There are so many topics that can be explored about Pan Shiyi, and he is found in almost every social hot spot. Some people say that SOHO China doesn't need to advertise any more. Pan Shiyi is an advertisement. His frequent appearances are the imprint of SOHO China in everyone's mind over and over again.

"Don't make trouble if you have nothing to do, and don't be afraid of things if you have something to do"

Pan Shiyi, who has never concealed his background as a farmer in Gansu, still loves to eat corn and noodles, which were very delicious in the countryside in those days. It is precisely because of the poverty of his childhood family that Pan Shiyi developed his strong survival ability in the future. "At that time, as long as I was given a box of matches, even if I was thrown into the mountains, I would never die of hunger. What plants could be eaten and what plants were poisonous?

At that time, Pan Shiyi's family was so poor that they had to send their sister to someone else's house to raise her. In addition, her mother was ill in bed for many years, and there was only a cotton-padded jacket in the coldest winter, "there was not even a dress in it". Because of the family composition, Pan Shiyi, who got the best grades, almost couldn't even get a place to go to the commune to attend high school, and was almost given to the old Red Army by his father as a son in order to attend high school. In the end, all this was successfully solved only because my uncle sent a pack of "Evergrande" brand cigarettes to the headmaster of the social middle school. This has also become one of the two "bribery" experiences that Pan Shiyi still relishes.

If you know how to face and overcome it, poverty is actually a gift from heaven. Pan Shiyi, who has been honed, can never beat him again. After finishing high school in the commune, he passed the Peili School in Lanzhou. Two years later, Pan Shiyi graduated from Peili School and was admitted to the Pipeline College of the Ministry of Petroleum with the first place. In 1984, after graduation, Pan Shiyi was assigned to work in the Economic Reform Research Office of the Pipeline Bureau of the Ministry of Petroleum, where the salary was higher than his father's. Pan Shiyi always remembers his father's words, "Don't make trouble if you have nothing to do, don't be afraid of things if you have something to do." Coupled with his natural sensitivity to numbers, he was quickly appreciated by the leaders and was identified as the "third echelon."

if pan Shiyi, like most people, was content with high salary and welfare, the real estate industry today would not be so lively. Fortunately, however, Pan Shiyi was never "like most people".

Pan Shiyi suddenly felt that his life should not be like this because of the careless words of a female college student newly assigned to the unit, "This desk and chair should accompany me all my life". So, in 1988, Pan Shiyi submitted a report on leaving without pay. The bureau refused to approve, and Pan Shiyi, who had made up his mind, left and was removed from the list. This has also become the only "red-headed document" in Pan Shiyi's file.

First taste of real estate

In 199, after going to sea, Pan Shiyi, Feng Lun, Wang Gongquan and others set up Vantone's predecessor, Hainan Agricultural High-tech Joint Development Corporation, in Hainan Island, joined the army of real estate speculators, bought eight villas with a loan and resold them within three or four months, thus earning the first bucket of gold in real estate speculation. Later, because of Pan Shiyi's second "bribery" experience, they quickly pulled out of Hainan's real estate bubble: in order to know whether the land qualification certificate of a real estate project is complete, Pan Shiyi exchanged 5 kilograms of oranges and a cigarette for the "privilege" of casually looking up relevant information. But it is in these materials that Pan Shiyi found that the per capita housing construction area in Haikou at that time had reached more than 5 square meters, while the per capita housing area in Beijing at that time was only 7 square meters. Sensitive to numbers, Pan Shiyi immediately realized: "Hainan's real estate is going to have an accident." So, Pan Shiyi decided to leave Hainan Island and move to Beijing.

In 1992, Pan Shiyi co-founded Beijing Wantong Industrial Co., Ltd. and developed a series of real estate projects in Beijing, including Beijing Wantong New Century Plaza, China International Airlines Building and Beijing Wantong Ideal World (now renamed as Xincheng International). Recognizing that Beijing's real estate publicity awareness was still relatively weak at that time, and the experience in development and sales was far from enough, Pan Shiyi decided to let Hong Kong Lida Bank act as the agent for the promotion and sales of Wantong New World Plaza.

Because of this decision, Vantone New World office building was sold for three times the current market price through the advertising and pricing strategy of Lida Bank. What's even more surprising is that the project started in late December, and the sales were 7% to 8% in early November. Within five days of the official sales, 5 million Hong Kong dollars had been recovered, and Deng Zhiren earned 1 million Hong Kong dollars in commission alone.

Alternative Real Estate Businessman

In 1995, Pan Shiyi and his wife Zhang Xin co-founded SOHO China. That is, this SOHO China has created one alternative legend after another in China's real estate industry.

When most real estate developers are still relying on advertising and marketing methods, Pan Shiyi and Zhang Xin began to use the concept of SOHO to sell houses; When the newly-launched SOHO Modern City was criticized to pieces by public opinion, Pan Shiyi compiled all the articles criticizing him and SOHO Modern City into a book for publication, and two books were published, one was Criticism of SOHO Modern City and the other was Complaining about SOHO Modern City, which quickly made SOHO Modern City famous. When the 23 salesmen in his hand were poached by competitors with high salaries, Pan Shiyi took the initiative to publicize his "dirty laundry" and published a letter entitled "Four Deputy Sales Directors of Modern City were poached by high salaries" in several influential media with large-scale advertisements, which caused an uproar for a time, and SOHO Modern City instantly became the most famous real estate in Beijing. He is the first news person who no longer puts large-scale advertisements on real estate products in the media and always becomes the focus of the media; He was also the first real estate agent to be the image spokesperson of his own company. "I am the company's LOGO, which is the company's Donald Duck and Mickey Mouse"; When other real estate developers began to learn from his various experiences, he broke into the entertainment circle, fashion circle and cultural circle ingeniously, and publicly declared that he was the Zhang Ziyi of the real estate industry, and was prepared to carry out entertainment in the end on his own career journey ... < P > So, some public opinions gave him the evaluation that he was a real estate businessman who was basically entertaining, playful in concepts and good at counter-planning.

Be young and be revolutionary

Whether it is SOHO Modern City, Kempinski Hotel at the foot of the Great Wall, or Jianwai SOHO, Chaowai SOHO, SOHO Shangdu, etc., Pan Shiyi attaches great importance to the architectural art and design elements contained in it. Designers range from Hongkong and Taiwan Province in China to Singapore, South Korea, Japan and Australia. "For the choice of designers, one of the criteria we require is to be revolutionary. Another particularly important criterion is youth, which is not only a matter of age, but also a matter of thought. If he has formed an inertial thinking, the things he designs in the future and his buildings will be known to all people at a glance, and the style will not be innovative. For example, I.M. Pei designed a China bank in Central Hong Kong and came to Chang 'an Avenue. The designed China bank was the same as that in Hong Kong. The president and vice president of Bank of China said that it was almost the same as crushing the China bank in Hong Kong. Just like writing an article, everyone's articles are written the same, which is not interesting. "

For this reason, in order to let designers fully express what they want to express, Pan Shiyi never gives them a position and a direction to interfere with their thinking. "If a painter is invited to say what kind of painting you will paint for me, he will not paint. Just like writing an article, writing an article by yourself is very good. As a result, the leader has to add something, and it may not be written. We always say to architects,' Don't exceed the building area, and build whatever you like.' This gives the artist the space to create, and he can express his thoughts according to the China he saw, the Great Wall he saw and Beijing he saw, whatever his thoughts are. We are all very satisfied after it is finished, because every building is an expression of the architect's worldview. Although they will always exceed the predetermined building area in the end.

So, SOHO Modern City first abandoned balconies and adopted floor-to-ceiling long windows and colored exterior walls. Kempinski Hotel, a commune at the foot of the Great Wall, stands on the trend of Asian contemporary architectural art benchmark with its artistic house design. Kempinski Boao was awarded the 22 Architectural Award and the Overseas Works Award by the Hong Kong Institute of Architects for its perfect combination of architecture and nature. Jianwai SOHO is known as "the most fashionable window of life", and as a symbol of new Beijing, it has become the background of many world famous brand advertisements. Chaowai SOHO is a "city in the city" with rich architectural ideas and individual styles. SOHO· Shangdu has broken through the traditional horizontal and vertical, and its form is more bold and avant-garde. After completion, it will become the most visually impactful commercial project in Beijing.

"Don't take yourself too seriously"

At the end of last year, SOHO China announced that it would withdraw from the residential product market and concentrate on commercial development in the next three years. "There are many reasons for this decision. Commercial real estate in our country has been restricted by policies for the past decade. I think the more restricted things are, the more demand there will be. Although the policy is still quite severe now, we have completed this transformation now. We don't have a square meter of residential land and house now, just do it. "

Some people think that Pan Shiyi made this decision with a gambling mentality, but Pan Shiyi admits that he is a more rational person who doesn't like gambling. "You have to ask any businessman, who is particularly keen on gambling, and he has his own way. You don't have to convince others, you have to convince yourself. I don't like gambling the most. I don't have such a cell and gene. I don't even play poker. I only played mahjong once, and I can't even count the cards. I didn't even gamble in Las Vegas, a famous casino. My friends who went with me were gambling, so I went to bed. At two o'clock in the morning, a friend who went with me woke me up and asked me to borrow 1 yuan. They gambled all night without sleeping. Later, a friend told me that you can't borrow money from the casino, and you will lose it if you lose. But I don't know or care, because I never gamble. I have been to big and famous casinos all over the world, but I have never gambled. I just went in and turned around and came out. "

Pan Shiyi also believes that personality determines fate. He thinks that the personality that determines his current situation is "don't take yourself too seriously", and "it is difficult for a person to do things with a shelf all the time. People don't want to be with a person who is putting on airs. If we want to accomplish anything now, it will inevitably be inextricably linked with the surroundings. The water we drink is provided by others, and all the things such as clothes, watches and cups are provided by others. It is simply difficult for a person to move. If you always put on a shelf and don't like it, everyone will stay away, so nothing can be done. If you are a considerate and service-conscious person, others will be willing to be with you. "

"Blog has changed my life"

As a real estate agent, Pan Shiyi's life is a little too rich. He made movies, made endorsements, took photos, published books and wrote blogs, and was named "Mr. Fashion" many times. He was too busy to enjoy the Kempinski Hotel, a commune at the foot of the Great Wall, which he was most proud of.

However, in this era of Web2., blogging has become the only leisure way that Pan Shiyi can't give up. "Bloggers are open people who are willing to communicate with others." In a private place where they can speak freely, Pan Shiyi has no qualms about letting netizens know about their lives and "sorting out their own life thoughts". "Blogging is changing our lives, changing the way we get information, and". Since October 25, the total number of visits to his blog has exceeded 2 million, and the book "Pan Shiyi's Blog" has been selling well. Although he didn't ask for royalties, "the royalties of hundreds of thousands were given to the publishing house in vain", but "hundreds of thousands made such a big publicity, which was quite economical." That's the point.

For the movie Aspirin starring Mei Ting, Pan Shiyi's joke was fooled. But "I really can't co-star in movies, and I can't recite the lines if I want to say other people's words in front of the camera." Playing movies is not enjoyable for Pan Shiyi, but Pan Shiyi did not hesitate to answer "no" to the question of whether to consider opening the house in SOHO China, such as Kempinski Hotel, a commune at the foot of the Great Wall, to the director for filming. "This is too ruined. For example, Zhang Yimou filmed an Olympic film. In the five-minute film, a girl was dancing with a red silk and a young man was writing with a brush. That was a bit like the feeling in Crouching Tiger, Hidden Dragon, which was shot in the bamboo house of Kempinski Hotel, a commune at the foot of the Great Wall. A few minutes of filming took three days, and more than 1 people were so tired that migrant workers fell asleep lying on the road. What the audience saw was just a girl dancing, but there were quite a lot of big equipment behind her, which damaged several of our bamboos after the filming. Later, I said I had to forget it, all for the China 28 Olympic Games. There is no way to make a movie because the equipment is really too heavy. "