Another real estate enterprise has changed its name. Recently, Poly Real Estate announced that it was officially upgraded to Poly Development Holding Group Co., Ltd. (hereinafter referred to as "Poly Development"). Poly Development will be committed to building a "real estate ecological development platform", providing comprehensive services based on the industry ecosystem, based on real estate investment, development, operation and capital operation, and walking with customers in a better life.

In addition to Poly, Evergrande Real Estate changed its name to Evergrande China, Times Real Estate changed its name to Times China, Longhu Real Estate changed its name to Longhu Group, and Sino Ocean Real Estate changed its name to Sino Ocean Group... Many enterprises changed their names to remove the word "real estate" and weaken the main business of real estate development. In fact, this trend also reflects the trend of real estate enterprises in transformation and upgrading, diversified cross-border business expansion and operation. While looking for new driving forces for development and exploring new boundaries for business, the real estate enterprises' de localization action can be described as "from the outside to the inside". On the other hand, from the sales performance of leading brand real estate enterprises in the past two years, the main business of real estate development is still developing strongly, and the market competitiveness is further enhanced in continuous intensive cultivation.

Poly Real Estate is renamed and developing towards diversification

The latest renaming of Poly Development shows that the real estate enterprises have realized that the boundary of the real estate industry is expanding, and new changes have taken place in the growth momentum of the real estate market in the second half. Song Guangju, chairman of Poly Development, said that Poly Real Estate changed its name to Poly Development. The breeding of this process has condensed the company's strategic planning, potential and long-term pursuit for many years. Poly's development represents the future development direction and logic, and strategic upgrading and brand upgrading are necessary. Poly also expects to improve its corporate performance and return to the top three in the industry through a series of operational strategy adjustments after the name change.

Poly Development describes its concept of "real estate ecological development platform" in this way: taking real estate investment and development as the starting point, three-dimensional extension of "real estate ecology", and vertical extension of the industrial chain to open up the whole chain of services such as investment, design, construction, agency, sales, property management, etc; Horizontally, it is the expansion of related diversified businesses, providing comprehensive services such as residence, business, culture, entertainment, health care, education, and industrial operation in residential, office buildings, hotels, shopping centers, stadiums, industrial parks, theme parks and other places. Through the links of talents, capital, science and technology, and information, an organic system of symbiosis, common prosperity, and harmonious development has been formed.

Under this business logic, the connotation of Poly's "one main body and two wings" has been upgraded to "real estate investment and development oriented, and comprehensive services and real estate finance oriented". Its strategy still emphasizes that the real estate development industry plays an important role in strengthening the foundation and leading innovation, and becomes the core driving force of development in the real estate ecology. The implementation of industrial capital operation based on the upgrading of community consumption into comprehensive services and industrial financial services has become the two key directions of diversified operation.

Market concentration reached a new high

On the other hand, real estate enterprises are still very eye-catching in the main business of real estate development. According to the Top 200 Chinese Real Estate Enterprise Sales in the First Half of 2018, the overall sales scale of the top 100 real estate enterprises in the first half of 2018 was nearly 4.6 trillion yuan, with a year-on-year growth of 36.5%, and the concentration reached a new historical height. In the second half of the year, major brand real estate enterprises are increasing the supply of goods, improving turnover and accelerating payment collection to ensure the achievement of annual performance.

In the first half of 2018, the overall sales scale of the top 100 real estate enterprises was nearly 4.6 trillion yuan, with a year-on-year growth of 36.5%. Especially since the second quarter, thanks to the loosening of pre-sale policies in some first tier and second tier cities and the continued popularity of hot third tier and fourth tier cities, the sales performance of real estate enterprises has reached a peak. Top 100 real estate enterprises achieved a sales performance of 2.6 trillion yuan in the second quarter, an increase of 35% over the first quarter.

Among the leading real estate enterprises, by the end of June this year, the performance scale of Country Garden had exceeded 400 billion yuan, and the monthly performance in June remained at a high of nearly 80 billion yuan last month. Evergrande and Vanke have also exceeded 300 billion yuan, up 24.5% and 9.3% respectively over the same period last year. As of the first half of 2018, the number of real estate enterprises with more than 50 billion yuan has reached 25, 33 more than 40 billion yuan, and it is estimated that the number of 100 billion yuan real estate enterprises will reach more than 30 in the whole year.

In the third quarter, under the continuous regulation and huge capital pressure, the real estate enterprises' willingness to accelerate the promotion of high turnover and price reduction significantly increased, and realized the growth of performance scale by exchanging price for volume.

Deeply tap the potential of real estate industry chain

It has become the industry consensus that the real estate industry has bid farewell to the "golden age" of rapid growth and high profits and entered the "silver age". Many real estate enterprises have sought transformation and upgrading to cope with changes and challenges under the new normal of the market. In the current real estate market, the competition of real estate products has become more diversified and higher level. Quality upgrading, service upgrading and brand upgrading have become the common choice of many real estate enterprises.

In recent years, the real estate industry has been transforming. The business transformation direction of real estate enterprises has become more and more clear. "Entering the community" has become the business development direction of large enterprises seeking new growth points. Brand developers such as Country Garden, Vanke, Poly, and Qifu are not only satisfied with the expansion of property service area, but also with the change of service concept and strategic positioning. They seek to be listed, and get through the integrated development and mutual support of industrial layout and capital market.

With the wave of urbanization in China, China's real estate industry has ushered in a sustained prosperity for many years. With less and less land available for development in central cities and key cities, land costs are rising, and the traditional residential development and sales model that real estate enterprises rely on is also facing the bottleneck of development. With the promotion of new urbanization ideas, real estate enterprises have adjusted their strategies, entered the industrial real estate development in the way of "industry city integration", and explored a new blue ocean of sustainable development with the development of towns with different characteristics.

In the view of real estate enterprises, based on the "real estate ecology", taking advantage of platform thinking, actively linking, leading integration, and promoting empowerment, to open up the industrial boundary, strengthen integration and interaction, enhance resource value, take development as the orientation, meet the value needs of all parties to the platform, and develop flexibly according to the changes of all parties' needs, and focus on optimizing the growth of development quality and profit rate, It is becoming a new trend of industry reform.

Article/Picture: Li Guangjun, reporter of Nanfang Daily

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