"Agricultural product changing housing" spreads, and Hangzhou First Building 6 times high -priced mountain walnuts to pay for houses

23.09.2022

Number of this text: 1996, reading time for about 4 minutes

Introduction: From late May to the present, at least 6 cities have real estate real estate launched a "agricultural product replacement" activity.

Author | First Finance Ma Yifan

The developer directly raised the prices of the walnuts 6 times and arrived at the purchase of the house at 180 yuan/jin! Recently, Hangzhou, which has always been stable in the new house market, has also started to engage in "agricultural products".

From late May to the present, at least 6 cities have real estate real estate launched a "agricultural product replacement" activity. This special marketing method has spread from small counties in Henan to the suburbs of first -tier and second -tier cities. Agricultural products are rich in types, including garlic, wheat, watermelon, peach, lychee, pecans, etc. However, judging from the actual implementation of the event, such marketing methods are the effect of gimmicks than the actual effect. As a result, some real estate has obtained more customer consultation and the real estate de -effect is not good.

Hangzhou Yuanjiao Market from hot to cold

Recently, it is reported that the Qingshan Lakeside project in Qingshan Lake section of Lin'an District, Hangzhou has launched the "mountain walnut -changing house" deduction promotional activity. Walnuts regardless of the old and new, there is no place to produce, and no variety.

On September 23, a salesperson of the real estate told First Finance that the "mountain walnut replacement" activity was true, but there were not many participating homes. The deadline for the event was September 30.

Hangzhou Lin'an is one of the two major producing areas of the pecans in our country. It is also the center of pecan processing and distribution center. The planting area will reach 570,000 mu. It is expected to reach 16,000 tons of annual output, accounting for 30 % of the national output. , Changhua, River Bridge, turbulent mouth, sun, and other towns are planted. Now it is the season when pecans are received.

According to the Qianjiang Evening News, the price of the acquisition of Walnut in Lin'an Shan last year was between 28 yuan and 30 yuan per catty. Compared with this market reference price, the high price given by the Shima Shore of Qingshan Lake is more than 6 times that of the normal price.

Qingshan Lakeside developer is Yincheng International. The Lin'an District where the project is located is the outskirts of Hangzhou. The project to the traditional city center of Hangzhou is more than 40 kilometers, but the project is not bad in the area of ​​Lin'an District. The core area of ​​Binhu New District and the southwest edge of the Qingshan Lake Scenic Area, sitting in the lake scenery resources of the green mountains and green mountains. There are Lin'an District Government, Shopping Center, Zhejiang Agriculture and Forestry University Branch within five kilometers. Lake Station 3.8 kilometers.

Since the beginning of this year, the trend of polarization in the new house market in Hangzhou has become more and more obvious, and the popularity of the red disk has not decreased, but Lin'an's real estate belongs to another pole, which is average.

In May of this year, there were 243 units of 16, 17, 20, 23, 26, 28 on the shores of Qingshan Lake, but no registered customers were registered as of the expiration of the expiration; , Similarly, register. According to the data of Hangzhou Transparent House Sales Network, as of September 23, the "Royal Garden" on the shores of Qingshan Lake was sold in the two batches of pre -sale of pre -sale in May and June.

Before the launch of the marketing campaign of the "Mountain Walnut House", in June of this year, the real estate also launched a house to send BMW 1 Series sedan, given 1,8888 yuan of famous household appliances, and send two years of property fees.

In fact, in the first half of last year, the project was still selling very fire. It sold 1399 units in half a year and the turnover reached 3.4 billion yuan. It was one of the hottest real estate in Lin'an.

The Qingshan Lakeside project is a microcosm of Hangzhou's Lin'an property market from hot to cold -in the first half of this year, there were 3732 units of various commercial housing in Lin'an District, a decrease of about 75%year -on -year. On September 10 this year, Lin'an District rescued the city vigorously and released the "Opinions on Further Promoting the Healthy and Order Development of the Real Estate Market in Lin'an District", which said that Lin'an will implement a new policy for house purchase subsidies to support just demand and improve housing demand.

Agricultural product replacement is mainly for "heat -making"

In the past four months, there have been at least 6 land in the country who have launched marketing activities for agricultural products, including Shangqiu City, Henan, Kaifeng City, Nanjing City, Jiangsu, Wuxi City, Guangdong, Guangdong, and then to Hangzhou, Zhejiang. There are garlic, wheat, watermelon, peach, lychee, walnuts, etc. In addition, Chongqing No. 1 real estate also aimed at farmers and launched a "buy a house to send valley" services.

From the perspective of geographical distribution, such activities spread from the suburbs of developed and second -tier cities in the east to the east.

Can the marketing activities of "Agricultural Products" really bring effect? From the perspective of the landing situation, some real estate benefits and the real estate effect is not good. Generally speaking, the gimmick effect of agricultural products changing houses is greater than reality, and most activities do not last for a long time.

The real estate that first tried this marketing method has tasted a little sweetness. For example, Jianye City, Qi County, Kaifeng City, made a promotional advertisement of "5 yuan/jin of house changes in garlic" as early as May. After being reported by the media, it was reported. Sales staff could not even receive the consultation call. From May 22nd to June 6th, Jianye City, Qixian City, received 2859 groups, visited 852 groups, and 30 sets of transactions. garlic.

On June 28 this year, Yunyang Binjiang Real Estate in Nanjing, the capital of Jiangsu Province launched the "Watermelon Change" event, which collects melons at a price of 150%of the watermelon market. According to the data of Nanjing online real estate website, as of now, the total number of unprecedented sets of Yunyang Binjiang listening to Yunyang Binjiang, which opened in April, 263 sets of total subscribing sets, and the total number of unprecedented sets of Yunyang Binjiang Guanlan Garden in May. The number of subscription sets is 30 sets. Chongqing Liang Ping's "Hushan Cloud" real estate launched the service of buying a house to send Guzi, which also caused heated discussions. The project staff told reporters that after the real estate news "out of the circle", the number of customers who called the sales office to consult It can also be transformed into transactions, but there are almost no customers who really ask to hit Guzi. With other various channel marketing methods, the average monthly average of 40 or 50 groups of transactions was achieved in July and August.

A group headquarters of a 100 billion housing company told reporters that the main purpose of such "agricultural products" activities is to attract attention and create a "out of circle" effect. Moreover In the suburbs, their main marketing targets are counties, districts, towns and towns, and farmers entering the city. The popularity of this type of activity has continued, which means that such markets are deserted and need to continue to create hotspots.

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