Author |Cao Anxun.
Edit |Zhang Xiaoling.
China's real estate market is still in a weak recovery, but there is a group of people with a keen sense of smell who are buying luxury homes across the country. In this property market, there is never a shortage of buyers and stories.
On January 2, Hong Kong tycoon Chen Lan moved her Macau luxury house Tiffany House to the live broadcast room, with a unit price of about 100,000 yuan per square meter, and a total price of about 10 million yuan.
When the two highly topical elements of Hong Kong luxury and Macau luxury houses collided together, a huge amount of traffic was generated, and more than 4 million viewers poured into the live broadcast room. Chen Lan revealed that 5 suites were sold in this live broadcast, with a total area of about 500 square meters, and it is estimated that the total sales are as high as 50 million yuan.
As a new luxury residential landmark in Macau, Tiffany House is located in the core area of Macau, adjacent to the famous Golden Lotus Square, with a total of 230 units in 2 buildings.
According to Centaline Real Estate, in December 2023, Tiffany House sold two sets**. Among them, 559 feet (about 51 square meters)** was sold for HK$4.24 million, and 842 feet (about 78 square meters)** were sold for HK$7.7 million, with an average transaction price of HK$8,522 square feet, or about HK$94,688 square meters.
Judging from this transaction, Tiffany House is not a top luxury house, but a place between a top luxury and a general residence. It is worth noting that houses in Macau have also been favored by mainlanders. Chen Lan's live broadcast is also more for mainland customers.
Among the 5 suites sold in the live broadcast, a post-00s female college student who was studying in Macao paid 50,000 yuan and set a set.
Huang Tao, general manager of the project department of Guangzhou Zhongyuan Real Estate, said that selling five sets of tens of millions of mansions at a time is very fast, but shopping in the live broadcast room is easy to be hot-headed and the deposit is too small, and there may be variables in the future.
However, just as the Shanxi coal boss recently bought a luxury house in Shanghai, this live broadcast also brought Macau's real estate into the field of vision of the wealthy and became one of their options for screening assets.
These high-net-worth individuals are the main "financiers" of today's real estate market, and their number continues to grow.
According to China Merchants Bank's 2023 China Private Wealth Report, those with realizable financial assets and investment properties worth more than 10 million are called high-net-worth individuals. Between 2012 and 2022, the number of high-net-worth individuals in China increased significantly by 2.45 million to 3.16 million, and is expected to reach 3.93 million this year.
These high-net-worth individuals have their own investment preferences. China Merchants Bank pointed out that ninety percent of the high-net-worth individuals surveyed currently maintain a medium-to-low risk appetite and pay more attention to ensuring the safety of their wealth.
Among them, eighty percent of the respondents are still interested in investing in real estate, and the purpose is mainly to preserve value, and they mainly consider high-end residential areas, large flats, school district houses, and luxury villas.
The Hurun Research Institute also pointed out in the "2023 China High-Net-Worth Families Cash Flow Management Report" that cash is king, stability is the priority, and protection is the main cash flow planning idea of high-net-worth families, and they pay attention to asset allocation diversification, and bank deposits, real estate, and art are their five major investment areas in 2023.
Therefore, it can be seen that when the high-quality assets** in first-tier cities are "low" enough, there will be hot sales. For example, the ** developer of Tiffany House originally wanted to sell it for a unit price of about 300,000, but it could only be sold for 100,000.
Huang Tao said that luxury houses in first-tier cities are the most valuable and most valuable properties, and bank loans only recognize properties.
In fact, in addition to the hot sale of Tiffany House brought by Chen Lan, the recent Shenzhen 10-million-level luxury house Qianhai Times Zun Mansion has become a rare daily disc in the Shenzhen property market because of the serious upside down, which once again proves the purchasing power of high-net-worth individuals.
CRIC data shows that in the first three quarters of 2023, luxury homes with a total price of more than 10 million in 64 key cities across the country were transacted 420,000 sets, a year-on-year increase of 903%。Among them, first-tier cities contributed 27,723 units, accounting for 66%.
Behind this is that the current population and capital in first-tier cities continue to flow in, the core area and top quality are becoming increasingly scarce, and the superimposed ** is declining, and luxury houses have become less and less investment products.
As a result, there are "cement bosses", "coal bosses", "super bulls" Liu Yiqian, head anchor Li Jiaqi and others in recent years, and they have **first-tier city luxury houses, top luxury hotels, etc., among which there are many reserve prices and discounts**.
Hopson Development also relies on serving high-net-worth individuals to achieve performance enhancement in the off-market. In the first half of last year, the Manman brand, which focuses on building luxury homes for high-net-worth individuals, contributed 68% of Hopson's sales and drove the average sales price of Hopson Development to increase against the trend.
In addition to investing in luxury properties, there is also an increase in the interest of high-net-worth individuals in art investment, and they are searching and sifting for assets across the globe.
According to the Hurun Research Institute, in 2023, 94% of high-net-worth individuals have the habit of collecting, an increase of 2% year-on-year. Among them, jadeite jewelry (59%) is still the most popular collection among high-net-worth individuals, watches (49%) ranked second, and fine wine (47%) rose to third place, up 6% month-on-month. The proportion of luxury car collectors (22%) increased, up 7 percentage points from the previous month.
Overall, these high-net-worth individuals are doing asset allocation in the global high-end sector.
According to the report, 70% of high-net-worth individuals plan to increase their domestic investment in the next three years. In addition to the mainland, high-net-worth individuals also maintain interest in overseas investment, with Hong Kong ranking first among overseas investment destinations (23%), followed by Singapore (14%), Tokyo (11%), London (9%) and Los Angeles (8%).
An investor who has moved to Singapore in the past two years said that many wealthy people want to invest in properties or other assets in Singapore to balance their asset portfolios.
There is also a typical case where many high-net-worth individuals are buying houses in Japan, which is driving local housing prices**. According to data from the Japan Institute of Real Estate Economics, the average number of newly built homes in the Tokyo area in November 2023 was 82.5 million yen (about 412 yuan).40,000 yuan), a year-on-year increase of **367%。
According to a Japanese real estate consultant, Chinese buyers tend to buy low-risk, manageable**. For example, studio apartments in the core area of Tokyo.
Opening this kind of report is like a picture unfolding in front of your eyes, these high-net-worth individuals live on top of urban high-rises, overlooking the city skyline, wandering in the flowing capital feast, never ending, and their every move also affects the global investment trend.
In the environment of China's weak real estate recovery and global economic downturn, they are patient, and their eyes are vicious and waiting for opportunities**. Perhaps, their eyes have moved beyond the present to a longer-term future.
Wall Street news, welcome **app to see more.