Do you think it took Dr. Sun Yat-sen 11 revolutions to succeed ? This number may be trivial to the home appliance brand Dyson. Their founder failed a total of 5,126 times before finally inventing a product that dominated the vacuum cleaner industry! Today, let’s talk about “dyson” together! Hiho~ Hello everyone, I am Zhiqi! When talking about Dyson, many people will think of their highly designed home appliances, such as cordless vacuum cleaners, bladeless electric fans , and recently heavily advertised hair dryers. Among them, the multi-functional styler has caused a wave of enthusiasm among women. Discussion It claims that users can easily DIY it at home and feel as if they just walked out of the hair salon. Even though the price exceeds 10,000 yuan , it has attracted a lot of women. Even men who are not the main customer group have some understanding of the charm of styling tools. There are people abroad. He jokingly said that if a girl didn’t receive a Dyson styler at Christmas, it might mean she was still single. This statement received nearly 30,000 likes on IG, but many people criticized Dyson because he just looks trendy. Many people bought it just because Wanting to check in and show off is not because of how powerful the product is. Moreover, the anti-anxiety headphones they recently launched were ridiculed by many people because of their special shape and price of nearly 30,000 yuan. They are selling their faith. So how was Dyson founded? Why is it so expensive and people still pay for it? Let’s discuss it together today! However, before starting today’s discussion , I still want to emphasize that this episode is not a business match, so let’s get into some real business service time first! [Dyson’s growth background] In 1947, Dyson’s founder James. When James Dyson was born in the UK at the age of 9, his father died of cancer. He mentioned in his autobiography that he was like a "drained dog" at the boarding school. He not only had to overcome the loneliness of leaving home but also faced the challenges of his classmates. Provocations and ridicules continued from time to time, and he had to fight with these people . Dyson said that he was full of confusion about the future at the time, but because of this pressure, he studied harder. Later, he found himself in art and painting and was admitted to the Royal College of Art in London. (Royal College of Art, RCA)" There, Dyson learned the ability to design and think, and gradually developed a love for industrial design. He discovered that just having a well-designed and beautiful product is not of much use. The most important thing is that , the idea that products should be able to solve the problems of the public also led him to start his first invention [Dyson’s first invention] In 1971, when Dyson was 24 years old, he was cleaning the garden and discovered that the wheels of general trolleys were made of rubber. It was very bulky and could easily get stuck in the mud. He immediately used his brains to design a "Ballbarrow" product. He changed the wheels into plastic ball shapes , which not only made it more dexterous to use, but also more flexible. This innovative The design won the favor of many investors , but Dyson made a fatal mistake at the time , which was to transfer the patent of the stroller to the company. At that time, the company needed a large amount of funds to realize his design , but as investors invested more and more money, However, Dyson's equity was gradually diluted , and his and investors' goals gradually diverged. Dyson hoped to use these funds in research and development, while other investors hoped to make profits as soon as possible. Later, Dyson was on the board of directors because his shares were reduced. Losing control when the company's directors decided to sell the company , Dyson's five-year investment in design also disappeared. However, these blows did not make him depressed, but were an indispensable and important experience for his future success [The suction does not fade. A vacuum cleaner? 】 One day, when Dyson was cleaning his home, he discovered a problem. He obviously bought a top-notch vacuum cleaner , but because the "dust bag" was often clogged with dust and dirt, the suction power decreased. Moreover, this kind of vacuum cleaner had to be replaced regularly . Consumables are not only an expense for consumers, but also very troublesome. Dyson thought that when he invented the trolley , he had to spray paint on the metal frame , and the excess powder flew everywhere. It was super wasteful , so he built a 7.6-meter-high cone based on the "cyclone dust collector" in the wood factory and used cyclone and centrifugal force to separate the powder and air . He thought, this should also be used in a vacuum cleaner. ? So, he tried to make a "cyclone model" out of cardboard and tied it to his vacuum cleaner to replace the dust bag. Unexpectedly, he really achieved the goal of "no loss of suction power" and "zero consumables". But this one looks awesome. However, none of the major manufacturers in the design market were interested because the dust bag market in Europe at that time was more than 500 million US dollars. No one would come up with such a product to smash themselves in the foot. At that time, Dyson was desperate. He spent 15 years working on it. It was only after he was heavily in debt that he finally made the product, but he couldn't find a manufacturer to mass-produce it . At this time, he received a call from Japan [The Jedi Counterattack in Japan! ] During the phone call, Japan's Apex Company said that they liked Dyson's design very much and wanted to invite him to Japan to sign a contract and discuss it in detail. In 1986, the "G-Force" vacuum cleaner was officially launched in Japan. Although one unit costs as much as 2,000 US dollars, which is equivalent to a new one . NT$60,000 . However , in addition to winning awards at the Japan International Design Exhibition, Dyson's centrifugal force design is also deeply loved by Japanese housewives. The annual turnover exceeds NT$4 billion. These funds laid a solid foundation for Dyson to counterattack the European and American markets in 1991. , Dyson finally had enough money to set up his own company and produce the first Dyson vacuum cleaner "DC01". This "DC01" was also very successful . In 2001, Dyson became the best-selling vacuum cleaner in the UK. It occupies 47% of the British "upright vacuum cleaner" market. However, Dyson did not stop. He found a group of engineers and scientists to form a team to continue to develop new products to solve the life problems encountered by the public. They first developed a product that is easy to clean and not afraid of. The "bladeless fan" that children can touch was later launched, and the "cordless vacuum cleaner" accounted for a quarter of the global market. In 2016, the "air purifier" they produced even increased the Chinese market revenue by 244% . But in the end What is surprising is that the team that created these amazing achievements is actually super young [lack of experience is a good thing] The average age of Dyson’s employees is only 26 years old , and up to 40% of its employees every year are fresh graduates from college. What Dyson likes He used young people because he believed that "lack of experience" was a good thing. At the beginning, the biggest setback he encountered when inventing the vacuum cleaner was that all the experts said that it was impossible for him to use airflow to separate dust smaller than 20 microns. In terms of results , Dyson made a total of 5,126 models before finally making a vacuum cleaner that really works. If we look at it objectively, the probability of success after doing it so many times is indeed close to impossible , but Dyson believes that it is impossible. , it is because of his lack of experience that he keeps trying various ideas. If he is an experienced expert, he may not start this series of attempts at all, and there will be no subsequent results. Therefore, Dyson is very able to accept failures and mistakes , but he also They attach great importance to learning from failure [Dyson attaches great importance to research and development! 】 Take himself as an example. Because of his past experience with pushcarts, when Dyson founded Dyson, he insisted that the company be wholly owned. He would rather fail because his own ideas were wrong than to be unwilling to obey shareholders. So this time Dyson is very He spends all his money on R&D willfully. One-third of his company’s employees are engineers. In 2015, the R&D department alone Dyson invested 46% of its net profit , which is much higher than its competitors Techtronic and Electrolux. In 2017, they even spent NT$280 million a week on new products. These ultra-high research and development expenses on new technologies have allowed Dyson to continuously launch unique products , but it has also led to high prices and even temporary suspensions due to too high prices . [Dyson’s failure? ] The word "N526" may be unfamiliar to everyone, but it represents a lesson of failure for Dyson . In 2014, Dyson wanted to develop electric vehicles , but the challenge was not as simple as they expected. Less than 5 In 2016, they invested more than NT$20 billion. Finally, they made an electric car called "N526" that is 5 meters long, can seat seven adults inside, and has a battery that only needs to be charged once. It can travel more than 900 kilometers , beating the Tesla Model S, which had a range of only 557 kilometers at the time. However, when Dyson calculated the cost, he found that if the company wanted to stably develop the price of this car, it would have to sell for at least US$210,000. It is NT$6.55 million , but the price is so high that even he himself cannot accept it . He believes that for the same money, people may be more inclined to buy cars from other big brands. If Dyson takes the risk to join, it will probably lose the entire company. Finally, in 2019, Dyson Choosing to "stop" and put the electric car plan on hold . However, even for Dyson's successfully launched products , not everyone is willing to pay for them. Their recently launched "Dyson Zone" is a good example [Dyson's meme product? 】 "Dyson Zone" is a "headphone + air purifier" with noise reduction function. Dyson claims that they combined 30 years of expertise in airflow, filtration, motor technology, etc. and finally produced this after 6 years of development. The product hopes to solve the increasingly serious air pollution . However, everyone was dumbfounded when they saw the appearance of the product. Many people thought it was an April Fool's Day joke because the appearance of "Dyson Zone" not only includes earphones, but also has one that covers one-third of the air pollution. Many people say that the face mask looks like the mask of the villain Bane in the movie "The Dark Knight" , causing this product to become a meme-like existence on the Internet. Although some people actually commented that the filtering effect of this headset is In fact, it's good. You can't smell the usual cigarette smoke or car smoke when commuting to work. You can't smell the smell of ditches when running by the river. However, its heavy and big appearance is difficult to take out when the air purification function is running . Hearing the sound of mechanical operation will interfere with the function of listening to music. In addition, other Dyson products have also received a lot of criticism. For example, the cordless vacuum cleaner was once joked that "the suction power does not fade, but the battery fades quickly" without fan blades. The fan is said to be a useless product that is "noisy and not cool". In addition to the product, Dyson himself has also been controversial in British society due to inconsistent words and deeds [Dyson controversy? 】 In the past, Dyson was recognized as the number one "Brexit warrior" in the British business community . He had repeatedly stated that the UK would develop better after leaving the EU. Unexpectedly, in 2019, when the UK was really about to leave the EU, Dyson immediately The move of Dyson's headquarters from the UK to Singapore made many British people feel very unhappy. In addition to thinking that he was a "businessman who betrayed the country", British MPs also criticized him for blatantly lying. In the past, Dyson kept saying that the UK would be better off without the EU. Ordinary people also believed that Britain would have a future only if it left the European Union. However, Dyson later realized that something was wrong and ran away as soon as his luggage was collected. Many people accused him of having no integrity at all . In response to these doubts, Dyson responded to the move . The headquarters has nothing to do with the Brexit plan. It is mainly due to market considerations that their product sales account for 70% in Asia and most of them are produced in Asia . Moving the headquarters to Singapore can significantly reduce costs, so this decision was made [Our point of view] At the beginning When we read the story of Dyson, we all admired his perseverance. During the process of more than 5,000 research and development projects, first his third child was born, and the family expenses increased. Then his wife had to go out to work to support the family. Finally, Even the house was mortgaged, and Ling Ling owed a total debt of nearly NT$80 million. But Dyson always told himself that research and development was like the long-distance running he loved. When he first started, he would feel unable to continue due to many obstacles. But as long as you endure this pain , you will soon be able to see the end of success. Although this experience is very inspiring, we also found that this is actually the story of a few successful people. More people are chasing their dreams because of many realistic problems. pressure, and had to give up without the capital to try more than 5,000 times . From this perspective, Dyson’s story actually has a very large element of luck. So we think, in addition to perseverance, will the dream come true ? There are many uncontrollable factors , so we cannot judge success or failure only by "results" . From another perspective, maybe not everyone can succeed in the end, but we feel that as long as there is continuous progress in the process , these experiences will definitely remain with us . Let's lay the foundation for other successes in the future. Okay, finally, we also want to ask you if you were Dyson, how would you decide whether to mass-produce electric vehicles ? Finally, if you like today’s video, please share it to let more people know about “dyson”! In addition, you can also click here to see the discussion of "YAMAHA" and "Samsung" . So, today's Zhiqi Qiqi comes to an end here. See you tomorrow night!
