QualityConsumptionTimesHopson's flagship real estatePresent a high-quality development modelBen
In the current environment, the key to understanding the market has changed, and the laws of competition have changed.
With the full implementation of more housing returning to residential attributes and the long-term mechanism of real estate, the industry will gradually bid farewell to the extensive "three highs" model in the future and move towards high-quality development. The second half of real estate will be a long-term era opened by high-quality real estate companies with product power.
Reconstruction of the industry ecological chainTest real estate enterprisesCore competitiveness
The second half of real estate is a competition between top masters, the number will be reduced, and the head enterprises will be more concentrated;In the competition, the ability of the best chain, the ability of products and services, and the ability of resource integration have become the key to outperforming opponents. The real estate ecological chain is reconstructed, and the future competition is the competition between the industrial chain and the industrial chain ecology.
Take Hopson's flagship real estate as an example (hereinafter referred to as flagship real estate).AsHopsonCreationAffiliatedHigh-end asset operation platform,Whether it's at the product level or at the service level,theThe creation of the Manman brandformedUnique business modelandCore competitivenessThe flagship real estate is a new business platform for Hopson Development to respond to the market during the market turning period, with an independent team and its Mansian works, from customer needs to product global matching, all aspects have carried out a lot of exploration and spent a lot of effort to incubate this innovative business model and diversified resource platform.
With the works of the Mansian series as the carrier,Flagship propertyFrom the performance growth curve, management standard system, strategic cooperation brand, to the innovation incubation and fission of product value, driven by the compound of resources and platforms, a 100% closed-loop ecosystem empowered by the whole line is formedWhile supporting the main business, empowering the industry is also the second growth curve business that Hopson focuses on building.
The stable and hot sales of high-end products have become the ballast stone of Hopson's performance. According to the semi-annual report, in the first half of 2023, Hopson Development achieved property sales of 1556.7 billion yuan, a slight increase from the same period last year. Among them,Flagship propertyThe sales of man-based products contributed 10.9 billion, accounting for 68% of property sales. Taking Manyun Shanghai as an example, it opened on September 23 and achieved sales of 6 billion yuan in 4 hours, three openings and three sellouts, with a cumulative sales of 11 billion in 6 months. This is another property market spectacle created after the first 2 and a half hours of the project was sold out of 4.3 billion in March this year.
Looking back on the five-year revenue changes of Hopson, it maintained rapid and steady growth every year when the real estate market was not in crisis, and its performance fluctuated in the process of real estate capacity reduction in 2022, but it returned to the ** range in the 2023 year-end financial report. Under the gloomy market, no loss is already the dragon and phoenix among the people, and the profit is not declining, which proves that the flagship real estate has become the driving force for Hopson's high-quality development with high-quality products and lifestyle innovation.
With the gradual expansion of the Manman's brand influence in China's super first-tier cities such as Beijing, Shanghai and Guangzhou, the growth of the flagship real estate brand value has also been transmitted to every inch of the product chain, promoting the growth of corporate profits and commodity premiums. Industry insiders commented,HopsonCreationIt is a unique understanding of high-net-worth individualsThis statement is not an exaggeration. Over the past 30 years, Hopson's products and services have been constantly evolvingFlagship Properties & SubsidiaryThe Manman brand is the product of the high-quality strategy. Manhe, Manyun and other product sequences have taken the lead in building high-quality characteristic product IP belonging to the real estate industry. In first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, it has been widely recognized by the market for its outstanding performance. Constantly polishing the product system, constantly innovating the aesthetic experience through cooperation with the global design master team, providing truly aligned products, and leading the aesthetic standards of high-end residential products are the core elements of flagship real estate to stand out from the industry, and it is also the key to Hopson's high-quality development through the cycle.
The evergreen logic of steady and far-reaching development.
The flagship real estate is a strategic innovation of Hopson under the transformation of the industry, and it has also precipitated a branch with the expansion of the Mansan system across the countryWarlikeTeam andClosed loopEcology. This platform organization redefines China's high-end community and high-end lifestyle through customer awareness, chain integration capabilities, management and control of execution nodes, including overall operation and services in the later stage. The accumulation of high-quality land during the growth period has also empowered the Mansan system, and the company's steady development has become a strong guarantee for the flagship development.
As a high-quality life operator in the whole industry chain, Hopson adheres to the principle of "steady development", integrates innovative thinking and technology empowerment, realizes the parallel development of the five major sectors of real estate, commerce, joint living, investment and infrastructure, continuously injects growth momentum, and builds the ability to go through the cycle. At a time when the development situation of the domestic real estate industry is severe, Hopson has demonstrated strong development resilience by virtue of stable operation and prudent and stable financial policies. The continuous optimization of the debt structure and the continued profitability of the core business segment have also enabled Hopson Development to continue to be recognized by the capital market. At present, S&P and Fitch maintain the credit rating of Hopson Development B with a "stable" outlookUnited Ratings maintains AAA's highest credit rating. Strengthening the long-term confidence of investors, brand reputation and market reputation continue to rise, and the industry ranking has been significantly improved, which is also one of the important factors to help the project continue to sell well.
Based on this development strategy, Hopson Development has continued to reduce its debt scale, reduced its borrowing costs year by year, and further replenished its cash flow. According to the data, as of June 30, 2023, Hopson's total debt decreased by 5% year-on-year, and the net debt ratio decreased by 6 percentage points from the end of 2022, further reducing the debt scale.
In terms of delivery, although facing the pressure of the overall market environment, in the first half of this year, Hopson Development achieved 110 sales revenue from real estate deliveryHK$6.1 billion, up 37% year-on-year and 17% year-on-year on average**. The total construction area delivered is about 5430,000 square meters, with a total gross floor area of about 8340,000 square meters, with a total gross floor area expected to be completed in the second half of the year of about 206350,000 square meters.
The relevant person in charge of Hopson Development said that as a major livelihood project, Hopson Development strictly controls the quality of on-site work and safe construction, refines safety measures, strengthens quality awareness, builds Seiko engineering, and ensures that the project is delivered on schedule with continuous and stable operation.
Since the development of the real estate industry, the market has put forward higher and more comprehensive requirements for the professional ability of real estate enterprises, and the deep cultivation of the city, the understanding of the market, and the operation and management of the project have become the basic skills of the enterprise. At present, the development of commercial housing will transition from the "peak era" to the "quality era".The contradiction between supply and demand for quality housing brings huge structural opportunities. In the context of sluggish growth of many real estate companies, Hopson's flagship real estate has formed core profitability and demonstrated high-quality development samples to the industry by virtue of precise strategy, lean operation, and continuous growth in performance.