think of V1? What are the plans for the frequency of new products in the future?

Peng Jinzhou: At present, I will buy all e-cigarettes on the market whenever I see them. I use some myself. In comparison, I am very satisfied with this new product. For example, in terms of industrial design, the taste at the entrance is the most comfortable. E-cigarette products may not seem big, but in fact, they take a lot of work on the product, including the design of the cigarette bomb, how to solve the negative problems caused by the cigarette bomb grows, and how to balance this needs to be considered. Our CTO has worked in Huawei, Lenovo, and Ali. He is very top in the industry.

In addition, in terms of industrial design, we have a dark green color this time. If you don't look carefully, this color is very dark, and it feels good in your hands. When he wanted to adjust this color, Lao Luo drove his designer crazy. When it is too shallow, it will look particularly ugly and very old. I put a lot of effort into this delicacy. I hope that when this product comes out, people will like it after using it.

In terms of releasing new products, we are more based on market needs, such as different designs for different user groups. Our current V1, such as the previous V0, is not completely a substitute relationship. The previous one was a bit muscular, but now it is relatively soft. Different materials and styles are used in the back, and different groups of people are used. This is one direction. In addition, based on the application of new products and new technologies, we are also studying what problems we hope to solve in the e-cigarette industry in the next step, and when will these problems be overcome? After we overcome them, we will have some new products coming out.

Blue Hole: What do you think of Bluetooth e-cigarettes?

Peng Jinzhou: At this point in time, I judge that it has not become an explicit demand. To be honest, we are also making evaluations internally, but we are also looking at what to do first. In terms of social value and user value, is it appropriate to do it? We now mainly rely on these two aspects to judge.

Blue Hole: How did Ono get his name? Did you take it or did the teacher take it?

Peng Jinzhou: We gathered everyone to discuss taking this at that time. Now we don't know who took it, so now we don't know who to go for the reward. After someone suggested it at that time, everyone thought it was good and played it again. The slogan that came up with was very good. Later, everyone thought it was very good. As far as everyone could understand and accept it, the name was easy to remember, and the company's image was also relatively suitable. It is still liked by the industry and users.

Lan Dong: Did Han Han look for you? "Note: Han Han's daughter is called Xiao Ye."

Peng Jinzhou: I don't know Han Han.

Blue Hole: What do you think is Ono's biggest advantage now?

Peng Jinzhou: For Ono, I personally think that in this industry, the first is that from design to research and development, to production delivery, including the marketing channels behind, from the perspective of the entire chain, it has been a very neat configuration, and many people have worked and even cooperated in this industry for many years. For example, He Shihu, our CTO of Design and Development, has worked in many large companies and has many patents on structural design. He has great influence in this industry and his ability to lead a team is also excellent. There is also Zhu Xiongwei, who is in charge of the supply chain. He has been responsible for supply chain management for more than ten years at Huawei, and is also responsible for the supply chain system at Hammer. I think this is also very critical. On the other hand, the team's vision and structure are relatively high. After all, some people have experienced entrepreneurship, or have worked in large companies and platforms for many years. Everyone has strong organizational skills and is easy to form common values and culture. When the company grows to hundreds of people and thousands of people living, this organizational ability is very important. This is what distinguishes us from other companies in the industry.# p#pagination title #e#

Blue Hole: How is Ono's financing situation now?

Peng Jinzhou: It is not entirely convenient for us to disclose it yet, but we still need to wait for the news to be confirmed before we will find a suitable opportunity to share it.

Blue Hole: What are Ono's short-term, medium-term and long-term goals?

Peng Jinzhou: We just make products well and let Ono be deeply rooted in the hearts of the people. This is our long-term goal. I just started to make products well so that the public is willing to contact our brands, use us, accept us, and finally love us. I think our goal is to hope that my brand and products will be in the hearts of consumers over time. The impression is getting deeper and deeper, which is what we pursue.

Blue Hole: Are you the oldest person to make e-cigarettes now? Almost 49?

Peng Jinzhou: Yes, 50 years old.

Blue hole: dry fast-moving consumer goods industry, will there be pressure, this industry is now young people.

Peng Jinzhou: Actually, I think it's okay. First, our generation is very strange. We are in our 40s, but we don't feel that we are really at this age. We feel that we are quite motivated and can do many things. Age exists objectively, and I have a deep understanding of the industry. After all, I have been exposed to consumer electronics products a lot before, and I have traveled many times from the entire product concept to design and development.

Second, being old means that I have accumulated a certain amount of knowledge in the industry over the years, including the accumulation of partners and a lot of knowledge, such as finance, business operations, etc. I think I can give full play to my own advantages. Young people have their advantages. There are also many young people in our company. How to communicate with young people? To be honest, I really can't play what they often play. Let them do these things by interacting with each other. The company is a match for the old, the young, and the young.

Blue Hole: You have worked in the mobile phone industry, the headphone industry, and the e-cigarette industry. What are the similarities between these three industries?

Peng Jinzhou: I think we are similar. The first one is that we are both serving consumers. Second, the foothold is still the product. Marketing is important, but in the long run, consumers choose the product. In the minds of users, we hope that the products and brands will be settled down. In the end, we can feel that I will know which brands are the best when I mention my mobile phone. I think the same is true for e-cigarettes. I hope everyone will mention Ono's products and immediately think about it. How should the image be? From these points of view, I don't think there is any fundamental difference.

Blue Hole: There is a lot of controversy about e-cigarettes now. How should we better describe it? It is harmful, reduces harm, or replaces cigarettes. What do you think of it combined with Ono's positioning?

Peng Jinzhou: We have always had this philosophy that we do not encourage non-smokers to smoke e-cigarettes. No matter how much nicotine is in it, it is difficult to define how harmful it is, but it is harmful anyway. If you have such hobbies, we will try our best to make it more convenient for you to use and reduce your burden.

Blue Hole: The national standard for e-cigarettes may be released soon. From a corporate perspective, what do you think of these releases of the national standard and future market supervision?

Peng Jinzhou: I think it is a good thing overall. In fact, many industries did not have standards at the beginning, and now companies may have a mixture of good and bad. We are very worried that one mouse droop will ruin a whole pot of porridge. From this perspective, I think it is a good thing to have standards and supervision. Encourage the market to develop healthily, and enterprises will compete healthily in the market. Ono hopes to make the products well and become a long-term brand in the minds of consumers. I hope that from the upstream supply chain or downstream channels, we will work together with our partners to continuously improve our products on the national standard and provide consumers with the best products. I welcome this matter.

Blue Hole: Do you have any daily hobbies? List three favorite hobbies.

Peng Jinzhou: Maybe reading is my biggest hobby. Time does not allow for other hobbies. I used to like fishing, mountain climbing and travel. Over the past few years, I feel like I have been reading books, because this can be done at any time. We often travel on business and buy some books in bookstores at any time. In addition, e-books are still very convenient.

Blue Hole: We know that Lao Luo is an Internet celebrity. The outside world may not know enough about Lao Luo. After all, you work with him. Do you feel pressured to be with him?

Peng Jinzhou: This is not bad. I may be different from others. Because we were friends from the beginning, and many of us all know that when our FIIL headset product was first released, he often gave us ideas all night long on what to do and how to do it. He was very enthusiastic. Go to the back and work with him. Now, everyone is together and say anything directly. He is very willing to help others and share his wisdom. When I was in Fiil, it was also difficult for him. From this perspective, our relationship may be different from others.# p#pagination title #e#

Blue Hole: Every entrepreneurship has different stages of conclusions and results. Do you care about failure or success?

Peng Jinzhou: I don't care about success or failure at all. I can only say that at our age, we can look at these things more calmly. Anyway, there is a rough range of the length of a person's life. Whether you can do something you are willing to do, or you can do whatever you want, at least you won't regret it for a few years later. In this process, you will definitely gain something, some particularly successful gains, and some things you don't do so well and fall short of expectations, but you may gain something else in the middle. In fact, I am more open about what this result is, and I feel that I am still relatively young.

Blue Hole: In the past 26 years of careers of Huawei, Harbor, FIIL, and Hammer, which career do you prefer? What's your favorite partner?

Peng Jinzhou: I have gained a lot from these companies. In 26 and 27 years, Huawei accounted for more than half. From this perspective, I must have learned and grown more at Huawei, including the impact on my personality and career, including the formation of professional habits, which are all of great help.

From the perspective of partners, I think among these companies, I think they may all start businesses with very top people in the industry, and they are all very good. I have many partners with Huawei, some of whom are at a very high level, even at the board level. They are very good partners and very good friends. Including Liu Jiangfeng, Li Yinan in Harbor, Wang Feng in FIIL, and Lao Luo, they are all top leaders in the industry. You will learn something when you are with them, and everyone has a lot of character.

Overall, I learn a lot from each partner, and I am still grateful every time.

Blue Hole: Your professional experience is very exciting. You have partnered with entertainment stars, talented technical teenagers, and super Internet celebrities. You look very versatile.

Peng Jinzhou: After being with these people, my horizons are really different.

Blue Hole: I read your email about leaving Glory in 2015. Although it seems to be a product maker, it is quite romantic inside. In Internet language, this is called boring.

Peng Jinzhou: First of all, I really love reading. I feel that I am a realistic romantic and realistic idealist person. 45 years old, I think so myself. At my age, at this time, I really want to retain a bit of a student atmosphere, or I still hope to achieve achievements in many fields. To put it noble, it means to create value for society. To put it lower, it means to do something that I find interesting and bring influence to people around me and society.

Blue Hole: Your previous career experience can be understood as the second-in-command role, not the CEO. Now you are the CEO role in Ono. Do you think there will be some different adjustments in terms of mentality, including all aspects? What do you hope will be the most likely outcome for Ono?

Peng Jinzhou: I don't think it's much different. It turns out that we often make some independent decisions. Maybe we will learn from the habits we have developed at Huawei, in terms of decision-making and strategic direction, or strategic things. There is a saying that you listen to the opinions of the majority and make your own decisions. Therefore, the same is true for us now when we are doing Xiaoye. We discuss key matters with the core management and draw opinions.

What about Ono's future? This is how I see it. Our original aspirations remain unchanged. What is the purpose of doing this company? I just hope to make the product well and let the Ono brand be deeply rooted in the hearts of the people. We hope that everyone will think of e-cigarettes when they mention Ono, and they will think of Ono when they mention e-cigarettes. Reliable, such a brand image.

Blue Hole: Where are you from?

Peng Jinzhou: I am from Hunan, but my native place is Hubei. My parents are both Hunan. I was born and raised in Hubei.

Blue Hole: Which university did you study at?

Peng Jinzhou: Qingdao Ocean University is now renamed China Ocean University. I studied national economic management and graduated in 1992. After graduation, I was originally assigned to the mainland, but I quickly went to Shenzhen and worked for Huawei for more than 10 years.

Blue Hole: Thank you very much for accepting an exclusive interview with Blue Hole.

Peng Jinzhou: Thanks to Lan Dong, I have maintained good communication with many media people for a long time. From your perspective, I will see a lot of other information. I hope I can communicate more with you later.

Blue Hole: Thank you.