Beichun: 30 40 perplexed by entrepreneurial mentality to do the Macaulay

On the day of the reporter's interview with Michael Beichun, his 40 birthday is two days away. "40 perplexed", has been perplexed Beichun spent a full 10 years of time will be near-death of the MAI test forest full of invigorated. "Think back, from 30 to take the Mai Lin to now, really have a ' 40 perplexed ' feeling."　　Beichun told the reporter quite with emotion. Since taking over Macaulay in 2001, Beichun has made a plan every 4 years before it can be implemented.　　And precisely in a "from the formulation to the realization" of the process, Macaulay from the original account of the remaining 2 million dollars "strong" to today's turnover of more than 1 billion yuan. Today, Beichun's "ambition" is greater, "to sprint to billions of sales." This is also the third plan we have to implement. In fact, whether this goal can be achieved, Beichun dare to shout out tens of billions of goals also need courage. However, Beichun to this confidence, "Macaulay is a long body is a teenager, the road is still long!" "On the current rumors of the Mai Lin on the market time, Beichun just smile," the listing is only the inevitable, not the ultimate goal. That's just one step in our planning. "30 to find the right direction" I am very introverted. "Beichun said very seriously. But it seems to contradict Beichun's career. Looking at his previous resume, he was a marketing manager at the American Express Shanghai Representative office, and was the market director of Bertelsmann China at the age of 25.　　An introvert and sales seems to be on the edge, but Beichun not only did, but also do a good job. "Now that I think about it, going to Bertelsmann for sale is the second turning point in my life," he said.　　Beichun recalls. July 1995, Shanghai. It was normal for Beichun to travel through offices in suits and ties. Beichun still remember such a scene: A desk, Beichun slightly nervously with looking at the documents of the customer to introduce their own products, from books to children's education, marketing "Bird" a book finally has the harvest. "Maybe I am honest, people believe me."　　"Beichun lightly strip over the original do sales hard. Beichun small test is in the Bertelsmann book friends will set up half a year, when the book club members not more than 100,000, headquarters feel the development speed too slow. "I thought of a way to join the gift-giver." It was a rare item, and the movement of the watch was cheap, and I made a batch of watches as an advertisement for the initiation gift. I remember very clearly, Friday out of the advertisement, when I work in Monday, found that half of Nanjing East Road is blocked, the police maintain order. When I came near to know, there is a lot of people with ads to the Bertelsmann to bring gifts. This time, Bertelsmann members increased by more than 100,000 a sudden. This time, let me have a sense of achievement for the first time. "With the increase of experience, Beichun gradually mature, the operation of the Enterprise also has a more profound understanding." "I began to have my own ideas, want to start a business." "Beichun foundThe Warburg Pincus Fund, at that time the Warburg investment in the Mai Lin. Already have management experience of Beichun not polite place out of the soft rib of Macaulay, at that time Macaulay Forest only 2 million dollars left on the account, near the door.　　For the Warburg Pincus Fund, Macaulay Forest is "chicken ribs", food tasteless tasteless, and Beichun want a can display platform, so both sides hit.　　This year, Beichun 30. 40 Perplexed I am the entrepreneur "airborne" come over Beichun to face the predicament to be imagined. Looking at the outdated goods in the warehouse, Beichun realized that it was imperative to adjust the product line. Careful he found that many women wear jewelry is not too fastidious, "neck hanging a very fine necklace, hanging a pendant, hot day when glued to the neck, the pendant is tilted on one side." Consciously wear a necklace or white-collar. Beichun realized that this was a good opportunity. From April 2001 to Macaulay, Gu Bei Spring took only 6 months, and Macaulay's ordering hotline has been blown up. "One of my friends asked me when Macaulay was going to stop being a trinket, and my wife already had two drawers stuffed with your jewelry." And another girl dormitory party, six people all wearing the Mai Lin's constellation Necklace.　　Beichun the first battle in Macaulay. But the problem came immediately, loyal users have bought two drawer ornaments, will not buy two drawers. The rich product line becomes the urgent matter. This is also to achieve 100 million sales must solve the problem. Shrink production line only do jewelry to let Macaulay survive, but how to live better? Beichun on the basis of jewelry add home, health, etc.-series products. 2003, Beichun again will stop the wheat net reopen, will the center of gravity industry Again "pass on" to clothing. "At that time I invited a lot of designers and it turned out to be the right decision," he said. "Beichun's first four-year plan was successfully completed.　　By 2004, Macaulay had had an billions of dollars in sales. But Beichun is very clear: "Only through a single channel certainly do not 1 billion sales, must be online and offline multi-channel." "In the mail-order market, Macaulay is definitely the eldest and currently has millions of members." The huge database also supports the operation of its stores and shops. "In fact, regardless of the customer's purchase behavior occurs online or offline, we have to do is to use the most comfortable way to let customers get the information they want." This is the core competitiveness of Macaulay. "Today, Macaulay has reached more than 10,000 commodity categories a month. For example, the garment design team of Mai Lin has more than 40 people, and is still growing. According to Beichun, whether in the Euromoda free brand shop or "exotic" brand stores like rampage, it is almost one weeks to update two items. "In the future we will develop more brands, but also introduce some good brands."　　"The rich product line and multi-channel mode of operation Allow Macaulay to complete the second stage of planning: sales from 100 million to 1 billion." "It now achieves 1 billion of the sales,To achieve a higher goal, there is no need for professional managers on this road. Everyone should be responsible for their business as their own career, with the entrepreneurial mentality to complete.　　Beichun said. "Don't call me a professional manager, in Macaulay, I do it with the mindset of an entrepreneur." Beichun has always been disgusted by people saying he is a professional manager. On the way from 100 million to 1 billion, Beichun began to focus on teamwork. "From tens of millions of to a billion, I can add a little bit of wit by my own strength, but 100 million to 1 billion must have a core corporate culture, a result-oriented, a team with a professional spirit." Professional people do professional things. "Reporter Interview Beichun spent a full afternoon, but during Gu Bei spring only received one or two calls," This is professional people do professional things. I'll just do the general direction of control.　　Beichun smiled and said. Beichun 1993 ~1995 is the marketing manager of American Express Shanghai Representative Office, the Director of the Bertelsmann marketing and sales department in 1995 ~2001, and the chief executive of Mai Lam Enterprise Group since 2001. In charge of Macaulay, the company successfully positioned the direction of business development, profit. In early 2008, Macaulay was successful in acquiring a holding takeover of Chinese Sequoia Capital.