In the past 20 years, Zuo Hui has acted as more industry changers. From not eating the price difference and the real house in the early days to the establishment of Ke Holding Company, it was the result of his urging. Zuo Hui's sudden death had a shocking and lasting impact on the company and industry.
Novice in the workplace: If you want to succeed, you need to "know yourself and know yourself"
197 1 year 1 month, Zuo Hui was born in Weinan, Shaanxi. 1992, after graduating from the computer department of Beijing Institute of Chemical Technology (now beijing university of chemical technology), he decided to stay in Beijing and began his life in the north.
He was first assigned to a factory in the suburbs of Beijing, but a few months later, he jumped to a software company in Zhongguancun. Here, his job is to answer the phone and collect customer feedback. This is really painful for the inarticulate Zuo Hui-she has to face all kinds of complaint calls every day. "At that time, after work, my ears were full of buzzing sounds, and my mind was often blank."
After three years of persistence, Zuo Hui chose to jump ship. He came to another software company to do marketing. At that time, in order to prepare detailed product introductions for colleagues, Zuo Hui didn't have a day off for three or four months in a row. He thought that with a good information leaflet, he could achieve the corresponding market effect, which backfired.
Through reflection, Zuo Hui realized that as a marketing worker, excellent materials and tools are not the first, and the ability to communicate with people and public relations is important, but these abilities are only his shortcomings, and he is not a qualified marketing person.
He also gradually realized: "a person who does things in a major that he is not good at will never inspire his greatest potential." Faced with many career choices, don't continue to waste time after figuring out what you are not suitable for. The most important thing is to give full play to your strengths. "
1995, Zuo Hui decided to quit his job and start a business. He and two classmates each took 50,000 yuan to set up an insurance agency. This is a big challenge for them who are well-known in the industry. In order to stand out in the industry, Zuo Hui thinks that if his team can study more carefully and do more professionally than these people, there will be opportunities.
During that time, Zuo Hui taught himself at night, went to work during the day and trained employees in front of the blackboard. Now he studies and sells. Because Zuo Hui and his team know more about products, industries and competitive products, their business is doing very well. This small company once occupied 3% market share among hundreds of peers in Beijing.
Without Zuo Hui's sober mind, it is impossible to get good grades. "In the fierce market competition, if knowing' your own strengths' is the starting point for young people to choose a career, then' knowing yourself' is an effective magic weapon for you to beat your opponents."
Later, when the country was preparing to make policy adjustments to the insurance market, Zuo Hui and his team withdrew from the insurance agency market. At that time, the income of the three shareholders was 100 times of the investment in that year.
Industry disruptors: doing difficult and correct things
Today, Zuo Hui is better known as the founder and chairman of Shell. From the grass-roots market, from chain home to shell, and then to the shell group that plans to go public and enter the capital market, it is not easy to break through the encirclement.
In 200 1 year, Beijing Jia Lian real estate agency co., ltd was born, and Zuo Hui officially entered the real estate agency industry. At that time, he had just turned 30. In the past 20 years, Zuo Hui has acted as more industry changers. "Do the difficult and correct thing" is a phrase he often says. From not eating the price difference and the real house in the early days to the establishment of Ke Holding Company, it was the result of his urging.
Chen Dongsheng, chairman of Taikang Insurance Group, commented: "Zuo Hui is a' hot innovator'. Although the entrepreneurial group has become a huge social class, there are still a few people who really bring innovation and bring new changes to the industry. Zuo Hui is undoubtedly one of them. "
Don't eat the difference
2/kloc-0 At the beginning of the 20th century, after the "1998 housing reform", the state cancelled the "welfare housing distribution" and fully implemented the market-oriented stage. At that time, new housing construction and second-hand housing transactions began to be active, and real estate agents also rose accordingly. Zuo Hui is keenly aware of this market opportunity. Chain Home was established in Beijing in 200 1 year, and officially entered the real estate brokerage industry.
But the market situation at that time was not very optimistic. At that time, the transaction of new houses was the mainstream, while the transaction frequency of stock houses mainly based on housing reform was very low. According to a senior practitioner, "brokers at that time sold three or four houses a year." Coupled with the low level of housing prices, it is difficult for brokers to guarantee income only by commission.
Because the transaction is not standardized, the information between buyers and sellers is extremely asymmetric, and "eating the difference" became a common practice at that time.
Chain home is no different from other intermediaries in the early days, and it also uses information to eat the difference. In the face of intermediaries, ordinary people do not understand the rules of the game and are easily deceived.
Regarding the chaos in the industry, Zuo Hui said: "The joy that we get the price difference is very real, and the anger that consumers find is also very real." He began to reflect, "we can't ignore it, we can't ignore the feelings of others, and we can't be completely self-sufficient. Before you realize your personal ambition, you need to take care of the feelings of others. "
In 2004, the chain took the lead in proposing not to eat the price difference. This move not only attracted the contempt of peers, but also caused a large loss of chain agents. But Zuo Hui remained unmoved and continued to recruit new brokers. At the same time, Chain Home compiled the first user manual of Beijing real estate brokerage industry, and took out the "precious crystallization" accumulated by Chain Home from the customer's perspective. 18 1 Q&A, to solve all kinds of problems for the people.
At that time, someone asked Zuo Hui, if you tell all these shady stories to your clients, what money will you make? Zuo Hui said that a gentleman loves money.
Facts have proved that Zuo Hui's approach is correct. With the establishment of chain store reputation, chain stores began to expand rapidly. In 2004, there were only more than 30 chain stores, and by 2005, it had increased to 105.
Real estate litigation
"Doing the difficult and correct thing" is a phrase that Zuo Hui often talks about, and it has also become his consistent principle.
In an interview with CCTV, he explained this sentence in detail: "There are right things, wrong things, right roads and wrong roads, but in general, the right things are difficult. It is difficult to do things in the right way. Who doesn't want to take shortcuts? It's easy to take shortcuts, but everything about shortcuts is wrong. So, how can we motivate everyone to do something that looks difficult today, but tomorrow is actually better? I think this is really important. "
20 1 1, Chain Home took the lead in breaking the "hidden rules" of the industry, put forward the "real housing" action and started the compensation mechanism. This move once again caused an uproar.
At that time, in order to drive clicks, many housing information service platforms would release mixed information of real and fake houses, and release some low-priced houses or even non-existent houses to attract customers. Although this can drive clicks, the consumer experience is affected. The proportion of false houses is still controversial, and practitioners generally believe that it can reach 70% to 80% at the most serious time.
The real estate action is not a whim. In fact, as early as 2009, Zuo Hui had the idea of "real estate action". The so-called real estate is the real estate that exists, is on sale, and has real prices and real information. In order to find out the real information of housing, Zuo Hui recruited thousands of people to check houses in different communities in more than 30 cities. At that time, this huge and tedious "housing census" work seemed to be not only useless, even Zuo Hui didn't know when it would produce value, but he still proposed to "invest at no cost" in development, because in his view, it was the right thing to provide real information to customers.
After ten years of "building inventory" work, a "building dictionary" containing original data, floor plan, building coordinates, building environment, distance from subway, historical transaction data and other information was born. This "dictionary" has now covered 322 cities in China, and the real housing information recorded in the database has reached 240 million, making it the largest, broadest and most comprehensive housing information database in China.
With a certain scale of real data in the "real estate dictionary", Zuo Hui began to promote "real estate action" in Jia Lian in 201year. The subsequent development proved the correctness of Zuo Hui's decision. As an important factor to break the information asymmetry, real housing is the common demand of buyers and sellers. Nowadays, real estate has become the unified service standard of the industry.
Branch holding company
In 20 15, Chain Home acquired many brokerage companies such as Shanghai Deyou, Chengdu Yicheng, Guangzhou Mantanghong, Shenzhen Zhonglian, Dalian Cape of Good Hope, etc. 10, and quickly realized the national layout.
With the expansion of business, Zuo Hui has also found an enterprise bottleneck: more and more stores must be established to support more and more real estate agents, who may cover more and more customers. However, the turnover of customers has not increased with the increase of coverage, and the huge cost of raising people has made many intermediary enterprises miserable.
He believes that "this is an opportunity to create greater value. If you are not on a bigger stage, you will face various restrictions. "
Under such consideration, 20 18 chain home network was upgraded to the platform of Keke Holding Company. In the branch holding company, there are not only chain brands such as Chain Home and Deyou, but also a large number of third-party real estate agents. Through the construction of ACN network, Keke Holding Company can fully enjoy the housing information, standardize and modularize the brokerage service process, and promote the transaction and efficiency. In this way, the whole service chain is refined, and the commission sharing mechanism tends to be equal according to the contribution rate of brokers in each link.
This practice subverts the traditional mode of brokerage commission, the proportion of senior brokers declines, a number of old brokers quit, and newcomers gain room for growth. Zuo Hui also took this opportunity to adjust the academic structure of brokers. He hopes that more than half of the agents in the chain are recruited by universities. Through the screening of academic qualifications, the quality of service can be improved.
Zuo Hui's "maverick" makes it a unique industry, but Zuo Hui doesn't care about the eyes of his peers.
Zuo Hui said, "We don't pay much attention to our competitors, because the development of many industries in China today is not enough, such as the service level of 20 points and 30 points. In fact, it doesn't make any sense if he does 20 points and you do 25 points, or if he does 30 points and you do 35 points. The consumer's requirement is 60 points. So if you look at competition, it is better to look at the requirements of consumers. " In his view, "the progress of enterprises does not come from competition or environmental changes, but can create core irreplaceable value for the industry."
On the evening of August 13, 2020, Keholding Co., Ltd., which is positioned as "China's leading online and offline real estate transaction and service platform", was successfully listed.
After Shell went public, its share price opened sharply higher. By the early morning of August 14, Beijing time, the US stock market had closed at $37.44 per share, up 87% from the issue price, with a market value as high as $42.2 billion. Compared with all China stock companies, Shell ranks sixth in terms of market value, second only to Ali, Pinduoduo, JD.COM, Netease and Baidu.
On May 20th, 20021year, Zuo Hui died suddenly. Regarding Zuo Hui's untimely death, public opinion has been polarized.
On the one hand, the business circles have issued documents to mourn the entrepreneur who has improved the development level of the real estate intermediary industry as a whole, especially appreciating his values of "doing difficult and right things"; On the other hand, a considerable number of people expressed their dissatisfaction with companies such as Chain Home, Shell, Freedom and the real estate intermediary industry built by Zuo Hui. Many people even blame Zuo Hui for the chaos of real estate agents and high housing prices.
But objectively speaking, Zuo Hui deserves enough respect and our generous praise. For the whole real estate industry in China, there is no doubt about the significance and value of Zuo Hui and his family, shell and freedom. They have profoundly changed the housing rental and second-hand housing market in China, promoted the digitalization process of real estate housing and service industry, and affected the digitalization transformation and infrastructure construction of the real estate industry in China. (Wang Huanhuan)