About Us


Hongkun Culture is largely connected to the structural design of our organization.

Hongkun Group culture is at once entrepreneurial and communal and this is reflected in the employee organization as well as the firm's business model as an integrated, but multi-functional service platform. As for the employee organization, Hongkun's teams are organized around cross-functional activities to promote synergies and efficiencies across various workstreams. Hongkun's recruitment strategy also promotes this dichotomy in its employee makeup –it specifically focuses on bringing in diverse skill sets to a team and expanding human capital whenever possible.

Hongkun seems to employ a business model that features an open network of synergistic businesses and teams, while constantly expanding the periphery of its business scope. Business lines are designed to be ancillary to one another, while providing enough individual value to be able to stand independently.

This centralized, but flexible model paves the way for profitable organic growth. Core business strengths are inextricably tied to all firm activities, while our organization is always searching for new ways to innovate to bring new value for customers. In this way, Hongkun's culture is not focused on a singular approach to innovation but rather drives innovation using new value discoveries that come to fruition through organic growth.

Lastly, an an unorthodox approach to strategic planning that builds a model for multiple futures and outcomes strongly informs Hongkun's unique culture. Hongkun's leadership builds strategies around the uncertainties of the future so that it can be prepared for whatever the future will bring. In this way, it is redefining the way of the present and building the future, whichever scenario might prevail. This planning model can be traced back to Chairman Bin Zhao's vision of Xihongmen district's infrastructure planning in Hongkun's early days as a novice real estate-focused company.