Sharpening 15 years
Xiexin has accumulated a lot.
Xiexin Group, the top three local real estate enterprises in Chongqing and the top 50 national real estate enterprises. From Chaotianmen, Huang Wu Community, Fengtian Avenue to Jingkai Avenue, Gaojiu Road and Erlang Caiyunhu Plate, Xiexin started from 15, and has been a pioneer in the rise of urban plate. It has created nearly 10 high-rise residential buildings, 3 villas, 1 foreign houses and 15 commercial properties for Chongqing's urban construction and human settlements, including leading villas such as Xiexin Tianjiao Series, Xiexin Town, arcadia, Caiyun Lake 1, Xiexin Center and Times Tianjiao. Xiexin has become a hot stamping business card to endorse Chongqing's urban boutique human settlements.
In terms of products, Xiexin intensively cultivated and took the lead in setting up a product research team in Chongqing to write the "Top Ten Standards for Boutique Rooms" in Chongqing. As we all know, Xiexin's products are not afraid of the test of time, and their forward-looking and appreciation and preservation capabilities are among the best in Chongqing. For example, Tianjiao in Xiexin era, as the first serviced apartment in Chongqing, is still a landmark building in Chaotianmen after more than ten years, and its value has even doubled.
"Xiexin Group, as the leader of Chongqing's" boutique "real estate, has accumulated 15 years of experience in product research and development, innovation and property services. Xiexin's "boutique house" has long been recognized by Chongqing citizens. Its market competitiveness and product innovation have been tested in the competition with the national real estate giants. Xiexin is not afraid of competition and even looks forward to greater competition and challenges. " A related person from Xiexin said.
Layout the whole country
Two-year strategic reserve
Xiexin 65.438+0.2 billion yuan Suzhou took land, advanced into the Yangtze River Delta, went to the whole country, and officially entered the first-line camp of national housing enterprises. This seemingly simple corporate behavior has condensed the painstaking efforts of Xiexin Group in the past two years.
develop
On June 5438+ 10, 2008, Xiexin Real Estate launched a nationwide campus recruitment activity, which was the first time that Xiexin recruited talents for universities across the country on a large scale since its establishment in June 5438+03. At that time, recruitment activities were launched in six key cities across the country; By the end of 2008, a considerable number of development enterprises in the market had begun to lay off employees for the winter, while Xiexin did the opposite. In addition to product discounts, no layoffs and no salary cuts, we also launched the "excellent talent strategy" plan, actively introduced high-end management talents, middle-level professional and technical talents and grassroots professional positions, and vigorously recruited. At that time, the top management of Xiexin Group made it clear that it was necessary to reserve talents for the development and growth of Xiexin in the next few years.
Since the beginning of this year, Xiexin has significantly increased its investment in culture and brand building while building high-quality buildings. In 2009, Xiexin invited Lang Lang and Yang li Ping to the mountain city, and established the first community art museum in southwest China-Chongqing Jiangshan Art Museum. Since its opening in August, it has offered many large-scale cultural and artistic feasts to Chongqing citizens. Xiexin promotes the quality, life connotation and brand cultural tension of the project through continuous cultural and artistic promotion activities. The relevant person in charge of Xiexin also said that Xiexin will increase investment in this area next year, and create a tasteful life for the owners while building quality real estate.
Looking back on the development of Xiexin Group, we can see not only an idealist who pursues tirelessly, but also a practitioner who always adheres to his ideals in a down-to-earth manner: Tianjiao, Tianjiao Nian Hua, Xiexin Town, Tianjiao City and Arcadia all follow the concept of quality first. I believe Xiexin will also bring the charm of this product to Suzhou and push it to the whole country in the future.
fame
According to the relevant person in charge of Xiexin Group, good reputation and high quality have become the core competitiveness of Xiexin products. This spring, Xiexin Group will launch several masterpieces to push the high-end residential market in Chongqing to the era of pursuing comfort and scarce value. King Arcadia's upcoming product area is about11-152 square meters, covering spacious three-bedroom (variable four-bedroom) to luxurious and comfortable four-bedroom (variable six-bedroom). Every house has a courtyard, and some even have a double courtyard. Among them, King King of King's Landing, the last collection of King's Landing, has attracted much attention from the market. The housing area ranges from 142 to 152 square meters, all of which are comfortable four bedrooms and double courtyards. It has rich gift space, and almost every room can have a first-line river view, which has the second-to-none landscape advantage among similar products. Starting from March 1, VIP cards will be applied for this part of the house. In addition, Tianjiao City, located in the Caiyun Lake plate, will also launch real estate-level housing in the near future, which is the closest group of the project to Caiyun Lake, overlooking 1400 mu of Caiyun Lake Park, with an excellent view, and the view within 1000 meters is unobstructed. Like arcadia's new products, all products in Tianjiao City have a yard, and the gift area is close to 30%.
The listing of several projects of Xiexin Group has given a brand-new interpretation to high-rise mansions in Chongqing: there must be a high sense of quality and scarce resources, and the gift of hospitals ensures the cost performance of products.
Recent projects
Recently, Xiexin Group won the planning announcement of the 12 plot in the north of Shanghai Hongqiao Business District in August last year, and will build 9 office buildings and 4 commercial towers with a total investment of 654.38 billion yuan, including 30 million yuan for environmental protection. The expected completion date is 20 15 1 month.
Determined to make progress
Apart from setting foot in suburban tourism real estate, Xiexin's expansion in the first-and second-tier land markets has not slowed down at all.
After knocking on the door of Shanghai with two commercial plots in August last year, Xiexin Real Estate successfully won 204.8 mu of land for the first phase of Pudong Airport International Headquarters Economic Park Project in Shanghai Zhu Qiao Airport Industrial Development Zone on March 6 this year.
According to the rough calculation of Times Weekly reporter, Xiexin has spent 2.85 billion yuan on land acquisition in Shanghai alone. According to the land acquisition plan previously revealed by Liu Aiming, CEO of Xiexin, Xiexin will also make residential products in Shanghai in the future, and is already considering the land markets in Jiading and Pudong.
Xiexin also looks forward to greater achievements in the land market in Beijing and even the whole country. "We will get land in Beijing soon and are currently negotiating. It is not easy to get pure residential land in Beijing, and our direction is mainly commercial or industrial bases and other projects, "Liu Aiming said. According to informed sources, Wei, general manager of Xiexin Chengdu Company, has also been in charge of land acquisition in Beijing.
Sun Tao, spokesman of Xiexin, told Time Weekly that the company hopes to enter 12 city this year and take root in this city. The cities that have already entered include Chongqing, Chengdu, Shanghai, Kunming, Wuxi and Suzhou, and will soon go to Changsha, Wuhan and Beijing. However, he refused to disclose the specific investment amount and source of funds for future land acquisition.
"In order to go public as soon as possible, Xiexin began to cooperate with the fund from 20 1 1, focusing on two kinds of plots in key cities, regardless of regions; Or commercial plots in downtown areas. " A third party organization analyzed and summarized Xiexin's land acquisition strategy in recent years. According to the data previously interviewed by Xiexin executives, last year alone, Xiexin added about 3 million square meters of land. Up to now, the company has 18 projects to be developed, and the strategic land reserve is 1 1.5 million square meters.
"Xiexin has intensively acquired land in Shanghai and plans to expand in Beijing and other places, which may be related to its preparation for listing in Hong Kong." Xue, research director of Zhongfangxin, speculated that the Hong Kong capital market attaches great importance to land reserve, which can prove that the company has a good development prospect. In the past, Xiexin's land reserve price was low, but now it is expanding in first-tier cities with high land price, which can be a big asset. In addition, their expansion of business chains such as commerce and tourism is also conducive to asset precipitation, which is conducive to their entry into the capital market.
Combing Xiexin's product system, it is not difficult to find that commercial real estate is the main part in Chongqing, Chengdu, Wuxi, Suzhou, Shanghai and other big cities. According to the preliminary planning of Xiexin, Shanghai Hongqiao and Zhabei projects will be made into "Starlight Series" products and self-sustaining.
"In the next five years, Xiexin will open 50' Starlight Department Store' commercial stores." When Chongqing Xiexin Starlight Times Square opened last year, Wu Xu, chairman of Xiexin, made a high-profile plan to expand the Starlight products. According to Wu Xu's vision, this means that Xiexin may expand faster than Wanda in the field of commercial real estate. Liu Aiming also said many times that Xiexin pays equal attention to commercial real estate and residential real estate, and 30% of the land reserved by Xiexin in the future will be used for commercial project development.
However, the large-scale expansion has put great pressure on the funds of Xiexin. Previously, a local developer in Chongqing also revealed to the Times Weekly reporter that in order to maintain the normal operation of the enterprise, Xiexin mortgaged several houses to the bank in exchange for loans. In addition, in order to ensure the expansion speed, Xiexin also turned to overseas market financing.
When explaining the source of funds for enterprise expansion, Liu Aiming once revealed that Xiexin funds mainly come from two aspects: one is sales, and the company has been growing at a rate of 70%-80% every year in the past two years. The other is foreign capital, trust and fund funds. "Xiexin will not refuse any form of investment," Liu Aiming said. This is the keynote set by Xiexin when formulating the national expansion strategy.