Maybe Lao Luo paid off his debt, and the story ended.

Editor’s note: This article is from the micro-channel public number “diving atom” (ID: deepatom), Author: diving atomer.

Looking back on his life many years later, Luo Yonghao will definitely feel that 2019 is really a particularly difficult year. As an idealist and former New Oriental teacher, Luo Yonghao values ​​three things most: one is logic, the other is humanistic sentiments, and the third is scientific spirit. This is the basic soul that runs through Lao Luo’s quotations. Even, for the sake of the scientific spirit, Luo Yonghao even cut his robes with his good friend and Caitou and slid to the side of his opponent.

But in 2019, Lao Luo can’t take care of these things. The business of e-cigarettes, no matter how good the cash flow is, in the eyes of an idealist and scientist, it should still be a replica of the common sense that “smoking is harmful to health”. As for the enthusiasm between him and Weishang, it is also a scientific spirit. But these controversies were quickly diluted by the sadness carried by Lao Luo. After all, not everyone can encounter a debt of six billion yuan.

Lao Luo is such a miraculous existence. When he decided to take things seriously, a bunch of people grabbed him to raise the door high, and waited for him to enter the whirlpool and dark night of public opinion; when he fell, standing up again and again, it would arouse sympathy and understanding, and be As a solid and powerful model.

01

The significance of Luo Yonghao’s story samples

On March 3, with the news of Wu Dezhou’s resignation from ByteDance, it marked that Luo’s mobile phone business had finally come to an end. For Toutiao, the need to quickly occupy new industries, the already saturated mobile phone and hardware industries, cannot satisfy Toutiao’s anxiety about rapid expansion. Therefore, desalination is also destined from the beginning.

△Wu Dezhou resigns

However, looking back on the mobile phone industry in the past few years and comparing the current mobile phone industry, without Luo Yonghao, this industry seemsIt’s getting boring. On the one hand, mobile phone innovation has entered a plateau period. On the other hand, it is also because the industry has no topical agitators like Lao Luo.

After the entire JMGO mobile phone team turned into the headline hardware team, the core hardware product that is now the main product is the Vigorous Eye Protection Lamp, which focuses on remotely checking student homework and eye protection. In other words, this team that was once recruited has no possibility of independent development. Now it can only serve the educational layout and strategy of Toutiao.

△The Nut Mobile Phone and TNT Expansion Edition

As an exchange for Lao Luo to join the TikTok live broadcast, the Nut mobile phone has been blown away by the rain and wind. It is estimated that this brand will no longer appear in the headline system in the future. So why did Toutiao strip Lao Luo separately and put it on the chessboard of live broadcast?

The reason is that the headline focuses on Luo’s personal brand and influence value, not the nut mobile phone. The core reason for Luo Yonghao’s fancy is his reputation and tonality. For a long time, Douyin live broadcasts have opened up the situation and sales at low prices, and when Luo Yonghao, a big crocodile who cares about quality and details, joins, it can reverse the brand tonality of Douyin live broadcasts. Of course, more complex narrative considerations also revolve around Luo Yonghao. Simply put, a person failed to start a business, and then paid off 600 million in debt through Douyin live broadcast, and once again embarked on the pinnacle of life. May I ask, such a ready-made Where can I find a good story that can be drawn locally?

02

The underlying logic and limitations of live broadcast delivery

Live streaming has gone from the original novelty to the tuyere, and then to the current standard configuration. As long as it is a platform-level traffic entrance, as long as you choose e-commerce to monetize, live broadcast is an indispensable form of content. However, at the core of the rise of live streaming, in addition to the reform of the content form and the upgrade of the infrastructure that supports the reform of the content form, the more important thing is the efficiency of industrial production and the accompanying inventory. Therefore, the most efficient conversion efficiency is direct delivery from the factory. However, in this model, the cheap price and real scenes have the greatest impact on consumer decision-making.

But for the platform, to develop its own e-commerce, relying on these impulsive low-priced products to clean up inventory can easily fall into a favorable situation. Even if the volume is large, the overall commercialization performance efficiency is still limited. Then the most important and urgent proposition before the platform is to break through the price range and restrictions.

△E-commerce live broadcast

And Luo Yonghao is the per-customer price pusher built by Shaking Volume-although the core of Lao Luo’s sales is still the advantage of low prices, the per-customer price is much higher than that of most live broadcasts. In a nutshell, the core of Tik Tok Yi Brother is to use its influence and credibility to improve the user’s impression of Tik Tok as a platform for selling cheap goods.

And Luo Yonghao is indeed also in the selection of products in the live broadcast room, which is more than ten streets more rigorous than the low-end products before. But the huge irony is reflected in the fact that even so, it is still impossible to guard against and will step on the pit of fakes. Because there is a paradox between the high customer unit price and the large discount. In order to maintain the user’s brand recognition for products with high unit price, an important operation is to insure the price. Although brands can be attracted by low prices and traffic in the short-term, in the long run, this practice itself hurts users and brand value.

Lao Luo once said after he did this business that he came for “quick money” because he had to pay the bill quickly. This is the main story line of the core story of Lao Luo’s “True Huan Chuan”. But since it is “quick money”, there is a core question that cannot be avoided. How long can Luo’s live broadcast last? How long can Lao Luo’s brand value and influence be consumed?

△True Return

The dilemma of this model lies in the fact that one end is Lao Luo who needs to be realized quickly, and the other end is the supply chain and business logic that cannot continue to discount and harm the brand value. How to solve this problem? Kuaishou, the leader of Douyin’s listing, has fallen all the way, from a peak of HK$1.7 trillion to HK$1.11 trillion. In addition to the exposed executive corruption and other factors, the most important point is that the unit price of e-commerce customers as one of the wings of commercialization is not high. This will surely sound the alarm for Douyin.

Any traffic star is used as a subject matter, there is a time period. The new live broadcast brought by Luo Yonghao will soon fade away in the face of time. If there is no traffic tilt and support from Douyin, the number of online people in Lao Luo’s live broadcast room is not high, which is an example. Maybe the end of this storyThe situation is that when Lao Luo has paid off his debts, this cooperation has ended. But whether Douyin e-commerce can achieve a breakthrough in high customer unit prices is not so important.