Traditional advertisement Luo Yonghao

Recently, due to the addition of an execution record with the execution target of 1.0 1.62 million yuan, Luo Yonghao has once again become the executor, which has aroused heated public opinion.

Luo Yonghao blew itself up and was forced to sign a "rogue agreement."

On April 6th, at 5438+05, 10:28, Luo Yonghao Fa Weibo, the founder of Hammer Technology, said that a court enforcement related to Hammer Technology was about to happen, described the repayment process, and bombarded an investment institution to force it to sign a compulsory share repurchase agreement. It is pointed out that the investment institution "takes advantage of people's danger at the time of the company's life and death", saying that "the name of the institution will be announced in the subsequent repayment, and the names and avatars of the specific person in charge and executors of this hooligan incident will be announced", reminding "future entrepreneurs to pay attention to avoiding bad investors who are hooligans by this means".

CITIC Securities was involved in the incident.

According to some media, Luo Yonghao's exposure company is Qingdao Jinshi Road Investment Co., Ltd., and Qingdao Jinshi Road Investment is held by CITIC Securities 100%. For a time, CITIC Securities was involved in the incident, and the news that Luo Yonghao named it as a bad investor spread quickly.

On April 5 10:28, Luo Yonghao voiced that he was forced by bad investors to sign rogue agreements to buy back shares, stressing that he would not default. The last third of the article said that he was once again restricted in consumption and had a demand for RV use, so he invited RV investment by the way. And # Luo Yonghao was forced to sign a rogue agreement #, # Luo Yonghao brain circuit investment #, # Luo Yonghao invincible positive energy debt repayment #, # North Xiao Qiang Luo Yonghao # four Weibo topics, saying, "After reading long Weibo, which of the following hot search titles do you like?" Follow-up updates of several topics. In addition, the event-related documents are attached with the forwarding of the lottery.

19 in April, the court issued a document announcing the case of property preservation in the arbitration procedure between Qingdao Jin Shihao Investment Co., Ltd. and Luo Yonghao, with Luo Yonghao as the executor and14.58 million yuan as the enforcement target, and the Beijing No.1 Intermediate People's Court as the enforcement court.

On April 20 1:22, Luo Yonghao forwarded the topic of this event # Luo Yonghao was applied for execution by shareholders #, and said, "Thank you for your concern, I have just been legally cheated by more than 20 million RMB."

On April 26th, Weibo account @ SAIC Datong MAXUS released Weibo at 8:50, announcing that Luo Yonghao had become the spokesperson of his RV, and put forward the topic # SAIC Datong Accompany Lao Luo Journey #.

On April 26th, 12:54, Luo Yonghao released a propaganda document, proposing two new topics: # SAIC Chase MAXUS RV, accompanying Luo Yonghao's "Home Return" trip # and # Money into Enoch, abiding by the spirit of the contract; # Wind and rain, transmit the light of the right path #.

It is noteworthy that during the development of this incident, Luo Yonghao did not mention "CITIC Securities" and its subsidiary "Qingdao Jin Shihao Investment Co., Ltd.", and CITIC Securities was involved in it because of the news from the media.

2. Trends in public opinion

Judging from the trend of public opinion, public opinion broke out in Luo Yonghao on April 15, and the total amount of information on that day was 298 1 time. The number of posts on information platforms and social media and the number of comments on social media all reached the peak.

Then the heat gradually decreased, and after the weekends of 17 and 18, 19 rose slightly again.

On April 20th, Luo Yonghao issued another document, actively responding to the court's decision 19 to freeze its assets and restrict its high consumption. The popularity of that day was slightly higher than that of the previous day, and then the incident of 2 1 was greatly promoted, and the number of posts on the information platform increased again. Although the number of posts on social media platforms has decreased, the participation of netizens in comments has greatly increased.

In the next few days, public opinion slowed down rapidly. On April 26th, Luo Yonghao and SAIC Chase MAXUS issued a document announcing the spokesman of RV, but their response to the heat was obviously insufficient. Since then, the public opinion has not wavered. The activity is basically over.

3. The affected situation of CITIC Securities

In April, the overall sensitive information of CITIC Securities was about 36,846 times, with a negative rate of about 9%. The main negative events were the information of violation punishment of CSRC on April 6th, and the credit impairment event on April 1 1. The Luo Yonghao incident did not make the public opinion of CITIC Securities fluctuate too much. The reasons may be as follows:

1) Luo Yonghao himself has never clearly pointed out CITIC Securities;

2) CITIC Securities itself is deeply involved in the financial public opinion market and is mentioned by various financial market information and stock market information. Its own public opinion is huge, and it may not have a strong impact on the public opinion situation of CITIC Securities before the Luo Yonghao incident really rises to a major public opinion event;

3) Although the controversial opinions of public opinion have increased the fermentation of the incident, it can be seen that many media or experts have voiced their opposition to Luo Yonghao's unilateral accusations, and the incident is still inconclusive, so it is difficult to attract the voice of the top central media to set the tone for the incident.

After Luo Yonghao's voice, the controversy of public opinion focused on two issues. First, whether the compulsory repurchase agreement involved in Luo Yonghao is really a "rogue agreement"; Second, Luo Yonghao's investment promotion action.

Another example is the Chengdu Business Daily Red Star news article "Luo Yonghao exposed himself and was forced to sign a" rogue agreement "". Is it because he can't afford to lose or because the investors are immoral? Interpretation of Lawyers quoted some lawyers as saying: "In the process of venture capital such as equity investment and financing, the initial conditions are a commercial game, which cannot be said to be rogue or immoral. Even if the company and founder are required to buy back, it is understandable. However, after the signing of the agreement, it has reached the stage of entering the contract. If, as Luo Yonghao said, investors ask for compulsory share repurchase by not cooperating with the signature, there is a problem in business ethics. "

@ 京京京京京京京京京京京: Does the capital market believe in tears? Although I admire Teacher Luo very much.

@ 丫丫丫丫丫: Investing in enterprises is a two-way choice. Entrepreneurs should beware of rogue shareholders, just as shareholders' meeting should beware of rogue entrepreneurs. Be careful that I expose you. You're also a hooligan. It is the uncle who owes money these days. What do investors think of this article? Still vote for him?

@ Meng: Capital stresses morality, and the argument is very interesting. Everything has a marriage, and gathering money is the first.

For example, Netease's financial columnist sent a message to Oda, "Ruthless capital does not mean immorality, starting with Luo Yonghao being forced to sign a" rogue agreement ". The article said, "Threatening not to provide a signature page when the enterprise is in urgent need of funds in the second round of financing is actually ignoring the interests of all shareholders, even employees, suppliers, partners and financial institutions, and trampling on their trust. "

Another example is Guan Qingyou, the president and chief economist of the Financial Research Institute. He wrote "Solidarity with Luo Yonghao: It is unreasonable to be forced to sign a" gambling agreement ",arguing that the investor's approach deviates from the people's hearts:" Therefore, the profit and loss of venture capital are common, and the risk is not completely passed on to the founder. If so, this business is basically a steady profit, even more terrible than lending. Companies can earn many times when they go public, and they can get back the principal and interest if they can't continue to operate. We often say that capital pursues profits, but is such a "good thing" really rare in the world? The investor of Hammer Technology is also one of the shareholders of Hammer Technology itself, and Luo Yonghao should be responsible for the company's "life and death" and profit and loss. Capital itself is neutral and cannot escape people's hearts. " At the same time, it said that "when a new round of funds comes in, it is rare to sign a repurchase agreement as a condition for letting new funds come in. "

L claims that the repurchase agreement is unreasonable and rogue investors should be avoided.

@ King Trulli: It is not common to sign a repurchase agreement in the last round.

@ Hewufeiyang 64723: This kind of company is exposed and let other companies warn.

@ Fan Ziqian: Let him be decent if he is decent. If he is not decent, we will help him be decent.

@ I don't know where to go: remind entrepreneurs to avoid this rogue means.

L suspect that Luo Yonghao has fan behavior

@ 京京京京: Compared with returning to China next week, Teacher Luo deserves more respect.

@ Ache _ mrxshellock: @ Luo Yonghao Longge, I'll add a topic for you [haha] # Luo Yonghao reminds entrepreneurs to be extremely wary of rogue investors #.

3. Netizens are against vocalization.

@ 丫丫丫丫丫: It shows that this investor is very predictable. I have long seen that the hammer can't go on, and so it is. Didn't you still lose money after taking the financing?

@ Ant Goose: Obviously, both sides have stated their views. Even if the investor is not absolutely reasonable, there is no conclusive evidence of irrationality. So why remind entrepreneurs to polish their eyes, but not remind investors to polish their eyes? Does this mean that the latter is more likely to be wrong?

Lawyer @ Guo Shaojun: If you signed it yourself, don't call it a rogue agreement. What you need at this time is responsibility. If you didn't read the terms clearly at that time, you are excusable, and you all know the consequences after signing. This is not appropriate.

Second, Luo Yonghao's investment behavior

@ 丨丨 Lei: The penultimate sentence does not forget to market long-term partners. It's amazing. I like this.

@ 團團團團團團團團團團團團團團團: Hahahahahahahahahahahahahahahahahaha, the final RV investment is absolutely amazing.

@ Zhu Hengheng 2020: Lao Luo deliberately provoked public opinion, didn't want to spend money on a car, wanted others to send one, and also collected some money by the way, bringing goods to taste the sweetness.

@ Shangguan Yikong: A true story sequel "Flying on the Road".

@ 丫丫丫丫丫 Kimi: Chase has a very quick reaction. The RV looks good. Can I have a test drive?

@ Prince-Q: You are really good. Lao Luo is a person with his own flow. I wish you a happy cooperation.

Luo Yonghao accused CITIC Securities of the "rogue agreement" incident, which is directly related to entrepreneurs, and the information platform where entrepreneurs gather more undoubtedly has a vital impact on potential entrepreneurs. Pay attention to Tiger Sniffing Network, 36Kr, Chuangyebang and other platforms focusing on the field of entrepreneurial innovation, and find that these platforms focus on neutrality, and Luo Yonghao himself is the main one, while a few articles focus on investment companies. Most netizens support Luo Yonghao, and a few are neutral voices.

L Tiger Sniffing Network "Luo Yonghao refuses to be Lao Lai"

This article was originally written by Tiger Sniff. The article briefly introduces the origin of debt disputes, and reprints the full text of Luo Yonghao and Weibo, saying that "it seems that entrepreneurs are more likely to be' used' by some investors in extreme environments."

Netizens generally support Luo Yonghao, such as "This statement is really domineering!" "Give praise to Lao Aro, praise the spirit of the contract, and praise all those who don't want to be Lao Lai!" There are also views that are neutral to Luo Yonghao's statement. "Open and one-sided words are not credible." "There is no need to be so confident. After all, the root of all the troubles is that the hammer has closed down. " There are many opinions against Luo Yonghao, such as "It is a shareholder's right to sign or not, so don't take a few people hostage. At that time, people were willing to compromise with you to save you from fire and water. When you are insolvent, people are willing to discount your debts. That's cutting meat. You didn't write your verbal promise on paper in time. Now that you are solvent, you want to pay back the money according to the discounted debt amount. Who wants to change? Lao Lai, will you stop washing? "

L 36Kr's "I can't fly any more because of the debt of 654.38+million. Luo Yonghao's long article thundered: I met a" rogue investor ""

The article was reprinted from WeChat "National Business Daily", and the article was mainly aimed at Luo Yonghao himself. Reprinted a large section on Luo Yonghao's publication, implementation, limited consumption, past debt repayment and future work plan.

The opinions of netizens mainly support Luo Yonghao, and some people think that the debt dispute is beneficial to the debtor: "It was good to pay the debt honestly, but as a result, the debtor made such a big fuss, which stimulated Lao Luo and may speed up the repayment (the side effect is that the debtor was exposed and stigmatized ...)"

L 36Kr "Who is the investment institution that angered Lao Luo? 》

The article was reprinted from WeChat "Businessmen". The article has a strong tendency to support Luo Yonghao, saying that "although it is legal, it is very hooligan in the eyes of entrepreneur Luo Yonghao. The meaning of venture capital is venture capital. The normal venture capital model is that if you invest in 100 companies and two companies become unicorns or go public, the institution can quit and get a very high return. Even if the other 98 invested companies die, their money will go to Shui Piao, which is no problem. However, the investment institution that Luo Yonghao is facing is actually not the concept of venture capital. In other words, after Luo Yonghao signed the repurchase agreement, if the hammer department is getting better and better, and the investment institution can make money, the hammer will go bankrupt, and Luo Yonghao will sell the iron to pay back the money. This is like ultra-low risk bank financing-the risk of venture capital itself is passed on to entrepreneurs, thus ensuring the benefits of drought and flood. Even if the signatures of both parties are legal, it is to use Luo Yonghao's sincerity to save the company, which is coercion or coercion. Luo Canyong Hao won't be angry, will he? " Finally, it is said that other media exposure investment companies are Qingdao Jin Shihao Investment Co., Ltd., with CITIC Securities 100% holding.

The article can be seen from the four comments of netizens. First, he said that he would avoid the company; Second, the view of "eating melons" says that Luo Yonghao's news should be placed in the entertainment section; The third is that Luo Yonghao's behavior is somewhat "naive"; Fourth, a society ruled by law needs to abide by the rule of law.

L 36Kr's "Luo Yonghao angrily tore CITIC Securities" playing hooligans "and Jinshi Investment fell off the altar"

The article was reprinted from WeChat "Single Corner Finance". At the beginning of the article, CITIC Securities was pulled into the event center, saying that "there are brokerage brothers now, and I don't know if it will have an impact. The direct investment business that CITIC Securities once highlighted once again attracted attention. " Subsequently, Luo Yonghao's post was introduced, and then CITIC Securities and Jinshi Investment were introduced in great length, saying that "CITIC Securities' direct investment business is facing challenges" and "Jinshi Investment has 49 risks of its own, including 3 pieces of information about the sued company, of which the case was filed in June this year 1". Finally, the paper analyzes the repurchase agreement, citing a large number of interviews with legal professionals, and most opinions do not support Luo Yonghao's "rogue agreement".

Entrepreneurial Luo Yonghao is hovering between "paying back the money" and "limiting the height"! 》

The article is reproduced from Kan Jian Caijing, and introduces the incident, Luo Yonghao's personal situation and the market situation of hammer mobile phone with video content, and expresses the view that "it is the greatest dignity for adults not to evade debts". After the failure of the hammer mobile phone, it has created 3 billion sales in more than a year, which has been very successful. I believe that given a little time, Luo Yonghao will definitely make more achievements in this industry. The example of Luo Yonghao also gives us two inspirations. First, we were all tossing when we were young; Second, you must find a career that suits you. Only for the occupation and industry you like, can you make achievements more easily, and I hope the outside world can give Luo Yonghao more time. After all, there are not so many people who really pay their debts. There are no comments from netizens in this article.

From April 15, Luo Yonghao issued a document, to around 12, public opinion subsided. But the incident is far from over. Luo Yonghao also said that the investment company and interested parties will be announced later. If Luo Yonghao completes this move, there will be another storm of public opinion, and the center of public opinion will be directed at Jinshi Investment and its parent company CITIC Securities. At the same time, considering the celebrity effect of Luo Yonghao, it will have two influences on the event. One is the public opinion tendency brought by celebrity worship. As the "first generation network celebrity", Luo Yonghao has the characteristics of high traffic and the ability to produce high-quality content. With its possible completion of debt repayment and subsequent commercial development, its fan flow pool will gradually expand, and its celebrity worship effect alone can qualitatively adjust the mainstream public opinion of this incident. By then, CITIC Securities will be a party with a high probability of being discredited; Second, the voices of the follow-up media and netizens may be spontaneous and repeated. Repeated mention of this matter in the follow-up events will have a "whipping" reputation impact on CITIC Securities. After 10 days of fermentation, CITIC Securities has not responded. At the same time, at the beginning of the incident, some media said that they called CITIC Securities to inquire about this matter, and the reply was "I don't know this matter, and the official announcement shall prevail after verification".

Luo Yonghao released the original Weibo on April 15 10:28, saying that it was necessary to attract RV brands to limit high consumption. Later, @ SAIC Chase MAXUS sent a message at 12:07 inviting Luo Yonghao to discuss cooperation, and Luo Yonghao replied at 13:54. Follow-up is like @ SAIC Hongyan's RV brand public development news. Contact Luo Yonghao to discuss cooperation. Finally, on April 26th, MAXUS, SAIC Chase, officially announced Luo Yonghao as the spokesman for its RV. For this reason, a large number of media voiced doubts about Luo Yonghao's impure purpose, and paid attention to the actual interests of attracting investment when dealing with the reputation crisis.

Judging from the topic, among the topics set up in Luo Yonghao's first post, two major topics # Luo Yonghao forced to sign rogue agreement # and # Luo Yonghao brain circuit curious investment promotion # both have 600 million readings. After the cooperation between SAIC Chase and Luo Yonghao, the reading volume of Weibo topic # SAIC Chase Accompanying Lao Luo Journey # is about 25 million. Although the popularity is already high, there is still a dimension gap of more than 20 times compared with the two hot topics. Reason: 1) The original two topics of the Luo Yonghao incident were hot topics of "netizens eating melons" realized with the help of Luo Yonghao's star effect and continuous operation, while the topic of SAIC was a purely commercial activity, and its "eating melons" attribute was obviously insufficient in Weibo; 2) From the 15 incident to the official confirmation on the 26th, it lasted for 12 days. Although there were some continuous operations during the period, the public opinion fever dropped obviously from 22nd to 26th seven days after the incident, and the incident was gradually covered up by other social hot events. 3) Long-term influence on public opinion, there are a lot of opinions that Luo Yonghao is purely a hype to attract investment.

However, regardless of whether the effect of this RV investment promotion public relations is in line with the advertiser's expectations, Luo Yonghao still logged into the hot search again through the controversial issue of "rogue agreement" and continued to make a sound, and finally completed the investment promotion. The total reading of related topics exceeds 1 100 million, and he shows an image of daring to scold, being responsible and being creative, which is really "a strange brain circuit" as Weibo said. The involvement of CITIC Securities may be just a tipping point in its public relations process. The complexity and opposition of public opinion helped the fermentation of the incident and finally completed its commercial purpose of attracting investment.