New Town: The Era Of Commercial Real Estate Will End In 2020.

Chen De Li joined the new town only three months ago. Before that, his title was vice president of Wanda Commercial real estate, vice president of Wanda Commercial Management and general manager of operation center.

After joining Wanda in 2010, he helped Wanda realize the scale takeoff and built 180 shopping centers by himself.

The new town's pursuit of scale was officially written in 2016: by 2020, the sales contract for new town real estate will reach 100 billion yuan.

It is self-evident that this is Chen Deli.

The most important mission of the new town.

Sales of commercial real estate are expected to account for 30% to 40% of the 100 billion planning of the new town.

Chen De Li landed in the new town business, which immediately brought strategic adjustment.

A year ago, the attitude of the new town was very clear: looking for opportunities on the second line, and quickly grabbing the three or four line cities, their choice was based on such a judgement: "the shopping center of the second tier cities is nearly saturated, and the three or four tier cities will become the main battleground".

Now, Chen De Li emphasizes a second tier city and core business circle.

According to his plan, by the year 2020, half of our Yuet square will be located in a second tier city, and 90% will be located in the core business district or compound business circle of the city.

The center of his operation has also become the core Department of Wanda. Half of the 12 vice presidents of Wanda business are from the operation center.

Chen's annual salary is reportedly 15 million yuan, and his arrival shows the determination of the new town.

A year ago, Wang Zhenhua, chairman of the new town, proposed 80 goals in 2020.

In November 25th, at the annual business annual meeting of new town, Chandley, CO president of Xincheng holdings, announced that by the end of 2020, the number of shopping mall of our company will exceed 120, and the number of business opening will reach 100.

Chen De Li joined the new town only three months ago. Before that, his title was vice president of Wanda Commercial real estate, vice president of Wanda Commercial Management and general manager of operation center.

After joining Wanda in 2010, he helped Wanda realize the scale takeoff and built 180 shopping centers by himself.

The center of his operation has also become the core Department of Wanda. Half of the 12 vice presidents of Wanda business are from the operation center.

Chen's annual salary is reportedly 15 million yuan, and his arrival shows the determination of the new town.

A year ago, Wang Zhenhua, chairman of the new town, proposed 80 goals in 2020.

Since entering the commercial real estate in 2008, there are only 22 Yue Yue squares opened in the new town. But according to Chen deli's idea, in the next four years, the average annual opening of new towns will be about 20 squares - 2012-2015 years, and the opening numbers of Wanda Plaza are 17, 18, 24 and 26 respectively.

"By then, the business area of the new town will reach 20 million square meters, and the total sales will exceed 100 billion, with more than 6000 cooperative brands, and the total number of people will exceed 1 billion 800 million."

Facing hundreds of brands and partners,

If there is no business of scale, it is a sentiment.

Ouyang Jie, vice president of Xincheng holding company, told reporters that the new city turned to a second tier city, mostly because of caters to the capital market.

Although the investment return rate of the three or four tier cities may be higher than that of the second tier cities, the value-added capability of the second tier cities is stronger.

"A second tier city is willing to do 5% of its investment return rate, and only three or four of the three or four cities will do so."

With the support of the capital market, there is the basis for expansion.

"If the new town uses its own money to do it, the three or four line returns are very good, but a large amount of money will precipitate, and the pace of development will slow down.

Of course we will choose the fast road. "

The success of expansion driven by scale still needs time to prove.

However, from the perspective of past development, the advantages of new towns are indeed in the three or four line cities. The experiential shopping centers in some cities are basically blank. This is how new towns can complete 1 billion 400 million yuan sales in a five line city like Jintan.

Before, the new town was only looking for a fighter on the second line, and it was also successful in areas where there were no mature shopping centers, such as the Qingpu District in Shanghai, the Green Park in Changchun and Longquanyi in Chengdu.

Today, a second tier city has become the main battleground of new towns.

Chen De Li's choice is the same as that of his old family.

At the beginning of the performance conference, Wanda Commercial president Qi boundary said, "the three or four line cities have a lot of pressure to go inventory, and 2016 will stop developing and selling property in these cities, instead of using the light asset mode to take the core areas and focus on the development of investment properties."

After the establishment of coordinates,

Along the road of scale development, Wanda opened up.

Although Wanda often appears on the news headlines as a capital predator, in fact, 2016 is the most rapidly expanding year in Wanda Plaza history.

If Wanda can open 28 squares as planned in the four quarter, the Wanda Plaza opened in 2016 will reach 53, which is two times that of 2015.

The biggest expansion of Wanda's history was due to Wang Jianlin's light asset pformation. More than 20 of the 53 Wanda Plaza opened were light assets.

According to Wang Jianlin's idea, after 2017, more than 40 of Wanda Plaza, which opened every year, is over 40.

Light capitalization has also become the choice of new towns.

At the end of September, Xincheng business took the largest complex of Zhuji into the wynli square, and took the first step of the output management model.

The new city will carry out the overall pformation, relocation, investment and comprehensive management of the project.

According to Chen De Li's introduction, "30% of the future business of new town business will be light assets."

In operation, new town business is also benchmarking with Wanda.

When Wanda inviting business, the three major brands, Wan Da studios, Wanda Baby King and big gamers, are all the standards of all projects, which not only guarantee chain expansion, but also shorten the investment time.

Now, Xincheng Holdings has also created its own Movie City Star Yi Ying City. Many wonderful parks with parent-child themes and matching Wanda Baby King will become the standard of the new town and will be exported to the external projects.

The rapid growth of the new city ambition.

In the first ten months, the sales of residential real estate and commercial real estate in new town have doubled. The sales volume of the group is close to 55 billion yuan, and the target of 52 billion has been completed ahead of schedule. The rapid development of commercial real estate has provided strong support for the performance, accounting for 1/4 of sales.

Learn Wanda's good example, but Wanda has achieved the ceiling of performance under light asset pformation.

In the first half of 2016, Wanda's contract sales amounted to 50 billion 600 million yuan, down 17.33% compared with the same period last year, and the contracted sales area decreased by 17.58%.

To this end, Wanda reduced its sales target by 39% to 100 billion yuan.