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时间：2015-08-09 18:46
沈阳七星财富中心（以下简称“七星”），正在从价值主张和核心业务等多个层面颠覆传统的地产商业模式。他们准备怎么做？最重要的布局之一在私人董事会业务。这是一种全新的、前景广阔的企业家学习和发展模式。全球知名的企业资信调查类信用管理公司邓白氏（D&B）的一项调查显示，私人董事会可以有效提升企业的竞争力，其成员企业的成长速度是其他企业的2.5倍。现在，私董会模式正在中国生根发芽，沈阳七星财富中心正在成为私董会的领军者。私人董事会在西方国家已有50多年的历史，是一种非常成熟的模式，欧美等国的许多管理者都拥有自己的私人董事会服务。但在东亚地区，私董会多年来并不受青睐，曾有国外机构败走亚洲市场后，留下“东亚文化太封闭”的谶语。不过现在，中国企业家们的心理正在发生变化。“十年前，企业家们会热衷于攻读MBA、EMBA，但现在，一种更平等、更联系实际的学习型交流方式，才更契合企业家们的特定需求。” 七星财富中心副总裁李佳宜在接受采访时，这样解释设立私人董事会的初衷。和常规商学院不同，私董会的核心是去权威化、去固定化模式。在这里，由具有行业权威和经验的人士作为发起人，组织10-15人的私人董事会。一群没有直接利益冲突的企业家则从不同的角度交流经验、思考问题并相互提出无任何商业利益和偏见的中肯意见，互相探索创新性的解决方案和想法，通过顶层智慧的分享，群策群力，直击商业问题的核心，并在此过程中获得快速提升。在现实中，能理解企业家面临的压力的人群及能提供的帮助方式都很稀缺，在私董会中，如何确保私人董事会能成为学习社交平台而不沦为浮华的混圈子？为了让参与其中的企业家们更深入的了解彼此，七星还将为加入私董会的会员拍摄“微电影”，在一个浓缩的短片中讲述企业家的人生故事和奋斗史，发掘到隐藏在身上的闪光点。更重要的做法是是严格筛选会员。“你不能想象一个私董会里，一名企业家在谈论他忧虑的问题，另一名会员告诉他，就这样吧，想这么多累不累……我们必须确保私董会会员不仅是财富拥有者，更重要的素质是能力、情怀和抱负。只有保证这点，才能让企业家们更理解彼此的需要，产生共鸣。”坐而论道并不是私人董事会的目的，组织者的素养和能力将是私人董会成败的关键。尽管抛弃传统课堂里刻板、结构化的授课模式，私董会也不是单纯的小组讨论和聊天。这里仍然需要非常深厚的理论、工具和方法的支撑，七星在这里最重要任务变成了发现企业家的真实需求、发掘最具价值的议题、物色最适合的专家与企业家交流。七星私董会提供的另一重要价值在于背后的金融服务，这也是其他私董会组织很难具备的能力。李佳宜表示，如果企业家们作出了并购等决定，七星智囊团将为他们提供金融服务。私人董事会只是七星财富中心的核心功能之一。而这家公司的雄心远不止于此。东三省高品位尊贵人士的财富集聚地七星财富中心位于青年大街与浑河交汇处，是皇城中轴线和浑河银带龙脉唯一风水交汇点。此前，七星由另一家机构运营，尽管有着完备豪华的设施，定位于高端客户的七星销售并不顺利，算不上一个成功项目。如何拯救这一死气沉沉的豪宅项目？在一片质疑声中，曹建平做出了“去地产化”的决定：放弃抢夺个人客户，转向以金融企业为主的机构客户，并为他们提供增值服务。曹建平为七星所设计的这一模式和其他围绕高端客户做生意的地产商大相径庭。对于金融机构，七星可以为金融机构输送顶级客户资源，并通过金融机构集中的混合效应，产生客户倍增效应。对于顶级富豪们，七星则可提供包括的金融一站式服务、私董会在内的多项服务。加入业务领域涵盖了投资、贷款、资产管理、理财、金融租赁、期货、证券、保险的七星财富中心后，客户们不必周折辗转地寻找金融服务、比较金融产品，专业的金融智囊团将为客户提供精准的金融解决方案，推荐最匹配的金融机构，提供真正意义上的一站式金融服务。推翻了传统业务架构的七星，话语权的提升常取决于其能否使一方群体（高端财富群体）吸引到一定规模的另一方群体（金融机构）——私董会等独特的业务正是服务精英群体的重要组成部分。在互联网和移动互联网时代，越来越多的企业改变了赢利的着眼点，寻找突破市场的契机。但在房地产这一传统行业，敢于探索新兴商业模式的公司凤毛麟角。这一前所未有的颠覆性高端圈层模式为何成立？李佳宜是地产业资深人士，在她看来，中国的房地产业正在迎来拐点：高速成长期已经过去，单纯经营沈阳等二线城市的豪宅项目并无法获得丰厚回报。但另一方面，沈阳尽管已经拥有了多家高端酒店和会所，为顶级富豪提供相匹配生活圈层服务的机构仍屈指可数。凭借一站式金融服务中心、艺术殿堂、逍遥MALL、私人董事会、私人官邸等服务，七星足以从沈阳脱颖而出。一端对接高端客户，一端对接金融机构，把握住这两股强大需求的七星，在此间的角色亦由地产商升级为金融服务平台商。锻造一个平台的回报是超值的：在完成房产销售时，已经收回成本；此后向金融机构和高端客户提供的多项衍生服务项目，可以让七星拥有多重赢利点。这一模式的精髓在于将多边不同群体的供给和需求对接，所有的举动不是一个个棋子的散落布局，而是尽力下成一盘棋。在李佳宜的计划中，七星将拟定多层级的价值主张，成为金融机构增值服务提供商，并打造一个完善的、成长潜能强大的生态圈，有效激励多方群体之间互动，实现多方共赢。随着规模的扩大，七星财富中心所能带来的引爆点将到来。七星的覆盖范围并不局限于东北亚地区，随着业务的成熟，李佳宜还将迅速将其推广到全国范围，而成熟的人才队伍保障着项目的顺利和高效运转：11位智囊团成员，8人曾为全球超过1,000亿美元的巨型企业，提供不同领域的金融服务。每一位团队成员，都是银行或其他金融领域里最高水平的操盘手。如何把这盘棋下活，李佳宜清楚最重要的是维系好两端资源。“当务之急是向更多金融机构证明我们的模式是可行的，容许犯错的空间极小，”她说，“欣慰的是，金融机构们对我们的模式非常认可。”未来的挑战之一或许来自模式运转成熟后，效仿者将迅速到来，不过李佳宜并不担心：“把这件事做成的壁垒极高，我们是最具备这种资源和能力的人。”（TIPS：私人董事会（Private Advisory Board）起源于西方，前身是1957年美国割草机公司总裁，罗伯特·诺斯（Robert Nourse）的总裁圆桌。那年10月的一天，诺斯把他的四位企业家朋友请到位于威斯康新州的公司总部召开了一个特别的会议。通过对割草机公司存在问题及战略的分析讨论，诺斯理清思路、做出了决断，并被其后公司的发展证明是正确的。此后多年经专业公司组织运作，私人董事会形成了完善的商业模式。）
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