"Group buying of houses" has become an important part of the property market policy toolbox in various places, and many cities have issued documents to encourage group buying of commercial housing.
According to incomplete statistics from The Paper, as of September 30 this year, at least including Taiyuan in Shanxi, Zhongshan in Guangdong, Shenyang in Liaoning, Tonglu in Zhejiang, Tongling in Anhui, Pu'er in Yunnan, Bazhong in Sichuan, and Huanggang in Hubei , Jilin Changchun, Sichuan Suining, Jiangsu Lianyungang, Zhejiang Haining, Hubei Macheng, Sichuan Meishan, Zhejiang Hangzhou, Guangxi Baise, Zhejiang Zhuji, Jiangsu Xinghua, Gansu Qingyang, Guangxi Wuzhou, Zhejiang Shaoxing, Guangxi Nanning and other places released "house purchase group buying" ” related policies or activities.
Many cities have issued documents to encourage group purchases of commercial housing.
Encourage group purchases by government agencies, state-owned enterprises and institutions
Among the cities that have issued "group purchases of houses", some cities explicitly encourage groups such as government agencies, state-owned enterprises and institutions to purchase houses.
Take Changchun, Jilin Province as an example. On July 8 this year, the General Office of the Changchun Municipal Government of Jilin Province issued the "Notice on Several Measures to Further Promote the Stable Development of the Real Estate Market." The "Notice" mentioned that centralized bulk purchases are supported. Commercial housing. Support government agencies, state-owned enterprises and institutions, colleges and universities, scientific research institutes and social groups to contact real estate development companies and organize concentrated bulk purchase activities for commercial housing. Group purchase of houses requires a commercial housing pre-sale permit, and real estate development companies must not sell at a price lower than cost.
Taking Huanggang, Hubei Province as an example, the "Supplementary Measures to Further Promote the Stable and Healthy Development of the Real Estate Market in Huanggang Urban Area" formulated and issued by Huanggang City, Hubei Province also mentioned that government agencies, institutions and large enterprises are encouraged to organize group purchases of houses. For group purchases of more than 20 people, the development company will give a discount of no less than 3% of the total individual house price.
On July 4, Bazhong, Sichuan issued a notice on "Several Measures to Promote the Stable and Healthy Development of the Real Estate Market in Central Urban Areas". The "Notice" mentioned that real estate development companies are encouraged to use the group purchase model to sell commercial housing and actively Carry out marketing activities targeting party and government agencies, employees of enterprises and institutions, and community residents to purchase commercial housing in groups. Trade union organizations at all levels actively organize employees to purchase commercial housing in groups based on the rigid demand and improved demand for housing. The preferential prices reached in coordination with development companies are not included in the range of registered price declines for commercial housing.
In addition, Zhuji in Zhejiang, Suining in Sichuan, Meishan in Sichuan and other places also encourage government agencies, state-owned enterprises and institutions and other groups to purchase houses.
Chen Xiao, a senior analyst at Zhuge Housing Data Research Center, mentioned that judging from the cities that have launched such policies, they are mainly in some weak second-tier and third-tier and fourth-tier cities. These cities mostly have inventory pressure. With characteristics such as large size and difficulty in disposal, by encouraging group purchasing of houses, it can promote the disposal of commercial housing, reduce inventory pressure, and ease the wait-and-see mood of home purchases. Encourage some state-owned enterprises and institutions to carry out such activities. On the one hand, these groups themselves have purchasing power, and on the other hand, they can also play a leading and exemplary role.
Group buying discounts are large, and house prices in one place can be discounted by 30%
In cities that have issued "group buying" policies, encouraging real estate companies to carry out group buying discounts is also a major policy in various places. Features.
Take Wuzhou City, Guangxi Province as an example. On September 25, Wuzhou City issued the "Notice on Ten Measures to Promote the Healthy Development of the Real Estate Industry in Wuzhou City." The "Notice" mentioned that high-quality housing should be provided for group purchases. Preferential activities, from the date of issuance of this measure to December 31, 2022, on the principle of voluntariness of real estate development enterprises, select a group of high-quality properties and organize group purchase preferential activities for the public. Group purchases of more than 5 units can enjoy discounts . The discount rate for commercial housing participating in group purchase discount activities shall not exceed 30% of the registered price, and shall be reported to the Municipal Housing and Urban-Rural Development Bureau for approval. Enterprises are encouraged to purchase housing in groups for the placement of corporate talents. If more than 20 units are purchased and transferred to the name of the company's employees within 5 years, 50% of the local retained transaction tax subsidy will be provided during the transfer process.
This also means that for properties that participate in group buying promotions, the house price can be discounted by up to 30%.
There are also some places that implement differentiated preferential policies based on the number of houses purchased.
Taking Tonglu County, Zhejiang Province as an example, the policy shows that real estate companies are encouraged to carry out group buying activities for house purchases. Based on the discounted price of the registered price, the one-time purchase of 10 units or more (pure stacked or terraced houses) Projects with 5 units or more) will get a further discount of 3% for commercial housing; for one-time purchases of 20 units or more, there will be a further discount of 5%; for talents recognized by the city and county who purchase commercial housing for the first time, a discount of 3% will be applied to a single unit. %.
On August 24, The Paper learned from the official website of the Meishan Municipal Government in Sichuan Province that the Meishan Municipal Housing and Urban-Rural Development Bureau took the lead in formulating the "Supporting Policies for Group Purchase of New Commercial Housing in Meishan Outside the City (Draft for Comments)". and publicly solicit opinions from the public. The "Draft for Comments" shows that groups outside the city can enjoy a discount of 3% of the house purchase price for one-time group purchases of more than 30 houses in Meishan, 4% of the house purchase price for one-time group purchases of more than 50 houses, and 4% of the house purchase price for one-time group purchases of more than 100 houses. 5%.
The effect of the policy remains to be seen
In the view of Zhang Bo, director of the branch of 58 Anjuke Real Estate Research Institute, the purpose of launching group buying activities for commercial housing in various places is to promote the overall market activity and sales. , to speed up the restoration of market confidence.
The method of group buying is mainly to carry out some discounts and promotions on the real estate prices during the group buying period, in order to stimulate the pace of home buyers to enter the market. The role of group buying will vary significantly from place to place: if oversupply in a city is serious and the overall market confidence is still at a relatively low level, then the boosting effect of group buying will be relatively limited; while for some cities that have hit bottom and begun to rebound, For example, the role of group buying will be more obvious.
At the same time, industry insiders also pointed out that the implementation effect of "house purchase group buying" needs to be classified according to factors such as local supply and demand conditions and the current situation of the local property market.
Take Tonglu, Zhejiang as an example. One month after the "house purchase group purchase" was launched, the "Qianjiang Evening News" reported that there has been no successful group purchase case. The developers also said that even if they are willing to give discounts, they must It is still difficult to meet the conditions for group buying. At the same time, some developers said that group purchase discounts are a promotional tool that has little effect on large-scale apartments. "In Tonglu's local network-limited price signing, the lowest discount can only be 15% off the registered price, and cannot be discounted any further. Although the price of the property is The transaction volume is higher than before, but there are still not many customers.”
Chen Xiao, a senior analyst at the Zhuge Housing Data Research Center, mentioned that many places have recently introduced group purchasing policies to stimulate housing purchases. Sales, promotion of sales, boosting market confidence, etc. Of course, this policy can also drive a group of people with relatively strong purchasing power, that is, employees of government agencies and enterprises and institutions, and stimulate the release of part of the demand for home purchases. However, it is worth noting that at present, the negative impact of the unfinished business and loan suspension incidents has not been completely eliminated, and home buyers have a strong wait-and-see attitude. Therefore, even with policy support and preferential activities, the actual effect of group purchasing may not be Not significant. At the same time, we need to be vigilant about whether the selected projects for group purchase are unsaleable properties or properties with potential unfinished properties. Relevant departments also need to be more cautious in the selection of developers and properties to avoid disturbing home buyers. Confidence was frustrated again.