The famous furniture headquarters building in Houjie is shaped like a crystal, standing like a sword. It stands in the center of the exhibition hall of Guangdong Modern International Exhibition Center, and is opposite to the Jiahua Hotel, which is 230 meters high.
Is expected to enter the forefront of high-rise buildings in South China
The "Famous Furniture Expo Park" project with a total area of ​​1 million square meters will be launched on March 10, at which time the end of the "temporary exhibition" era in Houjie will be declared. The first-phase project of "Famous Furniture Expo Park" is about 300,000 square meters, including the famous furniture headquarters building and a series of new exhibition halls, which are expected to be put into use in March 2012.
Among them, the most striking is the 102-storey famous furniture headquarters building. Relevant persons from Dongguan Famous Furniture Club revealed that the specific height of the headquarters building is currently being calculated. As for the specific indicators of the building's structure, materials, and dimensions, the plan approval results charts to be issued will be clearly indicated. "The 102th floor is only one floor lower than the Guangzhou International Financial Center. It is equivalent to the floor of the Shenzhen Jingji Financial Center. According to the average height of each floor of the tall building, the height of the famous furniture headquarters building is expected to enter the forefront of high-rise buildings in South China!"
The original plan of 50 floors is now increased to 102 floors
It is understood that after many years of planning, the Famous Furniture World Expo Project, the famous furniture headquarters building still shows as a 50-story building on the previous data, why did it suddenly increase to 102 floors?
In this regard, relevant people explained that the investors of the famous furniture headquarters building have a deep background in the furniture industry. After the plan was determined at that time, the demand for the headquarters building in Dongguan furniture companies was very strong, and the height of 50 floors is obviously difficult to meet the many furniture in Dongguan. Business needs.
"The separation of the production plant from the headquarters has become an inevitable trend for the transformation and upgrading of Dongguan furniture companies," said Yu Xuhui, deputy secretary general of Dongguan Famous Furniture Club.
"There are hundreds of furniture companies on the scale of Dongguan, and the demand for these powerful furniture companies on the headquarters office floor is generally about two floors. In this way, the demand is very large. Moreover, there are already from More than 40 famous international furniture brands in Europe and America intend to collectively enter the famous furniture headquarters building and a series of new exhibition halls. "Yu Xuhui revealed.
ã€Suspense in High Building】
Who is the investor? Joint development of multiple investment entities
Who is the investor behind such a huge skyscraper? According to people familiar with the matter, the investor is not a separate party, but a number of Dongguan-based investors with a background in the furniture industry join forces to set up an investment company to develop and invest in the project.
What is wrong with the headquarters building?
Centralized offices are inconvenient for the protection of business secrets. Of course, some furniture companies have questioned this model. A marketing director of a furniture company that did not want to be named said, "The centralized office of the furniture headquarters has some inconveniences in the protection of business secrets and the guarantee of customer information."
What is the return on investment? The return on investment mainly comes from the sale and lease of office buildings. However, for such a large-scale project, the huge investment amount is beyond doubt. According to reports, the project is a rolling investment, that is, the project is being built while the investment is being carried out.
According to reports, the return of the famous furniture headquarters building mainly comes from the sale of the office building after the building is completed. Among them, the furniture headquarters part, because the furniture companies have considerable strength, most will choose to buy floors, and this will be the main pillar of the building's future revenue.
For the company groups such as design companies, R & D institutions, etc., because of their lack of financial strength, they will use the form of rent to obtain returns. Of course, the property management cost of the entire building will also be a cost of continued income in the future.
It is difficult to recover costs in the short term, and the value is developing in the long run. However, Dongguan Famous Furniture Club introduced that in the short term, it is difficult to recover the cost of the famous furniture headquarters building, and its greater value lies in long-term development returns.
According to the analysis of famous furniture clubs, from the previous statistical data, the dependence of furniture enterprise product sales on the famous furniture exhibition is as high as 65%. With the help of the exhibition's information collection platform, at present, more than 50 well-known overseas furniture marketing companies have set up offices in Dongguan to engage in furniture procurement.
Only around 5 kilometers of furniture avenues in Houjie Town, there are more than 120 large-scale furniture stores and permanent furniture brand display centers with a business area of ​​more than 1.5 million square meters. "Famous Furniture Headquarters Building builds an integrated headquarters economy by gathering these forces, combining exhibition halls with trade."
Investment is not a problem, and return is not a problem. Of course, some furniture companies have questioned this model. A marketing director of a furniture company that did not want to be named said that as the industry transforms and upgrades, they will also build production plants in Huizhou and place the marketing center in Dongguan.
"Dongguan Furniture has a strong cash flow, and the investment of the 102-story headquarters building is not a problem. As for its profit method, it can obtain returns through rent services. The rental return rate is quite high, and it is in the headquarters building of the seller's market. In terms of rent positioning, it also has absolute say. "The marketing director said.
ã€Thinking about tall buildings】
Why do they "chase high" tall buildings = profit? A few years ago, the 230-meter-high Houjie Jiahua Hotel and Humen Yellow River Center Building were listed as the tallest building in Dongguan, and now it has automatically "let the virtue";
Taiwan Business Mansion, 68 floors, 289 meters high;
Changan Vanke Center vowed to shoulder shoulders with Taiwan Business Mansion and is sprinting to a height of 260 meters;
The rising star, the 102nd floor of the famous furniture headquarters building, if there is no accident, its height will exceed 400 meters
...
The town streets with skyscrapers are mainly concentrated in developed town streets such as Chang'an, Humen, Nancheng and Houjie. What are the deep-seated reasons behind the continually refreshing Dongguan high-rise movement?
Reasons for chasing high
The higher the floor, the faster the return
In this regard, Lin Jiang, a professor at the Lingnan College of Sun Yat-sen University, said that Dongguan is the world ’s factory. The impression was that the factory was connected to the factory. In recent years, with the development of Dongguan ’s economy and the accumulation of investor wealth, they have the money and the ability In the construction of high-rise buildings, in concept, they also urgently change the previous impression of Dongguan city.
On the other hand, as the urbanization process of Dongguan has accelerated, land resources have become more scarce and land prices have gradually increased. Especially in the central areas of cities and developed towns, land scarcity is already quite high. Therefore, developers are of course willing to build higher floors on expensive and limited land. The higher the floor, the faster the return on investment income. This is the fundamental reason for the construction of tall buildings.
It's no wonder that land scarcity hits tall buildings
The impact of the "tallest building" is not something that can be built whimsically, but there are not many cities with such strength and conditions. The land in the core of these economically developed town streets is generally scarce, and it is not surprising that there are tall buildings.
Invest cautiously, supply and demand imbalance skyscrapers or high vacancy rate, however, Lin Jiang is cautious about this round of investment in high-rise construction.
He believes that the high-rise economy in Dongguan has not yet arrived. In the long run, Dongguan has not yet entered the post-industrial era, and modern service industries such as finance and insurance are still in development, and they are the main body of demand for skyscrapers and office buildings. From the perspective of supply and demand, the current supply of office buildings in Dongguan and the demand for office grades are relatively balanced. Therefore, increasing the excessive investment in commercial real estate will definitely increase the supply of office buildings, which will lead to fierce competition in the market price of office buildings, which may lead to high vacancy rates of skyscrapers.
Lin Jiang said that the construction of high-rise buildings in Dongguan must be compatible with the level of economic development, grasp the rhythm of control, and increase the construction cost of high-rise buildings by increasing the burden on the construction of public facilities in skyscrapers to reasonably control the speed of high-rise building construction.
Famous Furniture Headquarters Building, four functional areas, Part 1: The six-story podium of the Headquarters Building cooperates with the existing exhibition hall, and will integrate regular exhibition and perennial brand display functions.
The second part: the most core floor part, as the brand marketing, R & D and design headquarters of Dongguan furniture enterprises.
Part III: Office headquarters of related institutions in the furniture industry chain, such as R & D companies, design companies, training companies, and brand marketing agencies in the Houjie furniture industry chain.
The fourth part: as the headquarters of logistics enterprises and furniture raw materials enterprises supporting furniture.
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