罗永浩回应被称“行业冥灯”:完全不能同意 更多只是时间上的巧合

罗永浩和王拓的“交个朋友电商学苑聊天局”第二弹来了。这一次网友们问了不少相当尖锐的问题。而罗老师的回答也很精彩。交个朋友不允许主播逼单,是真的吗?罗老师如何看待“行业冥灯”的说法?罗老师离开之后,交个朋友会不会垮?

罗永浩回应被称“行业冥灯”:完全不能同意 更多只是时间上的巧合

了解详情,请看下面的问答摘要——

网友:网传您不允许交朋友的主播们憋单,不可以逼单是真的吗?

罗永浩:也不是说100%不允许,就不要把场面弄得太难看、太拙劣。

我举一个典型的线下零售业的案例,比如说你去苹果的直营店,苹果公司的直营店,他的服务是无懈可击的,在整个过程里,感觉不到有人要骚扰你或者怎样,但你进去以后他也不会不管你,他只是不给你压力。但是你如果自己在那盯着看、摸,然后有一点弄不明白,抬头这样左右看一眼,一副需要服务的样子的时候,瞬间就会有人到。这都是做得特别好的地方,润物细无声。苹果店的人在整个服务过程里,没有逼你买东西,但实际上他们的话术也都是经过精巧的训练,感觉不到拙劣或者不体面,我希望我们直播间能做到这一点。

网友:交个朋友的直播模式和外面的不太一样,那怎么保证交个朋友电商学苑教的直播方法能全行业适用

罗永浩:这是两回事,我们直播间有自己的风格,但我们培训学校的老师是什么风格都会研究,也开发了很多相应的课程。只要不是违法、违规的方法,我们都教。主播学会之后,可以自己决定用哪种风格。

网友:罗老师你觉得这次搞直播,自己做对了哪些事情才打破了“行业冥灯”的诅咒

罗永浩:“行业冥灯”这个说法缺乏逻辑支撑,我做了主播以后,国家加强了监管,是因为以前有很多乱象,比如骗人的、表演型的主播,还有工商不合规的。我加入这个行业以后,迎来了好几波整顿。因为我们一直合规经营,几波整顿也都没有发现什么问题,但是整顿过程中有些机构是出了事儿,有些主播是出了事儿的,所以网上就有人说什么行业冥灯,这个说法我是完全不能同意,它更多只是一个时间上的巧合。

网友:办公室谈恋爱管不管?

罗永浩:管理层和恋爱对象不能在一个部门,绝大多数企业都这样。但我们不会管普通的办公室恋情,这轮不着公司管。对管理层有这方面的要求,比如你是一个部门主管,你手下有一个员工跟你是恋爱关系,这时候我们不允许你们俩在一个部门。

主播之间谈恋爱,原则上是不会干涉的,因为主播之间没有上下级关系。上下级关系谈恋爱,会涉及到一个比较复杂的职场伦理问题,比如说下级是由上级决定绩效、工资、奖金、晋升,结果两人是恋爱关系,这个时候就有问题。

网友:网传您要退出交个朋友,罗老师走了,消费者的权益怎么保障?

罗永浩:这个问题问得非常好。这里边可能有一点误解,说大家来我们直播间买东西,认的是老罗这个人,初期是这样,后来我们不遗余力地用了将近两年的时间把交个朋友这个品牌打出来了,所以现在无论是合作伙伴还是我们的用户,大家都是认交个朋友这个牌子。

另外我虽然淡出交个朋友的管理层,不意味着我彻底跟这家公司脱离关系,每年还要播几十场,出了事你们还找我,随时都可以,所以大家不用担心这方面的问题。我也坚信随着我们把交个朋友这个品牌打造得越来越好,有一天多数人都不知道罗永浩是谁,但知道交个朋友是谁,这个时候我的过渡就算彻底完成了。

绝大多数苹果手机的用户只知道苹果公司,但不知道乔布斯是谁,像我老家里的发小、朋友,甚至包括我家人,很多长辈用着苹果手机,他知道苹果是一个美国大牌子,但他并不知道乔布斯是谁,这是很常见的,所以归根结底企业要把企业的品牌做得比个人品牌大,才算完成了发展

其实我跟大家负责地讲,我们中国头部的几家主播,产品出事的比例远远低于那些大的电商平台,你不要想这个主播的人品怎么样,你要想一个商业逻辑和利益关系你就明白,一个主播千辛万苦给自己做成了一个全国知名的主播,卖没问题的产品,收益远远大于卖有问题的产品。

但是即使这样,偶尔也会出问题,出了问题的时候就看怎么补救,怎么认错,怎么给大家赔偿,怎么把问题解决,但你要指望它不出事儿,这是绝对不可能的。

网友:如果罗老师不出镜,交朋友也走不了多久,很快就垮了,您认同吗?

罗永浩:这是胡说八道,因为到今天我的直播时长在整个公司占了不到3%。很多直播公司是靠一个主播卖90%多的货,但交个朋友不是这样的,我上场和不上场对公司收益几乎没什么影响,以我们日常场次为例,因为物流受了一些影响,最近的平均场次,大直播间是1000万左右,前边没有物流影响的时候大概是1500万左右。我上和不上,销量的浮动也就是在8%这个区间。

所以就交个朋友现在是一个非常健康的直播电商公司,我在不在,没有多大关系。

For more information, please see the Q & A summary below.

Netizens:You are not allowed to hand it on the Internet.AThe anchors of my friends hold their orders.AlsoYou can't force an orderDo you mean it?

Luo Yonghao: it doesn't mean that 100% is not allowed, so don't make the scene too ugly and clumsy.

Let me cite a typical case of offline retailing, for example, if you go to Apple's direct store, Apple's direct store, his service is impeccable. In the whole process, he doesn't feel that anyone is going to harass you or anything. But after you go in, he won't care about you, he just won't put pressure on you. But if you stare and touch yourself, and then you don't understand, look up and look around like this, and when you look like you need service, someone will arrive in an instant. These are all places that have been done very well, nourishing everything in silence. The people in the Apple store didn't force you to buy anything during the whole service, but in fact, their speech skills are finely trained and don't feel clumsy or disgraceful. I hope we can do that in the studio.

Netizens: the live broadcast mode of making friends is different from the one outside, soHow do you guarantee it?Make a friendE-commerceAcademic courtTaughtLive broadcastMethodCan the whole industryApplicable

Luo Yonghao: these are two different things. We have our own style in the studio, but the style of our teachers in our training school will be studied and many corresponding courses have been developed. As long as it is not illegal or illegal, we will teach it. After the anchorman learns it, he can decide which style to use.

Netizens:Mr. Luo, what do you think you did right in this live broadcast?To break the curse of the "ghost lamp of the industry"

Luo Yonghao: the saying of "industry ghost lamp" lacks logical support. After I became an anchor, the state strengthened its supervision because there were many chaotic phenomena in the past, such as deceptive, performing anchors, and industrial and commercial irregularities. Since I joined the industry, there have been several waves of rectification. Because we have been operating in compliance, and several waves of rectification have not found any problems, but something has gone wrong in some organizations and anchors in the process of rectification, so some people on the Internet have said that there are some industry lights. I can't agree with this statement at all, it's more of a coincidence in time.

Netizens:Does it matter whether you fall in love in the office?

Luo Yonghao: management and romantic partners cannot be in the same department, as is the case in most enterprises. But we don't care about ordinary office romances, it's not the company's turn. There are such requirements for the management, for example, you are a department head, one of your employees is in a romantic relationship with you, and we do not allow you two to be in the same department at this time.

In principle, anchors will not interfere when they fall in love, because there is no superior-subordinate relationship between anchors. Falling in love in a superior-subordinate relationship will involve a more complex workplace ethical issue, such as performance, salary, bonus and promotion determined by the subordinate. As a result, there is a problem when the two are in a relationship.

Netizens: online biographyYou want to quit.Make a friend, teacher Luo left, how to protect the rights and interests of consumers?

Luo Yonghao: that's a very good question. There may be some misunderstanding here, saying that when people come to our studio to buy things, they recognize Lao Luo. At first, this is the case. Later, we spared no effort to type out the brand of making a friend for nearly two years. So now, both partners and our users all recognize the brand of making friends.

In addition, although I am out of the management of making friends, it does not mean that I am completely separated from this company. I have to broadcast dozens of shows every year, and you can call me at any time if something goes wrong, so you don't have to worry about it. I also firmly believe that as we build the brand of making friends better and better, one day most people do not know who Luo Yonghao is, but know who making friends is, then my transition will be completely completed.

Most iPhone users only know Apple, but they don't know who Jobs is. Like my friends and friends in my hometown, and even my family, many elders use Apple phones. He knows that Apple is a big American brand, but he doesn't know who Jobs is, which is very common.Therefore, in the final analysis, the enterprise must make the enterprise brand bigger than the personal brand before it can complete the development..

In fact, I would like to tell you responsibly that the proportion of product accidents among several anchors in China is far lower than that of those large e-commerce platforms. You should not think about the character of this anchor. If you want to think of a business logic and interest relationship, you will understand that an anchor has made himself a nationally well-known anchor, selling products that have no problem, and the profit is far greater than that of selling products with problems.

But even so, there will be problems occasionally. When something goes wrong, it depends on how to remedy it, how to admit mistakes, how to compensate everyone, how to solve the problem, but it is absolutely impossible for you to expect it to be safe.

Netizens:If Mr. Luo doesn't appear on camera, hand in.AMy friend won't be gone for long and will soon collapse. Do you agree?

Luo Yonghao: this is nonsense, because today my live broadcast time accounts for less than 3% of the whole company. Many live broadcast companies rely on a single anchor to sell more than 90% of the goods, but it is not the case to make friends. My playing or not playing has little impact on the company's revenue. Take our daily number of games as an example, because the recent average number of games has been affected, the main live room is about 10 million, and when there is no logistics impact in front, it is about 15 million. I can't make up with it, and the fluctuation of sales is in the range of 8%.

So making a friend is now a very healthy live e-commerce company. It doesn't matter if I'm here or not.

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