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Liu Qiangdong'S Road To Success

2014/5/23 13:43:00 44

May 22nd around 21:30, < a href= "//www.sjfzxm.com/news/index_s.asp" > Jingdong < /a > listed on NASDAQ.

IPO priced at US $19 /ADS, ADS per share represents two shares of Jingdong class a common stock.

Jingdong's IPO expects to issue 69007360 shares of ADS, and restricted shareholders will sell 24678260 shares of ADS.

In addition, the Underwriters also enjoy 14052840 shares of ADS over allotment rights, which are in line with IPO prices.

According to the US $19 /ADS, the total amount of IPO raised by Jingdong will exceed US $2 billion if all the allotment rights are exercised.

After successful IPO, Jingdong valued at over US $25 billion, becoming China's largest proprietary B2C platform.

choose to let the computer city disappear? /p >

early 2001, Liu Qiangdong was fascinated by shopping and shopping in Gome.

he ran all the chain stores in Gome, Beijing, and went to the flagship store in North Taiping for many times. Sometimes he bought some electrical appliances, sometimes he just wandered around the store, bargaining with salesmen, asking questions: purchase channels, distribution and so on.

At that time, Gome already had more than 20 stores in Beijing. In May, Gome opened 13 stores nationwide, and the expansion rate of chain stores impressed Liu Qiangdong deeply.

At the time of P, Liu Qiang, who started 3 years of business, is at the key point of choosing the future direction. He started from a small counter in Hai Kai market. He first acted as a recorder for YAMAHA, Ricoh and other brands. Before 2000, the recorder was a product with a high profit margin. But when the unit price dropped to less than 800 yuan in 2000, the gross profit margin had already been the same as "moving bricks". Liu Qiangdong adjusted the product to consumable material such as burn CD, and soon became the largest dealer in the world. This kind of sensitivity to the market and products made him earn the first 10 million in life in three years.

agent's business is actually very simple. As long as you can get the agency right of a good product, you can easily get in and get out quickly, making money easy. Liu Qiangdong's life is also very moist. But after all, the optical and magnetic consumables are a very small area. There is a clear bottleneck of scale. Even if it is the biggest in the country, the sales revenue in 2001 is only 60 million, the profit is about 3000000, and the profit rate is only 5%, which has dropped 7% compared with the agency business just 3 years ago, and this trend is still continuing.

Liu Qiangdong realized that "an agent is a worthless circulation, sooner or later, to die, because a brand manufacturer or distributor can cross the agent directly to the retailer", so "if we do not pform, wait three years, we will be very miserable."

"P", "entrepreneur" &i dark horse believes that there are two ways out for Liu Qiangdong. One is to go up and become a distributor, and the two is to go down and become a retailer.

The case that the distributor can study is digital China. At that time, it was the largest distributor in the country, but the value of the company was still very low.

The total sales revenue of Digital China in 2001 was 10 billion 520 million yuan, with a profit of only 171 million yuan, with a profit margin of only 1.6%.

Liu said, "the value of distribution companies in the entire circulation industry chain is very small. In fact, it is a capital and logistics platform. It is not eligible to make more money." Liu Qiangdong quickly abandoned the idea of being a distributor.

Below P, it is a retailer, and the Gome of the wind and water has naturally become the object of Liu Qiangdong's research.

After a period of "stealing teacher", Liu Qiangdong concluded that Gome's large-scale chain retail mode will also be the future of IT and 3C product channels. "Chains can be replicated constantly and scale up rapidly, while traditional department stores and IT stores can also make money, but they can not reproduce and do little". Making IT digital national chain stores has become the goal of Liu Qiangdong.

2001, the first retail store of < a href= "//www.sjfzxm.com/news/index_h.asp" > Liu Qiangdong < /a > opened in Yinfeng building in Suzhou Street, Zhongguancun. It was called "Jingdong multimedia". Originally, there were only 2 people, mainly selling high-end computer products such as sound card, keyboard and mouse.

The biggest change from agent to retailing is the change in sales mode. The agent is the quantity. The employees consider the price strategy of the 20 units, how many rebates are there in the 50 units, and retail is a hard work. It needs one station to sell, how to attract every customer to buy things here, how to improve the professionalism and value-added services, which is a problem to be considered in retail business.

It took Liu Qiangdong 5 months to pform himself and his employees from acting as an agent to doing retail business, and then to start his second or third store. After opening sixth stores, the speed increased, and at the fastest time 1 shops opened 3 stores in 1 months.

Later, he even opened the store to Shenyang, and he once said to the local partners that "Jingdong wants to do a national chain store, like Gome, to open 1000 IT Small Shop in the country and let the Zhongguancun computer city disappear".

When Liu Qiangdong went to Hongkong recently, he also went to see the popular Mongkok computer city ten years ago. "It's really miserable."

In 2007 P, the market value of eBay was surpassed by Amazon. It seems to have been explained from another aspect that even if it is placed on the Internet, the channel mode of the market will also decline.

"atypical" contact net /p >

In April 19, 2003, Liu Qiangdong bought two golden cups of instant noodles, ham sausage and mineral water in the city and town supermarket of Renmin University. He sent more than 60 Jingdong multimedia workers to live for one month without going out to avoid SARS. P

For Liu Qiangdong, who was also planning to increase the number of chain stores from 12 to 18 months ago 1 months ago, it is no doubt a big blow. But we think that employees' life safety is greater than the company's right to existence, and companies can go bankrupt, but no employees can feel SARS because of their work. This is intolerable. If such a thing happens, I don't think there will be any chance of success in my life, "Liu Qiangdong said.

after arranging all the employees, Liu Qiangdong and several heads of the company need to face millions of inventory products. In order to raise the gross profit, Jingdong always takes the form of cash instead of "settling accounts". That is to say, these stocks are bought by Jingdong with their own money. If they are not sold, all losses will be borne by Jingdong itself.

SARS caused the IT products to depreciate very quickly. At the worst time, the price fell to 30% a month. Liu Qiangdong calculates that if SARS is not over, Jingdong can only insist on half a year, and must sell these goods. The Internet seems to be the only possible channel.

P > Liu Qiangdong went to college, worked and started business in Zhongguancun, which is also known as the Silicon Valley of China. It is also the birthplace of China's Internet. In 1996, Ying Hai Wei played the advertisement of the "Chinese people away from the information superhighway 1500 meters" in the white stone bridge. In 2000, Lenovo FM365 filled the streets of Zhongguancun with the head of Hongkong's Xiao Sheng Nicholas Tse overnight, and asked him "who makes you heartbeat". Liu Qiang has seen all the things in the East. But what's interesting is that he never thought he had anything to do with the Internet, nor had he ever thought of doing e-commerce. He had never heard of 8848, because "his business has nothing to do with the Internet and no need to go online." <

Liu Qiangdong later looked back, "at that time, the credit card was zero, the online payment was not, the delivery efficiency was low, how to do e-commerce? The post office remitted 10 days and 15 days to receive it. How can the supply chain efficiency be?" he felt that this hindsight is just a blessing.

SARS is almost a compulsive way to let Liu Qiangdong start to contact the Internet. He and his team began to posting on the hardware forum, frantically adding QQ friends and selling their products. This primitive way is doomed to be twice the result of half the effort. It has made ten odd businesses over ten days. Fortunately, "Jingdong multimedia" is quite famous among hardware enthusiasts. Through group buying on CDBEST and other websites, it has gradually opened up some situations, and soon opened its own forum website.

At the end of June, at the end of June, atypical pneumonia was under control, but the Jingdong's offline business resumed normal. But Liu Qiangdong, who had a lingering fear, was afraid to expand further and maintain the scale of 12 stores. The users of online groups still had demand from time to time, and asked Jingdong to set up its own website. "At the beginning, there were only 36 customers and a small number of them, but these people were either forum moderators or veteran players. They were very influential on the Internet. They gave me a lot of honey candy to eat, saying that they would recommend Jingdong's website". They learned that a small website rent bandwidth was only 1 thousand yuan a year, but Li Mei decided to establish a forum for himself, and arranged for a staff named Li Mei to deal with the needs of these network buyers.

In the case of the first 36 customers, the word-of-mouth effect was too great. Without the establishment of "a href=" //www.sjfzxm.com/news/index_s.asp "online shopping mall < /a", only a simple BBS forum and no advertising, Jingdong's orders from the Internet continued to increase. From June 2003 to the end of 2003, online orders totaled more than 1000 orders, and at most 35 orders a day, even more than a chain store below one line. Later, dubbed "the first person in Jingdong e-commerce", Li Mei had already failed to handle it. Liu Qiangdong felt the terrible speed. In September, he recruited technical personnel to develop the mall procedure, and in January 1, 2004, "Jingdong multimedia network" e-commerce website was launched.