At present, the new crown pneumonia epidemic is still spreading around the world, and the uncertainty brought by the epidemic to China's economic development has not completely subsided. Under the epidemic, the development of the commercial real estate industry has been severely impacted, and it has also brought new development opportunities. Especially with some new development trends, innovation and change in commercial real estate are imminent.
Against this background, on the afternoon of September 15, the online exchange meeting on commercial real estate operations hosted by China Internet News Center and the All-China Real Estate Chamber of Commerce and hosted by China Net Real Estate was held as scheduled. Cai Yun, Secretary-General of the Commercial, Culture, Tourism and Real Estate Professional Committee of the China Real Estate Association, Wang Wei, Asia Pacific Committee of the Market Investigation Committee of the International Shopping Center Association, and other well-known companies, including leaders and institutional experts of the association and institutional experts, Wang Yaping, Vice President of Aegean Group, Chen Yu, Assistant President of Blu-ray Culture, Business and Tourism Group, and Gan Yongqing, Assistant President of Huayangnian Culture, Business and Tourism Group, gathered online to explore the future development path of commercial real estate with the theme of "The Future Path of Commercial Real Estate and Innovation Leading Industry Change".
This exchange meeting is also one of the 6th China City (Town) Operator Conference and the 2020 China Top 100 Urban Operators Promotion Series, with more than 23,000 viewed online.
At the exchange meeting, the event organizer Mou Yunjing, general manager of China Net Real Estate, said: "Embraise the change and keep it fresh. The commercial real estate industry is gradually evolving. On the basis of insight into consumer demand, it continuously meets and leads its potential needs, and truly maximizes the value of space."
Under the epidemic, the challenges and self-rescue of commercial real estate
Faced with the sudden outbreak, commercial real estate has undoubtedly suffered the most direct impact.
Data from the National Bureau of Statistics shows that the total retail sales of consumer goods in the first half of the year was still in the decline range, down 11.4% from the same period last year.
For this reason, Wang Yaping admitted that the epidemic has a great impact on several business lines of Xinyuan Commercial, including community commerce, cinemas, hotels, office buildings and other business formats. After the outbreak of the epidemic, the impact of various business forms was different. What Xinyuan is doing is actually to break the barriers between Party A and Party B and overcome difficulties with merchants.
Faced with the sudden outbreak of the epidemic, commercial real estate companies are also making adjustments and actively saving themselves. Gan Yongqing said that Huayangnian took the lead in proposing a 15-day rent-free policy, and at the same time, all rents for 15 days were taken as a special support fund to connect online and offline to help merchants resume production quickly. It is worth noting that, together with another listed company under the group, Caisheng, will provide epidemic prevention equipment to all projects across the country.
Due to the fierce epidemic situation, shopping malls are the first to be affected, and their impact on community commerce is relatively small. "A large part of Blu-ray Cultural and Commercial Tourism is the last kilometer of business or community commerce; by grasping the consumption habits developed by consumer customers during the epidemic, using online platforms, combining with merchants themselves, opening up the online services to better serve consumers trapped at home and unable to go out in the current epidemic," Xu Jie revealed.
Due to the hinderment of traditional marketing models, some commercial real estate companies have carried out innovative marketing. Chen Yu introduced that Aegean has made many attempts in utilizing community marketing, including mobilizing employees to use WeChat community tools to iterate the organization in a short period of time, so that the product resources of the organization and the corresponding merchants can match the needs faster.
Regarding the new thinking under the epidemic, Wang Wei also said that the first thing to do is not simply blame the epidemic, but the epidemic has promoted the process of shopping malls from recession to flute. At the same time, Wang Wei also emphasized that the current per capita shopping center area of 0.3 square meters should be a warning line for major cities in China. The actual situation of domestic shopping centers is excessive, that is, oversupply, and it is crucial to recognize this point. We must reflect on our past development thinking. Companies that only pursue scale and speed and ignore quality and efficiency development models will eventually be eliminated.
There is an opportunity in crisis. New opportunities and new trends in commercial real estate
Under the epidemic, the overall sales of commercial real estate have declined severely, but the cost has increased due to the demand for epidemic prevention. However, the epidemic has also given birth to new development opportunities, new trends and new demands are constantly rising, and a new round of changes is also accelerating.For example, Huayangnian Cultural and Commercial Tourism Group has developed the "night economy".
Gan Yongqing mentioned that Huayangnian has a proportion of about 20% of the catering part, specifically used to study nighttime catering and night economy. For example, how to expand the scale of the entire night economy and extend business hours through flexible and variable ways to meet consumers' richer choices have become the focus of Huayangxian's work.
The home economy and home culture derived from the epidemic have also made the online and offline deeply integrate. Wang Yaping emphasized that the epidemic will definitely promote technology to enter business. The epidemic has pushed more people online, driving immersive consumption and profoundly changing society and commerce. Enterprises should use the Internet to improve all aspects of business operations. He admitted that we should move from the original thinking of simply using consumer Internet to the industrial Internet, and use technology to improve industry efficiency.
In addition, community business has also ushered in new development opportunities. Xu Jie believes that community-based business is still a blue ocean. Among the existing 50 trillion commercial stocks, more than 50%-60% are the last kilometer of community commerce. Therefore, community-based businesses have also shown a positive development trend. In addition, she also believes that as the post-90s and post-500s become the main consumer entities in business, some new consumer demands emerge. For example, the "national trend" brand is the consumption trend of the post-90s and post-00s, and has become a new direction of consumption.
Digitalization accelerates the transformation. Commercial real estate expects REITs Spring Breeze
As digital construction progresses gradually, the digital operation of commercial real estate is imminent. Cai Yun said that digitalization is the most fundamental basis for the transcendent development of commercial real estate. Under the epidemic, the popularity of online live broadcasts, live broadcasts for goods, remote offices, telemedicine and other intelligence in the commercial real estate and real estate markets has risen beyond imagination. Under the influence of digitalization, commercial real estate will usher in new development.
In fact, many commercial real estate companies have already explored digitalization. Gan Yongqing emphasized that in the process of digital application, enterprises still need to focus on convenience, including customer settlement and payment, interaction and stickiness with members. In addition, with the help of third-party technology power, we help companies improve and improve the level of all hardware and service functions. As a shopping mall, we still need to provide hardware.
"The technologies with high marketization at this stage are all combined with big data. Although commercial real estate is not self-developed data platforms like Alibaba and Tencent, combined with the effective customer information captured by the official account, it can actively identify and accurately market. In the future, it will be able to achieve more detailed customer classification and more accurate push," Xu Jie pointed out.
In addition to digital construction, the icebreaking of public REITs has also attracted the attention of the commercial real estate industry. Especially on August 7, the China Securities Regulatory Commission issued the "Guidelines for Publicly Promoted Infrastructure Securities Investment Funds (Trial)" (hereinafter referred to as the "Formal Draft"), and many projects within the pilot scope began to enter the application stage.
Although the scope of this public REITs pilot does not include commercial real estate, its significance of breaking the ice cannot be underestimated. Cai Yun revealed that in the development of commercial real estate, the preservation and appreciation of assets is the basis for corporate development. Although the pilot work of REITs in the infrastructure field does not include commercial real estate, hotels, etc. for the time being, with the advancement of infrastructure REITs in the future, other real estate fields will gradually be opened, because infrastructure REITs themselves are financial support for the long-term development of the entire country.
Although there has not yet been a real public REITs in the commercial real estate industry, many companies are actively trying to issue REITs. In early July this year, Blu-ray's first office property REITs - "China Merchants Wealth-Huatai-Blu-ray Hongqiao World Center Asset Support Special Plan", was successfully established, with the overall fundraising scale reaching 1.065 billion.
For this reason, Xu Jie said that it took Blu-ray a total of 28 months from obtaining the project to withdrawing assets, and achieving a leverage utilization rate of 1:20 is relatively a very typical case. Regarding the reason for the successful establishment, Xu Jie pointed out that it is mainly because Blu-ray has been opened up in the entire chain of investment, financing, construction, management and withdrawal.
"In the next two or three years, the scope of public REITs may be expanded to the commercial real estate field," Wang Yaping added, because commercial real estate has room for asset appreciation, it will make the REITs market more active. The significance of launching public REITs is not only to achieve the listing of some assets, but also to solve the problem of pricing existing assets in the capital market, become an anchor for market pricing, and promote the maturity of the industry.
