This is one of the biggest hot spots in recent times.
Almost all people who pay attention to real estate are discussing, and it is said that Vanke Yuliang proposed in a recent internal speech: real estate has entered the era of black iron.
In the black iron era, a look at the name shows a slight pessimism about the real estate market.
For real estate developers who have experienced the magic market of 2021 and are facing the uncertain 2022 market, the black iron era may represent the views of many people.
However, whether it is the Silver Age or the Black Iron Age, if it is only understood as the increase in market data, it can only be said that the inherent logic has not changed.
What dominates the trend of the times is not sales data, but the shift in demand with residential as the core.
In the past 20 years, the main theme of the real estate market has been to meet the demands of more people to have a house. From the housing shortage to the balance between supply and demand, the main contradictions in the real estate market have been basically resolved.
When the contradiction between supply and demand is resolved, it does not mean that the demand of the market will drop significantly. On the contrary, with the development of social economy and the improvement of people's demand for housing upgrades, the demand for houses has only increased.
However, at this time, real estate begins to enter the next cycle, which requires a deep transformation of developers and the real estate industry.
Just like many people in the city now live in houses for a decade or two, most of them want to change houses. The mindset of living in a house for a lifetime doesn't seem very realistic now.
It is foreseeable that the upgrading of houses will become the main theme of the next real estate market. Even if the first set is just needed, it will pursue a more quality project.
At this time, the market supply no longer pursues scale, but requires the refinement and refinement of products.
However, the housing enterprises that can see this trend and follow up in advance are still a minority. Especially for participants who are accustomed to leverage and are accustomed to high turnover, it is not easy to change.
Therefore, the so-called black iron era is to enter a subversive change on behalf of the entire industry.
As Yu Liang said, 2022 is the year when Vanke broke through the ship and fought a war, and it is also the beginning of a new era.
This sentence also applies to any housing enterprise.
After understanding the black iron era, you will find that in the face of the era of change in the real estate industry, in fact, more impact is not on home buyers. On the contrary, now stable house prices with a large supply, the buyer's market advantage is obvious.
After understanding the causes and effects of the black iron era, most buyers have understood what kind of house they should buy in the future, which must be to meet the needs of living upgrades and have unique value.
For some housing enterprises, they have already begun to upgrade and iterate their products to adapt to the changes of the times.
Today we will give a few examples to see which new tracks Yantai real estate enterprises are upgrading their products through.
Note that today we are talking about new tracks and new breakthroughs. Therefore, traditional value points, including apartment types and properties, are not within the scope of discussion.
The first new track, focusing on the healthy housing market.
With the advent of the post-epidemic era, home health has become one of the urgent demands for residential upgrading.
For the exploration of healthy housing, many housing enterprises have proposed conceptual standards, including the application of some configurations.
Internationally, there is a well-known well-known well-health housing system, which is the standard of many luxury housing products, and has also been adopted by some domestic projects. The domestic housing enterprises laid out healthy housing earlier, including Vanke, Zhongnan and so on.
Taking Vanke as an example, at present, the standard of Lyra Bay in the Yantai layout project is the highest. As one of the first batch of healthy three-star settlements in Vanke, its health system includes 11 modules such as air, water, light, sound, materials, thermal comfort, sports, spirit, community transportation, intelligence, and property.
In addition, projects including Zhongnan Linyu also regard healthy housing as one of the core value points. Especially for people such as improvement and ultimate improvement, their demand for healthy housing will become higher and higher.
This new track has obvious high demands.
The second track focuses on whole house intelligence.
The concept of whole house intelligence is the demand for residential upgrading driven by scientific and technological progress with the advent of the 5G era.
From the beginning of the focus on smart lights, smart TVs and other items, to the future of the whole house intelligent integration configuration, this track is characterized by a very fast update iteration.
At present, the intelligent construction of most projects in Yantai does not have the so-called whole house intelligent concept.
However, there are also some projects, such as Yingke Pinyuan, which occupy a place in the fiercely competitive improvement market with advanced intelligent systems.
With the progress of science and technology, as well as the layout of Huawei, Haier, Apple and other enterprises for the whole house intelligence, it is believed that this track will become a new bright spot in the future of Yantai's real estate industry.
By the way, think about it, will you pay for the whole house?
The third track focuses on business travel.
In fact, business accommodation is only one component, and the third track refers to those projects with special functions and advanced concepts.
At present, in the yantai layout project, the Himalaya created by Sunshine 100 can be regarded as a special new species.
The project integrates landmark, business, residential, social and other functions, combining the services of a five-star hotel with a flat-rise mansion, bringing a futuristic lifestyle as standard in first-tier cities.
Such a project, which may only have one in a city, has special functional attributes and product scarcity.
Similar projects, we are familiar with projects like Aranya in Qinhuangdao, which meet the needs of diverse lives.
From these three cases, we can see that even if the real estate market enters the era of black iron, there are still housing companies that spare no effort to upgrade their products and lay out new tracks.
And this part of the project represents an early preview of the lifestyle of the next era.
Through the sharing of these three tracks, we will find that many large housing companies will often choose to add added value to the house in the way of laying out the new era.
That is, in addition to traditional elements such as apartment types and gardens, one or more special configurations are added, and this configuration is often ahead of the curve and ahead of schedule.
This inevitably reminds us of the case when Apple's mobile phone business surpassed Nokia, before the iPhone, Nokia was the absolute leader in the mobile phone industry.
1110、1100、3210、1200、5230、3310、2600...... Any Nokia model is sold over 100 million.
But Apple chose to redefine the phone, beating Nokia in another dimension. It eliminated the physical keyboard and adopted an original tiled desktop, completely subverting the original mobile phone concept.
The so-called high dimension playing low dimension is exactly that.
For the future real estate market, higher dimensions of competition are based on high-quality product strength, while configuring innovative product concepts.
In the current market is not ideal, and the competition is intensifying, the breakthrough of the new track is even more important. The three tracks shared today are only part of the way ahead, and there may be more high-quality breakthrough cases in the industry in the future.
Importantly, this change has already happened.
Of course, one thing will not change, that is, the core of real estate is to meet the widest range of home purchase needs.
And for a long time to come, the status of the pillar industry of real estate will not change. At the same time, its mission as the main tool for the allocation of people's wealth will not end.
For the Yantai market, 2022 is an important dividing line. The new wave and new products will further affect people's view of home ownership.
In this era, it is necessary to have the ability to identify good products.