Cover | Stills of The Great Gatsby

1

"Rich people don't work for money"

The masses have not forgotten this book.

131 was published in 2 and there was a "purple storm" at the beginning of the new century. In the past ten years, this book has ranked first in Dangdang's best-seller list-investment and financial management sub-list for five consecutive years, and even there is a strange phenomenon that the new and old versions have swept the top two.

In the Top 1 list of popular financial books in Douban, this book also ranks first. Even Warren Buffett and his mentor Graham had to make way for it, and "Investing in the Bible" and "Rich Dad and Poor Dad" had to bow their heads.

Dangdang page screenshot

This is definitely an unusual thing.

131 is the first real bestseller in China. Bill Gates's book "Smart Investor" and corporate biography "Rich Dad and Poor Dad" were published a few years ago, but their influence was limited to a small circle and the public awareness was not enough. In contrast, even those who haven't read The Road to the Future are familiar with this title, and more or less remember the special purple cover with "rich dad" printed in gold font and larger font size, and "poor dad", that is, "poor and white".

Lenovo Why once said that this year's book fair is "two fathers versus one girl". This "girl" refers to Rich Dad and Poor Dad published by Writers Publishing House in the same year. The similarity between the two books is that both books are accurate in the code of the times.

The success of p>31 has grasped two factors:

First, the word "financial quotient" was first coined and compared with "IQ" and "EQ": there should be at least one.

second, the seeds of "financial freedom" were first planted in the hearts of Chinese people and have since become the life goal pursued by generations.

But it must also be admitted that the popularity of this book also depends on the title of genius. Before this, few titles used such a straightforward and strong contrast. The words "rich" and "poor" are like two compounds, and once they meet, they will have a strong chemical reaction.

poor dad said, "I can't afford it"; Rich dad said, "How can I afford it?" .

My poor father said, "I am not rich because I have children." My rich father said, "I must be rich because I have children."

working for the poor to make money; Rich people don't work for money, but let money work for them.

It was not an era when everyone dared to express "being proud of pursuing wealth". Most people don't know much about other ways to increase their income except dead wages and savings. The contrast between the rich and the poor in the book provides another possibility, and the resulting conceptual impact is like a hurricane.

31 was published in the United States in 1997. Two years later, in 1999, a deputy general manager of World Book Company attended the Frankfurt Book Fair and decided to introduce it to China.

The judgment of World Book Company is that this kind of book is extremely rare in China. It doesn't teach people basic knowledge and operation methods, but its point of view is sharp and sharp, which shapes an unprecedented view of wealth.

books are valuable, but the risks are not small. The company decided to learn from foreign models, introduce venture capital, and found the famous securities investor Tang Xiaoming. Tang Xiaoming didn't know much about publishing, but he was very interested in this book, so he invested 8, yuan to participate in the development of the "Rich Dad" project.

they all bet correctly. 31 came out in September 2, and its sales reached the top in December, which was highly sought after.

this book has put a lot of thought into marketing. He made a high-profile appearance at the Beijing International Book Fair and held a press conference at Xinhua News Agency. The following year, Robert T. Kiyosaki came to China for publicity, and was invited to appear in the program of China Book Business Daily on CCTV, with the theme of financial and business dialogue. Among the guests present, Yang Baiwan, known as "the largest shareholder in China", also attended.

Kiyosaki participated in the Harvard Girl Liu Yiting project

Later, Kiyosaki came to China many times, mostly to give a speech and promote his financial and business training courses. "Rich Dad and Poor Dad" was successfully tested in Tang Xiaoming in, and the following year, the Beijing Finance and Business Education Center was established, and in cooperation with Kiyosaki, the goal was turned to finance and business training, and disciples were recruited. At the same time, the lineup of "Rich Dad" series books has also been expanding. Up to now, a series of books have been published with a total sales volume of over 4 million.

in p>212, "rich dad" Kiyosaki was exposed that one of his companies filed for bankruptcy. In recent years, he has been shouting for Bitcoin on social media, and his credibility has been declining. Haofu

Kiyosaki cooperates with a platform to sell classes for himself. After the course, he doesn't intend to pay a penny to the platform. The court ruled that the platform could split the accounts from his "rich global company", so Kiyosaki directly declared the company bankrupt, which can be said to be a practice of the 3354 theory in his book: "You have a skill or asset, which can be considered as an enterprise and enjoy more benefits and protection".

and this company is just one of many assets under Kiyosaki's name. Netizen comment: I didn't understand this sentence ten years ago, and now I have discovered the hidden mystery. Therefore, Kiyosaki is really a model of "speaking for yourself".

2

How many people have become "rich dads"?

bestsellers are not necessarily equal to quality, but all bestsellers are the "* * * plot" of the times.

Before the conceptual tsunami triggered by Rich Dad and Poor Dad, the soil had been loosened.

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firstly, in 199 and 1991, Shanghai Stock Exchange and Shenzhen Stock Exchange opened one after another. In 1994, the film "Stock Crazy", starring Pan Hong and Liu Qingyun, was about the madness of the whole people's stock trading at the beginning of the opening of the securities market. In 2, the amount of A-share financing exceeded 1 billion, and the China stock market was experiencing a bull market, and people's enthusiasm for pouring into the stock market was unprecedented.

second, real estate investment started. After the housing system reform in 1998, houses gradually became commodities. Official public opinion began to release signals. This year, Zhang Ping, director of the Institute of Economics of China Academy of Social Sciences, published an article: "Guiding people's awareness of investment in housing"; "China Real Estate News" wrote an article reminding that individuals should enhance their investment awareness when buying houses.

Until 23, the status of real estate industry as a pillar industry for China's economic development was officially confirmed.

unfortunately, only a few people seized these two opportunities.

stocks, Public Offering of Fund, houses? More and more investment doors have been opened, and the central bank has lowered the deposit interest rate many times, encouraging people to take out their deposits sleeping in banks and invest them in the capital market.

Rich Dad and Poor Dad came into being at the right time.

When the county magistrate of Lishu County, Jilin Province was on a business trip, he bought a copy of Rich Dad and Poor Dad at Changchun Airport. He felt very good and went back to lend the book to some cadres. Soon after, the "Rich Dad" project team received a phone call from the secretary of the county magistrate, asking for an order of 2, copies, and distributed one to each of the following village and town cadres. "Farmers want to get rich, they must start with their thoughts."

it doesn't matter whether it's a real case or a marketing routine. what's important is to get on the bus quickly.

in June, 27, the central media issued a document: National Investment Awareness Awakens in an All-round Way. The latest questionnaire survey of urban depositors released by the central bank shows that securities investment has surpassed savings deposits for the first time to become the first choice for residents. "This is a great shift in the concept that capital becomes capital! "An economist sighed," This is the proof that China is entering the capital age!

Indeed, the first decade of the 21st century is a proof that China is entering the capital era, and it is also the spring of economic management and publishing, especially personal investment and financial management.

In p>24, Machinery Industry Press also successfully realized the transformation to the category of management by introducing Buffett's Letter to Shareholders.

The market of economic management books in that period was splendid. In addition to personal investment categories, biographies of entrepreneurs at home and abroad, successful managers and other management philosophies, and the interpretation of economic trends such as The World is Flat, popular books such as Boiled Three Kingdoms, You Can't Learn from Fishing in the Sea, Milk Coke Economics have emerged, and of course the controversial Currency War is unavoidable.

In p>219, CITIC Publishing Group went public, and its chairman Wang Bin said, "The reform and opening up gave birth to CITIC Publishing. This sentence can be interpreted in two ways. First, at the enterprise level, CITIC's own shareholding system reform, and second, the capital market and economic development since the reform and opening up have cultivated the soil for managing books.

3

"Rich Dad" keeps pace with the times

A book has been sold for 2 years. In recent years, it has returned to the forefront of the best-selling list again, and it is still necessary to find the source from reality.

let's go back to the title of that genius! Up to now, the title of this book is not out of date, and its connotation is constantly "being" advanced with the times. In fact, the Chinese version of that year omitted the subtitle of the original version. The original version is like this: "rich dad, poor dad: what the rich teach their kids about money-that the poor and middle class do not!" 》。

With the issue of intergenerational inheritance, this book has been successfully transformed from the original adult financial and business enlightenment textbook into a parent-child reading: "poor dad" once tried to be a "rich dad", and if he found that he had no hope in this life, he would transfer his hope to his children.

So Kiyosaki paid tribute to a new audience in his new dedication: to all the parents in the world-the first and most important teacher of every child.

In short, no matter what stage of your life you are in, as long as you have desire and anxiety, this book can accurately harvest you.

If it's not enough, the Rich Dad Series even specially developed a parent-child suit to cultivate financial quotient for your children from the age of 6, and start with dolls in a down-to-earth manner.

After entering 212, China's economic growth slowed down, and the personal finance books market became increasingly dull, with occasional peaks surging, which came from the national carnival triggered by the big bull market in 215.

The big bull market ended in p>215, and the real estate market cooled down in 216-the two major investment targets were calm, and the voice of "value investment" grew. However, the "Rose of Time" planted by Bin bloomed twice, Buffett's value investment concept revived, and Zhang Lei, the founder of Gao Ling, joined the camp with "Value" in his hand.

Even Li Xiaolai, the richest man in Bitcoin, claims to be a "friend of time". Li Xiaolai probably also read Buffett. He may have heard Buffett's words: Time is the friend of excellent enterprises and the enemy of mediocre enterprises. Li Xiaolai's audio lessons on the Internet were compiled into a book, named "The Road to Wealth and Freedom". There is another mentor who claims to lead people to achieve wealth and freedom.

But among the many self-styled "value investors", time will tell who is just talking and who is really doing it.

compared with these sex bosses, many ordinary investors are forced to become "friends of time". Under the big bull market, pigs can take off. However, at present, the transition period is long, and many people are lurking, holding "value investment" in their left hand and "rich dad" in their right hand, waiting for the summer of the next bull market.

In recent years, phenomenal management super bestsellers are hard to find. So what is the biggest segment of this market?

the answer is: exam. In 219, the proportion of code ocean has risen to more than 3% of the whole market of management books.

maybe people are becoming more and more pragmatic. It is better to jump into the circle closest to wealth than to sit and talk.

Time has passed. Now, on a social platform, a former reader wrote under "How to evaluate the book Rich Dad and Poor Dad": After reading it that year, he forgot the specific content, only two words were kept in mind, and he bought a house. I have benefited a lot now.

[1]. Rich Dad and Poor Dad: 2th Anniversary Revised Edition

[4]. The variety of products sold is stable, and the best-selling hot spots are changing-an analysis of the market of economic management books in recent 2 years

Editor | Chen Runjiang Consultant | Wang Shuqi Related Q&A: How many books are rich dad and poor dad

This set of books *** 8, The authors are (American) Robert T. Kiyosaki

1, Rich Dad and Poor Dad

2, The Road to Financial Freedom for Rich Dad

3, Investment Guide for Rich Dad

4, Business School for Rich Dad

5, Rich Dad, Rich Kids, Smart Kids

. There are many tips for further reading, so you can pay attention to them when reading.

this book has one shortcoming: simplification and conceptualization. Some suggestions are not feasible in China, and the operability is not strong. Related question and answer: What is the thinking of Rich Dad and Poor Dad?

I think the thinking expounded in Rich Dad and Poor Dad is the transformation of four quadrants of ESBI. You can develop in which quadrant you want to be.

Every quadrant can be successful if it is done to the extreme, and Mr. Robert Kiyosaki can't tell you how to become a successful person in quadrant I, otherwise there will be no poor people in the world.

"Learning without thinking is useless, thinking without learning is dangerous." "It's better to retreat and form a net." "It is better to teach people to fish than to teach people to fish." China's 5,-year-old culture is enough to show that the way to acquire wealth depends on the brain, not physical strength.

Let's put it simply. There is no doubt that people create wealth through labor.

according to the law of conservation of energy, as much energy as you can create, you can exchange it for corresponding wealth.

in ancient times, the wealth created by people was first invested in education, and the level of education determined the level of wealth. Why invest in education? Because the ancients understood that the energy created by mental labor is far greater than that created by manual labor.

For example, Edison invented the electric light, which made people bid farewell to the dark night. Physical labor can only be quantitatively changed, while mental labor has far-reaching qualitative changes.

In modern times, the gap between the rich and the poor is gradually narrowing, and the education level is generally narrowing. Don't envy the rich second generation. It makes sense to be richer than three generations. The more wealth you squander, the less energy you create. Sooner or later, you will sit on empty seats. Everyone has a college degree, and everyone is almost the same.

It's time to test your eyes. I've been thinking for a long time about how to distance myself from others. I used to invest in education, but now I have to invest in health.

Only a healthy body and a long life can open the distance with others. The longer you live, the more energy you create, and the more wealth you have.

conclusion: engage in mental work and invest in health.