Yu Yu Let Dreams Into Real Women

From any point of view, Yu Yu is a model of successful women. "Hurun's list of rich women" and "Asia's most influential women" and other titles seem to have kept her away from ordinary people.

However, with Yu Yu's contacts and interviews, what she feels most deeply for reporters is her pursuit and persistence in her dream and life. This natural woman has many ideas and interests, and her actions will make dreams come true.

This can not help but remind people of a popular saying: "Just do it!"

When Yu Yu wanted to go abroad at the University of foreign languages in Beijing, it was the first time after his work to get a chance to go abroad. The general people often chose to play well and open their eyes.

The only day of Yu Yu's free time was used to knock off the doors of American University and to apply for an interview for a scholarship.

After her graduation from University, Yu Yu was caught up in the financial crisis and got the Offer of several of the world's top 500 companies. But she did not like it. A woman chose to start her business in the unfamiliar America, and she succeeded again.

Now it sounds very simple, but the bitter music is obviously not what outsiders can understand.

The love and marriage between Li Guoqing and her is full of "lightning" and "legend", and even the circle is a model of romance.

Now, when Yu appraise this love, he says frankly, "when I got to the age of marriage, I knew the national day at that time, and chose a lifelong companion. At the beginning, I would not consider money or status."

She had never eaten a road stall, and was at the first roadside shop with Li Guoqing. She was moved by the romance of a salty duck egg and finally achieved a happy marriage.

Yu Yu loves to play, loves shopping, and has a high demand for shopping atmosphere and environment. This has prompted her to create the power of Dangdang. In order to realize her dream, she fought for 9 years, and in her own words, "Dangdang has been doing it for 9 years, and I want her to continue for 90 years or even longer..."

Yu Yu now has a lot of money. She thinks that money is a good thing, but her comment on money is: "the best place for money is to let people not get involved in money, and not be happy for the five winds."

As one of the most successful Chinese women, Yu Yu has achieved many wishes, which makes people wonder how many dreams the real woman has.

Can her dream come true?

The first impression of Yu Yu and Dangdang is that he bought books in Dangdang.

In a subtle way, Dangdang has changed people's traditional buying habits of books.

In the 9 years since its establishment, Dangdang has surpassed many traditional bookstores, such as Xidan Book Building and Sanlian bookstore. The online sales include dozens of large categories such as home department stores, cosmetics, digital, books, audio-video and so on. There are more than 400 thousand books in the library. Tens of thousands of people buy things every day in Dangdang, and 20 million people visit all kinds of information in Dangdang every month.

Yu Yu and Li Guoqing were named one of China's most successful entrepreneurs, while Yu Yu himself was rated "the most influential woman in Asia" by the Wall Street journal.

1965 May, born in Chongqing.

In 1986, he graduated from Beijing Foreign Languages College with a bachelor's degree.

In 1986-1987, Babcock, Willcocks, Beijing branch, is the plation and Secretary of the US general manager.

1987-1988, graduated from the master of international studies of University of Oregon.

In 1992, he received a MBA degree in finance and international business from the school of business administration, New York University.

In 1992-1997, TRIPOD international company (enterprise merger financial advisor) was founded in New York, USA.

In 1999, he co founded Dangdang online bookstore and Li Guoqing as co president.

In the field of B2C e-commerce in China, Dangdang is an enterprise that has to be raised. As the founder of Dangdang, Yu Yu and her husband Li Guoqing have changed the buying mode of many contemporary Chinese people.

But what is unknown is that the original idea of promoting this business mode comes from Yu Yu's simple pursuit of elegant shopping environment.

On a sunny afternoon in winter in Beijing, accompanied by a cup of tea, this elegant woman told her reporter about her entrepreneurial life.

In, 1998, who married her husband Li Guoqing and returned home with her husband, helped Yu Yu take the initiative to open her husband's bookstore to the Internet.

At that time, Yu Yu, who returned to the United States from the United States, was very unaccustomed to the domestic shopping environment and shopping mode.

"When I first came back to China, I felt that it was very uncomfortable to buy things in China, such as buying skirts. I hope all the skirts are together, so it is better to buy pants and all pants are together."

Yu Yu recalled to reporters, however, the domestic shopping malls are generally divided according to the brand, like not to like to have to see a brand all, which makes Yu Yu very unaccustomed.

She thinks that if there is a shopping mall according to consumer psychology, it will succeed.

Yu Yu discovered that in the book industry where she and her husband were, there was also a situation of neglecting the consumer experience. She went to the book building to buy books and found it hard to find the books that she wanted to buy quickly.

"Many books need to go around," he said. "I don't know which order to arrange. It's very annoying. Sometimes, from one level to another, we need to pay first, so that we can bring the books up and do not encourage customers' shopping enthusiasm at all."

At that time, the influence of the Internet boom in the United States was affected. The concept of online shopping became popular. Yu Yu asked her husband Li Guoqing to go online. He also introduced Bertelsmann online and Amazon to him, saying: "we buy books all over the world."

Yu Yu's idea has been supported by Li Guoqing. Two couples believe that the future of book sales in China is necessarily based on the Internet.

Li Guoqing has been in the book publishing industry for nearly 10 years. He often meets a book that has been released for a long time, and Beijing has sold out and the field has just begun. And the Internet is obviously the best way to solve this problem.

Yu Yu said: "a good shop can not only help customers find what they want, but also inspire customers who have not thought of it. This is a good shop."

Based on their own shopping experience, Yu Yu and Li Guoqing decided to start from the intuitive feeling of consumers and make an online store that consumers are willing to spend.

So, Yu Yu, who had no Internet experience, began to operate the online bookstore. He invited several engineers and made several pages to put her husband's book name database in the book industry. At the end of 1999, a simple online bookstore opened.

In order to give his online bookstore a "loud" name, Yu Yu took pains.

"I think the name must be a good idea. At that time, the search engine was relatively old. The company's name was arranged in alphabetical order, and the first letter was cheap."

Yu Yu said she started a lot of names from A, and asked for help.

"From the beginning of A, ah Shi Ma, B begins zebra, D is Dangdang and Ding Ding......"

Finally, after screening several remaining names, Yu Yu called his colleagues together.

It is generally felt that Dangdang and Ding Ding are well remembered and catchy, but because Ding Ding has been snatch by others, it has finally chosen Dangdang.

Yu Yu said, if it is not for this reason, what may appear today is "Ding Ding net" instead of Dangdang Dangdang.

When Yu Yu started his business, there was no office and no employee. When he opened a house with no windows in Li Guoqing's book company, he put a week's recruitment advertisement on Sina's home page, and several people started to work.

Despite the idea and action, Yu Yu and Li Guoqing faced enormous competition pressure. At that time, there were fifty or sixty online bookstores in China.

In 2000, when venture capital was injected into online bookstore, Dangdang's first round was consolidated to $about 6000000, and its competitors were excellent, eight hundred partners and 8848.

However, facing the massive expansion of competitors and persisting in the consumer experience, Yu Yu insisted on the book strategy.

"We will gradually increase the number of varieties; we will make changes every year if we don't have a good classification; we will increase book search in the popularity of search engines; accumulate mass computing and accumulate user books and hobbies."

By 2003, Dangdang has quietly become the leader in the field of online books.

At this time, the old online shopping 8848, because of blind expansion, has not been strong in any field, and has already faced the situation that is about to disappear completely.

After taking the control right from 1999 to 2003, the Internet Bookstore became the era of Dangdang and excellent network.

But in this critical period, Yu Yu and Li Guoqing did two unexpected things: first, they refused the bid of Amazon, the global e-commerce giant, and then completed many things that entrepreneurs wanted to do - they took control of the company from the venture.

At the end of 2003 and early 2004, Amazon decided to open up China's online bookstore business, which was the fastest expansion mode of the global giant.

"Amazon told me to buy Dangdang, and their negotiator told me that they could talk as long as they were not 1 billion dollars," he said.

Yu Yu recalls.

However, the price has not yet reached the pricing stage, and negotiations began to shell.

Amazon requires at least 70% or even 100% of the company's shares, but the bottom line for Yu Yu and Li Guoqing is that Amazon is welcome to invest as a strategic investor, representing a reasonable share of 20-25%.

"To me (Amazon's takeover) has never been a price problem. I started business in the United States as an enterprise takeover. I know that most of the takeovers in the world are failed. Amazon can buy a lot of companies. It's just one of them, but I must ensure that the company develops according to the healthy mode of this company."

For this reason, Yu Yu finally refused Amazon.

After being rejected, Amazon turned to Yu Yu's rival network of excellence, and acquired excellence in August 2004 for $about 70000000. Today, it is still the biggest competitor, and this sale is also considered by Lei Jun, the founder of excellence, to be one of his most successful sales.

Yu Yu said, so far, she does not regret the refusal of Amazon, because at that time, entrepreneurs control the company's control is the most important thing.

Because of more concession to investors during the entrepreneurial period, Yu Yu and her husband, after communicating with Wang Zhidong, decided to draw lessons from Wang Zhidong's failure in Sina and take back control of the company.

After months of arduous negotiations, Yu Yu and Li Guoqing successfully introduced the Tiger Fund of the United States, valued $about 70000000 on Dangdang, and invested $11 million. Some of the original shareholders were liquidated, while the shares of Yu Yu and Li Guoqing rose to more than 50%.

So far, Yu Yu still regrets about this: "when Dangdang develops well, the interests of the entrepreneurial team and shareholders are common, and we do not want to mess up the company. From this result, ensuring the stable development of the company is the best guarantee for everyone's return on investment."

Yu Yu is also a $about 70000000 valuation. Instead of selling the company, he has taken control of the company.

She admitted to reporters that whether Lei Jun's sale or his own insistence is correct.

"(Sales Excellence) Lei Jun celebrated for three days, but getting back control is the most important thing for me."

After 9 years of development, Dangdang has become the largest online shopping center in the country. Yu Yu and Li Guoqing launched the strategy of "free shipping" and "low selling price".

Yu Yu's plan for Dangdang is to consolidate the foundation of development through steady expansion and expand the leading edge in the field of electronic commerce.

At the end of 10, a week after the new version of the front page was launched, Dangdang announced the launch of the free freight campaign. All the users of Dang, who choose ordinary courier delivery and ordinary mail delivery, can enjoy the full freight allowance regardless of the size of the amount.

The background of this strategy is that its competitors are excellent, Amazon has raised the freight price and changed the original free freight to 30 yuan free shipping.

Yu Yu said, through the whole field free freight and other genuine low price strategy, will further reduce the online shopping threshold, enhance user shopping experience, attract more nets.