In fact, Jin Yong is not only the carrier of Ali's corporate culture, but also plays a very important role in the development of Ali's entire company. It can be said that Ali was saved in the cold winter of the Internet!
West Lake on Sword
The "West Lake on Sword" held in 2000 was a brilliant event in Ali's history. This West Lake Sword Talk is a very important public relations activity for Ali, which suddenly promoted the popularity of Ali, a second-rate Internet company, to a first-class Internet company.
How did you do that? It was because the West Lake was discussing swords. The person sitting on the stage is called the head of five Internet websites in China, but this statement is actually wrong. Why? Because the top four websites, Sina, Sohu, Netease and 8848, were in the top four in 2000, but in theory, the fifth largest website was not ranked on Alibaba, and it was great that Ali was ranked in the top ten that year.
But why is Ma Yun qualified to sit here? Because this activity is organized by Alibaba, the host always has to give a place.
Then there is a problem. Why did those four big men buy your face? In fact, they are not buying Ma Yun's face, but people are all coming for Jin Yong! Because Jin Yong is the host of this West Lake sword talk!
Fate between Ma Yun and Jin Yong
Who invited the host? It was invited by Ma Yun.
July 29, 2000, at Chung Chi Restaurant in Hong Kong. A reporter asked a friend to take Ma Yun to see Jin Yong. It is said that the two talked deeply for three hours. Ma Yun reported his feelings and experiences of reading Jin Yong's martial arts novels since he was a child. Jin Yong, who was moved, felt that this was really an unforgettable friend, so he wrote "A friend made in heaven for a long time, feel at home" on a napkin as a gift for Ma Yun.
Then Ma Yun made a request, saying that the whole Internet situation in our country is not very good now, and everyone is a little confused. I don't know how long it will last, so I hope to hold a West Lake Sword Talk in Hangzhou, which can cheer up Internet practitioners all over the country. Therefore, the hero Jin Yong hopes that you can help us preside over this meeting, because your appeal is enough for everyone to listen.
Jin Yong is also a man of temperament, and he agreed to such a request. Rainbow Zhidong, Zhang Chaoyang and Ding Lei are all fans of Jin Yong's martial arts novels. As soon as they heard that Jin Yong was coming, they came at once.
Leg hugging strategy
According to Mr. Zhang Pu, a senior entrepreneur in Ali, Ma Yun himself said that this kind of public relations strategy is called "holding thighs strategy".
What do you mean by hugging your thighs? I will hug whoever has thick legs, because he has thick legs and I will hug his legs. Did you see me when you saw this awesome man? I was famous with him. Therefore, the West Lake sword is the most typical thigh-hugging strategy. This activity probably attracted more than 200 media at home and abroad! Alibaba's popularity has instantly increased by more than one or two grades. Later, the second and third sessions were held, and then Clinton and Michael Jordan were invited, and many celebrities were invited.
I practiced sword in the West Lake about six or seven times, but I never practiced it.
Why not do it? Because you look around, it seems that no one's legs are thicker than mine, so you can't do it any more, and it will become someone else's thighs! This is why Ali no longer runs the West Lake to discuss swords!
Break through the cold winter of 2000
Ali's entrepreneurship in 2000 is a development case of using resources skillfully, and every boss needs to think about it. When you want to make the company by going up one flight of stairs, how can you achieve your goal with less money and enhance your popularity? You may not be able to achieve this goal by spending hundreds of millions of dollars on advertising on CCTV, but the West Lake has spent very little money to improve the style of the whole company.
Improving style is not the most important function of West Lake Sword. Most importantly, it pulled the whole Ali out of the cold winter atmosphere of the Internet in 2000!
In 2000, the whole environment was particularly cold. Everyone is not optimistic about the Internet industry, and everyone thinks that the Internet is a liar. Ali has also entered a period of stagnation. On the West Lake, many employees of Ali 100 are busy, and they have to meet their idols every day, such as Jin Yong, Zhang Chaoyang and Ding Lei ... Every day, they see the news that Alibaba sponsors the sword on the West Lake? Do you feel that our company is getting better and better?
So in this atmosphere, as an employee, will you feel the cold winter of the Internet? You don't even feel it. You will feel happy every day!
The colder the weather, the more you should keep the temperature.
In 2000, when the whole environment was particularly cold, Ali kept the team warm and kept the team warm. As a boss, everyone should understand that the worse the external environment, the more you can't keep your team idle. This is the biggest risk! Not only will the ability to work deteriorate, but it will definitely be demoralized! This is Ali's management wisdom!