SOHO China: Transformation in Progress

In 2016, against the backdrop of a challenging Chinese macroeconomic environment, SOHO China, the largest owner and developer of Class-A real estate in Beijing and Shanghai, was struggling to convince analysts of the merits of its new “build-to-hold” strategy. Founded as a merchant builder, the company went public in 2007, raising a record US$1.9 billion, but the firm, led by Zhang Xin, refocused in 2012 on a “build-to-hold” strategy in an effort to capture the long-term value of its properties. Zhang also saw an opportunity to capitalize on the rapidly growing shared-office trend, developing the company’s own 3Q coworking product and placing these centers in its newly held buildings. Despite 3Q’s initial success and with the “build-to-hold” strategy beginning to bear fruit, SOHO’s stock price was still near record lows. How could Zhang Xin educate the stock market to reward SOHO’s share price and acknowledge the successful transition? Would these strategic decisions be sufficient to steer SOHO China through new economic hurdles? Is 3Q enough to buoy SOHO’s performance and bring it into the next phase of growth?