Leading Britain to China one year to test the last chance for Silicon Valley Internet company to enter China?

Guided view

Explanation: From Google to glutinous rice and from glutinous rice to leading Britain, he became a key figure for multinational internet companies to enter China.

Shenboyang: Have a successful entrepreneurial experience, overseas background, is a product or technology background. I almost felt that the position was tailor-made for me.

Explanation: From Google to ebay, from Yahoo to MySpace, the US Silicon Valley Internet heroes have broken the Chinese market, but this has failed to block the strategy of leading the British into China. At the beginning of 2014, the English-Chinese version of the test edition was officially online, and Chinese became the 22nd LinkedIn official language.

Shenboyang: It may be the last chance for a big internet company in Silicon Valley in China, and I personally quite agree with that, because we have worked so hard.

Explanation: American culture and the Chinese market, "not acclimatized", has become a large number of Silicon Valley enterprises in China's development of a "threshold", the outside world has predicted "tall" collar Britain into China or will fail to end.

Shenboyang: These people don't even see who you are, what your efforts are, what your architecture is, he doesn't look at all, what does he say directly? This thing is bound to fail.

Narrator: In the face of doubt, he announced that he would not be a "puppet" at headquarters.

Shenboyang: I will deliberately avoid myself from being the chief representative, and I need to be in control of our business and future direction throughout China.

Explanation: "Entrepreneurship" this issue of the dialogue led the British and Chinese president Shenboyang, talk about how to break the Silicon Valley company into China Magic Curse.

1. Internal entrepreneurship requires a higher overall quality of people

Moderator: As far as I know, your past experience, including now in the UK and China, in fact, you are more in the internal business, that is, entrepreneurship inside the enterprise, not their own to kill a road to the entrepreneurs. Why do you repeatedly start and choose internal entrepreneurship?

Shenboyang: I'm not really a very good at doing 10 years, 20 years of planning, I think more is to do the things before, every time there is a major resolution, make the biggest choice. Including the former I in the Oak group, including now within the UK, to some extent, are entrepreneurial, this decision, more is at the time is a better decision. So no more is a plan.

Moderator: But it is still interesting to think that the enterprise internal entrepreneurship and ordinary business is not the same, you think the difference in which aspects?

Shenboyang: Shenboyang: I think there's a lot of difference here. First of all, from a good point of view, as an enterprise internal entrepreneurship, the best is not to worry too much about the fund, for any entrepreneur speaking, in fact, the most need to solve the problem of money. For internal entrepreneurship, as long as the entrepreneurial project is well done, can be recognized by the company, money is not the biggest problem, you can spend more experience in hiring, doing products and other things above. And, conversely, internal entrepreneurship may also have some bad, internal entrepreneurship, especially a listed company within the system, because there is a need for consolidated statements, so may be every quarter to accept the so-called Wall Street questioned, every quarter of Wall Street to see your internal start-up projects lost how much money, your market share of how much. So in a sense, you mean that you have to chase market share, you can not lose more money, or can not make less money. So, the two are chasing, in fact, relatively speaking, it is very difficult to do. In addition, in the competition process, your competitors in the dark, in a sense, you are in the Housetops, the weekly your real data will be seen, so, in the competition process, nor is it a favorable condition. Of course, I am now in the UK, the so-called internal entrepreneurship and the previous venture is completely different, because this is tantamount to the overseas internet companies to bring home. There was not a very good example of success to explore, so this internal business is relatively more difficult than I did before, the challenge should be bigger and more interesting.

Moderator: What kind of person do you think is best for internal entrepreneurship?

Shenboyang: I think in general, internal entrepreneurship and not internal entrepreneurship, is not a big choice, may still have the opportunity to judge, but if you have to say what kind of people fit, what kind of people do not fit, I may only say, what kind of people may not fit. I think that the kind of unrestrained, completely can not be controlled by others, may be really completely unfit for the so-called internal entrepreneurship.

Internal entrepreneurship will fail as well, because I talk about internal entrepreneurship, even more difficult than independent entrepreneurship. Why is it difficult? Because it is the only thing that can not do, is called to take money to find money, this is not necessary to do. But conversely, if your company is not doing well, is it willing to give you a sustained commitment? Certainly not. In fact, the so-called internal entrepreneurship and external entrepreneurship, there is no essential difference. In general, not an outside business to do bad people, internal entrepreneurship can be made. I think in turn, internal entrepreneurship in a sense, for a person's comprehensive quality requirements may be better. In addition to the emotional quotient of the request, will be a little higher.

2. Baidu wholly-owned purchase of glutinous rice is a very good choice

Moderator: We can talk about sticky rice net now. As far as I know, you initially chose to let Baidu into the glutinous rice net, are you to find them, hope they buy a stake in glutinous rice, and you initially have some expectations, such as you want glutinous rice net like where to go, although it is under the cloud of Baidu big, but have their own independent space, can even finance the listing. But why was the sticky rice net not implemented at the end?

Shenboyang: First of all, then, under the pattern of group buying competition, we also made a judgment, think if glutinous rice in the next step to win a better development, because that time the whole group buying pattern can not say has been determined, but the pattern has been very clear, glutinous rice is almost in the third position. At this time, if we can not have a greater flow of support, including funding support, to do so, we not only can not be very good forward breakthrough, even in the long term, is to go in a less good direction. So this time, we want to be able to get a company, not only funding support, more traffic, brand and other support. So at that time, relatively speaking, Baidu is a very suitable choice. So until today, I still think we chose Baidu, chose to accept the investment of Baidu, including after I left, Baidu wholly owned glutinous rice, is actually a very good choice.

Host: No regrets?

Shenboyang: Of course, do not regret, at least now see I created the brand "glutinous rice" two words also set up in the group purchase site, we mention group purchase site only three, glutinous rice this name exists there. Specifically these three who are first, second, third, I hope that my successor, including my former colleagues or Baidu, or better let this move forward. Once into this system, you will find, at least where to go to the field of tourism and group buying, in the Baidu platform, plus glutinous rice, when these several interwoven together, many interests do not necessarily quickly straighten out. So we see that glutinous rice from an independent brand, the possibility of independent listing should not be small, so this time, when you have a positive, good opportunity to appear, at that time may make a choice at that time feel the most correct.

Moderator: Now go to see glutinous rice, we will call "Baidu glutinous rice", it is now the situation has been almost a year, look back to see, its strategy or its layout is good, and you were in glutinous rice when the idea is similar? What are the different places?

Shenboyang: First of all, I am very recognized, but also very grateful to Baidu later a choice, I think Baidu do one of the biggest choice is to keep the brand of glutinous rice. may have been discussed before, in the end glutinous rice this brand to not, directly called Baidu Group buy, or call Baidu glutinous rice, finally Baidu also recognized the brand of glutinous rice, feel that this brand after four years of efforts to establish a brand very valuable. So this decision is a very good decision, as for the future or the development of the past, I think the overall direction is to develop in a good direction. For the group, on the one hand is to attract more traffic, more money to support, so that more new users poured in. On the other hand, through sales, so that a lot of quality products and quality businesses to cooperate with us. These two points will see the Baidu glutinous rice in the past year's progress, and the progress is very big. Of course, from the angle of development speed, I certainly hope to develop faster and better. This feeling is still there, I hope it can do better.

Moderator: So strategically, it's consistent with your original idea.

Shenboyang: The big direction is the same, in fact, buy words, both complex and not so complicated. Apart from the words, is to attract more traffic on the one hand, on the other hand, more online high-quality single volume to do. But in addition, there are more changes to the product and technology, so that the product system can be done to support a greater flow. There is also on the Internet, there is a greater exerting force. In fact, the big ones are in these directions.

3. Lead UK: Silicon Valley Internet company's last chance in China?

Explanation: At the beginning of 2014, the English-Chinese version of the test edition was officially online, and Chinese became the 22nd LinkedIn official language. Google, Yahoo and other Silicon Valley internet giants have broken the Chinese market, and how to break the "local curse" for Silicon Valley enterprises to create a breakthrough zero success?

Moderator: You once said in an interview, Enterprise internal entrepreneurship basically will not succeed, but why did you choose to start a business?

Shenboyang: The first time I met my CEO, he told me that I was looking for someone who must have been a successful entrepreneur in China. Second, this person is best to have an overseas background, or the background of a multinational company, so you can communicate with him.

The third is that this person is preferably a product or technical background. So when I heard these three requests, I almost felt that the position was tailor-made for me, and I asked him why he wanted to enter China. So he told me it was very simple, but it has nothing to do with Wall Street or anything else. Leading the British into China because of what? He said he had a word on the wall of the Silicon Valley office, the mission of the British. What is our global mission? Our mission is to connect with the world's professionals. If we can't get into China, I have to go back and change my mission to "connect the world's professionals (except China)." "So it was very, very nice of me to be in China about the company's mission, although his answer was very brief," he said. A multinational internet company has been brought to China without a successful example, so if I can lead my team and make this happen, it will be very fulfilling, so it may be a very good opportunity to synthesize these reasons.

Moderator: As you mentioned just now, maybe in 2010, when we were thinking about entering China, it was three or four years until 2014 and it was really implemented. What happened in the past three or four years? Why have you waited so long?

Shenboyang: In the 2010, there were more and more people coming in, and through them, they told me that they spent four years, more to see why so many multinational internet companies in China have no successful examples, in the end where is the problem? Because he is very clear, if does not analyze clearly, according to the original company's discussion in China to find the chief representative, then how to operate words, not a big accident, the result can be imagined. Others are failures, why can we succeed? So spend a lot of time researching, exactly what kind of structure, looking for what kind of person, in what way come in more suitable, this is the first. Second, at least in 2010, what do you think is the reason why the business in China has not been fully prepared? It is not enough that the whole of international influence, so we do better on the international platform, at that time we are more natural to enter China.

Moderator: What have you learned from the past cases of failure in China, such as Google and so on?

Shenboyang: In fact, everyone knows the truth, specifically speaking of the autonomy of the Chinese team, whether the Chinese team has an independent force to make some decisions, make a very simple change, or a simple decision, so that the Chinese team can make decisions locally, or to report to other places to make decisions, This is a big reason. In addition, through the whole team's motivation, in the end is to use a business like entrepreneurship to do, or to work with the mentality to do? The result is different.

In addition, it has to do with local competition, China for multinational internet companies, the most special place, I think it is not any other point, but because the Chinese market is too big, so that every sector has a very strong domestic competitors, and finally China relatively more characteristic of something, Including some problems with the internal regulation of China's national conditions, so these are the international interconnection network companies need to adapt to China. So these add together, leading to the previous company to try, not that they do not work hard, nor that they are not smart, more likely to be these people together, resulting in no very good results. Seeing these problems, we can find a good solution to every problem, so we have the confidence that we can do very well in China.

Moderator: We're about a year now. Such a node to look back to see you just said these four points, this is implemented? Do all the decisions come down to you, not to Headquarters?

Shenboyang: January 1, 2014 when I joined the company, strictly speaking, I was the only employee in China, so when a multinational company has only one employee in China, this person reports directly to the CEO. including which multinational internet company or multinational corporation can do that? You can't find a second example, at least to show that the company's determination to enter China is here, when he has only one person, when his business volume is so small, he is directly to the CEO report, so this determination has been here, so my personal words and so the real line to the CEO report, dashed to our founder report.

Previously, the media reported that the leading British may be Silicon Valley's big internet companies in China's last chance, I personally actually quite agree with this, because we have been so hard.

Moderator: The British and Chinese state-owned companies and Google Micro-letter cooperation, why will choose micro-letter, in addition, there are some claims that the British in China, your competitors are not recruiting industry, but micro-letter, how do you see this?

Shenboyang: I think they are right the first half of the sentence, the latter half of the sentence is unreasonable, the first half of the sentence is what? Our competitors are definitely not the recruitment industry, because the previous words repeatedly with you stressed that the collar English is definitely not a recruitment site, we are not recruitment site, so there is no comparability.

What we're going to do is build a social platform for a professional person based on free service, what we are going to do is a platform that provides users with three values, professional identities, knowledge insights and business opportunities, based on which we can build different applications, but it happens to be our first, Also the most lucrative application is our recruitment solution, which is to help companies to recruit, this is our first application, but also the most profitable applications, but we now have a second application what? is the application of our marketing solutions, advertising solutions, and the application of a third solution? The application of our sales solution is to help the sales of enterprises, in the conduct of sales in the UK, this is the third application.

The other words with the micro-letter we think we and micro-letter is a very good partner, complementary relationship, you can imagine if our two competitors, how can we choose to cooperate with the micro-letter, which in turn we can choose to work with the micro-letter, and more is a complementary, because for micro-letters, Micro-letter to become a global Chinese communication platform, of course, it also carries a part of social networking site functions, but in fact, the more we focus on professional social, on-the-job, in the workplace photo of the industry, so that actually can with micro-letter produced a very good complementary, So that's one of the reasons why our two families are very close together.

4. I do not "chief Representative"

Explanation: Leading Britain's Chinese road, the American culture and the Chinese market "acclimatized", has become a large number of Silicon Valley enterprises in China's development of a "threshold". The announcement of the move to China led to a failure of the outside world to predict. In the face of doubt, Shenboyang declared himself not to be the "chief representative" of the United States headquarters, but to put everything in his own hands.

Moderator: You are now as a leader in the Chinese region of the role of a president, to a certain extent, the face of the British in China, you are leading the United Kingdom of China, it may be a chief representative of the role. What do you think of the role of such a chief representative, how to balance the local business and the business of our global field headquarters, and where will there be conflict between them?

Shenboyang: First of all, in a sense, I don't quite approve of a thing you said just now. You are the chief representative, at least for me personally, I have to deliberately avoid not to be the chief representative, I need to do our entire China business and future development direction of control. In addition, you say how we represent foreign countries, and then represent China. In fact, more is to find a balance point, as I have just cited the example. On the one hand, we want to represent the international tall brand very well, on the other hand how can we understand the local market, how grounding gas to engage in some activities, how to put a good brand and some special phenomena in China, special circumstances better to combine, this is what we are now in the direction of hard thinking and efforts.

Moderator: The balance point is actually not really explain the problem, this may be a lazy point of the answer. Are there any specific cases, if you encounter some conflict, and then how to solve?

Shenboyang: For example, now on the Web site does not have a 400 phone number, when a user is not satisfied with the site, can only go to the bottom of the page to fill in the feedback form, he wants to fill out the form to upload comments.

Moderator: Is it sent to the United States? Or did you send it to China?

Shenboyang: Now the words are sent to Singapore's customer service team, soon the customer service team will be landed in China, even in China, I personally dissatisfied. I personally think that the mainstream of the way in China or telephone, because the Chinese people may be more accustomed to telephone communication. Sometimes, you can send 10 mails to and fro of a thing, a telephone to solve. One of those simple things, when you came up with a colleague from the United States, his first reaction was why did he do that? That is an old way, the new way should use e-mail, should use the way of automatic problem library, the user has the way to automatically find the answer to the problem. I said it's all right. We need to spend some time patiently explaining, not by default, that you're wrong, I'm right, listen to me. We will write an email telling him that our mainstream competitors in China, including similar recruiting sites, may not necessarily speak directly to our competitors. What do you write? Write some customer service calls for recruitment sites and what customer services they offer, 7 times 24 service, or 10 times 6 service, we write on it, including the speed of their feedback. I give him this data, this is the 1th. Second, I will tell him, please believe me. And why? Because I was in glutinous rice, my customer service team from scratch, to the last 300 people customer service team, I built it. So please trust my local domain knowledge. Send these two points, they are not only willing to support us to build a 400 phone number, and from the heart of the original China is like this, we do not understand, we are willing to believe that support the Chinese team.

In turn, the way this problem is handled, first of all, if I am a inexperienced person, I am hard to say. On the other hand, if it is a very closed person, I will tell my team, you do not listen to him, we ourselves. In fact, these two are not very good, this is a very good example, this is called the balance point.

Moderator: What kind of advice do you want to enter the Silicon Valley enterprises in China, their corporate employers or the identity of the chief representative of the Chinese region?

Shenboyang: I think this suggestion, I think can borrow the two days before Ma Yun's words to accept an interview a very good proposal, he talks about the so-called boss in China. What is the way to do it, not how to make your boss happy, how to make your American boss or European boss happy, but to meet the needs of local users.

Moderator: Now that is, maybe even after 85 of these entrepreneurs, may be up, then you as a whenever investors, you communicate with them how to go?

Shenboyang: This is really recent, in fact, I have been thinking about a year, so we also recruit some young people come in. It is now clear that wireless internet entrepreneurs are getting younger. Then he communicates, and I have a conclusion that I say China is now at a point, China is now the younger generation and the whole society is like the early 70, 70 years of American youth, just like the 70 's, there appeared a group of this somewhat hippie, a bit against all traditions, so to speak, then including sexual freedom What, And it all started from that time.

5. How the "tall" collar and the English become "Earth"

Moderator: It is particularly clear that we now as a domestic science and technology media, we are also trying to visit the United Kingdom, especially about visiting foreign guests, but I encountered a difficulty is that its costs are not low, and the second is sometimes sent past people will not return, Then I would like to ask why the Chinese price is so high, can be lower, how else to solve this problem?

Shenboyang: On the one hand, I really agree with you, and when I took over the job, what was the first thing I thought? China is not the same as the United States, this pay account this thing I completely cut it off, China does not pay the account number, and then the Chinese user's mentality is that I can not pay, I want to free, how to make money that is your problem, you find a way to do, and I do not mind, this is my original idea, but when I understand the collar of the British ecosystem, Including this business model will find that if all of these things are lost at once, the entire collar of the British ecosystem will be out of control.

Because of the Inmaill way to block the communication between the relative strangers, but there is no limit to what you have to say to your one-time friend, when you send him a letter, and once I completely cancel the payment, the junk mail in the collar may flood.

On the other hand, I see a data that is really less than 1% of the users who pay for a mile, you say this is magnified by some people and say that more than 99% of the people in the UK are free.

So summed up is the first completely free, it is possible to destroy the ecosystem, the second pay the proportion itself is very low, third, we need to change, what? That is, first of all, to make this price more reasonable, in addition, since let him pay, I would like to give the user to pack something relatively more meaningful, more valuable services, so that he is willing to spend the money.

Moderator: I have heard a more rude way of saying that some people think that what the British do in China is actually Chinese, not localized, do you think?

Shenboyang: You do not listen to the user how to tell you that your business is not good, you do it in your own way, don't listen to others, and in turn, if you listen to 100% of users, you will lose your way, because each user has a different background, his experience is different, he sees things differently, He may give you different ideas, these people do not see who you are, what your efforts are, what your structure is, he does not look at all, he directly said what? This thing is bound to fail. Because it can not be localized, it is only a Chinese, it is sure to fail, but at the same time there is another kind of voice is what, I use collar English is because it is tall, so if it is also localized, it also ground gas I will not use it, so these two very contradictory sound, and are very strong voice. So we're between these two voices, how to absorb the two sounds in the sense of things, but to be able to block those two voices in relative, those noises or not much reason things, go one we feel a very good road, so you just said only one of the voices, In fact, you do not know that there is another voice, that is, he is too grounded and I do not need to, so between these two how we go, in fact, we are solving a problem.

Host: Do you find this way now?

Shenboyang: We should say find a big direction, our 60% of users are from the North Canton, our 34% of users, are multinational backgrounds, more than 20% of users have overseas learning background, if the existing users are discarded, not to take into account their experience, Instead of pulling those two or three-line, three or four-line cities, those relatively low-income users, I think this is a very unwise, at this stage can serve them well, but at the same time through his infiltration.

Moderator: The position of the collar is still tall.

Shenboyang: At least at this stage, but in the future, we must be bigger, we have to put down the big words, so joking, in fact, we have to solve the problem in China is that we need to continue to the end, and the watertight, or that we should put him down, The result of our final study, or our normal result, is that since we are the end, we have to maintain a certain posture, but we slowly how to put him down, more grounded gas, but this is not a moment to throw him down, then this basin of water scattered, this is not appropriate.

(Responsible editor: Mengyishan)