綠城管理程敏:三大舉措維穩費率,相信代建費率未來會迴歸合理水平
3月31日,綠城管理(09979.HK)召開2024年度業績發佈會。董事會聯席主席兼非執行董事郭佳峯,執行董事、行政總裁王俊峯,執行董事聶煥新,副總裁程敏等管理層出席業績會。
2024年代建市場競爭十分激烈,百強房企、產業鏈企業紛紛入局,導致行業費率有所下降。據中指院報告,67%的代建項目代建費率在2%-4%之間,20%的代建項目代建費率高於4%,13%的代建項目代建費率低於2%。
儘管當前市場競爭趨於白熱化,低價無序競爭苗頭顯現,但2024年綠城管理商業代建單方費率總體仍然保持穩定,遠高於行業中位數。會上,程敏指出,相較於其他同業公司,綠城管理通過三方面系統性策略實現商務費率精準控制:一是加大拓展覆蓋面,強化項目篩選,優中選優;二是強化商務管控,優化報價策略;三是通過提升項目經營效益,切實爲客戶解決難題,以利他主義精神,超額收益與操盤兌現、項目效益相掛鉤,維持了綠城M的品牌影響力和競爭優勢。同時,綠城管理憑藉自己主體信用、品牌資產、團隊能力、知識體系、客戶資產、供應鏈和金融協同的"七龍珠"核心優勢,這幾年優勢不斷擴大。
對於代建行業未來的費率水平,程敏表示,雖然短期內費率仍會進一步下降,但個別競爭企業的低價競爭策略是不可持續的。一方面超低費率可能影響後續的服務兌現,另一方面超低費率也會增加代建企業的經營風險。他相信,隨着行業的優勝劣汰、收費趨於規範化,未來代建費率應該會逐步迴歸到市場合理水平。
未來,綠城管理將持續保持自身的優勢,通過各方面能力的提升,積極應對市場挑戰和壓力,保持行業龍頭地位。
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