Investigation report on lease operation

The enterprises in Daya Bay are mainly distributed in Aotou Town and Xiangshui River, and there are also a few enterprises in the central area. However, the supply of office buildings for rent and export is basically inclined to Aotou, and the existing houses are mainly concentrated on both sides of Anhui Avenue. Anhui office building is located at the end of Anhui Avenue, with a floor height of 12. Now floors 6 to 9 are leased by F China Co., Ltd.; The owner of floors 10 to 12 plans to use it for his own use; /kloc-floors 0/to 2 are commercial buildings, which have fully settled in banks, restaurants, etc. More than half of the third floor has also been rented out, which are rented by Oude Oil Storage, Mitsubishi Liyang and Ping An Insurance respectively, and Praxair will occupy the rest before the end of the year. As the only national standard office building in Anhui, it has complete facilities such as central air conditioning, hot and cold water, fire safety monitoring and so on. Holiday Inn provides property management. The owner's rental price is 80 yuan/㎡/month (including fine decoration), and the comprehensive management fee is 3 yuan/㎡/month (excluding air conditioning usage fee). The grade and fees are the highest in the local area, but because of the high price, it is not popular except for some large foreign-funded enterprises.

Other places along Anhui Avenue that can do office leasing have little difference in grade and price, usually 2030 yuan /m2/ month (paperback/hardcover), and the office conditions are generally poor, and the management fee is generally 0. 6 yuan //m2// month or so, and the current rental situation is average; The rent for the newly-built Fenghua Building 100 to 300m2 small and medium-sized office is 3040 yuan/m2/month (paperback/hardcover), and the comprehensive management fee is 3 yuan/m2/month. There is no central air conditioning, hot water and other facilities, and the parking lot is not perfect. The rental and sales performance of the official opening for five months is about one-third.

Second, the leasing business strategy

Our company owns the 4th and 5th floors of Anhui office building, with a single floor area of 1262. 84㎡, elevator room, bathroom has been renovated. Because it has formed the image of the most upscale local office building, and several large foreign companies are working here, it is very attractive to high-end customers.

As the overall market of local office rental market is still weak, the number of new enterprises, especially powerful enterprises, is small, and the supply of office buildings is still growing, so the situation is not optimistic. Driven by Nanhai Petrochemical Project, a number of middle and lower reaches industries have visited Daya Bay one after another, including many world-class enterprises. However, due to the uncertain cooperation relationship with CNOOC and Shell, it is unlikely to set up an office in Daya Bay at this stage. Therefore, it is expected that there will be no opportunity to lease office buildings in a large area in the near future, and the leasing market is still dominated by small and medium-sized enterprises.

With the development of Daya Bay petrochemical industry, there may be some turning points next year. Nanhai Petrochemical Project will be put into production in the second half of the year, and CNOOC Refining and Chemical Project with an investment of 26.5 billion yuan will also start construction in the first half of the year. China Shipping and Shell chain enterprises and CNOOC 15 sets of oil refining unit contractors will be officially settled in the local area one after another. At that time, the high-end office rental market is expected to have a bright future, and our company is also actively contacting CNOOC and other related enterprises to strive for introduction.

Our main competitor is Anhui Company. The company is the owner of Holiday Inn and Apartment in Daya Bay, and owns most of the property rights of office buildings in Anhui. At present, almost all of China Shipping Shell, its contractors and downstream supporting enterprises rent the property of Anhui Company. The other party has established a long-term stable relationship and long-term cooperation with the petrochemical enterprise system. Have a professional marketing team, sufficient development funds, supporting properties and operating resources. Compared with this, we have no other advantages except price. In the first half of next year, its main tenants will be evacuated from office buildings and apartments. Because the time of both parties is close to the target customers, it is bound to confront us head-on in the market competition and become the biggest threat.

There are two main marketing channels for office buildings: the combination of independent operation and outsourcing agent. Companies can invest manpower and material resources to find their own customers. Although the cost is high, the return is also considerable. The problem is that it is at an information disadvantage compared with its competitors. Outsourcing can make use of external resources, enjoy benefits and create more opportunities, but it will reduce the unit rate of return.

Through the marketing some time ago, we have established contact with many customers who are interested in renting office buildings, including the cracking gasoline project team of CNOOC Nanhai East Company, Daya Bay Finance Bureau Law Firm, Wenzhou Sijian Engineering Company and so on. , each demand area is about 300m2.

Secretary station: We are discussing cooperation or outsourcing with some institutions such as Daya Bay Huiqiao Company. The other party has this intention, but they are also cautious about the current market situation. At the same time, they think that the situation is good in the first half of next year, and there is the possibility of large-scale leasing from the Spring Festival to May. At present, the main thing is to do a good job in retail leasing business.

The real problem is that the office buildings that have not been decorated separately do not meet the leasing requirements of small and medium-sized customers, and because they have been idle for a long time, the company's fourth and fifth floors have been closed by the property manager, which makes it extremely inconvenient to lead customers into the tour. Refined office buildings are also more attractive to large high-end enterprises. Anhui Company invested170,000 yuan to finely decorate office buildings and apartments, which is evidenced by the introduction of CNOOC Shell and F Company. Therefore, the office building decoration is in urgent need, at least the public parts should be finely decorated, and other parts should be simply decorated. If the renovation project can be completed before the end of this year, it will be very beneficial to seize the opportunity and revitalize office assets.

Third, cost and price.

According to the calculation, the fine decoration cost of Anhui office building should be around 520 yuan/㎡, including the arrangement and renovation of air conditioning and fire fighting system. According to each floor 1250m2, the single floor investment is about 650,000 yuan. If only the public areas are finely decorated and other parts are simply decorated, the cost will be reduced by about 1/4, and the single-storey investment will not exceed 500,000 yuan. In addition, the budget investment of necessary equipment for providing business services is 40,000 yuan (not considered for the time being). See the budget table of office building decoration design project for details, and the total cost shall be subject to the final audit result.

The pricing strategy should refer to the local average price level of the main competitor Anhui company's property. As mentioned above, the market survey results show that the rental price of 5060 yuan/㎡/month based on fine decoration is very competitive. In the case of local fine decoration, it is best not to exceed 40 yuan/㎡/month, which is acceptable to most enterprises.

According to the occupancy rate of 70 and the price of 50 yuan/㎡, the single-storey income is about 43,750 yuan/month, and the investment in reconstruction is recovered in 15 months; The rental price of local decoration is calculated by 40 yuan/㎡, and the single-storey income is about 35,000 yuan/month, and the investment is recovered in 14 months.

If outsourcing is adopted, we only need to carry out local fine decoration. The reserve contract price is initially set at 30 yuan/㎡/month, the single-layer income is about 37,500 yuan/month, and the investment payback period is about 13 months. We are still in contact with the outside world to discuss the possibility of online appointment, that is, without making any investment, the contractor will invest in decoration to find customers. The reserve contract price is initially set at 20 yuan/㎡/month in the first year and 30 yuan/㎡/month in the second year, and the profit is about 6.5438+0.5 million yuan, which is lower than our estimated transformation investment. However, the implementation of the above plan will take time and there is no absolute certainty.

Four. Summary and suggestions

1. At present, the office rental market in Daya Bay is not active, and customer resources are very valuable. Existing customers are basically small demand, and it is estimated that large enterprises will have to wait until half a year later.

2. The premise of grasping the existing small and medium-sized customers is to decorate the office building separately, which is also conducive to attracting large customers in the future. If the renovation project is completed by the end of the year, under optimistic circumstances, the rental rate will reach over 80% before May next year.

3. We must be competitive in pricing, adopt various business cooperation modes flexibly, and actively seek simple and practical ways such as outsourcing to avoid our weakness.

4. First, you can consider using a layer of mat endowment to decorate, which can reduce the risk cost. At the same time, we can get a bank decoration loan (about 30% of the real estate assessment value), and the above liabilities can be repaid from the rental income.

If the above plan can be implemented as soon as possible, our company is confident to revitalize office assets, obtain stable income, and provide support and guarantee for the early development of holiday beauty projects.