What does this case show? What should Zhonglian Company do?

Problems: Senior leaders made strategic mistakes and blindly expanded their scale, instead of operating according to objective laws; At the same time, there are also problems of poor management, and the group consciousness is not strong enough.

Practice: Senior leaders should clearly understand the situation, objectively analyze problems, and lay a solid foundation for the company's development, rather than rapidly expanding the scale. At the same time, the lack of funds means that the money should be used in the right place, not in the wrong place. Moreover, for the subordinate subsidiaries, the superior leaders did not guide them correctly, nor did they move towards the correct management mechanism. The head office should seriously think about how to guide its subordinates.

1. Zhonglian (Real Estate) Group was established on 1993. Headquartered in Shenzhen, Guangdong Province, it is the first real estate agency in Shenzhen to build its own property as an office building. Business scope: real estate agency, real estate mortgage, real estate guarantee and real estate appraisal. Zhonglian Group consists of Shenzhen Branch, Guangzhou Branch, Changsha Branch, Shenzhen Zhonglian Real Estate Appraisal Co., Ltd., Shenzhen Zhongcheng Zhixin Guarantee Co., Ltd., Shenzhen Mortgage Service Co., Ltd. and Hubei Zhonglian Real Estate Consultant Co., Ltd.. , providing customers with comprehensive one-stop service, is one of the earliest institutions to realize the perfect service system in the industrial chain. Zhonglian Group consists of Shenzhen Branch, Guangzhou Branch, Changsha Branch, Shenzhen Zhonglian Real Estate Appraisal Co., Ltd., Shenzhen Zhongcheng Zhixin Guarantee Co., Ltd., Shenzhen Mortgage Service Co., Ltd. and Hubei Zhonglian Real Estate Consultant Co., Ltd.. , providing customers with comprehensive one-stop service, is one of the earliest institutions to realize the perfect service system in the industrial chain. Zhonglian real estate is also the first real estate agency in Shenzhen to implement ISO900 1 quality management system. For more than ten years, zhonglian real estate has been adhering to the enterprise spirit of "honesty is the foundation, harmony is the most important, soul is the soul, and family is the most important" and the mission of "creating value for customers, growing together with employees, creating benefits for society and creating returns for partners". Under the guidance of the service concept of "customer satisfaction", the joint sales of "secondary semi-market" and "tertiary market" and professional one-stop service have been realized. Zhonglian real estate's business scope includes real estate marketing planning, market research, sales agency, real estate appraisal, legal affairs, house custody, mortgage guarantee and intermediary services. Zhonglian real estate's "two and a half markets" creative marketing model, from serving real estate developers to solving the problem of stock houses to digesting bad assets, has built a new height of the real estate industry and even the market economy, and provided a brand-new marketing model for the real estate circulation field.