The abnormal development can of garden of green jade laurel calls glacial fire double day: Develop quickly at the same time, at the same time accident frequency hair. High turnover mode brought very large base to enrage to Yang Guojiang, direct Jiang Bigui sends field go up the position of landed old, but the project quality accident of in quick succession is knocked however had alarm bell. When landed industry more haste,less speed? How to avoid sacrificial quality to seek progress? Can digitlization transition save room look forward to really?
1 rapid development
In recent years, garden of green jade laurel rises in unboiled water of wind of real-estate industry it may be said, come very quickly bibcock position, depend on the business income of 33.57 billion dollar again this year, enter again " fortune " 500 strong a list of names posted up of world are odd, already went up two years continuously a list of names posted up, and the rank is jumped rise 114, reach 353. " Forbes " 2018 year whole world appears on the market jump by 273 in the company litre reach 143.
2 accidents frequency is sent
On June 24, shanghai acts according to cave in of mould bases of virtuous project selling office, cause 1 person death, 9 people are injured;
On July 12, crack of foundation of project of Hangzhou desolate hill, road surface cave in;
On July 26, anhui the cave ins of 6 smooth project building site that bring a city, cause 6 people death, much person is injured;
On August 1, jiangsu Nantong starts city of Dong Zhongbang Shanghai 2 period lie build a building to catch fire.
Garden of green jade laurel is in build project frequency to ring safe alarm bell, the time of close half an year, garden of green jade laurel is in the project of countrywide each district, had produced a collapse for many times accident, cause the safe accident that the person dies 5 cases, at least 10 people die, much person is injured. "The pit that garden of green jade laurel gives you level of a 5 stars " " give you a home of 5 weeks " become wide for the Duan Zi that circulate, public opinion crisis also ferments continuously.
On August 3, garden of green jade laurel invites a hunderd schools famous media plays suitable heart headquarters to hold countrywide media to meet meeting. The high level such as Chen Bin of Mo Bin of Yang Guojiang of chairman of bureau of trustee of garden of green jade laurel, president, vice-president all is attended. But this press conference was not made in the light of the accident think over and put forward to answer strategy, the responsibility shuffle that becomes garden of green jade laurel to be in charge of high is met.
Yang Guojiang shifts responsibility to Mo Bin, mo Bin shifts responsibility to the area always, the area always shifts responsibility to the project always as square as construction, mo Bin expresses: "Above all accident and our project quality did not concern. Area and project controller are driving the market between heat holiday, work the respect made arrangement of do sth without authorization. We did the processing such as demote, depose to controller of area president, project. We did the processing such as demote, depose to controller of area president, project..
3 financing gap
The problem of garden of green jade laurel is more than depend on public opinion crisis, figure collapse, the problem on capital also begins to expose come out. Gap of financing of garden of green jade laurel was broken through 2014 100 billion, approached 2016 200 billion, achieved 2017 3000 much. Indebted rate is net assets of garden of green jade laurel 996% , and indebted rate also is as high as the net assets that be in harmony of another industry bibcock achieves 928% , increased 269 percent.
4 development mode -- dimensions is changed, high turnover
Garden of green jade laurel appears such problem, in the final analysis still results from the strategy of high turnover. The high turnover of garden of green jade laurel is in real estate is very famous. High turnover is ecbolic the efficiency that Yuan Chao gives the level inside course of study, each link is compressed.
10 thousand amount to the attempt that ever also made exorbitant have enough to meet need, but because confrontation,the influence of the quantity abandoned very quickly. And the high turnover of garden of green jade laurel already was climbed however promote new state, "The design gives a picture inside that day (all night) " such efficiency makes the be left speechless with wonder or fear inside course of study.
Be high level originally " 456 " -- capital of 5 4 lunar open quotation, months is answered, 6 months capital again have enough to meet need -- be raised " 345 " -- capital of 4 3 months open quotation, months is answered, 5 months capital again.
Other estate company accomplishs the high turnover of garden of green jade laurel very hard, no matter be system or management, still be company culture respect, garden of green jade laurel is turning for Gao Zhou pave a road. Garden of green jade laurel makes him into factory of a building, batch is duplicate and successful the high turnover mode of case.
Main attack of garden of green jade laurel the estate market of 34 lines city, building city profit is relatively inferior, high turnover is the method that assures capital return rate, obtain fund of the ground, development, sale, steam again quickly, around a fast word, what efficiency can achieve a person of the same trade even is fourfold, "High turnover is counteractive the step with any the most significant risks " , after the head that project quality and safety are thrown instead.
5 change the equity of flavour is incentive
2012, garden of green jade laurel begins to carry out " achievement is shared " incentive plan, the project finishs award to be as high as 20% . 2014, yang Guojiang begins to execute again " homocentric share " incentive mechanism, the employee of the project can join a project through following, become the partner of the project, share profit, come with this incentive staff initiative, the gain that pursues a project is the biggest change.
Step of relevant rewards and punishment is installed completely also around high turnover -- the project picks a brand namely start working will reward project general manager 200 thousand yuan, every defer 1 day of award to decrease successively 10 thousand, 40 days of start working fine 200 thousand, 41 days of start working will dismiss.
These incentive mechanisms resemble is Gui Yuan giving green jade tall canal layer hit gallinaceous blood, had tremendous effect to releasing employee fight, a little tall canal sends his whole body home into the project, make a lot of projects always year income crosses ten million, area gross income passes 100 million. But this kind of drive also is put in tremendous blemish, it is oriented incentive mechanism completely with outstanding achievement, brought about the practice that sacrificial quality appears to go after efficiency in executive process directly. To reach the target of sale and high turnover, area company accelerates plan by hook and crook, reduce cost and cost.
Mechanism of drive of so called talent causes quality problem not only, and cause a person just run away. Angst arrives greatly to insomnia, pressure distrustful life, life and death does not enter garden of green jade laurel -- these are to come from green jade Gui Yuan leaves what the employee is versed in to spit groove.
Incumbency of Wu Jianbin of the CFO before garden of green jade laurel, dimensions of garden of green jade laurel develops quickly, sale turns over 308.8 billion yuan from 128.8 billion yuan. The book that Wu Jianbin ever published garden of laurel of an introduction green jade -- " I am in 1000 days of green jade Gui Yuan " , the exposure in the book: In green jade Gui Yuan makes tall valve not easy... fighting everyday, body and mind gets hurt is very common thing, do not have what the milk of human kindness at the same time.
Unreasonable equity is designed, be equivalent to having the superstructure of hidden trouble, can bring about overall queasy, redeem hard. Garden of green jade laurel is simple roughneck ability drive mechanism is one of main reasons that cause project quality problem.
Talent drive must want to be installed around company core culture above all, equity needs shirt-sleeve industry the different level, project, difference that shares staff has ground of current situation of the productivity of different level, relations of production trends allocation, be based on in-house and exterior emulative affirmatory and incentive level, fair sex to allocate equity proportion, achieve the integral sex breakthrough of benefit.
Next, need setting allocates node -- namely the milepost episode that the company grows, reach continual incentive result. Equity distributive milepost can be 3, 5; Can last 1 year, 5 years. For example, the product develops the cent that finish to match the equity of 10% ; Sales revenue is achieved 10 million, divide again 10% ; Achieve balance of income and expenses, divide again 20% , equity design should make sure impartiality leaves forever first heart, maintain vitality, arrive since ability to action.
6 the road that saves atone for
International data company (IDC) released recently " digitlization of 2018 China enterprise develops a report " , the report says, in last few years Chinese number economy occupies GDP proportion year after year to increase, come to had been achieved 2017 32.9% , dimensions amounts to 27.2 trillion yuan, add fast near 20% . Digitlization technology and concept pervaded each industries in the round, development of the confluence that cross a boundary, diversity gave each industry a gleam of lease of life. In such digitlization setting falls, what opportunity does estate have?
Traditional estate company no more than is to take the land -- start working, high devoted high risk can accompany a project from beginning to end, once which link is lax,may appear careless mistake. Estate company should place project quality, character in above all the first, additional most of the key is research demand end, dig big data greatly, form persistent zoology chain, expand estate business the business of humanness, solve a person to be in the pain spot problem of living respect.
Any product requirement, it is human nature makes like that. Development business encircles the ground to sell a house, encircled a kind of person with same category, abandoning these users to continue to develop new project is a reckless waste of food. Be like the practice of garden of green jade laurel especially, sacrificial quality, seek efficiency and profit, bad however public praise. How does this kind of predicament defeat solution? Continue to sell a house or serve at the person?
The house resembles the commodity on goods shelves, industry pain spot includes house price tall look forward to, consumer spending ability is limited, estate company is pursuit profit, improve efficiency blindly, cause quality problem to wait, settlement way is inferior to capturing essential, mining already consumed the demand of the group, diversity develops.
To a lot of people, the house is to just needed, real-estate industry depends on the special attribute of this kind of product of the house, do not need to do cognitive education again to consumer, can gather have an user (discharge) pool, this discharge pool is had initiative the gene with tall viscosity, the discharge foundation of high quality lets the sale of follow-up diversification have more possibility.
Digitlization transition makes estate company OK from the circle the ground sells a room to make modes of life and relation to their environment to group person, develop the person that city life compose is built from the residence. Like other industry, the estate of digitlization still relies on big data. On the discharge pool foundation of high quality, dig big data, extend diversity to develop road to be able to avoid to appear strategical error.
Estate company posture depends on product and user connective to the advantage of other industry close together sex. The position that the user has been been in to secure by the circle, change very hard, shirt-sleeve operation rises below the line on the line more convenient, big data is gotten with application not be tickler. As efficient as angle of sacrificial project quality, sell a room in order to build a house to earn price difference to be compared for profit pattern photograph, be aimed at person deal, just be the thing that has zoology value and vitality more.
Be based on situation advantage, the pain spot of owner can come true through technical measure real time collect, mining, efficient development diversity business, newer iteration product -- service, solve pain spot problem. The high quality, service that has specific aim can increase a project to sell a site, in the next time product -- building dish the window that attracts a client is made when open quotation, raise product excessive price, make explode article.
Be aimed at an user to offer diversity to serve is a way that estate develops business to digitlize transition, common for it is estate ＋ . Garden of green jade laurel, 10 thousand divisions, constant the enterprise such as big, Tai He deploy diversity serves a field, having tryinging a variety of possibility.
1, estate ＋ education, teach resource butt joint.
Teaching resource butt joint is the commonnest diversification service, teach resource for owner butt joint. Room learning an area is the pain spot that most person buys a house all the time. Estate is direct natural resources of high grade to receiving education, solved this problem.
One kind is community education.
10 thousand divisions send force community education, do measured, be worth reference. The children that is aimed at owner after school parent of this paragraph of time is too busy the pain spot problem that attend to compares reality this, 10 thousand divisions were opened 4:30 school, offer one-stop children education, after including summer camp of cold summer vacation, tax plan of mandatory, work, course coachs wait for content.
Another kind is school education.
With green jade Gui Yuan is exemple, school of garden of laurel of Guangdong green jade, the Zhou Ji constellation that always makes 15 years to university preparatory from nursery school makes the school, butt joint international teachs resource. Original real intention is " drive a building with the school dish sale " solve " sodden end crisis " , final hatch gives professional educational brand -- rich fact is happy. Of school of garden of green jade laurel collect fees opposite taller, city of a gleam of collects fees 20-30 10 thousand, 3-10 of second line city 10 thousand.
Community education and international school are product of a kind of education, it is a direction of estate diversification layout, the meaning depends on can raising a building not only dish commercial value, still can raise an user agglutinant, will average owner precipitates, change into faithful vermicelli made from bean starch, the most important is to establish image of a brand, attract fission more vermicelli made from bean starch, undertake next data mining, pain spot changes now.
2, estate ＋ medical treatment, to receiving medical treatment resource.
Tai He is in the layout of domain of medical treatment health special with great quantity, dimensions is big, professional rate is high, besides provide collaboration of the courtyard, college of medicine that be the same as aid with cure of domestic orgnaization Tsinghua, still cooperate with college of medicine of health Nai Er and PHI, bought American tumour to put cure orgnaization to love Laiensi, medical treatment board piece what will become diversification of peaceful standing grain to develop is important one annulus.
3, estate + Internet finance
Greenbelt group is in early 2015 together ant gold is taken reached place of restful Liu Jin to hold water " greenbelt gold is taken " , enter Internet finance field, strategy of deploy big banking, be based on cloud platform, mobile end to wait build platform of data of science and technology, provide service of Internet finance platform.
