1, 1.0 residential real estate has entered the silver age, 2.0 commercial real estate structure adjustment is imminent, 3.0 industrial real estate opportunities are prominent, and the transformation is the blue ocean;
Although the real estate industry is a national pillar industry, the government has spared no effort to support the upgrading of the real economy. The carrier of feeding back space is the support for industrial real estate.
According to the information obtained by Ma Biao, among the more than 900 billion special debts added in 2020, the three projects with the largest investment are park construction, transportation and urban construction, among which the generalized new infrastructure construction including railways, industrial parks and new energy is about 240 billion, while the total investment of traditional infrastructure projects such as transportation, agriculture, forestry and water is close to 500 billion.
Global capital pursues profit, and the basic logic of global industrial transfer is to constantly seek the price "depression" of production factors such as labor, land, capital and technology. In recent years, with 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 downward trend of China's real economy, forcing China's industry to move towards the road of transformation and upgrading.
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2. At present, the concentration of real estate is high, and small and medium-sized housing enterprises lack competitive advantage, so transformation is the only way;
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In the past 2020, the number of real estate enterprises with domestic sales exceeding 1000 billion exceeded 40 for the first time, reaching a new high, and the competitive advantage of large real estate enterprises was further deepened.
Leading housing enterprises maintained steady development, and the concentration of sales transaction amount of TOP 10 housing enterprises reached 26.3%, which was basically the same as that of the same period last year. However, with the differentiation of enterprise echelon and the intensification of industry competition, the concentration of sales transaction amount of real estate enterprises has not improved significantly after TOP 100.
In the future, with the concentration of market resources to advantageous enterprises, the growth space of small and medium-sized housing enterprises will be further limited, and the "three red lines" will put forward a higher test for the financial strength and operational management and control efficiency of enterprises. Before 2020 1 1 month, nearly 30% of the 36 large-scale real estate enterprises that set performance targets during the year completed their annual targets between 85% and 90%, and another 5 completed their targets below 85%, so many small and medium-sized real estate enterprises were under pressure in sales performance.
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3. Small and medium-sized housing enterprises stick to residential real estate, the market space is getting narrower and narrower, and the profit model is facing a test;
Farewell to the era of profiteering, the profitability is close to the manufacturing industry, and the real estate industry is caught in a growth bottleneck. In the first half of this year, the profitability of housing enterprises generally declined, the overall profit scale showed negative growth, and the profit rate continued to decline. Even some originally high-profit housing enterprises can't escape the predicament, with profits halved and profit margins plummeting.
4. The industrial transformation of small and medium-sized housing enterprises is a positive choice to jump out of the Red Sea market, and it is expected to cut cakes in industrial upgrading;
Housing construction and commerce, tourism, industry, culture and other industries interact and integrate, diversified development. In this way, the regional development of small and medium-sized housing enterprises has found a foundation. Small and medium-sized real estate enterprises can also carry out 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 housing enterprises should proceed from the industrial ecology, strategize and realize the double iteration of strategy and strategy;
At present, the development of budget hotels in many second-and third-tier cities is still in a vacuum, so enterprises should seize the opportunity and occupy the market. Small and medium-sized housing enterprises have great advantages in hotel management. First, real estate enterprises 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 operation and management costs and low risks; Third, the property management industry can echo the main business in terms of human resources.
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6. The key to the transformation of small and medium-sized housing enterprises lies in polishing products. Regardless of the commercial real estate industry, it is very important to improve product planning based on operation.
Compared with real estate, industrial real estate has a narrower customer base, more cautious decision-making and higher requirements for products and services. Therefore, the development and operation of industrial real estate is more difficult and complicated. The development and operation of an industrial real estate project must systematically solve the key problems such as development mode, strategic judgment, business model, industrial positioning, product positioning, market positioning, spatial planning and operation strategy.
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7. The transformation of small and medium-sized housing enterprises 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 initial pursuit of automation, the park has developed into digitalization and further deepened into intelligence. At present, the informatization of parks in China is developing rapidly, and many parks have laid a good foundation for digital parks. Therefore, the construction and operation of smart park must make full use of and optimize the existing foundation and various projects to realize the comprehensive docking transition with digital park; It is necessary to seize the opportunity that the information industry is undergoing major innovation and change, vigorously develop smart industries, promote the deep integration of informatization and industrialization, make informatization an important force to promote the industrialization, urbanization and marketization of the park, and realize the comprehensive wisdom of the ideas and concepts for the construction and development of the park.
Smart operation refers to the aggregation, reorganization and operation of natural resources, social resources, information resources, intellectual resources, fragmented physical infrastructure, information infrastructure, industrial supporting facilities and commercial supporting facilities in the park by means of perception, interconnection and intelligence with the help of new generation information technologies such as cloud computing, Internet of Things, big data, decision analysis and optimization. Through monitoring, analysis, integration, intelligent response and other means, the relationship between operational data, systems and processes will be straightened out, the park resources will be revitalized to the maximum extent, the capacity and benefit of the park resource allocation will be maximized and optimized, and a virtuous cycle of input and output in the construction of smart parks, the overall improvement of park functions and the sustainable development of society, economy and environment will be realized, making the park an organic whole with good coordination and regulation capabilities.
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8. The transformation of small and medium-sized housing enterprises should learn more from the trading strategies of cross-border integrated enterprises and abandon the single thinking of land and structures;
Financing difficulty and capital shortage are the biggest problems faced by real estate enterprises today, which restrict their long-term investment and force them to seek cross-border transformation. Many housing enterprises have diversified their layout, opened up new markets and businesses, and gained higher return on investment or shared the burden of their main business. Cross-border operation of housing enterprises has become a trend.
China construction news China Real Estate learned that under the urban real estate control policy, some real estate enterprises chose to transfer large amounts of money to Lv Wen real estate depression, and Lv Wen real estate became a new impetus and breakthrough for the real estate industry. At present, more than 1/3 of the top 100 housing enterprises have settled in Lv Wen real estate, but their short-term appreciation and long-term turnover also test their operational ability and wisdom. With its unique cultural diversity, characteristic towns occupy a place in China's Cultural tourism real estate Project.
At the same time, agriculture has gradually taken root in people's hearts in the form of leisure vacation and rural tourism, and its own resource effect and development potential have already appeared. In addition, the government attaches great importance to the development of agricultural industry, and fundamentally promotes the development of a new comprehensive eco-economic format of "agriculture+real estate", which is oriented to a new eco-town and integrates "leisure tourism, cultural industry, popular science education and livable health". The new idea of "agriculture+real estate" will also inject new vitality into the characteristic town projects of housing enterprises.
9. The transformation of small and medium-sized housing enterprises should actively innovate modern financial means;
At the peak of American real estate, there were thousands of real estate agents, and now the remaining active ones are estimated to be 100, all of which are funded and financialized, holding commercial real estate and operating capital through REITS. After urbanization and urbanization stop, the main theme of the real estate market will definitely shift from incremental development to stock management.
For example, in a market-oriented and transparent place like Shanghai, the land price is sky-high, and it is already difficult for small housing enterprises to acquire land. However, these small and medium-sized housing enterprises all make small profits in golden decade, and they all have experience and funds. What shall we do? Holding a group to keep warm will be a solution. In the future, it can be used as LP for some real estate funds, and then these funds will cooperate with powerful real estate enterprises to develop land and make real equity investment. I think it may be an increasingly popular game after the real estate market entered the second half.
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10, the transformation of small and medium-sized housing enterprises must not fall into the decision-making trap. Let's know about the special real estate organized by Zhuge Liang and Ma Biao.
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Since the end of the 1990s, Ma Biao Planning has been adhering to the planning services of five types of commercial real estate and 10 industrial real estate in the 345th tier cities, making suggestions and acting as an agent for the upgrading of shopping centers in department stores, the intensive development of office buildings and urban complexes, the professional market transformation of wholesale markets, the upgrading of characteristic commercial streets in pedestrian streets and the community commercial transformation of supporting outlets in residential areas. Provide strategic planning and decision-making consultants for the integration of business+tourism+culture, the upgrading of nursing homes to smart and healthy cities, the upgrading of development zones to eco-science parks, the upgrading of professional markets to commercial logistics cities, the transformation of old factories and houses in villages in cities into cultural innovation cities, the transformation of ancient towns into characteristic towns and the transformation of old cities into industrial new cities. In the past 20+ years, the service footprint has reached more than 500 cities in 20 years, and the menu service area planned by consultants exceeds 1500+ 10000 square meters.
Standard pulse planning adheres to the professional spirit of "professionalism, dedication and dedication", and takes the standard pulse marketing planning and investment management of standard pulse enterprises as the core to gradually optimize the service mode of characteristic real estate. With the win-win planning and design of Biaomai, Shanghai Biaomai enterprises and characteristic towns of Biaomai think tanks have developed, and Biaomai (China) characteristic real estate consulting institutions have been jointly established. Join hands with well-known planning and design institutions to enlighten the design and construction of Shanghai Design Institute, form an alliance with Penguin New Media College, a subsidiary of Tencent, one of the top 500 companies in China, absorb the creative essence of the United States, Canada, Britain, Australia, Japan and the Netherlands, and strive to provide more service strategies for the characteristics of commercial real estate and industrial real estate in China.