Friday, September 14, 2007

大摩與八佰伴

大家北望神州,如果上市公司只有歐美出口業務,在內地無生意往來,分分鐘被投資者唾棄,而地產商參與內地房地產更已是指定動作。


且看新鴻基地產(016)昨日派成績表,賺多少已不是焦點,最關注的是如何投資內地,只見管理層話要加大注碼投資內房地產就知,而中型地產商如九龍建業(034)的領導人,被稱為「澳門李嘉誠」的柯為湘都話要加快發展內地物業步伐,恐怕這股洪流勢難阻擋。由於藍籌股受內地因素影響的程度必漸增,日後美國「打乞嚏」,香港不會有感冒,最多咳兩聲,內地經濟變動才會牽動神經。


不過,新地近年重頭戲依然是九龍站上蓋物業項目,因為「食正」西九條水,特別是那個環球貿易廣場(ICC),更要與中環這個龍頭金融區爭一日之長短,但也是一幢高智能甲級寫字樓而已,怎樣才能增強競爭力呢?要麼減價招徠,或者是提升價值,而新地相信較喜歡用後者,就是以引入品牌商戶幫物業增值,當然亦可能提供優惠條款。


ICC項目就獲摩根士丹利一口氣租用其10層樓面去提升知名度。令人費解的是,大摩出手豪氣外,甚至將一直於香港營運的亞太區總部遷入該項目,絕對是大膽決定,因傳統金融中心地位非中環莫屬,將總部移離,究竟對業務影響有多大呢?不要小看這個舉動,皆因聚集一起的好處就是快,吸生意也較易,古代市集的出現何嘗不是如此?很多專業服務如會計、法律等都要部署重兵在中環,即使加租如何厲害也不輕言遷出,否則分分鐘連生意也失掉。


投資界朋友也不明白大摩為何租用龐大樓面。資料顯示,大摩租用ICC的樓面35萬方呎,比目前在中環交易廣場租用約20萬方呎樓面還多75%。話雖金融行業靠人為主,莫非呎價平,抑或是看好未來數年發展,樂於做開荒牛?


其實,新地採取這種策略已非第一次,而是不斷重複這個成功方程式。最經典之作,非當年發展沙田這個新市鎮時,如何將新城市廣場變成區內地標,兼刺激人流的策略,就是引入八佰伴百貨店,帶起日式百貨潮流,不單區內居民,連其他地區的購物行街人流也走過來,變成熱點。禤中怡上周往新城市廣場,這個翻新再翻新的商場依然有活力,更是擠擁不堪,名店樂於進駐。


另一例子就是將軍澳東港城。這個新發展區於當年可算是渺無人跡,雖然附近物業發展項目陸續落成,人流始終要慢慢增加,故要將商場搞旺,就找來另一百貨店吉之島,成為區內購物好去處,要租出餘下商場樓面問題自然不大。當社區成熟,吉之島的聚焦作用已減弱,加上已有一定人口基礎,商場人流不再是問題,新地拿回吉之島的樓面再發展,提升整體租金收益,商業頭腦認真高。


(9月14日刊於《am730》)

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