As a real estate enterprise brand who has been dealing with the company's negative public opinion, many times he will not think of the day when he will become the company's public opinion.
If you want to check the keywords of real estate enterprises in 2021, "layoffs" must be on the list. But this is not a good or even negative keyword, so this keyword has been replaced with "optimization" in some real estate enterprises.
2021 is a year of qualitative change in the real estate industry and a key year for the survival of some real estate enterprises. This year, the sales performance of the top 100 real estate enterprises rarely fell year-on-year, and most real estate enterprises failed to complete their annual goals and tasks. Layoffs, as an action that can greatly reduce expenses and save costs in the short term, have already begun in blasting real estate enterprises. Even real estate enterprises that are still stable at present have to rely on this action to store grain for the winter.
In 2022, the performance decline of real estate enterprises continues. According to the latest data of China Index Research Institute, the average sales of the top 100 real estate enterprises in January 2022 was 6.18 billion yuan, a year-on-year decrease of 23.1%. Among them, there were 22 real estate enterprises with sales exceeding 5 billion yuan, a decrease of 31 compared with the same period last year. At the same time, the sales growth rate of different camps of real estate enterprises decreased significantly in January.
During the Spring Festival in the year of the tiger, the reporter of "daily economic news" interviewed some brand staff of real estate enterprises to understand their work status since last year and the impact of the overall downturn of the real estate industry on them
data source: refers to the Research Institute
active requirements optimized
If Zhang Cong is given another chance, he may consider stability more than salary when changing jobs.
In the first half of 2021, real estate enterprises did not have a bad life. At that time, Zhang Cong was preparing to change jobs from the brand Department of a top 20 real estate enterprise because he stayed in an enterprise for too long and wanted to change the environment. Due to his rich working experience, he has several real estate enterprises to choose from when changing jobs, which makes him most tangled with two real estate enterprises: one has high salary but high enterprise debt and poor stability; In the other company, he plans to work for five years, but the salary is not what he wants.
After all kinds of entanglement, Zhang Cong finally chose the real estate enterprise with high salary, "I really give more (salary), which can alleviate the pressure of building supply." But less than four months after his entry into the office, the real estate enterprise had a liquidity problem. Unfortunately, Zhang Cong was left behind in the wave of layoffs. "I believe the company can survive, but its income has to be discounted.".
In contrast, Yang Wen is not so lucky. She has worked in a top30 real estate company for more than a year and her ability has been recognized, but in the end, she has become the only indicator candidate to be optimized in the Department. " the company has no problems on the surface, but all departments have optimization indicators . Human resources have no reason to optimize. Those who come later than me have not been optimized. I can't think of it!"
Therefore, Yang Wen has lost her motivation and confidence in the real estate industry. When looking for a new job, she chose the non real estate industry, but she sent out more than a dozen resumes and finally received only one interview invitation. At present, she is ready to join the company. "Although the salary is not comparable to that of real estate, it is at least relatively stable. There is no need to worry about being optimized one day, and it is really hard to find a job now."
Li Ran has worked in a top 10 real estate company for four years. In the first half of 2021, he was still busy dealing with the public opinion on the company's regional changes and layoffs. By the second half of 2021, their department will receive the notice of optimization.
Li Ran's real estate enterprise is a relatively stable company. When the Department reported that the brand budget in 2022 was greatly reduced, he felt anxious. As soon as the end of the year arrived, the Department received the optimization notice. The department finally optimized two people, but the total amount of work did not decrease .
As a middle-level brand manager of South China real estate enterprises, Wu Shuai issued a notice in January this year that the personnel optimization index is 15%. He has a headache when receiving the optimization notice, which is a very difficult thing for him. I don't know if it's a coincidence. An employee of the department took the initiative to find Wu Shuai and asked to be optimized. "He has decided to leave in a few years. If someone else leaves him, he will feel very sorry."
"keep this job"
2021 is a cold winter year for real estate. For real estate practitioners, the most frequently said blessing and comfort at the end of the year is "keep this job".
From top executives to grass-roots employees, this year's real estate practitioners are facing problems such as standing up, sitting down and optimization. Organizational structure adjustment, personnel streamlining and optimization, post adjustment and salary reduction... Real estate people struggle to survive in the cold winter and wait for spring . In the 2021 Hurun rich list, no entrepreneur in the real estate industry entered the top 10 for the first time. In 2020, real estate developers accounted for 4 of the top 10 rich.
As of January 28, according to choice data, among the 31 listed real estate enterprises that disclosed the performance forecast of 2021, 20 real estate enterprises had suffered losses in advance, which is only the data of some real estate enterprises in a shares.
In addition, it is worth noting that according to Kerui statistics, the maturity of overseas debt financing of 100 typical real estate enterprises in 2022 is mainly concentrated in the first half of the year, of which the maturity scale in January is as high as 62.7 billion yuan, the highest in recent two years. Meanwhile, from March to July, it was the small peak of debt repayment of overseas debt financing of real estate enterprises
overseas debt financing issuance and maturity of 100 typical real estate enterprises from 2021 to 2022 (100 million yuan)
data source: Kerui
"The company won't give us the year-end bonus too early in January." Liu Shu, who works in a medium-sized real estate enterprise, told the daily economic news that under the tide of layoffs in various real estate enterprises this year, many colleagues feel that the company's year-end bonus is good news, at least indicating that there will be no problem in the short term, "but what will happen to the company next? I don't know".
In addition to optimizing layoffs, real estate brand people will also face problems such as substantial reduction of brand budget in 2022 and how to make more achievements. "The company has had a liquidity problem. At this time, I still want to suppress the negative and find the media to communicate. If I can't communicate, it seems that the brand department only knows how to spend money and don't know how to do things. But if I want to communicate, what reason can I use to communicate with others?" Zhang Cong said in distress.
In fact, Li Ran's company has been gradually reducing the brand budget since 2019, but the range in previous years is relatively small, but it is significantly reduced from 2021 to 2022. "Many of the annual activity budgets that were routine in previous years have been directly cut off in the newspaper. If they exceed a certain amount, they must be approved by the boss in person, and the lower limit of this amount is getting lower and lower. Now the company's financial and human resources are mainly focused on promoting sales and collecting money."
But at the same time, Li Ran's work is not easy, the requirements of KPI and responsibility control have become higher . What makes him more anxious is that " what should I do if the optimization continues in 2022? "
(at the request of the interviewer, Li Ran, Zhang Cong, Yang Wen and Wu Shuai are pseudonyms)
