viewpoint real estate new media: is this development idea related to your study of science?

Kong Jianmin: I think we should be more aware of risks, and we must control risks well. Since the reform and opening up, many rich people in China used to be famous, but now they are not. What is the reason? It is that the management system can't keep up after it grows bigger.

One or two groups of people who were the richest have disappeared. What's the problem? It is not a personal problem, but the management of the enterprise must be aware of the problems of the management system.

it is the most dangerous time for enterprises to increase their volume, it is dangerous to change sales from 11 billion to 21 billion, and it is even more dangerous to change sales from 21 billion to 41 billion. But if we can continuously consolidate the foundation and improve the system, it will be fine. I don't think it's difficult to increase the volume. What's difficult is that management can't keep up with it after increasing the volume.

Therefore, Hejing constantly asks the management to review it regularly, because not everyone is born with great ability in management. In addition, we should exchange management contents with some colleagues on a regular basis.

Persistence in cooperation

Viewpoint New Real Estate Media: Hejing is an enterprise that is very willing to cooperate with others. What is the harvest of cooperation?

Kong Jianmin: Every enterprise must have its own advantages to survive and develop. First, it can learn the good aspects of cooperative enterprises; Second, a business can't earn enough, and it is even more necessary to form a win-win situation. We have a good relationship with our partners, and we understand each other and achieve a win-win situation, so we are more active in market cooperation.

the most important thing is to be honest when working with people. Second, both parties must be open and transparent.

if the cooperative project is operated by the other party, I must give considerable trust, but the premise of trust is that I must see all the contents, such as some key nodes, when to start construction, when to sell the building, when to build it, when to hand over the house, labor cost, construction cost and budget, and so on. As long as this is done, there will be no quarrels between shareholders. Why are many shareholders unhappy? Is opaque, no budget, no plan.

second, the planning has been completely decided before the development of the project, and the total administrative, labor and budget are confirmed with the approval, confirming that the team must follow this.

in this way, we will know how much money we will make on the day when the project starts. What is there to quarrel about? All the following is done. Let's establish an authorization system, and how much money is involved will be signed by both parties. If it is not exceeded, it will be signed by the shareholder representative.

viewpoint real estate new media: do you place great emphasis on planning and budget?

Kong Jianmin: Yes, very particular. Because both parties must make it clear and be open and transparent, if this is done, there will be no contradiction between the bosses and both parties will be very happy. This is to create benefits for shareholders. At the beginning, both parties must be planned, budgeted, clear and transparent.

viewpoint real estate new media: Is this a problem of evading China's human nature or the rule of man with westernized management?

Kong Jianmin: I don't want my team to be selfish when we cooperate, because first of all, we must know that the business is not a single business. The other party thinks that your team is good and will give you more business. Word of mouth is very important. I would rather suffer some losses myself than let the shareholders suffer.

selfishness will definitely not work, it is impossible to cooperate well at all, and the reputation of enterprises will be problematic. Therefore, in cooperation, it is first required to be open and transparent, and to be responsible to shareholders, especially cooperative projects, which are more important than sole proprietorship projects.

second, I would rather lose out on some minor problems than let shareholders lose out. It is known that others will suffer, and other shareholders will be happy to cooperate with you in the future, which has been implemented by our company. Both partners should have tolerance, because it is completely unnecessary to dawdle over a small matter.

both parties to the cooperation must be fair and just, regardless of the major shareholder or the minor shareholder. For example, in some projects we cooperate with, I hold a large share and the other party holds a small share. I am fair to the minority shareholders.

opinion real estate new media: do you think the current business environment is more conducive to cooperation? Or is the business environment deteriorating?

Kong Jianmin: There are many ways to cooperate. In the first way, some companies suddenly took a piece of land. Because of the large amount of investment, it may be difficult for one company to hold and develop, so they want to cooperate with us, and both parties will share their rights and interests equally. If the two companies can't do it, there will be three. For example, the Jinnan New Town project is a cooperation between four companies. The land price of that project is 8 billion, with an average of 2 billion, which can dilute the risk.

in the second way, some developers feel that we are strong in product control and cost control, and they are willing to find us to trade.

the third way, if a developer without a brand is short of funds, this kind of developer would rather find some good developers to cooperate, and he can just sit there and share the money. He may lose money if he doesn't do well on his own, and he will lose money if he doesn't control all aspects of management well. If he asks me for cooperation, he can sit there and share it.

these are the three situations, and I don't like all of them, because some cooperation can't merge statements. Therefore, in terms of consolidated statements, we hope it is the third category. Some developers without brands come to us, so we ask for a large share to trade. If they are peers, everyone is similar, 51% to 51%, and the cooperation mode is different.

I am open-minded about cooperation, but I require my enterprise to be controlled by itself to some extent. For example, all the recently acquired plots are controlled by 111%, except Beijing and Shanghai.

Some other developers asked us to do the construction, but I immediately refused. I resisted the construction, because I wanted to make good use of talents, and the construction would affect the whole resource system. I hope that the quality of products can be controlled, and we will never consider the matter of agent construction.

opinion real estate new media: do you spend more time reading statements in the office or do you like going to the construction site?

Kong Jianmin: I usually take my Guan Peisheng to the construction site on Fridays and weekends. I take several Guan Peisheng every year, and every management has to take them. My training principle is that I don't want to put them down. It is sometimes not good for many college students to put them down, because the platforms and horizons that college students can contact will be different.

second, there should be a complaint channel when you are pressured by the master. Guan Peisheng brought by the management and I, even if we let them go, we can communicate with each other if there is anything. Usually, after three years or so, we have become vice presidents.

opinion real estate new media: where will they be put when they are brought out in three years?

Kong Jianmin: put it in the region and the city. The one I brought last year is now the regional assistant general manager. Because of his different platforms, he can attend all business meetings except the confidential financial meetings and human resources meetings of the company. You don't have to ask me if I agree or disagree, just come in by yourself.

He is listening, but he stands tall and looks far, because it involves management and the positioning of the project, including his views on this matter, including mergers and acquisitions.

opinion real estate new media: does this require you to trust them and not worry about them leaking the contents of the meeting and so on?

Kong Jianmin: If you don't trust him, you won't talk to him. People are heart-to-heart. Give him a heart and he will give it to you. If you don't believe in him, how can he give you his heart?

Viewpoint Real Estate New Media: Is the wastage rate of Guan Peisheng high?

Kong Jianmin: I didn't bring much, basically nothing.

Urbanization

Viewpoint Real Estate New Media: Urbanization is closely related to real estate. What do you think of urbanization?

Kong Jianmin: The process of urbanization is definitely inevitable, because after all aspects of the economy come up, land resources are getting less and less, so urbanization is necessary. It is inevitable that the urbanization process in developed areas will be faster and faster.

At present, it is believed that the urbanization process of some cities is faster, while others are slower. Personally, I think this is not a question of ten years, but a question of twenty years. It is impossible to urbanize to a great extent in ten years, and some cities do not have to be pushed into the city center, because municipal administration and transportation cannot solve these problems. Now the government is finding a problem more and more, that is, with the increase of population density and development volume, the municipal government and all supporting facilities can't keep up.

so I think some cities have done a good job, transformed themselves locally, and formed some sub-centers to solve the pressure in the city center. The previous view that urbanization is a megacity, I think this is unreasonable.

At present, many sub-centers of future cities, science and technology cities and satellite cities are actually doing this, but this requires a lot of municipal investment, because the local economy will radiate land prices, and the industrial structure can support the invested money. Otherwise, there will be so much money invested, so it is not a problem that can be solved in ten years.

viewpoint real estate new media: if it is twenty years, will there be more and more opportunities for real estate enterprises in the future?

Kong Jianmin: In the long run, I am still optimistic about real estate. However, there are some policy adjustments in the medium term, and I hope to be more stable in this regard.

viewpoint real estate new media: is the scenery affected?

Kong Jianmin: I hope that the property prices will not fluctuate excessively, nor too violently in good times. If the fluctuation is large, the corresponding policies of the government will come out, and it is better to increase steadily. Now the developers are very mature and rational, and the risk control is becoming more and more perfect. After two financial crises, the developers who have not fallen are very mature.

viewpoint real estate new media: if the policy becomes more and more stable, will the opportunities for small and medium-sized developers become smaller and smaller in the future?

Kong Jianmin: I think this is normal, but the real estate in China is very strange. For example, the entry threshold for small developers in Guangzhou is very high. Now there are still uncertain factors in planning and land acquisition in second-and third-tier cities, so there is still room for the survival of small developers.

viewpoint real estate new media: will hejing go to third-tier cities in the short term?

Kong Jianmin: We don't go to third-tier cities. Our focus is on first-tier cities, at least provincial capital cities. Our current development is like this. First-tier cities are combined with provincial capital cities.

viewpoint real estate new media: Chengdu Hejing has promoted many projects, and there was an earthquake before Chengdu. Aren't you worried?

Kong Jianmin: Chengdu is a window in the southwest, and its urban planning and humanities are still very suitable for doing business, but I think the only fly in the ointment is that the land supply is too large.

I like Chengdu's cleanliness, good food, and I can go shopping at night. The atmosphere is good and the government will pack it. I think the cleverest thing is the Chengdu government. After a CBD came out, a new CBD was launched after a period of time, and it was constantly packaged, and it was very well packaged. The government was very strong in attracting investment, and the top leader (secretary of the municipal party Committee) directly came out to attract investment, which was also very frank.

This is a question of whether you are willing to go in and do it. After going in and doing it, you will find that everything in Chengdu is liked. The government will warmly greet you, apply for construction and help coordinate. Everything is fine, but the only fly in the ointment is that there is too much land supply.

Industrial model

Viewpoint New media of real estate: Hejing Hotel has done a lot now, but Chen Qizong, chairman of Hang Lung Real Estate, said at the Boao Real Estate Forum in 2112 that the hotel is a terrible business. What do you think of this business?

Kong Jianmin: From the report, there won't be some big surprises in the hotel business, but the corresponding properties of the hotel will appreciate. Why should we be a hotel? Because the hotel is a very stable business, don't underestimate the hotel. The appreciation of hotel property is very strong, and now the evaluation value of our hotel is close to 6 billion. When financing is needed, two or three billion yuan can be recovered through evaluation, and the cost of financing is not high, because long-term loans can be obtained, while operating loans are ten years.

second, if you don't build this hotel and sell it as a residence, you will only make money that year after selling it, but the number of properties hasn't increased, and the enterprise's ability to resist risks will be weak. Why do hotels and shopping malls sell? If you don't sell it, you will have a strong ability to resist risks. At the same time, you will have a very stable income in the future, and you can mortgage it to some financial institutions for loans, which is the biggest advantage.

thirdly, when people from other places come to visit, they always show something to others, something representative. Don't say take it to the community, say that these houses are all mine, but in fact they are all sold out. Like many developers in Hong Kong, they say, "Where in Central is mine", which brings extra brand influence.

Therefore, a company's statements are good-looking, and sales must be guaranteed, but the holding property should also grow continuously.

opinion real estate new media: what is the proportion of property holdings in the future?

Kong Jianmin: 21% is enough. Just one more holding property every two years, whether it's a shopping mall or a hotel. There is no need to increase a lot every year, because it will have an impact on cash flow, and it will always focus on sales, and hold part of the property while selling.

Some of our businesses are for sale. For example, some businesses in Suzhou are for sale, which are only held in shopping malls built on the subway, and only in high-quality projects with good lots, which can lay eggs. For example, if you buy a house, you originally bought five houses. You must sell the second-hand house you bought ten years ago if you make money, and then hold some properties with good location, appreciation and good quality.

Viewpoint Real Estate New Media: Now hotels, businesses and houses share risks with each other. If the economy goes down, can the houses increase their sales?

Kong Jianmin: Mainly selling residential buildings. Recently, we have also made some industrial parks, Chaohu is doing it, Suzhou is doing it and Hangzhou is going to do it.

there are two modes of industrial parks, one is selling, and the other is renting to support some small and medium-sized enterprises. In fact, these industrial parks are helpful to the real estate business structure. We have done it very successfully and are going to do one in Guangzhou recently.

viewpoint real estate new media: will there be great support for being an industrial park district government?

Kong Jianmin: There must be one thing. Helping the government to build industrial parks will definitely give policy support, because helping the government attract many enterprises.

viewpoint real estate new media: is it difficult to be an industrial park?

Kong Jianmin: It's not difficult. We have a team to do it. Of course, we can't do it without a good location. Who will go if it's remote? This must be related to all aspects of transportation.

opinion real estate new media: is it related to the investment team and brand?

Kong Jianmin: Yes, the government believes that we can do it, and there are many supporting services to be done. For example, we are talking with the four major banks about a financial service platform to provide some small and medium-sized loans to enterprises.

This is actually after-sales service or after-rent service. After SMEs come in, we will outline a financial platform. When it reaches a certain level in the future, it can also provide some listed services to enterprises.

in addition, we will make some supporting places, such as large-scale training centers, conference centers, canteens, clubs, restaurants, commercial streets and so on. People can live there, research and development are there, and industries are there, so that the whole park is very mature and basically a city, because it provides many platforms.

Viewpoint Real Estate New Media: You just said that the net profit of residential buildings is 15%-21%. What about industrial parks?

Kong Jianmin: The industrial parks in each place are different, with an average of.