Over the years, the real estate industry has changed and "people" have emerged.
And the one I want to talk about today has an extremely distinct personality and a unique role, which integrates the data king, the running general, and the CEO of a listed company. He is calm but passionate, professional and not afraid of "out of the circle", is a respected and likeable strength figure.
When it comes to him, many people first think of the image of him running hard in a tank top and shorts. Yes, his figure frequently appears on the marathon track, and his "breaking three" record has created a record for the real estate running circle. The E-House Marathon Club he pushed to founded allowed "hard work and persistence" to penetrate the corporate culture, and also sent "Chinese runners" to the Olympic Games. Secondly, his image of a researcher full of intellectual temperament is deeply rooted in the hearts of the people. Many people like to listen to Dr. Ding's discussion of "data world", his mouth is hanging, his views are sonorous, and his influence lasts for many years. The "Ding Zuyu Appraisal of the Property Market" report meeting he delivered under the spotlight alone has become an annual industry event and weather vane. His "E-House Wharton" project has benefited nearly 2,000 real estate executives so far, and he has been called "Principal"... He is him, Ding Zuyu, CEO of E-House Enterprise Group.
In the 2020 Shanghai International Marathon, Ding Zuyu's PB performance was 2 hours, 52 minutes and 10 seconds
From intern to "data king" to CEO of a public company
Ding Zuyu "debuted" on the eve of the explosive development of China's real estate industry.
In 1997, he became a young intern in the real estate industry in East China Normal University, a senior majoring in real estate development and management. At that time, welfare housing still existed, the real estate industry was in the process of "feeling the stones to cross the river", and the willingness of the Chinese people to buy a house was far less crazy than later. The commercial housing of three or four thousand yuan per square meter on the market is not very good to sell. It should be said that history has given Ding Zuyu the perfect opportunity to become a talent. Because the entire industry will not be hot, there has not yet been an "aircraft carrier-level" enterprise, and the eighteen martial arts performed by various marketing teams have yet to be turned on. At this time, Ding Zuyu, who was "born in science class", started from buying and selling second-hand houses, underwent training in multiple positions, and enthusiastically explored various models of house sales with his partners.
"It was a time of burning passion, and it was also an era of intersecting roads. The entire industry is actively exploring, and new ideas and new approaches are emerging. That's when I got into the business. I have experienced the 'barbaric growth' and 'difficult exploration' of the industry; I have experienced the booming market, the growing of enterprises, the soaring of housing prices, and the multiplication of wealth brought about by the rapid development of the real estate industry. Ding Zuyu introduced. Under the influence of the corporate culture of "doing the best service with a humble attitude", he grew with the industry from silence to bustle. In 2003, when he entered the sixth year of the real estate service industry, he was promoted to deputy general manager of "Upper House Sales". It was the first watershed in his career — starting to lead troops. After three years of hard work, in 2006, he became the general manager of Kerry. Kerry, English CRIC. At the beginning of its establishment, it drew on the internationally renowned Bloomberg case and intended to provide "valuable information" for the market through in-depth and detailed residential project information research.
Since its inception, Kerui has established three strategic directions: information collection, technology research and development, and research on achievements. They recognize the meaning and value of data, as a brief history of the future puts it: "In the eyes of economists, economic mechanisms are the collection of data on desires and abilities, which are then translated into decisions." So they "searched for everything" for data collection and excavation. For example, when analyzing the value of housing real estate, most researchers "walked around" on the basis of public information and went to the field, which belonged to the traditional "empirical school". Ding Zuyu disdained this, he led the team to build a "database", not afraid of the arduous trek of ascetics. They introduced satellite imagery technology very early to obtain detailed and accurate data, including accurate area, environmental conditions, supporting conditions, etc., which was "unprecedented" at that time. I have to say that this advanced data system was originally a "money-losing commodity", and it was throwing money every year, but the direct income did not have a shadow. But they were not moved, and with the support of Chairman Zhou Xin, Ding Zuyu firmly consolidated the data foundation. High returns appeared in 2008 after the global financial crisis, professional, accurate data research value suddenly highlighted, it goes beyond the empiric approach, based on authoritative information, to help enterprises in investment, construction, push cases, marketing, pricing and other aspects to achieve accurate control, for a time "no different", become the real estate development enterprises for market analysis of the "standard". This contribution can be described as epoch-making for the real estate industry.
With the rapid development of China's first real estate database and think tank, its staff has also continued to grow, and its business has extended to all aspects of real estate. Kerry later merged with Sina Leju to form China Real Estate Information Group, which was successfully listed on the NASDAQ in one fell swoop. In the process, Ding Zuyu showed his professionalism, diligence and low profile. He rose to prominence as the "Data King" and won the trust of real estate tycoons with his character. On the occasion of the 16th anniversary celebration of E-House China, E-House's E-House Marketing Group merged with Kerry Group to form "E-House Enterprise Group". At that time, 16 of the top 100 real estate enterprises and professional investment institutions invested in "New E-House", and Ding Zuyu was appointed as the CEO.
In the past 5 years, Ding Zuyu has led "New E-House" to fully integrate new housing marketing agencies, real estate big data and second-hand housing transaction service business, and strive to produce greater synergy effects through complementary advantages and resource integration. They also continue to evolve and innovate, triggering today's "service fission" and promoting the comprehensive upgrading of the "Easy-to-Live Service System" strategy.
When "New E-House" persistently creates a "unicorn" in the real estate service industry in the journey of fighting the shocking waves in the market, Ding Zuyu's management style and ideological strength have also attracted more and more attention. For example, "Ding Zuyu Commenting on the Property Market" is an authoritative public account in the vertical field of real estate, and its annual press conference has become an annual ideological feast for the real estate industry. Ding Zuyu used professional data and accurate analysis to "tell the story of the real estate industry", predict industry trends, and wave after wave of influence. I once attended the annual press conference of "Ding Zuyu Commenting on the Property Market" held at the "Shipyard Theater" on Binjiang Avenue in Pudong. On the stage, under the chasing lights, Ding Zuyu talked about it, with fresh, hot and accurate expression, interpreting a string of data, a piece of PPT and the regulation, house price, luxury house, land king, industry ceiling, destocking, 100 billion housing enterprises, mergers and acquisitions, hot sales plates, innovative products and other hot topics to be gripping, but also pointed out the industry fans.
Every year, as soon as the "Ding Zuyu Comments on the Property Market" press conference ended, the reports were very lively, and the WeChat screen brushing was spectacular.
The annual press conference of "Ding Zuyu Commenting on the Property Market" has become an annual industry event
Running, running, will affect the "running spirit" of enterprises and even the industry
As the CEO of a listed company, Ding Zuyu's "uniqueness" is deeply related to his "direct face" with the public for many years.
He is a professional manager who is quite concerned, and his words and deeds have attracted the attention of hundreds of thousands of fans. His "running culture" spread in various carriers, and was once widely spread in the "jianghu": in the E-House enterprise group, all those who were promoted to senior management, including the "number one" in the location of branches in various provinces and cities, were not only examined in terms of professional attitude and professional ability, but also had to undergo physical fitness tests.
Taking advantage of the visit to Ding Zuyu, we asked him for verification. He said that "health" is one of the elements of corporate culture that I want to promote. Enterprises are always facing the harsh test of "not advancing or retreating". To remain undefeated, it depends on decision-making, organization, innovation and so on. But for the management who leads the army, if there is no healthy physical fitness, how to be competent?
In this regard, Ding Zuyu leads by example and can be called an example!
He can shoulder the burden of the "New Easy House" KPI assessment and the responsibility of good use, which is based on strict and conscious "time management" and "target management". He shows up early in the office every day and puts himself into work with full spirits. He taught by example and led many people. And he is committed to promoting "health" as a corporate culture, but also because of the pain of skin. He admitted that his weight was once as high as 87 kilograms, and the physical examination indicators lit up several "red lights". Forced to be helpless, he had to compete with himself, and through dieting and aerobic exercise, he successfully threw off 15 kilograms of excess meat in three or four months, and his energy was more energetic. In fact, compared to rapid weight loss, it is more difficult to maintain weight loss results. Under the encouragement of Yu Liang, Ding Zuyu began to switch from "blind running" to "will running", devoted himself to marathon training and actively participated. His first participation in the Xiamen Marathon was 3 hours and 56 minutes, and later in the Tokyo Marathon was 3 hours and 05 minutes, the first taste of running into the national second-level athlete performance. Not long after he was happy, the "standard" of the national second-level athletes was improved, and he did not accept defeat, and through hard work, he once again achieved the national second-level athletes' performance standards on the track. His marathon results also "broke three" several times. When he first achieved the "breaking three" of the whole Horse, he once said that he no longer regarded PB (personal best) as a goal, but hoped to run happier and easier. But based on perseverance, he once again "broke three" in the 2019 Shanghai International Marathon, with a record of 2 hours and 53 minutes. At the 2020 Shanghai International Marathon, he struggled to run 2 hours, 52 minutes and 10 seconds. Breaking through again and again, surpassing again and again, he realized that marathon running is an effective way to sharpen his will and challenge the limit. "Many of life's problems, marathon running will give answers." He said that because of his respect for the body, he has become more and more respectful of his dreams, career and even life. Running can promote the brain to be fully oxygenated, the mind is more awake, the work efficiency is improved, and even the spirit is more pleasant. These are the physical changes and ideological perceptions brought to him by long-term exercise.
Since starting the "will run", Ding Zuyu has become "super self-disciplined". Almost every morning at 5:30 a.m. I started running and couldn't move. Run dozens of kilometers a week, more than ten years like a day. When he encounters a job social in the evening, he will also say hello to everyone to buy a good bill, and say goodbye in advance after fulfilling the number of gifts. Friends also understand his self-discipline. He said: "There are two natural enemies in a person's life, one is laziness and the other is desire. Only by working hard to overcome laziness and moderately controlling desires can you overcome yourself and step by step towards the goal. ”
Ding Zuyu applied the various benefits of "running" to the use of big data methods into a book called "Marathon Everyone Can". This textbook-style bestseller, reprinted in one edition. In addition to writing books, Ding Zuyu also shared his "marathon experience" on tv screens. The "E-House Running Group" he organized has attracted more than 3,000 employees from all over the world to participate so far. He also pushed for the creation of the E-House Marathon Club, which has won numerous championships and has also sent Chinese athletes to the Tokyo Olympic Games. Running culture makes "hard work and persistence" a culture of will, which really affects different circles such as enterprises, industries, and society.
Don't think that super-disciplined people will be "stereotyped". Ding Zuyu is not at all! He combines the elegance of a gentleman, the indomitable defeat of a fighter, and the dashing and straightforwardness of a celebrity. He is the "Ding Zong" at work and the "Ding Ding" in the circle of friends. I remember once, a friend sent me a WeChat "emoticon". I looked at the same expression "image" is not the same, looking a little familiar, to ask, sure enough, it is the "Ding Zuyu version" emoji, smile and anger and embarrassment. I still remember that after several visits to the headquarters of E-House Enterprise Group located in the Qiushi Building of Shanghai University on Guangzhong Road, every time I stepped into the building, I always felt a "youthful atmosphere" coming to my face. The office space in the building is designed with a "serious and lively" atmosphere, and the "reading corner" is lined with a variety of magazines. There is also a gym in the building, and some employees go to the gym early in the morning to shake the iron and sweat, starting a good day from the morning exercise. Enterprises naturally also pay attention to performance appraisal, but from the Easy Superman running the first floor and the eye-catching signs of the countdown, it can be seen that their appraisal not only relies on indicators and regulations, but also relies on cultural edification and vitality. According to the small partners of E-House Enterprise, these are all vigorously promoted by Ding Zuyu. Ding Zuyu pays special attention to the "forging of spirit and culture", and the "new yiju" in his mind is still a "teenager" after the third anniversary of the listing or longer!
"E-House Wharton" empowers "Changing China's Real Estate"
In the year of the 2010 World Expo, under the impetus of Chairman Zhou Xin, the first phase of the "E-House Wharton Real Estate Training Project" was opened!
At that time, E-House China and the Wharton School of Business in the United States jointly launched a real estate practical operation and business management project, referred to as "PMBA" in English, aiming to gather "the power to change China's real estate", so that elites with common backgrounds and interests can become "classmates" and learn and progress together.
As the Secretary General of E-House Wharton Case Study and Education Base, Ding Zuyu presided over the design of the entire curriculum system.
E-House Wharton PMBA project and the traditional business school executive training made a differentiated positioning at the beginning, every year will combine the common pain points of the industry and market hotspots as a training topic, such as real estate and new business, real estate investment and financing and strategy and organizational change and other directions, the students with the topic to form a "class", the whole class and group class combined, and strive to combine the theory and practice organically and perfectly, so that the real estate executives who return from the war and read again get energy supply.
It is understood that for many years, the first class of the E-House Wharton PMBA project has been "vitality breaking the ice", so that the "freshmen" who have just reported it quickly go from strange to familiar. Moreover, in the opening module, the students will democratically elect the "class committee" of their own class and wear a "red scarf" to take the oath. They get rid of the shackles of workplace identity, find new "organizations", integrate into new "organizations", and enthusiastically create their favorite class culture. At E-House Wharton, everyone has only one title for each other – "classmate".
Entrepreneur leadership is a unique training model of E-House Wharton. The entrepreneurial faculty composed of outstanding entrepreneurial leaders, cross-border new business pioneers, and the new generation of real estate enterprise leaders, as well as the powerful professors and economist faculty of the Wharton School, make the PMBA program focus on both overseas advanced concepts and practical applications in China. Among them, the economic theory course is led by a team of top American professors, including strategic thinking, leadership, execution, social responsibility, etc.; while the "practical case teaching" invites local heavyweight entrepreneurs. Guo Guangchang, Shen Nanpeng, Sun Hongbin, Wang Shi, Lin Zhong, Mao Daqing, Wei Zhe, Zhang Ying, etc. all appeared on the list of mentors of the PMBA project, what kind of energy field is that! According to reports, about 200 entrepreneurs and industry executives have served as both trainees and mentors, teaching each other, giving PMBA great appeal. For example, Wang Shi's lecture coincided with a harsh winter. The trainees listened to Wang Shi talk about the philosophical proposition that "life is full of uncertainty" and talked freely about his fun and insights in the process of "climbing the mountain" and "conquering". The lectures of Lin Zhong, Wei Zhe and others are all fresh "practical" experience.
E-House Wharton PMBA project has been launched to the 10th phase so far, 5 years ago founded the E-Wat Alumni Association, attracted and gathered more than 2,000 real estate executive elites, has become a real estate industry-university-research highly integrated learning platform, cooperation and research and development platform. Every year, the students who rush to register first have a "stomach problem" before joining, and after entering the school, they can get close contact with their favorite famous tutors and also get "divine help" to overcome problems. The benchmark visits and case reviews set during the training allow the trainees to know what they are and why they are so. This is the value charm of E-House Wharton. After graduating, the trainees are proud of E-House Wharton. Because through the training, their thinking has been enlightened, their profession has been improved, and they have a high-quality circle of friends with strong energy.
"Hosting an E-House Wharton class not only empowers the entire industry, but I also learn a lot through organizational learning myself." Ding Zuyu said. "The greatest constant in the world is change. Different ideas will lead to different results. Winners are always good at learning and lifelong learning. In 2019, I participated in the first phase of the Wharton China Advanced Management Program (CHAMP) and summarized my professional experience in the past 20 years. That study clearly improved my strategic thinking and leadership skills. It's energy 'come on'! ”
In 2018, E-House Enterprise Group was listed on the Hong Kong Stock Exchange and banged the gong. On the left is Zhou Xin and on the right is Ding Zuyu
The same in the changing situation: the intention is to make Chinese live better
Looking back on the growth, Ding Zuyu expressed his "gratitude" for the guidance of his predecessors and the support of the team.
He said that whether within the E-House Enterprise Group or the entire real estate industry, many mentors and friends have inspired and helped him. In particular, he talked about Chairman Zhou Xin, the founder of E-House Enterprise Group, who has always led him, and Professor Zhang Yongyue, president of E-House Real Estate Research Institute, who has taught him for more than 20 years. He revealed that in 1997, it was Zhang Yongyue who recommended him to "sell houses" as an intern. "My upbringing is closely related to their promotion or help. Over the years, we have established a deep friendship between us, and the work cooperation is also very tacit, often only one or two words, and each other will understand each other. ”
Growth based on gratitude, and tacit understanding based on trust, are all kinds of energy.
Ding Zuyu said that in the first few years of graduating from college, "personal struggle" is crucial, and it is necessary to eat "dried radish rice" down-to-earth. When he was an intern at "House Sales", the first project he participated in was to help the company do the exhibition. At that time, he rushed to do all kinds of chores, moving here and there, laying carpets, copying the property deeds piled up into hills, and so on. After joining the company, he continued to put into hard work and sweat, grew up with the team, participated in almost all the innovative projects of the E-House Group, and personally experienced the listing of many companies belonging to the group. At this stage, he further realized that more important than "individual struggle" is teamwork and corporate "competition". For "competition", he explained that today's real estate services are becoming more and more difficult to do, but the industry does not need "vicious competition". As long as you break the "zero-sum game" thinking and implement a business strategy based on the combination of cooperation and competition, the winning rate is higher.
Ding Zuyu analyzed that with the introduction of the "housing and not speculation" policy for five years and the introduction of the "three red lines" in the second half of 2020, under the influence of these two policies, the situation of China's real estate "change" is "very clear", and the rapid development has come to an end. However, the real estate industry, as the ballast stone and stabilizer of China's economy, has an annual sales amount of more than 17 trillion yuan in commercial housing, and from the perspective of output value, the development of the entire industry has not shrunk - "the industrial scale is there, and the cake is still very large!" ”
Moving in response to the situation and going with the flow is an inevitable choice. But the current "marketing chaos" is also a must-see.
In some cities where the property market is relatively hot, some hot selling disks have the phenomenon of "holding up the plate and refusing to sell", "artificially shaking", "crowdfunding to hit the new", "borrowing tickets on behalf of holding" and so on. In some areas where the property market is unsalable, false propaganda, water army charging, channel bundling, etc. are not uncommon.
Ding Zuyu believes that although the era of high profits of real estate agents has passed and the industry has become more transparent and stable, there is still much to be done. From the data point of view, "channels" account for an increasingly high proportion of real estate marketing, from 10% to 15% in 2018 to 25% to 35% today. The proportion of "agents" once fell to a historical low, and now it has shown a rebound. All these show that marketing is indispensable to housing enterprises, developers and real estate. Today's E-House Enterprise Group continues to maintain its industry leadership and continues to run unremittingly to build a "service provider" with the unique advantages of real estate big data.
He revealed that the future focus of E-House Enterprise Group is mainly on three sectors. The first is to fully embrace the digital marketing of real estate, use the advantages of resources such as Tmall Good House, and do a good job in the online and offline integration of real estate marketing. The second is to continue to strengthen and enhance the service of real estate big data, using the strong support of blockchain, cloud computing and other technologies, coupled with E-House's years of deep cultivation in the field of real estate data, and continue to maintain the dominant position in the industry. The third is to further expand the development space in the non-residential field in addition to the real estate residential field that has matured at E-House, such as property, leasing, and health care. Talking about the real estate data services, Ding Zuyu said that E-House enterprises began to lay out as early as many years ago, whether it is the port layout of real estate data, or the fineness of big data particles, as well as the continuous iteration of digital technology, E-House has a stable team, behind the scenes for several years. Since its inception, E-House has been playing a pioneering and innovative role in the industry, and it is still the case today.
Everyone has a mountain in their heart. In Ding Zuyu's world, there are endless peaks. In addition to being the "data king", "marathon runner" and "CEO of a listed company", he also shoulders the responsibilities of a member of the Shanghai Municipal Committee of the Chinese People's Political Consultative Conference, a member of the Shanghai Municipal Committee of the China Democratic National Construction Association, and the vice chairman of the Shanghai Municipal Sports Federation. He has received many honors and he has a strong sense of responsibility. Speaking of many people, it is almost unbelievable that making breakfast for children at home every morning and sending children to school is also his "one lesson a day". Ding Zuyu said that the development of enterprises is like a mountain marathon, glorious at the top of the mountain, but there are many bumps in the process. And he set up a lofty ambition to be a firm dreamer and strivers on the long road. He is not alone, but together with Chairman Zhou Xin, he leads a group of people and runs hard at the forefront of the industry!
Author: Ding Xilin
Edit: Fan Jiale