Huang Xiaopeng
After two developers in Henan launched "Wheat Exchange House" and "Garlic House Exchange" were stopped, a developer in Nanjing launched "Watermelon House Exchange", which attracted attention.
Obviously, like the "wheat house change" and "garlic house change", it is impossible for the Nanjing developer to really collect the watermelons from the melon farmers at a discount to cover the down payment for the purchase of a house. It is just a marketing tactic, but The industry changes reflected by this method, and even the hidden risks in it, are worth noting.
In the past 20 years, there have been frequent, strange and strange moves in marketing planning in the real estate industry.
When the house is not worried about selling, the developer focuses on creating a high-end positioning of the product, so that the owner has a sense of superiority that is luxurious and noble, and looks down on all living beings, in order to sell a higher price.
Around 2008, when the property market took a nosedive, planning experts focused their artillery fire to create a sense of anxiety. Their number one goal was to get onlookers to take action quickly.
Whether you feel helpless or disgusted with these marketing routines, you have to admit that they have a superb grasp of human nature.
The same is true for "Garlic House Change" and "Watermelon House Change".
The golden period of the industry has passed, and destocking has become the number one task. Only by reaching out to the masses and connecting with the local atmosphere can we have the opportunity to speed up the payment, and even bring enterprises that are on the verge of danger to a safe area to survive.
For county-level developers or real estate projects with farmers entering the city as the main potential customers, the gimmicks of "change houses with garlic" and "change houses with watermelons" are undoubtedly accurate and successful in terms of attracting attention, and more importantly. Yes, because many places have policies to limit price reductions, "watermelon swapping" has become the most ingenious way to avoid price reduction restrictions. It can be said to kill two birds with one stone.
However, this approach also has certain risks.
One is the risk of conflict with the price limit policy. Once this kind of price reduction is not in the interests of the local government, it is likely to lead to intervention, which will lead to legal disputes with customers.
Second, from the perspective of customers, the indirect method of inflating the price of wheat, garlic and watermelon not only indirectly reduces the housing price, but also indirectly reduces the down payment ratio, which is suspected of evading the credit policy, which is equivalent to increasing the leverage and increasing the Potential risks for home buyers.
After more than ten years of development, the real estate market has entered a very special stage. Local governments, developers, and consumers have their own demands, and their interests are not consistent. In a sense, "watermelon exchange" is such a special environment inevitable product.
From the perspective of maintaining the sustainable and healthy development of the industry, developers should play less gimmicks and play less edge balls. In terms of policy, they should appropriately release the pricing autonomy of enterprises and encourage less leverage.
Adhere to housing and not speculation, improve the degree of marketization, and standardize development, which is a win-win move.