Some insiders question whether the upgrading of the Washington plate conforms to regional attributes. 800,000 city villas are 6,543,8+0,000. Whose game was ruined?
At the same time, some property buyers are worried about the quality of this low-cost and low-density product.
In this regard, Fang Observation made a special trip to interview Li Peipei, the marketing director of Hua Qianshu, and answered various questions about Hua Qianshu. She said that Hua Qianshu jumped out of the traditional development model, improved the project quality with a brand-new cost pricing system and development marketing model, and changed the situation that the profitability of the project was difficult to achieve in the past. Therefore, after de-capacity, there is no need for buyers to worry about project quality, de-capacity cost and delivery time.
Catering to the main theme of destocking and jumping out of the Washington Red Sea Competition
Room observation: Recently, the news that Wanjincheng cut down 3,000 houses and Jianhua Dry Villa caused controversy inside and outside the industry. So in what market environment did Wanjincheng choose to go to production capacity and change it into a villa? Why did Wanjincheng choose to make improved products in the just-needed sector in Washington?
Li Peipei: We mainly consider three reasons:
First of all, the project is located in the area where Washington just needs the Red Sea plate. The developers in this area develop and sell at low prices, which leads to the scars of every developer.
The second is market development, and urban development is bound to go through a gradual process from pure just-needed to improved demand. In the period when Washington or the whole real estate was not so prosperous, real estate has changed from investment profit to investment preservation. So what kind of products have the right to speak and price in the market, which can preserve and increase the value, is a question to be considered when building Hua Qian Villa.
The third is based on the changes in people's consumption patterns. At the beginning, people's demand for buying a house was not high, but with the development of people's consumption concept and the upgrading of people's housing demand, middle-class and pan-middle-class consumers need new products.
Based on these three conditions, we jumped from just-needed products to improved products and built Hua Qian Villa.
Fang observation: Wanjincheng's capacity reduction should have experienced many difficulties. From the discussion within the group to the general questioning in the market, what difficulties have you experienced and how did you overcome them?
Li Peipei: There really is a story to tell. Starting today, Hua Qian Villa is a brand-new living revolution, so we need to make the market accept us, and we also need to explain our colleagues in the non-market direction, such as colleagues in the engineering department and the administrative department, and so on. These all require great efforts.
300 acres of Wanjincheng, plus 380 acres of green space, is the largest land in Washington. Then according to the original development model, the sales cycle may reach 10 year, and now the country is implementing the destocking policy, which is the requirement of the government and enterprises. Therefore, combined with the requirements of destocking, project cost and operation plan, we made a comprehensive explanation of the company. We have proved that Huaqianshu is competitive in the market, and it can also meet the requirements of economic indicators such as profit rate, payback period and net present value.
Looking at the house: Hua played the slogan that young people can afford villas. Is this also differentiated competition? Why should we target this group of post-80 s customers?
Li Peipei: From golden decade to the Silver Age, the consumption patterns of real estate buyers are changing, so this is the backbone of the post-80s generation. We define it as the light middle class, and they will assume social and family responsibilities.
If he was born in 1980, he is now 36 years old. He has become the backbone of family, company and society. They have dreams and responsibilities to their parents, wives and sons. The products we provide, such as family courtyard and full suite system, just meet the actual needs of this group of people after 80.
Post-80s are more willing to accept new things and new ideas. They are willing to pay for quality. Maybe there was no similar product on the market before, but Hua did it.
The brand-new cost pricing model improves the quality and increases the actual profit.
Housing observation: According to industry estimates, the capacity of Wanjincheng will directly reduce the number of suites by 3,000. What kind of consideration is this?
Li Peipei: This may be a question that everyone will ask when they see this plan, including colleagues in the company.
3,000 houses are 300,000 square meters per house 100㎡, so where are these output values? Actually, we changed our mind and changed the track. We didn't really cut down these houses and lose these output values. In fact, we use our own operating system and our own profit model to change the original pricing method and bring a new cost pricing model.
The profit model of high-level products is largely a false proposition, and most of the profits are stored in underground garages. However, the underground garages in emerging areas are actually not very easy to sell, which leads to the fact that this part of the profits cannot be converted. At present, the cost pricing model of Hua Qian Shu is that we can turn intangible profits into realizable output value and improve the quality of the project at the same time, which is the core theoretical support behind Hua Qian Shu.
Housing observation: Some buyers are worried that after this capacity reduction, will the project reduce the construction quality? How to ensure the construction progress of the project?
Li Peipei: Actually, many owners are concerned about the delivery time and quality. In fact, the first phase of our high-level products will meet the completion conditions at the end of the year and be delivered in the middle of next year.
We also invite our project manager to show our customers around the site, so that buyers can see our neat material stacking and standardized construction technology. Our project manager said that more than half of the engineers have bought this house, and everyone has confidence in the project.
Room observation: What are the highlights of Hua in architecture? What kind of experience do you want to bring to the buyer?
Li Peipei: Hua actually changed the project from a high-rise product to a low-density product with the same total price and bandwidth, and the evolution of the product also led to the change of residence and living style.
The whole suite system we provide has a gift rate of 300%, which is beyond the reach of many villa products. We can provide large-scale master bedroom suites, including study, cloakroom and so on. At the same time, in order to avoid people crowding into a public bathroom, each floor of our suite will be equipped with a separate bathroom.
In addition, most of our 6,543,800+0,000-level apartments are given large courtyards, and some private courtyards have an area of 66 square meters, which not only provides residents with space to plant trees and flowers, but also gives children a safe playing environment.
Our cooperative home intelligent system, including fingerprint lock, smart speaker, sweeping robot and sleep monitoring, has been presented in high-rise model rooms.
In low-density properties, some places need to be demolished and rebuilt, and we will help the owners to carry out personalized embedded construction. We put the owner's needs in the first place, for example, some customers need three floors to connect the open space, and some customers hope to increase the area through the floor. According to the actual needs of the owners, we will carry out a series of customized services, such as hydropower transformation, platform decoration style selection, centralized procurement of materials, bidding for decoration companies, grafting financial system loans and so on.
Optimistic about future regional development, Washington will improve demand and enter the fast lane.
Fang Observation: As the leader of product improvement in Washington, how does Hua view the future development of Washington, and what advantages does Washington have in the future?
Li Peipei: We should jump out of the Washington plate and look at it from the perspective of Dacheng South.
In the past, the map of Chengdu was a pie, going out in circles. With the rapid development of Tianfu New District since 20 1 1, Chengdu has changed from pie to lollipop. Now, along Tianfu Avenue, the two wings are constantly enriched, such as Qin Huang Temple, Xinchuan, Nanhu and Washington, which are constantly developing, and now they have developed from lollipops to dumbbells. In the future, Chengdu Old Town and Tianfu New District will assume their respective roles. Three thousand years of historical and cultural precipitation in the old city, the new district will develop together with the world's top 500.
Huafu Plate is the core residential area of Tianfu New District. In a very small area, carrying the number of domestic first-line developers, we made a calculation, regardless of the new supply, according to the existing volume calculation, after delivery, the existing projects in the area will have 350 thousand people living. Now that Poly and CITIC have moved in, the regional value of Washington will gradually mature. Dayuan used it for seven years, and Washington now uses it for four years. Moreover, it can be seen from the land acquisition of Vanke and Beichen that the demand for improvement in Washington will enter a period of rapid development.