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In August, a project in Nanjing launched a marketing campaign of "buy a house and get a private jet", which attracted widespread attention from the local market, but also showed that the pressure on real estate enterprises at the project level was reduced.
According to the CRIC monitoring situation, the Nanjing project's "buy a house and get a private jet" activity is mainly aimed at 143 square meters of four bedrooms, and buyers can enjoy a private jet gift package worth 200,000 yuan after the transaction, or directly deduct 200,000 yuan from the house payment. The project started in January 2022 and is divided into 6 phases of development and construction, the first phase of the project has been completed, and the second to fifth phases are still under construction. Since the project first opened in June 2022, more than 1,300 units have been launched, and more than 230 units are still for sale. In fact, the cumulative sales of the project in the local area are not bad, ranking in the TOP10 of the "Nanjing Project Sales Amount Ranking from January to July 2024". In this comparison, the project party can also be regarded as taking precautions, so as to avoid the backlog of inventory in the later stage, thereby increasing the pressure of depletion. However, judging from the marketing effect of this time, it will have a certain effect on the increase in the number of project visits in the short term, but the transaction side remains to be seen.
According to CRIC statistics, the inventory pressure of real estate companies has continued to rise in recent years, and by the end of 2023, the existing home inventory of typical listed real estate companies has accounted for more than 1/5, reaching the highest level in recent years. In the context of the "cash is king" industry, the inventory pressure of existing houses has become an important problem that real estate companies need to solve urgently, so many real estate companies have held existing house marketing activities, such as Vanke Suzhou "Real Scene Housing Buying Festival", Zhonghai Shantou "Existing Housing Settlement Huge Discount", China Resources Northeast Region "Super Value Existing Housing Festival", etc., but due to the specific situation of each project is different, in order to be more targeted and more effective with half the effort, some real estate companies have also launched existing housing project trial activities, aiming at parking spaces, shops and other non-residential existing house inventory to create a car dealer festival.
The existing house trial residence is what you get, and the product details impress buyers. According to CRIC monitoring, Vanke, Jinmao and other real estate companies have recently launched existing housing trial activities, on the whole, during the trial period, developers will provide special car transfer, check-in gifts, one-to-one butler services and other services, and at the same time, the daily necessities during the trial period are also implemented according to hotel standards, so that one guest can be changed, which is convenient for the trial residents to carry out their daily life. Not only that, the developer will also provide special services for the trial residents according to the project positioning, such as the trial residents of CTS Vanke City can get tickets to the Bird Island Scenic Area, and the trial residents of Vanke Moya Town will also have the opportunity to experience rock climbing, kayaking, camping and other activities. For the trial living activities launched for residential existing houses, the method of "buying after moving now" can allow potential buyers to intuitively and truly feel the details of the product in the way of trial living, and also have the opportunity to participate in community activities in the community and experience the neighborhood atmosphere after moving in in advance.
Non-residential existing houses are targeted, and the car dealer festival can also be regarded as a means of integrated marketing. According to CRIC statistics, among the commission rewards for national marketing, the transaction rewards for shops are higher than those for residential buildings, such as the "full name broker recruitment" activity in China Overseas Hangzhou in August, the transaction reward for low-density courtyards is 50,000 yuan/set (before tax), and the minimum transaction reward for existing commercial assets is 100,000 yuan/set (before tax). Not only that, real estate companies will also hold shop festivals to speed up the removal of shops. According to CRIC statistics, Jinmao Huazhong, Sunac Chengdu-Chongqing, OCT Shenzhen and other areas have recently held shop festivals, among which the "618 Shop Festival" in Sunac China's Chengdu-Chongqing area launched 300 sets of existing shops, and launched a preferential activity of "68 sets of shops for 2 years rent-free" to attract transactions. In addition, real estate companies also hold parking space festivals to accelerate the removal of parking spaces. According to CRIC monitoring, in August alone, Zhonghai Central and Western Region, China Merchants Hefei, Greentown North China and other regions launched parking space discount activities, and China Merchants Hefei's "818 Parking Space Fuel Purchase Season" 10-person group can enjoy a maximum of 30,000 yuan of parking space discount.
In addition to the above, real estate companies are more routine marketing methods, and in some areas, developers have cooperated with local state-owned enterprises to change the acquisition of existing housing inventory to affordable rental housing. According to CRIC monitoring, on August 4, Fuzhou Anzhu Development Co., Ltd. acquired 154 residential units such as A3 # 101 and Luling Garden A2 # 102 for 273 million yuan as affordable housing; On August 9, Huafa Co., Ltd. announced that it would carry out the trading business of stock commercial housing and supporting parking spaces with Huafa Group or its subsidiaries, with a total transaction amount of no more than 12 billion yuan; On August 18, Wuhan Anjia Affordable Housing Co., Ltd. signed a contract for the third phase of China Merchants Yuyue Office Building and Airport Center, which can provide more than 500 sets of affordable rental housing after the transformation. Although judging from the current acquisition policies in various places, there are still certain restrictions; However, in the long run, the acquisition of stock commercial housing by local state-owned assets is a more effective way to decentralize.
(Source: CRC Research Center)