Huarun Sinks Two Or Three Line Cities According To Local Conditions

In late August, second Guangdong's the Mixc will be settled in Shantou.

Earlier this April, sixth the Mixc opened in Zhengzhou. In the next few months, seventh and eighth the Mixc will be opened in Chongqing and Wuxi. Before this year, all the five Vientiane cities in operation, except Shenzhen, are located in two or three cities, such as Hangzhou, Shenyang, Chengdu and Nanning.

From this we can see that the layout of China Resources Land Limited the Mixc seems to have a clear thread, that is, the two or three line cities of Lazi. In the industry generally believe that the two or three tier cities commercial real estate market supply exceeds demand, why Huarun land counter trend?

Reporters interviewed by Kong Xiaokai, vice president of Huarun land, Chen Houqiao, Gao Li International director, Gao Wei, general manager of global Shenzhen Dong Xiao Sichuan found that Huarun's two or three tier cities are mostly caused by opportunities.

Up to now, there is no such thing as the Mixc's entry into the two or three tier city of Huarun. Kong Xiaokai told reporters that the reason why it was built on the two or three line is mainly attracted by the plots released by these cities.

In Kong's view, there are two factors to consider when Huarun lands in the Mixc, one is strategic planning, and the other is two. Kong Xiaokai said, "of course, we want to enter the first tier cities, but we need to have a good chance to get the land". The the Mixc project will only be used in the central area or in the future. For example, he said that the march to Shantou is closely related to the project site in the core area and the timing of the operation.

Public information shows that the six Vientiane cities, which are already open, are located in Luohu. Hangzhou project is located in Qianjiang New Town, Shenyang project is located in Golden Corridor, Chengdu project is located in Chenghua District, Nanning project is located in Qingxiu District, Zhengzhou project is located in 27 districts, all are the core area of Shenzhen.

Does this mean that we can plan the Mixc at the right price to the central area? According to Dong Shaochuan, when choosing the commercial real estate landing City, the industry mainly considers four aspects, one is the total urban population, the two is disposable income per capita, three is the region's population structure, and four is the consumption consciousness developed under the local traditional customs. In his view, there is a common feature of the Mixc projects in Hangzhou and Chengdu, that is, local consumption habits that pursue fashion. So he speculated. Huarun When land is inspected, the consumption consciousness may be very important.

"We have a very detailed evaluation model when we visit," Kong Xiao Kai Name.

As for the layout style of the Mixc, Chen Hou Qiao agrees with it. As early as 2010, he suggested that the risk of commercial real estate in second tier cities was smaller than that in the first tier cities. Today, he still sticks to this view.

In Chen's view, despite the first line or Second-tier cities At present, the market is in a state of oversupply, but the characteristics of the two categories are not the same. It indicated that the first tier cities had big plates and the competition was intense. The degree of spontaneous adjustment of shopping malls was higher than that of second tier cities, so the department stores closed more. Second tier cities were relatively small, although the risk of office buildings was greater than that of the first line.

Huarun's home financial data show that its gross profit margin has slowed since 2010, and has been declining since it reached a small peak in 2011.

Coincidentally, the six the Mixc which Huarun now operates is located in five other two or three tier cities except Shenzhen Vientiane City, which opened after 2010. The decline in gross profit margins is related to Hua Run's location of the two or three tier cities of commercial real estate.