Xiang Li ★◆▲ Huang Nubo's innocent age was sunny that day. Sitting in his office near the West Second Ring Road, Huang Nubo volunteered several times: "Let me recite a poem for you ..." Every time my friends and I exchanged glances and said, "Later, later." In order to continue the conversation, we had to sacrifice his enthusiasm, and he kindly agreed. The dialogue begins with a poem and ends with a poem, with tea and laughter in the middle. The 52-year-old man can't help touching the topic of poetry, like an absent-minded child, thinking about his favorite toy all the time. In his conversation, only the names of several businessmen appeared: Wang Shi, Lao Pan (Pan Shiyi) and Sun Hongbin; He mentioned more poets and intellectuals-Kitajima, Ouyang He Jiang, Nishikawa, Wang Hui, Li Tuo, Ryutaro Hashimoto, Hemingway ... Later, I completely forgot how his office was decorated: whether there were plants in it, whether there were photos of his family on his desk, or, as many people like to do, they filled the bookcases on the four walls without touching them ... This is manifested in many aspects, such as his claim that he has always been a poet, entirely out of a sincere emotion; He frankly admits that he is an unusually strong dictator in management, and he thinks this method must be adopted; He openly hostile to the so-called modern company system, claiming to thoroughly clean up the western management thinking. His smiling face also expresses a kind of strength-all his photos are smiling. As a public figure, it was a pure and kind smile, without rigidity and affectation. The public resume is not detailed, but it shows that Huang Nubo should be a lean person. He also suffered "the cruel arrow of fate". During the Cultural Revolution, my father was classified as a "counter-revolutionary" and committed suicide because of unbearable humiliation. His mother bears all the burdens of the family, so they are often driven by hunger and cold. Surprisingly, when she jumped the queue in the countryside of Ningxia, the young Huang Man Yuping, who was born as a "black five" child, was able to become a "yellow accountant", occupy an important position, and then join the * * * production party. It was also at some point during this period that he watched the river lapping and changed his name to the now familiar "Huang Nubo". In the first year of resuming the college entrance examination, Huang Nubo passed the Chinese Department of Peking University. It should be said that from the moment he became a "yellow accountant", Huang Nubo became different among the people around him. In his later years, this Excellence continued. If the honest poet's personality makes it difficult for him to get along with ordinary people, how can he have a smooth journey, from educated youth to Peking University, from government officials to real estate developers? Although it can be seen from his self-description, every step actually implies danger. The most dangerous corporate politics I have ever experienced, written by him himself, records the exclusion, betrayal and conspiracy he has experienced in politics and business. What's more, in the understanding of ordinary people, politics and business are originally occupations that hide countless secrets and conspiracies that ordinary people are not good at. They need smart skills, wisdom to survive and, of course, luck. What is Huang Nubo's survival wisdom? His own answer is to keep learning and observing. It may be disappointing, but this is a real answer. In the face of turbulent times and rapidly changing roles, how can one observe with trepidation and study with all one's heart so as not to be eliminated and bound by the times? At the same time, if "blood and dirt are flowing in every pore of capital", how can he keep the poet's heart and character? How did he break through the struggle while ensuring that he was not pulled by the chaotic downward force? The more practical question is, how does he grasp the business rhythm, decide the timing of entry and exit, and how to predict the coming crisis and spend it safely? All our conversations revolve around these topics. He insisted that he was and was definitely an intellectual. He put forward the "barbarian theory" of poetry writing; He can talk to people about postmodernism; He claims to be the French Academy in China, which brings together the most outstanding intellectual minds and the most talented writers and poets in the Chinese world. His poems appear in overseas poetry magazines ... even so, you will find that what is really shown in the conversation is his business intuition and genius. He is keenly aware of the arrival of macro-control, and now he realizes that as a response to the emerging economic crisis and social crisis, government intervention on a global scale is inevitable. He does residential real estate, and then enters commercial real estate first. When competitors entered one after another, he began to enter tourism real estate with less risk. He claims that the global tourism empire he is building, even if temporarily stopped, will not have any disastrous impact on others and himself. He is proud of his business rhythm of "always half a step faster". He even began to integrate culture into his business activities. "Business is just a part of culture," he said. Every businessman needs to find his own core competitiveness. There is no doubt that what he has found is the "culture" that he has been talking about and is not stingy in capital investment. He wants to take the commercial real estate project of Dazhongsi under development as a cultural carrier. There are avant-garde dramas, movies and music, and it will become the youth-avant-garde cultural center of the city, bringing the popularity and consumption needed by business, which will eventually be converted into the rent of customers. He tries his best to avoid collision with monopolists, because no normal businessman can compete for benefits with these giants who monopolize power and resources. The same is true of the tourism empire he is building. Zhongkun seizes the tourism resources on a global scale, and the "complete digestion" of these resources will make Zhongkun a world-class tourism empire. Every business project he does, its original birthplace, is just his brain-business is the carrier of his dream: he wants a paradise, so he has the Huangshan project. He wants to paint every dream on the canvas of the world through the brush of business. "But what if you are wrong?" He argued that he had figured out a way out of failure, and the bottom line was that such a mistake would not make Zhongkun and himself fall into a situation of total loss. Because he never "gambles" and uses a "non-competitive strategy". He is not only a 52-year-old man with a height of 1.9 meters, but the whole company is an extension of him. There is nothing wrong with Huang Nubo being Zhong Kun, which only shows that he must take on more responsibilities and consider a longer-term strategy. All his dreams depend on it. He can't give up, let alone give it away. He must fantasize that he is the legendary swordsman's "chivalrous man" and demand himself by chivalrous standards. He said that his favorite characters in martial arts novels are Qiao Feng and Jin Shiyi-the former is a well-deserved chivalrous man who lives in contradiction, and the latter is a strange man who has experienced twists and turns and has a bad temper but a good heart, and * * * is characterized by superior martial arts. Ok, let's read poems. This is a poem with the background of globalization, written in Tokyo. A clear voice reads: Why do they all go in the same direction? People, cars and crows are all in the same direction. So is the street, and so is the sky separated by the street. I counted my familiar Chinese characters and thought it might be the big secret of Tokyo. I know that different centuries have different directions. We just need to walk, follow others, and others follow us. The wind blew through my scarf. Anyway, there is nothing to worry about. Anyway, watch it whenever you want, so as not to be disappointed when you walk in this stupid thing. I came from Beijing, and I couldn't help looking around a few times. Fortunately, the crowd stepped on my ass and left, which was the same way. Tokyo, you are so rude. So I strode up and walked in a new direction in a new world. "This is a situation trapped by globalization. I am helpless, I am forced to go in one direction, which is a human phenomenon under globalization. There is also resistance behind this, because culture cannot be globalized ... "When he explained, we began to applaud. He suddenly showed shyness like a praised child. I began to understand that even in such a rapidly changing era, people with firm hearts still live in the age of innocence. Immediately, this judgment was verified. When we said goodbye, he thought of making some polite remarks like a young man who had just been allowed into the social circle. He looked at me seriously, "I have read your article". "Think about what will happen tomorrow and how individuals and companies will spend it." Economic Observer: Do you still consider yourself a poet? Huang Nubo: Of course. In the field of poetry, there was a doubt that it was arty for the boss to play poetry. Now I don't think so. My poem is there. Everyone's original understanding of business and culture is biased. Business is actually a part of culture. Many people think that business is business and real estate is real estate. Economic Observer: Since you think business is a part of culture, how do you understand business? Huang Nubo: If you only regard it as a profitable industry, that's one thing. But if business becomes part of culture, it may be more profitable. Las Vegas, for example, is very successful, but it is actually a cultural victory, not a business at all. In the past, it took the cultural route of gambling, but now it takes the cultural route of exhibition, tourism, sightseeing and vacation, and the contribution of gambling to its income has dropped to a very low level. It has become a city that everyone wants to go to. Why? The best performances in the world must appear there first, such as Cirque du Soleil. All artists used to disdain performing in casinos, but now they have to go there because it will be very successful. The final competitiveness of a city still needs to return to culture. People's spiritual and cultural consumption is cost-free. You can bargain when buying a car, but you may not care if the tickets for Turandot are discounted. Economic Observer: As a businessman with a lot of "culture", how have you survived so far? Huang Nubo: Still studying. One should be good at observing and learning. Through observation, I will see many social structures and risks in China. I am more familiar with the social structure of China, and have a judgment on what the so-called new class is in the history of China and what it will face tomorrow. For example, after the implementation of the Ministry system, does the government tend to be service-oriented or monopoly? In this case, how can my enterprise survive? I want to avoid places where state-owned enterprises will touch. I hid, and I will continue to hide. The Zhongkun international holiday system I am building now does not compete with state-owned enterprises or the state at all. I go international, and state-owned enterprises will not do so. You should consider what will happen tomorrow and how individuals and companies will spend it. Economic Observer: Do you consider yourself an intellectual? Huang Nubo: I must be an intellectual. The responsibility of intellectuals is to observe and criticize. The success of an enterprise also depends on constant observation, history and politics, and then adjust your strategy accordingly. Of course, there will be some technical things, such as management skills, but that's skill, not strategy. Skills can be learned, but the formation of strategic thinking should be cultivated. Zhongkun is still expanding, and being able to do this step shows that the strategy in the previous paragraph is correct: no land, no residence. Actually, I still have land in my hand, but I didn't rebuild the house, because I saw that everyone was building houses, and I thought there would be problems. Once it becomes a social problem, the government will not reason with you. Because the government should consider social stability and national security, enterprises cannot confront the government. Therefore, the success of an enterprise depends on strategy or culture. Economic Observer: How did your survival wisdom come about? Huang Nubo: We should learn, observe and see how many people fail. One of the temptations of being an enterprise is to get excessive profits or even monopoly profits in an industry, which will make people unable to extricate themselves. You are too focused on this industry and too familiar with it. The problem may be in this industry. At this time, we should consider long-term strategies and risks. I think the managers of listed companies may not consider the long-term risks of the company. But I must take into account that it is my company, I have so many employees, and my ideals are all in the company. I will always think about what to do if I lose tomorrow. So I first put forward the strategy of "no competition" (the word "blue ocean strategy" appeared later), and the slogan of the enterprise was "no gambling". This is my basic principle. Just like buying stocks, you can't go in when everyone is buying. The same is true of real estate. If everyone is an industry, I will definitely not do it. You have a crush on Kun. He is always half a step ahead of others. Soon after the development of Dazhong Temple, everyone will do commercial real estate. Now Zhongkun has gone to tourism real estate. On tourism real estate, I weakened travel and focused on vacation. Holiday industry can be subdivided into outdoor, tourism, and then golf. There are many cultures in it. This industry should be safe. Economic Observer: How do you grasp this rhythm? Huang Nubo: This thing is meaningless. It's just intuition. It really makes no sense. I later found that many times I didn't know how to feel the crisis. I didn't find the crisis inside the enterprise, but I felt it. I felt something was wrong in those days, and finally I suddenly found the problem. Regarding macro-control, I don't think I have made much effort to study it, but I will instinctively feel this trend. For example, I expect that all industries will be reorganized after the big ministries and commissions make it. On a global scale, neo-liberal economics is bound to decline and Keynesianism will be revived. When there are many problems such as energy, finance and environment around the world, which lead to great social unrest, the government will instinctively take action, adopt an intervention-oriented economic policy and return to Keynesianism. I predict that this cycle will take five to ten years before we can return to a free economy. Economic Observer: Where does your motivation come from? Huang Nubo: Motivation is my philosophy of life. I realized that no matter how long one lives, one always wants to live a wonderful life. This motive may also be related to culture. I grew up watching Hemingway, and all the literary masterpieces I read were the struggle between man and fate. It's also related to my experience. I always want to challenge my destiny. When I was a child, I was very bitter. I don't believe in fate at all. You see, all my projects are unprecedented. It is an interesting challenge to draw a dream first and then realize it step by step. Economic Observer: Who is your favorite writer? Huang Nubo: I like Hemingway very much. He thinks deeply, and I like him very much: he is pessimistic, but he doesn't give up. His words deeply influenced me. "People can be killed, but they can't be defeated." Economic Observer: Now real estate developers have a bad reputation, but poets are another kind of people. How do you balance these two roles: keep your heart pure and make a profit at the same time? Huang Nubo: At present, there is a misunderstanding about real estate in society. They can't see how much this industry has contributed to the change of social structure in China. Moreover, I think it is very, very difficult for real estate developers in China. They are caught in the rules of the game of the government, and the government is the maker of the rules of the market game. I am an enterprise. You can't turn me into an angel This is what the government should do. A businessman should be the duty of a businessman. As a businessman, I didn't do anything bad. I'm fine. I fell asleep. Write a poem, just write it well. "It is impossible to do business by a system." Economic Observer: What is your management style? Huang Nubo: I am very strong. The advantage of being strong is my strong execution. For example, if I come up with a new strategy, I can't understand what I want at all, and I will gradually induce him. But once he understands this strategy, I won't be so meticulous. I only care about the team. This is the difference between my work style and others. Because my industry is not a programmed industry, Vanke, for example, has formulated standardized procedures. Once it is formulated, it is good for others to implement it, and there is no need to communicate with front-line employees. But all the projects I do are innovative, and there are some things that employees can't understand, so you have to bring them yourself. As a leader of an enterprise, we should be good at turning our innovative strategy into fruit. After it becomes a fruit, you should change your leadership style and stop being so meticulous. I manage it like this every day. Economic Observer: This kind of innovation is entirely related to individuals? Huang Nubo: I think it has something to do with the boss in any enterprise. Economic observer: but without the guarantee of mechanism, this kind of innovation is difficult to continue. Huang Nubo: Then push it by your own strength. Why did I say I couldn't make it too big? When it is too big, I can't control it. I will do what I can handle, and if I can't handle it, I won't do it. Economic Observer: If every project is developed from your personal judgment and personal dreams, have you ever thought about what to do if it is wrong? Huang Nubo: Yes, I'll think about the cost of doing everything wrong first. To be an enterprise, we must accept failure, but we must ensure that this failure will not bring down the enterprise. I don't think the whole holiday system in tourism real estate will be the largest in the world after it is completed, because there are hotels and post stations there, which are not well done. I can sell them at the cost price and quit. Do one thing, don't gamble, don't gamble until bankruptcy, don't wear pants, and don't drag others into the water. I want to find out, if not, what will the bank and the owner do. I sleep well now, because I feel that even if everything stops now, I won't owe anyone. Economic Observer: The risks are well controlled. Huang Nubo: Of course, some people say that if you gamble, selling CDs in Zhongguancun tomorrow will be a big deal. But you sold CDs. What do you want others to do? What about the bank? Economic Observer: Did anyone say that you are the dictator of Zhongkun? Huang Nubo: He must be a dictator. Private enterprise itself is a dictatorship, and enterprises have no democracy. In this matter, I don't quite agree with the so-called modern company system. I think many company theories that started with Drucker have failed. Look at the western example. Are there any institutional restrictions on capitalism for hundreds of years? But how many people went bankrupt in this subprime mortgage crisis, Japanese entrepreneurs came to discuss with me how to survive. If you want to do business by a system, it's impossible. Economic Observer: The system is unreliable. Anyone here? Huang Nubo: Why talk about entrepreneurs? Entrepreneurs are a special group, with a personal color in it. Entrepreneurs should be good at using the system. Finally, the role of enterprises is actually the role of entrepreneurs. Steve Jobs of Apple and Schultz of Starbucks must have a strong personal color. If he loses, the enterprise loses. After all, enterprise management is actually human culture. I started my business with management books first, looking for the answer. The Fifth Age and the Early Evergreen Foundation were useful and made me understand a lot. But when the business develops to a certain scale, you may find that the works that were useful to you in the past may be counterproductive, because you think that if you create an architecture according to management principles, the business will proceed normally, but it is not at all. Why? All the works on enterprise management are behind the reality, and they are written ten or twenty years behind the enterprise situation. But now the society is changing too fast, especially when the new labor law comes out and the enterprise rules are completely rewritten. What's the use of managing works? What shall we do? You should make your own management science, and every enterprise should solve this problem according to its own strategy and personality characteristics. Economic Observer: Suppose you are on vacation in the United States, and you have a car accident, traffic jam and no cell phone signal. What should the company do? Huang Nubo: There will be no problems in normal operation, because the industry has decided that there will be no major problems, except that some things will slow down. Only you are the leader in a dictatorship, and conversely, there will be no destructive people in it. If there are two people like me in the company, you have to keep an eye on him. Without you, who will he sign a 5 billion guarantee with tomorrow or bring it in? Are you dead? Economic Observer: I think there should be such people in the process of starting a business. Huang Nubo: Many times. But it's hard to appear when you grow up. At first, when he came in, he thought he was a fellow traveler and a partner. It's already very big. Whoever comes in again is a boatman, not a companion. This position itself has been confirmed by the capital, and his greatest performance is to work hard to finish what you gave him. If he really has so many strategic considerations, he will leave you and do it himself. Economic Observer: Cleaning up the ambitious people you worked with in the early days should be a cruel process. Huang Nubo: But none of the cleaning started with me. They may have a problem with my personality, and they may also have a problem with the benefits gained after asset expansion, but it is not me, it is them. Their attack is not normal. When I fought back, it was simple. I either enter the judicial process or withdraw my shares. Everyone chose the latter. What is really cruel is that I think I am a good person or a bad person. If I am a good man, why did they all leave me? If I am a bad person, I insist that I am right. It's simple. When a bank signs a loan, someone must finally take all the property as a guarantee. If the company goes bankrupt, there will be nothing in our family, and no one else will. On the contrary, their salaries are very high. Even if the company goes bankrupt, they will be carefree for the rest of their lives. It is also unfair in terms of risk. Economic Observer: From your personal character, you won't choose to let Zhongkun go public, will you? Huang Nubo: There are two reasons. First, I never want to get into trouble because of money. If it's not fun, I won't play or do it, and I don't want to cooperate, negotiate or fight with others every day. You have been interested in Kun for so many years, and there are almost no lawsuits. Second, I think being an enterprise is more important than patience. Take a long view and don't be in a hurry to get rich tomorrow. What do I need money for? There must be a lot of pressure to get the money back now. Will money be spent? If you don't spend it, the enterprise has problems; Flowers, now is not the time to spend at all. For me, my character is that I must put my destiny on myself, not others. Once I went public, I was bored and tried to make money every day. That's not Huang Nubo. When I think of a new idea and a new dream, they will say "crazy". Then why should I go public? Economic Observer: Have you ever thought about how long this company can live? Huang Nubo: I can't guarantee that my next generation will be mainly human. I can't guarantee who the next generation of leaders will be, nor can I live to be 100 years old. One day I will lose control. When I lose control, it is the most dangerous time for the company. What will happen to the new leader? Can he gamble? If he thinks he can gamble back 1000 billion dollars with the company's global holiday industry, then he loses. I am studying this problem. A century-old family business is related to the industry and the times. Economic Observer: Do you still have a strong feeling of "ruling the country and leveling the world"? Huang Nubo: I don't think so now, but I must have it subconsciously. For example, I will be very happy to think about how many people I can support if I do a good job in an enterprise.