Ding Lei
丁磊
Founder and CEO of NetEase, creator of 163.com, pioneer in China's online gaming industry
Biography
Ding Lei (William Ding), born October 1, 1971, in Fenghua, Zhejiang, is a pioneering Chinese internet entrepreneur and the founder and CEO of NetEase (163.com), one of China's largest and most successful internet technology companies. After graduating from the University of Electronic Science and Technology of China, he famously quit his stable government job to pursue the nascent internet industry, founding NetEase in 1997.
Under his leadership, NetEase evolved from a simple email service provider into a diversified internet giant with major ventures in online gaming, e-commerce, online media, music streaming, and even modern agriculture. Ding is renowned for his product-centric philosophy and a keen sense for market trends, particularly in the gaming sector. His strategic vision and relentless focus on quality made him China's richest man in 2003 and a lasting, influential figure in the tech world.
Education Background
- 1993: Bachelor's degree in Communications Technology from the University of Electronic Science and Technology of China.
Major Achievements
- 1997: Founded NetEase and launched the hugely popular 163.com free email service, capturing a massive user base in the early Chinese internet.
- 2000: Led NetEase to a successful, albeit turbulent, IPO on the NASDAQ.
- 2001: Made a pivotal and company-saving strategic shift into online gaming.
- 2003: Became China's richest man at age 32, highlighting the meteoric rise of the internet industry and the success of NetEase's gaming division.
- 2008: Secured the landmark deal to operate Blizzard's "World of Warcraft" in China, cementing NetEase's status as a gaming empire.
- Successfully expanded NetEase into diverse sectors including e-commerce (Yanxuan), music streaming (NetEase Cloud Music), and online education (Youdao).
Business Philosophy
Ding Lei's philosophy is rooted in a deep-seated passion for creating high-quality products. He is famously quoted as saying, "Our product strategy is to be like a craftsman, meticulously polishing our products." This artisan-like approach emphasizes patience, attention to detail, and a long-term perspective over chasing short-term trends. He believes in "interest-driven" innovation, encouraging teams to pursue projects they are genuinely passionate about. This has resulted in a corporate culture at NetEase that values creativity and quality, allowing the company to build a portfolio of products with strong user loyalty and long lifecycles.
Innovation and Impact
Ding Lei's impact on China's internet is profound. He pioneered the "freemium" model with his email service, which became a standard for user acquisition. His bold and successful pivot to self-developed online games established a viable and lucrative business model that many would follow. More recently, with ventures like Yanxuan and his high-tech pig farm, he has championed a new form of "quality-first" consumerism, using internet methodologies to disrupt and upgrade traditional industries. His leadership style, which prioritizes passion and craftsmanship over "wolf culture," has made NetEase one of China's most respected and innovative tech companies.
Timeline
1971
Birth and Early Life
PersonalMedium ImpactOctober 1, 1971
📍 Fenghua, Ningbo, Zhejiang
Ding Lei was born in Fenghua, Ningbo, Zhejiang province.
1993
Graduates and Joins Ningbo Telecom Bureau
EducationMedium ImpactJuly 1993
📍 Ningbo, Zhejiang
Graduates from the University of Electronic Science and Technology of China and begins work at the Ningbo Telecom Bureau.
1995
Resigns and Moves to Guangzhou
Pivotal MomentHigh ImpactMay 1995
📍 Guangzhou, Guangdong
Resigns from his government job and moves to Guangzhou to pursue a career in the internet industry.
1997
Founds NetEase (163.com)
FoundingHigh ImpactMay 1, 1997
📍 Guangzhou, Guangdong
With 500,000 RMB in startup capital, Ding Lei founds NetEase in Guangzhou.
2000
NetEase Lists on NASDAQ
IPOHigh ImpactJune 30, 2000
📍 New York, USA
NetEase successfully lists on the NASDAQ, but is immediately hit by the dot-com bubble burst.
2001
Pivots to Online Gaming
Strategic TransformationHigh ImpactAugust 2001
📍 Guangzhou, Guangdong
Ding Lei makes the pivotal decision to enter the online gaming market, saving the company.
2003
Becomes China's Richest Man
Major AchievementHigh ImpactOctober 1, 2003
📍 China
At age 32, Ding Lei is named the richest man in mainland China by Forbes.
2008
Secures World of Warcraft Deal
Major AchievementHigh ImpactAugust 13, 2008
📍 China
NetEase secures the exclusive rights to operate Blizzard's 'World of Warcraft' in China.
2009
Announces Venture into Pig Farming
Strategic TransformationMedium ImpactFebruary 1, 2009
📍 Zhejiang, China
Ding Lei announces NetEase will venture into high-tech, sustainable pig farming.
2013
Launches NetEase Cloud Music
Product LaunchHigh ImpactApril 23, 2013
📍 Hangzhou, Zhejiang
NetEase launches its music streaming service, focusing on community and personalization.
2016
Launches NetEase Yanxuan
Product LaunchHigh ImpactApril 1, 2016
📍 Hangzhou, Zhejiang
NetEase enters e-commerce with Yanxuan, pioneering the ODM model in China.
Related Stories
The 'Marriage' of the Century with Blizzard: How Ding Lei Secured World of Warcraft and Established NetEase's 'Gaming Empire'
In 2008, when the Chinese agency rights for World of Warcraft were about to change hands, everyone assumed this 'juicy prize' would fall into the hands of an industry giant without question. However, Ding Lei, with astonishing sincerity and an ultimate commitment to player experience, staged a shocking reversal and successfully 'won over' Blizzard. Securing this epic game not only brought massive revenue to NetEase but, more importantly, it firmly established NetEase's unshakable 'empire' status in the Chinese gaming industry. What kind of gamesmanship and power struggles unfolded behind this historic business negotiation?
The 'Craftsman' Philosophy of a 'Zen' CEO: How Ding Lei Built the 'Happiest' Company in China's Internet Industry
Against the backdrop of 'wolf culture' and the prevalent '996' work schedule in China's internet industry, Ding Lei and his company, NetEase, have always been an anomaly. He is the only CEO on China's top rich list who always has a smile on his face, and NetEase is known for its great employee benefits and work-life balance. What kind of management philosophy is hidden behind Ding Lei's 'Zen' and 'happy' demeanor? How has the 'craftsman spirit' he advocates allowed NetEase to continuously create blockbuster products without resorting to 'squeezing' its employees?
The Comeback of a 'Music Believer': How Ding Lei Built NetEase Cloud Music in the Cracks Between Giants
In 2013, China's online music market was already dominated by Tencent and Alibaba, with high copyright barriers leaving little room for new players. However, as a die-hard music enthusiast, Ding Lei insisted on 'reinventing the player.' He personally led a small team, approaching from the seemingly 'unserious' angles of 'music community' and 'personalized recommendations,' ultimately creating a product with explosive word-of-mouth—NetEase Cloud Music. How was this project, a 'payment for passion,' born? And how did it miraculously carve out a path in a market crowded with giants?
With 500k in Capital: How Ding Lei Coded the China-Changing '163.com' in a Small Guangzhou Room
In 1997, in a rented room of less than 8 square meters in Guangzhou, 26-year-old Ding Lei and a few partners founded NetEase with 500,000 RMB in seed money. Their goal was simple yet bold: to create a free email system for the Chinese people. In an era when even connecting to the internet required a dial-up modem, this idea was nothing short of fantasy. How did they overcome the immense difficulties of funding, technology, and the market to make the '@163.com' suffix a collective memory for a generation of Chinese netizens?
From 'Tech Geek' to 'Happy Billionaire': What Exactly Makes Ding Lei and His Company NetEase So 'Cool'?
For over two decades, Ding Lei has led NetEase from an email service provider to a diversified internet empire covering gaming, music, e-commerce, and education. Among all of China's internet tycoons, he is perhaps the furthest from the 'trends,' but the closest to 'users' and 'common sense.' He has carved out an atypical path to success with his unique 'slow' philosophy and extreme pursuit of 'passion.' As we look back on Ding Lei's entrepreneurial journey, what has he truly taught us? And what unique value has NetEase left for this era?
From Heaven to Hell: Why Did NetEase's NASDAQ Listing Nearly Cost Ding Lei Everything?
In June 2000, NetEase successfully listed on NASDAQ, marking a peak moment in Ding Lei's life. However, before he could celebrate, the global dot-com bubble burst, pushing both NetEase and him to the brink of bankruptcy. The stock price plummeted from $15 to less than $1 and was even suspended from trading. In those dark days of 'waking up losing money every day,' how did Ding Lei resist the temptation to 'sell the company'? And what belief sustained him to finally walk out of the abyss?
The 'Pig Farming Dream' of an Internet Billionaire: Why Did Ding Lei Make a Cross-Industry Decision That Stunned Everyone?
In 2009, when NetEase's gaming business was booming and Ding Lei was firmly seated as the 'top player' of the Chinese internet, he suddenly announced a shocking decision: NetEase was going into pig farming! This news sparked huge controversy and ridicule, seen by the public as a whimsical side project. However, Ding Lei was incredibly determined, investing heavily to explore a new, high-tech pig farming model. Was he just 'being willful with his wealth,' or did he see a new blue ocean market ignored by the giants?
The 'Direct-from-Factory' Ambition: How Ding Lei's NetEase Yanxuan Sparked a 'Quality E-commerce' Revolution
In 2016, when China's e-commerce market was firmly dominated by Alibaba and JD.com, and almost everyone believed the landscape was set, Ding Lei once again played the role of 'disruptor' by launching NetEase Yanxuan. With a brand-new 'ODM model,' it bypassed brand owners and distributors, directly connecting top-tier factories with consumers under the banner of 'a better life doesn't have to be expensive.' How was this seemingly 'anti-business' model born? In the red ocean of e-commerce, surrounded by giants and high traffic costs, how did Ding Lei's 'Yanxuan' (Strictly Selected) philosophy carve out a new battlefield for NetEase?
A Lifeline or a Massive Gamble? How Ding Lei Pulled NetEase Back from the Brink with a Single Game
In 2001, NetEase's stock had crashed, trading was suspended, and Ding Lei and his company were in their darkest hour. When all other ventures seemed hopeless, Ding Lei saw a glimmer of hope in 'online gaming,' a field then considered a 'monster.' He went against all advice, betting the company's last resources on the self-developed game 'Westward Journey.' At the time, this was an all-in gamble. What unseen opportunities did Ding Lei see behind this bet? And how did he lead his team to overcome the huge technical and mindset gap between being a 'portal' and becoming a 'game' company?
Defector from the System: How Ding Lei Quit His Iron Rice Bowl for the 'Wild Era' of the Internet
In 1995, 24-year-old Ding Lei had an enviable 'iron rice bowl' job at the Ningbo Telecom Bureau in China. However, the stable and comfortable life within the system felt suffocating, like a 'frog being boiled in warm water.' On a fateful night, he made a decision that shocked everyone: he resigned to head south. In an era when the internet was still seen as a 'monster,' what ignited the fire in his heart? What struggles and reflections gave him the courage to smash his own 'iron rice bowl'?