Poster observation 丨 Henan two floors push wheat garlic to change the house back: the transition of housing prices in the third and fourth -tier housing prices and Henan Jianye

Poster reporter Chen Jiawei Xi'an report

Recently, two posters of Henan Real Estate Promotion have attracted attention.

Among them, the real estate project located on the Jianye River in Shangqiu, Shangqiu, Henan Province, launched the promotional activity of "wheat change", while Jianye City project in Qi County, Kaifeng City, Henan has launched the promotion of "garlic replacement".

Poster reporters called the calls on the promotion posters of the two real estate promotional posters respectively. The staff of the sales office said that the above -mentioned activities were true.

Yan Yuejin, research director of the Think Tank Center of the E -House Research Institute, said that the sales of housing in third- and fourth -tier cities in the first half of this year fell by nearly 50%year -on -year, so the innovative marketing model is also necessary.

Promotional Poster

Wheat, garlic to change the house

Developers' promotions reappear.

On June 20, the real estate project located on the Jianye River in Shangqiu County, Shangqiu, Henan Province launched the "wheat change house" promotional activity. Promotional posters show that buyers can deduct their first payment at a price of 2 yuan per catty, up to 160,000 yuan. The above poster says that the price of 2 yuan per catty is higher than 1.5 yuan per catty.

On June 21, the staff of the sales office of the building told the poster reporter that there were no other additional conditions in the event, that is, the wheat was converted into a house deduction at the weight.

Poster reporters noticed that wheat is the main crop for local agricultural production. According to local statistics, in 2019, the annual grain planting area of ​​Minquan County was 10,7890 hectares, of which the wheat planting area was 6,8060 hectares. In terms of output, in 2019, the total grain output of Minquan County was 733,000 tons throughout the year.

Coincidentally, the Jianye City Project in Qi County, Kaifeng City last month has also launched a similar "garlic change" event. At that time, the project promised to deduct the first payment at a price of 5 yuan per catty. According to the information released by the real estate project of "Qixian Jianye City", "From May 22, as of June 6, about 860,000 kg of garlic was sold in 16 days, 2859 groups were called, and 852 groups were visited. "".

Poster reporters noticed that Qi County Garlic is a national agricultural product geographical logo product. According to public information, the planting area of ​​garlic in Qixian County has stabilized at 700,000 acres per year, with a total output of 900,000 tons. The planting area and total output are the first in the country. Local, the local garlic industry Qixian has formed a high -quality development of a complete industrial chain that integrates planting, storage, processing, sales, and research and development.

House prices in third- and fourth -tier cities are under pressure

Poster journalists noticed that whether it is Minquan County or Qi County, and even the Shangqiu City and Kaifeng City where the two counties are located, they can only be classified as third- and fourth -tier cities in the city level. It can be described as not small.

According to the latest 70 -city house price index issued by the National Bureau of Statistics, the house prices in nine cities fell more than 5%year -on -year, which belonged to cities with weak housing prices. These cities include Nanchong, Zhanjiang, Harbin, Beihai, Dali, Luzhou, Yueyang, Changde and Qinhuangdao. Generally speaking, there are many third- and fourth -tier cities in such cities.

In this regard, Yan Yuejin, director of the research director of the Think Tank Center of the E -House Research Institute, said that similar to the third and fourth -tier cities, it is expected that the housing purchase policy is expected to be further relaxed to activate reasonable housing consumption needs.

In response to the promotional activities of the above -mentioned agricultural products, Yan Yuejin expressed its support. In an interview with poster journalists, Yan Yuejin said that the sales of housing in third- and fourth -tier cities in the first half of this year fell by nearly 50%year -on -year, so innovative marketing models are also necessary.

Yan Yuejin believes that the above -mentioned activities have excavated the potential of farmers 'house purchase and increased their buyers' purchase capabilities. "There are essential differences between such methods and similar operations such as down payment. The funds of the product sales of such farmers are attributed to farmers, and there is no liability or high leverage. At the same time A better price and faster speed return funds will inevitably increase the ability to buy a house. From this perspective, such events are worthy of recognition. "

Yan Yuejin said that the marketing activities of housing companies can be lively and innovative, but to be close to the market. If they have social responsibility and warmth, they can add points to the marketing activities of housing companies. Essence "For real estate companies, such practices have hot spots and traffic, and they have gained better social evaluations in general, but they must also pay attention to maintaining stability of marketing work, preventing agricultural product prices, and providing services and discounts. To benefit the people while boosting sales performance while boosting the social responsibility of the enterprise. "

Introduction to Zhongyuan Jianye Business Business

Transformation of Jianye, Henan

Poster reporters noticed that the Jianye River houses that launched the "Wheat House Change" project this time, their developers are Shangqiu Jianwen Real Estate Co., Ltd., and Qi County Jianye City, which launched the "Garlic House Change" project, is the developer. It is Henan Han Run Real Estate Co., Ltd..

According to industrial and commercial information, Shangqiu Jianwen Real Estate Co., Ltd. and Henan Hanrun Real Estate Co., Ltd. have nothing to do with Henan Real Estate leader Jianye Group in terms of equity structure. In other words, the actual development enterprise of the two real estate has nothing to do with Jianye Group, so how can the above two projects be named "Jianye"?

Poster reporters have noticed that a similar sentence indicates the exemption statement of the two real estate propaganda materials. The propaganda information of the houseside house on the Jianye River indicates that "the promotion of this project is" Civil Rights Jianye · River House ", and the approved name of the place name office is" Civil Rights Jianye City Phase II (West District) ''; Company '; entrustment of operating managers: Henan Zhongyuan Jianye City Development Co., Ltd.. "Qi County Jianye City stated that" the promotion of this project is "Qi County · Jianye City", and the developer is' Henan Han Run Real Estate Limited ', the entrusted manager is' Henan Zhongyuan Jianye City Development Co., Ltd.'. "In fact, the above two real estate can be named" Jianye ", because the reason is" Henan Zhongyuan Jianye City City Development Co., Ltd. "(The following referred to as" Zhongyuan Jianye "). Poster journalists noticed that Zhongyuan Jianye is an important sector for Jianye Group's strategic transformation business.

The official website of Jianye Group shows that the current business model of Zhongyuan Jianye is mainly for commercial construction, government construction, capital construction, and special management consulting services. As of May 2021, a total of 285 light asset projects were signed with a contract area of ​​37.35 million square meters. Poster reporters noticed that real estate construction business is a new track that many developers are trying. Real estate agencies refer to the demand for agencies that have the demands of the party with the land and have the experience of project development and construction. Generally speaking, the land has land acquisition channels and resources, pays land money and other capital costs, while the agent has mature trading experience and brand premium. Through professional capabilities management fee.

On May 31, 2021, Zhongyuan Jianye was listed in Hong Kong stocks. According to the company's annual report, as of December 31, 2021, Zhongyuan Jianye has carried out business in 119 cities and counties, including 100 cities and counties in Henan Province, 19 cities and counties outside the province. As of December 31, 2021, there were 6 new government -building projects in the Central Plains Jianye, with a contract construction area of ​​790,000 square meters; 1 new capital construction project, and the contract construction area of ​​200,000 square meters.

Poster reporters noticed that the real estate agency construction business, as an important model in the transformation of the real estate ecological chain, has gradually gradually gradually gradually gradually gradually gradually gradually gradually changed, "light assets, non -capital -driven, low leverage, not relying on financing, high profit margins, and periodic resistance". With market attention.

In September last year, a document called the "Report on Enterprises and Revles for Assistance Rescue" submitted by Henan Jianye Group to the local government to the local government was circulating on the Internet. The document mentioned that due to the influence of flood and epidemic, multiple formats in Jianye Group were shut down, and normal operations were severely impacted, causing huge losses. Preliminary estimates that if the epidemic continues until the end of the year, Jianye's operating losses will reach 800 million yuan. At the same time, more than 300 real estate projects in Jianye have been suspended and closed, but they need to pay huge operating costs. Nearly 20 shopping malls and hotels have been suspended, which will form huge operating expenditures. Cultural tourism projects have been suspended and operating and personnel expenditure are huge. Its preliminary estimation of the above operating losses will reach 300 million yuan. Wang Jun, President of Jianye Group, confirmed that the content of the network for help is true at a media communication meeting.

Compared with the above situation, for Jianye Group, the model of light assets can indeed make it "lightly on the battlefield." In 2021, Zhongyuan Jianye realized operating income of 1.3 billion yuan, an increase of 13%over the same period last year. Recording net profit was 770 million yuan, an increase of 13%over 2020, and the net profit margin was as high as 59.2%.

Zhongyuan Jianye said that in 2021, the overall real estate market was affected by multiple factors such as the tightening of macro policies and industry regulation. The overall operation of the Group was good. Maintaining a higher year -on -year growth fully demonstrates the advantages of agency construction.

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