More than 10 real estate enterprises cut prices to promote employee benefits of Zhongyuan Real Estate
Changjiang Business Daily News (reporter Jiang Chuya) With the continuous upgrading of real estate regulation and deleveraging, it has become a consensus that the property market will turn cold this year. Kerui data shows that the total transaction area of 31 core cities on the National Day this year was 1.8788 million square meters, a significant drop of 57.11% month on month.
With the coolness of the market, there have been discounts and promotions in many places across the country, and more than 10 real estate enterprises have taken the initiative to reduce prices. Famous intermediary enterprises such as Zhongyuan Real Estate and 58 Tongcheng were exposed to pay cut.
The reporter of Changjiang Business Daily contacted Zhongyuan Real Estate and confirmed that since October 1, 2018, the company has adjusted its welfare policy and salary, and the welfare of all posts has been reduced to 50%, and the commission of multiple departments has been reduced to 20%.
National Day property market transactions fell by more than 50% month on month
According to Kerui data, the total transaction area of 31 core cities in the National Day property market this year was 1.8788 million square meters, a sharp drop of 57.11% month on month. Compared with the same period last year, the volume of transactions fell by 27.27% year on year. The "recovery" of transactions in the first tier cities was obvious. The number of transactions in the second and third tier cities fell more than rose less than the same period last year. The overall market cooling was also significant. It can be seen that the effect of the regulation policy continues to appear, and the release of housing demand has reached a stage bottleneck.
The statistics of Central Plains Research Institute also show that during the Golden Week, the transaction of real estate in many cities across the country was cold. Among them, the turnover of new houses in Beijing fell by 20%, and that in Shenzhen was "cut in half". The turnover of new houses in third tier cities fell by 51.5% year on year, with Yangzhou, the largest drop, falling by more than 90%. At the same time, the sales of new buildings in some cities are quiet. On the 7th day of the National Day, 56000 square meters of newly built commercial residential buildings were sold in Shanghai, a 68.8% month on month decrease.
Salary cut of intermediary enterprises
The market is cold, and the decline in house prices has led most intermediaries to operate at a loss. Recently, well-known intermediary enterprises such as Zhongyuan Real Estate and 58 cities have cut salaries.
The reporter of Changjiang Business Daily contacted Zhongyuan Real Estate and confirmed that since October 1, 2018, the company has made adjustments to the original company's welfare policies and remuneration, reducing the welfare benefits of all posts to 50%, and multi department commissions to 20%. "
Along with the coolness of the market, there have been discounts and promotions in many places across the country. More than 10 real estate enterprises have taken the initiative to reduce prices, discounts, car deliveries, and even 10% down payment. Developers are eager to speed up "shipping" before the market cools down to realize capital withdrawal.
Yan Yuejin, research director of E-House Research Institute, believes that the promotion itself is somewhat misleading for the current housing price, because the price of pre-sale permits for many projects has actually increased. If the price is reduced on the basis of increase, the price may actually have increased compared with the past. This is a point that needs attention in the current market structure. In addition, from the actual situation, if some real estate enterprises have great financial pressure, the price reduction and promotion will be more powerful.
He suggested that in the future, real estate enterprises should pay attention to the risk of market cooling and have their own independent strategic judgment. Therefore, some areas still need to be adhered to, while some areas need to be actively expanded. When real estate enterprises are under great pressure recently, cash flow should be paid more attention.
Editor in charge: Xie Haiping
