The embarrassment of the promotion of real estate companies behind the "replacement of agricultural products": more than 20 cities issue a "decree limit order" for the property market

The embarrassment of the promotion of housing companies behind the "exchange of agricultural products": at least 22 cities require no arbitrary price reduction

　　Recently, institutional statistics show that the performance of the top 100 real estate companies is far lower than that of the same period in recent years. The cumulative performance scale of the top 100 real estate companies in the industry from January to May has dropped by more than 50% year-on-year. Facilitate real estate sales.

Accompanying it, fancy promotions such as melon and fruit exchange have also raised questions about circumventing the "property market drop limit order".

　　According to incomplete statistics from The Paper, since the second half of last year, at least 22 cities have issued policies or guided real estate companies not to lower prices at will.

But at the same time, some voices pointed out that the current housing enterprises are facing many difficulties in the process of self-rescue. The price limit policy makes it impossible for enterprises to reduce prices and promote according to the actual market conditions, and cannot save themselves by recovering money through quick sales, forming an unfavorable situation of dilemma.

Over 20 cities issued a property market "decree limit order"

　　According to incomplete statistics from The Paper, since the second half of last year, at least Heze in Shandong, Yueyang in Hunan, Kunming in Yunnan, Tangshan in Hebei, Shenyang in Liaoning, Jiangyin in Jiangsu, Zhuzhou in Hunan, Zhangjiakou in Hebei, Ezhou in Hubei, Xuzhou in Jiangsu, Taizhou in Jiangsu, Anqing in Anhui, 22 places including Huzhou in Zhejiang, Yongzhou in Hunan, Xiaogan in Hubei, Yangzhong in Jiangsu, Nantong in Jiangsu, Liaocheng in Shandong, Huizhou in Guangdong, Zhangjiajie in Hunan, Hanzhong in Shaanxi, and Pingtan Comprehensive Experimental Zone in Fujian have issued policies or guided real estate companies not to lower prices at will.

　　Take the Fujian Pingtan Comprehensive Experimental Zone as an example. On June 20 this year, the Transportation and Construction Bureau, the Administrative Examination and Approval Bureau, the Market Supervision Bureau, and the Administrative Service Center of the Fujian Pingtan Comprehensive Experimental Zone jointly issued the The Notice on the Order of the Commercial Housing Sales Market in the Experimental Zone, which mentions that when real estate development companies sell commercial housing, the actual sales price shall not exceed 15% of the range of the recorded price. Commitments are made on the form, and online signatures and filings will not be processed for those exceeding the specified range.

　　At the same time, the document also proposes that it is strictly forbidden to publicize and sell commercial housing in disguise under the guise of "worker-arrived house", "for-payment house", "debit (account) house" and "internal staff house".

　　Earlier, on December 30, 2021, the Taizhou Real Estate Association issued the "Proposal on Consciously Maintaining the Stable and Healthy Development of the Real Estate Market", requiring all real estate development companies to firmly establish the overall awareness of maintaining the stable and healthy development of the real estate market. Actively maintain market stability, legally and reasonably determine sales prices, formulate promotional plans scientifically and rationally, do not maliciously lower prices, and do not take illegal means to viciously compete.

　　In addition, many places have issued policies or guided housing companies not to lower prices at will.

Some cities specify that the actual transaction price of commercial housing sales shall not be higher than the record price, nor lower than a certain range of the record price.

There are also real estate companies that have not sold commercial housing according to the government's record price requirements because the sales price of some houses is significantly lower than the record price.

Sales of top 100 real estate companies fell 50% year-on-year

"Limited drop order" affects real estate companies' self-help by reducing prices?

　　Behind the price cuts of housing companies, the pressure of debt and the slow return of funds are the reality that some housing companies have to face.

　　According to the statistics in the "Summary and Outlook for the First Half of 2022" released by the Crane Research Center, in the first half of 2022, the downward pressure on China's real estate market will continue, the market confidence is insufficient, and the impact of the epidemic is superimposed, and the overall market supply and demand and transactions are not obvious. signs of warming.

The performance of the top 100 real estate companies is far less than that of the same period in recent years. The cumulative performance scale of the top 100 real estate companies in the industry from January to May has dropped by 52.3% year-on-year, and the decline has also reached 27.8% compared with the same period in 2020.

The cumulative performance of nearly 800 of the top 100 real estate companies fell by more than 30% year-on-year.

　　Judging from the completion of corporate goals, data from the Crane Research Center shows that among the large-scale listed real estate companies that publicly disclosed their annual goals, most of them achieved a goal completion rate of less than 30% by the end of May, and nearly half of them were even less than 25%.

The target completion rate of most companies from January to May was significantly lower than that of the same period last year, and the target completion rate of some companies dropped by more than 15 percentage points compared with the same period last year.

Since the beginning of this year, even though most real estate companies have chosen not to publicly disclose their targets, or have voluntarily lowered their annual targets, the actual performance of the companies is still lower than expected, and the pressure on the supply of goods and sales during the year has increased.

　　However, in the case of price limit control, some voices pointed out that the "one-size-fits-all" price limit control has put real estate companies in an embarrassing situation.

　　In this regard, the Guangdong Provincial Real Estate Chamber of Commerce suggested to the Guangdong Provincial Department of Housing and Urban-rural Development to adjust the policy.

On June 10 this year, a red-headed document "Opinions and Suggestions on Promoting the Stable and Healthy Development of the Real Estate Industry" flowed out, and it was displayed as a document of the Guangdong Real Estate Chamber of Commerce.

The document stated that: the current housing enterprises are facing many difficulties in the process of self-rescue.

Some companies plan to actively destock in lower-tier cities such as the third- and fourth-tier cities, and exchange price for volume to get cash back. However,

It is recommended to adjust the current "one-size-fits-all" price limit control, and appropriately relax the record price restrictions.

Is the fancy promotion to help farmers or to cut prices in disguise?

　　Under the pressure of sales reduction, some real estate companies have also come up with their own tricks to help real estate sales.

　　Taking the recently out-of-the-circle "Wheat House Exchange", "Garlic House Change", "Watermelon House Change", and "Peach House Change" as examples, many housing companies have tried to deduct the down payment through fruits, vegetables, grain, etc. Attract local homebuyers to accelerate destocking and strengthen sales returns.

　　Among them, Jianye Real Estate launched a marketing campaign for wheat and garlic to offset part of the house payment for rural customers in Henan. In the Yecheng project, the down payment of garlic is 5 yuan per kilogram to help farmers, so as to relieve the pressure of down payment.

Among them, the sales staff of the Jianye City project said that nearly 3,000 inquiries have been received within one month of the event, more than 800 groups have been visited, and a total of nearly 40 units have been sold.

achieve a certain promotional effect.

However, the follow-up "Wheat Exchange" activity has been suspended 2 days after its launch.

　　New Town Holdings Nanjing project - New Town Yunyang Binjiang launched the "Watermelon exchange, up to 100,000 yuan" activity. According to the activity on the poster, you can buy watermelon at a price of 10 yuan per pound to offset the house price. The activity time is displayed since June 28 to July 15, 2022.

However, the implementation of this activity is currently suspended. The staff of the sales office of Xincheng Yunyang Binjiang Project said that the activity plan has not been perfected, and it is still being changed, and further specific plans need to be waited for.

　　Such marketing cases are being transmitted everywhere.

On June 29, an online poster showed that Hongyang·Yueyang Jiuxi, a real estate located in Yangshan, Wuxi, Jiangsu, also launched the "I will collect the peaches, and I will help you when you settle down".

According to the activity plan, until August 31, peaches can be deducted at 18.88 yuan/catties, with a maximum deduction of 10,000 catties, and a maximum of 188,888 yuan per set.

　　According to Guan Rongxue, an analyst at Zhuge Housing Search Data Research Center, fancy promotion is a new way for local governments to improve the vitality of the property market based on their existing problems, and it is also a new way for real estate companies to improve sales performance. Novel, different from the conventional relaxation policies in the previous period, it can avoid the fatigue of home buyers to a certain extent, and it also reflects the urgency of real estate companies to recover the sales status from the side. Still, direct price cuts or substantial price cuts to attract home buyers will not work. Therefore, real estate companies have taken a different approach and launched various fancy promotions to enhance the sentiment of home buyers and accelerate the return of project funds.

　　However, some voices in the market have pointed out that some areas have restrictions on real estate price reductions, and real estate companies may have fancy promotions to bypass these restrictions.

　　Zhang Bo, director of the branch of 58 Anju Room Real Estate Research Institute, said, "I don't think all kinds of fancy marketing are to circumvent the drop limit orders issued by various places. Although it has a certain impact on housing prices, it also helps some people who have purchase intentions. On the other hand, if real estate companies want to make implicit adjustments in price, there are many methods, such as wheat and garlic, etc. To achieve a relatively limited audience, it is better to send decoration, send parking spaces and other forms to cover a wide range, and the effect is more direct.”

　　Yan Yuejin, research director of the Think Tank Center of E-House Research Institute, believes that whether it is wheat, garlic or watermelon, the essence is to tap the purchasing potential of farmers, reduce the cost of house purchase through the exchange of grains and fruits, and stimulate rationality. housing consumption demand.

　　Yan Yuejin believes that helping farmers with love is a good thing, but if real estate companies escape regulatory policies in disguise in the name of helping farmers with love, such an approach is not desirable.

At present, some regions implement price limits. If real estate companies use some marketing in the future, there will be a practice of avoiding price limits in disguise. This is a risk and problem that needs to be paid attention to in the process of marketing in various regions.

　　In addition to the above-mentioned "Love and Helping Agriculture Activities" launched by individual real estate projects, various real estate companies have also launched marketing activities at the regional and group levels since the beginning of this year.

　　According to the statistics of CRIC Research Center, during the May 1st marketing period alone, more than 60% of the top 30 real estate companies launched regional and group-level marketing activities, and more than half of the top 10 real estate companies launched group marketing activities.

Among them, the discount during the May Day period can be up to 55% off.

During the May 1st period, the basic discount of Evergrande, Logan, Zhongliang and other real estate companies remained at about 15% off, the maximum discount for some projects in Country Garden reached 55%, and the maximum discount for some projects in Hongyang was also at the level of 30%; during the "618" period Corporate discounts weakened. Except for some Shimao group-buying projects that reached 20% discount, the rest of the housing company activities remained at more than 10% discount, which was the same as the first quarter.

　　The Paper reporter Ji Simin