Can everything be changed?Nanjing "Watermelon Change" was released!New City Holdings Project: Watermelon can reach 100,000

China Times (chinatimes.net.cn) reporter Li Beibei Shanghai report

On June 28, the Xincheng Holdings New Town · Yunyang Binjiang Project launched the "Watermelon Change, up to 100,000 yuan" event, and offset the house money at a price of 10 yuan per catty. The event time from June 28, 2022 to 7 On the 15th.

Since the real estate that previously launched the "wheat change" and "garlic housing" activities are all located in third- and fourth -tier cities. The launch of similar events in Nanjing, a new first -tier city in Nanjing, has attracted much attention.

Public information shows that in the past two months, Nanjing has repeatedly adjusted real estate policies in Nanjing, one of the central cities of the Yangtze River Delta, and relaxed purchase restrictions, sales restrictions, and increased the maximum loan amount of provident fund. But after a set of "combination boxing", the enthusiasm of the Nanjing property market was still low. According to Nanjing online real estate, as of 16:00 on June 28, there have been 37563 new houses in Nanjing since this year (8308 units), which is a large gap compared to the 69,000 sets of data in the same period last year.

10 yuan/jin acquisition of watermelon to offset the house

On June 28, a poster showed that the new city Holdings's new city · Yunyang Binjiang project launched the "watermelon change house, up to 100,000 yuan" event, from June 28th to July 15th.

Specifically, the theme of the event is "Love to help farmers, and the melon is beautiful". It acquires watermelon at a price of 10 yuan/jin and offset the house. During the event, you can participate in the project of the project. The upper limit of the acquisition of each house is 10,000 kg. At the same time, customers recognize the purchase in June and sign a contract on time, that is, they have the opportunity to get a home appliance package worth 50,000 yuan, 20,000 yuan Apple products.

Perhaps because of the attention of the media, on the afternoon of June 28, the reporter of the Huaxia Times had repeatedly called the sales office of the project. However, on the same day, the reporter "Huaxia Times" was confirmed from the people close to the new city · Yunyang Binjiang project. The online public information also shows that the sales consultant of the new city · Yunyang Binjiang project has confirmed to some media that the watermelon deduction of housing activities is true, but it has not yet been officially launched. As for how to deal with the issues of watermelon received, it has not explained to the media.

According to the shell housing platform, the new city · Yunyang Binjiang project is located at the intersection of Hongli Road and Xingcheng Road, Jiangning District, Nanjing. The average price of the project is 18,500 yuan/square meter. , Developers are Nanjing New City Hongyu Real Estate Development Co., Ltd. According to industrial and commercial information, the major shareholders of Nanjing Xincheng Hongyu Real Estate Development Co., Ltd. are Nanjing New City Wanjia Real Estate Co., Ltd.. After the equity is penetrated, the latter is a company of Xincheng Holdings Group.

It is worth noting that many housing companies have recently launched fancy marketing activities. On June 22, "buying wheat and garlic in the two counties of Henan can get the first payment" on Weibo. According to the "Huaxia Times" previously reported, Jianye Real Estate's Jianye River House House Project in Jianye River, Citizenship County, Shangqiu, Henan Province, and Jianye City Project of Qi County, Kaifeng City. And the advertisement of "5 yuan/jin, garlic changing houses" is widely debated.

The above-mentioned activities have also received a certain effect: the event poster shows that from May 22 to June 6, the bungalow project on the banks of Jianye River was obtained to inquire 2859 groups, visited 852 groups, and 30 sets of transactions. Thousands of pounds of garlic.

However, "wheat changing" and "garlic change" caused heated discussions shortly after being stopped. On June 22, a number of media asked the causes of the developers of the two projects to be stopped. Among them, Yang Fan (a pseudonym) of the staff of the Jianye River House House Project Marketing Center revealed to the "Huaxia Times" reporter at noon on June 22 that due to the "wheat change house" activity, it has attracted a lot of attention from society. There are rumors. In order to avoid unnecessary trouble, this event is over in advance.

Improve the demand for house purchase

The industry has generally affirmed the recent "wheat arrival" and "watermelon to the house" and other fancy promotions.

On the afternoon of June 28, Yan Yuejin, a research director of the Think Tank Center of the E -House Research Institute, analyzed the reporter of the Huaxia Times that these activities were sold to sell agricultural materials to enhance the purchase capacity. It is a more flexible and novel of real estate companies. marketing techniques. For example, "Wheat -changing houses belong to a city -rescue method under the pressure of the county's inventory, which is an innovation of the current sales of the county's sales. Overall, it should be affirmed."

58 Zhang Bo, Dean of the Branch of the Institute of Anthology, also told the reporter of the Huaxia Times that these fancy promotional activities can drive sales to increase, "it is good to boost the market's policy."

"Whether it is wheat or garlic, housing companies do not really use houses to exchange agricultural products, but to discount them as the down payment of the house, and the price is higher than the market price. The difference part is equivalent to discounts. For farmers, they can sell higher prices (agricultural products). They have a demand for buying a house. As long as the marketing operation is adhered to "housing does not stir -fry", it is adapt to local conditions. It is worth promoting more localized operations in various places.

At the same time, Zhang Bo emphasized that the demand sink can drive the city's market below the third and fourth tier to improve. Compared with the popular cities in the first and second -tier tier, third -tier cities, including the distant area of ​​the second -tier cities, the overall attraction of the population is weak, but the downward market still has certain demand for house purchase. From the perspective of the operation of agricultural products, it is directly attracting the county. The following purchasing demand is one of the important means of destocking in third- and fourth -tier cities. It is worth noting that garlic and wheat housing changes are located in third- and fourth -tier cities. Why are Nanjing in the new first -tier cities, there are also projects in this way, which is quite noticeable. Yan Yuejin bluntly stated, "In fact, Nanjing's recent real estate market has performed well, and it seems that it is not as good as advertising for watermelon changes."

According to public information, in the past two months, Nanjing has repeatedly adjusted real estate policies as one of the central cities of the Yangtze River Delta. In addition to relaxation, it also includes relaxation of sales and increased provident fund maximum loans.

But a set of "combination boxing" was hit, and the popularity of the Nanjing property market has not yet improved. Nanjing online real estate shows that as of 15:00 on June 24, there have been 36,322 new houses in Nanjing since this year, and 8,543 units were subscribed by 69,000 sets of transactions in the same period last year. Not only that, online real estate also shows that the number of sale housing in Nanjing is 77,195, which is at the highest level in history. According to the "China Jiangsu Network" report, at the beginning of the "Golden Three" this year, the "water level" in Nanjing's new house storage pool was around 73,000 sets, and the "Silver Four" rose to 75,000 units a month later. 78,000 sets.

It is worth mentioning that Lu Wenxi, chief analyst of Shanghai Central Plains Real Estate, also told the reporter of Huaxia Times that the fancy promotion of housing companies may be to bypass the restrictions on real estate price reduction promotion, and through the "watermelon change", "wheat changing house changing houses" "The technique can be avoided. On the other hand, there are not many audiences in such activities, and there are also some trouble in storage and treatment of food and fruits. In addition, Nanjing housing prices are high, and the "watermelon change" activity can deduct a maximum of 100,000 yuan. In contrast, the stimulus effect on buyers may not be particularly high.

According to data from the National Bureau of Statistics, in the first five months of this year, the sales area of ​​commercial housing reached 507.38 million square meters, a year -on -year decrease of 23.6%, and the sales of commercial houses reached 4833.7 billion yuan, a decrease of 31.5%. At the same time, as of the end of May this year, the area of ​​commercial housing for sale reached 55.433 million square meters, an increase of 8.6%year -on -year. Based on this, interviewees believe that more cities will join fancy promotions in the future.

Editor -in -chief: Zhang Bei Editor: Zhang Yuning

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