Zuo Hui: Is The Industry Ready For The Rapid Rise Of C-End?

"With the development and growth of shell, there may be a situation that the brand energy (of shell) may be greater than that of many developers. This leads to a problem. When the developer's house goes wrong, he may not look for the developer, but you. Just like when I buy a thing on Jingdong, if something goes wrong, I will look for Jingdong instead of a brand company, which is likely to happen in a very short period of time. "

On November 11, "2020 new brokerage summit" was held in Sanya, Hainan. Zuo Hui, the founder and chairman of shell house, gave a speech with the theme of "BC doubles". He said that changes in the internal and external environment will have a profound impact on the industry. In the future, the platform should not only serve the client, but also the industry side, and also serve the client well through the industry side. Therefore, how to improve the service ability of the industry is very important.

In Zuo Hui's view, there are three definite directions for the service industry to undergo qualitative changes: the industrial transformation of the service industry, the promotion of online and digital service, and the professionalization of service providers. This will also lead to the reconstruction of the relationship among the platform, developers, brokers, buyers and other parties, as well as the change of the service mode of the platform.

"The platform" double play "is very important. We used to be a brand provider to serve customers. Today, shell platform is to serve both customers and the industry." Zuo Hui said that shells also serve customers through the service industry, so it is very important to improve the ability of the service industry.

Reconstructed relationship

For the developer, the shell is very important in the industry. Zuo Hui believes that in the field of new housing, the rise of C end is a very certain trend. At present, users' service requirements are not well met in the whole value chain, and some fundamental changes will occur in the future.

Zuo Hui believes that the sustained and rapid growth of house prices in the past 20 years has covered up many problems. With the change of the industry, C-terminal will have more and more right to speak, and will force developers and platforms to make corresponding adjustments. This change is likely to happen in the next few years.

At the same time, in the context of the normalization of the real estate market regulation, the relationship between the platform and developers is also restructuring.

The "prudent growth" policy of real estate companies in August will be replaced by the "prudent" growth model. In the short term, it becomes the first choice for enterprises to maintain financial health by accelerating de stocking. This is also considered to be a significant positive for channel companies.

"A lot of people say that after the policy comes out, it will be a great benefit to the channel people, which is true, but I believe that the final change is much more complicated than this one." Zuo Hui said that from the current visible reality, this will not only bring a test to developers, but also to platform companies. For now, both sides need to be ready as soon as possible.

He believes that in this context, it is not enough to position the shell as a channel provider. It should become a digital partner of developers in the whole value chain.

The reason for this positioning is that both sides must jointly face the reality of the rise of C end and provide good services.

"I think that channel providers and developers will become long-term partners in the future", Zuo Hui believes that it is a new challenge for shell to be a digital partner in the whole value chain and provide services to developers.

Specifically, shells will consider more ecological issues in the future, such as how to consider the combination of roles, which new roles will be given by shells, and create new opportunities, etc.

Certainty and security

Within the platform, the way to maintain the store owners and brokers is also changing.

"Shopkeepers and brokers are the most important industry group for us," Zuo Hui said. With the development of the real estate brokerage industry for many years, some changes have taken place in the internal driving mode of store managers, store owners and brokers. For example, promoting "Baoma" into this industry is a good direction in the future.

Over the past few years, the incentive mode for brokers is "chicken soup in front, whip at the back". However, in recent years, more and more practitioners realize that this mode mainly focuses on short-term incentive, which is not conducive to the long-term employment of brokers and the cultivation of professionalism. In contrast, certainty and security are becoming more and more important for brokers.

"The original industry pursues uncertainty, insecurity, and keeps brokers in a state of due diligence all the time, but these have to change." Zuo Hui said that to allow the agent to see a long career, it is necessary to provide him with certainty and a sense of security, which is different from the past cognition.

It is reported that during this year's epidemic situation, a lot of "shell brokers" have been strengthened to a great extent in the implementation of the new "shell agent" system.

As for the platform, Zuo Hui believes that the significance of making rules is certainty and security. Zuo Hui said that the Zhongyi mutual aid program just released by shell has been comprehensively upgraded, which also hopes to provide a sense of security and certainty for everyone.

According to the comprehensively upgraded shell Zhongyi mutual aid program, 323 shell and chain family old employees including Zuo Hui, Peng Yongdong and the management committed to donate 19238034 million shares, which will be used to inject into the fund pool of shell Zhongyi mutual aid program and fulfill the social responsibilities of individuals and enterprises.

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