Revelation Of Epidemic Situation: Reconstruction Of Real Estate Industry Chain

On August 13, Evergrande introduced a group of strategic investors for its property enterprises, with a total fund-raising amount of more than 20 billion yuan. This is the first batch of investors introduced by Evergrande property after it announced on July 31 that the property company would be split and listed independently.

Since the beginning of this year, more than 10 property management companies have launched listing plans or successfully IPO, which has formed the largest listing tide of property management companies in history. In the capital market, the P / E ratio of property management enterprises is much higher than that of traditional real estate enterprises.

A sudden outbreak of new crown pneumonia, in addition to the impact on the sales side, is also imperceptibly changing the real estate industry and its industrial chain. The listing tide of property management companies is one of its important performances.

On August 8, the 20th annual meeting of Boao · 21st century real estate forum was held in Shanghai with the theme of "Revelation of epidemic situation: what has real estate changed?" During the six-party talks, many practitioners from the real estate industry chain believed that the epidemic has given birth to new demands and opportunities and is accelerating the evolution of the industry. With the help of the new infrastructure, the real estate industry chain also ushered in the opportunity of reconstruction.

On August 8, the second six-party talks were held at the 20th annual meeting of Boao 21st century real estate forum. Data map

Epidemic situation accelerates industry evolution

For consumers, the focus on healthy living space has become the biggest change brought about by the epidemic.

During the epidemic period, poly development made a survey on customer demand. The investigation found that the epidemic situation made customers pay more attention to the health of public community environment, such as contactless access, the last 100 meters express delivery, and the clean entrance to the door. In addition, there is a demand for new facilities in the community.

Zhang Yanhua, deputy general manager of poly Development Holding Group, said, "the epidemic has brought people's attention to health to an unprecedented height." This also puts forward higher requirements for property management.

Han Haifeng, assistant president of Shengxiang group and general manager of VIP customer center, also felt the same, "we have always talked about green environmental protection, which is a very broad term, and the relationship with consumers is not so clear. This epidemic really reflects that health is the most important thing for a person. " Han Haifeng revealed that after the epidemic, consumers are more willing to pay for products with health concept and high added value.

Ye Wenqing, deputy general manager of strategic customer department of Midea Group, also said that after the epidemic, health products with the concepts of sterilization, disinfection and fresh air are popular in the market.

It also promotes the process of the epidemic and promotes the marketing. Zhao Tongyang, vice president of the same city, said that since February this year, the demand for online housing has increased by more than 50%, and the proportion of online looking for a house with Lingan VR has increased by 80%.

"Although this is a great crisis, we attach great importance to the process of online. Almost 85% of the projects start to study the action of online, and study how to use the online mode to improve the transformation ability." Zhao Tongyang said that online to a large extent made up for the gap in offline sales channels. Among the real estate, automobile, recruitment, local life services and other businesses of 58 cities, the real estate business was the least affected by the epidemic.

In fact, in recent years, consumers are paying more attention to health, and the trend of online sales is also advancing. The epidemic has only objectively accelerated these processes and helped the industry to realize evolution. Just as the catalyst of the University's research center, it is not the catalyst for the outbreak of the campus's construction

These are just two epitomes of the impact of the epidemic on the real estate industry. According to Gu Yunchang, chairman of the National Federation of real estate chambers of Commerce, the change brought about by the epidemic is to make the products and services of the industry better. This covers all aspects of the industrial chain, and may make the more extensive products and services in the past more refined.

New infrastructure will show its strength

In the long real estate industry chain, what links need to be refined? How will this evolution happen?

Gu Yunchang said that as far as real estate itself is concerned, there is room for evolution in the links of development and investment, intermediate circulation and holding. In addition, office buildings and industrial real estate in non residential areas are also necessary to be transformed. The solution to these problems lies in the "new infrastructure".

China put forward the concept of "new infrastructure" in 2018. Under the comprehensive effect of various factors, 2020 will become the first year of "new infrastructure". The new infrastructure mainly includes seven fields, such as 5g, big data center, artificial intelligence and industrial Internet, involving many industrial chains.

Although real estate is not the main focus area of the new infrastructure, it can still benefit greatly from the new infrastructure.

For example, the development and construction of real estate, marketing transactions, property services and other key scenarios are easily subverted by the new infrastructure, and the value chain reconstruction is completed in the digital wave. In addition, the application of big data and artificial intelligence will make the operation of real estate more intelligent. These applications not only affect the residential area, but also affect the office buildings, shopping centers, industrial parks and other formats, promoting the transformation and upgrading of the industry.

In fact, under the pressure of the new crown epidemic, the new infrastructure has taken the lead in highlighting through the digitization of real estate marketing. Zhao Tongyang said that the ultimate logic of enabling the real estate industry is to improve the efficiency of marketing management through the new infrastructure, and then promote the transformation of the management mode, human resources allocation and organizational structure of developers.

Kong Peng pointed out that the problem of sustainable development has always existed in the real estate industry. Urban construction industry consumes more than half of the energy and resources, but the operation and management mode of enterprises is still extremely extensive. This mode of consumption and development will bring great challenges to the growth of energy and resources.

He believes that the old infrastructure consumes a lot of resources and energy, and the new infrastructure is to add digital and digital leverage to the old infrastructure. At present, the macro-economy is facing great pressure from the external circulation. In order to improve the competitiveness, we must make efficient use of the original urban resources through the new infrastructure. To the real estate industry, it is to renew the old city and transform the old community.

"In the renovation of old cities and the renewal of old communities, is there any opportunity to make the old infrastructure, the old residential space and the old public buildings play a greater role and reduce the operating costs by using digital means and relatively small investment. This is the most important thing to do here. " Kong Peng said.

Gu Yunchang also has a similar point of view, "don't think that the new infrastructure construction will give way to the old one, and it will not exist. The purpose of the new infrastructure is to better serve the old infrastructure, help the old infrastructure to carry out fine management, promote the progress of the industry, and create better material and service products in the real estate field. "