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【文/财圈社刘书宁】日前,在小红书平台上,#贝壳高管挥霍的都是贷款供房人的青春#的帖子火了,紧接着又有题为#左晖去世四年,贝壳高管薪资涨了近百倍#的帖子引起了《财圈社》编辑的注意。

据某链家工作人员向《财圈社》编辑透露,现在的房产中介越来越不好干,普通员工没有底薪借薪制,要是一点儿业绩都没有,公司借给你,然后下个月再还。

为何贝壳高管赚的盆满钵满,普通员工却又生活的如此水深火热呢?

两极分化高管天价薪资与员工生存困境

公开数据显示,贝壳2024年全年净收入达到935亿元,同比增长20.2%,但利润下滑明显,归母净利润为40.65亿元,同比下降30.9%。但是比利润率逆向增长更魔幻的是,贝壳高管的薪资惊为天人!

2021年,贝壳董事长彭永东的年薪是847.8万元,联合创始人单一刚的年薪是685.3万元。到了2022年,两人的薪资像坐上了火箭,分别蹿升至4.75亿元和3.55亿元。2023年,这两位高管的薪酬更是直接“封神”——彭永东拿到7.13亿元,单一刚拿到5.29亿元。短短三年间,彭永东的总薪酬突破12亿元,涨幅高达8300%,堪称“财富增长神话”。

然而与高管薪资的指数式增长相比,基层普通员工的工资却少得可怜!

在采访中,爆料人表示,所属店的经理在做经纪人的时候,除去扣除的平台费用和给师傅的业绩等,仍然可以剩100多万。而现在的到手工资却让人忧愁,业绩的大头基本上都在平台手上,公司对员工的奖励与之前相比更是一言难尽。

同时,他也表示目前的这种机制下“越厉害的人资源越多”,房子是按人头轮换,轮到谁就可以参与分成,分成剩下的就归属卖出房子的人。不认识老房东的话,很难开单。据他所说,目前还在招聘新人,因为新人成本低,对公司来说,开相同的单,盈利空间更大。

“同股不同权”高管三年薪酬暴涨数十亿

编辑注意到,贝壳高管的薪资暴涨,主要靠的是股权激励。2023年,彭永东通过行权获得价值7.02亿元的股票,而行权价格比市价低了62%——这几乎是“白拿”股票的节奏。相比之下,美国同行RE/MAX的高管薪酬仅占公司净利润的3%-5%,而贝壳这一比例高达29.6%,远超行业合理范围。

据悉,贝壳的股权架构采用了“同股不同权”模式,这让高管们在持股比例不高的情况下,依然掌控了公司大部分的投票权。2021年左晖去世后,左氏家族名下的PropitiousGlobal成为贝壳的第一大股东,持股22.7%,但通过授权委托,百会合伙(由彭永东和单一刚各控股50%)掌握了这部分股份的投票权。最终,彭永东以4.9%的持股比例,掌控了22.4%的投票权;单一刚以2.7%的持股比例,掌控了10.2%的投票权。

从ACN模式到C2M模式赋能还是抽佣?

如果说高管薪资的暴涨是贝壳财富神话的表象,那么其商业模式的转型则是这一神话背后的深层逻辑。

左晖时代打造的ACN(经纪人合作网络)模式,通过将房产交易链条拆分为多个角色,比如房源录入人、房源维护人、客源转介绍人等,每个角色根据贡献获得相应的佣金分成。在左晖时代,ACN模式带来了行业效率的飞跃。

数据显示,北京链家的人效几乎是市场第二名的4倍,经纪人的平均从业时间从7个月提升到30个月。

然而,ACN模式的成功并不长久。贝壳通过ACN掌握了行业规则的制定权,但这种权力的集中化让平台从“赋能者”变成了“抽佣者”。数据显示,贝壳每单交易抽取12%-18%的平台费,这种高抽佣比例让经纪人的利益被边缘化。

2023年7月,贝壳宣布将企业战略升级为“一体三翼”,并增加了新事业部“贝好家”,其宗旨是以客户思维,共筑好产品、好服务,推动房屋供给侧升级。贝好家的C2M模式核心在于“以人定房、以房定地、以房定钱”,即在开发初期,深入洞察消费者需求,从选址、产品设计到资金配置等环节进行精准布局。

在资本的狂欢与基层的叹息之间,贝壳的未来正站在十字路口。对于这个万亿级市场的“守门人”来说,真正的挑战不在于商业模式的包装,而在于如何让财富分配的齿轮重新咬合。

贝壳的故事将如何续写?在优化利润下滑和抽佣问题上,我们期待着贝壳能交出一份让人满意的答卷。

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