1MORE Headphones: Become a Disruptor

"If the existing headphone industry pattern is a big mountain, then what 1MORE wants to do is not to climb over this peak, but to turn the whole mountain over and let every consumer You can experience the beautiful sound quality brought by professional audiophile headphones." Xie Guanhong, founder and CEO of Wanmo Acoustics Technology Co., Ltd. (hereinafter referred to as "Wanmo Acoustics"), said in an interview with "CEConline".

Founded in 2013, Wanmo Acoustics was labeled as a "Xiaomi Ecological Chain Enterprise" at the beginning of its establishment. Since its development, Huawei and Xiaomi, as well as other major mobile phone manufacturers, have become its important ODM customers. Wanmo Acoustics' own brand "1MORE (Wan Mo)" headphone products has more than 40 Hi-Fi audio agents and more than 3,000 offline experience stores in 26 provinces in China and Hong Kong, Macao and Taiwan regions; Sales channels have been expanded to 25 countries including the United States, the United Kingdom, Italy, Spain, Japan and South Korea.

1MORE, as an independent brand launched by Wanmo Acoustics in 2015, became a "top student" in the headphone industry shortly after its debut. Appearance and professional technology have won 34 international design and audio awards. According to the latest product sales provided during the interview, the Stylish TWS earphones just released by 1MORE have been sought after by young people.

As a cutting-edge brand, 1MORE has delivered a beautiful report card in just three years. However, Xie Guanhong did not stop there. He decided to make a "risky" decision - to be the first person to "eat crabs" in the field of Chinese headphones, lead 1MORE to subvert the established headphone industry, and become an audiophile and "Xiaobai" User-takes-all winner.

Casting quality with scientific management

Xie Guanhong once worked in Foxconn Group as the youngest general manager of the business group. In ten years of work, he has led the world-famous Apple iPhone And the design and production of star products such as iPod and Amazon Kindle, and has obtained more than 1,300 authorized patents worldwide and more than 140 authorized patents in the United States. Over the years, the hard work in actual combat experience has created Xie Guanhong's excellent strength and confidence in hardware manufacturing.

Different from the casual nature of start-ups, Xie Guanhong creates a very emotional product experience for users with rational cognition. As a doer from the manufacturing industry, Xie Guanhong has brought his rigor to the extreme in the SOP (Standard Operating Procedure) of product design and production.

"We start by defining a product, and we will make a very detailed 'Q100 list', that is, a total of 100 questions for different aspects. For example, we may encounter problems before product design and production. Questions such as market, R&D, etc., which need to be paid attention to and avoided. Through this list, the team can have a clear prediction. We will use a very standardized SOP and quality control system to extract these problems, and we will also pay attention to the later stage. The efficiency of production automation." Xie Guanhong said.

It is understood that 1MORE has almost surpassed most of its peers and domestic implementation standards in the quality control test of earphones. A small earphone has more than 732 test items; a headphone has more than 1225 test items; in addition, in order to ensure beautiful sound quality, its products must not only pass the test experience of all employees in the company, but also pass the test. More than 500 headphone enthusiasts have audition experience, and at least 3 times of audition guidance from senior acoustic experts and musicians. This is inseparable from the "scientific management" philosophy that Xie Guanhong has always upheld. "Many people told me that enthusiasts play metaphysics, but I disagreed from the beginning. We prefer to analyze it as a scientific method."

Under such a systematic and scientific management method, 1MORE created It is a product experience that far exceeds user expectations. It has not only been verified by the market, but also achieved actual commercial success. According to the latest data released, as of December 2018, the global sales of 1MORE headphones has reached 65 million. Xie Guanhong said: "In the long run, in addition to being recognized by the general consumers, we still hope that our products can impress these experts and enthusiasts, so that they will not find faults."

Make products with ingenuity

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In the product design and production of 1MORE, Xie Guanhong has Virgo characteristics known for his perfectionism. He will personally check even the silicone on the earphone winder.

In order to better present the texture of the silicone material on the earphones, the mold is modified no less than 50 times, and even every fine line on the silicone, he will carefully check. Under such high standards, Xie Guanhong often "drives himself crazy" or "drives" others crazy. "The perfect presentation of a product is inseparable from everyone's cooperation. First of all, your team must have confidence in you, and then your partner manufacturers must also have confidence in you. They think your decision is right and firmly believe in your Only when you choose, will you really settle down and make things happen." Xie Guanhong said.

In addition, Xie Guanhong has always been close to the market and devoted himself to understanding the real needs and pain points of consumers when it comes to making products well. As the founder, he often interacts with users on Weibo to answer consumer questions about products. Consumers' evaluation and feedback on the product, he often reflects on improvement.

In order to exceed user expectations by 200-300%, Xie Guanhong is almost demanding on products. For example, the earphones cannot be entangled during the winding process; the products cannot be worn or damaged when they are stepped on by feet or pressed by heavy objects; what's more, in order to solve the complaints of very few consumers that "the earphones are washed by the washing machine", Xie Guanhong And its team will also repeatedly test and adjust the adjustment until it is "machine washable".

With such ingeniously polished products, 1MORE finally won wide acclaim and consumer fans. In Xie Guanhong's view, seemingly outrageous requirements like "machine washable is not bad", when you take it seriously, you will get unexpected results. As a follow-up to this matter, this product won the International iF Design Award. "The host of the iF Awards also wrote to me personally and told me that this headset has been used for five years. Generally speaking, it is not easy to use the headset for more than five years." Xie Guanhong said.

Under such meticulous craftsmanship, 1MORE products are superior to their counterparts in their outstanding appearance and durability. "We're just staring at a silicone rubber. This is whether you are willing to spend 300% of your strength on a product that everyone thinks can already be done to achieve 99 points in the final 98 points. This is It is a matter of determination, and determination to make a good product is the foundation of the brand's success." Xie Guanhong said.

Become the "Apple" in the headphone industry

According to industry experts, the current Chinese headphone audience is roughly divided into two categories, one is audiophiles, who have higher requirements for sound quality; the other is It is an ordinary user who has no requirements for headphones, and the sound is generally clear. For a long period of time, the domestic mid-to-high-end headphone market has been almost occupied by well-known international brands, while domestic headphones are mostly positioned in the long-tail market, and their products can only meet the basic needs of general users and cannot cover high-demand users.

How to open a gap in this polarized market and fill the gap in the middle is both an opportunity and a challenge for 1MORE. With such a mission, the Wanmo Acoustics team hopes to set off a round of industry turmoil. With their confidence and confidence in the product, they started the "first battle" on Weibo - Wanmo Acoustics chose to "provocate" the international giant headphone brand, and compared its proud OEM headphones with the data. Demonstrate its functional advantages.

However, the public challenge of domestic brands did not attract applause and support, but the siege of peers and the questioning of consumers. "I want to cry." Xie Guanhong said with a smile when recalling the past. "Someone in the industry drew a cartoon of the top ten headphone brands 'Besieging the Bright Summit' to satirize us." In the headphone circle with profound cultural accumulation, 1MORE, as a later It is not an easy task to shake this "mountain" and gain the recognition of domestic headphone enthusiasts and mass consumers.

However, breaking the routine and going against the wind is Xie Guanhong's consistent style. The Apple mobile phone that he has personally "manipulated" is a product that has set off a group fanaticism. Whether it is a mobile phone enthusiast or a "little white" user, this group of consumer groups with different demands are willing to make it a perfect product. Experience buying.

"Back then, when I was working on an iPhone, I was ridiculed by many people. They thought how could the same mobile phone be available to different consumer groups around the world. What they said seemed reasonable. , at that time, no one really thought that no matter what kind of consumer group, they would use the same Apple mobile phone."

Now it seems that the fact that the Apple mobile phone is popular all over the world has already made the former doubt. Do not attack yourself. This time, he hopes to lead 1MORE through the thorns, defy all opinions, and become the "Apple" in the earphone industry. "We have always hoped that 1MORE's products can be popularized by the public, providing the most professional and ultimate audiophile sound quality at a price that most people can afford."

In order to build our own core competition Power, 1MORE has already been laid out in advance: it not only established an acoustic laboratory and equipped with professional acoustic equipment to ensure that the goal of independent research and development is achieved, but also has a strong "acoustic master alliance" as the backing, which makes it difficult for ordinary startups to reach; In addition, 1MORE also integrates the resources of the whole industry chain, and supports new teams to form an ecological chain and jointly form a "joint battle group". It is understood that recording master Luca Bignardi, who has won the Grammy Award four times, Su Mang, a famous Chinese fashion leader, and Jay Chou, the king of Chinese pop, are all members of the 1MORE Masters Alliance. Under such a layout, 1MORE has become a very influential new force in the Chinese headphone market.

Following the "siege of Guangmingding" incident, 1MORE has launched a strategic layout in overseas markets. Through efficient investment of concentrated resources, it has quickly opened up overseas markets and created brand awareness. "Compared with the Chinese market, American consumers pay more attention to quality." Whether it is "star lineup" or scientific research strength, the quality of 1MORE is enough to impress these consumers. Fortunately, 1MORE's products have really gained a firm foothold overseas and have received many honors - 12 international awards and more than 10 well-known overseas media awards in 4 years.

1MORE, which came back hot from abroad, has also gained widespread attention from domestic consumers. According to the latest data from the Zhongguancun ZOL online survey, the current share of Wanmo headphone brand is 10.47%, ranking first among China's independent headphone brands. Perhaps, it is not accidental to have such achievements. Xie Guanhong believes that vision and persistence will make him and the team go farther and longer in the journey of leading 1MORE.

Picture/Xie Guanhong