Article Author: Beifeng Xuelin
As of 0:00 yesterday, it is once a year, lasting for more than 20 days. The most important shopping festival every year, "Double Eleven" has come to an end.
I believe everyone can feel that this year's "Double Eleven" is the most festive atmosphere in the shopping festival in 14 years.
In the early publicity, several major e-commerce platforms did not have the same fierce atmosphere as they did before you. Even the "pre-sale promotion" started one day, everyone felt that they were vague.
Today, several major e-commerce platforms announced tacitly that will no longer announce the GMV during the Double Eleven Shopping Festival, that is, the "total commodity transaction amount".
However, several major platforms responded that sales were almost the same as last year, which is also considered the concerns of the public about the "severe decline in consumption".
corresponds to the "disappointment of various platforms" this year's Double Eleven, and the platform bosses who were active during the shopping festival in previous years have disappeared.
Teacher Ma and Dongzi are both far away from the world. Their messages online are also intertwined with long-standing hymns and recent criticisms.
But for most ordinary people, restoring the "human" side of the big guy may make us gain something better.
However, whether it is Li Ka-shing who 'swimmed to Xiangjiang' or the richest real estate people who rose to the beginning of the century, although their "autobiography" are extremely inspiring, their "first pot of gold" is by no means as glamorous as in the book.
On the contrary, the first generation of Internet tycoons, "Jia returns to China next week" was originally an accountant, while "Teacher Ma" was originally an English teacher. The capital empire behind them has a confusing equity structure, but the "first pot of gold" is still well documented.
In such a transparent and detailed Internet environment, I can confirm that Dongzi’s “first pot of gold” was really earned by “setting up a stall”, and there are pictures and truth!
1, from "academic master" to setting up stalls
is different from other Internet giants' "intellectual" images by creating. Dongzi's "academic master" character is experienced by "a single-plank bridge with thousands of troops" - the college entrance examination battle.
1992, Dongzi was admitted to the National People's Congress with a high score of 680. At that time, the National People's Congress was the top three in the country in terms of influence and the political future of graduates.
However, it can be seen from Dongzi's failure to enter politics after graduation that his family really has no connections in the capital.
Two years after graduation, Dongzi rented a counter on the second floor of Haidian District Development Group with 12,000 yuan in savings, and the store area was only three square meters.
Some netizens said that such "starting conditions" were the character that Dongzi had set up for himself in front of the media after he succeeded?
is not!
Because I found several photos of Dongzi setting up a stall when he was young, his face was youthful and ignorant, and he was definitely a Chu brother with no background.
At that time, the product sold by Dongzi was named "JD Multimedia No. 1", so it can be confirmed that "JD" was established in 1998.
Everyone knows that the name of "Jingdong" is taken from Dongzi's name and the name of his girlfriend "Gong Xiaojing" at that time, so there have been two legends about "this pot of gold".
First, "JD" was founded by Dongzi and Xiaojing. Dong Ge has no background, but Xiaojing's family relationship must have contributed to the first pot of gold of "JD Counter".
But as long as you look at the environment of the "3 square meter counter", you will know that this is impossible to be a "white glove that the official invests in".
The identity of Dongzi's rural businessman is the gap between him and Xiaojing's "Miss of the Official Family". He was named "Jingdong", but it was just a "thinking", and it was impossible for the other party to invest in his own counter. The "narration thought" of
is like if the North Wind is on a working day, it will embed its daughter's name, but this does not mean that I have to rely on my daughter's power to obtain any business resources.
Second, it is said online that "JD.com's first pot of gold started by selling pirated CDs." This is obviously also a method of "slandering the edge".
The initial business of JD.com was mainly selling "disc burners". It must be noted that "stealing discs" is a complete illegal act, and a great use of "disc burner" is to make stealing discs.
is a "disc burner" just a tool, and industries such as weddings and tourism also have serious burning needs, so selling "disc burner" is a serious transaction and legal income.
In the market that year, the main CD burners were imported, and the prices were between 40,000 and 50,000 yuan.
Dongzi bought goods from Tsinghua Tongfang, Peking University Founder and other "famous school enterprises", and each one sold for only a few thousand yuan.
And because Dongzi knows technology, he also teaches burning, adding opening credits, and adding simple snowflake special effects while selling technology. Therefore, he also sells "burners", and his business is better than his peers.
In the first few years of setting up a stall, Dongzi relied on selling "multimedia three-piece sets" - burners, compression cards (converting video tapes into VCDs) and sound cards.
After five years of development, when time came to 2003, JD.com had already had 7 employees and annual sales could reach 10 million.
2, "SARS" changes fate
What happened in 2003?
I believe many people still remember it freshly, and the younger post-95s and post-00s can also compare the scenes of that year with the past three years through the descriptions of their elders.
At least in Beijing back then, the terrorist effect of the epidemic was more serious than in these three years.
That year was the first time that ordinary people in my country encountered this virus that "human-to-person infection occurs through contact" and then took away life.
's panic about "virus taking life" made the Chinese people at that time more afraid of "person-to-person contact" than in the past three years.
is also in this context. The Internet industry, which was still in its infancy, skipped "other development paths and industries" and was the first to "enter the people's hearts" in the e-commerce field.
The rhetoric of Gu Dongzi himself being interviewed after his success. During the SARS epidemic in 2003, he decided to turn offline sales to "online sales" for the sake of "working together to fight for the health of his brothers".
is a review of the online shopping industry of Chinese Internet companies twenty years later. In addition to Pinduoduo, a new platform that "further and poor are further differentiated and aims at the sinking market", other online shopping platforms, a few years later than they entered the market twenty years ago, had a very different status.
can be said to be the "SARS epidemic" that forced JD.com, which has "a good stall business" to online sales channels.
Although the SARS epidemic in 2003 only had an impact for half a year, it changed the "consumption habits" of young people in big cities and also played a catalytic role in the budding "Internet e-commerce industry".
Judging from the Internet information currently found, Dongzi and Xiaojing broke up should be around the SARS epidemic.
So during the SARS epidemic, Dongzi, who was less than 30 years old, suffered the cruel impact of the epidemic after setting up a stall and his career, love, and his future were all at the lowest point in his life.
I believe there are also many people who were "smart" and courageous in the 1990s who made their fortunes in the tide of the tide were defeated back to their original form under the impact of the epidemic in 2003 and were difficult to turn over.
But if we look at the timeline, the impact of SARS first eliminated Dongzi's offline retail. Without industry, the class difference between him and the official lady "Xiao Jing" was even greater.
This relationship is actually not about "dislike the poor and love the rich". The intellectual class is very different. Dongzi worked hard to do it, and in the end he was just a "half-super-san Qi Tongwei".
The SARS epidemic seems to have destroyed everything about Dongzi, but it also allows Dongzi to see the changes in the lifestyle of "a generation of young people".
From offline entities to online shopping, is a generation of young people "forced choice under the epidemic"? Will they return to their living habits in the 1990s after the epidemic?
or is the "consumption habits" of a generation of young people permanently changing?
Dongzi made his own judgment after the SARS epidemic and firmly embraced the Internet. However, SARS' changes to young people did not "return to the past" after the epidemic.
3, the soil that gave birth to the legend should not deteriorate
When Dongzi set up a stall in the Haidian Development Building, milk tea was only "five years old".
SARS impacted, when Dongzi broke up with his school beauty goddess "Xiao Jing", Milk Tea was just ten years old.
In July 2009, Zhang Zetian during the summer vacation of the first year of high school, a photo of "holding milk tea in his hand" was shared by his classmates in the "QQ space".
And in the following November and December, "Milk Tea Photos" became popular on multiple Internet platforms. At the end of December, the name "Milk Tea Sister" first appeared on the Maopu Forum. At this time, Zhang Zetian was in his second year of high school.
Also in 2009, on November 11, Tmall started its first Double Eleven shopping festival, with only 27 brand merchants participating in the shopping festival that year.
In 2011, Zhang Zetian received extra points with his "aerobics expertise" he possessed in his youth, and obtained a recommended quota through Tsinghua's independent enrollment and entered Tsinghua University.
While still in college, Zhang Zetian began to intern at Nanjing TV Station in 2013 and appeared as a host.
In 2014, Zhang Zetian received an internship opportunity at Microsoft in the United States. The internship period was half a year. After the internship, he appeared on the stage of the second season of Jiangsu Satellite TV's most popular variety show "The Brain" in the country at the end of the year.
Zhang Zetian at that time just turned 21 years old.
Chapter Zetian's time of becoming popular in the media circle is almost coincidental with her and Dongzi's time of getting to know each other and having a passionate relationship.
In August 2013, Zhang Zetian applied to study in the United States. In the same year, Dongzi also studied at Columbia University in the United States, and the two met.
In April 2014, Dongzi and Zhang Zetian's relationship was exposed, and Zhang Zetian did not avoid it when he participated in the program in the future.
In May 2015, Dongzi proposed to Tsinghua school beauty "Milk Tea Sister", which became the number one hot search on the Internet.
In other words, when Milk Tea fell in love with Dongzi, she was just 20 years old and was an "American travel student".
When the two got married, Milk Tea had not graduated from Tsinghua University, so Dongzi, who was already an Internet giant at that time, married the "real Tsinghua school beauty who had not graduated from college."
Dongzihe Milk Tea, since the love story was exposed, can bring huge traffic and positive publicity effects to JD before JD's "618 Shopping Festival".
In 2017, after JD.com became the second Internet platform with "total annual marketing volume" exceeding one trillion yuan after Taobao, and it has continued to grow rapidly, exceeding 3 trillion yuan in 2021.
Although Dongzi fell into a "new trough" for four years since September 2018, his career and his family finally survived.
"The love between the president and the school beauty" may not have been favored by everyone since the first day, but in the end, after experiencing ups and downs, he still moved forward resiliently.
Time is coming to November 2022. Internet celebrities in the same era as Dongzi either switch tracks or travel far away.
my country's economic system does not need ten years of powerful people and a century of chaebols. Even in the future, Dongzi does not need to rush to the front line to continue to create wealth and miracles.
2003~2023, we have gone from one epidemic to the next epidemic.
In the last round of epidemic, we also believed that we had encountered the "human elimination plan" and were in panic about the nation's danger, but the virus dissipated in the summer and we ushered in twenty years of prosperity of the Internet economy.
From one epidemic to the next, a young man who only has a counter of 3 square meters and loses the school beauty’s girlfriend can grow into a world-renowned Internet celebrity, and eventually stay with the new generation of school beauty.
The economic recovery after the epidemic can be without Dongzi, but it cannot be without "the soil for the birth of the new Dongzi".
We want to let the young people who set up stalls who "offline entrepreneurship was critically hit and lost the school beauty's girlfriend" in the past few years believe:
Give them twenty years, and they will eventually usher in the peak of their school beauty and life!
