Breaking 2021 ｜ Top Ten People in the Real Estate Circle： Who Plan for a rainy day？ Who saves himself against the trend？

In 2021, the real estate industry is full of turmoil and challenges. This year, some people misjudged the situation and fell to the bottom; Some people died suddenly without paying their ambitions; Some couples turned against each other and affected the controlling interest; Some people plan ahead and be prepared for danger in times of peace; Some people face the crisis and choose to face it … The real estate news department of Beijing News took stock of ten people who had a great influence in the industry this year. Through the images of these people, we can not only see the changes of the industry, but also get a glimpse of the future trend.

1. Xu Jiayin: Glamour is no longer.

Xu Jiayin is the most frustrated entrepreneur in the real estate industry. It happened in less than a year that he was the richest man in real estate and his company was in debt of one trillion yuan.

With the outbreak of Evergrande’s debt crisis, Xu Jiayin began to experience the coldest "winter" since its establishment. However, Xu Jiayin did not escape, and made many promises to ensure the delivery of the building and be responsible for it to the end. Since July, in order to maintain the liquidity of the Group, Xu Jiayin has raised funds by selling personal assets or pledging equity, and injected over 7 billion yuan in cash into Evergrande to maintain the basic operation of the Group.

On October 22nd, Xu Jiayin said at the special meeting on the resumption of work and production of Evergrande Group that Evergrande should fully implement existing building sales, and all buildings or projects that have not been pre-sold should be sold in existing buildings in the future. In addition, the sales scale of real estate will be reduced from more than 700 billion last year to about 200 billion per year within 10 years, and the industrial transformation from real estate to new energy vehicles will be completed within 10 years. However, it remains to be seen whether the new strategy can help Evergrande overcome the debt quagmire.

2. Zuo Hui: Sudden death.

With the death of Zuo Hui, the shell also ushered in a series of challenges, and the stock price fell from a high point; Subsequently, Shenzhen, Hangzhou and other places launched official trading platforms. It is worth noting that at the end of the year, the shell was "short" by Muddy Waters, but it quickly dismantled and responded to the contents of the report.

How to get to Zuo Hui, the shell of Peng Yongdong era? It will take time to test.

3. Pan Shiyi: Cash out failed.

As a big fan in the real estate circle in Weibo, Pan Shiyi has always had a very high exposure, from making movies, selling apples and running marathons to photography and learning programming, but it has also received mixed praise, especially the public opinion of "clearing the warehouse and running away".

In 2012, SOHO China started as a "charter company", and changed from selling in bulk to holding. However, since the announcement of the transformation, SOHO China still has many large-scale transactions in different degrees. From 2014 to 2019, it sold more than 25 billion yuan of property assets, especially in 2020, the frequency of "selling and selling" was a bit high. At the same time, SOHO China has not purchased any new projects in China.

On this basis, on June 16 this year, SOHO China announced that Blackstone issued a comprehensive takeover offer to invest in SOHO China, about 3.047 billion US dollars, in order to obtain a controlling stake in SOHO China; After the transaction is completed, the existing controlling shareholder of SOHO China will retain 9% of the shares, and SOHO China will continue to be listed on the Hong Kong Stock Exchange. However, the acquisition did not go smoothly as scheduled. Finally, on September 10th, SOHO China announced that Blackstone’s takeover offer was terminated.

4, Ren Zeping: "Advice" controversy.

From the perspective of topic quantity and communication degree, Ren Zeping can be described as the most popular economist in 2021. In December 2017, Ren Zeping joined Evergrande as the chief economist (vice president level) of Evergrande Group and the president of Evergrande Economic Research Institute. At that time, he was pushed to the forefront of public opinion because of the rumors of tens of millions of annual salary.

In March this year, after spending 39 months in Evergrande, Ren Zeping finally chose to part ways with Evergrande, return to his old job and join soochow securities.

With Evergrande in debt crisis, he has been questioned as "mistaken" for the enterprise and once again pushed to the forefront. In this regard, on October 11th, Ren Zeping published a long article in "Zeping Macro" and responded to many criticisms. He said, "Not long after I joined the company, I also advised to reduce debt and oppose diversification in front of several principal responsible persons of the company, because it is clearly written in the history of enterprise development at home and abroad that diversification mostly failed, which can be described as a narrow escape."

Now, after the storm, Ren Zeping’s Tik Tok has gained many fans in the past six months, engaged in live broadcast and sold courses … and it has flourished in its old business.

5. Yu Liang: Preparing for "Winter"

Vanke has been the leader of the industry all the year round, and its helm has naturally become recognized as the "leading brother" in the industry. The words of Yu Liang, Chairman of the Board of Directors, are often interpreted as the wind vane of the industry development, from setting the tone of "Silver Age" to "surviving" and then focusing on "management bonus".

Three years ago, Yu Liang put forward the idea of "surviving", and now it has become the main proposition of major housing enterprises and the most real existence of the real estate industry. Since the second half of this year, facing the complicated industry situation, Yu Liang’s thinking is very clear. On October 22, Vanke held a business exchange meeting in Shanghai. Yu Liang summed up the current situation and future development trend of the industry in sixteen words: respect common sense and return to normal; There is still a chance after the labor pains.

In Yu Liang’s view, the real estate industry has entered a new normal, and there are still opportunities after the pain. In this process, first solve your own problems and ensure your own safety. "Winter is the same, and it’s not easy; But spring is different, there are different living methods, and the key point is to study the’ living method of spring’. "　

6, Wang Jianlin: "light" return

Wang Jianlin, who kept a low profile for a long time and spent several years reducing his debts vigorously, became obviously active in 2021, and met with leaders at all levels in Tianjin, Changchun, Dalian, Chengde, Meishan, Zhaoqing and Zhuhai all over the country.

More importantly, on March 29th, Wanda Commercial Management Group signed an agreement with Zhuhai Municipal Government to settle the restructured Wanda Light Assets Commercial Management Company in Hengqin, Zhuhai, and Zhuhai State-owned Assets Supervision and Administration Commission invested 3 billion yuan to invest in Wanda Light Assets Commercial Management Company. Subsequently, the major shareholder of Wanda Commercial Management Group Co., Ltd. was changed to "Zhuhai Wanda Commercial Management" with a shareholding ratio of 100%. On this basis, on October 21st, Zhuhai Wanda Commercial Management submitted a prospectus to the Hong Kong Stock Exchange.

In terms of commercial operation, on June 12th, Yan ‘an Red Street, which was invested and built by Wanda Group, opened for business, and it has exceeded 4 million passengers only for over a hundred days. In wanda plaza, as of September 30th, wanda plaza entered the "400-store era".

On October 11th, China FAW and Wanda Group announced their strategic cooperation, and they will jointly set up an automobile service company to build a "brand-new Hongqi Shangchao Experience Store" nationwide. Then, it was reported that Wang Jianlin had traded his car for Cheng Hongqi, and at the same time, he asked corporate executives to also trade their cars for Cheng Hongqi.

7. Huang Qisen: "Second Venture"?

Taihe has been in debt crisis for more than a year, and Taihe’s projects have been shut down for a long time. Since the beginning of this year, with the gradual easing of financial pressure, Taihe projects have also resumed work. On April 28th, Huang Qisen said at the internal mobilization meeting that when Taihe resumed its work, production and sales in an all-round way, he hoped that the company would unify its thinking, understanding and cohesion.

In July, Taihe’s internal magazine "Taikehui" was re-published, and Huang Qisen published a signed article entitled "Situation and Task of Taihe", saying that Taihe "began to enter the mountain road" and looked forward to the prospect of the company’s "second venture". On this basis, on August 28th, Huang Qisen appeared in the spotlight at the press conference held in China Yard of Taihe. He said that the future development of Taihe will be "changed" and "unchanged". What remains unchanged is the ingenuity of products and the persistence of China traditional culture, and what changes is Taihe’s pursuit of scale. In the future, Taihe will take the development path of "small but beautiful, small but fine".

However, for Huang Qisen, building products is an important starting point for Taihe to maintain its competitiveness, but at present, solving the debt problem is the only way for the company to tide over the liquidity crisis and solve the problem of the majority of owners handing over houses.

8. Zeng Baobao: "The darkest hour"

The crisis of Fantasia broke out on October 4, and the balance of a US dollar bill failed to be paid on schedule, taking the lead in lying flat, which not only caused Fantasia itself to fall into a liquidity crisis, but also triggered the default of US dollar debt of housing enterprises. That evening, Zeng Baobao released a movie poster of "The Dark Hour" in Weibo, which was suspected of being in the mood at that time. But not long after, she released two circles of friends, and had a clearer and more positive attitude towards the current problems.

"Things come, don’t escape; When you encounter a problem, solve it. " On October 8, when Zeng Baobao released "Bao Ye’s Letter" to all employees, he explained that the liquidity difficulty of Fantasia Year originated from the early morning of September 29, when Standard & Poor’s suddenly downgraded the company’s rating, which seriously restricted the cross-financing of the company at home and abroad, and the liquidity was tense in stages. At the same time, Zeng Baobao promised to the outside world that he would never "lie flat", strive to control and eliminate risks and get out of the liquidity dilemma as soon as possible.

At the same time that Zeng Baobao expressed his position, Fantasia was also actively saving himself. In the past three months, Fantasia’s major foreign investment companies have successively withdrawn from more than ten project subsidiaries or investment partnerships in Shenzhen, Chengdu, Hangzhou and Beijing by mortgage or sale.

9. Huang Hongyun: Husband and wife "dark war"

2021 is an unusual year for Huang Hongyun. At the beginning of this year, Jinke Co., Ltd. experienced a great personnel change. Jiang Sihai, the former chairman of the company, and Yu Linqiang, the president, retired behind the scenes. Zhou Da was elected as the chairman of the company and Yang Chengjun was elected as the president of the group.

Such a change of guard at the top of the core is also regarded by the industry as Huang Hongyun’s "unbreakable" attitude. Prior to this, Jinke ended the control dispute with Sunac, which took four years, and set a sales target of 450 billion yuan in five years. It is not difficult to see Huang Hongyun’s thirst for scale.

Although Huang Hongyun held the position of the company’s actual controller, the division of equity property once caused Jinke to fall into a public opinion storm. In the middle of the year, an "open letter to all employees of Jinke" fermented on the Internet, tearing apart the divorce dispute between Huang Hongyun and his ex-wife Tao Hongxia. Huang Hongyun once said on many public occasions that "I personally will not give up the control of the company, and Jinke is my life".

Near the end of the year, Jinke was deeply troubled by the rumors of capital chain break. Although it quickly denied that the report was untrue, behind the frequent rumors and rumors was the concern of the outside world about Jinke’s operating conditions and liquidity.

10. Hu Baosen: "seeking help" due to disaster.

As the founder of Jianye Department, he was also one of the "three gentlemen" of real estate in his early years. As Wang Shi and Feng Lun gradually faded out, Hu Baosen became the only "elder" who stuck to the front line.

In May this year, Hu Baosen listed Zhongyuan Jianye, a construction agent under Jianye Real Estate, as the fourth listing platform of Jianye Department. On June 28th, the signing ceremony of strategic cooperation between Jianye Group and Ronghua Holdings was held in Xi ‘an. Hu Baosen said that Shaanxi was the first stop for Jianye to go to and serve the Great Central Plains.

In September this year, Jianye Real Estate once again became the focus of attention inside and outside the industry. Taking the July 20th rainstorm in Zhengzhou as the cause, a distress letter "Report on Major Risks and Crises of Enterprises and Asking for Help and Rescue" sent by Jianye Group to the Henan Provincial Government was widely circulated, and caused great waves in the market. Because of this letter, the share prices of the four listed companies in the "Jianye Department" fell in unison, and the liquidity problem of Jianye Real Estate was also exposed in the spotlight.

Since the second half of the year, Hu Baosen has taken measures to inject confidence into the market. On November 8, Jianye paid $375 million to repurchase 66.75% of the senior notes due on the same day; On the same day, Jianye also disclosed that it had repurchased 2 million shares on the Hong Kong Stock Exchange at a total consideration of HK$ 2,072,500.

Beijing News reporter Zhang Xiaolan　

Editor Yang Juanjuan proofreads Liu Baoqing.

Image source information picture (except signature)