There is a very interesting saying in the middle station circle, middle station has "real middle station" and "fake middle station . This matter itself is very coke, why haven't you heard of real SOA and fake SOA? Real data warehouse, fake data warehouse What happened to a real Chinese platform and a fake one? What does this mean?
This shows that the entire IT circle does not have a complete and accurate definition of what the middle station is . As the promoter of the concept of Zhongtai, Ali, this promotion work is also poorly done, causing everyone to talk about Zhongtai, vaguely thinking that Zhongtai is a giant thing, and everything can be solved. .
According to my observations, in line with my understanding of Zhongtai, the two most typical companies are Ali and Shell.
Ali is too big to be finished, and Ali has one advantage, but also a fault, that is, his abstract ability is too strong, and what is the chaos of the three-handed axe, the six-channel magic sword, and the nine-sun truth. While they want to push the middle stage, they are desperately abstract at the same time. The omnipotent middle stage is what they blow up, and a good middle stage concept is all over them.
The shell is a very good case. It is short and sharp, with a vertical field, which can be used for anatomy.
Panoramic view of Shell Zhongtai
Shell’s middle stage is a real cow, because he can not only serve his own company’s employees and customers, but also serve the entire industry! I divided the middle stage of the shell into 6 layers inside and outside:
client
Business middle office
business model
Data center
Uniform rules
human nature
The outermost layer is the customer, and the core is human nature. The middle N layer is building the entire business system.
The service crowd of Shell ZhongtaiShell services include all stores, brokers, landlords, tenants, buyers, sellers and developers. Please pay attention to the previous attributive, it is all ! What is all? The original competitors of Shell have also joined the Shell system. They follow the rules of the game established by Shell and play together. Cow? Let's see how many people have joined the shell system:
According to Shell’s prospectus, as of the first quarter of 2020, Shell System has connected to 265 brand brokerage companies (hereinafter referred to as intermediary companies), with 42,000 stores in 103 cities and more than 456,000 general brokers. ! Moreover, there are also abroad~~~
If you want to provide services to "all" people, you must have a complete system. Let's continue to look down~~
Shell's business middle officeTo support the business of all intermediary companies, there must be unified and intelligent business applications . As a consumer, you may know VR viewing, shell selection and so on. In fact, Shell’s entire business has too many applications in Taiwan, and each of them is a big killer.
eHmoePay (Real Estate Link)
For example, eHmoePay (Lifangtong), the only real estate payment platform authorized by the central government in the country, can provide customers with various financial services. This financial platform, which was built in 2014, almost turned over because it was too profitable and the car drove too fast. At the beginning of 2016, it was criticized by the government by name. At that time, Lianjia was deeply involved in "real estate speculation". To put it simply, Lifangtong is to connect a bunch of sources of funds (self-funding, major banks), and then guarantee itself, lock the buyer's money, and dock bank loans at the same time. This ability is simply looting when a customer changes rooms! The customer needs to buy and sell the house at the same time. At this time, he needs to lock two orders at the same time, provide two loans, and repayment operations. This money is earned!
For example, a house with a total price of 4 million requires a down payment of 800,000. If Lianjia gives the customer a down payment of about 1 million, the customer can buy a house for more than 4 million. Then Lianjia used the financial platform to make the first payment and even the final payment into P2P products, and sold them to internal employees or off-site investors, which solved the problem of the source of funds for buying a house.
VR viewing
VR viewings once caused shocks in the industry, because it reduced the necessity of on-site viewings and showing guests. The salesperson mainly promotes exchanges by showing guests to the house, so as to obtain demand and further promote the transaction. But as soon as VR viewing comes out, many people can scan all the listings at home. For the seller, this is equivalent to a waste of an arm, and many previous tricks are useless.
Standard transaction process
Don't underestimate this, SOP seems to be said to be bad. But after standardizing the transaction process, the benefits can be well distributed. I have never seen a few of them.
Others include credit scores, smart housing listings, potential customer recommendations, incentive systems, examination systems, broker evaluation systems, etc. Shells do too much general business support in the real estate agency system. Each one is the best practice for solving superficial problems from the bottom logic .
Shell's business model
In the past two years, someone has summed up a sentence: There is only one business model, which is "altruism." Shell takes the "altruistic" business model to its extreme. In fact, you can see that all applications in the business platform are altruistic first, then self-interested, and may even harm oneself . Because of this business core, the middle office of the business can grow a business application like "VR viewing" that is annoying, but that customers like. It is also because of this commercial core that Shell, a wonderful company that can dock all customers, will come out.
Shell's data center
The next level is the data center. The shell people talk about it most outside, except for ACN, which is their real estate dictionary. In fact, before that, Shell has done a lot of basic work.
main data
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Real Estate Dictionary
Shell has built the country's most comprehensive real estate database, with 549,000 communities in 332 cities, 2.26 billion properties, 4.5 million landscape maps, and 4.8 million buildings. Without this, everything on it is the moon in the mirror and the flowers in the water. They give each house a unique number, which is the only way to determine the authenticity of the house . All intermediary companies cooperate with Shell, the first thing is to unify and merge the housing information.
This job is terrible! I have done similar work before, so much data can be imagined how dirty it is! Not to mention the various address changes and real estate renames. What? You say no? In the face of scale, everything is a problem. When I was working on the basic database of the Ministry of Education, the school's master data changed every day.
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broker
All brokers are also unique in the database. There are red lines and black lines in the ACN rules. Once the black line is triggered, I'm sorry, the shell ecosystem will never be hired. It can be said that this deterrent is very strong!
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client
Buying and selling houses are extremely low-frequency transactions. All customers who have had a relationship with Shell will be recorded, including browsing, viewing, renting/buying/selling, financial services, etc., including the relationship between everyone in the transaction link, this is used for association and recommendation Increase the transaction rate.
Unified modeling
There are too many things for unified modeling, such as big data verification housing, skill development model, housing recommendation model, intelligent search and prediction model, broker behavior prediction model, shell house selection rating system, housing monitoring system, home decoration Automatic generation system, etc., etc., too much. Let's only talk about the three most important ones:
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Shell points
Shell score is one of the important components of the broker evaluation system. It is a comprehensive score from five perspectives, including basic quality, platform cooperation, platform participation, industry influence and quality evaluation.
Shell coin
The broker obtains shell coins through active participation. Shell coins can be used to buy their own exposure rate and increase the possibility of contact with customers.
Credit score
This is the core model of ACN. If you follow the rules, you will accumulate credit points, and if you violate ACN, you will be deducted. If the score drops to a certain level, or some violations (such as gambling), you will be warned, restricted access to the platform, or even kicked out of the cooperative ecosystem.
The success of the shell surface and all the work under the surface are derived from the underlying ACN rules. The full name of ACN is Agent Cooperate Network (Agent Cooperate Network). This rule is very powerful. In terms of effect, it turns an environment of disorderly competition into an environment of orderly cooperation. In the past, there was no trust between anyone in the intermediary company. Everyone would find a way to hide it after getting the listing and the client. ACN completely changed this situation. I have two sharing articles about ACN:
Click to read: The Secret Weapon Behind the Market of Shells-ACN
click to read:In-depth decryption of ACN rules-the most detailed analysis of the entire network
You can go and have a look, it's very interesting.
Shell subverts the core of the industry
Before the emergence of shells, the entire intermediary industry was chaotic and disorderly. In a fully competitive environment, everyone is fighting desperately for their poor performance. At this time, the evil of human nature was fully exposed, and all kinds of scams and abductions were secretly circled out. After the shells came out, the ACN rules were established, the concept of trust platform, trust in others, openness and transparency, and win-win cooperation was promoted, standard transaction procedures were established, the benefit distribution mechanism was set up, and the method of resolving disputes-ACN jury mechanism was even introduced. The entire industry has formed an orderly and cooperative situation on the basis of Shell’s strong middle platform. Within the Shell system, there are no false listings, no vicious competition, and no fraud.
A good system can make people do good, and a bad system can make people do evil. Human nature, human nature, is really elusive.
Enlightenment from Shell ZhongtaiOkay, after reading it, what are your thoughts on Zhongtai?
Zhongtai's goal: to build a super engine to promote business change.
What is Zhongtai?
Commercially speaking, it is a complete business system;
As a result, it is a cooperative system that serves the overall situation;
From an organizational point of view, it is an organization construction method that serves the overall goal;
Technically speaking, it is an architectural model;
From a philosophical point of view, it is a higher-dimensional abstraction;
We need a human foundation for good, establish a reasonable system, continuous improvement of rules, plus complete basic data (data center), business applications built around core goals (business center), and provide the overall situation to achieve common benefits Services, build a super business engine to carry out business transformation. I think this is the middle stage.
Technology is just an amplifier, used to improve efficiency, expand scale, and reduce costs. The most valuable core is the mechanism that triggers people's inner goodness.