Huang Ruo: no business, professional managers'I want to say is that professional managers are a very noble honor, whether domestic or foreign, we often say,' You do something enough occupation (Professional) ', which is the highest for a person to work certain. 'If Huang said. If Mr. Huang Ruo Huang graduated from Xiamen University, he is eligible for the National University of Canberra, Australia MBA, has over 20 years of commercial, retail experience. He has served as general manager and executive vice president of Lotus, Makro, Tianjin, and other world-renowned retail enterprises staff. In 2007 he joined Taobao, he was vice president of operations center, and is responsible for the formation of Taobao Mall. In early 2010 joined Dangdang, as COO. By the end of June 2011 he resigned for personal reasons from Dangdang. 'Professional managers in China this term was completely misinterpreted.' As soon as he takes a seat, yellow if it throws this word, and he would like to explore this topic is not original outline of correspondents interview. One afternoon in July, and we sat outside the China World Hotel, Beijing built the first floor of the lobby chatting about his career. Surrounded by noisy, he conversation with ease, leaning slightly forward, he would almost say every word with a rich body language, which seems to be one of the characteristics of life for many years abroad. At this time, if the yellow, he has been removed as Dangdang 15 months as chief operating officer. Dangdang official said it was 'for personal reasons,' Chairman Yu Yu Wong also thanked the company made. If the 1960s was born in Fujian Province Huang, in 1977 he admitted to the Department of History, Xiamen University, is the country recover after the first college entrance examination. After graduation, he was assigned to the central state organs, but feel depressed in serious seniority of the unit. Door open eighties, he was determined to go to Australia some battles. 'My experience can be very simple and can be very rich.' He explained: simply means that only had a lifetime Industry: Retail. Rich refers to 'all you can think of retail jobs I have done' - has worked in five countries and regions, both done five hundred foreign supermarkets Coles, Metro executives, have been pure state-run Beijing Hualian, Tianjin pure private home world. Coles supermarket chain in Australia eight years of work, Huang Ruo assistant manager from the bottom section into the line store receipt. By the end of 1995, he joined the Thailand Chia Tai Group, its subsidiary Lotus open up China Shanghai market, as general manager. He has since served as Metro, Makro, Tianjin, and many other world-renowned retail enterprises executives. 2007 retail high-end business people as an entity was introduced Taobao, Taobao vice president of operations, then responsible for creating the Taobao Mall. From the line down to the Air Jordan Women wire. In his words, 'into the Air Force from the Army.' Taobao Each new employee should play a martial arts 'nickname' yellow if you choose the 'I buy', citing 'proud and appreciate the people breeze, away from worldly logic.' In fact, he was acting style Taobao Mall is also quite unique originality 'Click here to see' informal rites, claiming B2C business should create a play '24 forever Wal-Mart' - insists the high threshold, adhere to the authentic licensed, adhere to its tenants qualification examination. However, it now appears entirely correct approach, at the time seemed too far ahead. In the traditional brands of Internet awareness has not yet awakened in 2008, yellow if selected this road is extremely difficult: the end of 2008, Taobao Mall daily sales of 3.5 million -400 million businesses stationed close to the 2000, but the whole network C2C transactions of up to 100 billion yuan over the same period. Taobao Mall questioned the development is too slow, has not improved much. In October 2008, when Huang resigned Taobao Air Jordan Women Mall, the Nike Air Presto truth revealed in his resignation letter, 'We are in an unprecedented new business, everything just started, hope dwellers much effort.' On the same day, Taobao Mall B2C business unit disbanded, and C2C combined; until July 2009, Taobao Mall as a separate department was re-re-open operations; June 2011, Alibaba Group announced Taobao split into three independent companies, Taobao Mall positive It is one of them. November 11, 2010, which is a milestone in the company's history Taobao day, day trading volume Taobao Mall up to 930 million yuan, close to the turnover of Taobao C2C. As one of the founders of Taobao Mall, yellow if that night received a message former colleague, it is also filled with emotion. ! 'Three years ago you led us to a new pattern when it said there will be a day full of miracles new commercial civilization!' Looking back a year and a half Taobao, yellow if using the words to describe his feelings: nostalgia Mizu . Taobao few things let him enjoy it: green campus culture, less intrigue; despised ranks, everyone can sound; particular emphasis on innovation. 'This is the Internet industry requirements, with my own management style is very fit.' Today, Dangdang has been listed on the NYSE, yellow if work has come to an end. Turning to the future plans, he claimed will rest for some time, the future of e-commerce will remain employed. Always someone asked him, why do not intend to start their own businesses? 'One thing is from 0-100, some people suitable for 0 to 20,0 to 40 this period, some people are more suited to 40-100 this period, I was the latter.' If you look carefully, said Huang. On professional managers 'world network operators': How do you see the situation of professional managers in Chinese e-commerce circle? Huang Ruo: Many local businesses have repeatedly stated, I do not professional managers; professional managers also say that I am not a professional manager. I want to say is that professional managers are a very noble honor. Whether domestic or foreign, we often say, 'You do something enough occupation (Professional)', which is the highest affirmation of a person to work. Let's say, I say this lobby attendant services provided enough jobs. Professional level where no large as prime minister of a country, but also a career. 'World network operators': what do you think caused this phenomenon? If Huang: I think there are two reasons. First, the Chinese feudal society with a strong color. Feudal society to pursue the relationship of master and servant, monarch of. This environment not cultivate professional managers, professional managers because it is independent in terms of personality. Almost all Chinese companies are pursuing a blind loyalty, I ask you to be loyal to this business. However, loyal to a business, and loyal to a profession are two concepts: loyal to the company means business owners will be asked to do some professional managers who do not meet the standard, even illegal things. Second, many professional managers have opportunistic mentality, called both ways, while avoiding disadvantages. The fact should be loyal to is this profession, not a company - I admire Ma, but I did not need to be loyal to Ma, he would not be my allegiance, I was loyal to the profession - I'm here today Taobao to do tomorrow Dangdang do, I assume their mission and role of this profession. I'm not a person because of some enterprises are created, it is loyal to the business owners. I will not locate and relationships between business owners monarch, to curry favor. In fact, business owners in mind clearly, in the long run, Yes man can not entrust the manager, but like obedient men, this situation has always been very common. 'World network operators': you say loyal to this occupation, which reflects the extension? Huang Ruo: the bottom is Helenians money to help people ward off evil. You get people the salary, do not people push (urge) you put things to make it. A lot of people can not do even that, on the one hand talk about his own salary is high, on the other hand can not afford to Trader, work frequently said, 'I'm sorry, this is something I have to consult the owner.' In fact, it might just give you a idea (idea). Such as Dangdang to me saying, 'We want to turn the book department', that is it (so). As for how to do this is your thing. I have many years of living abroad, many foreign income maintenance worker found wires, sewers, dashboard quite good, an electrician money is the equivalent of a bank manager. People wages are high, but very professional, do not worry about the mess you get. Domestic wages are low, pocket and pulled out a screwdriver to get what Dugan, also scratched the Air Jordan 10 final panel, also stepped on the floor is dirty. So sorry, no occupation of people not only get professional salary. Second, you dare to have independent (independent) thoughts and voices, the courage to say no, not that the boss mean where are you going. You have to be loyal to their profession, sometimes professional experience and judgment to tell you can not do that. Professional managers is to build a multi-based cadres, while the founder is a more destructive cadres, a person should also have two types of construction and destruction too difficult. I gave Dangdang Li Guoqing draw a diagram, a wavy line represents the ups and downs of his, and I was a relatively stable level. As the founder of wavy lines, Huzuohuyou jagged, one would want to do this for a while wanted to do that, while large-scale development while large contraction. Founder excessive contact with the daily operation of the enterprise, in fact, is not necessarily a good thing. His ideas can liberate themselves, which will be flashed sparks of wisdom, but you ordered management of this enterprise, you have to have the ability to systems thinking and system operation, and not see the wind is the rain, blindly cater to the boss. There is there is coordination between the division of labor and complementarity. Day one day before eight in the morning at the airport check-in gave me a message, 'Huang, we quickly how much a senior procurement recruit specialized clothes, get started today.' I read on this message deleted, even back without looking back. This looks like some disrespect, but he and I worked every day, to know each other. If his second say in this matter, I will find the right opportunity and talk to him. The first time I flash when you are second, then such a big thing not just send a message even if we want to sit down and talk about what is going to have much of a chance, and so the timing is appropriate. Management boss is the hardest thing in the world, everyone should have a minimum level of trust, especially as at my level cadres, even if the boss of your basic trust are not, this job you can not do it. I want to say, I say NO difficult than to say YES to. But if you feel enough occupation, to own these companies have confidence, we must dare to speak a different view, even moment to make the boss is not happy. Third, the professional managers have moral standards, to treat employees treat customers. The last professional managers to do their own interest and meaningful things. You can do many things in the world, why do you do this without doing anything else? 'World network operators': You said that professional managers to do their own interest and meaningful thing, that Why did you choose to enter the retail this business? Huang Ruo: Originally a chance encounter, was young, not much choice. I would like to answer from a different angle: Why do I have to stay in this industry? One person likes or does not like the industry, depending on your outlook on life, what you seek is. The most important feature of retail is very trivial, as trivial, it is impossible to be perfect, there is always room for improvement. This continuous improvement process gives a sense of accomplishment, so I feel very full. Time to meet with former president of Carrefour China, he said his store management hype, I said: 'Give me your best stores, give me one square metre (one square meter), I can pick up 5 problems (I can singled out five issues), '' world network operators ': your electricity supplier entrepreneurial team, or enter the electricity business in the field of traditional enterprises have any suggestions? Huang Ruo: Let me talk about the traditional industries, the past few years I have seen mostly failed badly beaten, with little difference. I only have two suggestions: Do not make an extension of the traditional enterprise, do not go out from the existing business, and from the customer's needs, to make a new business from scratch, the new team. Furthermore, if possible, or channels cut by the brand, from the beginning to solve the problem of channel conflict. Besides e-commerce start-up team, with most in the business transformation of Taobao sellers for example. I suggest that first of all is a clear position, think well if you want to rely on Taobao to survive, is doing channel brand or product brand. The development direction of the two is different: to do brand, we must consider how the customer turn out to be true to your own customers, rather than Taobao customer loyalty - many shop owners made a mistake, that I have two three hundred thousand customers, in fact wrong, it is loyal to Taobao customer, but you do advertising, merchandise ranking, only got the order did not get the user; followed Transformation Management. Traditional industry five people from the tube to tube three hundred people, even very good people, but also on a higher level two or three years, or ten years to go through temper, because different skills required for the different ranks. However, the rapid development of the Internet industry, from mom and pop may be necessary to manage the thousands of people, you have to ask yourself whether there is capacity within two years to achieve this leap. If not, then, through the introduction of talent, profit sharing and other means to complete the management transition. About Dangdang 'world network operators': Your departure from Taobao, later joined Dangdang, Dangdang's mission and what as is? Huang Ruo: After leaving Nike Shoes Taobao Mall, nearly a year to do 'freelancer' (freelancers), to Dunhuang, Dangdang has done consultant. By the end of 2009, I give Dangdang consultant, and later on entering the competition. Dangdang was faced with three questions: First, as a veteran of the Chinese e-commerce company, how to find the next sustained growth, specifically, how to transfer merchandise from books; second, Dangdang has not been done for 10 years to achieve real earnings, and profits of an enterprise not difficult to prove their worth; third, to solve the first two problems, how to Dangdang to the capital market to become a public company. This is my three main Dangdang in the end of 2010, the goal of this three stage works have reached: At present, Dangdang department store sales accounted for about 30%; in 2010 to achieve the overall profitability; by the end of 2010 also successfully landed on the US capital markets. 'World network operators': how do you think your former boss Li Guoqing? He has been a whims, controversial figure. Huang Ruo: National Day is a relatively easy to get along with people. His people are not picky, easy-going personality, sincere man, it is possible to listen into different views, you can argue with him, you can defy his authority. The first day I took office, and he came to my office and said a few words, gave me a pen, that pen is an ordinary stationery, and then say 'From now on all signatories to yours,' went away . I asked the secretary to the finance question, what is my signature authority, finance said no. He put the business over to you, but also to give you trust, that trust is rare in the Chinese entrepreneurs. In still do not know me, he is willing to trust me, this is not easy. Another example, two months after the entry, I told him to travel to Chengdu, the Secretary of each of us to help set the room, out of the airport after the plane he walked straight up to the point to line up a taxi ride. I wonder, Chengdu so much press how no one to pick. I asked, National Day, we do not arrange to pick it secretary? He said no ah. His car vehicles to take, formal dinner on ceremony of such things do not care. Everyone has their own shortcomings, shortcomings Day is too casual, not control his mouth, this is a fatal flaw for entrepreneurs. Air Jordan 7 Retro And his way of thinking is a fragmented. But he insisted, Dangdang so many years of ups and downs, and no this stick is not. 'World network operators': Why did you leave from Dangdang? If Huang: I go now, do not say do not say the worst is best for individuals and for businesses are a stage ending. For me, the stage of the three goals were accomplished. Frankly speaking, Dangdang want rapid expansion of the road to go, and I expect we have this, but there are concerns. Of course, this Chinese society over esteem scale, market share is also relevant. Over the years, I, as a professional manager's position is, 'I hope to do a good tailor.' How to understand it? There is no two pieces of clothing are the same because no two people are the same figure, the biggest value is tailor 'tailored.' The same is true of the business, a way for this business, certainly not suitable for the enterprise. I have a habit of adding a new enterprise is not to speak of the first two months, more in the observation, understanding, learning, familiar with the state, the same amount of body as a tailor. On Dangdang is concerned, it is not a market to do e-commerce company, is not qualified blind impact of large scale sales. Three five platforms usually do background, there is enough users and traffic, such as Taobao, Tencent or Baidu; if not, you will need to pay big bucks to hit the market, such as Jingdong Mall. We do not have a super rich can continue transfusion hard background, such as excellence. Dangdang not, so bigger is not necessarily the best choice. A listing from inception to 10 years took only tens of millions of companies, and a one-year to spend four or five million companies to Ying Peng, not on the choice. First quarter of 2011, 10.2% of China Jingdong Mall B2C online retail market share, Taobao Mall accounted for 31.4%, while only 1.6% of Dangdang. A great big benefit small enterprises beauty, the world is not big on nothing else except survival. Wal-Mart is large enough, far less than the size of Wal-Mart Watson, survive as well, but if Watson bent on par with Wal-Mart would die. I always say: would rather make a sturdy little man, do not do a big baggy - sturdy little man will survive very well, and big baggy could fall at any time. Dangdang make merchandise category should have a choice, then we have three categories targeting a mother and child, Beauty and household, enough for the three categories I too, could be more broken, next only one child each category category. Dangdang spent ten years to do the 'book' a category, if a category next to do every three years, it has been quite an advance. Dangdang when I left, there are many of my friends caller asked, I said: When do their bit, and after not consider. I leave a lot of good memories in Dangdang, Dangdang also sincerely hope that better go. 'World network operators': Jingdong recently in a series of actions on the books category, Dangdang prove safety, you think that would constitute a substantial threat? Huang Ruo: But alone books category, the Jingdong Dangdang threat is very limited. Currently, the book Dangdang e-commerce market has formed a pattern of squat and excellent points, is not easy want to break this pattern unless both own mistakes. I do not think Jingdong spend too much effort on the books, it's more of a paralysis of action behind the tactic, a marketing strategy. Book market is actually very small, online or offline (without supplementary) a year to 30 billion, 600 billion a year and cosmetics. You want to put a lot of action Air Jordan Women Jingdong PR (public relations) point of view to consider, challenge the Dangdang and excellence, more eye-catching. Jingdong claimed in 2011 to achieve 28 billion, of which up to 3 million books, but one percent, these actions can lead to the exposure of far more than one percent, the intense media exposure for its brand good. Jingdong books do this thing, then there are different opinions inside Dangdang, then unify thinking, avoid close combat, we had practice is 'ignore him.' There are several considerations to ignore him, the first presentation I was the industry leader, do not care about you; second, if and Jingdong price war, it can be called 'the army when the total.' Only a little book sales Jingdong, Dangdang volume so large, discount down, the loss will be much greater. Like two armies confront each other, you go to my backyard put a fire, if I fire, never passive. I let on fire, sending a strong team of people to go to your backyard can put a fire, look who finally beat it. What I put the fire? Let procurement bought 100 SKU best selling digital Jingdong, Jingdong then at a price below $ 50-100 for sale. 20 dollars a book, up to paste into 10 dollars, and you certainly can not afford to fight digital; say, Dangdang digital is not the main category of small body mass, lose to lose a little, but the price of Jingdong digital image will be greatly damaged. Finally, Jingdong really unable to go first. I insist on doing retail cheap, but I am opposed to irrational price war, it is not a benign, sustainable competitive strategy. It does not give the customer what the real value, there is no time when gross profit, only to reduce the quality of service is maintained. (Text / Wu Da)