Luo Hammer behind the phone 15 capital Big Boss shareholder

at the main venue of the Beijing National Convention Center

Luo claims that the hammer phone is valued at more than 1 billion. Whether Luo can become "ROM 1 billion" is still unknown.

May 20, 2014 night, is Luo from the moment of the latest dream.

In the main venue of the Beijing National Convention Center, Luo, the founder of Hammer technology, wearing brown casual wear and silver sneakers, told more than 5,000 expectant listeners about the "hammer phone and his" story.

On the big screen behind the slide, every single one of the technical parameters, the audience in the crowd was greeted with enduring cheers and applause. It's hard to imagine a mobile-phone conference that was so grand, and even 10 of the end of the conference, almost no one had to go.

Soon, Luo on Weibo said the hammer phone has reached 50,000 bookings in two days, completing 1/10 of investors ' expectations.

This moment, Luo is not a man in the fight, behind him there has been supporting his angel investors and entrepreneurial small partners.

15 Big Boss shareholders smash hammer phone

The launch of the hammer phone is a "stones" story.

According to Luo recalls, back in early November 2011, he was invited to the Millet headquarters and Lei meet. According to their original intention, just hope and millet cooperation, but found some of their ideas and Lei conflict, and then germination of their own mobile phone ideas.

At that time, according to his own calculations, because the early hardware will be very burning money, he even had to shelve the mobile phone plan, but the bypass first to do a ROM to prove their ability. This is actually learning the marketing model of millet. Millet MIUI System earlier than the millet mobile phone 2 years, in the network free to allow other mobile phone users to install the use, in the realization of millions of installed capacity, the whole machine in August 2011 to market, a gun and red.

In his own words, he said, "I do not have the money to do two steps, do a ROM 10 million enough, but you want me to do a mobile phone out, this at least 10 million U.S. dollars to start, or startup will not start." I thought I couldn't do it, so I went two steps. ”

But even if you do ROM, upfront start-up funds need at least 10 million yuan. How to solve this 10 million yuan investment?

At that time, he thought of Yantan, the science and technology CEO, "he is my friend, I told him this matter, he said I help you find a way, then he gave me more than 9 million yuan, and then started." ”

"In fact, I invest Luo nothing else, because he is my friend." Yantan to reporters.

After getting 9 million yuan, the hammer phone dream is also officially set off.

April 8, 2012, Luo on Weibo, said the company will register to start doing mobile phones. Immediately following May 28, Hammer Technology (Beijing) Co., Ltd. was formally established with a registered capital of 3.1 million.

In the early days of entrepreneurship, Yantan to hammer phone help can be a success.

"At that time, Shanghai purple-hui Ink Culture Development Partnership Enterprise (hereinafter called purple-hui Ink culture) has invested in us." "Yantan told the financial Weekly reporter," In my matchmaking, the old Luo and Shanghai Purple FAI reached a consensus, and promised to investors after the hammer mobile phone listing, hammer phone will reach 500,000 shipments, if 1 million shipments, can be said that the hammer to create a miracle. ”

Purple Ink Bai Culture is responsible for investment hammer technology projects, is the executive partner Zhenggang. 2011, Zhenggang because of investment Mo Mo First War fame.

In addition to Yantan, Luo from the outset assembled a group of extraordinary big boss shareholder. Ape Item Bank CEO Li Yong, Snowball Finance CEO side three, Alibaba (rolling information) 18 founders of two-Wu Yuming and Sheng.

One months before the hammer's phone was officially released, Luo a round of financing. Interestingly, April 14, Luo on Weibo, said, "We have completed the end of last month, the B round of 180 million yuan financing, cast hammer technology valuation is 1 billion yuan a little bit more, you can call me Pan Rod 1 billion ..."

Industry and commerce data show that in early April this year, hammer technology has just completed a new round of shareholder capital injection. Hammer technology shareholders from the original 8, developed into 15 shareholders. The new shareholders include and June Consulting partners Tieling, Haitong Securities Direct Investment company Haitong Kaiyuan, Guangdong Celeste Investment Co., Ltd., Suzhou and gathered benefit equity Investment Partnership, Shanghai Purple-hui, Suzhou, and the integration of equity Investment Partnership Enterprises.

Because the industry and commerce information did not disclose the B-round shareholder share price, B-round hammer phone valuation is also unknown. After round B, whether Luo can become "ROM 1 billion" is still unknown.

Fan-supported marketing model

There is no need to explain the tough life.

From the cattle bo nets to the Old English Training school, from the "refrigerator door" to the development of hammer phone, Luo has been using very extreme means to snatch the eyes of the audience, now he has more than 6 million fans on the microblog.

Now that Mr Lo is mobile, is the High-profile Roche marketing still working?

From the marketing of millet mobile phones, fans become a force to be reckoned with, including Lei himself in the early days of millet, in person to open Weibo in social media word-of-mouth propaganda, in order to cultivate their fans, and rely on their word-of-mouth spread.

Take the millet mobile phone for example, according to the financial report reporter inquires the information, the Millet forum currently has 18.81 million registered users, and on Sina Weibo, Lei's micro Bo fan quantity is close to tens, they become the Millet faithful vermicelli, each time the millet sells the product, will in very short time sale completes. Behind this, the power of fans can not be underestimated.

However, the same goes for the fan marketing hammer phone, but in the 2014 Hammer technology, it can rely on the strengths of what?

"The core of Roche's marketing is attributed to Luo's opinion leadership, sustained marketing campaigns on Weibo, and the need to meet media needs in communications strategies." "Analysys International industry analyst Li Summary.

"People who buy hammer phones must be people who agree with Luo values, but these fans also need to understand that the 3000 of dollars they spend are paid to the phone itself and the other part is chasing stars," Li said. ”

　　
Is Luo's cell phone specifically for your brain residue? This is a question that many people are questioning. Luo vetoed this statement, "In fact, before I launched the hammer mobile phone, the market has Han Geng and Cui Jian, in different ways, these entertainment circles of stars also by their own name launched a mobile phone products, but ultimately did not achieve success." ”

Luo that the real product based on the fan economy can not exceed 200 yuan, in the audio, film and other markets, is very easy to start the economic effect of fans, but in the price of 3000 yuan in the mobile phone market, this is not a key role.

But he does not deny the role of fans, "the role of fans is early promotion fast." "Luo said.

But Roche marketing, or was the "old enemy" Ark attack. Hammer mobile phone released on the fifth day, Ark in Tencent Micro-blog @ Beijing Industrial and commercial, the report Luo Hammer technology to hammer mobile advertising campaign against the "advertising law", please Beijing Industrial and commercial investigation. Ark said, the related products in the network print ads, the use of "best", "top" and so on, and the "Advertising Law" stipulates: Advertising should not use the national, the highest, the best and other terms.

For Fang's report, Luo sent a response to Weibo, "Oh, happy, even if it is deliberately arranged, will not have such a good effect." Love your enemies and bless those who curse you.