Chapter 31 Body Scene 8 Your passion is not exciting

Your passion is not exciting, because it is missing a necessary element, and that is sincerity. Player profile Dong Keqin, 45 years old, from Jiangxi, master degree.He used to be a photojournalist, and later immigrated to Australia to engage in foreign exchanges and exhibitions of Chinese ceramics. Founded a ceramics company in 2006 and is currently the chairman of the company.Dong Keqin's goal is to become the leader of China's ceramic culture industry. player project statement I come from Jingdezhen, the hometown of ceramics, so my project is related to ceramics, and it is called "Haha Mud".Haha clay is actually a kind of colored porcelain clay, which was born in the traditional Chinese porcelain making process, but it surpasses the traditional process because it allows everyone to make porcelain very easily.

Consumption of haha ​​mud is not restricted by age, country, culture and religion. It is actually a unique cultural fast food. It not only sells mud and works, but also sells creativity and culture, so it can be promoted globally like McDonald's. Haha mud not only wants to "win in China", but also wins in the world, and let the ancient Chinese ceramic culture glow with new vigor and vitality. live playback Yu Minhong: Excuse me, when you returned from Australia in 2000, you established Jingdezhen Global Ceramics Co., Ltd., and in 2006, you established Universal Industrial Company and Ceramic Culture Development Co., Ltd., which makes haha ​​mud. I would like to know the relationship between these three companies.

Dong Keqin: Jingdezhen Global Ceramics Co., Ltd. is a trading company I established in 2000. In 2001, I have been doing direct sales of ceramics in Silicon Valley of the United States. I planned to do it in Los Angeles and New York. But when I returned to China in 2002, I suddenly had an idea , I thought, if I just sell Jingdezhen ceramics abroad, I will always be passive, so I organized a group of experts to start research and development of Jingdezhen ceramics. In 2004, we successfully developed colored ceramics, entered the Canton Fair, and got 200 orders. Finally, we chose to cooperate with the Swedish company IKEA, and we have been suppliers of IKEA since then...

Yu Minhong: My question is actually very simple. What is the relationship between Jingdezhen Universal Ceramics Co., Ltd. and Universal Industrial Company? Dong Keqin: Universal Industries is a holding company. Yu Minhong: It is a holding company, that is to say, you turned the Jingdezhen Universal Ceramics Co., Ltd. established in 2001 into a subsidiary of Universal Industrial Company?Do you own 100% of the shares of Universal Industries? Dong Keqin: I own 51% of the shares, and there are three other shareholders. Yu Minhong: How many shares do you own in Jingdezhen Global Ceramics Co., Ltd.?

Dong Keqin: All holdings. Yu Minhong: But, isn't Universal Ceramics Co., Ltd. under Universal Industrial Company?And you hold 51% of Universal Industrial Company, how can you hold all of Universal Ceramics Co., Ltd. under it? Dong Keqin: That's right, we are still in the process of handing over the shares. Yu Minhong: Is Haha Ni Ceramics Culture Development Co., Ltd. also controlled by Universal Industrial Company? Dong Keqin: Yes, 100% holding. Yu Minhong: Which company do you attract investment for? Dong Keqin: It is the Ceramic Culture Development Co., Ltd. that makes haha ​​mud.

Yu Minhong: Are you going to take out "Haha Mud" and list it separately? Dong Keqin: Yes, it has nothing to do with Universal Industries. Yu Minhong: It is related, because if you only take Haha Ni to go public independently, then the shareholders of Universal Industrial Company will not enjoy any benefits of going public. Dong Keqin: You can still enjoy it... Yu Minhong: But the shares have been diluted.Then let me ask you, from 2002 to the present, you have established three companies in total. What is the total sales volume of these three companies? Dong Keqin: The total sales volume of Jingdezhen Global Ceramics Co., Ltd. has reached nearly 10 million US dollars.

Yu Minhong: What about haha ​​mud? Dong Keqin: Haha clay has no sales volume, because it has just started. Yu Minhong: How much profit is there in the 10 million US dollars? Dong Keqin: My gross profit is 30%, and my net profit is 10%. Yu Minhong: Equivalent to 8 million RMB. Dong Keqin: Yes, I used the 8 million RMB to make haha ​​mud. Yu Minhong: I would like to ask you, I found that there was no description of a certain experience in your resume, why did you suddenly go to Australia in 1995? Dong Keqin: That's right.When I was still a reporter, I set up a pottery workshop with a few friends in Jingdezhen with very little investment. Because Jingdezhen’s traditional ceramics are mainly sold overseas, this workshop also allowed me to earn US dollars for the first time.

Yu Minhong: Then how did you come up with the idea of ​​immigrating to Australia? Dong Keqin: I went to Australia to do ceramics business, but I didn’t know English, so I failed at the beginning. In 1997, when I was about to close the company, I made an advertisement for clearance sale of ceramic products in the Chinese community. As a result, my products All sold out.Only then did I realize that it was not that there was no market, but that I did not use a suitable marketing method. So in 1997, I established the Australia China Industry and Commerce Exhibition Co., Ltd. to sell ceramics in the form of exhibitions.

Yu Minhong: Does this company still exist? Dong Keqin: Of course, after leaving Australia, the company was called Universal Ceramics. Yu Minhong: Where is your family now? Dong Keqin: Australia. Yu Minhong: Are you Australian? Dong Keqin: Yes, our whole family is a permanent resident of Australia. Yu Minhong: Did you immigrate by virtue of your skills? Dong Keqin: No, they immigrated through investment. Yu Minhong: How did you get your investment? Dong Keqin: I made money selling ceramics at the time, so I followed ceramics. Yu Minhong: I think you are very mature, experienced, and have patriotic passion. You started your business very early, and you have always focused on making ceramics. But in fact, in terms of selling ceramics, the total sales volume of 10 million US dollars should not be very large... …

Dong Keqin: In fact, I have been very tired. Yu Minhong: But there are people who resell ceramics, which are bigger than you. Dong Keqin: I sell overseas, which is easier than doing OEM. Yu Minhong: I think your reaction and business acumen are both good, why do you only think of starting a business and making haha ​​mud now? Dong Keqin: Actually not. I returned to China in 2000 to find a way to start a business. Later, an article I referred to news stimulated me, saying that Jingdezhen had become an IKEA workshop, which made me feel that Chinese ceramics should have my own creativity. So I started doing development.

Yu Minhong: Do you think that making Haha Ni into a billion-dollar company can bring back the honor of Chinese ceramics? Dong Keqin: I can’t say that, but what I can say is: Haha Ni will definitely influence the world, and I want to promote Haha Ni overseas in an all-round way like McDonald’s.Now, the Chaoyang District government has given us 10,000 square meters of free office space. Yu Minhong: Why do you have so many good things? Dong Keqin: This is actually the charm of Chinese culture. Yu Minhong: Is it the result of your personal operation? Dong Keqin: Of course, it also has something to do with my personal charm. Yu Minhong: You seem to have too many good deeds. Dong Keqin: God helped me, the government supported me, my friends cared about me, and there was an entrepreneurial team working hard, so I was able to promote Haha Mud globally like Starbucks and McDonald's.This project is about our traditional national culture, and the most traditional things are the most vital and the most marketable. Yu Minhong: You don't have any college experience in your resume, but you do have a master's degree, what's going on? Dong Keqin: I want to explain. When I first went to Australia, I applied to the school, because Australia welcomes everyone to go to university. Later, I gave up because of the language barrier. I have already told the competition organizing committee that I just graduated from high school. Comments by Yu Minhong I am your age and appreciate that you represent our generation and I really appreciate your passion.But your passion is not exciting, because there is a necessary element missing in it, and that is sincerity.Why do you say lack of sincerity?One is because your words are too absolute, and the other is that your words are too high-pitched. You are too absolute. Let me give you two small things. One is that you said that you don’t have any hobbies. This is definitely not true. I think even liking women is a hobby, right?The second is that you said that you have not had a meal with government leaders.Maybe it’s true, but I don’t really believe it, because doing business requires dealing with the government. For example, I have to eat with government leaders almost every day. This does not demean my personality, and many government leaders are very qualified. High. Also, your tone of voice is too high.In fact, haha ​​mud is a kind of thing for everyone to play with, it is relaxed and happy, so there is no need to link it with ethnicity, culture or China's international status.Patriotism is actually reflected in every aspect of us. If you say it, it will make people feel false.Frankly speaking, we people in the 1960s already had a clear understanding of world affairs, so the most important thing for us to do is to be down-to-earth and sincere, and we don't have to shout too many slogans. You have a lot of business experience and you have a sophisticated sense of Chinese society, but I worry that this experience and sophistication may have formed a mindset that has guided you.For example, in today's game, I found that as soon as you let go of this mindset, you will immediately become sincere.So I hope that when you do business, you will also let go of your fixed thinking, otherwise it will be like performing, and the result may not be very good. Today's 4 players actually performed well, but all 4 of them were a little nervous. Of course, it is understandable to be moderately nervous when facing the audience.However, one of the most important traits of a person is to act lightly. In the face of any crisis or competition, even failure and death, one must act lightly.