1996 one day in early spring, a huge billboard was erected at the south gate of Zhongguancun, Beijing: How far is China people from the information superhighway-1500m north. This day is considered as the anniversary of China's network industry. Zhang Shuxin, a 33-year-old northeast woman, holds the signboard of Beijing Yinghaiwei Information Communication Company.
The "Yinghaiwei Time and Space" network designed by Zhang Shuxin and her husband is an interactive network with an all-Chinese interface, which hangs under the Chinese Academy of Sciences. At that time, it was the only network in China based on public information service and open to ordinary families. "When you enter Yinghaiwei Time and Space, you can read electronic newspapers, chat with friends you don't know in Internet cafes, speak freely in online forums, and walk on the Internet at any time ..." Users who log in Yinghaiwei must register and pay an online fee. This is basically a replica of the early model of AOL.
China citizens' network consciousness
Zhang Shuxin soon made Hai Wei famous. She opened the first private science and education museum in China in Gong Wei Village, where everyone can use Ying Haiwei's network and learn online knowledge for free. She also developed a Chinese multimedia network system, which provided the people of China with a gateway to the information superhighway at a low price. She opened columns in major news media, and while popularizing network knowledge and spreading network culture, she told the public again and again that the information industry is an important opportunity for the Chinese nation to rise in the world. She provided the "China Public Information Expressway" exhibition area to the China Science and Technology Museum for free; Cooperate with Beijing Library to provide bibliographic query of North Map on the website of Yinghaiwei Time and Space; During the Atlanta Olympic Games, a news information channel was opened for news organizations from Atlanta to Beijing. ...
In this way, Yinghaiwei "enlightened" the network consciousness of China citizens. Many people in China entered the Internet world with Hai Wei.
1In September 1996, China Xingfa Group, a subsidiary of the State Economic and Trade Commission, decided to invest in Yinghaiwei, and its total share capital was expanded to 80 million shares. Xingfa Group and Beijing Trust and Investment Corporation hold 60% of the shares, and China Communications Construction Corporation holds 6 million shares. The share prices of Zhang Shuxin's gobbledygook company and Jiang Zuoxian's Wo Yun company soared, with intangible assets13.6 million yuan, and other shares, the proportion dropped to 26%, the share value was 21200,000 yuan, and Zhang Shuxin was worth tens of millions. The national media, large and small, are advocating Haiwei's ideal that "the legend of China ISP is written in official books" every day. 1At the beginning of 997, Yinghaiwei formed an alliance with Microsoft. During the Spring Festival, the national network was opened. Within three months, eight substations in Shanghai, Guangzhou and other central cities were opened, and the online user income reached 1, 654,380+ten thousand yuan. The company announced in the media that the total investment will reach 500 million yuan in the next three years.
Great failure, writing myths
In this way, Zhang Shuxin, who was in full swing, was lost in the myth of the network world for two years. She would never have thought that two years later, she would send out the feeling of "unfortunate".
What Zhang Shuxin has never understood is what kind of network people really need. She preaches the illusion of an enlightener as a sacred belief, but neither she nor netizens understand the question: What information should the website publish? What do netizens really need? What website features should Yinghaiwei cultivate? What is the technical support point of the website?
The most ridiculous thing is the great failure "Online Yan 'an". For patriotic reasons, in order to welcome the return of Hong Kong, the 15th National Congress of the Communist Party of China and the start of the Three Gorges Project, she adopted a planner's suggestion and put the history, reality and stories of Yan 'an on the Internet in an attempt to organize primary and secondary school students all over the country to watch them, so as to increase her income. She instructed that there should be "massive" and the best technology should be used to achieve "network China" from "online Yan 'an" and make it a classic product of Yinghaiwei. So I decided to invest10 million to launch "Online Yan 'an" and "Online China" in three years. In less than January, 200 pages, 500 pictures and 65438+ 10,000 words of "Online Yan 'an" were launched. Unfortunately, the low click-through rate made Hai Wei blindsided at once.
Yinghaiwei also focused on developing the "online payment system", which was also very advanced in the world at that time. She spent a lot of money to make a group of elites work hard for eight months, and after making it, it was like a mud cow into the sea.
Another big failure of Zhang Shuxin is that Yinghaiwei charges for online services, making the website an island with expensive landing fees. Facing the open and free information ocean, we can only look at the ocean and sigh. Yinghaiwei also uses a set of TCP/IP communication rules different from the Internet. Netscape and IE, two well-known and easy-to-find softwares, can't be used in Haiwei, which is known as "vertical and horizontal time and space". This is tantamount to challenging the whole world network standard in isolation, which brings inconvenience to the majority of users.
Zhang Shuxin's subordinates clearly remember that Haiwei, who entered the misunderstanding, lost the opportunity to "transform into a Yahoo-style portal" because of Xiaosan's stubbornness. According to a media description, Zhang Shuxin is "seeing flowers in the fog". She didn't make a timely and systematic study of failure, and didn't understand that enterprises must do everything possible to satisfy the market, and they can't create or mislead the market there self-righteously.
"death trap"
Zhang Shuxin is not a competent enterprise manager. The cover topic of Sanlian Life WeeklyNo. 1998No. 15 talked about her: "For Zhang Shuxin, who has been a reporter and a planner, it is easy to publicize her image and manipulate the media, but when the enterprise turns to substantive operation, she obviously lacks stamina."
1On June 22nd, 998, Zhang Shuxin was forced to resign. This fact has become the headline news of the annual network industry. At the end of this sad story of China's network industry, Zhang Shuxin's financial statement said that the investment reached 65.438+0.4 billion yuan, and the actual income was only 9.63 million yuan.
On August 24, 2000, it was reported on the Internet that Zhang Shuxin had returned to the Jianghu to buy Yinghaiwei. Unfortunately, her "zero gain" was ridiculed by online commentators as: "This is just a bottomless death trap. Who will jump with her again? "
Background link
We have been training in a very cruel industry for more than three years, and we are faced with the pressure of survival every day. We are the people who make the most mistakes in this industry.
We made mistakes in three issues: resource combination, capital structure and value chain design. We have no relevant resources. Yinghaiwei was founded out of thin air without any resources. To this end, we have paid a lot of efforts and a huge price. Secondly, relying on bank loans is a dead end. Because the whole industry is far from mature, the annual income is far from enough to pay bank interest, how to survive? Thirdly, we wrongly designed the enterprise value chain, overestimated the maturity of the industry and underestimated the cruelty of the environment ... When the value chain was redesigned, there was no money to start it.