Zhou Chunlan's career

From professional managers to cutting-edge networks

In July 2006, Zhou Chunlan was finally moved by a year-long sincere invitation from Chairman Wang Dingbiao of Daqi.com, and decided to join Daqi.com and become one of the few female CEOs in the Internet industry. In the previous ten years, she was a traditional professional manager. He used to be the general manager of HC international business department and the general manager of light media operation of Hong Kong listed company.

Recalling the transition from a professional manager to an entrepreneur, Zhou Chunlan believes that this is not an impulsive choice. "My character is like challenging and creating things that have not been created. I've been thinking, what else can I change in this industry? Do what? If one thing has been done with ease, it is necessary to find a new and challenging industry. A mature traditional media has a fixed basic form, and its rules of the game will not change because of a certain person. However, the Internet is a brand-new industry, and its services, products and modes are uncertain. You can break everything and build everything. This is the most tempting thing for me. "

Zhou Chunlan's career has always been working in an entrepreneurial company. This process made her deeply understand the hardships and challenges, success and joy of the entrepreneurial process. She said: "I think the road to starting a business is not easy and requires firm belief. Many entrepreneurs think that ideas are very important, but in my opinion, a persistent and firm belief in the general trend is very important. "

The companies before Zhou Chunlan eventually became the leading enterprises in their industries. These experiences have brought her a lot of enlightenment: "Entrepreneurial companies need a leading boss to lead a team with considerable combat effectiveness. CEO is the soul of an enterprise, the founder, promoter, perseverer and promoter of the whole enterprise. Therefore, all aspects of the company should be considered, and it is necessary to always pay attention to the growth of the company. " She told reporters frankly, "Now my energy is 10 times that of being a manager, and my sense of accomplishment in starting a business is 10 times that of being a manager. Although it may be difficult for others to start a business, I enjoy this process. "

Subvert tradition

At the beginning of taking office as CEO of Daqi.com, Daqi.com in front of Zhou Chunlan can be described as "almost stateless". "At that time, daqi. Com has the common problems of entrepreneurial companies-the website lacks clear direction and management has no focus, and I don't know how to grow. "She recalled. After ten years of work accumulation, Zhou Chunlan has enough confidence and experience to adjust the confused state of the banner. In her view, the advantages of the company are determined by the strengths of the boss. "I will start from my own strengths. Whether it's products, markets or teams, my experience in traditional industries can be learned from Daqi. For example, I have been doing business with young consumers and know what they like. These studies can be directly used for reference. "

"The new official takes office with three fires". Zhou Chunlan entered Daqi. In just two months, com accurately locked the positioning of the banner. Com is aimed at new urban people aged 20-30. Soon, daqi. Com's activity of recruiting cutting-edge front desk with annual salary of100000 yuan has caused quite a stir in the industry. From the handsome guy of the National People's Congress to the hot girl of Chinese studies, from undergraduates to doctoral students, great achievements. Com has attracted nearly 10,000 cutting-edge applicants. Zhou Chunlan believes: "Great. Com needs a representative cutting-edge figure to convey the brand concept of the banner. In the process of transition to cutting-edge media. Organizing this recruitment is to subvert the traditional concept of the front desk and make it the most cutting-edge symbol of the banner. com。”

"We will do whatever the new crowd accepts." Under the leadership of Zhou Chunlan, the banner. Com finally has a clear direction. The content of the website has also undergone a brand-new revision. The appearance of new columns such as novelty hunting, maps and entertainment has made users feel refreshed, and the website traffic has also reached a record high on the eve of the second anniversary of Daqi.com. In the Internet industry, a cutting-edge fashion concept is subverting traditional thinking, and a new online brand is sprouting strong vitality.

With the gradual completion of the transition to cutting-edge media, more than 700,000 active forums and blogs in China are gathered every day, and millions of original topics in the field of Web2.0 are gathered, which completely exhausts the hot topics that netizens pay attention to, talk about and spread, as well as comments and sharing on society, entertainment, life, consumption and many other aspects. After refining and processing, the most readable and communicative essence is presented to netizens. It is reported that social topics such as "the best nail house in Chongqing" and "Starbucks in the Forbidden City" were first amplified by Daqi.com.

Zhou Chunlan's "cutting-edge" reform soon received results. In March 2007, Wang Dingbiao, chairman of Daqi.com, who changed his low-key style in the past, took the initiative to talk to the media about the profitability of Daqi. com: "Daqi. com began to make profits in March. At present, our income is 3 million yuan per month." In Zhou Chunlan's eyes, "the key to the success of Internet entrepreneurship lies in whether the users you define can really feel the value. This is the most primitive logic. As long as you grasp the psychology of netizens, or you impress them and let them truly agree with you, there will naturally be income. "

change

If you are big. Com is a fast-moving ship on the sea, so Zhou Chunlan, as CEO, is undoubtedly the helm of this ship. No matter what reefs, noisy waves and latent crises she encounters, she should pay attention to them in time and give early warning to avoid the ship hitting the rocks or sinking.

At the beginning of 2008, Daqi.com announced a high-profile word-of-mouth marketing strategy to build a word-of-mouth platform for consumers such as automobiles, digital /IT products and cosmetics to help enterprises manage and maintain their brand reputation. But half a year later, Zhou Chunlan found that the concept of BBS word-of-mouth marketing was constantly cited by other websites, and the concept of word-of-mouth marketing was also misled. "Netizens pay attention to freedom of speech when they enter BBS, but now many manufacturers hire gunmen to attack their competitors or exaggerate their products. After a long time, the trust of the community will be reduced, which will cause great harm to the community brands and form vicious competition. " She said.

"In the past, Daqi.com misled everyone. The previous model itself is not the essence of word-of-mouth marketing. Word of mouth is definitely not made, not created, nor spread. " Zhou Chunlan decisively abandoned the old word-of-mouth marketing model and began to upgrade the word-of-mouth business of Daqi. com。 She believes that the best model is: manufacturers spread as public brands, and netizens make informed choices. In terms of corporate brand building, some well-known opinion leaders in forums, blogs and IM groups make public suggestions on products.

The upgraded word-of-mouth marketing system of Daqi is named "social media integrated marketing service", which mainly includes corporate brand word-of-mouth management system, enterprise-level socialization solution, opinion leader communication mode, influence event creation, and joint communication of Web2.0 platform. On the one hand, it maintains the original brand monitoring and feedback system of word-of-mouth marketing; On the other hand, the big flag. Com will also help manufacturers to establish an activity platform and plan activities. Zhou Chunlan believes that this will greatly promote the development speed of word-of-mouth marketing.

Soft color passion

Zhou Chunlan, while leading the rapid development of the banner. Com, also set an example to show greatness. Strong sense of social responsibility. After the Wenchuan earthquake, Daqi launched the "Love Action for Earthquake Relief". And received positive response from netizens, and was quickly launched. Zhou Chunlan personally drove from Beijing to Wenchuan to deliver relief supplies and volunteer in the disaster area. Speaking of this experience, Zhou Chunlan said: "In the face of the disaster, the whole country is United as one and is donating money to the disaster area. Flag. Com mainly uses its influence among netizens to call on community netizens to donate money. We hope that through this activity, we can gather more love, stimulate the sense of social responsibility of more enterprises and netizens, and do our bit for disaster relief and post-disaster reconstruction. "

In 2008, Zhou Chunlan was a torchbearer of the Beijing Olympic Games and carried the flame in Lhasa, Tibet. Talking about this experience, Zhou Chunlan said excitedly: "In fact, the road to entrepreneurship on the banner. Com is similar to the Olympic spirit. The dream is ahead, but there will be many difficulties in the process, depending on whether the enterprise can persist and firmly believe. This process is the same as that of an Olympic athlete who exercises himself and wins a gold medal. Only by persisting and never giving up can you achieve your goal. "

Review the development of the banner. In recent years, from a confused development state to a platform with the first word-of-mouth influence, from an unprofitable enterprise to a profitable enterprise, com actually originated from a simple and original idea of Zhou Chunlan: "I want to provide services for others, and I want to provide an effective and valuable interest point for others, so that these people can trust and rely on this platform, and its commercial value will naturally emerge."

As one of the few female CEOs in the Internet industry, Zhou Chunlan, with her unique and keen perspective, rich experience and brave spirit, led Daqi.com to become a leading portal in the Web2.0 era and a marketing leader in the new media environment. As an entrepreneur, Zhou Chunlan pays more attention to pragmatism: "As long as everything is done best in the real implementation, it will definitely lead the healthy development of the enterprise and walk out of a road that others have not walked."