Look at the number of hot and cold property market 2
After the purchase restriction of 120-square-meter residential buildings was lifted, the high-end new residential market faced severe differentiation, with both victorious and high-profile celebrations, as well as obscure and low-key promotions. Even in the central six districts of Guangzhou, there is a significant difference in price movements. CRIC data monitoring shows that in March 2024, the average transaction price of commercial residential buildings in Guangzhou was 36,917 yuan/㎡, down 7% month-on-month, of which the average transaction price in Tianhe District decreased by 2% year-on-year, and Baiyun District decreased by 9% year-on-year. What kind of products will be launched to accelerate the decentralization of real estate in the two districts? It can be analyzed from the market performance of the pure improvement projects in the two districts, China Railway Construction China Merchants Xipai Tianhexu and R&F Fuyunshan.
China Railway Construction Merchants West School Tianhe Order
Plate: Tianhemei Garden Plate
First day depletion rate: Grade B (20% to 40% first day depletion rate)
Number of online signs: 10
Initial price: 68,000 yuan to 90,000 yuan/㎡
Discount: The first blowing price is 80,000-95,000 yuan/㎡
(Data source: Sunshine Family, Kerui Guangfo)
■ Xipai Tianhe preface "6 prefixes" entered the market.
"5 prefix" to take the land "6 prefix" into the market
Tianhe's new housing market has reached the peak of supply in the past five years this year, and many real estate companies have adopted the strategy of "increasing the promotion of old projects and entering the market at a parity for new projects" to cope with involution. The new project of the Meihuayuan plate, China Railway Construction Merchants West School Tianhexu, entered the market at a surprise price of "6 prefixes", and released a good report after the opening, with a hot sale of 1.8 billion yuan on the first day.
According to the monitoring of CRF Guangfo, 215 sets of Xipai Tianhe were launched for the first time, and the first day of de-registration was between 20% and 40%; Shilian Dongyi Research Institute pointed out that according to official data, the transaction volume of the project was 80 sets; and Sunshine Family Data showed that as of April 17, the number of online signatures was 10 sets.
The sales staff of the project said frankly: "The Tianhe market is currently very volatile, with a land acquisition cost of 53,000 yuan/㎡ and a starting price of '6 prefixes', which is really unimaginable in the past, and at present, there are more floors to choose from in different apartment types." According to the data of Shell Housing, the average second-hand transaction price of Xinda Jinmao Mansion, which is close to Xipai Tianhe Order, was 78,912 yuan/㎡ in March, and the first-hand and second-hand houses have been upside down.
Low-density residences have pyrotechnics and gas support
Xipai Tianhexu is about 400 meters away from Meihuayuan Station of Metro Line 3 and less than 300 meters away from the surrounding Xinda Jinmao Plaza, and the project is located at the rear of the shopping mall. Because it is not on the north main road of Guangzhou Avenue, Xinpan is prosperous and quiet, and it is full of fireworks and fireworks a few hundred meters away, but the community can remain quiet. "We mainly build low-density communities, and currently promote three types of apartment types: 125 square meters, 140 square meters, and 190 square meters, of which 140 square meters and 190 square meters are small high-rise buildings with plate design, and 125 square meters are 32-storey two-ladder and four-family towers. According to the sales staff of the project, the plate design can achieve three-sided viewing, and the households are not blocked, which is more comfortable in terms of lighting, face width, and north-south convection.
In terms of house design, the sales staff said that the utility rate of each unit is more than 100%, "especially for the 125-square-meter unit, because it is a tower with less sharing, many customers report that the bedroom is larger than the 140-square-meter one." Our 140㎡ unit can be designed with two suites, and the two suites are distributed on both sides of the living room for more privacy. "From the model room, it can be seen that whether it is a 125-square-meter or 140-square-meter unit, the master bedroom has a 270-degree bay window design with a wide view. However, the New Express reporter found that the design of the double suite displayed in the 140-square-meter model room was not displayed in the design drawings, and the sales staff verbally promised that it would be delivered with a double master suite in the future.
In terms of educational facilities, Yuexiu Tianhe and Yuefu around the project have determined the supporting combination of Huayang Primary School + Guangzhou Middle School, while the sales staff of Xipai Tianhexu said that the project is on the same street as Yuexiu Tianhe and Yuefu, and may have the opportunity to enjoy this educational package in the future.
"7 prefix" becomes "5 prefix" Why did the buyers' enthusiasm for "Yunshan" retreat?
R&F Fuyun Mountain
Sector: Baiyun Design Capital Plate
First day decontamination rate: Grade C (first day decontamination rate less than 20%)
Number of online signs: 5
Additional price: 59,000 yuan to 83,000 yuan/㎡
Discount: The initial price is 70,000-85,000 yuan/㎡
(Data source: Sunshine Family, Kerui Guangfo)
■R&F Fuyun Mountain will open its first building in 2022 and is currently on sale.
From "pre-sale" to "existing building", there are only 5 sets of online signs
This year, there is a new normal for projects in the non-Internet celebrity sector, and the price will loosen in almost every round of pushing. Although Yunshan Zhushui belongs to the mainstream faction of traditional luxury houses, it is also difficult to escape the "price for volume" under the market logic of giving priority to uniformity during the industry turmoil period. Compared with the average price of 80,000 yuan/㎡ at the opening of 2022, the A5 building launched this time was launched by government and enterprises, and the main unit type is 120 square meters to 180 square meters of three-bedroom to four-bedroom, and the unit price is as low as "5". On the marketing poster, the project also specifically states that it comes with a "peace of mind gift" - "you can check out if the price is reduced within 1 year, and you can check out if the increase is less than 5% within 1 year", and attract customers with a "limited-time offer".
The project claims to have sold 310 million yuan on the first day of group buying, and according to the monitoring of Kerui Guangfo, Fuyunshan has added 212 sets, and the first day of removal is less than 20%, that is, no more than 42 sets; According to the data of the World Union Dongyi Research Institute, as of March 24, the project transaction volume is 5 sets; according to the monitoring of Sunshine Family, as of April 17, the number of online signatures for new buildings is 5, and the number of online signatures for A1 and A2 buildings that will be sold in 2022 is 78 sets.
The biggest selling point of the project is the landscape of Baiyun Mountain, especially the first A1 and A2 buildings, which are located at the top of the project, separated by Baiyun Mountain, and all the units face the main peak Davis Ridge at 15 degrees to the southeast. After more than a year of sales, from pre-sale to existing buildings, why did buyers' enthusiasm for "Cloud Mountain View" retreat?
Fuyun Mountain was born out of the old renovation project of Chentian Village, which covers an area of 626,000 square meters and a construction area of about 2 million square meters, and the main business formats include residences, apartments, hotels, commercial and schools. The old reform should take into account the surrounding development and the construction of supporting facilities for residents, which are generally relatively complete, but it will take 8 to 10 years to complete the overall development, and public facilities such as schools will also be shared with the returning villagers. In addition, the project site is close to the north of Baiyun Avenue, and the traffic flow is relatively dense, and some buildings may be affected by certain traffic noise in the future.
On the other hand, last year, within 5 kilometers of the project, there were many overlapping heavy opponents, such as Zhonghai Lufu and Vanke Jinshan Mansion, and new projects such as Zhonghai Lufu and Vanke Jinshan Mansion entered the market, and met the competition with updated house design and higher utility rate. R&F Fuyun Mountain's house type advantage is 3.15 meters of floor height, but compared with the 120 square meters of the project and the 115 square meters of Vanke Jinshan Mansion, the same three-bedroom, two-living room and two-bathroom design, Fuyun Mountain's living room is less than 4 meters, while the studio of Jinshan Mansion is 5.7 meters. In addition, at present, there are many new projects in the city center between 60,000 yuan and 90,000 yuan/㎡, and there are many projects in more core areas such as Tianhe and Haizhu, which are cashed out more quickly and divert many customers from other districts.
R&F's sales in 2023 fell by more than 80% compared to 2021
The market has entered an era of competition for delivery capacity, and buyers are very concerned about the completion situation, but in terms of delivery, R&F has not officially disclosed uniform data last year.
In the past year, as the first real estate company to complete the overall restructuring of domestic and overseas debts, R&F Properties has not had a quiet life. R&F Properties co-chairman Zhang Zhang abruptly announced his resignation late last year, and R&F Properties has been mired in debt since then. According to the annual report released at the end of March this year, R&F Properties' operating income was 36.24 billion yuan, a slight increase of 3.0% year-on-year, of which hotel turnover increased by 54% year-on-year, and the annual loss was 19.95 billion yuan, an increase of 26.4% year-on-year.
In terms of sales power, in 2023, R&F Properties' total agreed sales will be about 19.95 billion yuan, and the sales area will be about 1.345 million square meters, a year-on-year decrease of 48.1% and 52.8% respectively, declining for two consecutive years. Judging from the monitoring data of the China Index Institute, sales in 2023 will drop by about 83% compared with 2021, and sales in 2021 will be about 120.2 billion yuan.
R&F's announcement said: "The company still holds a large land bank and projects under development or completed properties, so it continues to actively explore how to generate cash flow through pre-sales. As buyers are currently highly vigilant about completion risks, the Group's pre-sale strategy focuses on completed properties for sale, or mature projects that are nearing the end of their development cycle. ”
The sales staff of Fuyunshan said that this old has been changed to the largest project in the entire Baiyun District. "There are 10 plots of land for residential plots, 5 plots of land for commercial, 2 plots for schools, the primary school has been opened, the middle school is expected to open at the end of the year or next year, and the whole project will take 8 to 10 years before and after the fulfillment." The New Express reporter learned that in the first group A, the current A1 and A2 buildings are for sale in existing buildings, and the delivery standards are relatively clear, and the unit price starts from "6", and the additional A5 building is expected to be delivered by the end of next year.
New Express reporter He Lushi