【财经网(博客,微博)专稿】记者 王熙喜 【Financial nets(blog,Micro bo)ZhuanGao】Reporter WangXiXi

　　7月5日，世茂房地产(00813.HK)一高管在电话中向记者确认，“公司上半年销售额高达225亿元”，去年全年为315亿元，今年上半年与去年同期相比增长了约5成。

On July 5,，Shimao property(00813. HK)Executives in a telephone call in a to reporters confirmation，“Company sales in the first half as high as 22.5 billion yuan”，For 31.5 billion yuan last year，In the first half of this year compared with the same period last year grew by about。

　　世茂房地产在2012年上半年销售额TOP50的排名从去年的12位跃升到目前的第7位。

Shimao property sales in the first half of 2012 TOP50 ranking from last year's 12 a jump to the 7 th。

　　世茂房地产营销总经理蔡雪梅在日前一个会议上介绍，2011年世茂整体利润率是在19.6%，2012年做运营计划的时候把利润率调到了12.77%，截止到上半年目前的净利润率是14.4%。“其实并不是单纯地要做一个价格性调整，主动放弃200-500平米的产品，主动调整了大量顶级豪宅变为更加适合于偏改善型的产品类型。”蔡雪梅表示，1月的时候，公司均价一步降到位，后面几个月均价基本持平。比如南京世茂滨江新城部分房源今年一季度直降4000元/平方米，降价幅度达到25%左右，折后价格为11000元/平方米，选择一次性付款还可以再打9.9折。昆山世茂蝶湖湾的最新报价为6600元/平方米，较2011年的报价跌去三成。

Shimao real estate marketing general manager CaiXueMei has a meeting in the introduction，In 2011 the overall profitability is shimao in 19.6%，2012 when do the operations plan to the margins to 12.77%，In the first half of the net at present to the profit margin is 14.4%。“In fact and not simply to do a sexual price adjustment，Give up 200-500 square meters of products，The initiative adjusted a lot of top class a person of extraordinary powers curtilage into a more suitable for partial improvement of product type type。”CaiXueMei said，1 month，The company all valence step down in place，Behind a few month average flat。Such as nanjing shimao binjiang new homes in the first quarter of this year straight drop 4000 yuan/square metre，Cut prices reached about 25%，Discount the price is 11000 yuan/square metre，Choose lump-sum payment can also call 9.9 fold。Kunshan shimao butterfly's bay's latest offer for 6600 yuan/square metre，A 2011 offer fell nearly thirty percent。

　　公司并且调整了管理模式，之前管理半径非常长，面覆盖非常广，在去年年底世茂精简了结构，改进了管控模式，把整个世茂集团变成了10个区，由原来3个大区变成了10个区深耕。

The company and adjusted the management mode，Before the radius of the management is very long，Surface coverage is very wide，At the end of last year shimao streamline structure，Improve the control mode，The whole shimao group into 10 area，By original three regions into 10 area customers wholeheartedly。

　　还有一个最重要的变革，实际上原来的世茂营销是单独成立的一个营销公司，是完全独立的垂直管理模式，和整个开发是完全互不干扰、互不关联的两条线，去年年底进行了变革，把营销最核心的东西全部并入到开发组织、项目和区域当中。

One of the most important change，In fact the original shimao marketing is separate the establishment of a marketing company，Is completely independent vertical management mode，And the whole development is completely not interfere with each other、Each other is not associated two lines，By the end of last year the change，The marketing the core of all things incorporated into the development organization、Project and area of。

　　媒体披露，公司今年销售计划也从307亿元调整为350亿元。

Media disclosure，The company also plans to sell this year from 30.7 billion yuan to 35 billion yuan。

　　（证券市场周刊供稿）

（Securities market weekly contributors）