? From high-profile entry into the liquor industry to investing 5 billion yuan in commercial real estate, Wahaha's ambition has been vividly demonstrated in recent days. Wahaha Group and Zongzong, which are weak in growth, entered the real estate field under the diversification strategy and were questioned to take land in the name of doing industry.

Spend 5 billion to enter the real estate industry.

165438+1October 12. Zong, Chairman and General Manager of Hangzhou Wahaha Group Co., Ltd. announced that the construction of Wahaha Yichang Shopping Plaza was officially started.

Wahaha Yichang Shopping Plaza has a total construction area of1125,000 square meters, with a total investment of 5 billion yuan. The project includes commercial shopping center 10 square meter, super high-rise five-star hotel 1, 6 first-class office buildings, high-rise residence 18 buildings, and more than 4,000 parking spaces. All the projects are 20 16.

Zong introduced that the shopping plaza will focus on creating "Three Gorges Culture" and "Three Kingdoms Culture", which will be a large-scale urban complex integrating humanistic tourism, hotels, restaurants, shopping, business and leisure, making it a highlight of business and tourism in Yichang and even eastern Sichuan and western Hubei.

Wahaha entered Yichang real estate this time, which is the second time in its development history. The failure of Waou Shopping Mall in Hangzhou did not stop the beverage giants from marching into the real estate field. The layout of Yichang real estate seems to be ready.

Wahaha, which invested in Yichang as early as 1997, paid 396 million yuan in local taxes by the end of 20 12.

On September 22nd this year, Wahaha established Yichang Wahaha Investment Development Co., Ltd. with a registered capital of 500 million yuan. Zong is the legal representative of the company, and his business scope covers real estate development and management, house leasing, commerce and hotel management. Four days later, on September 26th, the company successfully won the plot of Yi Tu Wanggua (2013) No.43 with a reserve price of 470 million yuan.

According to the news, the land auctioned by Wahaha at a reserve price of 470 million yuan is located in the East Station of Chengdong Avenue in Yichang City, with a land area of 1649890 square meters and a transfer period of 40 years. It is commercial and residential in nature, and the plot ratio is not more than 5.0. If calculated according to the maximum floor area ratio, the floor price of the project is only 569 yuan/square meter. Since the beginning of this year, Yichang's housing prices have risen significantly, and the average price of real estate in Chengdong Avenue has risen from 5,200 yuan/square meter at the beginning of the year to about 6,000 yuan/square meter at present. Obviously, Wahaha "got a big bargain".

"Some big cities have surplus business, but a large number of county-level cities and prefecture-level cities still do not have decent commercial facilities, and these places still have much to offer." Zong introduced that Wahaha began to support the investment in Yichang in the Three Gorges reservoir area as early as 1997. Wahaha Yichang Company realized a total operating income of 5.237 billion yuan.

In the eyes of the industry, the opening of Waou Mall marks Wahaha's first step to the commercial retail industry, and investing 5 billion yuan to build a city in Yichang means Wahaha has "transformed" into a commercial real estate developer.

Query on diversified investment in beverage industry.

In recent years, the competition in the beverage industry is fierce. Wahaha Group said that it needs to expand new business and try diversified development many times. Since 2002, it has been announced to enter the children's wear industry and began to diversify its layout. 20 10 launched Edison milk powder, and 20 12 Wahaha announced an investment of1700 million yuan to build Wahaha Commercial Co., Ltd., but the diversified development had little effect. Many cross-border investments have been launched this year, and observers have questioned its prospects.

After Wahaha announced its investment in Yichang City, Hubei Province, Weibo, an industry insider, commented: "If the' cold weather' in Hangzhou Waou Shopping Mall is to pay tuition fees, it seems that Boss Zong has completely' learned'."

Shen Meng, executive director of chansons Capital, said that Wahaha once again entered the real estate industry for two reasons: First, for diversification, the main beverage industry has touched the ceiling within the scope of Wahaha's ability, and it is difficult to seek its own breakthrough; Secondly, even though Zong Gang said at the World Zheshang Conference at the end of 10 that the real estate bubble has formed and China cannot rebuild its houses, it is still difficult to resist the temptation of high profits in the real estate industry.

"The prospect of Wahaha entering the real estate industry is not clear. At present, real estate has always been a key industry regulated by the state, and Wahaha is also a novice. The investment of 5 billion in the real estate industry is at most the cost of a piece of land, which is not enough to shake or even challenge the existing pattern. " Shen Meng said that in addition, Zong himself saw that the bubble had formed, so it was even more unwise to choose to enter the market at a high point.

Although the investment in Yichang real estate is not only limited to shopping centers, but also houses, shopping centers used to be the strategic direction for Zong to enter real estate. According to industry insiders, e-commerce is developing rapidly, and enterprises are marching from online to offline. The traditional retail industry is facing greater challenges, and the commercial real estate with serious homogenization will gradually decline. Wahaha invests in commercial real estate, and the future is not optimistic.

Or take the land under the banner of doing business.

Learning from Wanda to do commercial real estate, Wahaha seems to have its own natural advantages in land acquisition. But behind this advantage, there must be the industry of Wahaha beverage empire to support it, so some insiders believe that Zong must have held the banner of "doing industry" in his arms.

Since the establishment of Wahaha Company, the joint marketing system founded by Zong has not only made the sales network of this private enterprise spread all over the country, but also the companies under Wahaha have become big taxpayers in many places. In addition, with its abundant cash flow (Zong claimed to have 654.38+0.3 billion yuan), Zong naturally became the guest of many local governments to attract investment. In this regard, Zong Houqing said frankly: "Now many local governments in the country welcome us to invest in entrepreneurial development and are willing to provide preferential policy conditions."

Last year Wahaha opened Waou Mall, and Zong said that he would open 100 stores all over the country. In March this year, when interviewed by the media, he categorically denied that Wahaha wanted to follow Wanda's example. "I have never done commercial real estate, and I will not do commercial real estate in the future, mainly to build shopping malls." But before the end of 20 13, he presided over the groundbreaking ceremony of Wahaha Yichang Shopping Plaza on June 1 12.

In addition, it is worth mentioning that in March this year, Zong also publicly stated that he did not drink alcohol, and that drinking too much wine was not good for his health, so the liquor industry would not enter even if there was an opportunity. Eight months later, Wahaha Group announced that it would cooperate with Guizhou Maotai Town Golden Sauce Wine Co., Ltd. and set foot in the liquor industry again.

However, Wahaha invested in the wine industry in Guizhou, and Zong Houqing's mind was not completely focused on liquor. Insiders pointed out that in the cooperation framework agreement signed by Wahaha and Guizhou provincial government in September this year with an investment amount of 654.38+0.5 billion yuan, the listed investment areas also include the commercial supporting service complex of Gui 'an New District University Town.