In recent years, from the perspective of listed real estate enterprises, although the proportion of completed inventory is decreasing, it has gradually decreased from 18.9% at the end of 20 15 to 10.5% at the end of 20 19. But specifically, in 20 19, more than half of the 50 typical housing enterprises still completed an increase in the inventory ratio, while for the 10 housing enterprises with high inventory pressure, the inventory ratio was higher than 20%, and there was still widespread pressure in the market in the first half of this year. In the face of inventory pressure, real estate enterprises can refer to the following three methods to accelerate de-melting.
The first trick: dynamic discount, combined with the chemical rate to develop different concessions.
For some later projects, housing enterprises can make different concessions according to the rate of chemical conversion, that is, give higher discounts in the later period to realize it. China Evergrande has been actively trying in this respect. At present, enterprises have two special offers based on different chemical conversion rates, and housing enterprises can refer to their models.
In the online sales special activity started by Evergrande in February this year, Evergrande proposed the preferential method of reference chemical removal rate discount: if the chemical removal rate of a single building reaches 80-90%, it can enjoy an additional 97% discount; If the demolition rate of single buildings is above 90%, you can enjoy an additional 94% discount. In other words, if the project is coming to an end, then we will accelerate the inventory destocking by increasing the discount. Until the end of March, Evergrande has been using this preferential method. Starting from April 1, Evergrande launched a brand-new way of destocking, namely the tailhouse special price. On the basis of implementing 8 1 concessions and other incentives, three sets of weifang are launched every day, and weifang can enjoy an additional 88 concessions.
The second measure: change your mind and take quasi-existing houses and existing houses as selling points.
The second way to get rid of inventory is to change the way of thinking. Generally speaking, compared with the pre-sale auction, the inventory of real estate enterprises is mostly projects that are nearing the end or have been completed, so real estate enterprises can use quasi-existing houses or existing houses as selling points. At present, many projects have adopted this method, which can be publicized from the following angles:
1, what you see is what you get, and you can really feel the real situation of the building and its surrounding facilities. You can move in in a short time. Compared with the pre-sale auction, the quasi-existing home or existing home project obviously shortens the waiting time of buyers, especially for those who just need to improve their customer base. 3. Commercial existing houses can shorten the capital occupation cycle of investors and save costs. For shops, quasi-existing homes and existing homes shorten the capital cycle of investors and can quickly enter the market to cash in profits. 4. The house has passed the acceptance, and there is no unfinished work or reduced distribution. The purchase risk is small and there are few disputes.
The third measure: remove the special room and combine it with live broadcast for better effect.
In addition to the above two ways, housing enterprises can also go to stock through special rooms. In the past, the special rooms of real estate enterprises were mainly sold through case marketing, that is, the later sale of special rooms was sold in cases, which accelerated the destocking. However, in the environment where the live broadcast of housing continues to be hot, housing enterprises can kill two birds with one stone by putting inventory items on the live broadcast in the form of special rooms. First, the high discount of special rooms has increased the explosion for the live broadcast, attracting more people to pay attention to the live broadcast; Secondly, the live broadcast is aimed at a wider customer base. In addition to selling several sets of special rooms, it can also increase the exposure of the project to help it; For example, Tamia Liu, an artist, launched a set of special rooms for the Vanke Huizhou Shuangyuewan project in the live broadcast on May 15, with a discount of 4.9%, which was sold out as soon as it was put on the shelves. At the same time, according to the monitoring data of CRIC, the construction area of Shuangyue Bay increased by 95% in May, which is quite obvious compared with the average monthly construction area increase of 1.45% in one year. In addition, at present, the discount of selling houses by live broadcast is mostly "2+N" mode, that is, coupons+special rooms+other activities, and special rooms are standard for live broadcast. 90 sets of special rooms launched by Evergrande twice live broadcast and Kunming Fuliwan special rooms were all sold out as soon as they were launched.