It seems that there has never been a winter like this, such a lengthy and cold, like a real estate person walking on thin ice, every day to refresh the news of ups and downs, some people helplessly lie flat, some people rise up to fight, and some people, open a new track.
The more the industry winter, the more can hone the mind, the more test whether an enterprise has enough rationality and courage to go through the cycle. At this time, it has been five months since Beijing Capital Land was delisted in Hong Kong, and it has been three months since it has determined its strategy with the new role of Capital City Development Group.
The first batch of centralized land supply in Beijing in 2022, which ended not long ago, we did not see the figure of this old state-owned enterprise, which also made You Kejun more concerned about what kind of transformation has been experienced within the enterprise in the past three months, from capital real estate to capital city development? How will the first city, which has anchored a new goal, start the first year of this innovation. So, we threw the question to Capital City, hoping to get some enlightening answers.
After all, when the industry as a whole slows down, stick to the right direction, slow is fast.
1
For Capital City Development, the right direction is the three main channels established at the time of the renaming, a brief review:
- First, comprehensive urban development is still the core business, including commercial housing development, self-owned land development and policy-oriented housing development.
- Second, the comprehensive operation of the city, including policy-oriented rental housing, high-end consumption of Oleai, operation of cultural and creative industrial parks, and urban services.
- Third, urban renewal and upgrading business, including the transformation and upgrading of old residential areas, the transformation and upgrading of old factories, and TOD\EOD.
It can be seen that although the development of traditional real estate business still occupies the main line, from the overall positioning point of view, it is only one of the three main businesses. In the past few months, an important task facing Capital City Development has been to complete the integration of long-term rental businesses, including the collective rental model, that is, an important part of the second track in the main channel. As a state-owned enterprise in Beijing, Capital City Development has set a goal at the time of the release of the strategy to become the leader of the most operational one-stop rental housing area in Beijing, and it is expected to achieve 100,000+ sets of rental housing in the next three years.
Among them, the construction of rental housing, including affordable rental housing and long-term rental housing, is also the work that the state will focus on promoting this year. However, for enterprises, to make this track bigger and stronger, making it a sustainable business, it is not only the ability to obtain resources, but also the establishment of operational service models, the output of product strength and the creation of the overall brand image.
You Kejun learned from the capital City Development that the company is expected to launch 5 new long-term rental projects in Beijing this year. With the entry of different products into the market, for the renamed Capital City Development, we can see that urban comprehensive development is still its core business, at the same time, this company also wants to open up the channel in the field of urban operation and urban renewal by forming a long-term rental operation service brand with the characteristics of the first.
It can be said that at this time, the first city development, the deep cultivation of the city has departed from the simple residential development model, but strives to achieve the transformation from "real estate integrated operator" to "comprehensive operator leading urban development".
2
For Capital City Development, the new track means more dimensional challenges and richer propositions, at the same time, in the overall planning and goals, Capital City Development has a more objective and rational understanding of "scale".
When asked about the goals or tasks of Capital City Development this year, Yu Kejun got a rational and prudent answer:
"We will not deliberately pursue a number, for Capital City Development, 2022 will not be a year of particularly strong external shape changes, but a year of strong internal adjustment, for the investment business, it follows the principle of selecting the best among the best."
Behind this answer, we can get a few clear points of information:
First: It is extremely important to select the best of the best. Especially in the industry, which has experienced round after round of big waves, companies that have been increasing leverage and expanding in the past simply in pursuit of scale have tasted the bitter fruit of being forced to lose weight at this time. For Capital City Development, a steady layout is a long-term doctrine worth adhering to.
It is reported that the future urban layout of Capital City will gradually focus on 13 to 15 cities from the previous 27 cities. In these cities, in addition to focusing on the acquisition of high-quality land plots and mergers and acquisitions opportunities, Capital City Development pays more attention to the opportunities to integrate and empower diversified businesses.
Second: open land acquisition, multi-faceted consideration. We have learned that the first two years in the open market to obtain land is indeed very cautious, including the beijing base camp did not participate in the centralized land supply but in Shanghai but in Shanghai has won two consecutive high-quality land plots to attract the attention of the outside world, for this problem, the key is to "choose the best of the best", from the previous secondary development to today's three main waterways equal emphasis, for the land and attached to the products and operation services, Capital City has more levels of consideration, not just the problem of "settling the account". This is due to the phased needs of Capital City Development itself. At this stage, the development of the residential market is still the core of the business, and how to form a more diversified brand image of Capital City Development in the fastest time, which requires more energy to be focused on long-term rental business and cultural and creative urban operations.
Third: seize the opportunity to make efforts to close mergers and acquisitions. This is also why, compared with the prudence in the open market, Capital City Has made frequent efforts in the mergers and acquisitions market. According to Yu Kejun's understanding, there are currently about 30 or 40 M&A projects promoted by Capital City Development, which are distributed in the target cities it has targeted or cities with strong development potential. These mergers and acquisitions will determine what kind of brand image Capital City Development will build in the future, so the choice of each project is very cautious, and the first project launched after the name change is more symbolic.
3
In the end, the first City Reading Yijiangyuan in Wuhan became the pioneering work of the first year of the capital City Development Innovation, which is also the eleventh "Sky Reading System" product of capital City Development after the layout of the Sky Reading System in Beijing, Shanghai, Shenzhen, Tianjin, Chongqing and other major cities. Needless to say, it will also be the cover of Wuhan's urban mansions.
The first day to read a river source renderings
At this time, it has been nearly five years since the first venture entered Wuhan. From the drop of Wuhan Optics Valley East in 2017, the creation of the first outlet, to 2020, stationed in Wuhan Economic Development, and Sunac joined hands to create the first international smart eco-city, and then to the landing of hankou core area, capital · Tianyi Jiangyuan officially debuted, the bottom of the 10 billion goods value of the big market, but also made the layout of capital city in Wuhan, more substantial.
In 2016, the "Tianyue Series" debuted in Beijing, as the establishment of the high-end luxury housing product line in the first residential product system, Tianyue Xishan once became the benchmark of the Western Beijing mansions. Subsequently, Tianyu Binjiang landed on the Bund and stood at a unit price of nearly 100,000 at the opening of the market. It can be said that every "Heavenly Reading System" product, from the city to the location, from the design concept to the product details, each link is closely related to the positioning of the city mansion. There is no suspense, so that the first founder of the Hankou core area and occupying the first line of the Han River, TianyueYijiangyuan, has enough strength to create a new "Tianyue System".
At this time, we return to the proposition of "the debut of the first work of the capital city", and we will see that compared with the choice of an ordinary residential product, it has a greater symbolic significance to use the capital city to open the innovation year of the capital city.
For such a comprehensive project with a total construction scale of about 660,000 square meters, in addition to the output of high-quality residential products, for the improvement of commercial facilities and the empowerment of Capital with its own diversified business, TianyueYiJiangyuan provides a richer testing ground, and this testing ground is the best stage for Capital City to build its new image.
At this point, we see a clearer capital city. Compared with three months ago, there are more grounded actions and more full thinking. After all, whether for state-owned enterprises or private enterprises, the era of the real estate industry lying on the back to make money has passed. How to firmly aim, find a correct path of orderly contraction, and create the path that Capital City Development is practicing, can bring some thinking and enlightenment to the industry.