On December 25, according to the Ali asset auction network, the bidding for the Shennongjia Arcadia Forest Hotel under Rongsheng Kang Travel ended, and the auction was finally unsuccessful due to no bidders.
As a subsidiary of Rongsheng Development, Rongsheng Health Tourism has expanded to vacation, pension, health, medical and other related health industries since its establishment, breaking through the bottleneck of real estate and health, and building a new pattern of big health strategy.
In fact, since the "Healthy China" development strategy was proposed, the big health field has become an important way for many real estate companies to seek transformation and value-added.
However, with the continuous deepening of the real estate industry, the current market sales are under pressure, and real estate companies are frequently out of insurance and delisted. Affected by the main business of real estate, some real estate companies have slowed down the pace of diversification, and even begun to diversify their business assets. The assets of Rongsheng Kanglu were put on the shelf, which is not unrelated to the current predicament of Rongsheng Development.
The discount of 20% is still unsuccessful
According to the official website of Alifa Auction, the starting price of Arcadia Forest Hotel in Shennongjia is 2300 million yuan, the deposit is 11.5 million yuan, and the bidding time is from December 24 to December 25.
It is reported that Shennongjia Arcadia Forest Hotel is a self-owned brand hotel under Rongsheng Kang Tourism, with a construction area of 3760,000 square meters, the actual investment amount is 28.6 billion yuan, located in the core location of Longjiangping International Ecotourism Resort, Shennongjia Forest District, Hubei Province.
It is worth noting that Longjiangping International Ecotourism Resort is an international resort integrating four theme functional areas, including mountain sports and skiing area, international health area, tourist resort, summer resort area, and two canyon 4A-level ecological parks.
The assets are relatively high-quality, but the results of the foreclosure are not satisfactory. By the end of the bidding period, the auction had received 708 onlookers, but no one had bidd.
And this is not the first time that Rongsheng Kanglu's assets have been listed for transfer and unauctioned. According to the Ali asset auction network, some assets of Rongsheng Leisure Resort (Arcadia Daihe Leader ** Holiday Hotel) in Beidaihe New District, Qinhuangdao, and part of the assets of Arcadia Hot Spring City, Nanmeng Town, Bazhou City, have been listed for auction, but they have not been successful.
In this regard, industry insiders said that the unsold rate of foreclosure projects is generally high, and asset quality, auction**, legal disputes, credit risks, etc. may cause asset unauctions. Although the starting price of this auction is 20% lower than the actual investment amount, the bidding announcement does not disclose the assets and claims, whether there are legal disputes, etc., which may be one of the reasons for the failure of the auction.
De-diversification is not an isolated case
In fact, in recent years, a number of real estate companies with liquidity risks have diversified their business assets. According to incomplete statistics, at present, Tahoe Group, Xiangsheng Holdings, Jianye Real Estate, Sunac China, Kaisa Group, Wanda Real Estate and other cultural tourism and health care assets have been the first of their own.
Among them, in March 2019, Tahoe Group announced that it would be 180.6 billion yuan to Shimao Real Estate transferred 51% equity of Yinmeng Lake project, mainly involving assets for Nanchang Yinmeng Lake International Tourism Resort Project;In August of the same year, Tahoe Group announced again that it would transfer 80% of the equity of the Hunan Xunlonghe Town Health Care Community Project.
In December 2021, Huafa acquired 40% of the equity of Kunming Sunac Cultural Tourism City Phase II, with a transaction of **1.4 billion yuan, including a cash consideration of 1.2 billion yuan and a debt of 200 million yuanOn January 3, 2023, Sunac China issued an announcement, 36800 million yuan to Zhuhai Huafa to transfer the equity of Shenzhen Ice and Snow Cultural Tourism City.
In January 2022, Shinsun Holdings announced that it would increase its investment in 33.7 billion yuan**Zhejiang sunflower health industry development***2381% equity. It is reported that the company is mainly engaged in elderly care services, health and sports-related consulting services.
In May 2022, Jianye Housing Group will give 51% of the equity of Henan Jianye Live Performance Cultural Development to Henan Hometown Cultural Tourism Development*** Henan Jianye Live Performance Culture Co., Ltd. holds the "Only Henan Drama Fantasy City" project.
In July 2022, Kaisa Group announced the withdrawal of three cultural tourism companies with a 51% stake, namely Shenzhen Jiafu Eastern Tourism Development, Shenzhen Zhaofude Tourism Development, Shenzhen Jiade Meihuan Tourism Development, etc., with a value of up to 30 billion yuan.
On December 18 this year, Wanda Real Estate transferred 10% of the shares of Wuhan Chuhe Han Street Cultural Tourism Investment, and Dalian Jinshi Cultural Tourism Investment took over. According to the data, Chu River Han Street is a cultural tourism landmark integrating culture, tourism, commerce, business, residence and other functions, and has now become a popular destination for domestic and foreign tourists.
There are many entrants Medical care and pension are hot areas
It is worth noting that in addition to the field of cultural tourism and health care, among the many subdivisions of the big health industry, the cross-border layout of real estate enterprises also involves medical fields such as medical beauty, hospital investment, and medical equipment, as well as institutional pension, community pension, and elderly care products.
Among them, more than 20 real estate companies, such as Aoyuan Beauty Valley, Kaisa Group, Gree Real Estate, Sunac China, SIIC Urban Development, Agile Group, Baoneng Group, and Yuetai Co., Ltd., are targeting the medical sector.
In 2015, Kaisa began to lay out the big health business and established a special health group. Since then, according to the strategic plan, Kaisa Health will explore a medical system with traditional Chinese medicine as the entry point, a medical device system with the upstream and downstream of the oral cavity as the industrial chain, and a medical service system that combines medical care and health care. According to the interim results, the first half of 2023 recorded a gain of about HK$93 million, and the profit attributable to equity holders of the company was about HK$40 million.
In 2020, Aoyuan Group acquired Jinghan Real Estate and changed its name to Aoyuan Beauty Valley, devoting itself to the medical aesthetic track and striving to become a domestic medical aesthetic ecological integrator. According to the financial report, in the first half of the year, Aoyuan Beauty Valley achieved an operating income of 70.2 billion yuan, mainly from the two categories of bio-based fiber and medical beauty services.
In the field of pension industry investment, 68 real estate companies, including Vanke, Greentown, Yuexiu, China Shipping, Poly Development and Sino-Ocean Group, are involved in the investment of the pension industry, and most of them have built their own health care industry ecology through independent operation. According to CRIC statistics, as of June 30 this year, the number of beds in 8 typical real estate companies was 680,000 sheets. Among them, China Resources and Poly have more than 10,000 beds, followed by Vanke and Greentown.
Zhuge believes that real estate companies have laid out the field of big health, on the one hand, they have taken a fancy to the development opportunities behind the high demand, so as to gain the opportunity to seize the market;On the other hand, the traditional real estate industry is under the supervision of various policies, and the survival pressure of real estate enterprises is greater, and the layout of the big health industry can achieve business transformation or diversified development to a certain extent.
For the future planning and development, industry insiders said that cross-border diversification is not an easy task. However, in the long run, the increasing aging of the Chinese population will provide a steady stream of market growth space for the big health industry. Only by innovating business models, integrating industrial resources, building a team of professionals, and improving sustainable operation capabilities can real estate companies have a place in the big health industry.