Biguiyuan National Price Digestion Of Inventory &Nbsp; Shake The Industry Nerve

The country garden group, which has been dormant for many years, finally recovered its feeling in May.

Following the three major developments around Guangzhou during the May 1 period low price After the sales promotion was effective, country garden immediately spread the trend to the whole country, and shipped goods at the price of 20 kilometers away from Nanjing Zhenjiang Jurong, and launched the 100 city sale of the first coastal holiday project of the group, which had great impact on the national property market.

The huge volume and affordable price made the group's sales on May day three 3 billion 400 million, which is 207% of the same period last year. Results 。

Counter attack?

The country garden, which is known for its development of the outskirts of the urban super market, has always tried to copy Guangdong's successful experience to all parts of the country, but it has been involved in market After a long period of cultivation, the layout of the whole country remained unchanged for many years. Since its listing, the performance of Biguiyuan for 4 consecutive years shows that Guangdong still contributes most of its profits.

What is more important is that in 2009, because of its strong performance, it turned its focus on the "short and fast" project. The country garden on the way of "big market" seemed to go farther and farther away. At one point, it was questioned by research institutions that its business model was somewhat "unable to find north".

Until May this year, Biguiyuan seemed to have gained momentum from several projects. In May 8th, the group launched a total of 4253 Suites from Jurong Phoenix City, Nanjing, which is only 20 kilometers away from the city of Zhenjiang. It is expected to open for sale in May 15th. This is probably the last second games in the country after the Asian Games City in Guangzhou last year, with a total of more than 4000 units with a single push of more than 4000 units.

The reason why it is called "Phoenix City" is not only similar to the Phoenix City in Guangzhou, but also more important because of the special significance of the project to the group. In 2001, Biguiyuan set up a record of nearly 800 million sales per day at that time by virtue of the popularity of Phoenix in Zengcheng, Guangzhou. If Phoenix City of Guangzhou lays the status of lower Biguiyuan in the real estate sector of Guangdong, then the success or failure of Nanjing Phoenix is related to whether the group can achieve the strategic height of "counterattack" in the national strategic layout.

A high-level group recently interviewed stressed: "Biguiyuan will adhere to the idea of suburban development, the key is whether the project itself has mature conditions."

After 4 years of exploration in the whole country, Biguiyuan has the courage to launch 4000 sets of goods in a single market under the background of the overall market downturn. It reveals that it has found the so-called "mature conditions". This is just a beginning, and a bigger move is still ahead. For example, a Big Mac market named "ten mile Silver Beach" will soon enter the vision of 100 towns in the whole country.

Ten mile Silver Beach, located in the Gulf of Huizhou, Guangdong, is a 45 minute drive from Shenzhen. The entire project is 2000 mu in the first phase. It is expected to be listed in July. The country's top management team is also stationed in Guangzhou for Phoenix.

According to reports, the first batch of goods amounted to thousands of sets, covering various types of apartments such as villa and townhouse, with a total volume of about fifty or sixty billion. Moreover, the company will carry out the national "hundred cities linkage" push plate, not only for Shenzhen and Huizhou local first time home buyers, but also to grab the planned investment destination for Hainan Island to buy coastal projects.

Price butcher?

In addition to the huge volume, country garden still greatly disturbed the industry's nerves.

Guangzhou Jingwei research center in the "51" property market research report said that this year's "51" Guangzhou property market is the most noteworthy is Zengcheng Country Garden Phoenix, which opened in April 30th, "Tian Lushan" group, the volume close to 1000 sets, the project on the same day to buy more than 800 sets, the subscription amount of more than 800 million yuan. And the three day of the May Day, the sales of the project reached 1 billion 200 million yuan.

The average price of "Tian Lu Shan" group is less than 7000 yuan / square meter, while the price of some used plates in Guangzhou phoenix garden has reached the level of 9000 yuan / square meter. Jingwei also said that the price advantage of "Tian Lu Shan" group played an important role in its sales.

At the same time, the Qingquan city in Fogang, Qingyuan, was also snapped up at a very low price. Its spectacular events triggered a lot of real estate leaders including Ren Zhiqiang, who rushed to comment on micro-blog.

The upcoming opening of Jurong phoenix city also embodies the "price to volume" marketing practices. It is reported that the average selling price of country garden announced is 6500 yuan / m2, of which the lowest price of some housing is only 5800 yuan / square meter, the main housing price is 6000~7000 yuan / square meter, and the average price of villa housing is 8000 yuan / square meter.

In order to complete the task, Biguiyuan has also launched many preferential terms. It will have a 8% off discount for those who rank in the top 3000, and 6% off will be discounted in 3000 places, plus, if a one-time payment is made, the minimum profit can be 8% off. The industry generally believes that the average price of the project is far less than 6500 yuan / square meter, but only 5000 yuan / square meter, which is about half of the average price of Nanjing Yishoufang.

A sales person in charge of the group admits that Biguiyuan has always won the market at a slightly lower price. It is reported that the ten mile Silver Beach will also be sold at the national surprise price.

One industry expects that although the average selling price of the seascape on the coast of Huidong is about 15000 yuan per square meter, the sea view villa, which is promoted by Biguiyuan, may not exceed 10000 yuan / square meter, which is only 2/3 of the market price.

If several super markets only play an exemplary role in some areas, the fact that Biguiyuan will push goods in more than 40 cities across the country in the two quarter will have a real impact on housing prices in many regions. The group's April performance shows that a total of 41 flats are expected to be launched in the second quarter, with the most concentrated in 5 and June.

Data show that as of March 31, 2011, the group has obtained the construction area (non land area) of the state-owned land warrants (including rights and interests), which is about 48 million 730 thousand square meters. In view of its rapid construction progress, it is expected to have an astonishing volume this year.

The boss of Biguiyuan group, Mo Bing, has revealed that the company's annual sales target is 43 billion, deducting the 11 billion 900 million sales achieved in the first 4 months and the 3 billion 400 million sales achieved during the May 1st period. The country garden will impact the 27 billion 700 million contract amount in the remaining time. It can be predicted that under the pressure of heavy sales, the low price strategy of country garden in the whole country is bound to run through 2011.