Black Mythology to the Left, Real Estate Market to the Right
2024-08-22
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Author | Drunken Shark
Source of the article | Gelonghui Real Estate
"Black Myth: Wukong" is so popular that it seems like most people have been disconnected from the Internet;The property market has shrunk, as if the boom three years ago had never happened.The hottest topic these days is undoubtedly Black Myth:"Wukong" is the best one. Even those who don't play games are following this extremely popular game.
The most searched term, many companies took a collective holiday to experience the game, official media came out to interview, the game was released on the same day and easily earned 400 million yuan, the peripherals co-branded with well-known beverages were sold out in seconds, major live broadcast platforms quickly launched the game to experience the game, and the number of downloads rushed to the top of Steam...With the addition of a series of tags, the popularity is still rising as of today.You know, three years ago, the gaming industry faced the “strictest” regulatory order. Now, the gaming IP that dominates the screen has been reborn, and its influence cannot be underestimated.Why is this game so popular?Some people say that this is the first true 3A masterpiece in China. Gamers have been looking forward to it for many years. It is a milestone in the history of Chinese games. Some people say that this is not just a game. The default language is simplified Chinese, which is a competition of overseas culture. Others say that this is young people paying for their feelings. They have been influenced by "Journey to the West" since childhood, so they naturally accepted this game.There is nothing wrong with these explanations.But if we stand under the wheel of history, the essence of all social phenomena is economic phenomena, and economic changes are reflected behind all social phenomena and behaviors.For example, in the 1980s, Japan's bubble economy reached unprecedented prosperity and gave birth to visual rock, which later became our Shamatte trend and the "Zangai Family" non-mainstream culture;For example, after the Japanese economy went downhill, the "Uniqlo culture" emerged and otaku culture became popular.For example, after Japan’s recession, outdoor leisure and outdoor sports became popular, and the animation, game and entertainment industries also ushered in a new spring.This is all the result of economic development.Therefore, the popularity of "Black Myth: Wukong" is inseparable from this underlying logic, and the hot sales are also a mirror of the economy.As a stand-alone AAA game, "Black Myth: Wukong" is different from previous online games that require continuous recharge. It can be bought outright for only 268 yuan, 328 yuan, 820 yuan or 1998 yuan.According to game enthusiasts, games that were released on time in previous years usually cost more than four or five hundred yuan, but Black Myth: Wukong is priced at 268 yuan in China, which is a fair price.In other words, our consumption tendencies have also reached a turning point.Why did the turning point occur?Because when income expectations are uncertain, low-cost spiritual pleasure can make people more proactive in consuming, thus giving birth to a landmark consumption phenomenon.
Property market to the rightAs of yesterday (August 20), the total sales of Black Myth Wukong have exceeded 1.5 billion yuan, with more than 2 million people online. It is a great achievement for a game that costs less than 2,000 yuan.If we look at this from the perspective of the property market, I wonder how many new home marketing teams will be envious.
This is because, ever since the property market hit the brakes, sales performance has become an unspeakable pain for major real estate companies.The end of this month is the annual report month for domestic real estate developers, and we can gradually see the sales performance of each real estate company in the first half of this year.Companies like Poly Developments have already released their report cards.According to its latest semi-annual report, Poly Development achieved a contract amount of 173.36 billion yuan in the first half of the year, a year-on-year decrease of 26.81%; the equity sales amount was approximately 133 billion yuan, a decrease of 17% from the same period last year; the net cash flow from operating activities in the first half of the year was -17.1 billion yuan, a decrease of 24.3 billion yuan from the same period last year, a decrease of -339.97%.You know,According to data from China Index AcademyIn the first half of the year, Poly Development ranked first in sales and sales area among Chinese real estate companies.However, sales volume decreased by approximately 26.75% year-on-year, and sales area decreased by approximately 33.03% year-on-year.This illustrates a problem.Although the sales of most real estate companies appear to be good, they may actually be achieved through the method of "trading price for volume".Such results can also be reflected in other data of the real estate market.For example, the real estate data released by the Statistics Bureau every month.According to the real estate data for July released by the Statistics Bureau on August 15,Among the 70 large and medium-sized cities, new home prices rose in 2 cities year-on-year, and fell in 68 cities; compared with the previous month, prices fell in 66 cities, remained unchanged in 2 cities, and rose in 2 cities. Among them, the sales price of newly built commercial housing in first-tier cities fell by 4.2% year-on-year, an increase of 0.5 percentage points from the previous month.This shows that not only have real estate companies' sales declined, but the sales prices of new homes have also declined.Especially for projects in first-tier cities, perhaps contrary to what many people believe, the range of price adjustments is much more flexible.The most obvious example is Shenzhen’s Qincheng Dayu Mansion, which recently appeared on hot searches. The 50% off price caused dissatisfaction among early owners, and eventually sales were halted.This is the situation for new houses, and there is also the situation for second-hand houses.According to the statistics bureau, second-hand housing prices in 70 large and medium-sized cities fell year-on-year in July; 67 cities fell month-on-month, 2 cities remained unchanged, and 1 city rose. Among them, second-hand housing sales prices in first-tier cities fell 8.8% year-on-year, a decrease of 0.2 percentage points from the previous month.This is enough to prove that the current prices in the second-hand housing market are far from the peak prices.Therefore, this round of changes in the real estate market is not just regional, but a national adjustment. The so-called rotation is also nationwide.If you know anything about Macroeconomics, you will know thatThe economy is an extremely large operating machine. If housing prices stop rising, the prices of common public goods such as commodities, rents, and transportation costs will rise.This is also reflected in other statistics.Compared with the same period four years ago, the average wholesale price of vegetables has increased a lot. Compared with the same period last year, the wholesale price of pork has also increased a bit.According to data from the Ministry of Commerce, compared with four years ago, the average wholesale price of 30 kinds of vegetables has increased from 4.56 yuan/kg to 5.68 yuan/kg, while the average wholesale price of pork has dropped from 48.09 yuan/kg to 26.8 yuan/kg. However, compared with the same period last year, the average wholesale price of pork has increased by 4.24 yuan/kg.I believe everyone has noticed it in their physical senses.Although some media explained that extreme weather such as heavy rain and floods affected vegetable production, the prices of agricultural inputs such as seeds, fertilizers and pesticides rose, and logistics, transportation and storage costs increased, coupled with changes in market demand and agricultural policies and market regulation measures, which led to the rise in vegetable prices.However, as one small move can affect the entire body, I believe the most fundamental reason does not need much explanation and everyone can understand it.Therefore, regardless of whether you have bought a house or not, the result of the real estate market stepping on the brakes is actually difficult for many people to accept.The author's views do not represent the position of Glodon
