Coquettish Rebirth

In terms of real estate development, Sun Hongbing was exceptionally tough.China's real estate industry is an industry full of gray transactions. Behind many plots of land there is a disgusting game story, and various interests are entangled. Balance the relationship in the dirty whirlpool, mutual arbitrage.Sun Hongbing doesn't seem to be in the game, and most of his land is acquired through cooperative development and open bidding.At the bidding meeting, he was famous for his aggressiveness and unwillingness to back down when he took the land.A Sunco employee later recalled: "Every time we work on a project, everyone thinks that we are crazy and almost finished, but we have survived."

Although the cost of land acquisition is a bit high, Sunco's projects always rely on promotion and hype to make them flourish. Its advertisements are also as ostentatious and imposing as Sun Hongbing himself. Every time a real estate is launched, there must be a full page They bombarded full pages one after another, often using words such as "cover Tianjing with blue" or "Tianjing, look at me".This kind of yelling advertising model is looked down upon by professionals, but the market response is always very good.At the same time, Sunco is also superior to those state-owned real estate companies in terms of design and construction concepts.Relying on this powerful strategy of holding high and fighting high, although the price of Sunco real estate is higher than that of nearby areas, it is still welcomed by the citizens.By the end of 2002, the fast-growing Sunco had developed a total of 30 projects in Tianjing, with a construction area of ​​several million square meters, accounting for 20% of the city's total real estate development.Its ratio + length + wind + + + cfx + ratio is so high that only Frontier Guanghui Group can compare with it in major cities. The latter accounts for 40% of the commercial housing development in Urumqi.Sun Hongbing has really reached a peak in his career.But in his eyes, Tianjing was obviously not all he dreamed of.This ambitious man has set his sights on a bigger world: all of China.When Sun Hongbing confronted Wang Shi, Jia Hongjian's "disciple".Or before 2002.Sunco has not left the city of Tianjing yet.As the boss of the local real estate industry, Sun Hongbing joined Zhongcheng Fangwang initiated by Vanke Wangshi.Founded in 1999, this is a loose organization composed of mainstream developers in various cities across the country. Its purpose is to "form a benefit platform for collective procurement, information sharing, and mutual financing."In fact, none of these functions were able to be realized, and it eventually became the "Huashan" of real estate bigwigs. Whoever has a greater voice here seems to mean that he has more status in the world.

Soon after Sun Hongbing joined Zhongchengfang.com, he showed his contempt for authority and his rebellious side. At a forum in 2001, someone suggested that Vanke should take the lead.Unite with each family to buy land across the country.Sun Hongbing, who was sitting in a corner, suddenly said: "Why do you want to focus on Vanke?" An entrepreneur next to him told him.Zhongchengfang.com was initiated by Wang Shi, and the agreement was drafted by Vanke.Sun Hongbing immediately responded, "Then let Shunchi do the drafting." Hearing this, the four members were all stunned.After all, this was Sun Hongbing's first round against Wang Shi.At that time, Vanke and Wang Shi were already in full swing.Regardless of the size of the enterprise, the popularity or the appeal of entrepreneurs.Sunco and Vanke.Sun Hongbing and Wang Shi are not the same.However, Sun Hongbing didn't seem to be humble at all to this senior who was 12 years older than himself.Maybe.This is also the reason why Sun Hongbing and Liu Chuanzhi fought back then. Maybe he was born with a love of challenging authority?In a blink of an eye, it was July 2003, and it was another forum of Zhongchengfang.com.It was Sun Hongbing's turn to speak.He babbled for a while, and then suddenly said in an understatement tone: "A city should be able to support a real estate company with sales of 7 billion to 50 billion yuan. Sunco's sales this year will reach 80 billion yuan. Our mid-to-long-term strategy is to be number one in the country." At this point, he paused slightly, looked sideways at Wang Shi who was sitting aside with a cloudy expression, and then said leisurely: "That is to surpass Everyone here, including President Wang." At this time, the audience was completely silent, and everyone's eyes were on Wang Shi's expression.Since his debut 40 years ago, this is probably the most bizarre thing that Wang Shi has encountered. No one has ever dared to challenge him face to face with such a gunpowder-flavored gesture. It seems that this is not the way entrepreneurs should get along. road.He retorted almost without thinking: "It is impossible for you to surpass Vanke so quickly, should you pay attention to controlling risks?"…

Wang Shi's reaction was within Sun Hongbing's expectation.Like a bad boy who succeeded in playing a prank, he responded with a smirk: "Mr. Wang, we may not be able to surpass it, but you must let us have an ideal." The ten reporters witnessed with their own eyes that in everyone's impression, Sun Chi and Sun Hongbing were just second-rate characters in China's real estate industry, but this abrupt and provocative dialogue made everyone look at him with admiration.In an era of excessive information, any industry needs a few different heretics who use extreme or maverick ways to provide exciting topics for the tired media.

Sun Hongbing's performance undoubtedly excited the reporters who feared the world would not be chaotic. Since then, every move of Sunco has been able to run on the pages of mainstream financial media.A few days later, Sun Hongbing, who had earned enough attention, returned to the company. He held a high-level meeting and announced that Sunco would go to the country's major strategy and "firmly and resolutely carry out strategic reserves."The topic of his speech at the meeting was "The Ambition of the Hulk, the Action of the Ant".Reminiscent of the scene where he challenged Wang Shi a few days ago, he compares himself to a swan, and naturally regards the latter as a sparrow for no reason.In an interview with a reporter at the end of the year, when asked "Why Sunco challenged Vanke", he said bluntly: "Vanke is not our opponent." His explanation is of course "Our biggest enemy is ourselves "So, but its heart to challenge Vanke has been clearly revealed.

Sun Hongbing provoked Wang Shi in an almost rude way, which seemed incredible.However, apart from his unruly nature, what he did was not completely impulsive.In fact, as Liu Chuanzhi commented, Sun Hongbing has the ability to see the bottom line of a certain industry at a glance. After 2003, China's real estate market was booming.Housing prices in central cities such as the capital and Shanghai have increased by more than 30% annually, and housing prices in sub-central cities such as Wuhan, Yuqing, and Tianjing have also risen. There are also real estate speculators in places such as Hangzhou, where the purchasing power of the people is very strong. What attracts more attention is that many second-tier cities have also reached the moment when housing prices blow out.Sun Hongbing judged that with the improvement of the macro economy, China's real estate market will have a relatively long-term rising stage, which is very similar to the situation in Hong Kong, Japan, South Korea and other places when the economies took off.In this context, the vast majority of real estate companies across the country are located in one city, and only a small number of companies such as Vanke have started off-site development.Local governments are driven by the concept of operating cities.In fact, I very much hope that powerful real estate companies will enter the development.The public bidding system for land also provides policy possibilities for enterprises to acquire land.

One of the most important facts is that the real estate industry is really an industry with too high profits, and housing prices are in the channel of continuous rise.Based on the above analysis, Sun Hongbing came to the conclusion that.It was time to leave Tianjing.It is the best time to go to the whole country to "harvest rice".He is very dismissive of the debate about whether there is a real estate bubble or not.at a dialogue meeting.He said impatiently: "It is meaningless for us developers to discuss bubbles here. If you judge that there is a bubble, then sell the house quickly; if you judge that there is no bubble, then buy land quickly..." After making up his mind to leave Tianjing, The first thing Sun Hongbing has to do is to promote the brand of Sunco in the whole country.At this time, for him, the most direct and cost-effective way is to challenge the industry's number one leader in a sensational way.This is naturally a kind of eyeball economy.Sun Hongbing's goal was achieved at once. He failed to anger Wang Shi, who had a violent temperament in his early years and cultivated well later, but he also made people in the industry and media reporters fall into the eye.

Sun Hongbing went to the whole country, and the first big battle was chosen in the capital.The full name of the Shenzhen-Hong Kong Housing Fair is "China (Shenzhen-Hong Kong) International Housing and Construction Technology Exhibition". It was the largest real estate exhibition in China at that time, with more than 10 participants every year, and almost all heavyweight real estate entrepreneurs attended the meeting Appeared, so it was regarded as "Super Vanity Fair".At the housing fair in November 2003, Sun Hongbing once again made an astonishing statement: "Good houses in the capital have not yet appeared." Just this sentence offended thousands of colleagues in the capital. On February 11, Capital City auctioned for the first time a large amount of state-owned land, Land No. 2, North District, Satellite City, Daxing Huangcun. The 8-square-meter conference hall of the International Hotel was full of seats, and a total of 750 real estate developers signed up to bid for it. Among them were famous bigwigs such as Huarun, Zhuzong, and R&F, and Sunco was also among them. It was not very eye-catching at the beginning.Although not long ago, Sun Hongbing had been fired as a news figure, but everyone still regards him as a dramatic figure who likes to say crazy things.The auction ended, and Sunco won the land at RMB 10 million, more than double the starting price.

In the evening, Sunco announced that the Daxing project will be listed for sale in 6 months.Sunco's bid made the industry shout unimaginable.According to their calculations, the house price of this project will reach 6300 yuan per square meter, which is about 2000 yuan higher than that of projects in the same area.At this time, people believed that Sun Hongbing, who seemed a little crazy, really wanted to honor his provocation against Wang Shi.At the same time as the Beijing auction, more than a dozen research teams were already looking for land across the country like hungry cheetahs. Sun Hongbing divided the land to be acquired into four categories: the first category refers to small plots in third-tier cities, which can be quickly acquired. Realize cash flow and have a high profit margin; the second category is medium-to-high-end projects in major cities, which are small in scale and can be developed in one phase; the third category is medium-sized plots belonging to target cities, which are developed in two phases; The fourth type belongs to the large-scale plots in the target cities, which are in line with the company's long-term strategic goals and will enable Sunco to become a regional leader in the future.

From November 2003 to August 11, developers all over the country have withstood successive storms.In Shijiazhuang, Sunco won a piece of land with a starting price of 2004 million yuan for 8 million yuan; in Shanghai, it won 5.97 mu of land for 2.04 million yuan; in Nanjin, it won the Olympic Sports Center in Hexi for 1.2 million yuan land; in Suzhou, it even bid 130 billion yuan to occupy the land in the industrial park.In Tianjing, the base area, Sunco spent 6.53 billion yuan to buy supporting projects of the Olympic Center, setting a record in the history of public land transactions in the city.Most of the land purchased by Sunco is obtained from auctions, so in every city, it is regarded as a strange and terrible spoiler. He has acquired the nickname of "sky-high price maker".It has rightfully been resisted by many regional developers.In Shijiazhuang, the largest local real estate developer lost a bid with Sunco, and its president drafted a letter of proposal to the industry in anger, arguing that Shunco's participation in the bidding disrupted the local land order and caused The chaotic situation affects the continuous development of local land. Everyone should condemn Sunco and boycott him together.

Apart from vividly proving Sunco's attack power, these episodes can't stop its beast-like footsteps.By August 2004, Sunco raced across the country like a whirlwind, and purchased more than 8 pieces of land with a construction area of ​​nearly 10 million square meters, of which the Yangtze River Delta region accounted for 1000 million square meters.In just one year, Sunco has changed from a local company to a national company, and the number of employees has increased from a few hundred to nearly ten thousand.Sun Hongbing's performance seems to be very convincing. In 400, Sunco's sales reached 1 billion yuan as he predicted, while Vanke's sales in that year were 2003 billion yuan.In the eyes of the outside world, the young Sunco may really be able to surpass the industry's big brothers in the next year or two.The national strategic plan proposed by Sun Hongbing makes people see his great ambition: within 45 years, enter the first-tier cities capital, enter the second-tier cities with growth potential, and enter the third-tier cities around Tianjing; within 63 years, concentrate on entering the two For the above-mentioned first-tier cities, it will cover the surrounding second-tier cities with the first-tier cities as the center; within 3 years, it will become a mainstream developer in all first-tier cities and cover most of the second-tier cities.

In the history of Chinese enterprises, people have witnessed too many exciting strategic plans, but in the end 99% of these plans failed. This time, can Sunco succeed "unexpectedly"?