Through the methodology of event study, we examine whether insiders of the public companies transferring the external stockholders' wealth to themselves by means of reducing offering price or excluding external stockholders to share the companies' future growth value when the seasoned equity offering (SEO) firms adopt bookbuilding. The empirical results show that, in the short-term, the insiders of companies could earn abnormal returns by means of beating offering price down other than excluding external stockholders to share the value of firms' growth. On the contrary, in the long-term, the stocks price of SEO firms adopting bookbuilding suffers about 44% negative abnormal returns after two years from SEO. This result suggests that insiders of firms usually issue new equity when their stock are overpriced even insiders adopt bookbuilding.