When it takes 10 years to make a profit, Guoqing has a bigger dream.

In the November 1999, the internet craze has just sprung up among Chinese people, and Guoqing and Yu, who are not known to the public, have set up a "Dangdang". At that time, the vast majority of people do not know what e-commerce.

November 2009, "Dangdang" 10 years of age, its sales doubled year after year, has become China's first online shopping shop. This is the "star couple" of the joint president, led Dangdang accounted for 40% of the market share of the business, whether it is book ownership or sales are far ahead, and also in the books and audio-visual network retail, the rapid expansion of the department store's network retail scale.

Business originated from wife shopping inconvenient

Guoqing in the middle of the 80 's, graduated from the University of Sociology, in the school as the president of the Student Congress. When he graduated, he worked in the State Department's Rural Policy Research Center with outstanding achievements.

"In fact, our original idea was very simple and very plain. Guoqing said that when Yugang returned home, he found it particularly awkward to buy things at home. Because the domestic shopping malls are generally classified by brand, whether like or not like to have a brand all read. "It makes Yu very unaccustomed. So, we decided to start from the consumer's intuitive feelings, to be a consumer willing to spend the online store. "Because they were in the book industry, they started to test water from the online book market," he said.

1999, Dangdang was formally established. In the industry, Dangdang is regarded as a strange company----------------slow to profit, not willing to sell; pop, Yu Yu is responsible for administration, finance, outreach, guoqing is responsible for technology, market, logistics and so on. Outside the female Lord, the title of both men is "Dangdang Joint president".

From "Burning money" to planning a eight-year profit

In the beginning, investors told them two points: first, the internet is only the first. If this industry is to do, it must do the biggest; second, speed determines everything, so hurry up and burn the money.

In the investor's persecution "burn money" under, guoqing back to do a 8 million Yuan plan, originally ready to cast on the net, the result of investors said no, to cast away from the traditional internet advertising. So they in Shanghai and Beijing cast three bus lines of the body advertising, plus "Southern Weekend" a half version of the advertisement, spent 4 million yuan, but found that even a splash did not splash, the moment was silently submerged.

Such entrepreneurial setbacks, at the beginning of the 2000 guoqing, may be just a "loss" of the beginning, although the preparation for 8 years of profitability. But Dangdang lost 9 years of money. In this, he concludes: "In China, want to make a consumer trust site is too difficult, this is to boil out." I always think that 200% growth, only a loss of 18%, capital will only encourage me, rapid development, betting, I will not do. We always have to do with money in hand, the last financing of the money has not been spent, have the rest of the winter. My biggest experience is, who is unreliable, business is about performance. ”

From single book to comprehensive water Test department store business

In the face of rivals, guoqing in the decade to "challenge the Amazon", "Tease Capital", "not with the real estate to eat together," the various statements spread online.

Guoqing did not deny that: "Most venture capitalists are apt to try to meddle in the business because of their quick success, and the decision is often wrong." In fact, investors want the rate of return, as long as you do a good job, capital is timid you, your decision-making space is big. The more fearing, the more the development of enterprises is not easy to health. ”

Despite the current economic downturn, Dangdang is still on schedule to achieve sustainable profitability, and in large-scale expansion of the border of online retailing. Speaking of Dangdang's listing, guoqing that: "Another serious dry two years, Dangdang to consider listing, to open up new categories need capital, this is the strategy of Dangdang need to decide." ”

Recently, Dangdang in the department store action is relatively large, including from Wal-Mart, the United States, Procter and Gamble and China resources, such as well-known large companies dug to senior executives, expansion of Beijing, Shanghai, Guangzhou, Chengdu, the Treasury, October new Wuhan Logistics Center, and many department stores and other major brands to cooperate. At present, Dangdang department stores accounted for about 15%, at the end of 2009 to account for 20%, the next three years to reach 50%. In the department store, Dangdang said it is still testing water, whether it sells a commodity standard is: it must be cheaper than the mainstream of this commodity, the price is low but Gome's goods not to sell.

Talking about these years of insistence on the book market, Guoqing finally said: "We have to do books as a breakthrough, but also to further bigger and stronger, but there is a bigger dream has not come true, that is dangdang to become a retail empire." ”