| 2015 for the real estate industry, is a cyclical turning point of the year. whether it is the government, the real estate business or ordinary property buyers are trying to adapt to this new situation, rapid growth of continued years in real estate sales and investment in this year slows down. Confronted with enormous pressure to the inventory, government regulation and control policy has been loosened and released "330 New Deal", injected a booster for the real estate market, trying to stimulate the market to rebound again. At the same time, from the National Bureau of statistics data, real estate enterprises continued to decline in the level of profitability, average profit margin hit a record low, the cost-control capability is also facing the challenge. Therefore, farewell the golden age, stepping into the silver age, high debt leverage business model for real estate enterprises in the past, is no longer the master key to create profits. Different from most real estate companies whose transition were still in the planning stage, many other companies, the transition has begun landing this year. There are both leading enterprises such as Greenland, Vanke, Evergrande, and small but well-performed enterprises such as Haier real estate, Luneng property, most of them choose to take the path of diversification. Moreover, the smaller regional real estate enterprises, announced a comprehensive restructuring, completely withdraw from the real estate industry.In the cyclical adjustment phase of real estate industry, how to optimize the existing financial strategy, is there the need for business-transformation, is diversification strategy investment direction correct? A series of questions become the most important problem placed in front of real estate enterprises need to solve urgently. Therefore, in this background, research and analysis of real estate enterprise financial strategy is very necessary for the sustainable development of enterprises, and actively coping with the real estate industry reshuffle. This thesis selects EverGrande and GreenLand as the research object to analyze the two enterprises’ financial situation, and management performance on the basis of financial analysis. The final conclusion has a certain significance for the real estate enterprise’s financial condition optimization, the management strategy, and the development strategy transformation. |
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