⊙记者 朱楠 ○编辑 阮奇

Reporter ZhuNan ○ ⊙ RuanJi editor

　　从已公布的房地产上市公司2012年上半年业绩预告来看，房企销售业绩大多颇为亮眼，同比上涨幅度可观，且大型房企市场份额增长明显。但同时，房地产行业整体利润下滑，长期来看行业趋势无法逆转。

From the estate of the listed companies have released in 2012 the first half performance forecast and see，Room sales performance is most enterprises bright eye，Rising by a good margin，And the large room enterprises market share growth obvious。But at the same time，The real estate industry whole falling profits，The long term industry to reverse the trend。

　　业内人士分析认为，上半年上市房企在牺牲利润、以价换量的市场策略下，虽然销售业绩得到增长，但利润空间明显变薄，“去利润化”成为整个行业的长期发展趋势。

Analysis of the personage inside course of thought，Listed room in the first half of the enterprises sacrifice profits、To change the price of market strategy，Although sales performance be increased，But the profit space clear thin，“Profits to the”As the industry's long-term development trend。

　

　大型房企销量同比上涨 Large room sales to rise compared to the enterprises

　　根据链家地产市场研究部统计，截至7月11日，35家已公布业绩快报的沪深两市及港股上市的大型房企2012年上半年销售业绩总额为5455.34亿元，同比上涨11.8%。其中20家企业销售业绩同比增长，占比近六成。

According to the real estate market research statistics chain home，By July 11,，35 house published performance of the two cities and express shenzhen and Hong Kong stocks listed on the large room enterprises in the first half of 2012 sales amount is 545.534 billion yuan，Rose 11.8% year-on-year。Among them 20 enterprises sales performance up growth，Accounting for nearly sixty percent than。

　　从销售目标的完成情况看，在可统计的26家房企范围内，完成全年销售目标50%的房企有13家，占比一半，完成40%以上的房企共24家，占比92%。上半年多数房企业绩达成率较高，若按照通常上半年的销售目标占全年40%左右的比例来看，九成以上房企上半年超额完成任务。

From the sales target completion of look，In the 26 room enterprises statistical range，To complete annual sales target 50% of the room 13 enterprises home，Accounted for more than half，Completed more than 40% of the room of 24 home enterprises，More than 92% of。Most enterprise performance in the first half of a room rate is higher，If the usually sales target for the first half of the year accounts for around 40% of the scale，More than ninety percent in the first half of enterprises surpass the task room。

　　链家地产市场研究部陈雪表示，大部分房企业绩表现好于去年，主要是受到两方面的影响：一方面，与上半年房企以价换量密不可分。大多数房企去年销售业绩较为惨淡，以价换量、低价开盘的趋势延续到今年，并且在去年一些大型房企主动降价促销取得良好效果后，今年不断有新的房企加入降价行列。这种趋势在一季度尤为明显，并由此带动了刚需结束观望渐渐入市。另一方面，二季度市场明显升温后，改善性需求和部分高端需求也逐渐入市，房企依靠高总价和高单价的户型成交，也博得更多的销售业绩。在市场向好的情况下，房企加大推盘量，其中高端楼盘的推盘量明显增多。

House property market research ChenXue chain said，Devote most enterprise performance better than in last year，Mainly by two effects：On the one hand，And in the first half to change the price of room enterprises is inseparable。Most of the room last year sales performance more gloomy enterprises，To change the price of、The trend continued to opened lower this year，And in a few large enterprises room last year initiative depreciate sales promotion after obtaining good results，This year there have been new room join ranks high price。This trend is particularly obvious in the quarter，And thus led to just end wait-and-see gradually entering the market。On the other hand，In the second quarter after market warms up significantly，Improve sexual needs and parts of high-end demand also gradually entering the market，Room rely on high price and high enterprises of the family to clinch a deal unit price，Also more sales performance won。In the market to good cases，Room enterprises increase push dish quantity，High-end building dish dish of tyre is significantly increased。

　　

28家房企亏损或盈利下滑 28 home losses or profit decline room enterprises

　　就在房企上半年销售业绩集体飘红的同时，大多数房企净利润堪忧。截至7月16日，已经有49家沪深上市房企以快报和预告等形式发布了上半年利润情况，约占沪深上市房企总数的六成。其中，28家房企出现亏损或利润下滑，接近已披露房企总数六成，其中亏损房企有13家。在行业排名前100位的17家大型房企中，47%的房企出现了亏损或利润下滑。

In the room in the first half of enterprises sales collective wave red at the same time，Most room net enterprises in danger。By July 16,，Have 49 listed in shenzhen house room enterprises express and forecast the form such as released first-half profit，Shenzhen accounts for about sixty percent of the total number of enterprises listed room。Among them，28 companies room to losses in enterprises or falling profits，Close to sixty percent of total enterprises has disclosed room，Which room 13 losses enterprises home。In the industry of the top 100 enterprises in the large room 17 home，47% of the room stand losing money or falling profits。

　　链家地产市场研究部陈雪认为，虽然部分房企的亏损和利润下滑缘于报告期内结算项目少等结构性因素，但是接近六成房企出现亏损或利润下滑，且亏损房企数超过了2011年年报披露数（8家），这表明2011年2月开始的新一轮调控政策对房企利润的影响深远，大型房企受到的影响也非常明显。

House property market research ChenXue chain that，Although some room of declining profits and losses of the enterprise due to report period settlement project such as less structural factors，But close to sixty percent room or falling profits to losses in enterprises，And losses room enterprises for more than 2011 number of annual reports（8 home），This suggests that the February 2011 to a new round of adjustment and control policies of far-reaching enterprise profit room，Large room of the impact on enterprises is very obvious。

　　从2012年上半年销售数据来看，房企业绩颇为亮眼，上涨幅度可观，且大型房企市场份额增长明显。但同时，房地产行业整体利润下滑非常明显，长期来看行业趋势无法逆转。陈雪认为，上半年房企在牺牲利润、以价换量的指导思想下，即便房企销售额增加，利润方面短期内依然难有起色。

From the first half of 2012 sales data to see，Room enterprise performance is very bright eye，Rises considerable，And the large room enterprises market share growth obvious。But at the same time，The real estate industry whole falling profits very obvious，The long term industry to reverse the trend。ChenXue think，In the first half of the enterprises room sacrifice profits、To change the price of guiding ideology，Even if the room sales by enterprises，In the short term profits still difficult better。

　　克而瑞(中国)信息技术有限公司总裁丁祖昱也认为，“去利润化”将是房企长期发展趋势，这使得近两年房地产行业集中度将进一步提升，最终整个行业毛利率和净利润率都将向万科看齐。

G and red(China)Information technology Co., LTD. President DingZu yu also think，“Profits to the”Will the long-term development of the enterprise is a room trend，This makes nearly two years real estate industry concentration will be further promoted，Eventually the whole industry profit margins and net profit margins will look to China vanke。

　　业内人士普遍认为，在市场回暖的背景下，房企的销售策略或会分化：销售业绩情况完成较好的大型房企可能从“保销售”转向“保利润”，借势提价的意愿增强；但销售情况普遍不佳的中小房企的定价策略可能依旧是维持现状。因此为避免楼市再度陷入僵局，保证下半年销售业绩的顺利完成，整个楼市下半年以价换量、快销快跑的行业思路不会发生大的变化。

Industry insiders generally thought，In the market warms up in the background，Room of the enterprise sales strategy or will differentiate：Sales situation to complete a good large room enterprises from may“The sales”Turned to“The profits”，Taking advantage of the price will increase；But sales are generally not better in the pricing strategy of little rooms enterprises may still is maintaining the status quo。So to avoid property market deadlock over again，Ensure the sales performance of the second half was completed，The property market in the second half of the price change、Fast pin run industry ideas won't happen big changes。

　

　部分房企2012年上半年利润情况预告 Part of the room enterprises in the first half of 2012 profit situation forecast

　　房企 2012年1-6月净利润同比变化 房企排名

Room 2012 enterprises in the first 6 months year-on-year change in net profit room enterprises

　　保利地产(600048,股吧)下降12.13% 4

Poly real estate(600048,Shares it)Down 12.13% 4

　　金科股份(000656,股吧)增长70%-100% 16

Jinke shares(000656,Shares it)Growth of 70%-100% 16

　　荣盛发展(002146,股吧)增长30%-50% 27

Rongsheng development(002146,Shares it)Growth of 30%-50% 27

　　滨江集团(002244,股吧)下降30%-60% 52

Binjiang group(002244,Shares it)Down 30%-60% 52

　　万通地产(600246,股吧)增长不低于150% 59

Wantong real estate(600246,Shares it)Growth is not lower than 150% 59

　　嘉凯城(000918,股吧)亏损35000万元 60

Jia KaiCheng(000918,Shares it)$350 million loss in 60

　　中航地产(000043,股吧)下降88.26%-97.65% 72

Catic real estate(000043,Shares it)Down 88.26% 97.65% 72

　　泛海建设(000046,股吧)扭亏 73

Seamen construction(000046,Shares it)Putting 73

　　亿城股份(000616,股吧)增长80%-120% 83

Hundred million city stock(000616,Shares it)Growth of 80%-120% 83

　　深振业A 增长98%-106% 84

Deep vibration, 98%-106% A growth industry. 84

　　华远地产(600743,股吧)增长22.98% 87

Huayuan real estate(600743,Shares it)Growth of 22.98% in the 87

　　中弘股份(000979,股吧)增长约118% 89

Shares in hong(000979,Shares it)89 about a 118% increase

　　中国宝安(000009,股吧)下降:76.92%-72.30% 91

China baoan(000009,Shares it)Drop: 76.92% 72.30% 91

　　深物业A 下降68% 96

A deep property fell 68% 96

　　浙江广厦(600052,股吧)可能为亏损 97

Zhejiang poor(600052,Shares it)May 97 for losses

　　合肥城建(002208,股吧)下降20%-50% 98

Hefei city building(002208,Shares it)Down 20% 50% 98

　　津滨发展(000897,股吧)亏损9000万元-7000万元 100

Tianjin waterfront development(000897,Shares it)Loss 90 million yuan to 70 million yuan 100

　　*ST国兴 亏损1540万元 100名以外

* ST GuoXing loss 15.4 million yuan 100 outside

　　*ST园城 大幅度增加 100名以外

* ST garden city greatly increased 100 outside

　　ST合臣 亏损少于上年同期 100名以外

ST $I loss less than the same period last year 100 outside

　　ST珠江 亏损3500万元-4500万元 100名以外

ST pearl river loss 35 million yuan to 45 million yuan 100 outside

　　大港股份(002077,股吧)增长0%-10% 100名以外

Dagang shares(002077,Shares it)Growth of 0%-10% beyond 100

　　高新发展(000628,股吧)亏损:368–1100万元 100名以外

High-tech development(000628,Shares it)Losses: 368, 11 million yuan 100 outside

　　广宇发展(000537,股吧)增长:134%-187% 100名以外

Cosmos development(000537,Shares it)Growth: 134% 187% 100 outside

　　以上数据由链家地产市场研究部统计整理

The above data chain home real estate market research statistics finishing