In the first year of 20 19, the real estate industry was still in a downturn, including Vanke (000002. SZ) and Country Garden, the decline was obvious. The top 20 real estate enterprises with sales delayed the payment of wages. ...
This is only the epitome of the real estate market in 20 19, and dealing with the further cooling of the market has become the top priority of real estate enterprises in 20 19. Some housing enterprises are desperately withdrawing from the third and fourth lines to the first and second lines; Some housing enterprises sell projects to ease the financial pressure, or introduce strategic investors to exchange shares for funds ... Some housing enterprises are opening profound coping strategies.
Since the construction started on February 12, Country Garden employees (02007. HK), the largest residential developer in China, is troubled by "personnel adjustment", and some departments even "adjusted" 50%. This is not the layoffs of this real estate company with equity sales exceeding 500 billion, but this time it involves a wider range, from headquarters to the region.
Country Garden Group responded, "We never make arrangements for layoffs, but in the process of decentralization of the group's functions, personnel may also accompany the region."
"Adjustment" signal on the first day of construction.
The reporter learned from different sources that on February 12, the first day of the construction of Country Garden, it was decided to adjust the structure of the group's centers, which would be followed by large-scale personnel changes.
Although Zhang Feng of Country Garden Headquarters just experienced a promotion and salary increase years ago, she still expressed concern at this time. "The first day of the group executives' meeting included layoffs, which was too disturbing. It's embarrassing to start watching colleagues leave one by one last year ... "
In response, Cheng Guangyu, executive vice president of Country Garden, responded, "We never make arrangements for layoffs, but in the process of decentralization of the group's functions, personnel may also accompany the region."
The newspaper was informed that Country Garden is adjusting the management structure of its headquarters. On February 20th, Country Garden Group held the "Structural Adjustment Meeting of the Group's Functional Centers" again, involving nine departments including the Group Office, Cost Management Center, Purchasing Center and Digital Management Center.
It is reported that the production and urban development department, overseas business department, design management department and other departments that did not attend the meeting are all in the ranks of "adjustment".
Does the adjustment at the beginning of the year mean that Country Garden is even less optimistic about the market outlook? Cheng Guangyu said that the 20 19 market is not optimistic, but the Group maintains the confidence of steady and moderate growth. Big companies will not stop expanding. Country Garden emphasizes dynamic income and lowers market expectations.
1 month ago has been preparing for structural adjustment.
65438+10.4, Country Garden announced the largest senior management transfer since its establishment, and has taken the lead in sorting out and replacing the heads of the major centers of the Group.
This adjustment replaced the heads of six centers, including investment planning center, management operation center, R&D design center, cost management center, group office and digital management center.
Cheng Guangyu, the only executive vice president of Country Garden Group, is in charge of brand marketing and business management center, and also added the post of general manager of investment planning center.
Wang, vice president of Country Garden Group and manager of Group Investment Center, was changed to be in charge of the operation center; Chen Bin, vice president of Country Garden Group and former general manager of the operation center, has been transferred to 1+ 1 the overseas business of the region and the region directly under the Group except the overseas business department.
Huang Yuling, former vice president of the Group and in charge of Country Garden design business, was transferred to the General Manager of the Group Cost Management Center.
Li Jing, former assistant to the President of the Group, general manager of the public policy department of the Group Office and director of Country Garden Precision Poverty Alleviation and Rural Revitalization Office, has the same responsibilities, and added the director of Country Garden Group Office.
Zhu Jianmin, former director and vice president of the Group Office, was appointed as the vice president of Bozhilin Robot Company; Xu Bin, the former chief information officer of the Group, served as the general manager of the Digital Management Center. Zhou Hongru, son-in-law and special assistant of Yang Guoqiang, Chairman of the Board of Directors of Country Garden Group, is the general manager of the Innovation and Investment Division.
Structural adjustment direction: decentralization+business sinking
This family once became the object of study for real estate enterprises. Where should I change it?
Cheng Guangyu revealed that "organizational optimization is sustainable. This year, Country Garden will increase front-line business support, reduce government and decentralize power, and business sinking is the direction. "
Cheng Guangyu also said that the group will further decentralize the functions of the headquarters, mainly because the original operating functions of the group will be gradually released; Accordingly, regional authorization and support will be further strengthened, which will make more functions and business backbones sink to the front line and strengthen regional responsibilities.
Why did you delegate power? Cheng Guangyu said that the market of 20 19 is relatively discrete, and the first-line competition strategy has to be very flexible to deal with it. Therefore, increasing regional authorization will help improve competitiveness and speed up decision-making. At the same time, after several years of development, some areas are still relatively mature, and their ability to take responsibility has been significantly improved.
Cheng Guangyu also said that the change of authorization is a dynamic process with the maturity of business and organization. The real estate business is relatively mature, and now it is also increasing its authorization. Periodic review is normal, and the overall direction is definitely increasing. For example, new business cases such as robots are not mature, and the headquarters will manage them in a unified manner.
But the decentralization of personnel is not simple. Several regions in Country Garden reported that it was not so easy for the Group to delegate staff to the region, and the region was also streamlining its establishment.
According to insiders of Country Garden, since the second half of last year, the staff of its department has been optimized by 30%. Some of them have been transferred to other departments, and the other part has been compensated by the company and left directly.
This adjustment is not a single field. Years later, a new region joined, and insiders from the region revealed that personnel were directly notified to specific employees, instead of talking about adjusting jobs, they directly discussed salary matters.
According to insiders of Country Garden Group, the adjustment at the regional level of Country Garden has not stopped. At the end of last year, about 50% of employees in a northern area were laid off, which also led to the direct merger of surrounding areas, especially the merged areas and cities.
(Zhang Feng is a pseudonym in the text)
Source: Newspaper.
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