Introduction of Zhang Jiapeng's role

Zhang Jiapeng is a senior businessman and a practitioner of "Commercial Real Estate internet plus". The asset-light strategy and Internet brands such as RET Ruiyide, Lepu and Yunmao Zhiguan have been established one after another, and they have invested in new industries such as Yayi Culture and China Business Data to promote industry changes.

Zhang Jiapeng is also the pioneer of public welfare undertakings, and the initiator and founder of Helan Public Welfare Fund, Zhang Jiapeng Commercial Real Estate Public Welfare College and China Real Estate Roundtable.

Zhang Jiapeng holds a diploma in philosophy from Peking University, an MBA from Nanyang Technological University (NTU) in Singapore and an EMBA from Cheung Kong Graduate School of Business.

He is the author of three industry bestsellers: The Truth of Commercial Real Estate, Commercial Real Estate: Different Thoughts and Answers, and Commercial Real Estate Case Course.

Chinese name: Zhang Jiapeng

Nationality: China.

Ethnic group: Han nationality

Date of birth:1Feb. 977

Occupation: entrepreneur

Graduate institutions: Peking University, Nanyang Technological University and cheung kong graduate school of business.

Main achievements: founded RET Ruiyide Group and Lepu.

Representative works: The Truth of Commercial Real Estate, Commercial Real Estate: Different Thinking and Answers, and Case Course of Commercial Real Estate.

Other positions: Secretary-General of China Real Estate Roundtable.

Position: Director of Blue Charity Foundation

Brief introduction of Zhang Jiapeng

Zhang Jiapeng was born in February 1977. He studied in the Philosophy Department of Peking University, and later obtained an MBA from Nanyang Technological University in Singapore.

From 20 13, 10, I began to study the EMBA course of Cheung Kong Graduate School of Commerce. He is currently the executive director of RET Ruiyide Real Estate Consulting Agency and the Secretary-General of China Commercial Real Estate Roundtable.

Zhang Jiapeng is currently a guest columnist for mainstream real estate media such as Forbes Chinese website, Caijing.com, Real Estate and China Business News.

He also served as a lecturer in Tsinghua University, Royal Institute of Housing, Asia-Pacific Commercial Real Estate Institute and other institutions.

publish an article

Has published a famous article:

How many "ghost towns" are misunderstood?

Who killed the department store?

Shenyang, is there beer under the bubble?

The dialogue with 100 entrepreneurs has aroused widespread concern.

resume

1996, Zhang Jiapeng founded Jiapeng Sports.

Before he co-founded RET Ruiyide in 2002, he had an extraordinary experience of 65,438+00 years in DTZ DTZ, which contributed to the company's new business development in China. He started as a market consultant and later served as a senior manager, assistant director and director in North China. He was quickly promoted to the director of dtz in China, dtz, and was the youngest executive of the company.

20 12, RET ruiyide was established.

On 20 15, Zhang Jiapeng began to invest in the Internet and established holding companies such as Yunmao Zhiguan, Lepu and Shangzhong Digital.

20 16, 1 June, Zhang Jiapeng led Lepu to complete tens of millions of RMB PreA round of financing, with Jingwei China as the lead investor.

2065438+In February 2007, Zhang Jiapeng Lepu received tens of millions of dollars of A and A+ financing.

In 20 18, 80% of the top real estate 100 companies in China were partners of Ruiyide.

representative works

The truth about commercial real estate

Face to face with Zhang Jiapeng, I found that he is the kind of interviewee that the press conference likes: clear logic, informative answers and conclusive evidence. Zhang Jiapeng was once the author of the best-selling book in the industry.

Commercial Real Estate: Different Thinking and Answers

When the reporter interviewed him, his new book was selling well. In the preface of the book, he wrote: "What is invisible is the most important thing." In the interview, he said, "If people are the yardstick of the world, then respecting people is the most important thing." His words are very useful.

Commercial real estate case course

Media evaluation

What Zhang Jiapeng talks about most is commercial real estate, not companies. He just hopes that RET Ruiyide will become an international real estate consulting company with Chinese at the helm in the future. He said that this is a dream shared by RET Ruiyide people.

Commercial real estate viewpoint

1. Commerce is a reverse market, and there is a phenomenon that "amateurs are experts" in China.

The longer the history of brand merchants, the higher their awareness of things, so that the requirements for site selection are more demanding. Many brands have their own professional site selection and store opening standards. If the attribute matching is not appropriate, the fitting will be difficult.

2. The real investment is to narrow the line.

The problem of renting and selling commercial projects has a long history, and most people will use the prevailing standards to define it, but the ratio of rent to selling price in China market deviates too far. If the Guangxin Tiandi project is successful, the most fundamental point is the team. If it is subdivided, it also includes opportunities and appropriate promotion and implementation strategies. When people mention shopping centers, they will first think of which brands they have. However, in the future shopping centers, their space (sense of place) will definitely be more important. When attracting investment, you will see many projects, some of which advertise in the mass media and may want to sell shops. In fact, the real investment is to take a narrow route.

3. The mentality of housing enterprises from residence to business is like from the boss to the second child.

There should be many problems in the rapid development of shopping centers in China. Many of them were inspired by the last wave and entered the industry on impulse, but in the end they found that it might be different from what they imagined:

1) subjective complex. Most developers will think he is successful when they enter commercial real estate. He wants to be the best in this industry, but he will always be. When you stand in this industry and think about another industry, it is easy to think about another industry just because you don't know the details. In fact, real estate and commercial real estate are two industries, and commercial real estate is more commercialized. After going in, I will feel that I have taken a good piece of land and want to do the highest-end positioning. Besides, he is in that city, and these decision makers are said to be people at the top of the pyramid. He thinks there should be high-end things in the city, and people have high-end consumer demand, which creates a problem.

2) Not paying enough attention to the product planning of commercial real estate. To attract investment, you must first understand what your target customers need. You do marketing, from productism to marketing, you have to know your target customers. However, we see many developers still standing in a shopping mall thinking about their projects, then building them hastily, and then going to the target brand. As a result, it is found that its idea is different from that of brands, and the demand between brands is very different, which leads to many domestic projects in a favorable position.

3) The biggest problem is mentality. The most fundamental point of view is that a large number of developers have turned from residential to commercial real estate. These two markets are completely different, even a little incompatible. Why? First, the residential market has always been a seller's market. Buying a house requires going through the back door and approving bills, but entering the commercial market is a very unbalanced buyer's market.

Renting back the property is the last resort of the developer.

Property leaseback is an inevitable choice for developers under the national conditions.

1) The developer rents back because he needs quick money and the funds are returned. As for developers doing commercial real estate, objectively speaking, it is best to only rent and not sell. But developers do development is a business, Feng Lun once said a word called "roll with the punches, roll with the punches", developers must first save their lives. But when it comes to the problems held by developers themselves, how can they hold them without the ability? Leaseback is an unacceptable choice. As we all know, developers must first ensure safety or ensure the sustainable development of the company.

2) A national choice, the ratio of rent to selling price in China is too wide. The rent of shops in second-tier cities may be less than three yuan, but one square meter can sell for 50 thousand. From a static point of view, decades of rent can only be converted into the current unit price. Why should developers hold it? I have to bear the risks of future operations and worry so much. So the market has this foundation, and then the developers reached this stage, and then Hong Kong also sold it in those years. Hong Kong Central Global Plaza is full of Filipino maids. That's because Hung Kai sells it, and all the shops change money. Grocery people, so there is this stage in central, developers must save their lives first. From the developer's point of view, it is such a timely thing, but objectively speaking,

5. What is invisible is the most important thing.

In people's usual inner consciousness, people think that what can be seen is true, and what can't be seen is nothingness and has no real importance. But in fact, after a little thinking, we will understand that invisible nothingness dominates the visible reality in the world. For example, our bodies are visible, but under the command of invisible thoughts; Our behavior is visible, and it is restricted by invisible culture; For example, the hardware of a computer is visible and controlled by an invisible software program. Without these softwares, the hardware is just like a pile of scrap metal.

In China's commercial real estate industry, it is people who pay too much attention to "visible" and ignore "invisible", which leads to a large number of vacant properties under the dislocation of supply and demand structure.

Positioning belongs to the invisible things of commercial real estate, and the visible things are property hardware and investment behavior. The reality is that many investors have stepped over or reduced "invisible" jobs and are eager to start "visible" jobs. And if you don't have a clear positioning and don't want to know what kind of brands and consumers the project is facing, how can you establish the division of architectural style and internal space? How can we make the brand believe in the prospect of the project and be willing to settle in? Moreover, under the current situation that the supply of commercial real estate exceeds demand and the brand is strong, the subtle flaws of the project may be magnified. If the habits and preferences of target customers and consumers are not considered clearly before the project is put into operation, it will lay hidden dangers for subsequent investment promotion and operation.