Tianjin, China? International city
Market research report
catalogue
I. Overview of the Project
Second, the regional introduction
Third, the regional real estate market analysis
(A) Tianjin real estate market analysis
(B) wuqing district real estate market analysis
(3) Introducing regional competitions
Fourth, the regional market demand analysis
Five, quasi target customer analysis
Conclusion of intransitive verbs
I. Overview of the Project
Project Attribute: Green Landscape Ecological Residential Project
Developer: Tianjin Chengtong Real Estate Development Co., Ltd.
Location: West of Beijing-Tianjin Highway in Hexi Town Center, wuqing district, Tianjin.
Coverage area: 24 hectares
Total construction area: 300,000 square meters
Traffic conditions: Close to Beijing-Tianjin Highway, 43km north of Tongzhou and 20km north of Beijing Seventh Ring Road. It is located 23 kilometers south of Yangcun Village, wuqing district, Tianjin.
Project stage: **6 (Netherlands, France, North America, Australia, Hong Kong and Beijing).
Project cycle: three years
Second, the regional introduction
(1) Overview of wuqing district
Wuqing district has a long history and is located between Beijing and Tianjin. It has been a traffic artery since ancient times and is known as the "Beijing-Tianjin Corridor".
Wuqing district is located in the northwest of Tianjin, bordering Baodi District and Ninghe County of Tianjin in the east, Beichen District, Xiqing District and Bazhou City of Hebei Province in the south, Anci District of Langfang City of Hebei Province in the west, Tongzhou District of Beijing and Xianghe County of Langfang City of Hebei Province in the north. The whole region covers an area of 1.574 square kilometers, governs 29 township streets (5 townships, 19 towns, 5 streets) and has a population of 820,000. In June 2000, the county was removed and the district was established. Wuqing urban planning area 129 square kilometers, built-up area of 30 square kilometers, population of 220,000.
Unique location and transportation advantages: it is located between Beijing and Tianjin, and the urban area is 70 kilometers away from Beijing Airport and Tianjin Xingang respectively. Driving to the Beijing-Tianjin port via the expressway shall not exceed 1 hour. There are 18 national and municipal highways and railways. Among them, the Beijing-Tianjin-Tangshan Expressway crosses the territory for 47 kilometers, and there are upper and lower crossings in the urban area; The Beijing-Tianjin Expressway and the Beijing-Shanghai trunk line are under construction. When completed in 2006, there will be 65,438+00 expressways in this area. In addition, there are three expressways under planning. Upon completion, the mileage of China's expressways will reach 228 kilometers, with the crossing 15.
Tourism resources: Yangcun Small World, Nanhu Tourist Area, Gangbei Forest Park, Fengshen Palace, North International Shooting Range and other tourist attractions 14. Among them, the "Yangcun Small World" located on the west side of the city covers an area of 32 hectares and has 137 scenic spots in 83 countries around the world.
(2) General situation of Hexi Town
Hexi Town belongs to wuqing district, with an area of 69.5 square kilometers, 7 1 10,000 mu of cultivated land and 5 1 village street, with a population of 40,500.
In 608 AD, Yang Di dug the Grand Canal and opened the Beijing-Hangzhou Canal. Hexi affairs is named after its proximity to the west bank of the canal. After the Yuan Dynasty made Beijing its capital, all the military supplies and salaries were returned to the south of the Yangtze River, and Hexi affairs became the waterway throat in and out of Kyoto. On the other hand, there are as many as 13 yamen, such as Qianmen, Post Station and armament, which are set up by the imperial courts in the past dynasties, and the highest level is right Sanpin, which shows its importance. In the sixth year of Qin Long in Ming Dynasty (1572), Hexi Affairs was built into a brick city. In the following hundreds of years, it was known as "the first town of JD". COM "and" Golden Gate First Post "because of its prosperity.
Hexi Five is one of the 30 key renovation projects of Tianjin Municipal Government, and it is also the nearest town in Tianjin to Beijing. The Beijing-Tianjin Highway runs through the centers of five towns in Hexi, only 1 1 km away from the "No.1 city in the world", 43km away from Tongzhou, Beijing in the north and 23km away from Yangcun, wuqing district, Tianjin in the south.
Hexi Affairs has developed into the largest pollution-free vegetable base in Beijing and Tianjin. At present, the vegetable planting area in the town has reached 40,000 mu, with an annual output of more than 400 million kilograms of vegetables. Established the brand vegetable development strategy and registered the "Yiquan" trademark. Jinwu has a national agricultural pro-science demonstration park, the largest vegetable wholesale market with the highest turnover in Beijing and Tianjin, a large-scale vegetable fresh-keeping cold storage with complete functions and advanced equipment, and a distribution company specializing in pollution-free vegetables, which has gone straight to the track of industrialization and marketization and become a one-stop circulation network of production, purchase and sales. Every morning, fresh vegetables with dewdrops can be put into major vegetable markets in Beijing and Tianjin within one hour after picking.
Third, the regional real estate market analysis
(A) Tianjin real estate market overall analysis
1, overview of Tianjin real estate market
In the first half of 2007, the city's commercial housing sales were 35 156 1 set, with an area of 360056 1 square meter. In the first half of 2007, the city's average price was 5547 yuan/square meter. Compared with the data of the same period in 2006, it can be seen that the transaction price of commercial housing increased greatly in 2007, reaching 15.4%.
In 2006, the average price was 4,807 yuan/square meter, and in the first half of 2007, the average price was 5,547 yuan/square meter. Commercial housing in Tianjin real estate market rises by 700 yuan every year. In 2006 and 2007, the average annual transaction price of commercial housing in the city increased by 16% and 15% respectively.
In 2006, the national macro-policy was adjusted many times on a large scale, and 2007 was a year of in-depth implementation and adjustment of the policy. Since 2007, the rising trend of house prices has not been effectively controlled. As can be seen from the following figure, house prices rose all the way in the first half of 2007, especially in April and May. The reason is that April and May are the season of large-scale listing of Tianjin projects, and the high market positioning of many new projects has raised the overall market price of commercial housing to some extent.
In 2007, the transaction volume of commercial housing climbed all the way. This phenomenon is related to seasonality. After the Spring Festival (February), a large number of major projects in Tianjin were listed, thus forming a rising stage from February to June. According to the statistics of mainstream magazines, in the first half of 2007, there were 195 items on sale in Tianjin.
Figure: Monthly trend chart of transaction area and average transaction price of commercial housing in Tianjin in the first half of 2007.
The degree of real estate development in different areas of Tianjin is different. Judging from the market transactions, the top three markets in Tianjin are Nankai, Xiqing and Tanggu. Nankai is an area with mature supporting facilities, strong cultural and commercial atmosphere, relatively developed economy, large land transfer and numerous projects in Tianjin. It has always been the residential area of commercial housing in Tianjin, and it is also the first choice for Tianjin citizens to buy houses. Tianjin's upstart Xiqing District is the beneficiary of Tianjin's new town planning in the west. Driven by a number of large-scale projects in Zhongbei Town Plate and Meijiang Plate in the south of Tianjin, it gradually replaced Nankai as the leader in commercial housing turnover. Tanggu has great development potential. With the development of real estate resources in the development zone becoming saturated, its market potential is gradually discovered, and its transaction volume ranks among the top three in all districts of the city.
The above three areas represent the three directions of commercial housing development in Tianjin, the stability of the traditional old city, the rise of the new city and the value recognition of the potential areas. In addition, Hedong, Hexi, Beichen, Wuqing and other districts have formed a colorful real estate market pattern in Tianjin.
2. Supply and demand analysis of Tianjin real estate market.
Figure: Transaction Statistics of Commercial Housing in Tianjin in the First Half of 2007
The "90-70" New Deal (note: units below 90 square meters should account for more than 70% of the total construction area) was fully implemented in 2007, but it will take some time for small-sized products below 90 square meters to form a market supply. At present, only a few projects such as Shangcheng Haoyuan and Liuhe Shi Jia are "90-70" products. Therefore, the mainstream of supply and demand in the market is still a two-bedroom apartment of 90- 120 square meters.
According to the statistics of mainstream magazines, there are 22 properties for sale below 90 square meters, and 3 155 sets were sold in the first half of the year, with an average area of 78.9 square meters; There are 72 houses for sale with 90- 120 square meters. Sales in the first half of the year 13837 sets, with an average area of 102 square meters. The house for sale is 5 1 set, and the apartment type is 120- 150 square meters. In the first half of the year, 6,354 sets were sold, with an average area of 1 3 1.7 square meters; There are 43 buildings for sale with a unit area exceeding 150 square meters, and 1936 sets were sold in the first half of the year, with an average area of 198.9 square meters.
The following figure reflects the market digestion of new commercial housing in Tianjin in the first half of 2007. According to the statistics of mainstream magazines, the commercial housing market in Tianjin is obviously divided into three echelons, with Binhai New Area (including Tang, Han, Da and Development Zones) and Nankai District in the first echelon. The number of new commercial housing is far ahead, with more than 30,000 sets. The market turnover of Xiqing, Beichen, Hedong, Hexi and Hongqiao is in the second echelon of the whole city. It can be seen that the trend of Tianjin's expansion to the northwest is quite obvious, and the construction of new towns in the west is the vanguard of Tianjin's small town plan. The remaining districts are in the third echelon, or the land supply is limited to smaller areas (such as Heping District), or the real estate market with low regional maturity needs to be cultivated, and the activity of the third echelon real estate market needs to be improved. On the other hand, it shows that this area still has great development potential.
Figure: Statistics of commercial housing sold and unsold in various districts of Tianjin.
Judging from the overall launch and market stock, the real estate market is selling well, which shows that Tianjin's real estate market demand is still dominated by rigid demand, so many factors that lead to market wait-and-see such as housing prices and policies have not changed people's purchasing enthusiasm, and the market demand is still strong.
Looking at Tianjin real estate market, price is king. For most consumers in Tianjin, the most critical factor affecting their purchase behavior is still price. Two points can be seen from the statistics in the table below:
The first point: the region is the most critical factor in determining the price. For example, the lowest price in Heping District is 6750 yuan/square meter, which is higher than the highest price in five counties.
The second point: because of different project locations, different product types, different customer groups, different quality and different prices in each region. For example, the price in Jinnan District ranges from 3686 yuan/square meter to 10055 yuan/square meter, with a large price span.
The maturity, location, product type and even developer brand of a region have become an important factor in the pricing of a project. As can be seen from the price ranking of various projects in Tianjin, Laochengxiang District in Nankai District ranks first in the city because of its location in the city center, unrepeatable cultural heritage and scarce villa products. In addition, some small huxing products with appreciation and investment potential in the city center are also the focus of market competition.
3. Overview of Tianjin real estate market
Through the perspective of Tianjin's overall market, the market provides us with such a set of information: potential projects in mature regions have always been the hot spots sought after by buyers. Real estate is developing dynamically, and its value is finally reflected in the lot. Many future developments are closely related to policies and urban planning. Tianjin is in a high-speed development stage, and the Bohai Rim strategy provides opportunities for projects in Tanggu and other places. The integration of Beijing and Tianjin has laid a good foundation for the development of the Wuqing axis project in Beichen, and the promotion of the small town plan has provided an opportunity for the prosperity of the real estate market. ...
(B) wuqing district real estate profile.
1, the current situation of Wuqing real estate market
Compared with last year, the residential sales price in wuqing district rose by 20%~40%. The lowest price of residential commercial housing is 2500 yuan/square meter, the average price is about 3500 yuan/square meter, and the highest price reaches 5000 yuan/square meter.
Figure: Number of housing transactions in wuqing district in May, June, July and August, 2007.
With the continuous development of urbanization in Tianjin, the urban population will continue to grow. In particular, the recent sampling survey by Tianjin Statistics Bureau shows that the population structure of Tianjin is currently in the "demographic dividend" period, that is, the proportion of the labor force is high, and the proportion of young and middle-aged people is very large. 15 ~ 64 years old population 8 10.27 million, accounting for three quarters of the city's population. These people are the new force of housing consumption. Judging from the real estate sales in wuqing district, there are few existing houses, and many real estates are still in the initial stage of development and construction. Houses with good orientation and location have been sold, and property sales are extremely hot.
2. The development trend of wuqing district real estate market.
(1) The division of urban regional functions has been further clarified.
With the continuous international development of the city, the original city center has gradually failed to meet the image and requirements of Wuqing as a big city. With its many advantages, the western region has become the best choice for the new Wuqing urban function center. The grand strategic move of the district government to the west is bound to promote the prosperity and development of the surrounding areas, complete commercial facilities and super-perfect living facilities, and build the core area of the new city. At the same time, Tianjin wuqing district Municipal Government has strengthened urban planning and design, and attracted overseas excellent real estate development enterprises to invest and build with many preferential policies. Fight for an international metropolis.
(2) The charm of the new Wuqing focuses on the future.
Wuqing is located in the Beijing-Tianjin Golden Corridor. Wuqing, as the starting city of Tianjin's 11th Five-Year Plan, has begun to show its important strategic significance. With the development of Beijing-Tianjin urban planning, the distance between Beijing and Tianjin is getting closer and closer under the expectation of more convenient development of Beijing-Tianjin traffic artery. Wuqing housing market is about to attract a large number of buyers in Beijing and Tianjin, and high-end housing is about to rise. By the end of 2007, the Beijing-Tianjin-Hebei half-hour space-time goal will be achieved, and the western part of Wuqing will make great strides forward. At the same time, the newly started commercial real estate has brought unprecedented development opportunities.
(3) The quality of the project has been continuously improved.
In the face of increasing supply pressure, it will encourage developers to continuously improve the quality of property, so as to increase the competitiveness of the project itself. Projects that will be put on the market next year will often be more different in product construction, which will greatly enrich the composition of property types in the market. The performance in architectural style, product quality and marketing techniques will also be brilliant.
Four. Introduction of regional competitions
This residential project market survey in wuqing district mainly takes five projects as samples, which can basically represent the basic situation of the current residential market in this region.
1. Dongli 19 mile
Property category: villa
Average project price: 6,000 yuan/m2.
Covering area: 400,000 square meters
Total construction area: 6,543,800 square meters.
Developer: Tianjin Sanlian Investment Group Co., Ltd.
Project address: Dongli Modern Agricultural Industrial Park, wuqing district 103 National Highway (Beijing-Tianjin Highway) North18km.
Project Description: The project is located in the northwest of Tianjin, with open and flat terrain, vast surrounding waters and good air quality. It is an environmental protection standard area in Tianjin with no industrial pollution and good original ecological environment.
Two. Sunshine Home Phase II (to be opened soon)
Property category: ordinary residence
Average project price 1950 yuan/m2.
Project location: Chen Zui Town, wuqing district.
Developer: Yongda Real Estate Development Co., Ltd.
Three. Tengda manor
Property category: ordinary residence
Average project price: 1980 yuan/m2.
Coverage: 40,000 square meters
Total construction area: 70,000 square meters
Developer: Tengda Group CITIC Real Estate Co., Ltd.
Property Address: Dajianchang Town, Wuqing District, Tianjin
Project Description: Tengda Manor Residential Project is located in Dajianchang Town, Wuqing District, Tianjin, which is located in the "technology-intensive area" of Beijing and Tianjin, 40 kilometers away from Tianjin Airport, 70 kilometers away from Tianjin Port and 80 kilometers away from Beijing. 20 minutes' drive from Yangcun. Convenient transportation and extending in all directions. Yang Cui Highway runs through the north and south, and the transportation network composed of Beijing-Tianjin-Tanggu Expressway, Beijing-Tianjin-Tanggu Expressway Double Line, Beijing-Tianjin Highway, Jingwei Highway and other national highways is connected to the surrounding towns. The geographical location is very advantageous. The traffic is very convenient. The total greening rate of Tengda Manor is 35%, and the garden manor community is advocated, which is composed of 12 multi-storey houses. It constitutes a perfect and harmonious life movement, and the facade outlines a pleasing architectural outline with simple lines and bright colors. After completion, it will become the core and chief model of the town and become a beautiful landscape. It will become a new residential area in the township. The design pays attention to environmental quality and advocates a modern, simple, healthy, fashionable, comfortable, relaxed and happy lifestyle.
Four. Bei an Shang cheng
Property category: multi-storey garden house
Average project price: 3500-4500 yuan/square meter.
Covering area: 70,000 square meters
Total construction area: 200,000 square meters
Developer: Tianjin Kaide Hengye Land Co., Ltd.
Project Address: Intersection of Yongyang West Road and Cui Tong Road, wuqing district
Project Description: North Shore Shangcheng is the first high-quality community in Wuqing with a French garden of 200,000 square meters, which is located in the central core of the new urban area in the west of wuqing district. Based on the humanistic customs of the Seine River in Paris, the Upper City on the North Shore perfectly integrates French romance with the original ecological landscape, and forms a enchanted gardens with the Champs Elysé es, the central characteristic landscape belt, the riverside landscape belt and Marseille Square. Many buildings are perfectly enclosed, and every family can enjoy the happiness brought by the mobile garden. North Shore Shangcheng defines the core area of future human settlements with the chief market, and creates an all-round urban function in the most expensive area in Wuqing in the future, creating a core area of new urban areas integrating residence, leisure, entertainment and shopping.
The sixth city
Property category: multi-storey apartment
Average price of the project: average price: 3,800 yuan/square meter.
Developer: Youlian Group
Property Address: Intersection of Beijing-Tianjin Highway and Qianjin Road in wuqing district.
Traffic situation: adjacent to Beijing-Tianjin intercity express railway; It is 2km from Beijing-Shanghai Expressway, 3.5km from Beijing-Tianjin Expressway103 and 500m from Beijing-Fuzhou Expressway104.
Floor situation: six-story residence, with 2 rooms mainly: about10/-104m2, and 3 rooms:1140m2.
Fourth, regional demand market analysis
From the analysis of the real estate demand market in Tianjin, Beijing and wuqing district, we can draw the following descriptions of the buyers, which are mainly the following according to the types of customers.
(1) investment type
Because this area is located at the junction of Tianjin and Beijing, it has an innate geographical advantage, and investment customers value the value-added prospects of this area, and the house prices in this area have a price advantage. Thus attracting a large number of investment-oriented customers in Tianjin and Beijing.
(2) Self-occupation type
1, improve the living standards of local buyers.
With the continuous strengthening of wuqing district's economic strength and the obvious improvement of people's living standards, many farmers with money in their pockets are no longer satisfied with the monotonous life in the countryside. In order to enjoy the pleasure of city life, more and more farmers bought suites. At present, nearly 40 residential quarters have been built in this area, and all these buildings have been sold out.
2. Tianjin and Beijing improve the living environment of property buyers.
The emergence of urban population expansion, traffic congestion, environmental pollution and other problems makes urban residents buy houses around the city to improve their living environment. Convenient transportation, complete facilities and good air quality are the main needs of these customers.
(3) Pension types
It is the wish of every old man and his children to enjoy a better life in his later years. The area has comfortable living environment, healthy green ecological food and well-equipped medical institutions, which provide basic protection for the elderly. Therefore, it also meets the needs of elderly customers.
Five, quasi target customer analysis
Through the analysis of prospective customers in the target market, it is concluded that customers who purchase this project account for 45% of the total customers, self-occupied customers account for 44.7%, elderly customers account for 8.7%, and other buyers account for 1.6%.
Conclusion of intransitive verbs
Through the overall analysis of Tianjin real estate market and Wuqing real estate market, as well as the analysis of the pre-sale strategy of this project, according to the unique advantages of this project, it is concluded that the distribution outreach sales model adopted is suitable for this project, and the sales strategy of "buying a house, getting a car and getting a house for storage" has promoted the market faster and expanded the buying groups of consumers.