Dong Fang: Only One Or Two Of Shenzhen'S Shopping Centres Survived Better.

When the golden age of the property market has turned over, it has become the consensus of them to change the role of "pure start up enterprises", increase the holding of high-quality property, and cultivate business operation teams.

"We hope that by 2018 and 2019, the rental income of holding property can reach 2 billion level."

This means that in the future layout plan of Shenzhen holding company,

Become an important chess piece.

2014 is not easy for the entire domestic real estate business.

Dong Fang disclosed that Shenzhen's contract sales totaled about 7 billion 400 million yuan last year, the contract sales area was 630 thousand square meters, the average price per square meter was about 11600 yuan / square meter, and completed 70% of the annual target.

"Especially in the first half of the year, the external situation is relatively poor, but sales volume rebounded significantly after the central bank's 930 new deal in September, and sales in the fourth quarter of last year are still ideal."

Nevertheless, this is the hard won result of the enterprise.

At the beginning of last year, Shenzhen holding held a conference on marketing work, requiring companies to speed up the sale of funds and emphasize cash as king.

"We can sacrifice part of our profits in some projects. We can protect capital or even small losses. The goal is to ensure that cash flow and debt ratio are at a relatively safe level."

In the first half of last year, when the sales situation was not good, they increased the disposition of the three or four line cities, and firmly withdrew from these cities.

"The sale of some cities is very difficult, especially in some small cities, which only cost more than 3000 yuan per square meter.

It can be said that our salesmen are very hard, but the market capacity is limited, and the result is not very satisfactory.

According to Dong Fang, now

About 25% of the land reserve is in the first tier cities, about 20% in the second tier cities, and 55% in the three or four tier cities.

Strategic layout adjustment is also the focus of this year's work. After adjustment, the total amount of land reserves will drop, but the quality will be greatly improved.

Housing profits decline has become a trend. In the face of this situation, enterprises must pform.

"Last year, we put forward the strategy of enterprise development strategy, pformation is ranked first."

according to

Revealed that Shenzhen holdings is making the 13th Five-Year strategic plan, and there will be a clear plan in May.

"The direction has been clear: one is to focus on Shenzhen or to focus on the core cities; the two is to deal with the plots of the two or three line cities; the three is to shift from the sales oriented enterprises to the sales and holding companies, and gradually increase the holding of high-quality property, and cultivate their own business operation teams.

We hope that through a period of time, such as 5 to 8 years, the proportion of holding and selling can be balanced.

At the same time, with the support of the parent company, we will explore innovation in the pension apartments and other formats.

It will gradually integrate the existing Park real estate resources, and explore and explore the development direction of logistics real estate.

According to Dong Fang, commercial real estate will account for a considerable proportion of assets.

"For example, we hope that by 2018 or 2019, the rental income of Shenzhen holding property can reach 2 billion level, and the income will continue to increase in the future through the increase in property holdings."

In addition to holding property, Shenzhen holdings also wants to play the "operation" brand.

In the second half of last year, the real estate development enterprises represented by Vanke and Wanda started the light asset mode of commercial real estate business.

In this regard, Dong Fang said that Shenzhen holdings is also doing research in this area.

"Heavy assets can enjoy all the gains of assets appreciation, but the pressure of capital is very large.

Light assets can improve cash flow and speed up capital withdrawal, but there are also disadvantages.

Therefore, if it is a particularly good commercial property, we will hold it ourselves, while others will consider strategic cooperation. "