Visiting Beijing's new housing market: Housing enterprises are busy pushing for projects with uneven heat and cold

The traditional peak season of "nine gold and ten silver" is supported by the policy of "no loan for house purchase". Recently, the new house market in Beijing has shown some warmth.

On October 12, as soon as the reporter of Securities Daily walked into the lobby of the Marketing Center of China Merchants Zhen Park near Beijing Fengtai Science Park, he saw that many prospective buyers were negotiating with the property consultant about the details of buying houses. According to the on-site salesperson, the building is scheduled to open on October 15. Since the sales office opened in early September, it has received nearly 200 groups of house purchase intent fees.

In fact, in addition to the Zhaoshang Zhenyuan, many new buildings in Beijing have achieved good results. A salesperson told the Securities Daily that with the introduction of the policy of "house purchase without loan purchase", some properties will be liquidated within one or two months. However, some insiders said that the overall market was uneven.

Confidence in new housing market boosted

"In September, the Oak Bay project in Xihongmen sold best, and it was basically liquidated after about two months of opening. In October, the Poly Tianhui project in Chaoyang District was opened on the evening of the 12th, and more than 600 houses sold 500 overnight, with a turnover of 4.5 billion yuan." During the visit, a real estate intermediary told the Securities Daily reporter.

The real estate consultant of a real estate in Fengtai District also expressed a similar view, "There are more than 300 houses available for sale in the south of this real estate, and more than 90 houses were sold in September alone."

With the policy support of "gold, nine, silver and ten", the confidence of Beijing's new housing market has been boosted recently.

According to the data of China Index Research Institute, 5891 new commercial residential buildings were signed in Beijing in September, up 42.9% month on month. From October to October 12, although affected by the National Day holiday, 1468 new residential units were sold in Beijing, the average number of daily sales units was 37.7% lower than that in September, but still 15.5% higher than that in the same period last year.

In the opinion of Song Hongwei, the research director of Tongce Research Institute, "in view of the situation that has been sold but not filed, and the increase of projects entering the market in October, the quality of" Silver Ten "is expected."

However, there is another phenomenon worth paying attention to. Some suburban buildings, even if they are existing houses, are still relatively quiet. Recently, the reporter came to a project in Fangshan District, Beijing. Although the project has been open for nearly three years, from the scene, there are still many houses in the "push".

According to the monitoring data of China Index Research Institute, as of September 2023, the saleable area of commercial residential buildings in Fangshan District of Beijing will be 820000 square meters. Based on the average monthly sales area in the past six months, the short-term inventory clearing cycle will be 16.3 months, 0.8 months longer than the previous month.

"Affected by the inventory structure, the suburban market has more inventory pressure, and buyers are cautious about such areas, while some core areas have relatively insufficient inventory, which also leads to the overall uneven situation of the market." Meng Xinxin, an analyst from the Chinese Academy of Sciences, told the Securities Daily that the new housing market in Fangshan District has been relatively slow to go into liquidation, and the clearing cycle of saleable area is relatively long. In addition, the homogenization of new housing projects in some sectors is serious and there are many competing products, which is also the reason why the project deconstruction is not ideal.

When visiting some buildings in suburban areas, the reporter found that the competitive pressure they faced was not small and the sales were not ideal. In addition, real estate enterprises are also competing in the rate of obtaining houses, free space and decoration delivery standards.

Large release of improvement demand

During the interview, the reporter found that the product strategy of many real estate enterprises was adjusted to focus on improved house types. Taking Zhaoshang Zhenyuan as an example, more than 92% of the planned houses in the project are 4-dwelling houses. The sales staff of Beijing Urban Construction · Longyue Tianyuan and other buildings also told reporters that only the top floor and some buildings have a small number of two and three bedrooms, and the rest are large apartments.

Chen Xiao, a senior analyst of Zhuge Data Research Center, told the reporter of Securities Daily that after the implementation of the policy of "house purchase without loan purchase", the demand for improvement was released in a large amount, and the market entry of customers was improved in a large amount. Many real estate enterprises seized the policy window period to promote the market in a timely manner.

"After the implementation of the New Deal, Beijing's property market has undergone significant differentiation. First, there is the differentiation between the release of rigid demand and improved demand. The New Deal has a greater impact on the improved demand, and the corresponding high-end improvement projects have gone well. From the perspective of home buyers, more than 40% of them are the improved demand for selling old houses and buying new ones." Song Hongwei said that in terms of regional differentiation, the project in the fourth ring road of Beijing has accelerated its de transformation, There is a hot sale, and the project outside the Fifth Ring Road is still under great pressure.

"After the implementation of the policy of 'buying houses without buying loans', part of the demand for buying houses has been released in a concentrated way in the short term, which has boosted the turnover of new houses in Beijing in the short term. During the National Day holiday, the number of new house sales offices has increased, but the mood of buying houses has dropped compared with the early days of the policy, and the market performance is relatively stable as a whole." Meng Xinxin said.

In fact, in the first half of this year, with the deep adjustment of the real estate industry, the supply scale of Beijing's land auction has declined significantly, and the corresponding land supply cycle has also been lengthened. However, there are high-quality plots in each batch.

It is understood that the Oak Bay project mentioned above was a popular land parcel in early May this year - 6005 land parcel in Xihongmen Town. At that time, China Resources Land and China Railway Real Estate won the land parcel by selling 3726 million yuan+18000 square meters of existing houses, with a premium rate of 15%. Previously, there had been no new houses in the surrounding area of the land parcel for three years. The Dongba plot where Poly Tianhui is located in Chaoyang District is also the most popular plot for the third land auction in June this year.

It took about 4 months from land acquisition to opening, which also shows the efficiency of many real estate enterprises in order to catch up with the "golden nine and silver ten" sales peak season.

Looking forward to the fourth quarter, many analysts believe that, as an important node of the real estate enterprise's sprint performance, it will not only increase the supply of high-quality projects, but also some projects will have some concessions, which will accelerate the entry of Beijing's improved groups into the market. Therefore, the property market in Beijing will remain hot in the fourth quarter, especially in October and November.

key word: Beijing project month a new house