On May 5, after 14 bids, the lease right of Baidi Qingding Shangting in the West Lake Scenic Area of Hangzhou, Zhejiang Province started at 68.190 million yuan, and finally attracted attention with 284.<> million yuan.

According to a number of media reports, the area of the 284.3 million yuan per year (five-year lease right, including the lease-free period of five years, the rent for the first three years remains unchanged, the rent in the fourth year increases by 4%, and the rent in the fifth year is the same as the fourth year) is only 5.7780 square meters, which is equivalent to a daily rent of <>,<> yuan.

Many netizens questioned, with such a high rental price, can Shangting be profitable? Is the transaction price of 284.<> million yuan really a serious premium for the Mooding Kiosk?

There is no shortage of precedents:

It is not the first time that the million-merchant pavilion has gone from the West Lake Scenic Area to the Hongya Cave Scenic Area

The reporter's search found that as early as 2022, the five-year lease right of the 8.5-square-meter Cuiweiyuan Passage small shop house (Feilaifeng Scenic Area) in the West Lake Scenic Area started at a price of 111.8 million yuan, and finally sold at a price of 260.<> million yuan. This is not the first time that the "sky-high" kiosk has been offered.

In addition to the West Lake scenic area, there are also many small shops with millions of rental prices in other scenic spots.

On February 2 this year, at the booth auction of the 16 Taihaoling Ancestral Association in Huaiyang District, Zhoukou City, Henan Province, the "golden booth" (2023 square meters) located at No. 61 southeast of the noonday gate in Taihaoling Square was auctioned for 11,41 yuan, with a use period of only 33 days.

According to polar news reports, after the auction ended, the stall owner expected to return the cost in half a month. On March 3, the stall owner told the polar news reporter that the business was good and that the return had been made as scheduled.

On September 2022, 9, the 6th floor frontage shop with an area of 13.25 square meters in the Hongya Cave Scenic Area was auctioned at a price of 4.356 million yuan, and the subject introduction showed that the 4th floor frontage shop of the scenic area was mainly engaged in specialties, snacks, souvenirs, etc., and the average daily turnover of surrounding merchants could be tens of thousands, suitable for long-term value investment, but it was finally auctioned because no one signed up for bidding.

"If you really can't recover the cost, it will definitely be auctioned, and the final transaction of multiple people and multiple bids is the operator's affirmation of the value of the business pavilion." In the same scenic spot, the sales capacity of shops in different locations is very different, it is not unusual to have millions of kiosks, and it is strange if they are all million kiosks. A merchant who has operated small shops in many scenic spots in the northeast for many years told reporters.

"Location" is one of the key factors affecting the "ability of small business kiosks to absorb gold", and in locations with a smaller flow of people, there are also cases of "parity" transactions in small business kiosks in the West Lake Scenic Area.

The reporter searched and found that on the Ali auction platform, on January 2022, 1, the starting price of the first year rent of the 25.11-square-meter "Five-year lease right of Building No. 18, No. 6 Lingyin Road" was 3,17 yuan, and after 4 bids, it was finally sold at a price of 46,30 yuan; the starting price of the first year rent of the 1.8-square-meter "Botanical Garden North Gate Small Shop" was 12,6 yuan, and after 6 bids, it was finally sold at a price of 316,15 yuan.

Behind the million transaction price:

What is the actual sales capacity of the small kiosks in the scenic spots?

According to the magazine "Zhejiang Shang", the Qingding Shang Pavilion, which sold an annual rent of 284.5 million yuan, is located about 10 meters in the direction of the broken bridge and the white causeway. Under the scorching sun, many tourists come to buy water, drinks, ice cream, umbrellas and other goods. The ordinary Nongfu Spring in this kiosk is priced at 35 yuan a bottle, Master Kong's black tea and other drinks are all 10 yuan, a parasol is 10 yuan, corn is 50 yuan, and grilled sausage is 520 yuan. The salesperson did not disclose how much total sales can be reached in a day. Zhejiang Economic TV reporters squatted in the Ding Business Pavilion for half an hour, and according to statistics, about <> people were shopping here, with a turnover of about <> yuan.

The auction information shows that the rental intention of the Pingding kiosk is tourism service facilities (including pre-packaged food and side food sales, tourism souvenir sales, tourism product sales, etc.).

According to Zhejiang Business magazine, Ms. Zhou, who is also a commercial operator of the scenic spot, believes that the bidders of the Ding Shang Pavilion are "bold", because now that tourism has resumed, the Bai Causeway is the area with the highest concentration of tourists in West Lake, and the flow of people is very large.

The introduction of the above-mentioned small shops in the Hongya Cave Scenic Area shows that the street shops on the 4th floor of the scenic area are mainly engaged in special products, snacks, souvenirs, etc., and the average daily turnover of surrounding businesses can be tens of thousands.

According to Jiupai News reports, on May 5, an employee of Westlake Holding Group Co., Ltd. revealed that the business pavilion is under the management of the West Lake Management Committee, and the rental price this year is not higher than before.

Head of Alibaba Asset Related Business:

Online auctions maximize pricing transparency

"A million merchant pavilions are not unusual, but the public auction has attracted everyone's attention." The aforementioned senior practitioner who operates shops in many scenic spots in the northeast told reporters.

The person in charge of Ali Asset's related business told reporters that Ali Asset is currently the main online investment channel for the leasing of state-owned assets in the West Lake scenic area, and the targets of investment are basically leased to three to five years, and there is no situation that the same subject matter will be auctioned for two consecutive years.

"The starting price is set by the issuer." The person in charge said. The auction information shows that the auction party of the Qingding Shangting is "Hangzhou West Lake Scenic Area".

"This is the first time that the lease right of the White Causeway Pavilion in the West Lake Scenic Area has been auctioned." The person in charge said that from 2021 to 2023, a variety of targets such as "lease right of shops around Hu Xueyan's former residence", "lease right of Meilin Botanical Garden, Lingfeng, and Metasequoia shops", "lease right of log cabins in Prince Bay" and "lease right of Lingyin Road Commissary" have appeared on the platform, and the transaction price ranges from tens of thousands to millions through transparent and open bidding. The significance of the online auction of the "lease right of the Baidi Qingding Pavilion in the West Lake Scenic Area" is that it puts the contracted price online, which maximizes the transparency of pricing.

"The most important significance is to give the pricing power of this kiosk to the market and users through the online trading platform. Everyone can participate in the bidding and pricing of this bid openly, fairly and transparently, and achieve maximum transparency in pricing. The person in charge said.

Chengdu Business Daily - Red Star News reporter Wang Chenyuan Wu Yang