Ten years ago, people started new businesses. A large number of companies appeared on the market. Whether new graduates or seasoned entrepreneurs, starting a brand new business has become a trend. Active VC and strong government support boost start-up business.

In early 2020, the time came when the pandemic spread around the world. A shock wave mainly hit private companies and small businesses. Mr. Tao GUO was one of them who experienced both the closure and survival.

We interviewed Mr. Tao GUO, a private entrepreneur representative who has more than ten years of experience in setting up a business in China. Tao GUO established the first diversified bookstore in China, YANJIYOU, in 2012, and then explored the live house market in 2017. He joined the live house brand Music House and took the company to a new phase with the reconstruction of the business model and initiated the merger and integration of subsidiaries to strengthen the brand and market position.

During Tao GUO’s tenure as YANJIYOU’s first elected chairman, the business model has proven successful through the acquisition of two rounds of VC funds during his tenure. From 2012 to 2019, YANJIYOU opened more than 60 stores nationwide, with a plant area of ​​more than 100,000 square meters. However, since the pandemic began in early 2020, YANJIYOU has closed most of its stores, with fewer than 10 stores remaining. Tao explained that YANJIYOU provided a new-style service that responded to crowds of offline customers. YANJIYOU is more than a book store, it also has coffee, creative cultural products, art exhibitions and music performances, etc. YANJIYOU declined during the pandemic.

Mr. Tao GUO assumed the role of CEO of Shanghai ErShe Brand Management Co., Ltd in early 2020 as the pandemic period raged worldwide. Shanghai ErShe owns the nationwide famous live house brand “Music House”. Unlike YANJIYOU, the live…