How long can the educational business adhere to it for only one and a half years, and how long can the enthusiasm of Luo Min's enthusiasm for prefabricated dishes?

The capable hairstyle and dark shirt, the upper left corner of the live room is rolling with huge discounts: 1 point of money grabbing sauerkraut fish, pumping 5 iPhone 13 every 5 minutes ... This is the recent live broadcast room of Luo Min. Like Dong Yuhui in June, the live broadcast room of Boss Luo Luo was hot all night.

With the popularity, Luo Min, who had just failed to educate, started another round of entrepreneurs -prefabricated dishes. Will Luo Min have enough patience this time?

Blasting live room

The live room of "Boss Luo" is explosive.

According to reports, on July 17, the Douyin account "Fun Store Lo Luo" began to broadcast live from 6:30 in the morning, and the cumulative live broadcast period exceeded 19 hours. The live broadcast eventually set a record of 2.50 million yuan in single -game sales, and a total of 90.986 million people watched and participated in the live broadcast.

Before this live broadcast, the number of fans in the live broadcast room was less than 500,000; after this live broadcast, the "Boss Luo" live room directly increased the fans of 45.83 million. At present, the total number of vibrato fans has exceeded 5 million.

According to data from the blue whale education query, the number of fans of the live room of "Fun Store Luo" lived in 4 steps overnight; it became the second place for food and beverage to bring goods, and the 11th food list.

The most direct reason is that the most direct is inseparable from "smashing money". Before doing live broadcast, Qudian promoted a lot. In Douyin and today's headlines, we can often see the news of Boss Luo Luo's live broadcast.

During the live broadcast, as mentioned above, the live broadcast room was scattered with iPhone 13. It is reported that it sent a total of 1,500 Apple 13 on Weibo and Douyin; Jia Nailiang was invited to jointly broadcast live, and also launched 1 point of citizens of sauerkraut fish and 1 point of money boiled fish. The price of many products is also set at 19.9 yuan, 29.9 yuan, and 59.9 yuan, which is lower than the market price. Coupled with traffic, there are rumors that the total live broadcast of the 19 -hour live broadcast has exceeded 100 million yuan.

Luo Min's model is very different from the current live broadcast model. Compared to anchor with goods earning money, Luo Min is more like "losing money to make money." Continuously smashing money for live broadcasts and brushing flows, for ordinary live broadcast rooms, it is almost a reduction of dimension.

So why did Luo Min smash money like this? What is the earning of money?

Luo Min smashed money, intended to hype?

For live broadcast reverse money, Luo Min's intention is obviously not to earn "pit fees", "commission" and so on.

After the sales of over 100 million yuan on July 17, Qudian soon held a strategic conference to meet the prefabricated vegetable track. Luo Min said that in early 2022, Fun Store established 15 pre -production and processing factories in 15 cities including Xiamen, Wuhan, and Shenzhen. In the next three years, it will support 100,000 users to start offline stores. "Fun Store will be a food company in the future."

As for the main business of Fun Store, Luo Min said that the revenue contribution of the prefabricated vegetable project will soon surpass cash loans, and it is expected to be reflected in the third quarter financial report. Earlier in the announcement, Fun Store stated that the market environment evaluation may terminate the credit business. This also means that Luo Min once again Allin a brand new field.

Therefore, the performance of Boss Luo's live broadcast room on July 17th is more significant to make a new strategic layout.

It can be seen that on July 18, "Boss Luo" was first launched for about an hour, and then appeared in the East to select a live broadcast room to brush a dozen carnival in a row. But Luo Min then posted a video in the account that he was blackened by Teacher Dong. Boss Luo's atmosphere did not get the enthusiastic response from another fire -making anchor, but the incident of being black still attracted the attention of public opinion. Baidu Index shows that Luo Min's index has been maintained at a high position from July 17-19.

The most direct result of high exposure and topic is not the prefabricated dish of the shop, but the capital market first. Just like the New Oriental Online in June, the stock price of Qudian ushered in the sky on July 18. A single -day stock price rose 40%, and the stock price was almost doubled within two trading days.

The purpose of the preliminary hype has been achieved, but can Qubian really succeed in prefabricated dishes?

Remember the young children?

Before transforming the prefabricated dishes, Luo Min's last business was still education.

In December 2020, Qudian launched an independent APP "Miles", and said that it will open an offline store with a training park, trying to develop new scenes of children's education. From the perspective of the official website, Wanli Muyou focuses on the quality education service track, claiming to provide basketball, tennis, ballet, Lego, Piano, swimming, English, and art. At that time, in order to seize the market, Wanli Children took a series of measures to try to quickly differentiate from venues, services, and talents.

In the offline hardware facilities, the first growth center of Xiamen Talents uses natural solid wood furniture, a 24 -hour fresh air system, equipped with bubble house star empty houses, and small theaters and galleries customized for children. In addition to the teaching area, it also includes parental rest areas, parent -child restaurants and other supporting areas. In terms of teacher equipment, the class uses a small class system. There are at least 2 teachers in each lesson, about 6-12 students. In terms of management, Wanli Children also launched the "new partner model". Set different levels for people with different abilities and backgrounds, and give different treatment. Partners do not need to invest, and they can also receive wages.

It seems that the management model is innovative and the hardware facilities are exquisite, but in fact the development of thousands of miles is not smooth. It was reported in August 2021 that the children of Wanli were undergoing layoffs and concentrated on the middle and high -level. By March of this year, Luo Min said in the circle of friends: "It's time to say goodbye ... the epidemic is not allowed, too many are not allowed." The outside world speculates that the fate of the young children may have ended. Looking back at Luo Min's entrepreneurial history, many of them have been involved in countless fields, and many are not even related. Campus network, group purchase, online education, social networking sites, e -commerce, campus installment, automotive finance, luxury e -commerce ... Luo Min is very good at creating momentum and high -profile entry into the industry, but he is also good at giving up quickly when the situation is not optimistic.

Today, although there are many leading companies abroad, there are opinions that Chinese dishes are richer, cooking skills are more complicated, taste demand is more differentiated, and the cold chain requirements are higher. In the process of frequent cross -border, the team itself does not know enough about the prefabricated track track, and the challenges are still many. More importantly, the performance of the main business of Fun Store is facing tremendous pressure: As of the first quarter of this year, Qudian's performance has fallen for 9 consecutive quarters. In 2021, Qudian's revenue was only 1.654 billion yuan, which was equivalent to 18.7%of 8.84 billion yuan in 2019.

After entrepreneurship again and again, will Luo Min have enough patience for this prefabricated dish?

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