Liu Qiangdong'S Startup Account

Ferocious in an electronic business.

The creation of this "miracle" is Jingdong.

Liu Qiangdong, 37 years old.

The radical and adventurous guy who founded the real Jingdong mall is only 8 years old.

However, after 8 years, the sales volume of Jingdong mall has occupied China's independent mode.

Did you see the "Wong Kwong Yu's shadow" from him? Yes.

He and his Jingdong mall are now regarded as one of the main rivals of Gome and Suning.

It can be said that Liu changed the way of Gumei electric storm to rush into the battlefield, but the effect is almost the same, for example, low price. What else is more attractive to consumers?

However, unlike Wong Kwong Yu, who plays the role of "price butcher" of household appliances, Liu Qiangdong is not a bold and overbearing person. He is even honest and simple.

His speech and Kung Fu can only be said to be general, far from being comparable to Mr. Ma's natural speeches, and the wonderful section of the bridge came into his mouth and became a plain account of "flowing accounts".

But these did not cover up his current glory.

If he is a "strong businessman", then he may also be the kind of "smart and stupid", lack of personality of the fierce people.

Who says a fierce person must have a full personality?

Liu Qiangdong now takes delight in his profit plan for the second half of 2012 and the plan to go to the US in the first half of 2013. It may be too early to talk about that.

We might as well have a look at his prequel first.

Although the way of expression is extreme, Liu Qiangdong's operation and management wisdom is actually simple and classic.

"Caring people"

I can't help but say that the experience of "mixed up" in Zhongguancun made Liu Qiangdong's "sensitive and eager to learn" a lot of things.

The most important thing is that he can observe, think, break the rules and gamble.

And the ideas and techniques he learned from them has become one of the supporting forces of Jingdong mall.

Beijing Zhongguancun, known as the "Silicon Valley of China", is far from the name.

Frequent slaughter, flooding of parallel goods and lack of honesty.

But in the early days, it was a well deserved "gold drain land", making it once a "paradise for adventurers".

Of course, here is the convergence of grassroots business intelligence.

What Liu Qiangdong learned here is precisely the simple business wisdom that can not be learned in the business school classroom.

In March 1998, Liu Qiangdong, who resigned from a foreign company, began to visit Zhongguancun every day for two months in a row. He spent 12000 yuan to start his own business.

Of course, he did not plan to buy anything. He only observed carefully and occasionally asked a few questions seriously.

This "conscientious man" finally discovered the secret of Zhongguancun.

"The secret is actually very simple.

After observing and asking these one or two months, I saw that most of them were in roasted seeds.

You see, they seem to sell everything and have everything, but 80% of the goods are not in stock.

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Why is he so asserted? It's very simple.

Ordinary customers ask if there are computers, mice and so on. The owner must say yes, then send a young man to pick up the goods.

Everyone naturally thought that the young man had gone to the warehouse, and Liu Qiangdong thought so too.

But later he found: no! The boy almost went to other counters to find the goods. According to their jargon, this is called "temporary roasted seeds".

Even if it's roasted, what can it do? It can't be done, but the average customer has to wait for more than 10 minutes.

The business opportunity that Liu Qiangdong discovered is related to the "10 minutes".

"It usually takes 10 minutes, sometimes 20 minutes.

While waiting, I found that 30% to 40% of the customers were occupied.

So the shopkeeper lost a buyer in vain.

So, is there any way to solve the problem of waiting for customers for 10 minutes?

Of course.

Liu Qiangdong went to the wholesale market to buy dozens of products, and then shipped to the counter.

"I fired 20 different types of recorder at the same time as the wholesale price.

Each recorder found 24 counters at Hailong and put one on each counter.

The counter is very happy, because many counters can not get the spot, let alone any conditions.

Then I sent a young man to Hailong to make sure that any one counter needed to be sent to the recorder in two minutes.

This "two minute delivery" alone made many counters heartbeat, but smart Liu Qiangdong still set conditions for both sides.

When he left his business card to the counter, he made it clear that you sold my recorder, which could cost you more than anyone else, but if I could not deliver it in 2 minutes, I would pay you 10 yuan.

Shopkeepers usually promise not to think about it.

In June 18th of that year, Liu Qiangdong's "Jingdong multimedia" company officially opened in Zhongguancun.

Has he paid the shopkeeper 10 yuan? It is said that he has paid for it, but it is not very small.

But what he did was not at a loss.

More and more shops began to cooperate with him, and his bargaining power was stronger and stronger.

At this time, he was no longer willing to go to the wholesalers to get the goods at the same price as others.

"80% is what I sold. It doesn't make sense if you don't cooperate with me."

He is right, in fact, in just two years, Jingdong has become the most influential agent for the optical and magnetic products in China.

At the end of the year, he made a net profit of about 300000, which was not a small figure in that year.

It's not over yet.

By 2001, he could easily earn about 10000000 (about 60000000 of sales).

Most people may be more satisfied when they get here, but Liu Qiangdong is not.

He started to go to Gome.

"In 2001, we tried to do retail and chain stores, and we went to learn a lot."

Liu Qiangdong said that he was pferred to Gome, to Suning, and to WAL-MART, "to see how they design lights and read a lot of data. They read books on Japanese retail."

Why did he make such a decision? He found that although the sale of optical and magnetic products made itself a big profit, profits were getting thinner and thinner.

This "conscientious person" can not help but worry: if this goes on, the good days will not last long.

This is also evidence from UT's case in the year.

UT, which relies on a small smart phone product and made a big profit, failed to deliver the next product to PHS in the most prosperous days, resulting in its eventual decline.

Obviously, in the early days, Liu Qiangdong realized that "people have no worries and worries". This is applied to entrepreneurship and is able to grasp the market and pform early.

At that time, he wanted to replicate the Gome mode, and the products were more diversified, "not putting eggs in one basket".

Although he finally failed to imitate Wong Kwong Yu's gimmy and rapid expansion mode with Gome, they opened 12 stores in the next three years.

But because of the sudden "SARS", it has surprised the subsequent "Jingdong legend".

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How thoroughly can a decision be made?

Liu Qiangdong's "National American style" pformation did not bring him wealth.

He recalled that before and after 2004, the days of earning millions of dollars a year were gone.

That year, he made millions of money.

12 stores, several million, compared with a store, tens of millions, the cost performance is slightly lower.

Before that, however, he suffered from SARS like hundreds of millions of Chinese.

In any case, he can't let his employees get sick in order to make money.

"Any employee of mine is infected with SARS because of my work. I think it is a disgrace to my life. This company has been humiliating and failed for life."

However, he was worried. Every day he opened his eyes, and the 12 storefronts, the rent of light, the wages and inventory of his employees, were to be paid hundreds of thousands of dollars.

How to do it?

No way, he and almost a lot of companies at that time almost searched all the online forums to post posts.

"The contents of the sale will tell me what company I am, what goods I sell, and leave an account under it. If you want to buy it, please send the money to the account below, and I will deliver it to you."

But it doesn't work. There's no one in the post. What's more, there's a message saying "dead cheat!"

At the end of the SARS, Liu Qiangdong, who knew little about the Internet, was said to have never been a Dang, outstanding or even heard of 8848. He had almost no contact with the Internet, only QQ. He searched YAHOO everyday to find the biggest forum for domestic magnetic products.

To his surprise, he just tentatively posted the post, and someone immediately replied.

The person who responded was actually the founder of this forum, who was very familiar with the netizens in this forum.

"He said Jingdong, I know, this is the only company that I bought in Zhongguancun for 3 years and didn't buy fake products.

It is because of this sentence that we concluded 6 pactions that day.

Liu Qiangdong, who has tasted "sweetness", has been interested in online sales since then.

At that time, many netizens also advised him: Lao Liu, simply open online shop! You build an online shopping mall, when we want to buy when it is convenient to buy.

Liu Qiangdong says frankly, it is those netizens' proposal, gave oneself confidence.

Then he found a reality, which made him more serious. He seriously studied the monthly growth curve of Jingdong e-commerce sales in 12 months in 2004. The result was "shocking": Although the online business hardly made any profit, the compound monthly growth rate of the order reached 26%, and it increased by 16 times a year.

So, with 20 million yuan accumulated over the past 6 years, he once again gambles - to shut down 12 offline chain stores that provide 95% profits for Jingdong, and concentrate on making online store stores.

As a result, the embryonic form of Jingdong mall today is only a prototype.

However, Liu Qiangdong's keen grasp of the market is worth learning from.

In particular, he is willing to leave behind the impression of "gambling", but this is not a bad thing.

At present, if there is no decisive power, no chance can be seized.

Of course, even in 2006, although Jingdong mall became the most popular website of "Zhongguancun fans", it also sold only IT products.

At the same time, due to annual sales of 80 million, logistics pressure is also growing.

Of course, Liu Qiangdong will not be willing to be lonely, but will not be helpless.

Experience premium

If you want to expand and expand, you must have money.

In 2006, Liu Qiangdong began to change his money.

The first group to invest the real gold and silver in Liu Qiangdong's "little role" is the group.

According to the agreement between the two sides, he plans to invest 5 million, and the first 1 million 500 thousand will soon arrive.

Liu Qiangdong also took up the wishful thinking: with this money, we can expand the category and make the Jingdong bigger as soon as possible.

But the money is more like a "selling fee".

According to the agreement, Jingdong will no longer be able to finance.

If the agreement goes on, if Liu Qiangdong is hungry again, he will have to rely on lottery.

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Fortunately, there is something wrong with Ann CAI.

"Ai Cai made money before 2007, and the listed companies were very profitable.

Later, when LED came out, they began to lose money overnight, and the group's money was taken back.

Liu Qiangdong recalls.

This can make him worried.

So he had to look around for help again.

In a hurry, he introduced Xu Xin, President of today's capital.

The story of two people who saw each other as if they were at a first sight and a very happy story must have known more about the outside world. One evening in October 2006, two people met at the Hotel New Otani Chang Fu Gong, and talked from 10 o'clock in the evening to 2 o'clock in the morning.

Xu Xin recalled afterwards that he knew he was a "good seedling" when he saw it.

The next day, she pulled Liu to Shanghai and signed the investment agreement. Liu Qiangdong got $10 million from this.

Why do Xu Xinhui, who has invested heavily in writing, value the unknown Liu Qiangdong at that time? She explained: first of all, "this guy" is lying on the Internet every day to "reply to users" and take pains. Sometimes she is answering users in the early hours of the morning. This judgment is more accurate. Now, Liu Qiangdong plays micro-blog and becomes a thorough micro-blog control.

He believes that this is to enhance his perception of user experience.

In addition, Xu Xin invested in Zong Qinghou in other investment companies before, and was running on the line every day. "365 days, more than 200 days a year, he saw sales at the front, including on-site office.

And the master of Kangshifu, who is so old, how much is the budget of the county?

Xu is not a certain person, but a certain kind of person. She naturally believes that the more bosses she has experienced, the more energy they invest, the more hopeful the company will be.

Liu Qiangdong said that after the $10 million in 2007, the first thing to do was expand the category, sell digital products, mobile phones and so on, and sales began to soar.

In 2006, Jingdong sales increased by 80 million to 360 million - 4.5 times in 2007.

Since then, the Jingdong has developed an inevitable trend.

The only surprise is that we caught up with the financial crisis around 2008.

It was in 2008 that Jingdong decided to invest heavily in building logistics itself. This is a money burning business. Alibaba decided to build its own logistics for a long time.

Not surprisingly, Jingdong is short of money.

The second round of financing of Jingdong is still Xu Xin's handwriting, but this time with her capital today, he also made a bet on Jingdong, as well as Private Companies of male capital and famous investment banker Liang Botao, and the three party invested 21 million dollars.

This time, Liu Qiangdong used money to expand the category, set up call centers, and build his own logistics, warehousing and distribution team.

Later in the early 2010, Jingdong, which was rapidly gaining momentum, attracted the capital experts of Tiger Fund, and opened up a new era for Chinese Internet companies in attracting investment. In the C round of Jingdong financing as of April this year, the amount reached $1 billion 500 million.

Investors include a total of 6 funds from Russian investors, such as DST, Tiger Fund and some celebrities (such as Baidu CEO Robin Li), of which DST group invests US $500 million.

Since then, the momentum of Jingdong has been swift and violent.

In 2010, Jingdong built a storage center of "Asia 1" over 200 thousand square meters in Shanghai alone. After completion, the order processing capacity exceeded 300 thousand orders.

More than half of Tiger Fund's initial investment is used here.

This year, Jingdong and many 3C manufacturers signed up to 20 billion of the purchase agreement in one fell swoop.

As Jingdong has been busy expanding its scale in recent years, the Jingdong has been in a state of great loss.

Now, Liu Qiangdong, who has food in his hands, will make profits in the second half of 2012.

In 2013, he also plans to go to the US market.

"Liu's secret worries"

When Liu Qiangdong led Jingdong to run fiercely, Jingdong gradually became the hot topic of the industry.

However, there are always voices of doubt, sometimes violent.

In 2007, the size of the Jingdong staff was 200, but in May this year, the scale of the staff has reached 10000.

4 years, 50 times, think is terrible!

First of all, can Jingdong have enough and excellent executives to control the runaway horse?

In 2010 alone, Jingdong introduced 6 vice presidents (Jingdong has 12 vice presidents).

Can they be able to understand the corporate culture and values of the Jingdong accurately, and can they be able to coordinate and ensure the implementation of the Jingdong's corporate culture and values?

These are all problems that can't be done.

Especially in the last two years, Liu Qiangdong has been more empowered in the management style.

He said: as long as business is concerned, vice president can directly sign tens of millions or even billions of bills without his consent or knowledge. This is the acclaimed entrepreneur style, but the problem is, in the Jingdong executives' sequence, the real Jingdong's own executives are relatively limited. Can they fully understand Jingdong's development strategy and make decisions accordingly?

Secondly, due to the rapid expansion, some innovations of Jingdong have indeed been flawed.

For example, the "211 time limit" issued by Jingdong in 2010 (the order is placed before 11 a.m., can be received in the afternoon, the order is placed before 11 p.m., and the goods can be received at noon the next day).

When this initiative was first launched, many users were very welcome, but once it was running, many loopholes were revealed.

For example, because Jingdong's own distribution team still needs to be improved, and due to external factors such as traffic congestion, the promise has made a big discount on cash, and has caused many users' dissatisfaction.

Liu Qiangdong, who advocates decentralization, says he likes to travel Hummer by himself.

For example, he can drive to Tibet or drive to Sichuan to do volunteer work in the earthquake stricken area.

It's too early! For Jingdong, a company with good momentum, Liu Qiangdong's entrepreneurial mindset can be maintained for a long time.

When the problems and hidden dangers of enterprises are solved, they will be released later.