I. The current situation of the residential market in Wuxi
1. In the first half of 2005, the real estate market storm clouds, the central government's will to macro-control is resolute, the government introduced a series of property market regulation and control policies. Developers, home buyers, intermediaries in the stalemate than the competition. Futures and second-hand housing transactions have shrunk across the board, home buyers wait-and-see atmosphere grows stronger. Previously hot property market encountered a sales dilemma, the third quarter of the urban residential average value of 4,136 yuan per square meter, up 18.93% over the same period last year, 0.98% over the second quarter of this year, the rate of increase fell by 1.09%, an increase of three years since the same period the lowest.
2. The market supply is sufficient and the supply structure is optimized. Monitoring information shows that in the first three quarters of this year, Wuxi City, the new listing of 3,486,200 square meters of pre-sale of commercial real estate, of which 2,691,200 square meters of residential. It is expected that the total amount of commercial properties listed in the fourth quarter of this year will be about 1 million square meters to 1.5 million square meters. The supply of commercial housing varieties, household type structure shows an optimization trend, the third quarter of this year, the proportion of supply of commercial housing in urban areas of less than 150 square meters reached 85.18%, of which the proportion of supply of commercial housing of less than 80 square meters reached 11.44%. Experts expect that the end of this year will be listed in the building, low-priced buildings in the supply of the number of proportions will be further increased.
3. The second-hand market also staged a ups and downs of the market: the country this year through taxes and other economic means to curb speculation in real estate, the volume of transactions in June after a sharp drop in the market after the phenomenon of wait-and-see, July rebound, to the September transactions were basically flat. Relevant persons analyze that, in the Wuxi real estate market in the long-term rational development of the environment, the second-hand housing market still maintains a stable development of the situation, but the volume of residential transactions have declined. House prices are relatively stable, and the rate of increase continues to fall. From the first nine months of this year, the city's residential sales price changes, house prices remained stable. In the third quarter, there were 31 new residential developments in the city, with a weighted average unit price of 3,840 yuan per square meter, of which a reasonable number of medium- and low-priced properties were supplied.
4. As the year draws to a close, new properties continue to be launched, and many developers are facing the pressure of returning funds at the end of the year, making it possible for a considerable number of properties to carry out promotions and achieve some relatively significant results. Because of the approaching year-end, the homebuyers' awareness of home purchase is not strong, and the consumption power is weakened. There will be more developers conducting price cut promotions in the near future.
Second, 05 autumn housing fair
The fair is the first housing fair in Wuxi after the 6.1 new policy, many developers in the bleak June-September, all the power on the fair, has opened plus just surfaced in the property are expected to be able to grab a full house at the fair.
After the arrival of the new policy, the Wuxi municipal government has also focused on tray, from reducing the supply of land to the fair to double the booth area and other measures
Many developers are also optimistic about the market expectations than a period of time before, in the fair there are also a few properties because of the price of the advantages of good sales conditions. But at the same time this part of the rigid demand customer base is not too much, so the whole market absorption is not a fundamental change, and not enough to support the recovery of the whole property market.
1. Several new cases surfaced and were exposed to the public for the first time (King Zijinmen, Santa Barbara, and Baida Spring City).
King Zijinmen for the 2004-2 plot, a total of 320,000m2, known as the city center on the case of the People's East Road, St. Barbara for the Hong Kong Fengshui Long in the case of the Mashan, the site for the image show, the product has not been exposed, only know for T-H, single, garden houses, apartments; Baida Spring City for the Kun Baida in the case of Huishan New City in front of the station, set up a downtown reception on pedestrian street. Walking Street set up a downtown reception.
2. Huishan New City 12 properties collective appearance, almost can be established Huishan New City special housing fair.
Famous Garden, Fengxiang Xincheng, California houses, Baida Spring City, Chang'an Yee He Garden, Jindu City Central, Qinghua Yaju, Tianyi City, Tianli Roman Holiday Apartments, Huaxia Clearwater Bay, Fudi Park City, Ideal City
Huishan New City case faces the biggest problem is that the regional economic development and the scale of real estate development is seriously out of step with the number of Huishan New City and the quality of the enterprises can not be compared with the new district The number and quality of enterprises in Huishan New City cannot be compared with those in the new area, but the supply of residential units in Huishan New City now far exceeds the total land supply in the new area in recent years.
3. The number of exhibitors at the fair was 60, 10 more than the spring fair, and the total area of all types of housing participating in the fair was about 4.75 million square meters, and there were about 40 properties for sale, with an area of about 2.15 million square meters, and the number of exhibitors exceeded that of the spring fair. The image of the display of nearly 20 properties beyond the previous housing fair.
Some properties have not yet begun construction, but spend a large sum of money to buy a booth to participate. Its purpose is no more than, one, the market direction is not clear, the case early exposure to grab as much as possible intentional customers, two, the product has been positioned, pre-projects have been completed, is about to enter the construction stage, want to take the product to the scene through the fair to observe the market's reaction to it, test prices.
4. Foreign exhibitors disappeared
In the last spring fair, there are a number of foreign properties to come to Wuxi exhibitors, and this fall fair, there is not even one, the reason for the new policy to suppress the off the investor has a lot to do with, coupled with its own Wuxi people's conservative mentality so that the fair did not have a foreign property to come to the exhibition.
5. The exhibitors' booths are designed to be fancy and to attract customers' attention.
The end of the year is approaching, developers are facing the pressure of loan repayment and repayment, coupled with the real estate market boom is much lower than before the new policy, many developers have been anxious, so in the housing fair to do their best to attract a large number of eyeballs in every possible way to attract their own booths, in the hope that customers can recognize their own real estate. Like Shangcheng specially invited Filipino bands to perform, Zijinmen invited magicians to perform on-site, Santa Barbara's wedding show and human behavioral art performances, and so on.
6. The number of participating properties in the new district reached 8, the second phase of the Yangtze River Green Island, Xingang International, Xiangxi Meilin, the first international, the Star of Wuyue, the Star Island, the new metropolis, Xindi Holiday Plaza. In the new district plate, the market sales of more prosperous properties in the housing exhibition will also be very obvious to visit the public more, and like the star of WU Yue Metro and other cases, appear more cold, no people on the scene to ask questions and consulting.
7. Binhu plate only see the land auction, no movement, in 04-05 years, the entire Lihu New City, Binhu Lake area, Taihu Lake New City, the land supply in Wuxi ranked in the three (the other two for the Huishan New City and the new district board), but the three blocks of the same period of time to shoot the land some of the early have already got the pre-sale license, and like the Binhu plate of the property in the fair is still only a few of the old faces (the new Liangxi New City, the new Liangxi New City and other cases appear to be more cold. Old faces (new Liangxi family, sunshine city garden, golden river south, Aolin garden, swan lake, Vanke charm city) like Nanjing Qixia plot, China overseas plot, Jiangyin sunshine Lihu one plot, etc. have not appeared in the housing fair. Now the highest prices in the Binhu area of the new Liangxi people in 5380 yuan, but this price is now very clear that it is difficult to keep a foothold in the Binhu area, and like Nanjing Qixia, China Overseas, Jiangyin Sunshine by the land cost has been arch high, the developer if it is also just a simple price of the wind, then, surely can not be a normal profit, so the developers can only wait and see what happens and wait for the right time.
8. This time, in addition to Chang'an Township has a property exhibition, there is no other township property exhibition. Wuxi city people's intention to buy property is still mainly in the city property, but there are a large number of township customers choose urban housing.
Three, Anzhen and the surrounding real estate profile
First, Anzhen
1, Huaxia - New Era
Huaxia - New Era has dozens of types of household types, the room type of the combination of large, medium, and small, and some of the top floor of the residential use of leaping terrace design. One-staircase two-family, dining room and living room focus on good ventilation in the north and south, adopting "full bright design", public and private separation within the residence, separation of living and sleeping, shallow depth design, compact indoor layout, emphasis on the kitchen and dining room design, emphasizing the hall space, bedrooms are south-facing, and some of the residences are equipped with a double-bathroom. The public stairwell and activity space are far away from the entrance. The balcony function is set up as a composite balcony. The main model is three-bedroom, two-bathroom and two-bathroom, and other models include three-bedroom, two-bathroom, two-bathroom, two-bathroom, two-bathroom, four-bedroom, two-bathroom, and stacked villa. The average price of multi-storey is about 2400 yuan/square meter (starting at 2300 yuan), the average price of small high-rise is 2600 yuan/square meter, the price of stacked villa is 3500 yuan/square meter, and the price of parking space is not yet determined, but can be rented, underground parking space, the area of 20 square meters/pc.
Huaxia - the new era of the initial deposit of multi-layer 60,000 yuan / household, small high-level 80,000 yuan / household, booking customers are mostly local residents of Anzhen. The case has been opened on June 17, the opening day of the scene is more enthusiastic, but also part of the investors (an investor ordered 11 sets) of the current sales progress has been sold more than 150 sets. A large part of them are the diversion of this case customers.
Huaxia - the new era of the overall image of the sales office is better, the case is currently in the town of four billboards (including two large publicity billboards were tree in the Xidong Avenue and Anguo Road intersection, Xidong Avenue and Xihu Road intersection) and Anguo Road, knife flag and Xihu Road, part of the road knife flag. With the opening of the project, advertisements in newspapers have been started. Its advertising volume and advertising effect on the case maintains an absolute oppressive force, which in the township where the population is already very small on the customer's heart is also unimaginable.
2, Jinhu Garden
Jinhu Garden is only 1 set remaining (15 small high-level ground floor), the price of 2,749 yuan / square meter, according to the Jinhu Garden layer price difference of 30 yuan / square meter, the case of the average price of small high-level about 2,900 yuan / square meter.
3, Yangtze River International. Mechanical and electrical hardware city
Located in Xihu Road, Xishan District, the eastern development park of the Yangtze River International Mechanical and Electrical Hardware City, by the Wuxi Jieli Enterprise Development Co. Small area stores, the price is about 5,000 yuan/square meter. ***1500 households, underground parking, more than 1200.
Huaxia New Era Building, Household Type, Area List:
Number of Stories Number of Buildings Total Households Building Ratio Household Type Household Type Household Number Area Range Area Households
13+1 4 364 4 units on each floor of the 2 buildings, 3 units on each floor of the 2 buildings Two rooms and two halls, one bathroom; two rooms and two halls, two bathrooms; three rooms and two halls, one bathroom; three rooms and two halls, two bathrooms; four rooms and two halls, two bathrooms; Stacked villas Two rooms **** 198 units; three-bedroom **** 450 units; four-bedroom **** 122 units; stacked villa **** 12 units Two-bedroom 97-117 square meters There are 22 units in 97m2; 52 units in 101m2; 26 units in 111.9m2; 24 units in 113.3m2; and 74 units in 117m2
11+1 4 286 3 blocks of 3 units each floor Units, 4 units per floor in block 1 Three rooms 124-136m2 124.9m2; 126m2; 127m2; 128m2; 128.4m2; 130m2; 136.58m2; *** there are 450 households
6 2 120 4 units per floor in block 2, 2 units per floor in block 1 Four rooms 142-152m2 142m2 there are 22 households; 22 households in 147m2; 78 households in 152m2;
4 (Stacked) 2 12 6 units per block Larger stacked area 200-300m2 per household
Total 13 782 782 97-300m2 782
Area Households Distribution 2-bedroom 25.3%; 3-bedroom 57.5%; 4-bedroom 15.6%; Stacked villa 1.5%
Two, Chaqiao
Chaqiao is about 3 kilometers away from Anzhen, and the main road is Xihu Road.
1. Jiangnan-Qinghua Square Phase I
Jointly developed by Yuansen Real Estate Development Co. The case covers a total area of about 30,000 square meters, consisting of 64 townhouses. It has been basically sold out: there is only one block of rough house and one block of model house left. The price of the rough house is 4,300 yuan/square meter, and the price of the model house is about 2.6 million yuan. Consumers in the area are mainly in the town of Chaqiao and part of the city residents and Shanghainese.
2, Jiangnan - Qinghua Square II
The case is under planning, located in the center of the town of Chaqiao, covers an area of 100,000 square meters, planning by the small high-rise and townhouses.
Three, Houqiao
Houqiao is about 3.5 kilometers away from Anzhen, and the main road is Xidong Avenue, which has smooth traffic.
1, Lunda Court
The case is located in the north of Houdang Road, developed by Lunda Real Estate Development Co., Ltd. without agency, with a total floor area of 40,596 square meters, 10 multi-storey buildings (5-storey or 6-storey), with a total of ****298 households, a building density of 27.5%, a greening rate of 38%, a floor area ratio of 1.48, and a motorized parking space of 156 (underground parking space).
The average price of the case is 1900 yuan/square meter (the top floor is sent to the attic, and the balcony is counted as half of the area), more than 70% of the houses have been sold, and there are still about 80 sets left unsold (of which 31 sets of houses have been booked). There are about 50 sets of two-bedroom, two-hall, one-bath/two-bath (90-110 square meters), more than 150 sets of three-bedroom, two-hall, two-bath (120-135 square meters), and more than 80 sets of four-bedroom, two-hall, two-bath (140-150 square meters). The neighborhood has all existing houses. The neighborhood is under 24-hour closed management, applying advanced scientific and technological equipments, such as electronic patrol system, perimeter prevention system and so on. The quality of security guards in the district is fair, and the entrance of the building is anti-theft glass door, but there are no anti-theft facilities for the windows and balconies on the first and second floors.
The sales office is small, transformed from the bottom of the shop, the sales staff is the internal staff of the development company, the business ability and the comprehensive quality is poor, the production of building information is rough (basically is the introduction of the house type). The second phase of the project is under construction with three buildings. The south side of the district will be developed into villas, and the district is only separated by a thick dang road.
Four, Yangjian
Yangjian town is 7 kilometers (about 10 minutes drive) from Anzhen, and the main road is Xihu Road.
1, Yangtian Central Park (Yucai Garden)
The case is located on the east of Yangqin Road (a proposed new street), on the south of Yucai East Road, only one Yucai East Road separates it from Yangtian Senior Key High School, and on the north of the Citizen Square under construction. The case covers an area of about 30,000 square meters, consisting of multi-storey, high-rise, villas, the average price is expected to be about 2200-2300 yuan / square meter (except villas), 40 stores, the average price is expected to be about 4000 yuan / square meter, the type of household is expected to have two rooms and one hall / two halls and one bath, three rooms and two baths, four rooms and two baths and so on. 2007 end of the delivery of housing.
The case adopts the concept of double parks (Citizen's Square and the internal park of the neighborhood) and the concept of educational community (Yangjian Senior Key High School).
The overall image of the sales office of this case is better, and the outdoor advertisement is a knife flag on Yucai East Road; it has not been opened yet.
2, Yangtian residential housing community: total area: 69,658 square meters, plot ratio: 1.33, total construction: 72,770 square meters, green: 38. 2%, building density: 24%, parking spaces: 205.
3, planning 160 acres of commercial land, the planned use of villas, residential (tentative), the price is not determined for the time being, but is expected to multi-storey from 2,200 yuan, small high-rise from 2,400 yuan.
V. Bashi
Bashi is 7 kilometers away from Anzhen in a straight line, and there is no main road through.
1, Huaxia Star (Phase I and II)
The project is located at the intersection of Bawen Road and Zhenxing Road, developed by Wuxi Huaxia Real Estate Development Co.
Phase I of the project consists of 13 multi-storey buildings (5-storey) and 2 small high-rise buildings (9-storey, including 2-storey ground floor); Phase II consists of 3 multi-storey buildings (5-storey) and 1 small high-rise building (9-storey, including 2-storey ground floor). The house types of the first phase are two-bedroom, two-bathroom and one-bathroom (97), three-bedroom, two-bathroom and one-bathroom (110-125), three-bedroom, two-bathroom and two-bathroom (140-150), and four-bedroom, two-bathroom and two-bathroom (around 145); the house types of the second phase are two-bedroom, two-bathroom and one-bathroom (100), three-bedroom, two-bathroom and one-bathroom (110-120), three-bedroom, two-bathroom and two-bathroom (122-150), four-bedroom, two-bathroom and two-bathroom ( 150ish).
The project is priced at around 2,200 yuan/square meter for the first phase and 2,350 yuan/square meter for the second phase. (Multi-storey is slightly more expensive than small high-rise). Sales situation: about 70-80% of the first phase has been sold, and the two-bedroom, two-bathroom and one-bath in the second phase is basically sold out. The sales office (the same sales office in Phase I and Phase II***) is large, well decorated, with a show flat, complete sand table and information, but no house model, perfect sales procedures and high quality personnel. Publicity: a knife flag along the road; Wuxi real estate information network on the introduction; newspaper advertisements to the price, the first eight small high-rise for the selling point of the first; the second phase of only the floor plan and the introduction by the salesman, no other advertising (knife flag, newspaper or a period of advertising). The project is closer to the city, there are buses; no factories around; lower prices; higher rate of home ownership (86.5% of the small high-rise); more advertising (long time), but the Bashi town market, commercial, financial, medical, education and other supporting facilities are far away from the project; the east side of the Bawen Road, the noise of the vehicles; few intelligent facilities in the community.
Six, Dongting
Severa is located in Xihu Road, diagonally opposite the Red Star Macalline, developed by Wuxi Severa Real Estate Development Co. Is to kitchen and bathroom, hardware-based mall, to sell out is now in the investment in January next year officially open for business. The average price of stores in about 7000 yuan, the form of three floors each floor area of about 97 square meters, double openings. Rent is about 60,000 a year.
Seven, the main buildings around the mansion comprehensive analysis
Main buildings around the mansion 1:
Region Building name Total construction (square meters) Building type Household type Average price (yuan / square meter)
Anzhen Huaxia new era 54941 (occupies the area) Multi-storey, small high-rise, stacked Two rooms, two halls and a bathroom; two rooms, two halls and two bathrooms; three rooms, two rooms and a bathroom; Three rooms, two halls, two baths; four rooms, two halls, two baths; stacked villas Multi-storey around 2400, small high-rise around 2600, stacked villas around 3500; (parking space about 80000-100000 yuan / a, 20 square meters / a)
Chaqiao Jiangnan Qinghua Square Phase II (tentative) 100,000 (area) Multi-storey, small high-rise, villas (tentative) Planning (a phase of 64 villas) Undecided (a phase of 4300 or so, only one set left)
Houqiao Longda Court 40596 10 multi-storey (5 or 6 floors) total ****298 households two rooms, one hall and one bathroom, two rooms, two halls and one bathroom, three rooms, two halls and two bathrooms, four rooms, two halls and two bathrooms 1900
Yangtian Yangtian Central Park 30,000 or so (covers an area of) Multi-storey, small high-rise, townhouses or stacked The sales office does not have any Information, specific unknown Combined with the local market situation and the characteristics of the project, it is expected to be around 2,200-2,400, stores around 4,000 yuan
Bashi Huaxia Star Phase I 13 multi-storey buildings (5-storey), 2 small high-rise buildings (9-storey, including 2-storey basement shop) Two rooms, two halls and one bathroom (97), three rooms, two halls and one bathroom (110-125), three rooms, two halls and two bathrooms (140-150), (Multi-storey is slightly more expensive than small high-rise)
Junyue Jingyuan surrounding the main building 2:
Region Property Name Opening/Decanting Sales Office Advertisement/Publicity
Anzhen Huaxia New Era Opening on June 17, the opening site is more enthusiastic; booking deposit of 60,000 yuan/household for multi-storey, 80,000 yuan/household for small high-rise Sales Office Decoration standard is better, the overall image of the better; no household models No model room Xidong Avenue and Anguo Road intersection, Xidong Avenue and Xihu Road intersection of the original two billboards, the south side of Xihu Road and the sales office and two new billboards; Anguo Road and Xihu Road part of the road to add the knife flag; fence advertising; Wuxi real estate information network on the introduction; newspaper ads, etc.
Chaqiao Jiangnan Qinghua Square second phase of the plot (case name is not determined) is currently in the process of planning, is expected to be started at the end of the year! The site has no sales office, the development information has not been made public at present there is no advertising
Houqiao Longda Court nearly 75%, the remaining about 80 sets (of which about 30 sets have been contracted) The sales office is narrow, transformed from the bottom of the business, the sales staff for the development of the company's internal staff, business capacity and comprehensive quality is poor, the booklet information production is rough (basically the introduction of the household type of leaflets); no model room Wuxi real estate information network; sales office boards, models; no newspaper ads
Yangtian Yangtian Central Park opening date is not yet determined (expected after the end of the year), has not yet accepted reservations sales office decoration standard is better, without any books, information, publicity boards, sand table, models, etc.; no model house Yucai Road along the road knife flag; wall ads
Bashix Huaxia Xingchen Phase I Deconcentration about 70-80% The same sales office in Phase I and Phase II, with large area, good decoration, perfect sales procedure and high quality personnel; complete sand table and information, but no model; model house along the road; introduction on Wuxi real estate information network; newspaper advertisement with price and small high-rise of the first block of the Bashi as the selling point
HUAXIA STAR II Two rooms, two halls and one bathroom are basically sold out, and the rest of them are in the sales Only the house type plan and introduced by the salesman, no other advertising (knife flag, newspaper or a phase of advertising)
Junyue Jingyuan surrounding the main property 3:
Region Property Name Advantages Disadvantages
Anzhen Deluxe Court Quiet; close to the middle school; complete peripheral facilities; external (Jiao Shan, Anzhen Park) landscape is better; the community internal greening, landscape is good; household type is reasonable; peripheral roads are better; the sales office decoration design is good; the sales office decoration design is good; the sales office decoration design is better. Good; the sales office is well decorated and designed, and the salespersons are highly qualified, experienced and capable; Anzhen's favorable planning disadvantages compared with Huaxia New Era (including); the noise and air pollution from the glove factory next to the district is heavy; the district is far away from Anzhen's external main road, and the exposure rate is affected; the Jinan Road leading to the district is narrower and there are two rows of back-to-back stores in the middle of the road, which makes the sightline of the district blocked from the jin'an road and Xihu intersection; at present, the Anzhen Central Kindergarten, primary school, and hospital are all in good condition. Anzhen center kindergarten, elementary school, hospital is far away from the project
Huaxia New Era There are no factories around, Xidong Avenue road is wide, many vehicles, the community's exposure rate is high; hospitals, elementary school will be moved to the case nearby; all grades of housing in the district; bedrooms are south-facing, the top floor to send the attic; the advantage of first-mover advantage, publicity earlier; Anzhen planning benefits Xidong Avenue vehicle noise; the north side of the community, such as the management of the river, will cause pollution; next to Anjiu, the river will cause pollution. Forest Park Phase I salesman overall quality is not high; Chaqiao distance from the city is closer than Anzhen, Houqiao, Yang Jian, but belongs to Anzhen, its future development is not as good as Anzhen, at the same time need to compete with the Dongting, Bashi property
Houqiao Lunda Court price; property management is still available; there are a number of intellectualized facilities; better peripheral facilities; the fa?ade are surface bricks; quiet around the neighborhood; all the existing houses (can be handed over to the house) No access to public transportation; the north side of the facade modeling, image is not good; sales office image is poor, the overall quality of the staff is not high; building books, information is incomplete, poor production; no advertising outside the sales office (including knife and flag, newspapers, etc.); no main entrance next to the property, the sales office exposure rate is low
Yangtian Yangtian Central Park Double park concept (north side of the Yangtian Civic Square under construction, the neighborhood also has a park), the landscape environment is better; The south side of the Yangtian senior key high school (provincial key), near the Yangtian Center Experimental Primary School, the education package is very good; closer to the Xihu Road and the Citizen's Square, not affected by the noise of the Xihu Road; Yangtian no other competing properties; Yangtian industrial development, residents have higher incomes, stronger demand and purchasing power East side of Yangqin Road is planned to be a new street in Yangtian, the noise is unavoidable; away from Yangtian is far away from the current commercial streets; away from the urban areas Farther away (east of Yangtian is Changshu, Suzhou); the overall quality of the sales staff needs to be improved; building books, floor plans, look boards, sand table/model and other materials are not available, the sales office is empty
Bashi Huaxia Star (Phase I, Phase II) Nearer to the city, with buses; no factories in the vicinity; lower prices; higher rate of home ownership (86.5% for small high-rise buildings); more advertisements and publicity (for a long period of time) The Bashi town market, Commercial, financial, medical, educational and other supporting facilities are far away from the project; vehicle noise on the east side of Bawen Road; few intelligent facilities in the district;
Fourth, market analysis of Anzhen
1. Market fundamentals:
①Planning Prospects
Although there are planning for the planning of Anzhen-Yangtian cluster in the planning of Anzhen and planning for the high-speed railroad station, etc., these are unlikely to be completed in the near future. But these are unlikely to come to fruition in the near future,
and it is difficult for these basic good news to play a direct role in this case at this stage.
②Population base
Relative to the current resident population base in Anzhen, the current supply of commercial housing in Anzhen is still more than demand. And
Anh Zhen foreign population is also very small. Therefore the audience for this case is unusually small.
3 industrial output value
equivalent to Chajiao, or other townships in Wuxi, the economic strength of Anzhen is obviously low, which leads to the purchasing
power of Anzhen is also relatively low, and the customer's ability to purchase a home is also at a very low level.
④Anhabitat Housing and Direct Competition
Huaxia New Era is the direct competition of this case, and its existence directly diverts the prospective customers of this case, and the audience group, which is already very small
, is even smaller. Moreover, the existence of Anjun Housing is also hitting the desire of people in Anjun to buy a house.
2. Customer heart analysis:
① The economic strength is not strong enough to lead to the customer even if there is a good intention to buy a house will be again and again to consider.
② From other Wuxi townships case study: the views of individuals will affect the surrounding quite a lot of movement, we call it
for opinion leaders.
③ As part of the town of Anzhen have a certain economic strength, their recent intention to buy a house may be more willing to forget the Dongting or
closer to the city area to go,
④ As young people, may be basically unwilling to return to the town of home ownership, home ownership, work.
Fifth, the case of marketing diagnosis:
Diagnosis of the project:
1. disease
Overall conceptualization of the deviation
2. disease
To do anything there must be a general idea, that is, the overall framework, which is usually referred to as the planning
Layout. For this case and the existing agency, because of the insufficient understanding of the Wuxi market, so the overall
concept of the case on the deviation; and in the case of problems did not adjust in time, but to take one step at a time, which
similar is very dangerous.
3. Etiology
The brain drain of the agency makes its actual ability to manipulate the case is not worthy of the name.
The work is not systematic and forward-looking, and we don't know how to solve problems.
Too much adherence to the so-called Taiwan model of standardization of the model to operate on-site, without any innovation and change.
4. Impact
Reduced efficiency; the agency in the market encountered an impact and did not meet the expected goals, the work appears to be disorganized
Order, the work of many problems can not be quickly find the best way to solve the problem can only be encountered in the thirst of digging a well type of
Solution of a solution, which will inevitably affect the efficiency of the work, increase the development cost of the developer, reduce development costs, and increase the cost of the development of the company's business. This will inevitably affect the efficiency of the work, increase the developer's development costs, and reduce the development of profits.
Loss of control; problems and can not be solved, artificially increasing the number of uncontrollable factors and the difficulty of the project development
5. prescription
From the new development of a general program to guide the development of behavior.
Diagnosis of Project Two
1. Disease
The case of the selling point is not prominent, the lack of buyers interested in things
2. Disease
From the marketing point of view alone, the strategy of differentiation is the only way to create a product feature is the only way to win the market
strategy. Today in the industry attaches great importance to differentiated marketing, such as marketing differentiation, product differentiation and so on. With the difference is equal to have
characteristics, it is easier to stand out in the market, easier to attract buyers sight. Whether in the highly competitive primary market, or
in the relatively weak competition in the second batch of the market is more likely to dominate the market.
However, from the current conditions of this case, there is basically no selling point that can impress buyers. This is where the case
is now at stake, and in terms of the current sales situation, it's an embarrassment.
3. The cause of the disease
The agency's lack of experience in township agency cases and the agency's involvement in the time is relatively late and unable to fully explore the selling points of the case.
4. Impact
Unable to refine the selling point, and no one applauded.
Prolong the sales cycle, the original two years can be sold out of the case, may be up to three years or more.
Lower development profits. The difficulty of marketing artificially increased, the marketing cycle artificially lengthened, the developer's costs have also risen sharply, which will lead to a substantial decline in development profits.
5. Prescription
Redo the market research. For the current state of the market, dig out the characteristics of the case.
Repositioning. According to the market research information, the case for a new positioning.
Repackaging. Do something on the packaging, packaging a new property features
Redetermine the marketing strategy. Replace the existing marketing model, looking for better sales channels to make the product of the rapid demutualization.
Diagnostic project three
1. disease
Packaging is not in place
2. disease
In the Wuxi townships to operate the real estate, packaging is still playing a very dominant position. Packaging is divided into two kinds of soft packaging and hard packaging.
3. Etiology
Planning lag. Now the real estate market is very intense, for the agent's requirements are also very high, both its business
level or intervention time, will have a significant impact on the case.
This case is to prepare for the opening of the finalization of the agency, and the new company's involvement in the time is late, so a lot of work
can not be done very carefully, which has missed a lot of business opportunities.
Packaging lack of systematic. The original packaging system in this case was put aside and not used, while the new packaging program was neither impactful nor lethal. One of the most important features of packaging is to have an integrated effect. The packaging of this case is not systematic and professional. At the same time with the property itself is not in line with the existing property packaging and competition compared to the case, far from it.
4. Impact
Weakened market offensive. Packaging is thrown into the market "smoke and mirrors" packaging is not in place, the market will weaken the influence.
Damage to the image of the property. Packaging is the image of the problem, packaging is bad directly affect the image of the case. Now buyers in the selection of the building, will be the image of the building as an important speed, the image of the building does not go, it will seriously affect the sales effect.
5. Prescription
Repackaging of the case. Including advertising channels, site packaging to enhance the overall image of the case, increase the attractiveness of the property.
Through accurate market analysis, re-identify the strongest selling point of the case, create an excitement for the property, and re-attract the attention of buyers
Four. Other diagnostic items
1. Poor sales tactics
At this stage of real estate marketing, in addition to planning and packaging, the most sensitive or price. Reasonable use of price leverage, will play a decisive role in the sale of real estate
. Such as group buying, price negotiation, installment payment, etc., are the way to consider using.
2. Lack of a sense of crisis
With the transition of the real estate market competition and the government's macro-control, real estate development now has a considerable risk
. Development companies and agents can be held regularly to meet to improve the ability to deal with crises and anti-risk ability.