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    5. 《财经天下》2013年 第42期

    《财经天下》2013年 第42期

    Publisher 財經天下周刊 /财经天下杂志社有限公司
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    Released
    2013/10/21
    Language
    Simplified Chinese
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    Pages
    108
    ID
    26158
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    潘石屹的大麻烦
    顶尖“销售员”潘石屹想做一个足够稳健的香港式地产大亨,但转型一年以来遭遇的现实,却会随时给他重复一击。

    关于潘石屹,有一个细节被反复提起:认识张欣4天后,他便向其求婚;4个月后,就与其同居结婚。张欣评价说:“他对机会非常敏感。”而潘石屹的老朋友、阳光100董事长易小迪更直言不讳,他具有令人惊讶的直觉和渗透到骨子里的求快风格。

    这种风格也体现在潘石屹的企业经营思路上。SOHO中国成立19年来,其成功就建立在这种“小、快、灵”的基础上:高价收购、开发核心商业项 目,以散售模式回收资金,快速回笼。依靠这种模式,SOHO中国在地产界做得风生水起。2006年至2009年,SOHO中国连续四年被《财富》杂志评为 中国“最受赞赏的公司”。

    不过从去年8月开始,潘石屹决定做出改变,宣布SOHO中国从“开发—销售”到“开发—持有”商业模式转型,以获得长期物业增值。这也就意味 着,作为SOHO最顶尖“销售员”的潘石屹,现在转行做起了“包租公”,不再依靠卖楼生存,转为收取租金。通常,这是香港的新世界、太古这类老牌地产大亨 钟爱的生意,它回报持续、稳定,但所耗费的资金和商业管理的复杂程度都令人望而生畏。

    时至今日,距离潘石屹宣布转型已经过去了一年多,现实与理想的差距,已给了他重重一击。

    SOHO中国今年上半年的财报看起来不赖:收入25亿元,同比翻番;净利润增长242%,达21亿元;核心净利润(不含投资物业评估增值)为5.37亿元,同比增长130%,核心纯利润率约为22%。

    财报出来后,潘石屹迫不及待地宣布:“SOHO中国的转型成功了。”但一项不可忽视的关键数据是,转型这段时间以来SOHO中国的租金收入仅为8600万元,占其25亿元收入的约3%左右。也就是说,SOHO中国业绩的良好表现,主要来源于销售而非出租。

    看起来,潘石屹所谓“转型成功”只是假象,而距离他之前接受采访时所言“2015年时,SOHO中国的收入主要靠租金”,还有更长的一段路要走。

    然而,对于潘石屹和他的SOHO中国来说,转型过程中遇到的麻烦远不止于此。
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    Released
    2013/10/21
    Language
    Simplified Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
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    Offer DRM free license
    No
    ID
    26158

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