西藏他喜管理咨询有限责任公司董事长，2007年毕业于北京大学法学院，获得2019年度西藏自治区三八红旗手荣誉称号。

　

　　2023年4月，访客们来到了西藏自治区拉萨市他喜管理咨询有限责任公司。

　　公司创始人卓玛快步走到大家面前，主动伸出了手。“你好，我叫卓玛，是他喜的创始人。”她自信而简洁地介绍着自己的公司：“其实我们是一家具有平台属性的公司，通过咨询业务，顺便为当地文化产品搭建产销合一的平台。做这事需要情怀，恰好我就是有情怀的人，愿意带着一帮刚毕业的大学生做这件事。”

卓玛在地毯厂做现场咨询。

　　情怀是支持卓玛一步步走到现在的动力。这位北京大学法学院毕业的藏族姑娘，当初顶着舆论压力“逆势生长”：毕业后进入北京某私企工作，待公司上市后又回到西藏创业。她说：“西藏是我的家乡，无论走到哪，高原的烈风总呼唤着我回家。”

　　卓玛的前半段人生一直顺风顺水。

　　2003年，卓玛考入北京大学法学院，成为“天之骄子”。毕业后的她加入了北京一家藏药企业。

　　然而，就是毕业后的这个决定，让她第一次被亲友质疑。

　　因为出身名校，卓玛的同学“要不去当了公务员，要不就去大型律师事务所当起了律师”，就连同是北大毕业的姐姐，也进了药监局工作。而卓玛选择的，是一家位于北京的藏药领域中等规模公司。她说：“当时目的很单纯，我作为藏族姑娘，就是对藏药感兴趣，对藏族文化感兴趣。”

　　许多人不理解她的选择，饭桌上，一位师兄对她说：

　　“你简直就是不务正业，浪费资源。”

　　卓玛赔笑说“师兄你真幽默”。之后，她整晚都没再笑过。

　　然而令她最难过的，是看着母亲因为自己，承受了周围亲戚朋友们的舆论压力。

　　“亲朋好友觉得我妈对我过于放纵了。”卓玛说，“很多家庭，家长会干涉孩子的选择，但我妈不会。”母亲并不是一位受过高等教育的知识女性，但她对卓玛的选择给予了充分尊重：“我女儿上的是全中国最好的学校，她的决定一定不是胡来。”回忆起这些，卓玛忍不住红了眼眶。

　　得到母亲的支持，卓玛不再有后顾之忧。

　　此后3年半当中，参与公司上市筹划工作的卓玛每天不是泡在文印室，就是在去往相关部门的路上。她作为公司核心部门的员工，亲眼看着公司成长为参天大树，变成上市公司。

　　那几年，卓玛每日忙得不可开交，仍觉得工作有意义。她时常对自己说：

　　“你是一条鱼，逆流才能向前。”

　　此后，卓玛主动要求调往公司的西藏分部，做起了人力资源的工作。身边的人再次对她的选择产生疑问：“公司内部认为IPO（上市）项目小组是核心部门，你为何忽然跑到西藏从零开始做人力工作？”卓玛说：“其实做出这个选择的原因并不复杂。我一直有回西藏工作的想法，我妈怀念着那片故土，从小就跟我说那里有多美丽。”

　　接触一个新的岗位并不容易。初回西藏，卓玛每天争分夺秒地学习人力资源的知识。有时候，做一张工资表就能让她忙到深夜，但她觉得在西藏工作的特有乐趣，远比困难多。

　　卓玛介绍说：“西藏与北京不一样，比如人与人之间的关系就不一样。”

　　初回到西藏，卓玛不仅是公司人事，也是知心大姐。有天晚上，公司保安忽然敲开卓玛房门，求她帮忙调解他与妻子的矛盾。“在北京待习惯的人可能特别不能理解这种事情，但在西藏待过一段时间就能理解。在这里我们不仅是同事，也是每天接触最多，并且可以信任的人。”卓玛说。

　　2012年，卓玛拒绝了老东家的百般挽留，加入一家国企传媒公司。同期，她身边的一位朋友开始劝她创业。

　　朋友说：“拉萨不比一线城市，许多小微企业找不到专业的咨询公司，薪酬体系、组织架构等专业问题只能摸着石头过河，非常不利于西藏企业的生存和发展。”

　　这个理由最终打动了卓玛。她决心将在北京上市公司学到的知识，用咨询公司的方式，反哺给西藏的小微企业。

　　2017年，36岁的卓玛开始创业，拉着一帮刚毕业的大学生，成立了他喜。公司开张后的第一单生意，就是为朋友的公司设计薪酬体系。

　　但等待卓玛的是“开门黑”。

　　“薪酬体系做出来后，我接到了朋友的电话，她劈头盖脸地质问我有没有调查过她公司的用人情况，做出来的方案完全不适合她的公司。”现在回忆起这些，卓玛仍觉得不好意思，“其实当时就是微调了一个国际通用模板做出来的方案，从没想过这套东西只适合成熟的大公司，不适合小微企业。”

　　好友的责怪让卓玛意识到，要做服务于西藏当地企业的咨询公司，不能只当写字楼里端着咖啡、踩着高跟鞋的“高级白领”，而是应该俯下身子，去调查、走访。

　　几年前，卓玛公司里来了一位北大的师弟。作为名校毕业生，他给同事们上了一堂生动的分享课。课上，师弟强调“一手数据”的重要性，给卓玛带来了极大的启发。

　　在一线城市的咨询业界，调研和咨询由两群人完成。但是在西藏，“专业的调研公司比较难找，所以也要由咨询公司亲力亲为”。

　　正好那段时间，他喜接到了一个文明指数调研的项目。于是，卓玛带人深入农村，挨家挨户地问“你们平时每天刷几次牙？”“洗手用不用香皂？”等问题。有时候，她还会拿一瓶青稞酒，跟大爷大妈们边喝边聊。

　　正是在田间地头，卓玛发现了实地调研的魅力。“因为服务于小微企业，我们时常与农村的大爷大妈打交道，这需要我们换一套更接地气的语言体系。”

　　有一次，他喜接到任务，调研西藏人民对于数字人民币的接受度，卓玛公司的年轻人与大爷大妈们解释了好久什么叫“虚拟货币”，讲得自己口干舌燥，对方云里雾里。最后卓玛大手一挥，说道：“就是现在这个纸的100块钱，要换成电的，在手机电脑上用，你们觉得行不行？”这下大爷大妈们恍然大悟，连连摆手说：“那不行。还不如换成塑料的，这样洗衣服忘了掏出来时也不心疼了。”

　　“通过类似的基层调研，我彻底明白了在西藏做调研工作必须扎到泥土里去，甚至就连沟通都要用最接地气的办法。”卓玛说。

正在制作西藏手工艺品的大叔。

制作藏地羊毛围巾的女工。

　　此前，卓玛在一线调研过程中，结识了许多藏族女工，她们心灵手巧，能编织许多带有当地文化特色的手工艺品。卓玛想让他喜与外界谈订单，再组织女工们生产手工艺品。

　　他喜员工向藏族女工解释，编织这些手工艺品就是传播藏族文化，女工们纷纷表示愿意配合。

　　许多经验，卓玛都是从田间地头得来的。

　　“这几年西藏的各项优惠政策明显比以前更多了，在政策的推动下，我们公司也尝试给许多西藏文化的文创产品提供产销平台，效果还不错。”卓玛说，“如今在拉萨市区，我们还开了一家线下店，专门出售当地农牧民手工制作的文创产品。”

　　如今，他喜公司的发展正进入快车道。卓玛认为，西藏的营商环境正变得越来越好。她说：“许多以前需要跑一个月的手续，如今一天就能办下来。政府跟企业之间的沟通也变得越来越高效了。”

　　卓玛亲身经历过一件事。2017年前后，西藏某领导视察企业，询问他们遇到的困难。她将“企业社保负担过重”的情况反映了上去。没想到两个月后，西藏当地针对企业社保的优惠政策就开始落实了，这让她喜出望外。

　　从北京回到西藏的这些年，卓玛说自己“感受最多的不是差距，而是不一样的美”。她觉得，在西藏创业是一件有意思而且有成就感的事。“在西藏创业，你要扎到泥土里去，才能感受到千年风霜给这片土地带来的力量。”

 

       Zhuoma
   　Chairman of Xizang Tashi Management Consulting Co.,Ltd.,graduated from Peking University Law School in 2007 and was honored with the title"March 8th Red Flag Bearer of Xizang Autonomous Region in 2019".
 

　　In April 2023,visitors came to Tashi Management Consulting Co.,Ltd.in Lhasa,Xizang Autonomous Region.

　　Noticing the reporter's arrival,Zhuoma,the founder of the company,briskly approached and offered a handshake."Nice to meet you.My name is Zhuoma,and I am the founder of Tashi Company,"she introduced herself with a sense of self-assurance and simplicity."In fact,we are a platform company.Through our consulting services,we established a platform for the production and marketing of local cultural products.Pursuing this endeavor requires a deep passion,and fortunately,I am a person driven by such passion.I am willing to lead a group of fresh university graduates to do this."

　　It is Zhuoma's unwavering passion that has propelled her forward to where she stands today.As a Tibetan girl who graduated from Peking University Law School,she defied public opinion and took a path of career against all odds:after graduation,she worked in a private company in Beijing,then returned to Xizang to start her own business once that company went public."Xizang is my homeland,and regardless of where I go,the strong winds of the plateau will always beck on me to return home."she said.

　　Zhuoma had a relatively smooth journey in the first half of her life.

　　Though born a Tibetan,Zhuoma grew up with her family in Beijing.In 2003,she got admitted to the Peking University Law School,becoming a pride of her family.Upon graduation,she joined a Tibetan pharmaceutical company in Beijing.

　　However,it was this decision that subjected her to scrutiny and doubt from her close ones.

　　Due to the prestigious educational background,Zhuoma's classmates either pursued careers as civil servants or became lawyers in prominent law firms.Her older sister,who also graduated from Peking University,secured a position at a medical products administration department.In contrast,Zhuoma opted to work for a medium-sized Tibetan pharmaceutical company in Beijing.She explained,"I had a very simple motive at that time.As a Tibetan girl,I had a genuine interest in Tibetan medicine and culture."

　　Many people around her could not understand her choice.During a dinner conversation,a senior classmate said,

　　"You're literally steering off the track and squandering what you've got."

　　Zhuoma responded with a forced smile,saying,"You have quite a sense of humor."However,she found herself never smiling again that night.

　　What hurt her the most was witnessing her mother bear the pressure from relatives and friends because of her choice.

　　"They thought that my mother had been indulging me,"Zhuoma explained,"In many families,parents would interfere with their children's decisions,but not my mother."Despite not receiving formal education,her mother fully respected her choice this time,saying,"My daughter has attended the best university in China,so her decision must be a result after full consideration."Reflecting on those moments,Zhuoma couldn't help but well up with tears.

　　With her mother's support,Zhuoma shook off all her worries.

　　Over the next three and a half years,Zhuoma engaged herself in the company's preparations for going public.She would spend her days either immersing herself in the company's printing room or on the road to the related departments.As a member of the company's core department,she witnessed how the company had grown into a giant,and eventually going public.

　　In those years,Zhuoma was relentlessly busy,yet she still found a profound purpose in her work.She often said to herself,"You are a fish,and only by swimming against the current can you move forward."

　　Following that,Zhuoma requested a transfer to the Xizang branch of the company,taking up a role in human resources.Once again,those around her questioned her decision."There's a consensus in the company that the IPO project team is the core department,but why did you suddenly choose to go to Xizang and start from scratch in human resources?"Zhuoma explained,"The reasons behind this choice are not complicated at all.I had always felt an urge to work in Xizang,and my mother had long missed her homeland by telling me about its beauty all the time since I was just a little girl."

　　Taking up a new job is never easy.At the beginning of her work in Xizang,Zhuoma devoted every moment to absorb knowledge about human resources.Sometimes,even preparing a single payroll would keep her busy until late at night.However,she believed that the unique joy of working in Xizang far outweighed the challenges.

　　"Xizang is different from Beijing,especially in terms of interpersonal relationships."Zhuoma explained.

　　Upon her return to Xizang,Zhuoma not only served as the company's HR personnel but also became a trusted confidante.One evening,the company's security guard knocked on Zhuoma's door,seeking her help to mediate a conflict with his wife."People who are accustomed to Beijing may not understand such situations,but after spending some time in Xizang,you'll understand.Here,we are not just colleagues;we spend everyday together and we trust each other."Zhuoma said.

　　In 2012,Zhuoma turned down numerous attempts by her former employer to keep her,and instead she joined a state-owned media company.During the same period,a friend of hers began encouraging her to start her own business.

　　The friend said,"Lhasa is not like the first-tier cities.Here,many small and micro enterprises often struggle to find a professional consulting company.They have difficulties in dealing with issues in their salary systems,organizational structures and many other aspects,which is highly detrimental to the survival and development of Tibetan businesses."

　　This reason struck a chord with Zhuoma.She was determined to apply the knowledge she had gained from working for her former employer in Beijing and use it to benefit the small and micro enterprises in Xizang by setting up a consulting firm.

　　In 2017,at the age of 36,Zhuoma embarked on her entrepreneurial journey,gathering a group of university graduates and established Tashi Company.The company's first client was a friend's company,for which Zhuoma designed a salary system.

　　However,what awaited Zhuoma was a harsh reality check.

　　"After completing the salary system,I received a phone call from my friend.She bombarded me with some questions,questioning whether I had conducted a thorough investigation of her company's staffing situation,as my proposal was completely unsuitable."Zhuoma reminisced.Recalling those moments,Zhuoma still felt a sense of embarrassment."In truth,I had simply made some minor adjustments to an internationally recognized template.I had never considered that that framework was only suitable for mature large corporations but not for small and micro companies."

　　Her friend's blame made Zhuoma realize that to run a consulting company catering to local businesses in Xizang,she couldn't just be a"sophisticated white-collar worker"in an office,holding a cup of coffee and wearing high heels.Instead,she needed to humble herself,conduct thorough investigations,and engage in on-site visits.

　　A few years ago,a junior fellow graduate from Peking University joined Zhuoma's company.As a graduate of a prestigious university,he delivered a captivating presentation to his colleagues.During the presentation,he emphasized the significance of"first-hand data,"which profoundly inspired Zhuoma.

　　In the consulting industry of metropolitan cities,research and consulting are typically handled by separate groups.However,in Xizang,"finding professional research companies is quite challenging,so consulting firms have to take matters into their own hands."

　　Coincidentally,during that period,Tashi undertook a project to conduct a survey on the civility index.Consequently,Zhuoma led her team to conduct an in-depth survey into rural areas,meticulously interviewing residents by asking questions such as,"How many times do you brush your teeth each day?"and"Do you use soap for handwashing?"On occasions,she would share barley wine,engaging in conversations with the elders.

Zhuoma exchanging ideas with female scholars at the conference for the establishment of the Female Intellectuals Association of the Xizang Autonomous Region.

Zhuoma and a Tibetan intangible cultural heritage researcher organizing materials on intangible cultural heritage.

Zhuoma in a research in Xiachayu Town to study the cultivation of imported kiwifruit by local farmers.

　　It was amidst the fields and rural settings that Zhuoma discovered the value of field research."Because we serve small and micro enterprises,we often deal with rural elders,which requires us to adopt a more relatable language."

　　On one occasion,Tashi Company undertook a task to investigate the acceptance status of digital currency among the people of Xizang.Zhuoma's young staff explained tirelessly to the elders what"virtual currency"meant,but they found themselves parched,and the elders were still confused.Finally,Zhuoma decided to explain it straightforward,"It's like turning these paper bills,the 100 yuan notes,into digital ones that you can use on your phones and computers.What do you think?"Suddenly,the elders had a moment of realization and denied the thought,saying,"That won't work for me.It's better to change it into plastic.That way,we won't feel regret if we forget to take it out while doing laundry."

　　"Through similar grassroots researches,I truly understand that in Xizang,conducting research means we must adopt a down-to-earth manner,and even communication between us requires the most relatable way,"Zhuoma said.

　　Previously,during her field research,Zhuoma had encountered many Tibetan female workers who were skilled at crafting various handmade products with local cultural characteristics.Zhuoma wanted to connect Tashi with clients outside Xizang to secure orders and then organize them to produce these handicrafts.

　　Tashi's employees kept emphasizing that these handicrafts represented Tibetan culture.The female workers expressed their willingness to cooperate.

　　Zhuoma gained much of her experience from the field.

　　"In recent years,there have been noticeably more preferential policies in Xizang compared with the past.With these policies,our company has also attempted to provide production and sales platforms for many cultural and creative products of Xizang,which have brought good results,"Zhuoma said."We have even opened an offline store in the downtown of Lhasa,specifically selling cultural and creative products handmade by local farmers and herdsmen."

　　Nowadays,Tashi Company's development has entered the fast lane.Zhuoma believes that the business environment in Xizang is improving.She says,"Many procedures that used to take a month can now be completed in a day.Communication between the government and businesses has also become more efficient."

　　Here is a proof from Zhuoma's personal experiences.Around 2017,an official of Xizang visited local companies and inquired about the difficulties they faced.She raised the issue of"excessive burden of paying employees'social insurances."Unexpectedly,only two months later,favorable policies regarding social insurances for enterprises in Xizang began to be implemented,which made her pleasantly surprised.

Zhuoma in a public career lecture for senior students at a university.

　　Reflecting on these years since returning from Beijing to Xizang,Zhuoma said,"What I have felt the most is not the disparities,but the unique beauty of the two cities."She said that starting a business in Xizang is an interesting and fulfilling endeavor."In starting a business in Xizang,you have to really get down to earth so that you can truly feel the strength that the thousand-year vicissitudes have already brought to this land."