Reporter: Huang Wanyin Editor: Chen Mengyu, Sun Zhicheng
"Limited time group spike", "Bottom-up liquidation", "150,000 group purchase discount countdown", "50 new sets of work-to-arrive housing"
After the start of "Xiaoyangchun", developers in Guangzhou are stepping up promotional shipments, and preferential promotions such as group purchase and work-to-house housing, which were mainly concentrated in the peripheral areas in the past, have also begun to appear in central areas such as Haizhu and Tianhe.
According to the Hopewell Research Institute, a total of 3,400 units were launched in Guangzhou in March, the highest since May 2023, but there is still a 34% gap compared with the same period last year.
Yuexiu, China Resources, China Shipping, New World and other projects in Tianhe and Haizhu have been newly launched for sale, these projects are all high-priced luxury houses, with large units and basically unlimited purchases, and the opening price per square meter is generally lower than the blowing price of 4,000-10,000 yuan.
Xiao Wenxiao, chief analyst of CRIC Guangfo region, said in an interview with the "Daily Economic News" reporter that in March, the transaction of new houses in Guangzhou was about 600,000 square meters, a month-on-month increase of 139%, creating the best result in the first quarter, but a year-on-year decrease of 45%, showing that this year's "Xiaoyangchun" is less than last year's quality.
Two sets of 60 million mansions were won in full
The speed of China Railway Construction and China Merchants Shekou Xipai Tianhexu project has set a new record for luxury homes in Guangzhou.
On October 11, 2023, after 40 rounds of bidding, the land west of Niuligang North Street in Tianhe, Guangzhou, reached the upper limit of 5.979 billion yuan, and China Railway Construction finally won the lottery. After deducting the allocation, the actual floor price of the plot exceeded 52,000 yuan/square meter, breaking into the TOP5 floor price in Guangzhou.
Three months later, the project has opened a temporary exhibition hall, with a market price of 80,000-95,000 yuan/square meter. The project officially opened on March 24, with the lowest opening price of 69,000 yuan/square meter and the highest of about 90,000 yuan/square meter, and the official data first sales of about 1.8 billion yuan.
According to the information of the Lianjia platform, the second-hand housing Xinda Jinmao Mansion adjacent to the project was completed in about 2016, and the transaction price since 2024 is 73,000-84,000 yuan/square meter.
At the same time, close to the Xipai Tianhe Order, there are also Yuexiu Tianhe and Yuefu, which launched a special one-price house in Qingdong in March, with a unit price starting from 7, and the front is "fighting".
According to the reporter's interview, Tianhe and Yuefu will have a maximum of 15 sets of decontamination in a single day at the end of March.
In addition, the early price of the Yuexiu Guanyue project is 80,000-100,000 yuan/square meter. However, on March 17, the project was officially opened, and the average price span of the first opening was larger than expected, at 68,500-90,000 yuan/square meter.
On April 5, the reporter learned from the sales office as a buyer that the average price of the project was 70,000-93,000 yuan/square meter, and the individual special listings were about 70,000 yuan/square meter.
This pricing seems to be very sincere in the market.
You must know that the average price of second-hand houses in the milk factory sector where the project is located in the past few years can go to 70,000-80,000 yuan/square meter, and the average price of the latest transaction of a house in the nearby second-hand community Tianhe Mansion this year is about 59,000 yuan/square meter.
According to Lianjia data, the average transaction price of the same type of house in Tianhe Mansion in 2021 is about 75,000 yuan/square meter. A 4-bedroom and 2-living room unit was sold in January this year, with an average price of 63,000 yuan/square meter, while the average price of a set of same-facing houses traded in 2022 was about 82,000 yuan/square meter, and the unit price fell by nearly 20,000 yuan/square meter in two years.
According to the statistics of the Hopewell Research Institute, Yuexiu Guanyue was the most de-urbanized key residential launch project in March. The reporter learned that the sales of the project reached 2 billion yuan in March.
Interestingly, Xipai Tianhexu also sent a poster to congratulate Yuexiu Guanyue on its first success, saying that it would "boost the new era of luxury housing market".
Overall, Guangzhou's luxury housing market still has some purchasing power. The reporter learned that China Resources Land is located in Baietanyue Mansion in Liwan, and recently two sets of houses with a total price of about 60 million yuan were won in full, with a unit price of more than 130,000 yuan per square meter.
Nearly 50% of the projects chose to reduce the price
Tianhe also has a new project that has to be said - China Resources Tianhe Runfu.
Judging from the feedback from the market side, the gap between the opening price of Tianhe Runfu and the blowing price is only within 5,000 yuan/square meter, which has not touched market expectations.
But in fact, the cost of acquiring land for this project is not low. In July last year, China Resources Land won the AT1010008 and AT1010010 plots of Tianhe Qishan Road (Jishancang plot) at the reserve price, with a total price of about 4.5 billion yuan, but it needs to be equipped with the Nansha National Cultural and Sports Complex Project, with a construction amount of 3 billion yuan, which is equivalent to a floor price of about 38,000 yuan per square meter.
The reporter learned from comprehensive market information that the total number of subscribed units in Tianhe Run Mansion is close to 100 sets, with a subscription amount of about 600 million yuan and an average price of about 53,000-58,000 yuan per square meter.
Zhujiang Flower City, which is adjacent to Tianhe Run Mansion, launched a batch of special rooms in March, with a total price of 3+1 rooms of 76 square meters starting at 3.9 million yuan and a total price of 86.7 square meters starting at 4.5 million yuan, and the total price of getting on the bus is lower than that of Tianhe Runfu. Tianhe Run Mansion naturally couldn't sit still, and soon after the opening, it launched a discount of "bank discount group purchase for the whole order, 90 square meters of south-facing three-bedroom from 4.7 million".
Zhonghai Dajing is the only luxury residential project that has recently opened in Haizhu, and it entered the market at a price that exceeded market expectations, with initial sales of 3.36 billion yuan, exceeding the above projects.
The average price of a number of projects in Haizhu has reached more than 100,000 yuan/square meter, so the market generally expects that the opening price of Zhonghai Dajing will reach the highest of 100,000 yuan/square meter, but the lowest opening price is only 70,000 yuan/square meter, and the highest is 98,000 yuan/square meter, which has not pierced the ceiling of 100,000 yuan.
Newly opened projects enter the market at low prices, and projects on sale naturally cannot "sit still".
A person from a real estate company in Panyu also told the "Daily Economic News" reporter that after their project increased marketing efforts in March, the transaction was indeed better than before, and sometimes there were 5 sets of transactions a day.
According to the Hopewell Research Institute, nearly 50% of the projects in Guangzhou had "concessions" in March, the largest number in recent years. Areas with relatively light inventory pressure (such as Tianhe, Haizhu, Liwan and Huangpu) mainly promote transactions through activities such as "work-to-housing, group purchases, and channel special sessions", with preferential margins generally ranging from 5% to 10%, among which the transactions of Zhujiang Huacheng and Poly Tianhui have improved significantly.
However, the areas with greater inventory pressure (saleable area of 1.5 million to 2 million square meters) and slow de-industrialization are more active in exchanging price for volume, and the profit margin of individual large-scale markets is prominent. Hot projects such as the Asian Games City fell by 10%-15% and cooperated with the high commission of the channel, as well as Polyyue Mansion, Yuexiu University Xinghui City and other projects increased their marketing efforts, with a price reduction of 5%-8%, and the transaction effect was better.
Xiao Wenxiao believes that in March, the number of second-hand housing online signatures in Guangzhou returned to 9,300 sets again. After the policies such as the recognition of housing and the non-recognition of loans, value-added tax 5 to 2, etc., the second-hand housing transactions in Guangzhou tend to be active, which is conducive to the formation of a feedback effect on the new housing market with an increase in the proportion of customers, and it is predicted that the trend in the second quarter of this year will be more stable than last year, and there will be no precipitous cooling after last year's "Xiaoyangchun".
Reporter |
Editor|Chen Mengyu, Sun Zhicheng, Du Hengfeng
Proofreading|Chen Keming
|National Business Daily nbdnews original article|
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