In October 2017, more than 40 chain home director-level employees with more than 10 years of experience rushed to 10 cities, and these outstanding ability of the chain family "disciples", with the gene of "strong control" of the chain home direct operation system and the profound imprint of the chain family culture, went to "open the mountain for a cause that can change the territory of the intermediary industry" - the strategic dream of the big platform of the chain home group.
On January 30, 2018, Linkhome Group restarted its well-known real estate brokerage brand "Deyou", launched franchise business, relied on platform resources such as big data, online traffic and management system of Linkhome Group to carry out brand operations, and combined with the direct management system, helped the development of small and medium-sized brokerage companies.
With the direct operation model to lay a solid position in the industry today, the chain home that claims to have a "business cleanliness", why did it use the franchise model, why can it do a good job, and what kind of planning is behind it?
"We hope to form a positive cycle of quality services in the intermediary industry with the franchise model of 'platform empowerment and direct management'." Qi Shizhao, general manager of the Deyou Business Department of Chain Home Group, analyzed in detail the operation mode and long-term planning of Deyou in an interview with the people's network and other media, according to him: "The determination and investment to join this time is very huge, there is no intention to make money within 3 years, and the establishment of the ecosystem is a long-term process." ”
"Open all resources, output all management methods"
Qi Shizhao has mentioned "platform empowerment and direct management" many times, which is also the top-level design of Deyou's business model, that is, access to all platform resources of the chain home and obtain the successful password of the chain home "strong control".
It is recognized in the industry that the big data system that the chain home has spent a lot of effort to make, especially the "real estate dictionary", is its unshakable value. Qi Shizhao said that to this day, there are still relatively large intermediaries to talk to them, can the chain home do some diversion, there are also small intermediaries suffering from scale restrictions, can not complete the electronic collection of residences, will sigh to the chain home: "We do not fight, the chain home does not do to join? ”
This time to restart Deyou, the chain home announced that it will fully open up the resources that have been precipitated for 16 years. "There is nothing to hide, and franchises and direct sales enjoy the same." Qi Shizhao said.
According to reports, small and medium-sized intermediary companies can get help in eight aspects by joining Deyou.
The large traffic platform with 3 million daily active users of the shared chain home network obtains accurate and high user viscosity traffic entrances, and provides franchisees with high conversion rate business opportunity traffic.
Realize the network operation with the chain home, through joining the acn (broker cooperation network), and the chain home open housing circulation joint sale, to achieve the cooperation of people, houses, customers, help brokers improve operational efficiency, avoid malicious competition.
"This is also the basic logic of why the chain home should establish a huge radius, because to operate, it is necessary to establish a cooperative network, but the small intermediary really does not have the ability to shop hundreds of thousands of stores, so we open up the cooperative network." Qi Shizhao explained that acn relies on "strong culture, strong service, strong support, strong control."
The entire functional system of the chain home will be involved in the support of franchisees, through HRBP (business partners), COE (expert center) and ssc (sharing center), in the operation, strategy, marketing, manpower, training, procurement, finance, legal and tax aspects of the full supply.
With transaction support, franchisees can continuously improve the online rate of the signing process, realize the visualization of the transaction process, and also obtain transaction services such as capital supervision through financial cooperation objects such as Lifangtong, as well as direct strategic cooperation support from 11 banks.
With application tool support, Deyou will provide a rich and scenario-based operation support tool such as store operation management operating system and real estate dictionary.
Obtain the output of quality management, based on the standards of objects (real housing), people (agent ability and quality), and service, and establish a positive cycle of quality management. Qi Shizhao said that over the years, the chain home has standardized every step of the service, "only standardization can be copied."
By obtaining management methodologies, franchisees can be empowered in management methodologies such as business analysis, customs clearance drills, project management, data analysis, and online and offline interactive management.
Expand the existing business scope, in addition to second-hand housing transactions and ordinary leasing, franchisees can also participate in new housing, sojourn real estate, overseas real estate, home improvement, and free leasing and other businesses, to obtain more sources of income.
"Aircraft carrier consulting company, doing business with values"
Real estate intermediary transactions, the most core content is the housing and service, the establishment of the real estate of the chain and the standardization of services, strong control means are indispensable. In a variety of franchisees, how does the chain home carry out "strong control" to the end, in other words, how does Deyou ensure that the service quality of franchisees does not smash their own signboards, and why do the franchise model well?
Qi Shizhao gave a number of answers.
Deyou has strictly controlled quality from the beginning of the design of the franchise process. Background investigation will be conducted from multiple dimensions, including the store address, the owner's background, work ability, customer feedback, industry reputation, etc., and even formulated a elimination rate of not less than 50%. "Do quality franchise stores, do not pursue fast-track." Qi Shizhao said.
In terms of risk control, in addition to the existing red and yellow lines of the chain home, this time it has clearly added the black line of behavior, and there is a set of strict mechanisms. For example, leaking information, dumping orders, and deceiving customers will be directly expelled from the system once discovered.
The issuance of commissions, Deyou pays more attention to the protection of customer rights and interests, only when the transaction is completed and no complaints occur, the intermediary can get the full commission, if there is a customer complaint, in the case of determining that the intermediary is in violation, Deyou will pay first.
"These are all agreed in the contract between the franchisee and Deyou, so the franchisee is required to fully understand and agree with the value system of the chain home before joining." According to Qi Shizhao, Deyou has compiled a thick and thick whole manual, which is an interpretation of all the values of the chain family, embodied into the behavior itself and bound on the paper one by one. Franchisees need to sign each page on the basis of understanding, and agree with the logic behind each requirement. "You can join after you agree, and if you feel that you can't, you can go back and consider it." This is the rule that we have worked for more than ten years to set out, only in this way can we do a good job, which is particularly different from the traditional franchise, and the threshold of requirements will be relatively high. Qi Shizhao said.
In addition, Deyou has also introduced the perfect training system within the chain home into the franchise system. Brokers will have 35 hours of closed training, and after participating in the agent training, the store manager will need to participate in the other 35 hours of store manager training. All kinds of weekly meetings, regular meetings, and cultural seminars are implemented in accordance with the idea of direct operation of the chain family.
In Qi Shizhao's view, Deyou is doing a business of values. "Franchisees joining Deyou are no longer joining a brand, but entering the aircraft carrier of the chain home, and we are an ecosystem." The Deyou team believes that Deyou essentially plays the role of an aircraft carrier consulting agency, providing a platform, teaching management, exporting culture at the same time, and even going into detail to guide franchisees on how to retain talents, how to reasonably distribute performance, and how to implement incentive mechanisms.
"Joining and directly operating benign cooperation, rather than fighting left and right"
The 10 cities announced by Deyou are Chengdu, Chongqing, Dalian, Hangzhou, Jinan, Nanjing, Qingdao, Suzhou, Tianjin and Wuhan. However, these cities have a chain home direct store layout, how to balance the relationship between franchise and direct operation, will there be business conflicts, and even in the future, will the chain home turn the rudder and cut the cost of occupation of direct stores on a large scale?
"Direct operation and franchise are two different business groups, and we have a clear cooperation mechanism." Qi Shizhao replied that the direct operation is for C-end owners, the franchise is for B-end small and medium-sized institutions, the future strategy is common development, there is no bias or suppression, and the chain home and Deyou have their own development plans.
The biggest difference between Deyou and The Chain Home is that Deyou is closer to the community and more like an alliance of community experts. The broker group it is aimed at has a certain community resource and can achieve spurt growth under the empowerment of Deyou's platform and data.
In terms of profit distribution, the chain has a basic rule - "role exclusive". Even in the operation of the direct marketing system, every job of the broker has a corresponding performance. For example, taking photos of the listing will lock in the corresponding performance, the absorption of customers will also have corresponding performance, and the system will assign the corresponding part of the final transaction broker's commission to different contributor accounts.
In view of the gray area of the industry, Deyou also follows the scenario-based rules of the chain home and sets up a "jury mechanism" to clarify the responsible party and performance attribution.
In addition, Deyou has set up regular interactions between stores and business districts to ensure benign recognition.
Qi Shizhao said frankly: "There is no difference between managing 10,000 franchised stores and managing 10,000 directly operated stores. Deyou and Chain Home do not have a specific distinction in the choice of cities. ”
"I didn't plan to make a profit in 3 years, and the investment was huge"
According to Qi Shizhao, in the first year of launch, Deyou planned to open 50 stores in each of the 10 cities, followed by 5,000 stores in 30 cities in 3 years.
It is worth noting that the chain home group has given all the support that can be given, but there is no hard standard for profitability.
"Deyou wants to run through the franchise model with its own characteristics first, and it must not be flooded with water to seek speed." Qi Shizhao said that Deyou himself calculated that the first 3 years were all losses, and the pursuit of intermediary quality service is positive cycle, which requires time precipitation.
Different from the previous franchise model, Deyou's sharing system has also been boldly adjusted. Instead of setting a guaranteed management fee, a certain percentage is drawn from the turnover. "We go in and out with franchisees and only earn incrementally." Qi Shizhao said.
Deyou also has three visions: to become the most high-quality real estate brokerage brand in China, to become the most efficient small and medium-sized intermediary cooperation alliance in China, and to become the largest community expert cooperation platform in China.
The veterans who grew up in the chain home are deeply imprinted with the concept of "I promise, I do", and Deyou hopes to inherit the culture of the chain home, and when absorbing franchisees, pass on the spiritual core of "I become, I do", and establish a positive cycle of quality service.
This article originated from the People's Daily - Real Estate Channel
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