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The research of American experts shows that specialization strategy is suitable for highly developed competitive markets such as the United States and Britain, while diversified group enterprises are more in line with the enterprise form of emerging markets. Ye Feng Group's 25-year wind and rain practice once again proves the truth that "the East shines, and the West shines again" may be the development road of China enterprises.

"The endless grass on the plain comes and goes with each season. Wildfire never completely devoured them, and they grew taller again in the spring breeze. " Bai Juyi, a poet in the Tang Dynasty, has a long history and is a household name. In particular, "Wildfire won't devour them, they will be tall again in the spring breeze" has become an eternal swan song, passed down from generation to generation. Ye Feng Group Co., Ltd. takes perseverance and forge ahead as its name and concept, and has interpreted the entrepreneurial spirit of "Ye Feng" with 25 years of vigorous development. When you walk west to east along the Wang Chao route in the center of Hangzhou, you will see a beautiful building north of Huancheng North Road in Hangzhou-Wild Wind Modern City. People remembered her developer, Ye Feng Group. Moderator: Do you think the sustainable development of Wild Wind in the past 25 years should be attributed to opportunities or your management?

Y: One depends on opportunities and the other on management.

Moderator: Why do you say that?

Yu: From the perspective of opportunity, I am a lucky person. I seized many opportunities that this era gave me. From a business point of view, I am not an excellent operator. I am the first batch of people to run enterprises after the reform and opening up. An enterprise with billions of assets should not be too big for a diversified enterprise group. But one thing, I am glad that we have developed for 25 years. Although the speed is not fast, we walk steadily and practically at every step.

Compere: In the past impression, Wild Wind represented clothing more, but now, Wild Wind Real Estate has become a famous brand. The largest building in downtown Hangzhou, the Wild Wind Modern City with more than 500,000 square meters, is your masterpiece.

Y: Yes, the "Modern Garden" has become a highlight of Hang Cheng since its launch, and the sales of the second phase of the project "Modern Garden" and "Modern Territory" are also very good.

Moderator: It is not easy for Ye Feng to become the first phalanx of real estate enterprises in our province in just a few years, because our real estate developers in Zhejiang, especially in Hang Cheng, are recognized as leading in the country in terms of development concept, development scale and overall performance. In your opinion, your "Modern City" series products are very popular in the market. What is the main secret of success?

Yu: The secret of success is actually very simple, that is, to have a sense of quality products and to build a house that everyone likes to live in.

This may be known to everyone, but it will be different in the actual development process. In addition, I think being surrounded by strong hands will give me a kind of pressure, so I have to keep improving, keep making progress, make high-quality products and win the market.

Moderator: For real estate enterprises, product sales and land plots are very important, and subsequent development is closely related to land reserve. In my opinion, the "modern" series products launched by Yefeng are closely related to the success of site selection, and Yefeng has already reserved such a large-scale land along the river in a sub-center like Hang Cheng, so people inside and outside the industry have to admire the foresight of Yefeng's decision makers.

Y: You're right. Lot is an important factor affecting real estate sales. In the early 1990s, we took a fancy to this land by the Shangtang River. The benevolent Leshan, the wise happy water. Where there is water, there is aura. Living by the water is a standard of ideal housing for urban residents. With a good plot, there must be a good design. This is like having a rough jade, and turning it into a beautiful jade depends on the technical level of the craftsman. The first phase of our modern city, "Modern Yayuan", was designed by a Hong Kong architect. The second phase of "Modern Famous Garden" combines the successful development experience of the first phase of Modern Yayuan, and strives to make new breakthroughs and improvements in planning and layout, architectural design, environmental landscape and comprehensive facilities. In the modern park, there are hundreds of meters of green belts along the river on the west side, and there are municipal parks covering an area of about 16000 square meters. There is an artificial lake and some residential buildings surround the park. Many residents can see the beautiful scenery of the park at home. Such a large park landscape package is rare in the current urban real estate, so many buyers place orders as soon as they see it. In addition to small and medium-sized high-end apartments, modern territory introduced pure LOFT high-space commercial buildings for the first time, and the landscape design was designed by Canadian Aoya Landscape Architects. Our wild wind should create a modern and elegant life for people who have lived in cities for a long time and blow the "wind" into the wild. Land reserve is an important foundation for the sustainable development of real estate enterprises. Although you must have vision, you must also have strength. Ye Feng Group is a diversified enterprise, not a single real estate development enterprise, so it can be reliably guaranteed in terms of funds. Moderator: In recent years, as the real estate market in our province continues to be hot, some large and powerful enterprises in other industries have also begun to set foot in the real estate industry. At the same time, as far as I know, a few large real estate enterprises have invested their funds in other industries, such as medicine. Do these two diversified forms indicate that diversified real estate enterprises have advantages over purely professional real estate development enterprises?

Yu: Recently, some experts said that China enterprises can adopt diversification strategy for three reasons: first, there is no contradiction between enterprise diversification and core competitiveness, and examples prove that enterprise diversification can achieve more stable survival; Second, many domestic industries are still in the stage of staking land, and they will get money when they occupy this market for the first time; Third, there are many industrial opportunities in China, and it is also the way for enterprises to develop if the East is not bright and the West is bright. The research of American experts shows that specialization strategy is suitable for highly developed competitive markets such as the United States and Britain, while diversified group enterprises are more in line with the enterprise form of emerging markets. Domestic enterprises choose diversification because the expansion of enterprise product market can't achieve real scale efficiency to a great extent. The most typical is the real estate market. The top 10 developers in Hong Kong can account for 90% of the total market share. However, after years of development, China real estate developers still rarely see national brands.

There are many reasons, but one thing is certain, that is, after real estate enterprises develop to a certain scale, their scale benefits are not obvious. This is why real estate makes money to invest in other industries, and rich people from other industries also come to engage in the strange circle of real estate. Moderator: It is said that there are three firsts in the development history of Ye Feng Group: 1988, the first Sino-foreign textile and garment joint venture in Zhejiang Province was established; 1990 Ye Feng came to Hangzhou for development, the first township enterprise; 1992 founded the first private real estate company in Zhejiang. At that time, real estate was still a relatively unpopular industry. At that time, the main business of clothing production and export was very successful. What was your main consideration in joining the real estate industry?

Yu: After more than 10 years of reform, opening up and economic development, by 1992, the living standards of Zhejiang people had been greatly improved, and many industries, including real estate, were born and appeared under the demand of the market.

At that time, the real estate industry had a preliminary market, and some people who got rich first had the need to buy houses to improve housing conditions. Seeing the huge business opportunities in the future, we formally established Ye Feng Group Company and real estate development company in Hangzhou, and began to set foot in real estate, chemical industry, medicine and other industries. Moderator: From 1999, within a few years, the performance of real estate development has impressed colleagues in other provinces and cities, and now the average house price in urban areas has soared to the top three in the country. Do you think the real estate fever in Hangzhou is normal? Is there any foam? Yu: In recent years, thanks to the government's housing reform policy and the macro-policy environment of accelerating urbanization, Hangzhou's beautiful geographical environment and the "living in Hangzhou and starting a business" advocated by the municipal government have created a development environment of "good weather, favorable location and harmonious people" for Hangzhou real estate companies, and their business has developed rapidly.

At the same time, real estate development companies in Hangzhou have also contributed to the transformation of the old city and the beautification of the city. With the completion of new buildings and commercial buildings along the street, most of the landscape along the street and community houses have changed their appearance, and the landscape in Hangzhou is more and more beautiful like the beautiful West Lake. The "Beautiful West Lake, Broken City" that was still circulating in the early 1990s has become a thing of the past forever. As a provincial capital city and a scenic tourist city, Hangzhou is favored by many consumers inside and outside the province, and the rise in housing prices is a reflection of the shortage of real estate market.

In my opinion, the rapid development of Hangzhou's real estate industry and the vigorous development of the market are normal manifestations of sustained economic development and strong market demand in all parts of our province. Moderator: Recently, the state has issued some important policies for the real estate industry, which have had a considerable impact on the real estate industry. How to treat the current development prospect and housing price trend of the real estate industry in our province? Yu: The popularity of the real estate industry has attracted the attention of other industries. In the past two years, many new faces have appeared in the same industry in our province. The state may have seen this phenomenon and adopted macro-control policies to ensure the healthy development of the housing industry. But the development prospect of the real estate industry in our province must be good.

First of all, it is people's general yearning and demand for high-quality life. The people's living standards in our province have been significantly improved, and the material richness has profoundly changed people's attitude towards life and way of thinking. People can't be satisfied with the basic needs of food and shelter. With the increasingly intense work and fierce competition, people pay more and more attention to the quality of home life. Nearly three-quarters of a person's life is spent at home. It has become the driving force for people to strive to improve the warmth and comfort of "home" and let their families live a high-quality life. Secondly, the developed economy in our province paved the way for the urbanization process.

At present, the urbanization rate of our province is less than half that of developed countries. In the next few years, a large number of people from rural areas and small towns will enter large and medium-sized cities, which will create a huge market for the housing industry. In addition, there are many old houses in this city with historical problems such as unreasonable internal structure, small area, incomplete living facilities and lack of supporting property management. These houses will also enter the scope of renovation one after another. Finally, China people have a unique complex of fixed assets investment. People in China prefer to buy houses and shops. Only when they have their own house can they feel at ease. Therefore, real estate has also become a hot spot for some people to invest. As for the trend of housing prices, it should be decided by the market itself. Moderator: At present, Ye Feng Group has dozens of joint ventures, holding companies and compact enterprises. In addition to real estate development, it also integrates chemical medicine, construction, import and export trade, knitting and clothing, paper packaging and financial investment, and its assets have reached billions.

As a private enterprise, from 1980 to today's scale, the development momentum in 25 years is amazing. I have seen many private enterprises that can only last for a few years. I have seen the rapid decline of enterprises born in the 1990s, and I have also seen some surviving "small" old enterprises. Are you particularly lucky in the wild? Or do you have any special advantages?

Yu: In the early 1980s, it had special social and historical conditions, which constantly tested the survival skills of enterprises. At that time, I often realized the taste of "willfulness" and "indecision". At that time, the market in China was not long open, allowing the establishment of township enterprises. Township enterprises in Dongyang have mushroomed. At that time, it was determined that the main direction of attack was the clothing industry. Growing up in the countryside, I couldn't do anything else after graduating from high school, so I set up Shitan garment factory in my hometown of Dongyang. At that time, there was no market experience in running enterprises, only "crossing the river by feeling the stones". Although the enterprise started early and took the lead, the clothing industry has fierce competition because of the same product positioning and mutual cloning. During the period of clothing production and operation, it is no exaggeration to describe it as "doing everything possible, going through hardships and traveling all over Qian Shan".

Later, I seized the opportunity to set up a joint venture with China Textile Import and Export Corporation and Provincial Garment Import and Export Corporation, and started the production and processing of exported garments. 199 1 At the beginning of the year, Huaxi Garment Co., Ltd. was established with another company, and the "Ye Feng Garment Group Company" was established the following year, thus establishing Ye Feng's leading position in Zhejiang garment production and export industry. "Wild Wind" has no special care policy like other private enterprises since its birth. To talk about advantages, we must rely on excellent product quality and seize development opportunities. For those enterprises that have been eliminated, according to my personal experience and observation, the main reasons for their failure are: first, they have not persistently controlled the quality of their products; Second, we cannot solve the difficulties we face and strive for development opportunities. Moderator: As a private entrepreneur with 25 years of entrepreneurial experience, what do you think are the main difficulties encountered by private enterprises in their development?

Yu: Private enterprises were born with China's reform and opening-up policy, and the surviving enterprises were constantly tempered and developed in the market competition. In my opinion, the main difficulties in the development of private enterprises are:

First of all, due to historical reasons, China artificially divides the economic nature, that is, different enterprises enjoy different policies or different rights and interests because of different economic components, which is equivalent to the fact that there is no unified "rules of the game" in market competition, which makes many township enterprises and private enterprises lose their way and find no basis and dependence. With the increasing proportion of private economy, the state has adjusted relevant policies and introduced some policies and measures to promote the development of private enterprises, but most of them are exploratory, exploratory and tentative, which makes the implementation of policies relatively weak.

Secondly, there is a lack of laws and regulations to protect the legitimate rights and interests of private enterprises and promote their development. So far, except for the Law on Township Enterprises, most private enterprises have appeared in the form of "regulations".

Third, the poor credit status, that is, the "integrity" crisis has restricted the development of small and medium-sized private enterprises. Credit is an important foundation of market economy, and a good credit relationship is a favorable guarantee to maintain the normal operation of enterprises and the healthy and sustainable development of the national economy. Breach of contract, bad debts and all kinds of fraud between enterprises directly or indirectly put enterprises into crisis, while private enterprises face greater credit risk.

Fourth, the reasons for the poor competitiveness of enterprises themselves. Such as low management level; The ability of new product development is weak and the product structure is aging; Backward technical equipment; The quality of employees in enterprises is generally low. At present, the life span of small and medium-sized private enterprises is shortening day by day. From 5-6 years in the 1980s to 3-4 years now, they have closed down in just 1-2 years.

Moderator: What do you think is the best growth environment for private enterprises?

Y: The best growth environment is a level playing field. Moderator: It is not easy for Ye Feng Group to develop continuously for 25 years. So, in the face of the above difficulties and environment, how do you deal with them?

Y: Market competition is like a game. First of all, we should understand the rules of the game and get all kinds of useful information in time. In the early days of starting a business, although there was a strong desire to explore commodity information at that time, there were few channels to obtain information. At that time, newspapers could only be seen in village branches and township offices. The only thing I could do was to take the initiative and use my two legs to "run" and travel all over the country step by step, from village to township, from town to city, from city to provincial capital Hangzhou.

So many old friends often tease me and say: I walk like running, and his best role is to be an international walking coach. In fact, this is forced by more than 20 years of business work. I think most private entrepreneurs in China are excellent walkers. Since I have said "walk" and "run", what I appreciate most is Mr. Feng Gensheng's "flying bird" theory: "Fly forward with the enterprise, don't look back, don't stop, fly hard, fly fast, fly high and fly out of the range of the gun." I am far behind them. Moderator: You are very modest.

Y: Actually, I didn't do as well as them. In addition, I think that in the market competition, private enterprises should give full play to their special advantages and competitive advantages, such as quick decision-making ability, pragmatic work style, flexible distribution system and employment system, and be able to respond quickly according to the rapid changes in the market and adjust the product structure and production scale in time, so as to take the lead in the market competition. In addition, China has a vast territory, extremely uneven development and great income difference, so private enterprises can make use of every opportunity to make up the gap and produce regional and distinctive products to meet the needs of consumers in different regions and at different levels.

It is very important for enterprises to win with "sincerity" and "quality". Only good products can win a good reputation, just as people think of Nestle when they mention coffee, Mercedes-Benz BMW when they mention cars, and Haier when they mention refrigerators. They represent noble quality and reputation. Since its establishment, Ye Feng Group has always put product quality first. Whether it is clothing, chemical raw materials or houses, we should spare no effort to do our best. I think the managers of private enterprises should consciously improve their comprehensive quality and management level. The most important thing is that they can always have a sense of urgency and always remember that they are walking on thin ice, and the crisis is just around the corner!

Moderator: On the wall of your office, I saw two sentences: "Honesty-based, reputation first." These are two slogans. In daily business management, what is needed is not a slogan, but an idea and culture that is truly accepted by all employees. What do you think of the accumulation of Wild Wind and its unique corporate culture?

Yu: Corporate culture is intangible software. In short, it is a work attitude. Mainly from the values, thoughts and behaviors of company members. Indeed, we can formulate and promote a series of slogans, but I think "honesty first, reputation first" should really become the thought and behavior standard of all employees in Ye Feng. The core of corporate culture actually comes from the founder's philosophy of life. The words and deeds, behavior style and acceptance criteria of the top supervisor will leave a deep impression on subordinates and directly or indirectly affect them, thus forming an atmosphere. Moderator: Can you tell me about your style and behavior standards?

Yu: As a business leader, I think the most important thing is to have personality charm and humanistic quality. First of all, we should be confident and shoulder our responsibilities. When Harry Truman was president of the United States, he hung a sign in the Oval Office: "The responsibility stops here!" "

I really appreciate his principles and tolerance. No matter for individuals, enterprises or countries, only if you have the responsibility, courage and ability can you achieve great things. The difference between successful people and unsuccessful people is that successful people form the habit of doing things, while unsuccessful people don't. Microsoft's three principles of daily work have inspired me a lot: "Don't sit if you can stand and talk, don't go to the conference room if you can solve it at your desk, and don't send documents if you can take notes." It is this efficient work habit and attitude that has made the IT industry a giant.

As a business leader, it is more important to have good ethics and sacrifice dedication. I accidentally read this sentence many years ago: "Character determines fate, bearing affects pattern", which is really reasonable. The starting point and end result of running an enterprise, doing industry and acting as an agent should be the overall situation of the enterprise, its long-term interests and its future development. If you are short-sighted and only look at the immediate personal interests, it is doomed that the enterprise has no tolerance, no pattern and no courage. Moderator: As a successful entrepreneur, what is your life ideal now, or what is your future plan for the enterprise?

I remember a management scientist abroad once said, "Managing a successful company is like putting five balls in the air, four of which are white balls, one of which says' product', one says' sales', the third says' relationship between enterprises and companies' and the fourth says' employees'. Besides these four white balls, there is also a red ball.

Without profit, even if the company has the best products, the best image, the most dedicated employees and the most eye-catching financial foundation, it will soon get into trouble. But this does not mean that profit and economic benefits are the only pursuit goals.

Winning profits and obtaining benefits are only the basic demand levels of enterprises. In addition, efforts should be made to make enterprises develop into organizations with extended social benefits such as "honesty", "respect", "serving society" and "caring for life". The purpose of enterprise development is to produce high-quality products to meet the needs of consumers; Provide employment opportunities for people and protect the legitimate rights and interests of employees; In order to repay the society and create social benefits. In particular, it should be a conscious behavior of a mature entrepreneur to repay the society. Moderator: As soon as the annual Forbes Rich List is published, it will set off an uproar, which in turn will lead to a wealth discussion in the whole society. With billions of dollars in assets, you are undoubtedly a real rich man. So, what are your unique personal opinions and feelings about wealth?

Y: First of all, I want to say that we are very lucky. We have lived in an era when we can openly talk about wealth, and we still have an era of wealth. The just pursuit of wealth is the motive force and purpose of modern people's survival. People who don't want to own their wealth are lazy people who don't want to make progress; If you don't rely on your own intelligence to get wealth, it is whimsical to lie on your parents' credit books and wait for a big treasure to fall from the sky or a person who greedily grabs it. He is a hopeless man. Wealth is neutral and objective.

The reason why wealth is derogatory and immoral is not the money itself, but the people who own it. If you know how to use money to do more meaningful things, then money can play a greater role and truly appreciate and feel the happiness of owning wealth; If you only spend it on fine food, you will be insatiable in material enjoyment and eventually become a slave to money. It is precisely because wealth has super power that it puts forward higher requirements for the quality and morality of entrepreneurs.

I think, as an entrepreneur, you should understand the true meaning of wealth. A particularly important responsibility of entrepreneurs is not only to give alms, but to reduce the recipients of alms, that is, to show a responsibility to society by running enterprises well, paying more taxes and creating more employment opportunities. The more wealth a person has, the greater his responsibility to society. If he is not responsible for society, wealth will change hands at any time. Private enterprises are not named "private", and there is no selfless world that can't do much. As early as two thousand years ago, the sage Confucius once said, "A gentleman loves money and takes it wisely."

The standard for measuring the rich cannot be limited to money in a narrow sense. France evaluates whether a person can enter the middle class not only by income, but also by education level, how many concerts he has attended and how much money he has raised for organizations such as the Wildlife Fund. Only when these aspects are done well will he think that you are an educated middle class and a rich man, not an upstart.

The amount of wealth can reflect a person's ability, but it does not represent your character and cultivation. How to get it right and use it properly can truly reflect your personal wealth and values. Moderator: It is said that you are not only a permanent founding member of Zhejiang Charity Federation, but also the vice president of Xiacheng Charity Federation. Ye Feng Group has been enthusiastic about public welfare undertakings for many years, and donated nearly 654.38+million yuan in the name of Ye Feng Company. These charitable acts are the practice of your above thoughts.

Yu: Over the years, Ye Feng Group has indeed done a lot of public welfare activities. In his hometown, he donated 6.5438+0.6 million yuan to build a new Shitan Middle School in Dongyang City. Donate 500,000 yuan to the teaching assistants in primary and secondary schools in poverty-stricken areas in my hometown; Donated 800,000 yuan to the elderly and poor households in Beijiang Town, Dongyang County, Hubei Province; Donated about 6.5438+0.2 million yuan to build a liquefied petroleum gas station in Enshi City, Hubei Province, and funded the construction of Hope Primary School, funded the People's Hospital, provided financial support for civil affairs, public security and other units in poverty-stricken areas, and also provided education for five poor local college students; 1998 donated 500,000 yuan and property worth 500,000 yuan for disaster relief in Zhejiang Province; In 2002, he donated 6.5438+0.2 million yuan to the Municipal Charity Federation; Actively respond to the action of "Spring Breeze Stay" in downtown Hangzhou. Since 2000, it has donated 50,000 yuan every year to send warmth to the needy people in Hangzhou. This year, the Wild Wind Special Education Fund was established. In the first year, I donated 200 thousand to buy a "wild wind love car" to pick up teachers and students. After that, it donated 6.5438+0.5 million yuan to the school every year to support the special education of Jinhua Qi Ming School. I think this is very meaningful and very happy. I am happy because I can help others. Moderator: What kind of wealth do you want to leave for your children?

Yu: As the saying goes: "Jinshan Yinshan, there is also a day to sit on the mountain and watch the tiger fight." The most important thing for children is their career. I respect my children's choices. So far, I have no deliberate arrangement for my children. Just assume the basic responsibility of the father and provide good educational conditions and environment for the children. Now my eldest daughter works in Mitsubishi Corporation. Choosing a career and developing a career depends entirely on their personal efforts.