La Ngoc Hung was born in 2002. Hung said, he was originally a student of FPT Academy, in Daklak province. The school is far from home, so since childhood, Hung has learned to be independent and take care of himself. As a math student, he was quite “dry”, when he went to school he also won awards for good students, but according to Hung, “not significant”. After completing the high school program in his hometown, Hung passed the exam and studied at FPT ACADEMY University, majoring in Network Administration.
In 2020, thanks to his outstanding academic achievements and extracurricular activities, Hung was selected as one of 8 Google student ambassadors in Vietnam. It was his time as a Google student ambassador that gave Hung the opportunity to have deeper exposure to Google’s business models, along with building relationships here. This is also an opportunity for Hung to establish and operate DIXO Network – a global YouTube partner when he just turned 18.
Model MCN (Multi Channel Network) can be understood as a multi-channel network consisting of many Youtube channels. Operating under the MCN model, DIXO Network is an intermediary bridge between Youtube, brands and content creators. In which, DIXO plays the role of supporting partners to develop content, optimize techniques, and promote their videos on Youtube.
Although the MCN model has been present in foreign countries for a long time, in order to effectively apply it to the Vietnamese environment, DIXO must also undergo many business model adjustments. In the early period, Hung and his associates also consulted the foreign MCN model to see how they did it. At that time, DIXO mostly cooperated with artists, this cooperation brought a steady growth of “followers” and views to the Network. However, partners often release a video every half a year. Views and followers have but not much revenue. This was the time when the company faced many financial difficulties.
It is this turning point that has brought DIXO strong growth. Currently, DIXO is the main partner of more than 500 Youtube channels of influential artists and YouTubers, averaging more than 5 billion minutes of viewing per month across the Network.
In addition, Hung himself started his business when he was quite young, did not have much experience and knowledge, so he encountered many difficulties in strategy and human resource management, which made Hung often tired and discouraged. However, Hung always kept in mind that “Even if you don’t like it, you must learn, you must know to be able to manage and work with personnel”, it is that optimism and the spirit of constantly learning that has helped Hung overcome all difficulties. and bring DIXO to more and more development.
After the difficulties and obstacles have been overcome, Hung draws a lesson for himself that to keep a cool head to wisely analyze and think strategically. Along with that is positive thinking, determination in the face of difficulties. Tu Hung added, “I don’t support bluffing, start-ups should only be done when there are three factors: strong enough financial potential, a product with a developed market, and a companion to go with. with me”.