Recently, a reporter from China Securities News visited a number of new buildings in Beijing and found that developers generally accelerated the promotion process towards the end of 2019.
Some developers launch cash back and discount promotions according to the purchase time and payment cycle. Take a limited competition housing project in Fengtai District as an example. On the opening day of the project, the developers launched a number of promotional activities, such as daily money, full discount, signing cash relief on the same day. According to the sales staff, from the opening to December 31, 2019, the contracted customers can enjoy the daily cash back activities. The earlier the contract is signed, the more days the cash can be returned. According to the difference of the total amount of contracted housing, the amount of daily cash return varies from 366 yuan to 666 yuan / day, which is called daily cash advance. In addition, if the deposit is paid more than 200000 yuan on the day of signing, you can enjoy a discount of 10000 yuan. If you pay the full amount within one week after signing, you can enjoy a discount of 9.9% of the full amount.
Many developers launched the early Wu pan products. Taking a real estate near Yihezhuang subway in Daxing District as an example, a visit by a reporter from China Securities News found that the real estate recently launched a number of small two bedroom apartments located in the real king position, and the price was also made into a ordinary house model of less than 3.74 million yuan by the developers. Developers also for the floor, towards the poor housing source to do special price room processing. During the golden nine silver ten period, the real estate sales staff unanimously said that the two bedrooms have been sold out, leaving only the two bedrooms priced at 4.2 million yuan, all of which are non ordinary houses.
A number of high-end real estate projects have also recently launched the real estate king project to attract consumers to buy houses. Taking a hardbound villa project located in the South Fourth Ring Road as an example, the developer recently launched the hardbound Louwang house source. According to the salesperson, no matter the location of the building or the floor, it is the best house source of the whole project. Developers in the early stage Wu pan, is to sprint at the end of the year.
In order to promote sales, the developers also made big concessions on the house type customization and area gift. In order to meet the needs of customers, most developers recently opened projects in the ordinary housing and non ordinary housing on the definition of housing. At present, Beijing still defines ordinary residence and non ordinary residence according to the recognition standard of ordinary residence adjusted in 2014: the total price within the Fifth Ring Road shall be controlled within 4.68 million yuan; the total price from the Fifth Ring Road to the sixth ring road shall be controlled within 3.74 million yuan; the total price outside the sixth ring road shall be controlled within 2.81 million yuan. According to the reporters visit, in order to cater to the promotion at the end of the year, most developers customized the ordinary residence housing resources according to the number of different rings, some of them treated the excess area as a gift, some treated the excess price as a fine decoration.
Take a limited competition housing project located outside the South Fourth Ring Road as an example. The companys main family types are three bedrooms with an area of about 70 square meters, which control the area and total price within the upper limit of ordinary residence. Two sets of customers can make a down payment of 60% and the first set of customers can make a loan of 3.50%. In addition, most of the houses are presented with floating windows and other areas on the basis of the floor area. According to the salesperson, the compact three bedroom apartment can meet the requirements of the customers for the number of rooms and the loan qualification on the one hand.
For a number of projects with earlier opening time, since the current sales of the real estate are all large family type tail end projects, in order to liquidate as soon as possible, the developers increase the year-end payment, reduce labor and publicity costs, and give more discounts. Taking a limited competition housing project in Chaoyang District as an example, the project has opened in 2017, and there are still many large-scale houses with an area of more than 130 square meters on sale. According to the salesperson, if you buy the whole house, the current maximum discount can reach 10% or even lower.
Favor all customers
The reporter of China Securities News learned from several developers that near the end of the year, the lending cycle of many banks for housing commercial loan customers has slowed down significantly compared with the previous period. In addition, the bank loan itself still needs time. If it is a bank loan customer, the payment cycle will be postponed to 2020, which has a great impact on the sales performance of developers in 2019.
In order to collect the payment as soon as possible, most developers have put forward higher requirements on the payment method and payment period of the purchase customers in recent years. Some developers directly said that specific housing sources only accept full payment customers or housing provident fund loan customers.
Take a first-line developers house project in Fangshan District as an example. At present, most of the houses recommended by the developers are those delivered in 2024 or later. For these projects, the developers have no special requirements for the payment period and loan method, but they offer a discount of 9.5% to all customers. For projects with earlier delivery time, developers require customers to pay the down payment before the end of the year, do not accept commercial loan customers, and do not make any compromise on the total price.
Some developers have recently cleaned up customers with long payment cycles. Project sales staff said that the year-end payment collection is crucial for developers to rank and achieve the goal of the whole year. It is better to sacrifice a little total price, but also to make sure to collect as much as possible before the end of the year. Therefore, customers who only pay a small amount of deposit and have a long payment cycle are dissuaded. The recovered houses are made into special houses with price reduction and promotion. The total price of these houses is much lower than the previous sales price, but they are only sold to customers with full payment or short payment period. If its a full payment, the price can be reduced. After all, developers get money, can actively land auction, improve the turnover rate.
Good sales performance
In the context of vigorously promoting sales, many developers have achieved good performance in sales performance, leading enterprises in the first tier echelon have repeatedly achieved new high performance, approaching the annual sales target. Taking China Evergrande as an example, the companys November sales briefing disclosed on the evening of December 2 showed that in November 2019, the company achieved a total contract sales amount of about 37.06 billion yuan, an increase of about 8.8% over the same period last year, with a contract sales area of about 3.865 million square meters and an average contract sales price of 9589 yuan per square meter. It is estimated that as of November 2019, the contracted sales of China Evergrande is 580.43 billion yuan, which is less than 20 billion yuan away from the full year 2019 performance target of 600 billion yuan.
Some real estate enterprises saw a significant increase in their performance in November. Taking Shimao real estate as an example, the company announced on the Hong Kong Stock Exchange on the evening of December 2 that the contracted sales volume of the company in November was about 30.5 billion yuan, an increase of 60% year on year; the contracted sales area was 1783100 square meters, an increase of 61% year on year. The average selling price of the company in November was 17106 yuan per square meter. In the first 11 months of 2019, the total contract sales of Shimao real estate is about 227.73 billion yuan, and the total contract sales area is 12.7783 million square meters, up 47% and 36% respectively year on year.
In 2019, the sales target of Shimao real estate is RMB 210 billion, which has exceeded the annual target by the end of November. Kerui Research Center pointed out that near the end of the year, in order to impact the end of the year performance, real estate enterprises began to gradually increase the supply, and the overall performance ratio slightly increased. In November 2019, the monthly equity sales of top 100 real estate enterprises increased by 10.9% month on month compared with October. From the perspective of cumulative performance, the cumulative amount of equity sales of top 100 real estate enterprises increased by 6.5% year on year from January to November, and the growth rate was slightly higher than that of last month. At present, the overall level of the market is still at a relatively low level. The real situation of the market is not as optimistic as the data reflects. In the future, it is the city layout, brand effect and project quality of real estate enterprises that compete in the market. Source: surging news editor: Wang Xiaowu NF
In 2019, the sales target of Shimao real estate is RMB 210 billion, which has exceeded the annual target by the end of November.
Kerui Research Center pointed out that near the end of the year, in order to impact the end of the year performance, real estate enterprises began to gradually increase the supply, and the overall performance ratio slightly increased. In November 2019, the monthly equity sales of top 100 real estate enterprises increased by 10.9% month on month compared with October. From the perspective of cumulative performance, the cumulative amount of equity sales of top 100 real estate enterprises increased by 6.5% year on year from January to November, and the growth rate was slightly higher than that of last month. At present, the overall level of the market is still at a relatively low level. The real situation of the market is not as optimistic as the data reflects. In the future, it is the city layout, brand effect and project quality of real estate enterprises that compete in the market.