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Zhuhai Daily--Pursuing Cultural Dream in Ink發布時間：
Having worked as a teacher, Yang appears elegant and easy-going, with warm smile and inherent amiability. Yang is more like a man of letters than a merchant. However, he has a strong heart who is uneasy with dullness and mediocrity, but finds joy in challenge, which has made him give up his admirable job in a state-owned enterprise resolutely and pursue his own dream by insisting on blending knowledge and culture.
In 1994 when the housing market of Zhuhai was declining, he established Great Aim Group;
In 1999, without any experience he stepped into the industry of real estate development and created the first high-end housing project in Zhuhai;
In 2000, he withdrew his company to Zhongshan, when reconstruction of villages in the city was fully launched and development of commercial residences was paused;
In 2006, he resettled his company in Zhuhai and advocated the development concept of "Navigate for life quality pursuers";
Today, he is striving for diversified and internationalized development, entering the high-tech industry and engaged in R&D of LED white light communication;
It is simply because "I am clear what I want to do, can do and will do well." He said.
Striving for changes initiatively, resigning to become a merchant
For Yang Feng, interest means persistence and firm faith. He believes that interest is the best teacher. With interest, one can do things carefully and have a bigger chance to do the thing well.
Generally it will be too late if a man has accompolished nothing in his career when he reaches his thirties. But in 1994, at 31 Yang Feng gave up his admirable leadership in a state-owned enterprise resolutely out of his interest. With a dream, and enthusiasm and persistence of Hakka people, he resigned from office and founded Great Aim Group in Zhuhai.
A lot of entrepreneurs feel that they lack some conditions. Yang says, what is most important for an entrepreneur is interest and a firm faith. Entrepreneurs should explore the unknown world with interest, for the interest is where their advantages and potential lie. At first Great Aim Group played a role of contractor in some office buildings. Now it turns 19 years old. With wisdom and courage, step by step Yang Feng has built the group into a large corporate enterprise integrating business such as real estate development, high-tech industry, engineering construction, import and export, communication technology service, property management, lighting production, photo services, hotel management and school education.
Outshining rivals and building the first high-end housing project in Zhuhai
When mentioning the development path of commercial residences, Yang said that it started from Yuehai International Garden in 1999. In the past, Great Aim played a role of contractor in some office building projects, such as the key national project "China Women's Federation Building" on Chang'an Street of Beijing completed in 1996, the "Sub-project of Zhuhai Port Inspection Building", a core project for Macau's return completed in 1997 and Great Aim Building of Zhuhai, the headquarters of the group, completed and put into use in 1999.
Looking back on the development of Yuehai International, Yang said, that year he made a detailed market survey and found that there were no large-scale residential quarters in Zhuhai and most residences did not provide regular property management and community services. As such, he led a team to Singapore on an inspection tour and gradually understood "separation of pedestrians and vehicles" and community management. The project was a successful copy with "high quality with low threshold" in Zhuhai, by referring to the development experience of many residential quarters in Singapore.
In fact, Yuehai International Garden was indeed a benchmark in the real estate industry of Zhuhai at that time in design concept, construction scale and selling speed, which created a record that the project's construction fell behind the selling speed and worked a miracle that the house price was raised for five times in a year. It outshined rivals in the real estate of Zhuhai when the real estate market was sluggish as a whole at that time. "Yuehai phenomenon" happened, which also earned Great Aim Group a fame.
Withdrawing to Zhongshan and improving the environment before promoting the project
From 2000 to 2002, land supply was stopped for commercial residence development in Zhuhai, to give way to the reconstruction of villages in the city. This was a very big market. But Yang chose to withdraw to Zhongshan and expand his visual field to the Pearl River Delta and all over the country.
In 2001, on the western bank of Qijiang River, the mother river of Zhongshan City, he launched the development of "Lanbowan", the first all riverview ecological community in Zhongshan, which occupied 450,000 ㎡ and had a floor area of 700,000 ㎡ and opened up a new epoch in the housing market of Zhongshan. In 2003, he made a generous investment on Dengdu Huating project of Zhongshan which occupied 380 mu, introduced the international master He Xianyi to design the project based on the blueprint of Venice, Italy, created an artistic corridor with European Continent style; and also made a huge investment of 50 million Yuan to directly introduce the healthy water system of Xijiang River over a distance of 3 km to Dengdu Huating. Such a model that prioritized environment over project was extremely rare in Zhuhai at that time and made a big sensation in the local area. The subscription rate of villas exceeded 260%. The construction of a floor area of 250,000 ㎡ was completed and the houses were sold out only in one year and two months.
On this, Yang Feng explained, many projects in Zhuhai today have succeeded in the reconstruction of villages in the city. At that time, we also received an invitation from the government. But considering the issue from the strategic development of the enterprise, it was inconsistent with our development positioning due to various problems faced in the development of villages in the city, so we gave up and searched for another direction for our development.
Taking root in local culture, returning to Zhuhai and advocating "Navigate for life quality pursuers"
In 2006, the development of commercial residential buildings was resumed in Zhuhai. After being away for seven years, Yang returned to Zhuhai. He kept learning, making inspection tours around the world and sought after positioning and differentiation based on the characteristics of each project. It successively developed three different types of projects, namely Phase II project of Longteng Bay Villas, Nanwan International and Lingfeng International. The positioning of residential projects has shifted from "high taste with low threshold" of Yuehai International Garden to today's "Navigate for life quality pursuers" of Nanwan International.
He explained, at first it was simply a copy of "high quality with low threshold". Now knowledge must be blended with culture; otherwise, it will be rejected by the market. Like, Longteng Bay Villas, in the earlier stage he designed the top floor of seaside villas into a balcony for a view of the sea taking the US as its example, but the sales was not good at first. It turned out that Zhuhai customers liked a slope roof, so he changed the design.
The winding course made Yang deeply understand the relationship between knowledge and culture. In developing products, only knowledge at the levels of technology and profession is far from enough; local culture must be fully integrated. He said, from Yuehai International Garden of "high quality with low threshold" to Nanwan Mansion that advocated "Navigate for life quality pursuers, no stop until perfection is achieved", the former was reinforcing steel bar plus cement, while the latter was a combination of knowledge and culture. The product R&D center of the group has made huge efforts for such a positioning. For example, the usable area rate of a house can reach 97% and even exceed 100%; the plane layout has integrated the Fengshui theory of local culture, and so on.
The concept of "Navigate for life quality pursuers" aims to create an atmosphere of home and breath of life for customers. Starting from this purpose, he has made a lot of innovative products. He has initiated "micro villa" in Lingfeng International. Attention has been paid to details of life. For example, an agitator is mounted in the vegetable basin to directly classify and discharge kitchen garbage; the residential quarter is equipped with security fingerprint identification system; safe box is set at a concealed area at home; a ventilation pipe system is installed at the cloakroom to guard against mouldiness and dampness; an automatic wiggler for watches is installed, and the like.
Pursuing dream in Zhuhai based on diversification, scientific R&D for several industries
Nowadays it has become a strategic choice for many large real estate enterprises to take a path of diversification. In 2011, Yang began planning to step into high-tech industry. The lately developed project was LED white light communication. Last December, he signed a contract with National Key Lab for Semi-conductor Joint Innovation on the transfer of LED white light communication patented technologies. Meanwhile, he declared to join hands with the patent transferer to invest in and establish a "South China Base of National Key Lab". Fully utilizing the high autonomy of a private enterprise, he introduced technologies and high-end talents to set up an "International Semi-conductor Application Center" integrating innovative R&D, technology incubation and fruit commercialization. At present, the screening for a location for the construction of a production base for fruit commercialization is under way.
When mentioning the development of the enterprise, Yang said, the group was developing a multitude of industries simultaneously, but real estate was still its focus. High-tech industry is a sunrise industry. He wished that it could add a sustainable supporting force to the group's long-term development and do more things beneficial to the society. This was the duty of an entrepreneur. Abroad, it will keep a close watch on the high-end R&D fruits and high-end talents of the world in its existing finance, real estate and mining operation, thereby introducing "additives" to its high-tech projects at home.
Asked how he thought of the trend of housing price, he answered implicitly, "If the real estate industry is specific to a project, it doesn't mean that there is a project when there is land, and vice versa. In recent years, housing price has kept rising, due to the scarcity of land at the area where the project is located. Therefore, a contradiction exists between project and land, which will be directly reflected in the housing price."
Profile
With one brush, he can depict truth of his heart; with ink, he can unleash his unconstrained wisdom; with a painting, he can depict the realm of his life; a kind of people can comprehend the truth behind the blending of knowledge and culture. In the increasingly impetuous society, we need a realm in which one is happy and contented rather than loaded with worries; we need a kind of life quality pursuers rich in artistic creation enthusiasm and sense of reality. Today, let's get close to such an attitude and realm, and know more about Mr. Yang Feng, vice chairman of China Calligrapher and Painter Association and chairman of the board of Great Aim Group.
Editor's Notes
When mentioning applying for a college in College Entrance Exam, Yang said, major is not only direction of study in the university, but more has a great influence on a student's employment and further education and even course of life in the future. Interest is the best tutor. When a conflict is found between the major and interest of your children, it is more important to cultivate their interest than major, for they will do their best if they do what they like. In fact, there are no division of good and bad majors. A major should be a suitable one as long as it is consistent with the interest and personality and can bring the advantages of the student into a fullest play. As parents, we should be good at discovering and cultivating the interest of our kids and support and encourage them.
Yang insisted on educating his children with personal example and verbal instruction. He remembered that after his eldest child graduated from the collage, he did not want to step into the real estate industry. Yang did not force him, but reached an agreement with him. He could get in touch with the industry. If he really had no interest in the end, he could give up. In the end, under the influence of the father, the son slowly became interested in real estate and now the son can also undertake a task alone.
Everyone has his own complex feeling about the affection of parents. Father does not talk as much as mother, but his love is also warm and lasting. The example and verbal instruction of father is an unforgettable baptism of thoughts in the life. As Father's Day is coming, Real Estate Part of Zhuhai Daily will wish a happy day to all fathers.