"The year-end bonus was more than 300,000 before the Spring Festival last year, and this year there is no money left." said Chen Wenwen, a real estate developer who has worked in a top 20 real estate company for 7 years, and the first-tier area where she lives is already the most successful real estate company. Nice area.

  Recently, the human resources management think tank "CIIC Consulting" released the "2021 Enterprise Year-end Award Distribution Plan Research Report", saying that 90% of enterprises plan to issue 2021 year-end awards, 41% of the companies have an increase in the amount of year-end bonuses, and nearly 60% of the companies are issued at a time of January 2022.

In the past, the real estate industry was a "big player" in the distribution of year-end bonuses. A relatively well-known case is that there was a top 3 real estate company that received a year-end bonus of over 100 million yuan. However, this year is approaching the Spring Festival, and the real estate circle is lamenting. Not only do real estate people dare not hope Year-end bonus, I am lucky to keep my job.

  "In the past few years, let alone hundreds of thousands, millions of year-end bonuses are nothing in the real estate industry. I remember that three years ago, a real estate company directly threw money at the annual meeting, and employees knelt down to grab money and made news. "Wang Hao, an employee of the marketing outlet of another top 20 real estate company, said with emotion, how exciting the year-end awards in the real estate circle were back then, and how strong the gap is now.

Year-end bonuses are cut month by month

  In 2021, the sales of real estate companies will be cold, financing will be exhausted, and the capital chain will be tight. According to CRIC's statistics, the sales growth rate of the top 100 real estate companies is a rare negative growth of 3.5%. The annual performance target has not been achieved.

Under such an industry situation, it is very common for real estate developers to reduce or completely cut off year-end bonuses because they cannot complete KPIs.

  "Our company actually relies on year-end bonuses for the bulk of its income. In the past, even the general manager at the grassroots level would be paid 10 months' salary before the Spring Festival." Wang Hao said, taking the director level as an example, if the total packaged annual salary is 800,000 yuan, Then, nearly half of the money is distributed in the form of year-end bonuses. At the level of the group's marketing manager, the year-end bonus of several million yuan a year is not a problem.

  Wang Hao said that in the first half of 2021, the company felt that everything was normal, and that the annual revenue would be normal. The turning point was in September. After two consecutive months of sharp declines in sales, there were rumors within the company that the year-end bonus would be discounted. Payment, "from 10 months salary to 8 months salary".

When the boss held the meeting, he comforted the employees and said that the industry situation is relatively difficult, the company will not lay off employees, and will overcome the difficulties together with everyone.

  After another two months, the situation took a turn for the worse, and it was rumored that there were only 2-3 months of salary left for the year-end bonus.

In December, the company finally couldn't stand the pressure, and regional mergers, layoffs, and cancellation of year-end bonuses were gradually implemented.

Wang Hao joined the real estate industry for 5 years, and for the first time he did not receive a year-end bonus.

  Chen Wenwen came from an ordinary family in a small southern town. After graduating from the well-known 985 and 211 universities, she has been engaged in front-line management work in the area with the strongest performance of a top 20 real estate company. With the expansion of the company's performance, her year-end bonus has increased from hundreds of thousands of yuan. It rose to more than 300,000, "I feel like I have become a little rich woman among my peers."

But what made her uncomfortable was that 2021 was busier than any other year, and she learned in November that the year-end award was gone.

  "The hard days of real estate have come. I am lucky. The performance in the area is relatively strong. Some weak areas have been laid off. Seeing that many colleagues have left, most of the management of the group headquarters have also reduced their salaries. The higher the position, the lower the salary. Many executives are working with half pay." Chen Wenwen said.

  Li Fei works in the holding headquarters of a top 30 real estate company. This real estate company is known as the dark horse in the industry. It has expanded rapidly in the past five years. All kinds of dazzling organizational structure reforms, as a result, starting in the second half of 2021, the company's model will not work, and the staff of the holding headquarters is redundant, and many people have nothing to do.

At the beginning of 2022, Li Fei and others have been notified to suspend their jobs without pay, and all year-end bonuses have been cancelled.

A few days ago, Li Fei was notified of layoffs. She had expected this day, and after receiving N+1 compensation, she would spend a good year before planning her future life.

All the ways to get rich have failed

  "In the past, how could real estate people only rely on wages and year-end bonuses to make money." Wang Hao told reporters that in fact, real estate people around you who can make a fortune will use many legal channels, such as commissions, co-investment, in addition to receiving a fixed annual salary. , Internal purchase of house, internal financial management, employee stock ownership.

  However, co-investment, financial management, and shareholding are ways of handing over one's own money to the company. The nature of "gamble" is very strong. Some people make money, and some people go bankrupt.

  The co-investment system emerged in 2013. It refers to investing personal money into company projects. If the project does well, you can participate in dividends, but if the project loses, the individual also loses.

Personal interests are bound to the company, and both prosper and lose.

  From 2015 to 2018, driven by the leading real estate companies, the co-investment of real estate companies entered a climax, and many real estate executives made tens of millions of yuan a year through the co-investment system.

In 2016, a regional president obtained more than 100 million income through co-investment.

Later, a well-known professional manager in the industry revealed to reporters that during his tenure as the regional president of a real estate company, he actually distributed more than 2 billion yuan in dividends through the flexible use of the co-investment system.

After getting the money, he opened his own real estate company.

  Wealth management refers to the fund pool of funds raised within the company. Generally speaking, the interest rate is higher. A real estate person told reporters that more than half of his peers are involved in the real estate company’s financial management. The annualized interest is 10%-15%.

In recent years, the profits of real estate projects have become thinner and thinner. Many projects have only made a profit of 2%-5%, and even have a lot of losses. The co-investment system is no longer popular, so many people put their money into corporate wealth management and charge a fixed interest.

  Shareholding is to bind personal property with company interests by purchasing company stocks. In recent years, many real estate companies and property sector IPOs of real estate companies have also subscribed and held company stocks, earning profits after listing. a sum.

However, real estate stocks will generally weaken in 2021. A well-known case is that Zhu Rongbin, the former executive chairman of Sunshine City, once spent 136 million yuan to buy shares in Sunshine City. As a result, the share price fell by half before his recent resignation, and the cash-out part lost more than 30 million yuan. The cash-out part of the floating loss was more than 40 million yuan. According to the outside world, Zhu Rongbin worked for four years and lost tens of millions of net worth.

  However, a person familiar with the real estate industry said that in the past, real estate executives had high incomes, and dividends were paid through various forms such as co-investment. condition.

  However, for ordinary real estate employees, participating in co-investment, financial management, and shareholding, etc., when the real estate market is poor and the real estate company is violent, losses are inevitable. Many real estate employees will not only be laid off and cancelled in 2021 Year-end bonus, I also folded my net worth into these financial management projects of the company, and joined the army of begging for salary and money after I lost my job.

  In the past, commissions and internal house purchases were also means for real estate developers to increase their wealth, but only during the real estate boom.

As early as 2013, an individual in Greentown's annual sales reached 399 million yuan, and the commission income exceeded 5 million, which became a legend of getting rich at that time.

Buying a house from the inside was initially a means for real estate companies to deal with house listings when they were not selling well. Due to the cyclical nature of real estate, some employees of real estate companies found that they could buy low and sell high. Buy it, and when the real estate market recovers, rename and sell the listing, or keep it under your own name for self-occupation or rental.

Wang Hao said that one of his colleagues bought a house internally, and his assets increased by several million yuan.

  However, when the real estate is in a recession, delinquent commissions have become the norm, and buying a house inside has become a task that everyone avoids.

  "Nowadays, money is not so easy to earn, but I believe that as long as everyone still needs to improve housing, there will still be opportunities for excellent real estate talents. In 2022, don't think about making money, but think about how to learn and settle. "Chen Wenwen told reporters.

  (At the request of the interviewee, Chen Wenwen, Li Fei, and Wang Hao are pseudonyms in the text)

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