Expansion Xia Haijun: With 85 percent promotional coupons into 40 billion clubs

"Building Change Hundred Days" editor note: The beginning of this year April 17 the State Council issued the "about resolutely curb the rapid rise in the prices of some cities," (10), real estate control storm again hit, as for today Hundred Days.　　12.8%, 12.4%, 11.4%, a smooth downward curve in the price rise after the storm emerged. We are concerned about the changes in house prices in these 100 days, as it carries millions of people's home ownership dreams, but we are also concerned about some of the more subtle changes in the property sector.　　Leaving, starting a business, sticking to it, copying the bottom, and so on, these ordinary but not trivial keywords are also in the regulation of the Hundred Days of fermentation. We've found 10 people, 10 stories for you, the bosses of public companies, policy officials, or the editors of real estate news, or industry watchers.　　The goal of real estate regulation should not only be to lower house prices, but to let the industry embark on a healthy development path, thus satisfying the simple desire of people to have their houses. Expansion Pie Xia Haijun: With 85 percent promotional coupons to break 40 billion club Wen/Ding If there is no 85 percent reduction strategy, how about the General Assembly? Sina Finance put this question to Evergrande Group's superintendent Home Xia Haijun, obtains the answer and imagines the complete kiss "85 percent is a factor, but is not the absolute factor." "On April 17 this year, the State Council issued the" about resolutely curb the rapid rise in the prices of some cities, "(10), the real estate control storm again, just last November, the successful listing of Evergrande first played the price of" lead eldest brother "role.　　Experienced at the beginning of May 85 percent price, and then the results of the red to the annual sales target to 40 billion yuan, just three months, Evergrande in the real estate control to feel the foresight and determination to bring the results of the fruit. The price of the May 5, Evergrande, as usual in the Hong Kong Lira Hotel held the company performance Conference, after the media exchanges, the group President Xia Haijun revealed that Evergrande nationwide implementation of 85 percent of the promotional program.　　Let him not think of is, constant big price of news quickly by the media and quickly to magnify, control sensitive period, any developer price move will affect the market nerves. In an instant, Evergrande took the lead in carrying the banner of price reduction and became the headlines of various media, commenting that "Evergrande demolished the first domino of the property price reduction, we should remember the day of May 5, 2010", but the same 85 percent discount activities also let the real estate big guy into a storm.　　Tracking the price of the media reported that Evergrande is not all the huxing 85 percent dozen, only the remaining huxing to implement this concession. For a time, let very pay attention to their brand of constant big into a war of words. Then Evergrande Real Estate official website immediately issued a clarification announcement.　　Xiahai publicly said that the composition of the sales staff is more complex, and some of the sales agent, they can not represent Evergrande company. The motivation of Evergrande's 85 percent activities has also become the focus of market speculation, show or strategy? In the second week of Evergrande's announcement of the 85 percent event, about itsHow long can the questioning sound appear, Evergrande urgently clarifies that its marketing plan is determined according to market situation, in principle two week adjusts once.　　Xia Haijun also said that in the short term Evergrande has no intention of stopping the offer. Later, Xia Haijun in Hefei opened the scene, both for the purpose of creating a momentum for its property is also to respond to those questioned voice.　　From the psychological analysis, Evergrande first played 85 percent of the price reduction, the biggest impact is real estate developers rather than potential buyers. When asked about the impact of Evergrande's 85 percent strategy in the industry, Xia Haijun admits that the company in 2008 after the listing, the cash flow is very serious problem, after the last round of financial turmoil, Evergrande Management learned that any developer can only maintain sufficient cash flow in order to win in the future. "We are adjusting our prices to stabilize our cash flow, which is our strategic decision." "Regulating the eve of the 600 million dollar financing fall May 2010 is Evergrande deserves to be celebrated." In June, the results of the conference, Xia Haijun emboldened full, "85 percent promotional effect how we can see, in other housing companies have fallen in the chain, we have achieved great success in the national promotional activities, and set a new high of 2010 degrees per month."　　"The July 12 performance announcement, Evergrande announced the increase in the early year of sales forecasts, ready to enter the 40 billion club." With the performance backing, Xia Haijun more than ever.　　He cited the media's questioning of Evergrande's capital chain at the start of the May price adjustment, which he still sees as a strategic vision.　　At the beginning of this year, Evergrande pre-national macro-control has a tightening trend, so January issued a 750 million dollar bill, Xia Haijun said, the international capital market has since closed, many enterprises issued debt can not go out. Then, Evergrande to the Chinese estates and its chairman Joseph Lau billionaire additional 600 million U.S. dollars new bills, par annual interest rate 13% "Friday (13th) to the account, the Saturday national new macro-control policy on the introduction of" as Evergrande Capital operation of one of the decision-makers Xia Haijun not proud. According to Hong Kong media reports, Chinese property in-house staff evaluation said, "This investment is the boss (Joseph Lau billionaire) The most important life betting."　　"Although the international rating agencies are cautious about the debt of the Xia Haijun, but in the view of the plan for the rainy Day," 2010 is the capital of real estate to expand the land of good timing. "Through the adjustment of real estate prices, the accumulation of sufficient cash will be in the current market conditions to absorb and reserve land, at this time without seizing the land reserve, the developer has lost the chance of a once-in-a-lifetime, I think 2010 is a real estate to expand the land of the good time."　　Xia Haijun so asserted.　　Evergrande Real Estate June cash balance is 21 billion yuan, three consecutive months to reach more than 20 billion yuan, and these cash will be opportunistic into land reserves.　　On the prowl? Beijing market has always been a battleground business, but also the brand should be the label of the housing enterprises. Evergrande, which has always used the two or three-line city as its center of development, may soonIn the future in the capital of the land battle.　　Last November 5, on the day of the Hong Kong exchange, Evergrande asked the Chairman of the director of Evergrande, Xu Jiayin, when he entered Beijing, "it will enter at the right time," Xu said. Evergrande has been expanding to the national market since 2004, but so far has not entered the Beijing market, only took a small piece of land in Shanghai.　　Its largest market from Chongqing, Tianjin, Changsha, Shijiazhuang and other two or three-line cities.　　During the dialogue with Sina financial affairs, Xia Haijun analyzed why Evergrande avoided cities such as Shanghai and Beijing. Before the launch of the market, that is, before the 2006 Evergrande's competitive strength with other big developers in China has a certain gap, "start relatively late," 1996 years before the development in Guangzhou, if the strategic target positioning of the city, with 10 billion yuan can only be in Beijing, Shanghai investment brilliantly project,　　But Evergrande's limited capital distribution is a two or three-line city with strong demand in China, which has realized the development of the company over the past few years. In the future, Evergrande still takes two or three-line cities as an important market and buys and merges them in these areas.　　But for the first-line city of the word, Evergrande began to relax, Xia Haijun said, as a front-line city, will never be abandoned by large developers, because the first-tier urban population demand, urban development size determines the first-tier city is also the future developers battleground.　　And industry speculation, the near future, Evergrande or the Beijing land market, and will adhere to the "rural siege of the city" strategy, to choose suburban land. The property market regulation in the eyes of Xia Haijun I think China's favorable policy in this round of macro-control is to incorporate low-rent housing and economic application into the important link of real estate reform, it should be said that the Chinese people can not afford a lot of commercial housing, commercial housing and affordable housing is a different system　　Most grassroots people and working-class still can not afford to buy a house, so to expand low-rent housing and housing construction, that is, the construction of the housing, the central see this, I think the reform is good, conducive to the future development of commercial housing market, but also conducive to the settlement of China's low-income people's housing problem. I think that the real estate market is the product of marketization, or to operate in accordance with market economy, too much hard policy will distort the development of the industry, will eventually hurt the national economy, so that the real estate market healthy development, the first is to increase the housing and security, the second is to increase land supply, Now the country's macro-control is mainly to limit demand, through the tightening of money, by restricting the purchase of two or three suites, including cross-regional purchase of housing certification, in the demand to limit the purchase behavior of the market. In addition to restricting demand, supply is very important, if the amount of land supply, housing prices will be effectively adjusted.