Layout "High Growth" Era Housing Prices Have Launched Strategic Adjustment.

Over the past three years, China's real estate market has achieved rapid growth, and many housing enterprises have also achieved a breakthrough in scale. Now that the market has entered a period of adjustment after the high point, some housing enterprises have begun to adjust their strategic direction and management structure so as to adapt to the new scale growth demand.

In twenty-first Century, the economic report learned from people familiar with the matter that sunshine city is preparing a round of management structure integration, aiming to make a round of optimization in management according to the performance of regional companies. Yuzhou, such as Rongxin, Zhongliang and so on, has launched a round of regional strategic adjustment recently.

The purpose of this adjustment is not only to meet the demand of scale growth, but also the result of actual factors, such as the high cost of financing, the high cost of sales, the compressing of profit space and so on.

Behind this, there is a more brutal reality. "The total volume of the future real estate market will shrink, and the high growth stage is over." In December 5th, Zhu Rongbin, executive chairman and President of sunshine city, admitted to reporters that, for housing companies accustomed to high growth, next year will face a major test.

High growth is difficult to sustain

In November of this year, sunshine city realized the contract sales of 181 billion 900 million yuan, and completed the annual sales target ahead of schedule. Over the past few years, the rapid growth of sunshine city has increased from less than 30 billion in 2014 to nearly 200 billion today.

Zhu Rongbin said that for enterprises with high growth as the highlight, the market environment for next year will be enormous. For sunshine city, "if it is no longer high growth, then how do we get there?"

He said the company's financial safety is the most important. "It is the first consideration to continue to set a goal of high growth and whether it will bring negative effects to the company".

Zhu Rongbin believes that high debts and low profits are common faults of Housing enterprises above 100 billion scale. In the future market environment, the direction of sunshine city's adjustment is to slow down the pace, gradually reduce interest bearing liabilities and broaden the financing channels. Even if the profit is increased, it is necessary to slow down the growth rate.

Recently, hundreds of millions of scale credit and Zhongliang have also made structural adjustment. Rongxin divides the four major departments and southwest regional companies into ten regions, namely, Fujian regional group, Guangdong regional company, Shanghai Soviet regional company, Jiangsu regional company, Shandong regional company, Zhejiang regional group, Henan regional company, Tianjin regional company, Shanxi regional company and southwest regional company.

"Cut" Five "into" ten ", and each" ten "will set up regional presidents, such as some relatively mature business units renamed" regional group ", which is more conducive to effective management. An insider told reporters that the Yangtze River Delta region is divided into Zhejiang, Jiangsu and Shanghai and Jiangsu companies, emphasizing regional direct management and enhancing control and control.

Unlike the fusion letter, Zhongliang had contracted and merged the previous 12 regional groups, and finally set up six major regions: Southern, northern, western, Shandong, Jiangsu and Zhejiang. The purpose is also to strengthen management.

The integration of Yu Zhou in the Yangtze River Delta region is more likely to be performance oriented. Yu Zhou Suzhou is the first regional company to break billions of dollars. Now it is a regional company with Nanjing and Yangzhou, and Zhejiang, Shanghai and Anhui constitute the eastern regional companies.

Management is becoming more sophisticated.

In addition to structural adjustment, housing companies also tend to be more sophisticated in terms of cost and sales management.

In the first three quarters of this year, the overall profit margin of the industry declined. Insiders generally believe that through meticulous management, we can reduce costs and further win profits.

Zhu Rongbin believes that in the past, the mode of buying more land was no longer feasible, and the cost of land storage was also increasing. "It should be pushed back by the market, and now the land reserves are enough to meet the development scale of two years. How much land will be added in the two years?"

It is also understood that many housing enterprises in the daily cost of compression costs. For example, we should take high speed rail (not to travel by plane) to travel. In terms of marketing, housing companies are trying to strengthen channel management.

Recently, the discussion of channel fees has been rampant in the real estate sector. As part of the project's high channel costs, the sales profits of housing companies have been greatly reduced.

People with housing prices pointed out to the twenty-first Century economic report that the real estate sector had reversed in the Internet Age: the role of the Internet should be intermediation, while real estate is a prosperous channel. The reason is that housing companies do not attach importance to their product strength, marketing power, and rely too much on channels to achieve sales scale.

Therefore, the housing prices of the preceding people believe that instead of using high channel costs to grab customers, it is better to cut prices directly. "If the intensity of market regulation is not relaxed, direct reduction may be the lowest cost strategy."