Vanke Sales 4 years ahead of hundreds of billions of property market regulation and failure

Wangying as of December 1, Vanke 2010 total sales exceeded 100 billion yuan.　　This figure is equivalent to the sum of the peak sales of four U.S. residential companies.　　In the regulatory policy of the 2010, with Vanke as the representative of the real estate enterprises, but to create the history of the best sales performance, this is a sign of regulation again failure? Industry insiders believe that the main block of macro-control policy, and did not increase the strength of land supply. Previous regulation has proved that the light plugging does not increase the regulation, will be repeatedly raised. The two rounds of regulation starting at the end of September, with the exception of urban land increases, are expected to be unchanged.　　Because of the local government's GDP complex and the status of land finance, it is difficult to solve the problem fundamentally even if the third-round regulation policy is issued. "The Government's housing credit policy, from now on, is basically ineffective."　　"The Big carnival for Vanke, 100 billion happiness comes a little fast." According to Vanke insiders revealed that the first 11 months, Vanke cumulative sales area of 8.288 million square meters, sales amount of 99.81 billion yuan. Plus the December 1 new signing amount, Vanke's sales to break through the first hundred billion mark. Vanke December 2 night to provide the statistical data to this newspaper that, as of December 1, 2010, Vanke has accumulated sales area of 8.307 million square meters, sales amount of 100.06 billion yuan.　　Thus, the domestic real estate industry's first annual sales Chi company officially born. "But this has become history and we have a broader space for development." "The same day, Vanke President Yu Liang sent an internal mail to employees," thanks to the staff this year hard work, and hope that we work harder. "Billions, this is Vanke's 2014 vision target in 2004, now 49 months ahead of schedule."　　According to Zhongyuan group forecast, by November, there are 11 real estate companies in advance or close to the completion of the annual sales target. Ordinary people can hardly imagine, in the so-called "most severe" in the 2010, the macro-control, so many real estate companies hit a new sales record.　　Even the second wave of property-control policies, just released on September 29, is in danger of failure only two months later. Vanke is not alone.　　A group of well-known housing enterprises after 8-11 months of sales hot period, successfully reversed the regulation started this April after the sales downturn. In the first half of this year, only Evergrande has completed the annual target of 50%, the vast majority of housing enterprises sales did not reach 30% of the year. Vanke also only achieves 36.8 billion of sales, and is therefore challenged to complete the 80 billion targets set at the start of the year. But after August, the market had a blockbuster reversal.　　Even seven departments September 29 after the second wave of regulation, also failed to stop developers beaming sales momentum. Zhongyuan Group of 13 benchmark housing enterprises monitoring showed that as of November, it is expected that 9 housing companies to complete the annual sales target ahead of schedule. This includes poly, forte, gold, elegance and so on, while the remaining four, decimating andChina Resources also close to the annual sales target in November. According to the report of the November sales figures, the announcement shows that as of the end of November, the total recorded sales revenue of about 28.094 billion yuan, sales area of about 2,162,300 square meters. Sales fell by 2% compared with the same period last year, while sales grew by 24%.　　Full of confidence in the completion of the annual sales target of 30 billion.　　Why is Vanke in a group of housing enterprises behind the big carnival, is the most stringent regulation in China's history of the difficult problem. Economist recommendations Zhao Xiao that, in the basic pattern of supply shortage and the pattern of excess liquidity has not fundamentally changed, the decline in house prices is only a small probability event.　　The government's regulation will be defeated in the competition with the market.　　But Yu Liang that the new round of policy has already had a significant impact on the market. According to Niemesen, President of the Chamber of Commerce, the real estate regulation has achieved preliminary results.　　The main performance is: House price stagnation, volume growth decline, real estate credit growth decline.　　But why Vanke and other developers can achieve such splendid sales performance?　　Zhongyuan Group analyst Liu Yuan sales of housing enterprises, due to the housing enterprise product line elongated and two or three-line layout. "In the context of regulation, high-end residential-oriented Greentown sales are not as good as last year." At the end of last year, Greentown even threatened to overtake Vanke. Liu Yuan said that Vanke's billions of sales are mainly due to its product line mainly for the midrange.　　In addition, its sales revenue mainly from the two or three line, and this part of the region is relatively small regulatory impact.　　Vanke provided the news materials also showed that 2010 Vanke new into Kunming, Guiyang, Tangshan, Jilin, Langfang, Yangzhou, Yantai, Urumqi, Qingyuan and other cities, the current access to more than 40 cities, layout more balanced overall. "There is a linkage between house price and land price, and there are differences in markets around." Vanke's rapid development strategy and strategic depth layout is very conducive to the filtration industry fluctuations.　　Yu-Liang had previously said in public, Vanke's strategic depth advantage of the company has a greater space for manoeuvre. Yu-Liang told reporters through news materials: Vanke can achieve better sales performance, mainly because Vanke's business model in line with market demand and policy guidance.　　Specifically including two points, one is Vanke in the product adhere to the mainstream positioning, the second is to adhere to the development of rapid turnover strategy. According to Vanke board Secretary Tan Huajie further explained that this means that even if the land market in some cities overheating, Vanke can always find land prices in other cities reasonable development opportunities.　　He said that the current Vanke sales of products in the 90 square meters of the following small huxing accounted for 60%, 144 square meters of the following huxing accounted for nearly 90%. It is understood that in recent years, Vanke business composition of the two or three-line city accounted for a rise.　　The Bohai Sea region in the first 11 months of this year's sales scale, over the previous has been leading the Yangtze River delta region and the Pearl River Delta region, and the Midwest region also showed a relatively rapid rise in momentum. Longhu Real Estate An unwilling to disclose the name of the housing enterprise bosses that after the first two rounds of macroAfter regulation, the housing enterprise's ability to resist risks is enhanced, so, the face of regulation can get out of the independent market. But he also admits that profit margins will continue to grow this year as prices have not fallen.　　He is still bullish on the market next year. Evergrande, CSCL, Longhu and other real estate companies have revealed that sales growth this year relies heavily on newly expanded cities and projects.　　For example, Longhu October only 2 projects in Changzhou and Qingdao to obtain more than 2 billion yuan of sales.　　Ineffective regulation on sales hot, developers of future confidence is becoming more and more powerful. A survey by Monita (Beijing) Agency shows that developers are expected to rebound in the future. While most developers still think December will be a month-on-month decline, the proportion of developers expected to continue to rise in volume from November to 9% rose to 31%, and the proportion of respondents expected to fall from November to 54% fell from 64%.　　The November property market was so strong that developers began to revise their expectations upwards.　　At the same time, by the sale of good influence, not lack of money of the housing enterprises, there is no incentive to reduce prices. The survey showed that most developers still think the December price will be flat, the momentum of price reduction is rapidly weakening; the proportion of developers expected to rise in house prices rebounded from 9% last month to 23%, with the ratio of respondents to a flat price of 54%, compared with the percentage of developers surveyed who expect prices to fall on the chain,　　Dropped markedly from 55% last month to 23%.　　The November real estate market data may make policymakers headache. December 1, the China Index Institute released the Hundred City Price Index report, November hundred city residential average price rose 0.82%, of which 86 city prices rose. Shenzhen, Shanghai, Beijing is the highest residential price city in November. Among them, Shenzhen and Tianjin Rose 12.93% and 7.81% respectively in the last week of November.　　In other cities, Haikou, Kunming, Lanzhou and other cities sold the price of the chain rose significantly, between 10%-40%.　　In Beijing, September 29 after the acquisition of pre-sale certificate of 62 projects, this year has more than 2 pre-sale records of 23 projects, these items two adjusted after the price of the project reached 16, accounting for more than 70% of the total. A survey published December 1 in central China shows that most benchmarking companies have a significant increase in the average selling price compared to the end of 2009.　　Most of the products of large housing enterprises have turned to the rigid demand of small and medium-sized huxing; The main layout cities are emerging second-tier cities, such as Wuxi, Shenyang and so on, and this part of the market is less affected by regulation. "The control policy is mainly blocked, supply is not power." Previous regulation has proved that the light plugging does not increase the regulation repeatedly rise, at the end of September, two rounds of regulation in addition to Beijing to increase the supply of some suburban land, other cities to increase the limited, so that the market for the rise in housing prices is expected to be unchanged.　　Zhang Dawei, director of the three-level marketing department of Beijing Zhongyuan, said to our correspondent. "The Government's housing credit policy, from now onCome, basically ineffective.　　Mr Cao, director of investment and marketing research at the Institute of Industrial Economics, Cass, was surprised to find in a recent exchange with a real estate boss that the boss had bought almost all his money for the house. "Buy nearly 100 sets, everyone is bought inflation-proof."　　Mr Cao that the next step is to impose the strictest accountability on local governments, on the one hand, and property taxes on the other, and tightening monetary policy on monetary policy. Haier Real Estate chairman Lu Ying in the interview with this reporter, the recent volume price Zisheng momentum also expressed concern.　　He said that the third round of regulation is entirely possible, but in terms of land costs, the third round of regulation may also be ineffective.　　Mr Cao also believes that, because the government at all levels has a serious GDP complex and land finance complex, even if the introduction of a third round of regulation policy, it may be perfunctory, it is difficult to fundamentally solve the problem. In the recent week, Wuhan, Hangzhou, Wenzhou, Guangzhou and other land again appeared a new round of the king.