As long as China's real estate industry can seize the opportunity and actively respond to challenges, there are still prospects for development.
<h1 class="pgc-h-arrow-right" data-track="8" > Reported by Li Ye, reporter of China Fang Bao, Beijing</h1>
The current economic situation is undergoing profound and complex changes, China's real estate industry will also face more "crises" and "opportunities", how to get rid of the predicament and seize the opportunity?
On July 15th, the "China Real Estate Brand High-quality Development Conference and 2021 China Real Estate Brand Ceremony" sponsored by China Real Estate News was held in Beijing, where government leaders, scholars and experts, business leaders, cross-border public figures, media representatives, etc. gathered together to brainstorm and collide ideas.
Gao Yixuan, President of Beijing Investment Development; Wang Daqing, Chairman and General Manager of Guoao (Beijing) Cultural Industry Investment Co., Ltd.; Nie Qingqing, General Manager of Joy City Holdings Beijing Region; Yu Xiufeng, General Manager of Gemdale Group Beijing Region; Zhou Bing, Assistant General Manager of Shoukai Shares and General Manager of Shoukai Zhixin Company; Wang Jun, Director and President of Weiguang Huitong Group; Jia Ding, Director and Senior Vice President of Jinqiao Investment Holding Group; ren Li, General Manager of Zhongyuan Real Estate Beijing Company, attended the dialogue session of the conference and discussed the "attack" and "defense" of real estate enterprises under the new situation.
Gao Yixuan: The land-taking enterprise is not so happy,
It's not so sad not to take it
Gao Yixuan, President of Beijing Investment Development
Gao Yixuan, president of Beijing Investment Development, said that when talking about "how enterprises should cope with future challenges", housing enterprises face different challenges, which are related to layout. At present, the overall sales situation of enterprises in the main layout of first- and second-tier cities is relatively ideal, but the sales of third-tier cities have been more difficult.
Behind the differentiation of cities, new changes in the real estate industry have arrived.
Gao Yixuan believes that at present, under the centralized supply of land, resource acquisition has become a major challenge for enterprises. In the past, enterprises were in and out, but now due to the centralized supply of land, the way of replenishing the value of goods has produced structural changes, which is a new round of challenges faced by enterprises, and even will make enterprises fall into a dilemma.
Do you want to get land at this stage? Gao Yixuan said bluntly that participating in the first round of land acquisition enterprises does not seem to be so happy, and it seems that those who do not take it are not so sad. "From past experience, I recommend that companies should calm down and maintain a certain strategic focus. After more than 3 rounds of cyclical changes, it was found that when the policy just had a major adjustment, it was easy for enterprises to rush up, and as a result, many of the lands they took have not been completely untied until now. ”
In addition to the centralized supply of land, the tightening of the financing environment is also a key topic in the industry. Gao Yixuan said that under the three red lines, the cash flow of enterprises will be more or less tested, which requires enterprises to make financial arrangements, take the payment collection as the direction, and do a good job of overall planning.
In terms of innovation and transformation and development, Gao Yixuan said, "Beijing Investment Development is mainly engaged in TOD business, and now it is doing the 'second curve', that is, taking the Sandalwood project as the starting point and changing to a lifestyle operator." Although there will be some uncertainty in such an attempt, Beijing Investment Development hopes to eventually form a two-wheel drive development model. ”
Nie Qingqing: The real estate industry will be in the future
More industries are associated
Nie Qingqing, General Manager of Joy City Holdings Beijing Region
Nie Qingqing, general manager of Joy City Holdings Beijing Region, believes that in addition to traditional development, the future real estate industry should be associated with more other industries to provide customers with more services, and the characteristics brought by real estate itself occupy a fixed consumption port, which mainly provides value to provide services to customers, not only housing ontology services, future grafting consumption, health and even education can be associated with real estate business.
For China's real estate industry from the original rapid growth to the current period of steady development. Nie Qingqing said that the current scale and profit level of the real estate industry are gradually converging with the level of other industries, the original increase, relying on scale, now relying on management, relying on refinement, which forces practitioners to solve the current development dilemma.
Nie Qingqing said for example, some property companies in the current industry, even higher than the valuation of the development enterprises themselves in the capital market, why? Because it is a platform like Douyin, Baidu, and Taobao.
At present, real estate companies have laid out different tracks, if this industry practitioners or industry enterprises themselves want to continue to develop healthily, they need more exchanges and more exploration. For the real estate industry, there is a bottleneck in one stage. How to break through the bottleneck? Continually adding services to people, personalized needs, can be one way to do it.
Wang Daqing: It is necessary to transform into urban renewal and rural revitalization
Wang Daqing, chairman of Guoao Cultural Industry Investment Co., Ltd
Wang Daqing, chairman of Guoao Cultural Industry Investment Co., Ltd., believes that with the continuous changes in national policies, the future development trend of the real estate industry should be more and more stable, and there will be no explosive growth like in the past.
Wang Daqing said that as the future development of real estate becomes more and more stable, small and medium-sized real estate institutions are becoming weaker and weaker in obtaining land, and enterprises are constantly transforming. When talking about how enterprises should respond to future opportunities and challenges, he believes that the current layout has two directions, one is urban renewal, the other is rural revitalization, the above two aspects can avoid the development of the real estate industry; this is also the two strategies proposed by the state for cities and rural areas.
Encounter Xiufeng: We must have constant concentration and flexibility
General Manager of Gemdale Beijing Yu Xiufeng
Yu Xiufeng, general manager of Gemdale Group in Beijing, said that at present, we are at the cusp of long-term enterprise reform in real estate development, and housing enterprises are generally facing extensibility changes in future development.
"In the short term, from the beginning of the epidemic to the present, the real estate industry has undergone drastic changes, especially the centralized supply of land has made the operation of housing enterprises more complex and challenging, such as the North China market, the past era of making money by taking land has passed, and now the entire North China market is extremely difficult, especially in Tianjin, Taiyuan and other markets in recent years have always been at a low ebb." Yu Xiufeng said.
Yu Xiufeng believes that under the current industry situation, housing enterprises should have constant determination and flexibility. "What remains unchanged is the determination of steady operation and corporate development strategy, and what changes is to change according to customer consumption patterns." Yu Xiufeng said that for example, now the main force of home buyers has gradually become "post-90s" and "post-00s", and their consumption patterns have undergone a huge change, which requires enterprises to carry out profound changes on the product side, only in this way can enterprises occupy a favorable position and market share in the fierce market competition in the future.
Ren Li: Rushing is the key to winning the new cycle
Ren Li, General Manager of Zhongyuan Real Estate Beijing Company
Ren Li, general manager of Zhongyuan Real Estate Beijing Company, said in combination with the data that the overall real estate situation in the first half of this year was getting better and stabilizing, the transaction volume increased compared with the previous two years, and the price was relatively stable, which benefited from the stability of the overall economic situation, including the overall national confidence in fixed assets after the victory over the epidemic. From understanding the direction of customer asset investment and residence, after the epidemic, the market has become more and more confident in the domestic environment.
In addition, Ren Li also believes that in the future, improving quality and speeding up efficiency, rushing to run is the key to defeating the new cycle. She analyzed from the central enterprises, state-owned enterprises and listed companies she has cooperated with, saying that the price has a ceiling, and profits must be grabbed with time. "But high turnover does not mean that you want to make it high turnover on high turnover, a lot of work to be front-ended, to do fine research, to do customer accurate positioning and so on."
Wang Jun: Good products and good models can be recognized by the government
Wang Jun, director and president of Weiguang Huitong Group
Wang Jun, director and president of Weiguang Huitong Group, said that the mortgage loan policy in 2021, the "three red lines", the centralized supply of land, coupled with the price limit, make the real estate industry situation grim.
Wang Jun took the first- and second-tier cities as an example, saying that there is basically no profit in doing real estate in first- and second-tier cities, but in this case, the centralized supply of land allows more housing enterprises to grab the land in the centralized supply cities. Why is that? He believes that real estate in first- and second-tier cities has essentially become leverage, because first- and second-tier cities can withdraw funds quickly, and only when they grab the land can they use leverage, can they set out funds, and enterprises can further develop.
When talking about the industry situation specifically, Wang Jun said that 11 of the TOP30 housing companies are currently in danger of cash flow disruption; 40 of the top 100 are facing cash flow tightness. Under the difficult situation, many companies are doing diversification, such as leisure and vacation products, but they perform well in the case of a bad market. In this regard, the government also has a demand, when the enterprise can provide a good model, a good product, can be recognized by the government.
Jardin: High-quality development and high level of service are
Corporate strategy "attack and defend the road"
Jia Ding, Director and Senior Vice President of Jinqiao Investment Holding Group
Jia Ding, director and senior vice president of Jinqiao Investment Holding Group, believes that high-quality development is "attack" and high-level service is "defense".
The real estate industry is constantly challenging, and corporate strategy must have determination and long-term vision. In Jardin's view, the so-called corporate strategy of "attack and defense", "attack" is the first to experience high-quality development, "defense" is a high level of service. From last year to now, housing enterprises have been busy fighting the epidemic and seizing market share in different regions to do a good job in products and large-scale, and have withstood severe tests, which is a good exposition of what is the strategic "offensive and defensive road".
Talking about the development process of Jin Qiao, Jardin said with great emotion: "It is like surviving in the cracks."
As a private enterprise, Jinqiao Group has developed out of Xiangtan after 30 years of development and become a comprehensive cross-regional enterprise that deeply cultivates Beijing, Tianjin and Hebei and expands Guangdong, Hong Kong and Macao. In the past 30 years, Jin Qiao has founded Hunan Software Vocational and Technical University, and has carried out extensive cooperation with iFLYTEK, Huawei and ZTE, and its business also involves many industries such as medical treatment and culture.
This enables Jinqiao to better obtain land reserves: on the one hand, it relies on its own high-quality precipitation, and on the other hand, it relies on the comprehensive ability of enterprises to empower. At the same time, Jinqiao has always insisted on developing and building first-class properties to create high-level services. "What we want to do is a century-old shop with evergreen foundations." Jardin said.
Insisting on quality and pursuing long-termism is not enough, in Jardin's view, the most important thing to make a company strong is to love the city, adapt products, rely on service and temperature empowerment, so that it can be developed by leaps and bounds. More importantly, we must learn to persist, as long as we adhere to the market, it is worth looking forward to.
Zhou Bing: There are still prospects for the real estate industry to actively cope with challenges
Zhou Bing, assistant general manager of Shoukai Shares
Zhou Bing, assistant general manager of Shoukai Shares, said that the real estate industry has put forward many challenges from the "golden age" to the "silver age", real estate is an industry that is highly dependent on policies, and the central government has proposed "housing and not speculation" and long-term regulation and control mechanisms that have brought a very far-reaching impact on the real estate industry, and the industry should change the traditional development model in the past.
Specifically, Zhou Bing believes that the challenges facing the real estate industry come from three aspects:
The first is the financial aspect. Real estate is a highly dependent on the capital industry, the tightening of the capital level puts forward higher requirements for real estate enterprises, especially the small housing enterprises capital pressure is larger; second, the real estate industry 15 years of rapid development has passed, after the intensification of enterprise competition caused by the general decline in corporate profits; third, from the high-speed development period of the past transformation and innovation challenges, many real estate enterprises have set up innovation divisions to seek new development ideas.
Finally, Zhou Bing said that although there are so many challenges, as long as we can seize the opportunities and actively cope with the challenges, there are still prospects for development.