This article is from WeChat public account: knight Island (ID: xiake_island) , author: Sun Bing, title figure from: vision China
The man sits at home and the hammer comes from heaven.
On the evening of November 3, Luo Yonghao, the founder of Hammer Technology, was listed on the “Lai Lai” list due to debt problems, and opened up in the technology circle.
The company owed a supplier of 3.7 million yuan in payment, and was repeatedly urged to be unsuccessful. Hammer Technology and Luo Yonghao were finally implemented to limit consumption orders, and high-consumption behaviors such as flying and G-head trains were not allowed.
Luo Yonghao’s reply was also quick, and he wrote a long article entitled “The Confessions of a ‘Lao Lai’ CEO”.
The article is full of Lao Luo’s idealistic feelings. “In the future, the debt will be fully repaid, and Hammer Technology will continue to do it… Mark Twain and Shi Yuzhu can do it, and I can do it. As long as the soldiers don’t leave, everything is possible.” p>
Is everything possible?
一
The new Oriental teacher started Luo Yonghao, There is no experience in doing mobile phones.
However, when the iPhone was launched 6 years ago and the friend Feng Tang helped him bring back one, Luo Yonghao never forgot the beauty of the “exquisite art”.
He decided to make a mobile phone, and it is “the best mobile phone in the Eastern Hemisphere”, and said that “the user experience, aesthetics, marketing, fetishism, perfectionism tendencies are not lost to Jobs.”
In the process of making a mobile phone, Luo Yonghao always insists on humanistic feelings. “Why do we make mobile phones? We like mobile phones, we want to make mobile phones. We want to be craftsmen in the era of smart phones.”
Unfortunately, reality is not as good as imagination. Since 2012, Hammer Technology has gone through eight rounds of financing, with a total fundraising amount of more than 1.7 billion yuan, but the total sales of seven mobile phones is only about three million.
On May 20, 2014, the smartphone Smartisan T1 was officially released. However, due to low yields, T1 could not be delivered normally for several months after its release. In the following 3-4 months, the negative news of the hammer continued, the backward configuration and poor quality control made Hammer powder angry, and the T1 escape rate rose from the initial 2% to nearly 90%.
In 2018, the situation is even more critical. Luo Yonghao revealed in the article that Hammer Technology has experienced a business crisis since the second half of 2018, and at most it owes about more than 6 billion yuan of debts from banks, partners and suppliers, and he himself signed. More than one billion individual unlimited liability guarantee.
Luo Yonghao said that although the rational and legal way to rely on the company’s debt is bankruptcy and liquidation, it only needs to repay 100 million yuan of personal guarantees, but he will insist on not filing for bankruptcy liquidation, and has already repaid about 300 million yuan.
Since then, Luo Yonghao seems to be more realistic, and he is trying to get faster.A business that monetizes and brings a steady stream of cash. He smashed into the field of air purifiers, and used bullets and chat treasures to enter the Internet to socialize and launch e-cigarette products on the air.
How are these business outcomes? Some netizens sum up this way:
Lao Luo started to make a hammer mobile phone that year, is catching up with the shrinking industry and increasingly fierce competition; the year when the air purifier was done, the weather was particularly good, coupled with relevant policy factors, slow-moving; this year just preparing to enter the electronic cigarette, the whole industry I was named by CCTV and boarded the 3.15 party.
This makes people feel: Does Luo Yonghao have a bad fortune, a long way to go, or a feverish mind, and every game loses?
二
Some people will say that entrepreneurship is a life of nine, not to mention that Luo Yonghao has a dream and a path. His fans also believe that even if there is no technical background, Ma Yun is not a technical person, does not establish a network business empire, open online services?
Though this is the case, it is not the case. It is good to have a dream, but it must be based on a clear path of realization. Even if the fans burst into tears for their entrepreneurial feelings, they will eventually turn away in the face of disappointing products.
It’s true that you want to be a “pig on the wind”, but is it right? Six years ago, the Chinese smartphone market has changed from the technology “blue ocean” to the “old economy” in the mature stage of technology because of the large number of players.
Extremely speaking, As long as the upstream and downstream industry chain is integrated, it is easy to “smash out” a new mobile phone, and need to design a new LOGO and a new shell, a new brand can be born. At this time, the focus of competition is not on technology, but on marketing and channel capabilities.
Because of this, both investors and Luo Yonghao have judged: This should be able to become – Luo Yonghao with 16 million Weibo fans own traffic, and the Internet e-commerce platform can provide sales channels.
In 2014, Beijing National Convention Center, “Hammer Powder” at the launch of SmartisanT1
That is, as the competition intensifies and the growth rate of the smartphone industry slows down, the industry reshuffle begins. The price war is getting worse and stronger, and the opportunities for small factories are getting less and less. Especially with the advent of the 5G era, there is no hard verification, and it can only face the outcome of being eliminated.
Overview of Lao Luo’s entrepreneurial journey, the model of “chasing the wind and being eliminated” runs through. From Niu Bo.com, Lao Luo English training, hammer mobile phone, to bullet SMS, chat treasure, e-cigarette… Lao Luo runs on the road of chasing the “wind”.
But the question is, as a chaser with no technical advantage, how likely is it to achieve a corner overtaking? Before the first mover is right in the pattern innovation, the other mistakes are irrelevant. But if the follower can only imitate, any mistake can be fatal.