Compared with the "golden age" of the property market in the past decade, many real estate enterprises that entered the "silver age" of the property market "wait for no time" and take the initiative to move closer to the Internet, which seems to have produced a "* * * vibration" movement.
In the tide of housing enterprises' transformation, some enterprises took advantage of the successful "Dongfeng" bid to host the Olympic Games to catch the express train of the sports industry, and some enterprises actively participated in it through the regional planning of Beijing, Tianjin and Hebei.
Observers believe that housing enterprises should learn to make use of the power of national policies and make a difference by combining new trends or hot spots in the industry.
Transform sports and seize business opportunities
On July 3 1 day, after the news that Beijing and Zhangjiakou have successfully won the right to host the 2022 International Winter Olympics was announced, the market was very excited about it, and the big bosses of housing enterprises were even more complacent and ready to draw a sports "pie".
It is understood that the Chinese sports industry closed up by 3.25% on July 3 1, which was obviously stimulated by the above-mentioned positive factors compared with the decline of the Shanghai Composite Index 1. 13% on that day.
In fact, as the only listed company controlled by the State Sports General Administration, the main shareholders of the Chinese sports industry include the sports fund management center and the sports lottery management center under the State Sports General Administration. However, although it has always been claimed to be the largest joint-stock enterprise in China's sports industry, from the perspective of its main business composition, the real estate development income of the Chinese sports industry accounts for more than half, and people in the industry ridicule the Chinese sports industry for "doing nothing" and even being classified as real estate stocks.
In order to balance the composition of real estate and sports industry and return to the sports industry itself, this year, the Chinese sports industry divested some real estate subsidiaries. Xu Ningning, the representative of China Sports Industry Securities Affairs, told the reporter of National Business Daily that sports events and venue operation have become the key businesses of the company.
In 20 14, the Chinese sports industry participated in the Sochi Winter Olympics, Nanjing Youth Olympic Games, Incheon Asian Games and other large-scale comprehensive international sports events, and cooperated with the Chinese Olympic Committee and various sports federations to realize the business income of sports brokerage business of 43.05 million yuan, up by 18.67% year-on-year.
In terms of venue operation and management, Xu Ningning added that at present, the company has initially formed the core competitiveness of the whole business chain, such as preliminary feasibility study, project construction financing, venue engineering construction, venue operation and management, and venue content provision, and venue operation and management is the core business unit.
In addition to China's sports industry, suning universal and Rheinland Real Estate are also betting on the sports industry. In April this year, suning universal officially established three major transformation directions: great style, great health and great finance. Among them, Suning Cultural Industry Co., Ltd., with a registered capital of 654.38 billion yuan, took the lead in launching the "big hand" strategy with the cultural and sports industry as the core. In the future, we will actively participate in the reform of sports resources with the help of the company's land and building resources in various places.
Compared with suning universal, Rheinland Real Estate has taken a greater step in sports transformation, and has now decided to turn to the sports industry in an all-round way. Business expansion aims at internationalization, marketization, securitization and networking of sports industry.
A Beijing real estate official who did not want to be named said that in addition to abundant funds and resources, housing enterprises, like financial and IT enterprises, are relatively active in the market and are better at grasping opportunities and capturing potential business opportunities.
Layout sports finance
However, the sports finance strategy of housing enterprises is no longer limited to traditional sports finance, but relies on the Internet, especially the mobile Internet. This undoubtedly has certain advantages for large-scale housing enterprises in internet plus and big finance which are accelerating their strategic transformation.
Not long ago, Zhongtian Chengtou announced that it planned to invest 6,543.8 billion yuan to set up a subsidiary-Guiyang Sports Finance Management Co., Ltd., aiming at promoting financial innovation, standardizing sports and entertainment, quiz games and lottery business, and strengthening the innovation of sports and entertainment industry.
Jumpi, renamed from the real estate stock "Duolun Shares", seems to be more radical on the road of transforming Internet financial services.
At the beginning of 20 14, Tiaopi revealed that the company plans to register relevant financial service companies in Qianhai, Shenzhen, covering Internet finance, financial information services, sports lottery and other businesses.
In fact, real estate giants such as Wanda, Evergrande and Greenland are investing heavily in football, while Wanda and Greenland are stepping up the layout of large financial groups at the same time. A typical feature of these two real estate enterprises is that the investment direction closely follows the pace of national policies.
At the beginning of this year, Wanda invested heavily in the acquisition of Swiss Infront Sports Group, the second largest sports brokerage company in the world. The sports group not only represented all seven events of the Winter Olympics, but also mastered the broadcasting rights of the Winter Olympics. The industry believes that the biggest winner behind this is definitely Wang Jianlin, the helm of Wanda. From the perspective of light asset transformation strategy, he also hopes that the big financial strategy will penetrate all industries in Wanda.
A real estate financier told reporters that there are many things that can be done around the sports industry. In the field of sports finance, banks, insurance, trusts, funds, third-party wealth management, P2P platforms and other financial institutions or similar financial institutions are willing to launch related products, such as packaged securitization of sports ticket income rights and low-threshold sales through the Internet platform, but the key is to control costs and prevent risks.
A senior researcher at China Sports Industry Research Center in Peking University said that many enterprises are engaged in sports finance, such as online sports lottery, and some of them sell wealth management products, but the situation is still not optimistic due to policy restrictions.
Nuggets, Beijing, Tianjin and Hebei
Before and after the Beijing Winter Olympics, in addition to the sports industry itself, the characteristic real estate investment based on this concept has already made various capitals eager to move.
For the sports industry in China, this undoubtedly has the advantages of favorable weather, favorable geographical position and harmonious people. Xu Ningning said, "The company will adjust the development rhythm of existing products, steadily promote the development and construction of new land, and will continue to maintain a relatively stable development rhythm and trend in sports real estate in the future."
In addition to sports real estate, industrial real estate has also become a key area for many real estate stocks to integrate Beijing-Tianjin-Hebei. At present, Huaxia Happiness, known as "the first share in Beijing, Tianjin and Hebei", has participated in a large number of first-class land development and industrial investment promotion in Beijing, Hebei and other places, and has been called the leading industrial new city operator in China by brokers, trying to replicate its "industrial new city" model throughout the country.
Another "landlord" in Beijing, Tianjin and Hebei is undoubtedly the development of Rong Sheng. Up to now, Rong Sheng Development has development projects in six cities including Shijiazhuang, Langfang, Qinhuangdao, Cangzhou, Handan and Tangshan, and the total land reserve accounts for about 25% of the company's total land reserve.
Rong Sheng Development said that with the gradual implementation of Beijing-Tianjin-Hebei integration, the company will closely follow the pace of Beijing-Tianjin-Hebei integration.
In addition to the above-mentioned "local strongmen", Vanke is also actively deploying logistics industry real estate in this region. Previously, Beijing Vanke and Hebei Langfang Holdings signed a strategic framework agreement, announcing the official entry into the first stop of Beijing-Tianjin-Hebei integrated logistics real estate investment.