30 years of alternative entrepreneurship of the tough brother - who is it?
A well-known but controversial one
Run a company, do one, pour one
But ———— Luo Yonghao, who was still struggling on the road
How successful is that? From the perspective of doing business, it is really not a good idea to look at him.
Say failure, right? But his social influence is still quite large.
So today we will analyze what pits Luo Yonghao has stepped on in the entrepreneurial process? What did he do right? What did you do wrong? How should entrepreneurs like Lao Luo, who are in the midst of success or failure, avoid making mistakes that should not be made?
(Image source network)
<h1 class="pgc-h-arrow-right" data-track="14" > the transformation from dropping out to teaching and educating people</h1>
The story begins in 1989, when a classmate named Luo Yonghao dropped out of Yanbian No. 2 Middle School in Jilin Province. At that time, he was 17 years old, in order to solve the problem of survival, Luo Yonghao did a series of business, such as setting up stalls, selling second-hand books, reselling medicinal herbs, selling kebabs, etc., and also went to South Korea to work, but in so many things, he did not do the same; but it is not bad to write articles, and occasionally earn some contributions to subsidize the family!
One day, inspired by the success study books, Lao Luo thought of becoming an English teacher, so that he could make a lot of money. So for a whole year, he shut himself at home and studied English the computer, which was his greatest hope at that time, and the kung fu paid off, and English became an important turning point in his life.
In December 2000, Luo Yonghao, who had been groping in the society for ten years, wrote an extended version of the cover letter to Yu Minhong of New Oriental. Interested friends can search for their own references!
Perhaps impressed by the contents of the letter, Yu Minhong gave Lao Luo a third chance after failing to give two consecutive attempts. Finally, this time let Lao Luo become a classroom teacher at Beijing New Oriental School in 2001, and the sharp words used during the lectures did not stop, so that Luo Yonghao's class was deeply liked by the students, and later some students specially recorded what he said and uploaded it to the Internet, and Lao Luo's Internet celebrity career began.
<h1 class="pgc-h-arrow-right" data-track="20" > Lao Luo quote that has influenced many people – rude but classic</h1>
Taste, you savor
Lao Luo worked in New Oriental for five years, which should be the most brilliant period in his life, and it was also a time when all aspects were relatively smooth, both gaining fame and profits; at that time, Luo Yonghao's annual pre-tax income was about 500,000 to 600,000. At that time it was a very high level! (Xiaobian is still struggling for a monthly salary of 0.5K)
In other words, Lao Luo started a business for ten years before he finally gained some success.
So as the old saying goes, "Success is just accidental, failure is the norm"
<h1 class="pgc-h-arrow-right" data-track="27" > who came? ——Big Internet celebrity, Luo Yonghao is also! (Who gives me up to whom).</h1>)
After earning money, Lao Luo has a bigger dream, english teachers can no longer bear; so in 2006, he left New Oriental, and founded NiuBo Network, different from other mainstream blog sites, although NiuBo Network is also free to register, and provide personal space, but the application needs to be submitted to the administrator in the form of self-recommendation, and can only be used after passing the review. Because of the entry of a number of famous artists, such as Liang Wendao, Chai Jing, Han Han, etc., the daily traffic of Niu Bo Network in April 2008 exceeded one million, which seems to be enough gimmicks and very popular, but the website does not make money, but the savings earned by Lao Luo in New Oriental have been lost.
After encountering financial pressure again, he had to go back to the old business that once made him money - English training. Only this time it was his own school, with millions of dollars from his Fellow Jilin Province, Luo Yonghao established "Lao Luo and His Friends Education Technology Company" in May 2008, specializing in English training. The content of the class is similar to that of New Oriental, and the teachers are also invited by New Oriental, but the fee is nearly half cheaper than New Oriental. Therefore, in the early days, it attracted a large number of students, but because the pricing was too low, the company stayed up until 2011 to achieve profitability; about two and a half years or so, during which Lao Luo knew very well that his biggest advantage was the "Luo Yonghao" IP, and it was the drainage effect of this IP that did not occur "The yangtze river after the wave pushed the front wave, and the back wave died on the beach" Tragic ending.
Then Lao Luo hit the iron while it was hot in 2010, published a book called "Mein Kampf", sold 200,000 copies in the first year, and with the blessing of regular lecture tours, the "Image of Teacher Luo" who was once popular on the Internet was alive and jumping in the public eye, and the tongue bloomed lotus.
Later, because of the November 2011 incident of smashing the refrigerator of Siemens, and the war between Fang Arkzi and Luo Yonghao, which began in December, Lao Luo became a complete household name.
(Let you three more up in the middle of the night and smash your eggs; uh...) Isn't there a more handy weapon; image source network)
(I poke, I poke, I poke poke...) Image source network)
On May 15, 2012, Hammer Technology was established, and the famous Luo Yonghao officially pulled the flag and rushed into the mobile phone industry.
Time flies, so far Lao Luo has been a business for 23 years.
It is not difficult to see that he is indeed a marketing master, a topic maker; as the first generation of Chinese Internet celebrities, he is still a hardcore top stream to this day; in this sense, Lao Luo is indeed very successful.
Because the focus is on making mobile phones, Lao Luo basically ignores the English school. After running education for many years, it only reported a profit in 2011, and then continued to lose money, and finally transferred to CapitaLand Education in 2015.
<h1 class="pgc-h-arrow-right" data-track="39" > concept first and ingenuity polished, which is lighter and heavier</h1>
Lao Luo, who rushed into the mobile phone industry, can be described as full of ambition and ready to do a big job. When he first arrived, he claimed to let other mobile phone brands collapse; Luo Yonghao, who threatened to acquire Apple, had a lot of turmoil in the mobile phone industry, and originally wanted to use software-level innovation to improve and solve the existing mobile phone problem, but Lao Luo mistakenly estimated the threshold of the mobile phone industry. Even though hammer has the best designers in the industry, the phone is still a piece of hardware after all. The integration ability and discourse power of the supply chain determine what kind of products the final consumer gets in their hands, the financing process of Hammer Technology can be seen, before April 30, 2014, Hammer has integrated a total of 260 million yuan, and two years after the establishment of the company, that is, on May 20, 2014, Hammer released the first mobile phone smart T1.
This is compared with Xiaomi's only one year from the establishment of the company to the release of the first mobile phone, (of course, Lei Jun's industry resources and corporate operation capabilities have played an important role). Lao Luo played a little inferior in this game, but although he lost yurong - not a loss.
Why? The thing is like this, and look at the small editor to tell it, although Lao Luo claims that the T1 mobile phone is a collection of the best treasures cut out by the family's pickpocket, "may also be a drunken smart phone in the Eastern Hemisphere." The market response was flat.
The reason is that Lao Luo is because the bragging water content exceeds the standard?
Or the start-up company has no influence in front of industry and commerce, resulting in the inability to mass production, resulting in T1 being officially shipped more than four months late (oh buy hang).
In general, the mobile phone industry is the real economy after all, no matter how good the concept is, it is just a matter of drawing a big pie, and what is important is whether the product meets the needs of the public.
Although the hammer mobile phone, which was forced to "difficult to give birth", missed the opportunity that it may be able to become popular. Anecdotally, there were many users who had originally booked mobile phones to cancel their reservations; and users who later received mobile phones, although they thought it looked good. But it wasn't as good as expected, including perhaps some minor glitches, and many loyal fans were disappointed with the Hammer, and by August 2015, almost a year after the T1 was launched, a total of 250,000 units were sold. The gap between Xiaomi's sales of 1 million units in the first year at that time? (Xiaobian immediately took out a calculator and immersed himself in the world of numbers, which was out of control). By the way, i lit a cigarette, and the hammer instantly detonated the existence value of a small mobile phone brand.
Some people may say that the sales volume is not ideal because the price of T1 is too high, (after all, Xiaobian still feels a little expensive). However, the next launch of the T2 mobile phone, the price is 1000 yuan lower than the T1, the sales are still dismal, so that the hammer has not yet announced the specific sales figures; so, later, in the context of the break and closure of the capital chain, the launch of the M series, just heard about it, people did not see!
<h1 class="pgc-h-arrow-right" data-track="45" > paranoid fat guy – I only drink the middle cup</h1>
Luo Yonghao's paranoia as a craftsman is more like a general solution provided by the foundry, and even Lao Luo himself said that the M series is an implanted product of Hammer Technology. Such a reckless statement has once again hurt the users who have purchased the phone, further exacerbating the negative evaluation process of the hammer mobile phone. Hammer also launched a nut series for young people, priced below a thousand yuan, born for the amount, in May 2017, Hammer released the company's fifth new machine nut Pro, and he also let the crisis of the hammer technology ushered in a turnaround, three months later obtained by Chengdu led by the six hundred million yuan and private equity funds with four hundred million yuan strategic investment, with money Hammer in the next and released nut Pro2, nut three and nut R1 these three mobile phones, at that time many people felt that Lao Luo was about to succeed, The nut series has regained the unique characteristics of Hammer Technology, but the release of the TNT workstation once again highlights the mistake of hammer product positioning.
Although the concept is very good, the user experience is not good (hard injury); and the screen price of nearly 10,000 yuan is even more unacceptable to users, (almost queuing up at the ICU); there is always accompanied by the delivery delay problem of Hammer Technology (Xiu XianDu robbery... ）。 One after another hit the confidence of hammer users. Thunder and lightning, in the middle of the storm in reality, the original feelings were mercilessly punched in the face! Coupled with the continuous sluggish sales, after all, it is impossible to support the operation of Hammer Technology, according to Luo Yonghao's own statement, since the second half of 2018, Hammer Technology has owed about 600 million yuan to banks, partners and suppliers at most, of which his personal unlimited liability guarantee is more than 100 million, to this point, it can be said that Lao Luo's directional error! Could it be that the sand is about to be broken?
But then again, the advantage of Hammer Technology is that the software has launched flash capsules, bullet SMS, infinite screens, etc., are very innovative, if the hammer uses the previous ten billion in the development of software and promotion, maybe it can also create several explosive models. Quote here: If you make Dragon City fly in...
In January 2019, Hammer Technology sold part of the patent use rights to ByteDance to alleviate its own debt pressure, and by November 2019, about 300 million of the company's debts had been paid off, of which tens of millions came from Luo Yonghao's personal fundraising; and then everyone knows that Lao Luo signed an exclusive contract for 60 million douyin in March 2020 and opened a live broadcast sale. According to his own words, the next will do a talk show, just like this, Luo Yonghao, who has been beaten down by reality countless times, still starts again and returns to his old bank, in the future he will sell art to pay off debts, and when the debt is almost repaid, maybe he will take hammer technology to make a new hardware.
<h1 class="pgc-h-arrow-right" data-track="54" > summary</h1>
Luo Yonghao's life was just like what he had written in the book he had published! "Life goes on, tosses and turns, repeated defeats, repeated defeats." Maybe Lao Luo, choosing the direction of entrepreneurship is not necessarily suitable for him, in fact, what he is best at is still being an Internet celebrity, but he let us see. An idealist's indomitable, and the courage to constantly try to break through his own boundaries. Lao Luo is like a mirror, in life, when we encounter difficulties, think of a fat man who is almost 50 years old, still has not given up his dreams, and moves forward in frustration, we can't give up lightly.
I'll share it here today, if you can collect, forward and like, it is a great encouragement to me.