At this stage, small and medium-sized real estate companies are looking for opportunities to transform themselves as quickly as possible.
1.1.0 residential real estate has entered the silver age, 2.0 commercial real estate structural adjustment is imminent, 3.0 industrial real estate opportunities have emerged, and transformation is a blue ocean;
Although the real estate industry is a pillar industry of the nation, The government has always spared no effort to support the upgrading of the real economy, and the carrier of feedback to the space is support for industrial real estate.
Bianma consulted the information and learned that among the more than 900 billion new special bonds added in 2020, the three largest investments are park construction, transportation and urban construction, including rail, industrial parks, new The construction of new infrastructure in a broad sense, including energy, is about 240 billion, while the total investment in traditional infrastructure projects such as transportation, agriculture, forestry and water is close to 500 billion.
Global capital is chasing profits, and the basic logic of global industrial transfer is to constantly seek "depressions" in the prices of production factors such as labor, land, capital, and technology. In recent years, under complex situations such as the disappearance of China's labor cost dividend and the Sino-US trade war, the industrial transfer of low-end manufacturing to Southeast Asia and high-end manufacturing to Europe and the United States has become one of the main reasons for the downturn of China's real economy, which has forced the direction of China's industry. The road to transformation and upgrading.
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2. At this stage, real estate concentration is high, small and medium-sized real estate companies lack competitive advantages, and transformation is the only way;
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In the past year of 2020, there were more than 40 domestic real estate companies with sales exceeding 100 billion for the first time, setting a new high. The competitive advantages of large-scale real estate companies have been further deepened.
Leading real estate companies have maintained steady development. The concentration of sales transactions of the top 10 real estate companies has reached 26.3%, which is basically the same as the same period last year. However, with the differentiation of corporate echelons and the intensification of industry competition, the sales operations of real estate companies after the top 100 There is no significant increase in the concentration of trading amount.
In the future, as market resources gather towards advantageous enterprises, the growth space of small and medium-sized real estate enterprises will be further restricted. The "three red lines" will pose a higher test to the financial strength and operational management and control efficiency of enterprises. . In the first 11 months of 2020, among the 36 large-scale real estate companies that have set performance targets during the year, nearly 30% of the real estate companies have achieved full-year target completion rates between 85% and 90%, and 5 real estate companies have set targets. The completion rate is less than 85%, and the sales performance of many small and medium-sized real estate companies is under pressure.
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3. Small and medium-sized real estate companies stick to residential real estate, the market space is getting narrower and narrower, and the profit model is facing a test;
Say goodbye to the era of huge profits, and profitability will move towards The manufacturing industry has moved closer, and the real estate industry has fallen into a growth bottleneck. In the first half of this year, the profitability of real estate companies has generally declined, the overall profit scale has shown negative growth, and profit margins have also continued to decline. Even some originally highly profitable real estate companies could not escape the predicament. Their profits were cut in half and profit margins plummeted
4. The industrial transformation of small and medium-sized real estate companies is a positive choice to jump out of the Red Sea market and is expected to upgrade the industry. Slice the cake in the middle;
Residential construction interacts and integrates with commerce, tourism, industry, culture and other industries to achieve diversified development. In this way, the downward regional development of small and medium-sized real estate companies has found a foundation. Small and medium-sized real estate companies can also carry out related diversified operations around the real estate industry, such as property management and economical hotel chains.
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5. The industrial transformation of small and medium-sized real estate companies must start from the industrial ecology, strategize, and achieve dual iterations of strategy and tactics;
At present, many second-tier developers The development of economic hotels in third-tier cities is still in a vacuum. Enterprises should seize the opportunity and occupy the market. Small and medium-sized real estate companies have great advantages in hotel operations. First, real estate companies are very familiar with housing construction and real estate equipment and facilities, which can ensure the continuity and unity of products and services; second, the property management industry has low entry barriers, low operating and management costs, and low risks; Third, the property management industry can echo its main business in terms of human resources.
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6. The key to the transformation of small and medium-sized real estate companies is to polish their products. Regardless of commercial real estate or industrial real estate, it is very important to improve product planning with an operation orientation;
With real estate In comparison, the customer base of industrial real estate is narrower, customers make more cautious decisions, and have higher requirements for products and services. Therefore, the development and operation of industrial real estate is more difficult and complex. The development and operation of an industrial real estate project must systematically solve key issues such as development model, strategic research and judgment, business model, industry positioning, product positioning, market positioning, spatial planning, and operation strategy.
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7. The transformation of small and medium-sized real estate companies must face up to the impact of the Internet on the real economy and plan smart operations from the height of strategic thinking;
From the beginning of the park The pursuit of automation later developed into digitalization and further deepened into intelligence.
At present, my country's park informatization is developing rapidly, and many parks have laid a good foundation for digital parks. Therefore, the construction and operation of smart parks must make full use of and optimize the established foundations and various projects to achieve full integration with digital parks. transition; we should seize the opportunities of major innovation and change currently experienced by the information industry, vigorously develop smart industries, promote the in-depth integration of informatization and industrialization, and make informatization an important force in promoting the industrialization, urbanization, and marketization of the park to achieve Comprehensive wisdom in park construction, development ideas and concepts.
Smart operation relies on the new generation of cloud computing, Internet of Things, big data, decision-making analysis and optimization and other information technologies, and uses perceptual, interconnected and intelligent means to construct the park space and park function carriers. The natural resources, social resources, information resources, intellectual resources, as well as the dispersed and fragmented physical infrastructure, information infrastructure, industrial supporting facilities and commercial supporting facilities in the park are gathered, reorganized and operated. Through monitoring, analysis, integration and Intelligent response method, straighten out the relationship between operational data, systems, and processes, maximize park resources, promote the maximization and optimization of the capacity and efficiency of park resource allocation, and realize a virtuous cycle of input and output in smart park construction. The overall improvement of the park's functions and the sustainable development of the park's society, economy, and environment make the park an organic whole with good coordination and control capabilities.
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8. The transformation of small and medium-sized real estate companies should draw more lessons from the operating strategies of cross-border integration companies and abandon the single thinking of land and structures;
Financing Difficulties and capital shortages are the biggest problems faced by real estate companies today, which restrict their medium and long-term investment and force them to seek cross-sector transformation. Many real estate companies have begun to diversify their layout, explore new markets and businesses, obtain higher investment returns or share the burden of the main business. Cross-border operation of real estate companies has become a trend.
"China Construction News·China Real Estate" learned that under urban real estate control policies, some real estate companies have chosen to transfer large sums of funds to cultural and tourism real estate, and cultural and tourism real estate has become a new driving force and breakthrough for the real estate industry. . At present, more than one-third of the top 100 real estate companies have entered cultural tourism real estate. However, the difficulty in short-term appreciation and long-term turnover also tests the operational capabilities and wisdom of real estate companies. Characteristic towns occupy a place in China's cultural tourism real estate projects with their unique cultural diversity.
At the same time, agriculture has gradually gained popularity in the form of leisure vacations, rural tourism, etc., and the resource effects and development potential of agriculture have emerged. In addition, the government attaches great importance to the development of the agricultural industry, which has fundamentally promoted the transformation of new ecological towns into Guide and integrate the development of a comprehensive new ecological economic format of "agriculture + real estate" based on "leisure tourism, cultural industry, education and science popularization, livability and health care". The new idea of ??"agriculture + real estate" will also inject new vitality into the characteristic town projects of real estate companies.
9. The transformation of small and medium-sized real estate companies must actively innovate modern financial methods;
At the peak of real estate in the United States, there were thousands of real estate developers, and now the remaining active ones are estimated to be There are about 100 companies, and they are all funded and financialized, holding commercial real estate, and conducting capital operations through REITS and so on. After urbanization and urbanization cease, the main theme of the real estate market will definitely shift from incremental development to stock management.
For example, in Shanghai, a market-oriented and transparent place with sky-high land prices, it is already difficult for small real estate companies to acquire land alone, but these small and medium-sized real estate companies have been more or less small in the golden decade. You’ve made a lot of money and have experience and capital, so what should you do? Holding together for warmth would be a solution. If we transform in the future, we can serve as LPs for some real estate funds, and then these funds can cooperate with large and powerful real estate companies to acquire land for development and make real equity investments. I think this may become more and more popular after the real estate market enters the second half. How to play.
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10. Small and medium-sized real estate companies must not fall into the decision-making trap when transforming. You might as well learn about the special real estate Zhuge Liang Biaoma Agency
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Since the late 1990s, Biaoma Planning has been adhering to the five major categories of commercial real estate in third-, fourth- and fifth-tier cities, 10 Planning services for major categories of industrial real estate, including providing advice and agency operations for department stores to upgrade shopping malls, office buildings to intensively develop urban complexes, wholesale markets to transform into professional markets, pedestrian streets to transform and upgrade characteristic commercial streets, and community supporting outlets to transform into community commerce; The integration of tourism + culture is upgraded to business, tourism, culture, sports and innovation, nursing homes are upgraded to smart health cities, development zones are transformed into ecological science and technology parks, professional markets are upgraded to trade and logistics cities, urban villages are transformed into new communities, old factories are transformed into new cultural and creative buildings, and ancient towns are transformed into new towns. Provide strategic planning and decision-making consultants to upgrade characteristic towns and old cities into upgraded industrial new cities. For 2 years, the service footprint has reached more than 500 cities in more than 20 provinces across the country, and the menu service area such as consultant planning, rental and sales exceeds 150 square meters.
Adhering to the professional spirit of “professionalism, concentration, and focus”, Biaoma Planning takes Biaoma marketing planning and Biaoma enterprise investment management as its core, gradually optimizes the characteristic real estate service methods, and uses Biaoma triple-win planning and design , Shanghai Biaoma Enterprise, and Biaoma Think Tank Characteristic Town Development jointly formed Biaoma (China) Characteristic Real Estate Consulting Agency.
It has joined forces with the well-known planning and design institutions TusDesign and China Construction Shanghai Design Institute, and formed an alliance with Penguin New Media Academy, a subsidiary of Tencent, a Fortune 500 company in China. It absorbs the creative essence of the United States, Canada, the United Kingdom, Australia, Japan, and the Netherlands, and strives to provide commercial real estate and industries for cities and counties in China. Real estate specialization provides more service strategies.