Chinanews client, Beijing, October 10th (Peng Jingru) "I missed the good time before, and I just wanted to see if I can'leak up' a house on National Day."
Jin Jing (pseudonym), a house buyer in Beijing, said that in March and July, because the homeowner was eager to realize his business, a friend around him bought a house below the market price.
In September, when she heard the news of the top real estate companies' discounts and promotions, she has been paying attention to the housing price dynamics and looking forward to buying a house with high cost performance during the National Day.
Now, has Jin Jing's wish come true?
"Fancy" promotion: buy a house, get a parking space, and give home appliances
In Beijing, many new housing estates that entered the market in the early stage of the "Eleventh" period carry out discount promotions, and the discount is usually around 15%.
Some real estate prices did not appear to be significantly discounted, but there were activities such as buying a house and sending parking spaces, sending warehousing, sending home appliances, and sending furniture. The incentives were significantly greater than during the "Golden Nine" period.
There are even listings with the word "2". The housing prices of new buildings are less than 30,000 yuan per square meter, and half of the new properties are on sale.
Data map: A sales center in Fengtai District, Beijing.
Photo by China News Agency reporter Zhang Yu
Not only in Beijing, but also in Guangzhou, Sichuan, Nanjing, Wuxi and other places in the property market there are various promotional activities.
Among them, there are real estate companies in Guangzhou that slogan "four gifts for buying a house in the golden autumn, and a gift package for home appliances (up to 8888 yuan)" when buying a house, and even a limited-time launch of a "total price discount of 200,000 yuan per set" activity.
On the other hand, in Nanjing, some developers have launched preferential houses and single-price houses together. Each preferential house has a direct drop of 300,000 +, and the highest discount reaches 390,000.
"I have read so many news about the discounts of real estate companies, but it was my turn to not encounter a few discounts." Jin Jing said that out of the need to change houses, she has requirements for apartment types and locations, but wherever she likes There is basically no place to participate in discounts, let alone free parking spaces.
"Waiting patiently for a few days to save hundreds of thousands of wishes, after all, was wrongly paid."
“Nowadays, good new houses have to be rushed to buy. If you can buy them, it’s not bad at all. It doesn’t matter if they are discounted or not.” Ms. Peng, a house buyer in Shenzhen, said that she did not expect to buy a discounted house at all. For the houses near the popular Financial Street, the price of surrounding second-hand houses is 65,000-70,000 yuan/m2, but the price of new houses with decoration is 52,000 yuan/m2. If you buy it, you will earn it. Who still wants a discount? .
Is it really a discount or a routine?
Evergrande held a marketing conference in early September and proposed a 30% discount on national real estate.
In addition, the marketing "military order" for September and October was issued, that is, the monthly sales target is 100 billion yuan, the "Golden Nine Silver Ten" will sell 200 billion yuan, and a series of promotional "combined punches" have been introduced.
Although there is a real estate company shouting "discount promotion" on the other side, it is news that "the head of Henan real estate company will open and stabilize housing prices and believe that discounts do more harm than good and will not take the lead in lowering prices."
The reasons listed in the closed-door meeting are that price reductions will shrink the assets of home buyers, which may lead to excessive rights protection behaviors of some people, which is not conducive to social stability; the sharp fluctuations in housing prices will affect the financial industry, construction industry, building materials industry and other related industries. Will have a huge impact, etc.
This makes many buyers want to ask: Is the price reduction promotion of real estate companies real benefits or deep routines?
Data map: A real estate agency store in Xicheng District, Beijing.
Photo by Peng Jingru
An intermediary in Fengtai, Beijing, who specializes in new housing, said that "October" does have some projects with promotional discounts, but the specifics depend on the project situation. Some high-end projects with better geographical locations often do not have discounts.
"Some real estate companies rely more on foreign projects, and they need some sales methods to sell. There may be no discounts or discounts before, so they will offer some discounts during the National Day to attract buyers. But generally good houses located in the third and fourth ring roads The sources are all one-off prices. We have been acting as an agent for so many years, and we haven't seen any discounts from them," said the aforementioned agent.
"According to past experience, price reduction is still a marketing tool in most cases. Real estate companies will launch large-scale promotional listings based on their own real estate or housing situation, which will gradually cause individual real estate or housing The price is lowered, but it will not be overall.” said Pan Hao, a senior analyst at the Shell Research Institute.
Pan Hao believes that the key to real estate discounts and promotions depends on the purpose.
"It must be to sell the house, achieve the task, and achieve the marketing goal. The real estate company ultimately hopes to attract customers through discounts and promotions, and finally achieve the transaction."
How effective is the promotion at the beginning of
"
Silver Ten
"
?
According to data from the Crane Research Center, in September 2020, TOP100 real estate companies achieved sales of 119.56 billion yuan, and their monthly performance increased by 29% year-on-year, and the growth rate has narrowed.
In terms of quarters, the scale of trader sales in the third quarter increased by nearly 28.5% year-on-year, a significant recovery from the first and second quarters.
However, in September, the rate of sale of large-scale real estate companies slowed down, and it is expected that the pressure of sale of real estate companies in the fourth quarter will remain high.
So, is the strategy of real estate companies to reduce the pressure on sales rates through price cuts and promotions get what they want?
According to the current sales performance disclosed by China Evergrande, within 38 days from September 1 to October 8, Evergrande achieved a contracted sales amount of 141.63 billion yuan and a contracted sales area of 16.417 million square meters, which has achieved 91.1 of its annual sales target of 650 billion. %.
58. The "National Day Holiday Property Market Observation" released by 58.com and Anjuke on October 9 showed that among the first-tier cities, Shanghai and Guangzhou ranked first in the search for new houses during the National Day, and the popularity increased significantly compared with the same period last year; second-hand housing search In terms of enthusiasm, Shanghai still leads the first-tier cities, followed by Beijing, with enthusiasm rising year-on-year.
Data map.
Photo by China News Agency reporter Wei Liang
But the Shell Research Institute believes that this year's Golden Week market is generally not hot.
The transaction volume of the second-hand housing market in September was 14% lower than that in August, and the market transaction volume in the first week of the National Day continued to cool compared to September.
During the Golden Week, the average daily transaction volume of second-hand houses in key 18 cities fell by 18.6% compared to September, and the average transaction price in 13 cities in the 18 cities fell from September.
This shows that the effects of regulatory policies since July are gradually being released.
Monitoring data from the Zhuge Housing Search Data Research Center also showed that the performance of new housing transactions during the Golden Week was mediocre.
Although overall, this year’s holiday sales volume is basically the same as last year, but since this year’s holiday is one day longer than previous years, in terms of average daily sales area, the average daily sales area of the top 10 cities in 2020 will be 91,100 square meters, a year-on-year decrease of 11.1 %.
The average daily sales area is lower than the historical level, which is the lowest value since the National Day Week in 2015.
"With the increase of residents' demand for tourism, home buyers pay more attention to travel during long holidays, and their attention to the property market has weakened. The so-called Golden Week of the National Day property market has faded in the past three years." Zhuge Real Estate Data Research Center believes.
"It's a good eight-day vacation. Isn't traveling fragrant? Why should I come to see the house." Jin Jing was a little upset.
(Finish)