No one looks at this road with deep affection and piety like him-it starts in Huangpu District, Shanghai and ends in nyalam county, Shigatse City, Tibet, and the 5476 National Highway G3 18. The longest national highway in China, passing through rivers and mountains, glacier canyons, virgin forests and savanna, has beautiful scenery. In Li Keqiang's words, with a length of more than 5,000 kilometers and an altitude difference of more than 5,000 meters, this road spans 5,000 years of Chinese culture and is a "treasure" in the history of world highway culture.
2018165438+10/5, a face of china appeared on the big screen of new york Times Square.
At the intersection of high-rise Manhattan, Seventh Avenue and Broadway Avenue, this oriental face with great personality tension quickly attracted the attention of the world. Under the snowy Mount Everest, he has long unruly hair and holds a billboard "G3 18 must drive in this life". Black sunglasses are hard to hide.
Those words: Shanghai-Tibet; A road will let you know China's "a way to know China". At this moment, starting from Manhattan, the crossroads of the world, China G3 18 went to the world.
The man in the picture is Li Keqiang, who gives China Highway more meaning. As a promoter of highway culture in China, he has a unique understanding of highway. "The expressway represents freedom, hope and enterprising, and can convey an upward force."
Li Keqiang thinks G3 18 is one of the few in the world. "Compared with route 66, G3 18 is not inferior in visual effect, resource endowment or historical significance." He said, "The goal of G3 18 is route 66, USA."
Route 66, USA, with a total length of 2,448 miles (about 3,939 kilometers), is called "Mother's Road" by Americans. The diagonal route 66 extends from Chicago, Illinois to Santa Monica, Los Angeles, California. Michael Wallis, a scholar who has studied route 66 for more than 60 years, once said, "route 66 is like a mirror of the American nation." It can be said that route 66 is a symbol of American pioneering, brave and pursuing freedom.
In Li Keqiang's view, the core reason why route 66 in the United States is known to the world is that it straddles the main traffic arteries in the United States, providing jobs for thousands of Americans during the Great Depression and the financial crisis, and helping the economic recovery. "I walked through route 66. It no longer represents the value of logistics, but exists as a cultural heritage and is more a symbol of the American spirit. "
"But G3 18 is different. It is a lifeline, and it has been growing. It also undertakes the logistics function in the central and western regions of China and is a big hub and connecting line. Its construction process is also the epitome of the hard struggle of the new China, witnessing the development history of China since modern times. "
He said that G3 18 is a "national road" and represents the spirit of "all the way up and perseverance".
G3 18 is located in the most dense scenic area of 30 north latitude, from the Yangtze River estuary at sea level to Mount Everest at the top of the earth, from the third step to the first step of China's terrain, from the foggy and rainy south of the Yangtze River to the beautiful scenery of Tibet ... This road tourism cultural belt not only has world-class tourism resources, but also is a tunnel for cultural tourism and historical interpretation.
7,000 years ago, rice from Hemudu, Zhejiang, millet from Kano site in Changdu, jade from Liangzhu culture, bronze from Sanxingdui, old house in Zhouzhuang, watchtower in Danba, from the Romance of the Three Kingdoms to the Biography of King Gesar, from the ancient Tang-Fan road to the Tibetan-Yi corridor. ...
Li Keqiang saw its resource endowment, and how to tap and connect in series was his original intention to build this IP. Undoubtedly, the label "Promoter of National Highway G3 18 Culture Promotion" is the most meaningful role in Li Keqiang's life.
He likes traveling and is keen on studying history and culture. Over the years, travel has become the most important part of his life, and how to discover China, experience China and feel China in this process is exactly what he has been exploring. These rich travel experiences and profound thoughts are reflected in the depths of his character. Contact with him, it is not difficult to find some characteristics of his Scorpio man: extremely vigorous energy, strong self-interest, keen insight and so on.
Li Keqiang's first label was "Mad Men".
Time goes back to 28 years ago. From 65438 to 0993, after the state completely liberalized the right to operate advertising, the advertising industry entered a blowout development stage.
Two years later, Li Keqiang, who failed in the college entrance examination and didn't want to be partial, started a new life journey. His first stop was Shanghai. "At that time, I had 300 pieces in my pocket and brought a small bag." Since I started painting in primary school, I have a certain art foundation and opened a space design studio in my hometown in Fujian, so my resume is not too ugly.
Soon after, he got his wish and went to an advertising company. He recalled that his dream at the age of 20 was to be an advertiser. "At that time, many people didn't understand my idea. Once I told my friends that I would be an advertiser in the future and wanted to own my own advertising company. They all laughed at me. " Li Keqiang corners of the mouth a curl, "I left at that time. Swallows know the ambition of swans. "
Now it seems that his imagination, unusual toughness, exuberant thirst for knowledge and keen insight are all the characteristics of an excellent advertiser.
Li Keqi's advertising road is hard but solid. He grew up quickly, from the initial "handyman" to designer, to design director, and then to form his own team. It only took him five years. He worked as an advertiser for 10 years and earned the first bucket of gold in his life, which laid a solid foundation for his later career.
Talking about the reasons behind it, he believes that there are talented ingredients, persistence, diligence, and the most important thing is to catch up with the best times in the industry. "Don't understand professional knowledge, go to the bookstore. If the customer wants a planA, I will always stay up late to prepare an extra Plan B. Slowly, this design will be adopted by more customers. "
If the advertising career of 10 is the first bright moment in Li Keqiang's life, there will inevitably be a painful trough from the moment he decides to transform.
In 2005, the advertising circle was fully open to foreign investment. Like a flood, the counterattack from international 4A companies began ....................................................................................................................................................................
"Advertising is more suitable for young people. Only people who are passionate, energetic and interesting will have more active ideas. I don't want to do this kind of service for Party A any more. Too passive. I was born in advertising. I have always wanted to build a brand and make an IP, which is unique in the world. This is my ambition and a challenge. "
When talking about this experience, "anxiety" is the most frequently mentioned word by Li Keqiang. "At that time, we had to raise a team of more than a dozen people, and we were particularly anxious to pay employees every day." He said, "20 19, I officially closed Ai Jia. Focus on promoting 3 18 highway culture. "
To sum up the reasons, Li Keqiang thinks that media people are not good at it, and professional people should do professional things. He said frankly: "I don't understand the business model, I don't understand the logic behind it, and I can't even write a BP."
Later, he and his partner went to Tibet by car. The bad weather, coupled with their tired driving all night, caused them to overturn twice on the Qinghai-Tibet line. He said, "There were many strange things in that trip. We were trapped by heavy snow, and I felt what' opacity' meant. I couldn't see any cars. "
He recalled, "That rollover was like a scene in a movie. I saw a lot of things flying in the car, and the whole world was moving in slow motion. I feel so close to death for the first time! It's too late to be afraid, and some scenes emerge in my mind: the fireman cuts the bolt and takes out my ID card to call home, which will make my mother and lover very sad ... I really can't accept it. What should the company do? "
At that moment, Li Keqiang felt a heavy responsibility. "I still have a lot of unfinished business." It is also from this moment that the teenager who does things according to his own preferences began to face the reality and gradually understood the hardships of the adult world and the rules of the game.
It is difficult to describe him with some inherent words. He is a character with rich, complex and intense personality.
This contradiction is reflected in many aspects. In the interview, Li Keqiang said that he really wants to tear off the label of "advertiser" now. But it seems difficult for him to avoid this topic. "The G3 18 culture I promoted is the ultimate brand I want to play in the advertisement."
For another example, he said that he was a perfectionist and was hard on employees. Sometimes I get angry with people around me because of work, but I hope he is a very gentle person. "After the age of 40, I am practicing, making myself peaceful and making my face more friendly. Otherwise it will be fierce. "
He doesn't want others to regard him as a businessman, but he says he doesn't reject the label "businessman". "This is a question of proportion. What kind of face should it be in front of different people at different stages? " He thinks he has many faces, but the core is the same. The so-called "shape is scattered."
He considers himself a "man with a sense of mission". "It is my mission to spread highway culture. To live is to find your own mission. You can't make yourself a passer-by in life, but you must always achieve something. G3 18 is the strongest task I have found. " He said, "But as an enterprise legal person, enterprise development is a business. To ensure future sustainability, there must be means to make money. "
In fact, businessmen and "mission" often have irreconcilable contradictions. Businessmen pursue the maximization of interests, and the sense of mission drives you to consider more ethics. And these two qualities are very harmonious in him.
He said that in the advertising era, he was quite proud. It was easy to make money, but he always stuck to the bottom line. "I won't go to' cut leeks', don't harvest, and don't charge other people's IQ tax."
"Extraordinary idealism" and "I don't see too many traces of businessmen in him" are the comments of his friends for many years. Although he didn't say these points, they were engraved in the depths of his character. Some perceptions that may be regarded as childish and anti-business logic still stubbornly remain in his mind after so many years.
Generally speaking, an idealist is prone to loneliness, but he is not afraid of loneliness. "It would be nice to be lonely. It is very important to get along with yourself, that is, to satisfy yourself and not to care too much about other people's comments. " But then he said, "You can't make yourself too noble. You are an ordinary person with desires, selfishness and secular desires. It is nothing more than how you balance management. "
There will always be moments in life that make you suddenly enlightened.
There have been moments like this in Li Keqiang. He said that the second time he went to Tibet, he experienced bad weather, driving all night and rolling over. Later, he quarreled with his partner and they traveled separately. When I arrived in Tibet, I woke up the next morning with an epiphany and felt very relaxed.
"It's a strange feeling. At that time, I felt that the sun was shining and the birds were singing and the flowers were fragrant. I walked on the street in Lhasa, and all the lamas smiled at you. Everyone is very friendly and feels like I am in a dream. " He said, "this may be in contrast to the bad situation in the past few days."
This may be the meaning of travel. This also strengthened the fact that he spread highway culture.
G3 18 Cultural Communication is the second venture of Li Keqiang. After the first painful failure, he also had a new understanding of the business world. To spread highway culture, he has his own logic and ambition: to promote economic development through traffic fission, brand promotion and cultural tourism industry along the line. "I am not a listed company, but I hope that the highway IP will incubate countless listed companies."
In order to build this IP, Li Keqiang and his team have made many explorations and attempts in the past five years, the most noteworthy of which is the "I must drive 3 18" punch-in landmark and stop signs along the route.
20 18, 18 On February 25th, at the first 3 18 highway cultural industry summit, the first "I must open 3 18 in my life" punch-in landmark landed at the west gate of Litang, becoming a compulsory punch-in station on 3 18. With the arrival of many famous scenic spots such as Mount Everest Base Camp, Bomi Bridge, Hailuogou, Gongga Mountain, Luding Bridge and Kangding Liuliucheng in the past two years, it has become a fashionable thing to take photos with 3 18.
"Why are so many people willing to punch in and take pictures here? Because this stop sign or landmark tells their hearts-they must drive in this life. " Li Keqiang believes that compared with those large projects that invest tens of millions or hundreds of millions, a stop sign and a landmark can get the same or even more traffic only by paying the basic production cost. Why not?
"I must open 3 18 in my life" is becoming more and more popular, and business is slowly starting. Walking on G3 18, especially on Sichuan-Tibet Highway, you will see this element in restaurants, hotels, roadsides, walls, floors, cars and so on.
"In fact, they are all wild. Many of them, like our logo, have not been authorized by us. " Li Keqiang does not support or oppose these freely growing elements and commodities. "The good news is that these have brought traffic and income to the local area and proved our commercial value. The bad thing is that some imitations are shoddy, which is not good for the long-term development of this road. "
Li Keqiang's transformation from the advertising industry has actually achieved "freedom of wealth" in a sense, but "tens of millions of dollars have been spent on 3 18 in recent years", he said: "In the first five years, we hope to promote and publicize as much as possible, so that more people can know the existence and value of this road, lay the fire for the next trip, and then conduct business cooperation in a planned way.
He added: "Because it is something worth doing for the rest of my life."
Many people will equate Li Keqiang with "3 18", indicating that some achievements have been made in the construction over the years, but if you have listened to his speeches several times, you will find that what he said most is: "3 18 is not mine, but everyone's."
For the second venture, he said frankly, "I am sure that making money ranks second." This ranking is the embodiment of his values. "Many people regard making money as their goal, so they will save money and pursue the accumulation of wealth. But for me, making money is a means, not an end. I think life is a journey, and money is to help you reach further places. "
He is a practitioner of "experiential life". In his view, if there is reincarnation in life, the practice of the previous life will be exchanged for the opportunity to travel in this life. "Life is a point of no return and an experience. When you face death, you can't take anything away, only your experience is real, and the rest are nothing and meaningless. "
"Stand at thirty, be confused at forty, and know your destiny at fifty." Although he is about to enter the age of knowing his destiny, Li Keqiang has never stopped exploring more possibilities of life. "Whether you are poor or rich, we are all fair in time. How to make good use of time is our greatest support. " He said.
He uses movies as a metaphor for life. "Do you have any regrets at the curtain call of the movie? Does anyone want to see your movie and find it interesting? So try to experience it, it's your own. "
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| Editor: Cui Xiaolin | Coordinator: Wang Xi
Editor: Liao Li | Typography: Wang Sihan