Li Wei, co-founder of New Hope Group: What is consumer innovation, redoing traditional industries in an unconventional way

Per reporter: Chen Xing Per editor: Wen Duo

Image source: Daily Economic News

Li Wei is the wife of Liu Yonghao, co-founder of New Hope Group and chairman of New Hope Group, and the mother of Liu Chang, chairman of New Hope Six. But now, she has a more personal label identity, Douyin "net red" and Chengdu sliding screen era investors.

As an entrepreneur, Li Wei used to wrap himself very tightly, tabooing others from knowing his privacy. But now, Li Wei often shares his daily life and family experience in his Douyin number.

On the morning of November 27, at the 2020 China Online New Consumption Summit Forum held by the Daily Economic News, Li Wei said that this transformation stemmed from the process of entering the short video platform. She found that this not only transmits positive energy, but also empowers young people. "Because we come from traditional enterprises, we can see some business essence, but through constant contact with new things, I can learn and explore some young people and good entrepreneurial opportunities, and then use the capabilities of traditional enterprises to empower them." Li Wei said.

Different from the "low profile" of ordinary successful entrepreneurs, in Li Wei's Douyin, she generously discloses her residential interior and daily life, and also talks about her education experience with her daughter Liu Chang. In the roundtable dialogue session of the 2020 China Online New Consumption Summit Forum held on the morning of the 27th, Li Wei generously shared his original intention of becoming an "Internet celebrity".

"I started TikTok because I used to see a lot of op-eds in various magazines sharing positive energy, and many people benefited from it. After the rise of self-media, I thought that Douyin was the best communication platform, so I entered. In the process of entering TikTok, I found that this can not only transmit positive energy, but also empower young people. Because we come from traditional enterprises, we can see some business essence, but through continuous contact with new things, I can learn and explore some young people and good entrepreneurial opportunities, and then use the capabilities of traditional enterprises to empower them. Li Wei said.

"The emergence of short videos has given me such an opportunity, like a larger sharing meeting, which can let more people see and hear my experience." Li Wei said that after experiencing this sharing process, his state of mind was also released.

At Li Wei's age, it is amazing to be able to adapt to and control the emerging way of dissemination of short videos in a short period of time. "Sometimes you have to stay up until the early hours of the morning to shoot a video, and the next morning you have to prepare for other work." Li Wei's assistant said. As a person with enough capital to live a superior and comfortable life, Li Wei's choice seems to be somewhat "incomprehensible".

In Li Wei's view, he is the first responder of reform and opening up, and in the process of the subsequent transformation of traditional industries to the Internet, he has also been keeping up with the trend of development and walking at the forefront of development. It requires constant learning and progress, focusing on cutting-edge things. Li Wei said that as long as you seize the opportunity in every era and every different stage and seize the dividends that the platform gives you, then you will become the best entrepreneur.

Since the beginning of this year, the sudden outbreak of the epidemic has made the digital economy and online consumption a wave of hot words.

Li Wei's New Hope Group is in a traditional industry, and what insights does she have on how traditional industries can be integrated with new technologies, new means and new scenarios?

Li Wei, citing New Hope Group's farming business as an example, said: "The Group has realized digitalization from pig raising and feed to pasture. We wear earrings on our cow ears, and this is its ID card. From the time of its birth, all its growth records are on it. He also wore a necklace that recorded his daily health, bowel movements, and even whether he was happy and whether it affected milk production in the background. That's digitalization."

In the mouths of friends, Li Wei is nicknamed "Girl", because she always has a heart that is always curious and dares to try. As Li Wei said, she is a new recruit in the field of short video and MCN, but when she steps into a new field, she feels excited and joyful. "I believe that any traditional industry that uses an unconventional method to do it again will always be rejuvenated with new vitality and vitality." Li Wei said.