The property market “xiaoyangchun” has broken the appointment, and the “May Day” small and long holiday has become another key sales node in the first half of the year.
The reporter of “daily economic news” learned that this year’s “May Day”, real estate enterprises still put the main battlefield of activities on the online live broadcasting platform to promote sales in the form of preferential housing, parking spaces, discount coupons and so on. Compared with previous years, this year, real estate enterprises generally have greater discounts, more preferential houses, and great incentives in national marketing.
On May 5, from the institutional statistics and the report cards released by developers after the small and long holiday, the market entry sentiment of home buyers was obviously driven by the policy support, but from the landing to the actual trading volume, we still need to wait patiently for the market recovery.
58. According to the relevant data of anjuke, during the May Day holiday this year, the sales volume of commercial housing in China decreased significantly year-on-year. Taking 13 typical cities such as Beijing, Wuhan and Dalian as the statistical caliber, the five-day transaction volume was 308000 square meters, a year-on-year decrease of 65.9%.
Online live broadcasting is still the main battlefield
At the end of April, Evergrande group issued the notice on Issuing 10 key marketing measures and special assessment during the golden week, requiring to seize the sales market opportunity of the May Day golden week and strive to restore sales during the golden week. According to public information, Evergrande has launched 413 preferential projects in the country this time, including 2000 sets of special price existing houses and 8000 sets of special price future houses.
During the “May Day” period, country garden, excellence group, Jinke, Midea real estate, etc. all launched a number of live house purchase activities.
The reporter learned from country garden that on April 27, country garden launched the special planning for the 55th house purchase Festival and 30th anniversary of country garden in 2022, which lasted until May 10. The 55th house purchase Festival has always been the most important promotion node of country garden in the whole year.
It is reported that this activity of country garden covers nearly 1200 projects in 31 provinces and 269 cities, with more than 100000 houses on the shelves and more than 140000 discount coupons and more than 220000 gift coupons released. In terms of specific promotion, during the 55 house purchase Festival, customers can book a house online for only 5.5 yuan. As the minimum threshold for booking a house throughout the year, they can also enjoy the refund of the deposit (5.5 yuan) without reason within 7 days.
In addition, in this live purchase, country garden launched high-quality houses, parking spaces and shops specially approved by the president, with a limited time spike, with a total of 1000 sets and a total price of 300000 high-quality houses. Some selected high-quality projects offer discounts of 55%, 66%, 77% and 88% respectively.
It is worth noting that country garden has targeted this live broadcast activity at the “New Youth” group. In the past year or two, “solving the housing problem of new youth and new citizens” has been emphasized by policies and plans for many times.
Coincidentally, excellence group also positioned the theme of live house purchase during May day as the Youth assistance plan. The reporter learned that during the “Xiaozhuo house purchase program”, the “Xiaozhuo house purchase program” will help the youth group to open the “Xiaozhuo house purchase program”. At the same time, the “parking space Festival” was launched in a multi disc linkage, which is committed to helping more young people solve the problem of having cars and no parking spaces.
Jinke Property Group Co.Ltd(000656) focus on the “5 love house purchase season” and carry out theme activities such as “5 love big broadcast, 5 love hi Shopping Festival, 5 love online shopping”. Jinke achieved a sales target of 122.5% in the afternoon of May 8, according to relevant people of Jinke.
There are real estate “May Day” sales of more than 100 million
Online platform live broadcast is hot, but it is necessary to link the offline case field in order to effectively promote the transaction. To this end, a number of real estate enterprises are also vigorously encouraging national marketing, old with new and other ways to expand customers.
During the “May Day” period, many urban companies of excellence group strengthened case field services, prepared various interesting activities and “multiple gifts” for visitors, helped youth home buyers, and achieved sales of more than 2 billion yuan. Excellent Qingdao five red disk linkage, launched activities such as no pressure real estate from 88000 yuan, purchase and delivery of cars, and purchase of shops from 60000 yuan.
Qifu group and agile group drive the enthusiasm of the project visit by giving gifts and drawing prizes. A number of projects under Qifu group have been launched on May Day, all of which are on sale, and some of them have launched “five-year interest free installment, no threshold purchase”, buy it now housing, etc.
The reporter also learned from Midea real estate that during the “May Day” period, Midea Luhu water world project marketing center launched a special house purchase on site, which was hot and sold more than 100 million. Midea Binhu university project attracted more than 500 groups of home buyers to visit and visit during the May Day holiday, launched preferred units, exclusive discounts, home appliance gift bags, and sold more than 80 million yuan in five days.
Agile group not only launched online pre-sale of 0.01 yuan and enjoyed the purchase discount of 98% of the total house price, but also launched “old with new recommendation transaction, delivery management fee (non cash)” and “minfangbao recommendation transaction, up to 2% bonus (before tax)”.
In the Qifu Nanwan Peninsula project, Qifu group also launched a national marketing reward. The whole lake view flat floor won a 2% bonus, a 1% bonus for a single family villa and a 10000 yuan bonus for a Western-style house of the UniversityP align = “center” sources of good news for some developers: circle of friends of developers, etc
The transaction volume of new houses in 13 cities decreased by 65.9% year-on-year
Although the visits and trading volume of many projects are higher than that of the previous Qingming holiday, and many real estate projects have issued good transaction reports, from the data, whether the lively scene of “May Day” can really bring up “red may” remains to be verified.
58 according to the statistics of anjuke Real Estate Research Institute, from April 30 to May 4, the national real estate market heat index was 101.2, while the heat during May Day in 2021 was 92.0, a year-on-year increase of 10%.
In terms of cities, during the “May Day” period in 2022, the property market heat index of first tier cities was 101.8, that of second tier cities was 101.4, and that of third tier cities was 100.9, up to varying degrees year-on-year in 2021P align = “center” source: 58 anjuke Real Estate Research Institute
However, in terms of transaction volume, the new housing market has not recovered significantly, and the policy effect still needs to be released. During the “May Day” period this year, the sales volume of commercial housing in China decreased significantly year-on-year. Taking 13 typical cities such as Beijing, Wuhan and Dalian as the statistical caliber, the five-day transaction volume was 308000 square meters, a year-on-year decrease of 65.9%.
58 Zhu Peng, senior analyst of anjuke Real Estate Research Institute, believes that the online popularity of the national new housing market during the May Day holiday has increased significantly year-on-year, which on the one hand reflects the signs of recovery in the demand for new housing at the consumer end of this year’s small and long holiday; On the other hand, in recent months, the policies of large, medium and small cities across the country have been relaxed to varying degrees due to the implementation of urban policies. On the eve of May Day, the national level has further emphasized supporting rigid demand and reasonable improved housing, which has injected a certain degree of confidence into the market.
Zhu Peng said that the fluctuation of online popularity is also affected by the epidemic situation and the number of intelligent marketing scale of real estate enterprises. In recent months, the national epidemic counterattack has been obvious. A large number of new house consumption actions have changed from the traditional offline house viewing and house selection to online VR and AR house viewing and online consultation. At the same time, the scale of digital intelligent marketing by real estate enterprises has continued to increase this year, which has also improved the heat index of May Day this year.
Many people want to buy second-hand houses
However, compared with new houses, the hot spot recovery of second-hand house purchase demand in key cities is more obvious, especially in Shenzhen, where there are “hearsay” regulation policies to be relaxed from time to time recently. The demand for second-hand houses during the May Day holiday ranks first among the first tier cities, with the largest year-on-year increase of 78%, close to the same period in 2020.
58 anjuke Real Estate Research Institute believes that under the pressure of a series of real estate market adjustment policies such as the reference price of second-hand housing in Shenzhen in 2021, the market fell to an all-time low. Under the environment of recent interest rate reduction and relaxation of real estate market regulation policies, the pent up demand for house purchase for more than a year is likely to be released. It is expected that the second-hand housing market in Shenzhen will bottom successfully in the short term.
Beijing and Guangzhou also rose by 7% and 18% respectively, while the demand for second-hand housing in Shanghai fell by 25% compared with the same period in 2021.
Lu Qilin, research director of anjuke Real Estate Research Institute, said that in the epidemic cities represented by Shanghai, the market demand is less than the national average or has fallen, and the market demand for second-hand housing has been suppressed by the epidemic. However, once the epidemic ends in such cities, the demand will be gradually released. In the cities represented by Beijing and Guangzhou, the second-hand housing market has gradually warmed up under the gradual relaxation of policies. As long as the policy direction remains unchanged, the trading volume of second-hand housing in these cities will also rise slowly.
The reporter learned that, in addition to the cities that have officially issued a notice to deregulate the regulation of the real estate market, the relevant departments of cities such as Wuhan and Shenzhen have also said in recent media interviews or public consultation that they will adjust the policies according to the situation. Among them, many cities have prepared detailed rules, which are only to be approved and released.
The full recovery of the market may require more patience.
