With the centralized implementation of a number of policies before the holiday, during the National Day "Golden Week", the number of visits and subscriptions of real estate in core cities generally increased significantly compared with that before the holiday. With the gradual stabilization of the market, the pricing strategy of developers has also begun to change, and many real estate companies have issued notices or posters to officially announce price increases or fully withdraw discounts.
At the beginning of October, the transaction volume of some projects has exceeded that of September, and the local government has posted a "report card"
Before this year's National Day holiday, the regulator mentioned real estate several times. Whether it is the Politburo meeting to "promote the real estate market to stop falling and stabilize", the central bank to cut the reserve requirement ratio and interest rates, reduce the down payment ratio, or the implementation of new real estate policies in Beijing, Shanghai, Guangzhou and Shenzhen, all continue to inject confidence into the real estate market.
According to the monitoring information of the China Index Research Institute, during the National Day "Golden Week", the promotion efforts of real estate companies have generally increased, the number of visits and subscriptions of real estate in core cities has generally increased significantly compared with that before the holiday, and the performance of the "Silver Ten" has "exceeded expectations".
Judging from the performance of new home visits and subscriptions, the market heat in most cities has increased significantly compared with the pre-holiday period. According to the China Index Monitoring, the average subscription volume of the National Day holiday for most urban research projects exceeded that of September. In particular, in first-tier cities, driven by policy optimization, the number of visits and subscriptions to various projects has increased significantly. The performance of Guangzhou and Shenzhen is better than that of Beijing and Shanghai, of which the average holiday subscription volume of monitoring projects in Guangzhou and Shenzhen reached twice the level of the whole month of September, and the subscription volume of Beijing and Shanghai exceeded the monthly subscription volume of September.
The China Index Research Institute pointed out that in addition to the continuation of high-quality improvement projects in first-tier cities, the sales of many just-needed real estate projects also improved significantly during the 11th National Day period. Among the second-tier cities, hot cities such as Chengdu and Hangzhou have maintained high popularity and increased transaction conversion rates, while cities such as Chongqing still rely on deep discounts to achieve project decentralization.
In addition, according to the monitoring data of 58 Anjuke, under the influence of a series of policies, the popularity of housing searches in various places has also increased significantly. Among them, Shenzhen and Beijing saw an average daily increase of 25% during the National Day holiday compared to September, while Guangzhou and Shanghai also achieved an average daily increase of more than 10%. Nationwide, among the top 100 cities, 83 cities have increased the popularity of finding a house, and 38 of them have increased by more than 10%.
Housing and urban-rural development departments around the country have also posted the "report card" of the National Day property market. According to the data disclosed by Shenzhen Housing and Construction, since the implementation of the new policy for a week, the market has responded positively, market confidence has returned, the sales and transactions of new housing projects have been reported frequently, and the single-day transactions of second-hand houses have once again refreshed the highs of recent years, and the housing prices have stopped falling and stabilized. From October 1st to 7th, 1,841 new commercial residential buildings were subscribed and sold in Shenzhen, an increase of 664.14% over the same period last year; In terms of second-hand housing, the number of visits and transactions of the city's leading intermediaries were 24,620 and 1,314 respectively, with an average daily increase of 22% and 339% respectively compared with the National Day holiday in 2023.
In addition, according to the information disclosed by the Wuhan Municipal Bureau of Housing and Urban Renewal, 242 key projects for sale in Wuhan City, 48,500 on-site visits to the real estate site from 1 to 7, an increase of 47% over last year's National Day, 2,765 sets of commercial houses have been transacted, a year-on-year increase of 113%, a sales area of 310,000 square meters, a year-on-year increase of 98.6%, and a sales amount of 5.49 billion yuan, a year-on-year increase of 93%.
According to the data released by the Chengdu Real Estate Brokers Association, from October 1 to 7, Chengdu visited 19,260 groups through agencies, and 1,561 new houses were sold, an increase of 81% over last year's National Day, with an average daily transaction of 223 sets, much higher than the average daily level in September, and a 503% surge in daily average value compared with the pre-holiday period. 2,510 second-hand houses were matched, and the transaction volume increased by 59% compared with last year's National Day.
The China Index Research Institute believes that the new policy is expected to continue to be effective in the short term, and the sharp rebound in holiday subscription data will gradually be reflected in the online signing data, and the market sales data in October is expected to increase significantly.
A number of real estate companies have officially announced price increases or full withdrawal of discounts
The "Silver Ten" kicked off at a climax, and many developers also adjusted the pricing strategies of their projects.
Recently, Midea Real Estate released a poster, announcing that from October 8, the national housing for sale will fully recycle a 2% discount for house purchases. Regarding the preferential recovery price, Midea Real Estate said that the recent package of favorable policies introduced by the government has had a positive impact on the real estate market. "To enhance market expectations and customer confidence, enterprises also firmly respond to the country's policy requirements to stop falling and stabilize."
This is not an isolated case. Before Midea Real Estate, a number of real estate companies have issued notices or posters, announcing price increases or full withdrawal of discounts and other information.
According to China Real Estate News, China Resources Land Beijing also announced that all the houses for sale in Beijing after October 8 will be increased by 2% on the basis of the existing price; China Construction Yipin also issued a poster, starting from October 8, its Huaxiang No. 1, Yihe Mansion, Yujing Star City, Yujing Star City Yuanqi, Daxing Starlight City, discount recovery of 2%.
In fact, the signs of price increases of real estate companies have appeared in early August this year.
In August this year, Sichuan Zhongmao Real Estate Development Co., Ltd. said that in order to further enhance the value of the project and ensure the output value of the project, it will adjust the average sales price of its project in Jinjiang District by 2% from August 5, 2024.
Subsequently, on September 20, the Chengdu land market auctioned the floor price of the land king. On the same day, Chengdu Jiahexing Real Estate Development Co., Ltd. and Chengdu Western Jinsha Ludao Real Estate Development Co., Ltd. issued a document stating that considering the current Chengdu real estate market dynamics and development and construction costs, the unit price of all residential projects for sale under the group will be increased by 2% from October 1.
Judging from the recent market performance, the phenomenon of "price increases" has gradually spread. On September 28, Henan Zhuokai Real Estate Co., Ltd., a local real estate company in Henan, issued a document stating that as a key insured project of the group, from 24 o'clock on September 30, the price of the houses on sale in its Evergreen · Jinshui Chenyuan project will be increased by 2% (about 300 yuan / square meter).
In addition, market news shows that 10 real estate companies in Zhuhai have joined the price increase team, and many real estate companies have announced that the price will increase by 3% from October 8. Judging from media reports, companies including China Resources Land, Greentown China, Vanke, Poly Development, China Overseas Real Estate, CIFI Group and other companies have also announced through different channels that some projects for sale will increase in price.
Yan Yuejin, vice president of Shanghai Yiju Real Estate Research Institute, believes that announcing price increases or recovering discounts is a price strategy made by real estate companies in response to market changes, and can also be understood as a marketing strategy made by developers in the case of improved sales conditions and enhanced customer accumulation capabilities.
Yan Yuejin believes that the regulator put forward the statement that the real estate market "stops falling and stabilizes", which refers to both quantity and price. At present, the price increase of some real estate companies has a characteristic, that is, it is not a direct price increase, but the cancellation of the original price discount, and the price is generally stable. At present, the situation of market differentiation will still appear, and the price increase is related to the fact that some real estate companies have high-quality projects, and some real estate companies will still have price discounts and discounts with great sincerity.
Some people in the industry believe that since the end of September, some projects "price protection" or "price increase" is just a marketing means, the main purpose of which is to accelerate the decision-making of home buyers, while stabilizing the expectations of home buyers, reducing home buyers' concerns about the decline in housing prices, and it is expected that the price of new houses will gradually stabilize in the future.
Source: The Paper Editor: Ding Fenglin