幸福時代生態城鎮集團轉型發展研究 —以雲漫湖項目為例

Abstract

幸福時代生態城鎮集團成立於2015年，是由棕櫚股份和成都仟坤投資有限公司攜手建立的。它是一家有著濃厚房地產行業背景的新銳企業，公司前身是以房地產為主營方向。受宏觀經濟影響，房地產行業目前面臨嚴峻的考驗，政策對買房限購，銀行對房企限貸，使得行業競爭加劇，金融資本支持力度大幅下降，毛利率不斷下降，房地產行業的黃金階段一去不復返了。受到政府出臺的相關政策及資金鏈緊缺等因素的影響，幸福時代生態城鎮集團的成立決定探索由傳統房地產開發向文化旅遊地產、生態城鎮綜合運營服務商的轉型之路。 由於國家已將生態文明建設上升為戰略層面，生態城鎮符合國家發展規劃，幸福時代生態城鎮集團綜合考慮了自身資源條件、經濟效益和社會效益之後，決定把生態城鎮作為為了發展的主攻戰略方向。幸福時代集團先後推出了多個成功的專案，位於貴安新區的雲漫湖國際休閒旅遊度假區就是其中之一。 貴安新區作為國家第八大新區，定位大資料、大旅遊、大健康、大農業，雲漫湖國際休閒旅遊度假區立足于生態修復作為海綿城市示範、農旅結合作為現代田園經濟樣板、都市娛樂休閒作為家庭親子度假新高地三大功能建立而成。雲漫湖共計占地5.7平方公里，可分為瑞士風情區、國際旅遊度假區和國際居住社區三大板塊。項目的整個開發建設週期為5年，目前已經完成了前期一年半的開發建設。專案從開始就受到當地社會各界的高度關注，2016年9月28日開園便取得不俗的業績，開園10天迎來52萬遊客而無一例投訴，旅遊創收2.5億，被列為省重點觀摩示範專案，被國家旅遊局授予“最佳服務旅遊景區”。 分析項目初步成功的原因，筆者發現雲漫湖項目具有三大創新性：首創AGE國際家庭度假體系、先進的生態城鎮理念和“旅遊+文化/科技/平臺/產業”的運營模式。對其他企業在生態城鎮方面的轉型之路，幸福時代生態城鎮集團給出四點成功秘訣，首先要順應自然的純粹性，其次要立足于自身資源條件，再次要符合國家及各地區的戰略發展要求，最後還要注重團隊合作。以上四點是幸福時代集團成功的感悟，對其他企業也有借鑒意義。同時，雲漫湖專案的成功對整個集團的轉型之路也有著重要的啟示，“大配套”、“大資源”、“大內涵”是集團轉型之路獲得成功的關鍵所在。 幸福時代生態城鎮集團在轉型的道路上面臨著一些困難，解決這些困難需要集合企業、社會、政府三方力量。首先，雖然許多地方政府建設生態城鎮的熱情很高，但由於自然資源、基礎設施、公共服務等方面的欠缺，集團很難與其達成合作；第二，建設生態城鎮、特色小鎮由於其開發週期長、回收資金慢等特點，融資困難成為企業普遍面臨的問題；第三，由於未經開發的小鎮很難吸引人才，專案的複雜性與人才儲備之間的矛盾難以解決；最後，土地流轉問題如果得不到解決，產權不明晰使得企業無法放心的投入資金。 未來，幸福時代集團將從生態城鎮建設板塊、生態城鎮運營板塊、生態城鎮內容板塊三大板塊齊發力，同時加速推進在生態景觀修復、休閒娛樂開發、度假旅遊建設、文化體育運營、社會民生等生態城鎮內容端的佈局，搭建起生態城鎮全產業鏈能力，堅定堅決轉型生態城鎮戰略。幸福時代集團將從人才管理、專案選擇、運營管理和市場推廣四方面著手，升級集團服務運營水準，為集團轉型提供有力保障。

Sunny Life Eco-town Development Co., Ltd. was built by Palm Eco-town Development Co., Ltd and Chengdu Qiankun Investment Co., Ltd in 2015. It is a new enterprise with strong real-estate background. The antecedent of Sunny Life was focusing on the real-estate industry. Affected by macroeconomic, real estate industry is facing a severe difficulty. Government restricts on buying real-estate for consumers and financial institution restrict on real-estate financing for developers. The industry competition becomes more and more serious, the support from capital market becomes weaker and weaker, the gross margin keeps decreasing and so on, and now the whole industry has entered the stage of adjustment. Driven by related policies and funding chain shortage, Sunny Life Eco-town Development Co., Ltd decided to explore the path of turning from a traditional real estate developer to an eco-town and cultural tourism real-estate operation service provider. Eco-town is in line with national planning since ecological civilization construction has become a strategy issue. Sunny Life Eco-town Development Co., Ltd. has decided to take eco-town as its main strategy after taking resource condition, economic and social benefits into account. Sunny Life Eco-town Development Co., Ltd. had introduced several successful projects, the Cloud Lake international holiday resort located in Guian’ new area is one of them. Guian’ new area has become the national 8th large new district, positioning on big data, big travel, big health and big agriculture. The Cloud Lake international holiday resort has three functions: countrified economy model based on combination of tourist and agriculture, life leisure highland based on ecological remediation, and urban entertainment landmark based on family vacation. The whole project is accounted for 5.7km2, can be divided into 3 parts: Swiss style town, international tourist resort and international residential community. The development and construction cycle of Cloud Lake international holiday resort is 5 years. And it took 1.5 years to finish the prophase construction. It has been highly concerned from planning. The Cloud Lake international holiday resort obtained a great success when it opened in Sep. 2016. It served 520 thousand tourists in first 10 opening days, generated 250 million revenue. It has been listed as the provincial demonstration project and awarded as “the best tourist attractions” by National Tourism Administration. The author thinks the success of Cloud Lake can be attributed to 3 innovations: the system of “AGE”, the advanced idea about eco-town and the operation model of “tourist+”. There are 4 advices Sunny Life Eco-town Development Co., Ltd. wants to propose to other companies which have the plan of transformation. First, conform to the purity of nature. Second, be based on their own resource condition. Third, be in line with the requirements of national and regional’ strategy development. Last, attach importance to teamwork. At the same time, the success of the Cloud Lake project has important enlightenment to the path of transformation of Sunny Life, “Big Ancillary”, “Big Resource” and “Big Connotation” are the key to group’s transformation. Sunny Life Eco-town Development Co., Ltd. still faces lots of difficulties in the transformation road. These issues will be fixed only if the society, government and Sunny Life work together. First, although many local governments are enthusiastic about building the eco-town, Sunny Life cannot cooperate with them because of the lack of natural resource, infrastructure, public service and so on. Secondly, construction of eco-town has some characteristics such as long development cycle, long payback period. Financing difficulty is the common problem faced by majority of companies. Thirdly, the contradiction between the complexity of eco-town’s construction and the talent pool is difficult to solve since the undeveloped town’s weak attractiveness. Lastly, companies hesitate to invest in eco-town if the land transfer policy reform has not been completed. In the future, Sunny Life Eco-town Development Co., Ltd. will try best in 3 plates in the same time, eco-urban construction plate, eco-town operation plate and eco-town content plate. Meanwhile， accelerate the layout in the ecological landscape restoration, development of entertainment and leisure, construction of holiday tourism, operation on culture and sports and other ecological town content side, and build up the chain ability for the whole industry of eco-town. Sunny Life Eco-town Development Co., Ltd. will complete the transformation firmly through these ways. Specifically, Sunny Life will improve ability of operation and service level by updating system of talent management, project selection, operation management and marketing promotion, providing powerful guarantee to group transformation.