At the "2022 Real Estate TOP500 Evaluation Results Conference and Real Estate Development Summit Forum" held on March 29, the highly anticipated "2022 Real Estate Development Enterprises Comprehensive Strength TOP500" and "2022 Real Estate Development Enterprises Comprehensive Strength TOP500 Preferred Suppliers" "Service Provider" brand and other series of evaluation lists were grandly announced.
It is understood that this evaluation work, co-sponsored by the China Real Estate Association and Shanghai Yiju Real Estate Research Institute, has been carried out for 14 consecutive years. The relevant evaluation results have become a comprehensive evaluation of the comprehensive strength of real estate development enterprises, suppliers and service providers. and important standards for industry status.
14 ceramic tile brands, including Marco Polo, Mona Lisa, and Oceano, are on the list of "2022 Real Estate Development Enterprises' Comprehensive Strength Top 500 Preferred Supplier Service Provider Brands·Architectural Ceramics Category". The brand with the highest preference rate is Marco Polo, reaching 21%.
By comparing the list of "Top 500 Preferred Suppliers and Service Providers Brands of Real Estate Development Enterprises in Comprehensive Strength·Architectural Ceramics" in recent years, we can find:
The list of ceramic tile brands shortlisted has changed very little. Seven brands, including Marco Polo, Mona Lisa, Oceano, Dongpeng, Guanzhu, Nobel, Nengqiang, and Europe and America, are regulars on the list.
The list and ranking of the top three are even more stable. For many years in a row, Marco Polo, Mona Lisa, and Oceano have ranked first, second, and third respectively.
What is the reason for the ceramic tile brand that has been selected into the list of "Top 500 Preferred Suppliers and Service Provider Brands of Real Estate Development Enterprises in Comprehensive Strength·Architectural Ceramics" all year round?
Relevant data shows that there are hundreds of industries involved in real estate project procurement. Excluding land costs, the procurement cost of various services and materials will also reach about 60%. Therefore, real estate companies are extremely cautious in choosing building material suppliers, including building ceramics.
A person in the ceramic industry who has been engaged in the hardcover housing engineering business for many years told the author that real estate companies generally screen ceramic tile suppliers from three dimensions: product competitiveness, corporate competitiveness, and strategic cooperation and synergy competitiveness. The three dimensions specifically include basic Qualifications, financial strength, historical performance, product prices,The assessment standards are very strict in terms of brand value, market share, product quality level, quality assurance capabilities, R&D and production capabilities, supply capabilities, after-sales service capabilities, team professionalism, cooperation cases, contract performance credibility and other aspects.
Generally speaking, ceramic tile brands that stand out from the bidding of countless competitors and form stable cooperative relationships with real estate companies have their own unique characteristics in the three dimensions of product competitiveness, corporate competitiveness, and strategic cooperation and synergy competitiveness. strength. From this perspective, the ceramic tile brand that has been selected for many years in the list of "Top 500 Preferred Supplier Service Provider Brands of Real Estate Development Enterprises in Comprehensive Strength·Architectural Ceramics" is well-deserved.
As for why many ceramic tile brands that have performed well in these three dimensions failed to make the list, there must be many reasons. Either the key channels are not in the real estate field, or they have begun to focus on real estate engineering channels but There are still no obvious results, just to mention a few.
By comparing the "TOP500 Comprehensive Strength of Real Estate Development Enterprises" list in recent years and combining it with the current situation of the real estate industry, we can find:
The list of real estate companies shortlisted for the TOP10 has changed greatly, which vividly reflects the "state advancement and private sector retreat" in the real estate market. The number of central enterprises in the "Top 500 Comprehensive Strength of Real Estate Development Enterprises in 2022" list has reached 4, and they are all ranked high.
In the private enterprise camp, the performance of the three major real estate companies that have all won the title of "The World's No. 1 Real Estate Company" is very different. Vanke has ranked first for two consecutive years with its strong strength. Country Garden has gone from second place to second place in 2020. The third place in 2021 dropped to the fourth place in 2022. Evergrande dropped from the first place in 2020 and the second place in 2021 to no one in the 2022 list due to "thunderstorm". In the central state-owned enterprise camp, China Shipping rose from fifth place in 2020 and fourth place in 2021 to second place in 2022, and Poly rose from sixth place in 2020 and 2021 to third place in 2022. China Merchants Shekou has risen from eleventh place in 2021 to sixth place in 2022, and China Resources has risen from ninth place in 2020 and eighth place in 2021 to sixth place in 2022.
The list of "TOP500 Comprehensive Strength of Real Estate Development Enterprises" and the &ldqu of the real estate industryo;What does "the state advances and the people retreat" mean for ceramic tile brands?
In addition to the major changes in the top ten lists of the "TOP500 Comprehensive Strength of Real Estate Development Enterprises" in recent years, which vividly reflect the "advancing of the country and the retreat of the private sector" in the real estate market, the current situation of the real estate industry in 2021 also reflects this trend. Let’s take Beijing, the first-tier city capital, and Shanghai, the economic center, as examples.
In the second round of centralized land supply in Beijing in October 2021, a total of 17 land parcels were sold. Except for a few private enterprises that obtained one parcel of land, the rest of the land was auctioned by state-owned enterprises. The land acquired by state-owned enterprises accounted for 88.24% of the total transaction volume. ; In the third round of centralized land supply in Beijing in December 2021, a total of 10 land parcels were sold, and local state-owned enterprises and central state-owned enterprises were also the main force in acquiring land.
Data from the China Index Research Institute shows that in the 2021 list of the top 10 land acquisitions by real estate companies in Shanghai, China Merchants Shekou, Chengdu Holdings, and Shanghai Real Estate Group ranked the top three with 17 billion yuan, 15.2 billion yuan, and 11.3 billion yuan respectively. Among the top 10 real estate companies acquiring land, except for Country Garden, Gemdale Group, and Shanghai Forte, which are private enterprises, the rest are local state-owned enterprises and central state-owned enterprises.
Under the background that the real estate market has already entered the stock era from the incremental era, the ceramic industry has serious overcapacity and real estate companies are experiencing frequent thunderstorms, ceramic companies should do a good job in three aspects:
On the one hand, we must pay more attention to the diversification of channels and appropriately adjust the proportion of real estate companies' engineering channel business according to actual conditions to avoid or reduce the risks caused by "thunderstorms" of real estate companies.
On the other hand, the development of engineering channel business for real estate companies should focus on state-owned enterprises. At the same time, the amount of land acquired by the top 100 real estate companies and the proportion of construction area do not exceed 50%, and the proportion of land taken by small and medium-sized real estate companies In view of the current situation of sharp increase, we prioritize local state-owned enterprises and central state-owned enterprises, pay attention to the procurement needs of small and medium-sized real estate enterprises, and make efforts to sink the market.
In addition, we must focus on non-real estate market businesses, consolidate the distribution agency system, layout the real estate stock market, and develop municipal infrastructure and non-real estate major customers.
