The Moutai Group Sun Company's 1.054 billion yuan acquisition of land in Zunyi has aroused widespread concern recently.
In the eyes of industry insiders, this acquisition of land may mean that real estate development will involve areas such as culture, tourism, and health.
Prior to this, Moutai Group has set foot in the cultural tourism industry, and the representative project is the Moutai Resort in Haitang Bay, Sanya.
Driven by the diversified development strategy, what imagination space will Moutai Group usher in in the cultural and tourism industry?
With more than 1 billion land acquisitions, what does Moutai Group fancy?
Recently, the Zunyi City Public Resources Trading Center publicized the transaction information of two state-owned construction land use rights listed and transferred, which aroused the attention of the outside world.
According to the announcement, the two plots are located on the south side of Bozhou Avenue in Xinpu New District. The transfer areas are 157,000 square meters and 126,400 square meters respectively. The winner is Zunyi Wenkang Real Estate Development Co., Ltd. (hereinafter referred to as "Zunyi Wenkang Real Estate").
According to the information from the company, Zunyi Wenkang Real Estate was established on November 23 this year. Its business scope includes tourism development project planning and consultation, nursing institution services, conference and exhibition services, real estate development and management, and hotel management. Factory (Group) Zunxin Cultural Tourism and Health Care Industry Development Co., Ltd.", which is wholly-owned by Kweichow Moutai Distillery (Group) Real Estate Investment Development Co., Ltd. (hereinafter referred to as "Moutai Real Estate").
Moutai Real Estate is a platform for China Kweichow Moutai Distillery (Group) Co., Ltd. (hereinafter referred to as "Moutai Group") to enter the field of real estate investment.
"From the perspective of business type, Moutai's acquisition of land this time may have a greater relationship with fields such as general health, which may mean that subsequent real estate development of this type will involve areas such as cultural tourism and general health, especially the concept of general health related to liquor. Yan Yuejin, Research Director of the Think Tank Center of E-House Research Institute, said, "Logically speaking, the current land market has a relatively large opportunity for expansion, but we still need to continue to understand the real estate policies of various places, especially the real estate business and traditional liquor and other retail consumption businesses. There’s a difference, and that’s something businesses like this need to be aware of.”
Combing the investment landscape of Moutai Real Estate, it is not difficult to find that its projects are mostly related to the cultural tourism industry, and the hotel industry has become one of the representative projects.
In addition to Zunyi Wenkang Real Estate, there are currently two companies wholly owned by Moutai Real Estate, one of which is Kweichow Moutai Distillery (Group) Sanya Investment Industry Co., Ltd. (hereinafter referred to as "Sanya Investment Company"), namely Moutai Sanya Haitang Bay Moutai The project company of the resort.
According to the data, the Sanya Haitang Bay Moutai Resort project is located on Haitang South Road, Haitang Bay, Sanya City, Hainan City. In 2012, Moutai Real Estate acquired the land use right of 294.8 mu of land in C-3-6 area of Haitang Bay through listing.
The project is located in Haitang Bay Coastal Tourist Resort Hotel Belt, about 100 meters from the sea in the east, facing the river in the west, 40 minutes' drive from Sanya Phoenix Airport, 10 minutes' drive from Wuzhizhou Island Wharf, and 10 minutes' drive from Sanya Duty Free Shop. Adjacent to Hainan Hospital of the People's Liberation Army General Hospital and Haichang Dream Ocean Everbright City.
It is reported that the project plans to have a total investment of 3.245 billion yuan, a total construction area of 153,200 square meters, and a total of 727 guest rooms. It is planned to build four brand hotels under Marriott's Luxury Collection, Four Points, Element and Aloft.
At present, Sanya Haitang Bay has become one of the most densely populated areas of local hotels, and it is also an area densely populated by tourists.
According to information from Ctrip, there are currently 24 five-star (diamond) hotels in Haitang Bay, including InterContinental, Westin, Sheraton, JW Marriott and other hotel brands.
According to statistics, including the Sanya Haitang Bay Moutai Resort project, there will be 16 hotels opening in Haitang Bay in the future.
Another analysis pointed out that the resources of Haitang Bay's first-tier sea view land are becoming increasingly tense, resulting in "latecomer" hotels having to move to second-tier areas.
"From an environmental point of view, Haitang Bay can be said to be the top location in Sanya. It is a very typical resort area and has attracted the attention of a large number of consumers. Moutai's layout here is precisely because of the location advantage." Yan Yuejin said.
Zhao Huanyan, chief knowledge officer and senior economist of Huamei Consulting, also told the Beijing News Shell Finance reporter that Sanya is the most popular destination for tourism in Hainan, and Haitang Bay is a tourist-intensive area. Moutai can attract tourists' attention by virtue of its famous wine.
How attractive is "Moutai" IP to tourists?
In addition to the Sanya Haitang Bay Moutai Resort project, Moutai Group has already made plans for the hotel industry.
In 2016, the Moutai International Hotel invested and built by Kweichow Moutai Co., Ltd. opened, and was once popular because of "housing to buy wine".
From the perspective of positioning, Moutai International Hotel focuses on business and leisure, which is clearly different from the positioning of the Moutai Resort project in Haitang Bay, Sanya.
"Moutai Group is a well-known brand in the wine industry, and it has IP attributes, so cross-border businesses related to wine and cultural tourism consumption are logically interoperable to a certain extent, such as ice cream and other products launched by Moutai before. Projects such as resorts do not violate the logic of Moutai’s commercial retail, and are also related in business, especially from a high-end perspective.” Yan Yuejin said, “Moutai’s customer groups tend to be high-end, and these customer groups also have leisure vacations. needs are the same.”
For a long time, the launch of branded hotels has been one of the means for companies in the retail sector to expand their consumption margins.
From luxury brands such as Bulgari and Ferragamo, to the "MUJI HOTEL" launched by the grocery brand MUJI, displaying brand products, conveying brand concepts and shaping product images through accommodation makes it a "three-dimensional" publicity method .
However, in the eyes of industry insiders, the logic of Maotai Group's cross-border hotels is not completely consistent with the above-mentioned brands.
"Moutai's cross-border hotel is the embodiment of its diversified development strategy. In addition to hotels, Moutai also develops tourism, real estate, etc., which is a diversified development, which is different from Bulgari." Zhao Huanyan said, "The foundation of diversified development , that is, core resources and core competitiveness are shared among diversified entities.”
According to industry insiders, with the help of Moutai Group's diversification strategy, the development of industrial tourism has become a new possibility.
At the beginning of November this year, the Ministry of Culture and Tourism released the publicity list of national industrial tourism demonstration bases in 2022, including Wuliangye Scenic Spot, Luzhou Laojiao Scenic Spot and Turpan Loulan Winery Scenic Spot.
According to Zhao Huanyan, industrial tourism started from visiting French wineries and chocolate factories.
Domestic Tsingtao Brewery's industrial tourism can generate more than 52 million yuan in tourism revenue within a year, driving more than 300 million yuan in surrounding catering consumption.
"If Moutai develops smoothly in the initial stage of entering the cultural tourism industry, it is entirely possible to go further and develop a strong brand from one industry to other industries that match consumer groups. Industrial tourism is one of them." Zhao Huanyan said.
Beijing News Shell Finance reporter Zheng Yijia