Zhongfang Daily reporter Tang Shanshan 丨 Beijing reported
Sino-Austrian Real Estate has been very busy lately, busy taking land and digging people.
On November 4, Zhongao Real Estate, which is attracting industry attention due to the relocation of its headquarters, has sent out new news, and it is reported that Li Guang, the marketing of Zhengrong Real Estate, has gone through the resignation procedures and joined the Zhongao Real Estate Group as vice president of marketing.
In this regard, the reporter called Jiangxi Zhongao Real Estate Co., Ltd. (hereinafter referred to as "Zhongao Real Estate") to verify that during the first contact, some details of the company left a deep impression on the reporter.
"We moved at the end of this month, the leaders are on a business trip, and I'm not sure if I can get back to you."
Marked with the telephone number of The Shanghai Company of Sino-Austrian Real Estate, the area code is still the Nanchang area code, but to the surprise of the reporter, this may be the only phone call called by the reporter that has not been transferred by voice and has been manually answered at the fastest speed.
However, it is regrettable that the interview letter sent by the reporter according to the media contact mailbox left on the official website showed that it was rejected and returned, and as of press time, it had not received a reply.
The eve of entering Shanghai, Sino-Austrian Real Estate
At the beginning of 2020, Sino-Austrian Real Estate, which has been deeply cultivating Jiangxi, seems to have an urgent idea for scale.
In January, the epidemic besieged the city, but Sino-Austrian Real Estate has frequently sold in the land market. First, it bid for two residential land plots in Wuxi City for 772 million yuan, with a premium rate of 43.16%; then it successively won 1 residential land in Yugan County, Shangrao City, Jiangxi Province, and a plot of land in the Commercial and Trade Zone of Wuxi Xinwu District, with premium rates of 11.28% and 13.80% respectively.
According to statistics, as of June 30 this year, it has won more than 20 pieces of land, and the value of new goods has exceeded 20 billion yuan. This achievement made Zhongao Real Estate rank 100th in the China Index Academy's land acquisition ranking from January to June for the first time, and the land acquisition area reached 1.32 million square meters, ranking 62nd in the national land acquisition ranking.
Institutional data show that in the first half of this year, the sales amount of Sino-Austrian real estate was 11.38 billion yuan, which also means that the amount of land obtained in the first half of the year has accounted for more than half of its annual sales.
In addition to the large-scale acquisition of land and grain, Ren Xiaojun, president of Sino-Austrian Real Estate, began to frequently go to Shanghai.
"In fact, the idea of relocating the headquarters to Shanghai should have been there since the end of 2018, but this year is more urgent." At the beginning of this year, the general manager frequently went to Shanghai, on the one hand, to discuss cooperation with many enterprises in Shanghai, on the other hand, to find suitable candidates. A person close to The Sino-Austrian Real Estate revealed.
The willingness to relocate is obvious, and it can even be said that there is some anxiety, which was doubled in the outbreak in early 2020.
On April 17, just after the epidemic was lifted, Ren Xiaojun appeared at the headquarters of Shanghai New Town Holding Group with several senior executives, and after communicating with Liang Zhicheng, co-president of New Town Holdings, and Yan Zheng, senior vice president of New Town Holdings, the two sides signed a comprehensive deepening strategic cooperation agreement.
Two days later, Ren Xiaojun and his party appeared in the Shanghai headquarters of Zhongliang Real Estate and the Shanghai headquarters of Hongyang Group, and signed strategic cooperation agreements with these two enterprises.
In just 3 days, Ren Xiaojun and his party visited three housing enterprises non-stop.
What is intriguing is that these three housing enterprises have two things in common, one is that they are all established in different places and later moved to Shanghai; the other is the "dark horse type" housing enterprises that have completed scale growth in a short period of time and have a target of 100 billion.
Founded in Changzhou, New Town Holdings moved its headquarters to Shanghai in 2009, although at that time, New Town said that it was only "expanding" the Shanghai headquarters, but at present, compared with the original Changzhou headquarters, shanghai headquarters undertakes more business and functions. The year after moving to Shanghai, New Town Holdings broke the threshold of 10 billion yuan for the first time, and successfully ranked among the 100 billion real estate enterprises after 7 years.
Zhongliang Real Estate Wenzhou started, in 2016 moved its headquarters to Shanghai, and thus opened a nationwide expansion road, data show that in 2016 Zhongliang Real Estate sales were only 19 billion yuan, soared to 64.9 billion yuan in 2017, last year crossed the threshold of 100 billion yuan to 101.5 billion yuan.
Hongyang Real Estate (1996.HK), which started in Nanjing, Jiangsu Province, is the last of the three housing companies to move to Shanghai, but it has set the fastest growth record in the shortest time, and the financial report shows that Hongyang's annual sales in 2016 were only 13.3 billion yuan, and expanded to 65.1 billion yuan in 2019.
Behind the relocation of the headquarters is the desire for "finance, capital and talents"
"Finance, capital and talent are the core elements of enterprise development, and Shanghai has it." At the same time, taking Shanghai as the center, laying out the Yangtze River Delta, expanding hot spots such as the Pan-Yangtze River Delta is more conducive to the rapid growth of enterprises into national enterprises. Liu Bo, a researcher at the Shanghai Real Estate Research Institute, said in an interview with China Real Estate News.
Grain and grass are in hand, the "circle of friends" has been established, and among the three elements of Ren Xiaojun, only talents with practical combat experience in "scale promotion" are lacking.
As a result, Tian Yongsheng, the former president of Zhengrong Industrial Group, joined in July this year, and currently, his position is the executive president of Zhongao Real Estate.
Tian Yongsheng has worked in Suzhou Xuhui and Shanghai Longhu.
In the 8 years of Longhu in Shanghai, he was promoted from project director to executive deputy general manager of Shanghai company. He was responsible for Longhu Shanghai's first residential project, XiaolanShan, and the first commercial project, Hongqiao Tianjie, which is now one of the core landmarks of Greater Hongqiao. Later, as a deputy general manager, he was in charge of the large operation and was one of the earliest operation leaders in Longhu.
In 2016, he joined Zhengrong Real Estate as the general manager of Suzhou Company. In just one year, the Suzhou area has been developed from 4 projects to more than 20. Later, he was promoted to vice president of Zhengrong Real Estate, and was in charge of multiple sectors, and has rich experience in large operation management system, multi-plate business management and organizational culture construction. During his tenure, Zhengrong Real Estate completed the leap from 40 billion yuan to 100 billion yuan and successfully landed on the Hong Kong Stock Exchange on 16 January 2018.
The second candidate he was looking for was Li Guang, the marketing of Zhengrong Real Estate mentioned at the beginning of the article, and the position given by Zhongao was vice president, responsible for the marketing line.
At the same time, in the headhunting group where the reporter is located, the "hero post" distributed by The Sino-Austrian real estate can still be seen every day.
"What Sino-Austrian Real Estate needs is people who understand the Shanghai and Yangtze River Delta markets, as well as financing and operating listings. After moving the capital to Shanghai, it should take a while to build a talent team. A financial director of a local real estate enterprise in Shanghai said in an interview with reporters.
Nanchang local housing enterprises under the high pressure of "hard work"
Whether from the perspective of the market environment or the financing environment, this year is not a good time to expand and rush the scale, why choose to go out of the deep ploughing area at this time?
Although Yang Xiaobao, general manager of the Sino-Austrian Real Estate Finance Center, said in an interview with reporters that the relocation of the headquarters to Shanghai is because Shanghai gathers many excellent housing enterprise peers, which is a talent highland, an information highland, and a financial highland, and moving to the past is a regionalization to a national consideration.
However, from a data point of view, Sino-Austrian Real Estate chose to leave at this time, and there is some helplessness behind the ambition.
Although Nanchang is the home base of Sino-Austrian Real Estate and the city it has been deeply cultivating for many years, it was not until 2019 that Zhongao Real Estate barely squeezed into the 10th place with sales of 3.312 billion yuan.
In 2019, in the list of Nanchang brand real estate enterprises, Xinli Real Estate ranked first with an absolute advantage of 14.527 billion yuan, Vanke ranked second with 7.858 billion yuan, and Greenland ranked third with 7.008 billion yuan. The rest are Poly Development, Evergrande Group, Sunac China, China Resources Land, Lico Group and Tongyuan Real Estate. Except for Xinli Real Estate and Tongyuan Real Estate, which are local real estate enterprises, the rest of the positions are occupied by foreign housing enterprises.
"Not only Sino-Austrian real estate, the famous Hongcheng real estate 'four major families' of that year, have gradually declined, in recent years more and more foreign housing enterprises, and many are national-type head housing enterprises, the living space of local housing enterprises cannibalized little, although many also go to the surrounding areas of Nanchang to get land layout, but the core advantages are no longer there." A manager of the investment department of a local real estate enterprise in Nanchang told reporters.
In his view, there are only two ways left for local housing enterprises, either to go out and bo, or to stay in Nanchang to wear out, and today's Sino-Austrian real estate is to fight with all its might.
Can Sino-Austrian Real Estate become the next "100 billion dark horse"?
According to the enterprise investigation data, Zhongao Real Estate is 70% and 30% owned by Jiangxi Olympic Garden Real Estate Co., Ltd. and Shanghai Yuanfeng Investment and Development Co., Ltd. respectively. Jiangxi Olympic is 84.7% and 15.3% owned by Nanchang Zhucheng and Jiangxi Linbo Investment Management Co., Ltd., the former Nanchang Zhucheng is 70% and 30% by Ren Xiaodong and Ren Xiaojun respectively, the latter Jiangxi Linbo is 80% and 20% owned by Ren Xiaodong and Xiong Ximei, and Shanghai Yuanfeng Investment is 100% wholly owned by Ren Xiaojun.
After the equity penetration, it can be seen that the major shareholders of Zhongao Real Estate are Nanchang Zhucheng, and the ultimate beneficiaries are Ren Xiaodong and Ren Xiaojun, holding 50.071% and 47.787% of the shares respectively.
There is very little information about Ren Xiaodong, but when it comes to building the ren family, Nanchang is unknown to everyone.
25 years ago, Ren Xiaodong, who was doing construction projects, developed the Nanchang Yiyuan Community by chance, and innovatively introduced the concept of a garage on the first floor, which stood out in the gray-hued welfare houses in the city that year.
Subsequently, he joined hands with Wang Yong of Century Real Estate (one of the "four major families" of Nanchang Real Estate) to successfully develop "Royal Jincheng" and "Yangming Jincheng", both of which triggered a rush to buy in Nanchang City at that time, and both sides made a lot of money.
In 2002, the renwang and wang families broke up and developed independently. The following year, Renjia officially established Nanchang Zhucheng Real Estate Development Co., Ltd. (referred to as "Nanchang Zhucheng" or "Zhucheng Real Estate"), although some projects were successively made, but the sales were not ideal.
In 2005, Zhucheng Real Estate ushered in a highlight moment, which hitched a ride on the "express train" of the Chinese sports industry, and successively built a number of Olympic gardens in Wuxi, Jiujiang, Changzhou and other places, with a unique scenery.
However, the good times are not long, at the end of 2007, the state introduced a series of regulatory measures to beat the real estate market in Nanchang into the freezing point, although it has passed the most difficult but regulation period, and the city-building real estate has since fallen silent.
In 2012, Ren Xiaodong established Jiangxi Zhongao Real Estate Co., Ltd., and at this point, Zhongao Real Estate has become his hope to go out of Nanchang to achieve the expectation of national housing enterprises.
In the development path of Sino-Austrian real estate, we can see the figure of many real estate enterprises, Zhongliang Real Estate, Blu-ray Real Estate, Sunshine City, Red Star, R&F, Gangrong, Yingshi, "cooperation" seems to have become the key word in its development strategy, this move to Shanghai, whether Zhongao Real Estate can reproduce its glory, it is worth looking forward to.