The first China Real Estate Agency Construction Summit in 2024 was grandly held. The summit was hosted by the China Real Estate Association (hereinafter referred to as the China Real Estate Association), undertaken by Gemdale Management and the China Housing Association Agency Construction Branch, and supported by the Guangdong Real Estate Industry Association. Sino-Ocean Construction and Management and many other benchmark construction enterprises jointly discussed the future development of the agency construction industry.
At the summit, more than 300 leaders and guests from the political, economic and business circles discussed the road of high-quality development of agent construction and explored the way to solve problems in industry innovation. Among them, there are many "heads" from first-line benchmarking enterprises, bringing together the top elites in the industry.
◎Group photo of the leaders attending the first China Real Estate Agency Construction Summit
The summit not only provided a platform for exchange and cooperation for agency construction enterprises, but also gave participants the opportunity to appreciate the wisdom of the agency construction industry up close. Their speeches focused on the cutting-edge issues and opportunities of the agency construction industry, deeply analyzed the context of market change, explored new trends in the development of the industry, and revealed the development code of benchmark enterprises, providing ideas and paths for innovation and development for agency construction enterprises, and also stimulating the resonance and thinking of the participants.
With their profound professional background, rich practical experience, and keen insight into industry trends, industry leaders have long become leaders and vanes in the industry. What cutting-edge views and opinions did they express at this conference?
Xu Jiajun of Gemdale Group: The agency construction model is a natural choice for the asset-light transformation and management service output of real estate enterprises
Xu Jiajun, Chairman of Gemdale (Group) Co., Ltd., attended the summit and delivered a speech on behalf of the organizer of the summit.
Mr. Xu said that the agent construction model is the inevitable product of improving production efficiency through professional division of labor after the real estate industry is highly mature, and it is already a relatively mature model in developed countries, and it will also form a certain development trend in China's real estate market in the future. It is precisely because of this recognition and judgment that Gemdale Group has started the road of exploration of agency construction since 2006, and officially integrated the agency construction business in 2018 and established Gemdale Management. From a pioneer to a leader, Gemdale has achieved good development results, with a cumulative contract volume of more than 30 million square meters and business covering more than 50 cities across the country. He pointed out that China's real estate industry has entered a new stage of development, the new development model of the real estate industry is gradually building, many real estate enterprises are gradually transforming from developers to operators and service providers, from heavy asset-driven to light-heavy two-wheel drive, and the agent construction model is undoubtedly a natural choice for developers to transform into light assets and manage service output. He hopes to create a platform for exchanging experience, sharing wisdom, building consensus, and seeking common development through the agency construction summit, so as to jointly promote the high-quality development of China's agency construction market.
Zhang Yadong of Greentown China: Agent construction is a representative of the new quality productivity of real estate
Zhang Yadong, Vice President of China Housing Association, President of Agency Construction Branch, and Chairman of the Board of Directors of Greentown China, was invited to attend the summit and delivered a speech.
He said that the agency construction branch will serve and empower for the purpose, to be a "bridge" externally, grafting the government, associations, enterprises and other resources, to promote the value of the industry, to do a "one-pole scale" internally, to ensure the professionalism and satisfaction of the agency construction service, to maintain the health and stability of the industry and the overall reputation, but also to widely absorb more members to join, to promote the overall prosperity and development of the industry to make positive contributions. He pointed out that from the perspective of future industry development, we are in a critical period of economic transformation to high-quality development, and we should fully realize that agent construction not only represents a new model of real estate development, but also represents a new high-tech, high-efficiency and high-quality productivity. Agent construction enterprises can and should undertake the transformation of China's real estate, become a stabilizer to ensure the scale of development, economic volume and industrial chain, and maintain people's livelihood and social stability.
Hao Yibin of Gemdale Management: The value of the agency construction industry lies in creating value for customers
Hao Yibin, Vice President of the Agency Construction Branch, Vice President of Gemdale Group and Chairman of Gemdale Management, attended the summit and delivered a keynote speech on "Hehe Agency Construction - Exploring the Underlying Value and Development Direction of the Agency Construction Industry".
He pointed out that the value of real estate is divided into α (development management income) and β (investment efficiency), among which the value of the agency construction industry is to create value for customers so as to realize their own value, and to create the α value of the agency construction industry, it is necessary for the agency construction enterprises to have the ability to couple and coordinate the various professional coordination systems and brand reputation with precision. In addition, he explores the four major development directions of domestic agency construction from the mature development model of overseas peers: one is to meet the needs of insufficient development management capabilities and brand influence, the second is to meet the needs of the government for the development of people's livelihood and public construction, and provide public goods for the government, the third is to meet the needs of self-use property development and operation management, and the fourth is to meet the needs of changing financing methods and improving capital efficiency. Mr. Hao concluded that in order to achieve long-term and stable development through the economic cycle, the agency construction industry must achieve the combination of light and heavy asset advantages, the accurate matching of business models, the balance and stability of income, and the effective isolation of organizational risks.
CR Land Yan Xianjun: Become an important professional force trusted and relied on by the government and the market
Yan Xianjun, Vice President of CR Land and Vice President of CR Land, was invited to attend the summit and gave a keynote speech on "CR Land's 6+2 Proxy Construction, for a Better City".
He deeply analyzed the positive role of agent construction in urban construction, showed the important role of the agency construction industry in promoting urban construction, and said that the highly market-oriented real estate industry has played a huge role in promoting the development process of China's urbanization, giving birth to a huge scale of real estate design, supervision, construction, building materials and other industrial ecological clusters. When the fully competitive real estate industry meets the needs of the population gathering in cities, the state puts forward the requirements of building livable, resilient and smart cities, and urban construction and operation have entered a new stage of high-quality development of making up for shortcomings, comparing supporting facilities, improving services, and improving quality and efficiency.
Wang Jun of Zhongyuan Jianye: It is necessary to make every project profitable and every project to be a benchmark
Wang Jun, President of Zhongyuan Construction Industry, was invited to attend the summit and gave a keynote speech on "Regional Deep Cultivation, Building a Moat for Agent Construction".
From the practical perspective of project management, he shared the path of enterprises to build a brand moat. He had an in-depth discussion on the topic of how to take advantage of the trend and actively seek change on behalf of real estate enterprises. Wang Jun said that the subdivision track of agent construction has gradually taken shape, the classification and grading of real estate enterprises have been refined, and the agent construction market has gradually moved from the blue ocean to the red ocean, but the regional development is unbalanced, and some real estate companies specialize in different fields and have embarked on a diversified and differentiated development path. In the context of the red sea of industry competition, scale, centralization and innovation will inevitably become the core force of long-term development. At present, the entire real estate industry is in a period of adjustment, facing the challenges of reduced demand, price fluctuations, and demographic changes, and the industry urgently needs to explore new models to meet the challenges of the current market and promote the steady and healthy development of the industry.
Cai Geming of Gemdale Management: The necessary capabilities for the core construction of agent construction enterprises can be summarized as "product power, operation force and service force"
Cai Geming, General Manager of Gemdale Management, attended the summit and delivered a keynote speech on "Gemdale Practice of Value Construction".
He focused on the analysis of the core competence model of the agent construction enterprise, that is, the "three forces of agent construction" - product power, management force and service force, of which the product force, emphasizing the importance of the product as the carrier of the agent construction service terminal, he emphasized that Gemdale management should help the client to create a good product with the premise of commodity value attributes; Extend services to create a longer chain of service value for the client, and improve the efficiency and quality of decision-making by establishing a clear communication service system of rights and responsibilities and rules of procedure. He believes that agent construction can help the client reduce construction costs, management costs and transaction costs, improve product quality, development efficiency and investment income through professional empowerment, and then promote the real estate industry to improve the development value of land resources and the efficiency of real estate construction management, which is not only the beauty of agent construction, but also the direction of Gemdale management.
Li Jun, Greentown Management: The bail-out business needs to clarify the scope, responsibilities and coordination mechanism
Li Jun, Executive Chairman of the Agency Construction Branch, Vice Chairman of the Board of Directors and Executive Director of Greentown Management, was invited to attend the summit and spoke at the roundtable forum on "How the Agency Construction Model Empowers Real Estate Relief Projects".
He said that the current bail-out business still faces multiple bottlenecks, including the lack of clarity in the scope of the business, the definition of responsibilities and the division of labor and cooperation mechanism. At the same time, behind every bailout project is the happiness of countless homeowners, which not only affects consumer confidence, but also has a profound impact on the entire real estate industry. The shutdown project not only concerns everyone and is an important asset of the whole society, but also involves many upstream and downstream enterprises in the industrial chain and a large number of employed people.
Huang Zheng of Landsea Real Estate: The agency construction enterprise should unify the needs of customers and users
Huang Zheng, Vice President of the Agency Construction Branch and President of Landsea Real Estate, was invited to attend the summit and delivered a speech at the roundtable forum on "How to Establish a Service System and Enhance Service Capabilities for Agency Construction Enterprises".
The transformation process of the agency construction business from To B to To C involves the different needs of the entrusting customer (enterprise) and the end user (home buyer or renter). The agent construction enterprise should unify the needs of these two parties, and the user may be concerned about the comfort of the building, the living experience and the cost-effectiveness of the house, and the entrusting customer may be concerned about the operation of the project, including cost control, safety and other indicators.
Xu Feng of Bluetown Group: The agent needs to accurately position the service role to meet the diversified needs
Xu Feng, vice president of the agency construction branch and president of Bluetown Group, was invited to attend the summit and spoke at the roundtable forum on "How to Establish a Service System and Improve Service Capabilities for Agent Construction Enterprises".
The agent needs to accurately position the service roles and cognitions of "long-term workers", "housekeepers", "proprietors" and "experts" to meet diverse needs. The services that can really be provided for the owner, through good communication, exchanges, and empathy, fully demonstrate, and finally reflect the product value and service value into the product and market, in order to win the trust of the client and the customer, and achieve a win-win situation.
Song Hailin, Longfor Longzhi: Agent construction enterprises should regain their reputation and reputation for the bail-out project
Song Hailin, CEO of Longfor Longzhizao, was invited to attend the summit and spoke at the roundtable forum on "How the Agency Construction Model Empowers Real Estate Relief Projects".
He pointed out that the challenges faced by the bailout business should not be ignored, such as complex debts and debts, difficulties in revitalizing cash flow, and chaotic trading rhythm. On this basis, he put forward four aspects worth considering: first, the agency construction enterprise needs to examine whether the project governance structure and decision-making mechanism match the company's state to maximize its own value; second, in the face of debt changes, the agent construction enterprise needs to strive to make the project profitable and satisfy all stakeholders; third, how to quickly start the project under the limited start-up capital, so that the project can run itself; fourth, the agent construction enterprise needs to think about how to increase the highlights on the product side, reshape the value, and enhance the reputation and reputation of the project.
Liu Bingyang, CIFI Construction Management: Only by starting from the demands of the client can we provide good services
Liu Bingyang, President of CIFI Construction Management, was invited to attend the summit and delivered a speech at the roundtable forum on "How to Establish a Service System and Enhance Service Capabilities for Agent Construction Enterprises".
In the final analysis, agent construction is service, through the "owner thinking, master mentality, housekeeper identity, expert ability" to better promote the agent construction enterprises themselves to carry out thinking change, mentality adjustment, professional improvement, to better provide services to customers. Explore the most real needs of customers, help customers find the underlying core demands, as well as the opportunities and risks of the project, so as to explore the optimal solution path. At the same time, in the process of providing services, the agency construction enterprises should strictly abide by the bottom line of enterprise management, and ensure the output quality of service results through standardized system actions, so as to provide customers with better services.
Liu Cheng of China Merchants Construction Management: In terms of affordable housing, we will focus on the transformation of non-residential housing and the transformation of urban villages
Liu Cheng, General Manager of China Merchants Construction Management, was invited to attend the summit and spoke at the roundtable forum on "How the agency construction business can help the construction of affordable housing, the transformation of urban villages, and the construction of public infrastructure for both ordinary and emergency purposes".
The market space capacity of affordable housing construction is large, accounting for a large proportion of the total housing supply. Among them, the transformation of non-residential insurance and urban villages, combined with insurance funds to promote the intervention and development of affordable housing, is a large market opportunity for agency construction enterprises. In the future, the urban village reconstruction project will be led by the government or urban investment platform, and the guaranteed supply will be released in three major implementation methods: demolition and reconstruction, comprehensive renovation and demolition and consolidation, and the construction agency can play an important role in the affordable housing market by providing the client with systematic service solutions such as pre-planning and positioning, land path combing, planning and design, development and construction, and comprehensive renovation and transformation.
An Yuedong of China Overseas Management: The developer's switch to agent construction can better understand the core needs of customers
An Yuedong, General Manager of China Overseas Management, was invited to attend the summit and delivered a speech at the roundtable forum on "How the agency construction business can help the construction of affordable housing, the transformation of urban villages, and the construction of public infrastructure for both ordinary and emergency purposes".
The "three major projects" are important measures to improve people's livelihood, expand domestic demand, and achieve high-quality development, which have a significant impact on the real estate industry and even the urban construction pattern in the mainland. Agent construction enterprises have the responsibility, obligation, and ability to do a good job in the "three major projects". Through market competition and professional ability precipitation, the agent construction enterprise has the ability of design, construction, commercial operation, supply chain and other whole industry chains, customer demand insight ability, product quality creation ability and intensive cost reduction and efficiency increase ability, through mature management and control system and high-quality services, can help the construction of the "three major projects", help the government, and help people's livelihood.
Wang Yingchen of Gemdale Management: To be the fulcrum of the bail-out project and realize the rebalance of the interests of all parties
Wang Yingchen, Deputy General Manager of Gemdale Management, attended the summit and delivered a speech at the roundtable forum on "How the Agency Construction Model Empowers Real Estate Relief Projects".
He deeply analyzed the three major dilemmas faced by enterprises at present: the dilemma of capital, the dilemma of project development, and the balance between human game and interests. He emphasized that the agency construction company plays a crucial role as the fulcrum of the bailout project, and that with its professional knowledge, independent third-party identity, rich experience, efficient team and excellent brand, the agency construction company should achieve a rebalance of interests of all parties, ensure that both the investor and the owner can find a satisfactory solution, and dynamically solve the project problems through the strategy of exchanging time for space. At the same time, in order to achieve a smooth restart of the project, the agency construction company also needs to implement customized service models, such as consulting services, single-line strengthening services, takeover services, supervision services and full-cycle services, etc., to avoid one-size-fits-all and ensure that problems at all stages of the project are effectively solved.
As an authoritative figure in the industry, the wonderful views of the celebrities not only brought profound inspiration to the participants, but also pointed out the direction for the future development of the agency construction industry. Their speeches not only reflected their deep understanding and insight into the industry, but also demonstrated the innovative vitality and development potential of the agency construction industry.
It is believed that under the guidance of these industry leaders, the agency construction industry will continue to innovate and break through, usher in a broader development space and better development prospects, and look forward to the future agency construction industry can continue to contribute more to the high-quality development of the real estate industry.