Recently, I have had more exchanges and communication with decision makers of many real estate enterprises, and visited real estate developers such as Beijing, Taiyuan and Shenyang in the early stage; 165438+1October 17, Sohu published an article: "Taiyuan housing enterprises or two-thirds collapse form a lifeline",165438+1October 19, and published "Shenyang"
How the real estate enterprises spend the winter of this economic crisis has been placed in front of these real estate decision makers. No matter how the government rescues the market, the external environment is just appearance. Whether it can survive this test in the end depends on the enterprise itself: it is the last word to improve the level of decision makers and cultivate cold-proof skills.
So how do enterprises practice cold protection skills? I will talk about how to do it from the perspective of information construction;
1. Affected by the economic crisis, we have to strengthen our supervision and group control capabilities in order to make correct decisions in a difficult economic environment.
A few days ago, when communicating with the general manager of a real estate company, I raised a question: At present, the company is carrying out five regional projects at the same time, including primary development and secondary development, mainly including some factories, villas and high-grade apartment projects. Now, he faces a problem, that is, how to let the chairman know the progress of these projects? In the past, there were few projects, and the chairman often went to the construction site to understand the situation. Now there are many projects and many people, making management more difficult. The general manager is familiar with and understands informatization. He established the company's first OA system that can solve the basic communication needs. Now the company also has financial system, CRM system, ERP system and so on. , there are 5-6 large and small systems. Because these systems are all single systems and applied by departments, they have great limitations. From the group level, they are basically useless and cannot meet the needs of enterprise development now.
Combined with the situation of this enterprise, we have formed * * * knowledge in communication. This enterprise should now do a good job in the planning of informatization construction, plan the informatization of group enterprises as a whole, and plan and sort out the processes and contents of group enterprises from the aspects of informatization platform, management cockpit, fund management, cost management, project progress, contract management, bidding, human resources, marketing system, collaborative management, property management, etc., and then combine the current needs of enterprises from the aspects of platform construction and management.
When talking about the importance attached by enterprise leaders to the process of informatization construction, the boss told a story: he is a computer enthusiast himself. Although he is about 50 years old, he left traces of tracking and paid a lot in the whole process of computer development from 286 to 586. For the chairman, when he talked about OA system, it took three days from proposing to solve the communication problem of enterprises to deciding on an OA system, which was a few years ago, when the investment was also several hundred thousand. Judging from their company's large and small systems, the company's informatization still has a foundation and recognition.
Affected by the economic crisis, we have to improve our capital and cost control ability in order to make correct decisions in a difficult economic environment.
The biggest problem in the current economic crisis is the problem of funds. The problems of many enterprises are reflected in capital and cash flow, and cash flow is more important in the face of the special industry of real estate (the bloodsucker of capital). These days, I saw Vanke start to stop some projects. In the communication with several real estate company personnel, I also said that some projects were temporarily suspended, which is the most direct embodiment of keeping cash for the winter. From the management and organizational structure of the company, we also see the emergence of the risk management department, which has just been established. These phenomena undoubtedly reflect the pressure faced by real estate enterprises in terms of funds, and cost control is also directly mentioned in front of the top leaders of various companies. How to effectively manage and improve the control ability of funds and costs is also a headache for real estate business owners. The use of information technology undoubtedly helped these enterprises at this time. We can directly understand and control the cash flow trend of enterprises through informatization construction, and the cost process can be fully displayed before the decision-making level through informatization, which can well warn and control the capital and cost in advance. Especially those enterprises with multi-projects and cross-regional operations can show the problems of capital and cost to the leaders in advance, so as to win time for the leaders to make decisions.
Affected by the economic crisis, we have to improve our marketing and coordination ability in order to make correct decisions in a difficult economic environment.
The cash flow of real estate enterprises comes from banks on the one hand and sales on the other. In the macro-control, the state has stopped bank lending, so real estate enterprises can only rely on the funds returned from sales to provide corporate cash flow and ensure the normal operation of enterprises. Then, in this stage of global economic depression, people's wait-and-see mood is extremely serious and sales pressure is heavy. Sales pressure does not mean that there is no market, but it is relatively small. We can see from some developers that some real estate sales are still very good; At the same time, in my communication with many real estate enterprises, I also found that their sales pressure is really great, and I can't find out where the sales target group is. For an experienced real estate enterprise, it is essential to do a good job in the management of historical customers through accumulation, analyze the situation of historical customers in detail, and respond to the sales market in a targeted manner in combination with the current market situation. In the communication with a vice president in charge of real estate sales, it is found that the coordination ability of a real estate enterprise can not be ignored, and the cost and time wasted by a real estate enterprise in daily communication is amazing. When it comes to signing more than 300 contracts, it will take more than one year. The odometer on the car reflects nearly 80,000 kilometers, which can circle the earth for nearly two weeks. The distance from the project to the company is only 10 kilometers. With the help of collaborative tools, we can reduce costs and improve work efficiency.
Affected by the economic crisis, we have to improve our human resources and decision-making ability in order to make correct decisions in a difficult economic environment.
People are a necessary condition for the existence of an organization. Although we can often see reports of layoffs from the Internet, TV, newspapers and the media, those important positions and those who can play a role in this crisis will never be laid off. In this period of confrontation, we can see the importance of human resources. It is difficult to cross the hurdle of human resource management only by relying on previous methods and experience. Only by using modern management means and information technology can we play a better efficiency. For decision makers, the improvement of decision-making ability often lags behind simple human factors. When communicating with a real estate chairman, he mentioned one thing. When he decided to pay a sum of money, the finance told him that there were not so many kinds. I didn't know until I asked the reason that the financial data in front of me was two weeks ago, but I couldn't get the current data. Many projects, long cycle, when funds are needed, which bank loans are due, how the project is progressing, and how much workers are paid are all unknown, which brings great obstacles to decision-making.
Affected by the economic crisis, we have to improve our customer relationship management ability in order to make correct decisions in the difficult economic environment.
We all know that information utilization is becoming more and more popular in social resources, and people have more and more channels to obtain information. Similarly, there are many channels to disseminate information, and the ability of customers is constantly improving. Some customers have more knowledge, insight and courage than real estate enterprises. In the future market competition, a large part of enterprises will be the competition of customers. Being able to control customers is also one of the key factors for their future survival. Improving the management ability of customers is also a part of testing the development of enterprises at present. For those real estate enterprises in southern and coastal cities, they have been paying attention to customers for a long time, and enterprises that don't pay attention to customers will suffer some losses in this cruel economic crisis. How to improve the ability of customer relationship management is also one of the problems that real estate enterprises face and think about. The establishment of real estate customer relationship management system can comprehensively and systematically understand and master customer data, and improve marketing, sustainable management of the company, corporate brand, customer satisfaction and customer return visits.
From the above aspects, it can be seen that solving these problems is not an overnight task. Solving local problems unilaterally and unilaterally, of course, may be effective if it is a single project, but it is difficult for group enterprises to see the effect. Only by standing on the level of the whole company, based on a platform, and carrying out information construction in stages can we better solve these problems, improve our monitoring ability and improve the company's work efficiency, and be in an invincible position in this economic crisis and provide support and help for the subsequent development of enterprises.
In short, due to the principle of survival of the fittest, the economic crisis forced real estate decision-makers to improve their abilities from several aspects to adapt to the storm in the economic crisis and make correct decisions in a harsh environment, thus improving the viability of real estate enterprises.