Reproduction bidirectional adjustment. Some big cities have begun to "plan ahead" for falling house prices.

The difficulty of property market regulation constantly tests the level of local governments.

Recently, following Yueyang's clear stipulation that the price reduction of new sites should not exceed 15% of the record price, market news shows that second-tier cities such as Shenyang and Kunming have also begun to "plan ahead" for the decline of local housing prices, that is, they have conducted some interviews with local relevant departments and imposed certain restrictions on behaviors including false advertisements and sharp price reduction sales.

Some insiders of real estate enterprises told CBN that "for governments at all levels, the most important thing is to stabilize the situation. The main starting point of real estate industry regulation is to prevent risks, including rising risks and falling risks. "

Urban differentiation has intensified.

Recently, it is reported in the market that wanda plaza (Wanda Shengjing Phase I) in Shenbei New District, Shenyang City, Liaoning Province has launched some special rooms. The original average price 1 1, 000 yuan/square meter, and the special room was reduced to 8000 yuan/square meter. A local intermediary in Shenyang confirmed the news of the price reduction to CBN, but "what to buy and what to pay has been paid".

At the same time, there are statistics on the price reduction of 50 projects on sale in Shenyang, with the price reduction ranging from 500 yuan/m2 to 5,000 yuan/m2, among which about 20 projects have dropped more than 2,000 yuan/m2.

An insider of South China real estate enterprises on the list told CBN that there will be special rooms or special rooms in the sales process, or there will be some discounts for buyers who meet certain conditions, but the price will not drop so much. "If such a large promotion scope is reported, it will not be approved."

However, another local agent in Shenyang said that there are indeed items on the list that have a large price reduction, but the intensity has not reached 5,000 yuan.

It is reported that the original price of a new house in Huanggu District of Shenyang is 1 3,000 yuan/square meter, and the price is reduced by more than 3,000 yuan, and the average price is only about110,000 yuan. "There are more than 0/0 buildings in the whole project, and the developer took out two buildings for promotion," the intermediary told reporters. "But it is still uncertain whether to sell them, because the price approval failed."

Coincidentally, Kunming, the capital city of southwest China, also saw a sharp price reduction of individual buildings. The original average price 16000 yuan/square meter of Sunshine City (00067 1, shares)? The price of some houses in Dianchi Mid-Levels Project is lowered to 1 10,000 yuan/square meter. "The price reduction was completed a weekend ago," said a local agent familiar with the project in Kunming. "At that time, the price was put on Friday night, and it was 10,000 yuan per square meter. Soon, there will be many owners to defend their rights. On Thursday, someone just paid a down payment of 400,000 to 500,000 at the original price. When the news of price reduction came out on Friday, they directly lost 500,000 yuan. "

Behind this kind of discount promotion, to some extent, it is the downward trend of the local market, and the house itself is not easy to sell.

In the view of the staff of the marketing line of a real estate enterprise in South China, from a broader perspective, it is unlikely that this will happen in hot cities at present. "House prices are now stable and will not skyrocket or fall."

Hong Xiao, research director of Hanyi Zhiku, also believes that this price reduction behavior should be attributed to the poor market in some cities.

According to the data of Shenyang Zhongyuan Research Department, in July, the transaction volume of new commercial housing in Shenyang decreased by 14% year-on-year and 24% quarter-on-quarter. The average transaction price was 1239 1 yuan/square meter, up 2% year-on-year and down 2% quarter-on-quarter. The above-mentioned Shenyang intermediary also said that the new housing market in Shenyang has cooled down recently, and the overall price reduction rate is about-1000 yuan/square meter.

So is Kunming. According to the National Bureau of Statistics, in June, the price of new commercial housing in Kunming decreased by 0.8% month-on-month; The month-on-month decline narrowed to 0.5% in July, second only to 0.7% in Yueyang, Hunan and 0.5% in Zunyi, Guizhou.

According to the intermediary, the overall price of the new housing market has dropped a little, and the price reduction in some areas is around-1500 in 800 yuan. The number of customers in some projects has also been affected by the price reduction of other properties, and customers are attracted by small adjustments. "But real estate with good location continues to rise."

"Broken" price reduction is prohibited.

In cities with poor markets, some housing enterprises take price reduction promotions, mainly to promote the return of funds.

According to the analysis of a TOP 10 real estate enterprise executive, since the "three red lines", some enterprises have relatively high financial pressure and tight cash flow, and need more funds to return; Judging from the current regulatory policies, it is increasingly difficult to obtain further loans and financing from banks. "Three red lines last year; After that, the biggest source of cash flow for most housing enterprises is the return of housing sales. "

Huaxi Securities Research Report shows that from June to June this year, the funds in place of real estate development enterprises increased by 23.5% year-on-year. Among them, the growth rates of domestic loans, self-raised funds, deposits and prepayments and personal mortgage loans were -2.4%, 1 1.9%, 49.7% and 23.9% respectively.

In July, the slowdown in sales had a more obvious impact on the funds in place for housing enterprises. According to the data of open source securities research report, in July, the year-on-year growth rate of funds in place of real estate development enterprises was -7%, among which the monthly growth rates of domestic loans, self-raised funds, deposits and advance receipts and personal mortgage loans were-17.2%, 5.5%, -9.2% and-13.4% respectively.

At present, major hotspot cities are still introducing control measures such as restricting purchases and sales to cool the market. With the increase of regulation, hot cities are not easy to sell, and cities that are not hot are beginning to feel the great pressure of de-industrialization.

"Market expectations have also changed," the above-mentioned real estate executives analyzed. "How can we get more sales? Discounting is definitely the fastest and most effective way. "

But up to now, there has been no obvious price reduction in big cities across the country. For example, Kunming and Shenyang, which have recently come forward to "cover the bottom" of housing prices, do not see many projects that reduce prices by four or five thousand at a time. The above-mentioned Kunming intermediary said, "This time it was mainly carried out by developers in order to withdraw funds. The other two projects of the same developer have also come up with some housing promotions, and the price reduction is not low. "

"As far as I know, in order to survive, it is ok for enterprises to speed up the payment by reducing prices, but they cannot disrupt market and industry rules and significantly reduce sales." The aforementioned real estate executives said.

According to the news of WeChat, which was certified as the propaganda department of Shenbei New District Committee, on August 6th, the local real estate bureau took the lead and joined with many departments to interview eight real estate enterprises, namely Wanda, Vanke, Huiji, R&F, Agile, Rong Sheng, China Shipping and Ocean Shipping. In addition to false advertisements and other issues, in view of price reduction sales, this interview in Shenyang requires enterprises to follow the development law of the real estate market while considering their own interests, and try to avoid price advantages to attract buyers and achieve sales purposes.

There is also market news that the relevant departments of Kunming recently organized a forum for housing distribution enterprises and large brokerage companies, which will strengthen market supervision and control malicious price cuts. At the beginning of August, Yueyang, Hunan Province also issued a notice of substantial price reduction to some local developers, demanding that the price reduction of new sites should not be lower than 15% of the filing price.

Xiao Yunxiang, a senior analyst at Tongce Research Institute, believes that the government-related "purchase restriction order" is mainly based on the requirements of the "three stable" policy, and it is necessary to stabilize market expectations and avoid market ups and downs.