Characters experience, Yang Guoqiang.

Yang Guoqiang, about 5' 8 ",is dark and thin, and his suit is always the bigger size. He is from Beijiao, Shunde. His family was poor since childhood and never wore shoes before 17 years old. He once worked as a farm worker, a plasterer and a construction contractor, earning 180 yuan per month.

Peasant background, 1980 construction contractor, 1992 first developed Shunde country garden. Country Garden has completed 38,000 residential units in the Mainland so far, and is developing more than 100 residential projects with a total construction area of over180,000 square meters. Country Garden was listed in April 2007, with a financing of10 billion yuan. Yang Guoqiang keeps a low profile, but his amazing achievements in the industry have always been talked about. These figures can reflect its pivotal position in the industry: in 2006, private enterprises in China ranked first in tax payment, and one of the only owners of two well-known real estate trademarks in China, with a construction area of about 6,543,800 square meters, ranking fourth in the country. Country Garden has completed 38,000 residential units in the Mainland, and 27 residential projects are under construction, with a total construction area of over 6,543.8+0.8 million square meters, and more than 654.38+0.000 national and Southeast Asian projects. In addition to residential projects, it also includes many hotel businesses. Develop and operate five-star hotels 1 home, four-star hotels 1 home, and eight five-star standard hotels have been built or under construction.

In May 2002, the sales hall of Guangzhou Country Garden Phoenix City was crowded, which not only made Yang

Worried to say "terrible", even some people in the industry who have seen the world at the scene say "terrible" without exception. This popularity may be created by only Yang. Yang's Country Garden career began at 1992. In the development process of 10, Country Garden played the slogan of "Give you a five-star home", and successively developed more than 10 super-large residential quarters such as Shunde Country Garden, guangzhou country garden, South China Country Garden, Country Garden Phoenix, Licheng Country Garden, Country Garden Golf Life Village, Country Garden, Biguihua City, Bihai Xuan Ming and Cuijin Haoting. More than 30,000 wealthy families from Hong Kong, the Pearl River Delta region and various provinces and cities have settled in Country Garden, and have successively won dozens of honors and awards, such as outstanding demonstration residential quarters of urban property management, top 20 real estate credits in Guangdong Province, outstanding model projects in Guangdong Province, real estate credit enterprises in Guangdong Province, AAA credit units of China Construction Bank and Industrial and Commercial Bank of China, and provincial gold customers of China Agricultural Bank. On this basis, Country Garden boasts that it is "the flag of residential areas in South China".

For the real estate industry, Country Garden's model is familiar. As early as 10 years ago, Yang Guoqiang, a native of Shunde, saw the requirements of a group of people who got rich first for high-end residential communities, joined the real estate industry and invested in the construction of the pioneering work of Country Garden-Shunde Country Garden. While improving the living conditions of the first rich, Yang's purpose is to help them "get rich". This orientation was undoubtedly echoed by people who just got rid of poverty at that time and were eager to show off their wealth and show their uniqueness, so it was a great success. After earning his first pot of gold in Shunde Country Garden, he moved to Guangzhou and built guangzhou country garden and South China Country Garden in the same way.

However, Guangzhou's real estate industry is strong, and Yang's Country Garden project in South China has encountered problems. At the critical moment, he gave up the idea of serving only the rich first and began to introduce the concept of "phased positioning" in the construction of Country Garden. Country Garden denies that the class can't be crossed, and thinks that people's current state, whether they are rich first or new, is staged, and they all have the power to grow in "growth and development". Just because each "stratum" only represents different stages of human development, the core of the appeal is an equalization based on "generalization", which makes Country Garden begin to change to civilians and breeds the popularity of Country Garden today.

Yang Guoqiang not only adopted the strategy of "pan-market orientation" in real estate management, but also learned from others in employing people, which is another key to his success. Although Country Garden once set an amazing record of selling a villa every minute, people still have different views on it.

Praisers believe that Yang has created a new profit model of "cost leadership". Yang's definition of Country Garden boasts that he "never talks about theory", in fact, it contains a very clear competitive strategy thought, that is, the total cost is ahead. His "house factory" is very famous in Guangdong, which means to build a building like a factory assembly line, pay attention to controlling costs and reducing prices. This is undoubtedly very important in the process of real estate development. However, it is this that has aroused many people's criticism. Some people think that the success of Country Garden is only the success of real estate marketing, not the success of architectural design and planning. It can even be said that it is a failure in this respect, which is much inferior to many unknown developers. For example, they say that the architectural layout and planning and design of Country Garden reflect pragmatism, lack romance and passion, and have a strong epitome of Yang in the construction of Country Garden ... These disputes can also be seen, but Yang's influence in Guangdong's real estate industry. The discussion of Country Garden has risen to the level of urban planning and real estate culture. In the eyes of many Guangzhou residents, Phoenix, the Country Garden in Guangzhou, has become an independent satellite towns in the east of Guangzhou. Managing such a huge real estate kingdom, Yang Guoqiang still does many things by himself. People close to him said that on the morning of New Year's Day, he forgot to spend the New Year with his family, so he began to discuss with the company's top management to develop the second phase of Zhaoqing Country Garden project. On days when he doesn't need to travel, he likes to sit quietly in the corner of the sales office and observe the sales of new buildings. When Yang Guoqiang was a child, his family was very poor. He used to farm and herd cattle in the countryside, but later he turned to be a construction worker. In his twenties, Yang Guoqiang joined Beijiao Construction Engineering Company, a subsidiary of the town government, starting from the bottom, and by the early 1990s, he had been promoted to general manager. Yang Guoqiang started his business for the first time. When the enterprise was restructured, he bought the Northern Suburb Construction Engineering Company with several fellow villagers and became a major shareholder. Later, Beijiao Building was renamed Guangdong Tengyue Construction Engineering Company and became a subsidiary of Country Garden.

However, his real estate road suffered a major setback from the beginning. In the 1990s, he bought a large piece of wasteland at the junction of Bijiang and Guishan in Shunde at a low price and began to enter the real estate industry in the name of "Country Garden". However, due to the bursting of the mainland property market bubble, only 3 of the 4,000 Country Gardens were sold, almost turning into uncompleted residential flats. .

Yang Guoqiang finally turned the corner and had to mention Wang Zhigang, a real estate planner who was a journalist. After observing Country Garden, Wang Zhigang proposed to build an aristocratic international school to attract rich children, so as to drive students' families to buy houses and settle down. This plan just meets the needs of the wealthy Guangdong market. Yang Guoqiang decisively adopted this suggestion, and Country Garden became an instant hit. Yang Guoqiang not only brought customers to real estate sales through aristocratic schools, but also brought a lot of liquidity to Country Garden, which was in trouble at that time, with a tuition fee of 300,000 per person. This case later became a classic of Chinese marketing, and Wang Zhigang became famous in one fell swoop. As he wished, Yang Guoqiang stayed behind the scenes for 15 years. However, public attention is inevitable. After the second daughter Yang became the richest woman in China, Yang Guoqiang once again became the protagonist of media reports. This time, the reason is that he may spend tens of billions of Hong Kong dollars to buy a 75% stake in Hong Kong Shaw, a TVB holding company. This is the only word that Zhong Quanwei, chairman of the real estate agency consulting company, intuitively thought of. Most of the real estate people interviewed were also surprised by the cross-border acquisition in Yang Guoqiang.

Yang Guoqiang's resume is all about real estate-construction worker, contractor and developer. He knows about real estate. Earlier, he was basically in charge of things that needed to be decided, from land acquisition, planning and design to construction and property management. Yang Guoqiang's appearance has been praised and criticized by the Hong Kong media. Yang Guoqiang can speak Cantonese. He started advertising on TVB from 65438 to 0993. Hong Kong people are no strangers to Country Garden, but after all, it has no tradition of Hong Kong family. Recently, the Hong Kong capital market is not optimistic about mainland real estate stocks, which has also led to a sharp decline in the market value of Country Garden.

Yang Guoqiang is often described as the richest man in China:/kloc-Before the age of 0/7, he never wore shoes and was untidy. He always wore a suit one size larger, took off his shoes and crossed his legs in meetings, and started a business. He never goes to the city, only picks up the wasteland that others don't care about, and hundreds of cranes work at the same time, "selling villas like cabbage." On the other hand, he is a mysterious figure. He does not accept media interviews, nor does he attend various lively occasions, and he is at arm's length with his mainland counterparts. It was not until April 2007 that Country Garden was listed in Hong Kong that it appeared in public. On the surface, Yang Guoqiang has no rules in doing business, but the data proves otherwise-the average national sales price of Country Garden property is 3,500 yuan/square meter. To do this, thanks to his "low-cost land, large-scale production, rapid sales" model. Most of the land in Yang Guoqiang is concentrated in suburban wasteland. For the development of these low-priced land, the local government will have more requirements: building hotels, supporting facilities and introducing large supermarkets. Many developers did some calculations, and found that the loss outweighed the gain, but Yang Guoqiang not only did it, but also made money. Yang Guoqiang's management ability is not as bad as the outside world thinks. His former assistant revealed that the phenomenon of "personal arrangement", which has been criticized, only appeared in the early days. The company is on the right track. Yang not only pays attention to the big but also makes good use of people.

The well-known Wang Zhigang and "Twelve Disciples" appeared in 1993 and 1998 respectively. The former makes Shunde Country Garden turn the corner; The latter makes guangzhou country garden a classic marketing case. The so-called twelve disciples, in fact, there are as many as 40 people. Before being recruited by Yang Guoqiang in batches, they worked as sales managers in various buildings in Guangzhou. Compared with the twelve disciples, Yang Guoqiang is quiet, low-key and conservative. With 10 yuan in his pocket, he will only invest in 5 yuan. At the end of 2007, when the capital chain of Guangdong real estate developers began to be tense, the book cash balance of Yang Guoqiang Company was HK$ 9.5 billion.

At the end of 2007, it was reported that Country Garden was suspected of "taking land at zero land price" and hoarding a lot of land. Yang Guoqiang was very depressed. He once complained to people around him: He has been doing things seriously, why did he attract so many people's incomprehension? He impulsively announced to the outside world that in 2008, the construction volume of Country Garden will double to 6,543,800 square meters. In this way, the land reserve of 40 million square meters will get rid of the suspicion of hoarding land.

Whether the acquisition of TVB is another impulsive move by Yang Guoqiang is unknown to others. Coincidentally, Wu He, who bought on behalf of Yang Guoqiang, joined Country Garden before and after the storm of land hoarding. Before that, Yang Guoqiang showed no special interest in the media. Watching TV, watching the news broadcast, and using the computer to read only the financial report, besides, these two appliances have no special significance to him. Another way of saying this is that Yang Guoqiang took a fancy to the Qingshui Bay plot owned by Shaw. Yang Guoqiang once told people around him about his dream: to have a house facing the sea and the expressway. There are many books in the house. He can read alone behind closed doors. When he wants to meet someone, he can drive the car and turn into the highway quickly.

Now, in front of his dream, there is TVB. Because the company is listed in Hong Kong, Yang Guoqiang, the extremely low-key chairman of Country Garden, has gradually attracted the attention of all parties, and his legendary wealth-making experience has also been called a myth by the industry.