Huang Hao, Southwest Region of R&F: R&F will start again after 14 years of deep cultivation in the southwest.

Editor's note: They are the backbone of real estate developers, the backbone of the city's rise, and the builders of a better life. Leju Finance joined forces with 1 cities across the country to launch the "Dialogue Manager" of the "Seeing the Earth" character series, and listened to the stories of regional and city managers telling you about building a better life. The guests of this insight dialogue are Ms. Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company.

Writing | Yin Tao

Producing Le Ju Finance

"If you break, you will stand, if you follow, you will be flat"-"The Book of Rites" The golden mean.

Twenty-five years ago, R&F, the "Dana" in old city reconstruction, rose from Guangzhou. Twenty-five years later, R&F has deployed more than 14 cities and regions at home and abroad. At present, R&F Group is a comprehensive group with real estate development as its main business and diversified development in the fields of hotel development, commercial operation, cultural and sports tourism, Internet production and trade, medical and health care, property services, design and construction and innovative services.

In March 219, R&F Group Southwest Regional Company was established and operated independently from the Greater South China plate. "Yunnan-Guizhou-Sichuan-Chongqing" is a new version of the southwest region of R&F Group, which aims to deeply study the beautiful human settlement characteristics of the southwest with the advantages of global resources of R&F Group, and to be extraordinary with the southwest.

in this issue's insight column, Leju Finance interviewed Ms. Huang Hao, deputy general manager of R&F Group, chairman of Southwest Region and chairman of Sichuan Company. By understanding this strong woman who is in charge of the overall situation of R&F Southwest, we will explore the strategic plan of R&F Group to launch its efforts in the southwest region.

In the real estate industry dominated by male executives, women who don't want a man are even more outstanding-Huang Dong is such a woman. Leju Finance came to Chengdu R&F Center, and the imagination of "decisive and domineering" that had been filled by the brain disappeared when I saw Huang Dong. With the in-depth understanding of communication, calmness and clarity of logic are the obvious characteristics of this female executive.

Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company

Determined to break through without stopping

Before being promoted to Chairman of R&F Group Southwest Region, Huang Hao worked as Chairman of R&F Real Estate Zhuhai Company, and she laid the Zhuhai market for R&F in just four years. The team is formed from single digits to more than 1 people, and a strong real estate force radiates from Zhuhai to the whole Pearl River region and even the western part of Guangdong. Standing in Hengqin, Zhuhai, the image endorsement-R&F Center, guarding the north gate of the Free Trade Zone, has created a proud record of 1.2 billion commercial property sales; The urban complex project, R&F Xintiandi, originated from the transformation of industrial city and aims to create a new landmark of Zhuhai city ... < P > "In Zhuhai market, we are good at finding high-profit and high-premium projects, and we need some original vision." Huang Hao reviewed the land acquisition during the R&F period in Zhuhai.

with what advantages did you win these projects? Huang Hao talked about the different characteristics of R&F Group and other housing enterprises. First, he is good at complex and old city reconstruction projects. R&F is the first brand of office buildings in China, and the R&F Center next to Guangzhou Xiaomanyao is particularly dazzling. It is a masterpiece of Guangzhou's urban landmarks, and the experience of 25 years of old city reconstruction has also been integrated into R&F's genes. R&F is a real pioneer in old city reconstruction, and nearly 1 old city reconstruction projects have been completed in Guangzhou alone; Second, R&F's entire industrial chain has a complete development system for real estate from land acquisition, planning and design, construction, decoration and property management, striving for perfection and controlling the quality of products from the source; Third, R&F, as the world's largest owner of luxury hotels, has 15 luxury hotels, and the strength of R&F hotels is strong, reaching the top of the world.

In the market of Zhuhai, Huang Hao feels that it is a major change from professional to overall management. "The whole process of project acquisition, operation, opening sales and cash flow correction is very important for refining and sublimation of comprehensive quality, although it is quite hard." Before the transformation of Zhuhai, she was the vice president of R&F Design and Research Center, and took charge of Hainan R&F Ocean Happy World. This is the largest marine theme park in China with an investment of 15 billion yuan. Huang Hao is fully responsible for a series of work such as government contact, design management and product details carving. Huang Hao graduated from the Department of Architecture of South China University of Technology. She devoted more than ten years of her youth to architectural design. Apart from Hainan Ocean Happy World, R&F's urban complexes and tourism and holiday markets are full of her hard work.

"like a challenge." When Leju Finance asked why he chose to transform, Huang Hao said. Growing up in the Guangzhou Military Region Courtyard, she was sent to South China University of Technology and worked in a state-owned architectural design institute for ten years after graduation. Jump out of state-owned enterprises, challenge the high-strength and high-pressure working mode of private enterprises, and then challenge the transformation from specialty to management. Huang Hao has an innate stubbornness in his bones.

"12 years of R&F journey, along the way, grateful to the boss, grateful to the company platform, grateful to the team of colleagues, grateful to family and friends ... 219, a new starting point, a new journey, I believe that in the next 12 years of R&F, I can grow with the company, and I will not disgrace my mission and bear the great trust."

Breaking the pattern and creating an extraordinary southwest

It is Huang Hao's self-challenge again to take the lead in the southwest area of R&F..

"It's not quite the same as a little fight in Zhuhai. Southwest regional companies need strong integration of resources." Huang Hao analyzed that the market situation in the whole southwest region is obviously different from that in South China, and it is more conducive to the targeted strategic deployment of the whole southwest market after the split.

At present, the projects of R&F Southwest Regional Company are located in 16 cities in four provinces of Yunnan, Guizhou, Sichuan and Chongqing. Huang Hao has made a very detailed analysis of the companies in each province, with clear logical lines and different emphases.

In recent years, R&F's development in Sichuan has accelerated. In 218, it acquired land in cities around Chengdu, and successively settled in Ziyang, Leshan, Meishan, etc. At present, various projects have entered a hot-selling period. It is noteworthy that in June 219, 281 mu of high-quality land was acquired in Qilin New Town, Naxi, Luzhou, and R&F Hua Ting products were built, which are expected to be available in early September. "But the volume of goods in Chengdu is almost exhausted, and the development has stagnated." Huang Hao hit the nail on the head and pointed out that she said that she would continue to look for suitable projects in Chengdu market. R&F Sichuan's strategy is to take Chengdu as the development core and radiate the whole Sichuan.

At present, the Chongqing market is dominated by stock, with an existing volume of about 2 million square meters, especially commercial real estate. In addition, we will set foot in new products such as raising the husband's apartment plate and revitalize the old commercial stock.

in Kunming and Lijiang, Yunnan, r&f mainly focuses on tourism real estate projects, and will carry out industrial cooperation with belt and road enterprises to give full play to the advantages of policy dividends. Guiyang market has a good market reputation for commercial public housing, but there is not much stock at present, and negotiations on good projects are already under way.

"In the southwest region, municipalities and provincial capitals will be the main cities, supplemented by third-and fourth-tier cities." When Leju Finance asked about the focus of the city's magnitude, Huang Hao replied like this. R&F will still focus on deepening the industrial diversification layout in provincial capital cities such as Chongqing, Chengdu, Guiyang and Kunming, and steadily enter the dynamic new district of southwest prefecture.

"The goal is to achieve 3 billion in three years." Huang Hao is still calm when talking about the goal. It seems that the process is more important to her, and the result will be the added value that comes with it.

from the first arrival in Chongqing in 25 to the layout of 16 cities in 4 southwest provinces today, R&F has been practicing the brand concept of "keeping close to the pulse of the city and building a better life", integrating the development of R&F into the development of the city, matching it with the city, and making it * * * glorious. Whether it is Chongqing R&F City, Chengdu R&F Plaza, Guiyang R&F Center, Kunming Yangzonghai and other projects, it has played a leading or influencing role in the development of a district and even a city.

In the future, R&F's development in Southwest China will continue to be integrated with the development of Southwest China under the group's concept of "Creating Extraordinary, Perfecting Life", blending with the resource endowment of Southwest China, and realizing the * * * innovation, * * * progress and * * extraordinary with Southwest China on the principle of "complementary advantages and diversified cultivation".

The eye-catching market is not aggressive

"R&F Group has higher requirements for the profit rate of the project, followed by the scale." Huang Hao believes that it is necessary to obtain high-quality projects while ensuring the group's profit margin requirements, rather than taking projects for the sake of taking projects. "In the Zhuhai market, R&F participates in bidding, auction and auction, and most of them are mergers and acquisitions and urban renewal projects." In Huang Hao's experience, relying on the advantages of R&F Group to obtain projects can effectively reduce costs.

on July 3th, the Political Bureau of the Central Committee of China * * * set the tone for the real estate industry: stick to the position that houses are used for living, not for speculation, implement the long-term management mechanism of real estate, and do not use real estate as a short-term means to stimulate the economy. "The financing policy of real estate is tightened, and the bidding, auction and acquisition of land will slow down in the second half of the year." Huang Hao is very keen on the market. While actively collecting high-quality land information, he keeps a cautious wait-and-see attitude.

r&f's southwest regional headquarters is in Chengdu, where r&f is more eager for quality projects. At present, the land acquisition mode has been started in all channels, such as "government land signing, bidding, auction and hanging, acquisition and merger, cooperative development and project construction". "The old reform policy in the Pearl River Delta region is more flexible than that in the southwest region." Huang Hao made a comparative analysis of urban policies, and she said that R&F is also actively negotiating projects with the government.

"There are some good opportunities this year, and good projects don't ask for more but improve." Huang Hao is positive and optimistic. At present, the projects on sale will be integrated with regional marketing power. At the same time, the major task facing R&F Southwest is to make the regional development full of stamina, rely on the Group's three advantages, bring high-quality projects that meet the needs to the market, and further increase the strategic layout and regional deep cultivation in the southwest.

Only after the dry goods were full of communication did Leju Finance know that Huang Dong was ill and had a high fever the night before. Because the interview time had been agreed in advance, he still insisted on going to the appointment. Professionalism is really admirable! "The high-pressure working mode is the norm, nothing." Huang Dong said modestly.

"In October this year, we will have a city exhibition hall in Chengdu R&F Center, which will be opened soon." Huang Hao said that the appearance of the city exhibition hall is a concentrated display and voice after the establishment of R&F Southwest Region, and it will also be a brand experience hall integrating R&F brand, diversified industries and southwest regional projects.

after the establishment of r&f southwest regional company, the advantages of regional integration will be more obvious. At the same time, systematic empowerment such as operation system construction, rapid project turnover, flexible mechanism, team culture shaping and talent training will realize efficient operation and regional development. With a brand-new look, the southwest region of R&F Group is about to start a new starting point and a new journey, expecting more extraordinary works by R&F to create the core of a new city in the southwest region.

Huang Hao, Deputy General Manager of R&F Group, Chairman of Southwest Region and Chairman of Sichuan Company

The following is an interview with Leju Finance and Huang Hao:

Leju Finance: What is your development history and role change in R&F Group?

Huang Hao: I'm from Guangzhou. I grew up in a military compound, and I'm a scholar-tyrant. After graduating from high school, I was sent to South China University of Technology to major in architectural design. After graduation, I engaged in architectural design-related work. In 27, he joined R&F Group as the design director of State-owned Architectural Design Institute, and served as the vice president of R&F Design and Research Center, responsible for design management. In 211, he began to be the general manager of Hainan R&F Ocean Happy World, and was responsible for super projects in professional lines. This is the largest marine theme park in China, with an investment of 15 billion and 2, mu. It is fully responsible for a series of work, such as government contact, design management and product details carving, and has tried various design types in the project. At the end of 214, he changed from a professional type to a business type and assumed the chairmanship of R&F Property Zhuhai Company. From a single-digit team to a team of 1 people, R&F has laid a solid foundation in Zhuhai market. In March this year, it upgraded to a new challenge, taking charge of the southwest region of R&F.

I have been in R&F for 12 years, and I have gone through three stages, three different positions and three different roles. 12 years has been a reincarnation, Do not forget your initiative mind, grateful to the boss, grateful to the company platform, grateful to the team of colleagues, grateful to the family and friends ... 219, a new starting point, a new journey, I believe that in the next 12 years in R&F, we can grow with the company, live up to our mission and bear the great trust.

leju finance: what are the obvious characteristics of r&f group compared with other housing enterprises?

Huang Hao: First, he is good at complex and old city reconstruction projects. R&F is the first brand of office buildings in China. The R&F Center next to Xiaomanyao in Guangzhou is particularly dazzling and has become a masterpiece of urban landmarks. The experience of 25 years of old city reconstruction has also been integrated into R&F's genes. In China, R&F is a real pioneer in old city reconstruction, and nearly 1 old city reconstruction projects have been completed in Guangzhou alone. Second, R&F's entire industrial chain has a complete development system for real estate from land acquisition to planning and design, construction, decoration and property management, striving for perfection and controlling the quality of products from the source; Third, as the world's largest luxury hotel owner, R&F has 15 five-star hotels, and its hotel strength has reached the top in the world. High net profit margin, old experts and cost control ability are also the labels of R&F Group in the industry and the company's own characteristics.

leju finance: what is the layout of r&f southwest region in various provinces and cities?

Huang Hao: From entering Chongqing in 25 to laying out 16 cities in 4 southwest provinces today, he has been practicing the integration of R&F's development into the development of the city, matching with the city, and being * * * proud. For example, Chongqing R&F City, Chengdu R&F Plaza, Guiyang R&F Center, Kunming Yangzonghai and other projects have all played a leading or influencing role in the development of a district and even a city. In recent years, with the development of Sichuan region, R&F has acquired land in the surrounding cities of Chengdu, and settled in Ziyang, Leshan and Meishan, etc., and various projects have entered a hot sale period. In addition, I also photographed a high-quality plot with an area of 281 mu in Qilin New Town, Naxi, Luzhou. We named it R&F Hua Ting, and it is expected to be available in September this year. However, the volume of goods in Chengdu is almost exhausted, and the development has stagnated. We will continue to look for suitable projects in the Chengdu market. The Chongqing market is dominated by consumption stock, with an existing stock of about 2 million square meters, especially commercial real estate.

in addition, r&f will involve new products such as the pension apartment plate to revitalize the old commercial stock. In Kunming and Lijiang of Yunnan, R&F is mainly a tourism real estate project, which will carry out industrial cooperation with Belt and Road enterprises and give full play to the advantages of policy dividends. On the premise that commercial apartments have a good market reputation in Guiyang market, there is not much stock at present, and negotiations on good projects are already under way.

leju finance: what are the strategic tactics and development plans of southwest China?

Huang Hao: In the southwest region, municipalities and provincial capitals will be the main cities, supplemented by third-and fourth-tier cities. R&F will still focus on Chongqing,