Yang Guoqiang, about 5' 8 ",is dark and thin, and his suit is always one size bigger. He is a native of Beijiao, Shunde. His family was poor since childhood and he never wore shoes before he was 17 years old. He once worked as a farmhand, a plasterer and a construction contractor, and earned RMB in 18 yuan every month.

A farmer, he was a construction contractor in 198. In 1992, he first developed the Shunde Country Garden property. Country Garden has completed 38, residential units in the Mainland and is developing more than 1 residential projects with a total construction area of over 18 million square meters. Country Garden went public in April 27, raising 1 billion yuan. Yang Guoqiang is low-key, but his amazing achievements in the industry have always been talked about. These figures can reflect its pivotal position in the industry: in 26, private enterprises in China ranked first in tax payment, and one of the only two owners of well-known real estate trademarks in China, with a construction area of about 18 million square meters, ranking fourth in the country. Country Garden has completed 38, residential units in the Mainland, 27 residential projects under construction, with a total construction area of over 18 million square meters, and more than 1 national and Southeast Asian projects. In addition to residential projects, it also includes many hotel businesses. It has developed and operated one five-star hotel and one four-star hotel, and eight five-star standard hotels have been built or are under construction.

In May, 22, in the sales hall of Phoenix City, Country Garden in Guangzhou, there were crowds of people, and the scene not only made Yang

say "terrible" anxiously, but even some people in the industry who had seen the world at the scene said "terrible" without exception. This kind of popularity may only be created by Yang. Yang's Country Garden career began in 1992. In the course of 1 years' development, Country Garden has played the slogan of "Give you a five-star home", and has successively developed more than 1 super-large residential communities, such as Shunde Country Garden, guangzhou country garden, South China Country Garden, Country Garden Phoenix, Licheng Country Garden, Country Garden Golf Village, Bigui Garden, Biguihua Garden, Bihai Mingxuan and Cuijin Haoting. Since 1999, the annual sales value has exceeded 2.5 billion yuan. More than 3, wealthy families from Hong Kong, the Pearl River Delta region and various provinces and cities have settled in Country Garden, and have won dozens of honors and awards from national governments at all levels and all walks of life, such as excellent demonstration residential quarters of urban property management, top 2 Guangdong real estate credit, Guangdong taxpayers, excellent 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 boasted that it was "the flag of the residential area in South China".

for the real estate industry, the country garden model is familiar. As early as 1 years ago, Yang Guoqiang, a native of Shunde, saw the requirements of a group of people who got rich first for high-grade 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 "become rich". This orientation was undoubtedly echoed by people who had 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. Having earned his first bucket of gold in Shunde Country Garden, he began to move to Guangzhou and built guangzhou country garden and South China Country Garden in the same way.

However, there are many powerful real estate professionals in Guangzhou, and Yang has encountered problems in the Country Garden project in South China. 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 is staged regardless of whether they are rich first or new, and they all have the power to grow up in the "growth and development type". It is precisely because each "stratum" only represents different stages of human development, so the core of the appeal is an equalization based on "generalization", which makes Country Garden begin the transformation to civilians and breeds the popularity of Country Garden today.

Yang Guoqiang not only adopts the strategy of "pan-market positioning" in the management of real estate, but also adopts various talents in the selection of 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 opinions about it.

Praisers believe that Yang has created a new profit model of "cost leadership". Yang's definition of Country Garden, boasting of "never talking about theory", actually contains a very clear competitive strategic thinking, that is, the total cost is leading. 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 the price. This is undoubtedly very important in the process of real estate development. However, it is this point that has caused criticism among many people. 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 has failed in this respect, which is much inferior to many unknown developers. For example, they said that the architectural layout and planning and design of Country Garden reflect pragmatism, lack of 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 on 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 Spring Festival 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 young, his family was very poor. He used to plow fields and graze cattle in the countryside, and later he turned to work as a construction worker. In his twenties, Yang Guoqiang joined Beijiao Construction Engineering Company under the town government, starting from the bottom, and by the early 199s, he had been promoted to general manager. Yang Guoqiang started his business for the first time. During the enterprise restructuring, he bought Beijiao Construction Engineering Company with a number of 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 at the beginning. In the 199s, he bought a large wasteland at the junction of Bijiang and Guishan in Shunde at a low price, and began to enter the real estate industry under the name of "Country Garden". However, due to the bursting of the mainland property market bubble, only three of the 4, Country Garden households were sold, which almost turned 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 the children of the rich, so as to drive students' families to buy houses and settle down. This plan just meets the needs of the affluent Guangdong market. Yang Guoqiang decisively adopted this proposal, and Country Garden became a hit. Yang Guoqiang not only brought customers for 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 3, yuan per person. This case later became a classic of China's marketing, and Wang Zhigang became famous for it. As he wished, Yang Guoqiang stayed behind the scenes for 15 years. However, the public's attention is unavoidable. After her second daughter, Yang Huiyan, became the richest woman in China, Yang Guoqiang once again became the protagonist in media reports. This time, the reason is that he may spend tens of billions of Hong Kong dollars to buy 75% equity of Shaw in Hong Kong, which is the holding company of TVB. This is the only vocabulary that Quan Zhong, the chairman of the real estate agency consulting company, can intuitively think of. Most of the real estate people interviewed were also surprised by the cross-border acquisition in Yang Guoqiang.

Yang Guoqiang's resume is written entirely around real estate-construction workers, contractors and developers. He knows about real estate. Earlier, he basically took care of everything that needed to be decided, from land acquisition, planning and design to construction and property management. The Hong Kong media have mixed feelings about the appearance of Yang Guoqiang. Yang Guoqiang, who speaks Cantonese, began to advertise in TVB in 1993. Hong Kong people are no strangers to Country Garden, but after all, he does not have the tradition of a Hong Kong family. Recently, the Hong Kong capital market is not optimistic about mainland real estate stocks, which has also caused the market value of Country Garden to shrink significantly.

Yang Guoqiang is often described as the richest man in China: before he was 17 years old, he never wore shoes, was unkempt, and always wore a suit of a larger size. He took off his shoes and crossed his legs at meetings, and he never went into the city, picking up wasteland that others didn't like, and hundreds of cranes operated 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 the listing of Country Garden in Hong Kong in April 27 that Country Garden appeared in front of the public. On the surface, Yang Guoqiang is disorganized in doing business, but the data proves that it is not the case-the average selling price of Country Garden buildings nationwide is 3,5 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 made some calculations and retired when they 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 "individuals doing everything", which had been criticized, only happened in the early days. When the company entered the right track, Yang not only grasped the big and let go of the small, but also made good use of people.

Wang Zhigang and the "Twelve Disciples", who are well known to the outside world, 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 4 people, who worked as sales managers in various buildings in Guangzhou before being recruited by Yang Guoqiang in batches. Compared with the twelve disciples, Yang Guoqiang is quiet, low-key and conservative. With 1 yuan in his pocket, he will only invest in 5 yuan. At the end of 27, when the capital chain of Guangdong real estate developers began to be tight, the cash balance of Yang Guoqiang company's books was HK$ 9.5 billion.

At the end of p>27, Yang Guoqiang was very depressed by reports that Country Garden was suspected of "taking land at zero land price" and hoarding a lot of land. 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 28, the amount of work started in Country Garden will double to 18 million square meters. As a result, the land reserve of 4 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. Coincidentally, Wu Qiqin and Liu Jiayi, who bought TVB on behalf of Yang Guoqiang, joined Country Garden around the storm of hoarding land. 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 electrical 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, which faces the sea and the expressway. There are a lot of books in the house. He can read them alone behind closed doors. When he wants to see someone, he can drive 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 chairman of Country Garden, who is extremely low-key, has gradually attracted the attention of all parties, and his legendary wealth-making experience has also been called a myth by the industry.