There is a major reshuffle in the marketing directors of Beijing's real estate enterprises, with China Resources and China Merchants included.

Now, more than 80% of the positions of first-tier real estate enterprises are in first- and second-tier cities. Among them, first-tier cities with guaranteed purchasing power are of the utmost importance.

Under the circumstances where the performance cannot be compromised, the pressure on the marketing directors of major real estate enterprises in first-tier cities is increasing. The "staff replacement" speed of this position is also accelerating.

Before and after this Spring Festival, top companies in the Beijing market such as China Resources, China Merchants Shekou, and CSCEC Land, have replaced the "key persons" in marketing. In addition, new people have taken office in different positions in enterprises such as China Overseas Land and Jinmao.

01 

The latest news obtained by 36Kr is that China Resources Land Beijing Company has welcomed a new marketing director - Jiang Weicheng.

Jiang Weicheng was previously the director of the marketing management department of China Resources Land Wuhan Company, and even earlier, he served as a marketing department partner in Vanke Yantai. In these two previous positions, Jiang Weicheng was very successful and is recognized in the industry for his outstanding ability.

In the past two years, China Resources Land has been accelerating with great efforts. In addition to investing heavily in the land market, it is also vigorously recruiting people from other real estate enterprises.

In terms of recruitment targets, China Resources Land has a particular preference for "Vanke alumni". In 2024 alone, it recruited three Vanke marketing directors and assigned them to the Suzhou, Nanjing, and Hefei areas respectively. They are:

• Luo Yunzhe, the marketing director of the Suzhou area of China Resources Land East China Region, was previously the marketing partner of Vanke Jiaxing Company.
• Liu Zhenyong, the assistant general manager and marketing director of the Nanjing area of China Resources Land, was previously the marketing partner of Vanke Nanjing Company.
• Zhu Rui, the marketing director of the Hefei area company of China Resources Land East China Region, was previously the marketing partner of Vanke Ningbo Company.

And Jiang Weicheng, who joined China Resources Land earlier, is a typical "Vanke alumni" elite.

This time, Jiang Weicheng was transferred to Beijing to replace Liu Xueli. The latter has been the marketing director of China Resources Land Beijing for nearly 5 years. There were rumors that he would jump to Beijing Infrastructure Investment and Development Co., Ltd., but there was no follow-up.

Obviously, Jiang Weicheng came with a mission.

Yesterday, China Resources spent a huge amount of 6.024 billion yuan to acquire the 2007 and 2008 plots in Houshayu. Coupled with the inventory projects Puti Runfu and Heguang Ruifu, China Resources has three projects for sale in Shunyi District alone.

In addition, there are also Jingxi Runfu in Fangshan, Zhufang plot in Haidian, Beijing Runfu in Taihu, Oak Bay in Daxing, Heguang Yuefu in Chaoyang, and more than a dozen other projects of various sizes. The future sales tasks are very heavy.

Not long ago, there were also changes in the senior management of China Resources Land. On February 21, Zhang Xin, a post-80s, succeeded Xu Rong as the general manager of China Resources Land Holdings.

Zhang Xin previously served as the general manager of Jinan Company in the former North China Region of China Resources Land, the general manager of the Strategic Management Department of China Resources Land Co., Ltd., and the general manager of China Resources Land Hong Kong Company, among other important positions.

In November 2024, Zhang Xin was appointed as the Chief Strategy Officer of the company, responsible for the company's strategic planning and execution, investment research and investment management. China Resources Land Holdings is the main investment platform and bond issuance platform of China Resources Land in China. This adjustment is obviously to allow him to exert his abilities on a larger stage.

Xu Rong, the previous general manager of China Resources Land Holdings, also has another identity as the new president of China Resources Land, who has just taken office for more than 2 months.

Now, Xu Rong has handed over the position of general manager to Zhang Xin and will no longer concurrently hold the position. Whether Zhang Xin's promotion can bring a new strategic breakthrough to China Resources Land Holdings is worth looking forward to.

02

China Merchants Shekou is also not idle. The marketing director of the Beijing Company has been replaced by Yu Haibo. At the product launch event of Yunjing Lanyue in the Tongzhou project of China Merchants Shekou on February 13, this post-80s marketing veteran made a public appearance.

He has a rather rich marketing resume and once served as the vice marketing director of Jinmao Real Estate. In 2021, he came to Beijing Vanke from Gemdale Jinan. Two months ago, Yu Haibo was responsible for the marketing work in the Beijing region of Vanke. He just joined China Merchants Shekou in December 2024.

After taking office, Yu Haibo immediately threw himself into the publicity and promotion of the Beijing projects of China Merchants Shekou. After all, China Merchants Shekou has many projects in Beijing this year - two in Tongzhou, three in Yizhuang, one each in Fengtai and Shijingshan, and it also jointly won the Zhufangcun plot in Haidian with China Resources. The sales tasks are as heavy as a mountain, and one can imagine Yu Haibo's pressure.

In addition to introducing external help, the internal adjustments of China Merchants Shekou are also very frequent. The "transfer of personnel from the south to the north" has been seen in the past two years. The East China team went north to expand, showed their ambitions in the land market, and continuously won several plots. However, sales have always been a "hurdle".

While adjusting the position of the marketing director in Beijing, in the other heavily invested East China region of China Merchants Shekou, a new marketing director, Zhang Zhe, was also newly appointed after the Spring Festival. He will be mainly responsible for the marketing work in Shanghai in 2025. At the end of last year, China Merchants Shekou won several high-quality plots in Shanghai, such as the Baoshan Songnan Twin Plots jointly won with Jinmao.

Zhang Zhe previously was responsible for the marketing work in the southern Jiangsu region, Suzhou Company, and Nanjing Company. At the beginning of 2023, he was the assistant general manager of the Operations Management Department of China Merchants Shekou Headquarters and the national marketing director. Only after 2 years, he was transferred to East China. And Li Xiaonan, the former vice marketing director of the East China region of China Merchants Shekou, went to replace Zhang Zhe's previous job, and the two swapped positions.

Can Yu Haibo lead China Merchants Shekou to make a name for itself in the Beijing market with his rich experience? Can the swap of Zhang Zhe and Li Xiaonan bring a new atmosphere to the sales of China Merchants Shekou?

 03

From the current perspective, from China Resources Land to China Merchants Shekou, and then to CSCEC Land, these real estate enterprises that have vigorously increased their positions in Beijing have already given the pressure and new performance indicators to the newly appointed marketing directors.

Since the beginning of this year, the land market in Beijing, Shanghai, Hangzhou, Chengdu and other places has become hotter, and leading real estate enterprises have also begun to boldly acquire land. In addition to the above three enterprises, several central state-owned enterprises such as Jinmao are also making aggressive moves.

Not long ago, Jinmao, in conjunction with Poly Development, won the combined plots in Sanjianfang, Chaoyang. The total amount of the two plots exceeded 17 billion yuan. After acquiring the land, Jinmao began to supplement the core personnel of the marketing line. On the one hand, it transferred people from other local companies to Beijing, and on the other hand, it recruited people from other enterprises.

At the beginning of the new year, major real estate enterprises have already made efforts to show their optimism about the Beijing property market with their actions. Will the Beijing market bottom out and rebound this year?

Before getting the answer to this question, what real estate enterprises may be thinking is to start a "race to be the fastest": selling better than the competitors is winning.