Real estate developers ' self-evolution path: "Real estate + finance + Internet"

Absrtact: This reporter-Fei flute information researcher xiaoling Yang Shao Yu Zhen Vanke in the Financial Internet field of transformation action quickly. In the near future, the 2014 Vanke Business conference will be held to explain the cooperation between Vanke and Baidu and the operation of commercial capitalization. September 11, million newspaper reporter-Fei flute information researcher Xiaoling Yang Shao yu Shenzhen report


Vanke in the financial Internet sector in the transformation of rapid action. "In the near future, the 2014 Vanke Business conference will be held to explain the cooperation between Vanke and Baidu and the operation of commercial capitalization." "September 11, Vanke insiders to the 21st century Economic report-Fei flute information researcher revealed.





is not only Vanke, Wanda joined Baidu, Tencent scored O2O, green space to set up financial groups and other news, the transformation of Chinese housing enterprises in full swing.





21st Century Economic Report-Fei flute information researcher through the statistics of China's real estate industry comprehensive strength of the 100 housing enterprises business situation found that the transformation has become the general choice of real estate developers, a few pure residential property developers, diversification has become the mainstream, and 20% of the real estate developers clearly with the transition as a strategic goal





property developers in the direction of transformation, one is to the upstream of the industrial chain, such as finance and other directions, the second is around the real estate development, the relevant diversification, and even into the cultural, consumer areas. Geographically, the real estate business is to expand the geographical scope of business, increase overseas investment.





a core transformation model is that "real estate + finance + Internet" is the direction of all developers. Vanke Taobao selling house, "small stock trader" and Carlyle Cooperation, to learn from the Iron Lion door model, as well as ping an ping good housing platform to kill into the real estate, are the vanguard of this model.





with the Internet to accelerate the penetration of traditional industries, real estate has entered the era of comprehensive Internet. Among them, the pattern year's color life, Wanda Electric Business, the Golden cloud services in the forefront of the industry.





Property Developers Transition path: Financial Internet Subversion Real Estate





21st Century Economic Report-Fei flute information researcher found that the transformation of real estate enterprises, seemingly chaotic, but mainly four main lines, respectively, are related to diversification, intelligence, into emerging industries, cross-border operations.





Among them, the relevant diversification, to the real estate as a carrier into the relevant industries, and the whole industry chain integration is the most common strategy, business model is generally a self-sustaining way to operate hotels, urban complexes, shopping malls, office buildings, tourism real estate, industrial parks, sports venues, and so on to obtain rents and value-added revenue to replace the development and sale of property. It is worth mentioning is China's happiness-led industrial New Town model, the model on the one hand to obtain a large number of land, on the other hand, the collection of expensive investment service costs.





property developers are more interested in diversifying into the financial sector. From the statistics, the property developers have fully entered the financial sector, covering almost all financial business. Among them, the transformation of the year's goal is to "become a financial holding group", and the new lake in Bao, Shanghai Zhengda, Beijing Urban Construction, new Hualian, etc. are holding a huge amount of financial assets.





the Internet for traditional property subversion is the first occurrence in the sales link. The combination of real estate and the internet has spawned real estate dealers. Among them, the vertical real estate media website SouFun, Sina le Ju and so on have already launched the electricity merchant business, and cooperates with most property developers. The intervention of the Internet, the traditional housing sales gradually "to intermediary", which is expected to further enhance the operational efficiency of the industry.





in the process of Internet, financial capital has also found the opportunity to cut into the whole industry chain of real estate, such as the safe and good housing network. As a backward real estate electric business, with the strong financial strength of Ping An group, safe and good homeowners play "Internet + Real Estate + finance" new electric business model, the use of electricity as a cutting point to finance as the fulcrum, trying to pry the real estate industry chain.





through financial services, peace and good housing can also enlarge the leverage of homebuyers, break the limits of credit policy. At the end of August, the safe house launched a new internet financial products "good mortgage", claiming "to the real estate developers Gold nine silver ten gold." The product's services include down payment installment loans, mortgage loans, bridge loans, foreclosure loans and so on.





's solution to the credit bottleneck has undoubtedly captured the market's "pain point", which is good news for property developers. 21 World





Economics Report-The Flying flute information researcher learned from the good house that most developers are interested in the product. At present, Green Group, Shimao Group, Yuexiu Group and so on have become a strategic partner of peace and good housing.





Moreover, through the Internet finance can not only effectively enlarge the home buyers leverage, but also implied that developers let promotions. Taking good Fangbao as an example, its super high rate of return implied that the developer gave the investors a promotion.





at present, the integration of real estate and the internet is still in the exploratory stage, but has penetrated the whole industrial chain of the industry. Among them, the pattern year's colorful life to build wisdom community, Wanda Group to explore the commercial consumption O2O, the Chinese happiness to explore the wisdom of the city, search room, such as vertical portal to promote the real estate electric business has been the first embryonic.





through a deep integration with the Internet and finance, developers still have many opportunities in terms of efficiency improvement, business value mining and breakthrough policy restrictions and market activation. As the industry entered the second half, Vanke, Wanda and other leading real estate developers to accelerate the pace of transformation, Ping An group, Tencent, Baidu and other financial, it giants intervention, how to borrow the power of the Internet, financial forces to become a real estate business transformation of important considerations.





In addition to the familiar related industries, developers are also keen to enter new industries. Among them, cultural entertainment, sports industry most enthusiastic. From the data, the Cross-border operators of property developers reach 36%, and the large-scale Cross-border property developers, such as Evergrande, Wanda and so on to build a pillar industry, still have 18%, which can be seen as the deep pockets of property developers.





Net profit 12 years first fall: Real estate business pressure





"transformation is always forced, the original business profit space is shrinking," a large Guangzhou real estate business insiders said the company is also thinking about a variety of transformation path, to overseas inspection teams have also been for a long time.





sales difficulties are the real pressure developers face. With the past "Gold Nine Silver Ten" volume price Qi Sheng is different, the data shows that this year, "Gold nine silver Ten" did not appear the rise in housing prices, the opposite increase in turnover is the price of the housing enterprises to change the amount of results.





related personage anticipates, September the housing enterprise's push goods scale will rise obviously, the most current housing enterprise's sales target completion rate is not high, some enterprises are even below 30%, in the remaining 4 months, many housing enterprises must mass push the goods in order to go.





for most of the money is tight and sales back to its most critical source of funds for small and medium-sized housing enterprises, the price is the only option. World-bank monitoring of 24 key cities in the price of prices for real estate data show that since August, the price increase in 15% or more of the real estate accounted for increased significantly, indicating that in August with the push-disk data significantly increased, some of the real estate to take more radical measures.





From the long-term trend, the rise and fall of the real estate industry is the result of urbanization, measured by the rate of urbanization, 2011 China's urbanization rate has exceeded 50%, reached 50.57%, 2013 reached 53.37%, after years of rapid growth, urbanization rate slowed.





has been seen as a "windfall" in the profits of the industry is shrinking. According to the data of John think-tank, the net profit of 148 listed housing companies in the first half of 2014 is 36.7 billion yuan, falling 7.1%, the first fall since 2002, indicating that the industry's profit space is being compressed.





In addition, in the first half of 2014, 148 A-share listed housing enterprises weighted gross profit margin of 33.8%, down 3.3% year-on-year, showing a gradual shrinking trend.





the most critical factor affecting real estate is credit. Since 2014, the property sector has been feeling "money tight" and the property boom has fallen sharply as the "new normality" of the credit return is tight. In the first half of this year, the national housing Boom index has dropped to the bottom of history.





said that whether the market can get out of the bottom, the stability of housing prices still depends on the situation of liquidity, the core is whether the level of interest rates can be significantly reduced. And the current financial side is still tight, also means that the real estate market adjustment time may be longer than expected.





from the industry concentration point of view, the real estate industry reshuffle has begun, industry concentration is rapidly rising. According to the data, the first 10, 20, 50 of the market share of the industry is rapidly rising, no doubt that the small-booth enterprises are speeding up the exit of the real estate market. Taking TOP50 Enterprises as an example, from the end of 2013 to the first half of 2014, concentration increased by 4.29%, much larger than the previous year's growth.





from Development to operation: The change of profit model





"Real estate is no longer a short-term business, it is a life-cycle, based on the development of operations as the core of the long-term business." "Shenzhen Lemon International Executive director Chen Fenyang that.





June also believe that building a house to sell is one-time, and service is life-long, the transformation of the real estate is to change from development to service, from the pattern of the year from the Color of Life Community service platform was listed this June, become a real estate transformation samples.





The transformation of "real Estate + finance + Internet" requires developers to completely change the original business and profit model of selling houses.





in the changing mode of operation, Vanke and song's Blue City went farther and took the lead in turning to the light asset model in the industry. Vanke's small stock, blue city of the construction, are through the output management, activate intangible assets, realize the use of other people's resources to play their advantages.





The transformation of this light asset is a fundamental change in the real estate's profit model: from a single selling house to earning more commission, service charge, management fee, etc.





put forward the concept of small shares of Vanke, often in 2012, a stake in Kunming, Yunnan, a real estate development project as a referral sample.





in the project, Vanke investment 23 million, the proportion of equity is 23%. In addition, the project income distribution accounted for 84 million yuan, besides, the management fee of 126 million yuan and 17 million financing channel and handling fee were included. Combined, Vanke's investment returns as high as 987%.





the first half of Vanke's investment rate of return appeared a bright spot, the year-on-year rise reached 237.8%. Vanke Dong Tan Huajie explained that in the future there will also be a long-term recurrent source of income, which is thanks to Vanke is pushing the light asset model. In the future, Vanke will continue to expand the proportion of small-stock-trading, even the original account of large shares of the project may transfer stakes, into small stocks.





It is noteworthy that, including Vanke, Poly and other companies to the 21st century Economic report-Fei flute information researcher that the transformation of the housing enterprises are currently in the water test phase, has not yet formed a mature profit model.





from Vanke's interim report, the first half of the investment income of 1.3 billion, accounting for its 40.9 billion of total operating income insignificant proportion.





even if the pace of transformation is the biggest constant, real estate development income still occupies the absolute proportion of total income.





in the first half of the 63.3 billion business income, 620亿来 from the main real estate development business, property investment 61 million, property management services 470 million, other business also contributed only 780 million.





Author: xiaoling Yang Shao