Tour, wheat, litchi change house ... Under the anxiety of houses, 2022 Qi Qi House Selling Story

Since June 2022, the temperature has risen, and many of the country have set off a wave of promotional boom in "Please, buy a house" in the sales of real estate.

It is said that the "boom" is because the promotional methods of these houses have broken through the imagination, and even the Internet has become a paragraph on the Internet. At the beginning, it was a real estate in Shangqiu, Henan that wheat can be used to reach the house. Immediately afterwards, there have been real estate with peach, watermelon, and litchi in Wuxi, Nanjing, and Guangzhou. These activities have different lengths, and the short -term ones last day. For one month, they all appear in the producing cities of some kinds of crops, and they usually end in disorder.

Some real estate experts expressed support for the activity of such agricultural products, saying that "this is an innovation for farmers+selling houses"; but some netizens feel ridiculous, saying that this is just another swing of the sickle. Garlic wheat seedlings can also be cut, and sickle cannot be idle. "

But regardless of the point of view, everyone in the incident has to face the same problem-

The story of the selling building is talked about, can people's confidence in buying a house still come back?

Wen | Li Qingyang

Edit | Yi Fangxing

Operation | chestnut

Change the peach to change the house?

"Among the people who have come to consult recently, there are indeed a lot of peach farmers."

In the early twenties of Liang Fei, it was the real estate sales of "Yueyang Jiuxi" in Yangshan Town, Wuxi Huishan District, Wuxi, Jiangsu. She is not a local, it is only a few months here. As a "hometown of peach peach", Yangshan Peach is known for its "big fruit, sweet juice and sweet". The two major peaches of the local Baifeng and Lake Views are also known as "Bai Fumei in Peach". The price is higher than ordinary peaches.

▲ Peach tree in Yangshan, Wuxi. Photo / Visual China

In contrast, this "Yueyang Jiuxi" community in Yangshan has no popularity even in Wuxi. It focuses on pure houses and sells for 14,000–16,000 yuan per square meter, which is lower than the average price of new houses in Wuxi. It mainly wants to sell to improved people in the 30s and 40s. The location is also very remote. It is located in the western western side of Wuxi. It takes half an hour to drive from the urban area.

However, around June 23, this unknown real estate launched the "peach peach change" activity, which made this community hot nationwide. The core of the event is to acquire the local peaches of Yangshan at 18.88 yuan per catty. As a deduction of house models, the maximum set can be reached 188888 yuan. In the publicity poster, a peach farmer wearing a straw hat was holding a large basket of layers of peaches, smiling like a spring breeze. The promotional slogan is written next to: "Peach, I'll collect it, you settle, I help."

The peach industry has always been the economic pillar of Yangshan. In 2021, the output of peaches in Yangshan Town was 18,300 tons, with an output value of nearly 500 million yuan. Real Estate sales Liang Fei did not understand peaches, but these days have been talked a lot, and they have learned some from local viewers- "Early peaches concentrated in the end of May and early June, and in July after July. It is the most mature when Bai Feng is the most mature, and then the lake scene. "

Although she said, "I am not a locals, I don't particularly understand the matter of Taozi", but she still looks confident in this activity because she feels "helping farmers." One week after this event was launched, many peach farmers came to the sales office for consultation. But in fact, people who come are more concerned about those issues that have not been clearly written in the poster.

For example, the peaches that are acquired are regardless of size?

Liang Fei said, "Regardless of the size, it is a pound."

For another example, how to transport and store peaches?

"This specifically depends on how the leader decides." Liang Fei said.

The "peach peach changing house" is only one of the many house buying promotion activities across the country since June 2022. For example, the "Jianye River House" located in the Citizenship County of Shangqiu, Henan Province, launched the "Wheat House Change" event, claiming that "2 yuan/jin of down payment, up to 160,000 houses."

▲ The poster of Yueyang Jiuxi Peach Peach. Picture / network

Also in Henan, "Jianye City" located in Qi County, Kaifeng City also launched similar activities. Propaganda news shows that "5 yuan / jin of garlic changing houses" can use up to 20,000 kg of garlic and reach 100,000 yuan.

Similar phenomena also appeared in Nanjing, Jiangsu. The first real estate held by Xincheng Holdings launched the "Watermelon Change, up to 100,000 yuan" activity, and offset the house money at a price of 10 yuan per catty. The upper limit is 10,000 pounds. Similar to other "changing houses" activities, the event did not explain the requirements for watermelon quality in publicity.

With the listing of litchi, the first real estate of Zengcheng Zengcheng also made a marketing poster of "Litchi Change". Guiwei, glutinous rice tadpoles, and Xianjin are 40 yuan/jin, and the other varieties are 30 yuan/jin to deduct house prices, up to 50,000 yuan. Some people calculate that if someone really gets litchi to the house, each selling a house, the developer can receive about 1250-1666 catties of lychee.

All activities have one thing in common: their publicity posters are under the banner of "love to help farmers".

▲ These activities always mention "love to help farmers". Picture / network

Is it really a farmer or a gimmick?

However, the marketing of the "peach peach" is another way in the eyes of the real Yangshan peach farmers.

This day is June 26th, and the third day of the promotion of the "Tao Peach Change" activity. The weather is very dry, and some idle at lunch break. Yangshan Taoonglu is in front of the peach tree and plans to record a video to explain Bai Fengtao to customers. Bai Feng is big and can only grow to an adult's palm that can only be held. At this time, the color is still relatively green, and it can be picked on a large scale after a few days. Previously, Lu Jin was busy selling early peaches, and the days turned to the end of June. Bai Feng was the star peach nowadays. He noticed the "peach peach change" activity through the circle of friends. He felt "unable to evaluate", because this promotion seemed a bit absurd for him.

"It's too small per catty of 18.88 yuan, and you can only collect very, very small peaches." In Yangshan, the price of peach peaches is close to the size. A pound of heavy peaches, regardless of the variety, can sell 88 yuan, while 7 to 8 large peaches, a box of 6, can sell 100 yuan, a pound of about 24 yuan. The lake view that is about to be available at the end of July. Although it is not as good as Bai Feng, the variety is precious and the price is not cheap.

Moreover, picking and sorting peaches is time -consuming and laborious. Not all peaches can be picked, some peaches are still green, and some peaches are too mature to be suitable for sale. Lu Jin said that after the picking, a group of unsightly, internal injuries must be eliminated, and in the end, we must have a scales, classification, packing, and packaging. These are all costs.

Behind the expensive Yang landscape peach is a huge business opportunity. From the perspective of Lu Jinqiang, this business opportunity is more valuable than deducting the first payment with real estate developers. Moreover, in these years, Yangshan Peach has been selling well. Even due to the limited output, many peaches in the field will also be sold to the peaches of Yangshan. For example, in March of this year, the "Yangshan Tao Nong Association" also faked a company in Xinyi, Jiangsu Xinyi, which sold the "fake Yang landscape peach".

▲ Yangshan's peach base. Photo / Visual China

On the other hand, in addition to the "unreliable" price, Lu Jin obtained also questioned the feasibility of "peach peach change".

Unlike the agricultural products that can be stored in the cold storage for a long time, "there is no way to enter the cold storage in Yangshan." Lu Jin said that the peaches that were not cleaned were wrapped in plastic wrap, which could be put in the refrigerator at most three or four God, once the time is long, the sweetness of the peach will be reduced. In other words, if you really need to change the house with peaches, it is difficult to achieve such a large amount of peaches.

Fang Yue, another Yangshan people who opened the peach picking garden, also told the daily characters, "Peach belongs to the fresh category, and the shelf life is a few days. This kind of activity is definitely unrealistic." Before mining and picking up the garden, he also worked in the real estate industry for many years. He judged that "this is a kind of marketing promotion."

According to Fang Yue's experience, in the local area of ​​Yangshan, many real estate will buy peaches to give them to their customers and owners in previous years, but it is the first time to change the house directly with peaches. "Because of Yangshan Mountain Peach, it is famous for the country. To advertise, it can play a gimmick and attract people to pay attention. This is the most important purpose of developers."

However, this effect does not seem to be good. Takeaway riders Hua Youcheng came to Yangshan for three months. Due to takeaway, he often passed the real estate of Yueyang Jiuxi. His impression of here is high -end and quiet, and the security guard at the door is at the transparent glass room station. The sales office is quite deserted and I can't see a few people. Compared with the popularity on the Internet, the peach -to -house changing activities did not attract attention among the surrounding residents. A rider lived nearby, and he never even heard the news.

And before the real estate sales staff said, "there are also a lot of peach farmers who come to consult." Lu Jin obtained also did not recognize it. "Now it is the list of peaches. Sending express, I won't care about this. "

The final sales data of the event also seems to illustrate this point -from the beginning to the present, there is no set of house transactions with peaches.

▲ Takeaway riders Hua Youcheng passed by and photographed the "Yueyang Nine Seal" sales office. There were no customers in it, only a few staff members. Photo / Interviewee provided

Internal and external crisis

In many real estate waiting for sales and having to adopt a strange marketing method, "Yueyang Nine Seal" is a microcosm.

This is difficult to be called "feasible" activity, which reflects the "derivation anxiety" of developers. The output rate is usually an important indicator of the sales of a real estate. This real estate was developed by Hongyang Real Estate Group and Wuxi Local Real Estate Enterprise Huasheng Group. It has been opened for one year since May last year. Real Estate Sales Liang Fei acknowledged that there are still hundreds of rough houses on sale. Compared with last year, this year's house is more difficult to sell.

Five years ago, Wuxi Yangshan was not like this. Qinqiang is another peach farmer in Yangshan's another peach peach picking garden. He said that Huishan District is a depression in Wuxi real estate prices, and Yangshan is the depression in Huishan District. In 2016, foreign investors who came to buy a house were foreign investors. "Later, the purchase restriction policy began to appear in 2018. The speculators from other places could not buy it. The atmosphere of this real estate speculation came down."

After the real estate cools down, the dewlocularization rate is low, which also affects the recovery of the developer. It is amplified to the entire developer Hongyang Real Estate, and the data shows that it is facing greater financial pressure. In the first five months of 2022, Hongyang Real Estate's contract sales decreased significantly by about 61 % year -on -year to RMB 15.5 billion. At the same time, the cumulative sales area also decreased by more than 53 % year -on -year. The pressure is also transmitted to the developer's company. For example, on June 30 this year, Hongyang Real Estate announced that the company's original executive director worked in less than a year and a half and chose to leave. Especially this year, in the field of real estate, it is not an example to leave in the real estate manager. In July of this year, Moody's and world -renowned enterprise credit rating companies also lowered the rating of Hongyang Company. Moody's said that this reflects Hongyang Real Estate's "weakened cash flow and weakened liquidity."

The core of Hongyang Real Estate is the "liquidity dilemma" of real estate companies, which is universal in the real estate industry. According to Ke Rui, in June to July 2022, 200 core housing companies domestic and foreign bonds increased by about 175.5 billion yuan. At the same time, the financing environment of private housing companies has not improved significantly. So that in the first five months of 2022, a total of 25 real estate bonds were sought for the exhibition.

In layman's terms, the money owed by housing companies may not be up, and I have to apply for "repay again later."

The status quo of the developer "there is a house, but can't be sold", which is also passed on to every port of this industrial chain. In fact, real estate sales companies are the bridge between developers and customers, and many sales marketing is from the hands of sales companies. Wu Guanglun, who runs a real estate sales company in Huizhou, Guangdong, has a deeper understanding of this.

Wu Guanglun also heard of the marketing incident of "Litchi Change" in Guangzhou. In his opinion, the decline in transaction volume is an important reason. For example, Huizhou, "The transaction volume is really cut in the same period last year, and it has fallen by almost 50 %."

▲ A sales office in Wuxi, Jiangsu. Photo / Visual China

As the market goes down, developers often arrears commissions. Wu Guanglun has encountered developers who have been unable to get commission for half a year or even a year. The risk of arrears and the downturn of transaction volume, if you want to keep the original level, you must pay more efforts. In order to allow customers to buy a house, they can only come up with some strange housing strategies.

But all this premise is to first get the customer to the sales office. "Only when the customer comes to the scene, the possibility of a house transaction is great." In a sense, the purpose of promotions such as "peach peach changing houses" is the same.

He even paid for the customer for a part of the down payment. Some time ago, a real estate priced at 16,000 yuan/square meter suddenly discounted the promotion, the price was reduced to 13,000 yuan/square meter, and at 7 o'clock in the evening, Wu Guanglun contacted two customers willing to buy a house through the circle of friends. In order to persuade the other party to come to the sales office in person, he deliberately exaggerated, emphasizing that there are a lot of people in the sales office, only 30 sets are on sale, it is late, only low floors, maybe later, the low floors are gone.

The two customers were said to be moved, and it took ten minutes to come to the scene. Wu Guanglun exhausted his lips and persuaded customers to change the demand from more than 120 square meters to more than 90 square meters, and persuaded customers to dispel the idea of ​​"near the hospital is not auspicious". Later, the customers were seriously calculated, and the down payment was not enough. In order to make the other party determined, he had to promise: "You buy one alone, and I will return 20,000 yuan each." In these two transactions, the real commission was only 30,000 yuan, and the proportion of rebate has reached 60 %. It took four hours until 12 o'clock that the contract was officially signed until more than 12 o'clock.

Many real estate sales are well versed in this way. In the past, the audio of many sales offices will be played with DJs that burst rock wind, because this kind of music is the most active atmosphere; some developers will broadcast "Congratulations to Mr. X's transaction X room type" from time to time. It will also hire people to warm the field and make the real estate look very popular, so as to attract customers who are really willing to buy a house. But these are just old methods. Now, the marketing methods are changing with each passing day -combined with the "helping farmers" gimmicks to upgrade, and then gradually evolved into "peach peach changing houses", "watermelon change" and "wheat change houses".

For real estate sales companies, the change in income decline is significant. In the past, Wu Guanglun asked the company to invite legal consultants and clerks, and this year did not renew. He also tangled, do you want to invite a special accounting. Later, when I thought about it, I simply made the account by myself. Every day when I went home, I had to knock on the computer and entered each transaction to record each time. Last year, the company organized group construction once a month, and some statutory holidays would also take vacations on time, but as they reduced income, these also disappeared.

Endless

In just a few years, many people realized that the times have changed.

Selling a house and buying a house was originally a "drumming flower" event. In the past many years, during the period of crazy growth of real estate, buyers' continued buying funds have become the capital of developers using leverage to buy land and build buildings. But now, people have tightened money bags, even if marketing activities attract attention, the boom in buying a house was gone.

For example, the peach farmers of Yangshan Mountain in Wuxi are aggressive, and he does not want to buy a house even if he has money. Even if "the income of selling peaches is three or four years old, he can buy a set", he is unwilling to buy it. His current mentality is that "the price of house prices can not rise again." This matter, it is not too late to wait until the four -year -old son grows up. Take a step back, the house is saturated. "The farmers here basically do not buy a house, because there are demolition itself, and the house that is allocated is enough." Lu Jin took the family in the resettlement house where the family lived in the demolition house. "". To live in the commercial house, "not free".

▲ Yangshan Baifeng Peach. Photo/ Visual China

During the same period of the "peach -peach changing house" activity, many policies were also changing subtly. Like many cities, Wuxi, where the city's city is located, issued a purchase restriction order in 2017 and suspended to sell new commercial houses to citizens with two or more housing. The set must also provide a certificate of social security or income tax for 2 years. In addition, the down payment ratio of provident fund loans has also been restricted.

But by April 2022, such a purchase restriction order began to loosen. For example, families with two babies can increase the loan amount ranging from 100,000 to 200,000 yuan, and you can buy an extra set of commercial houses.

At the same time, at the moment when the "purchase restriction order" gradually loosen, in the past year, the property markets in various places have frequently launched a "decline order".

According to incomplete statistics from the media, since the second half of last year, at least 22 cities including Shandong Heze, Yueyang, Hunan, Kunming, Yunnan, Tangshan, Hebei, Jiangsu Nantong, and Huizhou, Guangdong have all issued policies or guide housing companies, and they must not sell prices at will.

One of the main purpose is to strengthen people's confidence in buying a house.

However, the research of Shell Research Institute found that these policy stimulus effects can only have short -term effects in many cities, and the continuity is weak, especially in weak second -tier cities such as Zhengzhou, Lanzhou, Harbin, and other weak second -tier cities. For example, Zhengzhou issued a support policy on March 1. In March, the transactions of second -hand housing in Zhengzhou increased by more than 100%month -on -month, but the results were weak in the later period, and the transactions continued to decline in April and May.

▲ The price index of second -hand housing from 2018 to June 50 this year. Figure / Shell Research Institute

It is in the context of such policies and the times that "farmers' marketing" like "peaches" has emerged. Just like Wuxi's real estate sales Liang Fei, who is engaged in "peach peach changing houses", she also knows that "local peach farmers actually don't worry about peaches can't be sold at all."

Yan Yuejin, the research director of the Think Tank Center of the E -House Research Institute, once affirmed the innovation of "wheat change", and felt that it was "a matter of two things." But then, he put forward warnings and doubts about the practice of imitating Henan's "wheat change" in other cities.

"There are many regulations for the current decline in various places. The purpose is to prevent the operation of housing companies' illegal prices and false marketing. However, some housing companies currently borrow some marketing, such as' watermelon changes'. Practice. In other words, if you really acquire fruits and you can deduct the purchase of the house, then it is also compliant. But to prevent the operation of the acquisition, it is virtual, and the price is reduced in disguise. The operation. "Yan Yuejin said.

On July 1, the day when the daily characters contacted the "Yueyang Jiuxi" real estate, the other party said that the peach -peach change activity had been suddenly stopped.

"Stop in the middle" seems to be the "end point" of all strange sales policies for buying a house. For example, a real estate project in Nanjing, where the "watermelon is changed", pressed the stop button on the afternoon of June 28th. The width out of the circle, the Henan "Wheat Change", which was once on Weibo, has just been launched for two days.

In the end, the strategy of selling houses for sale of houses was in a flash, and the lively people came and scattered. After the hustle and bustle, in the sales office, I still couldn't wait to buy a house.

(At the request of the interviewees, Liang Fei, Lu Jinru, Fang Yue, Wu Guanglun, Hua Youcheng, Qin Qiang were a pseudonym)

The article is original of daily characters

Infringement must be investigated

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