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【恒大的舌头伸到家私碗里了】
1、恒大,有组织有预谋的来吃家私这碗饭了。最近一两个月,陆续听到恒大楼盘买房送品牌家私券的活动信息。今天又收到一条。深圳恒大帝景项目,中秋三重礼:上门即送两箱恒大冰泉;5000元认筹享开盘96折;购房即送20万品牌家私券。于是,我得出了上面的推论。
2、精装修的妙处。恒大地产,本来就是中国精装修交房比例最高的开发商,接近100%。精装修这一价值环节已经吃了好多年。这是恒大楼盘畅销的利器之一。宣传1500元每平米的精装修标准,如果老百姓自己装成这样,真要花这么多钱。但是恒大做,800就够了。省出的700价值,就可以选择在总房价里“送”给老百姓,从而形成恒大楼盘突出的性价比优势——精装修比旁边的毛坯才只贵几百块。增加精装修环节,未必能提高企业综合毛利率,但因为提前、无偿占款,能够改善现金流,提高项目ROE。恒大、万科们都乐此不疲。
3、现如今,在精装修吃到甜头的恒大,将舌头进一步延伸到家私领域。同样的办法,用全国150座城市300个在售项目为筹码,与全国性的品牌家私厂家战略合作,拿到的折扣一定是全宇宙最低的,其他中小竞争对手难以复制的。客户买房一次性付了房款,买到的除了毛坯房和精装修外,还增加了零售价值20万元的家私券。羊毛虽然出在羊身上,但家私厂家给的折扣一定是被购房者和恒大瓜分了。送了券,现金折扣自然可以少些。由于购房到使用家私券还有很长一堆时间,这笔“预收款”可以被无常占用,和装修一个道理。可能损失毛利率,一定有利于ROE。
4、不是所有的社区O2O都可以吃到家私这碗饭。社区O2O,已经炒的如火如荼了,但总给人“捡芝麻”、挣小钱的感觉,缺少“杀手级”业务。而对一手新盘,家私家电,是罕见的刚需大蛋糕。一手楼开发商无疑掌握了这一需求的入口,但没有几百个楼盘的规模,也难以搭建平台。一向重视“大”的恒大,显然占得先机。马斯葛要改名恒腾网络了,家私这块肉会不会是其主营业务之一呢?
5、为什么又是恒大?恒大是精装修的先行者之一,是“无理由退房”的独家执行者,又是率先大规模吃家私蛋糕的开发商…… 总是先行一步,为何?

$恒大地产(03333)$

全部讨论

ballfathk2015-09-29 12:14

Before making any argument, let's refer to the following numerical example for the illustration of financial projection of real estate project including calculation of IRR.

It was reasonable to presume readers to have basic accounting background and knowledge of all PRC taxation relevant to real estate project, such as Business Tax, Deed Tax, Land VAT, etc.

Again, please be reminded that all figures of sale and cost quoted below were for illustration purpose, of which the reasonableness should not be questioned.

Suppose that:

(1) one newly set up project company was 100% owned by one developer;

(2) the parent company can provide equity finance to the project company at any time, hence no external finance was required;

(3) the project company acquired land right from government at time 0 which was located in a city of PRC.

(4) the development period will last for 4 years.

(5) the development cost will be paid equally in each FY.

(6) the progress of cash sale will be equal in each FY.

(7) there is no prepayment from customers because of lack of decoration.

(8) Operating Data:

total revenue of project = 4 Bn (by assumption)

total development cost other than land cost = 0.5 Bn (by assumption)

total operating expense = 0 Bn (by assumption)

total Land Cost = 1.4 Bn (byassumption)

Then, the calculation of tax payable relevant to real estate project except for Stamp Duty (in Chinese"印花税") was shown as below:

(1) total Deed Tax (in Chinese"契税") of land acquired = 1.4 Bn*3% = 0.042Bn

(2) total Business Tax (in Chinese "营业税") = 4 Bn*5% = 0.2 Bn

(3) Sum of Tax for Maintaining and Building Cities (in Chinese "城市维护建设税"),Education Supplementary Tax (in Chinese "教育费附加") and Local Education Supplementary Tax (in Chinese "地方教育费附加")= 4 Bn*5%*10% = 0.02 Bn

(4) Computation of total Land VAT (in Chinese "土地增值税"):

(4.1) total Land Value Added = taxation income - recognized land cost -recognized development cost - recognized operating expense - recognized additional deductible - any taxes relevant to project

= 4 - (1.40+0.042) - (0.5) - (0)- (1.40+0.042+0.5)*20% - (0.2+0.02)

= 1.4496 Bn

(4.2) total deductible item's sum

= (1.40+0.042) + (0.5) + (0) +(1.40+0.042+0.5)*20% + (0.2+0.02)

= 2.5504 Bn

(4.3) total Land Value Added / total deductible items

= 1.4496 / 2.5504 = 57%

(4.4) total Land VAT payable

= 1.4496*40% - 2.5504*5% = 0.45232Bn

(5) Computation of total Corporate Income Tax (in Chinese "企业所得税"):

(5.1) Taxation Profit of each FY

= 4*25% - 1.442*25% - 0.5*25% -0.22*25% - 0.11308

=0.34642 Bn

(5.2) total Corporate Income Tax of each FY = 0.34642*25% = 0.086605 Bn

the Cashflow data of project:

at time 0: (1.442) Bn

at time 1: 0.620315 Bn (4*25% - 0.5*25% - 0.22*25% - 0.45232*25% - 0.086605)

at time 2: 0.620315 Bn

at time 3: 0.620315 Bn

at time 4: 0.620315 Bn

IRR = 25.89%

Besides, the assumptions adopted by previous example should be criticized by following reasons:

(1) most project companies are heavily leveraged of which the deductibility of finance cost depends on the form of financing, such as shareholder’s loan, loan borrowed from nature person, loan borrowed from FI,etc, as the corresponding tax treatment when calculating land VAT and Corporate Income Tax depends on form of financing in accordance with relevant PRC tax laws.

(2) project companies usually collect down-payment once the S&P agreement was signed, and rest of AR will be settled till developers deliver the sold apartments,so that settlement of sale receipt is not in line with accounting sale and taxation sale (also applicable in the case of prepayment).

(3) sometimes, some costs allocated to project cannot be deductible when calculating Land VAT and Corporate Income Tax, which make tax computation even more complicated.

(4) In practices, whenever project companies has taxation profit or loss, project companies must prepay Land VAT and Corporate Income Tax in each FY. Accordingly, the prepayment of Land VAT and Corporate Income Tax results impact on net cashflow pattern.

With reference to the example as said before, I hope that you can understand the complication of calculating IRR of real estate project, even if lots of assumptions being made in previous example, on which any proposed business decisions, including but not limited to decoration of apartment before sale, may have adverse or constructive effect.

Also, I am sure that readers can code up situations, by altering the assumptions and parameters, to support the claims that “if selling decorated dapartment, IRR of ONE specific real estate project will be enhanced”, and “if selling decorated apartment, IRR of ONE specific real estate project will not be enhanced”.

What I am trying to emphasize was that the financial projection must be revised for each proposed business decisions to determine whether IRR and net cashflow pattern is improved.

To me, the statement "精装修都会有助于IRR的",claimed by you, implies that “if selling decorated apartment, IRR of ANY real estate projects must be enhanced”. But, as discussed before, there is no causation relationship (in Chinese "因果关系") between selling decorated apartment and IRR of ANY projects since that business decision may have adverse or constructive effect on IRR.

正合奇胜天舒2015-09-28 16:01

除非极端情况,精装修都会有助于IRR的。极端情况,房子卖不掉,大量现房,装修完还没卖出去。但这不是精装修的初衷。
此外,最早公开对外说精装修降低毛利率,提升IRR和ROE的,不是恒大,是万科的董秘。

ballfathk2015-09-28 15:34

1st, I agree with the point that the decoration will be charged at a mark-up of cost.

2nd, the prepayment from customer could be viewed as loan of zero interest rate, but the corresponding effect of lowering finance cost will totally depend on the amount of prepayment received and the annual interest of project financing in billion RMB. Therefore, no one could tell the resultant effect of lowering finance cost unless a detailed financial projection was reached.

At last, it is not a must to increase IRR if selling decorated apartment.

正合奇胜天舒2015-09-28 13:10

恒大的房子都是“赠送”精装修。所以装修款都是和房款同时收上来的。另外,虽然精装房售价(比如6500)并不高于周边毛坯房售价(比如5500)加名义装修标准(比如1500),但还是高于毛坯房加实际装修成本(比如800)的。所以,精装修单独看肯定不亏,但毛利率不如毛坯房,所以会拉低公司毛利率。但无疑提高了净现金流和IRR。

正合奇胜天舒2015-09-28 12:55

Above all, the additional decolorating business is profitable due to large purchasing volume. Secondly, the developer receives the decolorating payment from customers in advance, many months before paying to the suppliers. That means, the business must be benefit to the cashflow and IRR.

ballfathk2015-09-28 12:36

But, we should consider whether the business decision of selling decorated apartment (in Chinese "精装修房 ") will really increase IRR of project, of which the answer will depend on specific situation of each projects, especially the net profit marginand timing of additional cash inflow/outflow.

Again, please be reminded that all figures quoted below were for illustration purpose, of which the reasonableness should not be questioned.

Assume that one project company was 100% owned by the developer to which developer injected capital of 20 Mn,and the net profit margins of each fiscal year (in short "FY") were equal to net cash flow of each FY.

Original Net Cash inflow/(outflow)'s Data

initial time: (40) Mn

at 1st FY end: (-10) Mn

at 2nd FY end: 50 Mn

at 3rd FY end: 50 Mn

Original IRR = 35.44%

Situation (1): Assume the business decision of selling decorated apartment did not increase net profit margin, finance cost remained unchanged and relevant tax effect was ignored, in which the additional cost of decoration of 1 Mn was paid in 1 FY and additional sale receipt of decorationof 1 Mn was collected in 3rd FY, then the modified cash flow data was shown asbelow

initial time: (40) Mn

at 1st FY end: (-11) Mn

at 2nd FY end: 50 Mn

at 3rd FY end: 51 Mn

Original IRR = 35.02%

Situation (2): Assume all conditions of situation (2) was as same as that of situation (1) except for that 0.5 Mn were collected both in 2nd and 3rd FY, then the modified cash flow data was shown as below

initial time: (40) Mn

at 1st FY end: (-11) Mn

at 2nd FY end: 50.5 Mn

at 3rd FY end: 50.5 Mn

Original IRR = 35.11%

From the above numerical example,the IRR was decreased, mainly due to the timing of cash inflow and outflow of decorating apartment, even if the net profit margin of selling decorated apartment was zero.

In addition, the tax effect of selling decorated apartment would definitely affect cashflow of real estate project adversely, since the additional receipt will increase gross revenue which will further increase tax burden of Land VAT and Business Tax causing additional cash outflow generally.

Practically, it was suggested that the developer should examine cash flow analysis precisely before judging whether the business decision of selling decorated apartment increase or decrease the IRR of real estate project.

正合奇胜天舒2015-09-28 11:32

You're abosolutely right! While in the long run, the higher the IRR for every single project, the higher the ROE for the whole company.

ballfathk2015-09-28 10:56

Based on my past practical experience, real estate developers usually evaluate any real estate development projects (in short "projects") by examining "Internal Rate of Return" (in short "IRR") of projected cash flow analysis, rather than appraising "Project ROE" (in Chinese "项目ROE"), of which the reasons was illustrated by following example of 3-year development periods:

Assume that one project company was 100% owned by the developer to which developer injected capital of 20 Mn, and the net profit margins of each fiscal year (in short "FY") were equal to net cash flow of each FY.

Please be reminded that all figures quoted below were for illustration purpose, of which the reasonableness should not be questioned.

Net Cash inflow/(outflow)'s Data:

initial time: (40) Mn

at 1st FY end: (-10) Mn

at 2nd FY end: 100 Mn

at 3rd FY end: 100 Mn

Then, the "Project ROE" of 1st, 2nd and 3rd FY would be -50% (-10/20), 500% (100/20) and 500%, so "Project ROE" (in Chinese "项目ROE") does not seem to be a reliable project appraisal tool due to its fluctuating numerical pattern supported by previous example.

深调研2015-09-27 00:16

老实交代你去东莞干嘛了?

上善若水Jasonli2015-09-26 22:24

今天在东莞也看到了恒大华府买房即送家私的广告。