Recently, the poster of Midea Real Estate's Kunming project "Delayed Delivery Compensation for Down Payment" became popular for a while, which quickly attracted the attention of the industry.
A person related to Midea Real Estate replied to the Beijing News reporter that the marketing action was carried out in the region according to the actual situation of the project.
Coincidentally, in Kunming, Art City Holdings also issued a poster saying that for customers who bought two real estate listings in Art City Kunming at the end of June, if the overdue delivery exceeds 90 days, the purchase price will be fully refunded.
According to Bo Wenxi, Chief Economist of IPG China, the promotion measures similar to Midea Real Estate and Art City Holdings have exactly hit the new home market's pain point of worrying about unfinished business and delaying the delivery of houses. Both the guarantee measures and the strength are equivalent It is remarkable, but it remains to be seen how effective the implementation will be.
New trick: "Delayed delivery" compensation for down payment and check-out
A few days ago, the Midea Yunjing project located in the northern urban area of Kunming put out a publicity poster saying: Delayed delivery will compensate you for the "down payment".
Judging from the description on the poster, Midea Yunjing participated in 7-12 residential buildings.
A reporter from the Beijing News consulted the sales office of the Midea Yunjing project and learned that the project is expected to be handed over on December 31, 2023, and the main body of the building for sale has been capped.
At present, the products on sale in this project are high-rise residences with a construction area of about 94-136 square meters, with an average price of about 15,500 yuan/square meter, and they are delivered in hardcover.
"When signing the contract, it is guaranteed that the delivery of the house will not be delayed. We will sign a supplementary clause with the customer in addition to the house purchase contract, indicating the amount, how much the down payment is paid, and the customer will not be at risk." Midea Yunjing Project Property Consultant If so.
Coincidentally, also in Kunming, Shenzhen Art City Holdings also released a poster saying that for customers who bought two real estate listings in Art City Kunming at the end of June, if the project is overdue for more than 90 days, the purchase price will be refunded in full.
At present, Art City Holdings has developed two properties in Kunming, namely Art City Spring City No. 9 and Art City Zijin Center.
Among them, the delivery time of Yicheng Spring City Jiu is expected to be at the end of 2023, and the capping will be completed by the end of this year.
Judging from the progress of the project issued by the project's WeChat public account at the end of May, the construction of concrete pouring and wall column reinforcement for several buildings in Yicheng Chuncheng Jiu has been completed.
The reporter called the sales department of Yicheng Chuncheng Jiuhao and learned: "The activities of overdue delivery and refund of the full payment for the two projects are still in progress. When signing the contract, an additional supplementary contract will be signed, which will be announced in the sales department. "
Regarding the above marketing measures, Bai Wenxi pointed out: "Since the second half of last year, the sharp decline in the property market has led to a general tightening of industry liquidity, and many top 100 private housing companies have exploded, resulting in a large number of shutdowns and unfinished real estate projects. It makes the purchase of new houses more cautious and conservative, and makes the housing market, which is already fragile, even tighter. This makes various real estate companies have to increase their promotion efforts under the pressure of liquidity. "
Background: The housing market continues to decline, and inventories are high
This time, the three real estates that took the lead in making compensation for delayed delivery as a marketing point are all from Kunming, Yunnan. Then, why is it Kunming?
In fact, since the beginning of this year, the property market in Kunming has been in a downward trend. Since the tourism industry in Kunming has been severely affected by the epidemic, the number of buyers outside the province has also decreased significantly.
On April 16 this year, Kunming City issued the "Opinions on Promoting the Stabilization of Land Prices, Housing Prices, and Expectations in the Real Estate Market", which involved eight articles and 25 regulatory policies.
Among them, in terms of house purchase policy, according to the adjusted new regulations, the maximum loan amount for a single employee has been raised from 300,000 to 500,000 for families who contribute to Kunming provident fund;
However, the above policies did not have an immediate effect.
According to statistics from the National Bureau of Statistics, in May, the Kunming new home sales price index fell by 0.5% month-on-month and 3.4% year-on-year; the second-hand housing sales price index rose slightly by 0.2% month-on-month and 0.5% year-on-year.
The May 2022 housing price report released by CRIC also shows that in May 2022, the average transaction price of commercial housing in Kunming was 11,850 yuan/square meter, down 5.34% from April; among them, the average transaction price of commercial housing was 13,805 yuan/square meter, up from April down 3.35%.
At the same time, another data worthy of attention is the high inventory in Kunming.
According to the May Kunming real estate market research report released by the local third-party statistical agency "Kunming Ruili", as of the end of May, the inventory of commercial housing in Kunming was 23.3202 million square meters. Annual detoxification, the detoxification cycle continues to extend.
Purpose: To boost homebuyer confidence to drive sales
From the perspective of the Kunming market, on the one hand, it is difficult to boost the new house sales market, and the sales of many new properties entering the market are hindered; on the other hand, in the context of the sprint of developers' mid-year performance, the "fancy marketing" of major developers is also emerging one after another.
In this regard, Yan Yuejin, a well-known real estate analyst, commented: "In fact, it is also to enhance the confidence of home buyers. What home buyers are most afraid of is that the real estate is unfinished and there is no way to complain. The company's new tricks are equivalent to reassurance. , which makes the product marketing of the housing company itself have a positive meaning. Because home buyers have such a down payment compensation mechanism, the sense of security in buying a house will increase, and housing companies can also use this to drive home sales. "
The reason for launching the marketing practice of deferred delivery and compensation for down payment is also related to the history of unfinished buildings in Kunming.
Kunming has been plagued by unfinished buildings in recent years. For this reason, the Yunnan Provincial Department of Housing and Urban-Rural Development has established a ledger of unfinished buildings, and continues to promote all "unfinished and unfinished problems" to be cleared.
According to official data, as of June 13 this year, 322 of the 334 unfinished buildings in Yunnan Province have been basically revitalized, with a total resolution rate of 96.41%.
However, it is worth noting that the above-mentioned list does not include the newly suspended buildings in Kunming since last year.
Since last year, due to the breakage of the capital chain of some real estate companies, projects such as Evergrande, Blu-ray, Kaisa, and Sunshine City have all been suspended in Kunming.
According to the summary of projects that have been suspended and delayed in delivery in key cities in 2021 announced by CRIC, Kunming’s problem projects last year were 1.43 million square meters, ranking third in the country; the number of problem housing units was about 11,000, ranking the country’s top. third.
Beijing News reporter Xu Qian