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Reporter of Meijing: Liu Songhui Editor of Meijing: Chen Mengyu

"See the power of 'Zheng' champion".

In the early morning of August 4th, Beijing time, after Chinese player Zheng Qinwen won the women's tennis singles championship at the Paris Olympics, a congratulatory poster from China Resources Land was circulated in the market.

The poster shows: "China Resources Land Wuhan Company congratulates the owner, Ms. Zheng Qinwen, on winning the first Olympic women's singles tennis championship in Chinese history."

During previous Olympic Games, it was common for some local governments or real estate developers to reward champion athletes with houses, but during this Olympics, news of such reward houses has rarely appeared.

Public information shows that after the mixed doubles table tennis competition of this Olympics, Guo Bin, the husband of former national table tennis Grand Slam winner Wang Nan, posted online that he would give each of the two athletes a 3-kilogram gold medal with a total value of about 7 million yuan, while he gave away 9 luxury houses in the last Olympics.

“They are all posting her ads.”

"Our colleagues are all posting her (Zheng Qinwen) advertisement today."

At noon on August 4, a staff member at the sales office of Wuhan Yangtze River Center in Wuchang District, Wuhan City said that Zheng Qinwen was the owner of China Resources Land, but he was not sure whether he bought Wuhan Yangtze River Center.

"In Wuhan, 'I live in the same community as an Olympic champion' is very attractive to home buyers." A real estate company official in East China told the reporter of "Daily Economic News" that from a marketing perspective, although this move may not necessarily gain good reviews, it can objectively make the company and project known to the market and achieve the effect of brand promotion.

A person from another real estate company headquartered in Shanghai also said that, generally speaking, real estate marketing is more regional, especially when some real estate is located in the hometown of Olympic champions, which is also a good marketing strategy to leverage the situation.

Tan Haojun, a part-time professor and financial commentator at Zhongnan University of Economics and Law, said that during previous Olympic Games, different developers rewarded Olympic champions with houses because the overall real estate market was rising, developers' sales increased, and funds were abundant. In some places, even though developers knew that cash flow was tight, they would still reward houses to create momentum.

During the interview, the reporter from the China Business Network learned that after the 2004 Athens Olympics, Olympic champion Liu Xiang was rewarded with a property in Shanghai. Since then, giving away houses for free seems to have become an established tradition.

At the 2008 Beijing Olympics, OCT Group presented five Olympic champions, Liu Zige, Wu Minxia, ​​Wang Liqin, Huo Liang and Zou Shiming, with a property in Xinpujiangcheng, Minhang District, Shanghai, with a total price of more than 1 million yuan each. At the 2012 London Olympics, Greentown Group presented Sun Yang and Ye Shiwen with a property in Feicuicheng, Hangzhou, with a total price of about 3 million yuan each. At the 2021 Tokyo Olympics, Youngor Group officially announced that it would present a property in Ningbo Jiangshang Garden to Ningbo shooting athlete Yang Qian, with a total price of 2.85 million to 4.4 million yuan.

“It is not appropriate to publicly promote marketing by giving away houses”

Tan Haojun believes that the current real estate developers are in a tight financial situation and have poor sales, so they are unable to make incentive decisions. In addition, the debt pressure of some developers has not been alleviated, so it is not appropriate for them to publicly use free houses for promotion and marketing.

At the same time, as an additional prize for sports games, the actual value of houses has also attracted attention. After the 2023 Hangzhou Asian Games, Sichuan Yuanda Group decided to reward three female basketball players, Li Meng, Wang Siyu and Han Xu, with a 68-square-meter house in China Yuanmou Yuanda Hot Spring Health City.

According to Anjuke's new house price of 5,000 yuan per square meter in Yuanmou County, the total price of the donated property is about 340,000 yuan per set.

"This year, no company has publicly announced that it will give away houses. This is related to changes in the real estate market, adjustments in corporate marketing strategies, and a reconsideration of the way athletes are rewarded." In the view of Bai Wenxi, vice chairman of the China Enterprise Capital Alliance, as an Olympic prize, real estate is a substantial help to some athletes, but it also involves a series of complex legal and financial issues such as taxation and property rights.

According to Bai Wenxi, the Olympic reward policies of different countries and regions vary significantly. Some countries offer high cash rewards, some offer in-kind rewards such as real estate or cars, and some offer some special rewards. For example, in addition to bonuses, Poland also gives diamonds and vacation vouchers to medalists.

"The reward policy for Olympic athletes is diversified and involves consideration of many factors. For Olympic athletes, while accepting rewards, they also need to pay attention to the legal, tax and other related issues behind the rewards to protect their legitimate rights and interests." Bai Wenxi said.

According to a previous report by the People's Court Daily, after the 2004 Athens Olympics, a real estate company in Wuhan gave three properties in prime locations to two athletes and one coach from Hubei Province.

Unexpectedly, the real estate company privately mortgaged three properties and another nine houses that had been sold to a pawnshop. Because they owed the pawnshop more than 6 million yuan, when the court ordered the execution of the property, the Olympic champions and others learned that the house given to them had been maliciously mortgaged by the developer.

Daily Economic News