Country Garden is at the leading level in the real estate industry. What is the reason for its success?

Agriculture has become a new industrial layout for Internet giants and real estate giants. Liu, Yun and Country Garden Yang Guoqiang have all been deeply involved in the agricultural field, which has also brought more imagination to agriculture.

Among them, Yang Guoqiang, as a real estate tycoon, went deep into agriculture, seemingly because of "peasant feelings", but in fact it was Yang Guoqiang's industrial thinking.

Facing the internal and external environment of 20 19 is not very good, the industrial layout, especially in the agricultural field, is essential in addition to feelings, ambitions and funds.

At the beginning of 2065438+2009, Country Garden Yang Guoqiang suggested that the current economic situation in China is complicated, but we should have firm confidence in the stable economic growth and long-term improvement. "The past does not represent the present, and the present does not represent the future."

In addition, on 20 18, Yang Guoqiang laid out two industries: one is agriculture and the other is robot; Step by step.

Therefore, Yang Guoqiang said: "Last year, the framework of our agricultural company and robot company has been set up, and the development ideas have been set. Next, look forward to our wonderful performance. In the future, our three priorities are real estate, agriculture and robots. "

Of course, Yang Guoqiang also believes that science and technology can make the country stronger and help people get rid of heavy work and live a better life. In the future, some heavy and dangerous jobs will be replaced by robots.

Although Yang Guoqiang expects to use robots in construction and property management, it is conceivable that robots will be popularized in agriculture in the future.

Therefore, "changing agriculture cannot rely on feelings, but on industry."

For agriculture, Yang Guoqiang is "serious", recruiting and spending a lot of money. From the arrangement of Country Garden's agricultural road, we can also see Yang Guoqiang's industrial thought.

Let's take a look at the agricultural road in Country Garden.

Booster: "real estate+poverty alleviation"

Time: 1997- Up to now

As far as poverty alleviation is concerned, Country Garden has rich experience in poverty alleviation, and has explored a characteristic development path of precise poverty alleviation through "hematopoietic" industrial poverty alleviation. For example, Country Garden adopts the poverty alleviation concept of "borrowing money, selling principal, earning for you, borrowing again, and getting rich through hard work", combines the advantages of Country Garden and Shushan according to local conditions, and develops green industries in Shushan according to the model of "company+cooperative+farmer".

Since the first large donation of 1997, Country Garden's poverty alleviation public welfare undertakings, like the main real estate industry, have been out of control and entered the track of rapid development.

It is understood that up to now, Yang Guoqiang and his Country Garden have donated more than 3.6 billion yuan to the whole society, benefiting nearly 200,000 people.

After 2 1 year's development, Country Garden's poverty alleviation public welfare undertakings and real estate main business were merged in 20 18, and a dual main business model of "real estate+poverty alleviation" was established, insisting on paying equal attention to economic benefits and social benefits. 20 18, Country Garden 13 started the whole county to help.

This time, Country Garden will help China to get rid of poverty in an all-round way in 2020 by participating in the pairing assistance of the whole country 13 counties. On may 8, 20 18, country garden agricultural holdings co., ltd was incorporated. For 13 county, Country Garden will cooperate with modern agricultural companies, tap local characteristic agricultural products on the basis of existing planning and development, adjust measures to local conditions, help designated counties to build circular wisdom modern agricultural industrial parks, and promote one village, one product and one county.

Yang Guoqiang, the founder of Country Garden Group, said that Country Garden promised to participate in rural revitalization, must listen to the words of the Party and the government, work hard and do its due duty for the country.

Agricultural ballast tank: Phoenix optimization

Time: 20 16

On 20 16, Country Garden officially launched the community store "Phoenix Optimization". Country Garden has a deep understanding of agricultural special products in poverty-stricken areas and set up a "poverty product counter" to make agricultural special products that nobody cares about become a member of the showcase and enter the homes of people.

Phoenix's optimal positioning: to provide Country Garden owners with "delicious, easy-to-use, money-saving and safe" products, and to bring a healthier and better life to community owners and surrounding residents.

By June of 20 18, in addition to the Pantuige store in Country Garden, nearly 100 stores in 6 provinces 12 cities including Guangdong, Hunan, Jiangsu, Zhejiang, Henan and Anhui also opened at the same time. Phoenix You Xuan publicly announced that the number of stores had reached 500. Only three months later, the number of preferred stores in Phoenix increased to 1000. Among them, about 200 are exhibition shops in the park, and the remaining 800 direct stores are officially sold and operated.

In the future, Phoenix's preferred business scope will be extended to finance, medical care, education, tourism, house leasing, domestic service and other fields. To form an ecological closed loop of the whole residential value chain, to provide caring urban life housekeeper service for community residents, and to realize the vision of "being the best community life service provider in China".

Judging from the layout optimization of Phoenix in Yang Guoqiang, Yang Guoqiang positioned Phoenix as a scene, especially the scene of agricultural products consumption.

From the management point of view, Phoenix has various preferred stores, but the main store type is100-200m2. The commodity structure is mainly to sell food, selling daily necessities quickly. At present, some stores have introduced fresh products, but the overall proportion of fresh products is not high.

In terms of goods and supply chain construction, at present, Phoenix prefers self-construction and cooperation. Cooperation is mainly based on local cooperation.

According to the official introduction of Phoenix Optimizer, the goods in community supermarket stores are directly delivered to the community from the place of origin, with no intermediate circulation links and no logistics transit. Therefore, Phoenix Optimizer has established a professional product selection team.

New Agricultural Aid: Facility Agriculture

Time: 2065438+June 2008

Modern agriculture is the road to future agriculture.

2065438+June 2008, Country Garden invested in the construction of a modern agricultural science and technology demonstration base in Lingshui County, Hainan Province by participating in Runda, an advanced modern agricultural enterprise. After the completion of the above-mentioned projects, it will be a pioneering demonstration area integrating tropical characteristic agriculture, modern high-efficiency agriculture, ecological science and technology agriculture and leisure sightseeing agriculture.

The project adopts tempered glass greenhouse, introduces foreign fully automatic and intelligent integrated packaging and processing production line, and builds a set of three-dimensional vertical planting system to further improve the production efficiency of agricultural products.

Extrabrain Cooperation: Colleague Yuan Longping

Time: 2065438+August 2008

Country Garden has invested in the research and development of the third generation hybrid rice, and will cooperate with Academician Yuan Longping, the "father of hybrid rice", to establish the third generation hybrid rice research center.

Yuan Longping said: "The investment of Country Garden Agricultural Holdings Limited is an important impetus for us. In five years, we will popularize the third generation hybrid rice in China, covering an area of 6.5438+million mu. If the yield per mu is increased by 654.38+000 Jin, the increased grain can meet the annual rations of more than 3 million people. I hope that within ten years, the third generation of hybrid rice can be extended to 30 million mu, and the increased grain can feed the population of big cities like Wuhan and Guangzhou for one year. "

At the same time, Country Garden also strives to build its own agricultural product quality and safety system to protect every agricultural product. In its safety system planning, Country Garden will provide production process management, end product quality assurance and whole-process traceability system for agricultural projects with the help of third-party inspection and quarantine, testing and certification institutions, and strive to provide healthy, safe, delicious and affordable food for the people.

Poverty Alleviation by Consumption: Bi Xiang

Time: 2065438+September 2008

2065438+In September 2008, Country Garden launched "Bixiang" poverty alleviation brand.

It is reported that "Bixiang" follows the pace of poverty alleviation in Country Garden, helps the industry to help the poor, and realizes Bixiang's mission-let farmers have no good agricultural products that cannot be sold, and let more people "consume poverty alleviation" together.

In order to promote poverty alleviation through consumption, Bixiang promoted the docking of production and marketing of unsalable agricultural products in 9 provinces 14 counties, linked more poor households, and built a bridge for poverty alleviation through consumption. This time, 25 Bixiang agricultural products and dozens of 14 main products that help county exhibitors were exhibited, and the buyers were docked at the exhibition site.

Why Country Garden?

In the real estate industry, both Evergrande and Country Garden set foot in agriculture, but Evergrande failed once in its agricultural career, and Country Garden agriculture has just begun. But why Country Garden? I think there are at least three points:

1, Yang Guoqiang's own obsession with agriculture, countryside and farmers.

Apart from businessmen, Yang Guoqiang is the most "agricultural" entrepreneur.

Yang Guoqiang had suffered and understood the sufferings of farmers. As we all know, Country Garden was founded by Yang Guoqiang from scratch. Yang Guoqiang also talked openly about his experiences when he was young more than once: "/kloc-don't wear new clothes, socks and shoes until he is 0/8 years old;" At the age of 23, I was still wearing old clothes from my relatives in Hong Kong. "

A senior official of Country Garden told reporters that even in private, Yang Guoqiang often talked with them about his experiences when he was poor, so he was very persistent in the cause of poverty alleviation for agriculture, countryside and farmers.

2. Industry cuts into agriculture, rural areas and farmers.

Compared with Evergrande, Country Garden's involvement in agriculture is so "calm".

The real estate dividend in the first two or three years has ended, but the real estate in the 345 line has just begun. Country Garden is sinking the third and fourth lines, laying out real estate with industrial thinking.

According to the plan, Country Garden Agricultural Group will develop the upstream and downstream industrial chain after accumulating certain business foundation and management practice. On the one hand, it will invest more energy in agricultural science and technology research and development, on the other hand, it will develop more deep processing industries of agricultural products and create value-added products.

Among them, agricultural products including Phoenix, You Xuan and Bixiang will be involved in various communities in Country Garden. This kind of thinking can crack the sales of agricultural products, win word of mouth, and be conducive to real estate sales and brand image.

3. Follow closely the national poverty alleviation policy.

In recent years, poverty alleviation has become the strategic center of the country.

Since 1997, Country Garden has started poverty alleviation for agriculture, countryside and farmers, helping local farmers to increase their income with the thinking of industrial poverty alleviation. After 2 1 year precipitation, Country Garden has won the reputation and experience.

In addition, in recent years, the state has paid more and more attention to poverty alleviation. Country Garden actively responded to the national poverty alleviation policy and went deep into the countryside, which also helped Country Garden remove the obstacles and obstacles in entering counties and cities.

Finally, to sum up, Country Garden has a very solid foundation for agriculture and the support of local governments. At the same time, with the help of its own industrial advantages, it may be possible to make a difference in the field of agriculture, rural areas and farmers.