1) defines Enhao.
Enhao is a full-service enterprise covering the whole process of real estate development (development, investment banking, underwriting, design, planning, marketing, advertising, direct sales, operation, etc.). ).
Enhao was founded in 2007. After four years of rapid development, it has grown into a leading enterprise in the commercial real estate industry in East China. The company focuses on two major business areas-commercial real estate and hotel tourism and holiday real estate.
The company was formerly known as Shanghai Enhao Real Estate Agency Co., Ltd., and its main business is real estate planning and marketing agency. From 2007 to 20 1 1, fifteen commercial real estate projects were represented and underwritten in the Yangtze River Delta. During the period, it occupied more than 50% of the market share of commercial real estate sales in Jiaxing, Zhejiang; Four years * * * cumulative sales of about 6 billion yuan.
Adhering to the business philosophy of "China Commercial Real Estate Full Service Provider", since 2009, the company has successively entered advertising, real estate direct sales, commercial operation, hotel management, interior decoration, real estate development and investment banking; And achieved rapid and excellent development in the above fields. Today, Enhao Holdings has become a large-scale commercial real estate full-service enterprise with fixed assets of more than 300 million yuan and nearly 800 employees, covering Shanghai, Zhejiang, Jiangsu and Shandong.
From 20 10, Enhao entered the real estate development field in an all-round way, and jointly developed the "Master City Plaza" and "Master Central Building" of Tongxiang commercial complex in Zhejiang with the well-known enterprise master group. In Haiyang, Shandong Province, China Daohong Group cooperated with Zhong Kai Real Estate to develop the "Jiaodong Yiwu Commodity Logistics City" with an area of over 65,438+10,000 square meters, cooperated with Zhejiang BMW Auto Parts Group to establish the "Haining Baihui Hailong Market" in Haining, Zhejiang Province, and acquired and operated the "Wuzhen Peng Yue Tourism Shopping Center" project in Wuzhen, a famous scenic spot in China.
2) souvenirs
In 2007, Shanghai Enhao Real Estate Agency Co., Ltd. was established;
In September, 2007, he acted as the agent of Leisure Street of Jiulong Port Restaurant in Puyuan, Zhejiang Province.
In March, 2008, acting as the agent of Zhejiang Tongxiang South Commercial Plaza, we re-planned the packaging and sales of a commercial stock project that had been stagnant for two years, and achieved excellent sales of 300 million yuan in five months, which laid the reputation of Enhao Real Estate in Jiaxing in one fell swoop, and ushered in the cooperation of several projects and ushered in rapid development.
In July 2008, Zhejiang Tongxiang Red Star Macalline, which could not be sold by Hangzhou agents, realized sales and capital withdrawal of nearly 400 million yuan in just four months;
In September 2008, the company entered the field of real estate direct selling and founded Shanghai Sanen Real Estate Agency Co., Ltd. Today, Sanen has nearly 300 employees in six cities, including Shanghai, Suzhou, Changshu, Zhangjiagang, Jiangyin, Taicang and Nantong, and is a leading real estate direct selling enterprise in Shanghai.
In June, 2008, 165438+ 10, under the background of the world financial tsunami, it took over the environmental trade center of Zhejiang Puyuan, which its peers were unable to sell, and achieved successful liquidation in June. In addition, the women's sweater market of the World Trade Center was successfully opened in August 2009 and has been operating well so far.
In September 2009, he participated in the planning, sales and operation of Jiaxing Red Star Macalline Global Home Plaza (Zhongnan Home Plaza), with a sales volume of 450 million in half a year, and the project was successfully opened in September 20 10;
On June 5438- 10, 2009, he represented the woolen sweater market in Zhejiang Puyuan Central Mall, and achieved nearly 400 million sales in March, creating a local sales myth;
From June 5438 to February 2009, he took over the property of Zhong Kai International Office Building in Changshu, Jiangsu Province, transformed its high-rise office, packaged it into a property-based hotel "World Trade Hotel", sold it at a high price and successfully opened;
In June 2009, I took over the Xucun Home Textiles International Project in Haining, Zhejiang Province, which sold out in five months.
On April 20 10, the Guangye Building project was acquired in Wuzhen, Zhejiang, a famous scenic spot in China, and renamed as "Wuzhen Peng Yue Tourism Shopping Center". The project was successfully opened in May, 20 1 1.
20 10 in may, Jiaxing, Zhejiang established a real estate direct selling system: Jiaxing Meijia real estate agency co., ltd. up to today, Meijia bank has established leading real estate direct selling enterprises in four cities of Jiaxing, haining, Tongxiang and Hangzhou, with nearly 200 employees.
20 10, acting as an agent to operate Tongxiang Lvdu Jinyuan Community Commercial Street. Three months later, the project was sold and opened. Up to today, the occupancy rate of commercial streets has reached 95%, and a number of well-known Jiaxing commercial brands such as Yonghe Tea House and Dongxing Supermarket have been introduced.
20/kloc-in March of 0/0, together with China Daohong Group and Zhong Kai Real Estate, it acquired all the shares of Shandong Haiyang Jintai Real Estate Co., Ltd. and developed the "Jiaodong Yiwu Commodity Logistics City" with an area of over 654.38+10,000 square meters;
On July 20 10, Jiaxing Enhao Decoration Engineering Co., Ltd. was established with the renovation of the sales office of Enhao Project as an opportunity to provide decoration facilities for Enhao real estate development and agents and undertake decoration business for the market;
20 10 10, jointly developed "Master City Plaza", a commercial complex in Tongxiang city center, with a well-known enterprise master group, and achieved good results in liquidation in March;
20 10- 10 represented the "Puyuan Business Center" project in Zhejiang Puyuan, and achieved good results in June liquidation; In the later stage, investment promotion operation was carried out, in which Maosha Street and business hotel were opened at the beginning of 20 12;
20 1 1 March, 2008, jointly developed the "master central building", a commercial and star-rated hotel complex in Tongxiang city center, with the well-known enterprise master group;
In April of 20 1 1 year, under the background of macro-control, it acted as the agent for Zhejiang and Ma's "Hangzhou Bay Textile City" project, and achieved 50% sales success in June of 438+0;
On March 20 1 1, Jiaxing, Zhejiang and Jiazhou, Zhejiang jointly invested in the construction of "Jiazhou World Trade Center", and the project will be listed in August 201/;
2011April, Haining Baihui Hailong Market was jointly established with Zhejiang BMW Auto Parts Group in Haining, Zhejiang, and the project will be listed in September, 2065 438+0 1 year;
On 20th11May18th, Enhao Jiaxing Regional Headquarters Building (6-storey building with an area of nearly 4,000 square meters) was renovated and put into use;
20 1 1 On May 20th, 2008, based on the original three-en direct selling and Meijia direct selling, the "Enhao Seconds Mobile Direct Selling Brigade" was established to build a strong mobile direct selling force.
20 11kloc-0/July, Enhao's Shanghai headquarters was moved to the 22nd floor of Guosheng Center, Zhongjiang Road1Shanghai;
corporate culture
1) Enhao concept
Business philosophy: the sky is boundless, and the land is built for a hundred years.
Enhao's mission: to create (transmit) power for the sustainable development of the city with commercial real estate.
Enhao values: good reputation, large pattern, strong execution and common prosperity.
Enhao Development (Operation) Objectives:
20 10 fully entered the fields of real estate development, underwriting, marketing and operation.
Enhao Group was established on 20 13.
20 18, the company went public.
2) Corporate citizenship
"Corporate citizenship and corporate social responsibility" has become the basic behavior and norm of modern enterprises.
Enhao Holdings has always been aiming at "taking the world as its own responsibility, taking the enterprise as the standard, creating wealth and common prosperity", deeply recognizing the significance of social responsibility to modern corporate citizens, and determined to be a century-old enterprise that has made continuous contributions to society.
Enhao real estate project not only pursues sales success, but also pursues operational success, and pursues the triple interest value of enterprises, society and customers;
Enhao set up the "Enhao Employee Mutual Fund" to advocate the caring concept of mutual help and love among employees; Let employees with difficulties get care and help;
Enhao set up the "Enhao Social Aid Fund" to help domestic students with difficulties complete their studies and become talents;
In the event of major disasters and accidents, Enhao actively donated money and materials to the disaster areas and the Red Cross, fulfilling the responsibility of corporate citizens.
Business part
1, real estate investment bank
The fast-developing real estate industry in China has entered a "financial era" in which real estate and capital are combined. The strength of capital and the ability to use capital will determine the position of enterprises in the future market structure.
Since its rapid development in 2009, Enhao Real Estate has explored the combination of "real estate+finance" and launched real estate investment banking service, aiming at building a "real estate project investment banking service platform" based on its own capital and integrating Zhejiang Wenzhou capital and industry partner capital to provide sufficient financial guarantee for the company's project operation; Relying on many land resources, project resources and partner resources of Enhao; Through the comprehensive business model of land development, acquisition of equity of real estate project companies and underwriting of commercial real estate projects, it has achieved huge return on investment and become the commercial real estate banker with the best return from capital partners.
In the process of project operation and implementation, we have strong planning and product design capabilities, mission-bound execution, top-down marketing capabilities, and in-depth business investment and operation capabilities; Minimize investment risk, shorten project operation cycle, recover capital investment, and maximize high income; 20 10-20 1 1, we have successfully operated five projects, which have been greatly recognized by the government, market and partners.
2. Real estate development
20 10 March, Enhao Holdings, China Daohong Group and Zhong Kai Real Estate jointly acquired the entire equity of Shandong Haiyang Jintai Real Estate Co., Ltd. to develop the "Jiaodong Yiwu Small Commodity Logistics City" with an area of over 6,543,800 square meters;
Since 20 1 1, Enhao has been fully engaged in the field of commercial real estate development, and plans to target the second, third and fourth tier cities, develop the "commercial market complex" project, and establish the brand of "Metropolitan Plaza" from Yiwu Commodity Logistics City in Jiaodong.
Cooperation mode:
1) transferred by the project company;
2) cooperative development;
3, real estate project underwriting
Operation mode: real estate project underwriting, that is, Enhao signs an underwriting agreement with the project developer, setting the reserve price, payment amount and cycle; Then Enhao sets its own price, carries out decoration, sales area division, sales execution and post-operation, and completes the sales of the project within the agreed time period. If the sales cannot be completed on schedule, Enhao will inject funds to reach the promised payment amount or Enhao will buy out the remaining houses at an exclusive price.
Representative projects: Master City Plaza (Wanghong Building), Wuzhen Tourism Shopping Center and Central Building.
4. Project marketing agent
Service field: Enhao focuses on commercial real estate, hotel tourism real estate marketing agent.
Service products: community businesses, shopping centers, complexes, professional markets, property hotels, single apartments, holiday apartments, etc.
Service module:
1) Early planning
Market research: regional real estate market research, regional commercial real estate research, regional commercial format research, regional commercial demand research, etc.
Project positioning: project format positioning, concept positioning, target consumer positioning, sales buyer positioning, sales price positioning, sales cycle design, etc.
Investment analysis: static financial analysis, break-even point analysis, sensitivity analysis and project risk assessment;
Product research and development and conceptual planning and design: product innovation, apartment proposal, commercial line design, facade style design, conceptual planning, landscape planning, etc.
2) Marketing agent
Marketing promotion planning: brand planning, project packaging strategy, marketing integration marketing strategy, etc.
Acting sales: Acting sales execution.
3) Marketing consultant:
Analysis of project competitive environment, marketing strategy, sales organization and discipline, sales execution control, promotion plan and promotion effect evaluation, etc.
Representative projects:
Tongxiang Red Star Macalline, Jiaxing Red Star Macalline, Puyuan Central Shopping Mall Sweater Market, Changshu World Trade Hotel, etc.
5. Real estate direct sales
Real estate direct selling, also known as real estate marketing; Different from the traditional marketing method of advertising to attract customers, salespeople wait for customers to come to the door in the sales office. And through telephone direct sales, market dispatch, network marketing, strange worship and other ways, directly communicate with effective customers, and then bring them to the scene and sales offices to produce sales results.
Enhao's direct sales team is divided into three teams with about 500 salesmen:
One is Shanghai Sanen Real Estate Agency Co., Ltd., a leading real estate direct selling enterprise in Shanghai, with nearly 300 employees in six cities including Shanghai, Suzhou, Changshu, Zhangjiagang, Jiangyin, Taicang and Nantong.
Second, Jiaxing Meijia Real Estate Agency Co., Ltd., a leading real estate direct selling enterprise in northern Zhejiang, has nearly 200 employees in four cities including Jiaxing, Haining, Tongxiang and Hangzhou;
Thirdly, on the basis of the above two teams, due to the long-distance business characteristics of the project, Enhao established the "Enhao Langya Mobile Direct Selling Brigade". This mobile team has been deployed in Jiaxing, Qingdao, Shandong and Yantai; Provide strong support for Enhao's project sales.
6, engineering decoration
On July 20 10, Jiaxing Enhao Decoration Engineering Co., Ltd. was established with the renovation of the sales office of Enhao Project as an opportunity to provide decoration facilities for Enhao real estate development and agents and undertake decoration business for the market;
Representative projects: sales office of Master City Plaza, Master Central Building, Puyuan Business Center, Haiyang Baihui Hailong Sales Office, Enhao Shanghai Headquarters, Enhao Jiaxing Headquarters, Wuzhen Peng Yue Holiday Hotel, and residential suites. (image)
7. Business operation
Since 2008, Enhao has carried out extensive and in-depth cooperation with leading commercial brands such as Red Star Macalline, Jiangnan Moore Operation Team and Stallone Machine Tool Mold Market. Because Enhao's main business products are commercial real estate, it has cooperated with many business brands and marketing teams in building materials, decorative furniture, sweaters, clothing, small commodities, department stores, household appliances, auto parts, hardware and electrical machinery, mold and machine tools, auto parts, new energy and other formats.
From 20 10, Enhao set up its own business operation company and hotel management company, which is used to manage Enhao's business and hotel projects; The second is to export brands and services to the market.