Zuo Zhuan: The Afterglow of the Sunset

When the chain home develops to a certain extent, it is necessary to explore a larger field.

Zuo Hui

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Zuo Hui left at the age of 50. # Zuo Hui, chairman of the chain store, passed away today #

On the afternoon of May 20th, Chain Home published an obituary to confirm the news of the death of Zuo Hui, the founder of Chain Home and Shell.

He devoted himself to the real estate agency industry, which used to make money by poor information, but constantly changed in a more equal way with information. From "Home" to "Freedom" and then to "Shell", "doing the hard and right thing" may describe his whole career.

Zuo Hui told this story as a joke several times in public. He guessed that children would write "my dad" after school, and he would probably say "my dad is the biggest intermediary leader in Beijing."

It took Zuo Hui 14 years from opening the first chain store in Beijing Sweet Water Garden to becoming the largest intermediary leader in Beijing.

Before opening the first chain store, scandals of real estate agents in the industry often appeared in newspapers.

At that time, the information channel of second-hand housing sales was still posting small advertisements on telephone poles, and second-hand housing brokers often only sold three or four sets a year.

There are few houses that can be traded, and it is difficult to make money. Brokers can only take the side door to increase their income. They collect money from renters in advance in the name of housing deposit, rental procedures, etc., provide false housing information and cheat customers by eating the difference, so as to ensure income. During his 12 years' rental career in Zuo Hui, he was cheated by the intermediary for countless times.

The word "intermediary do not disturb" is the distrust and disdain accumulated by a long-term deformed industry. When the broker can cheat, Zuo Hui feels helpless. He is angry because the client doesn't respect the broker.

Let the customer rest assured, let the broker's work become valuable, and an idea gradually formed in his mind. In his thirties, Zuo Hui joined the real estate agency market and established a chain store.

Since then, there has been one less Zuo Hui who runs an insurance company and one more real estate company called Chain Home.

Zuo Hui subverted the industry at least three times and was besieged by Guangmingding several times.

In 2004, Zuo Hui attracted the contempt of his peers, because he took the lead in signing a tripartite contract and didn't eat the difference.

In 2009, because Zuo Hui decided to give up short-term interests and attract customers with real houses, there were few chain stores with few houses and high prices in recent months, and brokers felt that "the boss was crazy".

Of course, the most "famous" time was when he went online in Keke Holding Company on 20 18.

The function of pushing the shell to find the owner is to include the housing information, apartment type, price and supporting information in various intermediary transactions in the country to form a real estate dictionary. This is actually the "infrastructure" that Zuo Hui started to build in 2008.

This has triggered the concern of peers about the chain's "unification of the world".

I love Xie Yong, the chairman of my family group, who described the behavior of the branch holding company in grasping the upstream and downstream as "being both a referee and an athlete"

The new shell coincides with the business provided by 58 cities. Initiated a wave of Jianghu assembly orders, and joined hands with representatives of Zhongyuan Real Estate, 2 1 Century Real Estate and Vanke Property to boycott Branch Holdings Inc. ..

To realize the fundamental transformation of this industry, it is not a technical problem, but how to prove to peers that accessing shells is a better choice.

Since Shell was founded three years ago, internal organizations such as "Shopkeepers' Committee" and "Jury" have been formed inside the shell, which have their own constraints on the shell and reduced the worries of accessing the shell. Of course, shells can standardize the management of housing and bring more traffic. At the same time, there are real housing endorsements. The data shows that the turnover of merchants after access is higher than the industry average.

In 20 19, 2 1 century real estate and central real estate once participated in the "anti-shell alliance", and they lost 2.6 billion yuan in shells with branch holdings Inc. 2018 and 20 19, and turned losses into profits of 2.778 billion yuan in 2020. By mid-2020, 265 brands and 456,000 brokers have joined Keke Holding Company, of which 70% are non-chain brokers.

Of course, the so-called "public enemy of the industry" means that apart from competitors, colleagues, partners and even customers, they will always stand on your opposite side.

In August of 20 18, the free renting house owned by Chain Home was accused by netizens of pushing up the rent. During the epidemic in 2020, it was called "black heart" because of rumors that tenants and landlords ate at both ends. According to industry insiders, in fact, the long-term rental apartment model is not easy to make money, and the rental rate can reach over 90% without loss.

There is another topic that cannot be avoided at will. The article "Ali P7 employee died of leukemia and rented a free formaldehyde room before his death" spread throughout the circle of friends in September 20 18, telling the sad story of an Ali employee who lived in a free rental room for half a year and died after suffering from leukemia.

At that time, I offended the landlord and tenant at will and was reprimanded by my peers for disrupting the market. From business model to user experience, nothing is attractive, and so is Zuo Hui at that time.

Mr Wu had an hour-long telephone conversation with Zuo Hui. He said that Zuo Hui is quick-witted and likes to use data to answer questions. His foundation is still an engineer, and he is an engineer with very low architectural ability. He can re-imagine the bottom of this industry and then realize it through tools. Shells, for example, are such products.

Having this kind of bottom-level thinking may be the * * * of the subversive in any industry, and it is also the * * * characteristic of the founders of a new generation of mobile Internet companies, which makes them obviously different from those entrepreneurs who were driven by the market and constantly expanding in the past.

His most inconspicuous identity is probably "father".

It is said that when 20 13 first learned that he had lung cancer, he told his friends that his last wish was to live for three years, because the child didn't remember it until he was six years old, when his youngest son was three years old. He wants his children to remember him.

China's second-hand real estate market, if it has any memory, will certainly remember this person who came from the bumpy times with it.

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Author | Wu Editor | Zhang Wenlong

Editor | He Editor | Zheng