Keep a low profile and be strong.
In the real estate agency industry in Shenzhen, Liang Wenhua has a nickname-Hunter. Colleagues described him as ruthless, precise and steady in business. He often grabs a good house first, and the shop opens in a good location. Most importantly, in order to attack the prey, he hides himself well, and often only after he succeeds does others know that a good prey has been succeeded by him.
Anyone who knows Liang Wenhua knows that he looks gentle, peaceful and casual, but when it comes to work, he immediately looks like a different person. He said that his favorite state of life is to be a low-key person, to be strong, not to be noticed, and to live a self-centered casual life. In addition, because being low-key is often ignored by others, if you relax your vigilance, you will be much less hindered and your success rate will be much higher. It is easy to understand why Shihua Real Estate, founded in 2000, has become the leader of the second-hand housing market in Shenzhen in a short period of 1 1 year, all because of Liang Wenhua's leadership style.
Just do one thing and do one thing well.
For Liang Wenhua, entering the real estate industry is somewhat accidental and inevitable.
199 1 year, Liang Wenhua went from Shaoguan to Shenzhen to work hard. Once when he was on a bus, he heard a sentence on the radio on the bus that "the development of a city cannot be separated from two major industries: one is finance and the other is real estate", which made him feel a lot. It was this sentence that changed his life and let him find the development direction of life.
Liang Wenhua looked at himself, and after getting a preliminary understanding of the real estate industry, he thought that his personality characteristics, such as persistence, diligence and patience, were particularly suitable for real estate intermediary business. In addition, at that time, the domestic real estate agency industry was in its infancy and there were many opportunities. To this end, Liang Wenhua took out a little savings saved by working and went to Hong Kong for inspection. The prosperity of the real estate agency market in Hong Kong has strengthened his belief that he must come here.
Liang Wenhua was 2 1 year old that year. "At that time, there was only one international real estate agent in China. I went to take refuge and people didn't want me." Liang Wenhua was rejected because he had no relevant work experience. Finally, he simply partnered with a friend and rented an office to do it himself. The year is 1992 10.
In the following eight years, Liang Wenhua has been working in the real estate brokerage industry, and accumulated experience and wealth through his own efforts. "In those two years, my performance was very good, that is, looking for a house, releasing information and finding someone to rent a house. Only by changing hands in this way can I make tens of thousands of commissions every month. At first, even the farmers' houses were built. Later, with some funds, I began to do high-end, and later became an expert in the second-hand luxury home market. "
Around 1999, Liang Wenhua re-examined his own development. With certain "capital" and "qualifications", he met the temptation of enterprise development, such as real estate development. "We also have some conditions for being a developer, and some friends have done it. They may make dozens of times as much profit as I do as an intermediary. I also thought about transformation and development, but I didn't want to be an intermediary market for so many years.
Hesitantly, he began to do market research, including understanding foreign markets and visiting Hong Kong. Finally, Liang Wenhua concluded that according to the development momentum of the real estate market, it will be very hot in the future. There is a simple reason. Previous generations lived in the same house, but with the improvement of life and the change of life concept, the demand for houses will expand rapidly. But the land is always limited, and the house will eventually become a circulating commodity to meet the different needs of the market. "At that time, in the United States, the market was dominated by 80-90% of the second-hand building market, and the newly developed real estate only accounted for about 15% every year." After a year's consideration, Liang Wenhua decided that the second-hand property market would be more popular in the future, so he set up Shenzhen Shihua Real Estate Investment Consulting Co., Ltd. in March 2000 and made up his mind to make it his lifelong career. In his own words: "I think a person can only do one thing." Of course, some people can succeed in many things, but I am an ordinary person. I can only do one thing, just do one thing well. "
During his career, Liang Wenhua never stopped studying the successful and failed enterprises around him, and learned experiences and lessons. He said, "I have carefully noticed that most successful enterprises are committed to doing one thing and one product."
It is in the spirit of doing only one thing and doing one thing well that Liang Wenhua and Shihua Real Estate under his leadership benefited from their persistence in specialization.
Enterprise development, laying the foundation for innovative operation mode of brokerage industry
In March 2000, Shihua Real Estate was formally established in Room 903, Shenzhen International Culture Building.
Liang Wenhua, who has 10 years of real estate brokerage experience, clearly put forward the development goal of "new century, new world and new concept", "ending the chaotic era of private ownership and creating an era of resource integration", completely abandoned the original private ownership operating system in which client resources were owned by brokers and privatized. Once brokers left their jobs, they took all the client resources away, and established a world-class scientific resource integration system. All individual client resources were owned by the company. After solving the operation mechanism, Shihua Real Estate is as energetic as Asahi, and its business volume is rising.
Secondly, Shihua initiated the business operation system of "sunshine operation, fair trade, only earning commission and not eating price difference", and implemented the standardized business operation process of signing tripartite agreements between buyers and sellers and intermediaries, clearly positioning Shihua as a "brokerage company" rather than a "speculator, investor and speculator", and implementing standardized and transparent sunshine trading. Gone are the days when a house could earn hundreds of thousands of difference. Honesty, standardization and brand creation have become the common pursuit of Shihua people. This standardized operating system has been recognized by consumers, making Shihua brand deeply rooted in people's hearts. Establish a good reputation and reputation.
Third, Shihua has changed the business model of opening an exchange upstairs in the past and created the "bottom" era of "borderless and zero distance" service. Shihua with yellow background and blue characters has been spread to any street in Shenzhen with market demand, and it is open to the public and the community, providing proactive personal services to the public. This zero-distance and active service business model has been highly recognized by the public, and has rapidly spread in the industry, becoming the main operating mode of the entire Shenzhen tertiary market.
Fourthly, Shihua completed the transformation of real estate agency from pure business to full service. In the past, brokers only needed to complete customer leasing or trading transactions, and they could immediately collect commissions and complete services. However, in Shihua, this simple business operation has been replaced by "one-stop full service"-actively providing customers with water, electricity, gas, telephone, cable TV, owner transfer, bank mortgage, home insurance and other related services, completely eliminating worries for customers. Professional, high-quality and efficient services have created more value for customers, and successfully created a gold-lettered signboard in China.
Corporate culture, the core competitiveness of Shihua
An important aspect of determining whether an enterprise is in a healthy development state is to see whether the enterprise has a "healthy" corporate culture. Healthy corporate culture is often related to corporate philosophy, corporate system, code of conduct and corporate values. The healthy corporate culture shows that the overall operation of the enterprise is in an upward development trend, and its internal employees also show a positive, healthy and energetic working state. With the growth of enterprises, Liang Wenhua began to pay attention to the construction of corporate culture.
In 2000, Shihua shouted the slogan of "gather ordinary people and create brilliant career" for the first time, so that all ordinary people can get together and create extraordinary career. And strong cohesion means strong combat effectiveness. We are all ordinary people, all at the same starting line, and all want to make a brilliant career in Shihua. In this way, the same values and goals unite employees around Shihua, make employees have a sense of mission and responsibility, and consciously gather their wisdom and strength on the overall goal of the company, thus condensing into a great driving force for the company's development.
In order to create a harmonious working environment for employees, they can give full play to their respective abilities and realize their self-worth. 200 1, Shihua real estate put forward the slogan "I can do it" within the company to stimulate the enthusiasm of employees; In 2002, the concept of "de-materialization and strong man" was put forward in an all-round way to motivate employees, attract talents and further enhance the combat effectiveness of the materialization team. While encouraging employees, Shihua also pays attention to improving the welfare of employees. In Shihua, as long as everyone has the ability, promotion, salary increase and various welfare benefits, everyone has the opportunity. At the same time, the establishment of various honor groups and phased rewards and incentives have also formed a system in Shihua, which has become a huge boost for employees' continuous efforts and the company's continuous development. These aspects reflect that the Shihua management system is not only standardized, but also humanized.
In the 1 1 year of Shihua's development, "service" has always been positioned as an important part of Shihua's real estate corporate culture. Shihua takes improving the service quality as its own responsibility, and has been working hard to make customers really feel at ease and satisfied. In 2003, Shihua loudly shouted the service slogan of "Shihua, help you", which raised the importance of service to a new height and made it implemented on every employee; In 2004, Shihua put forward "no boundary, zero distance" and expanded its business field and service model to a new scale. Since then, the corporate culture concept of Shihua Real Estate has been further clarified, and employees' behavior has been unified in the same direction of improving service quality, forming their own service brand. As a service-oriented intermediary enterprise, the improvement of service quality means the enhancement of competitive strength and the ability to stand out from the fierce competition. Therefore, with the help of brand services such as "Shihua, help you", "unlimited development, zero-distance service", Shihua Real Estate has entered a period of rapid development in scale and strength.
A century of prosperity, establish the direction of enterprise development
"The strategic goal of our Shihua people is to build a century-old shop with standardization, specialization and value creation. Our responsibility is to always defend the vast majority of outstanding colleagues who take Shihua as their lifelong career, provide them with a stable, powerful and wonderful career development platform, and finally realize the "century-old Shihua" of internationalization of management, talents and enterprises. In 2005, Shihua officially shouted the goal of "a hundred years of Shihua". For Liang Wenhua, personal interests are no longer the most important thing. As an entrepreneur, the good development of the company, the income and future of 6,000 employees are his greatest pressure and responsibility. " Over the years, the brain drain rate of Shihua is the lowest in the same industry. Many Shihua employees stay here because they recognize Shihua, even if there is a higher salary temptation outside. If they work here until they are 40 or 50 years old and have to go to the market to find a job because of the poor development of Shihua, it will be Shihua's sorrow, so I hope to make the company a century-old shop and become a century-old Shihua, so that the employees here have no worries about the future. Building a "century-old China" has now become the goal of all China people.
Eleven years, fleeting. 1 1 years, under the leadership of Liang Wenhua, Shihua Real Estate has grown from the initial floor shop to nearly 200 floor shops with more than 6,000 employees. Shihua real estate's brand awareness and public awareness have won valuable honors in the industry and consumers. With the continuous development of the industry, Shihua will continue to adjust and grow. Continue to move towards the goal of a century-old China.