Will moving the headquarters, taking land and digging people make Zhongao Real Estate the next new city?

Zhongao Real Estate has been very busy recently, taking land and digging people.

165438+1October 4th, news came from China-Austria Real Estate, which attracted the attention of the industry because of the relocation of its headquarters. It is reported that Zheng Rong real estate marketing manager Li Guang has gone through the resignation formalities and joined China-Austria Real Estate Group as the vice president of marketing.

What is marked is the telephone number of Zhongao Real Estate Shanghai Company, the area code or Nanchang area code.

Sino-Austrian real estate on the eve of entering Shanghai

At the beginning of 2020, Zhongao Real Estate, which has been deeply cultivating Jiangxi, seems to have an urgent idea of scale.

65438+ 10 month, the epidemic besieged the city, but Sino-Austrian real estate frequently sold in the land market. First, it won two residential plots in Wuxi for 772 million yuan, with a premium rate of 43.16%; Subsequently, yugan county 1 homestead in Shangrao City, Jiangxi Province and Xinwu District in Wuxi City were successively photographed, with premium rates as high as 1 1.28% and% and 13.80% respectively.

According to statistics, as of June 30 this year, more than 20 pieces of land have been won, with an added value of more than 20 billion yuan. This achievement made Zhongao Real Estate on the land acquisition list of China Index Research Institute from June to June in 65438, ranking 100. The land acquisition area is 6.5438+0.32 million square meters, ranking 62nd in the national land acquisition list.

According to institutional data, the sales amount of Sino-Austrian real estate in the first half of this year was113.8 billion yuan, which also means that the amount of land acquired in the first half of this year has accounted for more than half of its annual sales.

In addition to land acquisition and grain distribution, Ren Xiaojun, president of Zhongao Real Estate, began to go to Shanghai frequently.

The relocation intention of Sino-Austrian real estate is obvious, and it can even be said that it is somewhat anxious, which doubled in the epidemic in early 2020.

On April 17, as soon as the epidemic was unsealed, Ren Xiaojun appeared at the headquarters of Shanghai Xincheng Holding Group with several senior executives. After communicating with Liang Zhicheng, co-president of Xincheng Holding Group, and Senior Vice President, the two sides signed a comprehensive deepening strategic cooperation agreement.

Two days later, Ren Xiaojun and his party appeared in Shanghai headquarters of COFCO Real Estate and Shanghai headquarters of Hongyang Group, and signed strategic cooperation agreements with these two enterprises respectively.

In just three days, Ren Xiaojun and his party visited three real estate enterprises non-stop.

Intriguingly, these three housing enterprises have two similarities. First, they were all established in different places and then moved to Shanghai. The second is to complete the scale growth in a short time, with the target of 1000 billion yuan.

First, Xincheng Holdings. Founded in Changzhou, Xincheng moved its headquarters to Shanghai in 2009. Although Xincheng said that it only "expanded" the Shanghai headquarters at that time, at present, the Shanghai headquarters has undertaken more business and functions than the original Changzhou headquarters. In the second year after moving to Shanghai, Xincheng Holdings broke through the threshold of 10 billion yuan and successfully entered the ranks of 100 billion housing enterprises seven years later.

Second, COFCO Real Estate. COFCO started in Wenzhou and moved its headquarters to Shanghai on 20 16, which started the nationwide expansion of Zhang Zhilu. Data show that Zhongliang Real Estate's sales of 21900 million yuan soared to 64.9 billion yuan last year.

Hongyang Real Estate, which started in Nanjing, Jiangsu Province, is the latest of the three housing enterprises to move to Shanghai, but it has set the fastest growth record in the shortest time. The financial report shows that Hongyang's annual sales in 20 16 was only13.3 billion yuan, but it expanded to 65 19 yuan.

The thirst for "capital, capital and talents" behind the relocation of headquarters

Finance, capital and talents are the core elements of enterprise development, which are found in Shanghai. At the same time, taking Shanghai as the center, laying out the Yangtze River Delta and expanding the Pan-Yangtze River Delta are more conducive to the rapid growth of enterprises into national enterprises. With food and grass in hand, the "circle of friends" has been built. Among Ren Xiaojun's three elements, there is only a lack of talents with practical experience in "scale promotion". As a result, Tian Yongsheng, the former president of Zheng Rong Industrial Group, joined China-Austria in July this year and is now the CEO of China-Austria Real Estate.

Tian Yongsheng worked in Xuhui, Suzhou and Longhu, Shanghai.

During my eight years in Longhu, Shanghai, I was promoted from project director to executive deputy general manager of Shanghai Company. Langlanshan, the first residential project in Longhu Shanghai, and Hongqiao Tianjie, the first commercial project, are now one of the core landmarks of Dahongqiao. Later, as the deputy general manager, he was in charge of large-scale operations and was one of the earliest operators in Longhu.

20 16 joined Zheng Rong real estate as the general manager of Suzhou company. In just one year, Suzhou has grown from four projects to more than 20. Later, he was promoted to vice president of Zheng Rong Real Estate. He is responsible for many departments and has rich experience in large-scale operation management system, multi-department business management and organizational culture construction. During his tenure, Zheng Rong Real Estate completed the leap from 40 billion yuan to10 billion yuan, and successfully landed on the Hong Kong Stock Exchange on June 6th, 20 18+ 18.

The second candidate he is looking for is Li Guang, the real estate marketing in Zheng Rong mentioned at the beginning of the article. The position given by China and Austria is vice president, responsible for the marketing line.

No matter from the market environment or financing environment, this year is not a good time to expand and scale up. Why did China and Austria choose to walk out of the deep ploughing area at this time?

Although Yang Xiaobao, general manager of China-Austria Real Estate Finance Center, said in an interview that moving there is a consideration of regionalization to nationalization. However, from a data point of view, China-Austria real estate chose to leave at this time, and there are some helplessness behind its ambitions.

Although Nanchang is the base camp of China-Austria real estate and a city that has been deeply cultivated for many years, it was not until 20 19 that China-Austria real estate barely squeezed into the position of 12 with sales of 33120,000 yuan.

Among Nanchang brand housing enterprises in 20 19, Xinli Real Estate ranked first with an absolute advantage of1452.7 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, Ligao Group and Tong Yuan Real Estate. Except for Xinli Real Estate and Tong Yuan Real Estate, which are local real estate enterprises, other positions have been seized by foreign real estate enterprises.

In recent years, there have been more and more foreign housing enterprises, and many of them are state-level head housing enterprises, which have eroded the living space of local housing enterprises. Although many people also went to Nanchang to get the land layout, the core advantages are gone.

Therefore, there are only two ways left for local real estate enterprises, either to go out and make a fortune or to stay in Nanchang to spend all their money. Today, China-Austria Real Estate is going all out.

Can Sino-Austrian real estate become the next "100 billion dark horse"?

According to enterprise survey data, China-Austria Real Estate is held by Jiangxi Olympic Garden Real Estate Co., Ltd. and Shanghai Yuanfeng Investment Development Co., Ltd. 70% and 30% respectively. Jiangxi Olympic Sports is owned by Nanchang Zhucheng and Jiangxi Linbo Investment Management Co., Ltd. with 84.7% and 65,438+05.3% respectively. Ren Xiaodong and Ren Xiaojun respectively hold 70% and 30% of the shares in the former, while Ren Xiaodong and Xiong respectively hold 80% and 20% of the shares in the latter. Shanghai Yuanfeng Investment 100% is wholly owned by Ren Xiaojun.

After the equity penetration, we can see that the major shareholder of Zhongao Real Estate is Zhucheng in Nanchang, and the ultimate beneficiaries are Ren Xiaodong and Ren Xiaojun, holding 50.00438+0% and 47.787% respectively.

There is little information about Ren Xiaodong, but when it comes to building a city and starting a family, Nanchang people know it. Twenty-five years ago, Ren Xiaodong, a construction engineer, developed Nanchang Yiyuan Community by chance, innovatively introduced the concept of the garage on the first floor, and stood out among the gray welfare houses in the city.

Later, they joined hands with Century Real Estate to successfully develop "Yujincheng" and "Yangming Jincheng", which triggered a rush to buy in Nanchang at that time, and both sides earned a lot of money.

In 2002, Ren and Wang broke up and developed independently. The following year, Ren Jia formally established Nanchang Zhucheng Real Estate Development Co., Ltd. (referred to as "Nanchang Zhucheng" or "Zhucheng Real Estate"). Although some projects have been done one after another, the sales are not ideal.

In 2005, Zhucheng real estate ushered in a highlight moment. I got on the "express train" of China sports industry, and built a number of Olympic Gardens in Wuxi, Jiujiang and Changzhou successively, which was very beautiful. However, the good times did not last long. At the end of 2007, the state introduced a series of control measures, which brought Nanchang real estate market into the freezing point. Although it has passed the most difficult control period, Zhucheng Real Estate has been silent since then.

In 20 12, Ren Xiaodong established Jiangxi Zhongao Real Estate Co., Ltd., and since then, Zhongao Real Estate has become his expectation to go out of Nanchang and realize a national housing enterprise.

During the development of Sino-Austrian real estate, we can see many real estate enterprises such as COFCO Real Estate, Blu-ray Real Estate, Sunshine City, Red Star, R&F, Gangrong, Shi Ying and so on. "Cooperation" seems to be the key word of their development strategy. It is worth looking forward to whether Sino-Austrian Real Estate can reproduce its glory when it moves to Shanghai this time.