This "Eleventh" in order to let you buy a house, developers have made what tricks?

(Reporter Huang Wanyin) This year's "Golden September and Silver 10" seems to come faster than the weather cooling down. After the "Jin Jiu" got off to a good start, real estate enterprises launched a variety of promotional activities in succession during the National Day Golden Week, with a view to reducing the price and speeding up the sales payment.

The reporter of the National Business Daily learned that during the National Day (all referring to 65438+ 10/-65438+10/0/7, the same below), Country Garden, Shimao, Jinke, China Aoyuan, Caesar and other housing enterprises generally launched various promotional marketing activities. However, from the market feedback, the strong wait-and-see mood of buyers has become a common feature in all parts of the country, including first-tier cities, and some cities, such as Guangzhou and Qingdao, have experienced uneven regional cold and hot.

Chen Wenjing, deputy research director of the Index Division of the Central Reference Institute, said in an interview with the National Business Daily that overall, the market sentiment during the National Day holiday in September continued to be in a relatively low state, and the expected policy effect still needs time to verify. Looking forward to the fourth quarter, some cities have the expectation of fine-tuning policies, and the overall market is expected to improve, but the policy environment is still relatively strict, and there is still adjustment pressure in the short-term market.

Photography exhibitions and helicopters are "out of place"

Although it is a long holiday during the National Day, it is the busiest time for housing enterprises. "Silver 10" is also a key node for developers to rush to raise funds in the fourth quarter.

According to the statistics of the Central Reference Institute, some developers in Wuhan launched promotional activities such as special rooms and work-arrival rooms to accelerate the transformation, and the mentality of missing opportunities led to an increase in the number of buyers during the National Day. Some projects in Qingdao are sold at reduced prices through "de-hardcover", while others are promoted by means of work arrival, parking space delivery, down payment refund, and special rooms.

Country Garden launched the "Golden Autumn House Purchase Festival" before the National Day, with discounts covering nearly 20,000 suites of over 790 projects in 203 cities across the country, of which the minimum discount for housing can reach 75%; About 45 12 suites were taken out from 374 projects in 160 cities nationwide to participate in the spike activity of the Golden Autumn House Purchase Festival, with a minimum of10.5 million yuan/set.

From June 5438 to September, Country Garden achieved a cumulative sales amount of 448.24 billion yuan, slightly exceeding the level of the same period last year. However, according to its disclosure, the monthly sales amount of equity contracts in September was 45.66 billion yuan, a slight year-on-year decrease.

During the National Day, Jinke launched an integrated marketing campaign with a unified theme. Through unified topic, unified communication, unified voice, unified live broadcast, unified packaging and unified action, more than 460 projects across the country were linked to create sales concepts such as bursting houses, prices and popularity.

The reporter learned that during the Mid-Autumn Festival and National Day 10 holiday, Jinke achieved sales of1300 million yuan, an increase of 50% compared with the two festivals in 2020.

China Aoyuan said that in September, it achieved sales of 65.438+0.095 billion yuan, and the real estate sector achieved sales of more than 5 billion yuan in the seven days of National Day Golden Week. The sales in Guangzhou, Chengdu, Dongguan, Hefu and Xi 'an were smooth.

During the National Day, Shimao Group launched various thematic marketing activities such as photography exhibition and helicopter tour exhibition in several local projects, with a turnover of 7.5 billion yuan in 7 days.

The turnover of new houses in Shenzhen rose by 163%, and there were only 4 sets of second-hand houses.

Although the marketing promotion of housing enterprises is hot, the calm market is still not easy to be shaken.

According to the data of the middle finger, during the National Day this year, the transaction area of newly-built commercial housing in key monitoring cities decreased by 33% year-on-year, and the buyers' willingness to buy houses was insufficient. The market sentiment continued to wait and see in September. The transaction scale of first-tier cities was basically flat year-on-year, and the second, third and fourth lines represented a decline of more than 40%.

According to the data of Shenzhen Zhongyuan Research Center, during the National Day, the number of new houses in Shenzhen was 108 1 set, an increase of about 1 1 set compared with last year's National Day, while only 4 sets of second-hand houses were sold.

The total transaction volume of new commercial housing in Shanghai was 78,600 square meters, down 42% compared with the same period of last year, and the market performance was flat. Some projects have started golden week promotion. In the context of the cooling of the property market, Shanghai property buyers are more rational.

According to the monitoring of the middle finger, during the National Day, Beijing has built a total of new commercial housing157,400 square meters (20,600 square meters in the same period of 20 19, and the base in the same period of 2020 is also low). A number of projects opened around the National Day holiday, including the first batch of centralized land supply projects. In order to attract more buyers, developers have launched marketing strategies such as online house purchase festival, online live broadcast, National Day special offer and so on to promote project sales. Overall, with the improvement of supply, the Beijing real estate market has maintained a certain degree of activity.

Both Guangzhou and Qingdao have experienced uneven regional cold and heat. The prices of the near and far suburban counties with large inventory have a clear downward trend, while the prices of hot plates still have support.

Xiao, chief analyst of Kerui Guangfo Region, pointed out that in the past September, the number of first-hand residential online signings in Guangzhou was only 6,878, down 34.7% year-on-year. Under the influence of multiple factors such as price limit and price reduction, the average price of first-hand residential online sign in Guangzhou fell to 3 1977 yuan/square meter in September, which has been falling for three consecutive days, hitting a six-month low, and the average price level is similar to that in the first quarter of this year. Visible, this year, Guangzhou around the "stable housing prices" a series of regulation is showing results.

According to the investigation of Guangzhou Zhongyuan Research and Development Department, about 4,049 houses were actually launched in Guangzhou during the 20021National Day holiday, up by 16.9% year-on-year, up by 22.7% compared with the 20021May Day holiday, but the number of houses opened decreased by 39. 1% compared with the May Day holiday.

In terms of transactions, there are newly launched properties in Liwan, Guangzhou, which supported nearly half of the turnover in the National Day market, while the traditional "portals" of National Day transactions, Nansha and Zengcheng, 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 the market competition will be more intense. In this context, housing enterprises should strengthen the study of urban market cycle and policy changes, strengthen the monitoring of competing products, formulate differentiated marketing strategies, and seize market opportunities; At the same time, housing enterprises should continue to optimize products, create differentiated and competitive products, pay attention to brand building, and enhance the market competitiveness of enterprises.