恆大(03333.HK)啟動新戰略 一季度大賣1465億迎開門紅
格隆匯APP獲悉，中國恆大(03333.HK)3月31日發佈2019年度業績。數據顯示，恆大2019年實現合約銷售額6011億元，同比增長9%；核心利潤408.2億元，同比下降48%；資產負債率77.9%，同比增加4.2個百分點；淨負債率159.3%，同比增加7.4個百分點；現金餘額2287.7億元，同比增長12%。
儘管多項經營指標依舊佔據行業前列，但負債偏高的問題顯然已經深深觸動管理層。為此，恆大許家印在發佈會上宣佈，“從2020年開始轉變發展方式，全面實施‘高增長、控規模、降負債’的發展戰略，要用最大的決心、最大的力度，一定要把負債降下來。”
新戰略啟動 恆大堅定要降負債
恆大為新戰略設定了明確的目標。據許家印介紹，“高增長”就是要實現銷售高速增長，今年要實現銷售8000億，到2022年要實現銷售1萬億。
“控規模”就是要嚴控土地儲備規模，實現土儲負增長，未來三年每年要降低3000萬平方米左右，到2022年降低到2億平方米左右。
而“降負債”就是要把有息負債每年平均下降1500億，到2022年要把總負債降到4000億以下。
許家印的“賬”很清晰：“18年、19年，恆大銷售回款每年維持在4500億左右，如果今年實現銷售8000億，回款按7000億計算，就會增加2500億的銷售回款。同時，恆大今年減少土地儲備3000萬平方米，就等於減少600億的支出。這樣一增一減，就一定能實現今年有息負債下降1500億的目標。”
分析認為，恆大擁有強大的銷售能力、充足的土地儲備、過硬的產品品質、強大的管控能力和團隊執行力，這些都是其實現戰略目標的巨大優勢和條件。
逆勢高增長 一季度實現開門紅
恆大新戰略的核心在於降負債，儘管負債指標一般要到中期或末期財報時才會公佈，但降負債的前提條件已經在一季度得到體現和滿足——銷售大增。
恆大一季度業績簡報顯示，其“網上銷售”的顛覆性營銷革命持續發力，截至3月底公司實現銷售額1465億大增23%，銷售回款1133億大增55%，行業排名第一，刷新公司一季度銷售及回款最高歷史紀錄。
正如許家印在業績會上所言：“只有實現銷售額大增，才有更充足的回款，才有更加充足的現金流，才能大幅降低負債率。”
在市場洪流中，企業經營猶如逆水行舟，恆大在近幾年不斷提質增效的情況下，今年進一步實施“高增長、控規模、降負債”的新發展戰略。此次在一季度即交出一份靚麗的成績單，無疑為其持續實現高質量發展增添更大的信心與底氣。
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