How many pounds of watermelon is your house?

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Agricultural products have changed their houses after the end

Although they are just marketing methods

Gobility is greater than the substantive effect

However, the destocking challenges faced in various places cannot be ignored

Following wheat and garlic, watermelon can also "change houses".

On June 28, the new city of Nanjing · Yunyang Binjiang launched the "watermelon change" event.

It is understood that the event was offset at the price of 10 yuan/catties of waterwater. The activity time was from June 28 to July 15, 2022, with a maximum of 100,000 yuan.

In the publicity poster, developers said that the purpose of the event was "love to help farmers and good melon."

On the same day, Wuxi Yangshan Yueyang Jiuxi jointly developed by Hongyang Group and Wuxi local real estate enterprises Huasheng Group launched a peach peach -to -house event. The unit price of peach peaches was 18.88 yuan/jin, up to 188,888 yuan.

Just one week before watermelon and peaches that can be the down payment, Henan Qi County and Minquan County also launched "garlic changes" and "wheat changing houses" activities.

Agricultural products have ended their down payment, which is incredible. Is this fun or helpless? Behind the "gimmick", what changes have emerged in the real estate market?

It is worth noting that after the rotation of garlic, wheat, watermelon, and peaches in turns, on June 29, the real estate market in Jiyuan, Henan, has a policy of supporting the down payment installment. But just one day, the relevant policies were canceled.

Why are agricultural products?

Why do developers' "exchange" down payment?

Many people in the industry have analyzed that the flexible price is the key to the down payment of this wave of agricultural products. China News Weekly found that whether it is wheat, garlic, watermelon, or peach, the price of deducted houses with developers is far higher than the purchase price of similar agricultural products.

Taking the Nanjing New City · Yunyang Riverside Project, which is changed to a watermelon house, the poster shows that the purchase price of the watermelon that is reached with the down payment is 10 yuan/jin.

This price is much higher than the purchase price of watermelon. It is understood that the average retail price of watermelon sold in major supermarkets in Nanjing is about 2 yuan/catties, and the price of merchants to acquire watermelon from farmers is lower.

The Jianye · River House House project, which is launched with wheat deduction, is located in the Citizenship County of Shangqiu, Shangqiu, Henan. The project is acquired at a price of 2 yuan/catties, and it can reach a maximum of 160,000 yuan.

It is understood that the local wheat market price of Minquan County is 1.5 yuan/jin, which is also significantly low compared to the development price of 2 yuan/jin of developers.

However, after marketing activities were exposed, this method was stopped. Some project consultants of the project said that after repeatedly on the hot search, the event of the wheat housing change has stopped on June 22, and the relevant content of the project WeChat public account and video number has been deleted.

A marketer of the project told China News Weekly that "the acquisition price is higher than the local wheat market price of Minquan County. The difference in the middle difference is a subsidy for buying a house for farmers."

In late May, the Jianye City project located in Qi County, Kaifeng City, Henan Province, the "garlic change" event launched by Henan also claims to be "love to help farmers". The details of the activity show that the project acquires garlic at a price of 5 yuan/jin and deducts the first payment when buying a house.

It is understood that in the local farmer's wholesale market in Henan, the market price of garlic is about 1.5 yuan/catties, which is far lower than the purchase price of developers.

Different from the launch of the "wheat change" and was stopped for two days, the "garlic change" continued until June 25. According to the development of the developer's poster, from May 22nd to June 6th, the "Garlic House Change" event was sold for about 860,000 kg of garlic and 30 sets of transactions.

However, there was no garlic at the scene of "garlic change" real estate.

A staff member of the Jianye City Project said, "The sales office does not acquire garlic at the site, and the intention of customers can show the corresponding down payment deduction at the time of buying a house when purchasing a house."

What is the developer's map?

The down payment deduction price is significantly higher than the market purchase price. What exactly is the developer's wave of operation?

Taking Qixian garlic as an example, 32,000 pounds of garlic can deduct 160,000 yuan in down payment, which can only sell for 48,000 yuan in the market, which is equivalent to saving 112,000 yuan indirectly.

The 160,000 -paid house is calculated based on the local 20%down payment policy, and the total housing model is 800,000. Participating in the "Garlic House" activity is equivalent to 86 % off the total room model.

The acquisition of watermelons at 10 yuan/jin is 5 times higher than the local retail price; the acquisition of peaches at 18.88 yuan/catties can even become the "leader" of the national peach purchase price.

Developers take the opportunity to promote the purpose of promoting benefits. But if you want to discount the promotion, why not cut the price directly?

In fact, stabilizing house prices is the tone of many places.

Recently, Pingtan, Fujian, issued a policy stating that by the end of this year, the actual sales price of real estate enterprises during sales must not exceed 15%of the record price. Prior to this, Yueyang, Guilin, Heze, Jiangyin, Zhuzhou, Tangshan, Zhangjiakou and other cities have issued a "limit order" for developers' prices.

Once the real estate price reduces the price directly, the owners who buy a house at a relatively high price in the early stage are likely to initiate rights protection and require developers to refund the price. Many similar incidents have occurred in many places before.

In addition, activating local potential purchasing power is also considered one of the reasons for the use of agricultural products as the down payment for house purchase.

The area and output of garlic in Qi County ranked second in the country. It is an important garlic planting, processing, storage and export base in China. At present, Garlic planting area of ​​Qixian County reaches 700,000 mu. Recently, the market price of garlic is about 1.5 yuan/jin. Many locals say that the purchase price of Garlic garlic at Qixian County is indeed not high.

In recent years, the price of garlic is not short of "roller coasters" fluctuations.

For example, in 2011, the price of garlic fell to 0.4 yuan/jin, and the garlic farmers deposited garlic to 2012, and found that the price rose to 4.5-5 yuan/jin. However, in 2013, the price of garlic fell back 0.7 yuan/jin again. By the beginning of 2017, the price of garlic reached 10 yuan/jin of the highest history in recent years.

If farmers grown locally, they really need to buy a house in the county. When the price of garlic is at a low level, the relatively low -cost garlic deducting a relatively high price of down payment, the "big year" price of the garlic "small year" is sold. It is indeed a "psychological compensation".

In just 16 days, 860,000 kg of garlic was sold. If the data released by the aforementioned developers is true, then it will undoubtedly seize the psychology of farmers who need to buy a house.

Many people in the industry say that if you want to activate local potential purchasing power, in addition to using or indirectly or indirectly reduce the down payment, you can also install the down payment.

In this regard, compared to the Minquan County and Qi County of Wheat and Garlic as the down payment, Shandong Jiyuan has come to the front.

On June 29, the "Several Measures for the Promotion of the Steady and Healthy Development of Real Estate Promoting Real Estate" released by Jiyuan announced that it encouraged real estate companies to collect the down payment installment, but it should not exceed one year.

But just one day, the above policy was deleted. Jiyuan's down payment installment has also become a "one -day tour" new policy.

Differentiated market

As the provincial capital of Jiangsu, Nanjing is ranked among the first -tier cities. The new city · Yunyang Binjiang project uses seasonal fruit watermelon as the down payment. Is it to make fun?

If you acquire watermelon at 10 yuan per catty, you want to deduct 100,000 yuan to buy a house, which requires 10,000 kg of watermelon. But watermelon is used as a seasonal fruit, and the preservation period is short. How should developers transport and store?

China News Weekly called the sales office of the Xincheng · Yunyang Binjiang Project. The staff of the sales office said that the event plan is still being improved, and the specific rules are still being formulated.

Yan Yuejin, chief analyst of the E -House Research Institute, believes that watermelon is a seasonal fruit. Even if the scale of farmers planting is large, it may only be limited to individual farmers. The number of farmers who meet the conditions must not have many farmers with wheat and garlic. In other words, how many melon farmers can be captured for such marketing to buy a house.

"Watermelon itself belongs to seasonal fruits. At present, there is no such thing as watermelon selling. Similar acquisitions are naturally attractive." Yan Yuejin told China News Weekly.

The Nanjing Fangtianxia website shows that the average price of the real estate was more than 19,000 yuan/square meter last year, and it has now dropped to 17,000 yuan/square meter.

Some Nanjing intermediaries told China News Weekly that in the past year, the internalization of the Nanjing property market has been severely different, and the remote suburban sectors have recovered obviously.

It is understood that the new city · Yunyang Binjiang project is located at the intersection of Zhongyuan Road and Jinwen Avenue, Binjiang New City, Jiangning District.

"Located in the suburbs, near Ma'anshan, Anhui, the price is low in Nanjing." When it comes to the real estate of "watermelon change", the above -mentioned intermediary personnel said.

Also in June, in the core area of ​​Nanjing, two "Japanese CDs" appeared -Kim Jiwang Palace and Jiahua Jiayu Peak. On June 1, Jin Jiwang Palace in the popular section of Qinhuai District ushered in the last opening, adding 104 houses, and all houses were sold out for two hours. On the same day, Jiahua Jiayu Peak launched 62 houses first, attracting 393 groups of buyers to sign up, with a comprehensive winning rate of 15.78%.

Compared with the differentiation of cities, the differentiation between the real estate market cities is more obvious.

Whether it is Minquan County or Qi County, there has been almost no purchase restriction policy in recent years, and the down payment ratio of the first house has already dropped to 20%; the interest rate of commercial loan interest rates has always maintained the minimum value within the allowable scope of the state.

Even in this case, developers have to use the down payment of agricultural products to attract buyers, which shows that the real estate market is weak.

Taking Qixian Jianye City Project as an example, the project is located on the west side of Qixian Cultural Plaza. There are more than 1,000 houses. At present, there are still more than 300 sets to be sold.

It is worth mentioning that the opening date of the Jianye City project of Qixian County is December 20, 2020, and it has been one and a half years since the opening. In addition to Jianye City, there are several real estate opened in Qi County in 2020, which is still selling.

The crisis and opportunity of the county seat

Some analysts pointed out that agricultural products have changed their houses one after another, and they are just marketing methods. The gimmicks are greater than the substantial effect, but the severe destocking challenges and development dilemma faced in various places cannot be ignored, especially in third- and fourth -tier cities.

"Short -term policies, land in the middle, and long -term population", as the basis for judging the long -term circulation of the real estate industry, the above laws are often used to judge the real estate market of a city.

Recently, the Li Jiewei team of Shanghai Maritime University has drawn a map of population flow between Liupu to Qipu. They found that the population continued to flow towards the central city of the city.

In this population flow, the most serious area of ​​population is the ordinary county in the central and western regions.

From 2010 to 2020 county population growth map. Picture source: Li Jiewei team of Shanghai Maritime University

Under the trend of population flow, whether it is Minquan County or Qi County, they are beaten with lonely tones. For example, Qi Pu's data shows that Qi County's resident population is 932,100. In the past 10 years, Qi County has lost more than 24,000 permanent population.

Li Yujia, chief researcher at the Guangdong Housing Research Center, told China News Weekly, "The loss of population in many counties is related to the construction of the city in the past 20 years, the city's capital cities, and the construction of national central cities."

According to the latest "Opinions on Promoting the Urbanization Construction of County Town as an important carrier" issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council, the county is divided into county towns into counties around large cities (accelerated development), professional functional counties (active cultivation), agricultural products County town (reasonable development), county seats in key ecological function areas (orderly development), and the county -loss county town (guide transformation and development).

Once the county is defined as a county loss, the development of the entire county is limited. Attracting the population is increasingly important for ordinary counties.

In the eyes of many professionals, how to grasp the population of agriculture has become the key to the development of ordinary counties in the future.

"We investigate and develop that in many areas of the central and western regions, the agricultural transfer population has weakened the house purchase demand for prefecture -level cities, because the agricultural production area is closer to the county seat, but far from the prefecture -level city. The cost of integrating in the city is too high. For many ordinary counties, it is an opportunity to attract local agriculture to the population. "Li Yujia told China News Weekly.

In Li Yujia's view, the population of agriculture has become the main force of buying a house in the county. From this level of analysis, garlic and wheat changing houses also conform to this trend.

"Wheat is an important production material for agricultural provinces. The scale of related farmers has a large scale. This is a wave of marketing activities for 'wheat changes', which is more in line with the income of local farmers and demand for house purchase." Yan Yuejin said.

However, he believes that although county -level urbanization is a large direction and requires force, it must not be simply real estate. "You can make efforts in transportation, commerce, and industries, thereby enhancing the comprehensive strength of the county to attract the population."

Author: Zhao Yue ([email protected])

Edit: Sun Xiaobo

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