Author: Zhang Huimin
Following the "House-for-House", Shenzhen's non-commercial residential residential products (commonly known as "apartments" in the market) once again advertised "steady profits without loss".
At the moment when the transaction volume of Shenzhen's commercial housing market is sluggish, non-commercial housing products such as apartments and single dormitories are also in a difficult situation due to their own defects.
Under such circumstances, the marketing methods of non-commercial residential products are also full of tricks.
Recently, the Langjun Plaza project near Tiezai Mountain in Baoan District, Shenzhen stated that it will open 50 sets of industrial apartments for young talents who are interested in entering Langjun Plaza and meet the standards, and jointly hold the property rights with young talents. If house prices fall after the year, the company will buy back half of the property rights from young talents at the original price.
Some experts told Yicai that the above-mentioned "shared property housing" is not a property of shared property rights in the true sense. It is launched by enterprises and associations and is not a government act. Housing companies borrow interest-free loans from home buyers for three years.
"Benefit without loss" business
According to the Shenzhen Special Economic Zone News, the official newspaper of the Shenzhen Municipal Party Committee, recently, Shenzhen Enterprise Human Resources Development Promotion Association (full name "Shenzhen Enterprise Human Resources Development Promotion Association", hereinafter referred to as "Shenzhen Human Resources Association") and Shenzhen Anjiajian Industrial Development Co., Ltd. The company (hereinafter referred to as "An Jiajian") released the "Youth Talents Shared Housing Plan". An Jiajian will open 50 sets of industrial apartments for young talents who are interested in entering the "Langjun 107 Digital Garden" and meet the standards. The property rights are jointly held with young talents.
What attracts attention is its repurchase policy, that is, after three years, if the housing price rises, young talents can choose to buy the remaining half of the property rights from the company at the original price, and take the "ride" of rising assets; When house prices fall, companies will buy back half of the property rights from young talents at the original price.
The property market goes up and down, and when house prices fall, companies come to support the bottom line. This is a sure-fire deal for homebuyers.
Then, what conditions should the above-mentioned young talents meet to buy a property with shared property rights? After three years, how to judge whether the housing stock has risen or fallen, and whether the company has the ability to repurchase it?
With these questions, Yicai called the sales office of the Langjun project.
"This is how it is being promoted at present." The staff of Langjun's sales office gave such a reply to the inquiries of housing property companies and individuals. How to implement it, the Shenzhen Human Resources Association will give a specific detailed rule.
"As for how to judge the value of the property after three years, the staff member said that the rise and fall of the price is a market behavior, and it depends on the price acceptance around the project at that time.
The staff member also revealed to Yicai that the Langjun project has been capped, and the refined decoration will be delivered by then. The delivery time is expected to be in June next year, and may also be delivered ahead of schedule.
Sales Innovation in a Downturn
Yicai learned that "Langjun 107 Digital Garden" (hereinafter referred to as "Langjun") is located at No. 28, Tiezai Road, Xixiang Street, Baoan District, Shenzhen. The pre-sale certificate was obtained in March, the pre-sale record name is Langjun Plaza, and the developer is An Jiajian.
It is worth noting that the nature of the project plot is ordinary industrial land with a useful life of 50 years.
The project is divided into two buildings, 1 and 2, with a total of 567 pre-sale sets, including 64 sets of industrial research and development rooms, 21 sets of production rooms, 1 set of supporting offices, and 481 sets of single-person dormitories.
The sales office staff told Yicai that the above 50 industrial apartments refer to single dormitories.
According to the Shenzhen Real Estate Information Platform, as of July 21, 2022, only 23 units in the Langjun project have the status of "recorded" or "signed contract", and the remaining 544 units are "off-plan houses for sale" .
More than a year after the opening, the sell-through rate of the Langjun project was only 4.2%, and the effect was not satisfactory.
According to the company's investigation data, An Jiajian, the developer of the Langjun project, was established in 2014 and is wholly-owned by a Hong Kong-funded enterprise with a registered capital of 50 million yuan. Its main business is urban renewal, comprehensive development and operation of urban industries and Industrial investment services.
The staff of the sales office of the Langjun project said that Langjun Plaza is the first real estate project developed by Anjia Construction in Shenzhen, which opened in June last year.
Previously, many cities across the country have launched shared housing for talents, and the holders are the government and individual home buyers, and the above-mentioned shared property houses are held by enterprises and home buyers, which is the first time in the country.
Li Yujia of the Housing Policy Research Center of the Guangdong Provincial Urban Planning Institute told Yicai that the above-mentioned "shared property housing" is not a housing with shared property rights in the true sense, because it is not launched by the government, but by enterprises and associations, not belonging to the government behavior, the purpose of which is to expedite the de-ization of the project.
Li Yujia said that there was no shared property housing in Shenzhen before, and similar affordable housing was affordable commercial housing. In recent years, Shenzhen has been fully connected with the national housing security system, and affordable housing has been promoted in accordance with the shared ownership housing model.
Because construction takes time, as of now, there has been no sale of co-owned properties jointly held by the government and home buyers in Shenzhen.
At the same time, the co-ownership housing promoted by the government is of a residential nature, not of an industrial or commercial nature.
Tough apartment market
At a time when the transaction volume of the first- and second-hand commercial housing market in Shenzhen has hit a new low, the elimination of non-residential residential products such as apartments is even more unsatisfactory.
Leyoujia data shows that in the first half of this year, 16,126 new housing units were signed online in Shenzhen, a decrease of 40% from the previous month and year-on-year; only 9,965 second-hand residential units were transferred, less than 10,000 units, a decrease of 19% from the second half of 2021, a year-on-year decrease of 19%. A drop of 65%, and the number of transactions has hit a 16-year low.
Starting from July 2021, second-hand housing prices in Shenzhen have fallen significantly. By June 2022, second-hand housing prices have returned to the level at the end of 2020 and early 2021, and some areas even returned to 2019, with housing prices entering the bottom range.
The business apartment itself has high transaction taxes, 50% down payment, high water and electricity costs, and generally does not have a degree and other disadvantages. Especially in the context of the increase in Shenzhen's residential supply market in 2021, Shenzhen's business apartment sales cycle has been extended.
According to statistics from CRIC Shenzhen, by the end of 2021, the inventory of commercial apartments in Shenzhen will be about 1.67 million square meters, and the destocking cycle will be extended to 28 months.
Statistics from Shenzhen Zhongyuan show that in the first half of 2022, there were 8 apartment wholesale projects in Shenzhen, with a supply area of 141,000 square meters, a year-on-year decrease of 69.69% and a month-on-month decrease of 68.83%; in the first half of this year, the transaction area of apartments in Shenzhen was 104,000 square meters, a year-on-year decrease of 68.83%. A decrease of 76.28%, which is 14.91% of the total transaction area of last year.
Not long ago, an apartment project in Shenzhen launched a "room-for-room" approach to attract customers.
The "House-for-House" project is Hongji Hanlin Jiuxi, and the record is called Hongji Hanlin Building. It obtained the pre-sale certificate in October last year. Commercial, rough delivery.
It is reported that the "house-for-house" refers to the exchange of commercial housing held by the house-changer into an apartment or shop in the project.