China News Service, Guangzhou, November 10th (Reporter Xu Qingqing) One-off price spikes, delivery of home appliances, delivery of parking space usage rights... Since the overall performance of the "Golden Nine Silver Ten" in the Guangzhou property market this year is relatively average, during this year's "Double Eleven" period, Guangzhou Various large buildings have released various promotional offers to attract buyers.
According to the monitoring data of NetEase Real Estate Data Center, in October (October 1-October 31), a total of 5,061 new houses were sold in Guangzhou, down 28.33% month-on-month and 29.32% year-on-year.
It is worth noting that this year's "Silver Ten" transaction volume is even lower than the traditional off-season months in July (6486 sets) and August (6507 sets), which is the second lowest in the whole year except for the Spring Festival in February (4563 sets).
Although "Double Eleven" is a shopping festival that originated from e-commerce, in recent years, the property market has not been left behind to "rub" on this big promotion node.
The reporter recently visited and learned that due to the poor performance of the "Golden Nine Silver Ten" market, this year's "Double Eleven" marketing node has received more attention, and from the perspective of the promotion measures of major projects, compared with previous years, this year's profit concessions are more realistic. In particular, some peripheral projects have great discounts.
Among them, the "star disk" in the outer area of Zengcheng District, Yuxi Family, launched a "five-fold gift" for house purchase during the "Double Eleven" period, including a 11,000 yuan shopping card, a three-piece set of home appliances, and a 22% discount for a limited time.
The reporter learned that the project currently has more than 2,700 owners. At present, there are 19 and 24 buildings in the second phase, with a construction area of 72 square meters to 111 square meters. The three and four rooms are mainly for people who just need to buy houses.
The newly opened project of Kaide Shuangqiao in Liwan District, the central city, which has just opened, has also recently launched preferential measures for the purchase of a house with "triple gifts", including exclusive discounts and home appliances.
In addition to the project party, the real estate brokerage platform also hopes to use the "Double Eleven" to make efforts in marketing.
For example, during the "Double Eleven" period of "Double Eleven", the housing industry digital service platform Shell Search Guangzhou Station will link Guangzhou, Foshan, Zhaoqing, and call on well-known developers such as Yuexiu, China Shipping, Poly, China Construction, Vanke, and Gemdale to gather 500 Real estate, together to open the "Double Eleven" new house promotion.
The reporter learned that, in addition to offering discount coupons for real estate purchases, parking space use rights and property management fees and other project discounts, there are also transaction subsidies such as prizes in kind and purchase subsidies ranging from 2,000 to 50,000 yuan.
Why this year's Guangzhou property market launched a more practical promotion during the "Double Eleven" period?
Li Maozhe, president of the Guangzhou Branch of the Shell Research Institute, said that at present, the sales sprint at the end of the year has already started ahead of schedule, and there is an urgent need for real estate companies to return funds by the end of the year, and a variety of marketing mix strategies will be launched. It is expected that in the next two months, especially the "Double Eleven" marketing Node, some items will continue to be promoted.
He believes that if market transactions can improve significantly during the "Double Eleven" period, it will help to enhance market confidence and customer confidence, thereby driving subsequent transactions to continue to pick up.
However, if the market performance is flat again during the "Double Eleven" period, it may be the same as the level of market recovery this year, and there will be no major milestones in the follow-up, and market confidence will need to slowly recover over time.
Li Yujia, chief researcher of the Housing Policy Research Center of the Guangdong Provincial Institute of Urban Planning, analyzed that the Pearl River Delta has a large foreign population and is the main force in the demand for the property market. These promotional measures will drive part of the demand and have a certain effect.
However, the confidence of the entire market is still relatively weak, and the fourth quarter is cautiously optimistic.
Is Double Eleven a good time to buy a house?
Li Maozhe said that if it is a customer who has self-occupation needs in the short term, in fact, they should seize the moment, because generally at the end of the year, real estate companies will give more discounts at the end of the year in order to sprint the annual performance. In the first quarter, due to the new year target If there is no formulation or no sense of urgency, the discount of the project will often be too small.
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