Dangdang guoqing on Entrepreneurship: The 11 Quixote-style survival

Guoqing Fire, from the listing, but not because of the listing.

A micro-Bo game, so that "guoqing World War Morgan Woman" became a popular search word automatically generated on Baidu-as long as you enter guoqing, the search box will prompt you "watch" This happened in the listed company CEO and suspected Morgan Stanley staff between "a large scale" of the curse of war. It was an unexpected incident.

Since October 2010, we have begun to prepare this cover story, in our impression, Guoqing is the entrepreneur of the intellectuals, although very temperament, but also very low-key, and have an idealist will insist and thinking. With this, he reaped the success of Dangdang today, but after a listing of the micro-Bo battle, we saw the guoqing of the "mouth without a tongue." He will not pay for his "true nature", until now no one knows. But he and the "Morgan Stanley Girl" in the space between the battle itself has been hot enough and eye-catching, in the memory of the Chinese people already, an original low-key cautious entrepreneur, but also listed companies are not scruple to express their true temperament, with a full of Beijing scold the rock lyrics to vent dissatisfaction, perhaps, or the first time. But as an entrepreneur, guoqing is real enough.

But no matter how the network to his evaluation of how the change, we still will he as our cover figure, the reason is very simple, in these more than 10 years, how many have forgotten where the Xinhua bookstore, through Dangdang to harvest the fun of reading? And how many people are driven by Dangdang, the work of their own hard writing into a best-selling book, often sell books? When the number of orders more than 100,000 per day, is proof. Who can say that this is not a corporate contribution to society? And how many people started from scratch, by 5000 yuan to create a super tens of billions of listed companies? And that's why we've been focusing on Dangdang for a long time.

Entrepreneurship is worthy of respect, because without the struggle of entrepreneurs, the development of this society will lose its engine. Stories from scratch, innovation from scratch, changes in business models, never stop clinging to the pursuit ... All these business charm, you can from the 11 years of development experience.

TIPS: New York Diary--when the most memorable day in history

Guoqing Edition

This time I thought it was "New York, I got it back," and it was with a company that was about to become a "public corporation".

New York, I am no stranger. I went to the United States for the first time in 1988, and as a member of the government delegation, I felt good about studying sinology in the United States. But when I went to America in 1995 and 1996, I felt like I was still disgraced.

This time I thought it was "New York, I got it back," and it was with a company that was about to become a "public corporation". The first time in business class, in New York has a special Mercedes-Benz car transfer, a change to the previous "plain." Interestingly, I forgot to bring my shirt on my 5-day trip to New York and started catching a cold and fever on my way. People say "Fugui", which seems to be a physical reaction to the important events of life. Finally, the investment bank came to us. Four Seasons Hotel in Manhattan I took my measurements, bought a shirt and a dress and sent a bag of pills.

The first day to attend the pricing meeting, the next day Bell, interview. The third day when the big troops to visit the United States E-commerce, I said to Peggy, we do not go, you accompany me in New York stroll. We went to the Rockefeller Center where she once worked, 72 Street, 77 Street, Park West Road, once lived in the block, once took the parents to play in the United States to eat "Wuliangye", "Mountain King" Chinese restaurant. Now think, after I know Yu, I have a foothold in New York, although the house has been sold, we still miss the days together in New York. But we are more fortunate to have chosen to start a business in China and choose the Internet.

Less than a minute before the bell, I had a whim, said to the Chairman of the NYSE: "Knock two down--meaning" when "?

At the pricing meeting, Morgan Stanley and Credit Suisse all asked us if we wanted to see the opening tomorrow morning, but we both loved to sleep in and didn't go. I don't want to go through that moment, rather, the head of the Morgan Stanley pricing group said the price group was most worried about falling below the IPO price, which was a loss for investors immediately, and that he had made so many pricing that he could get a good night's sleep before the opening day.

Strictly speaking, the two of us arrived in the New York exchange on the afternoon of December 8, and as soon as we entered the hall, we saw the "Dangdang" banner on the NYSE, and the Chinese flag, which made me feel like an Olympic champion. Then I heard that the morning opening deal was particularly interesting. The NYSE is this, a group of people on behalf of the buyer, a group of people on behalf of the seller, discuss the initial transaction price. The head of the exchange said that there were few such scenes--half a day in the morning, not out, deadlocked for 20-30 minutes without trading prices, the buyer is afraid of loss, the seller is afraid to sell less, spent half a day and finally 24.5 dollars to open the plate--more than the 16 dollar price is indeed higher

Then we knocked on the bell. In accordance with the prior division of labor, Peggy is responsible for ringing, I am responsible for ringing the bell. Less than a minute before the bell, I had a whim and said to the Chairman of the NYSE: "I'm not going to knock two down--meaning" when "? I forgot to speak English and spoke Chinese--I didn't expect her to "understand" what I meant and agreed. So I knocked twice and stopped trading in the hall. After that, the NYSE held a cocktail party for us in the VIP room of the New York exchange. It was a "special treatment" that was very satisfying and happy for them-and at first they sought to be listed on the NYSE.

Yu Edition New York Diary

When the opening of a good dozens of people in a circle, on behalf of the seller and the buyer to discuss the initial open transaction prices, half a day can not open, deadlocked for a few 10 minutes. The NYSE trader told me that "it's the first time you've worked for 10 years."

For me, there are two memorable moments in New York: The afternoon of December 8, we exchanged gifts with the NYSE on behalf of a particularly beautiful vintage room. The gift we chose was two books on the cover of the NYSE, which were in the Dangdang's box. National Day is a particularly unwilling to trouble for the process of the people, he looked at the presence of so many people, a bit annoying. I was very nervous. The people present included investment banks, service companies, NYSE and so on. I hurriedly looked for several company's people to surround and the national Day speech, especially feared he will be anxious-this kind of situation often occurs, but I very many times is that afterwards "the patching" person. Second, when I was walking around the trading floor, a "foreign media" interviewed me, the lobby of the NYSE had only a fixed TV set, the reporter interviewed in the studio, not face-to-face with the interviewee. I was in a live interview with my headset and the camera-a bit like live on TV. Reporter asked me: Peggy, when the stock price is 16 U.S. dollars, but the opening is 24.5 U.S. dollars, you have no feel loss, in the heart regret not to set higher prices? I said: I have a lifetime to do an IPO, more or less I really do not have the so-called "loss" mentality, this matter I particularly "resigned to fate." After I answered, I listened to the two male reporters who were not there to say, "Listen, this attitude of life!" Later I also received some emails saying that I was interviewed for the status of Western media "totally Relaxed" (relaxed).

The morning of the opening day I was later heard a NYSE trader said, took too long to open, good dozens of people in a circle, on behalf of the seller and the buyer to discuss the initial open transaction price, half a day, a stalemate for a few 10 minutes. The trader told me that it was the first time that I had worked for 10 years.

TIPS bis: After the listing

Guoqing: A few big things to do when you go public

For me, after the listing of a few things to do: first, service innovation, including express speed, packaging improvement, credit card payment, six major logistics base will be increased to nine. In addition to these customer service improvements, we also hope to have a breakthrough in the internet itself, when, although the current book items are the most, but how to group by group, how to buy books before and after more discussions and exchanges, to build a more attractive community-I think there is a lot of room for development. In addition to the beginning of the "mobile Dangdang", the flow is very large, has accounted for 10%, but the iphone client has not yet. The second is the price competition, we used to be "best-seller" Super Cheap, "regular sales book" did not go to parity, I hope that when the future in the "regular sales book" is also the lowest price. Third, the expansion of the category, in addition to the book sales to add digital books, as well as department stores in the clothing sales, everyone's expectations are high. After the home, beauty makeup, mother and child, and other aspects of the two-year operation, we will be in health care products, food and other areas of exerting force. Our expansion has the advantage of a single day of enlightenment-when our own customer accumulation has reached a considerable number and reputation, so I hardly need to spend more market input.

This time we are and Youku at the same time login to the NYSE, which shows: first, the international market itself on the Chinese Internet, the second is the "Chinese concept" attraction. We don't compare with each other--this is an orange and an apple. Our agreement is only to "catch up with The good times".

Yu: Money and wealth can bring a sense of security, can let a person's nerves calm down, but it will not bring happiness.

When this listing, starting from May 17, the first work will start, without tossing. The advantage of being listed is that the exposure is greatly increased, which is important to a consumer brand, and there is more talk and attention. Of course, there will inevitably be a "guoqing ex-girlfriend" attention, but I think so, you enjoy the convenience of a thing, you have to accept it's not convenient.

Open the company and live like, daily necessities seven things, to do things and the listing is actually no essential link. Year-End is the busiest season for any retailer, "return" affects the express business, and this is when one of the lifeblood, have to grasp the good, stare. With money, we can improve our service experience better. National Day is a consumer experience particularly sensitive person, he can stand in other people and market perspective to think things, often for customer complaints and we get angry. He is a hunt person, because we serve a hundred thousand of times a day, even if only 1 per thousand of people are not happy, it is also a large number.

Husband and wife joint venture, there is satisfaction, there are times of anger. Without balance, what can be done is to accept the imbalance. I hope that when the future, is a very competitive price, in a variety of rich, responsible and reliable online mall.

After the listing, I only checked the stock price. Money and wealth can bring a sense of security, can let a person's nerves calm down, but it will not bring happiness.

I'm not living for wealth.

Reporter: Listing means that your wealth has increased, then your mood has not changed, what does wealth mean to you?

Guoqing: We are not because of the sudden growth of listed wealth, we are counted every year, know their own value, we are every day know that their sales growth, profits are increasing, so there is no such a feeling of rich overnight.

I see a lot of people talking about the NYSE, NASDAQ listing, the day of the listing cried, I did not cry, and did not really excited to cry, it is natural, we have no change in the heart. And Yu and I have always believed that wealth somehow changed the way people think about me, but it was painful.

In fact, I have long thought that I am a successful business person, business can be judged, regardless of secular standards, or higher standards.

Before the establishment, I do publishing this industry, as a publishing business opinion leader's position has long existed, this industry I represent the private, to the private right to operate, private as a cultural company is illegal, now legal, that because the four Director of the General Administration in the continuous promotion, I am the opinion leader of the folk publishing industry, both official and civil.

The success of wealth is indeed when brought to me, I used to be a cultural company, but also said that I am an illegal bookseller, do cultural company's characteristics are not long, it is difficult to grow into a giant enterprise, so there is no wealth success, so there is anxiety, but to 1999 years later, when the establishment, after 2006, I know what it is to be brought to me is the achievement and status of wealth.

Journalist: Do you think wealth brings you more power of speech, or does it make you a better opinion leader?

Guoqing: Originally some convergence, the reason is when not listed, one of the advantages of listing is capital security. After 180 days, people want to sell, people do not like Guoqing and his team, or do not like this enterprise, others can sell, you have to be fair to shareholders, this is called capital security; second, to my wife, to the family security. If there is any problem between Yu Yu and me, divorce will be fine, because financial freedom. Otherwise bound together, divorced can not disperse; third, the backbone of my wealth is safe, except for our two, 10% of the options are theirs, more than 300 people have, these options so that they can afford to buy a house, the middle can afford a house, not to mention the senior and senior.

So before listing, I told Yu and PR, said, I said to open micro Bo, I want to follow my values, can say what to say, I do not have to clip the tail of a man. I still have a tail in the eyes of the public and many people. Therefore, when their wealth enters the safe zone, I am free, I am not living for the wealth.

Result justice, process also must justice

Interviewer: What do you think is the most important thing in your life?

Guoqing: The most important thing is to stick to some principles. Many of the existing rules in modern society are unreasonable, and you can achieve business success by doing so, and you despise these rules and keep your nose clean, and I like to stick to the principles of success.

Five years ago, my son first grade, went to the Yan home, he came back to tell me, parents you are not as successful as Uncle Yan. You see 600 people in charge, Uncle Yan's Sina Network has 2000 people. I said what you mean, he said you have to work hard.

After two nights, I told him I didn't know if I could be as successful as Uncle Yan. But I am very satisfied with myself, I do an online bookstore, readers can enjoy the convenience and cheap, I pay taxes, I am legitimate and reasonable, but also profitable, but also can grow, I think this is enough, I really do not know how far to go, this process is what I want.

Interviewer: What do you think your criteria for success are, how do you judge, and what do you think you're succeeding in?

Guoqing: That's a good question. The standard of my success is that our generation use the Internet incredibly has the opportunity, the first is that I not only see a business market value, do business is enterprise scale, personal wealth; I value this process, the process of acquiring wealth is not sunshine.

I've been in business for more than 20 years, why am I not published? Because at that time the private publishing industry there are some tax evasion, you pay taxes, that will not be able to compete, the cost of 10% than the people, you also compete for what Ah, others from the start to buy paper VAT ticket, people's entire flow down than your cost advantage 10%, you can not argue.

I was doing the publishing, on the group of the best team, are the so-called Deputy Bureau level of the editor and leadership of these publishers, I would like to do a field experiment, but failed, loss, lost. So I said, what is called "process Sunshine", not only is the issue of paying taxes, it is the law, the illegal should be brought to justice.

Second, I never use government resources. As of last year, I did not want to come to the government a subsidy, now the subsidy is very much. And I have so many government relationships, and I've never worked.

Reporter: The process of the sun for you, why so important?

Guoqing: When I was studying in Peking University, I firmly believed that: the result is just, the process must be just. I use myself as a "symbol", I personally tell you that this can also be successful, so I have been working towards this direction. In school, there is no cheating in college, I think they cheat really angry, I do not cheat, never cheated.

Journalist: What do you think of the human nature and the wolf nature of the business world?

Guoqing: I believe that the division of Justice is the division of victory, we do the company, early to go early, late to go late, every day to do enough 8 hours on the line, flexible work, I pushed for six years, staff very happy. What touches me is that six years ago, many companies required employees to clock in 9 and 10 minutes late, so what are you doing? What are you doing in order to get thousands of bucks and catch the subway and Catch a thief?

I go anywhere without a secretary, I run in Wuxi, Nanjing, on both sides of the party committee, or the Provincial Committee Standing Committee, the province inside must give me a car, I do not, I will take the high-speed rail, both environmental protection, time and security, speed and fast. Have party secretary Please me, I said I took a taxi in the past, he told me that he SMS, you deal with the above, grassroots can be, to the bottom of your grassroots, people will despise you. I said I would, and I care for him to despise it.