招商、运营困难重重

Investment promotion、Operation difficulties

　　柳九邦

Liu nine nations

　　严厉的调控让不少地产公司开始将重心转向商业地产，与此同时，在“不限购、不限贷”的美丽光环照耀下，一些并不以地产开发为主业的“外行”也加入到了这场轰轰烈烈的 “造城”运动中。

Strict control let many real estate company started the focus turned to commercial real estate，At the same time，in“Don't 限购、Unlimited loans”Beautiful aura of shine，Some not to real estate development as its main business“dilettante”Also joined the magnificent and victorious “Built a city”movement。

　　近日，《第一财经日报》记者在商业地产开发最为火热的成都调查发现，五粮液(000858,股吧)、苏宁、长虹、中国水电(601669,股吧)、雨润控股、红星美凯龙、银泰百货等并不以地产为主业的公司正在当地“疯狂圈地”，并成为这场史无前例的商业地产“大跃进”中最为不安定的因素。

recently，《The first financial daily》Reporter in commercial real estate development of the most fervent chengdu survey found，Wu liang ye(000858,Shares it)、Su ning、Long rainbow、China's water and electricity(601669,Shares it)、The rain embellish holding、macalline、Intime not to real estate as its main business of the company is local“Crazy enclosure”，And become the unprecedented commercial real estate“Great leap forward”Most unsteady factors。

　　“我们公司现在涉及的领域比较多，地产算是新进的一个行业。”近日，成都“源上湾”项目的一位售楼人员对记者表示。

“Our company now sectors more，Real estate is a new industry。”recently，chengdu“Source on the bay”The project a sales staff told reporters。

　　这个号称占地1700亩的源上湾项目的开发商正是大名鼎鼎的酒企五粮液集团。记者得到的一份该楼盘的宣传资料中有如下表述：“五粮液首发生态地产，划界1700亩疆域，规划500亩中央公园、600亩国际商业航母、600亩公园生态高端住区。”

This so-called covers an area of 1700 acres on the source, the developer of the project bay is famous wine enterprises wu liang ye group。Reporters got a copy of the building dish propaganda material in the following statement：“Wu liang ye starting ecological property，The delimitation of 1700 mu territory，Planning 500 mu of central park、600 mu of international commercial aircraft carrier、600-acre park ecological high-end residential house。”

　　记者查阅的工商资料显示，开发该楼盘的项目公司为四川同泰置地有限公司，是五粮液集团旗下宜宾制药有限责任公司的下属子公司，成立日期2008年8月，经营范围为房地产开发经营、投资和土地整理。

Reporters access to industry and commerce data shows，The development of the building project for sichuan's company with holdings Co., LTD，Wu liang ye is group, yibin pharmaceutical Co., LTD. Of the subordinate subsidiary，The date of the establishment of August 2008，Scope of business development and management of real estate、Investment and land consolidation。

　　记者了解到，源上湾项目一期的住宅地块占地94.52亩，是同泰置地于2010年9月通过公开市场获得。

The reporter understands，Source project a period of the house bay land covers an area of 94.52 hectares，Is running with Thai from September 2010 through the open market available。

　　但缘何94.52亩住宅地块会变成如今的1700亩城市综合体呢？据《经济观察报》报道，五粮液内部人士称，该地块是采取一级土地整理和二级开发联动的方式，同泰置地同时也是该地块的一级开发商。首次进入地产行业，就以一、二级联动的方式进行开发，足见同泰置地的“深厚背景”。

But what of 94.52 mu residential land will become 1700 mu of urban complex now？According to《Economic observer》report，Wu liang ye insiders say，This plot is taken level land consolidation and second level of joint development way，With Thai holdings is also one of the developers of this plot。The first to enter the real estate industry，In a、Level 2 linkage development way，It serves to show the running with tiger“Deep background”。

　　其实，源上湾只是成都北城改造诸多规模宏大的项目中的一个，作为成都市政府2012年最大的系统工程，想在“北改”过程中分一杯羹的，显然不只万科、保利、绿地、九龙仓等传统地产巨头们。

In fact，The bay is just the source of chengdu beicheng transformation of the grand scale project many a，As chengdu city government the largest 2012 system engineering，Want to“North to”Would-be share punters in the process，Obviously not only China vanke、poly、Green space、Kowloon warehouse, the traditional real estate mogul。

　　在源上湾项目不远处，绿地集团与家居巨头红星美凯龙联手打造的绿地世纪城项目已经开售；雨润控股集团与成都成华区亦刚刚签订了某果品市场搬迁项目，雨润将在原址上投资过百亿修建集商贸、住宅、娱乐于一体的雨润国际广场。

In the source on bay project not far away，Green group and household giant macalline to create green space century city project has been open sales；The rain embellish holding group and chengdu into HuaOu also has just signed a fruit market move project，The rain will be the site of the investment in the leap over yuan to build set business、residential、Entertainment in one of the rain embellish international square。

　　在成都城南的天府大道两侧，“外行”扎堆商业地产的现象更为“严重”。

In the south of the city of chengdu on both sides of the road，“dilettante”Stick the phenomenon of commercial real estate is more“serious”。

　　从四川起家的东方希望、新希望两大农业巨头均在城南新区建起了体量颇大的综合体项目，以电器制造为主业的长虹集团亦一头“扎进”商业地产领域，其在成都开发的首个项目长虹科技大厦正在紧张施工当中。据悉，该项目总面积约17万平方米，主要由一栋150米高38层的甲级写字楼和一栋80米高20层的SOHO公寓组成。

From sichuan with east hope、New hope in the south of the city are two top agricultural giant new city built a large quantity of complex projects，With electrical appliance manufacturing as the main groups of the rainbow of a head“Plunge into”Business real estate，In the development of the chengdu first project long rainbow technology mansion are nervous of construction。It is reported，The project area of about 170000 square meters，Mainly by a building 150 meters high and layers of grade a office and a house 80 meters high 20 layers of SOHO apartments。

　　7月27日，成都武侯区一商住地块以拍卖方式出让，最后由中国水电以1020万元/亩竞得，出让面积合计约为87.5亩，成交总价约为8.92亿元。显然，以建筑工程承包为主业的中国水电也对成都的商业地产市场寄予厚望。

July 27,，Chengdu WuHouOu a residential plot by auction transfer，Finally by China water and electricity to 10.2 million yuan/acre competition，The total area of about 87.5 acres，Clinch a deal the price about 892 million yuan。obviously，With the construction project contract as the main Chinese hydropower also to chengdu commercial real estate market expected to do that。

　　此前，一条名为“建房伟业”的微博曾引起广泛关注：七匹狼做地产，美的做地产，海尔做地产，苏宁做地产，苏泊尔做地产，格兰仕做地产，奥康做地产，娃哈哈做地产，长虹做地产，五粮液、郎酒、水井坊(600779,股吧)、阿里巴巴都在做地产……神奇的地产，让72行最后都殊途同归！”

after，A name“Great house”Micro bo had aroused widespread concern：Seven Wolf do real estate，Beautiful do real estate，Haier do real estate，Su ning do real estate，Supor do real estate，Glanze do real estate，Aokang do real estate，Wahaha do real estate，Long rainbow do real estate，Wu liang ye、lang、ShuiJingFang(600779,Shares it)、Alibaba do in real estate......Magical real estate，Let 72 line finally are all rivers run into the sea！”

　　据一位成都地产业内人士统计，目前成都商业地产开发商70%都没有商业开发与运营管理经验。长期“大跃进”带来的负面效应也已经开始显现。

According to a chengdu real estate industry statistics，At present the chengdu commercial real estate developers 70% all have no business development and operation of management experience。long-term“Great leap forward”The negative effect has also begun to show。

　　以天府大道以西建筑面积达12.5万平方米的苏宁生活广场为例，尽管地理位置优越，但开业一年来，其经营状况一直欠佳。同时，即使开业快一年，该商场很多店铺仍在招商中，有不少店铺已经关门，整体开铺率不足六成。

To the west of road construction area of over 125000 square meters of su ning life square for example，Despite the geographical position is superior，But opening for one year，Its operating conditions have been poor。At the same time，Even if the opening for almost a year，The mall many shops are still in investment promotion，There are many shops have shut the door，Overall open shop less than sixty percent rate。

　　上述成都地产业内人士称，该项目的地段其实非常好，经营不善的关键就在于项目开发商不是专业做房地产的，经验不足导致招商、运营困难。

The chengdu real estate executives，The project area actually very good，Poor management of key is to project is not a professional real estate developers do，Experience leads to investment promotion、Operation difficulty。

　　上海一位上市房企总经理则对本报记者坦言，长期持有商业地产项目不仅可以从物业升值中获利，更为重要的是可以通过抵押物业从而获得大量的银行贷款，这也是为什么众多“外行”开发商愿意进入商业地产领域的重要原因。

Shanghai a listed enterprise general manager room is to our correspondent said，Hold on for the long-term commercial real estate project can not only gain from property appreciation，More important is to be able to pass to obtain a lot of mortgage property bank loans，This is why many“dilettante”Business real estate developers who want to enter the important reasons。