How will the new business of housing enterprises continue to play in 2020?

Country Garden has set up robotic R & D and application institutions such as Boyilin Company and Qianxi Catering Group.

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After years of exploration, the diversified businesses of various housing companies have developed and formed corresponding scales. Nowadays, in the face of the temptation of diversified new business, housing enterprises have shifted from active expansion to convergence and focus. The focus of public opinion has also gradually changed from "what new tricks will the real estate enterprises play" to "whether the new business of real estate enterprises can bring benefits".

Entering 2020, how will the real estate enterprises play new business, and what new layouts are there? Nanfang Daily reporter sorted out the contents of some annual reports of housing companies and found that many companies have clear goals for the layout of new businesses and new formats in their business prospects, and some companies have not disclosed more directional information in their annual reports.

However, from the perspective of new businesses such as technology manufacturing, urban renewal, recreation and tourism, and housing leasing, housing companies may continue to play new tricks in 2020, and some well-developed new businesses are just around the corner to generate revenue for the company.

Technology manufacturing

New product already on schedule

Speaking of entering the manufacturing industry, Country Garden and Evergrande two leading real estate companies have always been inevitable. In the past 2019, Country Garden's robots and Evergrande's new energy vehicles have announced to the world that housing companies can also enter the field of technology manufacturing.

Country Garden announced through its annual report that the Bozhilin robot project focuses on the research, development, manufacturing and application of construction robots. It has recruited 3,256 outstanding domestic and foreign research and development talents, and currently has 50 construction robots in research, 32 of which have been put on site for testing. A total of 1843 patent applications have been submitted, and 327 have been authorized, with a number of independent core technologies in key areas.

Compared with the restaurant robots that have been put on the market, the outside world has been paying attention to the new development of Country Garden construction robots. At the 2019 results conference held on March 27, Country Garden President Mo Bin said that Country Garden ’s robot R & D expenses last year were about 1.97 billion yuan, and he hopes that construction robots can achieve mass production at this time next year.

Regarding the vision of robots, Country Garden's annual report stated that it hopes to combine robot applications with advanced construction technologies and eventually form a world-leading smart construction capability.

And Evergrande's new energy vehicle industry has maintained a state of continuous purchase and continuous investment in 2019, and announced that the automobile brand name is "Hengchi". Evergrande's goal is to unite the leading companies in various fields of the global automotive industry, integrate research and development and manufacturing capabilities, and create the world's largest and most powerful new energy vehicle group. Although the investment in research and development caused Evergrande, which is responsible for new energy vehicles, to suffer a large loss, at the performance meeting of Evergrande, the management stated that the investment in research and development of new energy vehicles was controlled at 20 billion yuan last year, and it will continue to be controlled.

According to the annual report, Evergrande is currently developing 14 new models simultaneously, of which "Hengchi 1" is planned to debut in 2020, and Hengchi's full range of products will be mass-produced from 2021. According to Evergrande Chief Financial Officer Pan Darong at the performance conference, with the completion of the new energy vehicle's entire industrial chain layout, after the debut of Hengchi No. 1 and the full mass production of Hengchi products, Evergrande's automotive business data and financial statements All indicators will be greatly improved.

city ​​renovation

Actively acquire projects

Unlike other diversified businesses, urban renewal is closely related to real estate development business. In recent years, the old reform policies in many places have been continuously strengthened, which has provided favorable conditions for housing companies to enter the urban renewal. In addition, the old reform areas are mostly the core of the city. The prime location is hugely attractive for housing companies.

Therefore, even if the difficulty of urban renewal business is much higher than the ordinary "take land and build a house" model, it cannot prevent the housing companies from focusing on the urban renewal business. For example, Evergrande stated in its annual report that as of the end of 2019, it had 101 old reform projects, of which 6 projects in Shenzhen totaling 1.22 million square meters have been included in its land reserve. R & F said it has converted 1.79 million square meters of land bank through urban renewal projects in three cities. In September last year, New World China also won the old and renovated land in Tagang Village, Zengcheng District, Guangzhou, becoming one of the Hong Kong-owned housing companies active in the field of urban renewal in the Mainland.

While laying out urban renewal business, some housing companies are also innovating. China Jinmao continues to build two business segments, real estate fund and PE investment, to consolidate core competitiveness, play a role in financial empowerment, explore the blue ocean of urban renewal business, and at the same time expand the investment layout around the urban operation industry chain.

Some real estate companies have included the updated layout of the city in the future outlook of the annual report. Yuexiu Real Estate Annual Report stated that it is necessary to actively acquire projects in the "three old" transformation, laying the foundation for obtaining medium- and long-term quality land reserves. Time China stated that it will maintain a sound investment strategy, actively participate in urban renewal and ensure that it has sufficient and high-quality land reserves. The chairman of the board of directors, Cen Zhaoxiong, also pointed out at the performance meeting that as the proportion of old reform projects gradually increased, the company's gross profit margin It is expected to continue to improve.

Kangyang Cultural Tourism

Many projects may be launched this year

Industries such as health care, pensions, and cultural tourism have been the targets of investment by some housing enterprises in recent years. Previously, Wanda had a major cultural and tourism project in Guangzhou, and Sunac changed its name to “Sunac Cultural Tourism City” after taking over. It officially opened in June 2019. This year, Sunac also opened its doors in Wuxi and Kunming. This led to an increase of approximately 41% in the revenue of the cultural travel sector to RMB 2.85 billion, but this figure accounted for a small proportion of Sunac's total revenue.

As one of the few companies to enter the field of medical beauty, Aoyuan Health Life Group, a subsidiary of Aoyuan, has established its own medical beauty brand and cosmetics brand, and opened three medical beauty clinics to provide skin care, micro plastic and plastic surgery services. Korean companies jointly developed five new cosmetics, including Hyaluronic Acid Hydrating Mask.

Aoyuan Health plans to launch more high-end functional cosmetics by further improving the existing medical management system and incubating the cosmetic business in conjunction with the medical and aesthetic institution platform. It also plans to join the world-renowned medical equipment company to enter the upstream of the medical and aesthetic industry and enter the scientific and medical industry. Beauty field.

Although Evergrande Health ’s attention is focused on new energy vehicles, it is undeniable that its “health management distribution” turnover was 4.948 billion yuan, a huge increase of 58.38% year-on-year. This comes from Evergrande Health With the revenue of the Valley Project, before the new energy vehicle has achieved profitability, the big health industry has contributed huge gross profits to Evergrande Health.

As of the end of last year, Evergrande Health has landed 23 Evergrande Health Valley projects. Entering 2020, Evergrande Health plans to open at least 11 health Valley four parks, 4 large-scale medical and health complexes, and 4 residential apartments. Health care and health demonstration and experience centers are set up at various points throughout the country. In the field of senior care, Xi'an Evergrande Nursing Home is expected to be officially put into trial operation at the end of this year, becoming Evergrande's first retirement benchmarking project.

Housing lease

Forerunners are still climbing

So far, long-term apartment brands such as Vanke Park Apartment, Longhu Crown Apartment, and Xuhui have formed a certain scale in the industry.

According to Vanke's annual report, 56,000 new leased residential businesses were opened in 2019, and a total of 110,000 opened as of the end of the reporting period. 81% of the opened businesses were located in 14 core cities, including Beijing and Shanghai. The average occupancy rate is about 90%, and 35,000 long-term rental apartments in urban villages have opened.

Longhu also pointed out through its annual report that Longhu Guanyu has opened 75,000 units, leading the scale of the industry, with an overall occupancy rate of 77.4%, of which the occupancy rate of projects opened for more than six months was 87.3%. Xuhui Annual Report stated that its field international has completed the coverage of more than 20 cities, and the number of contracted rooms has exceeded 68,000.

Looking at this year's outlook, Longhu said that Guanyu is one of the main waterway businesses. Last year, it has opened and operated in first-tier and second-tier cities, and it will steadily advance in the future as market demand grows.

Vanke and Xuhui's annual report did not specify the development plan for this year's leasing business. However, at the Vanke performance conference held last month, director Zhu Xu said that Vanke is optimistic about the future of the long-term rental apartment business, but there are some objective restrictions on the development of the industry. For example, many houses on the house require commercial reform and living in some cities. The incomplete details of the commercial reform and housing regulations have hindered product construction and opening.

Zhu Xu also said that Vanke's ability to do business needs to be improved, and service awareness also needs to be improved. Objective and subjective factors have caused Vanke's long-term rental apartment business to be the country's leader, but it is still climbing. And exploration period.

Southern Daily reporter Ge Zhenghan