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People's Daily Online>>China Business

Outspoken, straightforward

By Chen Limin (China Daily)

14:55, February 23, 2012

Li Guoqing (left), co-founder and chief executive officer of E-Commerce China Dangdang Inc, and Peggy Yu, co-founder and chairman of Dangdang, tour the floor of the New York Stock Exchange on Dec 8, 2010. Dangdang's stock almost doubled in value in its debut on that day. (Photo/China Daily)

The man they call 'Big mouth' bluntly reveals his philosophy about business

BEIJING - Leaning back on the sofa and dressed in a plain red T-shirt and blue jeans, Li Guoqing looks younger than he is.

He adopts a comfortable posture, legs crossed, smiling, signaling that he is ready to talk. We are in the new office of the co-founder and chief executive officer of E-Commerce China Dangdang Inc, an Amazon Inc-like website that made its debut on the New York Stock Exchange in 2010.

Compared with most public company CEOs, who are usually reserved and mannered, Li is outspoken, straightforward and sometimes bad-tempered.

"It's a scarce resource in society, and I should play this role," he said, referring to some public comment he made on commercial affairs, which is usually incisive and sometimes not conventionally appropriate.

He was nicknamed "Big mouth Li" by some Chinese media or, rather, he earned the name after an outrageous war of words in which he accused Morgan Stanley of undervaluing his company's initial public offering and after other verbal battles with Dangdang's rivals last year.

The 47-year-old, however, seems quite used to it, and in his daily management of Dangdang, there is a coherent directness.

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