Shen Guojun: Commitment Is More Important Than Life.

Drinking afternoon tea with Shen Guojun is a Chinese Entrepreneur Club on the 62 floor of Beijing Yintai Center, which is located in the southwest corner of China World Trade Center bridge, Beijing East Third Ring Road, and three rectangular skyscrapers.

The central main building of Yintai Center is the tallest building in Chang'an Avenue, 249.9 meters. It is the symbol of Chinese power and the intersection of Chang'an Avenue and commercial skyline. It is also the landmark of the core area of Beijing CBD.

Nearly 250 meters high, the early winter of the ancient city of Beijing blending with the scene, slowly outside the window.

Unlike the luxury restaurant "yinliang" at the top of Yintai Center, the decoration of the Chinese Entrepreneur Club's reception room is relatively simple.

But in this small room with high clouds, there are many business leaders. Ma Yun, Liu Chuanzhi and Ding Lei are all good friends of Shen Guojun.

Shen Guojun, who has just been the executive director of the first Zhejiang businessmen (global) association, is very busy.

He rarely shows up in public after work. He claims he doesn't like social activities. He reads and travels more often in his spare time.

At 3 p.m., Shen Guojun arrived at the reception room on time. His smile was casual and kind. He shook hands with us and sat down in front of the big bookcase in the reception hall.

At the age of 53, he may be the best figure and skin in Chinese entrepreneurs of the same age.

The wheat has a few skin and wrinkles and a uniform black suit.

We laughed and joked that when he was standing with Ma Yun, the two men did not seem to be in an era.

Shen Guojun, who was born in a small fishing village in Zhejiang in 1962, was poor when he was young. He died at the age of 14 and died at the age of 20. He was forced to become the "pillar" in his brother's younger sister's eyes.

Life forced him to learn to sell crabs to earn tuition in his hometown, and later he did business with his classmates.

After his master's degree, Shen Guojun entered the Zhoushan branch of the Construction Bank.

In 1989, he became general manager of a subsidiary of CCB, and began to set foot in real estate.

In 1992, the Bank of China Construction Bank raised more than 40 branches of funds to set up Hainan Yintai real estate Limited by Share Ltd, located in industrial investment and real estate development. After that, he was sent to Hainan real estate to serve as deputy general manager.

In 1997, Shen Guojun abandoned the bank's golden rice bowl and founded Yintai group.

At the age of 34, he borrowed money and started a dark period.

In a speech in Chengdu this year, Shen Guojun recalls that he had been cheated, black, and had lost a 20 billion business for a long time when he first started his business. At that time, the construction of Beijing Yintai Center was expensive and all kinds of anxieties and pressures made him tired of spitting blood.

Built in Beijing, the landmark of skyscrapers, life to the top, like the elevator from the Beijing Yintai Center from the ground to the top floor, Shen Guojun should bear the oppression of the eardrum caused by high speed.

But only in this way can we have a higher vision.

Today's Shen Guojun is a well-known "good man" in the circle.

His WeChat signature is "commitment is more important than life, and friends are more important than money".

He was also the executive director of the first Zhejiang Merchants Association (global) this year.

And the first president of Zhejiang merchants (global) association is his close friend Ma Yun.

The two Zhejiang businessmen have more than ten years of friendship. In public places, they often have "double entry and right", and even social organizations participate in it.

But Shen Guojun mocked himself that he was better at carrying out the affairs of the class, and he was generally "working" with Ma Yun.

The two joined in the creation of the rookie network. Shen Guojun served as executive chairman. He joined the the Peach Garden ecological protection foundation, and Shen Guojun served as the executive director of the board of directors. He joined in the establishment of the first Zhejiang businessmen (global) association. Shen Guojun is also the executive chairman, both of which are practical posts.

Ma Yun often said that at the beginning of these companies, only Shen Guojun could smooth things so smoothly.

When we asked him, why did the department store do well at that time and would have the power to pform?

He said, this is a group of friends from the Internet circle to give him inspiration and cooperation.

The 2009 Wuzhen conference was the starting point for his pformation of Yintai commercial retail sector.

At the same time, Shen Guojun and his friends were active in the gathering of entrepreneurs in various Internet industries.

Shen Guojun and BAT (Baidu, Alibaba, Tencent) three bosses are familiar friends. It is these internet friends who let him first realize that Internet technology and e-commerce can bring significant changes to the whole business world.

In 2009, when the retail industry continued to thrive and a family made a profit, Shen Guojun gathered all the executives of Yintai retail business to Wuzhen, the two day meeting of the world Internet Conference.

The theme of the conference is how to change the retail business of Yintai.

Finally, he ignored the objection of executives, and chose two directions: one is to do well in electronic commerce, the other second is to do experiential shopping centers.

In 2010, Yintai business became the first company to embrace the Internet in the traditional retail industry, and launched the e-commerce platform "Yintai network".

Meanwhile, Yintai continues to invest in new shopping centers.

After five years of structural adjustment, Yintai has opened up half of the shopping centers and department stores, which broke the previous pattern of department stores. "By 2016, the number of shopping centers we will open will exceed that of department stores."

Shen Guojun said.

Shen Guojun's decision was right now.

In recent years, department stores have entered the twilight, and the tide of Customs shops has been increasing. The situation of many traditional department stores is worse every year.

But so far, Yintai has not yet closed a department store.

At the same time, the performance of Yintai business in the stock market is the best among several retail business stocks.

For the retail industry, he said, the future is definitely not as traditional as it is now. It should have both the Internet business gene and the original retail format.

According to his definition and assumption, the new Internet retail companies distinguishes itself from traditional joint Department Stores: the digitalization of all products, the digitalization of customer information, the modernization of all logistics and distribution, the interaction between online and offline businesses, and the cross regionalization.

Shen Guojun often talks with Ma Yun about the future of Yintai retail business. "We think it should be a commodity digitalized."

Shen Guojun said that Yintai business has made preparations for two years to digitize nearly 10 million SKU in the department store and lead it to the online platform.

Such a consensus and preparation has also become an important foundation for successful cooperation between Alibaba and Yintai business.

We asked him what he thought of Wanda.

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He didn't answer directly, just smiled and said that he could not understand Wang Jianlin's idea and then quickly switched the topic to the other side. In the boundless Internet world, the Matthew effect of the business was more serious than that of the offline world. The giants who had grown into a certain field were often hard to surpass: Tencent controls the absolute dominance of social interaction, Baidu is the domestic hegemony of the search field, and Alibaba has the greatest extent of possession of the e-commerce domain.

After sipping a sip of tea, he said that for traditional retail businesses, it is not generally difficult to cooperate with the leading Internet Co if they want to integrate online and offline.

In the Internet process of Yintai retail business, they have been planning for a long time and have chosen the most powerful online partners.

In order to embrace the Internet in an all-round way, Shen Guojun even resigned as chairman of the Yintai commercial board and chairman of the strategic development committee of the listed company, so that Zhang Yong, chief executive of Alibaba group, took over.

This year, they have launched many new products that integrate online and offline.

The first digital product, "meow cargo", will digitize the offline products and dock with the online platform. All online and offline users can view Yintai's products and purchase Yintai products through data.

The digitalization of shopping center scenes is the second digital product they collaborate with -- "meow Street".

"Meow Street" is a resource sharing platform for all businesses in the shopping center.

For consumers, it is not just buying things, including all the accumulated points of consumption, such as eating and playing, and all the accumulated points can be exchanged, and everything can be shared.

Their third digital products are "meow guest", and customers are also.

The VIP members of Yintai business and Tmall members can share the information of Yintai products as a platform for common cooperation and share member information with each other.

Despite being a forerunner, Yintai retail business is also facing its peers.

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Business giants including Wanda, COFCO and joy city are actively promoting their respective Internet convergence plans. There are many similar initiatives with Yintai, including commodities, shopping scenes, customer digitization and platform integration on the offline platform.