news

financial associated press, october 3 (reporter li jie)although real estate companies have adopted various methods to promote sales, the performance of the top 100 real estate companies in the "golden nine" is still insufficient.

according to statistics from the china index academy, in september alone, the sales of the top 100 real estate companies fell by 38.81% year-on-year and 2.2% month-on-month.

cumulatively, in the first three quarters of this year, the performance scale of the top 100 real estate companies has remained at a historical low. data from the china index academy shows that from january to september 2024, the total sales of the top 100 real estate companies were 2.96994 billion yuan, a year-on-year decrease of 38.8%.

"september is the traditional peak season for marketing. the discounts of real estate companies have increased, but the transaction performance is still slightly sluggish. it is predicted that in october, based on the expectation of favorable policies, the overall transaction may stop falling and stabilize, and first-tier cities are the direct beneficiaries of the new policies. , there is still room for increased volume in new home transactions," said cric analysts.

specifically, in the first nine months, there were 6 real estate companies with sales exceeding rmb 100 billion, a decrease of 8 from the same period last year, and 65 real estate companies with sales exceeding rmb 10 billion, a decrease of 31 from the same period last year.

among them, poly development ranked first in the industry with sales of 242.1 billion yuan in the first nine months of this year, followed by china overseas real estate with 198.8 billion yuan, greentown ranked third in the industry with 187.19 billion yuan, and vanke ranked first with sales of 180.49 billion yuan. fourth in the industry, china resources land ranked fifth with 172.3 billion yuan.

the sixth to tenth places in the industry are china merchants shekou, jianfa real estate, binjiang group, yuexiu real estate and longfor group, with sales of 145.1 billion yuan, 85.26 billion yuan, 80.1 billion yuan, 78.3 billion yuan and 73.16 billion yuan respectively. .

it is worth noting that, entering the traditional marketing peak season of "golden nine and silver ten", real estate companies have taken advantage of the loose policy trend to launch innovative marketing strategies, taking multiple measures and implementing city-specific policies to attract traffic from multiple parties to boost consumer confidence and sales performance.

among them, poly has developed innovative marketing strategies, and several of its project companies have launched the "golden nine and silver ten" price guarantee activities, marking the first shot of "price guarantee" this year. at the beginning of september, poly announced the "gold, nine, silver and ten guaranteed purchase plan" which "guarantees the price and guarantees the price", which mainly involves aspects such as guaranteeing the price, guaranteeing special discounts, and guaranteeing occupancy. "guaranteed price" is one of the aspects.

"price guarantee is a marketing tool intended to promote the sale of commercial housing. at present, house prices in many cities have dropped significantly, and house prices have fallen back, so buyers are unwilling to enter the market. promising price guarantees can, to a certain extent, dispel home buyers' concerns about falling house prices. reducing the wait-and-see mood of home buyers will help de-escalate project marketing. in addition, housing companies’ price guarantees will help stabilize home buyers’ housing price expectations and convey confidence in the development of the industry,” said an analyst from the china index institute.

at the same time, some real estate companies have increased their online and offline welfare efforts and taken multiple measures to promote sales. likechina overseas real estatethe company launched online and offline linkages, launched a limited-time 22% discount, a talent subsidy of 200,000, and a 10,000-yuan travel fund and other 7 packages of benefits to drive consumers' sentiment towards home purchase, and transformed it into sales power with the help of online activities to increase sales performance.

on the other hand, many real estate companies have strengthened multi-city linkage and launched a series of themed activities. for example, longhu launched a five-city linkage event, offering high-quality red properties at the lowest price, plus various home purchase benefits and subsidies, holiday travel, complimentary property fees, decoration subsidies, gold gifts, 92% off and more, etc., to stimulate consumers' sentiment toward home purchase.

in addition, many real estate companies are also exploring new models of real estate development. among them, china green development group has carried out urban renewal and affordable housing construction in an orderly manner, explored new models of real estate development, piloted industry-demonstrative products in shanghai, xiongan and other places, and kept pace with new demands for health care and explored new models of elderly care services. launched the products of sino-green beauty jinan huamei care center.

it is worth noting that in order to boost the real estate market, favorable policies from the central government to local governments were frequent at the end of september. on september 24, regulators launched a number of major policies, including lowering reserve requirements, lowering policy interest rates, lowering interest rates on existing mortgage loans, lowering the down payment ratio for second homes, increasing the ratio of central fund support for refinancing, renewing the "16 financial regulations", etc.; politburo the meeting also set the tone to promote the real estate market to stop falling and stabilize, and then the four first-tier cities in beijing, shanghai, guangzhou and shenzhen followed up on the implementation of policies and continued to optimize and adjust the "four restrictions" policy.

among them, guangzhou has completely abolished purchase restrictions; beijing has made great efforts to optimize the purchase restriction policy, and the social security period for non-beijing households within the fifth ring road has been reduced to 3 years, outside the fifth ring road to 2 years, and for high-level talents to purchase houses to 1 year; shenzhen’s core area social security period "3 to 1", non-core areas do not require social security, shenzhen has also reduced the down payment ratio, and the value-added tax has also been changed from 5 years to 2 years; shanghai has modified the scope of purchase restrictions in the outer ring, "3 to 1" social security, value-added tax " 5 was changed to 2”, and the restriction on non-ordinary residences was cancelled.

"the centralized implementation of policies in first-tier cities will help to exert the superimposed effect of policies, and overall it will have a more positive effect on stabilizing market expectations and boosting market confidence. recently, a number of policies have been accelerated, housing prices in core cities may stabilize, and the real estate market will be active in the fourth quarter the real estate market is expected to increase, and core urban markets will accelerate bottoming and stabilization, which will drive the national real estate market to accelerate bottoming," said chen wenjing, policy research director of the china index research institute.

it further stated that with the intensification and rapid implementation of various policies, the market is expected to accelerate recovery, and sales in core cities can be expected to improve in october, which will lead to marginal improvement in the market in the fourth quarter; however, taking into account the medium and long-term factors such as residents' income and employment, etc. it will take some time for factors to change, and it is expected that the market will continue to bottom out in the short term.