“理想，行动，坚持”——上坤集团创始人朱静

This case study outlines Zhu Jing's entrepreneurial journey in three phases: ideation, action, and perseverance, detailing the challenges she encountered as a female entrepreneur in the real estate industry and how she overcame them. At the beginning of 2022, Zhu held a meeting among the top executives to review the past year's business performance and discuss the penalties for the executives who failed to reach their performance goals in the prior year. Zhu's love for architecture prompted her to resign from her position as VP of CCRE in 2010 and start Sunkwan in Shanghai. As a female entrepreneur in a male-dominated industry, Zhu faced challenges in acquiring resources. Nevertheless, she persevered and identified opportunities with a keen business sense, eventually achieving success with the Yueshan Project, which paved the way for Sunkwan's national expansion. Zhu emphasized the importance of enhancing product capabilities and leveraging collaboration to overcome resource and capability disadvantages. Zhu's leadership style is characterized by empathy, trust, and delegation of authority, which helped build a cohesive executive team that shares the company's business philosophy. Since August 2020, China's property sector has experienced a tumultuous period marked by a slump in demand, tightening regulations, financial blockades, and the impact of Covid-19. Many developers faced a liquidity crisis. In June 2021, as the market faltered, Sunkwan implemented a more aggressive performance evaluation mechanism for senior management to incentivize greater dedication and performance from the team. However, 2021 proved to be a tough year, and the company's performance was unsatisfactory. Zhu was faced with a difficult decision: whether to follow the mechanism by cutting rewards and imposing penalties or make an exception this time. Her decision exemplifies her leadership qualities and approach as a female entrepreneur.