Behind Liu Run's annual speech: 600,000 yuan is charged for 6 hours of offline classes, and 1 game may generate 45 million yuan
Recently, the "Liu Run's annual speech" on the circle of friends has sparked a controversy. Red Star Capital Bureau noticed that Liu Run, a well-known business consultant, mentioned the relevant data of the brand's "discount MAMA" in his speech on October 28, but this caused doubts inside and outside the industry.
Liu Run said that it took three years for Discount MAMA to open 2,500 stores across the country, with a total revenue of more than 1.7 billion yuan and a gross profit margin of 32%. Since October 29, Ma Xintong, the founder of another discount retail brand "Discount Cow", has raised questions on social platforms one after another, and even Liu Run himself has suffered a crisis of trust. Early in the morning of November 2, Liu Run posted an apology on Weibo, saying that it was a problem with expression and PPT layout.
The Red Star Capital Bureau found that the controversial annual speech from ticket sales to cooperative title can bring Liu Run at least 45 million yuan in income.
Liu Run's annual speech sparked controversy
The presentation data was questioned by similar companies
On October 28, Liu Run, a well-known business consultant, held an annual speech on the theme of "The Power of Evolution". In the second theme of his speech, "Growth Convergence", Liu Run mentioned the operating data of the discount retail brand "Discount MAMA".
According to the full text of Liu Run's speech on the official account: "Many people said to me, Mr. Run, it is getting more and more difficult to grow now. Yes, there are areas where growth does seem to be getting harder, but not all. ”
Then Liu Run gave the example of "discount MAMA", "This person's name is Xing Yunfei, born in the 90s. In September 2020, he opened a 100-square-meter community convenience store in Beijing, called 'Discount MAMA', which sells discounted daily necessities such as paper towels, toothpaste, drinks, and biscuits. This convenience store, which looks unremarkable, is this mediocre store, and only three years later, by September this year, 2,500 stores were opened in China. Annual revenue, more than 1.7 billion. Liu Run also said that the gross profit margin of discounted MAMA can be as high as 32%.
"3 years, 2,500 stores, 1.7 billion, 32%", these figures quickly aroused doubts inside and outside the industry. First of all, the Red Star Capital Bureau noticed that Ma Xintong, the founder of another discount retail brand "Discount Cow", has published doubts about the data related to "Discount MAMA" on his Douyin, Weibo, and Xiaohongshu.
Ma Xintong said in the video that with 2,700 stores (editor's note: there is an error here, it should be 2,500), the average daily sales of a single store are 1,700 yuan. "With sales of 1,700 yuan, what can you support no matter how high your gross profit is? Basically, divided by the unit price of 40 yuan, 30 people enter the store a day, what is the meaning of this kind of store? ”
On November 2, the Red Star Capital Bureau searched for "discount MAMA" stores on the AutoNavi map, and it can be seen that there are 3 stores in Beijing and 1 store in Changzhou.
In addition to peer doubts, the incident has also aroused public concern. The Red Star Capital Bureau noticed that some netizens left a message on Liu Run's official account asking about the authenticity of the data, and then Liu Run replied in the comment: "There are explanations in the speech and in the full text. These 2,500 stores include: self-operated stores, co-branded stores and stores supported by the supply chain. This figure has been confirmed by Xing Yunfei himself. After receiving the feedback, confirm with Xing Yunfei again. Now the number of these three types of stores has exceeded 4,000. The total revenue is more than 1.7 billion. If you understand it with the model of a franchise store, you may misunderstand the data. ”
Ma Xintong didn't buy Liu Run's explanation, and then released a video to question again: "Is he considered your store if he has supplied goods to 4,000 stores?" ”
The picture comes from Ma Xintong's social account
At present, the controversy over the data related to the discount MAMA is inconclusive, and the Red Star Capital Bureau tried to contact Ma Xintong and Xing Yunfei, but has not received a reply as of press time.
Liu Run charges 600,000 yuan for an offline class
Annual speeches or generate 45 million in revenue
Liu Run's explanation did not calm public opinion, and even he himself suffered a crisis of confidence.
Red Star Capital Bureau noticed that on October 29, a Xiaohongshu blogger posted an article titled "Liu Run, Specializing in Cutting Leeks", saying that Liu Run's speech was a common routine, "Most of the audience are entrepreneurs and executives, and when they listen to it, they are very touched, and when they come back, they find that it is useless." ”
Just as the controversy intensified, at 7 a.m. on November 2, Liu Run posted an apology on Weibo, saying, "After researching the case, after I confirmed with the founder, I did not verify the data on the spot, or cross-verify the data with my peers. This is the point that everyone doubts the most, and it is my fault. ”
Regarding the controversial figures, Liu Run explained one by one that 2,500 stores used the expression "opened", which caused misunderstandings, and it would be more accurate to use "service" 2,500 stores; As for the revenue of 1.7 billion, Liu Run emphasized that this is the main body of the discount MA TO B-end, and the 32% gross profit margin is the main body of the TO C-end, the main body is different, but the PPT typesetting is together, and it has nothing to do with Xing Yunfei.
Liu Run is a well-known lecturer on the knowledge payment platform "Get APP", and like Xiang Shuai and Wu Jun, he is the Internet celebrity IP on the APP. According to public information, in 1999, Liu Run joined Microsoft as an engineer, was appointed as the director of strategic cooperation of Microsoft (China) Co., Ltd. in 2010, and was invited by Luo Zhenyu to join the APP in 2016.
Red Star Capital Bureau noticed that Liu Run opened 4 courses on the go, of which the two courses "5-minute Business School - Foundation" and "5-minute Business School - Actual Combat" are priced at 199 yuan and 249 yuan respectively, and so far, 214,600 people and 338,200 people have joined the study respectively.
Liu Run makes more money on the APP? A set of data from the prospectus of the parent company's thinking creation may be confirmed. According to the prospectus, from 2017 to 2019, Liu Run's courses were purchased in major procurement contracts, with transaction amounts of 14.04 million, 13.23 million, and 10.67 million respectively, totaling 48.39 million yuan. Liu Run is also the lecturer who got the most share disclosed in the prospectus of Thinking Creation.
Tianyancha APP shows that Liu Run currently serves as a shareholder of 7 companies and is the actual controller and major shareholder of Shanghai Runmi Management Consulting Co., Ltd.
In addition to online knowledge paid courses, Red Star Capital Bureau found that Liu Run also has a series of online and offline internal sharing courses with enterprises, all of which cost a lot of money. According to the quotation sent by the relevant business people of Liu Run's company to the Red Star Capital Bureau, Liu Run held a 6-hour corporate internal training/president class offline, with a price of 600,000 yuan; Other forum speeches and private board meetings within 3 hours will be quoted at 400,000 yuan.
The controversial annual speech is also a business for Liu Run. The first is the ticket price, Liu Run's official account mall shows that the ticket price for the 2023 annual speech ranges from 1180-9800 yuan, and 1325 tickets have been sold. There are also a series of partners in the annual speech, and it can be seen from the annual speech cooperation plan provided by the above-mentioned business people that the price of cooperation in the form of title and other forms ranges from 1.5 million to 10 million yuan, with a total of 15 seats. According to preliminary calculations, an annual speech can bring Liu Run at least 45 million in income.
It is worth mentioning that Liu Run's annual speech cooperation plan indicates that the brand-related content that combines the theme can be implanted as a case in the content of the speech.
Red Star News reporter Qiang Ya Milling
Edited by Yu Dongmei