After Xi'an, Beike successfully acquired land in Chengdu. Differently, Chengdu Beihaojia, a subsidiary of Beike, plans to independently operate and create high-quality residential projects.
On September 20th, the first land auction event of the month was held in the central urban area of Chengdu, and the land being sold this time was the Liujiang Street plot in Jinjiang District. According to the transaction results, Beihaojia (Chengdu) Real Estate Co., Ltd., a subsidiary of Beike, successfully won the H12 plot of the third phase of the Financial City in Jinjiang District, Chengdu, with a total transaction price of 1.076 billion yuan and a premium rate of 42%.
The auction of the land parcel will be conducted using the "competitive price" method. According to the land transfer information, the plot is located in Groups 6 and 7 of Zhuguosi Village, Liujiang Street, Jinjiang District, with a net land area of 15777.47 square meters (equivalent to 23.6662 acres). The plot is purely residential with a plot ratio of 2.5 and a height limit of 60 meters. The starting price for the plot is 757.32 million yuan, and the starting floor price is 19200 yuan/square meter.
According to the land supply arrangement in Chengdu, 5 plots of land will be supplied in September, and the Liujiang Street plot in Jinjiang District that is being sold this time is the focus of the land auction. According to institutional monitoring data, currently, the top three land parcels in Chengdu are all occupied by Jinjiang District, with the highest transaction floor price previously being 24500 yuan/square meter.
As a result, the H12 plot of Chengdu Jinjiang District Financial City Phase III, which was sold this time, has also attracted more than ten real estate companies to compete. According to the transaction results, Beihaojia (Chengdu) Real Estate Co., Ltd., a subsidiary of Beike, successfully won the above-mentioned land parcel, with a total transaction price of 1.076 billion yuan and a premium rate of 42.19%, equivalent to a transaction floor price of 27300 yuan/square meter.
It is worth mentioning that this is not the first time Shell has acquired land. At the end of July this year, Beihaojia Holdings, a subsidiary of Beike, successfully acquired two commercial and residential plots in Weiyang District, Xi'an, with a total transaction price of 134 million yuan. However, the Xi'an project is not a self-developed project by Beihaojia. At that time, Beike responded that this was a multi-party cooperation project under the 1+2 model of Beihaojia. According to the needs of the partners, Beihaojia provided a C2M product positioning solution based on big data support, as well as funding and marketing services, rather than a self-developed project. Meanwhile, as a partner, Greentown Management is responsible for providing construction services and ensuring brand output.
What is the model of the Chengdu plot acquired by Beike this time? According to Pengpai News, the project is initially positioned as a high-end product, and it is expected that the entire process will be independently operated by the Beihaojia team. From land acquisition, positioning, design, marketing and other aspects, Beihaojia's C2M (from consumers to manufacturers) concept will be fully reflected.
It is reported that as a new section of Beike's "One Body, Three Wings", Beihaojia has formed a diversified and specialized team since its establishment in July 2023, including AI algorithms, data products, customer research, design and construction, marketing planning, and more. Over the past year, the Beihaojia team has conducted research and learning on hundreds of real estate projects in key cities across the country, clarifying the positioning of a "data-driven residential development service platform" and establishing a "1+2 business model" with "C2M product solutions supported by big data" as the core, supplemented by "flexible and diverse funding solutions" and "efficient customer acquisition marketing solutions integrated online and offline". At present, Beihaojia has cooperative projects of this model in Xi'an and other places.
Xu Wangang, Vice Chairman of Beike Group and CEO of Beihaojia, stated that independently managing a project is mainly aimed at better verifying the landing capability of Beike C2M product solutions and enhancing the trust of partners in the "1+2 business model". The vision of Beihaojia's "data-driven residential development service platform" remains unchanged, and it will build a new real estate development model with C2M, providing comprehensive solutions of "1+2 business model" for partners such as developers, construction agents, and owners.
It is worth noting that, against the backdrop of continuous adjustment and differentiated performance in the national real estate market since the beginning of this year, the new housing market in Chengdu has emerged as an independent market. According to data from CRIC Sichuan, in the first half of the year, the transaction area of residential properties in Chengdu was 6.1 million square meters, ranking first among key cities, surpassing the second place Xi'an by 60%, and far surpassing cities such as Hangzhou, Shanghai, Guangzhou, Beijing, Suzhou, and Shenzhen. The high-end market in Chengdu has also shown impressive performance. Among the top ten cities with tens of millions of property transactions in the first half of 2024 according to CRIC statistics, Chengdu is the only representative from the western region.
Li Yujiang, the person in charge of Beihaojia in Chengdu, said, "We are creating the best products in the best locations of new first tier cities. On the one hand, we are fully prepared and confident in building the project into a 'good house' that meets the needs of high-end customers. On the other hand, we hope to do a good job in this landmark project, establish a good brand image of Beihaojia's' good products, good services', and give our partners more confidence in us