Wen Eleventh Brother.
A few months ago, Poly, a state-owned enterprise, conducted a nationwide survey
Is there still a demand to buy a house?”
They collected tens of thousands of questionnaires from 70 cities and got the answers
There are still strong structural growth opportunities in the real estate sector.
Six years ago, Poly came up with a concept -
Peak times. At that time, it had already predicted that the total size of the industry would peak and that the "efficient market boundary" was shrinking.
Poly dismantled the demand for housing and finally found the direction
Although the investment demand has subsided, there is still a lot of room for rigid demand and improvement demand, which is enough to support the market capacity of 10 trillion yuan.
As a result, Poly formed a basic judgment internally
The real estate industry has shifted from the peak era to the quality era.
In the peak era, we pursue total opportunities, and in the quality era, we pursue structural opportunities.
Under the traditional high-turnover model, developers rely on standardized product design for scale expansion.
The industry has entered the era of quality, and it is obvious that it can not adapt to the new market demand.
In recent years, many people who have seen Poly products have said that it has pushed itself to the extreme in design.
But for Poly, it's just a return to the concept of development
Customer-centric.
From the emphasis on finance and development thinking, we have returned to the origin of professionalism and customers.
Starting from planning, design, and material selection, we pay attention to the aesthetic enjoyment from the inside out, as well as the rational design based on the reality of life.
It is necessary to use differentiated product power to impress consumers' purchase needs.
Poly's extreme product design has formed a strong support for sales force, allowing it to find continuous incremental demand and structural opportunities.
On the sales list of the top 100 real estate companies, Poly has long been far ahead.
In the words of Poly's own people -
In the future, who can really fight a bloody way depends on whose products are hard enough, with better service and higher brand. ”
Guangzhou is the base camp of Poly, and in the Guangzhou market, Poly has always been the leader.
In September this year, Poly auctioned a piece of land-
The eastern section of Helian Street, Baiyun District, Guangzhou.
This land is located in Baiyun New Town, with a total land price of 1.5 billion.
Although the total price is not high, in terms of product design, Poly has played to the extreme.
Next, it may be like a butterfly's wings, disturbing the new housing market in the entire Baiyun New Town.
The last project developed by Poly in Baiyun New Town was "Guangzhou Poly Yunxi".
In 2013, Yunxi entered the market at the opening of the market, with a unit price of about 40,000 yuan.
Now, on some intermediary platforms, the listing price of Yunxi's second-hand houses has been sold for about 90,000 yuan.
In ten years, the housing price of Yunxi has more than doubled.
Baiyun New Town, located at the western foot of Baiyun Mountain in Guangzhou, is a new urban area built from scratch.
Twenty years ago, Guangzhou's old Baiyun Airport was closed, freeing up large tracts of land.
However, Guangzhou's original central urban area is saturated, and some urban functions have begun to overflow.
In 2010, Guangzhou approved the regulatory detailed plan for Baiyun New Town
It is positioned as a livable new city at the western foot of Yunshan and a commercial and cultural service center in the north of the main urban area.
It was also in that year that Poly entered Baiyun New City and developed Yunxi.
Later, Wanda Plaza, Greenland Center, Apron Shopping Plaza, Guangzhou Children's Park, and Guangzhou Urban Planning Exhibition Center were built and landed one after another.
A new city suitable for living and doing business is gradually taking shape and is about to emerge.
The eleventh brother checked that the overall planning and construction scale of the core area of Baiyun New Town has tens of millions of square meters, and the comprehensive plot ratio is 13。
It occupies the most representative ecological resource of Guangzhou - "Yunshan Zhushui", and has a geomorphological pattern of "ten miles of green mountains and half into the city".
In Guangzhou, Baiyun New Town is a highland of integrated development of industry and city.
The benchmark is the city's new CBD-
It brings together high-end office buildings, bustling business districts, exhibition halls, cultural facilities, and park venues.
In the past ten years, the housing prices of Baiyun New Town have risen visibly.
For many rigid needs, the unit price of 40,000 or 50,000 yuan at every turn, or 70,000 or 80,000 yuan at all, cannot reach the threshold of Baiyun New City.
In the Baiyun New City sector, several new housing projects for sale ——
Guangdong Yungang City, Vanke Zhenshan Mansion, New World Yunyao, Guangzhou Metro Yunzhu Shangpin, Guomao Yunshang.
The smallest boarding area of more than three bedrooms also needs to be ten square meters.
Now, the new housing market in Baiyun New Town, in Poly's view, has structural opportunities.
The real estate industry has entered the era of quality, and Poly has a judgment-
The R&D and innovation capabilities of the new generation of residential products will be the moat for excellent developers.
As long as we can grasp the changes in customer needs and the pain points of quality improvement, and achieve the ultimate in product design, we can form a differentiated competitive advantage.
When the plot of land in the eastern section of Helian Street was photographed, Poly planned to give full play to the ultimate product design
Let those buyers who want to get on the car return to the core plate of Baiyun New Town.
This land has been developed into "Poly Cloud Realm" and is about to enter the market.
In terms of product design, for customers who just need it, Poly has a kind of reverse thinking
If it doesn't solve their purchasing power, then lower the threshold for them to get on the bus.
Yunjing has designed three types of houses
68 square meters, 85 square meters, 110 square meters of three or four bedrooms.
With the smallest area of 68 square meters, Poly has designed a three-bedroom unit.
At present, it is difficult to cram a three-bedroom apartment into a smaller area than 68 square meters.
Its housing rate has broken through the ceiling of the Guangzhou property market
In other words, the floor area of 68 square meters on the house book has a usable area of 75 square meters.
According to the calculation of 85% of the housing efficiency of traditional houses, it is equivalent to a 90-square-meter house.
In Baiyun New Town, the cloud realm gives customers two more options-
With the same purchasing power, you can get a larger area and live in a more core location.
Marshall, a professor at New York University, put forward a theory in "Principles of Economics" that had a great influence
Consumer surplus.
It is when a consumer buys a product or service and gets more in return than it costs.
To explain it more colloquially, it is actually value for money, and you can earn it when you buy it.
Now, Poly relies on the ultimate product design to optimize the options for customers who just need to get on the bus in Baiyun New Town.
The main unit of Yunjing is a three-bedroom of 85 square meters.
The eleventh brother compared it, and it was an enlarged version of the 68-square-meter house.
It has pulled the housing rate to more than 100%, and the developers who sell three houses in the entire Baiyun New Town may be swept into a corner.
According to the calculation of the traditional room rate, just need customers to choose to get on the cloud realm——
With the same room size and house price, Yunjing can have one more room.
In Baiyun New Town, for those buyers who want to get on the bus, Poly has opened another door.