The fate of real estate developers

Real estate business is the fate of the real estate developers since the new deal, China's property version of the "Scream" is staged!　　Real estate developers are looking for a loosening of policy, and the three steps of brainwashing, price reduction, and research policy loopholes have had little effect, and pessimism and anger are spreading.　　Growth relies on investment, profitability and inflation, the root cause of today's mess, the distance between the two is never so close. Topic planning/Shikung interview author/Shikung Xin HS Jianghong Edit co-ordination/Go Jingjing Shi layout/Lianping picture co-ordination/Weiliang cover illustration/left-hand policy frequent introduction of the property market version of the "Scream" interview/Shikung Xin author/Shikung April property market since the new deal, China's property market is going through a boiling point to freezing. "It turns out that we can come to more than 100 customers a day at home to see the house, now every day more than 10 people to see the house, basically no deal." "As Tongzhou a real estate in charge of the Wuxin quite reluctantly said:" Now we have nothing to do together to study macro-control policy. "To wuxin them, the policy of studying macro-control is not to study, but to find out the loopholes of the policy," we do this every time we regulate, do not give the customers who do not meet the requirements of the mortgage? "In addition to research policy loopholes, wuxin still have to stabilize the morale," every day with sales staff meeting, to brainwash them, to build their confidence. "And Wuxin's company also regularly to convene wuxin such a company management meeting," The leadership of our company strategy, but also for us to brainwash. It is this level of washing down to ensure that this period will not be scattered. "Brainwashing tactic is actually one of a series of coping methods that developers have summed up in many real estate control." Its core spirit is to drag on and wait for a change in the situation. But this time, things are different. Compared with the previous relatively modest appeals and suggestions, the developers and consumers in this round of regulation have met the opposition and challenges in a more extreme way. Some people shout that house prices will go up again next year; some people are angry, let the government play it by themselves; some people not only criticisms, but also throw shoes at Ren Zhiqiang. The fear is that policy may never rebound again. "Now the employees are staring at us, we stare at the boss, but who knows the boss has no bottom in his heart!"　　Wuxin is fraught with worries about the future. Confidence in hope and despair was finally stabbed. Wantong Real Estate Chairman Feng Blunt, the policy should not be put back! This is life and death. Indeed, the brutal growth of the industry is bound to end, "growth by investment, profit by inflation" growth model is difficult to maintain.　　An era of seeking to create the value of real estate companies is coming.　　This time the difference between extremes and despair is always connected.　　With the deepening of regulation, in the policy, market and public opinion of the various pressures, feel gradually forced to the corner of the property developers finally angry! Known as the "Cannon" of ChinaFar real estate Mister Ren Zhiqiang in one of his blog vent his anger: "I do not object to the government's regulation of the market, but more hope that the government to use market-based means of regulation, rather than insist on irrational, non-institutional, not legal administrative means to carry out vicious intervention." "Coincidentally, one of Vanke's top executives, in refusing to interview reporters, also made no secret of their dissatisfaction with the current situation, he thought he was" not clear about the new deal and its impact "," I'm confused now ", and when asked about the future direction of the industry, the executive was blunt:" The government can just grab it! As long as the people support. "There seems to be no need for developers in the market," he said.　　Press contacts of large-scale development enterprises from the top to middle, grassroots staff, the basic show from anger to anxiety to confusion of the class difference.　　And, pessimism and anger are spreading. Large enterprises in the real estate sector have shown enough pessimism. Vanke predicts that the next few years will not be optimistic.　　Evergrande first announced the price reduction to express his understanding of the situation. "In the industry there is a saying ' see 20,000 ', is to see Vanke and Wantong." "Years of foundation Investment Group president Huang said." For small and medium-sized companies that do not have enough money and manpower to study, it is a good choice to follow the big shots. If you are confused or angry, the days of the real estate business are over. Large companies are in a hurry to market research, "Vanke spends every year in training and strategic planning funds, to billions of dollars to calculate, Wang Shi can not have the confidence to speak?" "One of the project managers said:" We are not willing to spend the money, the news is from the mouth of the peer. "In the current situation, Jin will strengthen the research work, dynamic control of market changes, pay close attention to emerging areas, according to the status of available resources to layout." "The Gold place faces the reporter to say. Vanke began dabbling in commercial real estate last year, Wantong began to do industrial park, eco-city, now it seems to be a good choice. "In Huang, Wantong Feng are very big," is the sky high clouds light feeling, small direction he is not do.　　Vanke is more down-to-earth and more commercialized. "My friend, I don't know when to open the open, it is postponed indefinitely." "The boss of a real estate company told Jajinge. Jajinge, a former deputy general manager of a small real estate company, has chosen to start his own business and run a small agency because of optimism about the prospects for the real estate industry. After years of networking in the industry, business has been doing a good job, but now there is trouble, "there is a period of time no project to do." Jia recently visited several projects, the original owners of these properties told Jajinge early this year or the opening of the year, even the average opening price, the number of buildings to be launched, how many sets of houses, push the strategy is what, told him, but now, no one knows the exact opening time, not only the front-line people do not know　　, even the company bosses don't know. The uncertainty about the future further stimulated the property developers ' mood。 "The original real estate regulation there is a direction, such as 90 square meters below the small huxing to reach 70%, which is to encourage everyone huxing." Now the regulation is pure repression, no guidance. Huang said. "To say good is called the right remedy, say not good is overkill, in order to suppress house prices and suppress prices."　　Jajinge complained. It is interesting to observe the response of each property control. After the first nationwide real estate regulation in 2003, the developers organized a huge lobbying group to persuade the government.　　When the central bank under pressure to release alive, "The Wind Window" Zhang Jingping to an article "" 121 New Deal "78 days record" announced the arrival of an interest group. Thereafter the regulation swings around in the game.　　2005, "State Eight" issued, the developer organized to present million, 2006 "Country Six" issued, developers under pressure to remain silent; 2007 Property control, developers can still be organized to counter and lobby. Either to denounce the Government or to be pressured into silence. But this time, from the inside out, it's really different. Residents of the ministry told reporters that the biggest difference in the regulation is a "systematic, planned and deployed action."　　It is the first time in real estate history that the 11 ministries have been mobilized by the State Council in command. In the external environment, The Economist, led by Xie, is highly unified in that the housing bubble will have fatal consequences for the Chinese economy.　　On the other hand, discontent is boiling. If the reader is aware of the history of real estate, it must be noted that this time the developers have been unable to organize policies to provide advice and appeal. You can only express dissatisfaction with your personal stance.　　This is also a subtle but huge shift. High pressure inside and outside suffocated the air. Though no one had spoken out loudly, there was a faint sense of hope.　　The boundaries between life and death never seem so close. Self-help Three steps "Beijing two or three ring of real estate prices will rise to 100,000/square meters!" "Jajinge went to Hong Kong in April," Hong Kong is a very biased place, with $10,000 per square metre, and Beijing will certainly overtake Hong Kong in the future.　　Jajinge is very confident. He is as confident as he is of a famous Beijing central enterprises. The company in Beijing, the busy lot of high prices to win the king, currently the project Director of Project ready to Dubai to visit. At an in-house meeting, executives said to employees, "the price is not expected to be less than 80,000." In late April, in the corporate strategy of the enterprise, relevant high-level with its Wangjing in the case of a well-known project, the project is currently carried out to three, the first phase, two period has been sold out, gross profit is more than 30%, a unit price reached 30,000, two period unit price reached 50,000, even a record of the wangjing sales price.　　The third phase, which will start in August this year, is expected to be sold next March and is now set at a price of 60,000. "We are all worried that the project can not be done, will not be stranded." Mr. Li, the project, told reporters, "If stranded, I would have to be sent to the field."My family are very worried about this matter, originally thought no hope, did not expect to do so on the horse. "The project starts at the end of this year and is sold next May. "We are also very strange, how does the leader know that the project price can reach 80,000 next year?" It's also about the company to calm the hearts of the people, but in this way, everyone has the energy.　　Mr. Lee speculated. Mr Li guessed nothing wrong. The stability of the people is the real estate enterprises face the first plan of regulation. After 2003 years of 5 rounds of real estate control, real estate companies have summed up a set of theories and tactics.　　The basic method is in the same vein as the Chinese Gongxinweishang and Xu Jiantu methods. To sum up, developers should take the temporary measures of policy changes into three steps, that is, first preach to the staff brainwashed, and then explain the situation to inspire staff confidence in the future, the industry in this practice jokingly dubbed as "dozen chicken blood."　　Finally began to work hard to learn regulatory documents, looking for policy loopholes, ready to seize opportunities at any time. However, the effectiveness of mental mobilization is always limited. At the same time as possible to inspire morale, enterprises can do a short-term self-help method only one: Price!　　Withdraw the cash!　　May 5, the constant land production (03333.HK) inside a person familiar with the media, immediately began in the country, Evergrande all properties are sold at 85 percent discount price to speed up the return of funds. In addition to the price reduction, Evergrande property is also issuing debts to the outside world. January 18 This year, after the first increase in reserve requirement rate, January 22, Evergrande announced the issuance of 750 million U.S. dollars in 5-year priority bonds, with interest rates as high as 13%.　　In April this year, Evergrande also issued a 600 million-dollar additional priority note to Chinese property owners and Lau, with interest rates as high as 13%.　　In addition to Evergrande Real Estate, April 16, the country Garden successfully issued a total value of 550 million U.S. dollars of 5-year bonds, interest rate 11.37%; April 22, the company issued 7-year-old bonds, raised capital of 650 million U.S. dollars, the interest rate of 8.875%; By May 2, the central bank had again raised the reserve ratio of deposit-type financial institutions by 0.5% to 17%, close to the all-time high of 17.5%. "The Future Housing enterprise financing environment will be more serious, especially those small and medium-sized enterprises will face shuffle pattern."　　Guangzhou Real estate expert Deng Haozhi thinks. According to the data provided by Zhongyuan Group Real Estate Research Center, by the end of April, Vanke, poly, gold, investment, the sea, China Resources, Greentown, ya Ju le, Evergrande, bi GUI garden, the top ten housing companies, this year announced to equity, bonds, funds and other ways to finance the size of more than 70 billion yuan. "Everyone is preparing for the winter.　　"Jajinge said. Shengwu Heaven defeated like somewhere "we pushed a disk last week, the feeling is not too obvious impact, of course, we push the availability of many, and the early accumulation of customers a lot, pushed more than 80 sets of houses, sold more than 60 sets, but half of which is one-time payment. Huang said. Let him feel the power of the new deal is that the original sold the best one-bedroom, nowI can't sell it. "We have many years Huacheng buyers are a lot of ' North Drift ', originally they are one bedroom to buy the main, but now the down payment is increased, many people do not meet the purchase conditions." If any further push will be affected, now our effective clients are being affected by the new deal.　　"This has sounded a wake-up call to the years, and they have decided to change." Wantong These years began to do in the new eco-city, eco-friendly town of Xianghe. "Huang said, and years of inheritance to Wantong after learning, decided and wantong consistent, do" the Government advocated property ", the current years of the industry has been in Tangshan Caofeidian new area began to do related industrial support. "Our first issue of the meadow has been checked in. We have to give shougang these enterprises to do a good job, 4200 yuan per square meter market price, in order to first ensure that the supporting central enterprises in place, our one period in accordance with 3900 yuan per square meter sold to the central enterprise. "In Huang's view, this way, although less to earn a little, but fortunately there is no risk, far better than in the ordinary residential products such as the livelihood of the fighting."　　In fact, the disadvantages of the real estate companies are not only affected by the policy, but also their existing growth model-"growth by investment, profit by inflation". In Wantong Real Estate Chairman Feng View, this time the real estate enterprise faces is "is not born to die". Feng that the housing has the dual attribute of boosting and safeguarding people's livelihood as economic growth, and the policy of the past government always swings between the two. "When the economy is not good, in order to protect economic growth, large-scale investment, to stimulate the housing prices; the economy started well, the housing price is high, the issue of livelihood protection began to highlight, then the government stressed the people's livelihood, introduced a series of safeguard measures." That's how the policy swings back and forth. But Feng points out that the pendulum-like repetition of the policy is now over, and that the government has no prestige at all.　　Feng points out that the brutal growth of the real estate industry is over and that new rules of the game will be formed in the future, and now, in the face of life and death, property companies must change their way of life. Some companies are already on the move. "Recently Vanke began to vigorously recruit commercial real estate talent. "They're ready to do commercial real estate," one industry insider told reporters. "Kim also admitted to the reporter that began to pay attention to commercial real estate, ready to diversify development, improve risk-resistant ability." Huang Qing's years of inheritance is from pure residential property developers to regional development business change, "not active transformation, will be eliminated." "No transformation will be eliminated. Transformation, who can support to the better? People who know the real estate industry know that the commercial real estate cycle is long and takes up more funds. Transformation depends on strength.　　Decimating property in the real estate industry in the hottest 2006 years, 2007, the transformation of commercial real estate, a large amount of money, so that the 2008 economic crisis to the temporary capital chain anomalies, is considered to be the first to fall property companies.　　Now, the spirit of the year has become, the real estate enterprises have a few ready enough funds to complete the transformation?　"Digital Business Times" related reports:　Growing flowers in the opium poppy the real estate business in the crisis to change Feng: Survival is suffering property developers: The new game has not yet begun