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人才流失导致规模掉队,昔日“利润王”中海地产风光不再

来源: 南方日报网络版     时间: 2019年11月14日 19:33:17
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(事)(实)(上)(,伴)(随)(着)(6月)(份)(棚)(改)(货)(币)(化)(政)(策)(的)(出)(台)(,火)(热)(的)(三)(四)(线)(市)(场)(随)(之)(进)(入)(成)(交)(冰)(冷)(期)(,此)(前)(重)(仓)(三)(四)(线)(房)(企)(也)(迅)(速)(调)(整)(方)(向)(,转)(而)(拥)(抱)(一)(二)(线)(市)(场)(。但)(由)(于)(一)(二)(线)(调)(控)(政)(策)(长)(期)(趋)(严)(,且)(市)(场)(趋)(于)(饱)(和)(导)(致)(同)(区)(域)(房)(企)(同)(质)(化)(项)(目)(竞)(争)(激)(烈)(,加)(剧)(销)(售)(难)(度)(,中)(海)(地)(产)(想)(要)(在)(一)(二)(线)(获)(得)(业)(绩)(大)(增)(,并)(不)(容)(易)(。
从)(克)(而)(瑞)(中)(心)(监)(测)(的)(城)(市)(新)(开)(盘)(项)(目)(去)(化)(变)(化)(情)(况)(看)(,7月)(以)(来)(,一)(二)(线)(城)(市)(新)(开)(盘)(、加)(推)(项)(目)(开)(盘)(去)(化)(率)(总)(体)(呈)(稳)(步)(下)(滑)(趋)(势)(,十)(一)(黄)(金)(周)(总)(体)(去)(化)(率)(仅)(为)(54%。而)(曾)(经)(的)(热)(点)(城)(市)(福)(州)(、苏)(州)(、杭)(州)(项)(目)(去)(化)(表)(现)(低)(迷)(,单)(个)(项)(目)(的)(最)(高)(去)(化)(率)(基)(本)(都)(不)(高)(于)(50%。在)(国)(庆)(黄)(金)(周)(期)(间)(,31个)(重)(点)(监)(测)(城)(市)(成)(交)(量)(环)(比)(大)(降)(近)(七)(成)(,跌)(至)(历)(史)(低)(位)(,同)(比)(下)(滑)(27%;其)(中)(,重)(庆)(、青)(岛)(、南)(京)(等)(13城)(成)(交)(量)(同)(比)(腰)(斩)(,杭)(州)(、扬)(州)(、建)(阳)(同)(比)(跌)(幅)(超)(80%。
“多)(个)(城)(市)(的)(房)(地)(产)(市)(场)(出)(现)(冲)(高)(回)(落)(,房)(价)(调)(整)(开)(始)(从)(点)(蔓)(延)(到)(区)(域)(,热)(点)(城)(市)(房)(价)(逐)(渐)(下)(行)(,购)(买)(力)(很)(难)(再)(支)(撑)(市)(场)(继)(续)(走)(高)(。”中)(原)(地)(产)(分)(析)(师)(张)(大)(伟)(表)(示)(,热)(点)(城)(市)(进)(入)(“卖)(不)(完)(”的)(时)(代)(,包)(括)(北)(京)(、上)(海)(、杭)(州)(、南)(京)(、温)(州)(等)(一)(二)(线)(城)(市)(,库)(存)(均)(出)(现)(环)(比)(上)(升)(,除)(少)(数)(热)(点)(刚)(需)(项)(目)(外)(,去)(化)(率)(快)(速)(下)(行)(。
由)(此)(看)(来)(,尽)(管)(一)(二)(线)(城)(市)(对)(房)(企)(的)(吸)(引)(力)(较)(大)(,但)(短)(期)(来)(看)(,中)(海)(想)(要)(靠)(二)(线)(城)(市)(实)(现)(业)(绩)(突)(破)(,挑)(战)(较)(大)(。
股)(权)(激)(励)(能)(否)(破)(解)(人)(才)(流)(失)(难)(题)(?
事)(实)(上)(,曾)(经)(的)(中)(海)(地)(产)(也)(享)(受)(过)(规)(模)(和)(利)(润)(双)(丰)(收)(的)(美)(誉)(。在)(2015年)(,中)(海)(与)(万)(科)((SZ:000002)曾)(位)(列)(中)(国)(房)(地)(产)(企)(业)(排)(行)(榜)(冠)(亚)(军)(位)(置)(,但)(这)(一)(局)(势)(却)(在)(2016年)(陡)(然)(改)(变)(。2016和)(2017年)(,中)(海)(地)(产)(的)(销)(售)(增)(速)(呈)(大)(幅)(下)(滑)(趋)(势)(,其)(中)(,2016年)(也)(成)(为)(了)(中)(海)(的)(业)(绩)(分)(水)(岭)(。这)(一)(年)(,中)(海)(地)(产)(退)(出)(了)(房)(企)(第)(一)(阵)(营)(,而)(后)(的)(2017年)(,其)(15%的)(销)(售)(增)(速)(也)(使)(其)(在)(行)(业)(排)(名)(中)(进)(一)(步)(退)(后)(。
是)(什)(么)(重)(大)(因)(素)(,导)(致)(中)(海)(地)(产)(2016年)(掉)(队)(?事)(实)(上)(,这)(一)(年)(,中)(海)(地)(产)(内)(部)(最)(明)(显)(的)(问)(题)(是)(多)(个)(人)(事)(震)(荡)(的)(调)(整)(,几)(乎)(伴)(随)(了)(2016年)(全)(年)(的)(发)(展)(之)(中)(。据)(媒)(体)(统)(计)(,2016年)(,中)(海)(地)(产)(近)(10位)(高)(管)(或)(离)(职)(或)(调)(整)(工)(作)(。而)(自)(董)(事)(局)(主)(席)(颜)(建)(国)(2016年)(年)(底)(回)(到)(中)(海)(后)(,很)(快)(又)(在)(内)(部)(掀)(起)(了)(新)(一)(轮)(的)(换)(血)(运)(动)(,在)(织)(架)(构)(、管)(控)(模)(式)(、拿)(地)(方)(式)(、人)(员)(配)(备)(、公)(司)(流)(程)(上)(均)(做)(出)(相)(应)(调)(整)(,频)(繁)(的)(人)(事)(变)(动)(对)(业)(绩)(的)(影)(响)(也)(在)(随)(后)(两)(年)(中)(显)(现)(出)(来)(。
如)(何)(解)(决)(人)(才)(流)(失)(难)(题)(是)(中)(海)(面)(临)(的)(重)(大)(难)(题)(。这)(家)(有)(着)(地)(产)(界)(“黄)(埔)(军)(校)(”之)(称)(的)(房)(企)(,内)(部)(架)(构)(上)(究)(竟)(存)(在)(怎)(样)(的)(问)(题)(,导)(致)(多)(年)(来)(人)(才)(流)(失)(问)(题)(始)(终)(未)(能)(得)(到)(解)(决)(?
资)(料)(显)(示)(,从)(2013年)(起)(,中)(海)(地)(产)(的)(不)(少)(中)(高)(层)(开)(始)(流)(失)(,比)(如)(,之)(前)(长)(期)(负)(责)(财)(务)(融)(资)(的)(吴)(建)(斌)(去)(了)(碧)(桂)(园)(,之)(前)(长)(期)(负)(责)(计)(划)(管)(理)(和)(合)(约)(成)(本)(管)(理)(的)(阚)(乃)(桂)(去)(了)(世)(茂)(集)(团)(;在)(2015年)(,原)(营)(销)(公)(司)(董)(事)(长)(曲)(咏)(海)(、原)(美)(国)(公)(司)(副)(总)(裁)(朱)(明)(辉)(和)(原)(助)(理)(总)(裁)(、副)(总)(建)(筑)(师)(范)(逸)(汀)(又)(相)(继)(辞)(职)(。2016年)(,原)(中)(海)(执)(行)(董)(事)(兼)(总)(裁)(陈)(谊)(辞)(职)(等)(等)(......
除)(了)(早)(年)(被)(万)(科)(“海)(盗)(”计)(划)(挖)(去)(不)(少)(人)(才)(之)(外)(,近)(年)(来)(,中)(海)(地)(产)(更)(多)(的)(人)(才)(流)(失)(或)(来)(源)(于)(内)(部)(人)(才)(管)(理)(体)(系)(的)(不)(完)(善)(。通)(过)(一)(些)(出)(走)(“高)(管)(”对)(离)(职)(原)(因)(的)(回)(应)(来)(看)(,中)(海)(地)(产)(虽)(然)(作)(为)(央)(企)(,但)(待)(遇)(上)(不)(太)(高)(,而)(且)(企)(业)(内)(部)(架)(构)(固)(定)(,导)(致)(晋)(升)(空)(间)(有)(限)(。阿)(里)(巴)(巴)(创)(始)(人)(马)(云)(曾)(说)(,“员)(工)(离)(职)(要)(么)(是)(钱)(没)(给)(到)(位)(,要)(么)(是)(心)(受)(委)(屈)(了)(。”由)(此)(来)(看)(,中)(海)(地)(产)(在)(人)(才)(管)(理)(上)(,似)(乎)(有)(些)(后)(知)(后)(觉)(。
直)(到)(今)(年)(6月)(份)(,中)(海)(地)(产)(公)(布)(了)(400名)(中)(高)(层)(员)(工)(股)(权)(激)(励)(方)(案)(。对)(于)(房)(企)(普)(遍)(热)(衷)(的)(跟)(投)(制)(度)(,颜)(建)(国)(强)(调)(跟)(投)(制)(度)(并)(不)(适)(合)(中)(海)(,“任)(何)(一)(种)(激)(励)(方)(式)(各)(有)(利)(弊)(,我)(们)(选)(择)(了)(对)(我)(们)(更)(适)(合)(的)(一)(种)(。”
亿)(翰)(智)(库)(研)(究)(总)(监)(张)(化)(东)(向)(蓝)(鲸)(房)(产)(表)(示)(,股)(权)(激)(励)(更)(倾)(向)(于)(引)(导)(企)(业)(整)(体)(战)(略)(的)(发)(展)(,是)(一)(种)(更)(加)(强)(调)(长)(期)(和)(整)(体)(性)(的)(盈)(利)(机)(制)(。但)(他)(也)(表)(示)(,在)(薪)(酬)(激)(励)(方)(面)(,跟)(投)(制)(度)(的)(时)(效)(更)(短)(,更)(直)(接)(,强)(调)(的)(是)(单)(个)(项)(目)(的)(运)(营)(,偏)(重)(于)(项)(目)(下)(沉)(。
国)(泰)(君)(安)(分)(析)(师)(刘)(斐)(凡)(也)(曾)(分)(析)(表)(示)(:“过)(去)(中)(海)(在)(激)(励)(上)(是)(不)(足)(的)(,受)(限)(于)(央)(企)(身)(份)(,要)(推)(出)(合)(伙)(人)(制)(度)(等)(激)(励)(措)(施)(存)(在)(很)(多)(掣)(肘)(。
违)(规)(销)(售)(频)(出)(昔)(日)(“利)(润)(王)(”风)(光)(不)(再)(
虽)(然)(规)(模)(增)(速)(不)(及)(同)(行)(,但)(中)(海)(地)(产)(在)(行)(业)(“利)(润)(榜)(”排)(名)(一)(直)(靠)(前)(,从)(而)(被)(冠)(以)(“最)(赚)(钱)(”房)(企)(的)(名)(号)(,其)(较)(低)(的)(融)(资)(成)(本)(、严)(格)(的)(工)(程)(管)(控)(等)(也)(被)(业)(内)(广)(为)(效)(仿)(。但)(近)(两)(年)(,“利)(润)(王)(”的)(美)(誉)(却)(正)(在)(离)(中)(海)(地)(产)(渐)(行)(渐)(远)(。
数)(据)(显)(示)(,2017年)(上)(半)(年)(股)(东)(应)(占)(利)(润)(水)(平)(不)(及)(恒)(大)(,丢)(掉)(了)(利)(润)(总)(额)(第)(一)(的)(位)(置)(。而)(至)(2018上)(半)(年)(,恒)(大)(净)(利)(润)(546亿)(继)(续)(蝉)(联)(利)(润)(之)(王)(,中)(海)(与)(其)(的)(差)(距)(拉)(的)(更)(大)(了)(。
据)(其)(半)(年)(报)(显)(示)(,中)(海)(地)(产)(上)(半)(年)(实)(现)(毛)(利)(润)(和)(净)(利)(润)(分)(别)(为)(317.19亿)(和)(232.13亿)(港)(币)(,同)(比)(分)(别)(增)(长)(21%和)(8%。标)(普)(全)(球)(评)(级)(统)(计)(数)(据)(,2018年)(上)(半)(年)(,开)(发)(商)(的)(平)(均)(毛)(利)(润)(率)(从)(2017年)(的)(约)(30%升)(至)(33%。中)(海)(地)(产)(利)(润)(率)(增)(速)(放)(缓)(之)(下)(,毛)(利)(率)(明)(显)(低)(于)(平)(均)(水)(平)(。
或)(许)(是)(为)(了)(加)(强)(利)(润)(优)(势)(,拥)(有)(央)(企)(背)(景)(的)(中)(海)(地)(产)(却)(甘)(冒)(风)(险)(违)(规)(操)(盘)(。今)(年)(3月)(,北)(京)(大)(兴)(区)(住)(建)(委)(认)(定)(中)(信)(逸)(海)(园)(在)(销)(售)(中)(存)(在)(违)(规)(行)(为)(,给)(予)(限)(制)(网)(上)(签)(约)(的)(行)(政)(处)(罚)(。而)(中)(信)(逸)(海)(园)(项)(目)(在)(2016年)(被)(中)(海)(地)(产)(并)(购)(,购)(房)(者)(在)(同)(年)(11月)(与)(中)(海)(地)(产)(签)(署)(了)(预)(售)(合)(同)(,未)(曾)(料)(到)(,销)(售)(人)(员)(承)(诺)(的)(库)(房)(赠)(送)(面)(积)(在)(合)(同)(中)(一)(并)(计)(入)(了)(住)(宅)(面)(积)(,并)(与)(住)(宅)(同)(价)(销)(售)(,与)(同)(期)(销)(售)(的)(其)(他)(户)(型)(地)(下)(室)(相)(比)(,售)(价)(相)(差)(了)(近)(20倍)(,以)(此)(方)(式)(“补)(利)(润)(”的)(做)(法)(,引)(起)(了)(相)(关)(部)(门)(的)(审)(查)(。
一)(位)(不)(愿)(具)(名)(的)(业)(内)(人)(士)(向)(蓝)(鲸)(房)(产)(记)(者)(指)(出)(,中)(海)(在)(融)(资)(成)(本)(、建)(安)(成)(本)(以)(及)(土)(地)(投)(资)(等)(方)(面)(均)(受)(业)(内)(认)(可)(,但)(也)(是)(由)(于)(其)(高)(标)(准)(的)(成)(本)(控)(制)(,使)(得)(一)(些)(项)(目)(在)(建)(造)(、营)(销)(等)(方)(面)(出)(现)(违)(规)(行)(为)(。
追)(求)(利)(润)(又)(想)(求)(速)(度)(的)(中)(海)(地)(产)(,要)(如)(何)(在)(这)(场)(规)(模)(战)(役)(中)(赢)(得)(胜)(利)(?显)(然)(,昔)(日)(“利)(润)(王)(”要)(考)(虑)(的)(还)(有)(很)(多)(。返)(回)(搜)(狐)(,查)(看)(更)(多)(
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