Fire tape, tape the times come, the pace of broader market with its irresistible new students to become the main force in the property market. Meanwhile, developers are facing a battle to survive the choice and development opportunities, but could not resist the temptation in the face of the broader market, many people can not distinguish the difference between passion and reality, the market why the fire? tape drawbacks? tape how? broader development of any difficulty? the broader market in the era of trial and error, and we hope the developer before the development of the broader market, to have a rational analysis and understanding , as this is as expected.
broader perspective
core strategy development of new real estate movement: the wind blows the broader market
an interesting phenomenon is happening: there is no uniform standard on the broader market, even if the industry people with the developers themselves; there is no mode of operation of the market's maturity, because most people are very cautious; no one has depicted the future pattern of clear tape, because the large-scale enclosure may be controlled. However, at present, we had to face the broader market is to
If the 1998 to 2000 is the market's warm-up period, then, since 2001, is the warming of the broader market. Since last year, on the Forum referred to the property market has grown to the first. the one hand, vigorous re-enclosure staged in the country, project planning large projects continue; the other hand, has been listed on the broader market trend showing aggressive, grabbing a large number of customers, with divide up the large property market cake knives.
from Guangzhou, Beijing, Shanghai, Shenzhen, and even Xi'an, Tianjin, Nanjing, Fuzhou, Quanzhou, Chengdu, Nanning, Luoyang and other cities are to meet the We can feel the sales were 2 billion, 400 million yuan, 700 million yuan, a year to a new level, which projects 2000 sales accounted for ten years ago, the property market of the total 1 / 4, the market has been significantly featuring hot head. According to SouFun Statistics projects the new opening in the first half of 2001, 145, and the average project size of 121,000 square meters. which developed 10 million square meters in size is less than 55.77%. With the increased scale of development, the project has decreasing trend in the number of to develop lower proportion of smaller projects. The new opening projects 100 million square meters or greater number of projects 3.85%, more than all the items in the sale of the proportion of the same scale, the scale of new projects gradually opening a big trend.
since last year around the Fourth Ring Road in Beijing, hundreds of thousands or even millions of square meters on the large-scale projects there, such as Yihai Garden, Dong Run Feng Jing, Majestic Garden, Century City, Chang'an Town, Li City, Tsui City. and Tianhong, live in total, North Star, urban construction, Urban Development, Dacheng, China Resources Land, COSCO, celebrities and other surrounding areas in Victoria are hoarding a broader project to be listed.
Li Ka-shing in the region signed 350 Dongba hectares of land, real estate has been in the Beijing-Shenyang Vanke side Heizhuang lap speed of 5,000 acres of land planning the construction of suburban houses; Tianhong Group business plan in the long 300 million square meters of residential communities; China Resources Land in the capital, east and south North made three directions are also in full swing in the town plan; the Northern Expedition in South Developer: Pearl River real estate and Hopson together, the achievements of the 2001 enclosure King, in addition to the development of the Pearl River Ascot (nearly 15 hectares), the then won the multi-block land development, such as an area of 21 hectares and an area of 450,000 square meters of the Pearl River Citta, a 24-hectare development area of 36 square meters of Fresh Life, covering 34 hectares development area of 90 square meters of the Pearl River Royale. the same time, the town signed a permanent Tongzhou District, an area of 2,000 acres of land, the development area will exceed 100 million square meters of 珠江国际城.
Guangzhou in Guangzhou, since the late 80s and 90s beginning to Luoxi Metro (2000 acres), Clifford Park (6,500 acres), Lijiang Garden (1,200 acres) as the start and opened the tape off. followed the broader market emerging, such as the China Park (1200 acres), Golden Gardens (50 million square meters), wide to the garden (1,200 acres), South Country Garden (1200 acres) and so on. Panyu, South China, especially since last year, Star River Plate (1200 acres), southern Olympic Garden (1,000 acres), cotton embroidery Lights (4000 acres), South Park (3000 acres), Agile Garden (4500 acres) of the listed and South China Time Garden (1000 acres) to start, in the South China plate brings together nine properties, the total planned area of 2.5 enclosure mu, and the broader market were more than acres.
the latest property sector in Guangzhou - Canton Park East, to the end of listing of the 1200 acres of Grand View Park, opened this year, 2,500 acres of the Country Garden Phoenix City ( The total area of 1 million mu), but I have heard there are many big-name developers are the development of this enclosure, such as the enclosure of 8,000 acres of Xiangjiang Group, real estate, is expected by the end of listing, together with the original New World Xintang Garden (1200 acres ), this section will form another 3,000 acres of Glade Hill, it had also won the 4,000 acres in Nansha, Panyu, Nansha Development Promenade, create the Olympic Garden Gold Group also Nansha enclosure 133.3 hectares, for the construction of the Chinese health park; Yat Nga Court of Hong Kong Real Estate 200 hectares of real estate development company, has launched some resort houses and villas; to seize the market famous brand effect Hopson Development Holdings, has bought the 133.3 hectares of land. It has been revealed, Country Garden and the R & F Properties also interested in Nansha acquired a large block to be developed. more large-scale emergence of the broader market is only a matter of time.
It is understood that in 2000 the developer of the top 30 market share has more than 50% of .2001, the broader market in Guangzhou market share to 30% have been expected in 2002 is expected to reach 40%.
said the broader market in Shanghai and Shenzhen, Shanghai and Shenzhen, it seems the forefront of the city, developers get the large piece of land is much greater difficulty, the market less surprising. But in recent years, the market has repeatedly appeared, the rise of Shanghai four new settlements have more than 50 million square meters of body mass, COSCO two Bay City, Shanghai, the size of the spring is to reach a million square meters. Last year, authorities announced that the scale of the urban area of not less than one million square meters, which will make Shanghai real estate market scale has improved. from the broader market in 1999, Shenzhen Vanke Wonderland (35 million square meters), in the South Village Green (20 million square meters) and so pull the tape off, has been the emergence of a blue coast (30 million square meters ), a music city (30 million square meters), Portofino (80 million square meters), the new Asian Garden (70 million square meters), Taoyuan Habitat (116 million square meters) and other super-tape (over all area area).
Shenzhen customs tape is surrounded by customs, Longgang District, 40 million square meters in the broader market down more than 10, and the momentum of rising off the land is limited in the case of many developers look to the customs Baoan District, Longgang District.
addition to the four property market, the broader market in the Old and some of the country cities are surging.
since Q3 last year in Nanning, Nanning, the real estate market, the broader market after another, gratifying momentum of growth . In Fengling New Area, Langdong Development Zone, Seongbuk-gu, Gangnam-gu, etc., covering several acres, born on the acres of the broader market after another, opening the sheer number of properties for sale scale, have reached the most over the years. and these have to win the broader market killer innovation, creating strong sales of success, blowing a strong broader market turmoil. It is understood, is currently being developed or to be built in the tape are: an area of 5 million acres of the Ascot Park (floor area 478,800 m, development time for 4 years), 3,000 acres of beauty to the glory and landscapes, covering 500 acres of natural area, the largest urban renewal project to 500 acres of Green Lake Park, the largest housing project in Guangxi - North Lake area homes (Phase II 500 acres), covering 3,000 acres of Bagui Greentown ... ... According to the source predicted that, from 2002 to 2003, Nanning will be tape era Kiu Hua Shan Road, Greentown area of 278 acres, a 18 has been started, plans to build a large community garden; an area of 220 acres of waterfront residential Yu Bo has commenced; and Xiamen, a real estate lots in Luopu Park has signed more than 260 acres of land to be developed ... ...
Shandong early media-sponsored the 2002 property market in the broader market promotion Springs, more than 40 million square meters of tape more than 10 on stage. current operations or planning the operation is 100 million square meters Super tape 8 projects, 20 million square meters of tape there are a few. such as planning construction area reached 50 million square meters of gardens in the Run Century City and the sun, while the triple sun, Sun City, site of the sunlight cement 100, Luneng Nanyuan district, Zhang Weidong new capital on the transformation of areas such as large-scale development after another in the suburbs.
in Qingdao, the market is obviously distributed in four patches, as in Lee Chang-eastern New District, Hong Kong inside the circle group in the United States flag 350 million square meters of land, development of 5 years in three phases; 8 square kilometers of the four new district, which is for 4200 acres of real estate development, planning construction area of 260 square meters; 12 square kilometers Fushan New Area.
Quanzhou Quanzhou industry believes that the era began to enter the broader market, the current large-scale communities such as Quanzhou Shan existing garden area of 1,500 acres, the East China Sea coastal city planning area is 9 square kilometers, and the urban clouds Valley district, lakes district, an area of Fortress Village, etc. are in acres or more. especially the first two community Quanzhou large villa community, after the three communities are based on housing type of the characteristics of affordable housing there, and this point let the residents really feel the scale effect brought about by the broader market.
At the same time, the current Quanzhou also been a new tape emerged. as an area of 90 acres of rich holiday castles, gardens covering 80 acres Jindi , clear an area of hundred acres of real estate Norlin, along with the desire body of the Olympic Garden in Quanzhou enclosure 2000 acres, an area of 400 acres of billions Hill, New Century Garden (formerly the refrigerator factory in Quanzhou Office) covers an area of 80 acres ... ... there are indications that the real estate market in Quanzhou has a distinctive feature: real estate bigger and bigger, and the large number of real estate is increasing year by year, especially this year.
Changsha this year, Star City property to the broader market featuring and dominate, the property market has entered a stage of real large-scale Competition Ze dream plates Park, Hualian flap their homes, royal gardens, Thailand when the new Graceland, Wonderland, and the dimension of a Star City, the United States Yi Park, west, etc. spring Patio, Changsha property Liaoyuanzhishi tape is to spark the rapid spread on the scale The tape can be seen everywhere in the city truck.
Nanjing in Nanjing scale real estate development is showing a be regarded as and so on. In addition, there are a lot of tape is planned, such as Zhejiang Lander Jiangning interested in real estate development of two projects of total area of 2,000 acres, east to the vicinity of housing for people in China to develop a 2,000 acre plot, and Xianlin east near 3,000 acres are brewing about a new disk. There are indications that real estate development in Nanjing is to The rise of market competition and choice is the inevitable result, not the developer's wishful thinking, the emergence of the broader market, but also into real estate development ultimately more mature and rational.
One reason: the birth of the market situation is broader greenhouse
shortage of housing in the spent phase, the needs of people living has been out of the ordinary conditions on the architectural style and taste, the structure of the chamber, the district and its surrounding environment, community and culture have become increasingly demanding. Meanwhile, with the accelerated pace of urban life, the convenience of residents living within the community requires a gradual increase life of hope is complete, a variety of needs real estate digest of the % of people think that prices controlled at 3,000 yuan / m, 24.7% of people think that should be controlled at 5000 ~ 7000 yuan / m, the broader market because of the scale of development, can effectively control costs, reduce the end price to cater to consumers. The In fact the broader market from 2000 to 5000 yuan / m is the average price of the reasons chase by consumers.
Clearly, consumers want high-quality low-cost real estate (that is cost effective.) yearning to meet the people living in high-grade needs, improve project quality, the developers to introduce the famous architectural and planning design firm to plan for the residential design and widely used brand-name products, in this case, the high cost is a normal thing. So, with the development projects facilities to increase the number and type of rigid, project development costs continue to increase, in order to reduce the unit cost of development projects, development of large-scale residential communities choose to be a necessary and effective ways and means.
the same time, large-scale residential development community is conducive to the formation of a good living environment, the expansion of the developers to expand the scope of the space. So, the developer of the space in a large, efficient and reasonable planning and environment, set the leisure and entertainment facilities, transportation systems and other organizations for people to provide quiet, convenient and comfortable place to live.
In addition, land transactions more standardized, fair, transparent, and the tendency of land policy is to encourage developers to get the best strength of plot development. At the same time the land is also transfer is clearly no longer just breaking the previous subdivision, the strength of the right from the market, developers have full access to adequate development of the broader market on the entire site. markets tempered, developers have been mature and rational. the so-called climate, geography, and, by the small but real estate development to the large and, of course, a matter of course.
Two reasons: scale advantages can not refuse tape
from the developer point of view, do indeed feel the broader market and small cap the difference is night and day, the market's scale, brand, market driven by a number of sensational and so are all yearning for big developers. the broader market's rise is due to the broader market their own advantages, due to its scale.
advantage A: fully furnished. large scale, is fully furnished, clubs, swimming pools, playgrounds, green, landscape, commercial facilities and other necessities, the basic realization of .
two advantages: ease of management. For the same developers and development, unified planning and management, and provide good service, complete.
Advantage III: planning and design advantages. Because large scale developers to play a flexible, providing personalized planning and design, architectural design, environmental design space. arranged in planning, organizing, zoning, positioning is very clear, does not appear that each of the array, zoned for the prison mess.
advantage d: word of mouth and potential advantages. large scale, easy to form Matthew. the one hand, to overcome the small real estate sales should obviously be more attractive, and because of the strength of the developer, to give consumer confidence, which also won praise.
five advantages: lower operating costs. a large scale, the formation of industrial development, in project development, property Management has made large-scale effects. obtain low-cost advantage, so as to establish a unique competitive advantage. For example, bulk purchases of building materials by lower unit prices, using a variety of industrial methods to reduce unit costs. At the same time, large-scale low standards can do charges and high standard services, property management fees can be avoided conventional high, the drawbacks of fewer services.
advantage of six: to effectively allocate resources. an Area if developed by a number of different developers or real estate development, easy to form vicious competition and waste of resources. If the larger real estate development, it can be considered, a reasonable arrangement. and an atmosphere conducive to the formation of community.
three reasons: the broader market awareness and help to improve the strength of the brand
The developers, large projects less restrictive, you can use of personnel, capital, in the planning and design, landscape, facilities and property management products meet or exceed the advanced level, to make fine communities, create property brand Developers reputation started to build brand. For example, Country Garden broader market, the Olympic Garden, Star River's successful development, not only established a real estate brand, but also allow developers to greatly enhance the image of power, and even corporate executives and therefore a reputation, brand effect previews.
more and more serious blow to the housing disputes in the main body of the purchase of consumer confidence in the market, affecting the healthy development of the housing market, large-scale development can reflect the development of the company's strength in this way enhance the development company visibility, strengthen the confidence of buyers of real estate to promote the sale of the project.
broader market development is considered to establish the brand as well as effective ways to brand. On the one hand, large projects and high advertising spending, after a time, bombarded with ads Consumers will always have a certain cognitive sense of monasteries and identity; the same time, possess the advantage of large-scale easily generate word of mouth among consumers.
the other hand, choose the long development cycle of large projects, developers can do the project wholeheartedly, do not have to worry about constantly looking to enable enterprises to sustainable and stable development, is conducive to long-term planning and development of the brand.
you refused to develop the broader market, but they can not ignore the existence of the broader market, especially when the broader market in the short a lot of time together, its inherent meaning and property laws of the market, enough to make people feel , is a measure of the strength of the brand developers have shuffle smaller. associated with amount of market share as described, the end of a small country eight hundred, thousand of scrimmage situation Uncooperative. Thus, we see the emergence of the broader market is not only the inexorable law of development of the market, it is a significant market re-sign the one hand it Ones who dare to make the strength of the strong competition in the broader market and gradually expand, it also forced some strength of weak capital due to their inability bigger and eventually eliminated in the competition.
tape will allow the market to upgrade, market competition has become more norms, the market to mature, which is the development trend of the real estate industry.
of two: the broader market to enhance market development
broader development community than the development of small-scale much more difficult, there must be system development strategy The new development philosophy and a variety of related industries as a support of composite graft. This is definitely a serious developers test, which also requires developers to continue to improve their level and in terms of other real estate developers, to the broader market Time survive, we must open up his way, no matter which type of road, one thing is certain, that is the starting point to a higher level to higher levels to be higher, which can be said for the broader market to force out The.
of three: the broader market may lead to lower prices on the price of
tape because of its under the premise of the shift, the other real estate will exist a potential threat to customers disappear, in order to be able to re-attract customers back, it will be possible to do a variety of efforts, one of which would be a decline in prices, so that will undoubtedly affect the the price of the property market. Meanwhile, the broader market because of the scale development, the formation of low-cost advantage, may trigger price war will affect the survival of other high-priced real estate.
difficult to grasp the broader market: a rainy day
;, is the grandmother of Wang Xifeng Liu said a word, points to a large family business difficulties, the market advantage of its stunning popularity of the property market can be a real success is not easy, because the difficulty of the broader market with the broader market, not every of developers can be successful. operating broader understanding of the broader market should be difficult.
of one: the development of the policy change by the speed of large real estate investment
and national economic growth rate is consistent with the national real estate development economic policy and industrial policy has an inevitable impact. and large development projects due to long development cycle, affected more by the policy change. For example:
(1) macroeconomic policy control. the real estate industry and national prosperity and development of macro- economic development are inseparable, in 95 years, the implementation of macroeconomic regulation and control of economic soft landing, the main adjustment for the real estate industry, then get hot on the ground Pima nobody cares. Such large-scale economic policy changes, for the year the real estate industry policy. including land policy, real estate, financial policies, development policies, preferential policies in different plots. these policies mean different real estate development project to enjoy the different policies, large-scale projects will be a long time by the greater impact.
such as large-scale property market last year, Government at all levels to strictly control the relevant provisions of the broader market, Credit qualified developers the key to success, the real estate research is the product of intense market competition, which is also the result of incomplete information network. developers have to stand out in the vast sea, the business must have sufficient information, such as the demands of consumers, competitors, secret, market supply and demand and so on. pre-planning and market research in place, adjust the time for large development projects are not fatal problem.
information on the current status of the real estate market is not optimistic. mainstream media and professional media care about a different focus, different conclusions and more developers speculation and so on. Faced with this situation, the real estate development enterprise market information from chaos. For large real estate development project is concerned, there is no clear understanding of the market is difficult to have accurate positioning. while the absence of professional authoritative research firm, large-scale development projects rely on the accuracy of the data sources and is also doubtful.
research project allowed a direct consequence of market orientation is not allowed, leading the broader market operating in the br> For example, the market in the Sea Terrace, Golden Bay and Whampoa Garden Villas are pre-positioning began in 1998 in Shenzhen, the central area of real estate, because of the popular small units, large units blocked, so their prevalence of small units positioning The situation in the year 1999, the three almost at the same time the real estate market, the same phenomenon also occurred, is to take remedial measures, scramble to the big house to small apartment. And these three properties of the consumer research report come from the hands of the same research company, according to their own account, market research results and actual market higher contrast.
of three: the requirement of high capital
logistics real estate is capital-intensive industry, hundreds of thousands of square meters of the broader market, the demand for capital is very large, from the control of land resources to support the project started, we need huge capital, the threshold for the level when the million.
a real estate project development funds of the logistics channel, the current From the large side, divided into three parts, namely, self-owned funds, bank credit funds, invest in sales rolling. enterprises lack of its own funds, the developers at the time of the operation of the Achilles heel of the broader market. bank credit funds , the threshold of the current financial policies, such as four cards are complete, the project raised enough funds owned 30% of the total investment, etc., using the bank's money to buy land or start of the road will be difficult. sale of capital return in rolling, a bit far hydrolysis near thirsty. tape covering large, general location would be more partial, not a complete surrounding cities, Renqibuwang, developers do not make the first investment clubs, the model groups like the image of the model, so that consumers will become increasingly difficult for the down payment .
Therefore, the market for developers, the primary challenge is the strength of capital and financing capabilities. money, money, easy to touch the tape, people in the property market on a tightrope heartbeat. Of course, the capital strength of the lesser of developers, Kangbu Zhu tape the temptation to create conditions for a feasible but also on the road, should be vertical and horizontal, the development of a number of alliances and work together to seek win-win development.'s strategy to develop the broader market, such as the China Sports Industry Gold Group to jointly develop with the Olympic Garden, Panyu Clifford Group and the development of local enterprises and so Clifford.
problem is that in the common interests of the future, the market's co-signed by the parties to shining the spotlight onto the platform, at the beginning smile always bright, but the twists and turns of a broader market trend is changing, long period, all kinds of unpredictable market changes and other factors, to the interests of the foundation of marriage, who would go in the end to ensure that, in the process of cooperation side can grasp and adjust their mentality it? can laugh taste the fruits of autumn? It is the risk of co-operation mechanism, it is worth careful consideration.
of four: management and coordination requirements of a market's development of high
need to develop business on a larger scale and higher up the organizational perspective of professional collaboration resources. positioning from project planning, program planning and design, construction, supervision, property management, marketing, sales agents, etc., are not in the market lack of a master or pseudo-experts, developers are able to identify and draw international master craftsman of the difference in how much the advertiser can identify where the agent's strengths and weaknesses, can a proper evaluation of the planning for the next few years competitiveness of the broader market sales?
the development of a broader market as a magnificent symphony, a large number of professional collaboration bodies, just as one of the musicians, the band commander is the developer doing my part. the professional organization of planning case, the design case, the promotion of a case report thick books, more are from their own professional point of view as a starting point, but in the end final decisions are subject to the developer, how to use them to get appropriate and harmonious symphony with the market, developers with a high degree of skill is essential.
Moreover, the broader market with a regional landmark, competitors mostly large-scale projects for the competition of the target area and reference, the company's competitors for talent is the object of major personnel changes will caused by the difficulty of the project management. In addition, the broader scale, the slow construction of supporting facilities, are likely to cause customer complaints, how to manage project progress, coordinating with the owners of the conflict, it is essential.
of five, the customer how to determine the
one sold to these people, two, three and whom? have so many people have bought it? changed if customer segments, price changes, and style changes, and this is a contradiction. looking for customers the key to any product, due to large-scale real estate projects, like taking into account market risks, it will basically positioning in the chamber can do to attract more consumer groups, which bring problems to the customer orientation, the case of the developers more emphasis on market investment in research, then the customer location may alleviate some problems.
In fact, the market development of the most intractable problem is the customer's location. As the broader market long development cycle, target market must have a proactive and systematic as possible, otherwise very easy to stumble, less effective. the broader market as huge, single-level customers are often difficult to digest, the developers always want to win more customers, knowing that they often fall into the Pan-positioning errors. For example, Longgang Area with super- tape will be positioned as a local high-income customer class, the urban elderly, customers in Hong Kong, Huizhou, Dongguan and other people, because customers are too scattered, so give marketing is a big inconvenience. The company previously developed properties are self- produced in sales, now felt powerless own, simply take care of the flats to the professional company. And the real estate is near a small cap is particularly easy, its target customer is the local white-collar workers, real estate is very attractive to them force, due to customers at the local, nor do they need more publicity, opened only two months to sell nearly Qi Cheng, good sales.
of six, how to control the rhythm?
have a super-tape a already meet the conditions of sale, but now the delay in launch. asked why, the developers said the environment is to do a good job and then sell the current floor, in fact, they also use this gap to the market thoroughly, and then select the opportunities available. a lot of big real estate are two phases, three or even eight, ten development, a property research project in two phases or three people that the main problem is not just money, but also a market anticipate problems, but also the intrinsic linkage of a project problem. sales progress too fast, a sold out after two delays in access is not on gas, will the cold field; sales slow, an unfinished, and then push the two, three, not only confuse the market, but also backlog give people too many bad impression of sluggish sales.
of July, the price to grasp?
a large project, pre-priced? high passive, low does not make money. is a high price or not down? down, I'm sorry the previous owners, but also hurt their own brand of bones; did not fall, how the line, you naturally into the dilemma.
confidence in real estate sales is very important, and stocks, many people also buy or not to buy up, so give the project the price of pre-determined pose difficulties. Dikaigaozou tape sales are generally, but how much lower it is appropriate, after high-speed on what kind of walking is also a headache. Some experts that the first price to leave room for later, .
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