At the beginning of the new year, CCCC Real Estate carried out organizational changes.
1. From first-class control to two-level control, from the past "headquarters-region-city" to "headquarters-city" two-level management;
2. Integrate and reorganize 9 major city companies, from the past 16 city companies, according to the geographical region of the principle of proximity integration and reorganization, the establishment of 9 city companies;
After the merger and integrationThe nine major city companies are: Beijing City Company, Xiong'an City Company, Wuhan City Company, Chengdu-Chongqing City Company, Suzhou-Hangzhou City Company, Guangzhou City Company, Shanghai City Company, Xiamen City Company and Changsha City Company.
This time, the merger and integration efforts were larger, and the original regional companies were cancelled: North China, Central China, East China, South China, Southwest China, Northwest China and Jinxiong.
Why did CCCC Real Estate carry out large-scale organizational structure adjustments?
From what we know, it is mainly based on the following factors:
1. CCCC suffered its first loss.
On the evening of January 28, CCCC Real Estate (000736SZ) announced its 2023 annual resultsIt is estimated that the net profit loss attributable to shareholders of the listed company will be 1.7 billion yuan, and the net profit attributable to the parent company after deducting non-recurring gains and losses will be a loss of 17500 million yuan, the basic earnings per share loss is about 244 yuan.
According to the 2023 China Real Estate Sales Ranking released by CRIC and the China Index Research Institute, CCCC Real Estate is698.100 million traffic sales(Regardless of equity and **).Ranked 20th
If you look at the ** sales according to CRUI statistics, the sales of CCCC Real Estate are 36.2 billion, a decrease of 30 billion.
At present, judging from the performance forecast released by CCCC Real Estate, the loss is already a sure thing.
In 2022, CCCC Real Estate reported an operating income of 384 during the period6.7 billion yuan, a year-on-year increase of 16452%；net profit attributable to shareholders of listed companies was 3393950,000 yuan. Although the net profit decreased significantly, it was also positive.
At the same time, from 2020 to the present, although the scale of CCCC Real Estate has been growing, butIt has become an increase in income but not an increase in profitscondition.
2023 will be the first loss since the establishment and listing of CCCC Real Estate, and in this state, CCCC Real Estate Group has to re-examine the company's situation and make corresponding adjustments.
2. Reduce staff and increase efficiency
In December 2014, CCCG acquired Greentown China and became the majority shareholder of Greentown Group.
It was also from this time that CCCC Real Estate appeared in everyone's sight.
At that time, CCCC Real Estate was unknown, and among the many real estate companies, it could only be regarded as a small soldier.
There is one person who must be mentioned here - Li Yongqian.
Li Yongqian was the Deputy General Manager of the Real Estate Division of China Communications Construction Group and was transferred to Greentown China in April 2015 as Chief Executive Officer. In July 2019, Li Yongqian was transferred to CCCC Real Estate and served as the company's president.
Li Yongqian has worked in Greentown China for 4 years, and his management model and business philosophy are deeply influenced by Greentown. For example, the "Six One Project" strategy proposed by CCCC Real Estate: vigorously develop new businesses such as financing agency construction, urban renewal, TOD, health and elderly care, logistics real estate, cultural tourism, cultural and creative industries.
At the same time, when Li Yongqian left Greentown China,Greentown China's sales have entered the stage of 200 billion yuan (201.8 billion, ranking 15th), while CCCC Real Estate has been hovering at the scale of 10 billion
In other words, Li Yongqian has witnessed the miracle of Greentown China's scale of 10 billion yuan in 2015 to more than 200 billion yuan in 2019.
CCCC Real Estate, which is also a brother company, is undoubtedly very different.
So,CCCC Real Estate put forward the goal of "sprinting 50 billion yuan in 2020 and entering the top three central enterprises in 2023 above 100 billion yuan".
In order to hit the goal of 100 billion yuan, CCCC Real Estate did two things: digging people (replacing people) and taking land.
There are many market reports on poaching people, such as the addition of many external managers after that:Xu Aiguo, Executive President, Yan Long, General Manager of the Investment Department, Liu Hui, General Manager of the Agency Construction Company, Ren Xiaozheng, Assistant to the President, Zong Ming, Assistant to the President, Chen Sheng, General Manager of Tianjin Company, and Yao Nengmin, General Manager of Central ChinaWait a minute.
In terms of land acquisition, CCCC Real Estate is really hard.
It is reported thatFrom 2019 to 2022, in the four years, CCCC Real Estate spent more than 100 billion yuan on land purchase. The amount of land acquired was $34.3 billion, $36.6 billion, $25.1 billion and $11.4 billion respectively
With such a speed of land acquisition, CCCC Real Estate has not only increased the size of the cities it once laid out, but also continuously expanded the areas that have not yet entered. CCCC Real Estate has also adjusted its structure from a former city company to form a first-class organizational structure based on group-region-city.
However, in order to quickly acquire land, CCCC Real Estate, like other real estate companies, has stepped on the commanding heights of land pricesTook a lot of high-premium soilland
For example, the premium rate of the land plot in Chenggong District of Kunming is as high as 96%, nearly doubled; A TOD plot in Nanhai, Foshan, CCCC Real Estate is priced at 526.5 billion yuan, with a premium rate of 35%. Zhejiang Shaoxing Jinghu project premium 4634%。
Some employees complained that some high-premium projects have been sold for several years, and they are very difficult to remove.
Officially, because of the problem of decentralization, some cities have suspended their land acquisition plans.
In addition, in order to expand its territory, CCCC Real Estate has also set up a project company or city company when there is only one project in a city or a province.
This is the status quoA project company or a city company, a large number of people manage a project
In order to reduce staff and increase efficiency, CCCC must also carry out reforms.
Let's talk about the impact of CCCC Real Estate's large-scale adjustment of organizational structure.
Each time it is accompanied by an adjustment of the organizational structure, such as the greatest impact on employees, it is also the most direct.
To illustrate with an example.
For example,The Central China regional company will be adjusted to the Wuhan City Company, and the Zhengzhou City Company and the Hefei City Company will be merged into the Wuhan City Company.
There is only one position for the general manager of the city company, and the other two cities have to move to the position.
Moreover, such a personnel adjustment belongs to "taking a trigger and moving the whole body".
It is reported thatThe general manager of CCCC Real Estate Wuhan City Company is still Yao Nengmin, the former general manager of Central China Regional Company, Shen Zhibin, the former general manager of Zhengzhou City Company, is transferred to Chongqing Company as deputy general manager (presiding over the work), and Gong Hua, former general manager of Chongqing Company, may be demoted to deputy general manager.
Gong Hua joined CCCC Real Estate in 2010 and worked his way up from sales manager to vice president of marketing of Chongqing company, general manager of Chengdu company and general manager of Chongqing company.
If Gong Hua is demoted to vice president, what will happen to the original vice president of Chongqing? Demoted to Department Manager?
If this continues, the department manager will be demoted to the head of project marketing?
From internal employees, it is understood that since CCCC Real Estate announced the adjustment of the organizational structure, many middle and senior personnel have a wait-and-see attitude: the final conclusion of this wave of personnel adjustments.
If the impact is small, people will continue to stay in the company with peace of mind. If you exceed your expectations, you may choose to change jobs.
In addition,According to relevant ** reports, CCCC Real Estate in 2023 is one of the few central real estate enterprises that did not issue year-end bonuses this year。This may have a lot to do with the annual loss.
It is learned from relevant channels that CCCC Real Estate has also increased the performance appraisal of employees in the past two years, especially for the performance appraisal of middle and senior cadres.
This kind of performance appraisal is directly related to the marketing decentralization, sales collection, and company indicators of city companies.
In other words, if the employee's salary is 600,000 yuan, if the performance is not up to standard and the performance appraisal is unqualified, it is estimated that he can only get 30-400,000 yuan.
Overall,This organizational restructuring adjustment not only has an impact on the positions of middle and high-level personnel, but also has a significant impact on the retention of employees of the merged city companies, and also aggravates the assessment and salary income of the city companies.
Some people say that the organizational changes of CCCC Real Estate will be done sooner or later, and it is only a matter of time.
After all, in order to achieve the goal of 100 billion yuan, many people took land for the sake of taking land. This has caused some problems now.
But no matter what, since the problem has come out, we can only actively deal with it.
The company should continue to develop, and employees should seek survival.
There is a saying: "If the skin does not exist, the hair will be attached".
Only when the company is on the right track and navigating the changing environment can employees thrive on this ship.