How to Evaluate Hammer Technology Luo Yonghao

From 1989 to 200 1, China's economy grew steadily and its business environment became more and more mature. Enterprises in the name of Internet will spring up like mushrooms after rain at the end of this century, which will have a profound impact on China for 20 years. At the beginning of 1992, Deng Xiaoping, the chief architect of reform and opening-up, made a southern tour, and the tide of starting a business in the sea appeared.

Looking back on this 12 year, perhaps Luo Yonghao will find it the simplest and most tasteless 12 year in his life. 1989, Luo Yonghao dropped out of senior two at the age of 17 and started his career. First I worked part-time, and then I did some business like selling second-hand books and cars. There are even rumors that Luo Yonghao did pyramid schemes in a certain year of 12, but he denied it.

Also in 1989, Yu, a 27-year-old teacher from Peking University, started to hold English training classes outside the school to earn class fees. Soon, Peking University stopped this kind of "entrepreneurship" in the name of Peking University, and then resigned from Peking University and became a teacher in an off-campus training institution. 1993 after mastering the business models of some training institutions, the rest of Haichuang established the New Oriental School.

In 2000, Luo Yonghao, who was still doing nothing, heard the story of Yu's pioneering work. It seems that the ideal place where his heart has been dry for a long time is waiting for a shower. Luo Yonghao took the initiative to write a letter of recommendation to Yu. After two failed auditions, Yu was given a third chance. At the beginning of 200 1, Luo Yonghao became a teacher in Beijing New Oriental School. I commented on Lao Luo and said that he was a thoughtful man.

The awakening of self-awareness has always been the psychological basis of entrepreneurship. Lao Luo, who is carrying the gold-lettered signboard of New Oriental, may have been planning his own Independence Day since his first day at work.

In fact, New Oriental is also a famous "Venture Whampoa Military Academy", from which a large number of entrepreneurial celebrities have emerged, including Luo Yonghao, Xu Xiaoping, Wang Qiang, Chen Xiangdong and Feng Li. This is related to the genes and founding culture of an enterprise. Love tossing, passion, unyielding, don't stop until you reach your goal. These words are the philosophy of life that the lecturer of New Oriental wants to instill in the students who take part in English training and encourage them to pass the exam. And these words are the interpretation of entrepreneurship.

In 2006, seeing the rise of Internet companies, Luo Yonghao decided to leave New Oriental to start a business. Surprisingly, he set up a blog site, yes, that's right. That's the kind of website where people write about their feelings about Weibo and keep diaries. Yes, this kind of project can't make money. Bragging is similar to attracting investment from packaging.

Internet companies can't make money, so Luo Yonghao has to open training institutions to make a living-isn't that what entrepreneurship is all about? When Ma Yun opened a translation company in Hangzhou, the company didn't make any money and had to go to a small wholesale store in Yiwu to sell it back to Hangzhou. In order to pay tribute to his predecessors, Lao Luo decided to imitate Mr. Yu and give inspirational lectures in major universities across the country to sell his ideals. Of course, this is also a marketing opportunity. Yu of New Oriental, Li Yang of Crazy English and Kai-fu Lee of innovation works have all gone through such a road to fame.

What moves college students is never a dream, but a joke. With more and more jokes, Luo Yonghao thought it was time to publish a book, so an inspirational book named Mein Kampf was born. This year, Luo Yonghao was 38 years old.

Also at the age of 38, 1925, Hitler published Mein Kampf, in which he pointed to the great dream of establishing the third Reich, claiming that the new empire must use the German sword to obtain the land plowed by Germany and the daily bread of the German people.

Luo Yonghao, who is well versed in marketing, naturally knows the name Mein Kampf, and hype marketing has always been the usual promotion strategy of the enterprises he founded. Luo Yonghao compared himself to a good man. He said that after Hitler, no good people wrote books in the name of Mein Kampf.

When Luo Yonghao peddled entrepreneurial feelings and righteously sold Mein Kampf, Lei Jun, a 4 1 year-old fan, set up Xiaomi mobile phone with a group of brothers including Google China, Microsoft China and Motorola to promote Xiaomi's ecology. Now Lei Jun is sprinting for the biggest IPO in 20 18 years.

Next, China entered the self-media era with Weibo as the carrier. In such a propaganda-centered era, Luo Yonghao is like a duck to water. With Weibo as a weapon, his fame is getting higher and higher. However, in countless late nights, he turned off the computer and asked himself: Is this the life I want? Is this the end of my career? Obviously not.

Luo Yonghao, who refuses to accept fate, will attack the dreamland again. 20 12, Luo Yonghao founded Hammer Technology. He once again copied the current popular business model and once again used his past marketing routines. In the next six years, few people mentioned Lao Luo's past. With the outbreak of cmnet, the demand for smart phones surged, and the media paid attention to the ranking of domestic smart phones.

After setting up a mobile phone company, he first got an investment of 9 million yuan from Tang Yan, the founder of Momo, and then Luo Yonghao quickly got an investment of 70 million yuan. Money to the account, it should be one of the moments when Fat Luo Yonghao has seen the most money. Now, he has no feelings about money, only a bunch of numbers.

On may 20th, 20 14, the hammer mobile phone T 1F was released, and the price was 3600 yuan. This price is very high. You know, as a "fighter in a smart phone", Apple's brand-new iPhone 6 only sells for 5,000 yuan. As always, Luo Yonghao gave a unique answer on pricing strategy, because he was unwilling to be mediocre.

Luo Yonghao doesn't want to be the majority. If I am like everyone else, it will be boring. Therefore, when domestic smart phones compete for the market in the price range of 1500- 1999, Lao Luo set a distinctive high price for UE's distinctive hammer mobile phone. Lao Luo said that the hammer mobile phone is awesome. "If you drop below 2500, I will be your grandson."

Actually, there is nothing to talk about. Your products are nothing more than quick withdrawal of funds. This is the usual routine of capitalists.

In less than a year, the market began to hit the face-it really can't be sold without bargaining. In less than a year, the price of T 1 mobile phone plummeted from 3,600 yuan to less than 2,000 yuan. At this time, the rhetoric of "I am your grandson" has not dispersed.

When the mobile phone was released, Luo Yonghao also announced that the service standard of Hammer Technology should reach "100% satisfaction", but soon, he publicly stated that "there is no 100% service, and the score below 100 is health service". This is very Luo Yonghao.

When T 1, someone put forward four "ifs" for the hammer mobile phone: if the hammer T 1 starts to sell for 2000 yuan, instead of taking an unrealistic high-end route; If Lao Luo is not in a hurry to hold a press conference, he will wait until the quality control of production capacity is solved before "challenging Apple"; If Luo Yonghao can make friends with the media and respect friends and businessmen, instead of arguing with Confucianism; If the hammer can change the marketing strategy, emphasize brand promotion rather than "feelings". So what will the hammer look like? Will it be better?

In this regard, Luo Yonghao gave the answer in Weibo with nearly ten million fans: In that case, the hammer "will be a mediocre manufacturer".

Within a year, the price of mobile phones plummeted, and Lao Luo was not mediocre. What should those fans who have been ridiculed for spending 3600 yuan on a hammer T 1 mobile phone do? Some employees think it is "indecent" to reduce the price to the market: the first batch of users bought the product with contempt, and the price suddenly dropped. Where are their faces?

One detail, on the day when T 1 was released, someone came out of the National Convention Center and heard two people in security uniforms chatting behind their backs. They said: "Teacher Luo does not engage in cults, but engages in mobile phones. It is really lucky for society."

Born proud, Lao Luo has a natural temperament of success. Talking about incitement skills, Luo Yonghao said that he found that he had this ability when he was young. He once recalled the afternoon when he was 20 years old watching football in his hometown. When the audience insulted their opponents together, he also called names unreasonably in the group. He has a very obvious happiness. During the intermission, he calmed down and suddenly realized that he was terrible. "Everyone has a bad and animal side, and I am highly vigilant about this."

In China, many people who are good at talking are successful liars. So Luo Yonghao has some psychological shadows, and contact with strangers always makes him nervous. "If I didn't give a speech on stage, the development of the enterprise would be smooth, and I would like to live five years less."

Luo Yonghao regarded the speech as "one of the many sufferings in my life". He's also a genius for cheating. The 20 15 nut conference was full of mistakes and omissions, and it was just a procrastination accident in the eyes of employees. Tang Lala said he didn't know what he would say before each press conference. "Opening at seven o'clock and doing PPT at five o'clock are always in a hurry."

Before the press conference, Luo Yonghao was in another universe. Usually, he must go through a 48-hour sleepless state. A dozen assistants followed him all night, making software, designing and PPT, and giving him whatever he wanted. Luo Yonghao often wastes important time on unimportant things, jumping from one thing to another. On the morning of the Nut Conference, he also asked the designer to modify the poster on the Weibo. At that time, the most urgent PPT was not finished, and even the typos were not checked.

Sometimes Luo Yonghao's ideas are willful, tossing designers back and forth. "Some effects are not satisfactory, but this is his own opinion," Xie Keng said. "We reminded him that he said I couldn't change it?" Luo Yonghao explained that he had to prepare an average of 200 hours for each speech, and no one could help him in the early stage. Later, he will subconsciously avoid some things that should be paid attention to because of too much pressure.

201May 15, Beijing, heavy rain, Bird's Nest Stadium, 37,000 spectators. Luo Zhenyu took the stage to release hammer technology, new mobile phone and nut TNT workstation. Earlier, Luo Yonghao said that after May 15, Apple's three-piece suit (Mac+iPad+iPhone) will become history, and soulless Apple will copy hammers crazily. If Jobs knew anything about it, he might just laugh it off.

For the new product of hammer mobile phone, after the press conference, the technology media seems to be mocking. The headline of entrepreneurship is "Luo Yonghao releases 10,000 yuan monitor", the headline of 36Kr is "After redefining, the hammer is still unpredictable", the headline of Yiou.com is more direct "Luo Yonghao's cowhide is blown up, and the hammer powder is distressed", and the headline of hunting Cloud.com is also naked provocation, "Lao Luo, did you wet your pants? 》

No one can really walk into Luo Yonghao's heart. Including himself.

In the high-definition big picture of the conference that has been circulated, there is no picture of Luo Yonghao laughing heartily. This is different from Reebs and others. It seems that Luo Yonghao is tired. After all, this venture has been going on for six years, and it is the longest one he has insisted on.

Luo Yonghao is fatter than he was last seen in public. He teased himself, which was "overworked". Close people may understand the helplessness and hardship behind this ridicule. "I've seen him less ... he used to take us to eat midnight snack, and now he takes us to eat breakfast ..." Luo Yonghao is a little fat, with short hair, older age, less momentum, less quarrels and a peaceful mind. ....

Luo Yonghao, who is pretentious and struggles with the sky, is a little tired. No matter how strong a person is, he will bow his head on the road to starting a business. Some fans even said, "If Hammer Technology goes bankrupt, Luo Yonghao won't have these burdens, and he may become the old Luo again. That's the person we like. "

Luo Yonghao once said in an interview that he was shocked by the price offered by a video website for a talk show. This price is the profit from selling thousands of hammer mobile phones. Obviously, you can eat by jokes, and Lao Luo relies on mobile phones.

At the beginning of his business, Luo Yonghao also admitted that the pursuit of wealth must be one of the biggest motivations for starting a business. But a few years later, Luo Yonghao's job has nothing to do with money now. The investor allowed him to sell the shares of Hammer Technology now. "I won't say the specific figures." If he cashes it, he will realize the freedom of wealth. If the company can't do it, it will be enough to sell it at a discount in this life.

"I know now that those entrepreneurs said they didn't work hard for money, but they were honest."

When Luo Yonghao started his business, he described the vision for the public and employees as the sun, the stars and the moon. Although the outside world has pronounced the death penalty of Hammer Technology many times in advance, Luo Yonghao has been slow to sentence the death penalty that everyone is watching. But compared with the promised sea of stars, the distance is not small.

What on earth supports him and makes him a big tree in difficult times? Luo Yonghao said that it may be largely because I don't see the future like them. They see the problem, and I see the light. I have a strong feeling that Hammer Technology will become an adventurous enterprise. It is this fantasy that sustains my efforts every day. It's not about "saving face" or "insisting on struggle", it's based on many very rational analyses. But when my rational analysis tries to communicate with others, others still think it is an illusion.

Do you have the feeling that you tell others what you think is right and others think you are crazy?

When asked about the years since I started Hammer, what do you think is my biggest change? Luo Yonghao said that starting a business is an unimaginable process of being forced to produce a lot of gains, during which people will grow rapidly. If you don't do business, you won't learn to consider the overall situation, you won't consider the feelings of others, and you don't need to balance the complicated relationships of fact, fairness and emotion.

"If you don't run a business, you will never put so much energy into these aspects to understand human nature and the world, nor will you burn your brain to think about how to handle a thing better."

In 20 16, Luo Yonghao distributed Biography of elon musk to employees at his own expense to boost morale. Musk also encountered a lot of worship and disgust in his entrepreneurship. His honor was broken and his finances were once on the brink. In the book, Musk quoted Churchill as saying:

Since we are going through hell, let's go on.