This winter in southern Guangdong is nothing special, warm sun and breeze.
But the real estate industry is in big trouble. Some people say it is colder than the winter of 2008. Now the industry is full of sadness. Some people cry, some cry, some jump, and others are asking for hugs.
After the three bars, the market has become the current market and the industry has become the current industry when the sales are poor, the liquidity is locked, and the way of paying off old debts with new debts is not feasible.
So that they can deliver buildings and live, which has become the glory of the industry.
So that several hundred billion real estate enterprises in the industry are overwhelmed by hundreds of millions of maturing debts.
In this seemingly large and strong real estate enterprises are so vulnerable in front of the wave. We found that on the contrary, there are a number of small and medium-sized real estate enterprises in the market, which have never been so “moist” as this year.
They select high-quality areas, firmly cultivate the strategic value, and exchange time for space.
Industry giant Hesheng Chuangzhan is such a leading small and medium-sized real estate enterprise. Only in the current era and background can we deeply understand the excellent anti risk ability of real estate enterprises similar to Hesheng. In fact, for the current complex situation and situation, real estate enterprises such as Hesheng also began to deduce and innovate their own way of survival.
From the six-year stagnation of the asset package to the hand of Hesheng Shenzhen Bay Area Team in 2020, it entered the site at the beginning of 2021 and resumed work in September. In November two months later, it announced the return of the new king. Hesheng Shenzhen Bay Area Team rewrites the new journey of Hesheng, an old real estate company in the bay area industry with the attitude of butterfly to rebirth.
They started with Hesheng Jinshan Bay, rejuvenated and set off for the next star sea.
01:
On November 6, 2021, EDG won the championship, and Chinese young people were boiling.
Countless game E-sports players reveled and stayed awake all night. 200 million people watched online all over the world, compared with 7.45 million in the NBA Finals in 2020 and 56 million in the Champions League finals in 2020.
Before winning the championship, Guangdong Zhujiang investment wrote down the commitment of “give away the house when you win the championship, one set for each member” on its microblog in advance, adding romance to the event.
After calm thinking, many people say that this is a carnival of capital.
The winning EDG team was founded by Zhu Yihang of Hesheng Innovation Exhibition.
Hesheng Chuang exhibition, once known as China’s real estate aircraft carrier, is China’s first industry giant with sales of more than 10 billion.
Hesheng did not follow the industry recognized Evergrande model of high turnover and high debt, but Li Ka Shing’s similar cycle model of high land hoarding and slow development. Under this model, Hesheng traded time for space without debt pressure.
After the Evergrande crisis, Hesheng Chuangzhan took out 20 billion yuan to win Evergrande property.
At noon on August 25, 2021, Hesheng Chuangzhan announced the results of the first half of the year. While the rapid growth momentum was maintained, Hesheng Chuangzhan maintained a good financial situation and created a number of steady and sustainable growth points.
While maintaining high-speed performance growth, ensuring the healthy debt structure is a powerful interpretation of Hesheng Chuang Zhan’s high-quality growth.
All the “three red lines” of Hesheng Chuang exhibition meet the standards and continue to maintain the “zero stepping line”: after excluding the advance collection, the asset liability ratio is 63.2%, the net liability ratio is 66.0%, the cash short debt ratio is 1.45, and the actual annual lending interest rate remains at an industry low of 6.6%.
Hesheng Chuangzhan seized the “three new” opportunities of ” Shenzhen New Industries Biomedical Engineering Co.Ltd(300832) , new business forms and new models”, focused on science and technology empowerment, innovation and diversified development, and successfully transformed the group into a comprehensive investment holding platform enterprise driven by science and technology, real estate, commerce, joint life, infrastructure and investment Optimize the layout of diversified business formats such as automobile.
From real estate development and commercial real estate operators to “technology enabled and industry driven comprehensive investment holding platform company”, while the performance of the traditional real estate sector is growing steadily, Hesheng’s diversified strategies such as business, life, infrastructure and investment have begun to take shape and be successfully implemented.
Backed by Hesheng Chuang exhibition, a real estate tycoon with an asset scale of 270 billion yuan, Zhu Yihang led Zhujiang investment management group to sign a contract with Guangzhou Automobile Group Co.Ltd(601238) on January 5 this year to increase the capital of nearly 2 billion yuan to GAC Weilai, and then renamed GAC Weilai as hechuang automobile.
In 2021, Hesheng Chuangzhan’s share price repeatedly broke new highs and hit HK $38.5 / share in June. On the day of announcing the results, Hesheng Chuangzhan’s share price rose 8.33% to HK $29.25 per share, with the latest market value of HK $63.727 billion.
In recent years, Hesheng has adhered to the coordinated development of diversified business formats, put risk control first, and realized the company’s long-term and stable development strategy, which has been recognized by the capital market.
02:
Unlike other real estate enterprises in the industry, Hesheng Chuangzhan has been firmly walking at its own pace since its birth. Every step has a voice, and every step is generous and intense.
In October 2004, Hesheng Innovation Exhibition won the plot of Hesheng dijingwan with a sky high price of 534 million yuan. After winning the land king of Huizhou, Hesheng also marched into the real estate industry of Huizhou in the posture of land king. With the word “expensive”, Hesheng’s imperial arrogance shocked Huizhou people and opened the process of Hesheng building Huizhou luxury house brand.
Hesheng has not only created the land king of Huizhou, but also created the luxury house life mode of the city, but also brought the international concept of human settlement.
As the first land king in Huizhou history, the superior geographical location and the added value brought by the land king, This land has also become the “king of the land king” of Huizhou. Hesheng Innovation Exhibition has opened a great era of brand real estate development in Huizhou, and also made Huizhou Jiangbei CBD become the symbol of Huizhou City, which has innovated the history of Huizhou real estate and has always been written into the development history of Huizhou City.
Hesheng has created several firsts in Huizhou: the first first first-line brand real estate group to enter Huizhou, the first real estate group to obtain land at sky high prices in Huizhou, the first real estate group to develop high-end housing in Huizhou and break through the highest opening price, and the first brand developer to intensively operate multiple large luxury houses in Huizhou.
The success of Hesheng dijingwan has created a new era of Huizhou luxury housing market and made Hesheng a blockbuster in Huizhou real estate industry. Later, it launched Hesheng Golf manor, Hesheng Shangguan international and other projects.
In recent years, Hesheng has also been constantly changing and innovating. Hesheng Chuangzhan adheres to the “medium and high-end boutique development strategy”, constantly carries out product iterative innovation, creates product IP and detailed standards according to customers’ living needs and purchase preferences, builds and upgrades three residential product lines of “top luxury houses, medium and high-end high-quality houses, office buildings and apartments”, and creates Hesheng · mansions A series of high-quality projects such as Dijing department, JunJing department and international city meet the escalating living needs of the owners.
In September 2020, Hesheng’s top brand IP “Hesheng · aman series” came out with a brand-new work and announced its name – “Yun” for the first time ē “Unadorned cloud”, Hesheng unadorned department was officially born.
In the first half of 2021, Hesheng innovation exhibition launched a new product series “Yue series”, and launched a new generation of lifestyle brand: me Yue. As the first product of Yue series, Hesheng · me Yue, located in Daxing old palace, was popular in the market as soon as it entered the market.
Conforming to the new era, Hesheng is also seeking innovation and change.
In July 2020, Hesheng Shenzhen Bay area team was established. By the beginning of 2021, Hesheng Jinshan Bay will enter the site and resume work in September. In November, it will announce the return of the new king. After two months of construction, Hesheng’s new Shenzhen Bay area team has rewritten Hesheng with the attitude of butterfly to rebirth. The decades of history of Jinshan Bay project has made Huanxin write into the gene of this team. Jinshan Bay starts with Huanxin and goes to the next star sea.
The new Huanxin platform Hesheng Shenzhen Bay area team, on the basis of Hesheng’s original, upgrades and starts a new business, pays more attention to the improvement of project operation efficiency, and integrates Hesheng and master control’s management advantages in capital diversification, industrial empowerment, full value system, and multi-line and diversified product value advantages.
In the first mock exam, the young team of the Shenzhen Bay area has burst into great vitality, innovating in the original mode and system, and spreading all kinds of rivers and streams, instead of sticking to the single mode of operation of real estate development. Instead, it adopted the multiple development mode of high speed, from the development of the land to the old city, from the acquisition and merger to the financing. Then to the consulting service, make full use of the advantages of the original Hesheng brand, shorten the decision-making time, implement the large project system, find the most appropriate soul for each project, respect each piece of land and every house buyer, make the residence not only a residence, but also a high value-added life content supplier, and make innovation and breakthrough a new label to break the Hesheng tradition.
With a deep understanding of the industry, their rejuvenation is a revolution for themselves.
Integrate advantageous resources, realize industrial empowerment, carefully study the investment and development experience of Hesheng Chuangzhan group for many years, create higher value for the project with mature system processes, and continue the U · life product system of Hesheng system, so as to perfectly reflect the high-quality life of residents.
From the perspective of the craftsman’s spirit of strict pursuit of quality, they created a new concept of high-quality living, stressed that starting from people’s life experience and spiritual needs, they created a multi-functional community experience space with multiple supporting services, and interpreted the friendly, friendly and harmonious lifestyle from the perspective of community humanistic construction.
This is the butterfly change and rejuvenation of Hesheng Shenzhen Bay area team.
03:
You said that the water was quiet and the lotus fragrance was pleasant to the wind. Later, the clouds covered the thin moon and the dew was as clear as frost.
This is the mood of a large number of previous owners of Xiangshan villa. They look forward to the beauty, but the uncompleted houses have been placed for several years.
On November 27, Hesheng Shenzhen Bay area team created a new Hesheng. Jinshan Bay returned with a good reputation. Behind the grand opening ceremony of the marketing center, the team paid day and night and countless hard sweat.
Once the poem and the distance have returned to the beautiful Danshui River, a new comeback of union. The undisputed Huanxin of Jinshan Bay is the only complete system of residential supporting villas in the south of Jinshan new city.
Ms. Liu, the owner of Shenzhen, lamented at the Jinshan Bay marketing site on November 27 that no one believed that a project with two uncompleted tails and such complex bond debt was completely reborn in Hesheng’s hands.
The once silent Xiangshan villa is like a pool of stagnant water. The dark, broken and decadent Xiangshan villa is replaced by the rejuvenated Hesheng Jinshan Bay. Today, when we walk into Hesheng Jinshan Bay, we see the Linshui plank road along the Danshui River, the neat lawn on the community public road, and the new flowers, plants and trees. Yesterday has become yesterday. On the photos provided by the owner’s circle of friends, They will take picnic mats and tents on the lawn of the Sales Office of the community on weekends to enjoy the slow life of quiet sunshine and eternal years.
The head of Hesheng Shenzhen Bay team said that Jinshan Bay project is not equal to other projects. After Hesheng Shenzhen team took over, it is a race of trust for time, capital and new and old owners.
The above person in charge said that the asset package of Jinshan Bay project only came to Hesheng Shenzhen Bay Area Team in early 2021. The debt is complex. After more than half a year of early communication and preparation, the construction will not start until September 2021. “Jinshan Bay project is the first project of Hesheng Shenzhen Bay team in Huizhou City. It is also an asset package project. It carries the important task of re establishing Hesheng’s brand in Huizhou. Many former Hesheng owners and former owners of the project also stare. These expectations and waiting make us feel that we have a great responsibility and a greater mission.”
Jinshan Bay originally planned 51 single family villas and 72 double / townhouses. Before the shutdown in 2015, the capital construction of 51 single family villas was completed, and the double Villa / townhouse has not been completed.
After the Hesheng Shenzhen team settled in, it spent two months, day and night, accelerating the transformation of the existing villa, and changing the old appearance of the project through measures such as exterior wall renovation and building infrastructure optimization. The transformation of the whole community is in full swing, and the construction of Shuangpin and townhouse is resumed; The entrance of the community club is rebuilt, the internal space is widened, and the decoration is more elegant and chic; The waterfront plank road along the Danshui River has been renovated.
The relevant person in charge of Hesheng Shenzhen Bay team said that with the fact that jiejinshan Bay project has been shelved for 10 years, after the team settled in, it is obvious that it pays more attention to the changes in the reputation of the owners in the current market and wants to provide more profound, detailed and refined services to the owners. In terms of development mode, it does not consider the standardization of traditional Hesheng. But Huanxin standard, only for the owners of higher standards, more warm homes, to create more spiritual habitats for the owners.
Hesheng Shenzhen Bay area team never forgets the original intention and remembers the mission. They say so and do so.
In combination with the fact that Yonghu, where the project is located, has outstanding advantages in educational resources, sacrifice a piece of land in the project, plan a public primary school, and combine the project’s own kindergarten to achieve a one-stop whole system education supporting market, serve the owner and the whole region.
In order to more respect the land under our feet, Hesheng Shenzhen Bay area team measured every inch of land around the project and specially inspected the jinshiling mountain behind the project. It has planned to build a Shiling mountain climbing Road, which is connected with the greenway of Danshui River to form a 5km ring greenway within the project, so as to create a health system most suitable for human settlement and share it with the owners.
In the world, only food and love can live up to. Hesheng Jinshan Bay has also built a community-based neighborhood business center with an area of more than 5000 square meters, Jiku tribe (container business supporting), characteristic food farmhouse, etc., so that the owner can enjoy a slow life in a green, healthy and trendy era. More owners’ leisure and entertainment facilities, such as waterfront plaza, pickup lawn, 5km luminous runway and Jinshan club, are gradually taking shape.
In terms of supporting services in the later stage, Jinshan bay also plans to introduce the top-level unadorned services of Hesheng Innovation Exhibition to bring an unrepeatable living experience to the elite groups in the bay area.
With the new transformation and upgrading, Hesheng Jinshan Bay has burst out a strong market heat. After the opening of the marketing center, more than 100 customers come to Jinshan Bay every week. At the same time, many peers began to pay attention to Jinshan Bay.
They marveled at the transformation of Hesheng’s commitment and the renewal of Jinshan Bay project.
They were also surprised that Hesheng Shenzhen Bay area team could work low-key and create the future under the current market situation. They were willing to exchange time for space and create a living model and model of common prosperity with the region from the perspective of the future development of Jinshan new town and Yonghu.
Mending the past is not to remember, but to better create the future.
With a struggling pen, Hesheng Shenzhen Bay team wrote a new picture on the once worn paper of Jinshan Bay. On the sunshine lawn at the door, the once desperate old owner smiled, and the visitors and experimenters took photos and shouted as souvenirs.
Behind this is the sunny and rainy days that Hesheng Shenzhen Bay area team has made the project shine with hard work and sweat.
Union after rejuvenation and transformation. Jinshan Bay, with its new posture of natural ecological beauty, healthy sports beauty, residential supporting beauty and full-age life beauty, is emerging and growing into an era city facing the Shenzhen metropolitan area and the Great Bay area of Guangdong, Hong Kong and Macao, on the Bank of the vale and the south of Jinshan new city.
(Southern Metropolis Daily)
