Introduction: Recently, Xu Jiayin, born in 1958 in a rural area of Zhoukou, Henan, who was once half an orphan, is now the head of a business empire with nearly 500 billion yuan in total assets, ranking eighth on the 2015 Forbes China Rich List. Besides continuing to dominate the real estate industry, Evergrande has also expanded into cultural tourism, FMCG, health, and sports. Alongside his immense business achievements, he has reached the pinnacle of Chinese football by winning the AFC Champions League, all of which is inseparable from his 'wolf-like' thinking and decisive style. Poker Investor today takes you to appreciate Xu Jiayin's 'wolf-like' nature and glimpse the secrets of his success. ▌Text by Bi Yajun, from Hua Shang Tao Lue If the name "Xu Jiayin" is still unfamiliar to you, then "Evergrande" is definitely not. Guangzhou Evergrande won the Chinese Super League five consecutive times, and the night before last, they received awards until their hands were sore. Tickets for the AFC Champions League final on November 24 have already sold over 200 million yuan, earning back the entire year's bonuses. Evergrande Taobao recently listed on the New Third Board. Evergrande Real Estate has long been spread across the country, and even when the national property market was weak, it announced that it had completed its annual targets ahead of schedule and raised its full-year expectations. There are also Evergrande's mineral water, soybean oil, rice, and flour occupying supermarket shelves... Evergrande is an empire built single-handedly by Xu Jiayin, his "Rome." Yesterday (Beijing time, November 21, 20:00), In the 2015 AFC Champions League final, Guangzhou Evergrande defeated Dubai Al-Ahli 1-0 at home, winning 1-0 on aggregate, securing the AFC Champions League title for the second time in three years. Xu Jiayin Born in 1958 in a rural area of Zhoukou, Henan, Xu Jiayin lost his mother when he was eight months old, so he was called half an orphan. Fifty-seven years later, the former half-orphan is now the head of a business empire with nearly 500 billion yuan in total assets. On October 26, 2015, he ranked eighth on the 2015 Forbes China Rich List with a fortune of $8.7 billion. Additionally, as a businessman, he was hired as a professor by his alma mater, Wuhan University of Science and Technology. Rome was not built in a day. How was Xu Jiayin's "Rome" built, and how does he rule it? From Steel Worker to a Hundred-Billion Empire: A Great Counterattack Xu Jiayin grew up with a desire for material wealth and success. In 1978, he obtained his first ticket to material wealth and success: he ranked third in Zhoukou City and was admitted to Wuhan Iron and Steel Institute (now Wuhan University of Science and Technology). Choosing the Iron and Steel Institute was a bit of cleverness on his part, as steel plants were always in cities, and he believed that studying this major would allow him to escape the "farm gate." Four years later, Xu Jiayin successfully realized this wish and became a worker at Henan Wuyang Steel Plant. Having already seen the world, he was not entirely satisfied with this arrangement. But with no other choice, after a brief disappointment, he pulled himself together and started from scratch. Two years after entering the factory, he became deputy director of the workshop, and in the third year, he became the workshop director. At that time, Xu Jiayin was capable and hardworking, but he was aloof and did not like to please or flatter others. This meant that after becoming workshop director, he never got promoted. After working as workshop director for seven years, he became disillusioned with the factory. At that time, it was popular to "go into business." So he went to Shenzhen and worked for a trading company called "Zhongda." Starting as a salesperson, after some twists and turns, he persuaded the boss to go to Guangzhou together to start a real estate business. In Guangzhou, the first project Xu Jiayin managed earned over a hundred million yuan in profit, but he only received a fixed salary of over 3,000 yuan per month, without getting, and unable to get, the boss's performance reward. When he mustered the courage to ask the boss for a raise to an annual salary of 100,000 yuan, the boss decisively refused him. Strictly speaking, it was to save over 60,000 yuan that the boss foolishly gave him up. For life and for the future, Xu Jiayin turned around and founded Evergrande, beginning his counterattack in the real estate industry: despite the Asian financial crisis, within three years, he stood out from the more than 1,600 real estate companies in Guangzhou at the time and became one of the top 10. Currently, besides continuing to dominate the real estate industry, Evergrande has also expanded into cultural tourism, FMCG, health, and sports, becoming a large enterprise group with nearly 500 billion yuan in total assets and over 80,000 employees. While achieving great commercial success, it has also reached the pinnacle of Chinese football by winning the AFC Champions League, making a significant contribution. Xu Jiayin is often called "Professor Xu" because he was hired as a professor at the School of Management of his alma mater, Wuhan University of Science and Technology. Professor of Management Xu Jiayin has his own "wolf-like" management philosophy. Focus on Finding Problems in Practice and Solving Them Institutionally In 1982, after graduating from Wuhan Iron and Steel Institute (now Wuhan University of Science and Technology), Xu Jiayin was assigned to Henan Wuyang Steel Plant as an assistant to the workshop director. After only two months, without being asked, he proactively took out a set of strict "300 Production Management Rules" based on problems he discovered in practice, complete with quantitative standards and penalty measures. The introduction and implementation of this system led to Xu Jiayin being promoted to workshop director the following year, earning the nickname "Little Emperor." This management culture of focusing on finding problems in practice and solving them institutionally, doing everything possible to make personnel and business operations "have laws to follow, follow the laws, enforce them strictly, and punish violations," can be said to be a distinctive feature of Xu Jiayin, and he has widely applied it to Evergrande. Both Bold and Meticulous Xu Jiayin is an ambitious adventurer, even an ambitious schemer. He aims to be the industry's first, China's first, to be the biggest, fastest, and best. But on the other side of his ambition, he pays great attention to details and is good at breaking down grand goals into smaller parts, down to the operation of every screw. Back then, in the "300 Production Management Rules" at Wuyang Steel Plant, he listed one rule: if a duty person's body opening angle exceeds 150 degrees, it can be considered sleeping on the job and subject to a fine. Later, in the "Evergrande Learning Materials" drafted by Xu Jiayin, there were tens of thousands of rules and regulations, detailed down to eating and sleeping. Evergrande even issued a regulation: if Xu Jiayin calls any personnel and the phone rings three times without being answered, a fine of 20,000 yuan is imposed. It is said that a vice president, while taking a shower, had his wife hold the phone nearby, afraid of missing Chairman Xu's call. Under such strictness and efficiency, any instruction from Xu Jiayin can be conveyed to all grassroots employees across the group within half an hour. Accustomed to Using Simple and Popular Rules Perhaps influenced by the "Three Main Rules of Discipline and Eight Points for Attention," beyond the extensive basic systems, Xu Jiayin likes to use simple and popular rules like "several points" or "several items" for management. In the Evergrande Football Club, he once urged the implementation of the "Three-Five Policy." "Five Musts"

  1. Must acknowledge and thank all fans before and after matches;
  2. Must respect opponents during matches, not fight back or retaliate verbally;
  3. Must unconditionally obey the referee's decisions during matches;
  4. Must strive and fight fiercely in training and matches;
  5. Must respect the media and behave appropriately in speech and manner. "Five Prohibitions"
  6. No lateness, early departure, slacking off, or missing training;
  7. No leaving the team without the head coach's approval;
  8. No leaking secrets or making irresponsible remarks;
  9. No dining or gift-giving with club management;
  10. No forming cliques or attacking each other. "Five Expulsions"
  11. Expulsion for disobeying the head coach's arrangements;
  12. Expulsion for using banned substances;
  13. Expulsion for smoking or drinking during the league season;
  14. Expulsion for involvement in match-fixing, gambling, negative play, or violating professional ethics;
  15. Expulsion for damaging the company's brand image. In 2014, Xu Jiayin personally formulated the "Nine Musts" for the Evergrande club: "Nine Musts"
  16. Must be self-disciplined in life and strict with oneself.
  17. Must train hard to improve technical skills.
  18. Must firmly believe in the head coach's tactics.
  19. Must have strong fighting spirit and willpower.
  20. Must have tenacious fighting spirit.
  21. Must have a strong, never-satisfied pursuit.
  22. Must have a good attitude.
  23. Must have team spirit.
  24. Finally, always remember: must respect opponents, referees, fans, and media. Managing People Primarily with Interests Almost all of Xu Jiayin's systems ultimately come down to interests. Xu Jiayin believes that under heavy rewards there are no cowards, and he also uses heavy penalties to drive away the timid. In every business system of Evergrande, there are systems of heavy rewards paired with heavy penalties, and this system is always only responsible for the present and the future; your past is almost ignored. This includes the management of football players. In the 2011 Chinese Super League, Xu Jiayin's initial plan was "505": win a game, reward 5 million; lose a game, fine 5 million; draw, no reward. Only after others persuaded him did he change it to "513": win, reward 5 million; draw, reward 1 million; lose, fine 3 million. Under the system of heavy rewards and penalties, someone might receive a reward this month, with a salary of 100,000 yuan, but the next month, due to a mistake, their income might be halved to 50,000 yuan. Under such incentives, everyone at Evergrande is both motivated and on edge; to keep their position and salary, they can only keep moving forward without stopping. Xu Jiayin has a deep understanding of human nature, especially of current Chinese human nature. This may be the reason he primarily manages with interests. He once said that he left the steel plant because "he didn't get other promotions." And he left his previous boss because the boss was too stingy; he created tens of millions in profit for the boss each year, but the boss wouldn't even give him an annual salary of 100,000 yuan. Therefore, in his Evergrande, as long as you have ability, he will definitely let you get promoted and also let you earn enough, so you won't become a second Xu Jiayin. Cold and Ruthless, Never Let Subordinates Outshine the Boss Xu Jiayin once proposed a 24-character directive for the Evergrande Football Club: Face difficulties, strengthen confidence; be full of wolf-like spirit, fight opponents fiercely; live up to the mission, win glory for the country. This is the most direct impression of Xu Jiayin. It is indeed a simple but accurate summary of Evergrande and Xu Jiayin. To build an Evergrande that is "full of wolf-like spirit and fights opponents fiercely," Xu Jiayin is almost strict to the point of being ruthless. At work, he is severe, strong, autocratic, and can turn his back on anyone at any time. The closer you are to him, the higher your rank, the harsher the turnaround. At work, Xu Jiayin can turn his back on anyone at any time, and he cracks down on both tigers and flies. At Evergrande, there are vice presidents in their fifties or sixties who, due to mistakes, have to make tearful self-criticisms in front of thousands of employees, and Xu Jiayin remains expressionless and unyielding. Xu Jiayin likes to inspect construction sites and has the ability to judge the work attitude and capability of the site staff from the state of materials. Many subordinates are very afraid of his on-site visits. It is said that once at a project, he casually asked the person in charge, "What is the height of the eaves?" The person in charge was unprepared and trembled with fear, not daring to speak. Of course, Xu Jiayin didn't give him a good time either; he glared and said, "Please go and measure it right now." In the Evergrande Football Club, Conca, who was brought in at great expense, once violated regulations by offending the head coach. Xu Jiayin punished him without hesitation, issuing the club's first million-yuan fine in history, and held a meeting, attending in person, to teach Conca a lesson with two harsh words: The first: No one can challenge the head coach. The second: Challenging the head coach is challenging the boss, challenging me. When he saw another player, Gao Lin, commit a reckless foul on the field during a live broadcast, he didn't care about bypassing levels; he picked up the phone and called the club's person in charge, demanding that Gao Lin be fined 30,000 to 100,000 yuan according to regulations. Likes to Launch Campaigns and Do Ideological Work Flowing water does not stagnate, and a door hinge never gets worm-eaten; life lies in movement. Xu Jiayin pursues a state of constant prosperity, vitality, and even chaos. Launching campaigns, constantly launching campaigns, doing ideological work, constantly doing ideological work—these are his standard actions to achieve this goal. He often says that grasping business is necessary, but ideological work cannot be relaxed either. When he goes to the football club, he also emphasizes ideological work. At Evergrande, he has launched campaigns around marketing and products, and even a campaign to "eliminate three types of people." "Eliminate Three Types of People"
  25. Those who only talk but don't act, and are idle;
  26. Those with low ability and level who don't study or improve;
  27. Pests who have infiltrated Evergrande, wanting to grab a share. All of Xu Jiayin's ideological work revolves around inspiring fighting spirit, defending dignity, and calling for heroes. For this, he has put forward many requirements and famous slogans. For example, he requires Evergrande players to: have passion, blood, wolf-like spirit, and dominance; for victory: fear neither injury nor death, always maintain a strong enterprising spirit and attacking desire, and show the king's momentum of "who else but me." In the Chinese Super League theme song "Rise" that he wrote himself, he emphasizes: "Charge forward, hold your head high, as a soldier, be a hero. Men, follow me, run wildly, burning with hot sweat!" Full of Human Care in Life Outside of work, Xu Jiayin is a good boss and big brother to players and staff. In the Evergrande Football Club, before requiring the club to "manage with an iron hand and strict discipline," Xu Jiayin first requires the club to "care for every player and every club employee." In "Rise," he wrote: No matter what, you are my brother; no matter how far, I will watch over you. Every fall and rise of yours, my heart aches, my regret. No matter what, you must have dignity; whatever the result, I won't blame you. Glory and brilliance are not only victory. Of course, "whatever the result, I won't blame you, glory and brilliance are not only victory" may not match reality. Caption: Xu Jiayin wrote the lyrics for the Chinese Super League theme song "Rise," sung by eight superstars. Take You on a Wild Ride and Fly with You After Evergrande won the AFC Champions League, captain Zheng Zhi said emotionally in an interview: Thank you, Professor Xu (Xu Jiayin is a management professor and doctoral supervisor), he taught us the meaning of championship. Zheng Zhi's words also point to a core of Xu Jiayin's management: transcend dreams, fly together. Take you on a wild ride and fly with you. If you follow me, there will be hardships, endless hardships, but there will also be meat, big meat. This is the starting point of Xu Jiayin's wolf-like Evergrande, and also the destination of his wolf-like Evergrande, at least so far. It is precisely because they can continuously win battles and learn the meaning of championship that Evergrande always fights opponents fiercely with wolf-like spirit! -END- Content Selection Click on the title below to read directly: [Line Industry Representative Practical Operation Guide (with full PPT download attached)]