In the face of the endless stream of entrepreneurship, numerous and complicated, and even thrilling questions - what basic skills and mentality do entrepreneurs need?
Vision and feelings, resilience and competition, noble and vulgar, Luo Yonghao's journey of hammers fully demonstrates: It is impossible for a scholar who is full of enthusiasm and enthusiasm to pick up his sleeves to do a business. Entrepreneurship is a way of "shaping", even if Luo Yonghao, who is as hard as a stone, has to face the wind and rain of business. Compared with seriousness, other qualities are equally important, such as systemic management capabilities, such as balance and compromise in the face of humanity.
The person who worships him regards him as the banner of idealism, and the person who hates him regards him as a representative of malicious speculation. The debate between the two sides is endless, and with the advent of the hammer mobile phone Smartisan T1, it is going to the peak (after the B round of financing) Hammer Technology has a valuation of 1 billion yuan). Even if it is a neutral "passer-by", how much will look around with a lively attitude, trying to find an ending about the victory or disillusionment of idealism.
Luo Yonghao is the "topic planet" in this Internet age. There are too many labels on his own or by the public. In addition to the well-known Lao Luo English and Niu Bo, his entrepreneurial experience can be traced back to earlier.
It is said that from 1990 to 1994, he screened the sand, placed the old book stalls, represented the wholesale market, smuggled cars, made futures, and went to South Korea as a short-term tourist... and struggled together. Most of his friends are more than happy, at least not losing money.
Go back to today's Luo Yonghao and return to this era of dramatic change. What kind of thinking can Luo Yonghao, who is embarrassed, rebellious, humorous, independent and weird, bring to this era of entrepreneurship?
"Emotions are basically stable"
More than a year ago, the Motorola Building in Wangjing, Beijing, welcomed new tenants. A team of people from Zhongguancun began to fill the 7th and 10th floors of the building.
The day of the move was typical of the early summer in the north. The thunder of thunder blew through the city sky, and the raindrops were shot on the floor-to-ceiling windows. Lenovo's giants in the field of hardware communication have fallen, and the convection on the commercial stage is no more gentle than the natural world.
After moving into the building for more than a year, Hammer Technology still has no more decoration. The conference room named by Motorola in the world is still intact. It is said that even the carpet has not been changed. But the eye-catching hammer LOGO at the entrance desk and the fan-sign posters on the office wall, "You are serious, we help you win" are strongly reminding visitors that this is not a calm company.
A recent storm is about product price cuts.
Since the official microblog of Hammer Technology officially announced the price cut, the network has already been fried. I once insisted that the hammer mobile phone "price is lower than 2,500 yuan, I am your grandson" Luo Yonghao, was caught by some netizens, teasing himself Face the face."
On October 27, on the one hand, Luo Yonghao was busy explaining the reasons for the price reduction of the hammer mobile phone to the public: he missed the golden period of product sales and prepared to clean up the 3G inventory; on the other hand, there were rumors that the latest round of financing of Hammer Technology failed. Can't stand it anymore. On October 30th, Smartisan T1 officially cut prices at the Tmall flagship store.
On October 31, Luo Yonghao and his public relations team rushed to a well-known website to "solve some problems." In the car, Luo Yonghao read another latest report on hammer technology. The content is: There is unconfirmed news that the ROM team of Hammer Technology has resigned. People around him described it. After reading the report, Lao Luo’s mood is basically stable.
On November 1, Luo Yonghao, whose mood was basically stable, accepted an exclusive interview with Business magazine. He was wearing the iconic black shirt and was a little tired.
"We suddenly dropped 1,000 yuan, which made the early users psychologically unacceptable. In addition, I am very arrogant, and some people like to watch me plant. I think I planted it when I cut the price."
The hammer mobile phone is probably the domestic mobile phone that was born in the most controversial history, because its founder is Luo Yonghao who was killed in the most heated controversy.
Aside from others, Luo Yonghao and his mobile phone have become a phenomenon in the Internet age.
The two financings announced were more than 200 million yuan. After the B round of financing, the company's valuation reached 1 billion yuan; the first mobile phone Smartisan T1, which was produced in two years, was priced at 3,000 yuan. After the press conference, the order was paid by 300 yuan. The amount reached 50,000 in 48 hours.
Within 12 hours of the price adjustment, the three versions of the T1 mobile phone sold more than 15,000 units in the Hammer Technology Tmall flagship store. On the day of the “Double Eleven†promotion, a total of 12,792 units were sold, ranking fourth in the Tmall Shopping Festival’s mobile phone brand flagship store.
These figures seem to have little weight compared with their peers, but if we launch the background of bloody killing in the domestic mobile phone industry, the meaning is much richer: According to the statistics of the Ministry of Industry and Information Technology, more than 700 domestic mobile phone manufacturers have been filed in 2013, The top opponents, such as Xiaomi, Meizu, Lenovo, Huawei... are either hardware or capital, and have iterated 4 to 5 models, with total sales accounting for 90% of the market. It was a red sea with no space, but later the hammer technology opened up a route to the other side.
In the era when anyone can do mobile phones, is Luo Yonghao a success or a defeat?
"This is not the result I want."
Luo Yonghao imagined himself and Wang Qiru from the "about", talking and laughing in front of the camera.
I will reasonably and reasonably point out that the self-responsible mobile phone evaluation agency Zealer’s evaluation of the hammer mobile phone is not true. The two shake hands and smile and leave.
The next day, Luo Yonghao made a review at the company management meeting.
He didn't hold back. At the entrance of the studio, I saw Wang Ziru. "My first impulse was to pull him into the corner and play a meal."
Anyone who has seen the live broadcast knows that Luo Yonghao did not "win". He defeated Wang Ziru with eloquent eloquence and a large number of facts. However, before the debate, Wang Luo’s network support ratio was 1:1, and after the debate was only 1:2. Lao Luo’s aggressiveness in the momentum made the network’s attention biased. Everyone remembered the appointment and forgot the hammer. Some people are more inclined to the "weak" Wang Ziru.
Qian Chen, vice president of hardware of the hammer company, did not watch the war with the rest of the company in the evening. He watched the video silently at home. "After reading, I have a sadness in my heart."
Luo Yonghao once told Qian Chen about his childhood fight with his brother. Every time his brother can't beat him, he likes to talk to his brother. "When you see others coming, he likes to solve problems with arrogant methods." Qian Chen said, "This is an irrational entrepreneur's strength, and sometimes it may not be able to get applause."
This kind of "irrationality" happens to be the biggest style of Luo Yonghao's mixed rivers and lakes - you will marry me, I will go back. From the publicly-selling refrigerator with quality problems, single-handedly Siemens, to the fake "fighting fighter" Fang Zhouzi, and then on the microblogging back to someone who met him in the elevator, and sent Weibo to say that he is like a "fortune-telling", "mixed" "Ruo Hei" of the child: "You two of them forced Motorola to dry up, it is not my fault."
Burn it at all. After the establishment of Hammer Technology, Luo Yonghao fell into a whirlpool about himself, hammer mobile phones, other domestic mobile phones, etc., where there was "unfavorable" remarks, Luo Yonghao saw a "destruction" one. Some netizens said that Lao Luo is constantly pulling hatred on the hammer mobile phone.
This time with Wang Ziru's "Internet first appointment", this is a rare opportunity for a hammer. This August is a difficult period since the establishment of Hammer Technology.
Prior to this, in March 2013, the ROM (mobile phone operating system) produced by the hammer was in constant error during the live demonstration of the conference, and the real machine release time continued to jump. After a long debugging time, Luo Yonghao finally waited for success. T1 mobile phone conference and a large number of orders.
However, in July 2014, when the delivery was ready, there was a problem with the production capacity. Under the dual pressure of delivery and solving the problem of production capacity, Luo Yonghao is very anxious.
In August, Zealer's T1 mobile phone evaluation came out. Hammer Tech engineers listed a long list of "mistaken and deliberately distorted parts" in the evaluation video. Lao Luo is going to write it up and grow up to respond to social media. He has written more than half of it and feels wrong.
Zealer's evaluation video hits are usually around a million, and the audience is basically a potential consumer of hammers. “Even if our response article is forwarded by 10 million people, it will not eliminate the negative impact of the evaluation video.â€
More anxious Luo Yonghao held an executive meeting to discuss the possibility of doing on-site confrontation. Executives supported the opposition by half, and finally reached an agreement: "If the site is handled properly, it will add points."
The work of “on-site†was naturally undertaken by Luo Yonghao. Luo Yonghao spent two weeks preparing for the battle. At the same time, a large number of engineers of the company were stationed in the factory to deal with capacity problems day and night.
Finally, facing the camera, in the face of 300,000 online watching live broadcasts, Luo Yonghao’s violent walk is like an emotional catharsis. A rational confrontation that uses facts to speak, degenerates into a battle of dignity with personal emotions. Any problem involving a hammer is to touch the bottom line of Lao Luo. Lao Luo’s “explosion point†was once the biggest signboard of the hammer mobile phone, and may be the biggest weakness of the company.
When he returned home in the evening, Luo Yonghao opened the replay and found himself "very vicious." He said: "This is not the result I want."
The dignity of a "warrior"
Luo Yonghao values ​​dignity. This means "decent." Even talking about myself and my brother, this is the standard - "I am causing a decent problem, my brother is embarrassing trouble."
For example, the brothers went to class to see extracurricular books and were asked by the teacher to ask the parents. Luo Yonghao looked at "The History of the Decline and Fall of the Roman Empire". His brother looked at "Jin Ping Mei"; the brothers and foreigners fought, and his brother often alerted his parents to the hospital. And Luo Yonghao usually has some savings, the loss of money will be secretly lost outside, the general thing can not come home.
Why did Lao Luo want to go to the sea? It is also because "the intellectuals have to live with dignity and they have to have a little money."
In his speech, he talked about himself. From 1990 to 1994, he had done business such as setting up stalls and futures, and even smuggled cars.
But these did not make him "a little money." Of course, many people still know that Lao Luo has stayed in the business world: In the past, this “social idle person†won a “million-year salary†English teacher position with a four-word cover letter; he co-founded “Niubo.comâ€. Although not profitable, but the social influence is huge; the establishment of the "Lao Luo English" training school was changed, and it lost more than 3 million yuan in the first year. However, Lao Luo’s English retreat rate is 5%, and after enrollment, 12 out of every 100 people are recommended by old students. Three years later, the company was profitable.
What more people don't know is that Luo Yonghao realized through "business" that even if he doesn't understand "the world of humanity" and does not "follow" with his peers, business can be done. This is "having dignity."
This already possessed "dignity" has supported Lao Luo to become a "warrior". Seeing "unfair things" is always rising, and it is not soft, but also brings a lot of "iron powder." A friend who stayed at McKinsey said to Luo Yonghao: "If you make a brand, you can get a big amount in an instant."
Luo Yonghao took the opportunity to choose a mobile phone that all friends opposed. In this industry, where the industry chain is too long, the operation complexity is extremely high, and the capital threshold is high, Luo Yonghao released the first product in two years. His past experiences and personal style have created a high starting point for the hammer brand.
A new product launch conference became Luo Yonghao's most successful "speech". The audience applauded for the phrase "I am not trying to win or lose, I am serious." After the meeting, Hammer Technology received a total of nearly 100,000 copies of the order for the advance payment of 300 yuan in two months, and there are also users who have paid in full payment.
Is this the peak of Luo Yonghao's "dignity"? After that, there were many doubts about the hammer. For Lao Luo, it was like provoking and even trampling on the dignity of a "artisan."
Yes, Lao Luo has positioned himself as a "artisan" who makes mobile phones. He had a poster that was impressive: in front of the table full of drawings, drawings and parts, Luo Yonghao took glasses and bowed his waist, burying his head and carving the picture.
Of course, he also has a poster that is more deeply rooted in the hearts of the people - back to the audience, holding a hammer, red headscarf flying, murderous.
Which one is the heart of Lao Luo? Which one is the old Luo in the eyes of the public?
"Royal Powder" and the regular army
"Are you a materialistic person?"
One day in 2012, Zhu Xiaomu received a phone call from Luo Yonghao. From the era of Niubo.com, Lao Luo was the idol of Zhu Xiaomu. Later, Zhu Xiaomu, who studied architectural design in the United States, also specially returned to China to prepare to follow the old Luo Gan and become the English teacher of Lao Luo School.
Zhu Xiaomu said that he did not understand. "Do you like delicate, delicate things?" Luo Yonghao then asked. Zhu Xiaomu answered yes. Luo Yonghao also asked: "Do you like mobile phones? Are you interested in doing it together?"
On the 12th floor of the New Zhongguan Building, in a small house next to Lao Luo English, Zhu Xiaomu wore the work plate of the work number 0001, and the hammer technology was formally established. At this time, the company only had two people. Luo Yonghao was a “big product manager†and Zhu Xiaomu was a “small product managerâ€. Both of them bought all the mainstream smart phones on the market and filled them with desks.
The original hammer technology seems to be really composed of "Royal Powder" and "English Teacher."
Luo Yonghao recruited the horse, the first goal is the top design team. He dive in Dribbble, a famous foreign UI design forum for many years. The most popular Chinese designer, Xiao Peng, was still working at Baidu. Lao Luo went directly to Baidu downstairs to eat about Xiao Peng. After chatting a few times, Xiao Peng came over. Not only did he come over, but he also convinced a group of great designers to join.
The software engineer let Luo Yonghao touch the wall. When I heard that the engineer was good, Luo Yonghao would talk. However, he found that "moving emotions, ignoring the truth" can also make this group of people.
At the beginning, it was still "Royal Powder" to fill the gap. Luo Yonghao also recruited through the Internet. An engineer from Shanghai confessed to him: I am not very optimistic about this project, but it is not completely fading. I am willing to accompany you for a year or two. If I am yellow, I will go to work again.
From hundreds of resumes, the six or seven engineers left in the final interview basically have such a mentality. However, it is this batch of “Royal Powder†that came together because of the common values, which formed the initial cohesion of the hammer. After Cai Huiyao, who has extensive experience in software development, after joining the hammer by adding resumes, these "elderly" engineers have become subordinates of Cai.
At the beginning, only a team of more than 10 people fell and stalked in the lead of Luo Yonghao. After 8 hours of product meeting every day, the latter half of the night is usually a routine "nightingale" and Lao Luo's "speech" for everyone.
Zhu Xiaomu remembers that when the old Luo was incessant, everyone was immersed in it. But everyone is very excited and expects to "do something very different."
The reality is always cruel. Due to lack of experience and manpower, before the ROM launch in March 2013, whether it was the ROM itself or the live demonstration, it was still in a hurry to prepare for the last moment. At the end of the conference, Zhu Xiaomu immediately opened the phone to view the forwarding and comments of Weibo.
"I was stunned." Later he said on Weibo, "Face to face such a tens of thousands of bad reviews, and dare not look at the phone the next day." However, this is a "100% by the outside world." The press conference of the "bad review" touched another group of audiences on the scene.
Qian Chen is one of them.
Three years ago, Qian Chen gave him a resignation after working for more than ten years. On the night of the departure, Google announced the acquisition of Motorola. The era of Motorola is over, he thought, maybe he should retire.
In the meantime, Luo Yonghao entangled him for six months as a "fat man who was more attentive and used his brain more." Before the hammer ROM conference, Qian Chen gave a call to his old colleagues in Motorola and invited them to watch the conference.
This group of hardware teams representing the top technology of the Motorola era, suddenly sat in the middle of a group of fanatic fans. They are stunned by the enthusiasm of the fans. Afterwards, Qian Chen asked the old colleagues to talk about it. Would you like to go to such a startup to do something?
In July 2013, Qian Chen led the audience into Luo Yonghao's office. Luo Yonghao joked: A bunch of regular troops.
For areas that he does not understand, Luo Yonghao has adopted a completely decentralized management approach. According to Qian Chen’s request, Luo Yonghao later divided an independent area for the hardware team on the 10th floor of the Motorola Building, letting them “follow the more mature R&D process that Motorola has explored for decadesâ€.
The hardware team quickly pulled the hammer forward with a "Motorola rhythm". By March 2014, "we looked scared when we looked back. So a small team, doing what the Motorola 400 team did." Chen said that there were only two people in the supply chain department of the hammer.
The rhythm of the regular army will not be able to avoid the problems of small companies. "The company's foundation is too thin, it is impossible for small manufacturers and new manufacturers to suffer from the supply chain." Qian Chen said that before the production capacity problem, he has repeatedly vaccinated Lao Luo, but the problem really appears. At the time, Qian Chen realized that the hammer had no right to speak like Motorola at the supplier. "We are also very courageous, and Lao Ting dares to promise him what he wants."
In August, Qian Chen took a group of more than 30 people and slept in Foxconn. The whole department spent three months in the factory. Qian Chen was very emotional: "I am a very overbearing person at work, but I can’t do it with a tyrant. I have to have a bunch of people who are overbearing." This is his very much in Motorola. Hard to understand.
Luo Yonghao
In the Chinese mobile phone market, high-end brands represent Apple's ultimate user experience through software and hardware, creating a closed but exquisite "five-star package"; Xiaomi mobile phone uses large capital, large-scale, large sales, relying on the Internet to create ecology, providing It is a super cost-effective "super box lunch"; the hammer is another small and beautiful "private dish" - the image of the hammer is so angular, because it is a product that is rarely associated with the personality of the brand in the country.
The focus of “private food†is “feelingsâ€. Whether this model is successful or not is too early, but it can be traced back to the Chinese people’s inspiration from foreign brand marketing. Most brands are related to lifestyle, and the key is how to link products and lifestyles. In China, it is a risky behavior for a brand to create a lifestyle and attitude towards life.
Luo Yonghao is taking risks. The key to the sentiment model is, first, whether Lao Luo can combine the advantages of his character with the product. For example, in this society that has been flattened, the hammer cell phone has become a contact code, gathering a group of people with three distinct perspectives and a sense of "dignity."
Second, the hardware and software design style of the hammer is deeply embedded in Luo Yonghao's personal imprint. For example, there are three physical buttons on the front of the hammer mobile phone. To ensure the beauty and feel comfortable, the process difficulty is very high. In order to press the hand, the following accessories that control the pressing force also need to be screened. Wang Yue, vice president of operations of the hammer, almost searched the global suppliers, and the most effective hardware engineers have felt good. But Lao Luo has always believed that "it is not the ideal effect." Until Wang Yue found a Panasonic accessory for medical equipment, he was satisfied with Luo Yonghao.
On the software side, Luo Yonghao's experience of using a hammer mobile phone every day is accompanied by a "toss" of the software department. Single his opinion, the calendar app has been modified more than 20 times.
It is difficult for us to discuss whether such a "great fee" is necessary, because the evaluation criteria for the hammer is no longer whether it meets the standards of high-quality smartphones, but whether people like the products that Luo Yonghao has created. This preference is also part of the "feelings".
The key point that sneaked under the first two points is that, in addition to feelings, it is necessary to talk in business. Including channels, production lines, capacity, process costs and pricing.
Includes rigorous testing. The industry's very resignation is that Xiaomi and Meizu's first products are all subject to a small range of public beta, and received a lot of feedback during the public beta. In contrast, the production of the hammer is a bit hasty. After the internal test of the hammer mobile phone, there was no public beta. The product was sent to the media friends. They asked for the evaluation of the incident, and then they were facing the public. Then some problems of the hammer were exposed.
Includes media communication. In the totally unfamiliar field of smartphones, the crowds who came to interview Luo Yonghao are no longer the cultural and social media that he used to be familiar with. The technology and financial media are measuring his "feelings" with some cold data. Even Luo Yonghao’s own marketing has been questioned: How can the boss who really works hard have so much time to brush Weibo?
When there is a problem in any link, Lao Luo’s potential for the product in the early stage of the hammer will hit the hammer. Lao Luo has consistently kept the pace, but let the personal image and the brand image of the hammer mobile phone slide from “having personality†to “arroganceâ€. And arrogant things always bring more prejudice.
This is the "whirlpool" that Luo Yonghao created for the hammer. I once struggled with the whirlpool of "opening artillery marketing", and Zhou Hongyi. "Red Cannon" understood compromise and flexibility in the baptism of the Shanghai.
Lao Luo’s next step is to abandon the “Idol†baggage of “Communication Actors†and start learning to be a normal CEO at least in the eyes of the public.
Lao Luo bid farewell to Lao Luo
During the National Day holiday, Luo Yonghao went to Japan for a vacation. At this time, the capacity problem of the hammer mobile phone has been solved almost, but for the sales period of digital products, this has been a long four months. When the shipment began in early July, the escape rate of orders for hammer mobile subscribers was only 2% to 3%, but by mid-to-late September, the escape rate had reached 80%. Many users who have returned the bill leave a message to Luo Yonghao: I can't wait, I hope to buy your T2.
However, more onlookers are discouraged from the label "Lo Yong Ho". Someone wrote a message on the microblog of Hammer Technology: "I am not serious, just to black Luo Yonghao."
In the soft sea breeze and the sound of the tide, Luo Yonghao insomnia every day.
After returning, he talked with Qian Chenchang once. Qian Chen said that if you want to do something big, then you have to have a big heart. You have a big heart, but if you come from a temper, you still don't realize that you are doing something big. Luo Yonghao walked around the room. He was very anxious. "It seems even a little sad."
As far as Qian Chen seems, Luo Yonghao has changed a lot. "He used to swear in the company, and he said that he was angry." Inside the company, this is not new. Everyone has adopted a cold treatment method. So Luo Yonghao often finds that when he initiates a fire, everyone will stop and wait for him to complete the fire and continue, which will seriously affect the progress of the discussion or the efficiency of the decision. He began to control himself.
On the outside world, Luo Yonghao was confident that he could handle all marketing and public relations issues of Hammer Technology.
"To be a new digital consumer product, you don't have the huge investment and cost of publicity, and you need to quickly expand your popularity... My promotion is crucial to our company in the early days." At first, Luo Yonghao even put the team Deliberately "hidden" and not easily accepted outside interviews.
So the hammer mobile phone is speculated by "a group of English teachers and Luo powder". A friend reminded him that the microblog comment of Hammer Technology said that the hammer mobile phone is good, but your Weibo commentary all said that the hammer mobile phone is poor.
On October 19th, Luo Yonghao released a Weibo: "There has never been such a wonderful product and brand. I have encountered such a large-scale misunderstanding, embarrassment and embarrassment." Lao Luo said, I am fully responsible for this result.
He also reprinted a "ninth CEO who did not control his mouth and angered everyone", saying that many opinions will not be publicly discussed in the future. This is the responsibility of professional identity.
A friend said that he must "can't hold back", Lao Luo said, for the hammer, how long he wants to be quiet, how long it will be quiet.
In December of this year, Luo Yonghao’s fourth "An Idealist Entrepreneurship Story" will be held in Beijing. Lao Luo said that this may be the last time.
On the back of the speech ticket, there is a poster picture of the famous Luo Yonghao sitting in front of the craftsman's desk, but there is only one craftsman's desk left in the picture, and Luo Yonghao is gone.
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