The ice and snow economy has leveraged the property market fever, how many houses have the "little golden beans" bought in "Erbin"?

Interface News Reporter | Wang Tingting

The popularity of "Erbin" ice and snow cultural tourism has not decreased, and the Bingcheng property market seems to have taken the opportunity to catch fire.

"Little Potato" turned into "Little Golden Bean", and a "beautiful accident" happened in Harbin. According to the relevant person in charge of the Harbin Municipal Bureau of Housing and Urban-Rural Development, with the increase in tourists coming to Harbin, from December 2023 to January 2024, non-Harbin people will buy a total of 4,650 houses in Harbin, a year-on-year increase of 94%.

This winter, the "top stream" travel destination is Harbin. According to the data released by Tongcheng Travel, the top 10 popular destinations for domestic routes are: Harbin, Chongqing, Chengdu, Kunming, Beijing, Sanya, Guiyang, Shanghai, Xi'an, and Guangzhou. Among them, Harbin's popularity has risen from fourth place in the same period in 2023 to first place.

The icy Harbin has been pushed to the peak of tourism, which has also provided an opportunity for local housing rental transactions to increase significantly. According to the statistics of Beike Harbin Station, in December 2023 and January 2024, the rental transaction volume of the website reached 2,360 units, an increase of 272.8% compared with the 633 rental transactions from December 2022 to January 2023.

In the past two years, the real estate market has entered a period of deep adjustment, and the volume and price of the Harbin property market have fallen. Shen Ming told Jiemian News after visiting Harbin that there are only hundreds of thousands of houses in Harbin, and he would like to buy one for retirement, "It is very convenient for vacation and skiing." ”

According to Anjuke data, in January 2024, the average price of new houses in Harbin will be 10,428 yuan / square meter. In addition, in the past 2023, the price of new homes in Harbin only rose month-on-month in May, and the rest of the months fell month-on-month. According to the monitoring of the Fang Tianxia Research Institute, in January 2024, the average listing price of second-hand houses in Harbin is 8,209 yuan / square meter.

Inventories are at a record high, and the pressure to decentralize is increasing. According to data from the E-House Research Institute, as of November 2023, the inventory area of new houses in Harbin is 8.2 million square meters, and the inventory-to-sales ratio is 58.6, which means that it will take nearly five years to digest the existing inventory.

The continued popularity of ice and snow tourism, superimposed on the low threshold for buying a house, Harbin, which has been silent for a long time, decided to make every effort to catch this "splashing wealth". One after another, "Little Golden Bean" real estate activities in Harbin have been opened one after another, and even the "Shell Housing" platform is the slogan of "Ice and Snow Rhyme, Erbin Home".

"Erbin" builds momentum to buy a house

In order to attract "little golden beans" to Harbin to buy real estate, the Harbin Municipal Bureau of Housing and Urban-Rural Development also cooperated with a number of real estate companies to jointly hold the Harbin Ice and Snow Season Housing Festival.

According to Jiemian News, 52 projects from 28 real estate companies, including Vanke, China Resources, China Shipping, Harbin Development Investment, Huilong, and Xinsong, were exhibited, and these projects were distributed in six urban areas such as Daoli and Xiangfang, with a total of tens of thousands of houses.

In addition, there are also promotional display racks for related projects in popular attractions such as Central Street, Sun Island Snow Expo Visitor Center, Ice and Snow World, and the bathing center where "Little Golden Bean" checks in.

Not only that, for foreign buyers, each project has also launched a series of preferential policies such as receiving gifts when you visit, reimbursing round-trip transportation expenses for transactions, enjoying a 2% settlement subsidy for designated houses in the transaction, giving up to 3 years of property fees for full payment of the transaction, and giving 3 years of parking space use rights when the transaction is completed.

Vanke Northeast told Jiemian News that Harbin Vanke launched a New Year house purchase activity: Douyin live broadcast lottery prizes, fixed price housing limited time seckill, transaction during the event, enjoy 2 years of property fee concession/home appliance gift package, during the Spring Festival, the longest down payment installment to the end of March, etc.

If you purchase Vanke projects with your foreign ID card, you can enjoy an additional 9.8% subsidy. The person in charge of Northeast Vanke told Jiemian News, "The more typical project on our side is the riverside metropolis in Daoli District, which is a river-view housing project, and the transaction during this period is indeed an increase of nearly 40%. ”

In addition, CIFI Baoyu Bochen Mansion has also launched "Golden Bean customers" designated housing to enjoy up to 9% off and 10 sets of exclusive special rooms, and Chengxin One can enjoy a residential subsidy of 2%, a non-residential subsidy of 3%, and 5 sets of "Little Golden Bean" exclusive special houses.

On February 1, the Harbin Municipal Bureau of Housing and Urban-Rural Development, together with the local Yueju Network, Shell Harbin Station and 58.com, launched the activity of "Rent and Purchase and Promote Livable City Erbin in the Cold Winter" activity in Central Street, Sophia Church Square, Qunli Music Park, and Harbin West Railway Station.

While sending hot ginger tea and warm treasure stickers to foreign tourists, it also launches high-quality and cost-effective housing online in order to meet the needs of foreign populations "Southern Little Golden Bean" to buy real estate and short-term tourism rentals. It is understood that the batch of houses can be verified and other preparations can be carried out through the government trading platform to ensure the authenticity and effectiveness of the listings.

"The government has indeed taken advantage of the tourism boom and introduced a lot of favorable policies to boost the market, including some actions to attract customers. A person from a real estate company told Jiemian News.

Real estate agents and project salespeople also took the opportunity to start a marketing war. A real estate agent in Daoli District told Jiemian News that he sold a total of 5 second-hand houses in January this year, "The transaction price in January is 5% higher than the price from February to December last year, and the market is better at the beginning of each year than at the end of the year, and the price will be higher next year." ”

"When the market is large, the price will rise. In his view, Harbin housing prices will change the decline of the past, and the market is inevitable. And there will be fewer and fewer cheap listings, landlords will compare prices, and landlords have recently begun to increase prices and list them.

A project marketer said, "The heat of the Harbin property market can continue, and the economy of Harbin will be better in the next 3-5 years, and there will be an Asian Winter Meeting next year." According to his understanding, the outsiders who currently buy houses in Harbin are mainly self-occupied and rented as homestays.

"Little Golden Bean" in Erbin?

"The definition of 'new Harbin people' is not necessarily the southern 'little potato', most of them are returning home customers, or non-Harbin household registration customers in the province, and the rigid demand attributes of such customers are relatively strong. A person from a real estate company in Harbin told Jiemian News.

According to its description, there is no threshold for buying a house in Harbin, but before Harbin tourism became popular, the most competitive city in the three northeastern provinces was Shenyang, which had a higher overall happiness index. Now that the popularity of Harbin has increased, it has also driven many industrial chains, including employment opportunities, and some people who once wanted to leave Heilongjiang Province chose to stay in Harbin.

"At present, the transactions are mainly concentrated in the popular tourist areas, and the peripheral part is basically these people who have returned to their hometowns to buy homes or non-municipal people in Heilongjiang Province, who need to come to Harbin to buy a house and settle down. ”

Chen Chen, 33 years old, travels back and forth between Shenzhen and Harbin all year round, and as a Harbin native, he prefers to settle down and buy houses in cities such as Chengdu and Shenzhen. "Although Chengdu is not a strong line, I think the city's economic vitality can support its gradual development, while Shenzhen is a very tolerant city because of its good entrepreneurial atmosphere, good talent support conditions, and close to Hong Kong. ”

By chance, he became one of the members of the homecoming.

In November 2023, when Harbin ice and snow tourism was not yet out of the circle, he bought a house in Harbin because of the deed tax reduction policy. "The one I bought was a river-view house, much like the Huangpu River in Shanghai, with a total price of more than 3 million yuan, and finally reduced by 100,000 yuan. ”

"From my personal wishes, I don't particularly want to buy assets in Harbin, and my friends around me will also choose to move assets south. Chen Chen told Interface News.

"I'm actually betting on expectations. For example, Hunchun is the only highway port to Russia in Jilin Province, Harbin must be a transit station for transactions, and the entire currency trade will be transferred here, and the potential for urban development is there.

But there was no awareness of ice and snow fever at that time, and later after Harbin became a popular tourist destination, Chen Chen decisively bought another 40-square-meter apartment. This apartment is located in Daoli District and also has a river view.

Chen Chen, aiming at the tourist craze, transformed this small apartment into a homestay in less than a month, and the price has risen from the initial 260-300 yuan/day to 500 yuan/day. "I think this is a good opportunity in December, and the homestay was launched in January, and it was full of rooms that month. As of now, the occupancy rate in February is 70%, and the occupancy rate in March and April is also 50% each, which is quite good. ”

Chen Chen can clearly feel that the property market in Harbin has increased, but he also believes that the probability of pure outsiders coming to Harbin to buy a house is relatively small.

"As for 'a total of 4,650 non-Kazakh personnel bought houses in Bingcheng', I also asked my friends from the Real Estate Bureau, and finally agreed that it might be a problem with the caliber of statistics. Chen Chen said that this does not conform to the logic of buying and buying a house, and it is difficult for people to go there to buy a suite because a place is very popular.

"I was curious about how I could count the number of outsiders buying houses here, and the only thing I could think of was to separate them with ID cards. Chen Chen believes that there must be a lot of customers like him, the old Harbin people have gone out, and then there are companies with business in Harbin, and it is very cost-effective to buy property here, so it should be mainly the customers who return to their hometowns to buy homes.

The "Erbin" fever has continued until the Spring Festival, and Chen Chen is looking at high-quality properties near the Ice and Snow World, "It's still a homestay." ”