Zhongguancun'S First Talented Woman'S Entrepreneurial Chess Game

Green man CEO Liang Ning has the title of "the first talented woman in Zhongguancun".

The first acquaintance, admired in her blog historical allusions, yin and Yang Feng Shui, the industry eight diagrams hand twisting; well known, she said, she was 23 years old as the deputy general manager of the product business department, so far in the Digital China Corp (tableland Association Technology) can be described as the past.

But Liang Ning does not want to talk more about the past.

"I feel ashamed of the talented women who have been sealed up," she said. "I am running the smallest company in the world, and my grades are not good enough.

If you write only two blogs, you are not talented enough.

At present, I think I am a serious girl.

However, when listening to Liang Ning's talk about starting an undertaking, he will know that the two word "talented woman" is by no means an empty name.

For the description of Internet entrepreneurship, unlike the general women's sensibility and fineness, Liang Ning prefers to think more about the image and pay more attention to the industry pattern.

How to layout, live and manipulate an enterprise can find the answer from the game of go.

Layout: fight a big dragon is not possible, break it a corner can do.

In 2005, Liang Ning, the world's leading information service provider CNET, deputy general manager of China group, was responsible for searching for profitable Internet companies as acquisitions.

"I have looked at all kinds of websites at that time and found that there are few profitable enterprises, so I decided to make one myself."

At the end of 2005, the green people's website was launched, and the starting capital was 5 million yuan from the support of a friend.

In the process of entrepreneurship, Liang Ning will use Weiqi's insight.

Liang Ning came into contact with Weiqi in elementary school and soon became addicted to this black and white world.

Relying on reading to learn and become self-taught, although self modesty level is not good, and did not test the Duan, but she has to go to Lianzhong several times a week.

She said, "I am interested in something that I like. I was in the book of changes at the age of 14, and I could read it for the first time, feeling very cordial."

In the view of Liang Ning, it is like chess resources, which are compared with the allocation and scheduling of resources.

Weiqi is a son and a child. It builds up a career in the empty chessboard. The next step is to accurately calculate the gains and losses in each detail.

"It's like starting from scratch when you start a business. You want to layout and live, whether to take the land or to take advantage of it. Every time you get a chance, you only have one shot."

At that time, Liang Ning judged that in the online chess game, he was already a group of men and men, and several big dragons were entrenched.

"I was a few years behind my opponent, as if someone had already lost a lot of money on the chessboard," I said.

Liang Ning judged the situation and confidently made a judgement. "Under such circumstances, it is not possible to fight a dragon, and it can be done by breaking off a horn.

Moreover, those big listed companies are not terrible. They will be weighed by the price earnings ratio on a big project. "

The tactics of "go to the side of a golden horn and silver belly" are used in the game of weiqi and weiqi, which means that the two sides of the chessboard can be utilized at the same angle in the same place. The minimum force required is on the chessboard. Only one side of the chessboard can be utilized at the edge of the chessboard, and the required sub force is more.

The tourism market is divided into three categories: business travel, sightseeing and vacation.

When the pioneers of Ctrip, eLong and other pioneers have taken up the majority of the Internet's conventional tourism market, the green men who have just joined the war; in the remote corners, they are concerned about the backpackers and self driving groups in the holiday crowd, and the layout of outdoor sports and leisure emphasizes interaction.

According to Liang Ning, "the Internet is not deep, only two things, one is data, the other is human."

In terms of data, we can't match the search engine, so it is of little significance to do this work.

We will do the whole communication in place, and we can know all the things that netizens do in any place.

Users can not only see some information, but also rely on interaction to get the desired results.

When Liang Ning made plans, he calculated the size of the chessboard and the boundaries.

For example, there are 28 listed companies in the domestic tourism industry. They are intricate between each other and draw more than 100 small companies.

How much is their family's bottom line and how much profit they have?

In this way, I knew what I was in and how to live within my means.

By relying on a small area of 5 million yuan, the green people have gone through 3 years of pioneering life and become the largest outdoor tourism portal and first tourism community in China. Since May this year, the monthly balance of payments has been realized.

A good chess is enough to live in.

"Go and go" and "Internet" are all disputes over space.

It is not to kill the opponent, but to live longer than the opponent. "

Liang Ning always thinks that websites are like playing chess.

Why did she win? She used the so-called "three sides" in the industry to explain that a brick is bright and can be paved; two sides of the light can build a wall; three sides of the light can take the initiative.

Customers, users and teams are the "three faces" for green people to live.

The customer is the person who pays the money. The user is the person who finally uses the product. The team is the foundation of everything.

There are about 20 members of the green people. The organizational structure is three systems, of which seven are in charge of users, six are in charge of the system, four are in charge of customers, the rest is her and finance.

Liang Ning said: "to do media, business is influence.

First of all, there must be enough users to digest the needs of customers, so that the satisfaction of customers will be high.

And why we can have users is not because we are constantly giving up our own interests, but because we use the resources of our customers to benefit users.

The profit model of green people is only one kind of advertisement. This is based not only on the positioning of its media, but also on the conclusion of all the business models of the Internet.

"When I calculate the profit of 10 million yuan or so, what kind of data support do I need, such as how many PV (page views), UV (independent users), customers and staff, etc., and then find that the strength of our current team is probably the only reliable source of revenue is advertising."

There are mainly three kinds of enterprises that currently advertise on green people: the first category is tourism enterprises, such as tourism bureaus, scenic spots and hotels; the second category is brand customers, such as automobiles and electronics; the third category is outdoor products.

Income comes mainly from the first category.

Liang Ning believes that the new era of Internet marketing for tourism destinations in China has begun.

In the first stage of the Internet, only the basic data of the scenic spots are accumulated, such as where and how high content Mount Huangshan is.

But now it has entered the second stage, that is, the effective combination of resources, telling tourists how to go to the right place at the right time, every scenic spot, besides seeing the scenery, we can also know the historical allusions here and make the tourist experience richer.

This is what green people want to do.

Last year, greens made a special marketing campaign for Benxi.

"Benxi is not far from Beijing. Two, from fengshui, China has a dragon vein, which originates from Kunlun Mountains, Taihang Mountain and Changbai Mountain. Benxi is on this line.

The whole city is Geopark, which is the only one in China.

The most beautiful time is from September to October. There is a 49 km long maple leaf Road, and it takes half an hour to drive. It feels great.

When people understand this, they definitely want to go, so we have a tour design competition in Benxi, collecting more than 100 kinds of play in Benxi.

We have got feedback. This year's "eleven" Benxi tourism market is very good. The local tourism bureau is willing to cooperate with us again.

As for outdoor sports, "we only provide a media platform for some clubs to release interesting activities. We will also recommend some activities so that we can see different ways of life and increase the experience of life.

But it's far from commercial value. "

Liang Ning analysis said, "because outdoor sports in China, there are less than 200 enterprises running 500 brands.

There are more than 1000 people who regularly engage in outdoor sports, together with more than 20 people, and the core user market is just like that.

The resources are exhausted. We must be clear about what resources our resources can bring to the company and whether the points we arrive at are valuable.

Otherwise, the resources will be exhausted.

The exhaustion method shows that the world is not big, and every industry has clear boundaries.

Liang Ning described the future chessboard in this way. "I have worked out math problems. I will draw a profit this year and make profits next year. The profit in three years is expected to be more than 30 million yuan.

For example, a tree should not look at the leaves but look at the roots.

The roots are deep, and the leaves are flourishing.

Now we have worked with 100% outdoor sports companies, but we have only established cooperation with 10% of the tourism enterprises.

In the next three years, I hope to cooperate with 60% of the tourism enterprises, so that in the tourism industry, the roots of green people will be very deep.

We should put more resources into one step to ensure that it has enough gas.

The same goes for weiqi and Internet.

Liang Ning still feels more like the go go ratio. "We should constantly judge between" abandoned son "and" rule alone ".

Why do we abandon children? Because resources do not support them.

How to treat loneliness and live clean.

Wu Qingyuan, who was 14 years old, went to Japan in the same year. When he was in the duet with xiushai celebrity, he didn't get rid of the tension until the third day.

When he read Wu Qingyuan's autobiography "out of nowhere", Liang Ning said, "I like the glyph of the four words" Gu Gu Jing Jing ". When I saw it, I felt joy in my heart, as if I were inspired by something.

Liang Ninggang began to work in a big company. He was close to the boss and participated in many large project negotiations. When he was a company, he also wanted to do some big work at the beginning, but he found that it was not feasible in practice.

"My personal ability is strong enough to talk about a big list, but my team can't digest it.

So we need to be small and small, so that we can solve it without relying on any external force alone.

This is a process of self surrender. "

There were three Liang Ning who thought she was the best, and she had the most paid and most expected employees to leave, leaving her feeling the most hurt.

But it also made Liang Ningjing take the initiative to devote himself to team training and running in.

"This is internal strength.

The collapse of many enterprises starts from inside.

I can feel the change of employees. For example, some people used to have unclear calls, but now they can coordinate the teams within three people, but it is not enough to exceed three people, so I have to objectively evaluate the execution of my team.

She laughs. "I think sky is good for our team. There are not many things to pay for" high salary ". If the industry is booming, others will poach my people.

Liang Ning said, in management, the biggest influence on her is Liu Chuanzhi.

"I have worked in Lenovo for five years, and many things have been melted into my blood. Now many things are done according to the way they are doing.

The core of Lenovo management is Liu Chuanzhi's three elements: strategy, team and team.

It was so many years before I realized this sentence.

For entrepreneurs, the objective world is the same, how to talk about business will understand, but how to take care of the core members of the team is what needs to be done.

"The sense of identity is the most important thing."

Liang Ning said, "for those who want to join, I am cold treatment, tell them that green people solve the tourism problem through the platform. If there is no mentality for others to serve, they are not prepared to work hard, so there is no need to join the team.

Once we join the company, we will regularly exchange the form and market conditions of the Internet, and invite the best architects, UI designers and other professionals to train.

We have a good blueprint, but we will not seduce others with bright prospects.

On the 3rd anniversary of the greens, Liang Ning wrote a blog. The first sentence is: "in this big world, green people are small websites."

She said, "from my personal point of view, it seems as if I just landed."

In the Internet field, many people want to get rich overnight, instead of doing business in a down-to-earth way. In fact, success is only a small probability event.

Liang Ning's answer to the future of the website is that he still can't see how many roads the green man will have in the future.

But she said, "it is because the variables can not be exhausted, so the pain is endless, and the fun is endless." the reporter's notes: Wu Qingyuan, who likes playing chess, admired her. She thought that the chess player's power to play chess originated from the extreme use of all kinds of aspects. In every aspect, the two extremes would be fought and extreme.