The education business of real estate enterprises generally plays a supporting role in the community at the initial stage of development, and plays a hidden pulling role in the sales of real estate projects.
"Real estate+education" has become a common collocation in real estate projects, but the story of Country Garden's involvement in education can be regarded as a turning point to change its development direction.
During 1994, Yang Guoqiang took over Shunde Country Garden, which was facing unsalable sales due to the real estate market crisis. Wang Zhigang, the planner at that time, put forward the concept of promoting real estate sales through education.
The first school in Country Garden, Guangdong Country Garden School, came into being as the times require. With its position as an international school, it successfully promoted a group of people who bought houses for their children's school conditions and dug up a lot of money for Country Garden.
In the development of the third-and fourth-tier cities that Country Garden has continued to this day, we can still find similarities with the marketing of Shunde Country Garden.
In projects with remote locations and imperfect public facilities in third-and fourth-tier cities, schools invested by Country Garden can often interact with real estate sales and community construction, satisfy owners with educational resources, and promote real estate sales with preferential academic qualifications and admission conditions.
This simple positioning as a supporting real estate community may also be the reason why Country Garden has not really tapped the commercial value of education in the past 20 years.
Wu Jianbin, former executive director and chief financial officer of Country Garden, also said on 20 15 that "education has played a very important role in promoting the housing industry. Country Garden has been building an education industry for the past 20 years, but it didn't know much about listing before, so it has been put on hold. "
In recent years, the huge space in the education market is increasingly favored by capital, and housing enterprises are beginning to realize the possibility of tapping new profit growth points in education business. However, if the education business is split and listed independently, how to meet the listing rules and the private education law at the same time and how to get rid of the dependence on the real estate community will become a difficult problem for housing enterprises.
This may be the current concern of Country Garden. From the perspective of school expansion, Country Garden Education Group has begun to try to run schools outside the Country Garden real estate community.