Developers Pay Great Pressure To Fight The "Double Eleven" Sales Self Rescue

Unlike in the past, this year's "double eleven" is not just a carnival of fast food products. Real estate is also joining in, and the early start of the "double eleven" preheating.

Alibaba, Jingdong, Suning three big business platform in the "double eleven" during the introduction of special real estate concessions, "new housing full 50 percent off", "auction special school district housing, subway room" and so on. Rong Chong and Hengda are directly opening online flagship stores, and many developers are promoting sales under the name of "double eleven".

Developers struggle hard behind the "double eleven", is the traditional selling gold period "golden nine silver ten" market is dull, the financing environment is still grim, developers funds continue to tighten. Housing enterprises in 2015 issued a large number of bonds, and now the debt concentration expired, cash flow tight housing prices have to seize all opportunities to accelerate.

Unlike in the past, this year's "double eleven" is not just a carnival of fast food products. Real estate is also joining in, and the early start of the "double eleven" preheating. - Gan Jun photo

Developers prepare for "double eleven"

"Double eleven" is coming soon. This year, Taobao's "double eleven" red envelopes are better than "gowns". While everyone is making friends with the "building", the developers are also preparing for the "double eleven".

In November 1st, the southwest flagship store was launched on Jingdong platform. According to Jingdong official micro-blog, during the event, buyers can participate in 111 yuan in the store to grab a single set of the highest 1 million 900 thousand housing subsidies, and successfully get the Yaohao qualification of the five provinces under the designated housing subsidy line in Southwest China.

Jingdong has already released related activities related to real estate during the "double eleven" period. In the upcoming "double eleven", Jingdong will join more than 200 real estate developers in 70 cities, putting more than 6000 sets of preferential housing sources. Moreover, the new house is full 5, with a discount of over 300 million yuan.

Developers who are working with e-commerce are more than financial developers. In November 1st, Suning group and Hengda Group announced that the two sides will cooperate in the sale of housing in from November 1st to 11th, and have accumulated 1111 sets of housing resources in the 820 flats of the country. The product types include villa, high-rise, small high-rise, apartment and villas.

Hengda Group's official flagship store has also been stationed in suning.com platform, "daily kill one hundred sets of special offer housing, the highest discount over million" slogan is very eye-catching.

Online, Hengda will also use suning.com stores and Suning stores to expand offline channels. The 160 thousand employees of Suning channel sales team will also become Hengda sales consultant through Hengda's Hengfang platform.

Group Bulletin shows that Hengda relies on discount sales, and the sales volume in September and October achieved good results of 83 billion 100 million yuan and 90 billion 300 million yuan respectively. According to Kerri statistics, Hengda sales amounted to 540 billion 720 million yuan in 1-10 months, ranking second.

In addition, Alibaba's Ali auction revealed 15 days ago that there will be tens of thousands of specials in Tmall's "double eleven" this year. Some of them will cover many popular school districts, subway rooms and scenic spots.

"The electricity supplier is facing an incremental problem. The concept of" double eleven "has been overdrawn, and the electricity supplier itself is looking for new growth points. Zhang Dawei, chief analyst of Zhongyuan Real estate, said that sales of real estate faced difficulties this year, so they tried again this year on the basis that they could not sell their houses. He also said that the effect of cooperation is not optimistic.

Yan Yuejin, director of the research center of E-House think tank, believes that the cooperation between developers and e-commerce platform has a very good meaning, which can reduce the marketing cost of Housing enterprises, and subsequent benefits can be brought to the inventory of real estate.

In addition to online cooperation with e-commerce platform, developers are also under the "double eleven" under the name of a variety of fancy marketing.

In the middle of the report, the number of nodes to catch up with the financial group rose to fourth of the profits, which has been reduced to fifth. In the "double eleven" period, Pauli, who wanted to rush to three, riveted his strength and launched "another life festival". The official public figures of Pauli are publicizing.

For example, Paoli development in Henan said, "select 3450 sets of high quality housing and make 240 million yuan"; Shijiazhuang poly said that "11 sets of special listings are launched every day, and the total price will be reduced by 50 thousand -10 yuan".

Vanke, who was crowed by Hengda to third, welcomed "double eleven" with "Hi Shopping Festival". For example, Guangzhou Vanke launched the "reduction and exemption of God vouchers, the highest direct reduction of 200 thousand yuan"; Foshan Vanke launched 1111 special priced rooms, the purchase of up to 100 thousand yuan.

At present, country garden, which ranks first in sales, has also been added to it, such as the "Gui Lai 300 million housing supply" in the garden area of Eastern Guangxi and the "double 11 home buyers' crazy season" in Longhu group, which is officially opened in U. The preferential housing will involve nearly 200 projects, covering more than 40 cities.

Hu Jinghui, chairman of China real estate brokerage Association, said that under the current market situation, "double eleven" has given developers a price reduction step. Compared to the past developers to symbolically produce several sets of Weifang for publicity, this year's "double eleven", many housing enterprises in order to return money at the end of the year, take the opportunity to carry out major efforts to reduce sales promotion.

Debt "Mount Tai"

This year developers are so active in preparing for the "double eleven" is helpless.

According to the related research reports, housing companies are facing a difficult situation of tight financing, rising financing costs and heavy debt repayment pressure.

In terms of financing costs, the Ke Rui research report pointed out that in the first 9 months, the financing cost of new bonds for housing enterprises was 7.03%, up 0.50 percentage points from 2018. Among them, the cost of offshore bond financing amounted to 8.08%, up 0.86 percentage points from 2018. Over 10% of offshore debt financing is no longer an industry case.

At the same time, developers in the past few years radically increased leverage, most of the housing companies carry huge debts.

According to the report released by Zhuge's finding room, the scale of interest bearing liabilities of 80 large listed housing enterprises increased to 6 trillion and 610 billion yuan in the first half of 2019, up 10.45% compared with the end of 2018.

Hengda, Biguiyuan, Rong Chong, poly, Vanke and other 20 Housing enterprises have more than 100 billion interest bearing liabilities. On the whole, the debt of Housing enterprises is generally concentrated, and debt is pressing.

According to the agency statistics, in the first half of 2019, the scale of interest liabilities TOP20 housing prices exceeded 100 billion yuan, amounting to 4 trillion and 215 billion 975 million yuan, accounting for 63.73% of the total interest bearing liabilities of 80 listed housing enterprises.

Among them, Hengda, Biguiyuan, and Chong Chuang in the first half of the year, interest bearing liabilities were all over 300 billion yuan, and Poly Real estate, Greentown holdings, Vanke, China Railway Construction and China Shipping real estate followed closely.

According to the research data, according to the maturity of the bonds of the housing enterprises, the issuance of corporate bonds and medium-term notes in 2015 is relatively large. Most of the enterprises have a maturity of 3-7 years. In the second half of this year, the maturity bond of Housing enterprises is 170 billion 600 million yuan, and the total amount of maturity bonds is also at a high level.

From the second half of 2020 to the first half of 2021, the debt pressure of Housing enterprises will further increase, and the maturity bonds will exceed 300 billion yuan, when housing enterprises will face greater debt repayment and financing pressure.

Under heavy pressure, developers have high hopes for "golden nine silver ten". Hengda early launched the promotion war, the whole house buying has become a common phenomenon in the industry, however, "golden nine silver ten" did not appear.

From the market data released by Kerri in September and October, apart from a small number of head housing companies relying on large scale price cuts to achieve good sales results, the overall performance of the property market is mediocre.

In September, the turnover area of new houses in 29 key cities of the country decreased by 2% and 6% respectively. Among them, the number of new businesses in the first tier cities decreased by 19% and 4% respectively.

In October, the new housing transaction and the land market continued the "Kim Gu" downturn trend, which continued to turn cold. The volume of new houses in key cities decreased by 6% and 10% respectively. Kerri said, or the downturn in September further exacerbated the market wait-and-see mood.

The second-hand housing market also reflects the trend of cooling the property market. According to data from Yi Ju Research Institute, the turnover volume of second-hand housing in 13 typical cities was 67 thousand sets, a decrease of 7.3% compared with the central level. In September, the 13 city secondary housing market was further cooled, and the volume was still in the downstream channel since May 2019.

There is no sign of relaxation in the financing environment. Developers have to tighten their nerves and speed up the process of survival and survival.

Ke Rui research report pointed out that, according to the disclosure of Housing enterprises report, most of the supply nodes of enterprises concentrated in the four quarter, which will be a powerful guarantee for performance sprint. Therefore, in the case of increasing volume supply and strengthening marketing efforts, the overall sales scale of the fourth quarter housing enterprises will continue to improve.