2014-06-12

Property Developer Sales Tick Up in May, But Well Off Target

30 listed property developers sold ¥102 billion worth of property in May, a 5% uptick from April. However, the five-month cumulative sales for these 30 firms reached only ¥486 billion, a mere 29% of their 2014 goals. April/May is the first big sales season and many firms like to go into the second half of the year with the wind at their back. This year, they will increasingly rely on hope ahead of the upcoming September/October selling season if they can't make sales during the summer. Some developer's sales are down more than 50% yoy.

Only Vanke and Evergrande have reached more than 40% of their sales target. Of the 30 firms tracked, 17 are below 30%. This number may overstate the health of the market: some sales were carried over from 2013 and hit the books in 2014.

This isn't good for the big developers, but this is very bad for the small and deeply indebted developers who will have to compete with them for sales later this year.

30家上市房企前5月销售4859亿元 九成企业难完成目标
May no property red "red", the majority of housing prices in January 2014-May sales in decline. According to the Central Plains real estate market research statistics show that as of June 11, the first 30 listed room rate announced five months sales amount totaled 485.87 billion yuan, an average of only completed 29% of the annual sales target. In this regard, the Central Plains real estate chief analyst Zhang Dawei told reporters that if the development in accordance with the current market trends, housing prices accelerate if the "price change", more than 90% of enterprises will be difficult to complete the annual sales target.

According to Centaline monitoring, as of June 11, former national sales 30 listed room rate released five months, including Evergrande [ Introduction News ] other well-known housing prices. On the whole, even the benchmark of housing prices, sales are not optimistic, in addition to Poly [ Introduction News ] a national housing prices, such as promotions, sales have risen further, other companies are continuation of the previous four months slide.

According to the Central Plains real estate statistics, 30 April fangqi single month contract 96.88 billion yuan, 101.67 billion yuan monthly contract "Red May", the chain was up only 5%.

In addition, housing prices before the 30 month contract five total amount of 485.87 billion yuan, compared with the same period last year, with sales down housing prices reached 17, accounting for 56.7%, which fell the sharpest of Fantasia [ About News ] holding, followed by Glorious Property, again to open shares led, respectively, year on year decline of 56%, 51% and 48.6%. In addition, Poly, gold, investment and other housing prices five months before sales are up slightly.

It is worth noting that, from the point of view of the annual target, according Centaline monitoring, housing prices in 30, in addition to the completion of Evergrande and Vanke better performance, more than 40%, the other companies to complete general very poor, average completion was only 29%. Among them, the annual task is completed less than 30% of enterprises reached 17.

In this regard, Zhang Dawei said, because some of the sales carried over from last year, the actual pressure housing prices may be higher than expected, but the second half will be greater. If this trend continues to develop, the majority of housing prices will be difficult to complete the annual sales target. "We expect housing prices followed the dual pressures of forced sales and capital chain, there will be more price project initiative to join the ranks."

"From the current market price cut case situation, the need for a common project just in terms of general price reduction of 10% -15% market turnover can be activated; while for the high-end luxury is concerned, you will need to cut prices by 20% -30% range, market demand will be significantly activated. "with policy advice, research director Zhang Hongwei said.

In fact, the benchmark of housing prices in the same time to speed up the introduction of new disk digest inventory, many of them promotional price cuts and other marketing tool. According to the reporter, Sunac China contract sales price has declined for three consecutive months.

In addition, Lake Group, said fine inventory management, remains resolutely implement the "go to stock" strategy. Dragon Lake Group, said the Hangzhou Dragon Lake in the absence of new product launches, the flexible sales strategy, sales performance and to improve the rate.

In fact, the CAC Group in order to complete the $ 25 billion annual sales tasks, but also to seize the market launch of the "window period" just need to just change the class project.

"CAC · pick Garden is located in the group and just just need to change the customer's needs first project, located in the Beijing East Fifth Ring Taiwan Lake area, is expected to enter the market at the end of June, the total price of 2.2 million yuan from a single set." Thailand Wo Group assistant to the president, brand director Shen Li man told reporters.

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