He jokingly took the name "hammer". His "feat" of smashing Siemens refrigerator with a hammer made him famous at one stroke. He wanted to make a similar move in the mobile phone industry. It seemed to foretell his fate for the next few years: excitement.

Another omen came that summer. Hammer office moved from ZhongGuanCun to Wangjing, when loading suddenly lightning, thunder and rainstorm. Luo Yonghao stood by the window of his old office and said, "OK, OK, I know all about it." before long, the thunder stopped and the rain was light. It seemed that the weather had reached a settlement with him.

"Reconciliation" is another theme of Lao Luo's six years. To some extent, this is the secret of his survival from the death valley of mobile phone, but all the gains come at a price. One of the victims of Lao Luo's sacrifice is "Luo Yonghao keaido".

one

Hammer's press conference held in Beijing University of technology on April 9 did not form the trend of brushing the screen.

There is hammer powder that accident, the field seems to be normal. In addition to cost-effectiveness, the nut 3 released on that day was really poor. Even Lao Luo's wonderful speech was just like the failed Magnolia in this season. It was so withering that people couldn't lift their spirits. After the show, there was a discussion in wechat group about hammer powder, who had been sleeping longer than just now.

Luo Yonghao chose "Yi". At the end of the press conference, he sent a micro blog: "I came back to see the feedback on the Internet. Many users said that they were ugly. Well, they would sell very well. I can sleep at ease." On the second day, he said in WeChat official account that those who curse the nuts 3 ugly are stupid.

It's still a tone of natural pride, but the formula seems to be different from six years ago.

At that time, the target of his crusade was Xiaomi. 2012 is a year of rapid development of Xiaomi model and highly praised. By the end of November, Xiaomi's sales had exceeded 10 billion yuan - it took Huawei and Coolpad six years to achieve this figure, and it was only two years before Lei Jun drank the bowl of Xiaomi soup.

But Luo Yonghao refused.

He quickly demonstrated his extraordinary venomous tongue skills, ridiculing Xiaomi as "mobile phone futures" and "monkey marketing" He even complains about his sharpness, "Lei Jun is really forced by us to attach importance to design and pretend to have humanistic feelings.".

But when he comes out, he always has to pay back. "Production capacity" became Luo Yonghao's curse in the next few years. After feeling the pain, he conveyed his apologies and feelings to Lei Jun that it was not easy to make products.

But that's all in the future. Back in 2012, there's no doubt that Luo Yonghao caught up with the big wind of smart phones.

In the upsurge, many great changes have begun to appear.

Xiaomi is naturally the hottest star, and the hammer directly copied its early model: making ROM first and then mobile phone. More big manufacturers haven't responded yet. Huawei will launch the Internet brand "glory" in 2013, and Meizu will have "Meilan" in 2014. As for Lenovo's Zuk, that's the story of being late in 2015.

More stories about subversion are staged among mobile phone manufacturers outside Apple:

For 14 consecutive years, Nokia's position as the number one mobile phone company has been replaced by Samsung. Wang Xuehong, the iron lady, led HTC to complete the strategic transformation of high-quality products and become the number two mobile phone company. Rim, a BlackBerry manufacturer, has chosen a dangerous path: BlackBerry 10 has become a go for it product, but it has been delayed from 2012 to 2013. It is reluctant to release the touch screen version, but it also retains the physical keyboard board.

Rim was optimistic at the time. "We now have about 80 million users - something Nokia doesn't have," then CEO tosten Heins said of Nokia's decline But the reality is that although BlackBerry has many fans such as Obama and Lady Gaga, with BlackBerry closing its BB OS service on April Fool's day this year, blackberry, like Nokia, finally left its glory to history.

Between the ups and downs, the waves raised by Luo Yonghao seem to be more or less playful. A lot of people are ready to watch the crosstalk actor and English teacher smash up with the attitude of watching jokes

ROM, originally scheduled to be released at the end of 2012, bounced to march of the next year. Due to the serious shortage of engineers, many functions could not be realized. In addition, the conference site was seriously delayed, and the network was paralyzed. In a word, it became a "bad" appearance, and almost all the network was full of curses.

Some media said that Luo Yonghao lost sleep that night, and the next day, he also kept silent in his microblog.

two

A few years before making a hammer, Luo Yonghao has not been able to get rid of the label of "unreliable".

He is arrogant. In 2013, when there was no mobile phone shadow, he posted an article on Weibo: "why does it seem that only hammer technology is most likely to become the next Sony (Sony in Morita era) or the next apple (apple in jobs era)? 》In that year, the most active role in the domestic mobile phone market was the 799 yuan Hongmi mobile phone, which directly boosted the sales of Xiaomi. In the "double 11" year, Xiaomi sold 100 million yuan in three minutes.

He's casual and doesn't change his true colors even in front of investors. "He even chatted, looked at his mobile phone and ignored investors," media person Huang ZhangJin once commented. In fact, Luo Yonghao is a bit of a social phobia. He doesn't know how to say half true and half false words when talking about cooperation.

Not long after the "bad" ROM conference in 2013, Luo Yonghao burned down the 9 million yuan that Momo Tangyan gave him. For the first time, he faced the problem of money. But many investors have a taboo on this crazy man who once stormed the refrigerator. A well-known fund venture capitalist once said, "I appreciate Lao Luo very much", but he turned to tell his colleagues: "we won't give him a cent."

Hammer in the production line encountered trouble, gave Luo Yonghao a "hammer".

It was released in May 2014. For Luo Yonghao, who has never been involved in hardware production, this is undoubtedly a historic step. In the product promotion map, he called it "the best smartphone in the eastern hemisphere". Maybe it's the worry of touching the new "advertising law" regulations. Soon, the slogan has become "the second most user-friendly smartphone in the world".

At that press conference, Luo Yonghao raised his eyebrows, straightened up his waist, and laughed at the whole mobile phone industry, although the first launch of T1 was only 3G.

Supply chain backhand slapped him. Due to the low yield rate and other reasons - some media quoted the judgment of industry insiders, the yield rate of hammer mobile phone will not exceed 50%, while the normal value should be more than 93% - T1 was unable to supply normally in a few months after its release, so Luo Yonghao rushed to Foxconn to stay.

The momentum created by the press conference has cooled down in the long wait of ordering users. In the next three to four months, the rate of T1 evasion soared from the initial 2% to nearly 90%. Those who got the purchase code through the employee channel also ran away for a simple reason: in the past few months, I was afraid of watching the negative news about hammers every day.

In October, Luo Yonghao had to announce a price reduction of about 1000 yuan for hammers. After the price reduction, the cheapest 16g 3G version costs 1980 yuan.

This angered a lot of hammer powder. Five months ago, Lao Luo said, "I'm particularly disgusted with the way that some mobile phone manufacturers set a high price when their new products come on the market, and then they will reduce the price again soon". The only possibility for him to reduce the price is that the new generation of products will come on the market, and the previous generation needs to clear the inventory. In order to appear convincing, he also put down harsh words: if it's less than 2500, I'm your grandson.

Finally, the total sales volume of T1 in 2014 was more than 250000. In that year, China's smartphone shipment was 420.7 million, of which Xiaomi's was 61.12 million.

The result is undoubtedly depressing. Luo Yonghao thinks that his mouth has no barrier to the enterprise.

In December of that year, he gave his last personal speech, an idealist's entrepreneurial story, in Beizhan. He choked and bowed at the scene, saying that he would seriously learn to be an entrepreneur, and announced that the password of his personal microblog number was given to the company's public relations department. In the future, every word he said would be reviewed and released by the company.

Since then, the microblog nickname of "Luo Yonghao, keaido" has disappeared.

three

Facts have proved that it is a wise choice for Luo Yonghao to enter 2015 with a low profile.

The theme of the mobile phone industry that year was: no one is immune.

The danger has begun to appear in 2014. According to the monitoring report of MIIT, in the first 10 months of 2014, the shipment of smart phones decreased by 10.4% year-on-year, including 286 million domestic mobile phones, down 25.4% year-on-year. Obviously, this is an increasingly saturated market.

Therefore, for the small mobile phone manufacturers established in tuyere, 2015 is the death valley. Coke, which had three mobile phones in a row in the first year, remained silent this year and declared bankruptcy in March of the next year.

Under the depression of the industry, the upstream enterprises have been implicated. Many mobile phone factories in the Pearl River Delta have gone bankrupt, and the boss has jumped from the building.

It's hard for big companies, too. As the growth rate slows down, the voice of singing Down Xiaomi rises one after another.

At the beginning of that year, Huawei's Yu Chengdong judged the cruelty of the situation: in the next three to five years, there will be only three major mobile phone manufacturers left in China. Of course, he did not forget to cheer himself up, "including Huawei.". The CEO, who became famous in the P6 World War I, once mocked himself as Huawei's CHO (chief bragging officer) - "I've learned to brag, bet and deal with the war of words."

In August, Yang Yuanqing of Lenovo also wrote on his microblog: Lenovo is facing severe challenges at the moment. In the first year, Lenovo acquired Motorola mobile phone brand with us $2.91 billion, which directly led to a loss of US $292 million in 2015 Q1 financial report. From the following story, this move has not stopped the decline of Lenovo's mobile phone business.

In such a situation, the life of hammer is not easy.

Hammer released nut mobile phone and T2 successively that year, which failed to make a turnaround. Finally, hammer technology lost 462 million yuan in 2015.

Money is a big problem. Natural pride seems vulnerable to reality. By 2016, hammer announced only two rounds of financing, and the highest amount of financing was RMB 180 million in April 2014. As a result, when the hammer failed to pay in 2016, Luo Yonghao could only make up a reason: there was something wrong with the banking system, and it will be paid again in a few days.

A year later, when the crisis resolved, Luo Yonghao shared it as a joke at the geek Park conference, which made the audience laugh. He didn't talk about the bitterness of the period, including going to Xiaomi for money to talk about the acquisition, and pledging shares with ALI. In the end, he didn't succeed. As a last resort, he went to Momo to open a column and do live broadcast, "sell himself" for money.

Later he said: the real man, dare to look at the bleak life. Another feature of a strong man is to hide when he is crying.

There was also a helping hand. Zheng Gang, an early investor of hammer technology and founding partner of Zihui venture capital, said that Jia Yueting had lent Luo Yonghao 100 million yuan in the hammer capital crisis. Jia Yueting started to make mobile phones in 2015 and once planned to invest in hammers. However, considering the time required for the transaction and the urgent need for money for hammers, he finally lent 100 million yuan directly without pledged equity.

Later, Luo Yonghao used a set of data to review 2016: he was rumored to have closed down six times, was rumored to have acquired five times, was exposed to the plight of the capital chain three times, and was sued once by users.

Lei Jun had a similar taste this year. In 2015, Xiaomi began to experience a double drop in its shipment volume and market share. By the Spring Festival of 2016, Lei Jun announced the cancellation of KPI. Then, making up lessons became the theme of the year. He invited Li Wanqiang back to rectify the supply chain, find Star endorsements, and lay out offline and overseas.

The size of the two companies is quite different, but when life and death are at stake, the desire to live is enough to let them put down the past, and even introduce the model they once despised. After all, in business, survival is the biggest challenge.

They've all worked it out.

In 2017, Xiaomi's shipment returned to the top five in the world, and IPO entered the process. Luo Yonghao also announced that hammer will obtain a new round of 1 billion yuan financing. Surprisingly, 600 million of them came from the Chengdu municipal government.

It was also in this year that the hammer headquarters moved to Chengdu and nut Pro was released - this mid-range model is the first hammer product with a production capacity of more than one million. When Luo Yonghao choked at the press conference: if you are going to use a hammer mobile phone in the future, you must remember that this mobile phone is made for you. It seems that you can see his arrogant and emotional shadow in the past.

four

Make high cost-effective mobile phones, air purifiers, layout of ecological chain After the hammer survived, many actions were evaluated by the industry: more and more like millet.

In fact, since the last personal speech in 2014, Luo Yonghao has been trying to turn himself into a normal entrepreneur and a normal company. When he announced the billion yuan financing in August last year, he said with a smile:

"No surprise, we'll have about $1.9 billion in operating cash from the fall. This means that from next year, we will be like a regular mobile phone manufacturer, with high, medium and low grades, launching 5-6 products a year. "

There was no anger, pride, or arrogance in the words.

It is these characteristics that make many fans who follow Luo Pang turn into hammer fans. As a good friend, Feng Tang once analyzed why hammer didn't die in such a bad start. One of the important reasons is probably fans. "If you change another madman and paranoid to do it, you may not be able to live a year without Lao Luo's fans."

In the view of different hammer powder, the six years of hammer have different meanings.

Some people are happy that the company has survived the hard time. Even if there are M-series mobile phones with bad reputation in the middle, they can't believe that "this is Lao Luo's aesthetic feeling"; some people have turned around and left because Lao Luo's pride no longer exists, and hammers have become a common commodity.

For example, nut pro, which is priced at 1499, 1799 and 2299, is the total volume of all mobile phone products of hammer technology in the past five years.

This is a commercial success, but young artists care more about intuitive feelings. Zhihu user slender man wrote:

"When a company needs to make comments on a third-party shopping website, a company needs to spend a lot of time praising the toughened film as a mobile phone accessory, and a company boasts about the so-called craftsmanship spirit rather than improving the system that has been criticized for its impractical functions like" virtual call ", this is probably the biggest stain on" feelings. "

But Luo Yonghao, who has survived the crisis, has obviously surpassed these. He sighed last year, "do you know how I survived these five years? Every time I have the cheek to stick to it. "

His change is obvious.

He rarely shows up, and the labels he once had, such as toughness, feelings and craftsmanship, are no longer strengthened over and over again. In the 8-and-a-half-hour "long talk" with Luo Zhenyu, he said that he was very lucky, because now there is no need to use story telling to finance, "they (investors) don't need to see how I like Luo Yonghao, and I don't want to talk with them. We can see the performance directly.".

He began to understand a lot of behaviors that he didn't see before. "In the past, if I saw a well-dressed guy at the airport with a book" win: Welch's life management wisdom ", I would think that this idiot was hopeless, but now I will also take such a book and read it with my head firmly."

At the press conference of Beijing University of technology on April 9, Luo Yonghao's