Pan Shiyi Chuang Shanghai

 Text | CBN news correspondent Liu Ping Lan Hung Wang Na
graphics | Chen Yang Tingting
1 21, evening. The car had been going south from the West Nanjing Road, Huaihai Zhong Road stop across the road is the famous Xintiandi . sitting in the car of the Pan Shiyi hesitate to ask: clearly Shanghai Can . Although located in Shanghai's prime commercial area, this is a known as the the initial and the transaction to be announced on the eve of, respectively, he received a claim from the project company to block m Tianyi's had given him the company made a lawyer's letter, also disputes the details released to the outside world. but insisted on taking over Pan Shiyi this project, and insisted on the implementation of SOHO China in Beijing a decade-long copy the business model here.
he really likes to Shanghai, so willing to take the risk? Not necessarily so. in accordance with the chairman of SOHO China Pan Shiyi own account, in 1995, he served as the company's executives Wantong Shanghai, Hua Ting Hotel live in, looking at the city lights at night, nor are they do not intend to invest in Shanghai. Even in 2000, he had his own company Redstone Industrial (later renamed the SOHO China), he also thought Beijing was enough.
the first time to the idea of development in Shanghai in 2002, when Pan Shiyi bent on going public. With the idea of investment in Shanghai He walked the streets in Shanghai, the feeling is not related to the past, the same. It was with him, a person familiar with the street, said Pan Shiyi, love to go on the road question, What are the local residents a listing attempts. Since then the idea of Pan Shiyi, also in Shanghai when the strong weak .2005, he made a few company executives formed a land group, around for land resources, two main objectives of Shanghai and Tianjin. Land Group to Shanghai selling land to buy back the tender notice, also contacted the Shanghai local government, but in early 2007, Hongqiao Development Zone, Changning a land auction lost Stanley Ho. frustrated in Shanghai, won the Beijing Sanlitun turned Pan Shiyi project, and let it Shanghai also asked him to name m when a hanging word He worked in Hainan just for fun style to project a good nor bad, he has twice the sales of SOHO China, his friend pulled the whole team, Yi Xiao Di, chairman of Sunshine 100 projects to m is difficult to say that they two who core areas, stylish spin offices and shops to sell the coal mine boss in Shanxi, Inner Mongolia cashmere business owners and professional managers of multinational corporations. In rare investment channels in China, this approach allows SOHO China has become the most profitable real estate companies. his approach different from the traditional past, this is a very few people qualified to play the game: the billions of funds will be easily to the heart of the bag, built skyscrapers, holding rent collection, make it a guarantee of steady income for decades. In Hong Kong, this is Swire Properties, Wharf and New Henderson and other veteran developers.
Pan Shiyi change the traditional rules of the game, listed in Hong Kong in 2007 further reduced after the game cycle. from outward SOHO, Beijing Chateau, Zhongguancun SOHO, East China Sea to the Nexus Center Plaza, is immediate, without exception, the project can be realized.
although the details have been released of view, occurred in Shanghai This deal from the beginning to the end launched after six months, but most of the time period of waiting, said Pan Shiyi, m, in order to avoid disputes and property tax issues, he not only ask their legal counsel, counterparties Morgan Stanley, to verify the relevant government departments in Shanghai many times, but also to legal counsel and accounting firm staff dedicated to a careful audit of tax issues. the rest of the amount of time, he bored waiting for him at home on Morgan Stanley m The audit multinationals m slow.
that most companies do in the inevitable red tape before the acquisition of market research? Pan Shiyi scorn: to ask how many people are willing to spend money to buy this building? often customers are asked to the feeling and the feeling when he wrote a check is different, so investigate what is the point? . , the entire sale of SOHO China, leaving only scattered sales model in this highly controversial m in just the past few months, built into a property scandal, SOHO, SOHO, and still have hundreds of Chaowai SOHO owners, but also face serious losses as investors set up shop rights working group, to financial capacity, this enterprise is how to accelerate the recovery of its investment, and maximizes efficient use of funds?
rely on the inherent Pan Shiyi 7,000 fans as customers, and you expect them to wander with it? The answer is very cruel. ready to Shanghai ago, Pan Shiyi and old customers of the past to do a thorough investigation, the result is that when you talk about a man from Shanxi, or Inner Mongolia, Beijing, his eyes light up, but when you talk to him, Shanghai, Nanjing, Shanghai or West road, have no idea he was.
He Yanan is a Inner Mongolia. He is SOHO China's current five one sales director, a person created in the sales accounted for 40% of annual sales In 2009 in late August, Pan Shiyi decided to send him to the Plaza Shanghai is responsible for the East China Sea.
the Inner Mongolia's first reaction is to carefully check the map on Baidu where Nanjing Road West.
He Yanan new first responsibilities is to form a management team stationed in Shanghai. In less than a week next time, the Beijing company to help him prepare a list, is also being done within a recruitment m not everyone eligible, candidates must be full-year sales in the top fifteen, or top five results for a single selling season.
in the initial selection and adjustment, this produces a list of 10 people. In addition to He Yanan, the other 9 people are: four vice president of sales, a leasing director, two deputy director of leasing, a marketing and a financial. Some of them are veteran, experienced entrepreneurs SOHO China, since all items someone a little shorter time, only two years, but this does not preclude him from understanding the spirit of SOHO China.
worrying is that the composition of this interim 10-man team, know almost in Shanghai zero m only two Little Shanghai dialect, most people come to one of the few times in Shanghai. When they learned to go to work in Shanghai, the first thing to do is find the one with the He Yanan Shanghai map to the same . First, where the Nanjing West Road, the second is to look at the East China Sea Place.
Obviously, they need to do to prepare much more. Assistant Director of Sales Gu Yuanyuan addition to busy view information, contact the number of peers and past clients, but also packed up her last order m, a large box and two large parcels are moved around the house in Shanghai. Wenjie, director of leasing go buy a dozen shirts, plus shirts before him m he thought, married a man from a sudden return to the bachelor life, no one helped the laundry, these shirts at least a guarantee that he put on clean clothes every day.
Wenjie said before, in his Life has never been the planning of Shanghai of the station. He was born in Hebei school, then went to the city of his dream to work in Beijing. But in August 2009, has established himself as the 30-year-old Beijing man, suddenly was told They were like a real hope that the people of Shanghai, like life, like problems.
However, differences still exist everywhere.
at the head of the Wenjie, be expected to improve within a short time the occupancy rate of the East China Sea Place, no matter what kind of way. Pan Shiyi said, rent. In the past, after the first lease sales routine will not work here. SOHO China's first model with both rental.
Despite mentally prepared, but the first time in Shanghai, Wen Jie in order Morgan Stanley Lee signed a contract with the tenants, they always feel shocked m actually spend millions or even tens of millions of tenants for the renovated offices, the Shanghai office market actually has 90% of the rental transaction is completed by the agent bank, to broker the return is actually up to two months rent!
It has been explained to him that the first Shanghai office owners always make great efforts to introduce the main tenant, and then through the main appeal of the tenants are willing to spend millions to attract tenants to its neighbors to make. etc. the first after the expiration of the lease contract (usually three years), the owner will be gradually upgraded, Amoy for tenants, maintaining offices in the pursuit of high-end positioning, while rental returns. but Wenjie said the former owners of Morgan Stanley to do some of the leasing decision, he was not so understanding at times. When the tenants to get the list before, he could not help but think, why is such a strange mix of m both multinational corporations, there are private enterprises, both IT companies, cosmetics companies, as well as clothing companies, the management company?
Pan Shiyi, meeting at a time in Shanghai, cut the Gordian knot of these problems had to do a break. one hand, he persuaded his team continue to do as the Romans, on the other hand also act to adjust the camera. For example, he agreed to pay two months rent as commission, in Beijing, only half of this commission. Subsequently, he found that the surface of Shanghai correspondent master lease 90% of client resources, the actual customer resources on these leases are firmly in the specific handling of the lease rental business on behalf of hands. So, this commission paid only 3 / 4 as the agency fee was written into the agency contract, the other 1 / 4 as the labor costs of private paid to the agents. In other important issues, Pan Shiyi, insisted on the usual practice is the only settled m the standard rent; for the enterprises, do not pay renovation costs, and for seeking more tax breaks. < br> This adjustment immediately. just 5 months, the occupancy rate of the East China Sea square added 30%, 90% of the tenants of transactions from the agency, Wenjie said the same occupancy rate, Morgan Stanley spent two years.
Some agents complained privately that they not willing to cooperate with the SOHO China, for fear that the line against the rules of cooperation will bring difficult to control the damage. but not in the office leasing market good, kind of transaction has its allure. One has been in contact with SOHO China's senior correspondent, said the high or low rent, not into the pockets of Pan Shiyi. who are willing to spend so much trouble in the lease on the energy, just because the lease of the property with sell.
lease is not an end, sales is. And this is precisely the competitive advantage of SOHO China's largest. In Pan Shiyi, the last one eliminated based system, the sales staff was in the different groups Each team set a vice president of sales for every five groups set a sales director. each of them 3 months into a season. Each season, ranking last in the group performance, if not completed initial sales target set, All team members out and bringing a vice president of sales can be downgraded to an ordinary salesman, but also resigned. end of the season, cleared all the results, even if the number one is no exception. because the loss is too large, basically every season, master the use of human rights should seize the time vice president of sales recruiting.
He Yanan are trying to bring Shanghai to m such a mechanism could help him, in addition to a white paper, is Assistant Director of Sales 4. The Assistant Director of Sales by m as a good way like-minded people through them into the company, the company's philosophy and with the team through their communication to the outside world.
Gu Yuanyuan said that some people come here especially, but more will need to find their own . For example, search, network, friends, and to identify himself to some choice real estate.
Grand Lapa is attracted by generous commission. In SOHO China, as long as customers settle down within a week, with sales of 9p scored as a commission salesman for the card. In Shanghai, the commission is usually only return sales 0.5p to 0.8p, to have no readily.
Grand Lapa, said she had never seen anything like the square of office .100 meters of the room, arrayed 6 platoon table, each row of the table is crowded 15 to 20 people. the side of the wall, close to the floor of a square profile ZHANG Dong-hai, a layer of each sold, it will map the location of the corresponding red. she felt like a very terrible scene. But Yuanyuan Gu said in Beijing, the office of the people even leave together, often left the seat, the stool on the robbed. Then some people began to bring their own bench work.
into each new employee will receive a book entitled great lengths to render their story. It is very easy to find, ; I want to sell it to do! always serious recruitment to two three four criteria listed, but was recruited smiled and said, so-called standard is, naught. to the owner of the East China Sea have to become self-reliant Square. and the Shanghai real estate the usual period, all came to start selling.
all the items in the SOHO China, the East China Sea Place the highest priced, each transaction requires at least 80 to 100 million (January 2010 to allow a half layer reduced by half after the sale) . This means that the target customer groups more than 10 billion worth, is the pyramid's top consumer groups that part. He Yanan Pan Shiyi, who highly recommended an exception for this project set a storage period, because of their past customers can not afford the resources here to complete role. but this proposal was finally rejected.
originally envisaged by Pan Shiyi, the East China Sea to Shanghai Square is to prepare interested businessmen. these people are active in the Yangtze River Delta, especially in Wenzhou. their extraordinary worth the investment active, but the stability is poor. Gu Yuanyuan said 9 years ago, the Wenzhou-off is a large part of the source of her clients, but these people came and went. They always follow the hot run, Beijing's offer to withdraw from the Pan Shiyi, after These people went to Wuhan, Hainan and even Dubai.
This time, Pan Shiyi, Donghai Plaza, hoping to revive the enthusiasm of Wenzhou off. When the Shanxi coal mine set off the country back into the trend, it is difficult, said he has been with for 10 years Shanxi investors will continue to go with.
Wenzhou customer marketing for the division of labor closely. He Yanan said the sales staff to do the basic work, phone calls, strange visit, and some to the site to customers. to the scene, Assistant Director of Sales responsible for the Li Min said that when all the commercial real estate developers target customers are multinational corporations, as when, Pan Shiyi, turned, saw a larger market m hundreds of millions of small business owners.
order to attract these people the company from top to bottom are conscious packaging. and a lot of emphasis on steady sales of developers in different ways, SOHO China's real estate is like Apple's new product releases, the beginning is always not conceal it, so you can hear see to but not buy. Pan Shiyi and his wife Zhang Xin, in-house like a pair of clear division of understanding and cooperation partner m the Lord, grasp the project selection, development and construction. but in public, the couple has been a rich and fashionable circles of the regular cycle, they go to shows in the top luxury goods, but also on the various economic forum. and Pan Shiyi every word, has a precise considerations behind.
He Yanan compared to Pan Shiyi, the Air Force, while he led the team are ground forces. Sometimes, they went out, do forums, open lectures, or eat. Pan Shiyi said where the customer is nothing more than more than go.
Most recently, they went to the Wenzhou. 5 tables placed in the Shangri-La to the 30 Wenzhou boss. Pan Shiyi said, and Shanxi different, people want to hear Wenzhou off the total class, so he is not the exception. and so Pan Shiyi, the macroeconomic situation had finished, He Yanan, he took his team, one on one talks with these items off in Wenzhou, analyze return on investment. a meal down, there are 3 people signed a letter of intent.
amazing. the whole thing sounds like a group worth one billion, veteran traders are all in this incarnation as the dinner in the worship of Pan Shiyi fans. idol of a speaker, fans had to pay the bill.
Do not take it seriously. This early look great on the road in Beijing issuing leaflets to promote SOHO New Town, Shaanxi men, who have incredible tenacity others. Lucheng Greentown Square Wenzhou sales vice president, said Chen, Wenzhou, in recent years to promote particularly real estate company projects, such as Hutchison Whampoa, China Shipping, China Vanke, Shimao, etc., but can do it in person before the promotion of Pan Shiyi, the boss was only one person.
Ren Zhiqiang, chairman of real estate in the eyes of Huayuan , Pan Shiyi is able to sell potatoes as a man of gold. He obsessed with micromanaging every thing has a relationship with the sales, he will be directly accountable to a salesman to call it, will not miss any potential customers . Once, Pan Shiyi to do promotion in Yulin. with the past, as after a meal in the presence of people are looking for him pictured, except for one person. Pan Shiyi, who found the ability to walk is not convenient, sit on the sidelines, then ran over to squat down and took him one. A week later, the man in the sale of real estate in the Pan Shiyi, the 100 million yuan in investment.
such as football paid off, and dinner. Before, SOHO China needs to do a lot of preparation. dinner alone, the list prepared to spent a lot of trouble. Each group is only assigned to five places, Gu Yuanyuan said the sales staff who wish to have on the lot. So, a list of changed and changed.
and Pan Shiyi different appeal the north, in Shanghai, many people have heard of Pan Shiyi, but not for his bill. Pan Shiyi said, Shanxi look for you to follow, not fine afterwards, but different Wenzhou off their return on investment rate calculation clearly, and, if they listen to opinion leaders. Shanghai people are more sophisticated, they who would not listen, they just look at their analysis. in a large number of Shanghai people, some people think that those who followed him first The reason why customers buy property around Pan Shiyi, how well does not make money, but the entire real estate market led to the increase. Pan Shiyi, others worry about the East China Sea through the hands, and sped away after the square make a killing. an intention to Office moved from the outskirts of the city of Wenzhou in Pudong boss said he was concerned that the property in Beijing, Pan Shiyi, the door incident, he was worried that such events will occur in the East Plaza. He has recently been invited to visit the East China Sea Place project.
He Yanan said first, including Pan Shiyi, including, our idea is to fast track to finish the project. But now, they are hoping this project based in Shanghai.
this is not an easy task. Pan Shiyi said he was in Shanghai ; just arrived. is all the more controversial issues the greater the speculation, and products to enhance their visibility. However, this approach is difficult operating superstars move to Shanghai. and Beijing follow the trend of habits to buy a house, buy a house do not look at the people of Shanghai known, they see lots more, the price, premium and value-added services space.
greater challenge is that Shanghai people like to buy houses, do not love to buy office space. Gu Yuanyuan said, Donghai Plaza, sold 65,000 yuan per square meter, but rather the quality of the floor next to one from the office building into apartments, each able to sell 10 million square meters.
more members have to rely on sales of network resources. He Yanan said already the case of transactions, at least 90% of the customers are the resources inherent salesman, very few newly developed customer transactions.
of Shanghai, Zhang is deputy director in sales just rose, he said, his hands at least 20 valid m these people to follow his clients for many years, and at least afford the East China Sea floor plaza level.
customers to develop such long years. by Zhang is up to the previous owner, Hutchison Whampoa, for example, they find the right 15 months ahead of schedule sales person, then spent 9 months of the time that they nurture their own m not only a way of life experts, enjoy cigars, understand the yacht, knowing collection, In addition, they have to in-depth study foreign exchange, stock market, at any time to tell customers how real estate investment in Shanghai than investment in securities or foreign currencies for higher returns. in the event of opening the first half, Hutchison Whampoa also this well-trained marketing team to provide conditions for small parties, receptions or a luxury development, to narrow the gap between sales staff and the relationship between potential customers.
here, everything was left out. Zhang is reached, said the same with the Flying Tigers, opened the door to get on the battlefield. However, Zhang was up to recognize that in here really like him have a valid client reserves are not many sales.
most people are still difficult to adapt. has been 5 years experience in sales, Lee Man, last December to SOHO China, for one day without a break. her every day at least 200 phone are always fighting to be rejected, whenever this time, she kept eating, or give yourself Read poems.
This poem is written like this: I hope that is the wings of birds, habitat living in the human soul, singing the tune without words, never stop.
He Yanan done a statistical square in the East China Sea, each transaction is at least 10,000 behind the strange phone call. It's hard, big so after a week most people begin to back off the phone. In order to give them encouraging, He Yanan to find ways to give them a variety of training arrangements, seminars and interactive activities. He even suggested a group of people to draw their own pie 70 m million set aside for each finish a phone call to remove from 70 yuan; other 10000 Phone finish, this 70 million is yours.
Grand Lapa said they always recommended people share in the commission out to do harm is obvious. Li Man said, a client told her, Donghai Plaza, a 6 salesman gave him a telephone call. She is the first 7.
Valley Yuanyuan specially reserved for the team in Shanghai buffer period, I hope this time they work to accept and adapt to the pressure SOHO. but there are some people left after some time.
ran excitedly preparing those who receive generous commission, and finally found that only 20% of people could be so lucky to be rewarded, while 80% of the people, and ultimately destined to leave empty-handed. there are some people to understand that this in mind, I left the group m in Li Man, the turnover rate of 30%. Every day new faces, old faces have disappeared. At that time, they are still 18 floor work, a lot of people joke that, 18th floor, well that heaven is hell do not.
This is not a suitable Shanghai people's position. Gu Yuanyuan left to the team most outsiders. grab every chance they are willing to work hard, on the contrary the people of Shanghai do not like, they are not used to working overtime, always thinking of a gathering of friends and family agreement.
There is no culture to speak of, let alone organize the feeling of belonging, and the rest is just nine to ten at night, they see each other every day, but they know each other. their weekly payment of wages, they talk about a private matter, but do not ask each other's sales.
competition everywhere. There a salesperson in the first note of the paper write down a number, put it torn away. the other caring people will quickly tear off the second, by reducing the number of traces spell, then quickly to the number play host to the phone. Grand Lapa said here, grab the customer is not allowed to practice, but if your client was taken away, and can only say that you do not have ability.
cultural differences still exist .1 22, Wenjie filled dumpling shop to find, but how to be found. At that time, he knows, the original people of Shanghai, but Laba Festival. more problems are cultural differences in the management team of twelve SOHO Shanghai conducted more than one person. They can not help remind each other, not to come to Beijing to Shanghai habits. For example, the Shanghai team slowly, no need to rush.
Now it's time for acceptance of results In 2009 on sale Nov. 9, at the end of February 2010, with sales of 1.3 billion (2.45 billion purchase price), can be sold in 33% of area is sold out, which is still regarded as the Depression of the Shanghai office market a good result. But to come to Shanghai in the Pan Shiyi, the day before, another project in Beijing and opened Nexus Center, opened the first day put the cost of acquisition money back. such a ratio, but also some less performance in Shanghai.
view, from the SOHO com
location
Great Wall is located in Beijing Yanqing County, near the Great Wall
area of planning construction area of 30,500 square meters
took over the time the first phase of construction in 2001, the second in the third quarter of 2005, the construction of the Great Wall
characteristics of the project, 11 buildings designed by famous architects in Asia a unique villa set
Comments SOHO China, a high-end brand image projects. ; in 2005 by Business Week as the China hotel. Zhangxin also by virtue of the project won the 2002 Venice Biennale Special Award br> area of planned construction area of about 70 million square meters
took the time to start the construction
2002 sales of more than 9 billion yuan income characteristics of the project
project by 20 towers, four villas, composed of 16 street committed to build a large community
Comments SOHO China in Beijing CBD area's largest project, a total of seven. This is the sale of SOHO China fully demonstrated the strength of the project: The project is part of Zeng Yi shops more than 40,000 yuan per square meter record retail sales was the highest price of the Beijing market, selling the project is built in sharp contrast to the promotion of SOHO, costs (including advertising costs) of sales accounted for only 0.7%
SOHO New Town, Chaoyang District, Beijing Jianguo
location Road 88, located in Beijing CBD
area of planned construction area of about 480,000 square meters
time to take over the fourth quarter of 1998, construction completed in 2001
income: total sales of about 4 billion yuan
characteristics of the project for the first time in China, the introduction of words, m
took time in March 2007
income as the fourth quarter of 2009, has been pre-sold 91% of the available area (excluding parking), made the sale of approximately 15.5 billion yuan investment performance
about 30 billion
Sanlitun area characteristics of the project, After taking over three or four years will not appear Duandun the crisis. This is also the maximum amount of SOHO China, a project sales
Beijing's Tiananmen Square, Qianmen Avenue,
location
area south of the front door area construction area approximately 55,000 square meters
took time in May 2009 entered into a framework agreement and the supplemental agreement
return to August 31, 2009, SOHO China, an area held by about 80% completion of the signed lease contract. Merchants The average monthly rent of 1,082 yuan / square meter
invested 1.768 billion yuan
characteristics of the project the core commercial area of the front door the front door of Pan Shiyi Comments
dream for two years .2007, SOHO China listed in Hong Kong, the success items listed on the front door to become involved in an important bargaining chip. Qianmen project after the delays in approval due to lack of relevant below, Pan Shiyi, announced the first project held in the East China Sea Place
location
1486 Nanjing West Road, Jing'an District, Shanghai, near Tongren Road
area of the project on the ground floor area of 71,700 square meters of total, total construction area of 08,800 underground square
took time in August 2009
sales gains of about 1.6 billion so far ...