Since the introduction of the “Beijing 15†and other purchase restriction policies on February 16, 2011, the Beijing property market price and price have fallen. According to statistics from the Yahao organization, as of August 16th, a total of 29,809 units of commercial housing were sold in Beijing, a decrease of 13,567 units compared with the same period of last year, a decrease of about 1/3. Affected by the rapid decline of the real estate sector, Beijing's major home furnishing stores have felt the chill of the real estate regulation to the downstream industry.
In many home building materials stores in Beijing, the withdrawal of shops has begun to appear. Qin Zhanxue, vice president of China National Construction Materials Co., Ltd., told the “First Financial Dailyâ€: “In July and August, it entered the summer off-season of the home building materials market. The popularity index, sales ability index, purchasing power index, employment rate index collective Sliding down."
"pain" in the home market
Located outside the Xiaohongmen area of ​​Beijing, Chengwai Chengjia Plaza [the latest news price apartment rating] has always been one of the largest homes in Beijing. Its official website shows that Chengwai has a business area of ​​200,000 square meters, involving 50,000 kinds of household products such as furniture, building materials, decoration, decoration, lighting, and fabrics.
In 2010, affected by the rising trend of housing prices, Beijing's major home furnishing plazas have been staking, and the city outside is naturally not far behind. According to the layout of Liu Changhe, the chairman of Chengwai Cheng, only last year, the business area outside the city was The increase of 670,000 square meters is equivalent to recreating a city outside.
However, the regulation and control policies in early 2011 have made these home plazas that judge the property market "good" fall below the glasses.
"The sales situation is really very poor. I think it is directly related to the regulation of real estate, such as the purchase restriction policy. No one buys a house, no one is going to decorate and buy furniture." A person close to the city outside the city told the reporter. In the city outside Chengcheng Building Materials City, the reporter browsed a circle. Perhaps because it is not a weekend, there are only a handful of consumers who come to shop in the sales hall of hundreds of thousands of square meters. The sales staff in the furniture and building materials exhibition hall are numerous, and most sales people seem to be doing nothing. “There is no large-scale lease withdrawal at the store. Because other home building materials cities have a worse business, many merchants feel very confused now and don’t know what to do.†The person said.
It is reported that in order to attract consumers to come to the shopping, Chengwai has been spared no effort in various promotional activities for nearly half a year. In the eye-catching position near the furniture desk, “exhibition rules for sofas, soft beds, fabrics and children's furniture outside the city†can be seen everywhere. In addition to the discount of 3 fold, the merchant also played double points, signing gifts, cash draws and other promotions. Chengwai Marriage Wedding Plaza is part of the new opening in 2010. At the door of the door of the home improvement building materials trading center at the door, a giant banner that was snapped up on Saturday and Sunday was hanged. Many merchants also typed the words "甩" and "5.2% off the audience" at the door of their own exhibition hall.
However, these do not seem to gather more popularity for the city outside. "These promotions have been very effective in previous years, but it seems that this year's activities are not effective." The above respondents revealed to reporters that although the business area has doubled, according to internal estimates, Chengwaicheng's sales this year are higher than last year. At least 150 million to 200 million down.
Difficult to cover the scene of the depression In addition to the Chengwai Plaza, the Shilihe Home Plaza, the House of Reality, the Red Star Macalline and the Mingguang Square in Beijing have also appeared in varying degrees.
In 2010, due to the popularity of the real estate market, Red Star Macalline, Real Home, Jimei, Ouada and other big-name home stores all expanded at the same time. Taking Beijing as the center, it spreads to the surrounding areas like the Xinghuoyuan, and Xianghe, Tianjin, Jinan and other places have been squandered by these home circulation predators. In 2011, affected by real estate regulation, the home market began to decline.
An industry insider who is a high-end home brand revealed that the situation is very bad this year. Many home plazas in Beijing have been withdrawn and removed. In addition to policy restrictions that have reduced the number of customers caused by the downturn in the real estate market, rising raw materials as well as manpower and transportation costs, including rental costs, have also made dealers miserable. These also directly lead to the phenomenon that the liquidity of dealers or small and medium-sized enterprises can not keep up, and there is a phenomenon of disconnection.
In mid-June, Lu Bo, general manager of Auman Flooring, exclaimed on Sohu Weibo: "The sales situation in Beijing market has obviously weakened. I received a call from Mingguang Marketing Department, saying that there is an empty booth in the market, ask Auman. If you can't enter, there is a booth at the home of Shilihe Floor. Lize also has an empty booth. I really don't know which markets will still have stalls. However, the market rent is still rising, all merchants are complaining, business is light, and the cost is still On the rise, the price will not rise."
Jiang Peng, who has been engaged in the building materials industry for many years, told reporters that from the perspective of the whole industry, the middle and low-end building materials and furniture have been the most affected. Due to the reduction of customers, enterprises with economies of scale are unsustainable. The high-end products are relatively less impacted due to their individual needs.
According to the data released by the National Bureau of Statistics, the six major indicators of development investment, new construction area, completed area, sales area, sales, and development funds of this year have all declined. The national real estate development prosperity index was finally pulled to 2010. At the bottom of the line, it is 101.5. The National Building Materials Household Prosperity Index (BHI) released by the China Building Materials Circulation Association on August 11 showed that the BHI in July was 109.00, a decrease of 5.69% from the previous month and a decrease of 6.25% from the same period last year. This is in addition to a small rebound in April this year, the BHI index continued to decline for six months.
Qin Zhanxue believes: "BHI and the national housing boom index have once again fallen, indicating that under the tight real estate control policy, the expected decline in housing prices is increasing, and the rigid demand for real estate will also decline, only when the housing prices have fallen sharply into a gradual period. At that time, the rigid demand for real estate can be effectively released, and the building materials home market will have to wait for a while."
In many home building materials stores in Beijing, the withdrawal of shops has begun to appear. Qin Zhanxue, vice president of China National Construction Materials Co., Ltd., told the “First Financial Dailyâ€: “In July and August, it entered the summer off-season of the home building materials market. The popularity index, sales ability index, purchasing power index, employment rate index collective Sliding down."
"pain" in the home market
Located outside the Xiaohongmen area of ​​Beijing, Chengwai Chengjia Plaza [the latest news price apartment rating] has always been one of the largest homes in Beijing. Its official website shows that Chengwai has a business area of ​​200,000 square meters, involving 50,000 kinds of household products such as furniture, building materials, decoration, decoration, lighting, and fabrics.
In 2010, affected by the rising trend of housing prices, Beijing's major home furnishing plazas have been staking, and the city outside is naturally not far behind. According to the layout of Liu Changhe, the chairman of Chengwai Cheng, only last year, the business area outside the city was The increase of 670,000 square meters is equivalent to recreating a city outside.
However, the regulation and control policies in early 2011 have made these home plazas that judge the property market "good" fall below the glasses.
"The sales situation is really very poor. I think it is directly related to the regulation of real estate, such as the purchase restriction policy. No one buys a house, no one is going to decorate and buy furniture." A person close to the city outside the city told the reporter. In the city outside Chengcheng Building Materials City, the reporter browsed a circle. Perhaps because it is not a weekend, there are only a handful of consumers who come to shop in the sales hall of hundreds of thousands of square meters. The sales staff in the furniture and building materials exhibition hall are numerous, and most sales people seem to be doing nothing. “There is no large-scale lease withdrawal at the store. Because other home building materials cities have a worse business, many merchants feel very confused now and don’t know what to do.†The person said.
It is reported that in order to attract consumers to come to the shopping, Chengwai has been spared no effort in various promotional activities for nearly half a year. In the eye-catching position near the furniture desk, “exhibition rules for sofas, soft beds, fabrics and children's furniture outside the city†can be seen everywhere. In addition to the discount of 3 fold, the merchant also played double points, signing gifts, cash draws and other promotions. Chengwai Marriage Wedding Plaza is part of the new opening in 2010. At the door of the door of the home improvement building materials trading center at the door, a giant banner that was snapped up on Saturday and Sunday was hanged. Many merchants also typed the words "甩" and "5.2% off the audience" at the door of their own exhibition hall.
However, these do not seem to gather more popularity for the city outside. "These promotions have been very effective in previous years, but it seems that this year's activities are not effective." The above respondents revealed to reporters that although the business area has doubled, according to internal estimates, Chengwaicheng's sales this year are higher than last year. At least 150 million to 200 million down.
Difficult to cover the scene of the depression In addition to the Chengwai Plaza, the Shilihe Home Plaza, the House of Reality, the Red Star Macalline and the Mingguang Square in Beijing have also appeared in varying degrees.
In 2010, due to the popularity of the real estate market, Red Star Macalline, Real Home, Jimei, Ouada and other big-name home stores all expanded at the same time. Taking Beijing as the center, it spreads to the surrounding areas like the Xinghuoyuan, and Xianghe, Tianjin, Jinan and other places have been squandered by these home circulation predators. In 2011, affected by real estate regulation, the home market began to decline.
An industry insider who is a high-end home brand revealed that the situation is very bad this year. Many home plazas in Beijing have been withdrawn and removed. In addition to policy restrictions that have reduced the number of customers caused by the downturn in the real estate market, rising raw materials as well as manpower and transportation costs, including rental costs, have also made dealers miserable. These also directly lead to the phenomenon that the liquidity of dealers or small and medium-sized enterprises can not keep up, and there is a phenomenon of disconnection.
In mid-June, Lu Bo, general manager of Auman Flooring, exclaimed on Sohu Weibo: "The sales situation in Beijing market has obviously weakened. I received a call from Mingguang Marketing Department, saying that there is an empty booth in the market, ask Auman. If you can't enter, there is a booth at the home of Shilihe Floor. Lize also has an empty booth. I really don't know which markets will still have stalls. However, the market rent is still rising, all merchants are complaining, business is light, and the cost is still On the rise, the price will not rise."
Jiang Peng, who has been engaged in the building materials industry for many years, told reporters that from the perspective of the whole industry, the middle and low-end building materials and furniture have been the most affected. Due to the reduction of customers, enterprises with economies of scale are unsustainable. The high-end products are relatively less impacted due to their individual needs.
According to the data released by the National Bureau of Statistics, the six major indicators of development investment, new construction area, completed area, sales area, sales, and development funds of this year have all declined. The national real estate development prosperity index was finally pulled to 2010. At the bottom of the line, it is 101.5. The National Building Materials Household Prosperity Index (BHI) released by the China Building Materials Circulation Association on August 11 showed that the BHI in July was 109.00, a decrease of 5.69% from the previous month and a decrease of 6.25% from the same period last year. This is in addition to a small rebound in April this year, the BHI index continued to decline for six months.
Qin Zhanxue believes: "BHI and the national housing boom index have once again fallen, indicating that under the tight real estate control policy, the expected decline in housing prices is increasing, and the rigid demand for real estate will also decline, only when the housing prices have fallen sharply into a gradual period. At that time, the rigid demand for real estate can be effectively released, and the building materials home market will have to wait for a while."
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