China Times (www.chinatimes.net.cn) reporter Li Beibei reports in Shanghai
On June 28, the Xincheng Yunyang Riverside Project of Xincheng Holdings launched the "Watermelon Exchange, Up to 100,000 Yuan" activity, which will offset the house payment at the price of 10 Yuan per pound. The activity will be from June 28 to 7, 2022. 15th of May.
Since the properties previously launched the "Wheat House Exchange" and "Garlic House Exchange" activities are located in third- and fourth-tier cities, the launch of similar activities in Nanjing, a new first-tier city, has attracted much attention.
According to public information, in the past two months, Nanjing, one of the central cities in the Yangtze River Delta, has adjusted its real estate policy many times, relaxing purchase restrictions, sales restrictions, and increasing the maximum loan amount of the provident fund.However, after a set of "combination punches", the heat of Nanjing's property market is still low.According to Nanjing Online Real Estate, as of 16:00 on June 28, a total of 37,563 new residential houses have been transacted in Nanjing since the beginning of this year (8,308 units were subscribed), which is a big gap compared to the 69,000 units in the same period last year.
10 yuan/catties to buy watermelon to offset the house payment
On June 28, a poster showed that the Xincheng Yunyang Riverside Project, a subsidiary of Xincheng Holdings, launched the "Watermelon Exchange, Up to 100,000 Yuan" activity, which will be held from June 28 to July 15.
Specifically, the theme of the event is "Love to help farmers, share the beauty", and purchase watermelons at a price of 10 yuan per catty to offset the house payment.During the event, you can participate in the purchase of houses in the project, and the purchase limit of each house is 10,000 kg.At the same time, customers who subscribe and sign contracts on time in June will have the opportunity to receive a gift package of home appliances worth 50,000 yuan and a four-piece set of Apple products worth 20,000 yuan.
Perhaps because of the excessive media attention, on the afternoon of June 28, a reporter from the "China Times" called the sales office of the project many times but could not get through.However, on the same day, a reporter from China Times confirmed the news from people close to the Xincheng Yunyang Riverside Project.Online public information also shows that the sales consultant of Xincheng Yunyang Riverside Project has confirmed to some media that the watermelon deduction activity is true, but it has not been officially launched.
Shell housing platform shows that Xincheng Yunyang Riverside Project is located at the intersection of Hongli Road and Xingcheng Road, Jiangning District, Nanjing City. , the developer is Nanjing Xincheng Hongyu Real Estate Development Co., Ltd.According to industrial and commercial information, the major shareholder of Nanjing Xincheng Hongyu Real Estate Development Co., Ltd. is Nanjing Xincheng Wanjia Real Estate Co., Ltd. After the equity penetration, the latter is a subsidiary of Xincheng Holding Group.
It is worth noting that a number of housing companies have recently launched fancy marketing campaigns.On June 22, "Buying a house in two counties in Henan, wheat and garlic can cover the down payment" appeared on Weibo's hot search.According to a previous report by the "China Times", the Jianye Riverside House project in Minquan County, Shangqiu, Henan Province and the Jianye City project in Qixian County, Kaifeng City, under Jianye Real Estate, recently hit "2 yuan/catties, wheat for house change". And the advertisement of "5 yuan / catty, garlic exchange room" has been widely discussed.
The above activities have also achieved certain results: the activity poster shows that during the period from May 22 to June 6, the Jianye Riverside House Project received 2,859 inquiries, 852 groups of visits, and 30 transactions, and about 86 transactions were completed in 16 days. Thousands of pounds of garlic.
However, the "wheat exchange room" and "garlic exchange room" caused heated discussions and were stopped shortly after.On June 22, a number of media asked the developers of the two projects about the reasons for the suspension of the activities.Among them, Yang Fan (pseudonym), a staff member of the marketing center of Jianye Riverside House Project, revealed to a reporter from China Times at noon on June 22 that due to the "wheat house swap" activity that has attracted a lot of attention from the society, it has now caused all kinds of There are such rumors, in order to avoid unnecessary trouble, the event was ended early.
Increase housing demand
People in the industry have generally affirmed the recent fancy promotions such as "wheat to house" and "watermelon to house".
On the afternoon of June 28, Yan Yuejin, the research director of the Think Tank Center of the E-House Research Institute, pointed out to the reporter of "China Times" that these activities are to sell agricultural products to enhance the purchasing power, which is a relatively flexible and novel way of housing enterprises. marketing techniques.For example, "replacement of wheat is a way of saving the city under the pressure of destocking in the county. It is an innovation in the current county's sales break, and it should be affirmed in general."
Zhang Bo, director of the branch of 58 Anju Room Industry Research Institute, also told the reporter of "China Times" that these fancy promotional activities can increase sales, and "the policy that really boosts the market is good."
"Whether it's wheat or garlic, real estate companies don't really exchange houses for agricultural products, but discount them as a down payment for the house, and the discounted price is higher than the market price. To be sure, the difference between The difference is equivalent to a discount. For farmers, they can sell (agricultural products) at a higher price, and they have the need to buy a house. The two things are combined into one, and the motivation to buy a house will be stronger.” Zhang Bo believes that such As long as the marketing operation insists on "housing and not speculating", it is appropriate to adapt to local conditions, and it is worth promoting with more localized operation methods in various places.
At the same time, Zhang Bo emphasized that only when the demand sinks can the market in cities below the third and fourth tiers be promoted.Compared with popular first- and second-tier cities, third- and fourth-tier cities, including the outer suburbs of second-tier cities, are generally less attractive to the population, but there is still a certain demand for housing in the down market. From the point of view of the operation of agricultural products, it is a direct attraction to counties. The following purchase needs are also one of the important means of destocking in third- and fourth-tier cities.
It is worth noting that the house swap activities of garlic and wheat are all located in third- and fourth-tier cities. It is quite interesting why Nanjing, a new first-tier city, also has projects in this way.Yan Yuejin said bluntly, "In fact, the recent performance of Nanjing's real estate market is good, and it seems that it is not enough to advertise a watermelon house change."
According to public information, in the past two months, Nanjing, one of the central cities in the Yangtze River Delta, has adjusted its real estate policy many times. In addition to relaxing purchase restrictions, it also relaxes sales restrictions and increases the maximum loan amount for provident funds.
But with a set of "combination punches", the heat of Nanjing's property market has not improved much.According to Nanjing Online Real Estate, as of 15:00 on June 24, 36,322 new houses have been sold in Nanjing since the beginning of this year, and 8,543 new houses have been subscribed.Not only that, but online real estate also shows that the current number of houses available for sale in Nanjing is 77,195, which is the highest level in history.According to a report by "China Jiangsu Net", at the beginning of this year's "Golden Three", the "water level" in the reservoir of Nanjing's new houses was around 73,000 units. A month later, the "Silver Four" rose to 75,000 units, and now it continues to climb to nearly 70,000 units. 78,000 sets.
It is worth mentioning that Lu Wenxi, chief analyst of Shanghai Zhongyuan Real Estate, also told the "China Times" reporter that the fancy promotion of real estate companies may be to bypass the restrictions on real estate price reductions in some areas, through "watermelon exchange" and "wheat exchange room". ” method can be avoided.On the other hand, the audience for such activities is not large, and there are also some troubles in the storage and processing of grains and fruits.In addition, Nanjing's housing prices are on the high side, and the "Watermelon House Exchange" activity can deduct up to 100,000 yuan, which may not be particularly stimulating for home buyers by comparison.
According to data from the National Bureau of Statistics, in the first five months of this year, the sales area of commercial housing reached 507.38 million square meters, a year-on-year decrease of 23.6%, and the sales of commercial housing reached 4,833.7 billion yuan, a decrease of 31.5%.At the same time, as of the end of May this year, the area of commercial housing for sale reached 554.33 million square meters, a year-on-year increase of 8.6%.Accordingly, the respondents believe that more cities will join the army of fancy promotions in the future.
Responsible editor: Zhang Bei Editor-in-chief: Zhang Yuning
