【英语中国】中国小开发商的生存之道

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所属分类:双语中国

2013-7-12 09:48

小艾摘要: For the minnows in China’s property market, swimming near the bottom of the real estate food chain can be dangerous. The smaller you are, the more likely you are to be someone else’s dinner.And it i ...
For the minnows in China’s property market, swimming near the bottom of the real estate food chain can be dangerous. The smaller you are, the more likely you are to be someone else’s dinner.

And it is getting harder to stay clear of the bigger guys, particularly as Beijing keeps up its three-year campaign to curb real estate prices.

“Being a small fish is getting more difficult. The bigger fish are swimming faster,” said Kai Chen, chief executive officer of mid-sized developer Yango Group. “I expect that in eight to 10 years, China’s top 10 developers will have 20% of the market.”

As of the end of March this year, the top 10 developers had around 16% of the country’s total property sales.

Speaking at a real estate conference this week, Mr. Chen shared a few tips on how a small outfit like Yango has managed to survive in an environment where smaller developers are seen as an endangered species.

Tip No. 1: search for partners. In the past, smaller firms have been known for taking big risks for a chance at an outsized return. But they have often been reluctant to share the profits, he said.

“Smaller firms should change their mindset and form more partnerships, so that they can get more access to financing and land,” said Mr Chen. He noted one innovative partnership by his company with wealth management firm Noah Holdings, adding the firm has received substantial financing this way.

Big firms have been better at making friends in government, and this is essential for getting land, he added.

Shenzhen-listed Yango has managed to post respectable sales growth in the past few years despite a host of government measures aimed at cooling off the market. Its property sales in the first half reached 8.7 billion yuan ($1.4 billion), exceeding the 7 billion yuan recorded for all of 2012 and up from 3.2 billion yuan in 2011.

By comparison, China Vanke, the nation’s largest property developer by revenue, had sales of 83.7 billion yuan in the first six months of this year and sales of 141.2 billion yuan for all of last year.

Mr. Chen said smaller companies should also shorten project cycles by starting to sell units within six months of purchasing land, flatten management structure and hire younger people who can take advice.

Another tip: Avoid expanding frivolously into too many cities, especially since smaller firms don’t have that many managers. Building up a stronghold in a few cities is a more prudent strategy, he said.

Of course, staying on the right side of policy moves also matters. Mr Chen noted his company doesn’t bother with the now politically tricky luxury market, and prefers to build homes for the masses. “We never do luxury homes. It’s too small a market. “

对中国房地产业的小公司来说,像小鱼那样游在房地产食物链的底端是十分危险的。你的规模越小,就越有可能成为被别人的晚餐。

目前要想避开大鱼的追逐已经变得更加困难了,尤其是在中国政府继续实施持续了三年的房地产调控政策之际。

中型地产开发商阳光城集团(Yango Group)总裁陈凯说,小开发商的处境越来越难,大鱼的追赶速度正在加快,预计八到10年内,中国前10大开发商的市场份额将达到20%。

截至今年3月份,10大开发商的销售额占到中国房地产销售总额的16%左右。

陈凯在本周一个房地产会议上发表讲话时,分享了阳光城这样的小开发商如何设法在这样一种被视为濒危种类的环境下求得生存的一些方法。

首先,寻找合作伙伴。人们知道过去小开发商会为了一个可能获得丰厚回报的机会承担巨大的风险。他说,但他们经常不愿分享这些利润。

陈凯说,小开发商应当转变观念,建立更多的合作关系,这样才能拓展融资和土地渠道。他提到阳光城与理财公司诺亚财富(Noah Holdings)建立的创新性合作关系,还说,该公司通过这种方式获得了大量融资。

他说,大开发商更善于与政府建立关系,这对于拿地十分重要。

尽管政府推出房地产调控措施,但在深圳上市的阳光城过去几年实现了不错的销售增速。该公司上半年房地产销售额达到人民币87亿元(合14亿美元),超过了2012年全年人民币70亿元的销售额,并且高于2011年人民币32亿元的销售额。

万科(China Vanke)今年上半年销售额为人民币837亿元,去年全年销售额为1,412亿元。按收入计,万科是中国最大的房地产开发商。

陈凯说,小开发商还应缩短项目周期,在购地后六个月内就开始销售,平化管理结构,并雇用能够采纳建议的年轻人。

另一个方法是,避免在过多城市进行扩张,尤其考虑到小开发商没有那么多的管理者。他说,只在一些城市建立据点是更加精明的战略。

当然顺着政策方向行动也十分重要。程凯说,他的公司不去关注目前面临微妙政治问题的豪宅市场,而是倾向为大众建房。他说,阳光城从不建豪宅,这是一个太小众的市场。

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