The latest trend of the real estate industry affects the nerves of the whole market.
Today, an internal speech by Yu Liang, chairman of the board of directors of Vanke Group, attracted great attention. At the internal annual meeting, he made the latest judgment on the industry trend: the real estate industry has entered the "black iron era", which is the inevitable trend of development.
He also stressed that 2022 will be a year for Vanke to overcome its difficulties and fight back, and it is also the beginning of a new era. Fighting back means either dead or alive. There is no middle state. If you can solve the burden accumulated in the past, you have the opportunity to start a new journey. If you can't get rid of the burden, you can't live.
The reporter learned that Yu Liang's speech was delivered at the 2022 annual meeting of Vanke Group in January, with a full text of more than 5000 words, which was summarized from five aspects: strategy, organization, people, mechanism and culture. However, as of press time, Vanke has not made a public reply to the above contents
real estate shrinkage is a battle of life and death
Yu Liang first analyzed the external environment. He pointed out that the first characteristic of the external environment of the industry is to enter the first stage of clearing. For the real estate industry, shrinking the table and clearing it out is de financialization, and de financialization is an inevitable trend.
In his opinion, this year is a year of fighting back. How to understand a battle against a backwater? Is either dead or alive, there is no middle state. If you can't get rid of the accumulated burden, you can't start a new journey if you can't get rid of it. Stop harboring illusions and clear up quickly and resolutely.
The second feature is that the real estate industry has entered a new development model, which can be summarized as one center and three basic points. One center is to solve the Lbx Pharmacy Chain Joint Stock Company(603883) housing problem; Three basic points, or three basic grasping points, are the combination of housing and housing, rent and purchase, and the matching of people, land and housing.
He explained that, first of all, housing without speculation is actually "housing" and "no speculation". For the aspect of "houses are used for living", the policy may be slightly relaxed, because some too strict restrictions on existing needs may be slightly relaxed to effectively solve the reasonable living needs of residents. "No speculation" means that although some restrictions on house purchase may be relaxed, speculation is still not allowed, the increase limit will be retained, and the government also controls investment speculation by means of Taxation or restriction on transfer; Second, both rent and purchase; Third, the matching relationship among people, land and houses may change. The housing supply in core and major cities will increase, and some unmet improvement needs in the past due to purchase restrictions and other reasons may be released in the future. However, we should adapt to the reality that the industry returns to the attribute of people's livelihood and do not expect prices to rise.
In addition to the above three basic points of one center, there are two major changes. One is that the market differentiation will become more and more obvious, and the other is that the scale of the industry begins to shrink. In the face of major changes, Vanke should also make corresponding changes
how to find a new anchor in the "black iron era"?
The industry has reached the "black iron era", how to find a new anchor point?
"What new anchor point does our salary system establish? Are we still anchored in the 'golden age'? Just now President Xie and president Zhu mentioned that everyone's income must be greatly reduced this year. Of course, we should not think that the anchor point of the organization is just income." Yu Liang said.
He stressed that this new anchor point should be established in all aspects, including welfare and subsidies, which should adapt to the "black iron era". We have come from the "golden age". Today, our heart must be in place at this time point and set up a new anchor point, otherwise we can't get rid of the inertia of the "golden age".
In the face of an industry with low profits of about 10%, do you want to reengineer the process?
Yu Liang also mentioned one thing that impressed him - visiting Byd Company Limited(002594) . At that time, Wang Chuanfu said that he did not produce tires and glass, but produced everything else by himself. Yu Liang believes that auto parts are mature and can be used. But later found that this is still the golden age thinking, find various spare parts manufacturers, you can put the car together. Wang Chuanfu said that each part has a manufacturer, and each manufacturer has to earn 10% of the profit. How do you make money?
\u3000\u3000 "In the past, every link of real estate can be outsourced. After outsourcing, we can still make money. Can we do it today? All the work is done by others, and everyone has to earn 10%. We certainly have no money to earn, so we need process reengineering. In today's' black iron era ', many previous charging models using cost plus will be overturned, and the big hands in the past will be overturned The way of subcontracting at all levels must not be feasible. "
be a professional expert, all-round champion and long-distance runner
In his speech, Yu Liang put forward that we should live frugally, reduce waste and create a wartime atmosphere of frugality.
\u3000\u3000 "My assistant won't buy first class when booking my ticket. If I have time to get close, I will buy whichever flight is cheaper. How much money I can save is not the most important. The signal is very important. If our management can't take the lead and set an example. Then the signal will be greatly reduced. How to ask employees? About creating a frugal lifestyle The wartime atmosphere should be implemented by all units themselves, so that everyone can feel that the war atmosphere is different from the past. " He said.
To win this battle and win next spring, Yu Liang also has his own summary: be a professional expert, an all-round champion and a long-distance winner.
A professional expert tells us that we can't be satisfied with being a good amateur. We should not compare with ourselves in the past or with our brothers, but with the benchmark in the industry. If you have become an industry benchmark, you should compare it with the goal of greater excellence. Ten years ago, when the level of marathon was not high, running for three hours was a very good result. At that time, the first batch of people who could run for three hours felt that they were very good, but not in a few years. Because this achievement has been overturned by others, we have to become professional experts to do particularly well.
Second, be an all-round champion. The era of relying on one recruit fresh food to eat the world has ended. Now we should pay equal attention to development, operation and service, which is also Vanke's new triathlon. Just running a marathon is not enough. We also need to be good at swimming and cycling. We must be an all-round champion. Because only being an all-round champion can make a profit. As in the past, it is impossible to make money by doing individual items separately.
Third, be a long-distance runner. Long term persistence, long-term persistence, doing the right thing and not violating discipline can make us play particularly well.
