Post-Han Jing Company Limited (0006 15. SZ) changed its name to Aoyuan Meigu, and the future strategic direction will start with green fiber and enter the beautiful and healthy industry. In terms of real estate, while maintaining the development of existing real estate projects, Aoyuan Meigu will control the pace of expansion and invest the generated funds in beautiful and healthy industries.
After renaming, Aoyuan Meigu will become the third listing platform of Aoyuan Group after China Aoyuan and Aoyuan Health.
"De-real estate" comes true
After the name change, Han Jing shares shouted "going to real estate" for two years, and the acceleration button was about to be pressed. It is reported that the funds recovered from the real estate business of Aoyuan Meigu will be an important source of funds for the company to invest in green fiber and healthy and beautiful industries. Considering that the company will control the pace of real estate business development, it can be considered that it is difficult for Aoyuan Meigu to invest more after the existing real estate business is digested.
In fact, the former Han Jing Stock Company never intended to give up the real estate development business, but only gave the position of its main business to the health industry business including green fiber, theme town and healthy pension, and the real estate development changed from traditional residence to healthy residence, which reduced the proportion of real estate income.
The Strategic Planning Outline (20 18—2022) issued by the company in 20 17 clearly stated that the transformation to an investment operator in the health industry should closely focus on the development idea of scale growth, with the health industry as the leader and healthy housing as the foundation.
The ultimate strategic goal of the planning period is to transform and upgrade the traditional real estate and new materials business to the big health field. It is planned to build a complete health industry ecological cluster in 2022, and it is estimated that the accumulated sales revenue will exceed 80 billion yuan during the planning period.
Like other small and medium-sized housing enterprises, Han Jing shares are also looking for new profit growth points. Their means are often through the acquisition of rapid layout, cooperation with related companies to cross the technical threshold. However, before the new business is profitable, it is the financial pressure brought by acquisition and investment, and eventually both losses are inevitable.
The subsequent development was also true: through acquisition and strategic cooperation, Han Jing Co., Ltd. was established in the health industry, and then the plan was delayed, the transformation was blocked, and the performance was sluggish until it was acquired by Aoyuan Group.
However, this may be the best outcome for both sides.
In Han Jing, Aoyuan Group not only played an important financial role, but also brought more resources and stronger capabilities. In the future development plan of Aoyuan Meigu, the company will maintain the high-quality development of the existing real estate business, and realize efficient trading and sales through full docking with the real estate business of Aoyuan Group, but it will be consistent with the previous plan and control the development rhythm of real estate business.
In Aoyuan Group, Han Jing shares can supplement its listing resources. More importantly, the health industry of the latter layout, especially the green fiber business, is close to landing, which is in line with the diversified layout and development concept of Aoyuan Group.
Take the road of "green fiber"
The strategic concept of Aoyuan Meigu, to a certain extent, continues the transformation idea of "de-real estate" of Han Jing shares, but the entry point is smaller and the positioning is clearer.
Aoyuan Meigu is strategically positioned as a material supplier and technology supplier for the beautiful and healthy industry. Its strategic path is to expand horizontally in the upstream of the beautiful and healthy industry, and at the same time open up the upstream and downstream industrial chains to form a development pattern of horizontal penetration and vertical linkage.
This is Hu Ran's differentiation strategy, and it is also the development model that Aoyuan Meigu can stand out from the competition. But let's go back to the beginning. At present, Aoyuan Meigu is about to put into production the green fiber business.
As a member of the famous "biochemical recycled materials", the material industry is limited by the price of bulk materials and other factors, and its profit margin is small. Turning to higher-end green fiber is not only to seek more profits, but also coincides with the differentiated development model of Aoyuan Meigu.
More importantly, the technical and capacity problems in front of Aoyuan Meigu have been basically implemented before. Aoyuan Group can fill the upstream link of medical and beauty industry with less investment and bring more intangible resources.
On 20 18, Aoyuan Migu signed a technical cooperation agreement with Austria's ONE-A Engineering Company, and obtained the second generation green optical fiber (Lyocell) technology license from ONE-A Company. The production line adopts automatic control technology to avoid process fluctuation caused by manual control and ensure the quality of finished products.
Since the project started at the end of 20 18, Aoyuan Meigu has an annual output of 654.38+10,000 tons (lyocell) of green bio-based cellulose fiber project. The first phase of its 40,000-ton project has completed the infrastructure construction of the main workshop and the installation of all production line equipment. It is expected to be put into trial operation by the end of this year, and the commissioning period will be half a year.
At present, Aoyuan Meigu has purchased raw materials for trial production and operation, and the first batch of 1 1,000 tons of imported pulp and 300 tons of solvent have been put in place. The total investment of the first-phase production line of green fiber is close to 654.38+0.2 billion yuan.
Hu Ran said that after that, the company will speed up preparations for the construction of the second phase of the 60,000-ton project, which has attracted the first batch of investors including the Chinese Academy of Sciences Fund, the investment bank of scientific and technological institutions and the central capital.
At the same time, Aoyuan Meigu will explore the pulp industry goal of green fiber upstream, optimize the quality of raw materials and reduce the overall cost; And establish close cooperative relations with downstream enterprises, and strengthen equity cooperation with downstream enterprises with brand influence or development potential.
Compared with chemical fiber, the market demand of green fiber still has a lot of room for improvement. Therefore, in addition to material supply, Aoyuan Meigu plans to further digest the production capacity and enrich the application scenarios of green fiber by building downstream products such as non-woven fabrics, so as to realize the docking with Aoyuan Group's medical and beauty industry, including technology research and development, sales channels, customers, application scenarios and other resources. Aoyuan Group's medical and beauty service institutions are more beautiful, and cross-border e-commerce platform Austrian buyers will also participate.