On February 11, the reporter of Nanfang + real estate channel learned that Yu Liang said in his concluding speech at Vanke's 2022 meeting not long ago that real estate has entered the "black iron era", and said that 2022 is not only a year for the group to overcome its difficulties and fight a battle, but also the beginning of a new era.
Yu Liang's judgment on the external environment of the real estate industry has two points: first, the industry has entered the stage of shrinking and clearing, and needs to be de financialized. De financialization is an inevitable trend and a painful process. For Vanke, shrinking the table and clearing it is a battle of life and death, which must be cleared quickly and resolutely. The second is that the industry has entered a new development model, that is, 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 land and housing. Housing without speculation and the simultaneous development of rent and purchase will divert the demand for buying a house to a certain extent; 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, he stressed that "we should adapt to the reality that the real estate industry returns to the attribute of people's livelihood and do not expect prices to rise."
At the same time, Yu Liang also said that there are two major changes in the real estate industry. 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 needs higher quality investment. It should change from uniform and decentralized investment in the past to local intensive investment with better market performance and proven team trading ability.
In response to the new external situation and new changes in industry development, Yu Liang put forward new requirements for Vanke's organization, personnel, mechanism, culture and other work.
First of all, in terms of organization and management, he stressed that in the face of fierce competition, similar investment development and product teams should build a game of chess to reduce the dispersion of resources and energy, and the organization should adapt and adjust with the growth of business. Facing the "black iron era" of the industry, the salary system should also establish a new anchor point, and the income, welfare and subsidies should adapt to the "black iron era". Facing the industry with low profit of about 10%, it is required to carry out process reengineering. In the past, the way of subcontracting at all levels needs to be adjusted.
Secondly, in terms of personnel management and mechanism management, Yu Liang stressed that "Vanke has done real estate for such a long time. We are not without people in level 1-5 projects, but lack of good attitude and responsible spirit". At the same time, he also pointed out that with the development of the industry today, Vanke has been unable to find suitable people with more money incentive than others. "People who are only motivated by money are not suitable to work in the industry in the black iron era. The mechanism that Vanke can provide is the stage of career and development opportunities."
Finally, Yu Liang emphasized that Vanke's corporate culture in 2022 is "frugal and wartime atmosphere". This means that all work is carried out around the three main tasks of falling back and stability improvement, shrinking the surface and clearing up and "growing muscles"; Strong performance; The management personnel should all sink; The company should be more disciplined; In particular, we should save money, reduce waste and create a "wartime atmosphere" of saving watches and food. He even said that "the assistant will not buy first class when booking a ticket for me. If there is time, I will buy whichever flight is cheaper."
