Robin decided to gamble again

Source | Tech Planet

Wen | Qiao Xue

After a few entrepreneurial projects failing, Luo Min, 40, returned to the spotlight after a while, and recently turned on the live broadcast to bring the goods in Douyin.

He shaped the image of a "town as a questioner": from a small town in the fourth line, admitted to the third -rate university, opened the North Drift entrepreneurial life, and then stepped on the mid -wind entrance, led the company to start a business, and went on the market to knock on the bell.

Now in the entrepreneurial story of prefabricated dishes, he has opened the 18th year's entrepreneurial journey. A live broadcast of a high degree of attention also brought the new project of Qudian prefabricated dishes to the public controversy.

On March 12, 2018, Luo Min's 38th birthday was less than half a year before the listing of Qudian. At that time, the market value was $ 5.2 billion. Before reaching $ 100 billion, he no longer receives salary and bonuses from the company and signed his own name on the statement.

Now that it has passed 4 years, the market value of Qudian is less than 400 million US dollars, hovering on the edge of the delisting. On July 18th, at the prefabricated dishes strategic conference of Qudian, Luo Min laughed, "Now I know how swollen at that time, it is too naive (naive)."

In the years after the listing of Qudian, Luo Min has been in the cycle of "following the wind, continuous transformation, and chasing the wind." A few years later, if you go back to your high -profile involved in prefabricated dishes today, will you feel that this is another expansion or naive gambling?

Burning money marketing circle and controversy

The marketing of Boss Luo Luo was circled.

On July 17th, the screens of Weibo and Douyin were replaced by Luo Min's live broadcast. After the live broadcast of up to 16 hours a day, Luo Min's voice was hoarse, eating a box of throat sugar, neck neck, neck, neck. Paste the ointment and continue to sell the goods.

In this live broadcast, the total number of viewers reached 95.87 million, which refreshed the Douyin record. The peak number of online online people was pulled to 913,000, and the pink fans increased by 3.97 million a day. 10 seconds, exceeding 84.25%of anchors, sold 9.56 million single products.

But the effect of burning money is controversial. This live broadcast Luo Min sent 1,500 iPhone 13. The estimated price of 7.5 million yuan, 1 cents of prefabricated dishes, if calculated at a cost of 25 yuan and 1 million copies, the cost is 25 million; Between 10,000; Douyin's placement, the outside world says differently. It is estimated that it is about 10 million, and the overall marketing cost is at least 40 million. According to third -party data, ROI (investment return) is only 0.05.

In this regard, at the conference on July 18, Luo Min's answer was blurred, but the data was wrong, but the real data was specific, and Luo Min did not answer.

After burning money at a low price carnival, if the subsequent subsidy has disappeared, how to attract consumers? Luo Min immediately cited Ruixing Coffee as an example. "Your quality is good, you are valuable, and if you can't buy it elsewhere, you will come to buy it. The prefabricated dishes are actually not compared with coffee. Sexual drinks have the desire to stimulate consumption, and the coffee market has passed the process of long -term educational consumers, and the prefabricated dishes are still in the initial stage. "

In fact, after a brief heat of a day, because of the selection of live broadcast rooms in the East, because of a gift to Dong Yuhui, he was suspected of touching porcelain and the heat of the heat, and Luo Min's account immediately dropped tens of thousands of fans.

Why make prefabricated dishes with the trend? Luo Min said that the reason for the decision to enter the prefabricated market is that the market is large enough. "Not only does it have no brand at the front end, but no one does such a thing." It is to do a new thing.

In fact, prefabricated dishes have long become the air outlet. Many food and food companies have begun to make prefabricated dishes, and even listed companies have already been listed. According to the company’s business model and genes, it can also be divided into the supply chain. , Zhengda Food, Shengnong Food, etc. At the same time, facing B -end and C -end customers, such as Zhixiang, Lai Lai, Ruyi Sanbao, etc., catering companies such as Xibei, Haidilao, Guangzhou Restaurant, Dongpo of Meizhou, etc. Fresh and fresh platforms such as Hema and Ding Dong are also involved.

At the prefabricated dishes on the 18th, Luo Min said confidently herself that no company can sell products such as farmers' small fried meat so far. Hema's products have also been launched for a long time.

Luo Min wants to enter the prefabricated vegetable industry, and competitors cannot be underestimated. It not only has more mature channels and supply chain systems such as Haidilao, Guangzhou Restaurant, and Dongpo of Meizhou to build barriers. Brand power will also reduce the threshold for consumer trust.

In the prefabricated vegetable industry, Luo Min once again wanted ALL in. Regarding investment, Luo Min's answer was that there was no upper limit. But about the future of this project, Luo Min is even more conservative this time, "Can pre -production?

Among the many words that avoid and flash their words, the future of the prefabricated dishes in the store is obviously full of unknown.

In less than half a year, do you want to open 10,000 stores?

Any commercial behavior requires returns, not to mention a listed company such as Qudian.

The low prices in front of you are more like the advance pre -savings of advertising costs. Du Yixu, the person in charge of the prefabricated dishes of Fun Store, told Tech the planet: "At present, because the prefabricated dishes are still in the early stages of entrepreneurship, they need to be promoted. Do it, but after the brand is established, the cost will definitely be measured. For example, only buying one dish may allow users to pay the freight, buy two dishes or more may be free. "And the second half of the prefabricated stories may be Luo Min said at the press conference on the 18th that "to support 100,000 users to start offline stores." In Luo Min's plan, the free -joining physical stores will reach 10,000 this year, reaching 50,000 next year, and 200,000 next year. In the next three years, it will become a leading company in prefabricated dishes and strive to become a consumer goods company.

The question is, can the free model of fun shop work, or how long can it last?

In contrast, even Lu Zhengyao, who has rich experience in pushing and store, was targeting the prefabricated vegetable track in 2021. It has been solicited to more than 6,000 potential franchisees in more than a year. Essence

Known as the "first stock of prefabricated dishes", Zhixiang was established in December 2008. It can be regarded as a large -scale enterprise in prefabricated vegetables in the market, and only more than 1,600 stores are opened.

The goal of opening 200,000 stores in 3 years, so far, there is no such thing as a catering and even retail industry that can be reached. For a fun store that has no experience in food and food in consumer goods, and even without supply chain management experience, it comes to come. Said, it means extremely difficult.

Even if only fun shops have opened the goal of 10,000 stores this year, there are still less than half a year, and now Qudian has not opened a store, and even the basic investment plan has not yet been introduced.

In Luo Min's business scriptures, in the early stage, it opened through radical subsidies, expanded the volume, and rapidly scale. Different from the previous high -ranking self -employment model, Luo Min needs more "believers" this time. The difficulty of the franchise model will be upgraded in the index.

And the current milk tea, star hot pot restaurants, sauerkraut fish, etc. are crazy on the franchise model. There are many routines and brand effects are not as expected. Potential franchisees are getting more and more cautious. In the future, chain control, product research and development, food Safety, price competition, and unable to follow up in personnel management may cause franchisees to operate the dilemma.

Industry people believe that if the franchisees cannot make money, if the franchisee insists on exiting, it may be reduced to another game of cutting leeks.

Try the water 11 tracks, and start 1 new project in one year

In front of the wind, Luo Min has been unwilling to fall. Moreover, his first bucket of gold did step on the air.

In 2015, after seeing Xiao Wenjie, who was also a native of Jiangxi, founded a small "installment music", Luo Min also walked into the campus with his "interesting stages", and he went to battle in person. "The leaflets are full of campuses of major universities.

It was also that year that Internet finance rose rapidly by the wind. In 2015, Qudian received Ant Financial injection and received the amount of Alipay Jiuka. And successfully went public in the United States in 2017.

After the IPO of the Fun Store, Luo Min still did not stop. In October of the same year, he personally led the team to incubate the staging of Dabai Automobile. Direct rental, the sales target of 100,000 vehicles sold in 2018 was set in the early days, and became the world's largest car retail platform.

One of the major reasons for the fast cut in this market is that the car rental market is flourishing, and the melon seed used car founded by Yang Haoyong was once the darling of capital during this period. In just one year, the three rounds of financing got nearly one billion yuan. Dollar.

In the second quarterly report of 2018 after listing, Luo Min revealed the change and said that in the future, it will be cautiously developing the Dabai Automobile business. Soon, in May 2019, Dabai Automobile stopped. Only about a year.

Luo Min did not stop and continued to toss. In March 2020, Wanlian, a subsidiary of Qudian, came online, claiming to subsidize 10 billion yuan to build a cross -border luxury e -commerce platform. If Dabai Automobile is still deeper based on the original financial business of Qitian, then the luxury e -commerce business is a larger gambling. There is neither the resources of the luxury industry nor the background of e -commerce.

However, the environment at that time was that Ali's $ 2 billion acquired Koala Sea purchase, and the valuation of the old cross -border e -commerce platform Ocean Pier also reached 7 billion. Luo Min once again bet to e -commerce. In June 2020, Qudian will hold about 28.9%of the shares of Siku at the price of more than $ 100 million, becoming its largest shareholder. However, soon the fakes were exposed to fake goods, and the supply chain was not sound. The project also failed.

In December 2020, the fun shop did not even change the name. It added "children" directly to the field of Wanli to cut into the field of quality education. The volume of the outlets is more than 3,500 square meters, and the investment is about 3 billion yuan. The number of stores is expected to reach 100 in 2021.

At the end of the story, the "double reduction" policy landed in July of that year, and the education industry shrinks rapidly. In March of this year, Luo Min issued a message in the circle of friends to say goodbye to "Thousands of Miles". According to the information published by the announcement of the announcement on July 18, the new project has been preparing for 8 months. The prefabricated dishes can be said to be almost seamlessly connected to entrepreneurially entrepreneurship.

Throughout Luo Min's entrepreneurial experience, since the listing of Qudian in 2017, Luo Min has founded Dabai Automobile, only spectrometer, Wanli luxury e -commerce business, and young children, and then today's prefabricated dishes. There is a project that starts, and incomplete statistics are not fully statistics.

Luo Min has been chasing the wind. At present, there is still capital that can keep Luo Min's continued tossing, perhaps because of what he said, "10 billion cash on his account". As of March 31, 2022, Qudian had about 354 million US dollars in cash and cash equivalents, restricted cash of about 36.1 million US dollars, and total assets reached 2.146 billion US dollars.

Luo Min is undoubtedly "lucky" and once stepped on the wind, but today's Internet environment has long lost its early dividends. Keep chasing between the winds one by one. This time, the prefabricated dishes may not be the terminal of Luo Min's table.

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