Li Nong
Li Nong
Li Nong graduated with a master's degree in architectural technology from Xi'an Jiaotong University in 1987, and went to Japan for further study in 1991. He obtained a master's degree and a doctor's degree in architectural environment from Kyushu University in Japan, a doctor's degree in light environment from Kyushu University in Japan, and the first overseas doctor of light environment in China's lighting industry. He was rated as a young scientist by Beijing, and successfully completed the urban lighting projects in more than ten cities in China, including provincial capitals According to the plan of Ming Dynasty, we have completed nearly 40 nightscape lighting design projects in more than 30 cities in China.
Beijing Saigao Jianxin Technology Co., Ltd. was founded in 1999. Its main business is architectural design, environmental protection design and virtual reality 3D display.
Character experience
Returning home to start a business
Li Nong is one of the most popular Chinese students in Japan: he graduated from a famous university with a doctorate in a popular major. Seven years of Japanese life has accumulated rich social relations. It is not difficult for him to enter a first-class company. His wife has also successfully found a job in Japan. However, after much consideration, he finally chose to return home to start a business. Facing the question of "why do you choose to go back to China", Li Nong seems very calm: "I didn't go back to China to make money, what I pursue is a sense of achievement." In contact with some Chinese who are also studying and working in Japan, Li Nong found that Chinese in Japan have been wage earners all their lives and can not achieve their own career. "Japan is a country with a strong sense of national belonging, where the Chinese can only do some low-level staff, and it is very difficult to be promoted to the very basic level of section head." This has become an important reason for Li Nong to return home to start his own business. "There is nothing dramatic that prompted me to return home. It is not a coincidence or an opportunity as written in the novel. In Japan, with my education background, it's very good for you to get along. Your salary and social welfare are good, but you always feel reluctant. Because in terms of career, there is really no room for Chinese to develop in Japanese society. I always feel that the higher a person goes, the stronger the demand for self pursuit will be. Pursuing a sense of achievement and realizing the ideals that I can't achieve abroad is the ultimate goal of my return to China. " Li Nong has his own views on the wave of returned overseas students to start a business after "9 / 11": "I divide the returned overseas students into two categories: one is the passive returned students, who are greatly affected by the social environment. For example, after" 9 / 11 ", the economic downturn, the layoffs of major companies, and the difficulty in finding jobs, so they want to go back to start a business; the other is the active returned students, which means they have to start a business People who are not affected by the social environment. What they want to pursue is their own business. If they can't do their own business, they will come back no matter how good the conditions are. I'm one of those people who come back to China on their own initiative, because China has my own career and I will come back no matter what the overall situation is. "
Set goals
Li Nong is well aware of the importance of this ancient Chinese saying. In order to determine the direction of returning home to start a business, he spent more than a year doing market research. Li Nong has his own principles in choosing the direction of Entrepreneurship: "first, it should be related to it; second, it should not be in China; third, it should have broad market prospects." "I don't do traditional industries. Anyone can do traditional industries as long as they have money. What else do you need? What do you need to go abroad? What the country expects is that you have to get back the latest things in the world to do things. From my point of view, I think the same way - I have to do something cutting-edge. My major is architecture. In this field, it's not easy to get involved with it and high technology. I finally set the development direction of virtual reality, a new technology that belongs to the construction information industry and is known as the representative of information technology in the 21st century. " When it comes to the company's main business - virtual reality technology, Li Nong made a lot of efforts. "This technology is difficult to explain clearly in one or two sentences. What we are doing now is the development and application of virtual reality system. The so-called virtual reality is to use computer technology to generate a virtual three-dimensional environment, and give it operability, so that users can communicate with this virtual object. At present, we are mainly committed to promoting the application of virtual reality technology in construction, real estate industry and e-commerce Through the unique human-computer interaction of Li Nong's "virtual reality" program, buyers can roam the computer model room, build their ideal home together with developers, and show their own personality in the room; and consumers who order online can also deepen their understanding of the product through the interactive demonstration of goods, so as to avoid worries. Some time ago, the "virtual hosts" and "virtual actors" that major film and television companies hyped actually use the same technology.
Hard work
When Saigao company was just registered, it didn't get venture capital. At that time, there were only six core employees in the company, and the registered capital was 500000 yuan. In order to maintain the normal operation of the company, at the beginning of its establishment, in addition to the software design department of "virtual reality technology", which is set as the development direction, the company also set up "Sego studio", which mainly takes over some architectural design and environmental protection design, to provide the necessary operation funds for the company, subsidize the main business of software development, and realize the rolling development. "It was really hard at that time. Because the money is collected by everyone, it is equivalent to taking money from everyone's pocket to subsidize the company every day. The studio also runs at a high speed as soon as it is established, because if the company wants to develop, it will die one day without capital. The most nervous time is today. I don't know where the money will come from tomorrow. " In such a difficult environment, Li Nong still sticks to his entrepreneurial belief in the face of venture capitalists holding a lot of dollars. "It's not that we haven't been to venture capitalists before. It's just that their demands are not in line with our ideas, and we can't accept them. One is that they want us to change the direction of development, which is non-negotiable; the other is that they want us to hold shares, which seems reasonable, but in fact is the same as the former. Once he controls the shares, you have to listen to him. If he wants you to change the development direction of your main business, there is nothing you can do. We can't accept this. In fact, up to now, venture capital accounts for a small part of the company's shares. "
all sufferings have their reward
At the end of 2000, the Internet bubble began to burst. This is the darkest hour of venture capital. However, at this time, Li Nong's company got hundreds of thousands of dollars of venture capital. "At that time, all the venture capitalists were hoodwinked and knew that they wanted to transfer their investment direction, but no one knew where to invest. In this case, I felt very lucky to be able to win this valuable venture capital." Compared with the domestic boss, Li Nong has a much stronger sense of crisis: "venture capital is very important for domestic companies. It is the key to accelerate development and win the opportunity." He stressed, "as soon as big international companies come in, domestic companies, no matter how well they think and how well they develop at that time, will have to play it over, because there is a huge gap in strength. Therefore, as a domestic company, it can not be satisfied with the self comforting development speed of "making progress every day". It must seize the time and develop rapidly. The key to all this is to get venture capital. " "The next step is to launch large-scale marketing activities in June and July next year." When it comes to the future development strategy, Li Nong is complacent, "the current market promotion is still relatively difficult, but after all, it has already started. Some real estate developers are talking about cooperation with us. The key is that we are full of confidence in Beijing and a market as big as China. "
Character impression
Dr. Li Nong, who was seen in the photo before, has a stiff suit and meticulous hair, with the style of a standard Japanese returnee. I didn't expect that after the meeting, Dr. Li Nong and I had a completely different impression: he had a short inch and a beautiful goatee under his jaw, which was an artist image. Frankness is my second impression of this doctor. When I couldn't help praising his modeling, his eyes narrowed and his smile was full of humor and mischief: "this is packaging. Now we pay attention to packaging in everything. Urban lighting is an art. People will think that you have the feeling of an artist." He lowered his voice slightly mysteriously: "in fact, I'm lazy. If you don't shave one day, others will laugh at you, but if you grow a beard, others will say you have temperament." It made me laugh. That cadence, full of moderate tone, forthright and generous manner of speech, everywhere reveals the unique directness of Shaanxi people.
One of the best in the same generation
Dr. Li Nong was really frank and said, "I just don't like the way Chinese traditional intellectuals do. If you only know how to bury yourself in your study and can't go out, or you only know how to do some longitudinal research, get funding for the project, write papers, and then put them on the shelf, you can't produce actual benefits. What I do, I will never do useless work. I must have an effect and directly contribute to the society. I prefer to go out of the ivory tower, do all kinds of horizontal research, and personally go to the front line to dissect the sparrow. " In order to realize this ideal, he threw away the gentle and elegant image of intellectuals in his study and ran around as a doer and artist. He presided over and completed the overall urban lighting planning of seven cities including provincial cities in China, and almost half of other lighting planning and design projects. "Many ideas, bold, accurate vision, high level..." The industry's evaluation of Li Nong is surprisingly consistent, and he also said boldly:“
Chinese PinYin : Li Nong
Li Nong
