The closest discovery of an industry may only be in the eyes of the leading big traders in the industry.

But it is also because the enterprise is getting bigger and bigger, and the big boss's public speech is getting less and less, or more and more conservative.

A few words from some internal meetings may reflect one or two.

In June 5438 +2022 10, Yu Liang made an internal speech at Vanke's year-end conference, which mentioned the industry, Vanke itself and its future development.

About 6000 words of text, I read and thought, this text has been read for a long time.

I will extract some information about Yu Liang's industry and urban development and share it with you. The small print in italics below is my note to my brother. You can watch it or not.

I hope that through this information, we can also help you to increase some thinking about this industry.

About industry

0 1, the industry entered the stage of shrinking the table and clearing it out.

For the real estate industry, shrinking the table and clearing the table means de-financialization.

The state does not allow real estate to occupy too much financial resources, nor does it allow residents to bear a high debt burden because of buying a house.

Because these financial resources do not effectively support the real economy.

De-financialization is a happy trend and a painful process.

-shrinking the balance sheet means shrinking the balance sheet of the whole enterprise. In other words, we should get rid of all the bad debts and get rid of them unswervingly.

Yu Liang said that this process is the process of giving up sugar. It's painful and depressing, but it's something that must be done.

02. The age of customers who bought Vanke house last year was delayed by two years.

Although some restrictions on buying houses may be relaxed, real estate speculation is still not allowed, and the increase limit will be retained. The government also controls investment speculation through taxes or restrictions on transfer.

Although "housing" may release some demand, is there such a big demand today? Last year, the age of customers who bought Vanke's house was delayed by two years, with the continuous demand being met.

The total amount is also getting smaller.

The housing supply in the core and major cities will increase, and some improved demand that has not been met due to purchase restriction may be released in the future.

But everyone should adapt to the reality that the industry is returning to people's livelihood, and don't expect prices to rise.

Although I don't know the specific age, I have expressed that the future buyers are getting older and older. First, young people are not anxious about real estate. Second, market demand has improved more than just needed. These signs also indicate that the total demand will decrease in the future.

In addition, cities will be divided, and housing supply in core and major cities will increase. In other words, in some cities with weak energy levels, the decline in demand may be more obvious.

03, if something is not done well, you may have to cancel the whole system.

Investing in Canada needs further consideration.

Faced with shrinking market differentiation and limited profits, we need higher quality investment.

It is necessary to change from unified and decentralized investment in the past to local intensive investment with better market performance and verified team trading ability.

If some places are really bad, you may have to cancel the whole system and take back the serial number.

The projects we are facing are more and more complicated, and the more complicated the situation, the more we must adhere to various disciplines.

-This is also a signal of Vanke's urban contraction, and it also expresses Vanke's attitude towards future investment.

In fact, in the first echelon of housing enterprises, Vanke has the least urban layout, in other words, it is actually the most creative city. At this stage, Vanke still expresses the signal of contraction, and everyone can feel the power of market differentiation.

04. Everyone's income will definitely drop sharply this year.

From today's perspective, does the region really need to establish so many product lines and so many product leaders?

Similar projects and product teams need to build a chess game. In the face of fierce competition, we don't have so many resources and energy to distract ourselves.

Everyone's income will definitely drop sharply this year. Of course, we should not think of the organization's positioning point as just income, this new positioning point, we should establish new positioning points in all aspects.

Our benefits, subsidies, etc. It should be adapted to the era of black iron.

-The industry is now a low-profit era of 10%, which is much lower than in the past, so the income of the corresponding real estate developers will be the same.

Not only that, the staffing will also be reduced, and benefits and bonuses will also be reduced. The core is that this is no longer silver or gold, but a naked black iron age.

I vaguely remember that the Silver Age didn't last long, but I don't know how long the Black Iron Age will last.

In addition, in this era of black iron, it is definitely not feasible to be extravagant and wasteful, to be a setter, to fake hands and to subcontract at different levels in the past, which is also Yu Liang's view.

05. Heroes can only be judged by winning or losing.

Strong performance. Heroes can only be judged by winning or losing, and cadres can only be selected from the winning team.

Managers should settle down and set an example first. Now the regiment has cancelled the hierarchy of the original group partners, and all the original group partners have all sunk to their subordinate units.

Be an all-around champion. The era of eating the world at one stroke has passed, and now we should pay equal attention to development, management and service.

-This should be the most inspiring voice of real estate people.

The shrinkage of the industry brings about the shrinkage of the scale of employees. Who can survive on this track?

Yu Liang said a lot, and I saw three points. The first is winning or losing, the second is going to the battlefield, and the third is omnipotent.

This seems a bit demanding, but it is also a skill that everyone needs in the future.

06. finally

Of course, we all know that for the person in charge of such a large enterprise, moderate pessimism about the future may be a way to stay awake, and individuals may not have to be so anxious.

But it does not prevent us from thinking calmly about this industry. Again, this era is unprecedented in this industry. Only by being careful about the future can we protect ourselves better.