First, the current situation of Wuxi housing market

1.0 in the first half of 2005, the real estate market changed suddenly, and the central government was determined to carry out macro-control. The government has issued a series of policies to control the real estate market. Developers, property buyers and intermediaries compete in a stalemate. Auction and second-hand housing transactions have shrunk in an all-round way, and the wait-and-see atmosphere of buyers is getting stronger. The previously fiery property market encountered sales difficulties. In the third quarter, the average residential area in urban areas was 4 136 yuan per square meter, up 18.93% compared with the same period of last year, up 0.98% compared with the second quarter of this year, and the growth rate dropped 1.09% compared with the previous quarter, which was the lowest in the same period in three years.

2. Adequate market supply and optimized supply structure. According to the monitoring information, in the first three quarters of this year, there were 3,486,200 square meters of newly listed commercial houses in Wuxi, including 2,694,38+0,200 square meters of houses. It is estimated that the total amount of commercial housing listed in the fourth quarter of this year is about 6,543,800 square meters to 6,543,800 square meters. The supply varieties and apartment structure of commercial housing show an optimization trend. In the third quarter of this year, the supply ratio of commercial housing below 150 square meters in urban areas reached 85. 18%, of which the supply ratio of commercial housing below 80 square meters reached 1 1.44%. Experts predict that the proportion of medium and low-priced properties to be listed at the end of this year will further increase.

3. The second-hand housing market has also experienced ups and downs: this year, the state curbed real estate speculation through economic means such as taxation. After the sharp drop in June, the market showed a wait-and-see phenomenon, which rebounded in July, and the transaction volume was basically the same in September. According to relevant analysis, under the long-term rational development of Wuxi real estate market, the second-hand housing market has maintained a steady development trend, but the residential transaction volume has declined. House prices are relatively stable, and the increase continues to fall. Judging from the changes in residential sales prices in the first nine months of this year, house prices remained stable. In the third quarter, new residential buildings in cities and towns were 3 1, and the weighted average unit price was 3,840 yuan/square meter, among which the supply of low-and medium-priced buildings was reasonable.

4. As the year is approaching, new sites are constantly being launched, and many developers are also facing the pressure of withdrawing funds at the end of the year, which has enabled a considerable number of real estates to be promoted and achieved some remarkable results. Because near the end of the year, buyers' awareness of buying houses is not strong and their spending power is weakened. In the near future, more developers will carry out price reduction promotion activities.

Second, the 2005 Autumn Housing Exhibition

This housing fair is the first housing fair in Wuxi after 6. 1 New Deal. After a bleak 6-9 months, many developers put all their energy into this housing fair, and the newly opened property is expected to be a great success at the housing fair.

After the New Deal came out, the Wuxi municipal government also focused on pallets, from reducing land supply to doubling the booth area of the housing fair.

Many developers are also more optimistic about the market than the previous period. In this assembly, there are also several properties that sell well because of their price advantages. But at the same time, this part of the rigid demand customer base is not too much, so the absorption of the whole market has not changed fundamentally, which is not enough to support the recovery of the whole property market.

1. A number of new cases surfaced and were exposed to the public for the first time (King Zijin Gate, Santa Barbara, Top 100 Spring City).

Zijin Gate is a plot in February 2004, with a total construction area of 320,000 square meters. Known as the case of Renmin East Road in the city center, Santa Barbara is the case of Hong Kong Fengshui Dragon in Mashan. On-site display for the image, the product is not exposed, only know T-H, single-family, garden house, apartment. Baida Spring City is a case of Kunbaida in Huishan New Town, and the city reception desk was set up in the pedestrian street in front of the station.

2. Huishan New Town 12 property collectively appeared, and Huishan New Town can almost set up a special housing fair.

Famous Garden, Fengxiang New City, California State House, Baida Spring City, Chang 'an Yihe Garden, Jinducheng Center, Tsinghua Yaju, Tianyi City, Tian Li Roman Holiday Apartment, Huaxia Clear Water Bay, Forte Park City and ideal city.

The biggest problem facing Huishan New Town is that the regional economic development is seriously out of touch with the scale of real estate development. The quantity and quality of enterprises in Huishan New Town can't be compared with the new district, but now the housing supply in Huishan New Town far exceeds the sum of land supply in the new district in recent years.

3. There are 60 participating buildings in this housing fair, which is 10 more than that in the spring housing fair. The total area of participating houses is about 4.75 million square meters, and about 40 sets of houses can be sold, with a housing area of about 210.5 million square meters. The number of participating properties has exceeded the Spring Housing Fair. There are nearly 20 image display properties that surpass previous housing fairs.

Some properties haven't started yet, but they spend a lot of money to buy booths to participate. Its purpose is nothing more than: first, it is not clear about the market trend, so as to expose the case as soon as possible and snatch the intended customers; Second, the product has been positioned, the preliminary project has been completed, and it is about to enter the construction stage. I want to take the products to the site through this housing fair, observe the market reaction and test the price.

4. Non-local participating properties disappear.

Last spring's housing fair, many foreign properties came to Wuxi to participate in the exhibition, but this autumn's housing fair, none of them. The reason is that the investors suppressed by the New Deal have a lot to do with it, and the conservative mentality of Wuxi people leads to no foreign real estate exhibition.

The exhibitor's booth is designed in a fancy way to attract the guests' attention.

With the end of the year approaching, developers are facing the pressure of repaying loans and repayments, and the prosperity of the real estate market is much lower than that before the New Deal. Many developers are already very anxious, so they try their best to make their booths attract a lot of attention at this housing fair, hoping that customers can recognize their own properties. Xiangshangcheng specially invited Philippine bands to perform, Zijin Gate invited magicians to perform live, and wedding show of Santa Barbara and human performance art performances.

6. There are 8 participating buildings in the new area, namely, Yangtze River Green Island Phase II, Xingang International, Xiangxi Merrill Lynch, First International, Maystar, Sin Chew Impression, New City and Xindi Holiday Plaza. In the new section, there are obviously more people looking at the house at the exhibitions, while cases such as the May Star Xinduhui are relatively deserted, and no one asks questions or consults at the scene.

7. In 2004-05, the land supply of Lihu New Town, Hubin District and Taihu New Town ranked among the top three in Wuxi (the other two were Huishan New Town and New District Plate), but some of the land photographed by these three plates in the same period had already obtained the pre-sale permit, and the real estate like Hubin Plate only had a few old faces (New Liangxi Family and Sunshine City) at this housing fair. At present, the new Liangxi family with the highest house price in the lakeside area is 5380 yuan, but this price is obviously difficult to stand on in the lakeside area. The land cost of plots like Nanjing Qixia, Zhonghai and Jiangyin Sunshine has been inflated. If the developer simply follows the trend of price, it will definitely not be profitable normally, so the developer can only wait and see.

8. Except for a building in Chang 'an Town, no other township buildings participated in this exhibition. The purchase intention of urban people in Wuxi is still mainly urban real estate, but a large number of township customers choose urban housing.

Three. Overview of anzhen and its surrounding buildings

I. Anzhen Town

1, Huaxia-New Era

In the Huaxia-New Era, there are more than a dozen apartment types, large, medium and small, and the top floors of some houses are designed by jumping platforms. One staircase and two households, the dining room and living room pay attention to good ventilation in the north-south direction and adopt "all-bright design" The interior of the house is separate from public and private, and the bedroom is separated. The design is simple and deep, and the internal layout is compact. Focus on the kitchen and dining room design, focusing on the activity space of the hall. The bedrooms all face south, and some houses are equipped with double bathrooms. Public stairwells and activity spaces are far away from the entrance. The balcony function is set to composite balcony. The main units are three bedrooms, two halls and two bathrooms, while other units are three bedrooms, two halls and one bathroom, two bedrooms and two bathrooms, four bedrooms and two bathrooms, and superimposed villas. The average price of multi-storey buildings is about 2400 yuan/square meter (starting from 2300 yuan), the average price of small and high-rise buildings is 2600 yuan/square meter, and the price of superimposed villas is 3500 yuan/square meter. The price of parking space is not fixed, but it can be rented. Each underground parking space covers an area of 20 square meters.

At the beginning of Huaxia-New Era, there were 60,000 multi-storey households and 80,000 small and high-rise households. Most of the scheduled customers are local residents of Anzhen. The trial started on June 17, and the scene was enthusiastic on the day of the trial. Some investors (an investor placed an order for 1 1 set) have sold more than 50 sets of/kloc-0. In this case, a large part is to divert customers.

The overall image of Huaxia-New Era Sales Office is still good. At present, there are four billboards in Anzhen (two large billboards at the intersection of Dongxi Avenue and Anguo Road, and at the intersection of Dongxi Avenue and Xihu Road), and the flags of some sections of Anguo Road and Xihu Road. With the beginning of the project, advertisements have been published in newspapers. Its advertising volume and advertising effect keep absolute oppression on this case, and it has unimaginable influence on customers' hearts in towns with small population.

2. Jinhu Garden

At present, there is only 1 set left in Jinhu Garden (15 small high-rise ground floor), and the price is 2749 yuan/square meter. According to the price difference between Jinhu Garden and 30 yuan/m2, the average price of small and high-rise buildings in this case is about 2900 yuan/m2.

3. yangtze river international. Mechanical and electrical hardware city

Yangtze river international Electromechanical Hardware City is located in the East Development Park of Xihu Road, Xishan District and developed by Wuxi Lijie Enterprise Development Co., Ltd.

Development, represented by Wuxi Sheng Rui Real Estate Marketing Planning Co., Ltd., with a total investment of 654.38 billion yuan and an area of 577 mu. The first phase of the project, which has started construction, covers an area of 222 mu with a construction area of 260,000 square meters. Mechanical and electrical hardware city is mostly small-area shops, and the price is about 5000 yuan/square meter. *** 1500 households, with more than 1200 underground parking spaces.

List of China New Era Buildings, Houses and Areas;

Number of floors, number of buildings, total number of households, building proportion, number of households, area range and number of households.

13+ 1 4 364 2 buildings with 4 units on each floor, 2 buildings with 3 units on each floor, 2 rooms and 2 halls 1 bathroom; Two bedrooms, two halls and two bathrooms; Three bedrooms, two halls and one bathroom; Three bedrooms, two halls and two bathrooms; Four bedrooms, two halls and two bathrooms; Two-bedroom overlapping villa *** 198 households; Three rooms ***450 households; Four rooms *** 122 households; Temporary villa *** 12 households, two rooms, 97-117m2 households; There are 52 households in101m2; There are 26 households in11.9m2; There are 24 households in113.3m2; There are 74 households in 1 17m2.

1 1+ 1 4 286 3 buildings with 3 units on each floor 1 building with 4 units and 3 rooms on each floor124-136m2124.9m2; ; 126 m2； 127㎡； 128㎡； 128.4㎡； 130㎡； 136.58㎡； * * * There are 450 households.

6 2 120, 2 buildings with 4 units on each floor, 142- 152㎡, 2 units, 4 rooms and 22 households on each floor 1 building; There are 22 households in147m2; There are 78 households in152m2;

4 (overlapping) 2 12 The overlapping area of 6 households in each building is relatively large, with 200-300m2 per household.

Total1378278297-300m2 782

The proportion of families in this area is 25.3%; Three rooms account for 57.5%; Four rooms account for15.6%; Overlapping villas account for 1.5%

Second, check the bridge.

Chaqiao is about 3 kilometers away from Anzhen, and the main road is Xihu Road.

Jiangnan-Tsinghua Plaza Phase I 1

Developed jointly by Yuansen Real Estate Development Co., Ltd. and Dida Real Estate Development Co., Ltd., the whole case was planned by oriental celebrities. The case covers a total area of about 30,000 square meters and consists of 64 townhouses. It's basically sold out: there is only one building left.

Rough houses and model houses. The price of rough house is 4300 yuan/square meter, and the price of model house is about 2.6 million. The areas where consumers are located are mainly Chaqiao Town, some urban residents and Shanghainese.

2. Jiangnan-Tsinghua Plaza Phase II

The project is under planning, located in the center of Chaqiao Town, covering an area of 100000 square meters. The plan consists of small high-rise buildings and townhouses.

Third, thick bridges.

The thick bridge is about 3.5 kilometers away from Anzhen, and the main road is Dong Xi Avenue, with smooth traffic.

Longdayuan 1

This case is located in the north of Houdang Road, developed by Long Da Real Estate Development Co., Ltd., with no agency, with a total construction area of 40,596 square meters, multi-storey buildings (5 or 6 floors) 10, with a total of 298 households, building density of 27.5%, greening rate of 38%, floor area ratio 10/for motor vehicles.

Average case price 1.900 yuan /m2 (the top floor is sent to the attic, and the balcony is half the area). More than 70% of the houses have been sold, and about 80 houses have not been sold (of which 3 1 set has been booked). There are about 50 suites with two bedrooms, two halls, one bathroom/two bathrooms (90- 1 10 square meter), three bedrooms and two bathrooms (120- 135 square meter) and four bedrooms and two bathrooms (140-35 square meter) 6540. The communities are all existing houses. The community implements 24-hour closed management and applies advanced scientific and technological equipment, such as electronic patrol system and perimeter prevention system. The quality of community security is acceptable. The entrance to the building is a security glass door, but there are no security facilities in the windows and balconies on the first and second floors.

The sales office is small, transformed from the bottom business, and the sales staff are internal staff of the development company, with poor business ability and comprehensive quality, and the materials for building books are rough (basically introduced as apartment types). The second phase of the plan is three buildings under construction. The south of the community will be developed into a villa, separated from the community by a thick roundabout.

Fourth, the tip of the lamb

Yangjian is 7 kilometers away from Anzhen (about 10 minute drive), and the main road is Xihu Road.

1, Yangjian Central Park (Yucai Garden)

In this case, Yang Qin Road is in the east, Yucai East Road is in the south, and Yucai East Road is just across the street from Yangjian Senior Key Middle School, and adjacent to the civic square under construction in the north. The case covers an area of about 30,000 square meters and consists of multi-floors, high-rise buildings and villas. The estimated average price is about 2200-2300 yuan/square meter (excluding villas), and the estimated average price of 40 shops is about 4000 yuan/square meter. The apartment is expected to have two bedrooms, one living room, two bathrooms, three bedrooms, two bathrooms, four bedrooms and two bathrooms. Hand over the house at the end of 2007.

The case adopts the concepts of "double parks" (citizen squares and parks in the community) and "educational community" (Yangjian Senior Key Middle School).

The overall image of the sales office in this case is good, and the outdoor advertisement is the knife flag of Yucai East Road; It hasn't been opened yet.

2. Yangjian Anjufang Community: total area: 69,658 square meters, plot ratio: 1.33, total building: 72,770 square meters, greening: 38. 2%, building density: 24%, parking spaces: 205.

3. Planned commercial land160mu. The planned use is villas and residences (tentative). The price has not been determined yet, but it is expected to start from 2200 yuan for multi-storey buildings and 2400 yuan for small and high-rise buildings.

Five or eight scholars

The bus is 7 kilometers away from Anzhen, and there is no main road.

1, Huaxia Chen Xing (Phase I and Phase II)

The project is located at the intersection of Bawen Road and Zhenxing Road, developed by Wuxi Huaxia Real Estate Development Co., Ltd. and planned by Shi Sheng Real Estate Marketing.

Phase I project 13 multi-storey (5 floors), 2 small high-rise buildings (9 floors, including 2 floors); In the second phase, there are 3 multi-storey buildings (5 floors), 1 small high-rise building (9 floors, including 2 floors). The first-phase apartment consists of two bedrooms, two halls and one bathroom (97), three bedrooms and two bathrooms (1 10- 125), three bedrooms and two bathrooms (140- 150) and four bedrooms and two bathrooms (/kloc-0) The second-phase apartment consists of two bedrooms, two bathrooms (100), three bedrooms, two bathrooms (1120), three bedrooms and two bathrooms (122- 150) and four bedrooms and two bathrooms.

The project price is about 2200 yuan/square meter in the first phase and 2350 yuan/square meter in the second phase. A multi-storey building is a little more expensive than a small high-rise building. Sales: the first phase is about 70-80% sold, and the second phase is basically sold out. The sales office (the same sales office as Phase I and Phase II) is large in area, well decorated, with a model room for display, a sand table and complete information, but without apartment type, with perfect sales procedures and high personnel quality. Publicity method: the first issue is flags along the road; Wuxi real estate information network introduction: newspaper advertisements take price and Bashi first small high-rise as selling points. There are only floor plans and sales staff introductions in the second phase, and there are no other advertisements (flags, newspapers or advertisements in the first phase). The project is close to the urban area and there are buses; There are no factories around; Low price; High occupancy rate (86.5% for small and high-rise buildings); There are many advertisements (long time), but the market, commerce, finance, medical care, education and projects in Bashi town are far from each other; Vehicle noise on the east side of Bawen Road; There are few intelligent facilities in the community.

Sixth, the East Pavilion.

Seville is located on Xihu Road, diagonally opposite the Red Star Macalline, and was developed by Wuxi Seville Real Estate Development Co., Ltd., covering an area of 6,543,800 square meters. Is a kitchen and bathroom, hardware-based shopping mall, sold out, will be officially opened to the public on June 5438+ 10 next year. The average price of the shop is about 7000 yuan, with three floors and an area of about 97 square meters, with double rooms. The rent is about 60 thousand a year

Seven. Comprehensive analysis of main buildings around Haojingyuan

Haojingyuan 1 Main buildings around:

Name of regional property: total building (square meter) Average price of building type (yuan/square meter)

Anzhen Huaxia New Era 5494 1 (covers an area of) multi-storey, small high-rise, superimposed with two rooms, two halls and one bathroom; Two bedrooms, two halls and two bathrooms; Three bedrooms, two halls and one bathroom; Three bedrooms, two halls and two bathrooms; Four bedrooms, two halls and two bathrooms; There are about 2,400 multi-storey villas, about 2,600 small high-rise buildings and about 3,500 superimposed villas; (The parking space is about 80,000 yuan-100,000 yuan/vehicle, 20 square meters/vehicle)

Chaqiao Jiangnan Tsinghua Plaza Phase II (tentative) 65,438+10,000 (covering an area). Multi-storey, small high-rise, villa (tentative) under planning (64 buildings in the first phase) (about 4300 buildings in the first phase, only one building left).

Houqiao Longdayuan 40596 10 Multi-storey (5-storey or 6-storey) ***298 households with two bedrooms, one living room, one bathroom, three bedrooms, two bathrooms, four bedrooms and two bathrooms 1900.

Yangjian Yangjian Central Park covers an area of about 30,000. There is no information about multi-storey, small high-rise, row or overlapping sales offices. The specific situation is unknown. According to the local market situation and the characteristics of the project, it is estimated that it will cost about 2,200-2,400 yuan and the store will cost about 4,000 yuan.

The first phase of Bashi Huaxia Chenxing has 13 floors (5 floors), 2 small high-rise buildings (9 floors, including 2 floors of ground floor business), two bedrooms, two halls and one bathroom (97), three bedrooms and two bathrooms (1125) and three bedrooms and two bathrooms (97).

Huaxia Chen Xing Phase II has three multi-storey buildings (5 floors), 1 small high-rise building (9 floors, including 2 floors), two rooms, two halls and one bathroom (100), three rooms, two halls and one bathroom (1/kloc-0-0/20).

Main properties around Grand Hyatt Garden 2:

Opening/advertising/publicity of regional property name sales office

Anzhen Huaxia new era opened in June 17, and the opening scene was warm; The deposit is 60,000 yuan per household for multiple floors and 80,000 yuan per household for small and high-rise buildings. The decoration standard of the sales office is good, and the overall image is good; There is no apartment model room, and there is no model room at the intersection of Dongxi Avenue and Anguo Road. There are two billboards at the intersection of Dongxi Avenue and Xihu Road, and two billboards are added to the south side of Xihu Road and the sales office. Add knife flags to some sections of Anguo Road and Xihu Road; Wall advertisement; Wuxi real estate information network introduction: newspaper advertisements, etc.

The second phase plot of Chaqiao Jiangnan Qinghuafang (the name of the case is undetermined) is currently under planning and construction is expected to start at the end of the year. There is no sales office in this plot, and the development information is not made public. There are no advertisements at present.

Nearly 75% of Houqiao Longdayuan has been demolished, and the remaining 80 sets (about 30 sets have been signed) have a small sales office, which is transformed from the bottom business. The sales staff are internal staff of the development company, with poor business ability and comprehensive quality, and the building information is rough (basically a leaflet introducing the apartment type); Wuxi real estate information online introduction, no model room; Kanban and sales office model; There are no newspaper advertisements.

The opening date of Yangjian Yangjian Central Park has not been fixed (expected after the end of the year), and the reservation has not been accepted yet. The decoration standard of the sales office is good, and there are no architectural books, materials, billboards, sand tables and models. There are no model houses and flags along Yucai Road; Fence advertisement

70-80% of the first phase of Bashi Huaxia Star has the same sales office as the second phase, with large area, good decoration, perfect sales procedures and high personnel quality; Sand table, complete information, but no apartment; There are demonstration houses along the road; Wuxi real estate information network introduction: newspaper advertisements take price and the first small high-rise building in Bashi as selling points.

The second phase of Huaxia Chen Xing is basically sold out, and the rest is only the floor plan and the introduction of the sales staff, and there are no other advertisements (flags, newspapers or first-phase advertisements).

Main properties around Grand Hyatt Garden 3:

Advantages and disadvantages of regional real estate names

An Zhen Hao Jing Yuan is very quiet; Near the middle school; The surrounding facilities are complete; The external landscape (Jiao Shan and Anzhen Park) is good; The interior of the community is green and the landscape is good; Reasonable apartment type; The surrounding roads are better; The sales office is well decorated, with high quality, rich experience and strong ability; The advantages of anzhen planning are the disadvantages compared with China (including) in the new era; The noise and air pollution of the glove factory next to it are serious; The residential area is far away from the main road of Anzhen, which is affected by the irradiation rate; Jin 'an Road leading to the community is relatively narrow, and there are two rows of back-to-back storefronts in the middle of the road, which blocks the view of the community from Jin 'an Road and Xihu Road. At present, the kindergartens, primary schools and hospitals in Anzhen Center are far away from the project.

There are no factories around China in the new era, and Dong Xi Avenue has wide roads, many vehicles and high community exposure. Hospitals and primary schools will move to the vicinity of the case; There are houses of various grades in the community; The bedroom faces south, and the attic is sent to the top floor; First-Mover advantage, early publicity; Anzhen planning is beneficial to the traffic noise of Dongxi Avenue; If the river on the north side of the community is not well managed, it will cause pollution; The overall quality of residents in Anjufang neighborhood is not high; Huxing living room restaurant faces east and west, with poor lighting; There is basically no separate bathroom in the master bedroom; The deposit charged is high; Salespeople lack experience and ability.

The second phase of Chaqiao Jiangnan Tsinghua Plaza is close to the urban area, and there are buses. There are no factories around; Surrounding life, education and other supporting facilities are better; The first publicity and word-of-mouth effect; The overall quality of the sales staff in the first phase of Houshan Forest Park is not high; Although Chaqiao is closer to the urban area than Anzhen, Houqiao and Yangjian, it belongs to Anzhen, and its future development is not as good as Anzhen. At the same time, it needs to compete with Dongting and Bashi Building.

The price of Houqiao Longdayuan; Property management is acceptable; There are some intelligent facilities; The surrounding facilities are good; The facade is brick; Quiet around the community; Existing houses (all of which can be delivered) cannot take the bus; The shape and image of the north facade are not good; The image of the sales office is poor, and the comprehensive quality of personnel is not high; Loushu, incomplete information and poor production; There are no advertisements outside the sales office (including knives and flags, newspapers, etc.). ); There is no main entrance next to the building, and the exposure rate of the sales office is low.

Yangjian Yangjian Central Park has the concept of double parks (Yangjian Civic Square in the north is under construction, and there is a park in the community), with a good landscape environment; On the south is Yangjian Senior Key Middle School (provincial key), and there is Yangjian Central Experimental Primary School nearby, with good educational facilities. Close to West Lake Road, across the Civic Square, it is not affected by the noise of West Lake Road. There are no other competitive properties in Yangjian; Yangjian industry is developed, residents' income is high, and demand and purchasing power are strong. Yang Qin Road on the east side is planned as Yangjian New Street, and noise is inevitable. It is far from the current Yangjian Commercial Street; Away from the urban area (east of Yangjian is Changshu, Suzhou); The overall quality of sales staff needs to be improved; There are no information such as loushu, floor plan, kanban, sand table/model, and the sales office is empty.

Bus Huaxia Star (Phase I and Phase II) is close to the urban area and there are buses. There are no factories around; Low price; High occupancy rate (86.5% for small and high-rise buildings); A lot of advertising (long time), the market, commerce, finance, medical care, education and other supporting facilities in Bashi town are far from the project; Vehicle noise on the east side of Bawen Road; There are few intelligent facilities in the community;

Four. Anzhen market analysis

1. Market fundamentals:

① Planning prospect

Although there are Anzhen-Yangjian group planning and high-speed railway station planning in Anzhen planning, they can't be close to each other.

These basic good news can hardly play a direct role in this case at this stage.

② Population base

Compared with Anzhen's current resident population base, Anzhen's commercial housing supply still exceeds demand. and

Anzhen's immigrants are also very few. So the audience of this case is extremely narrow.

③ Industrial output value

Equivalent to Chaqiao, or other towns and villages in Wuxi, Anzhen's economic strength is obviously low, which leads to the purchase of Anzhen.

The motivation is relatively low, and the customer's ability to buy a house is also at a very low level.

④ Anjufang and direct competition cases

Huaxia new era is a direct competition case in this case, and its existence directly diverts the prospective customers in this case, which is already very narrow.

The audience is even smaller. In addition, the existence of Anjufang has also hit the desire of Anzhen people to buy houses.

2. Customer psychological analysis:

(1) The economic strength is not strong enough, which leads customers to think twice even if they have good intentions to buy a house.

(2) From the case of other towns and villages in Wuxi: personal views will affect many trends around, which we call.

As an opinion leader.

(3) As a part of Anzhen, people with certain economic strength may be more willing to forget Dongting or.

Approaching the city,

As a young man, he may not want to go back to town to buy a house, buy a house or work.

Verb (abbreviation of verb) Marketing diagnosis of this case:

Diagnostic items 1:

1. Symptoms

Deviation of overall concept

2. Illness

To do anything, we must have a general idea, that is, a general framework, that is, what people usually call a strategy.

Layout. For this case and the existing agency, due to the lack of understanding of Wuxi market, the overall situation of this case

There is a certain deviation in concept; When there is a problem, it is not adjusted in time, but one step at a time, which

It looks very dangerous.

3. Etiology

The brain drain of this institution makes its actual case handling ability not worthy of the name.

The work is not systematic and forward-looking, and I don't know how to solve problems.

Too rigidly adhere to the so-called standardized model of Taiwan Province Province to operate on the spot, without any innovation or change.

4. Influence

Reduce work efficiency; When the agency company is hit by the market and fails to achieve the expected goal, its work will be chaotic.

Order, for many problems in the work can not quickly find the best solution, the problem can only be thirsty to dig wells.

Solving it will inevitably affect work efficiency, increase developers' development costs and reduce development profits.

Out of control; Problems that cannot be solved artificially have increased many uncontrollable factors and the difficulty of project development.

5. Prescription

Redesign the overall plan to guide the development behavior.

Diagnostic item 2

1. Symptoms

The selling point of this case is not outstanding, and there is a lack of things that buyers are interested in.

2. Illness

From the perspective of marketing, differentiation strategy is the only way to create product characteristics and win the market.

A little. Now the industry attaches great importance to differentiated marketing, such as marketing differentiation and product differentiation. Difference equals difference.

Features, it is easier to stand out in the market and attract buyers' attention. No matter in the highly competitive primary market, it also

In the second market with relatively weak competition, it is easier to dominate the market.

However, judging from the current conditions of this case, there is basically no selling point that can impress buyers. This is the case.

The key point now, from the current sales situation, is an embarrassing situation.

3. Etiology

The experience of township agency cases is insufficient, and the agency company's intervention time is relatively late, so it is impossible to fully tap the selling point of this case.

4. Influence

Unable to extract the selling point, and no one applauded.

It may take as long as three years or even longer to extend the sales cycle and sell out in two years.

Reduce development profits. The difficulty of marketing is artificially increased, the marketing cycle is artificially lengthened, and the cost of developers is also rising sharply, which will lead to a sharp decline in development profits.

5. Prescription

Re-do market research. According to the current market situation, dig out the characteristics of this case.

Relocate. According to the market survey data, the case has a new orientation.

Repackage. Make a fuss about packaging and package a new property feature.

Redefine the marketing strategy. Replace the existing marketing model, find better sales channels, and make the products disappear quickly.

Diagnostic item 3

1. Symptoms

The packaging is not in place.

2. Illness

Packaging still occupies a very dominant position in the real estate management of Wuxi villages and towns. Packaging is divided into soft packaging and hard packaging.

3. Etiology

Planning lags behind. Nowadays, the competition in the real estate market is fierce, and the requirements for agency companies are also very high, regardless of their business.

The degree and time of intervention will have a significant impact on the case.

In this case, the agency was not finalized until the opening of the market, and the new company intervened late, so a lot of work was done.

It is impossible to do it in detail, which has delayed many business opportunities.

Packaging lacks systematicness. In this case, the original packaging system was shelved, and the new packaging scheme was neither influential nor lethal. One of the biggest characteristics of packaging is to have an overall effect. At present, the packaging in this case is neither systematic nor professional. At the same time, it is not consistent with the real estate itself, and the existing real estate packaging is far from the competition case.

4. Influence

Weakened the market offensive. Packaging is the "smoke bomb" of the market. If the packaging is not in place, the market influence will be weakened.

Damage the image of the building. Packaging is an image problem, and poor packaging directly affects the image of this case. At present, property buyers will take the image of real estate as an important response when choosing real estate. If the image of the building does not go up, it will seriously affect the sales effect.

5. Prescription

Repack the box. Including advertising channels, site packaging, etc. Enhance the overall image and increase the attractiveness of the property.

Through accurate market analysis, find the strongest selling point of this case again, create a wonderful point for the real estate, and attract the attention of buyers again.

Four. Other diagnostic items

1. Bad sales method

At present, in addition to planning and packaging, the most sensitive thing in real estate marketing is price. Reasonable use of price leverage will have a negative impact on real estate.

Sales play a decisive role. Such as group purchase, negotiation and installment payment. , are all ways to consider.

2. Lack of sense of crisis

With the transitional competition in the real estate market and the government's macro-control, there has been a considerable wind in real estate development.

Risk. Meetings between development companies and agency companies can be held regularly to improve the ability of crisis handling and risk resistance.