Amoeba Capital Li Zhi: Enterprise culture should be done well at the beginning of entrepreneurship

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Li Zhi, founder of Amoeba Capital

On the December 19, at the Innovation China Alumni Association Hangzhou Salon, Li Zhi, the founder of the Amoeba Capital, made a keynote speech to share the value of corporate culture and how to do business culture for the participants. In his opinion, the enterprise culture can let the company produce unified thought, can promote the company's centripetal force and cohesion, even can affect the sales performance.

And in talking about how to build corporate culture, Li Zhi said that more than 95% of the enterprises write the value culture is a mere formality, we must practice, from the beginning of entrepreneurship began to do a good corporate culture.

The following is a transcript of the speech:

Li Zhi: Thanks for the invitation from the startup state. I went to Hangzhou in 1999 and joined Alibaba.

When we first came to Alibaba, we said that Alibaba is a super King eight, you will see a row of seats, a look at the edge. Ma Yun under construction Riverside Pioneering park, is the space is very transparent, everywhere are people. In this case, this design will make everyone very open, very suitable for communication, basically more modern enterprises will go this way. Including the software company era, the traditional era, everyone has a cubicle, the older, the larger the company will have a larger partition. This is also a form of cultural expression. In Ping An group, ping an innovation executives urged to move to another upstairs, which is the characteristics of some appearances.

One, the culture lets the company have the unified thought and the manifestation form. Many companies have fewer people, a few words, twist the head, and colleagues to communicate, the project was made, the more people argue instead more. When everyone has a unified culture, it will save a lot of debate time. Alibaba to do things will say "I am not speaking of integrity, there is no customer first", we will be in accordance with this to grade each quarter. So the most effective thing is to have a culture in which people's minds are more efficient under these cultural guidelines, and many topics need not be debated.

Some time ago to listen to Gao about Indian culture, talk about shopping in a market, music came, all the people do not do business, began to worship, this is very shocking things, tens of thousands of people to do things together. Religious culture is the most powerful, then we do enterprises can have a similar culture? The more people there are, the more powerful the culture becomes.

Second, the culture of enterprises have centripetal force and cohesion. Why are some enterprises still able to develop for many years, or in accordance with the inertia can be developed so many years? In fact, there are times, thousands of people formed a unified, they have a consistent pace, so many times, even if the company appeared twists and turns, the time will go forward.

You might say that the organization is too big to be bloated, but from another perspective, it is because of culture that allows people to walk at a consistent pace. In the mature business model, can play better. This is why large enterprises in mature mode, mature business environment will be more and more big, small enterprises can not compete with it a reason, is because it has a consistent pace and centripetal force. And this centripetal force in the enterprise downhill, many people will be in accordance with its previous requirements will be their own self-discipline, to do the business needs of these things. Alibaba's values have a dedication, although from the perspective of the entrepreneur is already outdated, but the dedication to ensure that it goes forward.

Often enterprises experience twists and turns, the centripetal force, the feeling of cohesion deeper. Alibaba had a very proud thing, when SARS, our colleagues parents will also say "Hello, Alibaba, what can help you." "At that time we really felt empathy. Our business was getting better and better when we were closing quickly, and the key thing was that we were able to serve well behind us. There was a good communication, night work tired, we have nothing to go online video, a lot of people to sing to encourage each other, then really feel the power of values, culture, I think everyone experienced a similar atmosphere will be proud of, will be for such a company work.

Each of us to do business will certainly encounter some setbacks, hope to encounter setbacks, each employee can spontaneously stand up, to maintain the interests of enterprises, so that enterprises go further and farther. In particular, the larger the enterprise, your centripetal force, cohesion of the impact of the enterprise is very far-reaching. If an enterprise had no such centripetal force and no such culture, it would collapse overnight. There are countless examples.

Third, the value can directly affect the sales performance. I was most impressed by Alibaba's sale at the time, at that time, a lot of sales are just graduated a few years, many are not even understand the foreign trade, how he went to the factory to persuade the director you to open a shop, but also a virtual shop, and a year will pay nearly 100,000 yuan dues? We had a magical trick, There are some smart sales, run to the company to see the boss, he told the boss of Alibaba's management system, organizational system, including our training system. The boss is addicted to hearing, because every boss has a period of growing pain, such as corporate culture, team, organization, training and so on. The boss was very happy when the colleague spoke about the culture of the company. Some bosses don't even know what this thing is and sign it. It did happen at the time, because our customer service often put the jokes they served online.

It's easier to start a business culture

Back to today's topic, a lot of small businesses say, my values are not to wait for hundreds of people, thousands of people to do? I think it can also be done at that time, it is not too late, but the sooner you do it the more convenient. When you are in one person, two people, you do it, you affect 10 people, 10 people will affect the back 50 ... But when you do it, it's very difficult, you suddenly come up with a value that will not merge with the past, and if you start with a system of values, you will be able to judge when you recruit, or the people can be recruited to judge, you just insist on doing every day will see a great effect.

Alibaba is from Taobao began to do business nickname, but many people do not know that we start from b2b99 years, Business-to-business now have no nickname culture, what reason? I think there may be many reasons, but then there are thousands of people to do this kind of culture, it is not as good as Taobao a person's time is much easier, The nickname of the thousands of-person company overnight was very opposed. But you told everyone on the first day that we have a nickname culture, that no one opposes, like a new student, you let him do what he does, and then he will tell the culture to the next person when he arrives. So the sooner the culture is done, the better it will be, and the greater the challenge of the future.

More than 95% of the enterprises to write the value culture is a mere formality. You ask these executives can recite these several, and then ask the bottom of the staff can recite, because at that time is basically the boss think, what our culture is written on the site, and even the internal staff have not discussed.

We were the first CEO of Alibaba, and he played a very important role in the promotion of Alibaba culture. He started doing culture in 2000, when he came in, he called up the senior executives. What is our culture, and then we have a meeting with the time to tell us that this is the culture of Alibaba, this is not my writing out, is the management of the written out, it is in line with our culture. Write down, he personally to do, he came to Alibaba, when he lived in the Merchants Hotel, he used to live in Super Samsung Hotel, we are also very touched, he flew back to Hong Kong every time they are their own money.

Now many companies, if you want to do this culture, you can not do the best not to do, you said not to do, the staff will think that the boss of a set, action on a set of culture will be used as a joke. People think values are important, go back to do, but you have to think about whether you can do it, if you do not, otherwise the damage will be very big.

Question Link:

Wu Xiaojin: I was in Alibaba 10 years ago, I am also in the original brand, corporate culture and brand culture also have a very close relationship, I would like to listen to these aspects of the elaboration. Thank you!

Li Zhi: You just said the brand culture and corporate culture, brand culture is often to pass to the customer, you have to tell the customer, you can solve his problems, what you can help him. In a sense with the operation of the enterprise, organizations are also complementary, you can imagine a very open enterprise, very young group He is a brand must be more youthful, not to do lethargic, very orthodox, this must be related.

Now a lot of industries, internet people will be a big change in the industry, someone in the restaurant, they are many ideas are more than traditional restaurants open a lot, in fact, this caters to their service groups, otherwise they are not good service.

But speaking of brand culture, as well as corporate culture is to rely on the boil. We found that a lot of people in the traditional industry also do a good job, such as transparency, low cost and so on in all aspects of doing very well, but we look back, I think that the electrical business of creating brand in this respect, at least more than the Internet many people think is difficult. Why is it harder? It turns out that many people think the traditional brand of people on Taobao business is not so easy, because the line will face the problem of fighting. A lot of time ago, the CEO of the shoe sales in the share of emotion, the first two years in the fast, the resources are fast, burning money is also fast, but after the light, turning heads are not so good, reflection is not the time to go too fast, this is the same as organizational culture to a little boil. If you can't, your brand will be wiped out, you can not change it may also face disaster, like these companies are aware of the problem, so they are also changing. I think we should not learn from him, so we should start with the brand and organizational culture, let it go a little bit down, this aspect of patience may be a little more.