Tianjin, China? International City
Market Research Report
Table of Contents
I. Project Overview
II. Regional Introduction
III. /p> Total construction area: 300,000 square meters
Transportation: adjacent to the Beijing-Tianjin Highway, 43 kilometers from Tongzhou in the north and 20 kilometers from the seventh ring road of Beijing; 23 kilometers from Yangcun in Wuqing District, Tianjin in the south. Project phasing: ***6 phases (Holland group, France group, North America group, Australia group, Hong Kong group, Beijing group) Project cycle: three yearsSecond, the regional introduction
(a) Wuqing District profile
Wuqing District has a long history, is located in Beijing and Tianjin between the two major cities, since ancient times that is the main traffic, known as the "Beijing-Tianjin corridor". "Beijing-Tianjin corridor," as the name.
Wuqing District is located in the northwestern part of Tianjin City, east and Tianjin Baodi District, Ninghe County border, south and Tianjin Beichen District, Xiqing District, Hebei Province, Bazhou City, west and Langfang City, Hebei Province, Anzhi District border, the north and Beijing Tongzhou District, Langfang City, Hebei Province, Xianghe County than neighboring. The district area of 1,574 square kilometers, under the jurisdiction of 29 townships and streets (5 townships, 19 towns, 5 streets), with a population of 820,000 people, in June 2000 to withdraw the county and set up a district. Wuqing city planning area of 129 square kilometers, has been built area of 30 square kilometers, population of 220,000 people.
Location and transportation advantages are unique: located between Beijing and Tianjin, the city is 70km away from Beijing Airport and Tianjin New Port, and it takes no more than one hour to drive to Beijing and Tianjin Port via highway. There are 18 national and municipal highways and railroad lines. One of the Beijing-Tianjin-Tanggu Expressway through the territory of 47 kilometers, in the urban area with up and down the intersection; Beijing-Tianjin high-speed corridor, Beijing-Shanghai main line is under construction, 06 years after the completion of the high-speed intersections in the area up to 10; there are also three high-speed road is in the planning process, after the completion of the territory of the high-speed mileage up to 228 kilometers, up and down the intersection of 15.
Tourism resources: there are 14 tourist attractions in Yangcun Small World, South Lake Excursion Area, Hongkong North Forest Park, Fengshen Palace, the North International Shooting Range and other tourist attractions. Among them, "Yangcun Small World" located in the west side of the city covers an area of 32 hectares and has a collection of 137 scenic spots from 83 countries in the world.
(2) Overview of Hexiwu Town
Hexiwu Town is subordinate to Wuqing District of Tianjin, with a total area of 69.5 square kilometers, 71,000 mu of arable land, and 51 villages and streets with a population of 4.05 million, and a population of 4.5 million. villages and streets, with a population of 40,500 people.
In 608 A.D., Emperor Yang excavated the Grand Canal, opening the water transportation channel from Beijing to Hangzhou, and Hexiwu got its name because of its close proximity to the west bank of the canal. After the Yuan Dynasty capital Beijing, military official salary to the South, Heshimo became the waterway in and out of Kyoto's throat, back, successive dynasties of the court set up here, the banknote pass, post, martial arts and other kinds of Yamen had as many as thirteen, the highest rank for the third grade, see the status of the important, Ming Longqing six years (1572), Heshimo began to build a brick city. In the centuries since then, it has been known as "the first town in the eastern part of Beijing" and "the first post in Tianjin" because of its prosperity.
Hexiwu is one of the 30 key areas of Tianjin Municipal Government, and is the closest town to Beijing, with Beijing-Tianjin Highway running through the center of Hexiwu Town, only 11 kilometers away from the "First City of the World" known as Little Beijing, 43 kilometers away from Tongzhou of Beijing in the north, and 23 kilometers away from Yangcun of Wuqing District of Tianjin in the south.
Hexiwu has developed into the largest pollution-free vegetable base in Beijing and Tianjin, at present, the town's vegetable planting area has reached 40,000 acres, with an annual output of more than 400 million kilograms of vegetables, and has established a brand of vegetable development strategy, and has registered the "Yiquan" trademark. The town has a national-level Jinwu Agricultural Pro-technology Demonstration Park, Beijing and Tianjin have the largest scale, the highest turnover of vegetable wholesale market, there are fully functional, advanced equipment, large-scale vegetable preservation cold storage, there are specializing in pollution-free vegetables distribution company, the full straight to the industrialization, market-oriented track, opened up the production, purchase and sale of a one-stop circulation network. Every morning, with the dew of fresh vegetables, in the picking down an hour's time can be set to the capital of Beijing and Tianjin's major vegetable markets.
Three, regional real estate market analysis
(a) Tianjin real estate market analysis
1, Tianjin real estate market overview
07 first half of the city *** turnover of 351,561 sets of commercial residential *** counted 3,600,561 square meters. 07 first half of the city's overall average price of 5,547 yuan / square meter. Comparison of the same period in 2006 data can be seen, 07 commercial residential transaction prices rose by a large amount has reached 15.4%.
06 average price of 4807 yuan / square meter, the first half of 2007 average price of 5547 yuan / square meter, Tianjin real estate market commodity residential per square meter per year rose 700 yuan. The city's annual average price of commercial residential transactions in '06 and '07 year-on-year (note: compared with the previous year) increased by 16% and 15%, respectively.
National macro policy in 06 years for a number of large-scale control, 07 is the policy of in-depth implementation and adjustment of the year. The rising trend of house price since entering 07 has not been effectively controlled. As can be seen from the chart below, house prices in the first half of 2007 all the way up, especially in April and May, the rate of increase is more and more obvious. The reason for this, April and May is a large-scale listing of Tianjin project season, many of the new project higher market positioning to a certain extent raised the overall market price of commercial residential property.
Commodity residential turnover in '07 went all the way up, the emergence of such a phenomenon is related to seasonality, the major projects in Tianjin after the Spring Festival (February) a large number of listings, and as a result, the formation of the rising phase of February-June, according to the mainstream magazines data statistics in the first half of '07, Tianjin **** there are 195 projects in the first half of the year in the sale.
Figure: the first half of 07 Tianjin commodity residential turnover area and average price of the monthly trend
Tianjin real estate development in various regions of the degree of difference, from the market turnover, Tianjin districts market turnover in the top three were Nankai, Xiqing, Tanggu. Nankai is the area of Tianjin with mature supporting facilities, culture and business atmosphere, more developed economy, larger land grant and many projects, which has become the commercial residential area of Tianjin and the preferred area for Tianjin citizens to buy houses. Xiqing District is the newest district in Tianjin, and is the beneficiary of Tianjin's western new city plan. Driven by numerous large-volume projects in the Zhongbei Town Plate and the near Meijiang Plate in southern Tianjin, Xiqing District has gradually replaced Nankai's position as the leader in terms of the volume of commercial residential transactions recently. Tanggu's development potential is huge, in the development of real estate resources in the development zone tends to be saturated, its market potential is gradually discovered, the turnover in the city's districts ranked in the top three.
The above three areas represent the three directions of Tianjin's commercial residential development, the firmness of the traditional old urban areas, the rise of emerging urban areas, and the recognition of the value of potential areas. In addition, Hedong, Hexi, Beichen, Wuqing and other districts, either by virtue of the timing or by taking advantage of the location, make up a colorful pattern of the real estate market in Tianjin.
2, Tianjin real estate market supply and demand analysis
Figure: the first half of 2007 Tianjin commodity residential turnover statistics
"90-70" new policy (Note: 90 square meters of the following types of households need to account for more than 70% of the total floor area) in 07 has been fully implemented, but 90 square meters of small households below However, it will take some time for the market supply of products under 90 square meters to be formed, and at present, only a few projects such as Uptown Court and Six Suitable Home are "90-70" products in the market. Therefore, the mainstream of market supply and demand is still dominated by two-bedroom apartments with a floor area of 90-120 square meters.
Mainstream magazine statistics show that the type of 90 square meters in the following on-sale property **** 22, the first half of the transaction of 3,155 sets, the average set area of 78.9 square meters; type of 90-120 square meters in the on-sale property 72, the first half of the transaction of 13,837 sets, the average set area of 102 square meters; type of 120-150 square meters in the on-sale property 51, the first half of the transaction of 6354 sets, the average set area of 131.7 square meters; household type in the 150 square meters above the 43 properties for sale, the first half of the transaction 1936 sets, the average set area of 198.9 square meters.
The following chart reflects the Tianjin districts in the first half of 2007, the new push of commercial residential market digestion trend, according to the mainstream magazine statistics, Tianjin districts, the launch of the commercial residential market is clearly divided into three echelons, the Binhai New Area (including Tang, Han, large, development areas) and Nankai District is in the first echelon. The number of their new commercial residential launches is far ahead, both exceeding 30,000 units. Xiqing, Beichen, Hedong, Hexi, Hongqiao districts market turnover is in the second echelon of the city's districts turnover. It can be seen that the trend of Tianjin's northwestern expansion has been quite obvious, and the construction of new towns in the west is the front-runner of Tianjin's small town program. The rest of the districts in the third echelon, or limited to smaller areas with limited land supply (such as Heping District), or limited to the maturity of the region is not high real estate market to be cultivated, the third echelon of the real estate market activity needs to be improved. But on the other hand, it shows that the region still has a greater development potential can be tapped.
Figure: Tianjin districts commercial residential sold unsold statistics
From the overall launch situation and the market stock situation, the market sales of the property market is good, indicating that the Tianjin real estate market demand is still dominated by rigid demand, and thus housing prices, policies and other factors leading to market wait-and-see has not been able to change the people's enthusiasm for buying, the market demand is still strong.
The real estate market in Tianjin, the price is king. For most consumers in Tianjin, the most critical factor in their purchasing behavior is still the price. From the statistics in the table below, two points can be seen:
The first point: the region is the most critical factor in determining the price. For example, the lowest price in Heping District is 6,750 yuan per square meter, which is higher than the highest price in the five-county area.
The second point: there is a big difference between the prices in each region with different project locations, different product types, different customer demographic positioning, and different qualities. For example, prices in Jinnan District range from RMB 3,686 per square meter to RMB 10,055 per square meter, a large price span.
And the maturity of an area, location, product type, and even developer brand all become important factors in a project's pricing. From the ranking of the selling price of each project in Tianjin, it can be seen that the old city hall area in Nankai District tops the list of the city's most expensive due to its location in the center of the city, its unrepeatable cultural heritage, and its products, which are scarce villas. In addition some of the city center with appreciation, investment potential of small family products are also the focus of market competition.
3, Tianjin real estate market summary
Through the perspective of the overall market in Tianjin, the market provides us with a set of information: the potential of mature areas of the project has always been the hot spot of the home buyers. While real estate is dynamic and developing, its value is ultimately reflected in the location, and the future development of a location is closely related to policies and urban planning. Tianjin is in a stage of rapid development, the Bohai Rim strategy for Tanggu and other places to provide opportunities for the project, Beijing-Tianjin integration for the development of Beichen Wuqing Axis project to lay a good foundation for the promotion of small towns plan for the real estate market boom provides an opportunity to ......
(ii) Wuqing District real estate overview
1 , Wuqing real estate market is now the status quo
This year, compared with last year, Wuqing District, residential sales prices rose in 20% to 40%. The lowest price of residential commercial housing is 2500 yuan / square meter, the average price of about 3500 yuan / square meter, the highest price of 5000 yuan / square meter
Figure: real estate transactions in Wuqing District in May, June, July and August 2007 sets of graph
With the continuous development of urbanization in Tianjin, the urban population will continue to grow, especially in the recent Tianjin Municipal Bureau of Statistics sample survey
The results show that the demographic structure of Tianjin City, the current population structure of the city of Tianjin, the city of Tianjin. The results show that the demographic structure of Tianjin is currently in the "demographic dividend" period, that is, a high proportion of the labor force population stage, the proportion of young adults is very large, the population aged 15-64 years old is 8,102,700, accounting for three-quarters of the city's population, which is a part of the population is the driving force of the housing consumption, the demand for housing consumption can not be weakened in a short period of time. The demand for housing consumption cannot be weakened in a short period of time. From the Wuqing District real estate sales, there are almost very few existing houses, many building projects are still in the initial stage of development and construction, the direction and location of good residential location has long been sold, real estate sales are exceptionally hot.
2, Wuqing District real estate market development trend
(1) the division of functions of the city region to further clarify
With the continuous international development of the city, the original urban center has been gradually not adapted to the image of Wuqing as a big city and requirements. The west, with many of its own advantages to become the new Wuqing city function center of choice. The district government's ambitious strategic initiative to move west, will lead to the prosperity of the surrounding areas, full-featured commercial facilities, ultra-perfect living facilities, to create the core area of the new city. At the same time, Tianjin Wuqing District Government, to strengthen urban planning and design, with many preferential policies to attract local and foreign excellent real estate development enterprises to invest in construction. Dedicated to playing the international metropolis.
(2) the new Wuqing charm focus on the future
Wuqing is located in the Beijing-Tianjin golden corridor, Tianjin Eleventh Five-Year Plan "one axis, two belts and three areas" in Wuqing as the starting point city, the important strategic significance began to emerge, in Beijing, Tianjin's urban development plans have been introduced in Beijing and Tianjin, the Beijing-Tianjin transportation arteries more and more convenient Under the expectation of development, the distance between Beijing and Tianjin is getting closer and closer. Wuqing residential market is about to attract a large number of Beijing and Tianjin home buyers, high-grade housing is also about to rise. 2007 will be realized by the end of the Beijing-Tianjin-Hebei half an hour time target, Wuqing western pace to move forward, while the commercial real estate has just begun to bring unprecedented opportunities for development.
(3) Project quality continues to improve
In the face of the pressure of continued increase in supply, will prompt developers to continue to improve the quality of property to increase the competitiveness of the project itself. The projects that will be launched next year will tend to be more differentiated in terms of product creation, which will greatly enrich the composition of property types in the market. The performance in terms of architectural style, product quality and marketing techniques will also be exciting.
Four, regional competition project introduction
The market research on residential projects in Wuqing District, the main sampling of five projects, which basically represents the basic situation of the current residential market in the region.
i. Dongli 19 Miles
Property type: villa
Project average price: RMB 6,000 per square meter
Coverage: 400,000 square meters
Gross floor area: 1,000,000 square meters
Developer: Tianjin Sanlian Investment Group Co.
Project address: 183 National Highway (Jingjin Highway) north 18 meters, Wuqing District. (Beijing-Tianjin Highway) to the north 18 kilometers Dongli Modern Agricultural Industrial Zone
Project introduction: the project is located in the northwest of Tianjin, the terrain is open, flat, surrounded by a lot of water, air quality is good, is the environmental protection standard area in Tianjin, there is no industrial pollution, and maintains a better original ecological environment.
ii. Sunny Home II (to be opened soon)
Property category: ordinary residential
Project average price of RMB1,950/sqm
Project location: Chenzui Town, Wuqing District
Developer: Yongda Real Estate Development Co.
iii. Tengda Manor
Property category: ordinary residential
Project location: Chenzui Town, Wuqing District
Developer: Yongda Real Estate Development Co. p>
Project average price: RMB1980/m2
Area: 40,000 square meters
Total construction area: 70,000 square meters
Developer: Tengda Group CITIC Real Estate Co.
Property address: Dabingchang Town, Wuqing District, Tianjin
Project introduction: Tengda Manor residential project is located in Dabingchang Town, Wuqing District, Tianjin. It is located in Beijing-Tianjin "science and technology intensive belt", 40 kilometers away from Tianjin Airport, 70 kilometers away from Tianjin Port, 80 kilometers away from Beijing; 20 minutes' drive from Yangcun. The transportation is convenient and well-connected. Yang Cui Highway runs through the north and south, and the transportation network composed of Jing-Jin-Tang Highway, Jing-Jin-Tang Highway, Jing-Jin Highway, Jing-Wei Highway and other national highways is attached around the township. The geographical location is very favorable. Transportation is very convenient. Tengda Manor's total 35% greening rate advocates a garden-style manor district, consisting of 12 multi-storey houses. Constitutes a perfect and harmonious music of life, fa?ade with clean lines, bright colors, sketching a pleasing architectural silhouette, built to become the core of the township chief exemplary work, and become a beautiful landscape. It will become a new residential area in the township, designed to focus on environmental quality and advocate a modern, simple, healthy, fashionable, comfortable, relaxing and happy lifestyle.
iv. North Bank Shangcheng
Property type: multi-storey garden house
Project average price: 3500-4500 yuan/sqm
Coverage: 70,000 square meters
Total building area: 200,000 square meters
Developer: Tianjin Kaider Hengye Real Estate Co.
Project address: Intersection of Yongyang West Road and Cuitong Road, Wuqing District
Project introduction: North Shore Shangcheng is the first 200,000 square meters French garden high-quality community in Wuqing, located in the central core of the new town in the west of Wuqing District. North Bank Shangcheng takes the humanistic flavor of Paris Saina River as the planning blueprint, and perfectly integrates the French romance with the original ecological landscape, with Champs Elysées Boulevard, the central featured landscape belt, the riverside landscape belt, and the Marseille Square forming the dream garden; and with a number of architectural clusters perfectly encircled, every household can enjoy the happiness brought by the flowing garden. North Bank Shangcheng delineates the core zone of future human settlements with the chief large plate, builds a full range of urban functions in the most expensive lot of Wuqing in the future, and creates the core area of the new urban area integrating residence, recreation, entertainment and shopping.
v. Sixth City
Property Type: Multi-storey Apartment
Project Average Price: Average Price:3800RMB/sqm
Developer: U-Link Group
Property Address: Intersection of Beijing-Tianjin Highway and Qianjin Road, Wuqing District
Transportation: Adjacent to the Beijing-Tianjin Intercity Rapid Railway; 2 kilometers from Beijing-Shanghai Expressway, 103 kilometers from Beijing-Tianjin Highway 3.5 kilometers, 104 Beijing-Fu Highway 500 meters
Floor conditions: six-story residential, the main type of 2-room: about 101-104 square meters, three-bedroom: 110-140 square meters
Division IV, the regional demand market analysis
From the analysis of the real estate demand market in Tianjin, Beijing and Wuqing District, can be on the The following decision body description of the customer to buy a home, from the customer type is mainly the following major types.
(I) Investment type
Because the region is located in the junction of Tianjin and Beijing, has the advantage of congenital geography, the investment type of customers look at the region's land value-added prospects, and the region's housing prices have a price advantage. This has attracted a large number of investment clients from Tianjin and Beijing.
(2) self-occupation
1, improve the standard of living of the local buyers
With the economic strength of Wuqing District continues to grow, the people's standard of living has improved significantly, many of the pockets of the farmers, no longer satisfied with the monotonous life in the countryside. More and more farmers have purchased suites, figure is also able to enjoy the fun of urban life, at present, the area has been built up nearly 40 more residential neighborhoods, these buildings have been sold out.
2, Tianjin, Beijing to improve the living environment of the buyers
City population expansion, traffic congestion, environmental pollution and other issues that make the emergence of urban residents in order to improve the living environment to the urban periphery of the purchase of housing. Convenient transportation, complete supporting facilities and good air quality are the main demands of these customers.
(3) Pension type
Enjoying a good life in old age is the wish of every old man and his children, and this region has a comfortable living environment, healthy green ecological food, and well-equipped medical institutions, which provide a basic guarantee for the pension. Thus, it also meets the needs of the pensioner-type customers.
V. Analysis of prospective target customers
After analyzing the prospective customers in the target market, the customers who bought this project accounted for 45% of the total customers for investment, 44.7% of the customers for self-occupation, 8.7% of the customers for retirement, and 1.6% of the customers for other purchases
Fifth, the conclusion
After analyzing the overall analysis of the real estate market in Tianjin and Wuqing, as well as the previous sales strategy of this project, we are pleased to announce that we will be able to provide you with the most comprehensive analysis on this project. As well as the analysis of the project's previous sales strategy: the project's unique advantages, the use of distribution outreach sales model is suitable for the project, and "buy a free car, free storage room" sales strategy faster promotion of the market, expanding the consumer buying group.