Yi Ju China Zhou Yi: A traditional veteran's "electric Shock History"

Many people think that I will open more stores after the listing, but I have entered the unfamiliar Internet domain.

Editor's note: Zhou Yi, founder of China, a successful serial entrepreneur: In 2007, he founded the easy to live China as the first listed in the United States of China's light asset real estate concept shares in the NYSE officially listed; in 2011, He led the easy to live in China launched the real estate electric eju.com, has become a far-reaching impact on the real estate industry one of the big events. He said that when he came up with the concept of real estate electricity, it was considered insane.

I sold the house for 22 years, the company's philosophy from the first day has been established-to be the best waiter in Chinese real estate. Starting from 1992 selling houses sold to now, I sold second-hand housing, did planning; 1997, I led the replacement of Chinese second-hand housing model-happiness and easy habitat; From 2000 onwards, we focus on the new house, this is because I saw the first round of China's real estate market start and development.

We were called cattle at that time. I motivate my team, you in any industry as long as the heart to do, you will have the next. I would like to cite an example, if who has the heart of all the Chinese market in all the old man, old and green onion sauce, he can also be made into a huge listed company. There are also many industries operating across the border, but we see that focus is more important now, such as Shen (Shen is also a Chinese investor-editor note) focused on a home fast, at the airport hairpin, which seems to be very traditional things, if you persist to do it, n years later you will find, That has slowly formed a landscape, so easy habitat is also from such a process came.

However, in a field of both innovation and perseverance, this is both contradictory and binding. Innovation tends to jump out of the loop, but it may not be easy for you to keep it in the loop.

The internet was pushed by Chao

I was planning to be born, like advertising, more than 20 years ago, the first advertisement, called "10,000 yuan to have a home", this advertising language is my plan out. I may have creative, restless ideas in my bones, and have always made innovation the company's culture. After the city, each of our annual meetings are called "Innovation Summit." It may have started out as a professional habit, a sense of consciousness, but then we got a sweetness from innovation. For example, we were at that time the replacement model is innovation; In 2002, when we made the first money, it was also an innovation to put the money in the database construction. In fact, we continue to have an innovative mind doing this.

Access to the Internet is a more accidental opportunity. Shen is our angel investor, in 2007, before China's easy to go public, Shen to be our independent director, and when he saw the data system we developed, he was very interested, he felt that the data system can be combined with his internet. So, we set up a small company, is now SINA le Habitat, do sina Channel agent, so we entered the Internet.

In 2009, when Rick and Rui prepared to split the market, Chao combined the entire Sina real estate sector with my database. We are in the process of doing, slowly found the database this piece has a huge market, many people think according to my development logic is, in the easy to occupy China after the city, should spend a lot of energy to engage in second-hand housing stores, did not think I walked a database, the Internet, the road of capital.

There's a little episode going into the Internet. The two of us were going to split up, Lao Cao made a condition, said old week you to do, he wanted me to do the company's new business, when I was the CEO of Easy to live in China, I was the CEO of Easy to live in China to the following a subsidiary of the listed company as CEO. There are a lot of jokes, I can not play the computer, will not email, I said to Lao Cao, how do I do this thing? Lao Cao said, first, do the internet is not necessarily to understand the Internet people; second, the internet people have a phenomenon, there are many Scorpio people. I am a Scorpio, he is a Scorpio, Charles Zhang is a Scorpio, Li, Ma are all Scorpio, Jack Yun is not Scorpio, but his wife is a Scorpio. In this way, I was confused by his push to the Internet field.

After entering the Internet, I found that it is a vast ocean, so far I do not think I am a person in the Internet field. I position myself and the company in the Real estate field, the line, the line under the combination, for the turnover of a mechanism. In the vast ocean of the internet, I feel that I do not need to do the CEO, Mr. Cao casually find a person is definitely better than me much better. But I know real estate, I have a database, I have clients, I have the resources of developers, my goal is to do the conversion. All our work revolves around real estate transactions. We were working with Sina on the Internet advertising as the main body, I went into the first idea is, which day if possible, the Internet and trading together into my track. So, in the future, we have the first online real estate auction with Soho China. This is what we do behind the so-called O2O real estate electrical business of a prototype.

At that time, all people do not understand me to do real estate, developers said my brain is broken, the Internet people say we do not understand the Internet, including our own electric quotient of the concept of the two words is Ma's Taobao, so far we believe that the model of the electric quotient is the Taobao model of Jack Ma. But I always feel the use of the Internet platform, as long as the online and offline combination, can convert it into a transaction, it should be the electricity business.

"Do you know how much pressure I'm carrying?"

We put the original in the marketing bases, all put on the internet to do a concept, so that developers, buyers, industry slowly accepted such a model. More than two years ago, developers said to me, the real estate and the internet is not the same, and E-commerce is not the same, it is real estate, can do electricity business? We did the real estate electric Business 1.0, this is our most difficult process.

Do 2.0, we found a leading mode, using the Internet platform, especially the payment platform, coupled with the real estate brokerage linkage mode, we made a "Super E Gold coupons." Specifically, we get real estate discounts from developers, through the media platform and real estate brokers and other multi-channel for the project effective storage, and then use Super e Gold coupons locked to live accurate customers, and customers through the electrical business to enjoy the actual purchase concessions. We have found a real estate e-commerce mature business model, that is, the developer discount on the platform through the Internet, through the operation of the offline way to return, this is the 2.0 model we launched. After the launch, developers feel, online, offline combination of the original can really be converted into more and more substantial transactions. By June 18 This year, we have released 3.0 of the electricity quotient. It's a platform, can let the whole electric business not only we are doing, but also to all media open, to all marketing party open, to all in the real estate circulation process of open, everyone can to a platform for developers, customers to contribute to the transformation, so that developers, media, Channel dealers can come up to do the main body of our platform.

From 1.0 people do not know, to give you some face, and then to 2.0 will be "no electric Dealer marketing" as a means of marketing, To 3.0 of the aggregation of everyone to a platform, and then to today's 4.0 we and the financial integration of CITIC Bank 50 billion of the letter, using finance as a tool to help push our transactions, to provide a large number of home buyers in the field of life, housing, consumption of a comprehensive solution- This is the whole process of our real estate electric dealer.

I still emphasize a problem, I don't think I am an internet person, I think I am a person who can do the conversion. A few years ago, maybe when I did this thing, we do not see a lot of things, but now we should see one thing, that is, in the Internet and the traditional industry in the process of integration, in addition to such as Taobao, Jingdong, such as the main platform for the network, in all vertical areas, it should need media, And what is this medium? is to put online and offline together, for business to form a transformation. Although we do not like Ma Yun to make the platform so big, but this is our future in many areas can do strong direction.

So I positioned myself as a transformational enterprise, and I made a translator out of all the resources traded online and offline. How to convert the traffic into the telephone, how to convert the click to see the group, how to convert the data into accurate customers, how to see the real estate customers converted into a deal ... This is the core business of China's easy to reside, and everything it does in the various business sectors. In fact, I still do the things of the ox, or "criminal record". It's just that I use an Internet tool more than I used to, and I have a bigger database platform. We used the Internet platform to do a refactoring around the trading paradigm, and that's what's interesting.

In this process there must be pressure, Ma Yun is confused, pressure did not? MA in micro-letter, the competition will bring about the confusion and pressure. In fact, every stage that an entrepreneur walks is a start-up, because our times go so fast. I remember a joke. 20 years ago, I went to a classmate's home. The classmate's sister married a Wan Yuan in the 1980s. By 90 I do business, there are some gains. I went to his house to see his sister cursing at his brother-in-law. Scold what? You do not do anything in a day, then marry you is Wan Yuan, people can now earn 10,000 yuan a day. Why? When he was in the business of wholesale aquaculture, the society developed quickly and he did not keep up with the changes in society. There is no sense of crisis.

So from the point of view of our founders, in fact, as long as you stay in this position for a day and not retire, you have to lead the enterprise to start a business. Entrepreneurial speed, no point in succession, is a persistent move forward. What are the concepts of many people? It is not the concept to call a second venture or a third time to start a business. Enterprise entrepreneurship is a continuous process, you do not go forward, you will be eliminated, so you say entrepreneurship difficult?

Let me give you the simplest example of how much pressure I carry when we're a dealer. Everyone around you thinks you're being fooled and thinks you're crazy and thinks you're going the wrong way. In the worst times of the market, China has never lost money. But for the strategic development, you have to enter the right real estate Internet, E-commerce, one quarter I lost 40 million dollars, this pressure is huge. Back home, I asked myself, you are right or wrong, will ask. The people around you say, your brain is bad, you must be insane, sometimes you think you are insane. But competition forces you to change, and the only thing that does not change is the strategic model of our company.

All my innovations are in my circulation service industry, and we don't have to do anything else in the industry. For example, a piece of land is very tempting, can make money, I must introduce this piece of land to a developer, rather than do it myself. Now many people are speaking, internet finance, financial Internet, real estate finance, financial real estate. I want to tell you that we still do the channel, we still do the service, we still do light assets. You will find many opportunities in the process of innovation, but you have to keep your main business and hold your position.