Huang Hao, southwest of R&F: R&F will start again after 14.

Editor's Note: They are the backbone of real estate developers, the backbone of the rise of cities and the builders of a better life. Leju Finance joined forces with 0/00 cities across the country to launch the "Seeing the Earth" character series "Dialogue Manager", listen to the stories of regional and city managers and tell you how to build a better life. The guest of this insightful dialogue is Ms. Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company.

Author | Yin Tao

Chu pin le ju finance

"If it is broken, it will stand, and if it is smooth, it will be flat"-Book of Rites? The golden mean.

Twenty-five years ago, R&F, the "big take" in the transformation of the old city, rose from Guangzhou. After 25 years, R&F has deployed 140 cities and regions at home and abroad. At present, R&F Group is a comprehensive group with real estate development as its main business and diversified development in the fields of hotel development, commercial operation, cultural and sports tourism, Internet production and trade, medical and health care, property services, design and construction, and innovative services.

2065438+In March 2009, the Southwest Regional Company of R&F Group was established and operated independently from the Greater South China plate. "Yunnan-Guizhou-Sichuan-Chongqing", a city of four southwest provinces 16, is a new edition of the southwest region of R&F Group, which aims to deeply study the beautiful residential characteristics of the southwest region with the help of the global resource advantages of R&F Group, which is extraordinary with the southwest region.

In this insight column, Leju Finance interviewed Ms. Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company. By understanding this strong woman who is in charge of the overall situation of R&F in Southwest China, we will discuss the strategic planning of R&F Group's efforts in Southwest China.

In the real estate industry dominated by male executives, women who don't want men are outstanding-Huang Dong is such a woman. Leju Finance came to Chengdu R&F Center, and the imagination of "decisive and domineering" in my head disappeared when I saw Huang Dong. With the deepening of communication understanding, calmness and clear logic are the obvious characteristics of this female executive.

Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company.

Determined to break through.

Before being promoted to the position of Chairman of Southwest Region of R&F Group, Huang Hao was the Chairman of Zhuhai Real Estate Company of R&F, and she spent just four years laying out the Zhuhai market for R&F.. The team consists of more than 100 people from single digits, and the powerful real estate power radiates from Zhuhai to the whole Pearl River region and even the western Guangdong region. Standing in Hengqin, Zhuhai, the image endorsement-R&F Center, guarding the north gate of the Free Trade Zone, created a proud record of 65.438+0.2 billion commercial property opening sales; R&F Xintiandi is an urban complex project, which originates from the transformation of industrial cities and aims to create a new landmark of Zhuhai city. ...

"In the Zhuhai market, we are good at finding high-profit and high-premium projects, and we need some unique eyes." Huang Hao reviewed the land requisition during the R&F period in Zhuhai.

What advantages do you have to win these projects? Huang Hao talked about the differences between R&F Group and other housing enterprises. First, he is good at complex old city reconstruction projects. R&F is the first brand of office buildings in China, especially the R&F Center beside Guangzhou Xiaoman Waist. It is a masterpiece of Guangzhou's urban landmark, and 25 years of experience in old city reconstruction has also incorporated R&F genes. R&F is a real pioneer in the transformation of the old city, and has completed nearly 10 old city reconstruction project in Guangzhou alone; Second, the whole R&F industrial chain has a complete development system for real estate from land acquisition, planning and design, construction, decoration and property management, striving for perfection and controlling product quality from the source; Third, R&F, as the world's largest luxury hotel owner, has 105 luxury hotels, and the strength of R&F hotels is strong, ranking first in the world.

In Zhuhai's market, Huang Hao felt that it was a major change from specialty to overall management. "The whole process of project acquisition, operation, opening sales and cash flow correction is very important for refining and sublimation of comprehensive quality, although it is quite hard." Before the transformation of Zhuhai, she was the vice president of R&F Design and Research Center, in charge of Hainan R&F Ocean Happy World. This is the largest marine theme park in China, with an investment of 654.38+0.5 billion yuan. Huang Hao is fully responsible for government liaison, design management, product details carving and a series of work. Huang Hao graduated from the Architecture Department of South China University of Technology. She has devoted more than ten years of her youth to architectural design. In addition to Hainan Ocean Happy World, R&F's urban complex and tourism and holiday market are full of her painstaking efforts.

"Like a challenge." When Leju Finance asked why he chose to transform, Huang Hao said. Growing up in the compound of Guangzhou Military Region, she was sent to South China University of Technology after graduation and worked in a state-owned architectural design institute for ten years. Jump out of state-owned enterprises, challenge the high-intensity and high-pressure working mode of private enterprises, and then challenge the transformation from specialty to management. Huang Hao has an innate stubbornness in his bones.

"12 R&F journey, along the way, grateful to the boss, grateful to the company platform, grateful to the team colleagues, grateful to the family and friends ... 20 19, a new starting point, a new journey, I believe that in the next 12 R&F, we can grow together with the company, and live up to our mission.

The pattern is broken and the southwest is extraordinary.

Leading the southwest region of R&F is another self-challenge for Huang Hao.

"It's not the same as playing in Zhuhai. Southwest regional companies need strong resource integration. " Huang Hao analyzed that the market situation in the whole southwest region is obviously different from that in South China, and the split is more conducive to the targeted strategic deployment of the whole southwest market.

At present, the projects of R&F Southwest Regional Company are distributed in the four provinces of Yunnan, Guizhou, Sichuan and Chongqing 16 cities. Huang Hao made a very detailed analysis of provincial companies, with clear logic lines and different emphases.

In recent years, the development of R&F in Sichuan has been accelerated. 20 18 acquired land in the cities around Chengdu, and successively settled in Ziyang, Leshan and Meishan. At present, all projects have entered a hot-selling period. It is noteworthy that in June 20 19, 28 1 mu of high-quality land in Qilin New Town, Naxi, Luzhou was acquired to build R&F Hua Ting products, which are expected to be sold in early September. "But Chengdu's cargo volume is almost exhausted and its development is stagnant." Huang Hao hit the nail on the head and pointed out that she said she would continue to look for suitable projects in the Chengdu market. R&F Sichuan's strategy is to take Chengdu as the development core and radiate the whole of Sichuan.

At present, the Chongqing market is dominated by stock, which is about 2 million square meters, especially commercial real estate. In addition, it will also be involved in raising new products such as the husband's apartment plate and revitalizing the old commercial stock.

In Kunming and Lijiang, R&F mainly focuses on tourism real estate projects, and will cooperate with Belt and Road enterprises to give full play to the advantages of policy dividends. Guiyang market commercial public housing market has a good reputation, but there is not much stock at present, and good projects are already being negotiated.

"The southwest region will be dominated by municipalities and provincial capitals, supplemented by third-and fourth-tier cities." When Leju Finance asked about the key points of urban magnitude, Huang Hao replied like this. R&F will continue to focus on deepening the industrial diversification layout in provincial capital cities such as Chongqing, Chengdu, Guizhou and Kunming, and steadily enter the dynamic new district in Southwest China.

"The goal is to reach 30 billion in three years." When it comes to goals, Bo Huang remains calm. It seems that the process is more important to her, and the result will be the added value that follows.

From its first residence in Chongqing in 2005 to the layout of four southwest provinces 16 cities today, R&F has been practicing the brand concept of "keeping close to the pulse of the city and * * * creating a better life", integrating the development of R&F into the development of the city, matching the city and making * * * brilliant. Whether it is Chongqing R&F City, Chengdu R&F Plaza, Guiyang R&F Center, Kunming Yangzonghai and other projects, they have played a leading or influencing role in the development of a district and even a city.

In the future, the development of R&F in Southwest China will continue to be integrated with the development of Southwest China under the group's concept of "creating extraordinary, perfect and wonderful", in line with the resource endowment of Southwest China, and on the principle of "complementary advantages and diversified cultivation", R&F will achieve * * * innovation, * * * progress and * * * extraordinary with Southwest China.

The market is not radical.

"R&F Group has higher requirements for project profitability, followed by scale." Huang Hao believes that it is necessary to obtain high-quality projects while ensuring the group's profit margin requirements, rather than taking projects for the sake of taking them. "In the Pearl River market, R&F participates in bidding, auction and bidding, mostly mergers and acquisitions and urban renewal projects." In Huang Hao's experience, relying on the advantages of R&F Group to obtain projects can effectively reduce costs.

On July 30th, the Political Bureau of the Central Committee set the tone for the real estate industry: stick to the positioning that houses are used for living, not for speculation, implement the long-term management mechanism of real estate, and do not regard real estate as a short-term means to stimulate the economy. "The real estate financing policy is tightened, and land bidding, auction and land acquisition will slow down in the second half of the year." Huang Hao is very keen on the market. While actively collecting high-quality land information, he maintained a cautious wait-and-see attitude.

R&F's southwest headquarters is in Chengdu, and R&F is more eager for quality projects in Chengdu. At present, the land acquisition mode of "government land signing, bidding, auction and hanging, acquisition and merger, cooperative development and project construction" has been launched in all channels. "The old reform policy in the Pearl River Delta region is more flexible than that in the southwest region." Huang Hao made a comparative analysis of urban policies, saying that R&F is also actively negotiating projects with the government.

"There are some good opportunities this year. Good projects do not ask for more but seek improvement. " Huang Hao is positive and optimistic. The projects currently on sale will integrate regional marketing forces. At the same time, the major task facing Southwest R&F is to make the regional development full of stamina, rely on the three advantages of the Group, bring high-quality projects that meet the demand to the market, and further increase the strategic layout and regional deep cultivation in Southwest China.

After the exchange of dry goods, Leju Finance learned that Huang Dong was ill and had a high fever the night before. Because the interview time had been agreed in advance, he insisted on going to the appointment. The professionalism is really admirable! "High-pressure working mode is the norm, nothing." Huang Dong said modestly.

"In June 5438+10, we will have a city exhibition hall in Chengdu R&F Center, which will open soon." Huang Hao said that the appearance of the city exhibition hall is a concentrated display and voice after the establishment of R&F Southwest Region, and it will also be a brand experience hall integrating R&F brand, diversified industries and southwest regional projects.

After the establishment of R&F Southwest Regional Company, the advantages of regional integration will be more obvious. At the same time, systematic empowerment such as operation system construction, rapid project turnover, flexible mechanism, team culture shaping and talent training can achieve efficient operation and regional development. The southwest area of R&F Group is about to start a new starting point and a new journey with a brand-new look. We look forward to more extraordinary works of R&F and build the core of the new city in the southwest area.

Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company.

The following is an interview with Leju Finance and Huang Hao:

Leju Finance: How is your development and role change in R&F Group?

Huang Hao: I'm from Guangzhou. I grew up in a military compound. I am a master of learning. After graduating from high school, I was sent to South China University of Technology for architectural design. Engaged in architectural design related work after graduation. In 2007, he joined R&F Group as the design director of state-owned architectural design institute, and served as the deputy director of R&F Design and Research Center, responsible for design management. 20 1 1 started to be the general manager of Hainan R&F Ocean Joy World, responsible for the professional line super project. This is the largest marine theme park in China, with an investment of 654.38+0.5 billion yuan and an area of 2,000 mu. Fully responsible for government liaison, design management, product details carving and a series of work, and tried a variety of design types in the project. At the end of 20 14, he changed from a professional type to a business type and served as the chairman of R&F Property Zhuhai Company. From single-digit team to 100-person team, R&F has laid a solid foundation in Zhuhai market. In March this year, it was upgraded to a new challenge and took charge of R&F Southwest Region.

I stayed in R&F for 12 years, and went through three stages, three different positions and three different roles. 12 has been a reincarnation. I don't forget my active mind, grateful to the boss, grateful to the company platform, grateful to my colleagues and friends ... 20 19, a new starting point, a new journey. I believe that in the next 12 of R&F, we can grow together with * * *.

Leju Finance: What are the obvious characteristics of R&F Group compared with other housing enterprises?

Huang Hao: First, he is good at complex old city reconstruction projects. R&F is the first brand of office buildings in China. The R&F Center next to Guangzhou Xiaoman Waist is particularly dazzling and has become a masterpiece of urban landmarks. Twenty-five years of experience in old city reconstruction has also incorporated R&F genes. In China, R&F is a real pioneer in old city reconstruction, and nearly 65,438+00 old city reconstruction projects have been completed in Guangzhou alone. Second, the entire industrial chain of R&F has a complete development system for real estate from land acquisition to planning and design, construction, decoration and property management, striving for perfection and controlling product quality from the source; Third, as the world's largest luxury hotel owner, R&F owns 105 five-star hotels, and its hotel strength ranks first in the world. High net profit margin, old experts and cost control ability are also the labels of R&F Group in the industry, and also the characteristics of the company itself.

Leju Finance: What is the layout of R&F Southwest in various provinces and cities?

Huang Hao: Since I entered Chongqing in 2005, I have been putting the development of R&F into the development of the city, and I am proud of it. For example, Chongqing R&F City, Chengdu R&F Plaza, Guiyang R&F Center, Kunming Yangzonghai and other projects have played a leading or influencing role in the development of a district and even a city. In recent years, with the development of Sichuan, R&F has acquired land in the cities around Chengdu and settled in Ziyang, Leshan and Meishan. All kinds of projects have entered the hot sale period. In addition, I also photographed a high-quality plot of 28 1 mu in Qilin New Town, Naxi, Luzhou. We named it R&F Hua Ting, and it is expected to be listed in September this year. However, Chengdu's cargo volume is almost exhausted and its development is stagnant. We will continue to look for suitable projects in Chengdu market. Chongqing market is dominated by consumption stock, with an existing stock of about 2 million square meters, especially commercial real estate.

In addition, R&F will also launch new products such as pension apartments to revitalize the old commercial stock. In Kunming and Lijiang, Yunnan, R&F is mainly a tourism real estate project, which will carry out industrial cooperation with Belt and Road enterprises and give full play to the advantages of policy dividends. Under the premise of good reputation in Guiyang market, commercial apartments are not in stock at present, and negotiations on good projects are already under way.

Leju Finance: What is the strategic play and development plan of Southwest China?

Huang Hao: The southwest will be dominated by municipalities and provincial capitals, supplemented by third-and fourth-tier cities. R&F will continue to focus on increasing the industrial diversification layout in provincial capital cities such as Chongqing, Chengdu, Guizhou and Kunming, and steadily enter the dynamic new district in Southwest China. Southwest regional companies will actively respond to the government's policy guidance and conform to the trend by combining the diversified industrial development advantages of the group and the rich regional advantages of southwest China. Focus on increasing the diversified layout of real estate, commercial office, hotels, health care and other comprehensive industrial sectors in southwest China, in order to achieve the strategic goal of strong alliance and complementary advantages. At present, R&F has begun to acquire land by means of "government application for land, bidding, auction, acquisition and merger, cooperative development and project construction". We are full of confidence in the development of R&F in Southwest China.

Leju Finance: Why do you always accept the challenge?

Huang Hao: Brave and like challenges. It is also out of a sense of responsibility and competitiveness, and I especially want to complete or do it well. Growing up in a military compound will make it a habit to take responsibility, which will have an internal driving force for the realization of the goal and a sense of honor after completing a major task.