The recent Nanjing property market suddenly broke into a special visitor.
The project site is located in a remote valley, and on the first day of the public, it has received a lot of attention with rough construction and hard injury design, and what is even more confusing is that in his sales office, all he can see is "Hangzhou Pai Top Three", confidently pointing directly to the well-known greentown and Binjiang in the industry.
Two days ago, I happened to chat with two "Hangzhou second-class" marketing line friends about "top three", and the two friends looked at each other: What international joke?!
The new vest of the "top three" is called Nanjing DXN Saili Real Estate Co., Ltd., however, many people did not expect that the main shareholder of the "top three" was also an old friend of the Nanjing property market.
Meida "Hull Change"
Not long ago, this old friend unveiled the name of the Nanjing project: DXN Yanlan Yunzhuang.
On the building book of Yanlan Yunzhuang, there is a bland message: the project is jointly developed by DXN Real Estate and Saili Real Estate Group.
And when it comes to Cyril Real Estate, it is another legend about its chairman, Xia Saili.
The Yue opera actor, who was once popular with the Yue opera "Sending Flowers to the House", "XingChong was ordered to send flowers", was the boss lady of the then Meida Real Estate Group who entered Nanjing more than 10 years ago.
"Hangzhou Daily" once described Xia Saili: Her husband Cai Ting, chairman of Meida Group Company, described Xia Saili as 'developing real estate like acting, from the overall planning of the real estate to product marketing, always diligently pursuing, from the modification of the plan to the determination of the apartment type, from the architectural appearance to the environmental quality of the community, you can stay in the design unit day and night to discuss with the designer, more picky and persistent than the owner of the house. ’
After successively developing the Shanghe Mingyuan on Daming Road and the Asakusa Mingyuan on The Maigao Bridge, in November 2007, Meida, who was "enchanted" like Xia Saili, finally came to a turning point in her fate in Nanjing.
In November of that year, after 95 rounds of fierce auctions, Meida Group finally auctioned the plot of Xiangshan Road in Pukou District for 1.205 billion yuan, with an average floor price of 12129 yuan / ㎡, becoming a well-deserved "land king", and it was not until November 2010 that the name of the case was determined to be "Meida September Forest".
At that time, after interviewing the senior management of Meida, a media member wrote such a report: Meida Group, a professional city operator from the domestic real estate highland hangzhou, made major adjustments to its corporate development plan when it successfully operated two major projects and the third major project was about to start: in the future, the group's business focus shifted to Nanjing, and Nanjing will become the main battlefield of Meida Group in China.
However, the later story is known to everyone, and it is this land king project that completely ruins the short-term main battlefield process of Meida.
Since 2014, the general manager vacancy, late delivery, project suspension, arrears of project payments, asset sales, project transfer and various rumors have continued, and finally Meida September Forest has become another industry lamented "rotten tail".
At a glance, the actual shareholding structure of Nanjing DXN Saili Real Estate Co., Ltd. is clear at a glance, and behind Zhejiang Zhuorui Enterprise Management Co., Ltd., which is the company's 100% controlling shareholder, it is DXN Real Estate and Sai Li Real Estate.
13 years later, even if it has ended in tragedy, and now she is still obsessed with "changing shells" to enter, Xia Saili may really be enchanted by Nanjing.
Cyril "Enchanted"
In 2015, nearly 100 owners of The Mida September Forest were anxiously turning to the government and major media.
At the construction site of the villa area, the media who received complaints noticed that the entire community was very quiet, not only the machine had long been stopped and rusted, but also the huge construction site did not see a figure, everywhere was scattered building materials, a concrete frame of the villa, because of the long shutdown time and appeared desolate, some places overgrown with weeds, construction waste everywhere.
Note: In 2015, the Meida September forest was forced to stop work due to a broken capital chain
At that time, some insiders had made a review of the Meida folding incident: the Land King project was originally under huge financial pressure, and when it was first listed, the building was positioned in a tens of millions of luxury houses, but in front of high-end competitors such as nearby mountains and rivers, Greentown Rose Garden, etc., it was unable to take the initiative, and only sold 7 sets in the past 2 years. Coupled with market fluctuations, the price can only drop again and again, until the capital chain is broken, and finally bankruptcy.
After 13 years, in the DXN Yanlan Yunzhuang project, everything seems so familiar.
In April last year, the G11 plot (Yanlan Yunzhuang) in Guli was officially sold, attracting a total of 27 housing enterprises to register, and finally after more than 1 hour and 76 rounds of bidding, it was won by DXN Real Estate at a maximum price of 11558 yuan / ㎡, and another 10,000 ㎡ of commercial housing area needed to be held by itself.
And now looking at the guli property market, the area is still dominated by resettlement houses, such as Xinmin Garden, Quantang Apartment, Qingyuan Garden, the listing price of these resettlement houses is in the early 10,000s, and the second new house is dominated by Nanjing Country Garden, and the transaction price is 16,000-18,000 /㎡.
According to the news of the public scene, the main building area of Yanlan Yunzhuang is about 210-260 square meters, and the total price is 5 million. And worthy of its reference, similar villa projects, to Country Garden Lake Andi on Cuihu Mountain as an example, its listing price is mostly around 20,000 / ㎡, this price has been lowered compared to the previous opening price, but even if the price is reduced, many listings are hung out for more than 1 year, still no one cares.
In a suburban "hard-built" mansion that can only be called the back garden of Banqiao, the once September Forest seems to have found an echo in yanlan yunzhuang, which is also the king of the land.
Grand finale
Later, Meida's Nanjing finale soon arrived.
When the news of the transfer of the forest in September came out, a group of housing enterprises came to the question, in the face of zhejiang people's cornering, they showed the vultures at the negotiating table mercilessly in the face of rotten meat fierceness, after being forced into a corner by another local real estate company with a staggering low price, at this time, the financial and legal disputes of Meida Real Estate has long been powerless to fight back.
53-year-old Xia Saili once said that we must insist on making culture into the house, so that the house is no longer an empty shell of reinforced concrete, but gives it a soul and gives it vitality, she said that she is more willing to use the concept of "cultural real estate" to explain the real estate she has developed, and to elevate the meaning of living from the architectural level to the cultural height.
However, on the day of the opening of the Yanlan Yunzhuang project, the "cultural real estate developer" and his partners also showed their Hangpai Seiko bottom card, the façade is imitation stone paint, the indoor wall is latex paint, the kitchen and bathroom decoration is a Us standard or equivalent brand, and the most basic fresh air, air conditioning, floor heating three major pieces are all nothing, and its strange balcony design is more ridiculed by the industry.
Two days ago, when we accompanied a friend to visit the first phase of the September Forest (Meida Development Part), the security guard at the door stopped us: these vacant owners did not pay the property fee, and now they do not show the house.
At the other end of the city, the villa area in the valley, not far from Yanlan Yunzhuang, country garden lake and mountains are inaccessible, and the occupancy rate is less than 10%.