html The national market picked up in March. Judging from the performance of the TOP20 real estate companies, the year-on-year decline in sales performance (full scale) from January to March 2020 generally showed a narrowing situation. The sales amount of some real estate companies has been close to the same period last year. level. Table: Sales performance of TOP20 real estate companies from January to March 2020 compared to the same period
Data source: Yihan Think Tank
The sales of some projects are also very hot. Since the end of February, we have found that with the opening of sales offices in some cities, there have been There are many projects that were sold out immediately upon opening.
We first took stock of the typical projects that have achieved good de-purchase results since the end of February. Then we analyzed the reasons why the projects were able to achieve rapid de-purchase. Finally, we gave our thoughts. Real estate companies can learn from these "hot-selling" projects. What experiences.
Inventory: Typical "hot-selling" projects
We have collected from public channels typical "hot-selling" projects that have been launched and sold quickly since the end of February, including their product status, as shown in the following table:
Table: Recent Hot Topics Sales project overview
Data source: Compilation of public information
Analysis: Reasons for rapid elimination
From the product level, from just-needed products such as Suzhou Country Garden's Banshanlanwan, to improved products such as Wuhu 's Sunac AD 2020, to luxury products such as Yanlord Riverside Garden in Hangzhou, products at all levels are involved, which is an all-round release of consumer demand.
So what is the reason why these products are so popular? Let’s analyze it from the following aspects:
1. The epidemic has accelerated the process of conversion of real estate demand. The rapid release of demand is the main reason.
The rapid release of demand is what makes the project best-selling. The primary reason. After staying at home for more than a month, most people are somewhat dissatisfied with their existing housing. Those who have not yet bought a house may have a deeper understanding of the saying "the real estate certificate is a passport". Those who own a house always feel that There is not enough space in the house. Coupled with the suppressed demand for home purchases during the Spring Festival, the two kinds of demand superimposed to form a situation where some properties were sold out immediately after the Spring Festival.
This phenomenon is very obvious in the housing that is in immediate demand. For example, the Country Garden and Longfor projects in the section of Suzhou Taihu Resort are both positioned as being in immediate demand, and are only 2 kilometers apart. They opened two days apart with a total of 664 suites, both of which have achieved very good results. Decontamination effect.
2. Price reduction promotions are well implemented and have a strong appeal to home buyers.
With offline sales offices closed, various real estate companies have carried out price reductions to a certain extent in order to attract customers and make sales. Judging from the operational effects after opening, some projects have achieved results, which has also been fully demonstrated in the newly needed real estate.
For example, Country Garden Era Allure in Hefei sold rough houses at 18.8-10% off in early March, which gave it a clear price advantage compared with surrounding competitors. After the sales office opened, sales office buyers appeared. The situation of queuing up to buy a house.
Another example is Vanke Star City in Shenzhen. Vanke has launched a discount of 10,000 yuan to get 50,000 yuan and a free furniture for the whole house for 9.9 yuan. Such discounts have made this project that has been a best-seller in the past two years even more popular. 7 A scene where 288 properties were sold out in 30 seconds.
3. There are no competing products for sale in the area at the same time, and the project has become a scarce new project.
Some real estate projects are selling well because real estate companies use time lag tactics to open the market before competing products. When the project opens, it is the only or rare one in the area. Purely new disks gain a time advantage.
For example, Sunac Wuhu's AD 2020, the southern part of the city where the project is located, is an area clearly focused on development by the government. In the absence of surrounding low-density and high-quality housing, Sunac's projects entered the market first, and naturally reaped the first wave of dividends.
For example, China Travel Service Mingmenfu in Suzhou, with high-end improvement projects of the same type gathering around but not yet open for sale, I chose this time to enter the market, and the price is 4% lower than the opening price of Landsea Xihuafu, which opened last year. , naturally attracted a lot of attention, and the 354 units were sold out within minutes.
Thoughts: Experiences that real estate companies can learn from
The success of a project is inseparable from the efforts of all lines from investment to marketing. For real estate companies, it is worth thinking about what can be learned from these projects. We think there are The following three points:
1. Enterprises must speed up the progress of acquiring land in the first and second tiers.
In fact, judging from the recent land auction situation, the hot spots are still in the core first and second tier cities. For example, Guangzhou Urban Investment has refreshed the land auction unit price, and Sunshine City has a premium of 30 The Hefei Binhu land parcel was acquired by 50%, and the Ningbo Beilun land parcel by DXN was acquired by 50%.
After the local auctions gradually resumed, companies are still willing to invest heavily in first- and second-tier cities. This is consistent with the characteristics of the cities where the best-selling projects in the above table are located. The solid purchasing power of core first- and second-tier cities makes the recovery of project demand faster than that of all other cities.
Sales and investment promote each other. The recent improvement in sales will also drive the subsequent land auction prices in these cities to continue to rise. Enterprises must acquire land as early as possible.
2. New urban areas focus on the degree of implementation of policy planning and transportation planning, and pay attention to consumers’ real self-occupancy needs.
Many new urban areas have appeared among the recent best-selling properties. These new urban areas have some common characteristics, that is, although they are relatively far apart, they have clear plans and have implemented supporting facilities. I believe everyone is still impressed by the previous cases of Lanzhou New Town, Zhengdong New District, and Beijing-Tianjin New Town becoming empty cities.
Nowadays, consumers who are in urgent need pay more attention to practical planning and supporting facilities. For example, Sunac City in Hangzhou is located in the newly established Qiantang New District. The Jiangdong section has experienced 5 thousands of crowds since last year. Rigid demand is the main demand for this section. Although it is far away from the main urban area, planning and supporting facilities have been implemented. The surrounding landmarks such as the Convention and Exhibition Center and Sports Center have taken shape. Metro Lines 7 and 8 have entered the construction stage, as well as the nearby Longhu Tianjie and Baolong. City plazas have entered the construction stage, including the Sunac project itself, which has nearly 600,000 square meters, including residential, commercial and business formats. These plans and supporting facilities that have been implemented will make consumers feel that they are within reach rather than far away.
Suzhou’s Country Garden Shanlan Bay and Longhu’s Dajing Tiancheng projects are also similar to the situation of Hangzhou Sunac City. The projects are located in the Taihu Lake Resort, far away from the main urban area. Since last year, Lujin Azure Four Seasons Garden in this sector has achieved the double crown of sales amount and sales area in Wuzhong District. Longfor’s Dajing Tiancheng was sold out when it first opened last year. In addition, the hot sales of the two projects this year are actually inseparable from the planning and supporting facilities that have entered the construction and implementation stage, such as Line 5, which is already under construction and will be opened next year, the commercial supporting facilities provided by Country Garden and Longfor, and the recently announced China Shipping's 60,000 square meters of business in the area has been implemented.
Consumers' attention to pure concepts has been greatly reduced. After investors have gradually withdrawn from the market, consumers' real self-occupancy needs need to be paid attention to by enterprises, and solid planning and supporting facilities can attract people. For real estate companies, especially when investing in new urban area projects, they must pay more attention to whether the planning of the sector has been launched, whether the supporting facilities around the project are implemented, and if the supporting facilities are insufficient, whether their own commercial construction capabilities can meet the demand.
3. Project operators must be good at seizing the opportunity and rushing to supply goods as quickly as possible.
When there are competing projects in the area, real estate companies need to grasp the market demand and rush to ship goods as quickly as possible. This can establish the first-mover advantage and reap the benefits. A wave of customer bonuses. Especially in the current stage when demand is released after the epidemic, it is particularly important to rush shipments to speed up the company's payment collection.
For example, Nantong Vanke Time Light in Tongzhou won the land at the end of August last year. At that time, there was no supply of new projects in the area. In October, there was a demolition announcement in the area. For the project, there will be a lot of geographical constraints. sex clients. But in December, a new plot of land was sold and it is near the Light of the Times project.
Therefore, for this project, it is necessary to rush for speed supply.Vanke indeed acted quickly. It opened its sales office in January. It was originally expected to open at the end of March. In order to seize the time, it launched its first launch on March 22, becoming the only new project in the area. Such quick operation also helped Vanke gain profits. The 320 suites were sold out in the first 3 minutes.
Another example is China Travel Service Mingmenfu in Suzhou, which had already acquired the land as early as November 2017. Since the floor price of the acquired land was relatively high, real estate companies definitely wanted to wait for a good price before selling it, but later they encountered the problem of price limits. In 2019, there were land sales around the project one after another, and it is expected to be launched in 2020. Under this background, China Travel Service rushed to supply quickly and became the only new project in the surrounding area. After receiving the pre-sale certificate, it quickly opened, with more than 300 The suites sold out in minutes.
Summary
The above-mentioned projects are the first batch to quickly gain recognition from consumers after the epidemic. The purchasing power of cities and regions reflected by these projects, as well as the operational experience of the projects, will have a great influence on the subsequent investment city and regional choices and projects of real estate companies. Trading has guidance and reference significance. It is hoped that real estate companies can seize the next window period when land supply is released, consumer demand for home purchases is released, and the supply of development projects is released, and quickly return to normal business track.
Article source: Research Investment Reference (ID: dichaninvestment), the article has been authorized, and I would like to express my gratitude to the original author.
