In the second half of the year, the central and local policies spoke intensively. On July 23, the Ministry of housing and urban rural development and other eight departments issued a document saying that they would continue to rectify and standardize the order of the real estate market.
Since the beginning of this year, there has been a significant upgrade in the regulation mode, intensity and detail of the regulation policy. According to the incomplete statistics of the China Index Institute, in the first half of 2021, more than 30 hot cities issued new regulatory policies, with a cumulative regulatory number of more than 100 times, significantly exceeding the level in the same period in the past two years.
In this context, the sales of real estate enterprises were under pressure in the second half of the year. It is worth paying attention to how real estate enterprises grasp the rhythm of market demand release and complete the annual sales target. According to the monitoring of Nandu big data research institute, the sales of 37 real estate enterprises increased year-on-year in the first half of the year, but less than half of the real estate enterprises achieved more than 50% of the annual target, and some real estate enterprises still hovered in the range of 30% – 40%. Sales pressure in the second half of the year, where will real estate enterprises go?
Sales growth is now differentiated
In the first half of 2021, real estate enterprises grasped the rhythm of market demand release, innovated the marketing mode, and strengthened online and offline marketing. The sales performance increased year-on-year, and the completion rate of sales targets increased significantly compared with the same period last year.
According to the monitoring of Nandu big data research institute, the sales of 37 real estate enterprises increased year-on-year in the first half of the year, but the growth range was differentiated; Leading real estate enterprises developed steadily and maintained scale advantages. 19 real estate enterprises exceeded 100 billion sales scale.
Most leading real estate enterprises with a scale of more than 300 billion have a year-on-year increase of less than 30%; The 100 billion medium-sized real estate enterprises accelerated their expansion, and the sales growth was significant.
In terms of specific range, 9 real estate enterprises increased by more than 50% year-on-year, such as Greentown, jiazhaoye, Midea real estate, Xuhui, rongchuang, investment promotion, etc; Six companies increased by more than 40%, such as Jinhui, China Resources, Zhengrong, Zhongjun and Greenland Hong Kong.
6 companies increased by more than 30%, such as times, Shimao, Yajule, Aoyuan, etc; Nine companies increased by more than 20%, such as Longhu, poly, Jinmao, COSCO, Greenland, Xincheng, CNOOC, etc.
Five companies increased by more than 10%, such as country garden, Vanke, sunshine city, R & F, etc; In addition, Evergrande and Jindi recorded single digit increases.
Less than 50% of the real estate enterprises completed more than half of the tasks in the whole year
Judging from the completion of the first half of the year, the whole industry has bid farewell to the high-speed growth mode, and the sales target in 2021 has generally decreased. Among the 37 brand real estate enterprises monitored by Nandu big data research institute, 32 announced the sales target for 2021.
There are 14 companies whose target completion rate exceeds 50%, such as Jindi, Jinhui, Lvcheng, Midea real estate, Zhengrong, merchants, Zhongliang, China Resources, Jinmao, Xuhui, Aoyuan, Poly Real estate, Yajule, rongchuang, etc., accounting for 47%.
16 companies have achieved 40% – 50% of the target, such as Zhongjun, Evergrande, Shimao, sunshine city, Longhu, Vanke, Hejing Taifu, Xincheng holdings, Yuexiu real estate, times China, etc., accounting for 47%. In addition, there are two companies, COSCO and Greenland Hong Kong, with a target completion rate of less than 40%.
Overall, the sales target of benchmark real estate enterprises tends to be conservative, and the overall speed of leading real estate enterprises decreases. However, some real estate enterprises have performed well, with an increase of more than 50% in both sales and completion.
Reprint indicated source：Spark Global Limited information