Recently, the high-profile first China Real Estate Agency Construction Summit came to a successful conclusion in Shenzhen. The summit was hosted by the China Real Estate Association (hereinafter referred to as the China Housing Association), undertaken by Gemdale Management and the China Housing Association Agency Construction Branch, and supported by the Guangdong Real Estate Industry Association. The core leaders of many benchmark enterprises such as C&D Management, CIFI Construction Management, China Overseas Management, Vanke Urban Construction, Tengyun Construction Technology, Rongzhi Co-creation, Dongyuan Ruijian, Phoenix Zhituo, China Railway Construction, Huayu Construction Management, Xincheng Construction Management, Jinke Open Management, Sino-Ocean Construction Management, Hengtong Construction, Ningxia Zhongfang, etc., authoritative research institutions such as Kerry, Saipu Consulting, Mingyuan Real Estate Research Institute, Yihan Think Tank, KPMG, etc., as well as many well-known financial institutions, law firms, industrial chains, More than 300 guests, including supply chain enterprises and authoritative media organizations, discussed the new trends, new opportunities and new challenges of the agency construction industry.
◎Group photo of the leaders attending the first China Real Estate Agency Construction Summit
The summit was splendid, and the big names gathered together to discuss the future trends and development opportunities of the agency construction industry. The climax of the whole process is repeated, especially the roundtable dialogue session, which has become a place of wisdom stirring for cutting-edge topics of agent construction, leading the future development direction of the industry.
The roundtable forum of the summit was presided over by Cai Geming, general manager of Gemdale Management, and invited senior experts and industry leaders from China Housing Association, benchmarking enterprises, financial institutions, consulting institutions, research institutions and media to discuss core topics such as "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", "how the agency construction model can empower real estate relief projects" and "how to establish a service system and improve service capabilities for agency construction enterprises".
At present, new opportunities and new challenges coexist in the industry, which areas will become the future business growth point of the agent construction enterprises? How to maximize social benefits while pursuing economic benefits? In the fierce market competition, how to strengthen their core competitiveness, flexibly respond to and meet the diverse needs of customers? Each roundtable dialogue was full of collision of ideas and sparks of wisdom, and the celebrities provided valuable inspiration and reference for the participants with rich practical experience and profound industry insights, and also found more possible directions for the future development of the agency construction industry. Let's follow the insights of these industry leaders, review their wonderful moments in the roundtable forum, and explore the future development of the contract construction industry.
◎Cai Geming, general manager of Gemdale Management, presided over the roundtable forum
Roundtable Dialogue I
Focus on the three major projects and explore the new potential energy of agent construction and development
With the continuous improvement of the country's housing security system and the increasing attention to urban renewal, the role of the agency construction business in it is becoming more and more critical, how to give full play to the professional advantages of the agency construction business, and promote the efficient implementation of the "three major projects", has become the focus of the current industry discussion.
In the first roundtable session of the summit, An Yuedong, General Manager of China Overseas Management, Liu Cheng, General Manager of China Merchants Construction Management, Lu Qiang, Chairman of Shenzhen Qianhai Runhe Investment Management Co., Ltd., He Qianming, Director of Shanghai City Development (Shenzhen) Law Firm, Liu Fang, Deputy Director and Secretary-General of the Urban Renewal Committee of China Real Estate Association, and Huang Le, President of Mingyuan Real Estate Research Institute, focused 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" conducted in-depth discussions and expressed their unique opinions.
◎The first China Real Estate Agency Construction Summit Roundtable Forum I
An Yuedong analyzed the positive role and advantages of the agent construction enterprises in the construction of the "three major projects". He said that 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 building 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.
◎An Yuedong, General Manager of China Shipping Management
Liu Cheng focused on the market opportunities of agent construction in the "three major projects". He believes that the transformation of non-residential insurance and urban villages, combined with insurance funds to promote the intervention and development of affordable housing, is a larger 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.
◎Liu Cheng, General Manager of China Merchants Construction Management
Lu Qiang analyzes the cooperation model of urban village transformation from the direction of investment and financing. He pointed out that the combination of the "three major projects" and the agent construction is "just in time". He mentioned two difficulties in the troubled urban village renovation project: the difficulty of moving forward with the reorganization legal process, and the lack of a suitable entity to facilitate the completion. In this case, the professional agency plays a key role in giving full play to its professional advantages to form a closed loop of the interests of the original rights holder, the government, the investor and the project itself, so as to ensure the organic balance of the interests of all parties. This will not only help solve the problems in the transformation of urban villages, but also help to enhance the confidence of investment institutions and buyers.
◎ Lu Qiang, chairman of Shenzhen Qianhai Runhe Investment Management Co., Ltd
He Qianming revealed the key role and development prospects of agency construction services in the transformation of urban villages. He pointed out that after 20 years of development, the profits and margins of urban villages have undergone significant changes. The original profit model of real estate is to acquire land at a low price, rapid development and rapid turnover, while the agency construction model pays more attention to project management, quality management, cost management and product power improvement, and achieves profitability by creating value. At present, the transformation of urban villages focuses on three major areas: public service space, housing construction and industrial space, and agency construction services play a very important role in them. In the future, the transformation of urban villages will involve more stakeholders, including villagers, village collectives, property and factory owners, as well as relevant functional departments of the government. In this context, the agency construction enterprises need to have superb coordination ability and resource integration ability to balance the interests of all parties and promote the smooth progress of the transformation project.
◎He Qianming, director of Shanghai City Development (Shenzhen) Law Firm
From the perspective of urban renewal, Liu Fang explores the impact of macro policies on the future of agent construction. She pointed out that the transformation of urban villages has become one of the "three major projects" of urban construction, and has been valued and deployed at the national level, and the transformation market capacity is very large, and it will be the main force of construction enterprises in the future. The transformation of urban villages not only helps to stimulate investment and economic development, but also is an important livelihood project, which is of great significance to the development of urban renewal.
◎Liu Fang, Deputy Director and Secretary-General of the Urban Renewal Committee of China Real Estate Association
Huang Le analyzed the opportunities of agent construction enterprises from the perspective of third-party research institutions. He said that if the agent construction company wants to seize this opportunity, it needs to have the three values of brand, integration and innovation. First of all, brand value is the key to stand out in the market competition. Second, integration value is an important means for construction companies to improve service quality and project competitiveness. Third, innovation value is an important way for agent construction enterprises to respond to market changes and achieve high-quality development.
◎Huang Le, President of Mingyuan Real Estate Research Institute
Roundtable Dialogue II
Empowering relief projects and decoding the new role of agency construction and development
In the current real estate market adjustment period, many projects are in trouble due to problems such as shortage of funds and poor operation. In this context, how can the agent construction model improve the operational efficiency of projects and provide effective solutions for these projects?
Li Jun, Executive Chairman of the Agency Construction Branch, Vice Chairman of the Board of Directors and Executive Director of Greentown Management, Song Hailin, CEO of Longfor Longzhizao, Wu Ge, Managing Partner of Defu Asset Management and Convener of the Special Committee of the German Research Institute, Hu Maosheng, Co-founder of Runhou Investment and Runjian Consulting and General Manager of Runjian, Li Chen, Assistant General Manager of Guangzhou Asset Management Co., Ltd., and Wang Yingchen, Deputy General Manager of Gemdale Management, focused on "How the Agency Construction Model Empowers Real Estate Relief Projects" He expressed his wonderful views on the business opportunities and role of agent construction in bail-out projects, and inspired new thinking on the revitalization of distressed projects.
◎The first China Real Estate Agency Construction Summit Roundtable Forum II
Li Jun shared the difficulties, blockages and pain points in the bail-out project business and the countermeasures from the practical experience of the agent construction enterprises. He stressed that the current business of guaranteeing the delivery of buildings is still facing many bottlenecks, and it is necessary to clarify the scope, responsibilities and coordination mechanisms. He mentioned that first of all, it is necessary to clarify what kind of projects fall within the scope of bailout and what the specific tasks are, which requires the joint efforts of the government, industry associations and other parties. Secondly, the definition of responsibilities is also crucial, and it is necessary to clarify who provides liquidity support and who supervises to ensure that responsibilities are clearly identified. Finally, the establishment of a division of labor and cooperation mechanism is also indispensable, and the construction agency should be able to perform the management responsibilities of the development side, and smoothly promote the project under the premise of clear responsibilities and rights and clear goals.
◎Li Jun, Executive Chairman of the Agency Construction Branch, Vice Chairman of the Board of Directors of Greentown Management, and Executive Director
Song Hailin focused on the challenges faced by the bail-out business and shared in depth. He mentioned that the challenges faced by the current bail-out business cannot be ignored, such as complex creditor's rights and debts, cash flow revitalization problems, and chaotic trading rhythm, etc., and put forward four aspects worth considering: First, the agency construction enterprise needs to review the project governance structure, Whether the decision-making mechanism matches the company's status 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 with limited start-up capital and make the project run on its own; fourth, the agent construction enterprise needs to think about how to increase the highlights and reshape the value of the product side, and enhance the reputation and reputation of the project.
◎Song Hailin, CEO of Longfor Longzhizao
From the perspective of asset restructuring, Wu Ge discussed the bottlenecks of bail-out projects for the guests. He pointed out that the bailout capital project seems to be a huge market, but in practice it encounters many difficulties, one of the main problems is the lack of real responsible persons. He stressed that licensed financial institutions often do not have a deep understanding of the real estate industry, resulting in a certain blindness when lending, which exacerbates market risks to a certain extent. In his view, there are similar problems with bailout capital when it enters the market, and AMC's banking mindset has led to limitations in dealing with projects and a lack of ability to restructure companies and projects. He believes that to solve this problem, it needs to be clear who is responsible for these projects, responsible for the restructuring plan, and responsible for the future of the projects.
◎Wu Ge, managing partner of Defu Assets and convener of the special committee of the German Research Institute
Hu Maosheng emphasized the difficulties and challenges of bailing out the construction agency from the perspective of the agent construction party. He believes that the key to the bailout project is that all parties have not reached a consensus on the understanding and objectives of the project, which has led to disagreements in the implementation process. Therefore, as a construction agent, it is necessary to conduct full research on the target project and integrate relevant information to ensure the smooth progress of the project. At the same time, he put forward three key considerations for bailout projects: first, to assess whether the project has residual value without considering sunk costs and whether the surplus value is sufficient; second, to determine how the funds required for the continuation of the project can be guaranteed; in addition, to consider the cycle and method of capital recovery to meet the needs of bailout investment and upfront investors.
◎Hu Maosheng, co-founder of Runhou Investment, Runjian Consulting and general manager of Runjian
Li Chen shared the interaction in the field of agent construction and relief from the perspective of AMC. He said that with the vigorous development of the agency construction model, the dialogue channel between the agency construction agency and AMC has converged. AMC no longer overemphasizes the guarantee and back-up responsibility of the construction agency, but pays more attention to its professional capabilities in terms of selling price, flow rate, cost control, etc. Li Chen also mentioned that although the types of services currently provided by the agency can basically meet the needs of AMC, AMC, as the main provider of bailout funds for agency construction, still cannot fully meet the market demand.
◎Li Chen, assistant general manager of Guangzhou Asset Management Co., Ltd
Wang Yingchen also shared the role and role of the agency construction company in the bailout project. He believes that the agency construction company should act as a fulcrum, using professional knowledge, independent third-party identity, rich experience, efficient team and excellent brand to achieve a rebalance of interests of all parties, ensure that investors and owners can find satisfactory solutions, and dynamically solve project problems through the strategy of exchanging time for space. At the same time, in order to achieve the smooth restart of the project, the agency construction company also needs to implement a customized service model, such as consulting services, single-line strengthening services, takeover services, supervision services and full-cycle services, etc., to solve problems in different time periods and avoid one-size-fits-all, so as to achieve the restart and smooth progress of the project.
◎Wang Yingchen, deputy general manager of Gemdale Management
Roundtable Dialogue III
Analyze the essence of service and explore the new engine for the development of agent construction enterprises
The agency construction industry is essentially a service industry, and in the increasingly competitive market, service has become a key element for agent construction enterprises to stand out.
The third roundtable dialogue focused on how to establish a service system and improve service capabilities of agent construction enterprises, with Xu Feng, vice president of the agency construction branch and president of Bluetown Group, Huang Zheng, vice president of the agency construction branch and president of Landsea Real Estate, Liu Bingyang, president of CIFI Construction Management, He Hui, president of Yihan Think Tank, Li Liang, head of enterprise digital strategy consulting of KPMG China, and Zhang Jie, producer of Yidaoyan and JUMP, respectively exchanged views from multiple perspectives and shared the construction of a perfect service system. The core elements of improving the service quality and efficiency of the project provide a useful reference for the construction enterprises.
◎The first China Real Estate Agency Construction Summit Roundtable Forum III
Xu Feng shared the service role and cognition of the agent builder. He said that the agency construction service is very diverse, and the agent needs to accurately position its service role to meet the needs of different clients. He proposed that when providing services, agency construction enterprises need to have a clear positioning and cognition of their own roles: when to be a "long-term worker", when to be a "housekeeper", when to be a "proprietor", and when to be an "expert". 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.
◎Xu Feng, vice president of the agency construction branch and president of Bluetown Group
Huang Zheng analyzed the different needs of the B-end and the C-end. He pointed out that 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. The agent construction company should cooperate with all parties with an open mind to ensure that the customer reaches a consensus on positioning, product system and other aspects at the beginning of the project, so as to avoid disagreements in the development process. At the same time, in addition to conventional construction and sales, agent construction companies should also think about how to provide more value to the project.
◎Huang Zheng, Vice President of Agency Construction Branch and President of Landsea Real Estate
Liu Bingyang explores the solution path of the agent construction project from the core appeal point of the customer. He, in the final analysis, the agency construction industry is a service, and the positioning of "owner thinking, master mentality, housekeeper identity, and expert ability" can better promote the agency construction enterprises themselves to change their thinking, adjust their mentality, and improve their professionalism to better serve customers. Each customer and project has its own characteristics and characteristics, and the agent construction company needs to help customers find the underlying core demands and the opportunities and risks of the project by mining the most real needs of customers, so as to find the optimal solution path.
◎Liu Bingyang, President of CIFI Construction Management
He Hui used the perspective of professional institutions to deeply interpret the core elements of agency construction services. He pointed out that agent construction enterprises need to have a variety of capabilities in the real estate industry in the new era. First, infrastructure development capabilities are the cornerstone of agency construction enterprises, and secondly, empowerment capabilities, especially technical empowerment, to enhance the value of life, business, production and public space. In addition, it can systematically link upstream resources such as urban investment companies, governments and financial institutions, and integrate downstream supply chains to provide comprehensive services.
◎He Hui, President of Yihan Think Tank
From the perspective of a professional consulting organization, Li Liang put forward new insights on the construction of an agency service system. He believes that agent construction enterprises should realize digital awareness and transformation earlier, focus on forming their own set of agent construction technology system, truly precipitate the service force, and form differentiated competition characteristics. On the one hand, the digital platform can not only improve the customer experience but also help attract more projects, and on the other hand, it can provide digital support for these owners through cutting-edge technology empowerment, and also provide value for the long-term operation of the agency construction project.
◎Li Liang, Head of Corporate Digital Strategy Consulting, KPMG China
From the perspective of a long-term observer of the industry, Zhang Jie said that the agency construction industry seems to be in the stage of staking at present, which is similar to the development stage of the property management industry in the past. The excessive pursuit of market share by agent construction enterprises may bring a series of problems and fall into the dilemma of self-limiting. He put forward three suggestions for building the service capacity of the construction enterprises: first, streamline the service "menu" to avoid lengthy and homogeneous services; second, refine and highlight the enterprise label, highlight the service characteristics, and establish a moat, which is conducive to the enterprise to stand out in the competition; third, strengthen the cultivation of soft power, including communication skills, problem-solving skills, etc.
◎一 言、JUMP大会出 人
Looking forward to the future, the agency construction industry will continue to face new challenges and opportunities. With the country's increasing attention to the housing security system and urban renewal, the market space for agency construction business will be further expanded. At the same time, with the intensification of market competition and the continuous change of customer needs, agent construction enterprises also need to continue to innovate and improve their service capabilities to meet the needs of market development. It is believed that with the joint efforts of all parties, the agency construction industry will usher in a broader future.