Nokia still believes in it when it's difficult,
Lei Jun chose to believe in it in the most important battle of his life,
Liu Qiangdong threw 3.1 billion to continue to increase it,
Thousands of executives continue to buy it with their wallets,
So there's really no reason why we shouldn't pay attention to it.
More than 10 years ago, in various public places such as bus stops and railway stations in Shenzhen, banners were pulled everywhere, with a very eye-catching slogan written on them:
"If you come, you are from Shenzhen".
Yizhuang, which is separated from Shenzhen by more than 2,000 kilometers, has also had a very out-of-the-circle slogan in recent years:
"Yizhuang, a place to achieve great enterprises".
Over the years, Yizhuang has long been famous, and more and more delegations from various provinces and cities have come to Yizhuang. After a leader went back, he suggested learning something else, because he found that there were four big characters written on the back of the Yizhuang model:
Not reproducible.
01
In 1992, it was another spring.
As the country explores and further expands the opening up, various localities have begun to prepare for the establishment of development zones for foreign investment and implement some preferential policies. Beijing is no exception, but planning for a site has run into difficulties.
After all, the status of the capital is special, and no one knows whether the introduction of foreign capital will shake the fundamentals.
After several considerations, there is finally a special area into the high-level field of vision, that is, Daxing, Fengtai, Chaoyang, Tongzhou four districts junction Yizhuang, here on one side of the Liangshui River, on the other side of the construction of the Beijing-Shanghai Expressway, just enclose this land in the middle.
It is said that at that time, everyone felt that capitalism must be encircled to prevent it from affecting and poisoning the development of socialism.
The earliest prototype of the Economic Development Zone was born.
02
Entering the millennium, Yizhuang can really take a step.
In May 2000, in order to attract and develop the mobile phone industry, which was a high-end industry at that time, Yizhuang established a Sino-foreign cooperative enterprise Beijing Xingwang Industrial Park Co., Ltd. with Nokia in the form of land price participation, which was a major initiative at that time.
At that time, Apple was still struggling with losses.
That year, Jobs returned to become Apple's official CEO, with a symbolic annual salary of only $1, and kept shouting:
"The madman is in charge of the madhouse, and we can do whatever we want."
In 2006, Nokia, the then booming mobile phone giant, opened a new page in Yizhuang, spending 450 million yuan to build its Chinese headquarters in Yizhuang.
Subsequently, the Economic and Technological Development Zone gradually gathered more than 20 upstream and downstream enterprises from the mobile phone manufacturing industry from all over the world, such as DHL of Germany, Sanyo Energy of Japan, Foxconn of Taiwan, and Weixun Semiconductor of the United States, to create a mobile phone manufacturing industry cluster centered on Nokia.
At one time, the output value tax of a Nokia enterprise accounted for 1/3 of the economic development zone.
Mega-corporations like Nokia have transformed Yizhuang from a small village full of farmland to a popular area with trump cards in hand.
Yizhuang soon tasted the sweetness and further increased its efforts to attract investment. So much so that someone at an exhibition in New York, got a copy of the newly published TIMEs, and the inside page turned out to be Yizhuang's investment advertisement, and "Yizhuang" was translated into very fashionable English at that time.
E-TOWN。
Before Chinese football broke out of Asia, Yizhuang had already gone global.
In 2012, Nokia, which sold properties in the United States and laid off employees in Finland, chose to continue to increase its investment in China during the most difficult time.
They chose to believe in Yizhuang.
And put the world's leading innovation center at that time in Yizhuang.
But Nokia's last effort did not resist the torrent of the times. In 2014, Nokia's Yizhuang factory reluctantly announced its closure, and the giant, which once had an output value of up to 140 billion, fell quietly.
Just when people were worried about what kind of impact Nokia would bring to Yizhuang, Yizhuang made a strong response, after Nokia closed the factory, Yizhuang's real economy did not fall but rose, the assembly manufacturing industry declined, and independent innovation enterprises were high; Labor-intensive enterprises are gone, and high-tech enterprises are rising; The old industry is gone, and a new one is born...
Especially around 2015, the thunderstorm of the virtual financial economy represented by P2P made everyone re-look at the value of the real economy, and the high-end manufacturing industry gathered in Yizhuang in the past development process conformed to the development trend of the times and became one of the regions supported by Beijing and the most rapidly developing.
03
In recent years, Yizhuang has continued to develop the four leading industries of a new generation of information technology, high-end automobiles and new energy intelligent vehicles, biotechnology and health industry, as well as robotics and intelligent manufacturing, and has continuously attracted a large number of enterprises and star entrepreneurs to increase Yizhuang.
In August 2020, Xiaomi's "Black Light Factory" put into production in Yizhuang was unveiled.
The "black light factory", which produces one mobile phone in one second, has further liberated Xiaomi's productivity.
In March 2021, Xiaomi ushered in a historic moment.
"We're going to launch Xiaomi Auto, it's the last major venture in my life. For this I am willing to give everything I have, including all the glory I have accumulated. ”
Lei Jun officially started the most important battle of his life.
In the two years since the official announcement of car manufacturing, Xiaomi has invested in the new energy vehicle industry chain in the bottleneck period of the industry.
In the field of power batteries alone, Xiaomi has successively invested in 5 companies, including AVIC Lithium, Honeycomb Energy, Zhuhai Guanyu, Ganfeng Lithium and Weilan New Energy, trying to replicate the successful path in the mobile phone industry.
Working closely with the supply chain to gain more cost space for manufacturing cars, and then sit back and wait for the wind to blow, is surprisingly consistent with the logic of Xiaomi's mobile phones back then.
Ten years ago, when Xiaomi launched its mobile phone, the chip was looking for Qualcomm cooperation, the screen was looking for AUO Optoelectronics, the mobile phone screen was looking for BOE, the memory was looking for Samsung Electronics, and even the mobile phone manufacturing business itself was also looking for Foxconn OEM production.
In an interview with Forbes China, Lei Jun said:
The challenge facing Xiaomi is that one day we really become the number one consumer electronics in the world. Maybe because we don't make new energy vehicles, we will become a traditional company and fall behind.
Lei Jun, 54, even drives to Beijing's Sixth Ring Road after work at 12 p.m. to learn about the various cars and help him build the first electric smart car for young people.
On November 27, 2021, the Beijing Economic and Technological Development Area Management Committee and Xiaomi officially signed a cooperation agreement, officially announcing the settlement of Xiaomi cars in the development zone.
A few days ago, a picture of the latest satellite real shot of the first phase of Xiaomi Automobile's Beijing Yizhuang factory was exposed on the Internet, and Xiaomi gathered the die-casting workshop, stamping workshop, body workshop, painting workshop, assembly workshop, and battery workshop at once, and mass production is ready to be launched.
Xiaomi chose Yizhuang because it is the most eye-catching innovation highland in the global autonomous driving industry, not only with a steady stream of policy support, but more importantly-
What can't be done elsewhere, Yizhuang lets you do it.
For example, when the concept of autonomous driving began to emerge many years ago, there are very few places willing to provide a test field for autonomous driving business. However, Yizhuang immediately introduced a series of policies to develop relevant infrastructure, and accepted a number of companies, including Baidu and Pony.ai.
During this year's National Day holiday, the new M7 has become a dark horse in the automobile market.
Yu Chengdong, chairman of Huawei's intelligent vehicle solution, posted a message on Moments on October 6, congratulating the new car on selling more than 10,000 units in two days.
We don't know if Xiaomi can replicate Huawei's car, but in the magical land of Yizhuang, everything is possible.
04
The Xiaomi Industrial Park is separated by two roads from the headquarters of Jingdong Group in Yizhuang.
On February 9 this year, the entry "Jingdong 3.1 billion yuan to acquire land" appeared on Weibo's hot search.
In recent years, Internet companies with deep pockets have shown their skills in Yizhuang land auctions and taken a lot of land, and this piece of land in Jingdong is already the fifth piece of land it has auctioned in Yizhuang.
Different from the previous land, the land that Dongge took this time is full of "house". Not for anything else, it is said that the main focus is to give benefits to the brothers, and Dong Ge, who once bluntly said that he was "so angry that he wanted to beat someone" after reading the staff dormitory, took out real money to fulfill his promise.
In recent years, with the entry of large companies such as JD.com, Xiaomi, Mercedes-Benz, Bayer, Huawei, and BOE, housing prices in Yizhuang have risen. In the past two years, even if the market is cold, the housing prices in the core area of Yizhuang are still rising, with an average increase of about 20%.
Especially in Yizhuang Hexi District, housing prices have broken through the traditional loop logic, and the prices of new and second-hand houses are seriously inverted, and the prices of many second-hand houses have exceeded 100,000 yuan/square meter.
The continuous introduction of enterprise industry has continuously expanded the regional high-quality and high-income groups——
Big names in Internet companies, top engineers in Mercedes-Benz, executives in Fortune 500 companies, young entrepreneurs in technology companies...
They all have enough wallets to support the housing prices in this area.
05
Recently, in the core area of Yizhuang, a top-notch project has entered the field of vision of major entrepreneurs and executives.
The project has taken a very high-style case name -
Merchants Seal.
The first sale was sold out, with a big sale of 3.57 billion, and 260 houses were sold short without discrimination.
China Merchants Xi's debut is the peak, and it is a second kill.
It is said that Yizhuang entrepreneurs and executives are the main buyers.
With the rapid development of Yizhuang, it has not only given rise to a large number of rigid housing demand, but also includes the increasing improvement demand and luxury housing demand of a large number of buyers.
This is also why in the past, Yizhuang's high-end projects always came out with a batch and grabbed a batch.
However, in recent years, subject to cash flow and the overall market environment, regional limited competition housing has become the mainstream, which makes it difficult for industrial tycoons who like to buy luxury houses.
The money in his hand suddenly didn't know where to spend it.
It was not until China Merchants entered the market that this situation was broken.
The X47 plot where China Merchants Xi is located can be called the land with the highest attention in Beijing's land auction market this year, and it is also the last residential land in the entire high-end residential area in Hexi.
Different from other areas, there are industries and then residences here, the industrial structure is reasonable, the high-end demand is objective, and the supporting facilities and planning of the entire area are pre-empted, not only the strength of the school districts such as the People's Congress, Beijing No. 2 Middle School, and Yizhuang Experiment, but also large business districts such as Longhu Tianjie. The support of the surrounding industries and the purchasing power of the wealthy class, coupled with mature supporting facilities, enables this area to break through the loop logic of Beijing's housing prices and easily climb to 100,000+.
The natural advantages of the plot make it possible to sell any product here. Therefore, there was a speculation from all parties earlier: China Merchants Shekou, which holds X47, may make a short and fast product run.
However, the market seems to have underestimated the ambitions of China Merchants Shekou, and for them, who have already restocked four high-quality new land plots this year, the running volume is obviously no longer enough to meet the ambitions of Honghu. So China Merchants Shekou did not hesitate to take out its seal series of top preface works, and used luxury houses to match the top plots.
A large number of buyers with heavy money in their hands quickly discovered -
This project is truly out of the ordinary.
For example, the clubhouse, which has been about to be lost by real estate companies in recent years, has been refreshed by China Merchants Seal here.
China Merchants Xi designed the first clubhouse in Beijing that integrates the community homecoming lobby + three-entry sunken courtyard + clubhouse functional space, and it is also the clubhouse with the most complete functions, the largest area and the most complete facilities among the residential products in Beijing today.
The configuration that everyone doesn't want to do and dare not do, China Merchants Xi did.
The 3,000-square-meter super club is equipped with a heated swimming pool, gymnasium, yoga room, cigar bar, and even rare indoor golf, KTV and bakery.
The clubhouse of China Merchants Xi even took into account the pet needs of the owner's family and specially built a "cute pet cabin".
These are interesting configurations that are particularly suited to the tastes of entrepreneurs and executives.
For them, this is a configuration that Yizhuang has never seen in the luxury housing market in the past, and even turning the entire history of luxury housing development in Beijing for decades upside down, this kind of club configuration is rare.
There are a lot of firsts here.
China Merchants Seal has also built Beijing's first community underground transportation port, where the external entrance of the clubhouse, the online car-hailing drop-off area, the express delivery logistics center and other functions are cleverly integrated into an underground departure line.
The setting of this fine-grained scene greatly improves the privacy and living experience of the entire community.
In order to make Yizhuang's purest large flat floor, China Merchants Xi has created a large-scale flat floor product of 143-438 square meters, designed with LDK living room, hidden high-end housekeeping room and so on.
For example, the 266 square meters have a staggering 17.8 meters in width, four south-facing rooms, and the master bedroom is matched with a free-standing roundabout cloakroom + independent lighting cloakroom + 270° viewing bathtub.
The key is that compared with the second-hand price of 100,000+ around, the guide price of China Merchants Seal is only about 80,000.
This configuration is also upside down, so it's easy to understand why 260 sets are not enough to sell.
In fact, China Merchants Seal may not be just a mansion, but more importantly, it is likely to be a very important new card played by Yizhuang, with only one core purpose - to lock the target.
To put it simply, through the scarcity of luxury houses, attracting a large number of entrepreneurs and executives to buy and take root in Yizhuang, and using the real job-housing balance of the industry executives to make Yizhuang take the lead in the new round of talent competition, and then realize the deep binding of Kochi talents, high-end industries and Yizhuang.
What others can't do, can be done in Yizhuang, what others lack, Yizhuang will make up, this is the root of Yizhuang's "can't be copied".
06
At the beginning of 2017, when the secretary of the Beijing Municipal Party Committee visited Yizhuang, he said:
It is an urban area that is largely free of urban diseases.
For 30 years, Yizhuang has continued to show how different it is from other regions.
For example, the implementation of "appointment processing" and "expedited customs clearance" for enterprises in demand; Enterprises apply for business licenses online throughout the process, "get the license in one day, and do it all in two days"; The processing time for construction permits has been shortened from 20 days to 7 days; Including the use of scarce and high-quality land such as X47 plot for the construction of high-end residential buildings and matching regional development demands, etc., are all manifestations of Yizhuang's continuous optimization of the business environment and leapfrogging to a higher energy level.
It is one detail after another that makes Yizhuang from a great enterprise to a great industry.
Today, Yizhuang has grown from 3.83 square kilometers of Yizhuang Industrial District to 225 square kilometers of Yizhuang New Town, the total industrial output value of Beijing accounted for only 0.1% to about 22%, ranking first in the city, the number of invention patents owned by 10,000 people is 3.6 times the average level of Beijing, and the contribution rate of talents exceeds the average level of Beijing to reach 63.35%.
Yizhuang has also created a lot of Chinese and global No. 1:
The first 8.5 generation LCD production line, the first 12-inch chip production line, the first national new energy vehicle innovation center...
At present, more than 1/5 of Yizhuang's enterprises are technology enterprises, and they are still growing rapidly at an average rate of 8.1 technology companies born every day.
It has achieved countless great people, enterprises and even industries, but it has also achieved great self invisibly.
There is no doubt that the legend of Yizhuang continues.