Since 10, Beijing, Shanghai and other cities have introduced real estate control policies; 165438+1At the beginning of October, the market regulation of several hot cities was upgraded again. Sun Hongbin believes that the increasingly expensive land price and higher house price mean that the risk is increasing, which is not good for the development of enterprises. "So we welcome macroeconomic regulation and control."
Sun Hongbin is cautious about the current economic situation and the severity of regulation. He believes that even in the downturn, the general trend of China's economic improvement has not changed, and the investment logic of real estate enterprises has never changed, so even in the fluctuation cycle, enterprises can still find development opportunities in the mismatch of time and space.
"No matter how uncertain the situation is, the choice of housing enterprises is certain. Just do two things: buy the right place and build a good house. " Sun Hongbin said that it is wrong to buy the wrong land and build any house; If you buy it right, if you can make good products and services and make a good brand, then no matter how bad the situation is, the enterprise can achieve good development.
Take what it likes and build what it likes.
By the end of 20 16 and 10, Sunac China had achieved contract sales of about 10803 billion yuan, up 9 1% year-on-year, and entered the Billion Housing Enterprises Club ahead of schedule, becoming the first newly established Billion Housing Enterprises in three years.
"We choose cities with good supply and demand relations. These cities are the core of the region, with population gathering capacity and growth potential." The management of Sunac China revealed at the interim results meeting of 20 16 that the saleable resources in 20 16 reached168 billion yuan, which were distributed in healthy first-and second-tier cities.
"Buy the right place and the right time" is the first thing that Sun Hongbin thinks that real estate enterprises should do well. "We must fully understand the unbalanced situation of China's urban development, market supply and demand, macro-policy development law and resource dislocation, and make a good choice in time and space." The investment cycle of real estate takes two or three years, so "making a good judgment in advance" is the key.
Looking at the urban layout of Sunac in recent years, Sun Hongbin has almost stepped on the node of every market turmoil. Before 20 15, housing enterprises rushed to the second and third tier cities, and Sunac adhered to a few first-tier cities, and its performance rushed into the top ten of housing enterprises. The average contribution of a single city was nearly 10 billion; In 20 15, housing enterprises began to return to first-tier cities, but Sunac quietly opened up strong second-tier cities to occupy positions, and won a large number of projects mainly through mergers and acquisitions. Finally, second-tier cities ushered in a new round of growth in 20 16. The data shows that at present, Sunac has completed the national layout, successfully entered nearly 30 first-tier and strong second-tier cities, and successfully realized the card layout of Bohai Rim, Yangtze River Delta, Pearl River Delta and central and western regions.
First, "find the right place" and then "build a good house", both are indispensable. Sun Hongbin believes that many people underestimate the severity of this regulation. With the gradual deepening of regulation and control, as well as restrictions on the qualification of buying houses and financial loans, the market expectation will eventually change.
However, high-end property developers still have good room for development. Sun Hongbin believes that although many people can't afford to buy a house from the overall income-to-house ratio, there are always 30% or even 10% customers who have higher demand for a house, so Sunac, which insists on high-end and improved properties, can continue to achieve steady growth. "Customers can buy multiple suites, but now they can only buy 1 suite, so they must choose a house with good location, good brand and good quality."
In recent years, Sunac has adhered to the high-end boutique strategy. On the one hand, through years of polishing in first-tier cities, a set of high-end product system and quality control system represented by "First Hospital" has been formed; On the other hand, 20 15 began to comprehensively promote the "living life" high-end life value system in the whole product cycle and life cycle, and constantly improved the service package and brand value of products.
Do a good job in risk control of cash flow and value.
The data shows that as of the end of this year 10, the sales scale of the real estate industry has reached 9 trillion. Sun Hongbin judged that after 10 trillion, the scale of real estate will hardly increase again, and then it will accelerate to concentrate on large enterprises.
At present, the market share of 100 top real estate enterprises is about 40%. Last year, the market share of top 10 real estate enterprises was 17%, which has exceeded 20% this year. Sun Hongbin believes that in the next 5- 10 years, the market share of 100 real estate enterprises will reach 70%-80%, and the top enterprises will account for 35%-40%. In the future, there won't be 200-300 billion enterprises that can't enter the top 10.
There are ways to improve industrial concentration: first, small companies make money after buying land and leave it to large companies; Second, mergers and acquisitions between enterprises. "If you don't understand this law, many companies will easily become' not beautiful' when they are young, and they will not be beautiful." Sun Hongbin said.
Sun Hongbin pointed out that real estate enterprises should manage two risks, one is cash flow and the other is (land) value. "If there is no problem with the cash flow, but there is a problem with the value of the land, it is wrong or expensive to buy, and when you turn around, you will dig out the hole; If the value is no problem and the cash flow is problematic, the enterprise will not survive. "
"If the value is no problem, the problem of cash outflow can also be solved through market methods, such as finding Sunac to acquire." Sun Hongbin said that Sunac is recognized as the best partner in the market. "First, the price is negotiable. We just want the market price, not taking advantage of you; Second, if you don't want to sell it, you can return it; Third, you can not sell all of them, transfer 50%~70%, and you can continue to be a shareholder. Sunac has good products and premium ability, and everyone can develop together. "
M&A is the highest end of industrial value chain, but its success rate is very low in the world. In recent years, with professionalism and kindness, Sunac has accumulated word-of-mouth brands and practical experience in the acquisition and merger market. In the first half of this year, two-thirds of the new19.9 million square meters of land reserve was brought about by acquisitions and mergers and acquisitions.
For the development strategy of real estate enterprises, Sun Hongbin also gave some suggestions. He thinks that many people underestimate the seriousness of the situation. "If an enterprise has money on its account, don't worry about spending it. Borrow as much money as possible, because there will be opportunities in the future. " .
Sun Hongbin believes that this is a definite choice under the uncertain economic situation. For enterprises, it is necessary to recognize the value of land, make a good judgment of time and space in investment, and make good quality and brand in products and services. "No matter how uncertain the situation is, the choice and development of enterprises are certain."