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Cailianshe News, August 15 (Reporter Wang Haichun)In order to speed up the sales of projects, developers have come up with many tricks. This time, a large real estate company has taken the promotional activities to the "sky".

According to a message released by China Merchants Shekou Nanjing Company, its real estate project China Merchants Center in Nanjing recently launched an activity of giving away a private jet when buying a property. Buying a property will receive a private jet gift package worth RMB 200,000, which includes: a pilot's license; 100 hours of total flight time (10 hours per year) and 5% ownership of the private jet.

Regarding this activity, the outside world has raised questions: what exactly does the pilot license in the "private jet gift package" mean; what types of aircraft are involved in the total flight time; and what types of aircraft does the 5% aircraft ownership refer to?

However, when the reporter inquired about the details of the private jet gift package at the China Merchants Center Sales Office regarding the above questions, a real estate consultant did not introduce the specific details of the jet gift package, but told the reporter that if the private jet gift package is not used, this part of the benefits can be converted into cash discounts.

"I'm afraid no buyer will choose the airplane benefits package, but will choose the 200,000 yuan cash discount. Because this 200,000 yuan benefit can be directly deducted from the house payment. If the airplane package is chosen, the sales price of the selected house will remain the original, and the buyer will not get an actual discount. This is equivalent to the buyer buying the flight benefits by himself, so almost no one will choose the flight package." said the above-mentioned property consultant.

It further stated that this event will end at the end of August. Currently, there are four room types participating in this event, with areas ranging from 118 square meters to 181 square meters.

Li Yujia, chief researcher at the Guangdong Housing Policy Research Center, pointed out that the so-called "buy a house and get a private jet package" of this real estate project is more of a marketing gimmick.

"The reason why developers do this is largely to attract a large wave of traffic through this marketing method and gain enough attention in the market. As long as they can gain traffic and attention, some of the demand may be converted into actual purchasing power in the process, thereby driving sales." Li Yujia said in an interview with reporters.

In terms of selling price, the price of this property is not low.

According to Fangtianxia, ​​the average price of China Merchants Center Zhenjing is 47,500 yuan per square meter, and the total price ranges from 6.08 million to 9.27 million yuan per unit. According to the real estate consultant of the building, the total price of a 143 square meter house is about 6.3 million yuan.

"This real estate developer's project launched an activity called 'buy a house and get a free airplane gift package'. This operation is similar to the practice of giving away a parking space when buying a house. On the one hand, it is to attract attention, and on the other hand, it is used to launch promotions and indirectly reduce prices, thereby speeding up property sales by passing on benefits to home buyers." Li Yujia said.

Yan Yuejin, deputy director of the E-House Research Institute, also believes that this event for this project under China Merchants Real Estate is essentially a marketing method in disguised form of discounts.

"In the past few years, some real estate projects have launched activities such as 'watermelon for house', 'buy a house and get pork for free', and 'buy a house and get free subway rides'. The latest so-called 'buy a house and get a private jet package' shows that in the context of market sales pressure, real estate companies are using some novel marketing methods to attract buyers." Yan Yuejin said.

As to why developers adopt the method of giving away "airplane gift packages" when buying a house, industry insiders believe that this may be to avoid causing unnecessary trouble.

"This property should be a mid- to high-end project in the local area. If the price is directly reduced or discounted, it may cause dissatisfaction among the early owners and may have an adverse impact on the word-of-mouth and reputation of the property. However, by sending "airplane gift packages" which seem to be a relatively "high-end" phased marketing method, it is difficult for the market to hinder its promotion in the name of price reduction and discount. At the same time, it can achieve the actual discount, which can be said to kill two birds with one stone." said an analyst from a real estate agency in Shanghai.

"The emergence of fancy ways of selling houses in the market reflects several characteristics of the current property market. The pressure on property projects to attract customers and complete transactions is increasing. As a result, projects have increased their marketing efforts, and the frequency of fancy moves has also increased significantly," said Yan Yuejin.

In fact, new home transactions in Nanjing are currently facing considerable pressure. At the market level, many real estate projects in Nanjing have adopted price cuts to boost sales.

At the end of July, Agile Huigangcheng in Jiangbei, Nanjing, sold houses at a 40% discount, with the unit price dropping by nearly 10,000 yuan per square meter. Not only private enterprises, but also central enterprises are offering discounts. In addition to the aforementioned activities launched by China Merchants Real Estate, Guanyun Runfu in Nanjing, a property owned by China Resources Land, was also on sale recently, with some houses discounted by around 20%.

In terms of sales, the sales rate of the local new housing market fell to single digits.

According to CRIC data, the sales rate of new homes in Nanjing was only 4% in July this year, down 6 percentage points from 10% in June and 13 percentage points lower than the sales rate of 17% in July last year.

Guan Rongxue, senior analyst at Zhuge Data Research Center, believes that judging from the data released by the Statistics Bureau today, the price trend of new homes in July is still "mainly falling", the number of cities with month-on-month declines is still at a historical high level, and the bottom adjustment trend of prices has not changed.

"But at the same time, the overall month-on-month decline has continued to narrow slightly, which may also mean that prices are entering a stable fluctuation range from a period of sharp decline," Guan Rongxue added.