“In more and more commercial market segments, there is no doubt that traditional furniture companies are more likely to tap into their business opportunities in commercial real estate operations.†Wen Liyang, a researcher at Huaxi Real Estate Research Institute, believes that after years of development, home stores have Enterprises have traditional business advantages, property management advantages, talent advantages, etc., which are not available to many first-time commercial real estate developers.
Recently, the commercial real estate family has ushered in a "foreign arms" with a slightly larger scale.
From the national distribution of commercial real estate red star Macalline, to the local old-fashioned furniture eight benefits, waves, Fusenmei home, Taiping Park, more and more home stores began to plan transformation, to the development of shopping centers.
In the local market in Sichuan, the horn of the home industry's entry into real estate also has an extraordinary market performance: whether it is the start of the Wenjiang Home Expo project in the Bayi Group, or the IKEA wins the new land in Chengdu, or the Langji Group is overwhelming in its “Kyushu City†project. The big push for “cross-border commercial real estate†is exactly the same as the “real estate†event that has emerged in the national home market.
It has to be said that more and more home tycoons have begun a cross-border tour of real estate, transforming into upstream real estate.
Home stores have transformed into commercial real estate
Recently, the Red Star Business official website shows that in the next five years, Red Star Business will accelerate the pace of commercial real estate investment, develop and layout in many cities across the country, and strive to build 100 Aegean shopping centers nationwide in 2020. Previously, Red Star commercials had publicly stated that 60% of the 100 Aegean shopping malls opened by Red Star Business in 2020 will be completed through the transformation of Red Star Macalline Home Furnishings and other properties.
In Sichuan, the two local home giants, Bayi and Fusenmei Home, have also begun to make a big enclave. The former will spend more than 6 billion yuan in Wenjiang to build an international home city. The traditional furniture, sanitary ware, lighting, and craft decorations market will adopt different styles. The model area of ​​the area and grade will form a home experience hall, and will build a hotel, home headquarters building, movie city, home appliance department store and catering service; the latter will cover a total construction area of ​​1.2 million square meters, covering high-star hotels, business, New businesses in apartments, leisure and entertainment, building materials stores, home stores, and independent stores.
Such a "cross-border" move is also being staged in the "Wangdu Kyushu City" in Guanghan, Sichuan. The project was jointly established by the government, enterprises and businesses. According to the current market feedback, the project has entered the crowd with the “Asia's largest intercity commercial centerâ€. It is understood that the Langdu International Home Expo Park and Outlets are gathered here. The nine sections of San Antonio Water Street, Shopping Paradise, Theme Park, Star Entertainment, Kyushu Convention and Exhibition, and Car House are different from traditional commercial scales, lack of experience and difficult to combine with natural ecological landscapes. A one-stop full-service experience center.
“In more and more commercial market segments, there is no doubt that traditional furniture companies are more likely to tap into their business opportunities in commercial real estate operations.†Wen Liyang, a researcher at Huaxi Real Estate Research Institute, believes that after years of development, home stores have Enterprises have traditional business advantages, property management advantages, talent advantages, etc., which are not available to many first-time commercial real estate developers.
E-commerce rises home stores to find a way out
According to the data provided by the relevant survey institutions, the sales of household e-commerce in 2012 was about 49 billion yuan, accounting for 4.5% of the total sales of e-commerce. Li Junming, president of the China Furniture Sellers Association, has publicly stated that at least 40% of the retail sales in the industry will be completed online within five years.
In more and more commercial market segments, there is no doubt that traditional furniture companies are more likely to tap into their business opportunities in commercial real estate operations. Some insiders pointed out that at present, there are phenomena such as overcapacity and homogenization of products in the home furnishing industry, which cannot meet the needs of consumers well, and industry adjustment is continuing.
On the other hand, compared with the home industry, which is somewhat saturated and even fierce, the profit margin of real estate is relatively larger. These home furnishing companies focus on self-sustaining properties, which is extremely important for a home furnishing company that wants to gain competitive advantage and long-term development.
“The traditional advantage of furniture stores is commercial operation, property management and value-added. Many companies are based on their own advantages and are expanding to commercial real estate.†According to industry insiders, IKEA insists on it very well. The purchase of land for Chinese projects has made it the largest foreign landowner in China. In China, Lecong is also a good case. As a famous furniture base in Guangdong, since the industrial commercial service furniture industry, its retail rents have grown geometrically. The number of ordinary shops has increased from the earliest tens of dollars to 500-600 yuan/m2, and the furniture shops have already exceeded 1,500 yuan/square. M, close to Beijing Wangfujing rent level, far exceeding the commercial rent level in downtown Guangzhou. In addition, after the implementation of industrial commercial real estate by the Dynasty Furniture, the selling price has also climbed from 5,000 yuan/m2 to 40,000 yuan/m2, and the property has appreciated by 8 times.
Wen Liyang reminded that almost all commercial real estate development does not have a very detailed demonstration process. The so-called pre-marketing plan is only the first three hundred meters of the 10,000-meter long-distance running. The risk of business planning and project demonstration is also very large. . Therefore, it is suggested that in the process of entering the real estate, the matching degree between the designed products and the future projects will become a test for the success of the future commercial real estate operation of the household industry.
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