绿地集团董事长张玉良。图/CFP Green ZhangYuLiang group President。Figure/CFP

　　张玉良,20年前还是上海市农委住宅办主任，他的工作就是帮农委的各个系统机关建房、分房。

ZhangYuLiang,20 years ago or Shanghai agriculture commission house do director，His job is to help the agriculture commission each system authority construction、rooming。

　　由于体制原因，张玉良的很多想法无法在原来单位实现。1992年,张玉良拿着上海市政府划拨的2000万元人民币下海，带领着十几个年轻人，成立了绿地开发总公司，即为现在绿地集团的前身。

For the institutional reasons，Many of the ZhangYuLiang thoughts cannot achieve in the original units。1992 years,ZhangYuLiang take of the Shanghai municipal government, transfer of RMB 20 million to sea，Lead a dozen young people，Set up green space development corporation，For now the group is the green space predecessor。

　　1997年，按照现代企业制度要求，绿地开始改制为集团。经过股权更迭，目前，农委等下属企业持股51%，职工持股46%，其余3%为社会股东持有。这种国有资本控股，职工参股的股权结构，让绿地拥有了国企的背景，但又不失现代企业的灵活。有人也因此把张玉良与清朝的胡雪岩对比，称他为当代的“红顶商人”。

1997 years，In accordance with the modern enterprise system request，Green space for the group began to restructuring。After equity changes，At present，Agriculture commission 51% shareholding subsidiary enterprises, etc，Employee stock ownership 46%，The remaining 3% held by the shareholders for the society。The state-owned capital holdings，Worker to believe the ownership structure，Let green space has the background of the state-owned enterprises，But does not lose the modern enterprise flexible。It was also the ZhangYuLiang of qing dynasty and therefore hu xueyan contrast，He says for contemporary“Red top businessmen”。

　　在7月9日美国《财富》杂志最新发布的2012世界500强榜单中，国内企业绿地集团首次入围，这也是中国首家以房地产为主业的入选企业。20年前，绿地集团掌门人张玉良拿着2000万启动资金下海创业，而现在，绿地已拥有营业额近2000亿，房地产为主业，能源为第二产业，两条腿走路。绿地半官半商的混合体制令其在市场经济中迅速发展。张玉良信奉“做政府想做，做市场所需”的经营哲学，也被称为“红顶商人”。

On July 9, the United States《wealth》Magazine released 2012 of the world top 500 list，The domestic enterprise green group at the first time，This is China's first real estate as its main business was in the enterprise。20 years ago，Green group chief executive ZhangYuLiang take 20 million start-up money sea venture，And now，Green space has nearly 200 billion turnover，Real estate as the main，Energy for the second industry，Walk on two legs。Green space and a half of the contractor and a half the mixed system make its rapid development in a market economy。ZhangYuLiang believe in“Do the government wants to do，Do the market need”Business philosophy，Also called“Red top businessmen”。

　　7月17日,绿地集团20周年发布会在上海举行。会上，张玉良表示，未来将继续加紧海外投资布局，通过国内、国际资源的整合，将中国境外的消费市场也做起来。

July 17,,Green group 20 anniversary conference was held in Shanghai。meeting，ZhangYuLiang said，The future will continue to intensify overseas investment layout，Through the domestic、International of the integration of resources，Outside the territory of China by consumer market will also do it。

　　国营民营一体的混合机制 A mixture of state-run private mechanism

　　20年前，张玉良还是上海市农委住宅办主任，他的工作就是帮农委的各个系统机关建房、分房。当时还没有房地产市场化，机关职工住房问题，主要还是通过单位分房来获得。而张玉良当时的工作就是用单位划拨建房的有限资金，建更多的房子。

20 years ago，ZhangYuLiang or Shanghai agriculture commission house do director，His job is to help the agriculture commission each system authority construction、rooming。There were not real estate market，Authorities worker housing problems，Main or through the unit to obtain the distribution。And ZhangYuLiang was work is allocated with unit building the limited funds，Build more house。

　　由于体制原因，张玉良的很多想法无法在原来单位实现。1992年，张玉良拿着上海市政府划拨的2000万元人民币下海，带领着十几个年轻人，成立了绿地开发总公司，即为现在绿地集团的前身。

For the institutional reasons，Many of the ZhangYuLiang thoughts cannot achieve in the original units。1992 years，ZhangYuLiang take of the Shanghai municipal government, transfer of RMB 20 million to sea，Lead a dozen young people，Set up green space development corporation，For now the group is the green space predecessor。

　　绿地最初以绿化城市为己任，抓住上海大市政工程建设带来的动迁房建设机遇，介入房地产领域，又将房地产积累资金投入公共绿化，这也为绿地积累了房地产开发经验。

Green space with green city first mission，Take Shanghai municipal engineering construction of large bring DongQianFang construction opportunities，Intervention in the real estate industry，And will accumulate capital invested in public real estate green，This also for green space accumulated real estate development experience。

　　1997年，按照现代企业制度要求，绿地开始改制为集团。经过股权更迭，目前，农委等下属企业持股51%，职工持股46%，其余3%为社会股东持有。这种国有资本控股，职工参股的股权结构，让绿地拥有了国企的背景，但又不失现代企业的灵活。有人也因此把张玉良与清朝的胡雪岩对比，称他为当代的“红顶商人”。

1997 years，In accordance with the modern enterprise system request，Green space for the group began to restructuring。After equity changes，At present，Agriculture commission 51% shareholding subsidiary enterprises, etc，Employee stock ownership 46%，The remaining 3% held by the shareholders for the society。The state-owned capital holdings，Worker to believe the ownership structure，Let green space has the background of the state-owned enterprises，But does not lose the modern enterprise flexible。It was also the ZhangYuLiang of qing dynasty and therefore hu xueyan contrast，He says for contemporary“Red top businessmen”。

　　一晃20年，昔日的绿地开发总公司，变身为绿地集团，横跨房地产、能源、金融、建筑等多领域的世界500强企业。员工发展到过万名，经营业绩去年达到1800亿元人民币。

20 years as，The former green space development corporation，Change as green group，Across real estate、energy、financial、Building the fields of the world 500 strong enterprises。Staff development to，Business performance last year reached 180 billion yuan RMB。

　　超高层撑起商业地产王国 Super-tall hold up commercial real estate kingdom

　　作为绿地集团第一支柱产业，房地产业已进入全国60多个城市，在住宅、写字楼以及城市综合体领域都有不俗的成绩，截至去年，绿地集团房产销售金额已达776亿元，总销售面积为808万平方米，全国排名第三位。

As a green space group first pillar industry，Real estate has more than 60 in the city，In the house、Office buildings and urban complex domain has great achievements，Up to last year，Green group housing sales volume has reached 77.6 billion yuan，Total sales area of 8.08 million sq. Meters，Ranked the third。

　　在房地产领域，绿地集团近年来商业地产的比重逐步增加，并擅长建设超高层建筑，去年绿地地产业务中商业地产比重达到30%，今年为40%-45%，而到了明年则要达到60%，超过住宅。

In real estate industry，Green group in recent years gradually to increase the proportion of commercial real estate，And good at high building construction，Last year in real estate business green space commercial real estate 30% of the total，This year it is 40% 45%，And in the next year to 60%，More than housing。

　　绿地集团商业地产规模发展如此迅速，与绿地超高层建筑这一核心竞争力分不开。2003年，一个机缘巧合的机会，让绿地集团接触到南京紫峰大厦项目，该项目地处鼓楼繁华之地，但政府要求该项目高度不低于150米，资金和技术难题使不少企业望而却步。但绿地集团成功地解决了资金问题，并将设计高度提高到450米，成为江苏第一高楼。

Green group commercial real estate scale development so rapidly，The tall building with green core competitiveness be not divided。2003 years，A chance occurrences of opportunities，Let green group contact to nanjing purple peak building projects，This project is located in the flourishing place the drum，But the government has asked the project height not below 150 m，Financial and technical difficult problem that many enterprise flinch。But green group successfully resolve the problem funds，And will improve the design height to 450 m，Become the tallest buildings in jiangsu province。

　　目前全国已有15幢“绿地中心”摩天大楼，其中3幢位列世界前十。

At present the country had been 15 house“Green space center”skyscrapers，Three of the building the world's top 10。

　　两条腿走路 Walk on two legs

　　绿地能先于地产大佬万科进入世界500强，这与绿地的多元化战略息息相关。

Green space can before the real estate into the world 500 strong vanke bigwigs，This and green space, diversification strategy is closely linked。

　　从2007年起，绿地集团确立能源为第二支柱产业，大力发展能源、金融、建设等其他产业，目前，房地产和能源产业在集团收入中各占40%，其他产业占20%。

Since 2007，Green energy for the second group established industry，Vigorously develop the energy、financial、Construction and other industries，At present，Real estate and the energy industry in the group in the income accounts for 40%，Other industry accounted for 20%。

　　张玉良认为，适度发展其他产业，不是丢掉主业，而是为了做强主业。因为每个产业的波动性很大，尤其是超千亿以上的大企业，主业单一很难可持续发展，所以需要发展其他产业抗击风险。

ZhangYuLiang think，Proper development other industry，Not lose its main business，But for practial and develop。Because each industry's volatile，Especially the big enterprise above the billions，Its main business single hard to sustainable development，So the need to develop other industry fighting risk。

　　选择能源作为第二产业，张玉良解析称，第一，上海是我国能源长三角消费的重点区，在此有市场号召力，东西卖得出去。第二，从1996年开始，国务院推行煤矿改革，绿地抓住机会；第三，从长远发展来看，中国仍然是一个能源消耗大国。

Choose energy as a second industry，ZhangYuLiang analytical says，The first，Shanghai is China's energy consumption on the Yangtze river delta area，The market power，Things have sold out。The second，From 1996 to，The state council reform push coal mine，Green land seized the opportunity to；The third，From long-term development and see，China is still a energy consuming nations。

　　实际上，能源产业现金流充沛，增长快，且较地产更易获得融资，可以补充地产业务的资金不足，未来绿地还会将金融培养成第三大支柱产业，三个产业彼此相关联，大大增强绿地的抗风险能力。

In fact，The energy industry cash flow is abundant，Growth is，And more real estate are more likely to get financing，Can complement the real estate business capital insufficiency，The future green space will also be financial training to become the third pillar industries，The three industries related to each other，Greatly enhance the ability to resist risk of green space。

　　张玉良为绿地设立的目标是到2015年，业务经营收入超过5000亿，跻身世界企业200强，他为此算了一笔账，其中房地产要贡献1800亿-2000亿元，能源做到2000亿元，金融产业做到1000亿元，300亿-500亿元为其他相关联产业。

ZhangYuLiang for green space's goal is to set up in 2015，Business income more than 500 billion，Now ranks among the world's top 200 companies，He therefore calculate a bill，Real estate to contribution of 180 billion-200 billion yuan，Energy do 200 billion yuan，The financial industry do 100 billion yuan，30 billion-50 billion yuan for other related industry。

　　加紧国际化战略 Step up international strategy

　　奋斗不止，雄心不减，从全国化扩张到多元化经营，这一次，张玉良将目光瞄向了海外市场，加紧海外投资布局。

Struggle more than，Ambition don't reduce，The expansion from across the nation to the diversified management，This time，ZhangYu him an eye on the overseas market，Stepping up overseas investment layout。

　　继去年成功进入韩国济州岛后，今年8月，绿地集团海外投资第二单将落子澳大利亚悉尼，总投资约80亿元建集住宅、配套商业及酒店于一体的大型示范性生活区。该项目建成后，主要面向华人及留学生市场。

The success in South Korea last year after JiZhouDao，August，Green group overseas investment ErChan will be the first sitting Sydney, Australia，A total investment of 8 billion yuan to build set house、Supporting business and the hotel to a large-scale demonstration living quarters。The project was completed，Mainly to Chinese and foreign students market。

　　据了解，今年绿地在韩国济州岛投资9亿元的健康医疗城就要开工建设，“韩国投资300万就可以移民，济州岛的住宅大概有2000多套，70%将卖给中国人。”对于项目的发展，张玉良已经有了很成熟的思考。

According to understand，The green space in South Korea this year JiZhouDao the investment of 900 million yuan, a health care town construction will begin，“South Korea investment of 3 million can immigrants，JiZhouDao house is about more than 2000 sets，70% to be sold to the Chinese。”For the development of the project，ZhangYuLiang already has a very mature thinking。

　　今年，绿地还要进入德国和西班牙两个国家，具体投资城市为法兰克福、马德里，产品主要集中在住宅、办公、商业、酒店等。绿地海外投资明显在加速。

This year，Green space and into Germany and Spain two countries，Specific investment city for Frankfurt、Madrid，The product mainly concentrated in the house、office、business、hotel。Green space overseas investment in speed up significantly。

　　张玉良发展海外市场的思路是：大量留学生在海外需要买房，而大量中国游客境外游需要住酒店，依托中国的资源，发展海外市场，这样更有优势、风险更小。张玉良将“做市场所需”的经营智慧带到了广阔的海外市场中。

ZhangYuLiang development idea is the overseas market：A large international students in overseas need to buy a house，And large amount of Chinese tourists overseas tour need to stay in a hotel，Relying on China's resources，Overseas market development，So has the edge、Less risk。ZhangYu him“Do the market need”Business wisdom brought to the broad markets overseas。

　　“绿地希望通过国内、国际资源的整合，将中国境外的消费市场也做起来。”张玉良说。

“Green hope through the domestic、International of the integration of resources，Outside the territory of China by consumer market will also do it。”ZhangYuLiang said。

　　对话张玉良

Dialogue ZhangYuLiang

　　五年内争取将绿地带入世界200强 Five years will be green space for the top 200 into the world

　　关于企业 About enterprise

　　新京报：绿地集团的未来发展是如何规划的？

The Beijing news：The future development of green space group is how to plan？

　　张玉良：目前绿地集团已跻身世界500强，总资产达到了1800亿元。在未来五年之内，争取将绿地集团带入世界200强。

ZhangYuLiang：At present green group has were among the world's top 500，The total assets of 180 billion yuan。In the next five years，Get a green space group into the world 200 strong。

　　对于未来市场布局，由于限购的影响，住宅需求减少，北上广等一线城市商业需求量很大，绿地集团未来将减少这些区域的居住产品，而增加商业地产的规模。同样，在全国省会城市，绿地也将大规模发展商业地产。而三四线城市则处于房地产发展初期，住宅产品短缺，将大力发展住宅。

For future market layout，Due to the influence of the 限购，Housing demand decreases，Wide a line to the north city commercial in great demand，Green group of the area's future will reduce living products，And increase the size of the commercial real estate。The same，In the capital city，Green space will be a great development of commercial real estate。And three or four lines is in real estate development initial period in the city，Residential product shortages，Will vigorously develop the house。

　　关于商业地产 About commercial real estate

　　新京报：绿地集团擅长建设超高层建筑，目前发展规模是怎样的？

The Beijing news：Green group is good at construction tall building，The present development scale is what kind of？

　　张玉良：实际上，绿地集团商业地产发展独具一格。目前全国300米以上的地标性建筑50%是由绿地集团投资建造，而世界十大高楼中，绿地集团旗下就有3个，超高层建筑已成为绿地集团的专利。今年绿地集团将有2栋300米以上的“绿地中心”竣工，未来每年还都将有2-3栋“绿地中心”竣工。但超高层建筑并不是越高越好，300米左右比较合适。

ZhangYuLiang：In fact，Green space commercial real estate development group of their own。Now the country's 300 meters above the landmark is 50% by green group investment to build，And ten high-rise buildings in the world，Green group, which has three，Tall building has become green space group's patents。This year there will be 2 building green group of more than 300 m“Green space center”completion，Each year the future will have 2-3 building“Green space center”completion。But super-tall buildings and is not the better，300 meters is more appropriate。

　　新京报：目前房企纷纷进入商业地产领域，甚至三四线城市也圈地建商业地产，商业地产是否会过量？

The Beijing news：At present room in enterprises into business real estate，Even three or four lines cities also enclosure built commercial real estate，Commercial real estate is excessive？

　　张玉良：未来几年，商业地产也会有更好的发展，商业地产是城市化发展的需要，因国家政策导向的需要，商业地产也是未来几年房地产发展的主要特点。

ZhangYuLiang：The next few years，Commercial real estate will also have a better development，Commercial real estate is the need of the development of urbanization，The policy guidance for the needs of the country，Commercial real estate is the next few years the main characteristics of real estate development。

　　未来的时代从长远来讲，是供大于求，这样才会社会进步。商业地产有一点供大于求我认为是合理的、合适的，这可以淘汰落后。

The future of time in the long run，Supply has exceeded demand is，This will social progress。Commercial real estate is a little supply I think is reasonable、right，This can be backward。

　　关于楼市调控 About property market regulation

　　新京报：目前楼市成交量相比一季度出现反弹，这一趋势能否持续？

The Beijing news：At present property market turnover compared to a rebound in the first quarter，This trend could continue？

　　张玉良：反弹原因首先是基本经济规律的作用，房地产的刚性需求仍然在。第二是政策已经见底，同时以前我们做过头的政策做了一些微调，这些微调对于刚性需求、商务地产都具有较好成长空间，所以市场比一季度好。但与去年比，则是有限的回调。第三，是开发商积极促销，以价换量的结果。但这与调控前不是一个等量级的复苏，市场结构也不一样，不仅仅是住宅，还有商务地产增量在增长。

ZhangYuLiang：First is the basic economic rebound reason for the role of law，Real estate in the rigid demand remains。The second is the policy has seen bottom，At the same time before we do over-the-top policy made some fine-tuning，These fine-tuning for rigid demand、Business real estate have more good growth space，So the market in the first quarter than good。But last year and more than，Is limited the callback。The third，As developers actively promotion，To change the price of the results。But this is not a before and regulation and the scale of recovery，Market structure is not the same，Is not just housing，And business real estate incremental in growth。

　　目前的市场反弹力度有限，但楼市回暖会在调控的框架里，不会太好，也不会太坏。

The current market rebound strength is limited，But the home in the frame of the regulation will be warmer，Won't good，Also not too bad。

　　本版采写 新京报记者 袁晓澜

The new paper selects YuanXiaoLan reporters