On March 15th, there was an explosive scene in the Beijing land auction market, with 37 real estate companies including China Railway Real Estate, Poly Development, Shoukai Group, and Jianfa Group signing up to compete for a piece of land. It is worth noting that a company named "Beihaojia" has made its debut in the land auction market, competing with the remaining 36 real estate companies for a piece of land.
The reporter from Huaxia Times learned that Beihao Home is a company under Beike, and the "Beihao Home Business Line" has become one of Beike's "One Body, Three Wings". Beike Group told reporters that Beihao Home is based on the concept of C2M, not a traditional real estate development platform. Beihaojia is divided into "Project 9" and "Project 10". The former is funded by Beihaojia's front-end preferred shares, while the latter is funded by Beihaojia's front-end equal rights and shares. Beihaojia anchors mainstream improvement customers in key cities.
37 real estate companies vying for a piece of land
It is reported that this highly sought after plot is for the sixth phase of the Shunyi District Airport. The starting price of this plot of land is approximately 1.015 billion yuan, with a land area of approximately 17000 square meters and a building control scale of 34000 square meters.
The reporter from Huaxia Times learned that the sales guide price for the sixth phase of the Shunyi Airport plot is 60000 yuan/square meter, with a fluctuation of 8%. In the end, the plot was won by Beijing Construction Engineering through a lottery, with a transaction price of 1.167 billion yuan and a premium rate of 15%.
"This plot is located in the Houshayu area of Shunyi, with Xiangyun Town on the north side. Due to its youthfulness, it has become a popular spot for many young people to check in." Zhang Kai, the head of the land market at Zhongzhi Research Institute, analyzed to a reporter from Huaxia Times. Zhang Kai stated that the Shunyi District Airport Phase VI plot also has significant geographical advantages. 1.3 kilometers east of the plot is the Hualikan Station of Line 15, which is only 6 stations away from Wangjing Station.
Zhang Kai bluntly said, "The prosperity and convenience of the Houshayu area currently surpass most areas of Chaoyang District except for the Guomao and Yansha areas, making it the most fashionable suburban area. The Houshayu area not only has the prosperity and convenience comparable to the main urban area, but also has a rare ecological environment and per capita green proportion in the main urban area. This' uniformity 'makes the Houshayu area a standout residential area along the Fifth Ring Road."
On that day, Shunyi District in Beijing also sold another plot of land, which is the 31st block of Shunyi New City. The reporter from Huaxia Times learned that the starting price of the plot is about 620 million yuan, with a land area of about 30000 square meters and a building control scale of 43000 square meters. The sales guide price for the 31st block plot of Shunyi New City is 45000 yuan/square meter, with a 10% fluctuation. The plot needs to be equipped with a kindergarten of over 4300 square meters.
In the end, Zhuzong obtained the 31st block of Shunyi New City for a base price of 620 million yuan. "This plot of land is located in Nancai Town, Shunyi District, adjacent to Fengbo Station and Chaobai River on the light rail line M15. It has a good ecological environment and is also a window to connect with the Nancai group's waterfront new city," Zhang Kai told a reporter from Huaxia Times.
New Face "Beihao Family" Appears
As mentioned earlier, the sixth phase of the Shunyi Airport plot can be regarded as the "top stream" of Beijing land auctions. 37 real estate companies signed up to compete and caused the land price of this plot to reach its peak, turning it into a lottery to determine the buyer. From the registration list, in addition to old faces like Jianfa Group and Poly Development, there are also a series of new faces including Wuhu Kangrun, Zhejiang Zikun, Handan Zhengyuan, Hangzhou Kunhang, and Hangzhou Zhulemei.
Among them, some well-known real estate companies are also on the list. For example, Fujian Xiongwang, considered by the market as the flagship of China Construction Development Group, also participated in the land auction of the sixth phase of the Shunyi Airport plot. In June 2023, Fujian Xiongwang won a plot of land in the 19th block of Shunyi New City.
Longfor Group's "vest" Shijiazhuang Chuangshi is also among 37 real estate companies. In June 2023, Shijiazhuang Chuangshi entered Beijing for the first time to acquire land and won a plot of land in the second block of Shunyi New City. Subsequently, the project name of the land parcel was announced as Longhu · Yu
Phase II of Lake Environment.
In addition to powerful real estate companies and well-known brands, one of the 37 real estate companies that has attracted market attention is a company called Beihao Home Estate. According to Tianyancha, Beihaojia Real Estate was established in September 2023 and is a subsidiary of Beike Investment Holdings. It is worth noting that Beike is the largest real estate transaction service platform in China.
"Beihaojia's positioning is not traditional real estate development, but a data-driven residential development service platform, with the core concept of 'from consumer to manufacturer (C2M)', working together with partners and customers to build good products and services, and promoting the upgrading of the housing supply side." Beihaojia responded to reporters from Huaxia Times in this way.
Beike stated that Beihao Home is currently in the early exploration stage and hopes to polish and verify the positioning ability of C2M's new housing products through the exploration of small projects in the early stage. They also hope to cooperate with various industry partners to explore and create "good houses" that meet the beautiful living needs of residents.
Beihaojia's business model can be divided into two types
According to a reporter from Huaxia Times, in July 2023, Beike announced an upgrade of its corporate strategy to "one body and three wings", which will establish four business lines: brokerage, home decoration, Huiju, and Beihao Home. Among them, "One Body" refers to real estate brokerage business, while "Three Wings" refers to home decoration, Huiju, and Beihao Home.
Although Beihao Home, which made its debut in the local auction market, was unable to secure the desired land, Beike has made specific plans for its new business. Beike told a reporter from Huaxia Times that Beihao Home will focus on anchoring mainstream improvement customers in key cities, and will initially focus on the main circle sectors of top cities. Based on common primary and secondary market investment models, it will form two business models, the 9th and 10th.
Internally, Beike has named two business models "Project 9" and "Project 10" respectively. Both models are based on the core concept of C2M and work together with brand real estate enterprises, local urban investment, land resource providers, financial institutions, etc. to create good products and services.
"Among them, Project 9 is funded by Beihaojia's front-end preferred shares, and Project 10 is funded by Beihaojia's front-end shares with equal rights. In both business models, Beihaojia is deeply involved in product positioning, providing integrated solutions covering customer research, product positioning, and marketing, and working with partners to create good products and services that meet customer expectations and are suitable for sales." Beike told a reporter from Huaxia Times.
Data shows that in 2023, the total transaction volume of shells was 3.14 trillion yuan, with a net income of 77.8 billion yuan, a year-on-year increase of 28.2%; The net profit was 5.89 billion yuan, and the adjusted net profit was 9.798 billion yuan. In addition, in 2023, Beike's profitability and profitability quality significantly improved, with a net operating cash inflow of 11.16 billion yuan for the year, which is 1.14 times the adjusted net profit.