**: Hangzhou Station of Phoenix Real Estate.
In 2023, Greentown Management, the "first stock of China's agent construction company", will continue to maintain its leading position, leading the industry in terms of new contract scale, management scale and sales scale, and its "first-class agent construction business sub-unit" - Greentown Leju will also gain a lot.
Started in 2011, after a complete era, the sense of belief and the sense of change are rooted in the blood of Greentown Leju, inspiring them to climb one high slope after another, aiming at the vision of "China's largest project management service provider".
In the office of Luo Yi, vice president of Greentown management and general manager of Greentown Leju Group, there are four big words - walking on thin ice. This idiom comes from the Book of Songs, Xiaoya, which means "to be careful and ready to deal with risks".
Cautious and alert, always with a sense of crisis, is not only Luo Yi's outlook on the world, but also the character traits of Greentown Leju.
Although the field of agency construction is facing unprecedented challenges, Greentown Leju still handed over a very beautiful report card under the leadership of Luo Yi.
69 projects have been completed, with a completed area of about 10.3 million square meters, delivering high-quality products to 70,000 owners, and winning 17 "West Lake Cup", "Jiulong Cup" and 1 "Qianjiang Cup".……As a helmsman, Luo Yi also gained a lot and obtainedThe "Leading Character Award for Agent Construction" issued by Phoenix Real Estate
Luo Yi, Vice President of Greentown Management and General Manager of Greentown Leju Group.
Despite this, Luo Yi's posture is still walking on thin ice, and "always on the road" and "small achievements" have become high-frequency words in this dialogue.
In his opinion, 2023 is the year of "climbing", but in the process of "agent builder" turning into "China's largest ** project management service provider", Greentown Leju has only climbed a small high slope in stages, and the road ahead is still full of infinite scenery and challenges.
The industry is in full swing
The "four major tackles" lead the breakthrough battle
In the past two years, in the context of the construction of affordable housing and the old urban renovation project in full swing, a number of developers have poured into the agent construction track. Especially in the field of agent construction, which is affected by less fluctuations, the annual increment of at least 10% makes it a constant ray of light in the industry.
According to incomplete statistics from the China Index Institute, by the end of 2023, more than 70 companies have opened related businesses, which is 1 times more than 3 years ago.
Luo Yi, who is on the front line of the market, has a tangible experience, before a project averaged less than 10 competition, and now high-quality targets often attract 30-40 companies, including many "outsiders" who have never set foot in this field.
The resettlement house of Qianjiang Century City built by Greentown Leju.
For asset-light companies, the increase in competitors is only one of them, and the intensification of competition in the industry will inevitably lead to a war, and every dollar lower means a decline in profit margins.
In fact, Luo Yi foresaw this competition much earlier and anchored the direction of the whole year at the work mobilization meeting in early 2023"Four major battles" - national layout", "product upgrading", "industrial extension", and "management efficiency".
The national layout means that under the premise of unchanged market share, to ensure the steady growth of scale, is the basis of the "four major tackles".
The product upgrade has consolidated the existing product characteristics of Greentown Leju, and found a new direction to break through in the market competition - public construction.
Greentown Leju built the resettlement house of Dumeng Yaju.
The industrial extension has changed Greentown Leju's identity from a "builder" to a think tank-type "service provider", and through the whole industry chain to extend the company's business tentacles, "open source" at the same time, and gradually establish a "moat".
Management efficiency improvement is a self-optimization, through standardization, chain optimization, etc., to benefit from management.
Luo Yi said that because of the early layout of the "four major battles", Greentown Leju will be able to grow steadily in 2023, but there is still a long way to go before it "wins a big victory".
In terms of size,Greentown Leju's market share in the province still maintains a leading position, and basically covers the Yangtze River Delta. In 2023, it will simultaneously "spread out" in the Anhui and Chengdu-Chongqing markets, and also landed a heavyweight project of "light and heavy synergy" in Beijing
The resettlement house of Hefei Lindian home built by Greentown Leju.
The national layout has only taken a small step, but I am confident that Greentown Leju can open the way with quality and lay the foundation for a broader world. ”
A change in identity
From the agent to the "management service provider".
At the same time as the scale is spreading, Greentown Leju is exploring both ends of the product and industry, so as to find more power points.
In terms of product types, it has expanded the public construction agency construction market with huge potential. In December 2022, the Public Construction Project Committee led by Luo Yi was officially established, and this subdivision track was presented in a systematic form for the first time.
In 2023, the public construction agency construction market will grow by leaps and bounds, accounting for nearly 4% of the most advanced bidding projects. "Don't fight unprepared battles", Greentown Leju also took the opportunity to show its talents, from industrial parks, headquarters bases, to public infrastructure facilitiesA total of 13 projects were landed throughout the year, and nearly 2 million square meters were signed and constructedDeliverables were also demonstrated. This achievement is not only outstanding in Hangzhou, but even in Zhejiang.
Last year, the Hangzhou Huayun Science and Technology Innovation Center, a public construction project built by Greentown Leju, was delivered, with a three-dimensional and multi-storey garden headquarters space, a livable and business-friendly functional line, and a high-quality façade, making it a beautiful landscape in the city.
Huayun Science and Technology Innovation Center built by Greentown Leju.
At the end of the year, Greentown Leju stood out among a number of top-level construction enterprises and undertook the largest urban complex in the history of Lin'an - the Qingshan Lake urban living room of more than 600,000 square meters. This super landmark, which includes a hotel, a theater, a cultural exhibition center and a garden headquarters, will comprehensively test the comprehensive capabilities of Greentown Happy Living.
Renderings of Qingshan Lake City Living Room Project.
Greentown Leju is just starting in this field", in Luo Yi's hope, public construction is a new business card in Greentown Leju and even Greentown China system, the ultimate goal is to make "public construction" and "residential" form a two-wheel drive, and reshape the market's cognitionGreentown can not only build good housing, but also build public buildings
While expanding the subdivision of the first-class agent construction, the identity of Greentown Leju has also changed with the increase of product types and the extension of the service cycle. From a top student specializing in project construction management, he has transformed into a full-dimensional excellent student spanning "pre-consulting", "mid-term construction" and "post-operation".
Renderings of Chenfan artificial intelligence new e-commerce industrial base.
Greentown Leju has successively established 3 professional companies to continue to empower its own business development by making a rough industrial bundle and a long industrial chain.
Leju Technology CompanyMainly focus on the consulting business in the field of agency construction, and achieve growth in the fields of diversified development and improvement of business capabilities; Smart City Operating CompanyIt has obtained 14 industry qualification certificates, entered 3 provinces, and signed 15 projects.
The manufacturer company born from Greentown Commercial Land will be the main force in the future operation of commerce and industrial parks。The founder of this company, Zhou Jinhong, has a high prestige in the field of commercial real estate in the country, and the general manager Ji Yuanming is also a real estate veteran who has been deeply involved in the industry for many years.
The strong lineup enabled the manufacturer company to achieve a "zero breakthrough" for Greentown Leju half a year after its establishment, and successfully settled in Jinhua Automobile City; In September last year, it reached a cooperation agreement with Hangzhou Qimeng Cross-border Liangzhu Park, relying on the resource platform and Qimeng cross-border joint operation to create an incubated overseas brand enterprise.
More than 10 million square meters of projects were delivered smoothly
The original intention of "making more good houses for more people".
Anyone who has ever climbed a mountain knows that the choice of trail is important, but the determining factors are the climber himself – his physical condition, his climbing posture and his or her sense of cooperation. The feedback on the enterprise is product repair, engineering efficiency and altruism.
When it came to delivery, Luo Yi, who was low-key and humble, finally showed a hint of relaxation. In 2023, Greentown Leju will deliver about 10.3 million square meters of construction projects, which has reached the peak of the company's history and is on par with the top 15 real estate companies, for any real estate company can be described as "a mountain of pressure".
What makes Luo Yi proud and relieved isThere were no major flaws in the delivery of the day
In this regard, Luo Yi said that on the one hand, the sense of mission of "making more good houses for more people" and the "idol baggage" created by Greentown make every Leju person have a natural belief in "building a good house". On the other hand, the resettlement housing of Greentown Leju has also changed at the same frequency as the commercial housing.
The resettlement house of Jiangzhao Huating built by Greentown Leju.
For example, the unit door in the basement should also have a homecoming light hall; The stone door sleeve of the elevator hall in the public area must be made of back bolt technology to ensure the safety of people's travel; While paying attention to the appearance of the façade, it is also necessary to pay attention to whether the material is durable.
High quality doesn't mean sacrificing efficiency. In the interior of Greentown Leju, the engineering efficiency requirements of the project are leveled with the advanced team in the Greentown system, and the comprehensive capacity is improved under the premise of ensuring quality through a series of measures such as design efficiency, construction efficiency improvement, and management efficiency improvement.
On the basis of the "Construction Site Open Day" and the "Flying Inspection" of the third-party organization, Greentown Leju will also upgrade Greentown Management in 2023The "Lucky Workshop" systemIngestion into the project. From the customer's point of view, the theme workshop and the lucky space will be displayed to the client and prospective owners in a standardized and systematic manner, and displayed in front of everyone in a highly transparent way, and will be inspected by all walks of life, so that the quality of ingenuity can be seen in the form and on the surface.
Indeed fortunate workshop. In the process of crossing mountains and mountains, Luo Yi also understood the altruistic nature of the agency construction industry. Last year, with the release of the "M Mountaineering Model" managed by Greentown, Greentown Leju also extracted the high-sensitivity points and pain points in the cooperation process from the past experience, and standardized 21 full-cycle entrusting party service actions, which were formed"Greentown ** Agent Construction M Mountaineering Service Manual"., reduce the cognitive bias of both parties in management, and achieve win-win cooperation.
Schematic diagram of Greentown Management M mountaineering model.
Challenges and opportunities coexist
Positive growth is the only way to cross the mountains
Since the beginning of 2011, Greentown has gone through a complete era. Although there are still many challenges ahead, dangerous peaks are often accompanied by infinite scenery, and there are often huge opportunities in the white-hot market.
Under the existing policy, the annual quantitative and stable construction of affordable housing and public construction is considerable, and it is conservatively estimated that the annual investment housing construction will be at least 500 million square meters. Luo Yi believes, "However, the current penetration rate of the first generation of construction is only 5%, if the penetration rate of the first generation of construction can be further improved, we will further expand the scale under the premise of ensuring that the market share remains unchanged." ”
At the same time, Greentown Leju has captured a positive signal, and the official investment in infrastructure and real estate has changed from extensive to focused, especially the three major projects, which basically focus on 22 megacities and 11 megacities, and these cities happen to be the heavy positions of Greentown China. In the past, Greentown China opened the way to pioneering, and I believe that the road of Greentown Leju will also be smoother.
The resettlement house in Yiwu Jingu built by Greentown Leju.
In the face of a more distant future, Greentown Leju is still moving firmly towards the goal of tackling tough problems, chasing the wind and catching the moon among the peaks.
Recognize yourself, revere the market, horizontally open up the growth space, vertically cultivate each subdivision, meet the uncertainty with high-quality products and high-quality services, and climb higher peaks with the city and the client.
The introduction of the project in this article is for reference only, please consult the sales office of the project for specific information.
The project information mentioned in the article may change, please refer to the pre-sale certificate of commercial housing, the contract for the sale and purchase of commercial housing and its attachments.
The description of the surrounding environment, transportation, commerce, education, medical care and other supporting facilities is for reference only and is not an offer or commitment.
Editor-in-charge: Shuangshuang.
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