Zhongxin Finance, January 12 (Zuo Yukun) In 2018, Vanke, the head housing company, put forward the slogan of "live", which was also considered to be a worry for good students. Unexpectedly, the cautious "one word" has become the "collective anxiety" of the whole industry.
More than 80% of typical housing enterprises have not completed the annual target in 2021, and "surviving" has become the main proposition of the real estate industry.
The goal failed, and the head housing enterprises were defeated.
According to the data released by the real estate data platform Kerui, the target completion rate of the top 100 real estate enterprises in 2021 is far less than that of the same period in history. More than 80% of the large-scale real estate enterprises that disclose their annual performance targets have not completed their targets.
This year, from the centralized land supply on the land side and the three red lines on the financing side to the massive tightening of the mortgage side, regulation and control have hobbled the industry. For housing enterprises, sales difficulties, payment difficulties, falling profits, and even debt default, capital chain break, layoffs and salary cuts have become a straw on camels.
According to the statistics of the Central Finger Research Institute, from the perspective of 32 typical real estate enterprises that announced their sales targets, Evergrande was at the bottom with a completion rate of only 61.5%. Before the storm, Evergrande also handed over its report card in 2020, which exceeded its target by 108.3%. Capital Land ranked second from the bottom, only achieving 68.3% of the target of 80 billion yuan.
The performance of Country Garden, Vanke and Sunac, the leading housing enterprises with the top three sales in the whole year, was not satisfactory, with the target completion rates of 88.9%, 78.5% and 93.4% respectively, which were not up to standard and were in the middle and rear position among 32 housing enterprises.
Image source: Middle Finger Research Institute
Vanke, which has not disclosed its sales target for many years, rarely set a flag of 790 billion yuan in 2021. This figure exceeded its sales performance by 12% in 2020, but only 78.5% was completed in the end, directly pulling Vanke, which has not yet gained a foothold in the 700 billion+camp, back to the 600 billion ranks again.
In November, an internal proposal of Vanke was circulated on the Internet. Vanke, who once shouted "Live", once again advocated "frugality" and created a "wartime atmosphere".
But this time, Vanke is no longer "one person". In December, LAM Raymond, CEO and executive director of Xuhui Holding Group, also issued a document saying: "Real estate has entered the bronze age, which is an ice age and CAMBRIAN, so we should prepare for a long winter."
The waist is strong, and small and medium-sized housing enterprises enter the Xiuluo field.
It is embarrassing for a large number of enterprises to "return to bronze", which also makes the housing enterprises that have achieved their sales targets more interesting.
Of the 32 housing enterprises, only 6 have achieved their sales targets, namely Greentown China, Binjiang Group, Yuexiu Property, Dafa Property, Zhengrong Group and China Resources Land, all of which are large waist housing enterprises. Among them, Greentown China, Binjiang Group and Dafa Real Estate "submitted papers in advance", and completed the annual target in November.
According to the announcement, in 2021, Greentown achieved sales exceeding 350.9 billion yuan, a year-on-year increase of about 21%. In 2021, the cumulative sales amount of Binjiang Group was 169.1 billion yuan, up by 24% year-on-year, and their target completion rates reached 113.2% and 112.8% respectively.
The biggest thing that these two outstanding "top students" have in common is that they all belong to Zhejiang real estate enterprises. From the two projects in 2021, it is not difficult to find that the layout strategy focusing on Hangzhou is the key to the contrarian rise in sales performance of the two housing enterprises.
Hangzhou property market, which is in full swing, is still out of the independent market this year: the turnover of new houses is nearly 190 thousand sets, a new high of nearly five years; The annual sales exceeded 620 billion yuan, setting a new record of 450 billion yuan in 2020.
Dafa Real Estate is the only real estate enterprise that has achieved its sales target without exceeding 100 billion yuan. The remaining five housing enterprises that have not entered the "Billion Club" are Hongyang Real Estate, Yincheng International, Fantasia Year, Contemporary Real Estate and Capital Real Estate. These five "he is my brother" not only failed to reach the industry average, but also included two domestic enterprises, namely Fantasia and Contemporary Home Purchase.
Scale and capital, profit and liabilities seem to have become the curse of small and medium-sized housing enterprises. Yan Yuejin, research director of the think tank center of Yiju Research Institute, said that studying new market opportunities in the post-epidemic era is an important logic for small and medium-sized housing enterprises to seek survival.
In the era of negative growth, what can housing enterprises do?
All of the above proves that the real estate industry is facing a major reshuffle. The once "Bi Wan Heng" top three pattern was broken with Sunac’s joining and Evergrande’s falling behind, and the threshold of the top three was gradually lowered.
According to the data of the Central Finger Research Institute, in 2021, Country Garden, Vanke and Sunac ranked in the top three with accumulated sales of 758.82 billion yuan, 620.3 billion yuan and 597.6 billion yuan respectively, totaling 1,976.7 billion yuan. Compared with 2020, the sales of Country Garden, Evergrande and Vanke reached 788.81 billion yuan, 703.8 billion yuan and 701.1 billion yuan, respectively, shrinking significantly.
The weakness of the "leader" also made the change of the industry market unexpected.
According to the annual sales ranking released by Kerui on December 31, the annual sales of the top 100 real estate enterprises in 2021 totaled 11.08 trillion yuan, down 3.5% year-on-year. The total sales of the rights and interests of the top 100 real estate enterprises in 2021 was 8.88 trillion yuan, a year-on-year negative growth of 6%.
The last time the real estate industry showed an obvious downward trend, it went back to 2008. Ding Zuyu, CEO of Yiju Enterprise Group, believes that the real estate industry has bid farewell to the "platinum era" and entered the "zero growth era".
Fortunately, the regulatory authorities have not turned a blind eye to the unfavorable situation of the development of the real estate industry. Since September 2021, they have repeatedly released rectification signals. From the central economic work conference to "better meet the reasonable housing needs of buyers" and "promote a virtuous circle of real estate industry", to the official mention of "real estate is a pillar industry", it is undoubtedly a shot in the arm for the disheartened industry.
This also makes the previous year the end of the year and the beginning of the traditional winter break of the property market. There are still many ways to relax the supervision of pre-sale funds, subsidize the purchase of houses by talents, and issue a "limit order". Major developers frequently promote and push goods.
It seems that the property market in 2022 will still not be ordinary. (End)