PROMES Real Estate
【該如何在競爭的辦公市場中創造最佳價值？｜時事新思維】How to Create Added Value Among Competitive Commercial Real Estates?
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Looking back at the year 2020, Taiwan has taken good control of the Covid-19, which allowed the overall industries to maintain some level of economic prosperity during this pandemic. From the commercial real estate’s perspective, the Taipei office market’s vacancy rate has remained at a low level while the rent continues to rise. However, the situation is likely to change after 2023. According to research by a professional real estate agency, the Taipei office market will foresee a big increase in office supply in the next 3 years, affecting the overall leasing market.
未來新增供給的主要區域包含敦南、敦北以及南港區。敦南敦北商業區屬較早開發之區域，辦公大樓較老舊。近期因出現都更潮而將會在幾年內增加新辦公室的供給。南港則是東區門戶計畫開發重點區域，吸引各大集團積極獵地，富邦人壽於去年取得大南港約7500坪土地，加上台肥、世界明珠等大型開發案並計畫於幾年內興建辦公大樓及商場，期望帶動南港整體的發展, 都將帶來大量的辦公室新供給。整體而言, 我們預估未來三年將有超過10萬坪的辦公室新供給釋放到市場。
The major future office supply in Taipei metropolitan area includes Dunnan, Dunbei, and Nangang District. Dunnan and Dunbei Commercial Districts are the earliest developed areas with aged office buildings. The urban renewal plan for these older office buildings will be the main office supply in the future. Nangang District, on the other hand, is the key area for the City’s East District Gateway Project. The project is aiming to redesign Nangang district, transforming the former industrial area into a new commercial district in East Taipei. Some major corporate landlords like Fubon Life Insurance are now after for new lands in Nangang. They acquired about 25,000 square meters of land last year. Also, Taiwan Fertilizer and the Global One, two major landlords in Nangang, are planning new developments such as shopping centers and office buildings. These urban renewal projects are expected to bring over 330,000 square meters of new office supplies in the next three years.
The increase in new office supplies in a short period of time will offer tenants more choices when it comes to choosing a new office location. Hence, a good product positioning strategy for an office development will gain more competitiveness and be able to attract good potential tenants. However, having the best location does not make it the best investment. Landlords must assess the existing market conditions in all respects, including the site itself, market potential and trends before positioning their products. Products that fit the market will bring the optimal asset return.
以信義區的某一辦公大樓為例，當初在規劃時便希望將此建物定位將產品定位設定在「租金行情的領導者」，採用最高規格的硬體設備打造。商場的部分引入知名商場運營業者進駐，期望吸引更高付租能力的租戶進駐。事實上，該大樓的租金去年已創造高於市場平均租金行情甚多，領導整體A辦市場價格。因此, 正確的產品定位以及招商策略很重要, 它可以影響業主的現金流提早取得以及達到業主對投資報酬的期望值。
Take one of the prime office buildings in Xinyi District as an example. It was positioned as "leading the market rent" at the phase of product planning. In order to meet such expectation, it was built with the highest specifications from hardware to software. They also introduced well-known shopping mall operating company to help them attract the best tenants with higher rent-paying capabilities and manage the mall. As a matter of fact, the building’s office rent last year had reached above market rent, outperforming the overall A-class office buildings in Taipei. This example tells us that good positioning strategies are vital elements for asset owners to achieve optimal asset returns.
In summary, to avoid engaging in price war with other similar products in the Taipei office market, asset owners should have the right positioning strategies to create their own best asset value in the market.
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