With good performance, housing enterprises began to lay out the future. In July, the land market still showed the trend of Shuang Sheng in terms of volume and price. As a critical period for housing enterprises to seize performance, how can housing enterprises win the market in the second half of the year in an environment where risks are still frequent?
Cumulative performance growth rate turned positive
Although July is a traditional off-season, due to the epidemic situation and other factors, the overall sales time this year has moved back, and the decline in July's month-on-month data is smaller than in previous years.
According to a recent report released by Kerry Research Center, the sales of top real estate enterprises in July 100 were 938.64 billion yuan. It is worth noting that, from the perspective of cumulative sales, from June 5438 to July, the overall performance of the top 100 real estate enterprises increased by 2.7% year-on-year, and the cumulative performance growth rate turned positive for the first time since the beginning of the year.
Judging from the performance of various enterprises, more than 70% of the real estate enterprises in July 100 achieved a year-on-year growth in monthly performance, with an increase of more than 20%. Among them, the average monthly performance of the top 50 real estate enterprises in July increased by nearly 30% year-on-year, and the average performance of large real estate enterprises was better than that of the whole industry.
In view of the overall sales situation of real estate enterprises in the first seven months, Huang Yu, executive vice president of the Central Finger Research Institute, said that the sales performance of real estate enterprises continued to improve, and the average sales growth of the top 100 real estate enterprises was basically flat year-on-year. In the first seven months, the sales exceeded 100 billion housing enterprises 18, an increase of 3 compared with the same period last year; 1000 billion yuan housing enterprises 125, housing enterprises with more than 5 billion yuan 156. The average equity sales of the first batch of 100 housing enterprises was 46.89 billion yuan, with an average equity sales area of 3.537 million square meters. Camp differentiation continued, with the growth rate of the camp above 1000 billion being the fastest, and the growth rate of the camp with sales of 20-50 billion returning to positive.
In addition, the data shows that in July, the monthly transactions in the national land market showed a trend of falling volume and price. Since the second quarter, the upward trend of land market turnover for three consecutive months has ended. Hangzhou, Ningbo and other hot cities have reduced the average land price due to the decrease in sales of high-quality plots.
However, despite the overall cooling of the land market, the plots of some hot cities in the Yangtze River Delta, including Ningbo, Shaoxing, Huzhou and Xuzhou, have attracted many housing enterprises to bid. According to incomplete statistics, in July, three housing enterprises, Country Garden, China Shipping and Xincheng, participated in more than 25 auctions of key plots in key monitoring cities. Typical housing enterprises such as Xuhui, Jinke, COFCO and Zheng Rong also participated in the auction of key plots, which was equivalent to the average monthly level in the second quarter.
Mandatory online marketing
From the perspective of sales channels, housing enterprises are generally optimistic about the development of online business. The agency pointed out that affected by the epidemic, online marketing has become an important sales channel for housing enterprises. In July, a number of real estate enterprises increased their online marketing promotion efforts and improved the "online+offline" closed-loop marketing; At the same time, real estate enterprises promote real estate projects by increasing preferential efforts, strengthening national marketing, and carrying out multi-disk linkage and other sales measures.
In July, real estate enterprises continuously improved the function of upgrading marketing platform, allowing customers to understand and subscribe for projects on mobile phones, realizing online "one-stop" house purchase and creating a closed loop of online transactions. At the same time, we will continue to exert our efforts in online marketing, create a new "tipping point" through the way of "brand+star+live broadcast" and continue to bring goods. Head real estate enterprises have upgraded their online functions in an all-round way, and integrated many business modules such as finding a house, looking at a house, choosing a house and buying a house. , covering a number of process services from pre-sale, in-sale to after-sale, approaching the offline service level.
The insiders believe that selling houses online by real estate enterprises is not only an alternative way to deal with the impact of the epidemic, but also a conventional marketing method. Although the domestic epidemic prevention and control has achieved phased results, in the second half of the year, the online sales of real estate enterprises still have a trend of continuous recovery.
The real estate industry is an industry with high professional requirements. In view of the new trend of online selling houses, how to solve the problem of consumers' viewing houses and the problem of complete online purchase process will become an important link and key pain point.
"If buyers want to truly recognize the online model, housing enterprises must first ensure the authenticity and reliability of the listing information." Yan Yuejin, research director of the think tank center of Yiju Research Institute, believes that several conditions must be met at the same time, including existing houses, hardcover, and delivery of real estate licenses; Actively introduce repentance mechanism; Improve the viewing experience and increase the supervision of funds.
In addition, in terms of marketing means, housing enterprises generally use discount promotion, national marketing, multi-disk linkage and other means to promote sales. In July, housing enterprises continued to adopt the sales strategy of exchanging price for quantity, in exchange for the sustained release of purchasing power through moderate price reduction.
Insiders pointed out that housing enterprises have effectively promoted the project landing through inclusive concessions. At the same time, the end of the house will be offered, which will continue to attract traffic through additional offers. In addition, housing enterprises make use of the national marketing advantages to recruit partners extensively, and through optimizing the commission incentive system, enhance the promotion enthusiasm of partners, increase project flow and help product sales.
Maintaining stability is still the direction of the property market in the second half of the year.
Many real estate developers pointed out that according to past experience, about 60% of houses will be concentrated in the second half of the year. Affected by the epidemic, the progress of construction in the first half of this year is lagging behind, and the second half of this year is a crucial period for housing enterprises to grab performance, and the supply may further increase. At the same time, thanks to the relatively loose monetary policy environment, it is expected that the real estate market will remain flexible in the second half of the year, and the transaction volume is expected to remain high. Industry insiders suggest that housing enterprises should actively grasp the rare sales window period, step up the promotion of goods, increase marketing efforts, grab performance, and make up for the negative impact brought by the epidemic in the first half of the year to the greatest extent.
Since July, hot cities such as Shenzhen, Nanjing, Hangzhou, Ningbo and Dongguan have successively introduced policies to tighten real estate regulation.
According to the report released by 58 Tongcheng and Anjuke, in July, the prices of new and second-hand houses in 67 key cities across the country rose month on month. Among them, the average online price of new houses increased by 0.04% from the previous month; The average listing price of second-hand houses increased by 0.54% from the previous month, and the average listing price of second-hand houses in 50 cities increased from the previous month.
Yan Yuejin said that the overheated cities in the property market are expected to tighten the follow-up policies, especially where no regulatory policies have been introduced recently. Other cities will be more cautious in policy relaxation and will not relax easily. However, policy tightening is not blindly suppressing real estate. Adhere to the positioning of "housing and not speculating" to promote the stable and healthy development of the real estate market. On the whole, the real estate market policy will remain stable in the second half of the year.
"In cities where the property market is relatively stable, policy fluctuations are unlikely. Market participants don't have to worry too much about policy tightening, but should understand the policy strength of each city and the driving force for further market stability. " Yan Yuejin said that the regulation lies in blocking real estate speculation and meeting reasonable housing demand.
At the same time, the agency believes that cash flow security is still the top priority of current housing enterprises. Housing enterprises with extensive layout, stable finance and high capital market rating are more likely to obtain high-quality financial support. In the future, housing enterprises should attach great importance to cash flow safety, strengthen cash flow management, and take accelerating sales and improving operating efficiency as an important supporting force for steady development.