The general marketing manager of China State Construction Yipin in Beijing is going to be replaced again and again and again.

The market in Beijing is becoming increasingly competitive. One of the manifestations is that the marketing heads of companies and projects are being replaced more and more frequently.

According to informed sources, Cao Qiuliang, the marketing director of the Northern Branch of China Construction Yipin, is about to leave his position, and the successor is Liu Hong, the deputy general manager of the Southern Branch of China Construction Yipin.

Liu Hong is also an experienced person in China Construction Third Engineering Bureau. She once served as the marketing director of the business department of China Construction Yipin Green Real Estate Co., Ltd. and organized the establishment of the online official home - purchasing service platform "China Construction Yipin Green Home". When China Construction Yipin expanded to Shenzhen in 2024, Liu Hong became an important part of the Southern Branch.

Within the company, Liu Hong is known for her daring and aggressive attitude. Her tags are "Don't sleep until the houses are sold", "Only by selling well can we survive", and "Never stop until the performance target is achieved". She often plans key marketing campaigns to boost performance.

Liu Hong

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Cao Qiuliang spent only about one year from being transferred to the Northern Branch to leaving. Due to his previous experience as a project operator in the north, he was once highly expected. However, it seems that the group is not satisfied with the performance.

According to the statistics of the performance of real - estate enterprises in Beijing from January to July 2025 by the China Index Academy, in terms of sales volume, China Construction Yipin ranked 12th with 6.79 billion yuan, dropping 4 places compared with last year.

Meanwhile, this is the first time since 2022 that China Construction Yipin has fallen out of the top 10 in the Beijing market.

As one of the most important cities for layout during the period of real - estate contraction, the eight subsidiaries of China Construction Group in Beijing have always been competing secretly in this market.

From 2021 when the industry tone changed and China Construction Yipin first entered the Beijing market to the present when local state - owned enterprises in Beijing have largely withdrawn, central and state - owned enterprises such as China Overseas, China Resources, China Construction Group, China Merchants Shekou, and Yuexiu have fully risen. During this period, China Construction Yipin has always led the Beijing market among the subsidiaries of China Construction Group.

Until in 2024, China Construction Zhidi comprehensively surpassed China Construction Yipin in both the full - caliber sales volume and the equity sales volume in the Beijing market.

In the first seven months of 2025, the gap between the two continued to widen. The sales volume of China Construction Zhidi is almost twice that of China Construction Yipin. Calculated by the online signing caliber, the scale of Zhidi is nearly five times that of Yipin.

Therefore, replacing the person - in - charge when the performance is poor is also the "standard action" in the marketing line of the current real - estate industry. Although the market is becoming more and more competitive and the pressure on the marketing department is increasing, as the first responsible person for marketing, taking responsibility is inevitable.

Source: China Index Academy

Against this background, the Northern Branch of China Construction Yipin has undergone major adjustments this year. Four months ago, there was also a change in the position of the general manager of the Northern Branch of China Construction Yipin. Tian Zhizhao, the former general manager of the northern region of China Construction Yipin, left, and Liu Shangyuan took over.

Currently, after Liu Hong takes up her position, a new combination will be formed, including Liu Shangyuan, the secretary of the Party General Branch and the general manager of the Northern Branch, Wu Wenlong, the deputy secretary of the Party General Branch and the executive general manager of the Northern Branch of China Construction Yipin, and Liu Hong, the marketing director.

Judging from the current information, Liu Hong has achieved excellent performance in the southern region, but it remains to be seen whether she can quickly adapt to the Beijing market environment.

On June 5th this year, China Construction Yipin successfully won the Baoshan 0016 plot in Haidian with 2.778 billion yuan. This new project is well - located in Haidian District, which has the strongest purchasing power. It is a good choice for China Construction Yipin to start the new leadership team with this new high - quality project.

Liu Hong

However, China Construction Yipin also has a number of existing projects in Beijing that need to get out of the current dilemma. For example, Xihongmen is the most competitive area in the Beijing market, but China Construction Yipin has invested a large amount of resources in this area and its vicinity. The total inventory value of the three projects, Yuanqi, Huaxiang No. 1, and Yihe Mansion, exceeds 20 billion yuan. Without an absolute product advantage, they can only reduce prices to increase sales volume.

Among them, the average online - signed price of Yuanqi is 53,400 yuan per square meter, and the floor price is 41,500 yuan per square meter; the average online - signed price of Huaxiang No. 1 is 54,100 yuan per square meter, and the floor price is 39,300 yuan per square meter; the average online - signed price of Yihe Mansion is 47,400 yuan per square meter, and the floor price is 31,000 yuan per square meter. For the three projects, the lowest ratio of land price to selling price is over 65%. Considering the capital cost, construction and decoration costs, and marketing costs, the development profit of the projects will be very thin.

Moreover, since last year, the projects of China Construction Yipin in Beijing have frequently encountered problems due to price cuts or delivery quality. The significant price cut of Huaxiang No. 1 caused an uproar in public opinion, and then the online signing was suspended; the sales rate of Yuanqi was in single - digits eight months after its first opening. The project urgently postponed the signing and applied for a planning adjustment to increase the gifted area, which dissatisfied the early - stage owners.

Since China Construction Yipin entered the Beijing market in 2021, it has never had a well - known product. From its actions, it planned to make the "Mansion" a well - known product line. However, when the first "Mansion" benchmark project, Haidian Xuefu Mansion, was delivered, more than 500 households of owners jointly filed a complaint. The owners listed 23 problems in four aspects (facade, public area, cut - down configuration, and interior) and required the developer to make rectifications; otherwise, they would demand a refund. The on - sale project, Yihe Mansion, has a positioning gap with Xuefu Mansion, which is priced over 100,000 yuan per square meter, due to continuous price cuts, resulting in an unclear brand image of the product.

Problems such as wrong land - acquisition strategies, lack of well - known product lines, and the collapse of delivery reputation were not solved during Cao Qiuliang's tenure and are now left to Liu Hong. She needs to open up a new situation and also handle the aftermath work.

 Source: Xuefuquan'er

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According to market rumors, as the competition in the first - tier markets becomes more intense, China Construction Group may consider using the "visible hand" of the group headquarters to make certain resource inclinations and allocations based on the performance of its eight subsidiaries in the Beijing market, so as to avoid excessive internal competition.

Based on past performance, China Construction Zhidi and China Construction Yipin have achieved the best results among the real - estate subsidiaries of China Construction Group in the Beijing market. China Construction Yipin was stronger in the past, but now China Construction Zhidi is stronger. Therefore, China Construction Yipin is facing double pressure from the market and within the system.

China Construction Zhidi "overtook" last year by winning the "Jiuxianqiao, Qianweigou" group of plots with a large investment. The Jiuxianqiao project helped China Construction Zhidi achieve a single - city performance of over 20 billion yuan, leaving China Construction Yipin behind.

In April this year, China Construction Zhidi, together with Jinhua, Yuexiu Real Estate, and Chaoyang Urban Development, won a group of plots in Chaoyang with 12.6 billion yuan, continuing to replenish high - quality land reserves to maintain its position as the "leader in Beijing" within the China Construction system.

There are obstacles in the front and pursuers behind. On June 4th, China Construction Jihe spent 7.491 billion yuan to win eight plots of the "Yunhe No. 3 Land", setting a new record for the "total - price land king" in the Tongzhou land auction. This project is known as the "Eight Sons of Yunhe" in the market and has attracted high attention in the industry. Judging from the current information released, China Construction Jihe has made great efforts in product development and is ready to make a splash and overtake China Construction Yipin in the Beijing market.

Outside the China Construction Group, major central enterprises such as China Overseas, China Resources Land, Jinhua, and China Merchants, as well as state - owned enterprises such as C&D and Jinyu, are also continuously increasing their investment in Beijing. The market rankings of enterprises are constantly changing, and the competition has entered a full - dimensional stage from design, marketing to delivery.

For China Construction Yipin to accelerate its development, it is not enough to focus only on the marketing line. It also needs to have more competitive products. Judging from the market performance in the past year, the most obvious gap between China Construction Yipin, which has been overtaken by China Construction Zhidi and chased by China Construction Jihe, lies in product strength.

Data source: China Index Academy

At the end of last year, relevant person - in - charge of the Northern Branch of China Construction Yipin revealed that the company plans to invest about 15 billion yuan in Beijing every year in the future to expand land reserves and continue to deeply cultivate the Beijing market.

However, judging from the current data, there is still a long way to go in terms of investment intensity and marketing to achieve the goal. We look forward to China Construction Yipin making a remarkable performance after the frequent personnel changes.