Chapter 57 When Sun Hongbin confronted Wang Shi

Before 2002, Sunco had not left Tianjin City. As the boss of Tianjin's real estate industry, Sun Hongbin joined Zhongchengfang.com initiated by Vanke Wang Shi.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 benefit in 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.

Not long after Sun Hongbin joined Zhongchengfang.com, he showed his contempt for authority and his rebellious side.At a forum in 2001, someone suggested that Vanke would take the lead in uniting various companies to buy land across the country.Sun Hongbin, who was sitting in a corner, suddenly said coldly: "Why do you want to focus on Vanke?" An entrepreneur next to him told him that Wang Shi proposed that Zhongchengfang.com was initiated, and that the agreement was drafted by Vanke.Sun Hongbin immediately responded, "Let Shunchi do the drafting then." Hearing the words, the four people all looked at it in astonishment.

After all, this was Sun Hongbin's first round against Wang Shi.At that time, Vanke and Wang Shi were already in full swing. Regardless of the scale, popularity or appeal of entrepreneurs, Sunco and Vanke, Sun Hongbin and Wang Shi were not the same.However, Sun Hongbin doesn't seem to be humble at all to this senior who is 12 years older than himself. In a blink of an eye, July 2003 was another forum held by Zhongchengfang.com.When it was Sun Hongbin'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 5 billion to 8 billion yuan. Sunco's sales this year will be more than It has reached 4 billion yuan, and our mid-to-long-term strategy is to be number one in the country.” At this point, he paused for a moment, looked sideways at Wang Shi, who was sitting aside with a cloudy expression, and then said leisurely: “ That is to surpass everyone here, including Mr. Wang."

At this time, the audience was completely silent, and everyone's eyes were on Wang Shi's expression.Since his debut 19 years ago, this is probably the most bizarre thing that Wang Shi has encountered. No one has ever dared to challenge him in person with such a gunpowder-flavored gesture. It seems that this is not the way entrepreneurs should get along. .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 Hongbin's expectations.He seemed like a bad boy who succeeded in playing a prank, and responded with a sly smile: "Mr. Wang, we may not be able to surpass, but you must let us have an ideal."

This interesting detail was witnessed by dozens of reporters present. In everyone's impression, Sunco and Sun Hongbin were just second-rate characters in China's real estate industry. He looked at it 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 Hongbin's performance undoubtedly excited the reporters who feared that the world would not be chaotic. From then on, every move of Sunco was able to go to the pages of mainstream financial media.A few days later, Sun Hongbin, who had earned a lot of attention, returned to the company. He held a high-level meeting and announced that Sunco will 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 Hunk, the Action of the Ant".Reminiscent of the scene when he challenged Wang Shi a few days ago, he compared himself to a swan, and naturally regarded the latter as a bird.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 Hongbin 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, at this moment, he has seen the bottom of China's real estate industry at a glance. After 2002, China’s real estate market was booming. The average annual growth rate of housing prices in central cities such as Beijing and Shanghai was over 30%. Housing prices in sub-central cities such as Wuhan, Chongqing, and Tianjin also rose. Real estate speculators have appeared, and what is even more noticeable is that many second-tier cities have also reached the moment when housing prices blow out.Sun Hongbin judged that with the improvement of the macro economy, China's real estate market will have a longer period of rising stage, which is very similar to the economic take-off period of Hong Kong, Japan and South Korea.

In this context, the vast majority of real estate companies across the country are settled in one city, and only a small number of companies such as Vanke have started off-site development.Driven by the concept of urban management, local governments actually hope that powerful foreign real estate companies will enter into the development, and 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 Hongbin came to the conclusion that this is the best time to go out of Tianjin and 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.In 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 quickly buy land..."

After making up his mind to go out of Tianjin, the first thing Sun Hongbin 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 Hongbin's goal was achieved immediately. He failed to anger Wang Shi, who had a violent temperament in his early years and cultivated it very well later, but he also made people in the industry and media reporters fall below their glasses. Sun Hongbin went to the whole country, and the first big battle was chosen in Beijing.Shenzhen Housing Fair - the full name of "China (Shenzhen) International Housing and Construction Technology Exhibition", was the largest real estate exhibition in China at that time, with more than 100,000 participants every year, and almost all heavyweight real estate entrepreneurs attended the meeting Appeared, so it was regarded as "Super Vanity Fair".At the Shenzhen Housing Fair in November 2002, Sun Hongbin once again made an astonishing statement: "Good houses in Beijing have not yet appeared." Just this sentence offended thousands of colleagues in the capital.

On December 8, 2003, Beijing auctioned for the first time a large amount of state-owned land - Land No. 1, North District, Huangcun Satellite City, Daxing District. The 750-square-meter conference hall of the International Hotel was full of seats. A total of 10 real estate developers signed up to bid, including China Resources, Zhuzong, Guangdong R&F and other well-known bigwigs, and Sunco was also among them. It was not very eye-catching at the beginning.Although not long ago, Sun Hongbin had been fired as a news figure, but everyone still regarded him as a dramatic figure who likes to say crazy things.The auction ended, and Sunco won the land at RMB 905 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 housing price of this project will reach 6,300 yuan per square meter, which is about 2,000 yuan higher than that of projects in the same area.

At this time, people believed that Sun Hongbin, 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 Hongbin 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 category belongs to the large-scale plots in the target cities, which are in line with the company's long-term strategic goals and can make Sunco a regional leader in the future.

From September 2003 to August 2004, developers all over the country experienced one storm after another.In Shijiazhuang, Sunco won a piece of land with a starting price of 204 million yuan for 597 million yuan; in Qingpu, Shanghai, it won 130 mu of land for 120 million yuan; in Nanjing, it won the land of Hexi Olympic Sports Center for 653 million yuan ; In Suzhou, it even bid 2.72 billion yuan to occupy the land in Suzhou Industrial Park.In Tianjin, the base area, Sunco spent 1.7515 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 on the same stage. His president was furious and drafted a letter of proposal to the industry, arguing that Shunco's participation in the bidding disrupted the land order in Shijiazhuang and led to chaos The situation affects the sustainable development of Shijiazhuang land. 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 10 pieces of land with a construction area of ​​nearly 10 million square meters, of which the Yangtze River Delta area accounted for 4 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 Hongbin's performance seems to be very convincing. In 2003, Sunco's sales reached 4.5 billion yuan as he predicted, while Vanke's sales in that year were 6.3 billion yuan.In the eyes of the outside world, the young Sunco may really be able to surpass the industry's big brother Vanke in the next year or two.The national strategic plan proposed by Sun Hongbin makes people see his great ambition: within 3 years, enter the first-tier city Beijing, enter the second-tier cities with growth potential, and enter the third-tier cities around Tianjin; within 5 years, concentrate on entering more than two First-tier cities, covering the surrounding second-tier cities with the first-tier cities as the center; within 10 years, become a mainstream developer in all first-tier cities and cover most second-tier cities. In the history of Chinese enterprises, we have witnessed too many exciting strategic plans. This time, can Sunco be "accidentally" successful?