Press:
Is product power the direction of the development of the real estate industry?
In the past 2024 Spring Festival holiday, tourism, catering, hotels and other industries have achieved a "good start" in the Year of the Dragon, but the real estate industry has continued to be light**, although the number of visits to sales offices in some cities has increased, but from the national sales data, the property market "Spring Festival stalls" have not exploded.
However, in some cities, the return to the hometown is booming, and some real estate sales are relatively hot. Taking Chongqing as an example, under the dual stimulus of adjusting and optimizing the real estate market policy before the Spring Festival and developers launching a variety of housing purchase discounts, the number of real estate visits and subscriptions has generally rebounded.
In the report on Chongqing's return to the hometown and real estate launched by CCTV's "Economic Information Network" at the end of January, Chongqing Longhu Haicheng Qingyunque Project (hereinafter referred to as "Longfor Qingyunque") was among them. In an interview, the person in charge of marketing of the project said, "During the period of returning to the hometown, the number of visits from the sales department increased by 30% month-on-month, and the transaction increased by 20%. Improvement customers' willingness to buy a home is increasing. ”
The property market has shifted to a rational and healthy development track, the proportion of home purchase demand with self-occupation as the main purpose has increased, and industry competition has truly entered the era of speaking with product power. CRIC Research believes that although the development of the real estate industry is under pressure, residents' long-term demand for higher living quality has not changed, and it has become an industry consensus to improve product strength and pass through the cycle with productism.
There is still a market for high-end improvement products
In 2024, the "return to home"** is a little earlier than in previous years. Before the start of the Spring Festival, Chongqing, Hubei and other places have launched ** activities; At the same time, during the Spring Festival holiday, Harbin, Xinghua, Jiangsu, Pingnan, Guangxi, Sanming, Fujian and other places have launched housing exhibitions and Spring Festival house purchase preferential activities. A series of policies and activities have brought heat and hope to the property market.
The China Index Research Institute pointed out that the current people who return to their hometowns to buy homes are mainly post-80s and post-90s, and the main reasons for their return to their hometowns are the high housing prices and high living pressure in the cities where they work. Therefore, the preferential policies for returning to the hometown and buying homes launched by various localities are superimposed on the discounts of real estate enterprises through local financial subsidies, and the focus is on competing for.
Customers in first- and second-tier cities.
During the Spring Festival of the Year of the Dragon, customers in first-tier cities have an obvious trend of returning to their hometowns to buy homes, and they pay high attention to villa products, and prefer core high-end products with complete supporting facilities. Li Yujia, chief researcher of the Housing Policy Research Center of the Guangdong Provincial Urban Planning Institute, believes that the property market is differentiated not only in terms of regions and products, but also in purchasing power, and there is still a market for cost-effective products in terms of quality, supporting facilities and location.
The demand of the post-80s, post-90s and other main buyers has also changed a lot. 58.com and Anjuke have launched the "2023 Youth Home Ownership Report" by focusing on young people who work in first- and second-tier cities and have home ownership needs within five years. The report shows that improving the living environment is the main motivation for young people to buy homes. The good life of the new youth is not only limited to their own living space, but also pays attention to the quality of the community, such as the safety and security of the community, the cultural atmosphere of the community, etc.
This may be the reason why Longfor Qingyunque has attracted attention in the tide of returning to his hometown. Qingyunque is one of Longfor's high-end product lines, which is currently established in Chengdu, Changchun, Xi'an, Suzhou, Shenzhen and other ten cities. In addition to inheriting the four core values of Qingyunque series of products, "Guiji Chengyang, Etiquette Oriental, Ingenuity Aesthetics, and Elegant Life", Longfor Qingyunque, which is known as "the project with the highest attention in Chongqing's property market since August (2023)", also created the first "touchless homecoming" experience in Chongqing Longfor, through the electric lobby and intelligent linkage (double lobby face brushing and calling), allowing owners to easily realize touchless homecoming in the whole park.
Chongqing Qingyunque.
In addition, during the Spring Festival, Longfor planned a variety of New Year's customs activities with the theme of "Settle down in Longhu and celebrate the Year of Longfu", such as New Year's supermarket, family photo taking, Spring Festival couplets, red envelope drawing, etc. The rich and colorful activities are not only to attract customers to visit and subscribe, but also to share and deliver a better life in the city. It is understood that in Chongqing, the base camp of Longfor, Longfor Yunhesong, Kangtian Luchen and other projects have customers who buy houses in full.
Product power is sales power
CRIC related research reports said that the real estate market has transitioned from a seller's market to a buyer's market, and home buyers have begun to have more initiative. At the same time, the dominance of improvement demand has been further strengthened, and home buyers have significantly increased their attention to the product itself, and the importance of living experience has increased.
The change in the logic of buying a house has also changed the logic of the development of the industry. At present, the industry development model has fully returned to its essence, and the era of enhancing competitiveness with product strength has been fully opened. In the future, the product determines the sales, and the product power is equal to the sales force.
At present, many real estate companies have taken the initiative to iteratively upgrade, and strive to do deep and thorough in the product field, so as to consolidate their competitiveness to control the uncertainty of the future.
Longfor is one of them. From the Tuscan Western-style building in Longfor Blue Lake County, which led the European style in 2004, to the original Beijing Longfor Summer Palace created by the soul and Western technology when the combination of Chinese and Western styles was popular in 2008, and then to the Tianzi mansion that landed in the first-tier cities where the landmark and skyline were popular in 2018, as well as the product lines such as Yuhujing, Yunhesong, Qingyunque and Yanxitai that have been launched in the past year, Longfor has always been innovating and leading the innovation of residential products in the past 30 years.
Relying on the product strength of the carrying, Longfor has won market recognition. During the Spring Festival, in Chongqing, the base camp of Longfor, Yunhesong, Kangtian Luchen and other projects have customers who buy houses in full. In the past year, Longfor's new product line has repeatedly become the vane of the local market, and has achieved good sales performance. For example, Fujian Quanzhou Longhu Huayue Shengtian Yuhujing has dominated the Quanzhou triple crown for 10 consecutive months after its opening, with a cumulative sales amount of more than 4.7 billion yuan; Anhui Hefei Longhu Baiyan Yuhu Realm is open and sold out, and continues to dominate the list of regional hot-selling TOP1; Chengdu Longhu Tianfu Yunhe Song has a total contract amount of about 3.1 billion yuan, and Suzhou Longhu Dongwu Yunhe Song dominates the list of TOP1 in Wuzhong District.
CRIC research said that the evolution of real estate products will become customized from city to city and from person to person, and "experience" will become the focus of real estate companies in the process of creating products. In the face of new changes in the industry, Longfor, which has been working product strength, may be more calm.