Who is Shen Ke? Founder of fangtuanhui network technology co., ltd.
In the past decade, the real estate industry used to be the engine of China's economic development. And developers have always been cocky, even in today's difficult times, they still have a sense of superiority. Shen Ke stands on the side of "born weak" and "buyer". What is the strategy of choosing to go against the trend? How to incite? What are you doing?
Tribe is a concept that has been forgotten for a long time. What makes Shen Ke fall in love with the word "ancient style" today?
What kind of new life does Shen Ke want to create? What kind of new era of commercial civilization should we open?
The first article: Impression Shenke
Walking into Shenke's office, it is striking that there are two white boards on both sides of the bookshelf behind the big chair, which are full of handwriting.
This scene instantly refreshed my mind automatically, and it was rare to present a leadership office, so I couldn't help but focus on the contents in the bookshelf. ?
From Historical Records, Four Books and Five Classics to Hitchcock's suspense stories, from Zhouyi and Sun Tzu's Art of War to The Complete Works of Shakespeare, from Selected Works of Mao Zedong to Buffett's investment thoughts, and even from 1000 boxes of delicious meals to Xu Zhimo's poems. ...
This gathering of different categories, different time points and different cultural contents makes my thinking confused again in an instant.
What kind of knowledge and moral ability will be formed by reading Confucian classics, asking questions about ancient and modern times and dabbling in Chinese and foreign countries?
I can't help recalling some contents of his blog the day before:
Heaven is refined into geometry, and danger is endless. Looking back, I asked if I could get a bright future under my feet. I hope I can get an important job tomorrow. ...
Dreams are not what I want, they are all wishes for my life. Success is creation, and grace is eight wastes. ...
Grasp the goodness of heaven and earth, love the loneliness of life, take the road of clouds, and worship the mountains more. ...
A style, a pattern, a feeling, a profound background, and even a very interesting taste, because he will burst into tears for the "micro-turn" of the Supreme Treasure in A Chinese Odyssey.
The planning director said: he is a genius who cheated. He is a person with strong ability to combine real scenes with physical space. He is an interesting person, and he will hurt every employee.
The creative director said: He is a person with super learning ability. He is a man who doesn't play by common sense. He often disappears for a day, and this person's thoughts are different.
Shen Ke wrote in his blog: A person's life is too short, so I want to turn every day's experience into two days, and I want to prove that a wonderful life is greater than two ordinary lives!
The second part: Shenke thinking: gene situational thinking.
The attributes of each attribute are not the same at all, and so are the genes. Different bosses have different genes; Different positions, different genes; Different units, different genes; Different customers, different genes; Different pricing; Genes are different.
Every grass and tree, all policies, what we can't see, what we can see and what we can imagine in the future can become genes.
Any gene can become a scene. When we do sales, we actually sell a scene. Just like when you buy clothes, your mind must think about how you put on clothes. When you buy a house, you actually buy a home, not just reinforced concrete. ?
-Schenk
We will create a scene and polish a detail, which will inevitably form the wings of a butterfly, shake everything for granted and create all infinite possibilities.
So, how is this thinking formed?
As the creative director said, Shen Ke is a person with strong learning ability. Not only in the conversation with people, but also in the process of interviewing employees, he will quickly absorb other people's excellent ideas into his own ideological system in a short time, and then constantly interpret them. What is impressive is his quick response thinking mechanism, which is because he has mastered the application of knowledge and opened and closed freely.
Countless facts have proved that only by being good at learning and thinking hard can people be enlightened in chaos, aware and discovered.
Part III: The embryonic form of gene scene thinking: establishing a unique marketing ideas system?
Such a teacher is not commonly met.
-Schenk
When I was five or six years old, I finished reading for five thousand years. Before I was eight years old, I browsed China's classical works. Schenk, a family guru, loves reading since childhood, and Schenk's thinking is also very unique.
Shen Ke, who graduated from school more than ten years ago, began the first round of thinking in his life. Ignorant, he chose a way that ordinary people can't reach: staying at home behind closed doors, hardly talking to anyone, watching TV dramas, memorizing lines, simulating, and deeply pondering the psychology and scenes of the people behind him, as if to find a realistic foundation for what he has learned. After this lasted for more than a year, finally, the family began to talk about this "strange" behavior for "many rounds" and "a long time" with incredible and concerned feelings. The aggrieved Shen Ke told his family that I just didn't know what to do. Once I have made up my mind, no one can stop me.
In the early stage of the distribution work, Shenke packed his bags and paid 70 Qian Qi. Under the threat of family members not giving travel expenses and living expenses, he resolutely left.
At first, it was miserable. Shen Ke said frankly that the classmate gave an old bicycle and it costs 30 yuan to change two tires. Because of lack of money, he can only choose to keep making up. Sometimes he has to make up for it twice in the morning, one yuan at a time. Either because I was young or because I was courageous, I didn't feel scared or how difficult it was.
Schenk debuted in an advertising company. The biggest feature of the advertising industry is that it involves a wide range of industries and has a high elimination rate. Shenke, who is studious and hard-working, seems to have found a "soil" suitable for cultivating his own thoughts. Stay in the office until two or three o'clock in the middle of the night every day, take notes and make portraits of the information collected during the day, analyze the internal relationship between each industry and the company's business in detail, and do the copywriting by yourself, and gradually realize: "When talking to the customer about work, your reaction speed must be faster than his, otherwise he will not cooperate with you. So in the face of so many industries, you just need to talk about their fundamentals, not their appearance, you just need to get to know people every day. The business model is to put aside all illusions and discuss its essence. "
A month later, Shenke occupied the "dark horse" throne of the company, with a salary of several thousand yuan, while the salary of civil servants at that time was only about 600 yuan.
Two months later, he was quickly promoted to department manager and began to be independent.
At this time, in order to improve the development level, the company set up a planning center and hired a senior planner who has worked in a foreign company for more than ten years from Beijing. It is this senior planner who contributed to the embryonic form of Shenkeji's factorial scene thinking.
"Although I have been doing business for more than a year at that time, I feel that in the process of docking with the market, whether it is the knowledge system or the theoretical basis, there is always a place that can't go, and there is no systematic learning of professional marketing planning, so I am particularly eager to learn." Schenk, who is constantly exploring, readjusted his position and made a decisive choice again.
I say this because going to the planning center not only means giving up my unique position, but also means giving up my rich income. The salary is only 600 yuan.
"At that time, there was no money, and it was basically a moonlight family. I already had a girlfriend at that time, but I still insisted on going. Many people laughed at me, and I advised them to say, you don't understand, come together, and they laughed at me. " Shen Wei said.
Under the circumstances at that time, Shen Ke's extraordinary determination and choice seemed somewhat maverick.
But four months later, today's reality has proved everything.
This is his way of "chatting" with me. Schenk said: "When something happens, what can you think of when you see this face? Magnified, it is composed of how many factors, and these factors are composed of how many factors. Where are those factors? What is his next cycle? To some extent, talk about the advantages and disadvantages of this aspect. I don't think most people can meet such a teacher. "
The fourth part: the practice of gene scene thinking: how to enter real estate and real estate developers?
I want to make sure that you can't find another partner like me in China.
-Schenk
Since 2006, housing prices in China have soared into the sky like a winged eagle. In 2008, the financial tsunami triggered by the subprime mortgage crisis in the United States quickly swept the world, which moderately cooled the boiling housing prices in China. As a result, the discussion on housing prices in the whole media has come and gone, and it is almost endless.
At this time, Shen Kefa, who has switched to real estate sales, said that China real estate is steel demand from the perspective of economic development and people's demand, and the policy orientation is to "curb excessive housing price growth" rather than curb housing price growth. Therefore, in 2009 and beyond, the price and quantity of real estate will definitely have a retaliatory upward trend. This article was published by a local magazine.
With such a strategic vision, Shen Ke, who did not play by common sense, began to have a love-hate relationship with real estate developers in an extraordinary period, specializing in "slow sales".
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The location is remote, there is no taxi for two hours, the road is bumpy, there are almost no supporting facilities around, and the project is almost unattended.
This is the first unsalable dish that Schenk and his companions took over together.
In order to facilitate work and keep close communication at any time, Shen Ke moved to the basement of his companion's house and stayed at home for a month, working 24 hours a day. Even in the middle of the night, as long as there is a phone, you must answer it without two sounds. Schenk said: "At that time, it was a habit to put a glass of water beside the bed. When the phone rings, drink a glass of water first, and the second sound will definitely be answered. Be sure to get up and answer it. " My companion once asked me why I did it. Shen Ke bluntly said, "You are both a partner and a boss. I want to maintain absolute respect for you. I want to make sure that you can't find a second partner like me in China! " !
Everyone has dreams to realize, but not everyone can settle down and put them into practice.
Loyalty, dedication, concentration and persistence, Schenk's potential business quality is cultivated and generated at this time.
For this case, Shen Ke's theory is: sales is brainwashing. To sell to one person, it is necessary to brainwash a group of people; Selling to a group of people requires brainwashing a city; Sell to a city; We should brainwash the whole society. It must be bigger than your target group. This became the embryonic form of the idea of Tuanhui Network Technology Co., Ltd., the founder of Shenke in the future.
The project was quickly planted in Shenke's introduction to urban planning, which will be the core area of future urban development.
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In Shen Ke's eyes, there are no unsold houses, only incorrect strategies and people who don't work hard.
The good conditions have long been sold out, and the remaining units are not good and the floors are not good, so they can't be sold at all. We all want to resign. How dare you take over?
This is when Shenke took over the second "unsalable plate", the sales staff described the sales situation of the existing real estate.
"Want to make money?" The words "Shen Ke" made all the employees in the sales department stare big eyes. "Well, let's play a game and give me half a month's time. If there is no income for half a month and the house can't be sold, it doesn't matter whether you go or not. I will definitely go. But before I leave, I want to treat you to a big meal. It won't hurt you. Play with me. If you like, pick out those houses that you think are difficult to sell before you act. "
What does Shenke want?
Mobilize team motivation.
The next day, Shenke asked each salesperson to pay 1 10,000 yuan in sales, and promised to give a commission of 7,000 yuan for each suite sold. After one month, regardless of the sales performance, the sales funds will be fully refunded. Salespeople are always in a risk-free state.
At the same time, foreign aid sales will be launched. Anyone who introduces customers and makes business will be given a commission of 5000 yuan per room, and those who fail to make business will be invited to dinner.
Things have changed since then. In just ten days, more than 40 sets have been sold, and no one thinks that the house here is not easy to sell! More interestingly, the seven sets with the worst reputation were selected and sold first.
Although, in the interview, Shen Ke bluntly said that these are nothing, and said that he did not want to talk about the past. But as Ma Yun said: Your today is determined by your first ten or even fifteen years. Similarly, your today also determines your next ten, fifteen or even longer years.
..... form your own team to enter brand marketing.
In the local area, almost everyone knows that it is very hard to sell a house with Shenke.
It is common to go to work at eight in the morning and get off work at twelve in the evening. Summary, scene simulation and training should be carried out every night and every day for five consecutive years.
Schenk said frankly: "Our work is not a mere formality. When fatigue becomes the norm, people can't be lazy if they want to. And I often bow to the family members of our team because of this. Although our company stipulates that family members are not allowed to enter the company, we sincerely invite them in regardless of the wind and rain, but they can strictly abide by the company's regulations like employees. Because they know that what their loved ones are doing is a cause of mindfulness and positive energy. "
It can be said that the formation of the team enriched Schenk's wings.
At this time, the local real estate boss is also waving to him frequently. In this regard, Schenk is both happy and worried. I am happy to be recognized and trusted, but once I miss, I am worried about my reputation. After all, it is the leader with the highest local price and the strongest brand strength. Moreover, the predecessor of the project operation is a professional team from Beijing, with dozens of buildings and 1300 suites. The annual sales performance is only 105 sets.
But what if it succeeds! So the executive meeting, half a month's training, re-establishment of the right to speak, and all-round corporate image building, Shenke began brand marketing.
Since then, the project has ranked first in local monthly sales for more than two consecutive years.
The creative director said: In the most tiring year, we received nine projects, which caused the "Shenke effect" in the local area. As long as he takes over the project, there is no unsalable; For the takeover of the project, only Shen Ke pushed him not to do it, and there was no one who didn't look for him; And it has always been adapted to local conditions, a case, so that some people ridiculed that this bowl of rice was eaten in Shenke's eight characters.
In fact, with the continuous operation of the project, Shen Ke, whose vision and experience are constantly broadened, has also fallen into deep thinking in the face of many situations that have occurred in reality.
In the interview, Shen Ke talked about two representative scenes: first, the developer's bullying, dishonesty and indifference, especially the indifference to the unreasonable check-out contract. They witnessed a scene where an elderly man knelt down to pay the bill to a salesperson in his twenties, but they were so angry that they had a big fight with the developer and the problem was solved. Second, property buyers, as parents of developers, are lonely and weak in safeguarding rights.
Every screw used by real estate developers and every buyer of soil are the last buyers in this industrial chain, but the status of buyers is so humble, which is a sad and embarrassing reality!
As an agent, we are only an intermediate link in commodity circulation, subject to various policies of brand owners and have no right to speak. But what am I pursuing in my life? Where is the future? Where should the company go from here? Where will this industry go from here? How to establish a brand? Enterprises can't do much, because they must be driven by people, and people's energy and ability are limited. So can we create a model to solve these problems? ……..？
When ambition begins, it is not just a step or two, but it will accompany you all your life.
Shenke's thinking continues to deepen.
Chapter five: Sublimation and deduction of gene situational thinking;
Entering the Internet and Creating a Tribal New Commercial Civilization Era with "Temperature"
Our position:
Focus on the future development of the Internet, "community+people, platform+people", otherwise it will be unsustainable. ?
Our vision:
As the most localized multinational company, it is also the most international local company.
Our culture
Adhering to the entrepreneurial philosophy of "I am for all and all are for me", in the choice of giving up and getting, we pay more attention to giving up than getting, and strive to help our partners and their enterprises flourish. To this end, we will unite the strength of all business departments and constantly create projects that can be quickly promoted and marketing cases that overcome the strong with the weak.
-Schenk
Interconnection in the eyes of .............. Shen Ke: People-centered interconnection.
The two cores of the Internet are high efficiency and low cost.
The biggest feature of the Internet is that it doesn't need everyone to meet, and it only needs a common cognition to gather a kind of power in an instant, which is the quickest way to realize communication and unite strength. Fundamentally speaking, it activates the individual-making the individual as the main body of social operation have an unprecedented rise. Thus, more freedom and operating space are released, and the basic mode and rules of social operation are revolutionary.
This is the ideological basis put forward by Fangtuanhui Technology Network Company (hereinafter referred to as Fangtuanhui) at the beginning of its establishment: "All buyers in the world unite". It is a platform for buyers to realize combination and assembly.
But this is not the ultimate goal of the housing group to build interconnection. What Fang Tuanhui wants to achieve is not just a platform, but a "platform+people, community+people" with people as the core.
As Zhong, an Internet veteran, said: The basic attribute of the Internet is humanity. Although marketing has entered the network era, network marketing cannot be separated from humanistic spirit, culture and human social activities.
In Shen Ke's words, the Internet created by Fangtuanhui is not only to move the transactions between buyers and sellers from offline to online. A platform should have a water inlet and a water outlet, and it must be composed of a pool. Losing one is not enough. This is the nature of my industry. It is necessary to realize the smooth flow of buyers and sellers on the same platform, and to give them moderate stickiness and harmony in the same "pool". Finally, a diversified and hierarchical ecosystem will be built.
Then, what will the housing group rely on to establish its own "stickiness"? What kind of ecosystem should we build?
The introduction of the housing club is described as follows:
Fang Tuanhui keenly captured the blank of modern commerce and future commerce, and created a unique and trendy tribal lifestyle.
This model is more like a taste system that combines "tribal life, our views and our groups"; An innovative platform service that integrates the expression system of "we send, we talk and we decide" and the communication system of "the same tribe, the same interest and the same neighbor".
With modern houses as elements, the party group will transplant the simple tribal culture and realistic scenes of human ancestors' "singing and dancing, loving each other" to the Internet through in-depth analysis of realistic scenes and human emotions, reorganize and create new tribal forms and cultures, realize scene revolution and efficiency revolution, and make the Internet more vivid and emotional.
All Fang Tuanhui's thoughts come from life, and the revolution also comes from life. On the basis of "a distant relative is better than a close neighbor", people's needs for group residence, group consumption, group interaction, group entertainment and group socialization are solved. It has realized the emotional connection between buyers, neighbors, living rooms, products and users, consumption and investment, tribes, cities, domestic and international.
With the help of the clan system, people enjoy modern civilization and let their feelings cross the happy world of primitive ancestors. Efforts should be made to alleviate the present situation that modern people are rich and lonely, change the present situation that neighbors do not communicate with each other, and reduce the present situation of commercial fraud, trust crisis and overproduction.
The innovation of tribal culture has enabled Fang Tuan emblem to be passed down for a hundred years. Let its brand make a difference in an increasingly fragmented and noisy digital world.
Fortunately, we have caught up with the initial stage of the development of the new Internet. The emergence of tribes provides new possibilities for the standardized Internet environment, which can help us navigate effectively in the complex and changeable market.
What Shenke wants to create is not only a new business model, but also a new lifestyle!
..... the structural system of the House League: two groups and one tribe.
That is, private groups, housing enterprises and tribal links.
"Price War"? And "? Inventory "? It has always been two fatal pain points of the business empire. The "price war" has always been the result of both buyers and sellers in the same "dream", that is, both want to reduce their own costs; And "?" "Inventory" is the result of the two sides fighting for each other in the process of "price war", which will inevitably lead to worries everywhere.
In other words, if the "price war" is eliminated, the inventory "will die with it".
So, how to do it?
Tracing back to the source, the root of "price war" lies in the unequal strength of both sides and the asymmetry of information. However, this inequality sometimes causes not only a "price war", but also the evil consequences of deception, cajoling and even crime.
In golden decade, where real estate prevailed in the past, there are countless such cases.
So, who will benefit from the housing group meeting? What is the benefit?
It can be said that housing groups are not only beneficial to buyers, but also to sellers. But in essence, the housing group will benefit both buyers and sellers.
Since both buyers and sellers are based on the same dream, that is to reduce their own costs, indicating that they are willing to stand on the same platform; Since it is a "war" caused by the strength gap between the two sides, let's find the coordinates of the balance point.
The appearance of the house group meeting made all this possible. Among them, the strong may still have a chance to be strong, but the alliance formed by the weak is the strength. This is the realistic basis for the housing group to "unite all buyers in the world", and what it wants to create is a new way to buy a house.
But such an alliance cannot be disorderly and without moral boundaries.
Regarding the formation of "tribes", in an interview, Shen Ke once said: When people's survival is greatly challenged, everyone is willing to hand over part of their right to survival to an organization to form a contractual relationship, which is the root of the formation of any group, nation and country. ?
Tribal ties maintain order, unite strength, unite people's hearts and warm the world.
Creating a group by the people means that everyone can create a group; The clustering of real estate enterprises means that every small institution may also cluster. They * * * isomorphically built the traffic group at the entrance of the house group meeting, and created three moving operation scenes through the "tribe" link.
..... Fang Tuanhui Operating System: Three Touching Scenes
Namely emotional scene, social scene and consumption scene.
"Please don't treat users as consumers", which Schenk repeatedly emphasized in the interview. "Can you treat users as people first?" .
These words may sound ridiculous, but they are meaningful!
Now, it is the most abundant era of material life in human history, but it is also the most lonely period of people's emotions. Once, the abundance of material life did not bring people much lasting spiritual pleasure. The terrible thing is that this is the knowledge of many people. ?
We are separated by a suite, but we gradually find that we have separated ourselves from our neighbors by millions. Maybe it's an exaggeration, but I miss it more and more. When we quarrel, we can hear the aunt's voice next door.
Fang Tuanhui should focus on "people's heart", which is the foundation of Fang Tuanhui's people-oriented core! This is the foundation for the house group to realize the "song and dance blind date of human ancestors" and the "crossing" of "tribe" emotions!
The realization of social scenes has built a platform for emotional scenes and formed a "club" for "tribal residents" to exchange emotions, thoughts and information. In the social scene, the evaluation system of "tribal residents" will be established, so that the inequality of "right to speak" will be automatically eliminated under the supervision of public opinion, and business will enter the era of "great cooperation" from the era of "competition".
Consumption scene is the place where emotional scene and social scene finally meet, and the integration of the three will form people's "shopping scene" instead of simple "shopping consumption". Advocating and appreciating a better life has gradually become the most fashionable "mainstream consumption" in people's lives. In the social scene, the consumption scene guided by the information system and the evaluation system forms feedback to all social subjects, and further forms a benign interaction.
Some people say that the real significance and ultimate goal of Internet opening is to break the boundary between Internet applications and data services and realize the free combination, transmission and sharing of Internet information resources. Users only need an "ID card" to travel around the Internet to meet various needs, but only if they can enjoy Internet applications and data.
In this regard, Shen Ke said frankly: Charity is big and small, but we insist on making love because we want to help more people. We pursue the entrepreneurial philosophy of "I am for everyone and everyone is for me". In the choice between giving up and getting, we value giving up more than getting. We strive to help our partners and their businesses flourish. To this end, we will unite the strength of various business units and constantly create projects that can be quickly promoted and marketing cases that defeat the strong with the weak.
..... the guarantee system of the housing league: three top-level structures.
Angel Tuan Wisdom Tuan Technology Tuan
Wisdom Group exports wisdom, Angel Group exports capital, and Science and Technology Group exports technology. Among them, the wisdom group is the core, technology is the support, and finally the expansion and appreciation of capital are realized.
Because Fang Tuanhui's vision is to become the most localized multinational company and the most international local company.
About Angel Group: Under the background that the government advocates national entrepreneurship, the partnership system and equity investment have gradually become an important means to win the future economic development of China.
The angel group of Fangtuanhui consists of shareholders and strategic partners. They may be manufacturers or developers, and their products can continuously "flow in" along the "entrance" of the housing group meeting. Members of the angel corps can help each other, incubate each other and invest in each other, and the return may be hundreds of times. But the premise is that we must have the same frequency of values, vision and mission, and we must maintain order.
China's traditional business has ushered in the most magnificent reshuffle in history. There is only one secret for the company to become bigger in the future, that is, platformization, but the platform of Fangtuanhui will create an ecological social enterprise.
Fang Tuanhui hopes that more people will join the Angel Group, so that this ecological organization will have diversity and inheritance, and maintain the inexhaustible motive force for development.
The marketing model of Fangtuanhui: "Made in China" includes "operating officer" and "housekeeper".
The initial intention of doing business model must be from the customer's point of view, what can be brought to them, rather than giving us something in return first. The real business model is to put aside all illusions and explore its internal roots.
Fangtuanhui takes modern folk houses as elements, and through in-depth analysis of realistic scenes and human emotions, it migrates the simple tribal culture and realistic scenes of human ancestors' "singing and dancing blind date" to the Internet, recombines them to create new tribal forms and cultures, and realizes the efficiency revolution and scene revolution.
We will create a scene and polish a detail, which will inevitably form the wings of a butterfly, shake everything for granted and create all infinite possibilities. ?
-Schenk
Under the guidance of this concept, realize the interests of housing groups? "Operating officer" and "housekeeper" are all made in China.
Look at the overall situation and win in the pattern.
The housing group will set up 3,000 "operating officers" in 3,000 large and medium-sized cities across the country, and each operating officer will set up 300 "housekeepers" in his own camp, that is, the "opinion leaders" of the tribe.
Assuming that each housekeeper can command the tribal capacity of 500 people, the city instantly forms the flow of 1x300x500 or 150,000 people, and the aggregate flow of the square group is 3000x 15 (ten thousand) or 450 million, thus forming a series of overlapping and expanding groups.
Fang Tuanhui's operating officer can start a business or act as an agent in this city and operate along this tribal flow system, so that when new brands enter, they don't have to open stores offline.
Internet plus traffic makes everything possible. In fact, as the operating officer of Fangtuanhui, real estate alone can achieve millions of wealth in one year.
This is an ever-expanding "trumpet-shaped" system: the thinking is constantly enlarged, the flow is constantly enlarged, and the products are constantly enlarged, which will surely form a steady stream of wealth! He will subvert the core business circle of a city!
Many people are saying that business is not good now, but the establishment of the housing group meeting tells you: first, give up and do nothing; Second, build your own platform and link the "operating officers" of 3000 cities to form a brand (link others); Third, join other people's 3000-person links (being linked as one of them is the lowest-cost venture and can be invincible); Fourth, either be defeated by these linked platforms until you quit the stage. ?
This is the best time and the worst time.
Some people are pessimistic, others are rising.
People who rose up in revolt saw the true meaning of business logic being rewritten by the Internet, and thought that all businesses in China were worth doing again!