Recently, the news of Xiexin Group's 1.2 billion yuan land acquisition in Suzhou to enter the Yangtze River Delta has attracted the attention of the industry. Xiexin's acquisition of land in Suzhou means that the three leading enterprises of Chongqing Real Estate have successfully expanded their real estate territory, moving from regional leading real estate enterprises to national first-tier real estate enterprises. However, the characteristics of enterprises are different. Can the successful cases of the development of Longhu and Jinke in different places be used by Xiexin? What is the core competitiveness of Xiexin Group towards the whole country? And choose the Yangtze River Delta, where the domestic real estate competition is the most intense, to start the first off-site project. What is the confidence of Xiexin Group?
honed for 15 years
Xiexin has accumulated a lot
Xiexin Group is the top three local real estate enterprises in Chongqing and the top 5 in China. In the past 15 years, Xiexin has always been the forerunner of the rise of urban plate, from Chaotianmen, wuhuang Community and Fengtian Avenue to Jingkai Avenue, Gaojiu Road and Erlang Caiyunhu Plate. It has created nearly 1 high-quality residential buildings, 3 villas, 1 villa and 15 commercial properties for the urban construction and human settlement environment in Chongqing, including Xiexin Tianjiao series, Xiexin TOWN City, Acadia, Caiyunhu No.1 and other leading villas and Xiexin Center, Times Tianjiao and other commercial properties, forming a full product chain from high-rise luxury houses and villas to urban commercial complexes, with many property owners. Xiexin has become a hot stamping business card to endorse Chongqing's urban boutique human settlements.
in terms of products, Xiexin intensively cultivated and took the lead in setting up a product research team in Chongqing to write the Top Ten Standards of Boutique Rooms in Chongqing. As we all know, Xiexin's products are not afraid of the test of time, and their forward-looking and appreciation and preservation capabilities are among the best in Chongqing. For example, Tianjiao in Xiexin era, as the first serviced apartment in Chongqing, is still the landmark building of Chaotianmen after more than ten years, and its value has even doubled.
"Xiexin Group, as the leader of Chongqing's' boutique' real estate, has accumulated 15 years of experience in product research and development, innovation and property service, and Xiexin's' boutique room' has long been recognized by Chongqing citizens. Its market competitiveness and product innovation have already been tested in the competition with the national real estate giants. Xiexin is not afraid of competition and even looks forward to greater competition and challenges. " A related person from Xiexin said.
layout of the national
two-year strategic reserve
Xiexin took 1.2 billion yuan to acquire land in Suzhou, advanced into the Yangtze River Delta, moved towards the whole country, and officially marched into the first-line camp of national housing enterprises. This seemingly simple corporate behavior has condensed the painstaking efforts of Xiexin Group in the past two years.
Development
In October p>28, Xiexin Real Estate launched a nationwide campus recruitment campaign, which is the first time that Xiexin has recruited talents for universities across the country on a large scale since its establishment 13 years ago. At that time, recruitment activities were launched in six key cities across the country; By the end of 28, a considerable number of development enterprises in the market had begun to downsize for the winter, while Xiexin did the opposite. Apart from making a big discount on products, it did not lay off employees or reduce wages, and also launched the "excellent talent strategy" plan, actively introducing high-end management talents, middle-level professional and technical talents and grassroots professional positions, and vigorously recruiting. At that time, the top management of Xiexin Group made it clear that it was necessary to reserve talents for the development and expansion of Xiexin in the next few years.
since the beginning of this year, Xiexin has obviously increased its investment in culture and brand building while creating high-quality buildings. In 29, Xiexin invited Lang Lang and Yang li Ping to Shancheng, and at the same time set up the first community art museum in Southwest China-Chongqing Jiangshan Art Museum, which has offered several large-scale cultural and artistic feasts for Chongqing citizens since its opening in August. Xiexin promotes the quality, life connotation and brand cultural tension of the project through continuous cultural and artistic promotion activities. The relevant person in charge of Xiexin also said that Xiexin will increase investment in this respect next year, and create a tasteful life for the owners while building quality real estate.
Looking back on the development course of Xiexin Group, we can see that we are not only an idealist who pursues tirelessly, but also a practitioner who always adheres to his ideals in a down-to-earth manner: no matter Tianjiao in the earliest times, Tianjiao Nianhua, Xiexin TOWN City, Tianjiao City and Arcadia all follow the concept of quality first. I believe Xiexin will also bring the charm of this product to Suzhou and push it to the whole country in the future.
word of mouth
according to the relevant person in charge of Xiexin Group, good word of mouth and high quality have become the core competitiveness of Xiexin products. This spring, Xiexin Group will launch several masterpieces, pushing the high-end residential market in Chongqing to the era of pursuing comfort and scarce value. The product area of Louwang, which is about to be launched by Arcadia King's Landing, is about 111-152 square meters, covering spacious three-bedroom (variable four-bedroom) to luxurious and comfortable four-bedroom (variable six-bedroom). Every house has a courtyard, and some even have a double courtyard. Among them, King of the Riverview Building, the last treasure in King's Landing, has attracted much attention from the market. The housing area ranges from 142 to 152 square meters, all of which are comfortable four rooms with double courtyards and halls. It has rich gift space, and almost every room can enjoy a first-line view of the river, which has the second-to-none landscape advantage among similar products. Since March 1, VIP card processing has been started for this part of the housing. In addition, Tianjiao City, located in Caiyun Lake plate, will also launch the building-level housing in the near future, which is the closest group of the project to Caiyun Lake, overlooking the 1,4-mu Caiyun Lake Park, with excellent vision and no obstruction within 1, meters. Like Arcadia's new products, all the products in Tianjiao City have a courtyard, with a gift area of nearly 3%.
The launch of several projects of Xiexin Group has given a brand-new interpretation to the high-rise luxury houses in Chongqing: they must have a high sense of quality and scarce resources, and the gift of bringing a courtyard ensures the cost performance of the products.
Recent projects
Recently, Xiexin Group announced the planning of plot No.12, the core area of Shanghai Hongqiao Business District, which was won in August last year. It will build 9 office buildings and 4 commercial towers, with a total investment of 1 billion yuan, including 3 million yuan for environmental protection. The expected completion date is January 215.
forge ahead
except for tourism real estate, a suburb, Xiexin's expansion in the first-and second-tier land markets has not slowed down at all.
following the knocking on the door of Shanghai with two commercial land in August last year, Xiexin Real Estate successfully acquired the first phase construction land of Pudong Airport International Headquarters Economic Park Project in Shanghai Zhuqiao Airport Industrial Development Zone with a land area of 24.8 mu on March 6 this year.
According to a rough calculation by Times Weekly, Xiexin has spent 2.85 billion yuan on land acquisition in Shanghai alone. According to the land acquisition plan previously revealed by Liu Aiming, CEO of Xiexin, Xiexin will also make residential products in Shanghai in the future, and is already considering the land markets in Jiading and Pudong.
Xiexin is still looking forward to making greater achievements in the land market in Beijing and even the whole country. "We will take the land in Beijing soon and are currently negotiating. It is not easy to get pure residential land in Beijing, and our direction is mainly commercial or industrial bases and other projects, "Liu Aiming said. According to informed sources, Wei Kaizhong, general manager of Xiexin Chengdu Company, has also been responsible for land acquisition in Beijing.
Sun Tao, spokesperson of Xiexin, told Times Weekly that the company hopes to enter 12 cities this year and take root in these 12 cities. The cities it has entered include Chongqing, Chengdu, Shanghai, Kunming, Wuxi and Suzhou, and will soon go to Changsha, Wuhan and Beijing. However, he refused to disclose the specific investment amount and source of funds for land acquisition in the future.
"In order to go public as soon as possible, Xiexin has taken the form of cooperation with the fund to acquire land crazily since 211. In key cities, it mainly focuses on two kinds of plots, and the residential plots that can be acquired at the reserve price are not divided into regions; Or commercial plots in the downtown area. " A third-party organization analyzed and summarized Xiexin's land acquisition strategy in recent years. According to the data of Xiexin executives interviewed by the media before, last year alone, Xiexin added about 3 million square meters of land. Up to now, the company has 18 projects to be developed, with a strategic land reserve of 11.5 million square meters.
"Xiexin's intensive land acquisition in Shanghai and its plans to expand in Beijing and other places may be related to its preparation for listing in Hong Kong." Xue Jianxiong, research director of Zhongfangxin, speculated that Hong Kong's capital market attaches great importance to land reserves, which can prove that the company's development prospects are better. Previously, Xiexin's land reserve price was low, but now it is expanding in first-tier cities, and the land price is high, so it can be a big asset. In addition, they expand their business chains such as commerce and tourism industry, which also facilitates the precipitation of assets, all of which are conducive to their entry into the capital market.
combing Xiexin's product system, it is not difficult to find that commercial real estate is the main product in Chongqing, Chengdu, Wuxi, Suzhou, Shanghai and other big cities. According to Xiexin's preliminary plan, Shanghai Hongqiao and Zhabei projects will be made into "Starlight Series" products, which are mainly self-sustaining.
"In the next five years, Xiexin will open 5' Starlight Department' commercial stores." At the opening site of Chongqing Xiexin Xingguang Times Square last year, Wu Xu, Chairman of Xiexin, made a high-profile plan to expand the starlight series products. According to Wu Xu's vision, this means that the expansion speed of Xiexin in the field of commercial real estate may surpass Wanda. Liu Aiming also said many times that Xiexin pays equal attention to commercial real estate and residential real estate, and 3% of the land reserved by Xiexin in the future will be used for commercial project development.
However, the large-scale expansion has put great pressure on the funds of Xiexin. Earlier, a local developer in Chongqing also revealed to the Times Weekly reporter that in order to maintain the normal operation of the enterprise, Xiexin mortgaged many houses to banks in exchange for loans. In addition, in order to ensure the expansion speed, Xiexin also turned to overseas markets for financing.
when explaining the sources of expansion funds of enterprises, Liu Aiming once revealed that Xiexin funds mainly come from two aspects: one is sales, and the company has basically been growing at a rate of 7%-8% every year in the past two years. The other is the capital of foreign capital, trusts and funds. "Xiexin does not refuse any form of investment." Liu Aiming said that this was the tone set by Xiexin when it formulated the national expansion strategy.