Recently, the "Zhengzhou Commercial Housing Group Purchase Meeting" hosted by Zhengzhou Municipal People's Government and undertaken by Zhengdong New District Management Committee, Zhengzhou Housing Security and Real Estate Administration and Zhengzhou Housing and Real Estate Association was held in Zhengzhou to support emerging industrial units, scientific research institutions, industrial parks and other units to collectively purchase commercial housing and solve the housing problem of employees.
"Now the epidemic prevention and control is gradually liberalized. This activity is to encourage everyone to consume and boost the confidence of buyers. " A local agent in Zhengzhou said that there are indeed specific units to purchase in a unified way, but ordinary buyers can take this activity through the intermediary and get the lowest price of group buying activities. The intermediary will recommend the real estate to the customer and conduct accounting at the end of the month.
Not only Zhengzhou, but more than 20 cities such as Enshi, Guiyang, Zunyi, Tonglu, Tongling, Bazhong, Huanggang, Changchun, Lianyungang and Shaoxing have introduced policies or activities related to the group purchase of commercial housing this year. Enshi, Hubei, Guizhou and other places even announced that the preferential price of group buying commercial housing is not included in the scope of the decline in the record price.
In the view of the above-mentioned Zhengzhou real estate people, such activities are actually disguised price cuts to stimulate the consumption of property buyers, and the actual effect remains to be seen. "Now the market has a warming trend, but it has not changed much compared with the previous period."
Li Rang buyer
In order to boost the activity of the property market, in addition to the formal regulatory policies issued by local governments, commercial housing group buying activities have also come one after another.
The latest place is Zhengzhou. According to Zhao, Party Secretary and Director of Zhengzhou Housing Security and Real Estate Administration, the purpose of carrying out the above activities is to give full play to the advantages of the new real estate policy, better implement decision-making and deployment, prevent and resolve risks, safeguard people's livelihood, maintain social stability, restore market vitality faster and boost market confidence.
It is reported that the group purchase housing must be an existing house or a quasi-existing house with complete "five certificates" (completed and delivered within one year), and preferential treatment is given in terms of down payment ratio, deed tax subsidy and provident fund loan, and real estate development enterprises are encouraged to give more preferential treatment.
According to many real estate people interviewed in Zhengzhou, the repeated epidemic in Zhengzhou has had a certain impact on the local commercial housing market. Such group buying activities can boost consumer confidence and at the same time benefit buyers more in terms of price. In the short term, it will help to promote the transaction of those who are willing to buy houses and enhance the enthusiasm of buyers to enter the market.
Zhengzhou property market has indeed experienced a long period of downturn. According to Ke Rui Henan Regional Research Report, in June, 5438+065438+ 10, Zhengzhou was almost in a state of "semi-shutdown" affected by the epidemic, and the market activity fell to a low point, with the turnover falling by nearly 70% month-on-month. Before 1 1 month, the sales threshold of the top 20 housing enterprises decreased by 42% year-on-year, and the sales target completion rate of most housing enterprises was only about 30%. Only a few central enterprises have outstanding sales performance.
In order to attract buyers, Zhengzhou's real estate enterprises have tried their best to seize online channel sales, and also introduced policies such as multiple concessions and no reason to return a house. However, the transaction volume of 165438+ 10 still fell by 69% month-on-month and 90% year-on-year, the lowest in the past year. Although housing enterprises continue to release concessions, the actual effect is getting weaker and weaker, and the performance of central enterprises is particularly bleak.
Therefore, this kind of government endorsement came into being to boost consumer confidence. At the aforementioned group buying meeting, Zhengzhou Municipal Government further emphasized that the real estate industry is an important part of Zhengzhou's economic and social development, and the healthy development of the real estate market is of great significance to stabilizing the economic market, safeguarding people's livelihood and social stability, and preventing and resolving financial risks.
In addition to the group purchase activities of commercial housing, Zhengzhou also offered a number of policies, including appropriately adjusting the housing purchase restriction policy, ensuring equal treatment for new citizens in buying houses, expanding the effective demand for housing, promoting both rent and purchase, implementing preferential tax policies for buying houses, introducing subsidies for buying houses, optimizing financial services for new citizens in buying houses, and implementing the policy of "accepting loans but not recognizing houses".
Chen Wenjing, director of market research of Index Division of Central Reference Institute, believes that group buying will increase relevant policy support, which will help to enhance the enthusiasm of buyers to enter the market in the short term, and the turnover of new houses is expected to improve. In the medium and long term, the catalytic effect on unwilling buyers is not obvious, and the follow-up market still depends on policy support and the improvement of residents' income level.
Group buying is on the rise.
Earlier than Zhengzhou, many cities have tried this activity. A few days ago, Hubei Enshi Housing and Construction Bureau issued a document saying that it supports state-owned enterprises to build new commercial housing as affordable rental housing through group purchase to solve the housing difficulties of people engaged in basic public services. The preferential price of group-buying commercial housing is not included in the decline of the record price of commercial housing.
10 June10, the General Office of the People's Government of Guizhou Province also issued a document, demanding the implementation of a more vigorous phased support policy for housing provident fund, strengthening the optimized implementation of the policies already issued, and effectively guiding the purchase consumption. Encourage employees of organs, enterprises and institutions to buy commercial housing, and the preferential price of group purchase is not included in the decline ratio of the record price of commercial housing.
165438+1At the beginning of October, the group purchase activity of employee commercial housing led by Guiyang Federation of Trade Unions was officially launched. The activity rules are clear: the price of mobile homes will be lower than the usual price of the corresponding real estate, and it will be the lowest price in two years. Many banks have followed suit and offered preferential housing purchase through additional discounts, green channels for loans and preferential loan interest rates.
Previously, in order to stabilize the real estate market, many local governments issued "price limit orders" to restrict housing enterprises from arbitrarily reducing prices. According to incomplete statistics, since the second half of last year, more than 20 cities across the country have issued "price limit orders", some directly issued administrative orders, and some restricted malicious price cuts by interviewing real estate enterprises, otherwise they would not sign online.
In 2022, the number of cities with limited decline has decreased, and the price limit of new houses has been loosened in many cities. Nowadays, the preferential prices of group buying activities in various places are not included in the scope of the decline in the price of commercial housing, which is considered by the industry to be a more flexible and spatial measure in the price control of commercial housing.
"Development enterprises must put an end to' lying flat' thinking. At present, the real estate market is in a downturn, but it is cyclical, and the downturn will also be the beginning of the recovery period. This is the time to boost confidence. Development enterprises should dare to come up with good housing, so that citizens who participate in group buying can buy satisfactory housing. " Zunyi, who also held group buying activities, said.
In fact, the cities that came up with this new "prescription" to save the market are all depressed.
Taking Guiyang as an example, Ke Rui said that the Guiyang market has fallen into a period of deep adjustment, the downward pressure on the market has been increasing, and the transaction has accelerated in the past two years. In 2022, the downward pressure on the Guiyang market further intensified. In the first 10 month, the total transaction volume in the main city was 3.25 million square meters, down 39% year-on-year, showing an accelerated downward trend.
"Limited by the increasing downward pressure on the Guiyang market, real estate enterprises have continuously increased their promotion efforts, and discounts such as special rooms and work-to-housing have taken turns, but the actual results have been minimal." According to the research report of Ke Rui, except for the relatively firm housing prices in Guanshan Lake area, the housing prices in other areas are expected to turn around in an all-round way. Under the psychological expectation of "buy up and not buy down", the market wait-and-see mood is getting stronger.
Ke Rui said that the Guiyang government's guaranteed price will boost market confidence to a certain extent, stimulate the centralized release of housing demand, and the short-term transaction may be significantly improved. But in the long run, it will take a long time for the Guiyang market to really stabilize. After all, it is not easy to reverse market confidence, and market demand and purchasing power also need time to accumulate.
Cao Jingjing, research director of the Index Division of the Central Reference Institute, believes that due to factors such as industry downturn, weak employment, and residents' income expectations, the group that just needs to buy a house has a strong wait-and-see mood this year, while the willingness of the improved group to buy a house is better than that of the just-needed group, and the proportion of large-sized and high-priced improved residential products has increased.
"In the case of strong support for improved demand, it is necessary to increase policy support. Before the property market stabilizes, there is still room for optimization in the policy of restricting loans in first-and second-tier cities and the policy of restricting purchases in suburbs. " Cao Jingjing said.
Bank of China Securities said that several second-tier cities have recently introduced demand-side relaxation policies, such as Nanjing reducing the down payment ratio of second homes, Wuhan lifting the purchase restriction outside the Second Ring Road, Xiamen adjusting the purchase restriction outside the island, and Foshan canceling the purchase restriction. It is expected that the demand-side relaxation policy of high-energy consumption cities will continue to land in the future, with the focus on loan restriction and purchase restriction adjustment to promote the healthy and stable development of the industry.