Brilliant Entrepreneurial Road Of Talented Girl Xu Jinglei

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As an actress who once described Zhang Ziyi, Xun Zhou and Zhao Wei as "four little flowers", Xu Jinglei is not like the other 3 flower stars.

Looking at Xu Jinglei's experience in the past 10 years, she can say that she is somewhat "not doing her job".

When the other 3 little Hua Dan were competing with each other in the tide of commercial movie, Xu Jinglei was making an effort to deal with Han Han in his own "independent movie", on his blog, and even how many "finished things" in the population.

Even her father, who had always supported her, could not read Xu Jinglei and said, "why not make a good play?"

In fact, since 2007, Xu Jinglei has only played a film every year, and she spent most of her time in her own electronic magazine "Kai La".

But getting away from the big screen has not reduced Xu Jinglei's influence on his followers.

On the contrary,

"Du Lala" tries new mode of production not released, recover most of the cost.

When Zhang Yibai found Xu Jinglei in the script of Du Lala's promotion, he was ready to be kicked out of the door by Lao Xu.

From the earliest collaboration with Xu Jinglei in "going to love in the end", Zhang Yibai knew that Xu Jinglei had an inexplicable bias towards literary films.

This preference is not only reflected in Xu Jinglei's taste and taste, but since she directed "me and Dad", it has been permeated in 3 films directed by Xu Jinglei.

Now, Zhang Yibai wants to invite Xu Jinglei to be the director of Du Lala's promotion. This is the first film in the workplace in China, and it is a pure commercial film.

But Xu Jinglei's reaction surprised Zhang Yibai.

After reading the script of Du Lala's promotion, Xu Jinglei complained to Zhang Yibai that this is a movie she wants to see and want to make.

After knowing Xu Jinglei for so many years, Zhang Yibai felt that Xu Jinglei had changed.

"Lao Xu has worked very hard in recent years, and now she wants to see some relaxed and happy movies."

Zhang Yibai understood Xu Jinglei like this.

Entrepreneurial experience let Xu Jinglei discover that in addition to being "art", films actually have the function of entertainment.

But in the completely unfamiliar business world, the experience of rolling and rolling is not just Xu Jinglei's view of film. She even tried to change the domestic movie industry with the rules of the commercial world.

The first investors of Du Lala's promotion were Xu Jinglei and Zhang Yibai, although Xu Jinglei's 3 films were all invested by himself, but they were all small budget movies. Now Xu Jinglei wants to make Du Lala's promotion a fashion blockbuster. "This is not a few million investment."

In order to "finance", Xu Jinglei and Zhang Yibai, like startups, began looking for investors for Du Lala's promotion.

In order to add value to Du Lala's promotion, Xu Jinglei and Zhang Yibai did a lot of marketing.

First of all, Xu Jinglei and Zhang Yibai invited the 13 human resources directors and executives of the world's top 500 enterprises as the honorary editors of Du Lala's promotion.

After that, Xu Jinglei invited Patricia, the stylist of sex and the city.

Field (Patricia Field) joined the promotion of Du Lala, and launched another round of marketing in the fashion industry.

After two rounds of marketing, Xu Jinglei and Zhang Yibai found that some investors had begun to look for them. What's more, they had brought a heavyweight partner, China Film Group, as one of the investors of Du Lala's promotion.

"The marketing process of Du Lala's promotion is like an entrepreneurial enterprise, which constantly dilute the stock of the original investors and continuously introduces more investment."

As a film producer, Zhang Yibai summed up this.

In the production mode, "Du Lala promotion" has such an innovation, its production cost is not high, only less than 20 million yuan, as a director, Xu Jinglei did not get the proceeds from the way of raising the production fee, but through a reasonable production cost, with a certain proportion of the production cost, and ultimately through the box office income and investors to be divided into similar, similar to "bottom dividend."

The business model of the investor and producer through the box office income has been very mature in the foreign film industry. But in the domestic movie market, the box office income of the movie still belongs to the investor, most of the directors can only get the production fee.

The director is responsible for the film only in the filming stage, more like the manager in the company.

"From the perspective of the company's operation, the operation of the film is unreasonable.

If a company wants to make a person continue to do well and give him an option, the movie will not do that, and nobody will be particularly responsible. "

Xu Jinglei is now looking at the movie industry from a commercial perspective.

Xu Jinglei wants to try out a brand new movie production mode through "promotion of Du Lala": the director can take a certain "copyright" in his own film as an investment, occupy a certain proportion of "equity" in the film, "the movie also has intellectual property rights, and protect the intellectual property rights of the creator".

But Xu Jinglei also knows that it is very difficult to break the traditional mode of movie operation, including most investors do not agree with this model.

Du Lala's promotion is just a test of Xu Jinglei's domestic film market.

But it is undeniable that the success of Du Lala's promotion in business cooperation is the first time that Xu Jinglei has been director.

At present, Du Lala's promotion has recovered the production cost of 2/3 through various commercial cooperation.

"Let's not talk about box office in the future, but it is no problem to recover the cost now."

Xu Jinglei said with pride.

In her view, Du Lala's promotion is a commercial movie. "Some movies are too far fetched to do business, but Du Lala's promotion is more like a fashion magazine. Business is content."

Xu Jinglei understood this way.

Although it was the first commercial film to be directed, though it was a movie that was not initially favored by investors, but when Du Lala's promotion came to Xu Jinglei, a wonderful chemical reaction came into being.

When looking back over the past few years, whether he was blogging or starting an electronic magazine, Xu Jinglei felt that his time was not wasted.

Xu Jinglei founded such an electronic magazine when he founded "Kai La" e-magazine. He hoped that he could get through the magazines and get access to the enterprise through the magazine. Today, the advertising resources and connections accumulated by "Kai La" really helped Du Lala find a lot of business partners.

"Because in the past, no matter how to be an actor or a director, there is no such channel, and making magazines can reach a large number of advertisers."

And the experience of business really changed Xu Jinglei.

"Talented women" turn to unknown business circles: "being changed" is not as good as "changing"

In April 16, 2007, Xu Jinglei launched the new media "Kai La" online magazine online.

Although it has been more than 1 months to know what is an electronic magazine to start a company, Xu Jinglei has thrown himself into a completely unknown field with his own "blind optimism and comparable executive power".

Xu Jinglei said that she had no ambition in the Internet, but it is undeniable that Xu Jinglei and the Internet have a special affinity.

The former blogger, who has created a record of hits on Sina blog, has not been broken yet.

Even though Xu Jinglei still has 60% of the things that have not yet fully understood why his blog is so popular, the title of "Queen of bloggers" not only brings more popularity to her, but also makes friends with many Internet businesses.

Xie Wei and COO, the founder of Le net, have provided many suggestions for Xu Jinglei's founding of "Kai La" electronic magazine.

Until now, Xu Jinglei has been warned that electronic magazine is something that can not be developed at all. But Xu Jinglei feels that maybe she can stick to it, "maybe I can make one".

Now it has been open for more than 3 years, with an average downloading of 10 million per issue, and hundreds of thousands of regular readers and some advertisers. Xu Jinglei feels that this is a success for her.

"One thing is flexible, and you will continue to look for ways to live. It may not be possible from the perspective of the Internet, but I look at this from a media perspective. This is a different angle."

But managing a real company has made Xu Jinglei "grow fast".

When he first started a company, Xu Jinglei found that he had no experience managing the company's experience.

"Because the team is a temporary team, it will be dissolved in a few months. Everyone will show their advantages in that temporary team.

But a long-term drama group is completely different. "

After challenging their limits, Xu Jinglei's greatest gain is to know what he can't do, such as managing the company, or "give it to the right person to manage it." for example, look at the statement, "I can't understand it."

And the experience of dealing with businessmen also made Xu Jinglei, a literary youth, become a real person who understands business.

From the initial hearing of a business opportunity, I felt very excited. Now I can tell which one should cooperate and which is not to cooperate. Xu Jinglei has already had his own judgement.

Xu Jinglei even analyzed the cooperation which had not been discussed. What is the problem? Is it a professional or a person? For investment, Xu Jinglei has become more prudent. "I need to find out what it is, whether it is money or resources, or even a partner's character is not suitable."

Although there are not many works on television in recent years, Xu Jinglei feels that he has gained a great deal of business experience.

"Let me be more integrated."

And this experience made Xu Jinglei feel particularly different in filming Du Lala's promotion.

"No matter what is the use of resources or the reserves of talents, it is much more mature than the first three films."

Now "Kai La" has entered a benign stage of operation.

In the year of 2009, Xu Jinglei spent most of his time making films outside, and "Kai La" was functioning normally.

Moreover, Xu Jinglei discovered that "Kai La" has already existed as a brand, not just a few magazines, but some commodities have come to "Kai La" to talk about the cooperation of brand authorization.

Before the Spring Festival this year, women's jewelry authorized by Kai La began to sell on the Internet.

This way of cooperation is also a new model Xu Jinglei is trying.

"What I want to do now is to maintain the brand of" open up "and make the magazine better, so that young people will like it better.

And how to sell "jewelry", Xu Jinglei said frankly, "I don't understand, but I want someone else to do it."

Xu Jinglei has been changed by her business experience. Now she may be able to try to change the movie with business.

You can regard the experience of "Kai La" electronic magazine as a business course of Xu Jinglei, and Du Lala's promotion is a graduation design for her course.

In this business venture, it is an innovation for the old rules of the film industry to make movies with the spirit of entrepreneurship and entrepreneurial mode. Although it is still necessary to verify the sustainability of this model in the future, Xu Jinglei has at least added a new experience in his own business courses.

To experience different possibilities, "my success is that I dare to do".

Xu Jinglei, who likes to fight and challenge herself like an entrepreneur, is the reason why she has many fans and fans in the business circle.

Xu Jinglei can now freely talk about the N business models of the Internet, give examples of the world top 500, think about how to retain employees with equity incentives, or how to fight against smart investors.

Although Xu Jinglei still said he was a "no man" and had no long-term plan for the future, the former "literary youth" was being replaced by "entrepreneur" Xu Jinglei.

Business experience in the real world allows Xu Jinglei to re-examine the movie world from a commercial perspective when he returns to the screen.

Xu Jinglei never thought "actor" is her life's occupation, but she likes the different life as an actor.

So that in the real world, she has been trying all kinds of possibilities besides "actors".

In fact, Xu Jinglei does not believe that her adventures in the real world are "crossing the boundaries", but is returning to her ideal life path.

From the half way out of the family to become an actor, to go halfway through the house to start directing, to do electronic magazines, or even to use "Du Lala" to innovate the movie business mode, Xu Jinglei can be regarded as the biggest jumping artist in the entertainment circle and cultural circle.

She said that because of her lack of ambition, she had never been afraid of failure.

She always laughs and says this phrase.

But in fact, Xu Jinglei is not so indifferent. She also admitted that she was "very serious" and said, "though she wrote little," she never wanted others to help her update her blog. If she wrote something, even if she changed one word, she would be very angry.

In the literary circle, Xu Jinglei has her own code of conduct. She never seems to have found a sense of belonging in the circle as an actor. Instead, she always extends beyond the circle of her own ability.

Perhaps she likes to fight like an entrepreneur and challenge herself to the end, because she has many fans and fans in the business circle.

Q: when you were young, you acted as a director and producer, and you wrote blogs and electronic magazines on the Internet. Why do you always have enthusiasm to try these areas?

A: I feel that some people are naturally satisfied with the status quo. But I naturally want to dig different things on my body. I always ask myself what else can I do? Actually, I think it's better to say that enthusiasm is blind optimism.

Maybe influenced by my father, he gave me a feeling from childhood. Nothing can be done. I can give it a try.

I think all those who do things because they will learn.

Who is the entrepreneur who knows that he is an entrepreneur when he is born? WAL-MART's founding was born to know that he was going to become a chain giant. He must have encountered someone competing with him in the process, and he would follow change and development.

So everything is never known until it becomes known. The key lies in being willing to learn.

Q: are you not afraid of failure if you have made so many attempts?

A: This is usually the case with me. Do not attack me. I am not afraid of fighting.

Because all the things I get now are here, I am not afraid of failure, nor are I afraid to waste my time.

I don't think I am a very successful businessman. Electronic magazine has not achieved any commercial success.

But my success is that I dare to do anything, and can do almost the same.

I'm very proud of that.

Q: in the eyes of the outside world, you seem to have been crossing the border. Do you think so?

A: I am not crossing the border, I am just returning.

Onlookers think I graduated from the Academy of film, but I never feel that acting is what I do all my life.

Relatively speaking, the performance is more like a born twig. I did it and did it well, but I wouldn't be my way because I did well.

I always feel that I am working in a creative company, or in magazines and newspapers, so when I do an electronic magazine, I am crossing the border for others.

I really wanted to be a reporter. When I was in grade two, I had a good friend. There were many foreign magazines in my family. I thought how the magazine could be so beautiful. I said I would have to do such a magazine in the future.

In fact, electronic magazines are on this line.

You see, I didn't go to the stock market or open a restaurant. I felt like I crossed the line in that line of business.

Q: but many people think that the mode of electronic magazine is not mature. What do you think?

A: until now, someone told me that electronic magazine is something that can never be developed successfully.

But I think it doesn't matter. If others say it's over, will it be finished? No, maybe I can stick to it. Maybe I can make one.

Although it is true that what others say is reasonable, he looks at this from the point of view of the Internet, but I look at this matter from the perspective of the media. This is a different angle.

This mode of electronic magazine may not be like the model of Kaixin, but the development of "miso" has been particularly good. But we have developed the brand of our own and gathered so many fixed readers. This is the value.

My father and friends around me once said that I am not good at filming and do such an electronic magazine. But actually I have a feeling that there is no time to waste, whether it is experience or lessons.

So I don't think I have wasted time. If I didn't make an electronic magazine before, I wouldn't have the innovation of Du Lala's promotion.

It looks as if I haven't done anything in the past few years, but I feel that I have gained a great deal and made me more open and integrated.

Q: why do you want to take this movie that is different from your previous style? I heard that investors were not particularly optimistic about Du Lala's promotion. What were their concerns at that time?

A: it's very simple. It doesn't have a successful case.

For example, this type of film, who has succeeded? No.

So people don't believe you can succeed.

No way, many people have some fixed patterns.

He will feel that if the swordsman movie becomes a bee, it is all about filming martial arts.

There is always the first one. Why can't we be the first one? Actually, Du Lala's promotion is quite different from the style I directed before.

I used to make art films.

But now I want to make some relaxing movies, which is related to my 3 years of work experience.

I used to look at art exhibitions and recite ancient poems, and I began to see the so-called masterpieces in the film academy. I took the movie as an art, but I didn't think the movie had another function.

But after several years of work, I found that I watched films every day before going to bed. I chose the cover to watch the movie that was very relaxing and relaxed.

That's why I took a movie like Du Lala, because I wanted to take the movie I wanted to see first.

The three films I used to make are the movies I want to see. Now the style of films is changing because I have changed.

Q: is Du Lala's promotion mode different from traditional movie production mode?

A: I think from the perspective of the operation of the enterprise, the operation of the movie is wrong and unreasonable.

If an enterprise wants to find a group of people to keep you running, you should give them stock and options to maintain the long-term cooperation between the boss and the team, and let everyone be responsible for the company.

But the movie is not like this. Everyone is a temporary group. They are all casual workers, and no one is particularly responsible.

Although I don't know business very well, I probably know what this thing looks like.

To make movies as an enterprise, we need to establish some new cooperation modes.

My future film company hopes to do something in this regard.

But objectively speaking, I have not specifically thought about this matter, because whether Du Lala's promotion is a completely replicable thing, whether it is a sustainable business mode or not, it has to go one step at a time.

But I believe that if we are a business, we must respect business rules and respect what we respect.