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Liu Run, founder of Runmi Consulting, commented on Luo Yonghao: "People with big dreams are worthy of envy; and people with firm values are worthy of respect." ”
Author 丨 Pastoral
Edit 丨 nuts
Cover source 丨 network
After stepping into the track of entrepreneurship for the Nth time, Luo Yonghao finally got rid of the spell of "industry lamp".
On April 1, Luo Yonghao's "Make a Friend" live broadcast room opened the two-year live streaming activity, and since its establishment two years ago, this live broadcast room has become one of the most influential live streaming brands on Douyin.
Compared with the first time to enter the live broadcast room two years ago, today's Lao Luo is obviously familiar with a lot, will no longer say the wrong brand name when introducing products, and interact with the audience more relaxed.
Luo Yonghao and his team are also growing, in addition to Luo Yonghao's personal account, make a friend also opened more vertical live broadcast rooms, for example, in this two-year anniversary event, there are 15 vertical live broadcast rooms under the Make a Friend to participate in it.
Of course, about Luo Yonghao, the outside world is most concerned about his debt problem, all kinds of information show that Lao Luo owes 600 million yuan has reached the final stage, Lao Luo has even planned the next step after the debt is paid off - to return to the science and technology circle.
In the past two years of Luo Yonghao's live broadcast with goods, there are actually many details worth playing, whether it is for the industry or for practitioners, this is an awe-inspiring story.
1
Luo Yonghao these two years
Luo Yonghao paid off 600 million debts by live streaming goods, and many people believe that they have stepped on the wind of the times, after all, a person's fate, while relying on self-struggle, must also consider the course of history.
But in the business field of live streaming with goods, there are not many people who can walk fast and steadily like Luo Yonghao.
In fact, from the perspective of the industry ecology in the past two years, the competition is becoming more and more fierce is a general trend that can be seen by the naked eye, Luo Yonghao's entry into the game is not too early, before him, whether it is Douyin or other platforms, there have been famous anchors, but in two years, few people can maintain a stable GMV.
Of course, there are more extreme examples, such as a group of head anchors who have been punished for tax evasion and tax evasion, Wei Ya, Sydney, Lin Shanshan, Donkey Sister-in-law Pingrong and other former red flowers, have basically bid farewell to this circle.
Some quality control problems and product price problems are also becoming the straw that crushes the anchor, Simba's bird's nest incident and Pan Changjiang's Moutai wine incident, in a different way out of the circle, no matter what the truth is, the negative impact on the anchor's image has been irreparable.
Compared with other anchors, Luo Yonghao's live broadcast room of making a friend has always been as stable as an old dog, not only surviving the tax inspection storm in the e-commerce live broadcast circle, but also rarely overturning products in the process of cooperation with more than 6,000 brands.
Many people attribute the good reputation of making a friend to Lao Luo's personal business values, after all, Mr. Luo, who has always shown himself as an idealist, has a clear dedication to details.
However, in the view of Spiral Jun, in addition to Lao Luo's personal personality, his experience accumulated over the years of doing business can allow him to clearly see the essence of business and better adapt to the human goods yard of live e-commerce.
For example, when many live e-commerce companies use the personal IP of the anchor to attract traffic, Luo Yonghao's make a friend live broadcast room has been doing the opposite, intentionally reducing the frequency of Lao Luo's appearance, and turning to the horizontal development of more specialized vertical live broadcast rooms.
According to the official disclosure of making a friend, Luo Yonghao's personal live broadcast time has continued to decrease to the current 3%, while the total sales of making a friend have maintained continuous growth.
Luo Yonghao himself said that in 2021, the sales of his personal live broadcast GMV will be less than 20% of the company's total GMV, and in recent months, the GMV of his personal live broadcast sales has dropped to 5% of the company's total GMV.
The results show everything, whether it is industry reputation or commercial returns, making a friend has achieved a rare combination of both in the industry, and has the basic conditions for sustainable development, even in the case of leaving Luo Yonghao.
In Luo Yonghao's own words, making a friend is a regular live e-commerce company, not an Internet celebrity studio that the outside world mistakenly thinks.
2
More than just carrying goods
When Lao Luo entered the circle of live e-commerce, it was rare to bring more entrepreneurial thinking to this industry, in two years, Luo Yonghao and his team actually not only around the goods, but also doing a lot of upstream and downstream industry-related things.
For example, in February this year, the Make a Friend Live Broadcast Matrix newly opened an account called "Make a Friend's E-commerce Academy" to promote the live training business of making friends.
In the first live broadcast, Luo Yonghao also personally went to the battle, and introduced the specific business of "making a friend of the e-commerce academy", and also pulled his old colleague, Li Liang, former vice president of New Oriental Group, as the principal, and Luo Yonghao himself served as the honorary principal of the e-commerce academy.
In addition to e-commerce training, making a friend also lays out a generation operation, supply chain and even SaaS system business, which is obviously fundamentally different from other Internet celebrity brokerage companies that focus on e-commerce live broadcasting, and is completely a set of higher-dimensional operating models.
This may also be related to the positioning of the company itself, Lao Luo's live partner Huang He once revealed to the outside world that the ultimate goal of making a friend is to become a platform-based Internet company, becoming a bridge for brands, celebrities and consumers on the emerging traffic platform.
Of course, it is more important to make a friend, whether from the founding team or the development path, there are distinct genes left by Lao Luo when he started a business before, and the main cadres who make friends such as Huang He, Zhu Xiaomu, and Cao Wei are also the old departments of Lao Luo when he was in Hammer Technology.
In addition to the upstream and downstream of the layout of live e-commerce, Lao Luo itself has also invested in many companies in the new consumption field, such as what horses, reloading, etc., and the sales channels of these brands are mostly concentrated in the live broadcast room under the make a friend.
From the perspective of business expansion, Luo Yonghao and making a friend are obviously not only satisfied with the business of carrying goods, of course, whether it is based on the needs of Lao Luo's debt repayment or the needs of the company's development, it is a more far-sighted strategy to make the business line wider and deeper.
Dividends cannot be sustained, but the industry will exist for a long time, and the diversified layout can not only extend its life cycle in the industry, but also enhance the company's own anti-risk ability.
It is worth mentioning that based on the influence of Lao Luo and making a friend in the field of live e-commerce, this company has begun to participate in the formulation of the rules of the industry, and in the drafting of national standards such as "Online Live Broadcast Marketing Selection Specifications" and "Network Live Broadcast Marketing After-sales Service Standards", making a friend has participated in it.
3
Debt servicing and entrepreneurship
Finally, we have to talk about Lao Luo's personal debt.
The defeat of Hammer Technology in the mobile phone industry has left Lao Luo personally saddled with a debt of 600 million, although Lao Luo said at the time that he would pay off the debt even if he sold art, but did not win much support.
Since then, Lao Luo has tossed e-cigarettes, chat software, material technology and other projects, without exception, all of which ended in failure, and finally chose live e-commerce, and staged a good play of "true return" all the way.
For example, because there is no way to take the plane high-speed rail, Lao Luo traveled in a caravan on business, and incidentally took an advertisement endorsement for a caravan.
Debt repayment is a matter of course, but in today's technology Internet industry, Luo Yonghao, who "really pays back", has become a rare clear stream.
Two years ago, also in April, Jia Yueting issued an open letter to his creditors, imploring the creditors to vote in favor of their personal bankruptcy, and finally the old Jia got what he wanted, the personal bankruptcy reorganization procedure was completed, and declared that he would share the proceeds of his own car construction with the creditors.
However, two years have passed, Jia Yueting's FF91 has still not seen real car mass production, even if there has been a wave of funds after the listing, but it has not yet been converted into actual creditor income.
Another well-known old Lai Daiwei in the technology circle directly chose to lie flat, and the farce of the withdrawal of ofo shared bicycles continues, but the founder has not seen his news for a long time.
And many of the entrepreneurs we can see now, most of them do not lack big dreams on their lips, but in their hearts, they lack firm values.