Control the civilian army in the country garden and try to break into the mansion market

Every reporter Zhu Ling from Guangzhou policy under the control, the housing enterprises risk aversion.　　The garden, who is accustomed to the "civilian" route, has also begun to attempt to enter the mansion field that has not previously been involved. After the end of the 2009 "Changsha Quality Gate" incident, the country garden market confidence suffered a setback. In July this year, Keung, chairman of the Country Garden, appointed the former general manager of the five Mo Bin as president of the Office, focusing on quality issues.　　November 10, the country garden is located in Guangdong Zengcheng the first million-dollar Super Mansion Project debut, showing this walk for 18 years of the civilian route of the country Garden, in the overall market situation is poor, the luxury market ambitions. Industry insiders said that the low-end line products limited profitability in the market consolidation period, its gross margin will also be affected, on the basis of ordinary housing to strengthen the layout of the mansion can undoubtedly form a complementary trend.　　In addition, the newly appointed three fire, Mo Bin after taking office will undoubtedly make a point for the country garden, this may also be one of the reasons for its transformation. Price per square metre of 30,000 yuan 10th, the country Garden is located in Guangdong Zengcheng, the first million-level super luxury products debut.　　Beyonce Garden that this is its landmark top mansion works, the basic price in tens of millions of dollars. "The price of this project is expected to reach 30,000 yuan/square meters, and this value is still underestimated." "Talk about the newly baked Country garden luxury products-" diamond villa, "said Liu Zhenyu, Guangzhou regional marketing director," The mansion project we have been preparing for a year. "　　He stressed that the hope that through this product, so that everyone can again know the country garden, but also to build a mansion.　　Liu Zhenyu said, has been the country garden has been a popular product route, but the current market is not lack of luxury customers, Bi garden before the popular route to limit the expansion of customers. "The current market of luxury is not only a house, it has been given more value-added."　　Said Chen Geng, an analyst at Pfizer Securities, said that the market was really depressed by the current regulatory impact, but in the context of inflation, it was also a tool for investors to resist risk. Meet the policy squeeze before October this year, the country garden to achieve sales subscription amount of about 28.8 billion yuan, which has contracted sales amount of about 26.9 billion yuan, contract sales area of about 4.96 million square meters, to sign the amount of about 1.9 billion yuan.　　2010 years ago, 10 months of contract sales and the size of the annual increase of about 65% and 39% respectively.　　Although the single from the country garden, its performance is optimistic, but from the overall market, the same take the rapid development of the market model Evergrande Property, its previous October performance has been exceeding the annual sales target of 40 billion yuan. "Beyonce Garden has done high-end products before, but none of them have been built like this."　　A person familiar with the country Garden said. "The country garden temporarily give up to take the middle end quality real estate route, the transformation higher end mansion market, explained that the country garden is subjected to the policy regulation the extrusion, starts temporarily to adjust the product listing and the sale strategy." Xie Yifeng, a senior real estate expert, said that on the one hand, restrictions on purchases and loans and other policieshas made the mainstream real estate market deserted, if continue to take the original route, the market purchasing power will be more deficient.　　Therefore, with the CPI higher and the appreciation of the renminbi is expected to strengthen the impact of the investment value of luxury products are more popular in the market. Focus on building a mansion difficult to achieve "the general low-end products, profit has always been limited, from the listing of the two years after the performance of the park, the basic is a steady growth."　　"said Chen Geng said, and do mansion products, despite the upfront investment capital, may lead to a backlog of funds, but the latter can be a big increase in the gross profit margin of the housing enterprises. But he also believes that the move into the luxury market is only a garden in the control of the strategy. He pointed out that all along, the development model of the country garden is to buy land at low prices, rapid development of the market, to give up the traditional model, and focus on building a mansion is unlikely to be achieved, BI garden always or must be based on middle and low secondary product development, "not to mention the luxury products capital turnover is long, the current policy continues to exceed next July, The country garden may encounter the problem of capital flow.