Lead. The end of the year is approaching, the performance pressure of real estate enterprises has not decreased, and the discount concessions have generally increased.
* The scale of housing marketing remains high.
A number of leading real estate companies have launched more than 100 sets in the country or region**.
At the end of the year, the marketing of real estate enterprises was active, and in the past six months, the scale of key monitoring real estate enterprises remained high. During the year, real estate companies such as Poly Development, China Resources Land, and China Overseas Real Estate all launched more than 100 sets of first-class housing marketing in many places, among which China Overseas Real Estate even launched as many as 10,000 units during the National Day Double Festival. Poly Development launched 600 sets and 999 sets in Hebei during the "618" and National Day Double Festival in the middle of the year.
Ten. First, double twelve and other year-end marketing nodes in Hunan, Fujian and other places to launch more than 100 sets of scale *** from the preferential strength of the first house, the discount continues to fall, with Vanke's September "Vanke 39th Anniversary, Good Housing Huge Month" and November "2023 Orange Season" as an example, the same group marketing, from the company's official micro disclosure, November "Orange Season" residential ** house up to 500,000 yuan off, commercial ** house up to 1 million yuan, and in September "good house Juhui month" There is no mention of the maximum reduction amount.
In addition to the first house, many real estate companies take advantage of the year-end sprint stage to focus on launching new projects, "low price into the market" has become an important way to improve the level of project decentralization, "low price into the market" is basically lower than the record price to enter the market, and some projects are even lower than the average price of the surrounding area. According to CRIC monitoring data, since the fourth quarter, Shenzhen, Hefei, Changsha, Wuhan and other cities have seen "low-price entry". From the effect point of view, "low-price entry into the market" can promote decentralization to a certain extent, but at the same time, it is also prone to first-class wars in areas with greater sales pressure.
The project enters the market at a price lower than the record price.
The effect of the hot-selling plate is more obvious.
According to CRIC monitoring, Hefei Zhonghai Zhenru Mansion opened in November is located in Hefei's popular plate, and the first launch of 96% off preferential activities, the first 332 sets of ** for sale were transacted in 322 sets, and the removal rate was close to 97%, much higher than the overall removal rate of 42% in Hefei in November. Although the discount is higher, the overall de-conversion rate of the project is still not as good as that of the hot plate project.
The project entered the market at a price lower than that of surrounding competitors.
The area with high sales pressure is easy to form a first-class war.
In order to accelerate the decentralization of projects, some projects have entered the market** or even lower than the average price of surrounding competing projects, especially in urban areas with high project sales pressure, and the low price of new projects will prompt further adjustment of old projects**. Taking the Wuhan market as an example, at the end of November, there were more low-cost projects in the city, which had a certain impact on the first-class strategies of the surrounding competing products, mainly by lowering the average price of the projects on sale and raising the commission rewards.
According to monitoring, the Wuhan Vanke Optics Valley Jinyao project was first opened in October this year and increased in November this year, basically maintaining at 170,000 square meters, close to the average price at that timeCompared with the surrounding competing products of 950,000 square meters, the average sales price is close to 87% off, and the removal rate on the day of the first launch reached %, which was much higher than the average % of the average rate on the day of the first launch of Wuhan in October and November. The low-price and hot-selling new projects have increased the pressure on the surrounding competing products, and the nearby Weixing Optics Valley Xingyue Plaza is still more than 200 sets on sale, in order to attract customers to visit, ** from 1950,000 square meters were lowered to 150,000 square meters, nearly 77% off with a minimum of 3% commission point.
On the whole, near the end of the year, the sales pressure of real estate companies is not reduced, whether it is the first house marketing or "low price into the market", from a short-term point of view, there are certain results, but in the long run, especially in the white-hot area, on the one hand, the project that continues to "exchange price for volume" will be compressed in the future, and the profitability of developers may be affected. To a certain extent, it can appease the wait-and-see mood of buyers, such as the launch of the "30-day no reason to check out" activity in many real estate projects in Wuhan, and the marketing method of ** discount can also be used to reduce the probability of the owner's rights protection.
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Article**: Kerry