Make friends and work hard "Go to Luo Yonghao "
"A tough life does not need explanation!"
Speaking of Luo Yonghao, many people know that he owes 600 million, and his experience of walking into the live broadcast room to bring goods to repay the debt, know about this He is a first-generation Internet celebrity with all kinds of jokes and titles, but he knows very little about the private brand "Make a Friend" that stands behind him.
In April last year, Luo Yonghao, who felt confused, suddenly found a new direction in his life in a research report, selling goods live.
However, if you want to enter this billion-dollar Red Sea market, it is not realistic for one person to work alone. Luo Yonghao needs a professional team to "make friends."
It can be said that the reason why Luo Yonghao was able to quickly grow into a Douyin brother with a GMV of over 100 million in just one year is that his success is inseparable from the depth of the supply chain and live broadcast services of "Make a Friend" control.
Nowadays, many people have discovered that has more and more young anchors appearing on the product-selling account of "Luo Yonghao", while Luo Yonghao's own appearances are slowly decreasing.
Just like in September this year, Make a Friend announced the implementation of a 7×24-hour live broadcast system. In addition to Luo Yonghao’s fixed live broadcast time every week, the rest of the time is taken turns by its matrix anchors.
Doesn’t old Luo plan to continue to bring goods?
"We have been committed to turning Make a Friend Technology into a real enterprise, rather than a star studio that only relies on a big Internet celebrity to survive."
As Huang He, the founder of Make a Friend, said, the answer to the question has already been The story is written when it begins.
Luo Yonghao and Huang He have known each other for a long time. Many years ago, Huang He started a business with Luo Yonghao and served as the product director of Smartisan Technology. At a product launch, he heard Lao Luo’s wise words: “I really don’t make any money selling mobile phones, I just make friends. "
Huang He, who was deeply touched at that time, secretly registered "Make a Friend". Unexpectedly, this unintentional move later became one of the opportunities for Luo Yonghao to enter the live broadcast industry.
"Brother Luo, just do live broadcasting. E-cigarettes won't be able to do it for a while. Bringing goods is really suitable for you."
In an interview, Huang He recalled how he and Luo Yonghao decided to do live broadcasting. The details are still very emotional. With Zhu Xiaomu , Huang He and other old friends as companions, he established a new company in the name of "making friends". Everything seems to be just right...
However, in Luo Yonghao's heart, rather than saying that he is I embarked on this path because of love and expectation, rather it was a helpless move under the pressure of repaying debt.
In an interview, Luo Yonghao revealed his state of mind at the time: "In the beginning, I got into live broadcasting purely for the purpose of 'paying off debts'. When I first started, felt that live broadcasting might be very profitable, and this company might become very big, but even so , and it will not be like doing Hammer Technology, because live broadcasting is not my ideal and passionate direction. ”
The sentence “not ideal” seems to reveal the ending of Luo Yonghao’s destined departure.
In this regard, Huang He also revealed that the proportion of Mr. Luo’s personal live broadcast in our company’s total sales GMV has currently dropped to 30%, and in the ideal future plan, the proportion can be reduced to 10%.
"Make friends and go to Luo Yonghao for development. It has actually been implemented for more than a year, but it is now becoming more visible to the outside world. Because this thing is difficult to do, not many people paid attention to it in the early stage."
Just as Tong Wei, co-founder of Make a Friend, said, "Luo Yonghao" has become a top anchor in a short period of time, comparable to Li Jiaqi and Weiya . A big reason Because Luo Yonghao has enough fame and influence, this has injected a lot of traffic into the early development of the live broadcast room.
Refer to the head anchor Li Jiaqi and the company behind him "Mei ONE". The company's team of more than 300 people all revolves around Li Jiaqi's "personal IP" Launching operations, from saying "Pretty girls, buy it" to registering a trademark for Li Jiaqi's dog "Naiva", the team is committed to maximizing Li Jiaqi's personal value and charm.
In contrast, Luo Yonghao, who also has the head anchor Luo Yonghao, is in charge The Make a Friend live broadcast room, is trying to get rid of its dependence on him.
There are new stories to tell
Considering the risks faced by the Make a Friend live broadcast room in its efforts to "de-Luohua", its founder Huang He said in an interview At the time, he said two words, "Don't panic."
From the beginning, there were only 7 people responsible for live broadcasting. Now the team has expanded to more than 1,000 people, and has established multiple departments such as business, product selection, and supply chain. The huge team also shows that the mistakes made in the rush due to lack of experience when first entering the live broadcast room will not happen again.
For unknown crises and challenges, this large enough ship obviously has enough power to withstand the wind and waves.
talked about When it comes to live streaming, Luo Yonghao once said in an interview: "In fact, when doing live broadcasts, maybe 1/3 of the importance is the anchor itself, and 2/3 of the importance is the backend supply chain capabilities. You have to continuously find good things. And good things must have a good price, which is the core competitiveness. "
One is the cultivation of excellent anchors who bring goods, and the other is the in-depth exploration of the supply chain. These two things are also the direction of the Make Friends live broadcast room.
After experiencing several "rollover" incidents, its team realized The importance of "goods" has put more time and energy into digging into the supply chain. How to directly cooperate with the first-line OEM manufacturers, how to ensure that there are no problems with the quality of product selection, and how to improve the efficiency of business development, etc. all need to be solved. problem.
According to reports, according to the latest plan of making friends, in the future, it will focus on the development of seven business sectors including MCN agencies, agency operations agencies, anchor training, private brands, SaaS systems, and multi-brand integrated marketing. Each sector will be independent. development and mutual empowerment.
In addition, compared to the "people" sitting in front of the camera carrying goods, more attention is paid to the tone of the account. As Huang He said: "Even if Lao Luo is not here, he friends are still there. "
After developing a unified and standardized live broadcast style, Make Friends has now created an anchor matrix with more than 20 young anchors.
In the future, Make Friends will also stratify the live broadcast rooms and open For example, Make a Friend drinks category, Make a Friend beauty category, Make a Friend clothing category, etc. Each category live broadcast room will be matched with different anchors.
Not long ago, Luo Yonghao and Make a Friend said that anchor training will also be carried out in the future. For related business, the development of anchor training courses will be personally responsible for Luo Yonghao.
The appearance of more "Make a Friend" live broadcast rooms and more "Little Luo Yonghao" also just shows that what the team really values is not the personal IP of "Luo Yonghao", but the personal IP of "Luo Yonghao". It is the brand "Make a Friend".
As analyzed by an industry insider, "Make a Friend" is trying to change the shortcomings of MCN that rely on people as assets. It wants to work hard to get rid of dependence on the top anchors and write its own live broadcast story. .
Making money is not difficult, ideals are precious
"If one day your debts are paid off, will you continue to do live broadcasts to deliver goods? If not, what will you choose to do?"
In response to the questions raised by reporters, Luo Yonghao also Zeng Chang thought: "If I choose to do other things in the future, I still want to make a smart device that combines software and hardware, a platform-level thing, rather than a relatively easy to make money business."
From the very beginning as a novice, I frequently overturned to Now sitting in front of the camera, Luo Yonghao is gradually drifting away on the road of live broadcasting, but he has not forgotten to look back from time to time.
The suspension of the Hammer Forum brought back many people's memories. Facing fans' calls for nostalgia, he replied: "The fire in my heart is still there, and I will return to the technology industry next spring."
Previously, Luo Yonghao also revealed that " The progress of "True Return": Currently, 500 million of the 600 million debt owed by Smartisan Technology has been repaid, and the remaining more than 100 million will also be repaid within one year.
With the ending of "True Return", we don't know whether Luo Yonghao, who has reached the year of his destiny, will return to the technology industry to restart his journey. But what is certain is that Luo Yonghao will still have an impact on the live broadcast room in the future. continue.
For example, on November 18, Luo Yonghao’s live broadcast room was the first real-time barrier-free live broadcast room on the entire network. The anchor introduced the product and the sign language teacher translated in real time. A model such as
allows more people with disabilities to enjoy the fun of live streaming. At that time, many people believed that this change continued the humanistic care of Smartisan Technology for special groups, with a strong Luo Yonghao color.
For another example, when talking about the transformation of "Make a Friend", its co-founder Tong Wei said: "At the end of the year, Teacher Luo is still the core. He specializes in large-scale events, and then other students in the anchor matrix support the daily events. ."
It is not difficult to make money, but ideals are valuable.
No matter whether he is deeply involved in reality or obsessed with dreams, the fire in Luo Yonghao’s heart has never been extinguished.
Author: e-commerce gentleman
