In the past “golden 20 years”, real estate developers were synonymous with wealth and huge profits.
They kept financing, buying land and building buildings, creating a huge total market value of the industry and countless secret “real estate Kingdoms”. But now, this scene has become a faint yellow history.
Real estate practitioners used to be enviable. Their high salaries are comparable to those in finance, computer and other industries, and their career prospects are broad.
Seven years ago, Wang Shi said that the golden age of real estate ended and entered the silver age. Three years ago, Vanke Yu Liang shouted the slogan of “live”. However, the voices of these real estate bosses are covered by the year-on-year high total turnover of real estate.
2021 will be an important turning point in China’s real estate history – winter has finally come. The queue of defaulting real estate enterprises shows a cruel fact: “living” is no longer just Vanke’s self vigilance, but the ultimate proposition to be considered by the industry.
In the second half of the year, the real estate industry had a bad start: the overall sales of the whole industry fell sharply, the purchase, sale and loan restrictions of the real estate market regulation policies were combined, the tightening of financial policies was unprecedented, and China’s real estate industry was facing an unprecedented crisis of trust in the domestic and foreign bond markets… The real estate developers who once spent a lot of money when buying land were experiencing cramping pain.
As the current situation changes, the real estate industry is undergoing a reconstruction. Central enterprises and state-owned real estate enterprises are back on the tide. Private real estate enterprises and small and medium-sized real estate enterprises with weak ability are doing a “battle of trapped animals”, and a group of real estate people who recognize the reality are changing careers and fleeing.
“Very pessimistic, very severe”
“When the ‘three red lines’ came out last year, everyone didn’t think it was so serious.” Li Jing is a marketing front-line employee of a top 30 real estate enterprise. Last month, he participated in the group meeting. At the meeting, the president said that the real estate industry has really reached the moment of life and death, “have you seen the top real estate companies selling projects, transferring equity and self-help in the past? This is the choice of life and death. ”
In the first half of the year, there were 304 real estate regulation policies in cities across the country. After July, the Ministry of housing and urban rural development and other 8 departments jointly issued heavy new policies. 14 hot cities immediately issued policies and opened a new round of regulation. The property market has really changed.
“Very pessimistic, the industry situation is very grim.” Jiang Shan, the marketing middle-level of a real estate enterprise in East China, said that the sales situation in the third and fourth tier cities was poor in the first half of this year. By July, it showed a sudden decline in all energy-level cities. “We analyzed the sales of real estate enterprises in July, and the decline was amazing.”
Only looking at the month on month decline in July, the sales of Jianye real estate decreased by 75%, Poly Real Estate decreased by 63%, and Greenland, green city, China Merchants Shekou and China shipping all decreased by more than 50%. Among the top five real estate enterprises, Evergrande decreased by 39%, Vanke by 23% and rongchuang by 37% in a single month.