The Trend Of Real Estate Marketing Under Freezing Point

SOHO Pan Shiyi, chairman of the board of directors of sina, issued a Sina Real estate enterprise debt boom in March 21st, and micro-blog, whose liabilities of over 40 developers were over 600 billion yuan, was questioned by some bloggers. Among them, a friend named "old man passing by" questioned: "compared with such a high debt, the net profit is too low, so I don't believe this data.

It is estimated that Mr Pan always wants to express himself on the one hand that he doesn't earn enough money. On the other hand, he wants to say that he owes too much money. If you want to strike any more policies against real estate, don't blame our real estate industry.

Then the bank's money will go back to anyone who loves it.

Whether the debt data is true remains to be verified, but in 2010, the central government promulgated a series of real estate regulation.

It is called "the most strict".

This is simply the difference between freezing point and boiling point. Compared with the 2011, the sales volume of commercial housing in 2010 was 5 trillion and 250 billion yuan, an increase of 18.3% over the same period last year.

As the performance continues to rise, 100 real estate companies are increasing land reserves.

By the end of 2010, Hengda Group ranked first in the land reserve of the national real estate enterprises, with an area of 96 million square meters and an area equivalent to more than 200 Tiananmen square.

Last year's land supply determines the housing supply this year. Under the strict policy restrictions, how should the real estate enterprises with large reserves of land face the market changes last year?

How do you sell under the freezing point?

Real estate marketing: just flickering?

There is a passage on the Internet, which is known as the "real estate advertising flicker": the remote area is "far from the noisy bustle and enjoying the quiet life". Next to the busy market is called "sitting on the bustle of the city". The roof is round and boasts "baroque style".

Under normal circumstances, the real estate marketing also follows the law of marketing, and makes full investigation and analysis of the city where the real estate is located. According to the characteristics of the city, such as the size of the city, the mode of pmission and speed, the gradient consumption of the residents, the consumption of the brand, the consumption of personality, etc., what are the requirements of the residents on the brand, the project brand and the characteristics of the real estate market? What are the requirements for the architectural style, the design of the apartment, the brand loyalty of the developer, and what criteria are used to judge the quality of the house?

After understanding the characteristics of local cities and consumers, real estate enterprises began to locate the real estate market.

After in-depth market research and a clear understanding of the development of a city's property market, we can understand the current stage of the development of the property market and understand the environment of the project marketing so as to make the role of the real estate market clear.

After the positioning is clear, the real estate enterprises will reasonably choose the media, advertise and promote the sale of real estate through the important ways of spreading and receiving information, such as network, activities, old customer introduction, short message, sending orders, DM, outdoor advertisements and so on.

Interpretation of restriction order

After the restriction order was issued, it has a great impact on the volume of commercial housing in every city.

"For example, in Beijing, before 2011, the average daily volume of commercial housing was 355 sets, and the average daily turnover was 120 units after the restriction order, and the volume of pactions fell sharply.

In Shanghai, the average weekly turnover of commercial housing was 220 thousand square meters before the purchase. After the purchase, the average weekly turnover was 3~6 million square meters, and the turnover area decreased by more than that in the Beijing market.

The impact of the restriction order on the real estate market is immediate.

As far as I know, some high-end residential sales in Beijing are very poor.

The impact of this policy on high-end residential is the biggest.

Pan Shiyi said in micro-blog.

Regarding this, "new marketing" reporter contacted Chen Baoliang, vice president of rose garden. He said that sales situation was really bad this year, and refused to be interviewed for this reason.

"Housing reform in 1998 can be said to be the puberty of China's real estate market, and its size and structure have been rapidly adjusted.

Since 1997, the volume and price of real estate have increased rapidly.

2010 is a very loose year for real estate companies.

Last year, the sales volume of commercial housing was 5 trillion and 250 billion yuan, which was 3 trillion yuan the year before.

Last year, real estate developers bought only 1 trillion yuan of land.

From these sales and acquisition of land, the real estate developers generally well-off funds.

The 36 million sets of affordable housing recently announced are just like the climacteric of the real estate market. The whole structure is facing major adjustments and changes.

The impact on real estate developers, mainly residential developers, is enormous.

I think at least 50% of the real estate companies will be eliminated in the next two or three years.

The enterprises that should be eliminated should be relatively weak in strength, and there is not much difference between the products and the affordable housing in the geographical location, product quality and Huxing.

The most important thing for real estate companies to survive is capital strength. Capital has become the core competitiveness of real estate enterprises.

Over the past two weeks, a number of listed companies have issued high interest debt in Hongkong, with interest rates as high as 11%. From such a high interest rate, we can see their urgent need for capital demand.

Sina securities channel recently released the news confirms Pan Shiyi's judgment: "with the two cities more and more listed companies announced the 2010 annual report, the real estate listed company" bad money "situation is revealed: as of now, silver base development, Beijing Investment intime, Shanghai Xin Mei, Shimao shares, green landscape real estate, Shen Hongji and other 13 real estate listed companies announced that they will not pay dividends.

At the same time, data show that Vanke poly and other leading listed housing enterprises liabilities are over 100 billion.

In recent years, developers have increased the strength of horse race enclosure and proposed refinancing schemes, but real estate regulation has led to the disillusionment of many housing companies' backdoor listing.

Experts say huge debts will become the hard nut for housing companies under strict policy control. "