Trichenrong: Our core resource is the creative spirit accumulated by le people.

Absrtact: Easy to live China vice president and Le Ju Internet and Electric business group CTO A curly hair, is enough to make Trichenrong eye-catching, coupled with his hair deliberately left the beard, make him look more maverick. Of course, this does not mean that he is difficult to contact. He had

China Vice president and the chief CTO of Le Ju Internet and electric business group

A curly hair was enough to make Trichenrong noticeable, and his beard, "deliberately left to fit his hair", made him look more maverick. Of course, this does not mean that he is difficult to contact.

He might be able to introduce himself: "I may not be the same as the traditional CTO, they may wear a pair of glasses, they do not wear me, these are created by the habitat." "White v-collar T-shirt outside the black plaid coat, stylish dress, fluffy hairstyle, indeed, this is not the traditional CTO image, and he is not in the traditional industry."

Trichenrong's title is the chief CTO of China vice president and Le Ju Internet and Electric Business Group (hereinafter referred to as "Le Ju"). He led the team to break the conventional, continuous innovation, launched a "pocket Le Ju", "E Gold coupons", "Le Home loan" and many other mobile applications and Internet financial products. Le Ju Internet and electric business group has been Sina's real estate channel, since its inception in 2008, after years of development, and gradually become the home of the internet real estate industry leader.

Electric quotient model in non-traditional industries

It is not enough for internet companies in the home sector to do online diversion, we want to merge with the developers, sales, offline and online integration of the entire process, the line boarding group and offline services, financial derivatives chain into a closed loop, providing a range of products to do support.

China Information Weekly: First of all, please introduce the general situation, business and operation mode of Sina le residence.

Trichenrong: 2008, Yi Ju China and Sina jointly established the Le Ju Internet and electric business group. Our business scope covers real estate and home areas. A few years ago, our operating mode is mainly rely on internet advertising, but for real estate and home areas need to pay attention to offline business, advertising mode is far from marketing. After 2010, we tried more.

At that time, we began to think about how to subvert the industry. We believe that in the O2O field, relying on marketing means will be able to break through, so in 2011, le Habitat together with Soho China to achieve online sales and agent strategic cooperation, the House online for auction, including online sales and rental, before and after doing a good issue, each period is very successful.

How and more real estate developers to pass this industry chain?

After groping, we launched the "E Gold coupons", gradually from the electricity quotient of 1.0, 2.0, 3.0 to today's 4.0. In fact, le Habitat has been very close to the developer's marketing scene, if you want to go down, le Home to provide financial services to homebuyers, so the entire chain is complete.

China information Weekly: "E Gold coupons" is a what kind of products?

Trichenrong: "E Gold Coupons" is the introduction of the innovative E-commerce trading products, buyers through third-party legal freezing of advance payment, access to "E Gold coupons", so as to obtain a designated property purchase concessions. We will accumulate a large number of valuable customers, to obtain their needs, and then find some corresponding real estate, according to the developer's sales amount and type to set the range of concessions, we hope that through the developer's price reduction measures to bring practical benefits to everyone.

China Information Weekly: Now, insurance, automobiles, holiday products are put on the internet for sale, real estate and home areas of the development of the situation?

Trichenrong: Car industry and the real estate industry in the electrical business model is very similar to the online customers are directed to the offline. But if there is no financial derivative online, there is no corresponding service system, then the industrial chain is easy to disconnect. Bank insurance products are standardized, small amount of goods, this product on the Internet to sell is no problem.

Buying a house is one of the three biggest things in Chinese life (health care, education, house), and we want a stable state, the house is particularly important. The probability is low that users simply see information on the web instead of buying it on the spot. The house has several characteristics: first, the house is not the logistics of things, is a real estate; second, the product is not standard, the world does not have two identical house, even if a residential type, but the number of layers, position and orientation will also be different, the angle of the building is also a slight difference, so the house is a standard not uniform commodity; The amount paid is very large and it is difficult to solve it completely online.

Our solution is: When you have a purchase demand, you can call Le Habitat's customer service phone, we will send you from home, subway station to the court, you can go directly to the court to find sales staff, we will provide a wide range of products, including "pocket book", follow-up financial services products. This is a chain-style service, it is not possible to fully online payment, which is also home to residential areas more complex than other industries.

It is not enough for internet companies in the home sector to do online diversion, we want to merge with the developers, sales, offline and online integration of the entire process, the line boarding group and offline services, financial derivatives chain into a closed loop, providing a range of products to do support.

China Information Weekly: Le Habitat as a subdivision of the Internet companies, what is the advantage (technology or resources)?

Trichenrong: Our core resource is the creative spirit of the people who have accumulated happiness, this group of employees is the real wealth, we have a paranoid pursuit of product innovation. The people who are truly happy are always in a state of high excitement, more like my type (laughter).

We have Baidu, Sina's exclusive resources, online under a strong marketing team. In addition, the core advantages of Le Habitat include resource advantages, team advantages and concept advantages. E-commerce in the vertical area is not the same as the Internet we used to contact, like "drop a Taxi", "public comment" and other products online only need the sales team to realize the ads, to achieve marketing-oriented, but this model in our field does not work, because it does not give developers and netizens to bring benefits, The electric business platform naturally cannot produce the benefit.

China Information Weekly: Is your team always in a particularly hyper state?

Trichenrong: In Internet companies, most of the teams are like this. Although I am a technical background, but all these years, I have been doing products and operations.

Internet enterprises have three competitiveness: operations, products, technology. When we want to innovate products, the product team is the core driving force, the day-to-day state, the operating team is the core driving force. Only the operations team and the product team can be transferred, and then equipped with a strong technical team, this business model can go down.

We often instill in the product technology team the idea that when you put a product at 6 points to the market, don't hold it at home and think you can do 8 points, that's impossible. Only after the user test, only the opportunity to change well. I think a product to achieve the level of 5 points must be for everyone to use, in the process of using users in the course of their comments on the basis of their continuous changes.

Our team often stay up late to work overtime, go back to take the medicine the next day very early, this state is continuous. Otherwise, if we do something very easy to be scolded, after the scold is not changed, then the user of our awareness will be less and less, how much money to push and no use. It's like we're flooding into a pool and we find that the bottom is leaking, so how much water is stored. The nature of the work determines that we need a passionate, fighting team, but we cannot tighten our staff.

O2O must build a complete industrial chain

In their respective fields, we have been in the downstream, only the industrial chain in all aspects of the process, the "entrance" to do a deep competitive. We do not want the upstream entrance to be captured by others, so we have to find a breakthrough port-moving end.

China Information Weekly: A few days ago in China's IT industry economic annual meeting, you to "how to create a real O2O industry chain" as the theme of the speech. What do you think is the best way to combine online and offline?

Trichenrong: I once said, the vertical area O2O industry chain upstream is not in our hands. For example, if the netizen wants to chat will not first open SINA le habitat client, but login micro-letter, micro-blog, shopping You must first think of is Taobao, Jingdong, 1th stores and other sites. Now, Taobao is also upstream layout, MA Yun launched instant messaging software "Contacts" reason is also want to preempt the "entrance".

In their respective fields, we have been in the downstream, only the industrial chain in all aspects of the process, the "entrance" to do a deep competitive. We do not want the upstream entrance to be captured by others, so we have to find a breakthrough port-moving end.

In fact, in 2011 we began to test the water mobile Internet, traffic is also very fast, from the situation, this year the focus on moving the end of the time is the best. This year, we have invested a lot of team and cost. I think the current major internet giants in the mobile end of the layout has not been completed, Le Habitat launched its own home class applications still have the opportunity.

Le Home is purely to do real estate and home advertising, take the traditional internet advertising model, because there is a large number of brand demand, advertising business to create a high income; 2010 years or so, we gradually into the existing industrial chain, after 2011, we have been doing e-commerce. Beginning of this year, we have launched the real estate and home vertical financial products, gradually the industry chain to do. Basically, our product layout is like this. Vertically, Sina le home belongs to the real estate and home vertical area of Internet enterprises.

China Information Weekly: Le Ju mobile end of the specific measures have?

Trichenrong: We're going to put our existing product logic on the mobile side, like doing app products. Not everyone is using a smart machine, and if you're developing a suite of apps for users who don't use smart machines, there's a lower value, so we'll provide the Web app model to serve them.

On the mobile side, rely on the product to convince the user. We actually did two things: first, we made web apps and apps, and second, we made the product path at the mobile end far shorter than the end of the page.

The users on the mobile end are relatively accurate and purposeful. What is the scenario where the user uses the mobile end product? Mostly subway or bus. They are often used to work and work gap time, when the user's high degree of irritability, easy to be disturbed, when customers open our app, we have to use a very short path for users to quickly find their required listings.

In addition, we have made more attempts to occupy the "portal" by working with all the Android versions of the distribution channel.

China Information Weekly: Le Habitat's internet financial products are launched this year?

Trichenrong: Yes, it's been launched. We are not likely to do such products as Alipay, but we will certainly do the real estate vertical area of financial products. Because if a bank or insurance company to the field of financial products, then only passive access, like now all Third-party payment platform is basically Alipay, the latter has put the platform of the "entrance" occupation, want to do from the beginning is very difficult. This is not because the technical threshold is too high, but the user's inherent consumption habits, financial product stability, security, and other reasons caused.

China Information Weekly: a user from the board to start a happy home site to complete a deal, what is the specific process?

Trichenrong: Under normal circumstances, when users see Sina le home site, will not directly generate transactions, they see information. We will provide a variety of look at the group, the organization of the shuttle bus will send them to the court, to collect their purchase needs, and then provide the corresponding property information. When they get home, they can also use the mobile version of the "pocket book" or "Pocket Le Ju".

In addition to participating in the group, there is another way is to call, when you call the Le Home customer service phone, we will write down your demand for the house, over time will push information. No matter what kind of purchase demand, we will have a series of products to do support.

The way in which the online passenger flow leads to the line is the above two kinds. On the whole, we will use the Internet financial services to help them complete the purchase of the house through various channels to bring the user to the court, provide the product, and if the user down payment is insufficient or want to use the original house as a mortgage.

Developing "need for continuous innovation"

For five years, the deepest thing I've ever felt is that if you want to change an industry from a business model, you have to rely on constant innovation every day, behind the changes in the areas of products, technology, and marketing.

China Information Weekly: You are engaged in the residential area of the internet industry more than five years, the most profound feeling is what?

Trichenrong: From 2011 onwards, le Residence began to push the model of real estate electric quotient. We found that the user acceptance of this model is still very low, so we slowly introduce some of the models that make it easier to accept, that is, "E Gold coupons", this can bring benefits to everyone. Our process is: buy "e Gold coupons"-card-signed contract-pay the room.

At present, the real estate electric dealer's several stages of development each other staggered, the household electricity merchant also is so. The electrical quotient model of real estate household is not as standard as the traditional product, and is being adjusted continuously. The past few years groping to come over, our road is relatively smooth.

It's not workable for a net friend. In the eyes of outsiders, selling a house is a particularly tyrants thing, and does not require the technology and products of the Internet. The products we see on the surface are very small, and we need to do a lot of supporting products inside. For example, dozens of of people's team in the payment system, we have a huge annual order, if a problem, users may not buy their own fancy house, the consequences will be extremely serious.

For five years, the deepest thing I've ever felt is that if you want to change an industry from a business model, you have to rely on constant innovation every day, behind the changes in the areas of products, technology, and marketing. Our innovation in the field of real estate and home is the way to run small, real estate and home in the field of electrical business model of the iterative cycle is very fast, can not stop innovation, a stop will be a lot of people beyond.

China Information Weekly: Previously, you have said that Sina le Habitat's team is very good, from the team building and management, you can give other managers some advice?

Trichenrong: The technical team of Le Habitat was 33 first, and now about 200 people.

Le habitat these years in the product technical team investment is very large, our team has come from Baidu, Sina, Ali, label and other well-known enterprises in the industry employees. I like the person who achieves the acme at every point, together very can produce a result. Our thinking is to take the industry in their respective professional plate of the most top-notch team.

China Information Weekly: In the future, what kind of business do you want to become a happy home?

Trichenrong: From products and technology, I hope that Le Residence is a practical benefit for the users of the enterprise. If you can not bring benefits to users, then Le Gu today's income and market value are nothingness.

We hope that through products, marketing, services for users to bring real value for the benefit, only to do this, le Habitat can be more powerful, and even become the industry leader.

China Information Weekly: 2012, Ma Yun and Wang played a bet: to 2020, whether the Chinese e-commerce retail accounted for half of total retail sales, if not reached, Ma Yun to lose Wang 100 million yuan, you more optimistic which side?

Trichenrong: It's not a real gamble. I think this gamble is a gimmick, even a marketing tool. Even if we can online all food and clothing supplies have bought, also have to watch movies, shopping, Wanda Real estate to create the experience of the consumption scene. In many cities, Wanda is a city center or even a fashion landmark.

By 2020, I think in the product standardization, small and medium amount payment, the information symmetry is relatively high in the field, the total amount of electronic commerce can reach 50%, but the experience type of consumer place irreplaceable, so their gamble is not a level, but created a concept just.

About Sina le Ju: le ju Internet and electric quotient group belong to Yi Ju (China) Holding Group (NYSE listing Code NYSE:EJ), is the leading enterprise of China real estate Internet.

Le Ju Internet and Electronic Business group as the Na mass flow and accurate data, integrated professional operation and integration of services as one of the network media, with Sina le Habitat, Baidu le Habitat and micro-real estate three strong internet platform and China's first real estate electric platform, through the provision of new homes, second-hand housing, tourism real estate and commercial property of the four major fields of information information, Online online interaction and network marketing services, fully meet the needs of 99.9% Internet users in China, but also the preferred Internet media for Chinese real estate companies.

Le Habitat's latest financial products, "Le home loan" is the Citic Bank and the center to create the launch of the Housing Mortgage comprehensive credit form of financial services, consumers can apply for a comprehensive credit to CITIC Bank with housing mortgage, Citic Bank can give the mortgage home value of 70% of the base, depending on the customer situation and then give the value of mortgage housing 20 % of the additional loans. Loan term of up to 30 years, to meet the individual and family home purchase, car, decoration, study abroad, tourism, home consumption, wedding and other large consumption of life needs.

Profile: 2004, went to the United States to work in Google, mainly responsible for the inter-language search and PIM business;

2005, with MDA and Cross-language search for the Silicon Valley "top ten Youth Science and Technology Pioneer Award", is the only Chinese-American winners;

2006, Mr. Dry invited to return to business, joined Xplus Company to do electronic magazines and digital newspapers, as CTO positions, responsible for product and research and development business;

At the beginning of 2008 joined Sina Le Habitat, is the 2009 Le Habitat listed early core members, the successor of the Internet group CTO, easy to reside in China Technology vice President, responsible for the group products, technology research and development, mobile platform construction, operation and all innovative business.