—— Hu Juhai's China Real Estate,No. 1 1 in 2009.

With the full implementation of housing monetization reform in this century, China's real estate industry has developed rapidly in the new decade, and the scale of enterprises has developed greatly. Many enterprises have gradually developed from urban real estate companies into regional and national large-scale group companies. As a result, the problems of multi-project management and remote management have arisen, which has brought new challenges to enterprise management reform. At present, Vanke, Wanda and other large real estate groups take standardization and informatization as priority countermeasures. "First-class enterprises make standards and second-rate enterprises make products". In order to become a first-class enterprise, everyone is eager for standardization. However, in today's global financial crisis, when the tide recedes, enterprises that insist on products and services are still the mainstay of the market economy, and many enterprises that focus on setting standards have been hard to find. There is an old saying: "If the skin doesn't exist, the hair will be attached." The purpose of standardization is actually to do a good job in products and services. Then, on the road of standardization, what matters need to be standardized by real estate enterprises and how to standardize them. When President Xu Jiankang led Baolong Group to vigorously promote standardized management, I would like to talk about some preliminary views. First, the business process is refined. Xu teacher often compares management to playing chess, knowing how to play three-step chess. In fact, the business process is most like playing chess. It arranges the business process of real estate in detail, and it solves when, who will do it and what to do. Different from playing chess by individual ability, enterprise management needs teamwork to complete. It is best for the business process to guide the work of every post and person in the enterprise. Its formulation is actually a process of detailed work, with emphasis on WBS (Task Deconstruction). Business process management should first consider the sequence of work, then classify according to the organizational structure and specialty of the department, and third, promote the application of projects or similar management software. Commercial real estate development can generally be divided into: pre-project (project site selection and investment decision-making development, project company preparation, product positioning, planning and building monomer scheme design, pre-project preparation); Mid-term projects (construction drawing design and management, development and construction application procedures, project construction management, cost control, project sales); In the later stage of the project (investment promotion, property management, property management), for multi-industry group companies, separate business departments should be set up for other industries. PROJECT is a software specially used for project management in Microsoft Office family, which has been widely used in the field of engineering construction in China for more than ten years. According to the workflow, the task is set by WBS task decomposition managed in stages. Straighten out the order and logical relationship between tasks in the pre-task; Check and control key nodes by setting milestone tasks; Guide the work of all business departments and management at all levels through subtasks, outlines and tasks; Optimize project management through key lines, PERT and other technologies; Compare, control and evaluate the planned and actual completion by setting benchmarks. The advanced application of Project can also manage resources and costs, while the application of Project Server enables large group enterprises to easily realize remote management and multi-project and multi-department coordination through Internet technology. Second, personnel positioning is clear. Han Xin can fight, the more the better, the way of fighting, divide and rule. When an enterprise grows bigger, it is necessary to carry out division of labor and authorization. The first step is to solve the problem of management level and span. Theoretically, if a leader has more than seven direct subordinates (managers), he must set up a deputy or increase the level. After multi-project and off-site operation of real estate enterprises, on the one hand, it is necessary to solve the division of labor between higher and lower legal entities, on the other hand, it is necessary to solve the division of labor and post responsibilities within legal entities. The division of labor of legal entities is usually based on the "two-level management model" of group → project or municipal company/group → regional group → project or municipal company. The establishment of departments and posts in the group headquarters is generally based on the principles of regional or project management, business process and specialized division of labor. According to the business process, real estate group can be roughly divided into "investment and development, design and research, construction and development, cost control, marketing planning, investment promotion" and other business departments. When there are few projects managed by the group, posts are generally created in departments according to their majors, and when there are many projects, they are still municipal companies. It is necessary to set up a secondary department responsible for regional projects within each department of the Group. For example, the cost control centers of some real estate companies set up three regional departments by region to manage the bidding, procurement, project budget settlement, visa change and contract work of several project companies respectively. It is not appropriate to subdivide departments by major, but posts can be set in secondary departments by major, which can greatly reduce the efficiency reduction caused by overlapping work. To be a clear-cut person and do a clear-cut thing, whether it is a department or post of a group or a project company, it is necessary to formulate detailed departmental responsibilities, job descriptions and division of powers and responsibilities. Third, scientific performance appraisal "planning, budgeting, standards, assessment, auditing, rewards and punishments" is known as the six magic weapons of enterprise internal control management. Performance appraisal is the baton of enterprise management. It should be "comprehensive, scientific and rigorous", otherwise it will easily lead enterprise management to one-sided or even wrong direction. For real estate projects, the assessment indicators mainly include: in terms of operation, return on investment of self-owned funds, time and amount of self-owned funds, total return on investment, total investment cycle and payback period, urban or regional market share, customer complaint rate and net cash flow; ? Total marketing sales (year, quarter and month), average selling price (discount or premium rate), signing payment period (average), mortgage signing payment period, marketing expense rate and opening time; ? The proportion of design positioning and price reduction promotion products, the implementation of quota design indicators, design changes, design quality and design completion time; ? Project quality, project progress, safe and civilized construction, data management and on-site visa; ? Cost control project cost and target cost saving rate, accuracy of budget preparation, accuracy and timeliness of progress payment review, contract management, bidding and procurement progress; ? Financial financing (time and amount), tax planning, financial incentives, cost accounting; ? The processing time and quality of the five certificates in the early stage of development, the reduction and deferment of construction fees; ? Administrative personnel management cost control, employee satisfaction, employee turnover rate, file management, vehicle management, fixed assets intact rate, office environment, etc. Fourth, the process of modular real estate development of building products is actually the research and development, design, production, sales and operation of building products. The construction products operated by real estate companies can generally be divided into: businesses, houses, apartments, villas, office buildings, hotels and so on. For large-scale commercial real estate, some people vividly compare it to the combination store model. Large supermarkets, department stores, electrical chain stores, cinemas, etc. It can be designed as an independent comprehensive module, which can be combined with other secondary main shops and shops according to the size and shape of the plot to form a large-scale business. Residential buildings can be designed in a standardized way according to a variety of apartment combinations, such as multi-storey, small high-rise (1 1), middle high-rise (18), and high-rise (about 30 floors) can be designed with an electrical (building) stairwell in different directions to meet different plot ratios and different plots. V. Menu-style construction practices In the design of building engineering, there are various schemes, such as roof practices, external wall practices, floor practices, pile foundation forms, foundation pit support types, and air conditioning equipment selection. The factors that affect the choice generally include cost performance, market application, local habits or requirements, etc. For example, in the technical standards of Vanke Real Estate, the schemes often adopted by enterprises are menu-based, so as to adapt to buildings of different regions and grades and avoid the choice of each project. In fact, the common technologies and materials in the market have their own value, and enterprises can sum up their own things in use for easy management. Vi. Bill of Quantities valuation in tender list format is a project contracting system widely adopted by all countries in the world, and it is a method suitable for owners and contractors, while project quota valuation is a method suitable for internal economic accounting valuation of construction enterprises. China's quota pricing is mainly based on the practice of the former Soviet Union in the planned economy era. At that time, the construction unit and the construction unit were subordinate units managed by * * *. The bill of quantities is first of all a physical list, and its unit price is generally the engineering entity that the owner can see, while the quota mostly reflects the construction technology and methods. In Shunde, Guangdong Province, which is the earliest in China to implement bill pricing, many projects are not only calculated by budget personnel according to the drawings, but also need a set of data measured by project management personnel on the spot, which is similar to the measured area when handling the real estate license. The list is followed by a comprehensive list, which integrates a number of construction technologies, and enterprises can further integrate on the basis of the list provided by the state. For example, the external wall can integrate mortar, insulation, tiles and scaffolding, and vertical transportation costs into a unit price according to the technical standards of enterprises; The reinforced concrete structure can be integrated with steel bars, concrete, formwork, vertical transportation and pumping of beams, slabs and columns of various specifications, and the prices of main materials of steel bars and concrete are calculated according to the specifications (the same is true for the actual labor contract of the construction unit); Of course, some on-site visas, such as demolition, digging holes, filling holes, closing doors and windows, planting steel bars, sporadic masonry, sporadic concrete, sporadic plastering, and earthwork garbage removal, should also be unified. This greatly reduces duplication of work. After the list is formatted, the work content is the same between different places and different projects, and the price becomes transparent and simple. Bill pricing is especially suitable for unit price contract, which makes the project bidding faster and better. Even large-scale projects can be contracted directly according to the enterprise's marked price, which is one of the management methods implemented by major domestic real estate developers. Seven, strategic procurement order strategic procurement is a different method from bidding procurement or direct procurement. Determining the strategic cooperation unit is only the first step of strategic procurement. It is a procurement mode that transplants the "wholesale agent" of materials and equipment to large group companies, and it is an order-based procurement mode. After the real estate group determines the strategic partner, the manufacturer or supplier of materials and equipment provides the product catalogue and price list to the real estate developer. After the two parties agree on the preferential discount rate and rebate according to the purchase quantity, they sign a strategic purchase agreement. Each real estate project company directly places an order for purchase according to the product catalogue and on-site demand, and the group will settle accounts with it regularly according to the order. Strategic procurement greatly shortens the procurement time, reduces the procurement cost, ensures the product procurement channels, and strengthens the quality and service. Eight, management document template In enterprise management, standardized and standardized document templates not only standardize and simplify management, but also provide work guidance. A good document model can manage many projects well, on the contrary, loopholes and errors also spread in various projects. Real estate enterprises should organize middle and senior managers and professional and technical personnel to carefully prepare demonstration documents based on the model texts recommended by the state and the province and drawing on the experience of other enterprises and groups. Real estate enterprises should generally standardize the following management documents: organizational structure, division of labor and approval authority table, administrative personnel management system, enterprise accounting system, real estate accounting treatment and cost accounting system, project bidding, procurement, contract and cost management system, investment project development system, project positioning and scheme design management system, design management system, project management system, marketing management system, performance appraisal system and other management systems and employee manuals. ? Plan, budget, report, accounts, management process approval form, meeting minutes format, etc. ? List of project contracting scope, tender and contract. ? Project target cost budget. ? The overall progress plan of the construction project, the work plan of prophase, design, bidding, construction and marketing. ? Market investigation report, project proposal and feasibility study report of the construction project. ? Sales plan, advertising planning proposal, sales manual, sales summary, market dynamic analysis report. ? Technical standards, scheme (construction drawing) design task book. ? Chart of accounts, accounting statements, accounting reports. ? Various work instruction documents, such as the operation instruction of project marketing node, the pre-project development and the work instruction of "five certificates". Nine. The unification of information management Some people say that China people use Chinese to manage enterprises, while Europeans and Americans use mathematics to manage enterprises. Now more and more enterprise managers don't look at the planned budget, statistical statements and financial statements, and even call it Chinese management. In fact, we have to take Chinese and mathematics as amateur courses since primary school. Why can't we do this in enterprise management? In the management of real estate enterprises, various departments will produce a lot of management information. If this information is not standardized and uniformly coded, it will not be able to learn from each other between projects, and it will be difficult to exchange between different departments within the same project company. The unification of information management should start with financial information, and accounting subjects are the most basic elements of financial information. The setting of real estate accounting subjects should first reflect the stages of construction projects and the distribution of product costs in different functional areas of the same project. Secondly, the six major costs of real estate development: land cost, prophase project cost, Jian 'an project cost, infrastructure cost, supporting facilities cost and indirect development cost should be subdivided. Jian 'an project fee should be divided into corresponding subjects according to the project contract; In the early development fees and indirect development fees, various administrative fees and funds of the government should set up separate subjects. However, the financial treatment methods should be unified for the problems often encountered in finance, such as invoices, incomplete materials and equipment provided by Party A, payment of land transfer fees by stages, fee reduction and exemption, and internal transactions. When paying the project progress payment, an accounting unit shall be set up according to the other party to the contract, and the retention money, warranty money, water and electricity fees, materials or wages shall be handled at the same time. Management fees should be classified into management fees, development management fees and marketing fees according to enterprise management fees, construction management fees and marketing management fees. Commercial real estate can also add investment management subjects separately. Prepayments shall comply with the contract; Long-term payables should be separated from bank loans, company or shareholder loans and land installment; In the accounts receivable, the deposit items collected by the government or other units should be set up, such as construction labor insurance fund, new wall material fund and file deposit. At present, all kinds of software are widely used in real estate enterprises. Baolong Group owns Kingdee K3 general ledger system, Kingdee K3 human resources system, Mingyuan CRM sales system, Tongda OA, corporate website and various budget software. On the one hand, enterprise information management should strengthen training, so that all posts can use software management, and change the current situation that full-time secretaries are responsible for software. In addition, it is necessary to unify the databases between different softwares. You can also add Kingdee K3 real estate cost management system, which is responsible for target cost management, contract management, budget management and process approval. Increase Mingyuan POP procurement bidding system; Add Project Server to be responsible for plan management. We should try to buy software from the same enterprise to avoid the difficulty of interoperability between databases. Kingdee and Mingyuan Software have had good success and cooperation in solving crimes in the real estate field. Things are like chess. Real estate development is half science (engineering and cost) and half art (management and marketing). Enterprise management should also change from time to time and vary from person to person. Business leaders with different development experiences and styles should constantly innovate while standardizing, learn from the experience of other advanced enterprises in the industry, and mobilize employees to collectively participate in this enterprise reform.