五年期限已过半,旭辉商业“洗牌”重组

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威胁利用商业部门在五年内实现500亿元人民币的徐辉最终在一半的时间后进行了调整。

近日,徐汇宣布成立徐汇集团商业地产管理总部(以下简称“徐汇商务”)。原商务管理部门和旭梅商业将合并为徐汇商业。新成立的徐汇商业主要负责管理本集团商业项目的投资,设计,开发,投资及控股业务。

这是徐汇自进入商业地产领域以来不断扩大的另一项调整行动。此前,为了推动商业领域,徐汇被群体包围,并支付高薪。虽然这些行动所得到的结果并不明显,但徐汇的做大商业地产的想法却无法掩盖。

商业部门寻求改变

“也许十年之后,你会再次看看徐汇。就像香港新鸿基一样,其中一半是开发业务,一半是租房业务。”在今年3月的绩效会议上,徐汇董事长徐辉向外界介绍了这一情况。 10年后,徐汇很可能会出现,50%的商业份额表明了徐汇的重要性。

在宣布徐汇业务成立之前,业界曾报道徐汇打算成立一个“顶级”商业开发团队,招募一百万年的工资来吸引这一明星 - 级商业地产总裁加入,并列出一个关键点列表。涵盖华润,龙湖,新城,万达,凯德等众多商业地产龙头企业。不仅如此,媒体还宣布徐晖已经高呼口号向新城市学习。

徐辉否认了上述说法,称商业部门实际上正在招聘高管,但没有招募总统。同时,它还表示对比新城和万达等企业不公平。

Judging from the adjustment of the group structure, Xuhui does not seem to find a suitable candidate for the position of Xuhui's business president. Lin Feng, president of Xuhui Group, will also play the role of commercial “commander”, Xuhui Group Vice President, Xumei Commercial General Manager Wang Shouqing is the vice president of Xuhui's business.

In addition to the personnel adjustments, at the regional level, the Xuhui Group headquarters will also decentralize the subordinate regional groups or divisions. The heads of Xuhui regional groups or business units will coordinate the management of investment, development, operation and property management of commercial projects, and promote the commercial projects as a whole, and achieve maximum synergy with residential development.

In other words, the newly established Xuhui Business Association has stronger independence. CRIM commercial real estate consultant Chen Bilin believes that the commercial environment is shifting from sales to operations. In response to changes in the industry, housing companies need a professional team to operate commercial projects. Xuhui is no exception.

In fact, Xuhui first viewed commercial real estate with an investment perspective. Xumei Commercial, established in 2010, is an investment management business and retail company. Until two years ago, Xuhui had more ideas for commercial real estate operations. He established a commercial division in Shanghai, paralleling the residential division, in an attempt to open up its business, business, office, development and construction businesses. Form a complete asset management department.

However, Time Financial learned from an employee of Xuhui Shanghai Commercial Division that although it maintains a parallel relationship with the residential division, the commercial division has limited space to play, and commercial real estate is still an auxiliary function. It is the icing on the cake for the main business.

“There is still no clear idea of the adjustments before and after. Xuhui is still exploring the road that suits him.” Xue Jianxiong, chairman of Youtao City, believes that commercial real estate is a long-term area that requires pre-planning, and other pre-order echelon rooms. Compared with enterprises, Xu Hui, who is still building a professional operation team, has apparently slowed down.

Breakthroughs in benchmarking projects

xxIn 2016, Xuhui had planned a commercial real estate blueprint, which shouted that it would land 3-5 commercial projects every year, achieve 25-30 commercial projects in 2021, and manage assets to reach 50 billion yuan. However, the five-year period has passed more than half, and the outside world still cannot see the prototype of the Xuhui business empire.

The product line has also handed in Hong Kong-based commercial giants such as Hong Kong Land and Henderson, but has never succeeded in creating a product that can be known and recognized by the outside world.

At the beginning of March last year, Wang Shouqing, who served Wanda and Baolong, joined Xuhui. According to Xuhui’s plan, under the leadership of the Wanda veteran, Xuhui could also create a “Wanda Plaza” of his own. During the year that Wang Shouqing was in charge, Xuhui’s commercial projects increased.

“Residential profits depend on premiums, and business profits depend on operations. If you don’t spend time and thoughts to lay the foundation for operations, there will be more, and ultimately it will be futile.” Chen Bulin pointed out that Xu Hui’s business thinking and early Wanda is somewhat similar, mainly based on sales, with a small proportion of self-sustaining operations and earning “one-time” quick money.

Xu Hui’s 2018 financial report confirmed Chen Beilin’s statement to some extent. Last year, Xuhui’s commercial project sales revenue reached 6.797 billion, and the rental income was only about 237 million.

Although the current achievements are not good, Xu Hui has high hopes for the commercial sector. At the performance meeting in March this year, Lin Zhong revealed to the outside world that Xuhui has begun to plan to increase the growth of rent-collecting properties. In the future, the proportion of the entire business will increase, and the proportion will increase from 10% to 15%, one or two years. After that, it increased from 15% to 20%.

According to the plan of Linzhong, each of Xuhui's various sectors will form a first-line commercial-oriented, second-tier residential-oriented, third- and fourth-tier cities with commercial housing. In addition, Lin Feng believes that Xuhui’s rental income may continue to double in 2019.

xx“现在徐汇不是最紧急的,而是沉入一个有声誉的产品。参考国内企业的商业道路或港资企业寻找共同点,他们正在制定基准。产品之后,背后有无数的复制品。当然,很难开始,但我们必须知道,开始的质量是未来发展的关键。“陈贝林说。