Chapter 1: Is land concept marketing equal to operating a city?
Compared with other towns in Zhongshan, the economy of Guzhen is indeed developing, and it is indeed worthy of the pride of the ancient town government. Under the guidance of Mr. Wu Runfu's concept of “operating the cityâ€, the economy of Guzhen has achieved rapid progress.
However, the idea of ​​“running the city†by Mr. Wu Runfu, who was smashed by Mr. Fan, really helped the development of the ancient town? Will it contribute to the future development of the ancient town?
At present, the so-called "operating city" concept popular in many cities in China is actually a concept marketing method of the government. The government first "does the land" and then the city ridicules the economy. The so-called "making the land", It is the government planning a concept, such as a certain economic development zone, a certain financial center, a certain commercial center, a certain CBD zone, etc., and then plot a piece of land to auction, and the income from land sales is used to build supporting services. The appreciation of the land in the area will drive up the land price in the surrounding area. At this time, the government can obtain more fiscal revenue by selling more land around it, thus forming a so-called “virtuous circle†and ultimately “operating the cityâ€. The government does not spend a penny, and the economy of each district can be developed. Therefore, many local governments in the country are happy.
For example, in Hangzhou, the local government is operating the “Beijing-Hangzhou Grand Canal Comprehensive Protection Project†project. According to reports, the total investment of the plan is more than 20 billion yuan, but the government finances only invested 500 million yuan in start-up funds, and other money must be raised through market means. The Hangzhou government has set up a canal command for this purpose, which is actually a financing institution. So what is the means by which the Hangzhou government operates the project? In fact, it is the canal application, that is, the United Nations declares that the Grand Canal is listed as a world cultural heritage. Through the application of the application, the protection of the canal and the protection of cultural relics along the line will be increased, so that the land along the canal will be greatly appreciated. After the government auctions the land, it can raise funds and then invest in the protection project, thus forming a cultural relic protection and market development. A virtuous circle." This "business-oriented" idea is actually a typical case of "land concept marketing."
This means of operating the city has created the concept of “land appreciationâ€, which has led to real estate developers vying for land and raising land prices, while the government has obtained a large amount of fiscal revenue through auctions of land, in order to repay the bank loan’s urban construction project start-up funds, and The later development of urban construction projects will promote the environmental construction of urban commercial projects. On the surface, both the government and investors have gained benefits and achieved a win-win situation or even a win-win situation.
However, since it is possible to achieve a win-win situation, why does the central government have to suppress local government operations through land regulation and tax regulation? In the final analysis, the operation of this kind of city has always been unable to get rid of the routine of selling land and making money. It is a typical exhaustion. Because land is a limited resource after all, if the development of a local economy depends on selling land, your government will build land by selling land and selling it, so what will the future governments take? economic? Not only have the resources for economic development been exhausted, but in the future it is likely that there is no place for urban residents to be leisurely, and there are no places around the city to vegetable farmers to ensure the supply of urban vegetables. This will bring a lot of serious social problems.
Local governments are highly dependent on selling land to obtain fiscal revenue, and financial risks are large. Because the start-up funds for these urban infrastructures are mainly from bank loans, and these loans are collateralized by land. Such government-based loans are easily affected by macroeconomic policies, and once the state conducts macroeconomic regulation, risks will break out. At present, many cities in Zhejiang are affected by the state's macroeconomic regulation and control, and the income from land sales has shrunk sharply. In some places, the bidding prices for commercial land use are lower than the low prices. Originally, when land sales revenues were not enough to repay loans, they should be financed by government finances. The problem is that government loans in these areas have exceeded local fiscal revenues. If the government is a company that manages to live on a city, then many of these companies are now insolvent. If the "government enterprise" is allowed to go bankrupt, I am afraid that many local governments have to go bankrupt.
It seems that selling land and making money is a short-term behavior and an unsustainable urban development model. At the same time, one of the serious drawbacks of this model is that if the government becomes a company that operates a city, the government becomes a businessman, and it is busy making money for profit every day to show off political achievements, then the government must not do public services. So why does the central government order to build more affordable housing and low-rent housing in various places, and the localities are not enthusiastic? It is because local governments have to chase property projects with high commercial profits in order to make money for land sales. Therefore, it is necessary to systematically break the pattern of the government monopolizing the primary market of land, change the role of the local government as the “landlord†and land operator of construction land, and change the “investment government†to “service governmentâ€. The local government does not It should be the leader of urban investment, but as a provider of public services, and form a diversified urban public investment mechanism to truly enhance the realm of urban management.
As an ancient town with lighting lighting production and sales as the pillar industry, the total area of ​​the town is only 47.8 square kilometers, and the lighting and lighting industry is an industry closely related to real estate and municipal construction, and the real estate industry is also the focus of national macro-control. industry. In the second half of last year alone, a number of policy measures were introduced by various departments of the country, and the “combination boxing†of macroeconomic regulation and control took turns:
On August 1, the five ministries and commissions, including the National Development and Reform Commission, jointly issued the "Guiding Opinions on the Clean-up of Newly-Started Projects" in an urgent manner, requiring local governments to use a total investment of 100 million yuan or more in the first half of the year for the first half of the year. The start-up project will be cleaned up item by item;
On September 5, the "Notice of the State Council on Strengthening Relevant Issues Concerning Land Regulation and Control" was officially promulgated. The state will uniformly formulate and publish the lowest price standard for industrial land transfer, and illegal land occupation such as renting and collecting land is prohibited;
The country's macroeconomic regulation and control will inevitably hinder the rapid development of the lighting industry. For the enterprises in the ancient town, this will also affect the development speed of the enterprise from the macroeconomic level. For the government, if you always stay in a concept to sell land to manage the city, it will inevitably lead to a substantial increase in the cost of industrial land, which will cause the company to only rent the factory for production, which will more severely limit the development of the enterprise. Speed; on the other hand, the government's conceptual marketing of commercial land, the hotspot of the economic zone, and the appreciation of the land will also encourage some enterprises to invest their money in development, and once they encounter the national macro policy in the development process. The regulation and control will also cause the development projects to be shelved or slow down, and the time for returning investment funds will be lengthened and even the corporate capital chain will be broken.
If the ancient town is regarded as a company, or as a lighting company, then the success of the ancient town is equivalent to the staged success of Hailing, DTL, Oriental Mingshi and other concept marketing based on a single product. For enterprises, simply relying on the concept marketing of products is always unable to make the company bigger and stronger. In the same way, as a local government, the concept of operating land management will never be the mainstream of a local economic development, and it is definitely not a long-term solution for operating a city.
Both the enterprise and the government should firmly remember the classic saying that Ren Zhengfei, China's greatest entrepreneur, said: resources will be exhausted, and only culture can survive!
Ancient town, what is your culture?
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Compared with other towns in Zhongshan, the economy of Guzhen is indeed developing, and it is indeed worthy of the pride of the ancient town government. Under the guidance of Mr. Wu Runfu's concept of “operating the cityâ€, the economy of Guzhen has achieved rapid progress.
However, the idea of ​​“running the city†by Mr. Wu Runfu, who was smashed by Mr. Fan, really helped the development of the ancient town? Will it contribute to the future development of the ancient town?
At present, the so-called "operating city" concept popular in many cities in China is actually a concept marketing method of the government. The government first "does the land" and then the city ridicules the economy. The so-called "making the land", It is the government planning a concept, such as a certain economic development zone, a certain financial center, a certain commercial center, a certain CBD zone, etc., and then plot a piece of land to auction, and the income from land sales is used to build supporting services. The appreciation of the land in the area will drive up the land price in the surrounding area. At this time, the government can obtain more fiscal revenue by selling more land around it, thus forming a so-called “virtuous circle†and ultimately “operating the cityâ€. The government does not spend a penny, and the economy of each district can be developed. Therefore, many local governments in the country are happy.
For example, in Hangzhou, the local government is operating the “Beijing-Hangzhou Grand Canal Comprehensive Protection Project†project. According to reports, the total investment of the plan is more than 20 billion yuan, but the government finances only invested 500 million yuan in start-up funds, and other money must be raised through market means. The Hangzhou government has set up a canal command for this purpose, which is actually a financing institution. So what is the means by which the Hangzhou government operates the project? In fact, it is the canal application, that is, the United Nations declares that the Grand Canal is listed as a world cultural heritage. Through the application of the application, the protection of the canal and the protection of cultural relics along the line will be increased, so that the land along the canal will be greatly appreciated. After the government auctions the land, it can raise funds and then invest in the protection project, thus forming a cultural relic protection and market development. A virtuous circle." This "business-oriented" idea is actually a typical case of "land concept marketing."
This means of operating the city has created the concept of “land appreciationâ€, which has led to real estate developers vying for land and raising land prices, while the government has obtained a large amount of fiscal revenue through auctions of land, in order to repay the bank loan’s urban construction project start-up funds, and The later development of urban construction projects will promote the environmental construction of urban commercial projects. On the surface, both the government and investors have gained benefits and achieved a win-win situation or even a win-win situation.
However, since it is possible to achieve a win-win situation, why does the central government have to suppress local government operations through land regulation and tax regulation? In the final analysis, the operation of this kind of city has always been unable to get rid of the routine of selling land and making money. It is a typical exhaustion. Because land is a limited resource after all, if the development of a local economy depends on selling land, your government will build land by selling land and selling it, so what will the future governments take? economic? Not only have the resources for economic development been exhausted, but in the future it is likely that there is no place for urban residents to be leisurely, and there are no places around the city to vegetable farmers to ensure the supply of urban vegetables. This will bring a lot of serious social problems.
Local governments are highly dependent on selling land to obtain fiscal revenue, and financial risks are large. Because the start-up funds for these urban infrastructures are mainly from bank loans, and these loans are collateralized by land. Such government-based loans are easily affected by macroeconomic policies, and once the state conducts macroeconomic regulation, risks will break out. At present, many cities in Zhejiang are affected by the state's macroeconomic regulation and control, and the income from land sales has shrunk sharply. In some places, the bidding prices for commercial land use are lower than the low prices. Originally, when land sales revenues were not enough to repay loans, they should be financed by government finances. The problem is that government loans in these areas have exceeded local fiscal revenues. If the government is a company that manages to live on a city, then many of these companies are now insolvent. If the "government enterprise" is allowed to go bankrupt, I am afraid that many local governments have to go bankrupt.
It seems that selling land and making money is a short-term behavior and an unsustainable urban development model. At the same time, one of the serious drawbacks of this model is that if the government becomes a company that operates a city, the government becomes a businessman, and it is busy making money for profit every day to show off political achievements, then the government must not do public services. So why does the central government order to build more affordable housing and low-rent housing in various places, and the localities are not enthusiastic? It is because local governments have to chase property projects with high commercial profits in order to make money for land sales. Therefore, it is necessary to systematically break the pattern of the government monopolizing the primary market of land, change the role of the local government as the “landlord†and land operator of construction land, and change the “investment government†to “service governmentâ€. The local government does not It should be the leader of urban investment, but as a provider of public services, and form a diversified urban public investment mechanism to truly enhance the realm of urban management.
As an ancient town with lighting lighting production and sales as the pillar industry, the total area of ​​the town is only 47.8 square kilometers, and the lighting and lighting industry is an industry closely related to real estate and municipal construction, and the real estate industry is also the focus of national macro-control. industry. In the second half of last year alone, a number of policy measures were introduced by various departments of the country, and the “combination boxing†of macroeconomic regulation and control took turns:
On August 1, the five ministries and commissions, including the National Development and Reform Commission, jointly issued the "Guiding Opinions on the Clean-up of Newly-Started Projects" in an urgent manner, requiring local governments to use a total investment of 100 million yuan or more in the first half of the year for the first half of the year. The start-up project will be cleaned up item by item;
On September 5, the "Notice of the State Council on Strengthening Relevant Issues Concerning Land Regulation and Control" was officially promulgated. The state will uniformly formulate and publish the lowest price standard for industrial land transfer, and illegal land occupation such as renting and collecting land is prohibited;
The country's macroeconomic regulation and control will inevitably hinder the rapid development of the lighting industry. For the enterprises in the ancient town, this will also affect the development speed of the enterprise from the macroeconomic level. For the government, if you always stay in a concept to sell land to manage the city, it will inevitably lead to a substantial increase in the cost of industrial land, which will cause the company to only rent the factory for production, which will more severely limit the development of the enterprise. Speed; on the other hand, the government's conceptual marketing of commercial land, the hotspot of the economic zone, and the appreciation of the land will also encourage some enterprises to invest their money in development, and once they encounter the national macro policy in the development process. The regulation and control will also cause the development projects to be shelved or slow down, and the time for returning investment funds will be lengthened and even the corporate capital chain will be broken.
If the ancient town is regarded as a company, or as a lighting company, then the success of the ancient town is equivalent to the staged success of Hailing, DTL, Oriental Mingshi and other concept marketing based on a single product. For enterprises, simply relying on the concept marketing of products is always unable to make the company bigger and stronger. In the same way, as a local government, the concept of operating land management will never be the mainstream of a local economic development, and it is definitely not a long-term solution for operating a city.
Both the enterprise and the government should firmly remember the classic saying that Ren Zhengfei, China's greatest entrepreneur, said: resources will be exhausted, and only culture can survive!
Ancient town, what is your culture?
1 2 3 Next Page
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