Talking about the light asset market environment, Mr. Zhang Gang said that he could speak with data, and shared the current situation of the light asset market restarted by Blue Business Travel through the National Bureau of Statistics, relevant big data, announcements of listed companies, corporate official website and public information.
In the stock age, the market scale is huge.
"From the supply side, we counted the starting area, completed area and growth rate of commercial properties from 2005 to 2020. 15 years, the accumulated construction area of commercial property was 3.67 billion, and the accumulated completed area was 2 billion. In recent 10 years, the average growth rate of newly started area and completed area of commercial property was 6.49% and 6.47% respectively. The supplier supports the continuous supply of commercial properties. "
"In terms of sales, in the past 15 years, the total sales area of commercial properties was168 million. In recent five years, the growth rate of commercial property sales area has slowed down, and it has entered a negative growth since 20 18, and the growth rate of sales area in 20 19 is-14.9%; The average sales area of commercial real estate is 654.38+0.8 billion. The growth rate of sales area has slowed down, and it is more difficult to remove commercial properties. At the same time, the proportion of holdings has increased. "
The price difference between the supply side and the sales side leads to the stock of commercial properties exceeding 4 billion. Its huge scale and quantity have made it clear that the industry has changed from increment to stock, and commercial property management services have also ushered in a new market. In the words of Mr. Zhang Gang, "the' spring' when commercial real estate exceeds assets has arrived."
* Competition has intensified, and more enterprises have participated, but they are scattered.
"Among the top 500 property service enterprises, 279 have laid out commercial property management services, accounting for 75.8%; However, the management area is only 738 million, accounting for less than 20% of the commercial property volume, of which nearly 90% are in second-and third-tier cities. "
"At the same time, TOP50 commercial real estate enterprises have a commercial operation and management area of 220 million, accounting for less than 7% of the commercial real estate market, and the scale to be managed is huge. The market presents the status quo of decentralized business operation management and low industry concentration. "
Market opportunities, aiming at gaps and creating differentiation.
According to statistics, by the end of September 2020, 29 enterprises had managed 287 light asset projects (light asset export business, with a total management area of 65.438 billion) (the opening time was as of 2023).
"Analyzing these light asset projects, we found that they have obvious characteristics in layout area and volume. From the perspective of layout area, non-first-tier cities are the main battlefields of light asset competition, mainly concentrated in second-and third-tier cities, accounting for nearly 70%; Among them, the light asset projects in shopping centers are concentrated in economically developed areas, with South China and East China accounting for more than 50%; In terms of volume, 50,000-200,000 light asset projects account for 85%, and the competition is fierce, while light asset projects below 50,000 square meters only account for 13%. "
Good capital, asset management and business management dual ability test.
In Mr. Zhang Gang's view, there are three dimensions in the light asset strategy in the market. The first is an enterprise mainly engaged in real estate development, the second is an enterprise mainly engaged in property services, and the third is a "latecomer" in the field of commercial real estate-a capital-driven enterprise.
"The competition in these three dimensions has its own emphasis, but it will intensify. At the same time, with the arrival of the dual-mode era of REITs and REITs, the capital market will be more optimistic about the commercial real estate field, and the double test of asset management ability and management ability of light asset management enterprises is coming soon. "
Blue's light asset business export takes marketization as the core and "internal value support and external value creation" as the core, which directly hits the double pain points of the commercial real estate industry. In 2020, under the pressure of black swan, it also rose against the trend and expanded nearly 100 light asset projects.
To have such a big competitive advantage in the market, Mr. Zhang Gang said: "horizontally, that is, business management ability, we have crossed eight categories and formed a benchmark product line; In the vertical direction, that is, asset management ability, we have got through asset management and have complete asset management ability and experience; At the same time, we are at the forefront of the industry in the construction of the fourth dimension, that is, digital space. It is this horizontal and vertical digital capability that constitutes the unique competitiveness of Lan Wenguang's business travel. "
We can get a feel for the business operation ability of Blue Crown Business Travel through some data:
At present, there are more than 100 street games in Beijing, Shanghai, Chengdu, Chongqing, Suzhou, Wuhan, Qingdao and other countries. With the core concept of "slow play, happiness and comfort", the "slow play" culture has become the new normal. Committed to letting consumers be influenced by the emotions of a city in a street.
Blue Business Travel transformed the Quantum Star Grade A office building project for half a year, and the occupancy rate was greatly increased to 90%.
At present, Blue's business travel business is distributed in the whole country 17 area and more than 70 cities.
Intuitive figures are the concrete embodiment of strength. In the rapidly changing commercial real estate field, the advanced and stable development of Blue Business Travel cannot be separated from its professional management ability:
① First of all, during the whole stage from project landing to development, Blue Business Travel implements the integration of investment promotion and operation, and relies on the accumulated strategic investment promotion, resource reserve and experience for many years to ensure efficient investment promotion, investment promotion, business stability, business education and rapid replenishment, ensure the quality of project management and enhance the value of assets.
(2) At the same time, during the period from the opening of the project to the opening operation, Blue Business Travel will brand the activities, customize the systematic promotion strategy for the project, and carry out various types of operation promotion in the form of theme activities, price promotion and merchant linkage. , and publish promotional information on various platforms. At the same time, take advantage of the group's industrial advantages to carry out all-staff marketing and enhance the brand value of the project.
(3) For merchants, Lan Business Travel will also carry out business management assistance in a normal way, regularly carry out free and targeted special training, and carry out various assistance measures such as business diagnosis, marketing tilt and supporting resources support for difficult merchants. Through full communication, unified thinking, hand in hand with merchants to grow together and create new value for the project.
(4) In the face of retail shops, Lanzhou Business Travel adopts unified retail operation measures, and the professional investment operation team conducts unified positioning, planning, investment promotion and operation to ensure the stable operation of merchants and promote the preservation and appreciation of assets.
Blue Business Travel constantly "cultivates internal strength", gradually improves the quality of property and service, wins the trust of partners, enables the eight product lines to develop rapidly, and also forms a clear development prospect.
"With the advent of the post-epidemic era and the rise of new consumption forces, we have been thinking about how to deepen the integration and innovation of literature, business and tourism under the current mainstream demand of personality being king, region being the mainstay and quality winning, so as to provide higher value and new ideas for the times, markets and consumers and meet the demands of cities and consumers in a diversified way.
At the same time, Blue Business Travel will continue to strengthen two core product lines, namely' Playing Street' and' Blu-ray City Plaza'. In terms of "playing the street", Blue Business Travel will deepen the characteristic formats that consumers like, deepen the influence and coverage of products, and continue to incubate brands such as catering, music and entertainment around the characteristics of "cultural business travel" to realize the dual empowerment of "playing the street" and brands. In terms of' Blu-ray City Plaza', Blue Business Travel will take the form of joint venture, second landlord and entrusted lease to realize the rapid landing of the project in cities with better economic development. "
In order to do a good job in the coordinated development of the whole industrial chain, Blue Business Travel put forward a vertically integrated full-cycle asset management model of "investment, financing, construction, management and withdrawal", which formed a clear path from entry to exit around three integrations:
① Integration of investment, financing and exit. Commercial real estate has a strong financial attribute, so it is very difficult to invest, finance and withdraw. Based on the mature experience and comprehensive service ability of Blu-ray Business Travel in the whole commercial asset management cycle and the whole industrial chain, Blu-ray Business Travel has established a capital enjoyment center to provide professional services for investment and financing, withdrawal and introduction of resources and funds for commercial real estate development enterprises.
② Integration of investment promotion, operation and sales. Commercial real estate is different from residential products, target customers and business models. It must be deeply integrated with investment promotion and operation to effectively avoid the double stagnation of commercial real estate.
③ Integration of planning, planning and construction. The revitalization of commercial real estate needs strong professionalism. To achieve "from the beginning to the end", we must start with planning, guide planning and construction, avoid invalid costs and reduce investment mistakes.
In Mr. Zhang Gang's view, Blue Business Travel is different from the traditional light asset cognition of "brand, investment promotion and operation output" in the industry, which has created three "integrated" modes of pan-commercial asset management, linked the core logic of business management and asset management, solved the double stagnation pain point of the market, and created new opportunities for Blue Business Travel itself in the market.
In July, 2020, when the market investment confidence was generally depressed, the REITs of Shanghai Hongqiao World Center operated by Blue Business Travel were successfully issued, with a scale of 654.38+0.65 billion yuan, which was the first single-class REITs project of private A-share listed companies in 2020, marking the complete closed-loop of the full-cycle asset management of Blue Business Travel, and also marking investors' recognition of the credit and operational ability of Blu-ray main body.
Mr. Zhang Gang said that in the future, Blue Business Travel will continue to export light assets with the logic of asset management and actively connect with the capital market. Based on its "compound problem-solving ability" and full-cycle asset management ability, it has set the goal of five-fold expansion in 202 1 year.
Under the pressure of the epidemic, the online and offline integration ability of enterprises has also become the key to seize the opportunity, and the unique ACP system of Lanzhou Business Travel has also become a weapon for the rapid development of its light asset model.
ACP platform is built by Lan Business Travel, including four parts: project life cycle management platform, information service sharing platform, O2O promotion and operation platform and data management and analysis platform, which provides comprehensive commercial real estate management and operation and information sharing services for Lan Business Travel and its partners.
Since the launch of light asset export, Blue Business Travel has landed nearly 65,438+000 projects in China. After the ACP system is implanted, the problem of unequal information between the two parties can be completely solved. At the same time, Mr. Zhang Gang said: "In the digital dimension of industry, ACP can be digitally empowered from the whole cycle of' investment, financing, construction, management and retirement'; In the dimension of digital industrialization, we rely on the huge data accumulated offline to make data generate greater value in the process of better empowering services through the ACP platform. "
Based on the perfect development layout, Blue's business travel strategy is also clear. According to Mr. Zhang Gang, the current mission of Blue Business Travel is to "prosper the city with business and lead the future with asset management" and to realize the "service platform for commercial asset value" with the vision of "building a first-class commercial asset value management enterprise", and on this premise, the core play of "1+3+3" has been formulated.
-Conclusion-
A dialogue gave us a deep understanding of the future of the blue business travelers' prayers, and also showed us their efforts to achieve higher goals. At the unprecedented node of the development of commercial real estate industry, Blue Business Travel is bringing a new chapter to the light asset market with its comprehensive strength such as brand strength, asset management logic and technology empowerment.