Wang Feng Fiil headphones in public sales: reality is skinny-Fiil headphones, Wang Feng-IT information

50,000 earphones, this is Wang Feng created Fiil headphones now, publicly announced for the first time Fill headset's sales .

On April 28, the musician Wang Feng in 2016 GMIC occurs (global mobile Internet Conference) CEO Summit speech, entitled "a musician felt four atypical cross-border" speech. But his identity is FIIL headphones Chairman and product manager.

22 cross-boundary rock, 44 cross-border headphones across borders to a products fans fans fans, and from musicians to entrepreneurs across borders are Wang Feng of the four cross-border. In the field of music, by virtue of the Beijing and Beijing, in the spring, well, such as the full bloom of life, musical works among the successful musician Wang Feng, and entrepreneurship in science and technology, but only a "green".

As a result, Wang Feng had to spend more time on Fiil headset body, including the adjustment of development strategy, product details, brand promotion and so on. From the stars ' point of view, he does not just do Fiil "endorsements", once in a while in the field of science and technology venture forum tells stories about Fiil was born, he needs to lead the whole team to gain more acceptance in the headset market. This recognition does not and excellent music synonymous, the success of the tour.

Wang Feng realized this.

"I need some time, rather than just marketing. "Wang Feng said in the speech, if from the headphone market sales of 50,000 units not a lot, but he wanted to Fiil with spirit of the artisan product in the Internet era.

Interface journalists understandFiil headphones in October last year after the release of reservation has reached 1 million, but actual sales are not ideal, the conversion rate is only about 3% . FIIL has explained, is primarily limited by supply capacity.

But Fiil has faced another problem is that today most young people will be spending four thousand or five thousand Yuan to buy a cell phone, but only a few have high requirements for quality music people will spend thousands of Yuan to buy a headset.

As of now, Fiil released a total of three headsets, ranging in price from 599 to 1999 Yuan. Even the 599 in-ear headphones are not cheap. It also determines to a certain extent, Fiil is hardly a startup "get rich quick" representative.

Such a pricing strategy, which makes many people Fiil comparison with overseas brand Sennheiser and Bose and Beats, that would rather spend some money they prefer these brands more powerful headphones. But Wang Feng to convince more young people to choose a brand from China.

Fiil company CEO Peng Jinzhou had said earlier in an interview with the media, in 2016, the company sales to a 100,000 to break even. FIIL there more than six months to achieve this goal, although this is not easy.

In order to achieve the above objectives, Fiil headset and phones manufacturers, introduced a customized version for hammer and letv mobile headset. In terms of channels, future cooperation may involve 3C stores, cooperative stores at around 300-500, some products have entered the Apple store. Is expected next year to build offline store and flagship stores.

In addition to headphones, Wang Feng also revealed that the next step we need to do something more challenging, a music platform will be released in the next few months , "that will be even more amazing. "He said he hoped he did not only create products, can provide high quality of life and a new view of the world.

Following is a summary of Wang Feng presentation: these two circles both on the Internet and in the technology, I belong to the younger generation, in fact, just as a cross-border.

I really think across borders for the first time, 22 years old, decided to make a rock band. More than 10 years later, I made a little bit of success in music. Most makes me happy is that I can write some of the songs have a lot of people like it, and have resonance.

Then slowly increase in age, probably at 37, 38 years of age, I began to think about how to make music that I want, many of my own personal pursuits and aspirations could be better. My agents and partners will focus on how much of my show, concert long grand scale and so on. But then I found out that's not what I'm looking for the end.

The end of 2013, when some Internet circles, circle of friends, and I said, how about we make a product, may be able to continue your dream for the music. We plan to make a headset, which is now known as Fiil headphones.

This time cross-border really made me realize that it was a betting market on the headset, but the significance of it for me is to a large extent my music and dreams of a extension. This sounds a bit empty, but for me, it is of great practical significance. I wish I can perceive here lots of aspiration and pursuit of these young musicians, talented, or talented creators are no longer deprived of the past, very poor to beg for, wait for all the opportunities, but time has passed, and they are still there. I can see is 99.9% almost all of these talented creators, express, dream, in fact, will stay in place. That makes me particularly urgent to feeling I should do something, maybe this and a song less close, but eventually they will benefit.

From last year's October press conference today, Fiil headphones probably sold nearly 50,000 individuals. In the ranks of a high-end phone this number a lot, but very knowledgeable people know that this is not a huge amount .

I think this and we inject to Fiil the headphones the core concept of the special relationship, I can say this, Fiil headphones should I understand this is the Internet era has the Super spirit of craftsman products. Because as I write songs, I have decided that I want to write about, I'm faithful to my own heart, I only created it, when it is banished to the shelf, when all Internet music platform on the market belong to all people, and I'm not going to watch the market what it is? What is in fashion now? Maybe we'll catch anything, all this for me, may not be from the past to the present to make a secret, but I will always ask myself what I want to say?

I often and team, no matter how well we do, Fiil headphones now how high quality we never encountered a problem, people will keep asking around senhaisaier great, Beats, Bose headphones, there is no pressure on you?

These headphones in my heart, always a great headset. But I have always had a wish, do Chinese people can be proud of a headset. Obstacles and difficulties but this is huge. Because people have used, especially the youth of today, they will have their object of worship, and they happen to be in this area the object of worship, just mentioned is when it comes from international top products.

But for us, haven't felt much worse than them, both in terms of brand awareness is our history, cannot be compared with them. But usually get Fiil headphones, put on to start listening to music, they would tell us they feel is almost beyond the three brands with prices a lot, this makes me feel happy.

Of course, this is not when I stand on the stage and say one or two words, has done a variety of marketing solutions, we need time, I believe that the Chinese will see their required Fiil.

Next I would like to do something more challenging: maybe in the next few months I will be releasing a music platform, that will be amazing. I did all of this just want to change something, I hope my fans and users can enjoy a product brings style, even his emotions. I hope that one day can be turned into an emotional Fiil, turned into an overwhelming cultural, that kind of success is not conferred by a headset, a product.

One day, I hope that the fans like my songs, and are proud to say I like the quality of the people and he created a number of products, and even some platform changed the music, changing the environment in which we live, this is my big dream.

Finally the transboundary property, I love to be on stage singing to you, now I more often than not will stand on a stage and you use language to communicate, no melodies, no band, actually not so fit. But when I think of my first intention, I want to change that is not due to my preference is to do it, I have to pay more, I think this is valuable.

Sometimes I doubt myself, is it really have so much time on here. Some people may think that I am in haste, some people think that it is not in the field of music meet the ceiling, and then a career change. Also, some people would think I was in order to make more money. These arguments have merit, but in my mind, if I do can make those dreams except me, like music, like the self-consciousness of creativity of young people to benefit from, I feel very happy. This sense of achievement will be beyond my joy at the bird's nest opened 20 concerts a year.

So, I must look at what is the purpose of understanding cross-border? Maybe my goal with too much idealistic, but for me it is a meaning of my existence, I hope that starting from Fiil headset, you can bring more people to laugh, hope, high quality of life, a new world view. Because we not only exists in the world now, there in the future.

2016 global mobile Internet Conference (GMIC) Wang Feng presentation transcript click here

汪峰公开Fiil耳机销量：现实很骨感 - Fiil耳机,汪峰 - IT资讯

五万只耳机，这是汪峰创立Fiil耳机到现在，首次在公开场合公布Fill耳机的销量。

4月28日，音乐人汪峰出现在2016 GMIC（全球移动互联网大会）领袖峰会的演讲现场，进行题为“一个音乐人切身感受的四次非典型跨界”的演讲。但他的身份是FIIL耳机董事长兼产品经理。

22岁跨界做摇滚乐，44岁跨界做耳机，歌迷粉丝跨界到产品粉丝，以及从音乐人向创业者的跨界，是汪峰口中的四次跨界。在音乐领域，这位凭借《北京、北京》、《春天里》、《怒放的生命》等耳熟能详的音乐作品跻身成功音乐人行列的汪峰，在科技和创业领域，却只是一个“新兵”。

也因此，汪峰不得不花费更多的精力在Fiil耳机身上，包括发展战略制定、产品细节调整、品牌推广等等。如果从明星的角度来看，他的确不只是给Fiil做做“代言”、偶尔在科技创业领域的论坛上讲述有关Fiil诞生的故事，他需要带领整个团队在耳机市场获得更多的认可。这种认可并不会与优秀的音乐作品、成功的巡回演唱会划上等号。

汪峰也认识到这一点。

“我需要的是时间，而不仅仅是营销。”汪峰在演讲中提到，如果从耳机市场来看五万台的销量称不上很多，但他希望Fiil够成为互联网时代具备工匠精神的产品。

据界面新闻记者了解，Fiil耳机在去年10月发布后，预约量曾一度达到一百万，但随后的实际销量却不怎么理想，转化率只有3%左右。FIIL方面曾解释称，主要是受到供货能力的限制。

但Fiil一直面临的另一个现实问题是，当下大部分的年轻人会花四五千元买一部手机，但只有少数对音乐品质有较高要求的人会花上千元去买一只耳机。

截至目前为止，Fiil总共发布有三款耳机产品，售价从599元到1999元不等。即使是599元的入耳式耳机也算不上便宜。这也在一定程度上决定了，Fiil很难成为创业公司“赚快钱”的典型代表。

这样的定价策略，使得很多人将Fiil与海外品牌森海塞尔、Bose和Beats进行对比，认为宁可多花一些钱也会选择这些品牌影响力更大的耳机。但汪峰想要说服更多年轻人选择来自中国的品牌。

Fiil公司CEO彭锦洲此前在接受媒体采访时曾表示，2016年公司要销售到10万部才可做到盈亏平衡。FIIL还有半年多的时间达到这样的目标，尽管这并不容易。

为了实现上述目标，Fiil耳机开始和手机厂商合作，为锤子和乐视手机推出定制版耳机。在渠道方面，未来的合作可会涉及3C门店，合作店面大约在300-500家，目前部分产品已进入苹果专卖店。预计明年将建设线下体验店和旗舰店。

除了做耳机，汪峰也透露下一步还要做更具挑战性的事情，在未来的几个月将发布一个音乐平台，“那个会更惊人。”他这样形容，他希望他所做的事情不只是创造产品，更能给人们高品质的生活和全新的世界观。

以下为汪峰演讲摘要：无论是在互联网还是科技这两个圈子，我都是属于晚辈，其实只是作为一个跨界者。

我差不多到22岁时真正想到第一次跨界，决定要做摇滚乐。十几年之后，我在音乐方面取得了一点点的成就。最让我开心的是我写的一些歌曲居然可以有不少人喜欢，而且有共鸣。

之后随着年龄慢慢地增长，大概在37、38岁的时候，我开始想如何让我希望中的音乐，我自己个人的很多追求和抱负可以更好。我的经纪人和合作伙伴会关注我一场演出多少钱，演唱会做多大的规模等等。但后来我发现那不是我追求的尽头。

2013年底的时候，一些互联网圈、科技圈的朋友和我说，不如我们做一款产品，也许可以延续你对音乐的梦想。我们商量定了要做一款耳机，即现在大家所知道的Fiil耳机。

这一次的跨界让我真正体会到，它确实是一款投注到市场上的耳机，但是它对于我的意义很大程度上是我音乐和梦想的一个延伸。这个话听着有一点虚，但真的对于我来讲，它是有非常大的实际的意义的。我特别希望我所能感知到的在我身边的许许多多有抱负、有追求、有才华的这些年轻音乐人，或者有才华的创作者不再是过去那种一穷二白，非常可怜地乞求、等待所有的机会，但是时代过去了，他们还在那儿。我可以看到的是其中99.9%的几乎是所有的这些有才华的创作者、表达者、梦想者，其实都留在了原地。这一切让我特别迫切地感觉到我应该做一些事情，也许这件事情和一首歌离得不那么近，但是终究他们会受益。

从去年的10月发布会到今天，Fiil耳机大概销售了将近五万只。在一个属于高端的耳机的行列里面这个数不少，但是非常懂行的人知道，这个数并不是一个巨量。

我想这个和我们注入到Fiil耳机核心的理念特别有关系，我可以这样说，我理解的Fiil耳机应该是互联网这个时代里面的具有超级的工匠精神的一款产品。因为如同我写歌，我一定是决定了我要写什么，我忠于我自己的内心，我才会把它创作出来，当它放逐到货架上、市场上所有互联网音乐平台上的时候属于所有的人，而我不会先看市场的卖点是什么？现在流行什么？也许我们会抓住什么，这一切对于我来讲，可能不是我从过去到现在还取得一点成绩的奥秘，而且我始终一定会问自己我想说什么？

我经常和团队说，无论我们做得多好，Fiil耳机现在的质量有多高，永远会碰到一个问题，身边的人会不断问森海赛尔、Beats、Bose这些耳机非常棒，对你们来讲有没有压力？

这三款耳机在我心中，始终是非常棒的耳机。但我一直有一个心愿，做中国人自己可以引以自豪的一只耳机。可是这里面的障碍和难度巨大。因为人都是有习惯性，尤其是现在的年轻人，他们会有他们心中的崇拜的对象，而恰巧在这个领域他们崇拜的对象，是刚才所说到的来自于国际上的顶尖产品。

但对我们来讲，一点都没觉得比他们差多少，虽然无论是从品牌的知名度还是我们的历史，都无法跟他们相比。但是凡是拿到Fiil耳机、凡是戴上开始听音乐，他们都会告诉我们几乎他们的感受是要超越这三个品牌同价位很多，这个事让我觉得特别欣喜。

当然这不是我站在台上说一两句话，不断地做各种营销能解决的，我们需要的是时间，我相信中国人会看到Fiil会是他们的必选。

下一步我还要做更具挑战性的事情：也许在未来的几个月我会发布一个音乐平台，那个会更惊人。我所做的这一切只是想改变一些事情，我希望我的粉丝和用户能够喜欢一个产品所带来的格调，甚至是他的情感。我希望有一天可以把Fiil化作一种感情，化作一种无法抵挡的文化，那种成功不是一个耳机、一个产品所赋予的。

有一天我希望粉丝除了喜欢我的歌曲，也会很自豪地说我喜欢的这个人和他创造出来的一些产品，甚至一些平台改变了音乐，改变了我们的生存环境，这是我更大的梦想。

最后是属性的跨界，以前我更加热爱的是站在舞台上给你们唱歌，现在我更多的时候会站在这样的一个舞台上和大家用语言去沟通，没有旋律、没有乐队，其实有一点不适应。但是当我想到我的第一个初衷，我想改变的那个东西不是因我的喜好就可以做到，我必须要付出更多，我觉得这一切是有价值的。

有时我会怀疑我自己，是不是真的有这么多的时间站在这里。有些人可能觉得我在忽悠，有些人觉得是不是在音乐领域遇到了天花板，然后转行。还有些人会觉得我是为了赚更多的钱。这几种观点都有一定道理，但在我心里，如果我做的事情可以让除我之外的那些追逐梦想的、喜欢音乐的、喜欢自我意识创造力的年轻人得益，我觉得特别开心。这种成就感一定会超越我一年在鸟巢开二十场演唱会的喜悦。

所以，我理解的跨界一定要看目的是什么？也许我的目的带有太多的理想化，但对我来说是我存在的一个意义，我希望从Fiil耳机开始，可以带给更多人欢笑、希望、高品质的生活，还有全新的世界观。因为我们的世界不只存在于现在，还存在于未来。

2016年全球移动互联网大会（GMIC）汪峰演讲实录点这里 》