From the industries in which these wealthy property sellers work, you can see the imprint of the rut of the times. Evergrande Xu Jiayin is involved in P2P financial management and real estate; Jia Yueting , who is "suffocated by his dreams", has carried out Internet-style blind expansion; Huayi Brothers Wang Zhongjun is in the film and television industry in the cold winter...
And the properties they sold became the footnote to this "falling from the clouds" story.
text | Zeng Shiya
editor | Yi Fangxing
operation | Huiying
There is no eternal owner
The rumbling sound came again. Without looking at the sky, Cody knew that a helicopter had just taken off from the apron more than 300 meters high.
took off from Shenzhen's most expensive real estate and top luxury residential area - Shenzhen Bay No. 1 . It is located on 46,000 square meters of land next to the inner lake of Shenzhen Bay. It has 2 office buildings and 6 business apartments built with glass curtain walls of 70-338 meters high. At the foot of the building, the seaside ecological promenade winds for 15 kilometers, with turquoise waters connecting to the sky and Hong Kong on the other side.
Many people know that Xu Jiayin, Jack Ma, and also bought houses here. If you want to meet more rich people, you can also join the Shenwan Club in the community. The premise is to become an owner and pay an admission fee of 300,000 yuan (according to Cody, the admission fee has now increased to 500,000 yuan). . The official account of Shenzhen Bay No. 1 records the life after joining the membership: members can go to the "world's highest concert hall" in T7 to listen to Aida Garifullina's concert, have dinner with banker Ma Weihua and composer Chen Gang, and climb to the top floor Have a party on the helipad, or choose to take a helicopter trip...
▲ Exterior view of Shenzhen Bay No. 1. Picture / Internet
In China, there are more and more top rich people like this. The "2021 Yicai·Hurun Wealth Report" shows that the total asset wealth owned by China's wealthy households reaches 160 trillion yuan, which is 1.6 times China's annual GDP total.
Among them, the number of "ultra-high net worth families" with assets of 100 million yuan reached 133,000, an increase of 3,300 from the previous year. 75% of these people are business owners. The report shows that real estate, as an important part of the investment of wealthy people, can account for about 11% of their total assets.
However, for most of us, this is still a distant world in the cloud.
Until the end of March this year, "Xu Jiayin's 400 million mansion was sold at a huge price of 120 million" suddenly became a hot search. First, the former vice president of OPPO Shen Yiren posted a text message on Weibo that "Xu Jiayin No. 1 Shenzhen Bay 980-square-meter property is for sale." Then it was rumored that Nie Yunchen, the founder of Heytea, was the takeover. Although it is just a rumor, Heytea quickly refutes it, but it does not affect people's enthusiasm for eating melons. After all, "the building area is 980 square meters, the unit price is nearly 286,000/㎡, the current price is 280 million, and the capital verification is 100 million." Guang These few numbers are enough for people to imagine:
What kind of story will it be when a rich man falls from the clouds?
36-year-old Cody also lives in a luxury housing area in Shenzhen Bay. He is also the general manager of the Shenzhen Tenants Association, a luxury housing consulting platform. He has heard many stories about Shenzhen Bay No. 1. For example, the mansion "for sale for 280 million" -
"Some time ago, there was indeed a house for sale in Shenzhen Bay No. 1, and it was sold out. I heard that the buyer directly I contacted Xu Hang, the owner of Shenzhen Bay No. 1, and bought it, which may have caused the agency to lose four to five million in commission," Cody said. However, he was not sure whether the house sold was owned by Xu Jiayin.
There is no permanent owner of a mansion. A similar story also happened in Shanghai. Wang Silong has been working as a house agent in Shanghai for more than 10 years, and has handled the transfer of many houses worth tens of millions or hundreds of millions of yuan. Among the investors he has met, some have bought three or four old houses with a unit price of nearly 100 million yuan in half a year, while others have bought and sold nearly a hundred properties. As time has gone by, they have all left Not much. The story about falling from the altar in
news is very close to Wang Silong. Ye Jianming, the founder of CEFC Energy, had sold properties on the intermediary market before the auction, and Lu Zhiqiang, the chairman of Oceanwide Group, had also listed luxury homes for urgent sale.One of Wang Silong's clients took over some of the high-quality assets due to chance. However, Ye Jianming's house was still auctioned by the judiciary, and Lu Zhiqiang was classified as an old man and his assets were frozen.
The fierce war in the Internet industry always reminds the big guys who are coerced that "losing the house" is not a joke. In 2020, when the real estate and parking space of Jia Yueting's ex-wife Gan Wei in Beijing Oceanwide International were auctioned, a total of 16 people participated in the bidding, and more than 70,000 people were attracted to watch. The starting price of this property was 15.45 million yuan. After 102 rounds of bidding, it was finally sold for 24.2 million yuan. This year is also the third year that Boss Jia has been defeated in China.
The only thing that remains unchanged is the mansion itself. Wang Silong often laments that every mansion has its own modern history. They have experienced war, wind and rain, vacancy and repairs, but they still stand in place and welcome every owner.
"They (rich people) are more like the custodians of the house." Wang Silong said.
The final choice
To ordinary people, the wealth of many business tycoons is just a string of numbers with many zeros, but looking at their house selling stories can make this string of numbers concrete.
Like you and me, many rich people also have complicated emotions when they leave their identity as house owners.
Wang Silong remembers that a seller was very entangled and proposed to give himself a "15-day cooling off period" when signing the contract. During the cooling-off period, you can unilaterally not execute the contract and refund the relevant money. However, after 15 days, the house was still sold according to the contract. Wang Silong knew very well, "He must sell it, because he can only have funds if he liquidates the assets of this house."
Reluctance, helplessness, and finally having to accept that selling a house to survive may be the last choice for the rich.
The collapse of the Evergrande empire begins with many details. For example, starting from early September 2021, Evergrande's off-plan properties were revealed to be unable to be delivered, financial products announced that they were temporarily unable to pay their principal, and many bonds were temporarily suspended. Although on September 10, Xu Jiayin came out to reassure people: "I can have nothing, but investors of Evergrande Wealth cannot have nothing!" But three days later, hundreds of investors still surrounded Evergrande's headquarters in Shenzhen.
At that time, there was no news that he was selling his house.
Evergrande Automobile may have been his confidence for a time. In August 2020, Evergrande released 6 Hengchi new energy vehicles on the same day, while and Tesla have only released a total of 5 models in the past 20 years.
Until March 23 this year, in a conference room of Evergrande Automobile, Xu Jiayin was still shouting: "Fight day and night, work hard, we must achieve the mass production of Hengchi 5." Above his head, "Three big efforts" Month” red banner is more like a countdown.
▲ Xu Jiayin appeared at the Evergrande New Energy Vehicle Mobilization Meeting. Picture / Internet
However, within a few days, news came out that Xu Jiayin was selling the No. 1 Shenzhen Bay mansion for 280 million.
Comparative data is that Evergrande’s current total debt is nearly 2 trillion, which is equivalent to selling 7,142 such luxury homes.
Recalling the moment when the news of the sale of No. 1 Shenzhen Bay House came, Cody, who has worked hard in Shenzhen for 16 years, had many emotions: "The size and view of this kind of house are scarce resources in the luxury market, but its price is not high. High, indicating that the owners are really anxious to spend money. "
There is nothing new under the sun, and the same is true for the Internet industry. The story of "thunderstorm, building cars, and selling houses" was played out by Jia Yueting several years ago. In 2016, the funds of LeTV were broken. A year later, Jia Yueting left a message of "returning to China next week" and turned around to embrace the dream of building a car on the other side of the ocean. Two years later, Gan Wei announced that she was entrusted by Jia Yueting to return to China to deal with LeTV's debts. . By the time the Oceanwide International house was auctioned, she had been Jia Yueting's ex-wife for a year.
Selling a house is a way of self-help, whether it is for ordinary people or rich people. However, from the intensity of fire sales at a loss, you can see the extent to which the rich are short of money.For example, Sun Hongbin of Sunac China , his brother Sun Hongbing’s luxury house in the Western Mid-Levels of Hong Kong was sold for more than half a year. It was finally sold recently. The price was reduced three times in a row from 230 million Hong Kong dollars to 138 million. Someone takes over.
Not long ago, Wang Zhongjun of Huayi Brothers also reduced the price by HK$68 million and sold a luxury property in Fuhui Haoting. Before selling his house, Wang Zhongjun also sold paintings. At the 2019 Summer Summit of the Yabuli China Entrepreneur Forum, Wang Zhongjun said frankly, "I recently sold a batch of artworks and used some cash to solve my liquidity problem. There is nothing wrong with that." In 2021, Wang Zhonglei reduced its holdings of some company stocks to repay pledge financing. In the past three years, Wang Zhongjun and Wang Zhonglei sold paintings, houses, and stocks. Some media wrote in the headline "Huayi Brothers, looking for money everywhere."
From the industries in which these wealthy property sellers work, you can see the imprint of the rut of the times. Xu Jiayin of Evergrande is involved in P2P financial management and real estate; Jia Yueting, who is "suffocated by his dreams", has carried out Internet-style blind expansion; Huayi Brothers Wang Zhongjun is in the film and television industry in the cold winter...
And the properties they sell, It became a footnote to this "Cloud Falls" story.
Watch him build a tall building.
Watch him build a tall building. Watch him entertain guests. Watch his building collapse.
No one is rich forever. These rich people may have finally understood how glorious the moment of "building a tall building" is, and how tragic it is when "the building collapses".
Wu Meifen has been engaged in luxury housing transactions in Lianjia for 15 years. In 2007, she sold her first house in her life, which was a luxury home in Xinghe Bay, Beijing. When she stepped into the community for the first time, she was surprised to find that uniformed security guards would deliver coffee to the doorsteps of the owners on battery carts. The French-style architecture, vast green space, tranquil lake, colorful crabapples beside the octagonal pavilion, and two palm trees were all outlined in this rural girl’s first impression of the mansion, “It felt like she was on vacation. ""It looks very, very good."
The moment they bought a mansion, many rich people spent a lot of money readily and neatly. Wu Meifen remembers the first order she made. After viewing the house, the other party told her: "You help me negotiate the price and agree on when to sign. Then make a call and I will come and sign." Wang Silong also feels that the rich do Decisions are made quickly and don’t worry about the price. A CEO of a Hong Kong listed company decided to buy the house after viewing it only once.
Cody visited Shenzhen Bay No. 1 in 2014, when he went as a house buyer. There is no special threshold for viewing a house. “Just make a normal appointment and view the house.” In Cody’s eyes, apart from the few unique units priced over RMB 100 million, the houses in Shenzhen Bay No. 1 are priced in the tens of millions. The layout of the house is not ideal. In the end, Cody didn't take action.
When asked about the most shocking scene he saw in Shenzhen Bay No. 1, Cody, who himself lives in a mansion, was a little confused - he had been desensitized. He sighed and replied: "Consumption of luxury houses and luxury cars is a very daily behavior for me. I can't feel it (shock) and can't brag to you. I can't feel how good it is. Because I have seen better things.”
Perhaps, in the mansion at the top of the pyramid, the huge wealth, prestige, and confidence are like clouds, covering up the cold and true side of the world.
Xu Jiayin's first real estate project was to buy a piece of residential land on Guangzhou Industrial Avenue with a bank loan of 6 million yuan. Just after it went on sale, all 323 houses in the first phase were sold out, allowing Xu Jiayin to withdraw 80 million yuan. He may not have imagined at the time that many years later Evergrande would continue to leverage and , and it would eventually become unbalanced and the amount of debt would be 2 trillion.
LeTV's market value approached 180 billion yuan in mid-2015, which was equivalent to 9 Sohu and 6 Youku Tudou at that time. At the annual meeting of Chinese business leaders that year, Jia Yueting, as a "successor", recalled that on the day when the smog was the worst, he saw the photos taken by employees in his circle of friends, "It was very desolate, everything was hazy, Everything can't be seen clearly, there is only a glimmer of light."
He was full of confidence and felt that the glimmer of light was exactly the opportunity.
This entrepreneur, who is wearing a black T-shirt and jeans like Steve Jobs , shouted: "The people who can really change the industry and the world in the future should be eagle-type companies... We must become the eagle of the times and create China ”
In the same year, LeTV acquired nearly 400,000 square meters of land in Chongqing for 421 million yuan and made great strides into real estate.
The glory of the rich is always inseparable from luxury houses and real estate. For example, Zhang Chaoyang is also a famous luxury person. "City Limits" once described him: "Just like Fitzgerald Gatsby, who travels to the mountains and seas, owns mansions and yachts, is crowded with people, and plays music every night. The glass exterior wall of the Sohu Building is enough to reflect "The brilliance of 100 suns."
When he came back to his senses, the godfather of the Internet discovered that there were powerful people everywhere on the Internet. Robin Li who used the Sohu case to raise funds overseas, Ma Huateng who listened to Zhang Chaoyang's lectures, and Jack Ma founded BAT together. Later, TMD became a new star (Today’s Toutiao, , Meituan, , Didi, ). Today’s Toutiao broke through the siege. Sohu tried to negotiate an acquisition, but , Zhang Yiming, and refused.
social networking, short videos, and live broadcasts, Sohu has missed the opportunity. Zhang Chaoyang once reflected: "At that time, I thought I was the smartest and most awesome person, and I lost my sense of humility."
The last time Zhang Chaoyang was associated with luxury houses may have been on August 18, 2020. That day, Zhang Chaoyang was selling houses on the live broadcast. During the live broadcast, Zhang Chaoyang performed a side flip in the courtyard of the mansion.
After that, he never publicly mentioned luxury homes, luxury watches, or yachts. When people saw him again, he was wearing a wrinkled coat and giving a physics class.
▲ Zhang Chaoyang live broadcast, somersaulting in the mansion. Picture / Network
The old king and the new king
The group of people at the top of the cloud have changed again and again.
Sometimes you can't even tell who is the front wave and who is the back wave. After Zhang Chaoyang turned somersaults in the mansion, BAT has become an old rich man. Zhang Yiming of Byte in TMD announced his retirement, and Huang Zheng of Pinduoduo is determined to invest in the field of life sciences.
has worked in the luxury housing transaction industry for 15 years, and Wu Meifen has been able to summarize the iterations of the wealthy group.
"Before 2012, most of the rich people who came to buy houses were from the real world. For example, there were people in the mining industry. They valued service and human relationships. By around 2015, the rich people who came to buy houses became Internet people, and they were very busy at work. , speaks very little, but is very accurate, and believes in data the most.”
Wu Meifen remembers that one time an Internet tycoon came to see a house and had a conference call while touring the mansion. After viewing the house, the other party asked for a detailed data form. It includes the transaction amount of this year in the community where the house is located, the transaction amount of the real estate agent this year, the houses of the same type of house being sold, the taxes and fees of the house, the total price, and even the time of daylighting... Finally, a very Entrepreneurial question: "What value do you think this house will bring to me?" Tang Chao, an analyst at
Shell , once specialized in the topic of home purchases by high-net-worth individuals. He was also curious about the characteristics of the group of people who bought the mansion.
In order to complete the project, Tang Chao and his team also visited the real estate of luxury houses. The female colleague who went to shoot the video also changed into an elegant white dress to match Dinghao's appearance. Standing in a mansion of 500 to 600 square meters, the team saw "a bathroom larger than the master bedroom of their own home." Of course, they also visited the Hive Community in Wanliuli and saw a family of three living in a 40-square-meter room. Not far from this honeycomb community is the luxury residential complex where Liu Chuanzhi lives - Wanliu Academy .
But in the end, due to various reasons, only half of the project was completed. It’s so difficult to contact real home buyers for those top luxury homes. According to statistics from the Shell Research Institute, among the luxury housing transactions in Beijing from January 2019 to May 2020, only 2.55% had a transaction volume of more than 30 million. And this small group of people has extremely high data confidentiality within Shell.
But no matter how many generations of owners the luxury homes have changed, one indisputable fact is that the transaction volume of luxury homes is increasing even during the epidemic. In the first half of 2021, top tycoons with more than 30 million yuan completed a total of 1,250 transactions, a year-on-year increase of 32%.
This means that the number of sales and purchases of luxury homes is increasing.
"For the rich who can buy hundreds of millions of luxury houses, it is not about selling, but just changing houses." At the beginning of this year, Shenzhen Shuangxi Garden staged a story of survival from desperate situations. Two luxury homes with a total market value of 160 million were about to be auctioned. Just as the wealthy were preparing to participate in the auction, the owners reached a settlement with their creditors and urgently suspended the auction.
"In Shenzhen, among the entrepreneurs I know so far, there is no one who 'watched his building rise and saw his building collapse'." Cody said, he only gave two examples of failure, one One is the boss of P2P business, and the other is a second-generation rich man who has emptied his fortune.
As a luxury home owner and practitioner, Cody even feels that "selling luxury homes" and "selling homes to survive" are false propositions in themselves. Sometimes, the debts owed by wealthy companies cannot be solved by selling a few luxury homes.
In other words, even if these top rich people are forced to sell their houses, they are still rich compared to ordinary people.
For example, Jia Yueting "Jabs" lived a "miserable" bankrupt life in the United States - according to Jia Yueting's bankruptcy filing documents, he rented in 5 properties purchased by OCEAN VIEW Company on the Palos Verde Peninsula (specifically, he lived in Which location was not disclosed), the rent is about 700,000 yuan per month.
There is an entire Pacific Ocean between this mansion and China. On the other side, the story of the new kings' mansions is still unfolding.
▲ picture / The movie "Wall Street"
(At the request of the interviewee, Tang Chao and Wu Meifen are pseudonyms in the article)
Reference:
Sina Finance: "Huayi declines, Wang Zhongjun sells his house to "save""
Daily figures: "LeTV Delisting, those wealthy celebrities who have been reaped"
Most famous people: "Xu Jiayin: The Cold Winter of the Richest Man"
City Circle: "Dancing the Foxtrot with Zhang Chaoyang"
Interface News: "Zhang Chaoyang was left out"
Huaer Street Reference : "So, who took over Xu Jiayin's mansion? 》
Eleven Che: "Hengchi 5 has become the hope of the whole village"
article is original by Daily People, and any infringement will be investigated.
