The Entrepreneurial History of New Impression

"Xinxin" is the nickname given to himself by Guo Longxing, a graduate student in the Department of Mechanical and Electrical Engineering of the School of Physics and Mechanical and Electrical Engineering of Xiamen University. He mentioned the origin of the name in the article "Graduation Story" written by BBS: there is a little-known city in the United States, Cincinnati. "The sound and shape of these four words can make me unconsciously touch something deep in my heart."

Speaking of the entrepreneurial experience of "Heart Impression" studio, we have to start with his first self-published album "Heart Impression-Memorial Album of Xiamen University". In the next semester of senior year, the atmosphere of graduation is getting stronger and stronger. Guo Longxing, who has always liked photography, started a crazy photography journey. In half a year, he traveled to every corner of Xiamen University and every scenic spot in Xiamen. ...

The fullness of the gallery and the approach of graduation made him have the idea of "doing what he can". "The photos are passed around on the Internet, and I don't feel anything. Making a picture album is more collectible. Make a photo album and send it to your friends. Write whatever you want to say. If you open that photo album in the future and can recall some interesting things, how good it would be! " The idea of "Xinxin" album has just sprouted.

Asked about the connotation of "Xinxin Impression", Guo Longxing said that he couldn't say it himself, but he could only feel it in the familiar campus environment and culture of Xiamen University. He hopes to do his best to freeze every flash moment, every amazing corner, enjoy every bit of Xiamen University with everyone, and graduate from Xiamen University with those who have already left.

With photos, I began to look for classmates who designed the cover and edited the text. Guo Longxing quickly found Milan, a junior majoring in graphic design, and Xiaoyan, a classmate and roommate who was willing to do word work, and contacted a small publishing house. The biggest problem they face is money. First print 1000 copies, each copy costs 35 yuan. The patchwork of more than 30 thousand yuan was spent at once.

The first batch of picture books was "listed" in Xiamen University flea market, and hundreds of copies were sold that day. The next day, they went to the bank to deposit money. "Tick-tock ..." The money detector kept ringing, and even found eight counterfeit hundred-dollar bills. Bad luck didn't end there. The first day's hot sale gradually turned into no one cares. The last money borrowed still owes the printing factory nearly ten thousand yuan. Guo Longxing is not reconciled. By posting on the BBS of Xiamen University, people who are familiar with or unfamiliar with it are introduced to buy picture books one after another. Guo Longxing works part-time as a tutor to make money, and then slowly pays off the debt.

Guo Longxing began to think: What kind of road should the "Xinxin Impression" studio take? "It is not surprising that the album can't be sold. As the decision maker of this studio, I don't even know what it is. I just made a batch of albums in my mind! " Drawing lessons from failure, Guo Longxing began to abandon his naive and romantic ideas. In addition to pursuing the cultural identity of Xiamen University, he pays more attention to the market and puts survival first. When recruiting his own team again, Guo Longxing absorbed a classmate from the School of Economics and put him in charge of the market. He believes that the key to his previous failure is that their previous team's marketing ability is not strong. When the album didn't come out, the three technicians were all working silently, and they didn't know how to make use of Xiamen University BBS and various familiar relationships on campus for publicity.

At the same time, Guo Longxing tried to read some marketing books and some foreign successful documents to improve his entrepreneurial knowledge reserve. At the end of 2008, he finally transformed "Xinxin Impression" from a concept into an entity, set up his own entrepreneurial team "Xinxin Impression Studio", and successfully launched more than 1000 postcards with Xiamen University campus culture as the background. "This time, I did enough publicity before I started selling, and I successfully made a turnaround." Guo Longxing's next plan is to open a website. He believes that the current venture is based on the campus of Xiamen University. However, he is not selling the culture of Xiamen University, but promoting the culture of Xiamen University through its beautiful scenery. I want to develop "Xinxin Impression" into a cultural entrepreneurial platform where everyone can create value together and freely display their talents. I don't think much about the profit of my studio, as long as I can survive; I just think I should keep my youthful passion and create a campus culture different from other schools. At the beginning of 2009, something happened when Kai-Fu Lee came to Xiamen University to give a speech, which made Xin a controversial figure, and because of this, the team expanded again.

In March this year, Mr. Kai-Fu Lee, President of Google China, gave a speech at Xiamen University. Guo Longxing was very excited and prepared a classic album "Xinxin Impression" of Xiamen University. When he intends to ask questions, he will give them to Kai-fu Lee. However, in the questioning session, Guo Longxing did not get the opportunity to ask questions.

He raised his hand ten times until it was his turn to ask the ninth question. On the first question 10, he was finally seen by the host. That's why he got this hard-won opportunity to ask questions. Later, he boldly said, "I have something for Mr. Kai-fu Lee, which is our work!" " "Then there was a picture of a student boarding the auditorium and giving the picture album to Kai-fu Lee in front of all the teachers and students. The whole auditorium was in an uproar. Some people say that he is looking for trouble, some people say that he is shameful, some people say that he has been "thundered", and some people even applaud his courage.

Afterwards, Guo Longxing became the focus of the whole school, and many students were disgusted with his behavior, saying that he was stupid and humiliated Xiamen University. Afterwards, he said, "I really don't know what's shameful about this-we were shot all the way with bricks, and it doesn't matter now." I was very excited when I just heard that Kai-fu Lee was coming. I want to give him something. If I succeed, I will surpass myself. I can also put a copy of Xinxin Impression in the office of Google President, and I will be satisfied, as simple as that. "

However, a photographer saw Guo Longxing's courage and boldness and took the initiative to come to the door and proposed to join Xinxin Impression. Other reporters at the scene also contacted Guo Longxing afterwards, admiring his courage and asking for an interview. Soon another designer was added, and Xinxin Impression Team finally developed into five indispensable people. In others' eyes, Xinxin's impression is successful, but few people know that in the past year, they have been doing something that only fools can do: continue to sell 1 10,000 picture books printed a year ago at the cost price of 35 yuan, without earning 1 cent.

In the team, there have been many arguments about this matter. Later, I reached an understanding: "To be an enterprise, we should have a sense of mission, and small enterprises should have the mind of big enterprises and learn from them." Gradually, the team members not only don't think this 10000 album is a burden, but a feat. Facts have proved that the unprofitable behavior in the past year, although not earning a penny, was misunderstood by students, but at this time the brand and contacts were established.

However, in order to bring continuous income to the studio, photographer Zhou Yunjie put forward the concept of "blog photo" and designed a novel and unique operation mode: by signing contracts with local photographers, a large number of photographers were widely attracted as "collaborators", so that his works had a variety of different styles, which changed the monotonous and artificial scenes of other photography institutions, and customers could choose their own styles.

"Everyone is a photographer!" -This is the slogan of Xinxin Impression. As long as you can play photography, even a card machine can sign a contract with Xinxin Impression and become one of its alliance photographers. Of course, the quality of technology will be verified by market and customer ratings. Therefore, no one can shoddy. Xinxin's unique business model has been unanimously recognized by the relevant instructors of YBC (Youth Business China Organization). The realization of blog photo is not as easy as imagined. Xinxin's impression has experienced numerous setbacks, but she has also accepted many valuable opinions. Aware of their own shortcomings, in September 2009, in Guo Longxing's dormitory, Xinxin Impression "Zunyi Conference" was held. In order to find a broader sky, Xinxin Impression team decided to reposition the market, implement strategic shift, go out of campus and go to society. The name of the team was also changed from Xinxin Impression Photography Studio to Xiamen Xinxin Impression 3D Photography Co., Ltd. ..

If the studio at that time was just a club for photographers, then the new impression in the form of limited company abandoned the previous identity of "doing art", focused on the commercialization of photography, and accurately positioned its core business as three-dimensional panoramic photography. The so-called three-dimensional panoramic photography is to make the surrounding scenery into three-dimensional virtual reality for customers to experience holographic vision. For example, a decoration company can make a case into a three-dimensional holographic archive for customers to browse or even "play" and experience online, which is a new commercial photography mode.

After leaving the campus to start a business, Guo Longxing has since become a frequent visitor to corporate customer offices. There is still a long way to go for them.