The property market "golden nine silver ten", a wave of price cuts and sales tide quietly came

This year's property market "Golden Nine Silver Ten" is destined to be a fierce promotional war.

After experiencing a difficult July and August, the downward trend of the property market has exceeded expectations, and the pressure of many housing enterprises to "grab the harvest" has been greater. Although several hot cities are still restricting purchases and limiting gains, more cities have joined the ranks of limiting falls and supporting the market.

Since August, in addition to the hottest cities, whether it is east, west, south or north, there have been second- and third-tier cities in the country that have begun to see new housing price reduction promotions and housing enterprises dumping goods. The provincial capital city of Kunming fell in august with an average price of more than 70 real estate projects; in order to achieve running volume, many housing companies are willing to reduce prices by thousands of yuan per square meter, and the price war for surrounding competitors has been fierce.

"The most exaggerated thing is that a housing company takes the land price of 5,000 yuan / square meter and only sells 4,000 yuan / square meter." A senior executive of a housing enterprise told First Finance.

In response to the new changes in the market, at least 7 cities have issued "restriction orders" for the property market, including Jiangyin, Dalian, Kunming, Shenyang, Yueyang, Heze, Zhuzhou and other cities, but the overall round of large price reduction seems inevitable.

"The agent urged me to go back to my hometown to see the house"

"Will you come back to see the house this Mid-Autumn Festival?" Don't you come back to see the National Day holiday? Near the festive season, Wang Jing, a white-collar worker in Shanghai's "Shanghai Drift", received calls from intermediaries in her hometown from time to time.

Wang Jing's hometown is a county town in northern Jiangsu, and house prices have soared throughout the past year, and the average price has broken through 10,000 unconsciously. But recently the agency's phone call sent a signal to her that house prices were loosening.

Last year, watching the soaring house prices in her hometown, she went to see several real estate projects during the New Year, added some real estate sales WeChat, and has been worried that her income growth rate cannot catch up with the growth rate of house prices, Wang Jing did think of buying a house in her hometown, but now it is calm.

"The agent said on the phone that several of the new properties I wanted to see had discounts, as well as 'in-house listings', which were much cheaper than the prices I looked at online." Wang Jing said that she has been concerned about a real estate, the price on the online platform is 8500 yuan / square meter - 9000 yuan / square meter, but in the mouth of the intermediary, this real estate has an "internal employee discount", only about 7000 yuan / square meter.

Recently, there was also an incident in the hometown, the owner of the previous phase of a price-reducing real estate rights protection, which caused quite a stir in the small county. "Everyone knows that the price of the house is going to be reduced, and more and more people are in a wait-and-see state."

Another "Shanghai drifter" Shao Yuan, whose hometown is in Kunming, has always thought that he can go back to his hometown to buy a suite for vacation or pension. "In June this year, I returned to Kunming to see several real estate projects, the price is more than 20,000, and there are close to 30,000." Recently, I received a call from the sales and asked me if I wanted to go to see it during the festival, and they would launch a batch of special-priced houses, less than 20,000, about two or three thousand. ”

Like Wang Jing's thoughts, Shao Yuan was not in a hurry to buy a house in his hometown. "I always feel that this downward wave has just begun, and I will wait." He said.

Shao Yuan's hometown Kunming new housing decline has been in the forefront of the country, buyers like him still want to wait, the local housing association organization is anxious. In August this year, the Kunming Housing Association held a symposium on the implementation of "stable house prices, stable land prices, and stable expectations", requiring Kunming TOP30 housing enterprises and large brokerage companies to participate, which mentioned that once the malicious price reduction and market disruption occur, the relevant developers will be interviewed.

"For the price reduction and discount of unsalable projects, it is an inevitable situation in the second half of this year, and I dare to say that almost all housing companies now have the first task of grabbing sales and recovering money." But why are some items defined as malicious price reductions? Because there really is a sudden drop in the unit price of six or seven thousand or even tens of thousands of real estate, the entire market is chaotic, selling a set, losing a set. A real estate front-line marketer told First Finance.

"Southeast, south, and northwest" are all meeting the tide of price cuts

Kunming, the hometown of Shao Yuan, was one of the first cities to introduce a "drop restriction order", but the new housing market continued to fall in August.

According to the statistics of kerui research center, the average transaction price of commercial housing in the main city of Kunming in August was 14,028 yuan / square meter, down 2.95% month-on-month and 8.65% year-on-year. The reason for the price decline is that there are a large number of just-needed projects that are filed at low prices, and there are many special-priced listings on the market.

According to local official media statistics, of the about 90 properties for sale in the main city of Kunming, compared with May, only 12 properties have increased in price, and the average transaction price of 78 properties is falling.

The price decline of most real estate is in the range of several hundred yuan to one thousand yuan per square meter, but there are also "broken bones".

For example, the average price of Sunshine City Dianchi Mid-Levels was 16469 yuan / square meter in August last year, and the average price in August this year was 10989 yuan / square meter, a price reduction of nearly 6000 yuan / square meter.

The average price in May this year was 19,028 yuan / square meter, and the average price in August was 16,027 yuan / square meter, with a price reduction of more than 3,000 yuan / square meter. The average price in The new city of Langyu is 9440 yuan / square meter in May, and the average price in August is 7874 yuan / square meter, and the price reduction is close to 1600 yuan / square meter, which is equivalent to a 85% discount.

One of the most controversial is the big price reduction in the Middle Mountains of Dianchi In sunshine city. On July 31 this year, on the same day that the surrounding competitors were first opened, Sunshine City Dianchi Mid-Levels launched the "lowest unit price of 9980 yuan" marketing campaign, which not only plummeted by thousands of yuan compared with its previous price, but also four or five thousand cheaper than the unit price of competitors. As a result, the sales office of the project was immediately open to the market and crowded, but this marketing method also caused dissatisfaction among the previous owners, and many owners asked to check out. Two days after the big promotion, Sunshine City Dianchi Mid-Levels announced the restoration of the original price.

In the first-tier city of Beijing, some high-end products but poor sales of real estate are also reducing prices.

For example, the green space Haipo Yunfei in Huangcun, Daxing District, where the location block was bid by Greenland at a floor price of 47,000 yuan / square meter in 2016, was the regional land king at that time, and "Haipo" was the high-end series in the greenland product line, since then the project has been sold at an average price of about 75,000 yuan / square meter, but on some online platforms, the price of the property has been adjusted to 65,000 yuan - 67,000 yuan / square meter since August this year. In addition, there are intermediary brokers who reveal that Greenland Haipo Yunfei has come up with several sets of special-priced houses from time to time, and the price of individual small-area listings has dropped by about 20,000 yuan / square meter compared with the opening of the first phase.

Zhengzhou, the capital of the central province, originally had a rise in house prices this year, but due to the floods in July and the epidemic in August, new home sales fell seriously, and many developers offered discount measures.

For example, Zhengzhou Guannan Area, favored by the industrial layout, after March this year, the house price once rose by 2,000 yuan / square meter, from 15,000 yuan / square meter to 17,000 yuan / square meter. Now the new city, green space and other large developers in the area of the project is taking the lead in reducing prices, the new city time impression launched several sets of one-price housing, as low as 15,000 yuan / square meter, the price reduction of about 2,000 yuan / square meter; and the same area of the greenland Flower City, some of the listings even dropped to 9,000 yuan / square meter.

The eastern Yangtze River Delta region has always been considered to be the strongest place in the country's property market, and some cities have begun to be unable to support it.

As the city in the forefront of GDP growth in Jiangsu Province, Nantong's house price increase in the past year has also been fierce, and the overall average price has a great momentum of catching up with Wuxi. However, in August this year, some housing companies also began to take the lead in reducing prices.

Sunshine City Future Yue, located in Nantong Xitong Park, landed first in the Nantong Sales Weekly List at the end of August, due to the large-scale special price activities, price for volume, attracting a large number of buyers.

First Finance and Economics learned that the initial forensic filing price of Sunshine City Future Joy exceeded 18,000 yuan / square meter, and in August this year, it launched the preferential activity of "hardcover house from 12xxx yuan / ㎡", which was not only 6,000 yuan / square meter cheaper than its original price, but also thousands of yuan cheaper than the surrounding competitors. After this "big run", the first phase of the project has been basically sold out.

Overall, there are more and more preferential promotions for housing enterprises, such as discounts, gift packages, buying houses and sending cars... All kinds of marketing methods have sprung up. In addition to the above-mentioned cities, the second-tier cities of Xi'an, Nanning, Taiyuan and Changchun, and the cities of Zhongshan and Jiangmen in the Greater Bay Area have also entered the downward channel of the property market.

Zhongyuan real estate analyst Zhang Dawei believes that at present, in addition to a few overheated cities such as Hangzhou, the national real estate is under the tightening of credit fever phenomenon, the impact of credit tightening on the market has been significantly strengthened, the downturn in transaction volume is just beginning, and it is likely that there will be a very obvious wave of price cuts in 2021.

(At the request of the interviewees, Wang Jing and Shao Yuan are pseudonyms)