Buy a house for your wife, buy a house to please your mother-in-law? Guizhou Shenpan and the story of the richest man

文|Yueluowudi

Guizhou’s title of richest man in Guizhou has not belonged to the Honglicheng Group's Xiao Chunhong and Xiao Chunming brothers for many years, but there are still their legends in the rivers and lakes-setting aside the changes in wealth, the Xiao family brothers The story represents the ups and downs of real estate in the city of Guiyang. After all, Guiyang has no shortage of stories.

Dawn is breaking: the landscape of Qiancheng is coming.

When Nanming River flows through the Sifang River that connects Yunyan District and Nanming District, it turns a corner. At this corner, it is now a building composed of two buildings on the left and right. Called "Hailuowan Plaza", this is where the marketing center of Shanshui Qiancheng is located. Here, it opened the prelude to the real estate industry in Guiyang.

The bridge connecting Shanshui Qiancheng and Huanghe Road is the No. 1 Bridge of Shanshui Qiancheng. It was first repaired when the "Conch Bay" was built.

The developer of Shanshui Qiancheng is the well-known Honglicheng Group. This Guiyang-born real estate development company has become the most representative enterprise in the real estate industry in Guiyang.

was established in Hongli City at the end of 1998 and is directly controlled by the brothers Xiao Chunhong and Xiao Chunming. In the dim real estate Guiyang, Hongli City is the pinnacle.

In 1999, Guiyang City entered the Sifanghe area bordering Nanming District and Yunyan District into planning. After acquiring the land, Honglicheng made a generous move and invited WY International Design Consulting Company of the United States to carry out the overall design. The architect involved in the architectural design was the Guizhou Provincial Architectural Design and Research Institute, and the landscape designer was Bell Goulin. As a traditional Chinese "mountain The design concept of "water", from the name of Shanshui Qiancheng, knows the core of this real estate, "mountain" is Longshan, Fengshan and Qilin Mountain, and "side water" is naturally Guiyang's mother Henan Minghe.

Around 2001, the demolition of the Sifanghe area and the construction of Shanshui Qiancheng entered a hot stage.

In 2003, the first phase of Shanshui Qiancheng (a group of groups) was completed. At the "China Housing Trade Fair" held this year, Shanshui Qiancheng was rated as one of the top 50 Chinese prestigious houses. This title did not give Shanshui Qian To put it bluntly, what sales volume the city brings is just a name. At this time, Hongli City, because of the poor sales of Shanshui Qiancheng, has repeatedly postponed the opening date. The purpose of the postponement is naturally to wait for the rise in housing prices and the market. Icebreaker.

Shanshui Qiancheng’s initial opening price was 1,300 yuan per square meter. In 2004, this price was awarded as the best villa in Guiyang based on the standard of “Banshan Mansion” in the villa area of ​​Shanshui Qiancheng.

However, even if it was given away for nothing, Shanshui Qiancheng was still tepid, and the market did not give the enlightened Guiyang real estate market a good face.

The turning point of the Qiancheng City of Shanshui came from May 1, 2007.

The Asian Fashion Ceremony with the theme of "Fancy Asia·Colorful Guizhou" was held in "Conch Bay". The stage went from "Conch Bay" to the Nanming River. Now the buildings of Conch Bay and the "Banshan Mansion" behind are the most Good viewing place.

This grand event invited Wang Xiaoya, one of the most popular hosts on CCTV at the time, to host it. The well-known big brother Jackie Chan, the fledgling He Jie, A Youduo, and Qi Qin, Liu Chengjun and others were present to plan for this event. Long-standing marketing activities have also added a lot of color.

"Conch Bay" clock tower

This activity lasted the entire May 1st Golden Week of that year. Shanshui Qiancheng achieved the ultimate in the theme marketing of this real estate: China’s first real-life Asian fashion ceremony in landscapes, China’s first The positioning of an emotional feast condensing the humanistic emotions of Guizhou has elevated the status of Shanshui Qiancheng from an ordinary commercial real estate to a position that echoes fashion and humanities. In fact, even today, Shanshui Qiancheng is only It is still a commercial real estate. The six clusters where the author lived in 2019 can be regarded as the core area of ​​Shanshui Qiancheng. Apart from dense high-rise buildings, there is no such thing as livability.

God plate: the richest man

on May 18, 2007, the tenth day after the event, Shanshui Qiancheng, which has been holding the plate for a long time, announced the opening. After that, the housing price of Shanshui Qiancheng rose to every one in a short period of one week. The square meter was 3,600 yuan, an increase of more than 175%. It is estimated that the Xiao brothers did not expect this achievement.

planned this real estate marketing event, it was Liang Shangyan, as the ChineseThe marketing genius of China’s real estate in the early stage has countless honors, but in our opinion, Liang Shangyan’s most successful marketing is no different from Shanshui Qiancheng’s marketing. This year, Liang Shangyan won the "2007 China Real Estate Influential Person" and "2007 Influence "Strong people" and other honors. It can be said that

is the landscape city of Hongli City, which opened the real prelude to Guiyang real estate; it was Liang Shangyan who made the real estate development project of Hongli City a great success.

In the Guiyang real estate market at that time, quality real estate was scarce, and the private sector did not have the concept of "hardcovered house". For buying a house, it was an additional financial burden. The locals thought I didn’t have a house to live in. Why would I buy a house? ? Outsiders think that I just come to Guiyang temporarily, who will stay here in the future. In this context, Hongli City used the joint event of the entertainment and real estate circles, as well as the large-scale advertising bombing in the local media, to obtain a sensational effect. This approach was later used in the marketing of Hongli City. Constantly appearing. The big sale of Shanshui Qiancheng brought the first pot of gold to the greater ambitions and projects of the Xiao Chunhong brothers. This first pot of gold is a book asset of up to 3.5 billion yuan. Using this Shanshui Qiancheng fund, Hongli City started the scrolling of the next project. The project

is the Flower Orchard planned subsequently.

In 2009, in order to relieve the pressure on the small and large crosses in Guiyang and expand the new business district of Guiyang, Guiyang decided to renovate and develop shanty towns in Wulichong-Pengjiawan, which is less than 10 minutes away from the small and large crosses. Create a new commercial center in Guiyang.

In the same year, Hongli City got a low price of 160 yuan per square meter for the shed reform project in the Wulichong area. At that time, the ground in Guiyang took a low price, about 600 yuan per square meter.

In addition to the extremely low cost of land acquisition, the Huaguoyuan project land acquired by Honglicheng is also a special operation method for land transfer: "Raw land ripening", that is, the government first lists the raw land and allows developers to pay in advance. The land fee is used for demolition and land consolidation, and the cultivated land will be transferred after completion, which greatly reduces the land acquisition cost of the developer.

Moreover, after the project enters the development and construction, the government allows Hongli City to dig the foundation of the project. As long as pays 25% of the project payment in advance, it can obtain a pre-sale certificate for external sales, which greatly accelerates the developer’s Capital return.

However, the acquisition of land consumed more than 80% of Hongli City's funds, as much as 2.9 billion. This was also a lot of pressure for Hongli City, who had only withdrawn from Shanshui Qiancheng at that time.

is the investment of 2.9 billion yuan, creating Guiyang's first and only local real estate project and real estate company with a level of 100 billion yuan.

Among them, the Pengjiawan plot, which was acquired in 2009, is an urban village in Guiyang City that has existed for half a century. The number of relocated households exceeded 20,000. It was the largest demolition work in the shanty town at that time. When reporting on the Pengjiawan shed reform project, the "Guiyang Evening News" used this paragraph to describe:

"Dangerous and old houses are everywhere, road traffic jams, garbage can be seen everywhere, because the environment is dirty and chaotic, the public security situation is chaotic and disorderly. , The implementation of urban management is difficult.”

In 2010, Hongli City launched the Huaguoyuan Pengjiawan renovation project with a total investment of 30 billion yuan and a total construction area of ​​5.6 million square meters.

The problems faced by the Wulichong plot taken in 2011 are the same as those of Pengjiawan. The Wulichong plot has more than 50,000 people and more than 10,000 households.

In 2012, the Wulichong plot was renovated, covering an area of ​​more than 3,000 acres, with an investment of 60 billion yuan. These two plots of

were built by Hongli City as the "Huaguoyuan Project", and were called "China's No. 1 God Plate" by the industry.

Huaguoyuan: the barometer of the property market in Guiyang

The reason why the “sacred plate” is “shen” is that is the most impressive in addition to an area of ​​18.3 million square meters and a population density of over 350,000 people. It is nothing more than the marketing of the Huaguoyuan project.

First of all, the opening price of Huaguoyuan, which opened in 2010, was only 3580 yuan per square meter. At this time, the housing price in the main urban area of ​​Guiyang was basically around 10,000, and Huaguoyuan’s opening price was less than 40% of the main urban area. LethalGuiyang real estate market. From opening to June 2020,

Huaguoyuan uses English alphabetic names, starting from A1 area, and now it has been named to X2 area, and there are B north area, B south area, J1 area, J2 area in the middle. A total of more than 220 buildings have been put into the market, with a plot ratio of 6.8. By the end of 2018, the permanent population had exceeded 400,000. As a comparison, in the same year, Xiuwen County had a permanent population of 320,000 and Kaiyang County had a population of 450,000. In other words, the permanent resident population of the Huaguoyuan Project has surpassed that of Xiuwen County under the jurisdiction of Guiyang City, and is equivalent to Kaiyang County, the largest county town, which is equivalent to the population of Kaiyang County that has moved here.

This is amazing. The population growth of

is not unrelated to the housing prices of Huaguoyuan.

is located in the Huaguoyuan in the core urban area of ​​Guiyang City. The 1.5 circle is passing through the project. From the perspective of cities across the country, the city within the 2nd ring that can maintain a house price of less than 10,000 yuan per square meter should only be left in Guiyang and only Huaguoyuan Up.

Even as of the end of June 2020, the real estate prices of mainstream small apartments in Huaguoyuan have not exceeded the 10,000 yuan mark. The existence of Huaguoyuan is a life-saving symbol for Guiyang housing prices. In the eyes of the outside world, housing prices in Guiyang City should not be like this, but they are in fact like this.

It can be said that the house price in Guiyang is the flower orchard, and the flower orchard is the representative of the house price in Guiyang.

When everyone is complaining about traffic jams in Huaguoyuan (actually doubtful), Huaguoyuan is an elevator shantytown, and Huaguoyuan’s high floor area ratio, they should pay more attention to the practical significance of Huaguoyuan:

First of all, the 1.5 ring passing through the area , Subway, BRT, if it is in any other city, these are selling points, but these are standard equipment in Huaguoyuan.

Secondly, the straight-line distance from the old city such as Big Cross and Zilin Temple is no more than 20 minutes. Such connection speed and distance make Huaguoyuan a new city center.

Third, Huaguoyuan, as the main engineering project of the city-building movement in Guiyang, was actually difficult to advance if there was no policy preference at that time. Why? Because Guiyang is too poor, if you don’t have money to develop a new urban center, you will not die faster by attracting investment. Guiyang City chose the simplest and most effective way and packaged it to the Real Estate Development Company for development.

Actually, the Huaguoyuan project in Hongli City, in our opinion, is not a real estate in a substantial sense, but a community, a city-centered community planned by the government and developed by the Housing Development Company. The value of the community like

is reflected in the housing price that cannot be too high under the will of the government. This housing price is reflected from the opening price.

Fourth, Huaguoyuan satisfies at least two facts for the nationally rising housing prices. One is that locals, as long as people with a little income can afford a down payment, can afford a house. For a small apartment of 60-80 square meters, a house price of about 4,000, a loan of more than 1,000 a month after 20 years of loans, for ordinary people, really can't be more beautiful.

Think about it, if you come in from the following prefectures and counties, pay a down payment and borrow some money, you will really "enter the city". Being a city resident, although the "Guiyang Dream" is not a big deal to outsiders. . But being able to be a "city man", being able to become a city man, and making a home in the city, is the life that many people dream of? We have no way of knowing that when the house becomes one of the necessary conditions for certain behaviors such as getting married, gaining a sense of identity, and home in a certain city, the emergence of Huaguoyuan will make more Guiyang people and even young people in Dizhou, Guizhou People have really seen the hope of having a house in the city and becoming a city dweller. There is a saying of

, which is like this: If

is to build such a real estate in the second ring road of Beijing, Shenzhen, Shanghai, it will have high-rise buildings and high density, but under the condition of ensuring the light, the price is less than 20,000, you can see What else do young people say?

This may be a double standard.

Fifth, the emergence of Huaguoyuan has activated the "Zhonghuan Commercial District" throughout Guiyang, that is, the 1.5 ring passing through the district, directly changing the image of the entire Guiyang city to the outside world. Before Huaguoyuan, Guiyang was confined to the big and small cross and Zilinan area. After Huaguoyuan, foreign talents knew that Guiyang had a brand new commercial form and city image. The stimulus to the new economic belt of the 1.5-ring commercial district became the “city-building movement” in Guiyang.The most proud work.

Marketing: Wandering the regulatory boundary

's first month of opening, Huaguoyuan launched a "buy a house to give a wife" activity. The inspiration for this activity is naturally the most popular blind date project nowadays. His name is Luo Guo (a pseudonym). How can I give my wife when I buy a house?

First of all, whether you are a local or a foreigner, if you want to participate in this activity, you must pay a deposit to book the room within one month. The subsequent mortgage will not affect the full amount. After paying the deposit, your information will be sorted out. Single men and women are allowed (in fact, most of them are men). The sales department of Huaguoyuan has packaged all the resources of Guiyang matchmaking centers and matchmaking agencies so that they don’t have to. After arranging other blind date activities, Huaguoyuan launched large-scale similar advertisements across the province and packaged the resources of the local matchmaking agency’s matchmaking center. In this way, the demand and resources are all, and the rest is buying a house. .

After buying the house, the blind date began. The place for the blind date was in Huaguoyuan.

Now we can't imagine this kind of scene at that time, the feeling and grand occasion of the men and women, parents and friends, all the people who worry about the marriage room and entering the house, gathered together.

This month, Huaguoyuan sold 3,000 houses, which is more than 60% of the houses sold in Guiyang.

But I have a girlfriend, but it doesn't work. Huaguoyuan immediately launched a second activity:

"please please mother-in-law". How can

please mother-in-law? Buy a house and get decoration. This decoration is really given away. It is not the kind that can be confirmed after signing the contract and just find a decoration company to look at it. It is the kind of decoration that Huaguoyuan will come forward and directly sign with the decoration company according to certain requirements. In fact, it is also similar to "decorated house", except that in Shanshui Qiancheng, it was renovated and then sold. Now it is sold as rough and renovated.

This effect is good, very good. Many people who have paid the down payment and bought the house, waiting to hand over the house for decoration and get married, at this time, go to Huaguoyuan to buy a house, with decoration and marriage in one step.

is really "to please mother-in-law".

This month, Huaguoyuan sold nearly 4,000 units. The biggest monthly sales volume of

came from the end of 2011. In the last month of this year, the sales department of Huaguoyuan played the most exciting card:

Group buys a house without down payment. This is not the group purchase. Similar to-MLM, but he succeeded.

They do this: you buy a house yourself, you only need to pay a 10% down payment, if you call someone to buy with you, then you pay a 9% down payment, if you call 5, then only A 5% down payment is required. If you call 10 to buy with you, then you do not need to pay the down payment to buy a house with a loan. But those who are called to buy a house together need to complete it within a month. Are you familiar with the formula of

? Just be familiar. But is the effect good? it is good. If you buy a house normally, the minimum down payment is 20%, but now you only need 10%. And you don’t have to pay the 10%. You just need to call colleagues from your work unit, neighbors in the community, guys in the village who are going to be urbanites, former classmates and relatives of the seven aunts and eight aunts. , Save money, save down payment.

In that reckless era, the routines of Huaguoyuan did not look so beautiful, but they were really effective. At this time, the price has risen from the opening time to about 4,300.

This month, Huaguoyuan sold 6,000 units. Buying a house with zero down payment today seems a bit illegal and illegal, which was abruptly made by Honglicheng. These are actually sold mainly in small units, that is, 60-80 square meters of mainstream flower orchard units. The target audience is also very clear. They just want to buy, but the small wage earners who have a small down payment, and those who do small business.

How did you realize this zero down payment of about 4300? Don't worry, it was not achieved by adopting the "advanced" down payment method that followed the example of Huaguoyuan's zero down payment. Huaguoyuan’s zero down payment is actually a 10% down payment.

So, how did these down payments come about? In fact, it was the sales department of Honglicheng. They applied to the senior management of Hongli City to take part of the small apartment houses at a wholesale price of 3,500 yuan, and sold them at the then price of 4280 yuan per square meter.The mobile home is responsible for its own profit and loss. In fact, it now appears that everyone has made a profit for this batch of houses. A profit of 780 yuan per square meter can completely cover the down payment for help. The wholesale price of 3,500 provided by the real estate developer also has a certain profit. Yes, you can buy it yourself and pay a 10% down payment. If you ask someone to pay a 1% down payment, why not do it?

In 2012, Honglicheng became the largest real estate developer in Guizhou. The assets of the Xiao family brothers are also rising. Although there is no public data, it is a certainty to be the richest man in Guizhou. After

, the big sales of Huaguoyuan and the fiery popularity of China's No. 1 sacred plate gave Hongli City the capital to go overseas, and it was also the place where Hongli City was broken.

Going to sea: Indonesia is not Guiyang

. In 2017, Huaguoyuan's sales were almost over. With the Huaguoyuan project, Hongli City once again made a lot of money. Hongli City, which was not satisfied with the status quo, began to seek the next project.

Xiao Chunhong said: “Other domestic projects are “not transcendence, not challenging. If he wants to do it, he will have to build a bigger one.” This larger project is the satellite city project in Jakarta, the capital of Indonesia-Megada New Town . Licheng is not a listed company and does not have too much public information about the project. In addition, the project is located abroad. In fact, not much is known in China. In the Huaguoyuan sales center, there are only booths, sand tables, etc., and there are few active introductions. According to public reports by

, Megada New City is worth 278 trillion Indonesian rupiah (about 131.1 billion yuan), which is several times that of Huaguoyuan’s investment. By 2018, rumors of Honglicheng’s tight capital chain have spread from time to time. The reason is that the iconic building " twin towers " in the Huaguoyuan commercial center is slowly progressing. The design plan of "Dolphin Square" built on the basis of the "twin towers" has been changed and changed again. The construction progress was once stopped and opened, and opened and stopped. . The supporting "Guiyang Street" (Central One) behind the "Twin Towers" is also behind the design progress.

However, not many people actually know what the real situation is. After all, these three supporting commercial projects have not actually been stopped, and they have been under construction in full swing.

​​Meikarta concept map

At the beginning of 2019, many media such as the Financial Associated Press reported that Honglicheng was deeply trapped in the Indonesian project and was unable to extricate itself. The report stated that Honglicheng "dreamed about" Indonesia's Meikarta and fell into a funding crisis. According to public reports, Megada New City was originally developed by Lippo Group, one of the largest financial holding consortia in Indonesia. After Grand City joined, Lippo was responsible for the project land, and Grand City was responsible for the construction and sales of the project. The general construction contractor is China Construction Fourth Bureau.

However, due to the local real estate policy and market, it is not suitable for domestic fast sales and high-turnover return of funds, coupled with the large-scale investment in the early stage, and the status of a non-listed company, resulting in Honglicheng’s domestic financing channels being affected Restricted, Honglicheng soon fell into huge financial pressure.

, coupled with Indonesia’s policies, is not suitable for real estate investment. Most foreigners entering Indonesia can only choose to buy a house with a work visa, and the work visa number changes every year, which makes it impossible to apply for a house certificate. It is difficult for house buyers to apply for a loan from an Indonesian financial institution. The most important thing for

is that the ownership cannot be purchased. This is the "private ownership" promoted by Honglicheng, which means that the purchase means the acquisition of "ownership", which is difficult to achieve in actual operation.

Whether the Megada New City is unfinished, it is difficult for the public in China to know, but this does not hinder the way that Hongli City will return.

In 2020, Hongli City announced the construction of a new supporting university town in Gui'an New District-Gui'an University City. Its design scale is about the same size as the flower orchard. It has been sold in June. This may be Hongli City's only expansion. Another counterattack under the project strategy.

Hongli City is suitable for the development of this kind of project. In the development of Gui'an New District, there will definitely be landing projects, but the problem of size is reported this year, so that people will know that there are no local real estate companies in Gui'an New District. , I still can't sing this play well.

The city-building movement behind the large-scale real estate development

The city-building movement in Guiyang began in 1999.

once was Guizhou,GDP per capita is the lowest in the country, and for some time it was the lowest in the country. Corresponding to GDP, Guizhou is the province with the lowest urbanization rate in the country. The province's permanent registered population working in other provinces is as high as one-sixth. This is a very large amount of data, which means that the local area cannot provide enough jobs, and the local area cannot provide a suitable economic environment. If the manufacturing industry is unable to rise, the economy cannot continue to advance, and reform is imperative.

The economic failure to develop, the most direct impact is that people cannot be retained, a large number of population outflows and brain drains will only become more and more serious in the long run.

Other provincial capitals in the southwest, Chengdu, Chongqing, Changsha, Kunming are better than Guiyang, while Zunyi in the province is well-known, the world only knows Zunyi but not Guiyang.

To change this situation, Guizhou Province and Guiyang City must make changes. This change is to make Guiyang bigger and stronger. To become a big Guiyang, we must first achieve the target of a big city in terms of scale. Guiyang needs to rapidly increase its population from 3 million to 5 million or more. What will attract the population?

Guiyang City chose two roads, one is tourism and the other is real estate with low prices.

Many people think that Huaguoyuan will become like a high-rise area in Manhattan, New York. In fact, everyone knows that this may happen:

"dirty, crowded, and full of the first generation of foreigners who are not financially rich." There are many population, social and public security problems, and it may even breed triads." (Source: The Paper "City Images | Sleeping in the largest concrete forest in China, I dreamt of Manhattan")

However, for a place to develop, the premise is to retain people. Only when people stay can it be brought to the place. Bring vitality, bring consumption, bring labor, and bring economic construction. Only people are the main body of urban development.

With the convenience of transportation, urban development has tended to be centralized, that is, the strong are getting stronger and better, and the development is getting better and better, while the development is slightly lagging, because of the siphon effect, the development will be more and more difficult. In the end, it became the "back garden" of the central city and lost its development momentum.

Guiyang successfully used the Huaguoyuan project to rebuild a Guiyang city. This is not an exaggeration.

At the same time as Huaguoyuan, Guiyang still has countless large and magical plates, such as Zhongtian·Future Ark, Dachuan Platinum City, China Railway Century City, and even Poly·Phoenix Bay, Zhongtian·Financial City. These projects are well-known big markets in the city building movement in Guiyang. The only difference between

is that Hongli City is a local real estate development company. It is the company that knows the policies of Guiyang best and what Guiyang people want. He also knows what Guiyang needs to succeed.

Maybe, even if Country Garden is already selling at No. 1 Country Garden in Gui'an New District, and its development is in full swing, it still needs Hongli City to fight the fire, for this reason.