Venture(US:VEMLY) Sou Hu Cai Jing·2025-12-15 08:32Core Viewpoint - Li Guoqing, the founder of Dangdang, announced his return to the e-commerce sector by launching a new company called "Li Xiang Life" at the age of 60, focusing on high-end online membership services [1][6]. Group 1: Company Overview - "Li Xiang Life" is positioned as an online high-end membership store, emphasizing a quality lifestyle for its members [6]. - The company plans to strictly control the markup rate of products to 1.25 times, significantly lower than the industry average [6]. - The first-year target is to serve only 5,000 premium members, indicating a focus on exclusivity [6]. Group 2: Company Formation and Structure - "Li Xiang Life (Beijing) Network Technology Co., Ltd." was established on September 28, 2025, with a registered capital of 1 million RMB [7]. - Li Guoqing holds a 99% stake in the company, while Li Xuemei is the legal representative [7]. Group 3: Background of the Founder - Li Guoqing, born in 1964 in Beijing, co-founded Dangdang in 1997 and led it to become the first pure online B2C e-commerce company listed in the U.S. in 2010 [8]. - After leaving Dangdang in 2019, he ventured into the knowledge payment sector with the "Zao Wan Du Shu" app, which faced financial difficulties, leading him to use live streaming for debt repayment [8].