The upgrading of Huiyuan Mountain Villa by Hejing faces difficulties and challenges in managing the output.

After bidding, auction, old renovation and merger, the upgrade of Hejing Wie is a project cooperation of Huiyuan Villa, an old building in Guangzhou. On June 5, 5438+00, 15, Hejing Taifu Group and Seascape Investment Group held a signing ceremony of strategic cooperation for comprehensive optimization and upgrading of Huiyuan Villa project in Guangzhou Oriental Hotel.

According to the information released by Hejing, the Group and Seascape Investment Group formally signed a strategic cooperation agreement on comprehensive optimization and upgrading of Huiyuan Mountain Villa project. He Jingtai Fu will provide positioning design, product optimization and upgrading, planning, promotion and marketing services for Huiyuan Mountain Villa. So as to create brand-new value for the project and customers, and build a residential benchmark that exceeds customers' expectations.

Huiyuan Villa is not well known to many people in Guangzhou. In fact, this project has been sold to the outside world since June 65438+ 10 last year.

Huiyuan Mountain Villa has been sold for a year.

Huiyuan Villa is the only brand-new opening project in Guangzhou this weekend. According to the propaganda materials at that time, "the project is located in the south of Huolu Mountain on Cencun Road, adjacent to the smart city square of about120,000 square meters, backed by 9,000 mu of Huolu Mountain National Forest Park and 40,000 square meters of leisure landscape reservoir, while enjoying the living facilities in the city center. Although you can't see the "sea view", it is indeed a rare real estate project in Tianhe. "

It is reported that at that time, a 52- 128 square meter one-trailer three-bedroom apartment was launched in the first phase, and the average discounted price was about 53,800 yuan/square meter.

There is no public information about the opening sales results, but now it seems that it should be unsatisfactory.

In fact, the outside world is not surprised by such sales achievements.

On the official website of Seascape Investment Group, the positioning of this project clearly stated: Shanshui Mansion is a rare low-density high-end residential community in downtown Guangzhou.

However, in the forum of buyers, many people think that Huiyuan Villa is hard to be named as "luxury house". First, the project covers an area of 70,000 square meters, but it plans to build 25 houses, which is too dense; Second, the layout of buildings around the community is chaotic, the environment is messy, the roads are narrow, the traffic is inconvenient, and the educational and commercial resources are relatively general.

In fact, the biggest selling point of Huiyuan Villa is that it is located on the passenger transport road of the third central axis in Tianhe District, Guangzhou, and enjoys the future economic value development dividend.

The central axis of Guangzhou's third city proposed in 20 12 starts from Huolu Mountain and Fenghuang Mountain and passes through Yun Ke Road and Haizhu Eco-city to the University Town. But in recent years, the most valuable central axis in Guangzhou is the line from Guang Zhouta to flower city square and CITIC Building.

Huang Tao, general manager of Guangzhou Zhongyuan Real Estate Project Department, told the new media that the average price of 53,000 yuan/square meter in the region is not high.

However, for Huiyuan Villa's luxury positioning, it said, "Now luxury homes are also divided into high, medium and low grades." For more information about the project, it seems that I don't want to say more, only that the developer has changed several times before I heard that the boss's background is mysterious.

When the new media inquired about the public information, only official website Seaview Group saw that it was established in 1992, and claimed that after more than 20 years of development, it gradually expanded from commercial housing development to commercial real estate development, from single building development to community-scale development, from Guangzhou to second-tier cities in Guangdong, and gradually pushed to cities outside the province as planned, waiting for an opportunity to enter the international market. He also said that in the next 3-5 years, Seascape Investment Group plans to invest about 20 billion yuan in the real estate industry and pay taxes and fees of about 654.38+05 billion yuan.

Its listed projects include Agriculture and Forestry Huafu, Seascape Garden Mansion, Seascape Kang Hu Xinzhuang and Seascape Baishui Village Health Valley.

This time, Lalai and Jingtai House are also the first time to find someone to cooperate in the real estate project of Seaview Group.

Problems and challenges in managing outputs

For Hejing, Huiyuan Villa will face a lot of challenges in how to reposition the project, how to upgrade and even promote marketing in the future.

In addition to still facing problems such as high density, chaotic surrounding environment and inconvenient transportation, Hejing itself was once better at building a modern urban mansion located in the CBD of the city. This kind of "landscape mansion" Hejing seems to have no masterpiece.

On the other hand, it may be the first time that Hejing has obtained new projects in the mode of managing output. When the new media consulted the previous reports, they did not find similar cooperation with Jing.

This kind of expansion similar to "light assets" has been seen in the hotel business of Hejing before.

At the beginning of this year, in a campus recruitment profile of Hejingtai Light Assets Plate, it was clearly written that "Hejingtai Light Assets Plate mainly has three major formats: self-operated hotels, long-term rental apartments and joint office. Self-operated hotel brands include Mulianzhuang Hotel, Magic Hotel and Pastoral Hotel. The subordinate brands of long-term rental apartments are imperial house, new house and green house; The brand of joint office is Mulin Cohesion, which has a supporting coffee brand C22. "

Now, Hejing pushes the light asset investment plate to the main business of development, which may be related to its goal of "reducing debt and adjusting leverage".

As we all know, in the past few years, Hejing has adopted a more radical land purchase strategy and continuously increased land investment. Coupled with the large scale of inventory and investment real estate, it directly affects many financial indicators of the company.

Judging from the data disclosed in the interim report, although the total borrowing scale, financing cost and net debt ratio of Hejing decreased during the performance period. The total loan amount was 86,543.8+32 billion yuan, a decrease of 4.3 billion yuan compared with 85.6 billion yuan at the end of 2065,438+09, and the net debt ratio was about 59.2%, a decrease of 65,438+06.2 percentage points compared with 77,654.38+03% in the same period last year. The financing cost decreased by 0.2 percentage points to 6.2%.

However, in the loan of 8 1 300 million yuan, the debt due within1year accounts for 4 1%, and the debt due within 1-2 years accounts for 19%, so the short-term debt repayment pressure is still relatively high.

Therefore, in the first half of the year, Hejing had to slow down the speed of land acquisition, only taking land 10 projects, with a land acquisition amount of 9.3 billion yuan.

However, at the interim results meeting, Kong Jianmin, Chairman of Hejing Board of Directors, publicly stated that "reducing the debt ratio is the most important thing to do" and also said that "increasing land acquisition in the second half of the year".

However, according to new media statistics, in the second half of the year, Hejing only took 2 cases of land in the open market, involving 2.2 billion yuan. Compared with the first half of the year, there was no increase or even a slowdown.

In this case, it may also be a way to reduce liabilities and expand projects by trying to acquire projects with light asset model at less cost.