Li Ruigang: Entrepreneurship is not repeating others or repeating themselves
　　 At 7:30 pm on August 13th, the micro-whale listing conference was held in Shanghai, and the scene was star-studded and group wise. Despite the help of executives such as Tencent Technology and Tmall, and the former editor of New Weekly, Feng Xincheng and Li Jian, Li Ruigang is still the only protagonist. The host, Dou Wentao, kindly called the industry a big man, "Li Shu", emphasizing that the conference was the first time that Li Shu had no official status to attend the conference. In the face of Dou Wentao's "officials turning to the people", Li Ruigang said, "It is a new departure to talk about the transfer of the government to the people and re-arming the industry for the re-starting of the industry." Li Ruigang, chairman of the Chinese Cultural Industry Investment Fund. For many people, this may be a slightly strange name. In the media circle, he is as good as he is, and everyone is used to calling him "Li Shu". Li Ruigang’s many entrepreneurial journeys have been talked about by countless media people. There must be a humble, inclusive and open, always looking forward to seeing all the new things in a subversive state of mind. To embrace all the young things to welcome a young age, we must have this mentality to think about our future, and we must become a change in the industry. Industry A is being re-deconstructed by the Internet Compared with many successful entrepreneurs who are now popular, Li Ruigang is relatively special. He has entered the system inside and outside several times, and his perception of the system is deeper than many people. He has been deeply involved in the broadcasting industry for many years and has a deeper understanding of the difficulties and transformation of traditional media. At the micro-whale conference, Li Ruigang shared a lot of his own entrepreneurial stories and sentiments. Li Ruigang admits that the changes in this era, especially the changes in technology, have caused them to suddenly change their way through the road of life and career, and have another fast lane. It is the Internet that leads and drives them to this fast lane. The content of the TV has changed from a one-way coverage to a two-way interaction. The transmission of TV has changed from the original wireless, cable, and satellite to the later telecom broadband, Internet, and mobile Internet; the audience of TV has changed from the original audience to today. The user, and the spread of the TV has also changed from a simple delivery to a service. Li Ruigang once said that the biggest problem facing the media industry today is that the infrastructure infrastructure infrastructure underlying our footsteps is being rapidly deconstructed. The paper-based media on which traditional newsprint relies, the path of distribution; the wireless-to-wireline-to-satellite, broadcast-based approach that broadcast television relies on...the entire infrastructure that underpins the development of the entire news industry is being re-deconstructed by the Internet. Drop it. This deconstruction was first because the mode of communication changed, the broadcast became a network-like point-to-point thing, and then our consumption patterns also changed, because the appearance of various terminals also changed, from the downstream Changes in turn affect the changes in our production methods. B TV is welcoming a revolutionary challenge Li Ruigang realized that the world is under fundamental fission, and the screens in front of him, especially the screen in the family living room, that is, the TV terminal is facing a revolutionary challenge. Because the Internet will have life, have thoughts, and have a brain, it will become more intelligent. Kevin Werbach, a professor at the Wharton School of Business at the University of Pennsylvania in the United States, believes that "in the future, people don't have to turn on the TV to watch the show; in the next 10 years, video content is limited to a single time period and specific hardware devices. The concept will gradually become history." Li Ruigang has a strong resonance. Before the press conference, Li Ruigang just returned to Shanghai from the United States. In the midst of a short trip to the United States, Li Ruigang experienced a great event and change in the American television industry. In the past week, traditional American TV organizations started from Disney, and Warner, FOX and other companies have different stocks. The extent of the decline. Disney’s chairman and CEO said at the press conference last week that the entire Disney quarter’s profit exceeded expectations, but the number of cable network users fell by more than a million. Why did it lead to such a situation? Will this situation continue? Where is the answer? Will you still go to the stock market? Li Ruigang said, “When these traditional media structure markets reflect on it, the Internet TV is still soaring. This is what is happening in the world today, not only in China, but also in the entire TV industry around the world. There is reality, we must face it, greet it, and even embrace it." C system does not conflict with entrepreneurship In the view of some government departments and media industry insiders, Li Ruigang "has always been at the forefront of the market and has always been trusted by the system." Li Ruigang also said frankly, "The experience of working in the government department gives me the opportunity to look at the operational mechanisms behind leadership decisions and the way they think about problems." "Some things I saw the trend, and I acted earlier." Li Ruigang continued. "As an example, SMG was the first to make a separation test, including a team like Can Xing. I was still in front of it. When we do IPTV, don't say Youku, and even the transmission of video is not very popular. No one believes that we can use the telecom network to transmit TV programs and create an online market, but we made it later; I was the first Doing TV shopping, today Oriental Shopping is China's largest TV shopping channel, with sales of more than RMB 8 billion a year, more than 10,000 items, and we have established our own supply chain system, including our own warehousing and logistics systems. This system was not used by TV people before, but I don’t think there is room for the media to advertise, and only have the opportunity to get through the entire industry chain system..." China's radio and television system has always maintained a relatively closed state, so that this large-scale industry that brings together media elites is far from forming a company with a basic governance structure. This is also the problem that all water testers face at the beginning of the national radio and television reform. Although the name of the company is hung, it is more like the government. Li Ruigang believes that the bureau that breaks the system is not capital-driven. The bureau that breaks the system is the government itself or the system itself. But capital can make it have some push in the market, or to solve the problem of the system, which is possible. But to solve this system, capital cannot be changed. Only the system gives capital opportunities, and no capital is used to break the system, and it cannot be broken. But this system is like this. After the capital comes, it will make the system loose, let it have some space, and make it more flexible. There will be such a situation. D is not a time when it is born. As a person who has been deeply involved in traditional media such as radio and television for many years, Li Ruigang knows that he is entrepreneurial in the media field, or that Internet + traditional media is different from pure science and technology, especially in the Internet field. Li Ruigang firmly believes that the content is still the king of the media. Li Ruigang clearly saw that the foundation and advantage of his entrepreneurship is content, but if he only relies on this advantage, he will quickly turn into a disadvantage, which means that in addition to the integration of content, he and his team also Have an understanding of the user content experience. In addition to the content, Li Ruigang also integrated a large number of outstanding talents from the technical side, design side and product side. In the field of smart TV, Li Ruigang will face the two pioneers of Xiaomi and LeTV and compete with the giants. Li Ruigang is very calm. "Of course we are not afraid, and we are very confident. Although we are not the first to eat crabs, but we are not the first to eat crabs, but We believe that we are probably the first to eat crab meat.†Li Ruigang also believes that the capacity of the Chinese market will accommodate a diversified competitive landscape in the future. When asked by reporters, "Is it the second time to start a business?" Li Ruigang said, "From the past to the present, in the middle of my career, I am constantly starting a business. I am constantly breaking through. I don't want to repeat. I don't want to repeat others." "Fate is sometimes turning." Li Ruigang lamented. "Compared with the legendary giants such as Murdoch and Lei Shidong, I don't think I have much success. I still have a long way to go. I have experienced the dramaticness of not so ups and downs, just stepping on the right. It was the right thing to do the right person in the right environment." He had previously trained SMG's new staff. Someone always asked him what his success was. He summed up three points: First, he must have savvy, have judgments about his environment and big trends, just like life suddenly opened up. You will be calm and coping with the situation; second, you will be more diligent than others think, there is no shortcut to life except life; third is the need for a little luck, we are a lucky generation. Concerned about surprises
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