"The Youngest Real Estate President" Li Heli Will Leave: Zhongliang Real Estate In The Personnel Shock

In early June, it was widely rumored that Li Heli, CO CEO of Shanghai Zhongliang Real Estate Group Co., Ltd. (referred to as "Zhongliang real estate"), was about to leave his post.

On June 21, 21st century economic reporter learned from the core source that Li Heli had decided to resign and Zhongliang Holdings (02772. HK) would make an announcement within this week. It is understood that Li and Li are still performing their duties in Zhongliang.

Up to the time of press release, Li Heli did not respond positively to the 21st century economic reporter on his resignation. According to the information disclosed by qixinbao, the legal representative of the company is still Li Heli.

According to a person familiar with the matter, Li Heli is about to be transferred to the board of directors of Zhongliang Holding Co., Ltd., focusing on strategy and research. "For many executives with marketing background, this kind of work content is too" empty ". Maybe Li Heli is not willing to take turns and can only resign." The person said.

Different from the end of 2019, when Huang Chunlei, then CEO of Zhongliang holdings, left, his circle of friends signed "lost in his own forest". Li Heli only had two short words: "OK".

According to people familiar with the matter, Li Heli's successor is "old Zhongliang" He Jian, who once took charge of the northern region of Zhongliang and was recently promoted to executive vice president of the real estate group.

Li Heli's departure triggered a personnel earthquake for the leaders of the three regions: Zhao Peng, vice president of the second platform of the original real estate group alliance, was the president of the northern region; Zhang Zhijian, President of central regional group, also resigned recently, and was replaced by sun Lei, executive director of investment and financing strategy research of central region; Xu Hong, the former president of Shandong regional group, was transferred to the president's office of real estate group and served as assistant president and honorary president of Shandong regional group. Qi Xiaochuang, former assistant president of investment and development center, took over Xu Hong.

Li Heli's next step is to follow the "master" Huang Chunlei to start a business again, or continue to be a professional manager? Those in the industry did not comment.

After its listing in 2019, Zhongliang constantly adjusts its internal structure, and calls out the slogan of changing its position in the first and second tier cities; Shanghai Huasheng Enterprise Development Co., Ltd. (hereinafter referred to as "Huasheng"), another real estate enterprise associated with Zhongliang Chairman Yang Jian, has been continuously setting up third and fourth tier cities in recent two years.

"To respond to changes with constancy". A person close to Yang Jian told the 21st century economic reporter at the beginning of the year that Yang Jian intended to build Zhongliang into an investment group.

Trial and error of talents in the period of strategic adjustment

Recently, many senior managers have left Zhongliang. For example, in April this year, Liu Bing, assistant president of Zhongliang holding in charge of human resources, transferred to Ligao group; Wang Lei, the assistant president in charge of legal affairs, also recently proposed his resignation.

Zhongliang people seem to be used to this kind of change. "The only bad thing about Zhongliang is that they work six days a day." an old Zhongliang employee commented on his former employer's system. Zhongliang tried new business constantly, and employees could find their own direction or career path.

On June 18, Zhang Zhijian, President of the central regional group, updated a message in his circle of friends, saying, "goodbye, Zhongliang's partners, thank you for your company for many years, and cherish the memory of those years of fighting in the north and south, conquering cities, and burning passions..." this seems to indicate that he has left.

A person who has long studied Zhong Liang points out that from the perspective of management, Yang Jian (founder of Zhongliang) does not talk about feelings, but only about results and rewards. The human cost of real estate enterprises only accounts for less than 2% of the total cost. Therefore, the instability of Zhongliang personnel has little impact on the operation of the enterprise. "But it needs people to do things, the investment and land are right, and the operation is good for the enterprise."

It is understood that Yang Jian likes to emphasize the fairness of interests in internal meetings. This is also in line with the management of Yang Jian. Before that, there was no clear demarcation line among the regional groups in Zhongliang. Whoever has resources can go to other places to get land. For example, Zhongliang Husu regional group actually manages projects not only in Jiangsu and around Shanghai, but also in other provinces. The advantage of such management is that it can stimulate the morale of the region, carry out PK and then expand the sphere of influence; The disadvantage is that there is a certain loss of internal resources, and different regions may take the same project.

In the first half of 2019, Zhongliang has entered many second and third tier cities, including Xi'an, Tianjin, Nanjing, Nanchang, Fuzhou, Guiyang and Dalian“ The company's internal land acquisition slowed down significantly, and the expectation of sales scale also began to decline. " At that time, a Zhongliang insider told the 21st century economic reporter that after the whole market dividend was consumed, Zhongliang was eager to change the layout of the second tier cities and urgently needed to seek a new track. In this way, after crossing the threshold of 100 billion, the progress of the middle beam industry has slowed down.

After a large-scale strategic adjustment in 2019, since 2020, the internal business plate of Zhongliang has been continuously subdivided: the real estate platform has split into several regions, such as Beijing Tianjin Hebei region, Guangdong Hong Kong Macao region, etc.

The 21st century economic reporter obtained a management model inside Zhongliang, which shows that Yang Jian set up a board committee to be responsible for "foresight". Zhongliang has a set of "bell" mechanism, relying on an efficient mechanism to support the development of enterprises. Perhaps this is also the reason why Li and Li are called "rocket" ascending channel inside the middle beam. Li Heli, 34, joined Zhongliang in 2015, following Huang Chunlei, the "master", as the development director and marketing director. After only four years, Li and Li quickly took the position of joint CEO, which was called "the youngest real estate president" in the industry. Now the departure of Li Heli and a number of senior executives may be a sign that Zhongliang has entered a new period of exploration.

From the strategic adjustment, sales speed and organizational strategy of Zhongliang, we can see that Yang Jian is not biased. Generally speaking, the elimination rate of housing enterprise personnel is 8% to 10%, and the beam may be higher. In the period of strategic adjustment, Zhongliang needs to introduce new talents in the new exploration period. The real estate industry is facing strategic adjustment and needs to find suitable people. Moreover, Zhongliang also has another related real estate platform Huasheng, which is a brand new team and needs to introduce talents.

Talents in the market need to constantly try and error, and there is a running in period with enterprises, so talent adjustment is inevitable. Compared with a few years ago, in order to do large-scale, small real estate enterprises invested a lot of money to introduce star professional managers. Yang Jian's practice of talent adjustment did not cost high labor costs.

"Old routine, new play"

After leaping over 100 billion yuan, Zhongliang began to look for the second curve. After the transformation of urban strategy, the whole city is in the process of strategic adjustment, and talents begin to shake violently. The exploration of the second curve of the center sill is related to the internal rotation mechanism.

It is worth noting that Huasheng, regarded as the second platform of Yangjian, and Li Xing, the former president of the company, has also been transferred to Zhongliang holding company. Li Xing successively served as the investment management director of Huaxia Xingfu headquarters, the general manager of Country Garden Property city business, and the president of Zhongliang commercial real estate group. In 2019, he served as the president of Huasheng Group.

"Executives will be transferred to the boss (Yang Jian) after a while to learn and discuss together." The people familiar with the matter said. Yang Jianxin believed in the organizational methodology of Yang Guoan and Fang Shengtao. He liked to study the "Yang triangle" of organizational ability, which was also regarded as a standard in the interior of Zhongliang.

A "three ring hedgehog Council organizational structure" is set up in Zhongliang, which corresponds to the foresight of the Board Committee“ The "three ring hedgehog Council organizational structure" highly reflects the "rotation" mechanism of Zhongliang executives: under the chairman of the board, there are rotating president and temporary president. The main body is the big premise insight group, business strategy group, capability platform group, and combat strategy evolution and leadership group. These groups are divided into five rotating directors, and the bottom layer of the structure is the reserve pool of directors for candidates.

What kind of situation will this typical organizing committee referee athlete structure face in the new round of manpower shock?

After listing, Zhongliang is famous for its 100 billion black horse. Based on the statistics of the third-party institutions, in the first quarter of 2019, Zhongliang ranked fourth in China with a sales amount of 33.85 billion yuan, ranking among the top 20. In the latest list of sales from January to may 2021 released by Craig Research Center, Zhongliang ranks 25th with 54.58 billion yuan.

Although Li Heli said at the mid-term performance meeting in August 2020 that he was confident of achieving the annual sales target of 168 billion yuan, Zhongliang only achieved 121.55 billion yuan in 2020.

On November 2, 2019, Yang Jian built another real estate platform Huasheng. According to qixinbao information disclosure, the legal representative of Huasheng is Chen Jiandong, and then registered a 100% shareholding subsidiary Shanghai Huasheng Jiye Industrial Co., Ltd. on December 11, 2019, and the legal representative is Li Xing.

After the establishment of Huasheng, it constantly appeared in the third and fourth tier cities. According to public information, on December 6, 2019, Huasheng won the first homestead in Jiangyin with 159.4 million yuan / square meter of floor price. In 2020, Huasheng successively invested more than 3.5 billion yuan in Jiangyin, Yixing, Shangrao, Kunshan, Bozhou, Anhui, etc. (one of the Bozhou plots was invested with Sansun); Since the beginning of 2021, Huasheng has continued to invest 770 million yuan in Yixing and Wuhu. So far, Huasheng has taken about 20 pieces of land in the Yangtze River Delta, Anhui, Jiangxi and other places. According to people familiar with the matter, Huasheng once wanted to enter Jinhua, but Jinhua land market in 2020 was too hot, and Huasheng didn't get an admission ticket.

In the view of industry insiders, it is still "old routine, new play": a new team continues to do real estate, and it is the third and fourth tier market that Zhongliang is good at.

Yang Jian is ready to become an investment group, which is also traceable in Zhongliang. A person familiar with the matter disclosed that at present, Zhongliang has a new business team to recruit the so-called reserved talents, and the internal structure is also constantly adjusted and reorganized. In the above-mentioned internal data, the organizational prototype chart of Zhongliang holding headquarters clearly defines nine business sectors, namely "real estate group, modern service group, commercial real estate group, Zhongsheng group, capital development group, Guangdong Hong Kong Macao development group, Yangtze River Delta Development Group, Beijing Tianjin Hebei group and value investment group".

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