Affected by factors such as the Spring Festival holiday, the sales of the top 100 real estate companies in February were still sluggish, and the decline was obvious. According to the data, in February 2024, the top 100 real estate companies onlyRealized sales ** amount of 1858600 million yuan, down 20 percent from the previous month9％A year-on-year decrease of 60, and the scale of monthly performance hit a new low in recent years
However, under the current poor industry environment, many real estate companies still choose to take land against the trend, according to the statistics of China Index Cloud from January to February 2024The total amount of land acquired by the top 100 real estate companies increased by 30% year-on-year6%, indicating that the willingness to acquire land continues to be restored.
First of all, although the market is generally cooling, some real estate companies see opportunities. They think,Acquiring land during the trough period of the industry is relatively low, and it is possible to obtain higher returns when the market recovers in the future
Secondly, the consideration of long-term strategic layout of real estate companies is also an important reason for their contrarian land. Since 2022, real estate companies have continued to sluggish land acquisitionThe land reserves of some enterprises are insufficient, and it is urgent to acquire land to supplement the land reserves。In order to maintain their market share and brand influence in some cities, some real estate companies need to continue to carry out land reserves and provide stable asset support for real estate companies.
Of course, some cities have increasedHigh-quality land plot launch efforts, there are alsoMany real estate companies are willing to pay for high-quality land plots, fromIn terms of the amount of land acquired by each urban agglomeration, Beijing, Tianjin and Hebei lead the country
Finally, some real estate companies may passBucking the trend to take land to show its financial strength and market confidenceto attract investors and partners and maintain its brand image.
To sum up, real estate companies take land against the trend when the industry environment is not good, based on their market strategy, strategic layout, asset preservation and appreciation, brand image and other aspects of comprehensive consideration!