Under the influence of the recent multi-dimensional policy to maintain stability and the continuous decline of mortgage interest rates, the real estate market gradually came out of the ice and began to recover.
For the changes in the real estate market, the real estate enterprises are the most sensitive and strong. However, in the sluggish sales market from January to February this year, the pace and intensity of the property market recovery may be weaker than in the past due to factors such as the debt risk of real estate enterprises and the epidemic situation.
Recently, the reporter of “daily economic news” interviewed a number of real estate enterprises and learned that the market situation this spring is no longer a foregone conclusion, and real estate enterprises are generally shrinking the region. In the face of the “little sunny spring” of the real estate market that may be difficult to appear this year, many real estate enterprises said that their regional projects will respond in time according to the dynamic changes of the market, mainly “waiting for the wind”.
This year’s property market may be difficult to show “little spring”
Although the markets in Guangzhou, Shanghai, Shenzhen and other places have stopped falling and rebounded since the middle and late February, it is hard to say that they have “warmed up”. At present, only a few buildings have performed fairly well.
According to the statistics of Shenzhen Zhongyuan Research Center, in February 2022, Shenzhen railway Ruicheng won the champion of residential sales in Shenzhen in February with the trading volume of 493 units. In addition, the outstanding Bai Yifu in Hongshan Shangtang high-end residential area, the core area of Longhua, has also achieved good sales results.
The salesperson of zhuoyboyi Mansion Project told the reporter of daily economic news that thanks to the innovative house type design and the product power comparable to luxury houses, the popularity of the recent project has increased significantly, and they need to temporarily dispatch personnel from other projects to help guide and explain the work. More than 300 groups of customers visited last weekend (February 27-28) alone, mainly just changed and improved customers pursuing high-level lifestyle and quality of life. The project has sold more than 200 million yuan for two consecutive weeks.
At the same time, the sales performance of unpopular buildings still shows no signs of recovery. According to the regional data of Kerui Guangfo, the buildings such as yunshang in Baiyun District of Guangzhou, China Railway Nord Yuelong and Zhujiang Huayu Huacheng in Zengcheng district have poor de urbanization due to poor living atmosphere and inconvenient transportation. In addition, the de urbanization performance of some buildings is “very poor”.
Xiao Wenxiao, chief regional analyst of Kerui Guangfo, said in an interview with reporters that from the data, the trading volume of Guangzhou’s first-hand real estate market has remained at a low repair level since this year, which is basically halved compared with the same period last year, which also reflects that the current Guangzhou market has recovered compared with last year’s coldest “copper, Kowloon iron ten”, But it has not returned to normal levels.
“In this case, it is expected that with the recent increase in the supply of the property market and the warm wind of policies such as housing loans, the activity of supply and demand in Guangzhou property market is expected to rise to a higher level in March, and the market will gradually recover driven by the online Red Market in the central area.”
The relevant person in charge of a TOP10 real estate enterprise told the reporter of the daily economic news that the marketing team does not think there will be a “little sunny spring” market this year, but each project will always pay attention to the market dynamics and respond in time if there are signs of warming.
“The overall market is still poor”
Following last year’s housing prices in the “golden nine silver ten” tarnish, this year’s “golden three silver four” housing prices will have what kind of performance?
From the internal perspective of real estate enterprises, even if the property market in some cities recovers, it is difficult to drive the recovery of regional market. According to an internal Market Research Report of a leading real estate enterprise recently learned by the reporter of the daily economic news, the recent favorable conditions such as loose credit environment have relatively limited boost to the market, and only a few cities have increased their trading volume due to the small impact of supply structure or base.
According to the data of Guangzhou Zhongyuan research and development department, in February, many medium and high-end projects in Guangzhou accelerated to enter the market. For example, the record price of Qiaoxin poly Huijing platform opened in mid February reached 148000 / m2. In addition, Hejing and R & F also entered the market.
Time China said in an interview with reporters that the company will increase its efforts to promote goods in due time according to the market trend. “After the real estate market returns to normal, how to maximize value creation for customers is a topic we need to think deeply and practice. Since the second half of last year, we have been committed to further improving our ability to create value for customers.”
It is reported that time China has actively introduced supporting facilities such as business and education to improve the living convenience and comfort of owners and meet customers’ Multi-dimensional needs for life. In terms of education, taking the projects in Guangzhou and Foshan as an example, Shidai Tianyun (Huangpu) and Shidai Tianjing (Huangpu) in Guangzhou have introduced the East Campus of Donghui Garden Primary School in Huangpu District, Guangzhou, and the tic era global maker town project in Foshan has also introduced Shimen Dali school.
According to the statistics of Shenzhen Zhongyuan Research Center, there will be more than 20 potential real estate projects in Shenzhen in March, such as Shanghai New World Co.Ltd(600628) SONGFENG Mingyue garden, Shenzhen central Tianyuan, Shenye Yunzhu, Prince Edward Bay whale domain and so on.
A relevant person of a medium-sized real estate enterprise in South China told reporters, “the overall market situation is still poor. At present, the company has no comprehensive discount and promotion activities for the market in March and April. It is mainly ‘waiting for the wind’, and there are some promotion activities for individual projects”.
\u3000\u3000 “For the current market, the key lies in cultivating confidence. In order to see the ‘little sunny spring’ expected by all parties in the future, first, policies should support rigid demand and encourage reasonable improvement demand, so as to create a good environment for buyers to enter the market; second, developers should not be eager for success. When buyers are still in wait-and-see mood, it is possible to use price increase marketing indiscriminately Scare off home buyers. ” Xiao Wenxiao said.
However, Xiao Wenxiao expects that in March and April, the focus of most developers will be “promoting sales and collecting payment”, and buyers can still see a lot of real estate concessions, so it is expected that sales will pick up from January to February.
