Is the price reduction of the first luxury house in Shanghai10.40 billion yuan more expensive than Tomson Yipin?

Recently, former star Li spent 780 million yuan to buy four plots of land in Ganzhou, Jiangxi Province, and intends to return to his old business. Under the background of high housing prices and high policy pressure, many housing enterprises have reduced their land acquisition and transformation. Li, who retired from the entertainment circle to do business in the sea, is still persevering in pursuing real estate. What is this?

20 19 10 15, Ganzhou, Jiangxi successfully sold four plots of Rongjiang New City, and the average bidder was Ganzhou Zhongshu Resources Real Estate Co., Ltd. (hereinafter referred to as Ganzhou Zhongshu), with a total transaction price of 780 million yuan and a total area of about 330.6 mu, equivalent to an average floor price of 2,300 yuan/square meter.

Strict conditions are set in the package transfer rules. For example, the parcel must be built with China traditional culture as the core theme park, including but not limited to public welfare academies, boutique hotels and enterprise academies with China traditional culture as the theme.

Although Li once lost money in real estate speculation in Lijiang River, he bought it this time. At this point, the stationmaster truly believed the rumor that "Li has the deepest obsession with real estate and is the most attentive".

According to the online transaction system of land use rights in Jiangxi Province, four plots of land are located in Rongjiang New District of Ganzhou City, including two commercial and residential plots and two commercial plots, with a total area of 220,402 square meters.

The plot DBA20 19076 needs to build its own brand theme block business, with cross-border artistic and cultural creation as the core, and introduce cultural and creative industrial projects and multi-format book collection businesses authorized by cultural and creative projects of at least five world-renowned national museums. The business of this plot should be owned by the bidder with a construction area of not less than 20% and operated for more than 3 years. After the completion and acceptance of the project, it shall not be sold to the outside world within 3 years, and the corresponding cultural and artistic subject merchants shall be introduced directionally.

Two plots of land, DBA20 19077 and DBA20 19078, will be allocated to build talented housing with a capacity not less than 10% of the total construction area of residential land, which will be designed, constructed, accepted and delivered simultaneously with commercial housing projects, and will be handed over to the operating platform of talented housing free of charge according to the standard of hardcover housing after completion.

It is reported that the above plots will be used for the construction of China Wen Gu Project in Ganzhou, which covers an area of 800 mu and mainly develops and constructs the Academy Town Plate, the Art Town Plate and Wonton Meng Qi Teddy City. This is another cultural tourism project created after Lijiang Snow Mountain Art City in Ji Li.

Ganzhou officials attach great importance to this project, but experts are not optimistic about its future. Ding Song, director of the Tourism and Real Estate Research Center of the Comprehensive Development Research Institute, said in an interview with Ke Mei Real Estate that Ganzhou has a certain cultural foundation, but it belongs to a third-tier city. One of the important reasons for developing tourism real estate is to "sell the house to the residents of big cities with holiday needs". Ganzhou is far away from second-tier cities, so it is "not particularly promising".

Among the tourist destinations in Jiangxi, Lushan and Shangrao are relatively hot, with a certain popularity and more consumers. Obviously, Ganzhou is not a popular area of cultural tourism that most people pay attention to. "Stars do tourism real estate, the public to make a question mark. This business can't be done without billions of investment, what's more, he doesn't understand. Maybe he can cooperate with developers by fame, otherwise I am not optimistic. " A tourism real estate researcher who asked not to be named told the webmaster.

It doesn't seem so easy for movie stars to switch to real estate. The ideal of educated tourism real estate is good, but the reality is very skinny.

Li's analysis of previous investment behavior is a bit like that of the present. In the novel. Ling Huchong not only has a large number of followers, the key is to unlock all peerless martial arts at important moments. However, Ling Huchong learned a lot of martial arts, but none of them was perfect. Outside the novel, Li's investment ambition was once described as an "octopus" by his ex-wife Faye Wong.

Master Li will take you back to the investment footprint:

1998 created the wedding website "Wedding Banquet", but it failed after 3 months because of excessive expansion.

1999, Wedding magazine was founded. Later, because of the issue of the magazine number, the magazine acquisition was forced to stop and failed again.

In 2000, he co-founded Beijing Beautiful Spring Culture Communication Company with his brother. As a result, the company was reported by its real name and its agent was suspected of violating the rules.

In 2004, the film and television culture company was established again, and the company was cancelled five years later.

In 2007, Lijiang Tourism Co., Ltd. was established. As a result, in the following 10 years, except for one movie, all other movies lost money.

At the same time, Li also opened bars in Beijing, Shanghai and Shenzhen. As a result, none of these bars survived for more than three years.

Lijiang Snow Mountain Investment Co., Ltd., which was registered in Old Town of Lijiang District Market Supervision Administration on October 3, 2008, was later interpreted as the bud of Li's artistic dream and business ideal. Since then, every autumn, Li will hold the "COART Art Festival" in Shuhe Ancient Town, Lijiang, and invite star friends and fans to participate.

In 20 12, Lijiang Snow Mountain officially won a piece of land of 27.256 hectares (about 408 mu) in Shuhe Street for accommodation and catering at a price of 654.38+635 million yuan. In the eyes of others, this is a land that is sold and given away. But in Li's view, this is the first place for him to realize his artistic and commercial dreams. So, I made great efforts.

After winning this 408 mu of land, Ho Lee invested 3.5 billion yuan to develop Lijiang Snow Mountain Art Town, with the intention of creating an ideal tourism and holiday real estate project with art as the core concept and integrating hotels, apartments, villas and other products. First of all, he invited a team of professional traders to design1more than 30 sets 190 square meters to 300 square meters of Qingshui single-family villas for Xueshan Art Town. In terms of price, in 20 12 years, the total selling price of 190 square meters units reached 4-5 million yuan, and the larger units sold for 7-10 million yuan.

In order to promote sales, there is a small-scale marketing activity in the town every month. In attracting foreign investment, the project is known as the "Youth Inn in Zhaowei", Li He in China Good Machine Friends Club Alliance, Qiao Xiaodao in Tree House Coffee in Lost Light Year and Margo Fresh Brewing Beer Hall. At the same time, Sunshine 100 Phoenix Industrial Co., Ltd., Youke Workshop, Black Horse Club, Shaochuang School, etc. * * * have created a platform for the exchange of makers.

With Li's deep connections in the entertainment circle, Snow Mountain Town was crowded with stars as soon as it opened, and the scenery was infinite for a while.

Although there are lofty artistic ideas and stars to help out, there are mountains and waters, but the good times are not long. Many small-town businessmen said, "Li is unprofessional, can't read the report, and has a weak sense of cost budget." Spending money on marketing looks lofty, but it will feel bad slowly. "

There are many ways to do real estate, not just ideals. Cultural tourism commercial projects are different from cultural tourism real estate and traditional commercial real estate. The particularity of the economic structure of the tourist city represented by Lijiang also puts forward higher requirements for the development and operation ability of enterprises.

Interlaced like a mountain, real estate is not like a star taking an advertisement and posing, you can earn millions. When the appeal brought by the star effect dissipated, two years later, Xueshan Town suffered a sales crisis and had to cut the meat to survive.

This characteristic cultural town that protects and inherits culture is actually a commercial project that attracts investment. Although the annual Snow Mountain Art Festival and the popularity of Lijiang itself really attract many people, those are tourists after all, and there are still serious problems in realizing commercial real estate. After 20 14, with the over-exploitation of Lijiang tourism, the passenger flow showed a downward trend. As a result, many commercial compounds that often sell millions or even tens of millions have become unfinished buildings.

On June 5th, 2065438+KLOC-0, Xueshan Town was acquired by Yi Xiaodi, Executive Director and Chairman of the Board of Directors of Sunshine/KLOC-0. Li, Beijing Zhongshu Holdings and Lijiang Snow Mountain Investment hold 565,438+0% equity of Snow Mountain Art Town at a price of 654,38+93.8 million yuan, involving product planning, development and operation.

It is understood that within a few years after the opening of Xueshan Art Town, the sales unit price has been halved by more than half, and the project has never been profitable. Due to the debt of 40 million yuan owed to investors, Li was listed as the "executed person" by China Executive Information Open Network at the end of 2018/kloc-0, commonly known as "Lao Lai".

In the face of overwhelming negative comments, Li, who lost the final case, wrote in the WeChat circle of friends: "It is a commercial contract dispute. After appealing to the judicial process in the High Court, what is the' dishonesty' ... Only one is a disciple of Huashan School, and he must abide by Doyle's courtesy and trust. "

In the webmaster's view, Li had no real estate experience before and was not very good at real estate. It is not surprising that he got such a big investment of 3.5 billion at once.

Due to the blood loss in Lijiang, the real estate development ability of Li and Zhongshu Holdings was questioned by the outside world. After the first project in Yunnan failed, Zhongshu Holdings began to choose another new partner. They once exported the product "China Wen Gu" to Country Garden, but there was no following.

Li, who has artistic and business dreams, has different views on his investment. Even though he successfully created characters in classic martial arts novels such as Ling Huchong and Guo Jing, and repeatedly hit a wall after switching to real estate, he did not regret his choice. Li once said, "Being an actor is not my life direction". The implication is that investment is.

So Li didn't give up and started a new company. After investigation, Ganzhou Zhongshu was established in July 2065438+2008, with a registered capital of only 4.9 million yuan. China Digital Investment boasts itself as a "cultural industry resource integration operator providing value-added services for regional development", and forms a theme IP product system with independent cultural brands "Chinese Academy" and "Keat Art". But its ghost has been with real estate since it was established in Li Zicheng.

According to official website, Li's "Zhongshu Department" company mainly has two business sectors: cultural industry and construction and development, and has formed a business model of culture, art and commerce, and has landed in Beijing, Zhengzhou, Nanchang, Ganzhou and Lijiang in China.

Li has been in the real estate industry for 8 years and has not yet come up with a successful real estate project. After many twists and turns, let's take a look at Li's original words. "The cultural industry is not happy. It takes a certain process to integrate resources and find a business model. As a culture, ten years is not long at all. " But for competitors, 10 years is enough.

Although Li didn't make any money, some people engaged in the cultural tourism industry made a lot of money. So far, more than 100 cultural tourism groups have been established all over the country to promote local culture and tourism. In terms of industrial investment, the pattern of cross-border cooperation in cultural tourism has also taken shape, and many cultural industry giants have invested in the tourism industry cross-border.

A number of outstanding figures have emerged in the cultural tourism industry, such as Wuzhen, Gubei Water Town, OCT, Huaqiang Fante and Song Cheng. They explored the combination of culture and tourism in their respective fields and achieved good economic and social benefits. Since 20 18, major housing enterprises, including R&F, Country Garden and Poly Real Estate, have increased the layout of the cultural tourism industry.

The genetic advantage of culture lies in resources, and the genetic advantage of tourism lies in flow. For large enterprises with abundant funds and famous tourist attractions, cultural tourism is promising. However, the protection and inheritance of culture can only be "kept in the boudoir" without the support of funds and the participation of personnel. In other words, it is difficult for small and medium-sized enterprises to make great achievements.

The industry has become a pattern in which the strong are always strong and the rich are richer, and the market share is gradually concentrated. However, China is vast and rich in natural resources, and even the most famous scenic spots have market segments. However, opportunities are only reserved for those who are courageous and have the ability to integrate resources.

What is the prospect of Li's shot this time? We'll see.