He Enpei "Changing Faces"

He Enpei "Changing Faces"
Author: Jiang Hongde

He Enpei impression

"Changing Faces" by He Enpei

35-year-old man is in shape, but He Enpei is constantly changing.

On February 25 at the "SJTU Sunway strategic conference in 2004", the Heen Pei invited Sichuan Opera face mask changing master performed stunts, so the presence of reporters feast for the eyes, but also a profound understanding of the corporate change of face He Enpei techniques.

Heen Pei Ming led by Thai companies, less than 7 years, changed its name three times! The first is called Ming Tai Technology; in 1998 changed its name to Shida Ming Tai; in 2002 changed its name to SJTU Sunway (Beijing) software company; 2004 GEM listing, then changed its name to SJTU Sunway (Beijing) Information Technology.

Of course, Ming-tai, "Changing Faces" is not a change of face to face changing and it is the result of adaptation to the environment. Ming-tai every name change, He Enpei will give a good reason. The first "Changing Faces" because Shida Group involvement, and thus established the Ming Thai translation software industry leadership; the second time, "Changing Faces" because the involvement of Shanghai Jiaotong University, Ming-tai and therefore the technical reserves, capital reserve talent pool has been further strengthened; the third time, "Changing Faces" because SJTU Sunway listed in Hong Kong, I hope Ming-tai in the business model, customer service, strategic planning, there is a change in the enterprise features from the Ming Thai pure "software" in the field, extended to the "IT Services" in the field, showing the localization of Ming-tai in the information field of progressive ambition.

With the change of company name, Ming-tai's business model has gone through three changes: The first shift is from the early to shift to the individual user as the center for corporate customers as the center; second change is the shift from the provision of product-centric to provide services and solutions for the center; the third shift is from a change in technology and product-centric to customer-centric.

"I want to be a pilot primary school, junior high school want to be teachers, scientists want to be the first year after graduation to become a entrepreneur." He Enpei frankly.

He Enpei example: "We must constantly self-denial, no CD-ROM and flash disk, the Internet software market simply denied, denied services simply sell software. If the team can not lead the company from victory to victory, from one platform to another a platform that is destined to fail. This is the reason for the disappearance of many companies in Zhongguancun. "

However, the ordinary people that Zhangping Jing He Enpei difficult to see his face constantly adapt to the environment due to constant changes in the heart of business agitation, more difficult to see the educational background of business leaders is how to obtain the capital operation of advanced practices. Because every change of face, Ming-tai, the capital always play a decisive role.

Using a slang term is: "change is temporary, change is eternal." Biosphere is the way the business community rightly so.

He Enpei entrepreneurs

"I have a small to large subconscious, that is, I like everyone else in the team success." He Enpei from his own life that summed up their entrepreneurial qualities.

To prove this, He Enpei cited the following example. In primary school, he liked the stove, cleaning, see others enjoy the fruits of his very happy. High school when he does not like to talk long-distance running race at school, to class the last class of the results as a result, He Enpei to take the initiative and helped the girls to the finish line last, the final where he obtained first class. He Enpei said, was always a way for the host team the desire to succeed, this awareness in the business after the SJTU Sunway team had a very good adhesion. With the maturity of the slow accumulation of knowledge, He Enpei in the management and coordination with a lot of inspiration and savvy, feel that they become an entrepreneur is a very natural thing.

SJTU Sunway initially only five entrepreneurs, including what is now vice president of war Tao, Jie and other cattle. Each of the original start-up funded by each 30,000 yuan of small companies, has experienced five years of development, through three successful financing and restructuring, long into the early Ming-tai!

January 9, 2004, SJTU Sunway success in the Growth Enterprise Market listed software enterprises in China to create a number of consecutive first: the first general-purpose software companies; Asia, first in the "information localization concept stocks"; 2004 The first listed company in Hong Kong stock market.

He Enpei has lofty ambitions, is determined to make SJTU Sunway China and the Asia Pacific region's largest provider of information localization, to do the translation industry association and Dell, 2008, to achieve sales of 1 billion yuan.

Leader of an enterprise often look at the issue than others to see the high and see far. In 1999, He Enpei proposed management of each team must have three consultants, the first boss to be the industry; the second must have a not of their own profession; third have expertise in at least one respect. Thus, there are 10 people in the management team when it actually had 30 people involved in the management, so that ideas can be amplified first by the consultant, to come back again reduced its essence.

"We are not learning MBA, but in actual combat by the consultancy study and innovation of our team comes from such a mechanism." Heen Pei said.

Communicator He Enpei

He Enpei said he played in an enterprise is a "director, and coach" role. As a leader, when everyone in full swing when the work might tell other people may have to adjust the direction, when everyone in the hard time, leaders might ask them to change a way when not in some way must encouraged to explore new ways.

This is, He Enpei reporters do not necessarily express his good than any other leader, he believes he is good at making the team in each mirror, the control team will know how to do the next step. "For example, tie deflect their own do not know the face of the mirror when he knew, so I do not need extremely smart, I just do a mirror, do a communicator, communicator."

In the mirror of irradiation, SJTU Sunway team to become a stable team, staff from the start has been basically no change in the business innovation team has also made a lot of achievements: the first time the Internet had just begun, They quickly discovered that people's learning ability can not one day will rise, but the amount of information and information exchange rate is rising exponentially, then necessarily need a tool, they then seize the opportunity to do the "Orient Express "translation software; in 2000, when the Internet into the development of their proposed" i software ", in fact, i can be said Google software on a branch; 2003 SJTU Sunway team had proposed the Oriental Translation plant concept.

He Enpei admit that he is a partial rational leadership. As a leader, he led the team that first of all have the ability to continuously open up new world, which is the core of all things. A team in existence and reason, not money, but new hope and a common ideal. As the team leader is should be allowed to have this ability, to each one knows what to do, to keep the exchange, he is such a role.

"Restrained by" He Enpei

"There drunk before?" Face questions from reporters, He Enpei simply that this is not his personality. As a business successful, He Enpei little drunk, not even like to drink.

This is even listed on the same day, there is no point changing. If a person's personality can be divided into very carefully, it can be commented that he is a "self-restraint were" a stronger ability.


Employees with SJTU Sunway's telling, is listed in Hong Kong so that He Enpei opened the eyes. Market day, He Enpei first visit to the Stock Exchange listing conference, usually do not like the speech he read the manuscript, the manuscript that day according read more carefully. At that time, he felt that this is a very important occasion. In the evening's celebration dinner, a public relations firm to the manuscript, he read from the first sentence, "Ladies and gentlemen," then that is their own say: "Today in my heart only two words, one is thanks, one is responsible. thank our shareholders, employees, behind the people, grateful to those intermediaries, to thank our partners, but more than a feeling of excitement but a responsibility. "

To face reporters, Heen Pei said that the most happy time that he knew SJTU Sunway will be able to market time. The day can be listed on the Stock Exchange informed him that, and He Enpei that was very practical. This happy not to let him sleep when he phoned a number of important cooperative partner and friend, said the company initially set the public, his happy to share in this process before.

That night a few friends in Hong Kong a bit, did not engage in any large-scale celebration. In Hong Kong the celebration dinner, someone asked He Enpei would get drunk, he said no - "one company or a small company, but also grew up in the capital market when the company has an important influence, I may get drunk; Second, when investors a certain return on time, reduce the pressure slightly, I might get drunk. "

Whether it is listed before or after the IPO, He Enpei not the excitement of emotions as a mainstream outlet. As a rational attitude towards life, restraint or an extreme patience many times in his work and life in every detail, even in the most unhappy when he encountered difficulties, his attitude is never thought of retreat. "I think the most important thing is endurance, the stamina, including a lot of things to overcome."

SJTU Sunway: Dell to do the translation industry

From the outset, targeting a foreign market, taking the direction of international

Reporter: SJTU Sunway listing has not been a very smooth way, during which there was not hesitation? In January 2004 after listing what it means to you personally?

He Enpei: SJTU Sunway preliminary decision in 2001, listed the purpose of the new direction the company intends to develop, including changes in customer and industry development. Ins and Outs of time after a two and a half, the middle also does not hesitate in the end, the most hesitant for some time in 2003 when the 4-5 month time to submit the form has expired. SARS is very low during the capital market is said to only be raised to 30 million, many shareholders decided to give up, but when we do not agree with the management, because the industry itself is facing SJTU Sunway International, we hope to have a good platform for capital market . Based on this, we still insist on listing management. Before listing the same time, our costs have been paid 56 million when we took five months to persuade the shareholders, in September 2003 to submit the form again, and then things very well. Arrange time Coincidentally, on January 9 there are two listings, we are the first day the stock rose 40%, the share price from more than 4 per share have long hair to a maximum of 6 cents, then stable.

I think that after listing a responsibility for me, all responsibility is for the purpose of investors it should return all the responsibilities of the foundation is to let a good operation. I do not see every day the stock, I would like to concentrate on the industry well.

Reporter: SJTU Sunway size of this market is not too big - the total amount of 30 million Hong Kong dollars, 70 million of equity, do not consider them comprehensively?

He Enpei: The financing of small, because we the whole price is worked out in the SARS period, when the market multiples and market earnings expectations fell by more than half than the original, our pricing is more than half in 2002, less 2002 plan is to raise to 8,000 million dollars, basically acceptable, but this is not the same. Although it is not a lot of money, it is important that the brand, I think today's stock and shares is not truly reflect the potential of our company, but it is not very important.

Reporter: There are two general purpose of listing, one is listed to address development issues, open up the capital market, one is misappropriating. You are kind of situation?


He Enpei: We should belong in front of a kind. Speaking of misappropriating, we do not ring to much money. The main purpose of listing for us is to get through a standardized channel of international capital, we pay attention to open up the channels at the same time, in this platform the company's international business will be wider attention, this is our primary concern.

Reporter: listed in Hong Kong generally have higher costs, why is so determined to the Hong Kong GEM? In the long term, there is no country in the Nasdaq or the future development of the GEM?

He Enpei: for every businesses most important must know what he wants. We need a good platform for the internationalization of capital, because we are now facing the international business is a business listing in Hong Kong is inevitable. Hong Kong's second board has a good market space, and we see that the second board in Hong Kong, many of the leading enterprises. Select GEM not from cost considerations, I think in the domestic capital market does not have such a good mechanism.

Similarly, we have listed other capital markets such as ambition, depending on the GEM and GEM country who develop faster, if the development of faster, we will seek more and greater capital platform to operate. Will not rule out the Nasdaq or the possibility of domestic listed on the GEM.

Reporter: Since 2001, many common software companies lined up domestic listing plan, Ming-tai can be one step ahead, the main reason?

He Enpei: This mainly depends on our position. SJTU Sunway beginning the first day of its establishment as a translator and translation technology, translation and localization translation technology is the most basic information to do two things. We decided to make the information localization, not only because we have the technology, but also market demand. The industry has a lot of space, which is typical for investors profit growth of space, as the capital market and investors will be more recognized.

Asymmetry of information, create information localization industry

Reporter: "Information localization" is the term occur together and SJTU Sunway, we are still relatively unfamiliar, can not use the information you describe the understanding of the localization industry? This industry in the next few years how much market potential?

He Enpei: With China's entering WTO, Chinese state must exist as the language barrier, we are now the most used international language is English. From Hong Kong, Singapore view, will penetrate into every corner of the English in the long run, not far from most cities in China for some time will be bilingual or even multilingual, this is an inevitable trend, so it is easy and international exchanges. However, China's information with foreign countries over the past basically asymmetrical, asymmetry is that Chinese language ability is not good use of the industry. The simplest example is the Wenzhou lighter, said four years ago has been released after four years to pass a bill into Europe must meet a standard cigarette lighter, while in Europe there is a patent product is the standard of service to this, but Wenzhou people may be too busy to do business without concern may not be concerned about the means, in short no one will understand this file, leading to the present results. This is a typical case of asymmetric information.

Information from the user base to sub-localization can be divided into many categories, I understand: The first pure text conversion, including voice and text, and second, containing the text conversion of technical change, for example, software localization. In fact, often is of a technical translation, not words alone solution for the rapidly growing demand by traditional means can not be completely satisfied. We want this market industrialization in the past in this area are small-scale operation, there is no industrial operation, not a lot of companies have joined. According to related investigations in 2001, the size of the market information about the localization of more than 30 billion yuan, estimated that by 2005 will reach 60 billion, the industry is forecast to be 15% growth.

Reporter: Foreign non-English speaking countries like Japan, they have such a similar industry?

He Enpei: Of course, the Japanese in this industry on a more daring and more eager for development, South Korea is the same. They see all the useful information is rapidly changing things for themselves, while their own things into the world of things quickly. They dare to change, and strive to first go with, then go to correct, so many people in this industry. Asymmetric information in China and abroad also need urgent change, current awareness is not enough. In this area, China should learn from the United States should be. There are many companies listed in the United States are for the localization, size is not small.

Reporter: Is it can be to understand the current status of the industry: the localization of the current information technology is also completely fail to machine translation still needs a very complicated a process?

He Enpei: Yes. Present need translation and translation tools are mainly two kinds of people, one language of poor people, which is similar to the Orient Express so the software needs to meet the crowd, automatic translation to help them solve this problem, and second, good foreign language translators He translated things for others to see. Oriental Translation is not the first factory for the crowd, but the second group. We hope to build a good platform, this platform will give our customers and translators who bring good value.

Reporter: the response to "the Oriental Translation Factory" say diverse, but most of the unknown we naturally, by listing this opportunity, please elaborate a comprehensive translation of the concept of the factory.

He Enpei: "Oriental Translation Factory" shows a very good combination of mouse and cement the concept. Today, like Lenovo, Shida do a lot of IT equipment companies that have become traditional industries, before the computer is high-tech, but today the computer is already a very traditional industries. IT to find their correct position, that is a good combination of traditional industries, traditional industries have greater value to IT, Internet and other platforms to play really help the value of traditional industries, I have to mention, no matter how advanced technology and more advanced technologies need to address two words: basic necessities. If a high-tech to make the words to better operations, reflected a higher value, more new things, then it is valuable, this is what is referred to in the perfect combination of mouse and cement . "Oriental Translation Factory" current model is a very typical combination of mouse and cement is no longer a concept, but a good run in the model. At the same time the industry has strong international demand, but also accelerate our market expansion.

Reporter: The Translation of domestic software market is close to saturation, in particular on the overall pattern is still a fragmented market, how do these markets unified?

He Enpei: This situation is more similar to retail. For example, today's Wal-Mart, China Resources is very popular these supermarkets, shops in this already saturated before the fact, and each district has its own small shop and stall, I think he is very similar to the localization industry and information We will coexist for a very long time.

General software market is still great potential

Reporter: General Software is the enterprise in recent years gone through a remarkable way, how to evaluate these years in all aspects of the company changes?

He Enpei: You can say that we have from a product has advantages of simple business model has advantages into enterprise, this is a business concept in the business to grow. The process of speaking from the company, look past the core strengths and has nothing to do today, but the last two years we had today and the next update or division. SJTU Sunway After these few changes: The first change is from the early product-centric to customer-centric transformation; second shift is from the previous individual customers as the center into the enterprise customer as the center. We have to introduce some corporate customer service experience to join; third change is that we have been providing products for the center from providing services into the center.

Reporter: Does this mean SJTU Sunway will break away from general market?

He Enpei: no. SJTU Sunway today and grow as a person and not to lose anything, what we have done is to lay the foundation for today's well accumulated in this process, we have our own core competencies, as this industry one of the pioneers, we see clearly today that the core competitiveness and social needs to match. We have been separated from their direction, in this process, we sometimes engaged in other industries, such as security software and other things. Like people, mature to a certain extent have their own core business, but also some other things, other things will be his new home industry? This depends on the development, the present, general software market still has potential.

Reporter: Neusoft's Liu Jiren once said that common software companies do not, this sentence has become a classic on the industry. You agree with his point of view?

He Enpei: I do not agree with this view. Do not common software that is from a static perspective, the general situation of the software today does not mean common software grow up. Said the main reason is the common software grow up without the user group, on the contrary more and more general software users. General Software companies do not is the business model, I think the reason not to grow up common software for general-purpose software have not yet found a model to adapt to business and users, and now people are looking for this model, as Kurt, It is a universal client software business model for him is clear, and he became successful. Today, some games are also common software, will be found if the business model was so large, so many examples. We believe that universal software is divided into each of the company is not selling a lot of common software, but only sell one kind of software for each company, with a good business model to operate, to gain a good profit.

Reporter: Network game software more recent fire, SJTU Sunway entertainment has just been released, whether the company will transfer energy to this one?

He Enpei: at least at this stage, we focus on localized information. Because in this regard, our core competitiveness and market demand is a perfect match.






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