The property market sales in many places are "uneven". Housing enterprises have been carefully transformed, and the property market transactions have gradually picked up.

Recently, the number of cities that have issued policies to stabilize the property market has continued to increase, and the policy has been further strengthened, mainly involving relaxing the restricted purchase area, reducing the down payment ratio, and increasing the withdrawal amount of provident fund.

With the gradual emergence of policy effects, the property market transactions gradually picked up, and the land market also improved to a certain extent. The market situation has quietly changed, but the characteristics of "uneven hot and cold" in many property market sales are obvious. Under the new market situation, real estate enterprises are more cautious in investment and explore long-term development paths by doing "addition and subtraction". Extensive development of housing enterprises will face greater pressure to survive, and the advantages of enterprises with strong financial strength and strong risk management and control capabilities will be highlighted.

"The reception volume and contracted customers have increased significantly. We received more than 2,000 customers during the Dragon Boat Festival holiday alone." Vince, the real estate consultant of Changsha Xuhui De Aoshang and Zhang Cheng, felt the long-lost warmth of the property market.

China securities journal reporter's recent investigation on the property market in Changsha, Hangzhou, Nanjing, Beijing, Tianjin and Yanjiao found that with the implementation of the policy of stabilizing the property market, the market situation has quietly changed. Many property markets show signs of recovery, but the "uneven heat and cold" is obvious. At the same time, buyers are more rational, rigid and improving demand is gradually released, real estate speculators are constantly being squeezed out, and housing enterprises are accelerating their transformation in pain.

The property market is lively.

"Like a long drought, the New Deal has injected confidence into the market, and the average daily customer volume has increased by 76%." In a Deyou store in Gongshu District, Hangzhou, Wu Ting, an intermediary, just finished receiving customers and quickly picked up the phone to make an appointment for the next wave of customers to see the house.

It's been half a month since the New Deal came into being, and the long-lost second-hand housing market in Hangzhou has become lively. In addition to the increase in intermediary volume, the transaction volume of second-hand houses has also rebounded significantly. According to the data of Transparent House Sales Network, in May, 5000 sets of second-hand houses were signed online in Hangzhou, an increase of 2 1% from the previous month. Among them, "5 17 New Deal" sold more than 90 houses on average the day before its release, and sold more than 80 houses on average after the New Deal.

Changsha, which is 0/000 km away from Hangzhou/KLOC-,has a lot of real estate sales. At 3pm on June 4th, a reporter from china securities journal came to Jiuzhou Hexi Marketing Center in Jianfa, Changsha. The temporary parking area on the roadside is crowded with private cars, and customers and salespeople come and go in the exhibition hall, which is very lively. On-site property consultant Xiao Wang told reporters: "Since 9: 00 in the morning, customers who come to see the house have never stopped. I don't even have time to drink water except for a bite of rice at noon. Since May, the situation in the Changsha property market has indeed been much better than before. "

In an improved real estate marketing center in Yuelu District, Changsha, Li Ming (pseudonym), the relevant person in charge of the project developer, told the reporter that since the introduction of the New Deal in Changsha property market, the number of visitors and sales of improved real estate have increased. In May, the average daily number of visitors to villas developed by his company doubled compared with April. "From the perspective of transaction volume, sales in May increased by about 30% month-on-month, and the good news in the sales group never stopped." Li Ming said.

Behind the recovery of the property market is the gradual release of demand. However, according to a survey conducted by china securities journal reporters, most property buyers are more rational and sensitive to housing prices, and will not blindly pursue high prices. At the same time, regardless of new houses or second-hand houses, buyers have higher requirements for housing quality, supporting facilities and services.

"At present, there are a lot of houses on the market. Although I just need it, I won't rush to buy a house. I need to see more. I will only buy the house if the quality and price are right. " Susan Wang, who works in an Internet company in Hangzhou, told reporters.

According to institutional data, in May this year, the number of new listings in the tenth district of Hangzhou reached 9,609 sets, an increase of 256% compared with 270 1 set in May last year and an increase of 33% compared with 7,238 sets in April this year. At the same time, the listing price of second-hand houses has fallen, and the price difference with new houses has narrowed. Take the Future Science and Technology City Sunshine City Future Yue max Community as an example. In late May, 2 suites were sold in the community, with an average price of 54,830 yuan/square meter, while the previous listing price was as high as 90,000 yuan/square meter.

The policy effect of stabilizing the property market appears, but from the national perspective, there is a phenomenon of "uneven hot and cold", and the situation of "hot in the south and cold in the north" is still continuing.

Compared with the recovery of the property market in many areas in the south, the overall transaction between Beijing and Beijing is relatively deserted. For example, although Tianjin has successively introduced policies to stabilize the property market, the transaction is still relatively low. Li Wei (pseudonym), the head of a private real estate enterprise in the surrounding area of Beijing, told the china securities journal that the overall sales situation of real estate enterprises was not optimistic in the first half of the year due to the epidemic situation and other factors. The surrounding markets in Beijing are greatly influenced by the Beijing property market. In the first half of the year, the overall property market in Beijing was relatively deserted, and the transactions in the surrounding markets in Beijing were not very optimistic, and there was still a gap from the level before the epidemic.

Even in areas where the property market is picking up, there is also a situation of "uneven hot and cold". Zhou, a customer of a private real estate enterprise and a veteran of market research, admitted to the reporter that although the transaction volume of Changsha property market increased by about 15% in May, the demand of buyers was mainly concentrated in some relatively perfect and high-quality projects in the main city, and the sales speed of suburban and suburban projects did not increase much. Taking a project in Beichen, Changsha as an example, Zhou introduced that the transaction volume of the project was bleak in March and April. Although it improved in May, the turnover was only 15 sets, which still did not reach the normal level.

According to a survey conducted by china securities journal in Nanjing, about 40 markets opened in Nanjing in May, which were located in the south, north, north, Jiangbei, Jiangning and other sectors. In addition to Hexi, Southern New Town, Yanziji and other head plates, some properties are hot, and most of the property sales data are flat, with only 20% to 30% sales after the opening. For example, according to online real estate data, the project added 132 suite source on May 26th. So far, less than 10% of the houses have been converted.

Careful transformation of housing enterprises

On the afternoon of June 8, the construction site of Changsha Vanke _ Wanhui was busy, and the workers were stepping up the construction. Knocking on steel and squeaking of electric welding can be heard everywhere. In sharp contrast, except for a few sporadic workers, a real estate site in Changsha High-speed Railway New Town is deserted and basically in a state of suspension.

"This is actually a portrayal of the current real estate enterprises." A person in charge of a large domestic real estate enterprise told china securities journal that some extensive real estate enterprises will face great financial and survival pressure, and only excellent enterprises with high quality projects, strong financial strength and risk prevention and control ability, and paying attention to internal management can survive.

A number of industry insiders interviewed by reporters said that the policy has boosted market confidence, but for housing enterprises, there are still two major problems in front of them: the "urgent need" of short-term debt and exploring the sustainable development model in the new market environment. With the change of supply and demand, the extensive real estate development model of "high debt-high turnover" has become history, and housing enterprises need to explore a long-term development path, from relying heavily on resources to improving quality and efficiency through management.

"In addition to being more cautious and scientific in investment, many real estate enterprises have sorted out a development path that is more suitable for them by doing' addition and subtraction'." The person in charge said that how to maintain good profitability and steady development in the pain of change is an important issue facing housing enterprises.

Taking Taihe as an example, in the face of multiple chain reactions such as debt default and shutdown, Taihe Group "broke its arm" to save itself, redefined its strategic positioning of "small but refined", stopped pursuing national expansion, contracted its strategic layout, and only ploughed deep into nine key cities such as "North, Shanghai, Guangzhou and Shenzhen"; Instead of excessively pursuing scale expansion, we will stabilize the scale at around 30 billion, and strive for profit maximization on this basis.

Vanke's planned path is to "stop falling, stabilize and steadily improve". According to Vanke's latest strategy, real estate development is still Vanke's most important business, but the land acquisition mode has changed from decentralized to centralized control, and the quota is no longer divided, and the overall grasp is unified. At the same time, improve the requirements for project profitability and trading team capabilities. These measures will be translated into actual profit contribution, and the overall return will be improved by managing dividends.

Xuhui Real Estate made it clear at the 20021performance briefing that it is necessary to intensify efforts to promote the light asset model and focus on developing property management, commercial real estate, long-term rental apartments and agency construction business.

It is worth noting that, driven by favorable policies, the sales of benchmark housing enterprises show signs of recovery. According to the data of Shenzhen-Hong Kong Securities Research Report, in May this year, the equity sales of the top 50 real estate enterprises decreased by 52% year-on-year. However, the sales volume in May generally increased month-on-month, and the year-on-year decline was narrower than that in April. Among them, the sales of former 10 real estate enterprises increased by 1 1%, and the monthly year-on-year decline narrowed by 1 percentage point. Sales of the top 50 real estate enterprises increased by 24% month-on-month, and the monthly decline narrowed by 6 percentage points. Leading housing enterprises have obvious advantages.

China securities journal reporter learned from a number of real estate enterprises that with the implementation of the unified national pre-sale fund supervision policy, local governments and major financial institutions provide fixed-point assistance to real estate enterprises, and regulators support high-quality private enterprises to issue bonds and other measures, the capital environment of high-quality real estate enterprises, especially private enterprises, is gradually improving. It is understood that since May, the number of bonds issued by real estate enterprises has increased significantly. On May 20th, the official platform of China Association of Interbank Market Dealers showed that Ocean Shipping Group planned to issue debt financing instruments from 2022 to 2024, amounting to 3 billion yuan. In addition, housing companies such as Longhu, Midea Real Estate, Country Garden and Xincheng Holdings also have debt issuance plans of different scales.

Further release of demand

Since 2022, about 150 cities have issued a new policy to stabilize the property market, expanding from third-and fourth-tier cities to second-tier cities. At the same time, policies are gradually increasing, involving core contents such as purchase restriction, loan restriction and sales restriction. Experts believe that it remains to be seen whether the property market in many places can reverse the downward trend at a time when the credit side is relaxed and favorable policies for restricting purchases are continuously introduced.

Li Wei told china securities journal that the heat of the real estate market is determined by both the supply side and the demand side. Recently, various localities have successively introduced new policies to stabilize the property market, including reducing the down payment to 20% and relaxing the definition of restricted purchase areas. Many areas have made great efforts in regulation. At the same time, the land market is gradually warming up and the supply side is gradually improving. However, from the demand side, the expectations of many buyers have not completely changed, and the wait-and-see mood is still relatively strong.

Li, chief researcher of Guangdong Housing Policy Research Center, told reporters that at present, buyers are generally cautious and there is a risk of insufficient effective demand in the real estate market. According to institutional data, the transaction in the second-hand housing market has begun to bottom out. In the new housing market, hot properties in hot cities have picked up, including some high-end improvement plates. These properties mainly meet the needs of asset allocation, high-end improvement and children's schooling. For changing houses and just needing, the current driving effect is still limited.

Li believes that under the main tone of "keeping the word steady, striving for progress in stability", the real estate market will stabilize with the main goal of "ensuring supply and stabilizing people's livelihood", but it is difficult to increase substantially. In the future, there will be more urban adjustment and optimization policies, including some hot second-tier cities, but mainly to promote high-end improvement and some just-needed, and the property market needs to go through a long period of polishing.

Zhang Dawei, chief analyst of Zhongyuan Real Estate, believes that the policy adjustment and optimization is more to stabilize the market, not to encourage speculation, and to promote a sharp rise in housing prices. Zhang Dawei said that the mobility of some poorly run private housing enterprises is still under pressure, and the advantages of housing enterprises with high credit ratings in financing, land acquisition and sales will be further highlighted. The accelerated reshuffle of the real estate industry will further promote the gathering of funds, land and other resources to the head housing enterprises. With the powerful moat of resources and their multiple advantages, these enterprises are expected to further increase their sales scale and market share and usher in greater development opportunities.

At the same time, experts reminded that we should be alert to the risk of excessive speculation and avoid the situation of "death as soon as we are tight, speculation as soon as we release it". To support reasonable housing consumption demand, it is necessary to establish a scientific and complete policy system and operational norms.

Want to know more financial news in real time, please pay attention to us.