Published Books
Business. History. Leadership. Human Experience.
Eleven books spanning memoir, business, leadership, and fiction- each shaped by nearly four decades of leadership in retail, e-commerce, investment, and entrepreneurship.
11 Published Books,
220,000+ Copies Sold
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Featured Publication
Long Crossing
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Business & Management
Drawing on nearly four decades of executive leadership, these books explore retail, e-commerce, entrepreneurship, management and the future of commerce. Together they reflect Roger Huang's practical philosophy of business built from experience rather than theory.
我看电商 E commerce Foundation 2012
With over 140,000 copies sold, this book has become an essential guide for anyone involved in e-commerce. It is particularly valuable for online retailers and business operators, investors and service providers in the digital economy, students and aspiring entrepreneurs entering the industry, as well as traditional businesses preparing to embrace e-commerce.
An insightful analysis of China's evolving e-commerce ecosystem, written by one of the industry's earliest practitioners and observers.
再看电商 Looking at E-Commerce Again, 2014
Looking at E-Commerce Again, is Roger Huang's follow-up to his bestselling My View on E-Commerce. Building on the dramatic transformation of China's digital economy over the previous decade, the book examines the emerging business models, opportunities, and challenges reshaping the e-commerce landscape.
Combining strategic analysis with practical case studies - including the well-known "Three Cups of Tea" theory inspired by Vipshop - the book offers insights into traffic acquisition, logistics optimization, private-label development, and digital transformation. It also examines the differing dynamics of PC-based and mobile commerce, providing practical guidance for entrepreneurs, executives, investors, and traditional businesses navigating the digital economy.
我看电商2 E commerce Foundation II, 2016
E-commerce is not as revolutionary as it is often portrayed. Fundamentally, it is simply a new channel enabled by the Internet. Yet that channel opens access to an entirely new marketplace.
Rather than teaching readers how to run an e-commerce business, this book challenges them to think differently. It offers a framework for understanding emerging business models, identifying opportunities, and finding the right point of entry into an increasingly digital world.
电商的终局，The Future of E-Commerce 2021
The Future of E-Commerce. As the concluding volume of Roger Huang's acclaimed e-commerce series, The Future of E-Commerce argues that people - not products - have become the true centre of modern retail.
Organized into three sections - The Fundamentals of Retail, China's Retail Transformation, and The Human-Centered Retail Model - the book explores how user-centric thinking, digital marketing, and traffic strategies are reshaping the future of commerce. It also examines some of the most influential trends in contemporary retail, including livestream commerce, video marketing, cloud retail, the rise of new Chinese brands, and the creation of blockbuster products.
Drawing on decades of leadership in China's retail and e-commerce industries, Huang presents a forward-looking vision of retail built around consumer engagement rather than transactional selling. His concept of "Cloud Retail" and his argument that "the future of e-commerce is ultimately about people, not products" have been widely recognized as some of the book's most original and thought-provoking contributions.
《走出电商困局》Breaking Through the E-Commerce Dilemma, 2013
The book analyses several deeply rooted problems within the industry, such as destructive price competition, the pursuit of scale at the expense of efficiency, and the assumption that traffic alone guarantees success. It challenges commonly repeated ideas such as “losing money today in order to earn more tomorrow,” “scale equals efficiency,” and “traffic is everything.”
The book explores how companies can balance supply-chain efficiency with low-price strategies, addresses the limitations of platform-based business models, and calls for a return to the fundamental principles of retail.
红海困局， Electronic Commerce, 2014, Taiwan
In clear and engaging prose, the Author shares lessons from his career while offering his perspective on the future direction of digital commerce.
Challenging many conventional assumptions about e-commerce, the book addresses a range of widely debated topics, including the “industry winter” theory, cash-burning growth models, price wars, the idea that customers should always be treated as “God,” and the mobile purchasing habits of younger consumers. Its accessible style and clearly argued ideas earned strong praise from readers.
With nearly 30 years of experience spanning chain retail and e-commerce, Huang helped establish the Tmall platform and later contributed to Dangdang’s successful public listing. In this book, he examines in detail how traditional businesses can make the transition to online sales, and what strategic, operational, and organizational changes are required along the way.
零售的变革 （我看电商III）Redefining Retail, 2018
Organized into five sections, the book examines retail efficiency, emerging consumer segments, the evolution of sales channels, and the changing dynamics of modern commerce. Drawing on case studies including MINISO and Hema Fresh, it analyses new retail models such as social commerce, the sharing economy, and consumer-centric innovation.
Building on more than three decades of experience in the retail industry, Roger Huang argues that sustainable competitive advantage can only be achieved by redesigning businesses around evolving consumer behavior. The book also provides practical insights into curated retail models, membership programs, supply chain optimization, and service innovation, offering valuable guidance for retail professionals, entrepreneurs, and business leaders navigating the next generation of retail.
我看职场 Looking at the Workplace，2021
Drawn from the personal working journal of a senior executive with more than thirty years of leadership experience, this book shares practical lessons and real-world insights gained over decades in the workplace. Through engaging stories of career advancement, salary negotiation, personal growth, and the complexities of office relationships, the autor offers readers valuable guidance for building a more successful and fulfilling professional life.
Blending personal experience with practical management wisdom, this book is an invaluable companion for anyone seeking long-term career growth, stronger leadership, and a deeper understanding of success in the modern workplace.
Business Fiction Trilogy
A Business Fiction Trilogy Inspired by the True Story of the Tianyi Merchant Family and Their Journey Through 150 Years of Chinese History.
百年天一 The Story of Guo, 2020
The first novel in Roger Huang's historical trilogy, The Story of Guo is an epic family saga inspired by true events. Spanning the final decades of imperial China and the Republican era, it tells the story of four generations of a merchant family whose fortunes rise and fall alongside a century of social and economic transformation. Rooted in the history of the Tianyi Letter Remittance Enterprise in Fujian Province, the novel explores entrepreneurship, family loyalty, migration, and the enduring spirit of overseas Chinese communities.
太阳花，The Venture, 2022
The Venture is Roger Huang's second novel and his first work of contemporary business fiction. Set against the highly competitive world of private equity investment, the novel follows Chen, who is the fifth generation from Tianyi merchant family root, now a newly appointed investment partner he must prove himself in an unfamiliar industry while leading his team through uncertainty, fierce competition, and high-stakes decision-making.
As promising start-ups struggle to define viable business models and rival investment firms compete relentlessly for the next breakthrough opportunity, Chen Ping faces a series of difficult choices. Should he take bold risks when others hesitate, or follow conventional wisdom in pursuit of safety? From increasing investment in an emerging technology platform to competing aggressively for premium projects and rebuilding high-performing management teams, every decision tests not only his commercial judgment but also his leadership, courage, and integrity.
The author is one of China's pioneering leaders in modern retail and e-commerce., he is also the author of several bestselling business books. His debut novel, The House of Tianyi (2020), was widely praised as a contemporary work of fiction distinguished by its rich business wisdom and historical depth.
流传 The Legend, 2023
Legend is the concluding novel in Roger Huang's acclaimed Business Trilogy, following The House of Tianyi and The Venture. Blending contemporary business fiction with reflections on Chinese cultural heritage, the novel explores how timeless values continue to shape leadership, careers, and human relationships in the digital age.
Set against the backdrop of a globalized workplace, the story follows three siblings of the sixth generation of Tianyi family, as they embark on their professional journeys during the Internet era. After overcoming intense competition to secure their first careers, each confronts difficult choices involving ambition, ethics, workplace politics, and the realities of modern business. Through their experiences, the novel portrays the collision between traditional moral values and the demands of a rapidly changing commercial world.
Seen through the perspective of descendants of Tianyi, the novel examines how cultural heritage is not merely preserved but continuously reinterpreted across generations. More than a workplace novel, Legend is a thoughtful exploration of leadership, identity, and the evolution of values in the age of the digital economy.
Buy hard copy of these trilogy novels:
Amazon: https://www.amazon.com.au/%E5%A4%AA%E9%98%B3%E8%8A%B1-Sunflowers-%E9%BB%84%E8%8B%A5/dp/752121661X/ref=sr_1_1?crid=JWN4YLAVIND8&dib=eyJ2IjoiMSJ9.fI3EQ7AEVKkBpNNCxNlRmQ.iDaydUDvs-DpRV6h0EdODEF253fAxZ7hQh2tvEE1T78&dib_tag=se&keywords=%E9%BB%84%E8%8B%A5+%E5%A4%AA%E9%98%B3%E8%8A%B1&qid=1785581852&s=books&sprefix=%E9%BB%84%E8%8B%A5+%E5%A4%AA%E9%98%B3hua%2Cstripbooks%2C274&sr=1-1 ——————————————————————————
Why I Write
My business books record what I learned.
My novels explore why people make the choices they do.
My memoir asks what remains after a lifetime of change.
Together they tell one story - from business to humanity