1. The profit of property enterprises and the profit rate of real estate industry are diametrically opposed. In the first half of the year, the profit rate of listed real estate enterprises continued to rise, and it is expected to continue to grow in the future.
The data shows that in the first half of the year, the total net profit of 50 listed companies reached 654.38+04.372 billion yuan, with an average net profit of 287 million yuan and an average net profit growth rate of 67.3%. The average net interest rate increased by 1.2 percentage points year-on-year to 16. 1%, a record high in recent years.
Judging from the growth rate of net profit, in the first half of the year, the net profit of 48 listed companies all achieved positive growth year-on-year. Taking Sunac service as an example, the gross profit of Sunac service in the first half of the year was 65.438+0.03 billion yuan, a year-on-year increase of 65.438+0.265.438+0.5%; The gross profit margin is about 365,438+0%, which is about 5.65,438+0 percentage points higher than the same period of last year. The net profit of returning to the mother reached 6,654,380,000 yuan, a year-on-year increase of 65,438+054.4%; The net profit margin was 19%, up 5 percentage points over the same period last year.
In the first half of the year, Evergrande achieved a gross profit of 2.939 billion yuan, a year-on-year increase of 68.7%; The net profit attributable to shareholders was 65.438+93.5 billion yuan, a year-on-year increase of 68.6%; The gross profit margin is 37.3% and the net profit margin is 24.6%, both of which are at a high level in the industry.
A number of property companies said that the continuous emergence of scale effect and the continuous optimization of income structure are important reasons for profit growth. In addition, the remarkable results of reducing costs and increasing efficiency have further enhanced profitability.
Value-added service is of great significance to customer satisfaction and enterprise value evaluation. Since 2020, the state has issued a number of policies to explicitly support the diversified development of value-added services, and various business models and business areas have been allowed to intervene, such as pension, parenting, housekeeping, culture, health, housing brokerage, catering and other businesses. At the same time, value-added services are of great significance to the customer satisfaction and valuation of entity enterprises.
On the one hand, value-added services have become an important means to improve the satisfaction of owners. Property enterprises have natural advantages in developing value-added services, such as accurate customer information identification, information data platform, multi-project linkage and resource integration, "last mile" door-to-door service, exclusive private domain traffic and public domain management right of property projects, endorsement of developers and property brands, and integration of internal and external resources. These seven advantages have become the natural soil for property enterprises to develop value-added services. With the continuous expansion of the content of property services, the demand and requirements of owners for comprehensive services are constantly improving, and value-added services have become an important means to improve the satisfaction of owners.
On the other hand, value-added services are an important means to enhance confidence in the capital market. The capital market evaluation of the short-term valuation level of real estate enterprises focuses on two factors: first, the quality of scale growth; The second is to develop value-added services with quality and scale. At present, the scale competition of enterprises is becoming more and more fierce, which urges property enterprises to focus on "second curve" innovation, that is, the development of value-added services. Some brokers, such as Citigroup, CITIC Lyon and JPMorgan Chase, began to adopt the step-by-step valuation method to give property companies a valuation and corresponding target price. Some value-added services, especially industries with consumption attributes such as early education, convenience stores and domestic service, can be highly valued by benchmark consumer stocks, so they are also sought after by various property companies.
In addition, in the context of the transition from the incremental era to the stock era, improving the efficiency of property development has become a key proposition for property enterprises. The core way to break through the efficiency of property project management is to improve business efficiency, management efficiency and technical efficiency. As an important part of improving business efficiency, value-added service is the fastest and most obvious way to improve.