Yu Minhong does not need Luo Yonghao to teach, and the e-commerce academy cannot cultivate the next "Luo Yonghao".
"Laid-off personnel in the education sector turned to anchors", a photo, pushed Luo Yonghao to the cusp of public opinion.
It was not until Luo Yonghao released the full video to clarify that he was not mocking Yu Minhong, but wanted to express that there was still great potential in the live streaming industry, which calmed the anger of netizens.
However, despite Luo Yonghao's scolding, this storm did not make him really lose anything, but instead made a friend for his company's new business "Make a friend e-commerce Academy", and played a wave of free advertising.
Luo Yonghao returned to the training industry to teach people how to "do live broadcasting guangzong yaozu". While the new business has received widespread attention, it has caused many controversies: Lao Luo is going to cut leeks? What can I learn from the 6980 yuan 3 days 2 nights anchor training class? Can you teach Yu Minhong?
Luo Yonghao's "E-commerce New Oriental", what exactly does it teach?
In fact, as early as April 2021, Luo Yonghao announced at the first Douyin e-commerce ecological conference that he was about to launch the live training business.
At that time, some Weibo netizens posted that Luo Yonghao's business income in 2020 was about 3 billion yuan, and he hoped to complete 10-15 billion yuan in 2021. Luo Yonghao forwarded the weibo and clarified: "It is the total GMV and revenue of the four businesses of live broadcasting, supply chain, agency operation and marketing, as well as anchor training, which is 10-15 billion yuan."
This is regarded by the outside world as the starting point of "make a friend e-commerce academy".
On November 25, 2021, Hangzhou Jiaojia Friends Education Technology Co., Ltd. was established with a registered capital of 1.96 million yuan. The company, the operating entity of the "E-commerce Academy", applied for the trademark of "E-commerce Academy" in January this year. The chairman of the company is Li Liang, vice president of former education and training giant New Oriental and principal of Beijing New Oriental School.
On February 19, 2022, the "E-commerce Academy of Making a Friend" premiered on Douyin, and Luo Yonghao and Li Liang appeared in the live broadcast room. The background board indicates their new identities, namely the Honorary Principal and Principal of the E-commerce Academy.
Luo Yonghao confidently said to the camera: "Sitting here with teacher Li Liang and me represents the two ceilings of the live e-commerce industry and the training industry. If we don't shoot, I think the majority of netizens may not agree. "
The live broadcast lasted 2 hours and 46 minutes, and only 5 items were on the shelves, all of which were live e-commerce courses in different grades. Among them, the "Anchor Nova Camp" priced at 6980 yuan and the live broadcast room to 2980 yuan was quickly snapped up. This is the cheapest line commute of the e-commerce academy, and it is also the lowest threshold to witness Luo Yonghao's return to the classroom.
In contrast, the sales of the "anchor advanced camp" and "business practice camp" priced at 29,800 yuan are much lower than those of the "anchor nova camp". On the night of the premiere, the total sales of the "E-commerce Academy" reached 1.1541 million yuan. Luo Yonghao said that when the first session of these courses began, he would go to give an hour and a half of lectures.
According to the course introduction, the anchor Nova Camp Line is a 3-day, 2-night training camp. The course is aimed at live streaming whites, in-service anchors who want to improve their professional abilities, and IP talents who have a certain fan base and want to monetize through live broadcasting. The lecturer team mainly includes making friends with live streamers and operators. The course content covers career planning, designing lectures and promotion strategies, improving the expression ability of anchors, and improving the data in the live broadcast room.
As of now, the offline training camp of the E-commerce Academy has been booked to the 7th session. In the scene map released by Weibo netizen @Huang Zhong 99, you can see Luo Yonghao standing in front of a huge screen, and the PPT behind it is impressively written "Do live broadcast Guangzong Yaozu".
In the photos released by @nutswen, the host of the Weibo "Hammer Technology", Luo Yonghao is openly ridiculing Yu Minhong, calling him "a laid-off person in the education sector who has turned into an anchor."
These "Roche humors" have caused a series of questions on the Internet: Since being an e-commerce anchor is so profitable, why do you want to do training? Bring the goods with you can't move to cut leeks? Luo Yonghao's "E-commerce New Oriental", can it teach Yu Minhong?
What is Yu Minhong, who is ridiculed by Lao Luo, doing?
After the quietest winter vacation ...
On December 28, 2021, New Oriental announced the establishment of "Oriental Selection" to enter the live streaming of agricultural products. Not long ago, Yu Minhong posted an essay on his personal public account "Old Yu Gossip", in which he wrote:
This year's winter vacation, K9 business response to national policies all stopped, New Oriental has had the quietest winter vacation since its inception. During the Spring Festival, due to the supply chain and logistics of agricultural products could not keep up, Oriental Selection also stopped live broadcasting. Now that work has begun, live streaming will slowly resume this week. "
According to the new jitter data, since the beginning of the broadcast, The Oriental Selection has broadcast a total of 41 live broadcasts, with a total of 474 products on the shelves, with cumulative sales of 10.9416 million yuan and an average sales of 266,900 yuan per game.
In terms of popularity, the cumulative number of viewers of Oriental Selection was 8.8915 million, the peak number of single-game viewers was 1.3583 million, and the cumulative number of fans was 376,500.
Whether it is sales data or live broadcast popularity, Yu Minhong's oriental selection is far from Luo Yonghao's making a friend. Therefore, many netizens persuaded "Yu Minhong to learn Luo Yonghao".
After Luo Yonghao's live streaming course received attention, some netizens suggested that Lao Luo might as well teach his "old leader" Yu Minhong first.
Luo Yonghao and Yu Minhong have a long history. In 2001, under the temptation of New Oriental's "million annual salary", Luo Yonghao handed over his resume to New Oriental, but he was rejected because he only had a bachelor's degree.
Luo Yonghao was not convinced, so he bypassed the human resources department and sent a cover letter directly to Yu Minhong. The letter successfully impressed Yu Minhong. After three trial lectures, Luo Yonghao officially became a lecturer at New Oriental, and followed up with a humorous and humorous lecture style, frequently out of the circle, becoming the first generation of Internet celebrities.
In March 2006, Luo Yonghao left New Oriental. Relying on this job and the platform of New Oriental, he completed the initial accumulation of personal IP.
However, for Luo Yonghao, the experience did not seem to be good. Luo Yonghao once publicly stated that he had come to New Oriental out of a yearning for New Oriental idealism, but later he found that New Oriental was actually a 100% pure business organization, and even bluntly said that "Yu Minhong is one of the most unprincipled people I have ever met in my life."
After the two parted ways, Luo Yonghao opened the Lao Luo English Training School, ran the NiuBo Network, made a hammer mobile phone, and finally threw himself into the wave of live streaming with goods, becoming a "brother of Douyin".
Yu Minhong led New Oriental to list on the U.S. stock market and Hong Kong stock market, and the company's total market value exceeded $34 billion at its peak. Until July 2021, the "double reduction" policy landed, and New Oriental's stock price plummeted. In November of the same year, Yu Announced plans to set up a large agricultural platform in the future. Launching the "Oriental Selection" platform and live streaming of agricultural products is the first step in the layout of the agricultural field of New Oriental.
Yu Minhong and Luo Yonghao have since stepped into the same river again.
E-commerce Academy can not cultivate the next "Luo Yonghao"
Looking back at Luo Yonghao's entrepreneurial story, Lao Luo English School, Niu Bo Network, Hammer Mobile Phone, make a friend, Lao Luo's career has always been closely bound to his personal IP.
The opening of these undertakings benefited from the recognition of Luo Yonghao's IP by capital. But the craftsmanship and idealism that Luo Yonghao advocated in the past made him repeatedly hit a wall on the road to entrepreneurship, until the hammer failed and he was saddled with 600 million debts.
In order to repay the debt, Luo Yonghao compromised to survive, started a career that has almost nothing to do with idealism, and embarked on a shortcut to monetize personal IP. Ironically, Luo Yonghao, who abandoned his idealism and was bent on making money, finally achieved a real entrepreneurial success here when he made a friend.
Luo Yonghao used to say that he owed his supporters a success. But the success of making a friend can hardly be counted as Luo Yonghao's personal success.
It should be emphasized that Luo Yonghao caught up with the best time to enter the live broadcast with goods. On April 1, 2020, Luo Yonghao's premiere was widely watched, and the total turnover of the debut with goods exceeded 110 million yuan, and since then it has been crowned the name of "Douyin Brother". Behind this, of course, is the fuel of vibrato.
When Luo Yonghao and made a friend to enter Douyin, Douyin e-commerce had not yet been formally established, and Douyin urgently needed a top stream of Li Jiaqi and Wei Ya to open the situation. Luo Yonghao's personal account quickly started with the support of the platform and accumulated tens of millions of fans. Later Yu Minhong and New Oriental did not have such "good luck".
According to The Insight, Douyin's traffic support for New Oriental is not the highest, mainly based on target sales, a certain proportion of traffic support. Douyin's support for high-quality anchors can be divided into three reward levels of S, A and B, Luo Yonghao belongs to the S level, and Yu Minhong only has the A level. In terms of official support for Douyin, the advantages of New Oriental Live Broadcast room are not obvious.
Yu Minhong himself seems to have no intention of being an Internet celebrity anchor. Compared with Luo Yonghao in the early days of making a friend, Yu Minhong appeared less often in the Oriental Selection Live Broadcast Room. He confessed on "Lao Yu Gossip": "I don't want to develop myself into a live streaming internet celebrity, only if the team itself is strong, the business can continue to develop."
Live streaming this matter, Yu Minhong did not want to learn, so there was no need for Luo Yonghao to teach. At present, the Oriental Selection Anchor Team is mainly composed of the original online teachers of New Oriental. They're streaming the goods in a way that's close to "class," so it's not working well.
However, New Oriental does not plan to recruit external mature anchors. Yu Minhong's original intention in entering the live streaming industry was to provide more transformation opportunities for his teachers.
If the teachers of New Oriental want to quickly master the basic skills of live streaming with goods, they can spend 6980 yuan to report a training class of an e-commerce academy to experience it.
But what is certain is that the e-commerce academy cannot cultivate the next "Luo Yonghao".
Since the live broadcast with the station on the wind outlet, the anchor training industry has always existed. According to the data, by the end of 2021, there are 2858 e-commerce training related enterprises in the mainland. The head anchors of major platforms such as Li Jiaqi, Wei Ya, and Simba have also incubated new anchors within their companies.
In the market, crash courses offered by e-commerce training institutions abound, usually only two or three days of teaching time, and the price ranges from 2,000 yuan to 20,000 yuan or 30,000 yuan. However, it is impossible to grasp the essence of live streaming from it, and even after some students have paid the money, they can no longer contact the training institution.
Make a friend E-commerce Academy has Luo Yonghao's endorsement, but it will not run away. However, it cannot be ignored that the Lao Luo English Training School, independently founded by Luo Yonghao himself, has long since ceased to exist in name only. Luo Yonghao was once a professional English training teacher, but this does not mean that he can run an English training school.
In the same way, Luo Yonghao can sit firmly in the live e-commerce industry as a "douyin brother", but he may not be able to run an e-commerce training school well and teach others to "do live broadcasting Guangzong Yaozu".
For most people, it is much harder to learn to carry goods than to learn English. Ordinary people do not have Luo Yonghao's fame and connections, let alone the full support of Douyin. At this time, how much live broadcast knowledge can you learn from the 3 days and 2 nights training class? Are these knowledge values worth $6980? Can you really "fast" monetize anchors and IP masters? It is difficult to reach a conclusion.
However, spending 6980 yuan just to see Luo Yonghao's side and recharge the faith is really unnecessary. After all, Luo Yonghao was no longer the old Luo who insisted on making the buttons on the left and right sides of the hammer phone completely symmetrical.
The author | Li Tongxin
Editor| Zeng Xiantian