Old ferocity: an iron-fisted scholar specializes in self destruction and reconstruction

Aged ferocious interview, author: Somalia, Aunt Bear, Shen-da Vision: Chaoxiaomon illustration: Chen Yu Photography: Wang Tao, who has undoubtedly contributed to the business in the past few years one of the most intense stories: the 2007 Contrarian creation, 2009-year overnight explosion, the company valued at 3 billion U.S. dollars; and by the end of 2011, the most Fierce questioning-mass layoffs, high levels of unrest, capital crises ...　　Every guest, almost become a synonym for the capital to measure the thermal temperature of the electric quotient, and the 43-year-old (micro-bo) of the success and failure, it seems that will directly define the Chinese electric industry's acquisition and loss. It took less than 10 years, from an ambitious writer to the founder of one of China's biggest apparel-electric dealers. In this sense, aging is indeed a person who specializes in destroying and rebuilding himself. And this special talent, behind is a strong desire to survive, fierce insecurity, pragmatic philosophy of survival and the ruthless and refuse to abandon themselves.　　All this, and stealth in his naïve, passionate, perceptual image of the literati. Aging is a complex person, but eventually unified into the "always so" old.　　In this very high-profile crisis, GQ reporters from the beginning of the crisis in the interview, follow him to witness the old against the "old" when the firm, aged to the reconstruction of self-awareness, aging to self and without me, trust and power of the painful thinking, also faint see, he and the writer of the old countless ties. GQ has no intention of participating in predicting the success or failure of every guest and aging, but more willing to objectively portray, comb and crisis coexistence, witness his once again crushing himself, and rebuilding his own process, witness him from the ego to the process of reconstructing himself.　　GQ believes that this is the only way to understand aging. 1. The scholar of the Iron Fist last July, aged for two days in a row near the company to see the hang of every customer-Cheng Goods badge staff easily drink coffee or shopping. It was between 2 o'clock in the afternoon and 4, and the staff who were "absenteeism" at work were naturally greeted with age.　　Back to the office, aging let Human resources department subordinates, for two days in a row near the office building, every hour for a few minutes to take a picture of the staff wandering. A few days later, the heads of all the guests ' departments attended a meeting. The Human resources department has a frame showing the 32 of employees who gather to hang out, and the photos indicate which departments these employees belong to. In the process of playing ppt, aged sitting in the stage, without a word. Finally, he said: "You are not always shouting staff not enough?" Why are your subordinates so busy?　　The conclusion of the meeting was that every department had to cut 5% at the fastest pace. "My first reaction was not anger, but shame. Last August I said to the top brass, I'm sorry about my colleagues. Looking at these young people do not have a sense of achievement every day, in fact, is sorry for others.　　"In an interview with GQ," he said. For years, Lei, a friend and investor, was "very impressed" by his iron fist in dealing with layoffs: "When a company reaches 10,000 people, you have no wayI can tell. If a department is talking to a department, they have countless reasons to tell you. Perhaps the analysis of a year, a person has not been laid off. But old age can be the simplest way to convince others, those photos illustrate a fact: the bloated. "1992 participated in the founding of Jinshan Software Lei, has invested more than 10 Internet enterprises (such as excellence nets, UCWEB, millet technology, etc.)."　　In his impression, "killed from the battlefield" age has always been a "strong desire to live", this coupled with his rapid learning ability, so that he can from a scholar feelings heavier people, leaped into the command of a powerful company leader. Indeed, it took less than one months to find out where the problem of redundancy had been made, to the end that 5% of the staff (nearly 500) had been cut.　　This "ruthless" and efficient speed, but in 2000 years into the Lei and Wang (micro-BO) created a network of excellence, it became possible.　　"In fact, I am a particularly conservative person, I want to see a long time before will be to strengthen a thing", aging has so described their own character. Before 2000, old life was almost unrelated to the term "efficiency".　　At that time, he was still in Beijing's literary youth, did two book review weekly editor, the change of pen name wrote a lot of wonderful book reviews, occasionally seriously with people debate "Yu Hua more important than Liu." Because of aging on the book market familiar, Lei please aged responsible for the book Division of Excellence. Although old began to decline, said he "do not understand the Internet." But then by virtue of their keen sense of smell in the market and marketing, aging led the team to push the book or audio-visual products can often become public opinion of the "tipping point." The most familiar example is that he bought "Dahua West Tour" DVD at a price of two or three yuan, tying other goods to 10 yuan price, plus the propaganda of "kitsch", sold hundreds of thousands of, and became the classic case of internet marketing.　　He began to tell book editors that their job was simply to "tell people where you were crying." "Doing Business and writing book reviews is the process of grasping the substance of the problem." Because of reading a lot, have good thinking training, he can be more than others to extract information. Old friend Xu Zhiyuan explained his success in business. "Through the novel, he completed the construction of the abstract world and later shifted his ability to concentrate on the abstract world into the real world." This side of reality has completely defeated the other side. "After a few months into the network of excellence, he became an excellent deputy general manager. A few months later, in 2004, with outstanding performance, the senior executive vice president of the network, such a speed of promotion is unparalleled, and age is beginning to feel the "money" and "digital" has the real power-the staff of more than 1000 employees need him to manage,　　The only language to communicate with shareholders is the number on the account. "Into the King defeat" of the exploits of culture, in the shortest possible time to change the age of the most of the character. The first time he put on a suit, gradually away from his original scholar friend,And as he wrote in his autobiographical novel "Return" in 2006, "I don't need more than 5 minutes to think, so I can pay for anything within 50,000 yuan, as long as they are sufficiently simple to see a brand name." My kind of pie was defined by my friends as: having a grudge against money. "In 2004, when the Amazon was a 75 million-dollar acquisition, and aged himself became a multimillionaire, psychologically, he had a" very angry mood "about money and numbers.　　He refuses to recognize the spiritual value that money can have, nor does it, as he later believed, that only numbers are the most "equal" to everyone in the business.　　This April, when we saw old age, he is wearing a "Ran" (Kurosawa film "chaos") pattern of the value of 29 Yuan black T-shirt, one of his goals this year is to sell every customer's 2000 T-shirts sold 15 million, which will allow customers to become China's largest clothing sales brand. His PR was careful not to let the media photograph old shirts with the words "disorderly", fearing that the public would have unwanted associations. But the "chaos" that seems to have "great human feelings" in the old age is, to some extent, a reflection of the twists and turns of the company that set up more than four years ago.　　In the movie "Chaos", the old king because of his inflation and credulity, in a night to lose his own jiangshan, and all the guests, including aging himself, also in the last year into their own power uncontrollable imagination and release. "I have said to subordinates, I hope that there will be 10,000 employees in the future, Roar tsunami, 10,000 people are going to see also very happy." He said to us in a thoughtful way.　　At the time, he did not realize his leadership, the obsession with the review of the outcome, is part of the company's impetuous mood, and objectively contributed to the company's runaway. January 2011, the sales figures for all the managers ecstatic-January sales compared with last year, year-on-year growth of nearly 5 times times. 2 March sales also kept the same pace. In the previous year, every guest's performance rose by 300%.　　Aging and executives set the 2012-year performance target, also from the beginning of 3 billion, 4 billion, quickly become the media spread of "10 billion." "I told myself at the time that I must be calm." But the reality in front of the time, unavoidably still will be affected by emotion.　　"he said. Like other investors, Lei in early 2011, expressing concern about the radical goals of the visitors. But in private, the rationality of all those engaged in e-commerce is more or less blinded by the annual growth rate of more than 100% per cent of China's e-commerce in the last four years. "If we don't faint, we can stop it," he said.　　Lei smiled and confessed. The aggressive sales target has brought four months of prosperity to every guest and the throes of a six-year reform: rapid expansion of the company's staff to 10,000 people, the executive Department has been unable to arrange the seat of the staff; the irrational expansion of 90,000 product categories (SKUs) caused too much error in inventory (number of media referencesIt is said that in 2011 there was a backlog of a billion of of the inventory, and the resignation of several senior executives has also raised questions about the public. Inside the company, in addition to the original clothing home textiles, rice cookers, masks, ballpoint pens also began to occupy the storehouse of van. About the "bubble", the most widely disseminated story, than when the old in the warehouse corner, see a pile of inverted mop, can not help shouting: "Who will buy a mop here!" "Last August, aged with senior executives went to Dalian for several consecutive days of internal meetings, and the top executives have completed the most profound reflection since the establishment."　　Love to study the history of the party, with a special book and executive Sharing: "From the Great leap to famine." A strong desire for survival, older than others from the appearance to see the danger of corruption, so as to ensure that every customer became the 2011 electric Business bubble, the earliest implementation of austerity and internal reform companies.　　Aging to every guest's transformation, can be said to be a "go aging" process. 2. The "Sharp knife" and "trend" aged desk, there is a piece of brown art: A group of faint face of the villain hug into a regiment. At the bottom of the sculpture is a line of small print: "Unity is Power", which is a friend of the aged gave him.　　He loved the sculpture, though it was a satirical piece, but at least it matched the old idea of evolution. Aging does not want to explain from the personal reasons for every guest in last year's rash and loss. He used the "high level of restlessness, grass-roots corruption" to describe the expansion of every guest. But this stems from his belief in the organization and the "potential": "I don't believe in myself, and I don't believe in individuals." I do not believe in myself, I believe in the environment.　　"he said. His personal suspicions reminded me of the scene he had recalled of dropping out of college: "I sat in the classroom, still in the final exam, and suddenly heard the big trumpet broadcast outside, So-and-so, to the following treatment ... The first reaction was surprise, followed by a strange sense of pride and pride. When I was young and felt expelled from school, I was able to prove myself a hero. And my classmates, there are some people, heard the news of indignation to say to go with me, this diploma we do not want. "That year's winter vacation, aged has been immersed in a kind of illusory heroism of emotion, every day and those who claim to follow his classmates continue to eat, encourage each other." But after the holiday was over, his classmates all went back to class, "I am the only one left."　　At that time, I felt particularly desolate, felt that I first saw the true human nature. Age also deliberately mentions a recent remark he read of historian Sheng: socialism is to open the way for capitalism (productivity).　　He was shocked by the remark, but the old Marxist remark found a more metaphysical channel for him to understand his company. The fragility of human nature, the belief in organizational evolution, makes old believe that the development of a company of nearly 10,000 people cannot rely solely on individual will and decisions. And before he admired and kept"Sharp knife" the same personality-in the early days of the establishment of the guests, he still retained in the famous bad temper: gas head, and their own direct conflict with the staff directly said "Give me the fuck off, the next day I do not want to see you again."　　But he later understood that there was not so much opposition between individuals and individuals in an organization. And from another point of view, "the organization's operation is more to remove obstacles, not how bright and sharp your knife is." "Aged like to use the historical stage theory to see the problems encountered by visitors." At the very least, he believes that some of the decisions made by himself and the high level violate the "potential".　　This "potential", somewhat similar to what he had previously said about the power of "the environment", and its content is more from the historical book to his inspiration. "Potential is the trend of the general situation, is that everyone together to determine a tendency, there is no fault." For example, I found in the warehouse mop, everyone looked crazy, this thing how to distribution? If this mop sell, it is the biggest mistake.　　It should not sell well, sell well is ' potential ', and you know this is wrong. As a former writer, old and sensitive to see the spread of evil human nature, become the company's big "potential" obstacles-that he mercilessly to clear. "The high level of the impatient body now, such as you two people, you control 5 people, one day you find that he hired 50 people, you will be very angry, you said I must be as much as he, otherwise I will not show authority." Afterwards you will find out countless reasons to increase that 45 people, and the expansion is so. The same logic eventually led to the company's "Great Leap Forward". "I asked them to do it at 1 billion this year?" A person to see next to agree, he often also want to promise, do not promise to appear no face. After going back to his people will start bragging, this year I can do 200 million, that said I can do 300 million.　　"It was a surprise to discover that, due to the company's level of expansion, a 85-born" child "in the team was in charge and could have a 10 million order right. Aged to see when countless "knives" to try to highlight their own, the overall "potential" damage. "When a bunch of people say you're a knife, you're going to want to be a sharp knife," he said.　　The attention of others makes themselves very anxious, and the movements are distorted. His suspicion of individualism, in addition to the human nature of the basis, there are more utilitarian considerations: "You and the other three colleagues would have been equal, if I favor you say you are a knife, they will form a joint effort to stop you, you will soon become a sharp knife." On the other hand, if you want to work together to highlight you, your presence will cause damage around you.　　He concluded excitedly. Aging no longer trusts "knives", also means no longer trust his own subjective judgments. One of his strategies for balancing "knives" is to set up a more than 10-person data centre led by a senior vice president. The business decisions of various business departments must rely on data to guide: the relationship between sales and purchase amount, product and new user growth or the two-time purchase of old usersDepartment。　　And aging also hope that the relationship between themselves and the higher digital. "What is a very important task for us to set up a data center?" It is no longer to look at the aged who pleasing to the eye, for the company's judgment standards. "he said.　　He does not deny that before the reform, his own assessment of the high level, including the final dividend, with personal preferences of the subjective. "We have just analyzed the results of the first four months of this year, some people have done a great job, some people are very far away." In the past, my way of handling it is to send a bonus, immediately, the next day ... But this year I chose to analyze the reasons behind the data (transcripts), because there must be a subjective sense behind the numbers. Once the numbers are broken down, everyone's strengths and weaknesses can be seen.　　"he said. "Now the meeting is where the data center is showing the data. For example, a business unit grew by 10%, but the whole company grew by 13%, and the business man sat there very seriously and heavily, and that was not talking, it was all a whip. than the company's faster growth of the head of the business department is not the same mood, but also desperately review it.　　"He seemed quite satisfied. This is a very different style from the previous high-level meeting. A member who has left the middle-level memories, every time to the Fragrant Hill to convene a senior management conference, we are divided into different groups according to the department. After each section of the discussion, the group of people will take turns to make a summary. And old will hold the list of participants, each identify the speaker. Middle-class formidable found that Chen annual meeting according to the performance of the speaker rating, determine possible rewards and punishments.　　At that time, with the exception of more than 20 senior executives at the executive level, the majority of middle managers were not known. After the establishment of the data center, the most direct manifestation is that the old began very little and people "talk", but also refused to accept those without data reports, self-criticism, in his view the data most calmly reflects the real performance. Before, he "addicted" every day to see "New user growth, sales, old users repeat purchase rate" three data.　　But now he knows that his obsession with these optimistic figures is also a weakness, and he has also begun to focus on gross margins, inventories, and more that reflect the real workings of the company. Because of these data, some "colleagues were taken down instantly", some people came to him for a plea, two words did not finish the "wow" to cry, but also powerless.　　In the past, he would have softened up, the original prepared criticism immediately become a comfort. "I have a good logic." Now I am a person who particularly likes to say ' Let's go back to the logical level '. "he said. "I would say it's important to figure out what's going on behind the scenes." What I want is transparency. "" Into the King defeated, Liu is not reading the original.　　I'm looking for value maximization now.　　The old attitude to "data" and "favors" is also reflected in his response to a media interview. "Where will the culture of the guests make some adjustments?" The company of more than 10,000 people still in the King defeated, will there be any problem?　　asked the reporter. "The question is reallyNot a problem, I think any company, the last incentive system, will never change. "The old answer," we do not have to discuss the theory, because in fact, the last naked is the case. "Previous 12 next page"