Luo Yonghao, known for his frequent appearances in online trends, has once again become the center of internet discussions after a mega-influencer with over 5.4 million followers, known as "Liji," launched a series of attacks against him on Weibo. In response to Liji's various allegations, Luo stated on September 22 via a social media post that he would file complaints on the Weibo platform and pursue legal action in court regarding the defamation and slander he has faced.
It is worth noting that on September 21, the topic "Luo Yonghao's equity worth over 100 million yuan frozen" trended on Weibo's hot search list. In response, Luo explained, "Setting aside whether it's frozen or not, I didn't even know I held any equity worth over 100 million. After checking, it turned out to be an old lawsuit from years ago, and what's frozen is Smartisan Technology's shares..." According to Tianyancha, multiple equity freezes are currently registered under Luo Yonghao's name, but no spending restriction orders remain, and he has repeatedly mentioned traveling by plane in his recent social media posts.
The Mega-Influencer's Aggressive Posts and Luo's Firm Response
After Jia Guolong, who faced the pre-made dish controversy, became relatively low-key, the 5.4-million-follower influencer Liji recently stepped up to voice grievances on behalf of Xibei. On September 20, Liji posted, "Do you know why he (Luo Yonghao's public relations head Wu Jialu) suddenly came out last month? Because Xibei has sued Luo Yonghao, and the trial is about to begin. He came out to manipulate public opinion and put pressure on the court."
Liji also suggested that Luo's recent targeting of the brand "Mr. Wild Man" was a dual-purpose move, linked both to the comeback of ice cream brand Zhong Xue Gao and an attempt to rewrite history by creating a narrative of "I'm just a consumer complaining." Beyond these remarks, Liji has been posting multiple messages related to Luo Yonghao, Xibei, and Jia Guolong on his social media account in recent days.
Liji claimed that Xibei would be completely bankrupt within the next two to three months, with Jia Guolong personally shouldering most of the debt and giving up his shares, leaving around 100 profitable stores to be run by employees. However, in response to the bankruptcy rumors, Xibei stated that all its stores nationwide are operating normally, emphasizing that the brand will continue to provide quality products and services while urging the public to view online information rationally.
Liji further asserted, "While Xibei suffered massive losses in the fourth quarter, Luo Yonghao's livestream sales hit new highs, increasing by nearly 4 billion yuan compared to the third quarter. The enormous benefits and traffic generated from Xibei's downfall have been shared by Luo's friends and the MCN agencies he collaborates with."
On September 21 evening, a rumor circulated online claiming that "Xibei founder Jia Guolong demanded Luo Yonghao kneel down to settle the dispute," and the topic quickly went viral on social media hot search lists. Luo subsequently responded on Weibo, saying, "Don't believe rumors like 'someone will only settle if Luo Yonghao kneels.' So far, the only source of this statement is a notorious rogue black public relations operator."
Luo added, "Considering that this black public relations person has previously taken money from clients only to harm them, although I don't know the exact reason this time, it isn't surprising. As for the defamation against me, we have already collected evidence and will file complaints and lawsuits accordingly." The "rogue black public relations operator" Luo referred to is Liji.
On September 22 afternoon, Luo published a detailed post firmly confronting Liji. Luo pointed out that Liji first proactively claimed that his client "would be completely bankrupt within two to three months," and even after the client publicly denied it and expressed shock, Liji oddly told the client, "Just don't deny me." In Luo's view, Liji "seems to have gone crazy these past few days," praising the company as a good one and expressing firm support while simultaneously "pulling the plug" on it.
Regarding Liji's allegation that Luo has "backing," Luo posted two office addresses where complaints could be filed, stating, "From either place, it's a 20 to 30 minute drive to Peking University Sixth Hospital, where I frequently go for ADHD treatment. They handle your kind of condition too. I can book an appointment for you there ahead of time."
Luo also stated that in response to Liji's wanton defamation and slander, he would file complaints on the Weibo platform and pursue litigation in court, and if Weibo fails to address the issue promptly, he would take Weibo to court as well.
Response to Equity Freeze and Current Status of Spending Restrictions
On September 21, media reports revealed that multiple equity freezes are currently registered under Luo Yonghao's name, with the frozen equity value exceeding 100 million yuan. The topic "Luo Yonghao's equity worth over 100 million yuan frozen" subsequently trended on Weibo. That evening, Luo responded on Weibo, "After landing from a flight, I saw the news and was startled. Setting aside whether it's frozen or not, I didn't even know I held any equity worth over 100 million. After checking, it turned out to be an old lawsuit from years ago, and what's frozen is Smartisan Technology's shares..."
Public reports indicate that after Smartisan Technology's entrepreneurial failure, Luo once accumulated hundreds of millions in debt but later staged a "true repayment saga" through livestream e-commerce and other avenues. On December 10, 2020, Luo was named "Man of the Year" by Esquire magazine. During his acceptance speech, he revealed that he was on the restricted consumption list due to over 100 simultaneous lawsuits and had traveled 17 hours by car to attend the ceremony, with another 17-hour return trip planned that night.
That same evening, Luo also stated on his personal Weibo account that the "spending restriction" matter had been settled with creditors. However, given that many lawsuits were still running concurrently, he acknowledged the possibility of appearing on the restricted list again, while assuring creditors and supporters that debt repayment was progressing steadily and efficiently.
According to reports from June this year, insiders at Smartisan Technology revealed that Luo Yonghao has repaid nearly 1 billion yuan in total, with the remaining debt repayment proceeding in an orderly manner. He has also been fully dedicated to his work to accelerate completion of the repayment plan. In his recent social media posts, Luo repeatedly mentioned phrases like "after the plane landed" and "at the airport," implying that he is no longer subject to spending restrictions. Tianyancha data shows that apart from three historical consumption restriction orders from 2019 to 2020, no new such orders have been registered under Luo's name.
The ongoing dispute between Luo Yonghao and Liji remains unresolved, and the financial media will continue to monitor how this conflict ultimately plays out.
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