本文章刊登在CHINA DAILY-艾问专栏

这位毕业于河北师范大学手风琴专业的毕业生,却在主持人的道路上一路高歌,由张家口电视台昂首挺进北京电视台、中央电视台,还被评为“中国最佳谈话节目主持人”。

Graduating from Hebei Normal University majoring in Accordion, she embarked on a journey of hosting TV shows. She made her way from Zhangjiakou TV to Beijing TV and CCTV, and was awarded as “The Best Talk Show Host in China”.

2008年,她创办了当时中国排名第二的美妆电商平台乐蜂网,这是中国第一个拥有专家明星进驻、千余家全球品牌授权的专业美妆购物网站。

In 2008, she founded the second-largest cosmetics e-commerce platform in China, Lefeng.com, which was the first professional beauty online retailer in China in collaboration with beauty professionals and celebrities, franchised by thousands of global brands.

更让人惊羡的,是她将乐蜂网以1.125亿美元卖给唯品会,拂袖而去,转身做了投资人。

What is even more shocking is that she sold Lefeng.com to VIPShop at USD $112.5 million, and became an investor instead.

人们惊讶她的材优干济,也惊叹于她的果敢决绝。她可以丝毫不顾昔日荣光,“无知无畏”丢掉金饭碗,从央视辞职,白手起家创办东方风行;拿到沈南鹏的投资,再华丽地从乐蜂网退出。她至今还兼任着主持人、制片人和CEO三重身份。

People are amazed at her excellent capabilities and determination. She fearlessly let go of the past glory and a stable job at CCTV, and founded Fleet Entertainment from scratch; she obtained funding from Nanpeng Shen and successfully exited Lefeng.com. To date, she is working as a TV host, producer and CEO.

李静1

她,是李静。

She is Jing Li.

每个人都是一个传记

Everyone is a biography

唐骏说:“我的成功可以复制”。

As Jun Tang put it: “My success can be duplicated.”

“那是因为世间万事万物的运转,大到宇宙,小至一花一果,其实都遵循若干非常简明的规则。只要掌握这些规则,就可以不断加以复制,就像我们儿时玩过的万花筒,创造出缤纷多彩的人生。”

“That is because everything in the world, from the universe to flowers and fruits, follows several simple rules. As long as you master these rules, you can constantly recreate a colorful life, just like the kaleidoscope we played in childhood.

李静2

成功不是偶然的,每一份成功都必有相似的规则,正所谓“千篇一律”,那么反过来也成立,每一个案例都有有价值的规律供人吸取。

Success is not a coincidence. Every case of success must follow similar rules, just like the so-called “one size fits all”. On the contrary, the saying also stands, as each case has a valuable pattern for people to learn.

每个人都有自己的价值,真正难得的,是能发现这些光亮的眼睛。

Everyone has their own value. What is truly rare is the sharp acumen to discover the value.

艾诚:大家熟悉你还是主持人、传媒人。你觉得什么样的访谈内容是好的?

Gloria Ai: People are more familiar with you as a TV host and media professional. What kind of interview do you think is good?

李静:这事有的时候挺有意思的,大家到底要什么?大家要的可能不是你去教育他,真的给他什么,而是跟他沟通。

Jing Li: This is very interesting sometimes. What do people want? People might not want you to educate them or teach them anything, but to communicate with them.

艾诚:我每次对话投资人和创业者,我不停地扪心自问,听的人到底要什么?我们想无限地去接近他们,你有什么样的一些感触?

Gloria Ai: Every time I talk to investors and entrepreneurs, I keep asking myself what audiences want to hear? We try to understand their needs as much as we can. What’s your opinion on this?

李静:最重要的是我要给大家什么,我觉得是一种见识。比如说当我遇到难题,遇到瓶颈,我想做一些新的事,我从哪思考。我总结出来一个方法论,所谓叫“土鳖方法论”,就到底怎么打不死,然后怎么去活下来,后来越做越觉得:“真相是什么”?

Jing Li: The most important thing is what I share with everyone. I think it should be insights. For example, when I encounter an issue or a bottleneck, or when I intend to work on something new, how should I put in thoughts? I summed up a methodology, the so-called “Dinosaur-like Methodology”, meaning how to stay tough to setbacks and how to survive. Later on, I started wondering: “What is the truth?”

有的人跟你讲很多的鸡汤,然后把你弄的,你仰望他,却不知道怎么迈开第一步。我希望所有人跟我是平视的,甚至可以俯视我,但是我们可以一起往前走。

Some people share with you a ton of chicken soup for the soul, and it makes you look up to them, but you have no idea how to take the first step. I hope that everyone treats me as a peer or even junior, so we can strive forward together.

艾诚:从主持人到东方风行的创办,到做乐蜂网这样的电商,再到跟资本的结合,现在还有投资人的身份,这一路走来,你的知识体系如何构建?

Gloria Ai: From being a TV host to founding Fleet Entertainment, doing business in e-commerce with Lefeng.com, on boarding capital later on, and now becoming an investor, how do you build your knowledge system along the way?

李静:其实我的知识源于人。他们经常说你做了这么多知识,你对这个领域研究从哪来?我说“偷”。我的一个朋友说:“你特别喜欢在你不懂的领域去不断地问别人和吸取,但是你拿到了别人的东西,你会思考转化成自己的。”所以我觉得,这本身就是对我来讲就是种不断的成长,比如说,我就会交这个圈子的朋友,请他们喝咖啡,关注他们的一切,然后不断地从他们身上去学习。

Jing Li: In fact, I gain knowledge from other people. They often ask me where I obtained so much knowledge or how I studied certain fields. I answered: “by stealing”. A friend of mine said: “You particularly enjoy constantly asking people questions and absorbing knowledge in areas that you don’t understand, but when you gain something from others, you are able to internalize the knowledge with your own thinking.” I think this is constant growth for me. For example, I will try to make friends in this field, treat them to coffee, closely observe everything about them, and then continuously learn from them.

艾诚:我们要取其精华去其糟粕,本身每一个人都是一个传记。

Gloria Ai: We have to take the essence and discard the dregs. Everyone is a biography.

李静:对。跟各个行业的人去交流的时候,慢慢你就掌握了一种方法,然后去学习他们的东西。

Jing Li: Right. When you talk to people from various industries, you will slowly master a method and then learn from them.

李静3

作为主持界的“扛把子”,又身兼“商界木兰”,她却不骄不躁。在艾问对话李静的过程中,她始终将“学习”挂在嘴边,“学习”二字贯彻了她的人生指南。在取得大大小小成就后的今天,她的讲话中也没有丝毫“说教”的口吻,从不断言自己的想法就肯定是对的,也不会轻视每一个人存在的闪光的价值。

As an industry-leading TV host, and “Mulan in business”, she didn’t become arrogant. During the conversation with Jing Li, she kept mentioning “learning”, since the word serves as a guidance in her life. After achieving so much to date, she doesn’t talk as if trying to “preach” at all. She never ascertains that everything she says is correct, nor does she look down upon the shiny value in each person.

“孕妇效应“害人害己

“Reticular Activating System” benefits no one

2006年,东方风行集团出品的中国第一档全演播室制作的大型时尚美妆节目《美丽俏佳人》开播,随着该节目的火爆而赚取来超高流量,主持人李静也成为了该节目最醒目的“标志符号”,她被推向了风口浪尖。

In 2006, the first domestic large-scale fashion beauty show “Mei Li Qiao Jia Ren” produced by Fleet Entertainment was launched . With the popularity of the show, it created incredibly high traffic. Host Jing Li also became the most eye-catching “symbol” of the show, placing her under the public spotlight.

赶在最红火的时间点,2008年,作为当时那个风口美妆产品的“最佳代言人”,李静创办了以提供“亿万中国女性优质生活的首选入口”为目标的乐蜂网。

At the peak of popularity, in 2008, as the “best spokesperson” of beauty products at that time, Jing Li founded Lefeng.com, aiming to provide “hundreds of millions of Chinese women with prime choices for a quality life.”

又在随着《美丽俏佳人》与自己的名气愈加低靡的2014年,毅然决然将自己辛苦打拼下来的乐蜂卖掉,在资本的舞台上实现了一场华丽而完美的“退场”。

As the popularity of the show and herself cooled down in 2014, she decisively sold Lefeng.com that she worked hard for and “exited” the capital market successfully.

李静是一个典型的“机会主义教徒”,这绝非贬义词。

Jing Li is a typical “opportunism practitioner”, which is by no means a negative comment.

李静4

艾诚:看你的创业历程上,在资本圈,最为津津乐道的是你把乐蜂网卖给了唯品会,这是一场非常成功的资本退出。那遇到新的行业,新的风口,知识付费的赛道,你会有什么样的建议。

Gloria Ai: Based on your entrepreneurial journey, in the investment sector, the most talked about is that you sold Lefeng.com to VIPShop, which was a very successful capital withdrawal. What advice do you have for new industries, now opportunities or the paid-knowledge sharing sector?

李静:我谈不上建议,但是我刚才讲到的,我总结出自己的一套方法论,我觉得你到底选择自己做一个什么样的人,都有机会,也都有运气。

Jing Li: I can’t offer much advice, but as I mentioned earlier, I have summed up my own methodology. I think you have the opportunity to decide what kind of person you desire to be, and you also need opportunities and luck.

你是否选择去做一个机会主义者,这个机会主义不是贬义词,比如说我寻找机会,我去做一个平台,但你要想自己是不是那块料,有没有你懂的那部分。另外一个,就是你是不是还要做匠人,内容的匠人。我选择的是后者,因为做内容这件事,首先它对我来讲是愉悦的、擅长的。

It’s up to you whether to be an opportunist or not. It is not a derogatory term. For example, let’s say you’re looking for opportunities, and you plan to build a platform, but you have to think about whether you have the ability for it or not, or whether you understand part of the business. Another aspect is whether you would like to be a craftsman, a craftsman of content. I would, because creating content is something that I take pleasure in and am expert at.

知识付费如果是一个大的机会点,我又做我自己喜欢做的事,我根本不应该考虑会不会赚钱,因为它很有可能能够让我去得到一种新的发展。

If paid-knowledge sharing is a major opportunity, and it is what I enjoy doing, I wouldn’t care about whether I will make money out of this because it’ll likely to enable me to advance in a new way.

艾诚:面对转型,很多或者是曾经从媒体领域转型的朋友都会面对一个问题,又要做匠人,又要做平台,又要跟资本去对接,想着生意怎么做。这么多复杂矛盾的决策,你都经历过,你怎么处理?

Gloria Ai: In the face of transformation, many people who once moved forward from the media sector are bothered with one issue where they need to be a craftsman, work on the platform, finance capital and operate business. You’ve gone through all the complicated decision-making process. How did you deal with it?

李静:大家听到的比如说罗振宇,樊登,又是媒体人又做了平台,凯叔又跟资本对接,又融资,但是你再使劲说一说,有没有能超过10个名字?

Jing Li: People hear about how Zhenyu Luo and Deng Fan worked as media professionals while building their platforms, how Kai Wang received capital investment and financed, etc. But if you think harder, can you name more than 10 persons like them?

我们经常会有一种叫孕妇效应,当你怀孕的时候,你看到所有人都在怀孕,当你看到这几个人成功,你以为所谓媒体人转型就应该是这样的,所以我觉得害人害己,因为后面是千军万马。就像横店那么多小演员,说谁谁能赚多少钱?

We often experience the”Reticular Activating System” . For example, when you’re pregnant, you feel like a lot of people are pregnant at the same time. When you witness the success of a bunch of professionals, you would assume that’s how media people should transform. This bias doesn’t benefit anyone, because it doesn’t apply to the majority. Just like countless of unknown actors working in Hengdian, not everyone makes a fortune.

大家不一定都要去做罗振宇,做樊登,做凯叔,他们是在一个天时、地利、人和的基础上才这样。我觉得,一定要去想自己最擅长什么,一点一点做起。

You don’t have to be like Zhenyu Luo, Deng Fan, or Kai Wang, because they achieved their success with favorable timing, advantageous platform and outstanding capabilities. I feel that we must figure out what we’re best at and work our way up.

如果分享我的话,那我就一句话就说清楚了。如果我说我今年再做一个电商,我周围的朋友都会笑死我。李静还可以再做电商成功吗?当时做乐蜂,把它做到中国美妆第二,就我们一帮人,从招兵买马,是因为天时地利,再加上之前《美丽俏佳人》是最火的时候,而且用了之前的人脉。今年我再做,一点戏都没有。

If you’re going to quote me, I’ll be very clear with one statement. If I restart my E-commerce this year, my friends would tease me badly. Will Jing Li succeed in e-commerce again? When I worked on Lefeng.com and made it the second largest in China, we only had a small team and expanded from there. I attribute my success to the perfect timing and favorable platform, plus the peak popularity of the show “Mei Li Qiao Jia Ren”, with the help of previous network. If I start the same business this year, it’d be impossible to succeed again.

所以我觉得,大家是不是能够很清醒地想想,有多少人在做,干嘛都要成为他们,有没有资本成为他们,干嘛去坑自己,或者为难自己,我觉得没必要。量力而行。

Thus, I think people should think carefully how many people are doing it, why you want to become one of them, whether you’re capable, or why bother giving yourself a hard time. I think it’s unnecessary. Just do your best.

我每天和那英、蒋雯丽、宋丹丹PK学习

I compete with my friends on learning every day

孔子说:“学而不厌”。实际上大多数人类的一生都是一个不断学习新事物的过程,这才造就了我们日新月异的进步着的社会。反过来也是成立的:我们的社会在不停地更新换代,这样的发展节奏鞭策着人们不断学习,满足于熟悉领域并止步不前的人则会被淘汰。

As Confucius put it, learn without satiety. In fact, most people’s whole life is a process of constantly learning new things, which facilitates social progress with each passing day. The reverse also stands: the ever-changing society motivates people to constantly learning; those who are contented with familiar fields and stop learning will fall behind times.

2016年5月15日,付费语音问答平台——“分答”上线。随后,罗辑思维创始人罗振宇全力打造“得到APP”,喜马拉雅FM创办知识付费节“123知识狂欢节”,知乎上线知乎live等等;2017年3月7日,豆瓣网推出了首款付费产品——“豆瓣时间”;随后腾讯CEO马化腾表示,微信公众号正加快上线付费订阅。

On May 15th, 2016, the paid voice Q&A platform – “Fenda” was launched. Subsequently, Zhenyu Luo, Founder of Luogic Talkshow, made every effort to build the app iGet; Ximalaya FM launched the content consumption celebration named “123 Knowledge Carnival”; Zhihu released Zhihu Live, etc. On March 7, 2017, Douban launched the first paid product – “Douban Time”; later on, Tencent CEO Huateng Ma claimed that they were speeding up putting paid subscriptions online on WeChat public accounts.

在注意力和优质内容越来越成为稀缺品的今天,线上的“知识付费”平台站在风口,已经准备好拎着知识迎风而起。

Nowadays, as concentration and quality content become increasingly scarce, the online “paid knowledge sharing” platform is under the spotlight, ready to rise up to opportunities with the knowledge reserve.

而“知识付费”的风生水起恰恰说明了学习知识的重要性。

The rise of “paid knowledge sharing” exactly demonstrates the importance of learning knowledge.

举例来说,自1991年我国第一批9所高校设立MBA教育后,发展至今,中国MBA培养院校已经发展至230余所。从这一很小的方面点可以折射反映出,越来越多的人选择进一步学习,或者是不断地去学习。

For instance, since the establishment of MBA education by the first batch of nine universities in China in 1991, the number of Chinese MBA higher education institutions has increased to more than 230. Such minor aspect demonstrates that more and more people choose to pursue further education, or continue to learn.

有人说:“你需要隐藏所有的辛苦,才能让你今天的成就看起来毫不费力”。但是,世界上没有人一生下来就是上天眷顾的幸运者,也不会存在不去学习就天赋异禀的人拥有做一切事业的知识与能力,每一个大大小小的成就背后,都是主人公不断学习的种子。

It is said that: “You need to hide all the hard work to make your achievements today seem effortless.” However, no one in the world is so luckily born with extraordinary talents that they don’t need to learn to equip knowledge and capabilities for all undertakings. Each achievement, big or small, is a result of planting the seed of learning.

艾诚:人贵有自知之明,当你对自我认知清楚,对这个趋势很明白的时候,你才能找到一席之地。但是我发现,你最近的身份有一个巨大的转型,比如说今天登台,说你不是是传媒人,是投资人了。为什么会认定自己是投资人?

Gloria Ai: Self-recognition is invaluable. When you acknowledge yourself and understand the trend, you are able to secure a spot in the sector. But I noticed that you transformed your identity sharply recently. For example, on the stage today, you claimed that you’re not a media person, but an investor instead. Why do you think you are an investor?

李静:就像我从事每个行业一样,一边做负责人,一边在学习,可能在知识体系上,我是第一阶段,但是我喜欢。我是觉得,如果让我存在,让我快乐,不是吃好的喝好的,是有难题,甚至是翻过那座山可能掉进海里,我喜欢冒险,喜欢有命悬一线的感觉,有种赌徒精神。现在随着年纪增长也不能赌了,但是学习总是要学的。

Jing Li: Just like every business I’ve been engaged in, I served as a leader while learning at the same time. Maybe I’m still at a primary stage in terms of building a knowledge system, but I enjoy the process. From my perspective, if I live and want to be happy, I don’t yearn for a well-off life; instead, I care for challenges, even if I might fall into the sea after climbing over a mountain. I enjoy adventures and the feeling of hanging by a thread. It’s like a gambler’s spirit. As I grow older, I can’t gamble arbitrarily anymore, but I still need to keep learning.

比如说我有三个闺蜜,那英、蒋雯丽、宋丹丹,她们之所以成为那么优秀的人,真的是自我驱动。雯丽学油画已经画得非常好了,然后现在就国学。丹丹是学钢琴,从一点都不会,现在弹得非常好,我们每天都在PK学习,然后老那(那英)是普拉提、英语,然后练对话。

For example, I have three close female friends, Ying Na, Wenli Jiang and Dandan Song. Their success is truly driven by self-motivation. Wenli has already become proficient in oil painting, and now she’s onto studies of Chinese civilization. Dandan is dedicated to learning to play the piano. She has become great at it by learning from scratch. We’re competing on our learning progress every day. Ying Na is devoted to practicing Pilates and English communication.

我们再看知识付费领域,重要的是大家这种学习的欲望。学习是反人性的,但是我们要让所有人觉得学习不是反人性的,以前我不学很多东西就是我讨厌考试,我为什么要去学习,我好不容易都毕业了。现在我觉得,真正知识付费是要把所有人的那种“我要变得更好”这个潜意识调动出来,而不是让大家觉得在做一件反人性的事,那就太累了。

Let’s switch back to the paid-knowledge sharing sector. The key lies in people’s desire to learn. Learning is anti-humanity, but we need to make everyone feel the opposite. I used to refuse learning because I hated exams, thinking that why I should keep studying now that I’ve already graduated. Now I believe that the paid-knowledge sharing should truly awaken people’s subconscious yearning to “become a better person”. If people feel like learning is anti-human, that would be exhausting.

有的人不喜欢冒险,更愿意停留在舒适圈感受啊安全感,这种做法在规避一切“无趣”与风险的同时,也亲手断送了自己的全部机遇,因为幸运更不可能眷顾浅尝辄止或者是蹉跎岁月的人。

Some people repel taking risks and are more willing to stay in the comfort zone and feel safe. In this way, while avoiding all the “boredom” and risks, they also ruin all their opportunities, because luck won’t favor those who avoid taking a step forward or wasting their time.

但学习的确是一件很枯燥的事情,很少有人能将学习视为兴致盎然的乐趣,尤其是当涉足全新的陌生领域之时。

But learning is indeed tedious. Few people can actually take pleasure in learning, especially when it comes to unfamiliar new areas.

就像李静所说,重要的是如何去“调动学习的欲望”。将“为了学习”作为一种“精神压”而去学习固然没有积极性,甚至还会出现强烈的反作用,那么,如果是为了走向更美好的将来呢?

As Jing Li said, what is important is how to “stimulate the desire to learn.” There would be no passion for learning just “for the sake of it”, which would merely be a “mental pressure” and could even incur negative effects. What if it’s for a brighter future?

抓住机会,“我要变得更好”可以成为驱动力,去冒险去学习,然后拥抱“明天”的幸运。

Seize the opportunity. The belief of “I want to be better” can be the driving force to take risks, to learn and embrace the luck for the “future”.

最后,送上艾诚老师的一句话与大家共勉:越学习越幸运。

Finally, I’d like to share with a sentence by Gloria Ai: the more you learn, the luckier you will be.