What strange tricks have developers used to get you to buy a house during this National Day holiday?

(Reporter Huang Wanyin) The cold weather during this year’s “Golden Nine and Silver Ten” seems to be coming faster than the weather is cooling down. After the "Golden Nine" had a bad start, real estate companies launched a variety of promotions during the National Day Golden Week to reduce prices and increase sales volume and accelerate sales collection.

The "Daily Economic News" reporter learned that during the National Day (both refer to October 1st to October 7th, the same below), Country Garden, Shimao, Jinke, China Aoyuan, Kaisa and other real estate companies Enterprises have generally launched various promotional and marketing activities. However, judging from market feedback, home buyers across the country, including first-tier cities, have a strong wait-and-see attitude. Some cities, such as Guangzhou, Qingdao and other places, have experienced regional uneven heating and cooling.

Chen Wenjing, deputy director of research at the Index Business Department of the China Index Research Institute, said in an interview with a reporter from the "Daily Economic News" that overall, the market sentiment during the National Day holiday continued to be relatively sluggish in September, and the expected policy effects are still stable. It takes time to verify. Looking forward to the fourth quarter, there are expectations for policy fine-tuning in some cities, and the overall market is expected to improve. However, the policy environment is still relatively strict, and the short-term market still faces adjustment pressure.

Photography exhibitions and helicopters are all "out of position"

Although the National Day period is a long holiday, it is the busiest time for front-line real estate companies. "Silver Ten" is also the fourth quarter for developers to rush to collect, The key points of the sprint.

According to statistics from the China Index Institute, some developers in Wuhan have launched promotional activities such as special-priced housing and work-delivery housing in order to accelerate the sale of properties. The mentality of picking up the slack has driven the flow of home buyers to increase during the National Day. Some projects in Qingdao reduce prices by removing refined decoration, while others promote sales through work-delivered housing, free parking spaces, down payment refunds, and special-priced rooms.

Country Garden launched the "Golden Autumn Home Buying Festival" event before the National Day, with discounts covering nearly 20,000 units in more than 790 projects in 203 cities across the country. Among them, the housing discounts can be as low as 25% off; Approximately 4,512 units from 374 projects in 160 cities across the country participated in the Golden Autumn Home Buying Festival flash sale event, with a minimum price of 150,000 yuan per unit.

From January to September, Country Garden achieved a cumulative equity contract sales amount of 448.24 billion yuan, slightly exceeding the level of the same period last year. However, according to its disclosure, the equity contract sales amount in September was 45.66 billion yuan, a slight year-on-year decrease.

Jinke launched an integrated marketing campaign with a unified theme during the National Day. Through unified topics, unified communication, unified voice, unified live broadcast, unified packaging, and unified actions, it linked more than 460 projects across the country to create an explosive Sales power concepts such as affordable housing, explosive prices, and explosive popularity.

The reporter learned that during the 10-day Mid-Autumn Festival and National Day holidays, Jinke achieved sales of 13 billion yuan, an increase of 50% compared with the two festivals in 2020.

China Aoyuan stated that its sales in September were 10.95 billion yuan, and its real estate sector achieved sales of more than 5 billion yuan during the 7-day National Day Golden Week, with sales in Guangzhou, Chengdu, Dongguan, Hefei, Xi'an and other places. Smooth.

During the National Day, Shimao Group launched various theme marketing activities in various projects, such as photography exhibitions, helicopter tours, etc., and the seven-day transaction volume reached 7.5 billion yuan.

Shenzhen’s new home sales increased by 163%, while there were only 4 second-hand homes

Although real estate companies have done vigorous marketing and publicity, the calm market has not been easily shaken.

According to China Index data, during this year’s National Day, the transaction area of ??newly built commercial residential buildings in key monitored cities dropped by 33% compared with the same period last year. Home buyers were not willing to buy homes, and the market sentiment continued the wait-and-see trend in September. The transaction volume in first-tier cities was basically the same year-on-year, while the decline in representative cities in second-tier, third-tier and fourth-tier cities exceeded 40%.

Data from Shenzhen Zhongyuan Research Center shows that during the National Day, 1,081 new houses were sold in Shenzhen, an increase of about 163% from the 411 units sold during the National Day last year, while only 4 second-hand houses were sold.

The cumulative transaction volume of Shanghai’s new commercial residential buildings was 78,600 square meters, a decrease of 42% compared with the same period last year, and the market performance was dull. Some projects have launched golden week promotions. In the context of the cooling property market, Shanghai home buyers have become more rational.

According to China Index’s monitoring, a total of 157,400 square meters of new commercial residential buildings were transacted in Beijing during the National Day period (the same period in 2019 was 20,600 square meters, and the base number in the same period in 2020 was also low). A number of projects were launched intensively around the National Day holiday, including many of the first batch of centralized land supply projects. In order to attract more home buyers, developers have launched marketing strategies such as online home buying festivals, online live broadcasts, and National Day specials to promote project sales. Overall, Beijing's real estate market remains active amid improved supply.

Both Guangzhou and Qingdao have experienced regional uneven heating and cooling. The prices of the suburban and suburban sectors with large stocks have shown a clear downward trend, while the prices of hotspot sectors still have support.

Xiao Wenxiao, chief analyst of CRIC's Guangfo region, pointed out that in the past September, the number of first-hand residential properties in Guangzhou was only 6,878, a year-on-year decrease of 34.7%. Under the influence of multiple factors such as price limits and price reductions, the average price of first-hand residential properties in Guangzhou fell to 31,977 yuan/square meter in September. This has been the third consecutive decline, hitting a low in nearly 6 months. The average price level is similar to the first quarter of this year. . It can be seen that Guangzhou’s series of regulations focusing on “stabilizing housing prices” this year are showing results.

According to research by the Guangzhou Zhongyuan Research and Development Department, approximately 4,049 residential units were actually launched in Guangzhou during the National Day holiday in 2021. The sales volume increased by 16.9% year-on-year and 22.7% higher than the May Day holiday in 2021. However, the number of openings was higher than that of the previous five years. A huge 39.1% discount during the holidays.

In terms of transactions, newly launched properties in Liwan, Guangzhou accounted for nearly half of the transaction volume in the National Day market, while Nansha and Zengcheng, the traditional "gateways" for first-hand transactions during the National Day, both declined compared with previous years.

Chen Wenjing added that the first batch of centralized land supply projects in key cities will soon enter the market, and market competition may become more intense. In this context, real estate companies should increase research on urban market cycles and policy changes, strengthen monitoring of competing products, formulate differentiated marketing strategies, and seize market opportunities; at the same time, real estate companies should continue to optimize products and create differentiated and competitive products. We provide powerful products, focus on brand building, and enhance the company’s market competitiveness.