Former employees of Continental Evergrande Group described how they had witnessed deformed “all-employee marketing” during their four years of work and had been a “network navy”. (Image source: Getty Images)
[Look at China October 4th, 2021]An article in Lu Media’s “Sanlian Life Weekly” stated that one of them joined in 2017EvergrandeGroup’s employees, he witnessed the company’s deformed “all employeesMarketing“, worked as the company’s “network navy”, and later realized that the company hasFinancial Crisis, He left Evergrande in April this year. He told about his experience and knowledge of working in Evergrande Group.
“Pull the head” marketing tricks
In 2017, he graduated from university with “school recruitment” and entered the “Hengda Tourism Headquarters” in Guangzhou. He is engaged in project management and is mainly responsible for the planned operation and management of “project development and construction”, such as investment development, design, bidding, capital, and engineering. , Marketing, etc. At that time, Evergrande had four main groups: real estate, automobile, tourism, and health, of which real estate was the mainstay.
Evergrande’s 2021 bond maturity schedule, October is very important! pic.twitter.com/bgDUN8KsyP
— Financial Truth (@caijingxiang) September 25, 2021
In addition to his job, he also participates in Evergrande’s 2-3 “all-employee marketing” activities each year, each lasting about 2 months. The company stipulates that if employees are successful in recommending sales, they can earn a commission of 1%-2% of the total house price. In the company’s “all-employee marketing” mobilization document, this is a major benefit given to employees.
At the beginning of “marketing”, the company only asked employees to “invite relatives and friends” to register Evergrande’s own APP and bind personal information such as bank cards. This APP was developed in 2017 and was first called “Hengfangtong” in 2020. It was renamed “RV Treasure” in 2010, which was used in sales.
At the beginning of 2018, the company required employees to “invite” 2-3 registrations per week, so everyone only needed to find relatives and friends to complete easily. Later, the registration tasks gradually increased to 10 or 20, so some colleagues began to look for them on Taobao. “Scalper” registered “Hengfangtong” account, each account is 2-3 yuan, so that it can be fooled by spending dozens of dollars a week.
During the “all-employee marketing” season in the second half of 2018, the company began to require employees to “recommend relatives and friends” to “visit and inspect” the Evergrande real estate, and register their name and phone number at the sales office to complete the task.
At the beginning, about 5-10 visit indicators per week are required. Everyone will meet to register for visits to real estates near Guangzhou on the weekend, but each mobile phone number can only register up to 3 real estates. If the mobile phone number is not enough, just check the App Buy a new number and change the number once for 5 yuan. Because it was too tiring to register for visits all day a week, some colleagues started to let “Meituan” run errands to help “visit.”
Soon, the number of visits began to rise again, mainly because during the “all-employee marketing” period, the group was ranked every week, and the department leaders who were at the bottom had to review them at the “online group meeting” hosted by Xu Jiayin. Faced with the threat of salary cuts and demotions, various departments set internal hard targets. For example, their department requires 50 visits per week per person during the peak period. For the first place, some departments require 80 visits per person per week, so the number of “Meituan” running errand delivery staff in the entire city is not enough.
As a result, a new “scalper” business was born. Some savvy employees or family members began to look for “scalpers”, hired some grandparents in the villages near the Evergrande real estate, and chartered them to the real estate to line up for visits, creating a hot real estate market. The illusion can actually attract people nearby to come to see the house.
Evergrande’s unpaid employees defend their rights pic.twitter.com/4MIQ4egK7R
— John (@JohnDoe1284495) September 10, 2021
He also looked for “scalpers” on Taobao, and added their WeChat account to a certain “Hengda visiting group”. Each group had hundreds of people, including “scalpers” and Hengda colleagues. At the time of the index assessment, there are scalpers in the group that will send messages such as “Today there are 100 places, 20 yuan each, please contact me if you need it, and your hands are slow.”
When the assessment season was over, my colleagues calculated and found that it cost thousands of yuan to find a scalper, but this money had to be spent, because if the task is not up to standard, the leader will continue to look for it and ask you why you are even such a small thing. Can’t it be done? Are you not capable enough? Although there are no hard and fast punishments, most people will succumb under invisible pressure and save money from disasters.
Everyone has indicators for false marketing
Parallel to the “visit registration” marketing strategy implemented nationwide, there is also the requirement for “recommended transaction volume”. The “per capita transaction volume” of each department is gradually added to the weekly department ranking weight during the “all-employee marketing” period. If the “per capita transaction volume” of a department is too low, its department leaders must also conduct a review at the weekly group meeting. This kind of public review is a shameless matter. Salary demotion.
At the Evergrande rights defense scene, the deceived were not waiting for the leader to solve the problem, but the police who came to suppress it~~~ pic.twitter.com/tZfdCKIGtF
— Xiao Zhengzhou (@g_defense777) September 19, 2021
Under the pressure of appraisal, almost all business department leaders’ appraisal of subordinates has turned into selling houses. But they are not professional salespeople, they have no time to find customers, and they have no connections, and it is not easy to sell the house.
No way, for department rankings, some departments had to “crowdfunding to pay for the house” deposit, as long as the deposit of 20,000 yuan, the backstage can show that the transaction has been completed, and there is no need to guarantee the real transaction volume. Later, this almost became the norm: every time” In the case of “full-staff marketing”, department employees have to crowdfund several houses, with a total deposit of tens of thousands, and apportion the “crowdfunding” according to the salary level of each person. In this way, it is impossible for anyone to actually buy the house that is “booked”. It will also be bleak, but for the ranking of the entire department, I have to do it, because the ranking can guarantee the income.
Therefore, once the ranking season comes, the department will hold a meeting every 2-3 days to discuss the degree of completion of the marketing task. If someone has not completed the goal, the leader will not only name and criticize during the meeting, but also keep looking for him in private until he completes. Indicators so far. Every time at this moment, everyone is extremely anxious, every day looking forward to the past more than a month quickly.
From another perspective, this kind of “internal crowdfunding” also shows Evergrande’s water in the amount of “real estate marketing”: Although Evergrande’s sales performance is at the 100 billion level each month of full-staff marketing, it has repeatedly set new highs. However, the actual performance is calculated by the system based on the down payment for the number of reservations, not the actual transaction volume. Therefore, how many of these are real data and how many are “vacancies” from employees under pressure to “crowdfunding”, it is unknown.
“Network naval forces” flicker and poor financial operations
In Evergrande, in addition to the special “Brand Department” responsible for the maintenance of the corporate brand image, employees will also be mobilized to form an “Internet Public Opinion Group.” The specific method is to regularly transfer some people from each department, and take turns on duty in the order of 8 hours and 3 shifts per shift.
The company has a WeChat group dedicated to “image maintenance”, and the person in charge will occasionally post a “news link about Evergrande” from the “Today Toutiao” or “Sina Weibo” platform in the group. The staff on duty is responsible Make positive comments below the link and delete negative comments.
He was also assigned to do night shifts several times, from 12 am to 8 am, and commented under various “news about Evergrande”, such as “Believe in Evergrande, go on Evergrande” and “This product is really good.” “In this case. This made him alert, “If this product is really good, do you still have to work hard to make this kind of unskilled publicity?” He felt that Evergrande was no longer the desirable “World 500″ before joining the company. “Strong”, it looks like a “scarecrow” with a gorgeous appearance concealing the empty core.
According to Reuters, Tencent Holdings’ WeChat platform said on Wednesday (September 29) that at least eight WeChat communication groups are used by creditors of China Evergrande Group, but these groups have been blocked. Each group consisted of about 200 to 500 people, who discussed claims and organized protests. The members of the WeChat group said that starting from Tuesday (September 28) morning, they were prevented from sending new messages in the group.
— Financial Truth (@caijingxiang) September 29, 2021
This year he discovered that the company’s financial situation is really poor. The nature of his work allows him to access some financial information about corporate funds. He has seen that in recent years Evergrande has not directly settled cash in business transactions, but used the company’s funds. Commercial ticket”.
“Commercial bills” refer to “short-term bills” issued by financial companies or enterprises, and are a way of raising funds with interest. In short, instead of paying cash directly during the transaction, issue an invoice to the merchant. When it expires, the merchant can “exchange the transaction amount” plus interest with the invoice, or find a bank for exchange, and the bank deducts the corresponding enterprise’s money. “Commercial invoices” are generally endorsed by “corporate credit”: only this company has sufficient credit, other businesses will accept this “credit” method.
In the past two years, he found that Evergrande has not even paid the “commercial bills” as scheduled. For example, a batch of 7,000 yuan equipment purchased in 2019 has been delayed for almost 2 years and has not been paid. By the beginning of this year, the company even owed some hundreds of dollars for printing contracts in the photo agency. He realized: “Hengda may really have no money.” He finally made up his mind to leave Evergrande.
He feels that Evergrande, known as the “first real estate company in the universe” and “the eighth champion of the Chinese Super League”, may have foreshadowed the total collapse of this time.
The victims of Evergrande marched to collect debts, and the blood flag is not a protective suit! Haven’t woke up yet! pic.twitter.com/XGBMkeQyNq
— Cold Mountain Time Comment (@lengshanshipin) October 1, 2021
Editor in charge: Li Yifan
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