The competition in 2019 is coming to an end, and the competition among real estate enterprises is becoming more and more intense. In the first 10 months of this year, the 100 billion real estate enterprise camp expanded to 25 again, but although the overall sales performance of all real estate enterprises remained at a high level in the year, there are still many enterprises with performance decline compared with the same period of last year, or even negative year-on-year growth, including both the top real estate enterprises in the 100 billion camp and the small and medium-sized real estate enterprises in the 10 billion army.
According to the data of China Research Institute, Renheng land, Huayu group, new hope real estate, Zhongjun group and CCCC real estate have become the five enterprises with the highest year-on-year growth in the cumulative sales amount from January to October, while 12 real estate enterprises, including Taihe Group, powerconstruction real estate, Datang real estate, Rongqiao group and Bluelight development, have a negative year-on-year growth, including 9 small and medium-sized real estate enterprises with the scale of 20 billion to 70 billion yuan.
Yan Yuejin, a financial commentator, analyzed to the reporter of the daily economic news: it is true that the current market pressure is increasing and the housing sales are affected to some extent. Although the statistics are still stable, we must see that the growth rate and growth rate of various real estate enterprises are becoming smaller. This will affect the project pricing in November and December this year, and also affect the sales positioning and investment land acquisition next year.
Negative growth of 12 real estate enterprises
According to the data of China Research Institute, the sales volume and area growth of most of the top 100 real estate enterprises in the first 10 months showed steady growth. But at the same time, the performance growth of many real estate enterprises has slowed down significantly compared with the previous years, and even 12 real estate enterprises have a negative year-on-year growth, including Greenland holdings, Huaxia happiness and Zhengrong group, which are among the 100 billion real estate enterprises.
There are statistical factors for the change of growth rate. Small and medium-sized enterprises are relatively easy to grow due to the relatively low base of sales amount. But the base of 100 billion real estate enterprises is very large, and the demand for absolute growth is very high, and this years market cooling has had a certain impact on real estate enterprises. Yan Yuejin pointed out.
The reporter of the daily economic news noted that in the first 10 months of this year, the accumulated sales of Taihe reached 76.8 billion yuan, down 33.2% compared with 114.9 billion yuan in the same period of 2018.
Greenland Group, which ranked in the top 10 sales in the first 10 months, also had a negative year-on-year growth rate. According to the statistics of China Index Research Institute, in the first 10 months of this year, Greenland Holdings cumulative sales amounted to 278.9 billion yuan, down 8.6% compared with 305 billion yuan in the same period last year, and the cumulative sales area fell 12.5% compared with the same period last year. According to the third quarter report of Greenland holdings, affected by the downward pressure of the overall market and the pace of new supply and listing, the main real estate businesses in the first three quarters achieved a cumulative contract sales amount of 234.6 billion yuan, down year on year.
In response to the reporter from the daily economic news, Greenland is currently forming a diversified business pattern of real estate + industry cooperation. In the first three quarters, the performance of major infrastructure production achieved an operating income of 1389 yuan, and diversified industries such as commerce and trade, hotel tourism, health care, science and innovation are also distributed. For the annual sales target, Greenland said it would pay close attention to the annual report card in the fourth quarter.
For the growth of sales performance of large-scale real estate enterprises, there was a year-on-year decline or even negative growth. Yan Yuejin said frankly that while the concentration of the real estate industry increased, there were also great differences and changes between large-scale real estate enterprises. Enterprises should also pay attention to avoiding risks, not only real estate business, but also diversified business development, and more objectively and comprehensively show the advantages of innovative business, It has a more positive effect on the external image of the enterprise.
From high-speed growth to high-quality development
For the phenomenon that the performance growth of some real estate enterprises slowed down or even negative growth in the first 10 months of this year, the China Index Research Institute believes that under the background of strict control of the real estate market and the gradual establishment of a long-term mechanism, the real estate market is becoming more rational, and real estate enterprises are moving from high-speed growth to high-quality development.
At the same time, in the face of increasingly tightening financing policies and the pressure of concentrated maturity of interest bearing liabilities this year, real estate enterprises actively explore diversified financing channels to alleviate the debt pressure. In the first 10 months of this year, the issuance scale of credit bonds and overseas bonds of real estate enterprises increased year on year, and the trust financing scale was basically the same as that of the previous year.
Despite repeated tightening of regulation and control around the country, the prosperity of the real estate industry is relatively severe, many real estate enterprises have increased their efforts to rush for revenue, achieved the adverse growth, and completed the annual sales target in advance. Today, Shimao real estate, which has outstanding performance in the first 10 months of this year, ranks first in the 100 billion army with an increase of 43% in the accumulated sales amount, and the sales of seven real estate enterprises, including sunshine city, China Merchants Shekou, Jinke group, Jindi group, Zhonghai real estate and Xuhui group, have increased by more than 30%.
From the perspective of the enterprises that announced the annual sales target at the beginning of this year, the sales target completion rate of the above-mentioned real estate enterprises is generally good. According to the statistics of China Index Research Institute, the completion rate of Shimao real estate sales target is 93.9%, CNOOC real estate 93.5%, Jinke group 93.3%, sunshine city 91.2% and China Merchants Shekou 89.6%.
In addition, some of the fast-growing real estate enterprises also achieved remarkable results: jiazhaoye increased by 47.6% year-on-year, having achieved 98.8% of the annual goal; China Jinmao increased by 28.6%, having achieved 90.7% of the annual goal; Zhongjun group increased by 62.6% year-on-year, having achieved 89.4% of the annual goal.
On November 14, data released by the National Bureau of statistics showed that from January to October this year, the sales area of commercial housing in China increased by 0.1% year on year, and the growth rate changed from negative to positive for the first time since this year. In response, Yan Yuejin said, in the case of negative year-on-year growth for eight months, the indicator turned red for the first time, or turned positive for the first time, which shows that the actual resilience of the sales side still exists.
However, in the last two months, the real estate enterprises of all camps that started the sprint mode still faced with practical difficulties such as the increasing pressure of market adjustment and the weak willingness of buyers.
Lu Wenxi, an analyst of Shanghai Zhongyuan Real estate market, once pointed out in an interview with the daily economic news: these enterprises that rushed forward for 100 billion in the first two years may have just crossed the threshold of 100 billion at this stage, so they need to be more cautious at this time. Because in order to expand more fiercely, the debt ratio is high, and the financing cost is also relatively high, so in this case, if the next two years stand unstable this 100 billion, it is easy to have an accident.
Source: editor in charge of daily economic news: Yang bin_nf4368