Henan first real estate fancy promotion: 5 yuan/jin, garlic change?

Recently, the real estate of Henan Jianye has launched the "garlic change" promotional activity. How to change the house? Is it a gimmick?

A few days ago, a reporter from "Securities Daily" visited the Jianye City Sales Department of Qi County, Kaifeng City, Henan Province. Three -sized poster with different sizes. However, the reporter stayed in the sales office for about an hour and a half. During the period, there was only one intention to buy a house. A call for the change of garlic to change the house was not seen.

"Don't collect garlic or garlic"

There are about 700,000 acres of garlic planting area in Qi County, Kaifeng City, Henan Province. It is an important garlic planting, processing, storage and export base in China.

The above -mentioned Jianye City Project is located on the west side of Qixian Cultural Plaza. The sales types include three bedrooms from 103M2 to 135M2, four -bedroom rooms from 143m2 to 180m2, and duplex above 200m2. The project has more than 1,000 sets of housing) Take it for sale.

Jianye City's "Garlic Housing" promotion is closely related to the sales of local real estate. According to the Kaifeng Real Estate Market's white paper released on May 27th, the current transaction volume of Kaifeng's new house market has fallen to the lowest of nearly 4 years. Compared with the peak price in 2019, since the second half of 2021, the property market has been in a downward cycle. The transaction volume of the 4 months before 2022 was only 20 % last year.

It is understood that the promotional activity of Jianye City's "garlic change" began at the end of May this year. As early as May 22, Jianye City staff posted short videos about "garlic changes" on the Douyin platform; 5 On the 23rd, the public account of Qi County Jianye City also released a publicity draft with the title of "5 yuan/jin of garlic changing houses, love to help farmers, and relaxed".

The staff of the Jianye City Sales Office told the "Securities Daily" reporter: "This year, the price of Garlic in Qixian County is relatively low and the sales are not very good. 'Garlic changing houses' is actually a subsidy policy we launched according to Qixian special agricultural products, In fact, we do not collect garlic or garlic. The deadline for this activity is June 25. "

In other words, no matter whether the buyer has garlic, you can participate in the so -called "garlic change" and enjoy the "disguised" house purchase subsidy given by developers.

Chen Lei, a senior real estate commentator, told the "Securities Daily" reporter: "In recent years, the real estate market has slowed down, and developers need to quickly repay the payment. The best way to repay the money is to reduce the price, but the price reduction will cause a series of problems, such as the early high -priced house buying a house The owner's rights defend their rights, so they can only reduce the price in disguise in other ways. "

"Maximum subsidy 70,000 yuan"

In fact, the purchase price of 5 yuan/catties of Garlic in Jianye City, Qixian County is much higher than the market price. According to data from the International Garlic Trading Network, the price range of the hybrid red garlic in the production area of ​​Qixian production area was 1.3 yuan/catties to 1.8 yuan/jin on June 23.

The staff of the above -mentioned sales office said: "Now the average market price of garlic is about 1.5 yuan/catties. We launch a 5 yuan/catties of garlic replacement activities, which is equivalent to a subsidy of 3.5 yuan per catty. The subsidy of garlic is equivalent to the maximum subsidy of 70,000 yuan. Depending on the amount of the down payment, three grades of garlic, 15,000 kg of garlic and 20,000 pounds of garlic are subsidized to the down payment of the home payment. "

In other words, buyers of Jianye City can enjoy up to 70,000 yuan in discounts.

Song Qinghui, the founder of Qinghui Think Tank, told the "Securities Daily" reporter: "The" garlic changing house "is the diversification of housing enterprises, and the purpose is to accelerate the destocking and strengthen the sales money. expected."

And Henan Jianye's "Garlic House Change" marketing is indeed very harvesting. Some online data showed that from May 22 to June 6, Jianye City Real Estate received 2859 groups, visited 852 groups, and sold for 30 transactions. set.

However, for the specific effects of this event, the staff of the above sales office did not disclose to the reporter in detail, but just said, "At present, there have been more than 30 sets of transactions, and the specific amount must be disclosed by the company."

Accelerate sales of activation funds

The co -director, researcher Pan and Lin of the International Joint Business School of Zhejiang University International Commercial School of Business, and Researcher Pan and Lin told a reporter from the Securities Daily: "The current liability ratio of Hong Kong stocks is very high, and it has exceeded 90%. Sex to prevent risk. "

"Many real estate companies need to recover liquidity through sales, especially those companies with pressure on debt repayment, and price reduction promotion is still the most effective way to recycle liquidity. Fancy promotion may be to bypass these restrictions, "Pan and Lin said.

Jianye Real Estate's 2021 annual report showed that the company realized operating income of 41.959 billion yuan last year, a year -on -year decrease of 3.1%, and its net profit attributable to mothers was 605 million yuan, a year -on -year decrease of 66.4%. Cash and cash equivalents dropped from 22.619 billion yuan in 2020 to 5.902 billion yuan in 2021, a year -on -year decrease of 73.91%.

In addition, the reporter noticed that Jianye Real Estate's sales in the first half of this year were not optimistic.According to the sales data of the first five months of 2022 announced by Jianye Real Estate, the company's total sales of property contract sales was 11.067 billion yuan, a year -on -year decrease of 48.6%; the total contract sales construction area was 1.4748 million square meters, a decrease of 47.3%year -on -year; the average sales per square meter sales per square meter were sold;The price was 7504 yuan, a decrease of 2.5%year -on -year.It is worth mentioning that on June 21, the Henan Provincial People's Government issued the "Implementation Plan for the Implementation of Henan Province to Implement the Stability of the Economy Package", which proposed to promote the implementation of real estate's stable and healthy development policies.Starting, the "one city, one policy" research and introduced policies and measures to promote the virtuous cycle and healthy development of the real estate industry.All localities have adopted fifteen measures such as house purchase coupons, subsidies for house purchase, and deed tax subsidies to support talent purchase and urban and rural residents' reasonable housing needs.

Source: Securities Daily

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