◎ Author/Shandong Zhongyang Real Estate Development Group Co., Ltd. Wang Xihao; Copyright belongs to the author.
Expertise: apartment design and optimization, cost control optimization, film.
01order
At present, the real estate industry has entered the era of small profits. Real estate regulation and control policies such as "three red lines" and "centralized land reform" have deleveraged real estate and removed its financial attributes, resulting in increased costs, difficult financing, low fault tolerance rate and reduced profit rate to less than 6%.
By benchmarking Country Garden, Vanke and other head real estate companies, this paper makes a detailed and systematic data calculation, analysis and comparison and careful study from four aspects: cost control ideas, cost measurement indicators, specific measures and control conclusions. The specific research and application analysis are as follows:
02The purpose and thinking of cost control
First, the purpose and necessity of cost control:
Through the measures of increasing efficiency, reducing cost and marketing and packaging, the differentiated competition of products can be realized, so as to generate premium benefits, enhance the value and quality of products, further improve the core competitiveness of enterprises, and shape the recognition and brand image of enterprises.
Real estate benefit settlement is dynamic, lagging and long-term. Is a project profitable and how much is it? Only after the development and sales are completed will you know. Therefore, according to the existing project situation, learn the experience of cost control of other real estate to prevent the cost from being wasted or exceeding the standard.
Second, the idea of cost control:
Increase efficiency, reduce cost and enhance product value;
(1) Optimize and reduce structural and functional costs.
(2) Reduce invalid costs.
(3) Increase reasonable and effective costs in sensitive areas that customers pay attention to.
Third, the impact of cost control at each time stage on the overall cost:
1. The stage of land acquisition, planning and design planning affects 70% of the total cost, which belongs to prior control.
2. During the recruitment and construction stage, it affects 25% of the total cost, which belongs to the matter control.
3. The carry-over and settlement stage of completion data affects 5% of the total cost, which belongs to post-event control.
03Cost measurement index
A, the development of total cost index and proportion:
1. Land cost: According to the current 4 million/mu, the plot ratio is 2.0, and the floor cost is about 3090 yuan/m2 (4 million *1.03 (deed tax) /666.67/2), accounting for 40% of the total cost.
For every 1 million mu of land, the cost will increase by about 770 yuan/㎡.
2. Jian ‘an cost: 2,000 yuan/㎡ for high-rise buildings, accounting for 26% of the total cost.
3. Supporting fee: 400 yuan/㎡, accounting for 5% of the total cost.
4. Administrative expenses: 500 yuan/㎡, accounting for 6% of the total cost.
5. Land use tax: 9 yuan/m2 * 50 years /2.0=220 yuan/m2, accounting for 3% of the total cost.
6. Tax: the sales price (8,000 yuan temporarily) *11%=880 yuan/㎡, accounting for 12% of the total cost.
7. Marketing expenses: the sales price (temporarily 8,000 yuan) *2.5%=200 yuan/㎡, accounting for 3% of the total cost.
8. Financial expenses: (2-5, 6, 8) *10%=320 yuan/㎡, accounting for 4% of the total cost.
9. Unforeseen expenses: 100 yuan/㎡, accounting for 1% of the total cost.
10、The above total cost: about 7600 yuan/㎡. Among them, the cost of land and construction and installation accounts for 66%. If the land price is 3 million/mu, the total cost of development is 6,800 yuan/m2.
Second, the construction cost (1-5 controllable) cost index and proportion:
1. Reinforcement: The cost per square meter is about 300 yuan/㎡, accounting for 15% of the construction and installation cost.
2. Commercial concrete: the cost per square meter is about 280 yuan/㎡, accounting for 14% of the construction and installation cost.
3. Exterior wall decoration and thermal insulation: the cost per square meter is about 150 yuan/㎡, accounting for 8% of the construction and installation cost.
4. External window: The cost per square meter is about 100 yuan/㎡, accounting for 5% of the construction and installation cost.
5. Elevator: The cost per square meter is about 45 yuan/㎡, accounting for 2% of the construction and installation cost.
6. Measures cost (including scaffolding, tower crane, formwork, vertical transportation, etc.): The cost per square meter is about 300 yuan/㎡, accounting for 15% of the construction and installation cost.
7. Others: earthwork, fire protection, electricity, water supply and drainage, heating and ventilation, etc.
Third, the height and other cost indicators, the impact on the calculation of Jian ‘an cost
1, the height of the impact on the cost:
(1) For a 17F residential building, for every 0.1m increase in the storey height, the corresponding installation and installation cost will increase by about 2-3% (the steel content will increase by about 1kg/㎡; The concrete content is increased by about 0.01m3/㎡ m2, etc.).
(2) For every 0.1m increase in story height, the construction and installation cost will increase by about 30~50 yuan/㎡ (the higher the material price, the greater the impact).
2. Influence of steel content on cost：
(1), steel cost index:
(1) the average high-rise residential 17F steel content is about 40-58kg/㎡; The steel content of underground garage is about 120-160kg/㎡.
(2) if the purchase price of steel bars is 5000 yuan/ton, it will be about 6000 yuan/ton after charging.
③ The cost index of steel content per square meter of residence is 240-330 yuan/square meter (accounting for 12-17% of Jian ‘an cost).
④ The cost index of the steel content per square meter of the garage is 720-960 yuan/square meter (accounting for 28-37% of the garage construction and installation cost).
(2) Influence of steel content on Jian ‘an cost:
① When the steel content increases by 1kg per square meter, the construction and installation cost will increase by about 6 yuan/㎡ (the higher the steel bar price, the greater the cost will be).
(2) The purchase price of steel bars increases by 1000 yuan/ton, and the construction and installation cost increases by 50 yuan/㎡.
3, including commercial concrete:
(1), including commercial concrete quantity cost index:
(1) the general high-rise residential 17F concrete content is about 0.4-0.5 cubic meters/㎡, and the underground garage concrete content is about 1.5-2.0 cubic meters/㎡.
(2) If the supply price of commercial concrete is 500 yuan/Fang, it will be about 600 yuan/Fang after the fixed fee.
③ Cost index of concrete content per square meter of residence: 240-300 yuan/square meter (accounting for 12-15% of construction and installation cost).
④ The cost index of concrete content per square meter of the garage is: 900-1,200 yuan/square meter (accounting for 35-46% of the garage construction and installation cost).
(2) Influence of commercial concrete content on Jian ‘an cost:
(1) the content of commercial concrete increases by 0.01 cubic meters per square meter, and the construction and installation cost increases by about 6 yuan/㎡ (the higher the material price, the greater the impact on the increased cost). (2) The purchase price of commercial concrete increases by 100 yuan/㎡, and the construction and installation cost increases by 50 yuan/㎡.
4, window to ground ratio:
(1) For general 17F high-rise residential buildings, the window-to-floor ratio is about 0.16-0.31. Based on the calculation of 600 yuan/㎡ of aluminum alloy window with three glasses and two cavities, the floor cost index of external window is about 96-180 yuan/㎡ (accounting for 5-9% of Jian ‘an cost).
(2) For every 0.01 increase in the window-to-ground ratio, the construction and installation cost will increase by about 6 yuan/㎡.
5. Garage and soil covering
(1) For every 0.1m height increase in the underground garage, the reinforcement will be increased by 3-5kg/㎡ and the concrete will be increased by 0.02-0.03m3/㎡； ㎡; Jian ‘an costs about 30-50 yuan/m2.
(2) For every 0.1m increase in the covering soil on the garage roof, the steel content will increase by 1.5-2kg/㎡, and the concrete will increase by 0.015m/㎡ accordingly; Jian ‘an cost increases by about 18-20 yuan/㎡.
6, saleable ratio ()
(1) saleable area: including residential buildings (including bottom businesses) and other saleable areas.
(2) Non-saleable area: parking space, property room, basement, mezzanine, overhead floor, garbage room, police room, kindergarten, equipment room and other supporting areas and gift areas.
(3) Calculated value of head housing enterprises: For every 1% increase in the saleable ratio, the construction cost of Jian ‘an will be saved by about 50 yuan/㎡.
04
Specific measures of cost control
First, reduce invalid costs
1, the concept of invalid cost
Invalid cost is an unstructured and unnecessary cost that does not play an effective role in enhancing product value and promoting marketing, and cannot gain customer recognition and attention. Ineffective cost accounts for about 1-2% of Jian ‘an cost, and the cost per square meter affects 20-30 yuan/㎡.
2. Case measures to reduce invalid costs:
(1) Decorative treatment of air conditioning grille.
The enclosed area inside the air-conditioning grille is the customer’s non-sensitive area, and it is enclosed by the air-conditioning grille, and residents rarely enter it. The practice of real stone paint can be changed to ordinary paint (the current practice of Country Garden).
Taking the project under review as an example, the interior decoration of air-conditioning grille can save the cost: 800 square meters *40 yuan/m2 (price difference) = 32,000 yuan/building.
(2) The garage ceiling is not treated or painted.
The ceiling of the underground garage is a customer’s non-sensitive area, which can’t display well. Moreover, it is blocked by fire fighting, smoke exhaust pipes, bridges and other facilities. Secondly, latex paint or paint is easy to peel off when it is wet for a long time. If the cost of using mildew-proof coating is higher, the surface putty and coating are cancelled, or spray painting treatment is adopted, which will not affect its structural use function.
Take the current project under review as an example, the top of the garage is sprayed with latex paint of 15-18 yuan/㎡, and the area of the garage (including the beam side) is about 25,000 square meters. If it is not treated, the cost will be saved by about 375,000-450,000 yuan; If spray painting treatment is adopted, the cost will be saved by about 120,000-200,000 yuan/phase I garage.
Second, optimize and reduce structural and functional costs
With the soaring land price, the cost of land and construction and installation accounts for more than 66% of the total cost. The product positioning and design scheme in the early stage largely determines the direct profit and loss of the project. Optimize the product line, so that the positioning of the designed products can match the needs of customers. The highest goal is that customers take the initiative to buy products, rather than taking products to find customers.
1. Optimization and cost reduction measures in the planning and design stage (affecting the overall cost by more than 70%):
The main principles are: optimization, benchmarking, quota, adaptation and refinement.
(1) In the planning stage, the most profitable planning layout and product line (the products of high-rise buildings and villas have the highest profitability) are issued through the benefit comparison of various schemes.
(2) Optimize the building shape coefficient: The more complex the building shape, the more concavities and convexities, the larger the external area of the facade, the more complex the structure, and the higher the corresponding cost. Huxing design should be symmetrical and reduce too many concave and convex levels.
(3) Optimizing structural selection and shear wall layout: The structural layout with more short-leg shear walls has a higher impact on the cost.
(4) For the cost index limits such as steel content and commercial concrete content: design internal horizontal comparison, and externally benchmark the head real estate data such as Vanke and Country Garden (the steel content cost index of the same type of drawings in the market can be different to 5-10kg/m2).
(5) Optimize and reduce the window-to-wall ratio: reduce the window area in the north direction and increase the height of the window sill in the south direction (meet the vertical fire-proof spacing and avoid using fire-proof windows). Reducing the window-to-floor ratio is beneficial to energy saving and cost reduction. Door and window frame optimization (reducing the number of window frames).
(6) Reasonably control the type and proportion of the donated area (because the donated area is not saleable, but it is included in the construction and installation cost at the time of settlement), and try to avoid:
1, the proportion of the plane is too high.
2. Large-area nonfunctional overhead floor or negative equipment floor design.
3, a large area of internal transformation, especially a large area of empty patch.
4. Design the stolen area by transforming the facade.
5. Try to use equipment platforms, balconies, bay windows, etc. to give away the area, and control the proportion.
(7) Improve parking efficiency of underground garage: strictly control the pool area of underground parking spaces, and save 30 yuan/㎡ for every unit of parking efficiency.
(8) Increase the saleable ratio:
First, increase the saleable area on the ground and reduce the area of supporting houses and low-profit projects.
The second is to reduce the area of underground storage room and garage. For every 1% increase in the saleable ratio, the cost will be reduced by about 30 yuan/㎡.
(9) Elevation optimization:
(1) Reduce the complex shape of the facade: the building facade should not have too many levels and lines, which is difficult to construct and expensive. Secondly, there are too many lines (especially at the window sill). If too many polystyrene boards are used, it will become a hidden danger of water leakage in the outer window if it expands when heated and contracts when cooled for a long time.
(2) The shape of the roof should be simple: if the sloping roof is adopted, the slope of the sloping roof should be reduced, and the flower pattern and complex lines of the roof should be reduced. The cost sharing of roof modeling of multi-storey residential buildings is large.
(3) lines with a thickness of more than 150 should be poured with concrete, because the heavy rain invades and expands with heat and contracts with cold, which has the potential of falling off.
(9) Control the materials and use parts of the facade: strictly control the use of materials with high cost,
Non-sensitive and minor parts of the owner, such as the second floor above the facade, decorative lines, roof flower racks, equipment floors, etc., shall be made of lower specifications.
(10) garage optimization:
① Control the thickness of the garage cover soil, reduce the thickness of the whole cover soil layer and reduce the cost through local piling slope, and use piling slope to plant larger trees, which has a sense of hierarchy in landscape vision.
② Garage pipeline balance: increase the clear height of the garage lane to prevent cross-operation fighting and pipeline waste.
(3) Set up control centers such as water pump room and fire fighting reasonably, and reduce the length of equipment pipes, wires and cables in the most reasonable and economical position.
4 When the garage fire hydrant is arranged, it should not be arranged at the driver’s door, but should be arranged on the back of the car or on the inside of the post adjacent to the driveway.
(11) Building lobby decoration:
According to different grades of projects, the ceiling on the wall and ground in public areas such as lobby adopts different standard decoration materials to distinguish high and middle grades. Make the just-needed real estate appropriately reduce the cost.
2, material procurement stage optimization, cost reduction measures:
(1) Centralized procurement, with quantity for price.
(2) In exchange for lower material prices through strategic cooperation, based on the future estimated quantity and construction demand.
(3) Guide and cultivate long-term, stable and honest suppliers of materials.
(4) Elevator accounts for about 2% of the construction and installation cost. Customers are more concerned about the safety and quality of elevators. Reducing redundant functions and unnecessary configuration are the main measures to reduce elevator prices.
3. Optimization and cost reduction measures in the construction stage:
(1) Control the quantity and standardization of visas, reduce site changes, and construct in strict accordance with design drawings.
(2) Changes or visas required by the construction unit shall be approved for implementation after repeated confirmation and comparison.
(3) Building construction practices and techniques should be adapted and matched with the current development level of construction technology and the routine practices of engineering construction.
(4) Reduce the construction period reasonably. After the completion and warranty period are up to standard, all costs and expenses will be settled in batches according to the time nodes, and the turnover cycle of funds will be ensured by time span.
4. Optimization and cost reduction measures of garden facilities:
(1) Reduce the proportion of water features. Because of the high cost and maintenance of waterscape, it is easy to become a hidden part of water leakage, and it is not well maintained in the later stage, and deciduous dirt and mosquitoes become a sub-item.
(2) Reduce the number of nonfunctional and expensive landscape sketches such as sculptures.
(3) The proportion of hard scenes shall not exceed 30%. In the landscape cost, the hard landscape area is small, but the cost is high. According to the project quality, control the proportion of hard scene paving and increase the proportion of soft scene. Use real stone paint, tiles or other iterations to replace marble.
(4) The wall of the community is hollowed out, which makes the landscape inside and outside the community coherent and transparent, and reduces the cost.
5. Financial optimization and cost reduction measures:
(1) Accelerate the sales rhythm, quickly turn the funds, reduce the pressure of funds and increase the gross profit.
(2) Tax financial planning, and broaden financing channels.
6. Measures for optimization and cost reduction in the settlement stage:
(1) Combining with the construction technology and practice of the project site, reasonably apply relevant quotas.
(2) Strictly review and check the project visas and contracts, and review and reduce those that are inconsistent with the site or conflict with the quota.
(3) Fine calculation, combined with the construction site, to ensure the authenticity, accuracy and practicality of the calculation.
7. Optimization measures in the marketing stage:
(1) Differentiated pricing of underground parking spaces to improve overall efficiency.
According to the actual scene of the garage, respectively, for the parking spaces with advantages and disadvantages, the price of the dominant parking spaces should be increased, and the price of a few unfavorable parking spaces should be reasonably reduced, which fully reflects the difference of parking spaces’ values, promotes the balanced sales of parking spaces, and is conducive to the elimination of parking spaces and the overall premium.
1. Conditions for price increase of parking spaces:
A. Parking spaces near the elevator or the entrance of the unit.
B, independent parking spaces
C, the distance around the parking space is relatively large.
2. For a few parking spaces in unfavorable positions, appropriately reduce the selling price.
A, mini-car parking spaces, corners or locations where equipment and facilities are extremely obstructed.
B, lane end inconvenient parking spaces.
(2) Add some middle and high-end parking spaces, which will improve the overall benefit of premium.
According to the project grade, on the basis of standard parking spaces (2.4*5.3), a reasonable proportion of medium and large parking spaces (2.6-2.7 in width and 5.3-5.5 in length) will be added.
(3) By giving away a reasonable area or space, we can enhance the higher sales added value, bring more premium, and get rid of chemicals faster, so as to enhance the overall benefit.
1. Optimization of negative first floor space:
The whole negative floor or the south area is presented to the first floor (some lighting windows are added to the negative floor).
Reasons: First, it can bring the first-tier premium and raise the first-tier price; Second: when the underground garage is 3.6 meters, two-story basements must be built below the main building (high-rise), which will design a large number of underground storage rooms, which is not conducive to decontamination. Turn the storage room on the negative floor into a gift space on the negative floor, break it into whole parts and quickly remove it. Third, the storage area of the remaining negative second floor can be designed to be smaller and the total price is lower.
Benefit calculation of two schemes:
A. If the standard floor costs 8000 yuan and the first floor (without yard) costs 7800 yuan, the whole negative floor or the space on the south side will be given as an additional gift to the first floor, and the price of the first floor will be 10800 yuan, and the benefit difference will be 3000 yuan/㎡. The relative selling price of storage room is 2000 yuan/m2, which brings more benefits.
B, if the standard floor costs 8,000 yuan and the first floor (with courtyard) costs 9,800 yuan, the whole negative floor or the space on the south side will be given as an additional gift to the first floor, and the price of the first floor will be 11,800 yuan, and the benefit difference will be 0 yuan/㎡. Basically, it is almost the same as selling the storage room at a price of 2000 yuan/m 2. Double added value can’t bring more profit growth, but it will solve the problem of slow storage room.
2. Optimization of negative two-story space:
The south area of the negative second floor (which has a large space facing the living room and bedroom) is used as a parking garage to increase the price. The premium capacity of the parking garage is much higher than that of the parking space, and it is fast and limited, so customers have priority to buy it.
Third, increase reasonable and effective costs in sensitive areas that customers are concerned about.
In the sensitive parts or areas that customers pay attention to, increase reasonable effective costs, improve quality, and let customers get the best value for money, thus generating a premium and increasing benefits. In the period of high housing prices and high costs, it is not suitable for price wars. By improving quality, selling price and profit, the brand effect can be expanded, and brand promotion and secondary premium can be given by word-of-mouth effect.
1. Sensitive areas of customer concern:
(1) According to the streamline of returning home: waiting hall, lobby, garage lobby and garage entrance.
(2) According to the architectural visual concerns: community gate, unit door bucket, first floor and facade.
(3) According to the landscape visual concerns: main entrance, core landscape axis and nodes, unit entrance, group landscape nodes, and residential fence.
2, in the home streamline, increase the reasonable and effective cost:
(1) The waiting hall, the lobby on the first floor and the garage are connected to the indoor lobby, and sensitive parts are paid attention to at the first level for customers. According to the grade of the project, simple and refined decoration is adopted to improve the quality of entering the home and create a sense of belonging at home.
(2) The fire hydrant and other equipment and facilities in the waiting hall are constructed with concealed fittings to avoid inconvenient access for customers.
(3) The lines at the entrance of the garage and the gate of the community are more thick, and the ceiling should not be made of glass. The slope at the entrance should be raised appropriately, and the entrance should be illuminated by lights.
3, building facade, increase the reasonable and effective cost:
(1) Lines and shapes are added to the 1-2 floor base and unit door bucket area of the building, which enriches the details and makes it more heavy.
(2) The color matching of the facade adopts color matching to replace the division of lines or shapes (high cost). Multi-storey horizontal different color surfaces make the building more thick; High-rise buildings adopt different vertical colors, which makes the building stand tall and straight.
4, landscape, increase the effective cost.
Excellent core landscape brings high-quality on-site experience to customers and directly raises the house price.
(1) First-class landscape areas such as main entrance, core landscape axis and nodes, unit entrance, and group landscape nodes should be built with emphasis.
(2) The children’s playground is set in an open space, and the surrounding vision is wide.
(3) A fitness track is added in the secondary landscape zone (semi-private) of the community, and cultural tips are added around the track to distinguish areas, which increases the identification and interest of the space and improves the humanistic quality of the project.
(4) The right corner of the road shall be rounded to prevent trampling.
4. In terms of intelligence, increase the effective cost.
A fully intelligent identification system for the owner is composed of face recognition of the gate, face recognition of the unit door, fingerprint lock of the entrance password, license plate number recognition system of the basement and automatic induction gate, which is convenient for the owner to enter and exit without keys and Bluetooth cards.
5, garage and other supporting aspects, increase the effective cost
(1) The garage driveway is the customer’s concern area, and it is made of toughened or grinded stone floor, while others are made of solidified wear-resistant floor (epoxy floor is not recommended, because the garage is wet and not wear-resistant, and after 1-3 years, there will be problems of sanding and falling off in different degrees, which will reduce the quality).
(2) Lane lighting design, lane lights and lane guide arrows are aligned up and down, which broadens the vision of two-way lanes, makes driving light feel more comfortable and ensures driving safety.
(3) The large-scale garage is divided into zones and colors, which is easy to identify and provides a simple sense of orientation.
(4) The garage is equipped with a zebra crossing on the sidewalk to distinguish the traffic flow and pedestrian line in the underground garage, which not only guides the owner to cross the driveway safely, but also plays a role in warning the vehicles driving in the basement to speed limit.
(4) Establish a model first and a quantity exhibition area, and stimulate customers’ purchasing desire and transaction rate through case experience.
(5) Set some smart WIFI, hidden trash cans, and some direct drinking water in the outdoor public activity area, so that customers can experience differentiated services and excellent living experience with less cost and attention to details, and improve quality.
Item 4: The conclusion of cost control:
All departments and stages refine the cost control, so as to prevent in advance, control in the process and analyze afterwards, forming a closed-loop and virtuous circle of the whole process.
First, improve the cost consciousness of all staff, establish the overall situation consciousness, and fully realize the close relationship between cost and income: reducing cost means increasing efficiency.
Second, all relevant departments should cooperate with each other, strengthen cooperation, establish a whole-process and full-staff cost control system, and dig deep into cost optimization and reduction measures:
1. Plan, design, optimize and innovate iterative products.
2, construction management to ensure quality.
3. Centralized strategic procurement of materials.
4. Marketing packaging: explore the core value and increase the premium rate.
5, financial control system control.
7. The Legal Department should guard against risks.
8, the completion of the settlement strictly according to the facts.
6. The feedback data of property customer service complaints are used as experience books to form a closed loop.
The real estate competition has entered the stage of high-quality and high-value differentiated competition. At present, real estate developers should seize the challenges and opportunities, enhance the concept of value promotion and cost control, take effective management and control measures, and do fine cost management with the craftsman mentality of "wringing the last drop of water on the towel" to enhance product value and create value for customers, so as to enhance the value of products and the core competitiveness of enterprises, so as to achieve sustainable and healthy development.
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