Guangzhou Huayu Waterfront Property Telephone

This month, Rong Sheng Real Estate Development Co., Ltd. (hereinafter referred to as "Rong Sheng Development") celebrated the listing anniversary of 14. Looking back on the development of Rong Sheng's entrepreneurial history is inspiring and full of bitterness. Starting from Langfang, Hebei Province, we made efforts in the surrounding areas of Beijing, mainly in small and medium-sized cities, and then laid out the whole country and opened up a number of tracks. The development of Rong Sheng has been rising all the way, such as "grassroots counterattack". Its body typically reflects the glorious years of the real estate industry in the past, and also profoundly reflects the transformation of real estate into the downward cycle.

The share price of Rong Sheng Development peaked at 9.42 yuan/share in July 2020, and then plummeted. By July of 20021,it had fallen to the bottom of the past five years, with a share of only 4.40 yuan. Of course, the stock price does not fully represent a company's ability to continue to operate. According to the 2020 financial report released by Rong Sheng Development, the annual sales and revenue of Rong Sheng Development in 2020 have increased year-on-year, but there are hidden concerns behind it.

To many people, thunderbolt's Chinese happiness seems to be a "warning" for Rong Sheng's development. Both housing enterprises, which started in Hebei and rooted in the surrounding areas of Beijing, are facing the cold winter of the property market around Beijing. According to Ke Rui's data, in the TOP30 list of sales amount of real estate enterprises around Beijing in 2020, Rong Sheng Development ranked first with sales of 226,365,438+billion yuan, and Huaxia Happiness also entered the tens of billions camp. However, "If you want to wear a crown, you must bear its weight", and the decline of the real estate market around Beijing has undoubtedly put Rong Sheng into a development dilemma. The annual report shows that the net profit of Rong Sheng Development Company in 2020 was 7.774 billion yuan, down 65,438+08.9% year-on-year; The net profit returned to the mother was 7,506,543.8 million yuan, down 17.75% year-on-year. It is worth mentioning that this is the first negative growth in Rong Sheng's development net profit in the past four years.

In 20 16, the development of Rong Sheng started the last round of "five-year plan", aiming at transforming from traditional real estate development to "big real estate, big health and big finance" and developing new industries in an all-round way. In the latest Sixth Five-Year Plan, the development of Rong Sheng has established a new industrial development pattern of "one main industry, three pillars and multiple supports", with real estate as the main industry, leisure and entertainment, emerging industrial cities and real estate as the pillars, and other related industries as the auxiliary support. The development of new industries and new businesses inevitably means that more funds are needed to drive them. This, in turn, has brought more "transformation pains" to Rong Sheng's development and plunged it into a high-risk development environment.

In fact, a vivid example can sum up the current situation of Rong Sheng Development Fund. Recently, Rong Sheng posted an eye-catching poster on the development project in Langfang, Hebei Province: the land price is 9 132 yuan, and the house price is 9,500 yuan. How tempting and helpless. In order to speed up the payment, industry insiders said that the development of Rong Sheng has begun to "save itself".

In 2020, Rong Sheng Development's asset-liability ratio after deducting advance receipts will be 73.78%, and the "three red lines" will step on the first line. By the end of the first quarter of this year, Rong Sheng Development Financial Report showed that the total development debt of Rong Sheng reached 238.872 billion yuan, and the asset-liability ratio reached 8 1. 17%. Rising debt pressure made Rong Sheng choose multi-channel financing, but it was "coldly" by the capital market. It is reported that at the beginning of July, Rong Sheng developed US$ 500 million coupon rate with 8% US dollar debt due in April next year, the biggest drop since its listing, which has attracted attention from all walks of life. In response to this incident, Rong Sheng Development held a conference call with investors, and the management of Rong Sheng Development said that the board chairman and the team were working hard to maintain it. Previously, the online report that commercial paper in Rong Sheng could not be redeemed at maturity also affected the credit of Rong Sheng.

Judging from the current network environment, the hot topic words accompanying the development of Rong Sheng are often related to "debt", "lack of growth" and "being executed". The reporter is concerned that in addition to the stall in development, Rong Sheng Development has gradually lost its reputation in terms of product quality.

According to media reports, recently, less than two months after the delivery of Huayu Waterfront Property in Rong Sheng, Zhengzhou, there was a major collapse at the entrance and a large amount of water poured into the underground garage. Previously, the project was repeatedly defended by the owners due to delivery delays and quality problems. During the May Day this year, the Zhengzhou project on Huayu Waterfront in Rong Sheng also triggered a large-scale rights protection by the owners.

In Langfang, Hebei Province, the base camp of Rong Sheng development, Huayu City Project in arcadia, Rong Sheng was forced to hand over the house by itself, but it was complained by the owner. According to public reports, there are more than 1,000 lawsuits in Rong Sheng, nearly half of which are housing sales disputes.

In addition, Mr. Zhang, a consumer who had planned to set up a real estate development, told reporters that he also "almost stepped into the sales trap of development". Four Seasons Fairy Tale Town of Rong Sheng Kanglv Yesanpo International Resort is located in Laishui County, Baoding City, Hebei Province, and is a large-scale cultural tourism resort invested and developed by Rong Sheng. Mr. Zhang took a fancy to this project and paid a deposit in advance. Before paying the deposit, the sales promised to expand the courtyard of the side yard and expand the owner's activity space. But later, Mr. Zhang learned through many inquiries that a public garage will be built one meter outside the courtyard wall in the future, so there is no possibility of expanding the courtyard, and a high-rise hotel will be built around it. This will not only fail to ensure the privacy and safety of the courtyard terrace, but also greatly reduce the lighting and indoor vision of the house. As for the plan to build a garage, there was no mention of sales before Mr. Zhang paid the deposit; Sales also avoid talking about building high-rise hotels. After learning the truth, Mr. Zhang was very dissatisfied with the "sales trap" laid by the developer and insisted on returning the deposit. However, the developer asked Mr. Zhang to sign a letter of commitment that "the deposit has been refunded" before he was willing to apply for a refund. It may be difficult for consumers to accept such a overlord clause.

"King of Hebei" Rong Sheng's service quality in Hebei remains the same. The reporter can't help but wonder whether the development of Rong Sheng, which is now spread all over the country, can really bring trustworthy products to consumers? In the company's "Sixth Five-Year Plan", Rong Sheng Development put forward the overall goal of improving the quality of development in an all-round way. The reporter sincerely hopes that Rong Sheng Development can fulfill this promise step by step with practical actions.