It should be called investment feasibility report or business plan.
Huangshan Yurun International Business Tourism Resort "The First Member Villa Project"
Feasibility analysis report
Huangshan Yurun International Business Tourism Resort Project is Jiangsu Yurun Group Company and its sister company-Jiangsu Dihua Real Estate Co., Ltd., under the guidance and support of Anhui Provincial Party Committee and Huangshan Municipal Party Committee and Municipal Government, under the encouragement of Huangshan Municipal Party Committee and Municipal Government's investment promotion policy, and with the influence of Huangshan tourism international brand, it plans to invest huge sums of money to build an international business tourism resort in the western suburbs of Huangshan central city, build an international brand of Huangshan tourism industry and realize Huangshan City's "strong tourism city".
In order to start the project of Huangshan Yurun Business Tourism Resort, Yurun Group and Jiangsu Dihua Real Estate Co., Ltd. mobilized project development and management professionals and technical backbones to register Huangshan Yurun Dihua Real Estate Co., Ltd. in Huangshan City. Fully implement the project development and management of Huangshan Yurun International Business Tourism Resort.
I. Overview of the Project:
Huangshan Yurun International Business Resort Project is located at No.78 Longjing, Airport Avenue, Tunxi District, Huangshan City, Anhui Province. It is located in the northwest of Tunxi City, south of Airport Avenue, east of forest farm land north of Hanghui Expressway, covering an area of 15000 mu, 10 square kilometer. Planning and construction of Huangshan Yurun International Business Tourism Resort with the theme of international golf and international business holiday. On the basis of the domestic first-class Huangshan Golf Hotel (five-star) and the 18-hole Huangshan Pine and cypress Golf Course, the project plans to build five 18-hole international standard golf courses and international equestrian clubs, as well as star-rated theme resort hotels, timeshare apartments and property-based hotel groups that provide supporting services for sports, tourism, leisure and vacation. Plan to build an international conference center, as well as a number of corporate clubs and golf member villas integrating corporate meetings, training, health care and reception. The project adheres to the market orientation, takes golf and leisure vacation tourism as the theme, takes international business conference tourism as the theme, and promotes Huizhou culture as the feature, so as to build a theme city integrating vacation, leisure, entertainment, conference, forum, commerce and residence, and become a wealth home for celebrities, a holiday and leisure resort for middle and high-end tourists, a conference and training base for powerful enterprises and a fashionable consumption place for travel agencies. Realize that Huangshan Yurun International Business Tourism Resort and Huangshan Urbanization go hand in hand, complement each other and promote each other, and make Huangshan Yurun International Business Tourism Resort truly become a booster to promote Huangshan's comprehensive economic strength and overall image sublimation. The total investment scale of Huangshan Yurun International Business Tourism Resort will reach 3.4 billion yuan.
The first golf club villa covers an area of 42,209 square meters. It is planned to build a 3 1 fully decorated villa with a total construction area of 1.25 million square meters. The area of each villa ranges from 270 square meters to 600 square meters, and the total sales price of a single villa ranges from 3.2 million to 7.2 million yuan. It is estimated that the total sales will exceed 6543.8 yuan+500 million yuan. The project is scheduled to start in August this year, start selling in September 2004 and deliver in September 2005.
Second, the project market prospect analysis:
This analysis report only reports the first golf member villa project.
Huangshan is located in the strategic location of the three provinces, the south gate of Anhui and the tourist heart of Anhui. There are Jiuhua Mountain and Taiping Lake in the north, Hangzhou and Qiandao Lake in the east, and many famous scenic spots are adjacent to Huangshan Mountain. There are many excellent historical and cultural sites in the local area, and Huizhou culture has injected unique cultural connotations into it, making Huangshan a world-class mountain tourist area in the Yangtze River Delta metropolitan area with the fastest economic development.
In 2003, Huangshan joined the Yangtze River Delta tourist city 15+ 1 plan, taking the pace of integration in the south of the Yangtze River. Connecting the Yangtze River Delta and integrating into Jiangsu, Zhejiang and Shanghai will provide a booster and catalyst for the tourism development and urbanization of Huangshan Mountain. In recent years, Huangshan has accelerated the construction of large-scale transportation focusing on highways. Huihang expressway was completed and opened to traffic in June 2004. At the same time, the "four-hour high-speed traffic circle" starting from Hangzhou and Shanghai in the east, Jiujiang and Wuhan in the west, Hefei and Xuzhou in the north and Quzhou and Fuzhou in the south is being stepped up. In particular, Huizhou-Hangzhou-expressway effectively connects Huangshan with the Yangtze River Delta. As the back garden connecting Jiangsu, Zhejiang and Shanghai, Huangshan is rapidly emerging and forming as the most economically developed area in the Golden Delta. It will play a decisive role in the future development of Huangshan Mountain.
"Wuyue returns without looking at the mountains, and Huangshan returns without looking at the mountains." In this international tourist resort with natural and humanistic advantages, our goal is to build a business tourist resort with the highest grade, the most complete facilities and the best service in Huangshan City. With the continuous improvement of traffic, Huangshan and Jiangsu, Zhejiang and Shanghai form a good complement, which is the end of Jiangnan tourism and the back garden of Jiangsu, Zhejiang and Shanghai.
At the same time, it also found a home for those rich people who pay attention to enjoying life. After a detailed investigation of the markets in customer orientation and the Yangtze River Delta, and a full understanding of the market share, we decided on the strategic planning of the first phase of the 365,438+0 villa. On the customer orientation, we focus on tourists from the Yangtze River Delta. The customer accumulation in the early stage largely eliminated the tourists of the first 3 1 villa, but in this case, we still carried out media publicity for the potential customers in the Yangtze River Delta region, which is very helpful for the strategic positioning of Huangshan and the positioning of this case. The national macro-control caused by overheated investment and the requirements of local governments for the rapid development of the city undoubtedly provide a better stage for the future economic development of Huangshan. So we aim at the customers in the Yangtze River Delta region, on the one hand, for the atmosphere of the villa community.
With the rapid development of the tourism market, tourism will usher in a new development opportunity, which has laid a good market foundation for the start of Huangshan project.
Third, the project cost and profit analysis:
The first phase of the villa covers an area of 63 mu, 4 1, 995.8 ㎡, with a planned construction area of 1 independent villa, with modern European architectural style. The estimated sales price is 12000 yuan/m2, and the total sales amount is 15 1 152000 yuan.
I. Government fees in the early stage of the project: (ten thousand yuan)
1. File consulting service fee: 2. 17 Government charging standard: 700 yuan/case.
2. Special fund for wall renovation: 10.08 8 yuan/㎡.
3. Special fund for bulk cement: 1.90 1.5 yuan/㎡.
4. Supporting fee for urban infrastructure: 75.60 60 yuan/㎡.
5. Usage fee of drainage facilities: 0. 15. 12 yuan/㎡.
6. Document preparation service fee: 0.76-0.6 yuan/㎡.
7. Termite control fee: 3.8 3 yuan/㎡.
8. Waste residue treatment fee: 3.8 3 yuan/㎡.
9. Surcharge for urban education: 12.60 10 yuan/㎡.
10, lightning protection review fee: 1.4 1. 1 yuan/㎡.
1 1, air defense fee: 25.20 20 yuan/㎡.
12, new water supply network fee: 7.6 6 yuan/㎡.
Total:1450,600 yuan.
Second, land fees, land deed tax
1. Land cost: 63065438+ 10,000 yuan/mu.
2. Land deed tax: 25.20 4% of the total land price.
Total: 655.2
Three. Pre-project cost (ten thousand yuan)
1. Construction cost of electric connection: 10.00.
2. Temporary site setting: 10.00
3. Fences and gates: 40.00
4. Water for construction: 4.00
5. Site cleaning and road construction: 30.00
6. Architectural design fee: 130
7. Decoration design fee: 50.00.
8. Engineering geological exploration fee: 15.00.
9. Agency fee for project cost consultation and bidding: 15.00.
10, engineering quality inspection fee: 8.00.
1 1. Project construction supervision fee: 20.00.
Total: 3.32 million yuan
IV. Cost of Jian 'an Project (RMB 10,000)
1, civil engineering cost: 1070.66 standard: 850 yuan/㎡.
2. Cost of central air-conditioning equipment in the villa: 289.708 230 yuan/㎡.
3. Cost of interior decoration of villa: 3526.88 2800 yuan/㎡.
4. Landscape design fee: 322.46 256 yuan/㎡.
Total: 5209765438+ ten thousand yuan.
Five, supporting project cost: (ten thousand yuan)
1, outdoor water supply and drainage: 28.89
2. Box transformer: 80.00
3. External cable and cable trench: 20.00
4. Cable TV: 15.08
5. Smart Project: 88.79
6. Rainwater and sewage works: 28.89
7. Outdoor trench and road earthwork: 30.00.
8. Fire fighting system: 8.00
9. Street lamp lawn lamp: 12.00
10, outdoor road: 80.00
1 1, outdoor courtyard fence: 70.38
12, outdoor landscape engineering: 150.6438+07
13, Property Management House: 16.00
Total: 6.282 million yuan
Unforeseen cost of intransitive verbs: 25 1.92 million yuan (200 yuan /㎡* 12596㎡).
Seven. Management fee: 6046080 yuan (4% of sales)
Eight. Sales expenses: 65,438+00,580, 640 yuan (7% of sales).
Nine. Financial expenses: 7,557,600 yuan (5% of sales).
X. business tax and surcharges:
1, business tax and surcharge: 8 16.22 1 ten thousand yuan (5.4% of sales).
2. Relevant taxes and fees: 6.5438+0.708 million yuan (two gold 0.008, stamp duty 0.0003, property right transaction fee 0.003).
The total cost of items 1 to 10 is 6.5438+0.0627543 million yuan.
The operating profit is 44,876,570 yuan.
Income tax:148.093 million yuan (operating profit 33%)
The estimated after-tax net profit is 300,672,700 yuan, and the profit rate is 65,438+09.89%.
Fourth, the project sales market analysis:
This project is a brand-new project in tourism real estate, with huge scale and unique terrain advantages. It is the largest comprehensive development project integrating business, leisure and other functions in East China. By analyzing the advantages and disadvantages of the sales market, we have increased our confidence in building a leading golf business tourism resort in China-a non-renewable investment property.
1, project advantages and disadvantages analysis:
Advantages:
(1) Huangshan's unique natural resources and its huge tourism brand value will be the biggest intangible assets of the project;
2. Yurun Group has a good reputation and brand effect in the local area, and its strong strength has given consumers great confidence and has a strong corporate brand advantage;
③ Comprehensive development projects with diversified products; Complete supporting facilities, supported by the highest hotel in Huangshan; At present, it is planned to own the largest 72-hole golf course in East China and the largest golf development project in Huangshan City.
(4) The upcoming Huihang expressway will be a huge niche of this project. This project is also the shortest project from the airport.
Disadvantages:
(1), the project is located in Laotunxi, not in the scenic area, which is not conducive to the promotion of Huangshan brand;
(2) The relatively backward traffic and supporting facilities in Huangshan have great influence on the development of the project;
(3) The project needs more high-end customer support and insufficient local customers, so it needs to attract effective customers from foreign regional markets.
Opportunity point:
(1) The Huangshan Municipal Government attaches great importance to it and has great policy support;
(2) China's tourism industry is booming, and the prospect of holiday and leisure tourism is promising, which is good news for this case;
(3) The National Tourism Administration listed Huangshan as a key city for foreign dignitaries from countries with separate plans to come to China for leisure and cultural exchanges, which promoted the development of Huangshan hotel industry.
④ Well-off society factors: With the country entering a well-off society in an all-round way, the proportion of tourism consumption in people's lives has increased, and experiential tourism consumption has become the focus of people's search;
⑤ In the next five years, the accessibility of Huangshan Mountain will be enhanced by the construction of the transportation system in the Yangtze River Delta.
2, customer group positioning:
This project is on the edge of the Yangtze River Delta economy and is greatly influenced by it. Therefore, the main tourist source of this project should be the Yangtze River Delta region. According to this division, we classified the potential customer groups:
(1), by region of origin:
According to the statistics of consumer groups of the project in 2002, the consumers of golf clubs mainly come from Shanghai, Guangdong and Beijing. Combined with the future development plan of the project, this project will be an investment property featuring golf, and the starting point for consumers to buy this project is not the same. Therefore, through the statistics of golf club consumers, we can draw the following customer divisions:
A class of customers: Zhejiang, Shanghai, Beijing, Guangzhou;
Second-class customers: Jiangsu and Anhui;
Three types of customers: other cities and regions in China;
At present, there are more than 200 members of Huangshan Yurun Golf Club, and the number of customers who clearly indicate their intention to buy has exceeded the number of cases of No.1 Villa 3 1.
(2), according to the purpose of consumption:
▼ Business-oriented: The golf course of the project is the biggest attraction of this group of people. They are eager to have a business environment outside the city to complete special business activities, and Golden Boy can also provide them with a platform to communicate with similar people. This project is based on the needs of this group of people, customized enterprise clubs and high-end villas for them;
▼ Holiday purpose: These people belong to the backbone and affluent class of society and are eager to fully enjoy nature after work. They are eager to own their own real estate in a famous tourist area like Huangshan, and hope to have more tours and preferential package services by providing a * * * service platform. In addition, the great appreciation potential brought by the non-renewable and scarcity of Huangshan Mountain is also one of the important reasons why they pay attention to this project;
At present, Huangshan Golf Five-star Hotel has received a large number of business and holiday customers from all over the country. The results of market research show that a large part of customers accumulated in the early stage also belong to this kind of customers.
③ Analysis by occupation and characteristics
Consumer groups of enterprise clubs and high-grade villas;
▼ Large enterprises and group companies: They have a large number of meetings every year, such as the annual meeting of the company, the annual meeting of agents, the employee incentive meeting of the company, and even the product display and order meeting of the company. They often choose some scenic spots for such activities, which is also a major trend in China business circles. Therefore, Guilin, Huangshan, Hainan and other famous scenic spots often become their first choice, and they hope to have a compound place integrating meetings, accommodation and exhibitions. However, the products that provide them with such services in major scenic spots in China have not yet appeared, so they often have to choose frequently in major scenic spots in the country.
▼ Top social class: Such consumers often have successful careers. Their identities are generally private entrepreneurs, senior managers of foreign-funded enterprises, Chinese representatives of foreign enterprises in China, senior leaders of large state-owned enterprises and senior managers of knowledge, information and cultural industries.
They are often willing to choose to buy a house for two or more times, not for the purpose of living. They often pursue a comfortable life and high-quality enjoyment. They are often willing to choose projects with good scenery and complete facilities as their leisure places. At the same time, privacy and peer-to-peer communication platform are very attractive to them.
Verb (abbreviation of verb) Intention and way of cooperation between banks and enterprises:
1, cooperation intention:
I hope to get strong support from banks in terms of private mortgage loans for villas. Given that the total sales amount of this case is about 1 0.50 billion yuan, the estimated credit scale is about10 billion yuan. Due to the opening sales in 10 this year, the late sales will be realized in February next year. Then the total personal loan this year will reach at least 70 million yuan.
2. Mode of cooperation:
In order to achieve the complete success of sales, the cooperation of banks is essential. The superiority of mortgage conditions directly determines the choice of customer resources. According to the operating experience of previous villa cases in the Yangtze River Delta region. Common mortgage conditions in the market are as follows:
① The down payment ratio is 20% to 30%, which can be flexibly grasped according to the customer's credit rating;
(2) The mortgage ratio adopts the benchmark interest rate of commercial housing purchase loan announced by the People's Bank of China;
(3) The longest loan term can be extended to 15 years;
(4) The loan processing period is controlled at about one week;
⑤ In the cooperation between banks and enterprises, the margin ratio is controlled to be 65,438+00% for ordinary commercial houses and 65,438+05% for villas, and the developer's guarantee function will be lifted immediately after the real estate license is issued.