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Fu Anna: There Are "Capitals" Only In "Capital Performance".

2011/10/25 15:13:00 33

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At the ceremony, Fu Anna's children were painted by the "art home happy enterprise" as the main body, and Fu Anna's chairman Lin Guo Fang and his wife Chen Guohong (left row fifth, sixth) took a group photo with their children.

In October 18th,

Shenzhen

The brand new real estate business park is full of joy and laughter. The home textile leading company fuanna held the first welfare room "happiness first" ceremony, and the enterprises helped employees fight against high housing prices. The first batch of 104 employees realized the dream in Shenzhen.

Lin Guofang, the chairman of Fuan Anna, who has always been low-key and restrained, appeared on the key ceremony and announced a major welfare housing policy of the company - "1000 package plan".

According to the plan, every year, according to the company's growth rate and personal accumulation, employees will realize their dream of settling down.

In the future, with the development of fuanna, we will realize more than 1000 housing purchase plans.

With the tightening of social credit, many small and medium-sized enterprises are waiting for life-saving money. Among them, the total amount of loans from private enterprises to employees is up to 1 million 200 thousand yuan, helping 104 employees buy houses. This "cross-border" has become a sensational event in the stalemate of the real estate industry.

Behind the launch of the welfare housing policy, fuanna is strong.

achievement

Support: according to fuanna report, fuanna net profit increased by 79.28% in the first half of this year.

At the same time, a number of securities institutions predict that the net profit attributable to fuanna shareholders in 2011 1-9 will increase or decrease by 50%-70% compared with the same period last year.

The three quarter earnings forecast issued in October 12th has been revised substantially upward to 70%-90% year-on-year.

What is the connection between the good performance of fuanna and the big welfare policy? In the face of fierce competition in the market, what is the reason for her singing? With all kinds of doubts, the author gives a brief interview to Lin Guofang, the helm of fuanna.

How many companies are there in the high housing price?

In recent years, with the rapid growth of housing prices and the intensification of various social problems arising from it, the first tier cities in northern China are more and more deeply hit by the "disaster areas". Shenzhen's housing prices at 2-3 / sq m have made many people sigh.

Against this background, enterprises have frequently made efforts to help their employees buy a house. A well-known central enterprise has been exposed to building their own welfare houses, while lending to developers, and buying low-cost housing from the real estate developers in the form of employee group buying, triggering a curse on private profits with monopoly privileges. The Tencent launched the "home settlement plan" to lend money to employees to buy houses. Alibaba also launched the "iHome" plan. According to the length of service, the upper limit of borrowing amount is 20-30 000, and the repayment period is 5 to 6 years.

However, because the loan amount is not high, the repayment period is only a few years, which is only a drop in the bucket for the first tier cities.

Someone has calculated such an account. If a person who is eligible to apply for a loan, chooses to buy a house in a certain type of city (to buy a house with a market value of 1 million 500 thousand yuan), the highest loan will be 300 thousand, 5 years will be paid off, and the repayment pressure will be enormous. If the remaining 1 million 50 thousand is to apply for 20 years' commercial loan, the next few years will give the enterprise and the bank's mortgage loan more than 10000 per month, and most people can not afford it, but can not afford it or can not afford it.

One of the earliest listed companies in the home textile industry is Lin Guofang, who is the first to be listed. He has recommended to the chairman of the board "Snail House". Lin Guofang has a deep feeling and is determined to help his employees buy a house. He not only looked around the house in Shenzhen early this year, but later made arrangements for borrowing the highest amount of money for the first time to buy a house for the employees. Lin Guofang, who is a businessman in Chaozhou and Shantou, is very practical. It is to let the employees really afford the house, and really put the welfare policy in place.

Lin Guofang has repeatedly stressed that fuanna's business philosophy is "employees first, customers second, shareholders third", employees are always in the first place, without the sense of happiness of employees, there will be no sense of happiness of shareholders, consumers or even the whole society.

"The relationship between enterprises and employees is the relationship between ships and water. All achievements of enterprise development must be shared with employees, and the role of people should be emphasized.

To do business is to be people-oriented so that every employee can live and work with dignity.

Lin Guofang, chairman of fuanna, said

enterprise

I did not want to become a millionaire myself. The reason why I am doing business is more and more excellent. The aim is to make the employees of fuanna work hard and live a happy life, so they try their best to run the business well. "My starting point is not to satisfy my personal interests, but to care for the employees of fuanna.

If these 1000 sets of goals can be achieved, they can make greater contributions to the progress and development of society.

There are "capitals" to have "capital performance".

At the same time, with the introduction of a large welfare housing policy, Fu Anna semi annual report and three quarterly report all increased by more than 50% over the same period last year. The performance of the stock market was eye-catching. After the introduction of the semi annual report, many interpretations were carried out, including more accurate prediction power on the price trend of raw materials, and the right of market pricing in the sales of brand products.

channel

The pace of expansion is relatively fast, and the industry is in a fast developing trend.

However, in Lin Guofang's view, the external analysis is the result of the deduction of the results, and most of them are interpreted around the external causes.

In philosophy, internal factors are the basis for promoting the change of things. For fuanna, the internal cause is the high importance of "human" as the most important force of productivity.

"Art home textiles" has become the bright label of fuanna, and the enthusiasm and creativity of employees directly determine the gold content of "art".

"Enterprises must have core values if they want to perpetual operation. For fuanna, they are closely related to three pursuits from beginning to end, one is sustained wealth growth of enterprises, two is good labor relations, three is the necessary social responsibility, and all work is carried out according to this common vision," Lin Guofang said.

It is understood that fuanna is implementing the "staff shop name plan", including the name of the shop manager, the name of the shop name, to promote the "staff reception day, consultation day", indirectly allowing employees to participate in management, listen to staff management advice to the company, will also popularize the "employee birthday plan", the employee's birthday can be directly off, the company will also prepare birthday gifts.

At the same time, Lin Guofang donated 100 million yuan to help the poor in recent two years. In July, 82 orphans were adopted, and the internal belief of the enterprise was extended to partners, and the Allies were bound by values.

Lin Guofang said that the purpose of life is not to acquire wealth ownership, but to have the right to use life.

One person lives to make more people live better.

True wealth is a happy life, not a lot of wealth.

All competitions, in the final analysis, are "human" competition.

The home textile industry is a fast developing industry in recent years. Now there are more than 2000 companies fighting in the market, and three or four companies are listed. Many companies are imitating the operation mode of fuanna, one of the leading enterprises. The homogenization of products, the homogenization of channels and the homogenization of operation methods are becoming more and more serious.

What should we contend after, such as war field, product competition, channel competition, and homogenization? Lin Guofang believes that these are tactical, and only when strategically, fundamentally, return to the human standard, and achieve the preoccupation of "hearts and minds", will other competition be viable and sustainable.

All competition is, in the final analysis, "human" competition.

"We strive to establish" army, school and family "corporate culture in fuanna, fully mobilize the initiative of employees, enable all employees to generate internal drive, and provide strong impetus for the development of enterprises, and ultimately promote the development of enterprises.

enterprise

structure

Steady, self drive development, team harmony, and ultimately everyone pressure, everyone has motivation, this is our winning magic weapon.

Lin Guofang said.

It is understood that fuanna has the same discipline as the army.

Despite strict management, employees have a strong sense of belonging.

Huang Xia, a sales manager, told the author that she had more dealings with fuanna's staff recently. What impressed her is that whenever they talk about "our rich Anna" happily, they are always full of happiness.

In Lin Guofang's management principles, self interest and altruism are human nature.

Self interest is born without self-interest, and people lose the basic driving force of existence; altruism is long, without altruism, and life and career will be out of balance.

Balance can be harmonious.

The vast majority of listed companies

company

For example, shareholders are the first and employees second, but in Lin Guofang's management strategy, employees are always in the first place.

The trinity of employees, shareholders and society constitutes the idea system of fuanna's enterprise values, and it also supports a capital word.

Zhang Chunzhi, the joint director of China Merchants Securities (Hongkong), pointed out that the enterprise made large by quantitative change, but the enterprise depends on fusion.

The realization of fusion is not "human" without capital.