龙湖方面表示，这是集团深化“空间即服务”战略，进一步升级迭代组织，加强数字化赋能的具体举措。
2021-08-11
从7月8日龙湖集团官方发布最新的架构调整，到昨晚“一勺言”的爆料，不难看出，这不仅仅是龙湖集团水到渠成、谋定后动的一次组织升级适配，更是其对地产数字化在赋能“空间即服务”战略方面的强力认同。
简言之，数字化很重要，你看，新成立的重量级地产航道配置的高管可都是“数字化”了的。
一、成立地产航道，集团“轻量化”
7月8日晚间，龙湖集团披露最新的架构调整，宣布成立地产航道，下设投资发展部、研发部、运营部、工程部、供应链管理部、市场营销部。
而龙湖集团总部采取轻量化设置，更名为集团赋能平台，设立供应链管理部、空间智能研发中心、数字科技部、安全创新部、龙湖资本等职能，还将成立AIOT人工智能引擎团队。
从“集团总部”到“集团赋能”，是最近房企“轻总部”组织结构大趋势。精简总部，减少中间环节，缩短决策时间，提高运营效率。另一方面，整合相似职能部门则有助于拆除部门隐性壁垒，减少内部消耗。比如，在此次调整中，将战略发展部与客户及市场研究部合并为战略研究部。
“这次变革并非意味着弱化地产开发战略地位，组织升级后，地产航道业务权责边界更为清晰，有利于其自身的聚焦发展，也有利于与其它航道高效协同。”龙湖方面表示。
二、让高管具有“数字化”思维
据悉，现任龙湖集团副总裁的陈序平，将被任命为地产航道总经理，兼任地产航道市场营销部总经理，继续向龙湖集团CEO邵明晓汇报。
陈序平于2008年作为仕官生加入龙湖地产，后相继担任工程经理、项目总、工程总、成都龙湖投资发展部负责人等职位。
在陈序平的履历中，成都龙湖的经历颇为亮眼。其于2017年正式担任成都龙湖总经理，任职五年间，成都龙湖全年地产销售从不及百亿元迅速增长，首次突破260余亿元。此外，其还推动了TOD模式快速在成都落地，以西宸天街、上城天街为代表的TOD综合开发项目全部建成并开业。
值得注意的是，陈序平不仅有坚守主航道业务做大做强的能力，还有积极推动六大航道多维驱动、协同发展的经验。其任职期间，成都龙湖在商业、住房租赁等各领域均取得了不俗的成绩，还积极开拓创新业务，龙湖养老品牌椿山万树首店即落子龙湖·梵城。
龙湖集团对此表示，陈序平在成都区域的一系列业绩与表现与集团近几年来多元业务发展相契合，也是集团对于高层管理人士能够积极引领业务创新的期待与诉求。
宋海林，龙湖集团副总裁，将担任龙湖集团空间智能研发中心总经理，继续向龙湖集团CEO邵明晓汇报。
叶萌，龙湖集团数字科技部总经理，将兼任AIOT人工智能引擎团队总经理，向龙湖集团CEO邵明晓汇报。
据“一勺言”昨晚爆料，龙湖最近在数字化方面又有大调整：动员越来越多的集团老高管，转战新业务，将数字化思维渗透到更多业务岗位上。
最近，龙湖至少有7个与数字化相关的管理岗位变化。分别是：
1、来自华为的空降高管方旭东离职，「老龙湖」王勇接任
龙湖原集团副总裁、分管供应链管理部的方旭东离职，接任者是「老龙湖」王勇。
王勇做过烟威总经理，待过运营部、IOT中心、千丁，现在去管供应链。
方旭东出身华为，深耕供应链业务，有创业经历，“这一程本来是肩负着很强的使命”，没想到，不足一年，方就离职了。
方旭东的加入，更像是龙湖想要向制造业靠拢的一次尝试；而他的离开，大概也说明，龙湖用纯制造业思维、工业化逻辑武装房地产的念头，未免走得太超前，也太理想主义了。
看到这，笔者想起万达当年曾以200万年薪从阿里挖来龚义涛担任电商网站的CEO，最终以失败收场。或许是看到空降的高管并不如本就带有房地产基因的人更适合房企，所以此次架构调整都是选用的自己人。
2、供应链管理部的总经理换人。
龙湖任命空间建造团队负责人靳福海为地产航道供应链管理部总经理，原供应链管理部总经理郑海晗转任地产航道投资副总经理。
靳福海之前是南京运营总，后来调到集团做运营管理中心副总经理。
3、研发部总经理换人。
近期，原空间智能研发中心BIM中心负责人段杰，任地产航道研发部总经理，原研发总郭旌转去做数字化设计等相关事宜。
段杰是「仕官生」出身，之前在成都与陈序平有过多年交集。他做过成都研发总、精装总、集团研发副总经理，以及龙智造的业务负责人。这次终于“扶正”。
而郭旌要去做的数字化设计，主要包括BIM正向设计等内容。
4、商业地产部要强化「数字化」含量。
原数字科技部阮小健，调任商业地产部副总经理，负责商业地产的数字化。阮小健之前是北京龙湖副总。
从以上的人事动作可以看出，龙湖还是很重视数字化思维。
吴亚军曾经在公司内部说过，希望管理层都能去数字部门历练一下，甚至越来越多的PMO团队也要去「数字化」一下。
而从这些密集的高层人事动作来看，新任用的管理层基本都有数字化出身或经历。这一波人事动作，尤其以供应链和研发部为主，数字化是主基调。
不仅如此，数字化正在进一步渗透到龙湖的细分业务上。一个多月前，龙湖还把原来的IOT中心和大数据团队合并，做了AIOT工程院，走人工智能、物联网技术和算法赋能等方向，主要就是赋能业务，比如建造、施工、运营等等。
「做数字化的目的一定是让人更少，凡是机器能干的，就绝对不让人干。」一位龙湖内部人士表示。
翻译：
According to Longfor, this is a concrete measure to deepen the group’s “space as a service” strategy, further upgrade the iterative organization and strengthen digital empowerment.
From the official release of the latest structure adjustment of Longfor Group on July 8 to the revelation of “a spoonful of words” last night, it is not difficult to see that this is not only a natural and planned organizational upgrade adaptation of Longfor Group, but also a strong recognition of its real estate digitization in enabling the strategy of “space as a service”.
In short, digital matters, and you see, the new heavyweight real estate channel configuration’s top executives are all digital.
First, the establishment of real estate channel, the group “lightweight”
On the evening of July 8, Longfor Group disclosed its latest restructuring and announced the establishment of a real estate channel, consisting of investment development, research and development, operations, engineering, supply chain management and marketing.
The headquarters of Longfor Group adopts the lightweight setting and changes its name to the group Enabling platform, setting up the functions of supply chain Management department, space intelligent Research and development center, digital science and Technology Department, safety and innovation Department, Longfor Capital, and will also set up AIOT artificial intelligence engine team.
From “group headquarters” to “group empowerment”, is the recent trend of real estate enterprises “light headquarters” organizational structure. Streamline headquarters, reduce intermediate links, shorten decision-making time, and improve operational efficiency. On the other hand, the integration of similar functional departments is helpful to remove the hidden barriers of departments and reduce internal consumption. For example, Strategic development and customer and market research will be merged into Strategic research.
“This change does not mean weakening the strategic position of real estate development. After the upgrading of the organization, the boundary of business rights and responsibilities of real estate Channel will be clearer, which is conducive to its own focused development and efficient collaboration with other channels.” Longfor said.
Second, make executives think “digital”
It is reported that Chen Xuping, currently the vice president of Longfor Group, will be appointed as the general manager of Real Estate Channel and the general manager of the Marketing Department of Real Estate Channel, and continue to report to Longfor Group CEO Shao Mingxiao.
Chen Xuping joined Longfor Real Estate in 2008 as an official student, and has successively served as project manager, project manager, project manager, and head of Chengdu Longfor Investment and Development Department.
In Chen Xuping’s resume, Chengdu Longhu experience is quite bright. He officially took the post of general manager of Chengdu Longhu in 2017. During his five years in office, the annual real estate sales of Chengdu Longhu increased rapidly from less than 10 billion yuan to more than 26 billion yuan for the first time. In addition, it also promoted the TOD model to be quickly implemented in Chengdu. All the TOD comprehensive development projects represented by Xichen Tian Street and Shangcheng Tian Street were completed and opened.
Chen Xuping not only has the ability to stick to the main waterway to expand and strengthen business, but also has the experience to actively promote the multi-dimensional driving and coordinated development of the six waterways.
It is worth noting that Chen Xuping not only has the ability to stick to the main waterway to expand and strengthen business, but also has the experience to actively promote the multi-dimensional driving and coordinated development of the six waterways. During his tenure, Chengdu Longfor has made remarkable achievements in various fields such as commerce and housing rental, and actively develops innovative businesses. The first store of Longfor pension brand Chunshan Wanshu is Longfor Fan Cheng.
Longfor Group said that Chen Xuping’s achievements and performance in Chengdu are consistent with the group’s diversified business development in recent years, and it is also the group’s expectation and appeal for senior managers to actively lead business innovation.
Song Hailin, vice president of Longfor Group, will serve as general manager of Longfor’s spatial Intelligence Research and Development Center and continue to report to Longfor CEO Shao Mingxiao.
Ye Meng, general manager of Longfor’s digital Technology Department, will also be general manager of AIOT’s AI engine team, reporting to Longfor CEO Shao Mingxiao.
According to “a Spoonful of Words” broke the news last night, Longfor has made another big adjustment in the digital aspect recently: mobilizing more and more senior executives of the group to move to new businesses, and penetrating digital thinking into more business positions.
There have been at least seven digital-related management changes at Longfor recently. They are:
1. Fang Xudong, an airborne executive from Huawei, resigned and Wang Yong, “Old Dragon Lake”, took over
Longfor Vice President Fang Xudong, who was in charge of supply chain management, left the company and was replaced by “Old Longfor” Wang Yong.
Wang Yong has been the general manager of Yantai, the operation department, IOT center, Qianding, and now he is in charge of the supply chain.
Fang Xudong was born in Huawei, deeply engaged in supply chain business, and had entrepreneurial experience. “This journey was supposed to shoulder a strong mission”, but unexpectedly, Fang resigned less than one year later.
Mr Fang’s involvement is more like Longfor’s attempt to move closer to manufacturing; And his departure probably also shows that Longfor’s idea of arming real estate with pure manufacturing thinking and industrial logic is too advanced and idealistic.
Seeing this, I remembered that Wanda once hired Gong Yitao from Alibaba to be the CEO of e-commerce website with an annual salary of 2 million yuan, which ended in failure. Perhaps it is to see that the parachuted executives are not more suitable for real estate companies than those with real estate genes. So the structure adjustment is to choose their own people.
2. The general manager of supply chain Management Department was replaced.
Longfor appointed Jin Fuhai, head of the Space construction team, as the general manager of the Supply chain Management Department of Real Estate Channel, and Zheng Haihan, the former general manager of the supply chain Management Department. As the deputy general manager of Real Estate Channel Investment.
Jin Fuhai was the general manager of Nanjing operations before he was transferred to the group as the deputy general manager of operations management center.
3. General Manager of R&D Department replaced.
Recently, Duan Jie, the former head of BIM Center of Space Intelligent Research and Development Center, has been appointed general manager of real Estate Channel Research and Development Department, while Guo Jing. The former general manager of research and development, has been transferred to digital design and other related matters.
Duan Jie is an “official student” background, before Chengdu and Chen Xuping have had intersection for many years. He served as the general manager of Chengdu Research and Development, the general manager of hardcover, the vice general manager of group research and development, and the business leader of Long Zhizao. This time it was finally “righted”.
The digital design Guo Jing is going to do mainly includes BIM forward design and other contents.
4. The commercial real estate department to strengthen the “digital” content.
Ruan Xiaojian, former Digital Technology Department, was transferred to the deputy general manager of commercial real estate Department, responsible for the digitalization of commercial real estate. Ruan Xiaojian was previously vice president of Beijing Longfor.
From the above personnel actions can be seen, Longfor still attaches great importance to digital thinking.
Wu Yajun once said internally in the company, I hope the management can go to the digital department experience. Even more and more PMO team to go “digital”.
And judging from these intensive high-level personnel moves, the new management almost all have digital background or experience. This wave of personnel moves, especially in the supply chain and research and development department, digital is the main keynote.
Moreover, digitization is further penetrating Longfor’s business segments. More than a month ago, Longfor also merged the original IOT center and big data team to establish AIOT Engineering Institute. Which focuses on the direction of artificial intelligence, Internet of Things technology and algorithm empowerment. And mainly focuses on enabling business, such as construction, construction and operation.
“The purpose of digitizing must be to have fewer people, and anything that machines can do, never let people do.” A Longfor insider said.
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