中国建设报记者 卢丹 北京报道

China construction news reporter LuDan reports from Beijing

　　“房地产企业产品研究与创新有两个方向，一是针对单一产品的研究与创新，二是对某一产品线的研究与创新。如果说前者能提高项目的附加值和竞争力的话，那么后者则能从根本上提高企业的盈利能力。”

“Real estate enterprise product research and innovation has two direction，A is for a single product research and innovation，2 it is to a product line of research and innovation。If the former can improve the added value of project and competitive words，So the latter can fundamentally improve enterprise profitability。”

　　7月21日，兰德咨询总裁宋延庆在接受《中国建设报?中国住房》发起的房地产创新趋势系列访谈时如是说。

July 21,，Rand consulting SongYanQing President in accept《China construction news?China's housing》Launch of the real estate innovation tendency series interviews said。

　　随着楼市调控持续进行，房地产市场形势和竞争格局已发生根本改变。宋延庆认为，如果房企没有“归零”的心态和勇于创新、转型的勇气，就极有可能被洗牌出局。反之，“理清思路，以实现‘高效运营+利润倍增’为目标，从产品标准化切入，则完全可以实现逆市突破，迎来企业发展的新阶段”。

With the housing market for the regulation，The real estate market situation and the competition pattern already's radical change。SongYanQing think，If room enterprises no“zero”State of mind and innovation、Transformation of the courage，It is quite possible be shuffle out。and，“ideas，In order to realize‘Efficient operation + profit multiply’As the goal，From product standardization of nature，It can realize the inverse city breakthrough，Enterprise in a new stage of development”。

　　中国住房：目前几乎所有一线房地产企业都已经或者正在探索自己的产品系列。这种连锁式的复制开发模式是基于怎样的战略考虑？

China's housing：Now almost all real estate enterprises have been a line or are exploring their products series。This kind of franchising copy development model is based on the strategy of how to consider？

　　宋延庆：与其说这些企业有先见之明，不如说是总结经验教训和相互学习的结果。房地产企业的开发模式按照产品的标准化程度划分可分为两种：一是机会导向下的差异化开发模式，二是战略导向下的标准化开发模式。

SongYanQing：Not because these enterprise prescient，As a sum up experience and mutual learning results。Real estate enterprise development mode according to the product standardization level division can be divided into two：One is the opportunity to guide the difference of the development model under，2 it is strategic direction of development mode of standardization。

　　实行差异化开发模式，由于各个项目的规模、产品类型、档次等差异较大，意味着企业不得不面对不熟悉的市场，设计、开发、销售不熟悉的产品，进而意味着企业总是要面对大量层出不穷的新问题。这也是一些企业总感觉非常忙、非常累的主要原因。

Implement differentiation development mode，As a result of each project size、Product type、Class differences, etc，Means that enterprises have to face not familiar with the market，design、development、Sales are not familiar with the product，Which means that the enterprise is always faced a lot of new problems emerge in endlessly。This is some of the enterprise always feel very busy、The main reason for the very tired。

　　但是如果企业实行标准化开发模式，明确几个产品系列，并形成产品标准，那么设计、管理和营销模式几乎是统一的。无论企业有多少项目，相当于只有几类项目，可以采用同样的开发和管理模式，这时候工作就比较容易、轻松了。

But if the enterprise implements the standardized development mode，Clear several products series，And formed product standards，So the design、Management and marketing mode is almost uniform。No matter how many enterprise project，Equivalent to only a few kind of project，Can use the same development and management mode，This time it is easier to work、relaxed。

　　中国住房：难以想象，像万科、恒大这类在同时开发一两百个项目的企业，如果不推行标准化产品线开发，其管理难度将有多大？

China's housing：Hard to imagine，As China vanke、Evergrande this kind of at the same time YiLiangBaiGe project development of enterprise，If not promoting standardized product development，The management difficulty will have how much？

　　宋延庆：正如恒大主席许家印所说：“产品线种类越少，标准化程度越高，集中采购、招标才有实际意义，才能降低成本，实现规模效益。”特别是“三多”企业（多项目、多城市、多类型），应尽快转变开发模式，实行战略导向下的标准化开发模式，即推行标准化产品线开发。

SongYanQing：As evergrande President XuGuYin said：“Product line type is less，The higher the degree of standardization，Centralized purchasing、The tender have practical significance，To reduce costs，Achieve scale benefit。”especially“san-duo”enterprise（Many projects、Many city、multi-type），Should change as soon as possible development mode，The strategic orientation of development mode of standardization，That is promoting standardized product development。

　　推行标准化产品线的复制、连锁开发，除了可从根本上降低开发管理难度和成本费用外，还有利于缩短项目开发周期，提高开发效率，进而可大幅度提高周转率和财务杠杆率，并最终可以大幅度提高项目的投资回报率。

Standardization product line copy、Chain development，Besides can fundamentally reduce development management difficulty and cost fees，And thus reduce project development cycle，Increase development efficiency，And then can greatly improve turnover and financial leverage，And eventually could increase the project return on investment。

　　中国住房：如何推进标准化产品线研究和标准化开发工作？

China's housing：How to promote standardization product line and standardization development research work？

　　宋延庆：首先，要研究、确定企业产品战略。特别在产品标准化部分要重点明确：做几条产品线；每个产品线的盈利模式（财务模型）设计；每个产品线实现预期标准化率目标的研究计划和实施计划。其次，前期先针对某一条产品线进行研究，在总结经验后再逐次铺开。最后就是推行实施。

SongYanQing：first，To study、Sure enterprise product strategy。Special product standardization in part to focus clearly：Do a few to product line；The profit pattern of each product line（Financial model）design；Each product line achieve expected rate of target standardization of research and implementation plan。second，The first article for a product line for research，After summarizing experience to successive spread out。The last is the implementation of implementation。

　　对大多数具有差异化开发模式特点的“三多”企业来说，可以先通过研究产品战略，梳理、规划出几个产品系列，再确定形成几条产品线。建议在三、五年内，先从建立一、两个标准化产品线开始，标准化率目标可以设定为35%左右（净利润率可以提高至少五个百分点）；十年内，力争形成3~5条产品线，产品标准化率争取达到70%以上。如果这样的话，即使将来行业平均净利润率已降至10%左右，自己企业的净利润率也有可能达到20%以上。

For most has the differentiation of the characteristics of the development model“san-duo”Enterprise that，Can go through research product strategy，comb、Planning a few products series，Then established a few to product line。Suggestions in three、Five years，Begin from set up a、Two standardized product line began，Standardization rate target can be set to around 35%（Net profit margins can improve at least five percent）；Ten years，In order to form 3 ~ 5 a product line，Product standardization for rate is up to 70%。If so，Even if the industry average net profit margins in the future has already dropped to around 10%，Their net profit margins of the enterprise may reach above 20%。

　　中国住房：有些中小企业认为自己企业规模小、项目数量少，推行标准化产品线开发还不具备条件。

China's housing：Some small and medium-sized enterprise think of the small scale of the enterprise、Project number less，Standardization product development also do not have a condition。

　　宋延庆：这实属理念认识问题。恰恰相反，中小企业想要做大做强，更需要推行标准化产品线开发。如果某开发商在一个三线城市成功开发一个楼盘后，便可以计划在五年内将项目复制到至少五个三线城市，那么十年内便可以布局全省15个地级城市。

SongYanQing：This idea is understanding。Is just the opposite，Small and medium-sized enterprises want to do bigger and stronger，Need more standardization product development。If a developer in a three line successfully developed a city after building dish，He can plan in five years will be copied to the project at least five three line city，So ten years can then layout the 15 regional cities。

　　推行标准化产品线的连锁、复制开发对企业有利无弊。当然我们也反对那些机械的、简单的复制，毕竟不同项目的地域、地块特点不同。只有以客户为中心，兼顾企业利益和客户利益，兼顾产品创新和产品标准化，才是责任之举。

The chain of standardization product line、Copy of enterprise development advantage no harm。Of course we are against those mechanical、Simply copy，After all, different project areas、Plot characteristics different。Only with the customers as the center，Give consideration to the interests of the enterprise and the customer benefit，Both the product innovation and product standardization，Is the responsibility of the lift。