Interface News Reporter | Yang Bingke
Beihaojia, a subsidiary of Beike, is regarded as a new player in the real estate development industry. On the last day of 2024, this new player will enter the first tier city of Shanghai and the hottest second tier city of Hangzhou to acquire land, once again showing its ambition to the real estate industry.
On December 31, 2024, in the 8th batch of land auctions in Shanghai, the 17-02 plot of Unit 10 in Fengxian New City attracted Beike and Xiangyu; Tian'an and Poly Real Estate participated as three bidders. After 17 rounds of bidding, Beihaojia (Shanghai) Real Estate Co., Ltd. won the bid for a total price of 697 million yuan, with a transaction floor price of 22777 yuan/square meter and a premium rate of 13.89%.
This is the first time that Beihaojia has successfully acquired land in a first tier city. Prior to this, Beihaojia had appeared in the land markets of Beijing and Guangzhou to participate in auctions, but failed to secure the land.
The Fengxian New City plot in Shanghai is the second independently operated project of Beihaojia. Prior to this, on September 20, 2024, Beihaojia had won the Jinsan H12 plot in Chengdu and announced its independent operation.
It is worth noting that Beihaojia has already developed a rough outline of the project's management strategy.
According to relevant personnel from Beihaojia, this project is initially positioned as a just in need and just in need attribute, and will be independently operated by Beihaojia throughout the entire process. In various aspects such as land acquisition, positioning, design, and marketing, Beihaojia will continue to insight, explore, and connect with users' living needs, fully reflecting Beihaojia's C2M concept.
According to Chen Yan, General Manager of Beihaojia Shanghai, "Fengxian New City is one of the five major new cities in Shanghai with enormous development potential. We are confident in independently operating such an important project in Fengxian New City and hope to bring healthier and more comfortable living choices to Shanghai residents through Beihaojia's unique product concepts such as variable layout and three-dimensional greening, as well as the exploration and implementation of multiple good services
In addition, in order to further implement the C2M concept and enable users to directly participate in the design process of their desired houses in the future, by the end of 2024, Beihaojia will launch the construction of the "Building a Good Home Together" online community starting from the 17-02 plot in Fengxian, Shanghai. Starting from today, users can log in to the Beike APP to enter the "Building a Good Home Together" page, browse and evaluate the two sets of product design schemes launched simultaneously on the site, and receive cash red envelopes; If the relevant suggestions are adopted, you can also receive heavyweight gifts.
In the future, the "Building a Good Home Together" online community of Beihaojia will also be open to the entire industry and the public, covering more cities and more land parcels. The relevant land parcels will be launched on "Gongzhu Haojia" with different product design schemes provided by third-party design institutes, allowing users to directly participate in design scheme evaluation and co construction, realizing customer direct connection and direct demand, and promoting the new C2M real estate development model of "people determine houses".
Xu Wangang, Vice Chairman of Beike Group and CEO of Beihaojia, said, "The Shanghai Fengxian New City project is Beihaojia's second self operated project after the Chengdu Jinsan H12 plot project. We hope that through the successful operation of this project, we can further verify the landing ability of C2M product solutions in different cities and meet the needs of different groups, and continuously enhance the trust of our partners in the '1+2 business model'
On the same day of acquiring land in Shanghai, Beihaojia also teamed up with Binjiang Group and Xingyao Real Estate to compete for a plot of land in Xiasha, Qiantang District, Hangzhou.
The land parcel has a sold area of 15227 square meters, a plot ratio of 2.5, a building area of 38067.5 square meters, and a starting floor price of 14006 yuan per square meter.
In the end, the land was won by the Beihaojia consortium with a total price of 623.18 million yuan, a floor price of 16370 yuan/square meter, and a premium rate of 16.99%.
This is also the first time that Beihaojia has acquired land in the Hangzhou public market. According to relevant personnel from Beihaojia, Binjiang and Xingyao are mainly responsible for the overall development and operation of the project, while Beihaojia is mainly responsible for using the C2M (Customer to Manufacturer) concept to insight and mine customer needs through big data and AI algorithms, and output accurate product positioning solutions.
Established in 2023, Beihaojia is the "third wing" of Beike Group's integrated three wing strategy. Beihaojia is positioned not as a traditional developer, but as a data-driven residential development service platform.
Relying on the accumulation of data, funds, marketing and other fields by Beike Group, Beihaojia provides comprehensive solutions in the "1+2" mode for developers, owners, construction agents and other partners. Among them, "1" refers to the product solution, specifically based on the C2M concept, using big data analysis and AI algorithms to insight and mine customer needs, forming accurate product positioning and product design solutions; '2' refers to flexible and diverse financial services, as well as integrated online and offline marketing services.
Within a day, Beihaojia successfully entered first tier Shanghai and second tier hotspot city Hangzhou. However, Beihaojia's ambition is not to become a real estate developer or earn investment returns through a large proportion of investment, but to continue to verify its ability to implement C2M product solutions and hope to export this ability to industry partners such as developers, homeowners, and construction agents, creating a data-driven residential development service platform and building a new model of real estate development with C2M.
At present, the "1+2 model" of Beihaojia has been implemented in cities such as Xi'an, Beijing, and Hangzhou. Among them, Beihaojia's first "1+2 model" cooperation project from the opening stage in China was the Beijing Chang'an Huaxi Mansion project, which opened on December 15th.
With the support of Beihaojia C2M, this project sold out all its first listings within just 2.5 hours of opening, with sales reaching 1.6 billion yuan, setting a recent sales record for the sector.
According to relevant personnel from Beihaojia, by 2025, Beihaojia will focus on conducting business in more than ten cities including Beijing, Shanghai, Guangzhou, Chengdu, Xi'an, Hangzhou, Nanjing, Wuhan, etc., and continue to promote the construction of a new real estate development model of "people determine houses, and houses determine land" with the C2M concept.