2 Luo min's backwater battle in Qu store

source ：AI Blue Medium sink （ID:lanmeih001） author ： Ye Er

“ add 5000 Sauerkraut fish , Ok or not .”

7 month 17 Noon , When you see user interaction in the live broadcast room, say 0.01 When a bag of pickled cabbage and fish with a price of yuan were used up , Luo min casually asked for an increase , Send benefits .

The staff responded quickly , a slice “ Boss's atmosphere ” The background sound of filled the live broadcast room .

Fu Seoul sitting on Luo min's left , Also echoed the way ： Only CEO To do this （ cheap ） sell .

We'll go on with the , It is in “5、4、3、2、1” In the countdown of , There is a link of pickled cabbage and fish in the live broadcast room . Luo min began to talk about his original intention of making prefabricated dishes 、 Ideal , And this time “ Lose money and bring goods ” And so on .

One should be one and , At the moment, Luo min is like a professional anchor , Be familiar with all kinds of routines in the live broadcasting room , And regard itself as the selling point of traffic , The purpose is to quickly open the market of prefabricated vegetables in qudian .

There are many Internet bosses who bring goods live , But put “ The listed company CEO Live broadcast in progress ” On the screen of the live broadcast room , Maybe Luo min is the only one .

chart / Luomin live studio

That's right , Luo min is indeed a listed company CEO.

2017 year 10 month , Luo min led qudian to ring the bell at the New York Stock Exchange , The market value of the company once soared to 100 Billion dollars , Luo min himself also completed the Jiangxi small town youth to listed company CEO The counter attack of .

But after the highlight ,“ Campus loan ” Original sin 、 Industry regulation , In addition, many business transformations are unfavorable , today , The market value of qudian has fallen to 3 Billion dollars , Evaporate from the highest point to only a fraction .

Even this year , Qudian has been in delisting crisis twice . Respectively in 2 month 、5 month , Because the trading price has been lower than 1 dollar , Qudian received a letter from the New York Stock Exchange “ Delisting warning ”.

To some extent, we can say , Enter the prefabricated vegetable outlet , Force live broadcast with goods , It is a self-help move for qudian to keep its position as a listed company , After all, the case of the stock price soaring after the explosion of New Oriental live broadcast is in front of us .

It's also Luo min's back water battle . Luo Min wants to carve out a new road for Qu store , Besides, he once boasted , We should lead qudian to become an Internet company with a market value of $100 billion .

For him , This time, the transformation of prefabricated dishes , It is impossible to fail again .

A premeditated flow feast

7 month 18 On the afternoon of Sunday ,“ Qudian prefabricated dishes ” At the brand strategy press conference , Luo min standing on the stage , Hoarse voice .

Just a few hours ago , Luo min just finished a marathon live broadcast with goods —— Cumulative live time 15 Hours , Even in the 7 month 17 At the beginning of the day , He prepared throat candy on his right hand early , But it still doesn't play a big role .

Luo min is very competitive .

He told netizens in the live broadcast , I want to live continuously 15 Hours , do CEO It's very bitter . At the same time “ Loss selling ” It means ,“ Can you understand me , Although I am a middle-aged man , It's OK to be charming occasionally .”

Just like Luo Yonghao and Yu Minhong , In order to sell better , Luo min also began to peddle his personal IP.

This year, 5 late , Luo min appears on Tiktok , Publish short videos frequently as the owner of Qu store Luo , Reactivate in social media . At this time, it stops closer to its personal official account , Three years and two months have passed . This time back to social media , Luo min's main purpose is naturally to bring goods and prepare vegetables .

And in 6 month 15 Japan , Luo min played in the live studio “ The listed company CEO Live broadcast in progress ” The label of , Completed the premiere in Tiktok .

The live broadcast one month later , It's even more important .

according to the understanding of 7 month 17 Japan ,“ Owner of the fun shop ” Live broadcast from the owner of the fun store Luo from the morning 6 The live broadcast started at halfpastten , The cumulative live broadcast duration has reached 19 Hours 21 branch .

During this period, except for Luo min , Fu Seoul was also invited to the live studio 、 Jia Nailiang and other star guests , It's more like “1500 platform iPhone 13+1 Penny pickled fish ” Super benefits , Plus the douche 、 The open screen advertisement of Weibo + High level hot search , And online transmission of billions of investment fees ,“ Owner of the fun shop ” Successfully created a flow feast .

AI Blue media exchange noticed , On the same day, qudian contracted the all day business promotion space of Weibo hot search , such as “ Fu Seoul loves boss Luo ”、“ Jia Nailiang and zanluo boss are generous ” And so on .

chart / The topic of interesting store appears in the hot search promotion position of Weibo

Of course, the effect is outstanding .“ Qudian prefabricated dishes ” At the brand strategy press conference , Said Luo min ,7 month 17 During the Japanese Food Carnival , The prefabricated menus in qudian are sold on the day 956 Thousand times , New fans 397 ten thousand , The number of spectators reached 9587 ten thousand .

This kind of playing method of qudian has also been summarized by insiders as “ Hot track + Live streaming fills the pool AII in+ Strong operation ”, Behind this , In the air outlet of prefabricated dishes , Luo min and Qu store have all bet on it .

Start again , Bet on prefabricated dishes

In Luo min's mouth , At present, qudian is no longer an Internet company , But a food company , A vegetable company .

This is the transformation of qudian again .

According to Luo min , Why choose the prefabricated vegetable industry , “ What I want to do is to save an hour a day for 10 million people , Have more time with your family . At the same time, I want to support my users and fans to start businesses , Let's start a business together and try to make people's life better ”.

It is also a new story told by qudian to the capital market .

This year, 3 month , Luo min wrote in wechat circle of friends ：“ It's time to say goodbye , The original intention of making children grow up happily and healthily is still , But the epidemic does not allow , Too much is not allowed ……”

It means , Qudian bid farewell to the wanlimu children's project .

After a month , Qudian officially announced , A new strategic business plan has been officially launched in Xiamen ： Ready to eat meals , Or it's called fun store food , That is, the well-known prefabricated vegetable industry .

Interesting stores need new stories to support their market value , New businesses are also needed to support performance .

Results show that , In the past two years, the revenue and net profit of interest stores have continued to decline .2020 The annual revenue of Nianqu store 36.88 Billion , fell 58.28%, Net profit attributable to the parent 9.588 Billion , fell 70.63%;2021 The annual revenue of Nianqu store 16.54 Billion , fell 55.15%, Net profit attributable to the parent 5.891 Billion , fell 38.56%.

meanwhile , The profitability of qudian has reversed , From the previous high net profit to loss . Results show that , from 2021 year Q3 Since the beginning , Qudian lost money continuously . Just past 2022 year Q1, The net loss attributable to the shareholders of qudian is 1.428 One hundred million yuan , The net profit in the same period last year was 4.784 One hundred million yuan .

During this time , Luo Min has been constantly tossing . From big white car 、 Geneticist 、 Wanlimu to wanlimu children , Qudian has been chasing the tuyere , Bet on the hot track at that time , And every time it is a high-profile entry , Fast market , Heavily invested , However, these projects failed to bring the expected return to the fun store .

This time, the pre prepared dishes , It is also a work of chasing the wind .

These two years , stay “ Homestead economy ”“ Lazy economy ” The birth of , Prefabricated dishes “ go ” Go out of the kitchen of the catering store , Enter the vision of mass consumers , Become a popular outlet for capital .

AI media consulting data display ,2021 In, the domestic market scale of prefabricated vegetables was 3459 One hundred million yuan , expect 2026 The annual market scale can reach trillion .

Entrepreneurs including Lu Zhengyao have laid out their plans , Luo min also goes up from time to time .

Just this time , Can he stop failing .