自3月份起，刚需开始释放,近期改善型需求也集中入市。五月开始，楼市成交量快速释放,不少城市创下调控以来的单月最高成交记录。受此带动,今年上半年一些大型房企的销售实现同比增长。其中，万科、恒大等房企也取得单月销售破百亿元的成绩。

Since march up，Just need to release,Recent type also focused on improving demand market。May start，The rapid release of property market turnover,Many cities of the highest monthly performance since a regulation clinch a deal record。Driven by the,In the first half of this year some large room here to achieve sales grew。Among them，vanke、Evergrande etc room also obtain the biggest enterprise sales RMB ten billion results。

　　中新网7月11日电(房产频道 陈璞)截至7月10日，包括招保万金在内的多家房地产公司相继公布了6月销售数据，与此同时，上半年房企销售业绩也初步明朗。从房企公告的数据来看，四大A股上市房企中，招商地产(000024,股吧)和保利地产(600048,股吧)已超额完成半年销售目标，保利地产甚至创下了半年销售量的历史最高位，而万科和金地集团(600383,股吧)也基本完成了全年指标四成以上。此外，大部分企业均已经完成全年目标的一半以上。

Beijing, July 11(Property ChenPu channel)By July 10,，For the gold, including several real estate companies have announced June sales data，At the same time，Sales in the first half performance enterprises room preliminary clear。The announcement from the house stand data to see，Four major a-share listed room in enterprises，Investment real estate(000024,Shares it)And poly real estate(600048,Shares it)Already overfulfilled half year sales targets，Poly real estate and even a half year sales record levels，And China vanke and ltd.gemdale corporation(600383,Shares it)Is basically complete year-round index more than forty percent。In addition，Most of the enterprise all have completed more than half of year's goal。

　　自3月份起，刚需开始释放,近期改善型需求也集中入市。五月开始，楼市成交量快速释放,不少城市创下调控以来的单月最高成交记录。受此带动,今年上半年一些大型房企的销售实现同比增长。其中，万科、恒大等房企也取得单月销售破百亿元的成绩。

Since march up，Just need to release,Recent type also focused on improving demand market。May start，The rapid release of property market turnover,Many cities of the highest monthly performance since a regulation clinch a deal record。Driven by the,In the first half of this year some large room here to achieve sales grew。Among them，vanke、Evergrande etc room also obtain the biggest enterprise sales RMB ten billion results。

　　不过，虽然房企上半年业绩飘红与刚需的释放大有关联，但是也与各家房企所施展的销售策略不无关系。

but，Although room stand the first half performance wave red and just need to release a correlation，But also with various enterprises of the room was related to cast sales strategy。

务实派：以价换量 快速推盘 pragmatists：To change the price of rapid push plate

代表房企 万科 Representative room vanke enterprises

　　《2012上半年房企销售TOP50》排行榜显示，从销售金额看，万科在上半年继续领跑，不过与去年同期644.2亿元的销售金额相比，今年上半年万科共销售610亿元，同比下降了5.31%。

《The first half of 2012 room enterprises TOP50 sales》List shows，From the sales amount look，China vanke lead in the first half to continue，But with the same period last year 64.42 billion yuan sales amount compared，In the first half of this year China vanke total sales of 61 billion yuan，A 5.31% decline from。

　　业内人士认为，从个别标杆企业的业绩来看，尽管销售金额同比去年上半年有所下滑，但销售面积同比均有所增长，这些数据恰恰说明了今年是一个典型的“以价换量”行情。

The personage inside course of study thinks，From individual enterprise performance benchmarking to see，Although sales amount in the first half year-on-year slipped last year，But sales year-on-year growth of all，These data on the show this year is a typical“To change the price of”market。

　　公告显示，今年上半年，万科实现合约销售金额625.4亿元，销售面积602.5万平方米，销售单价为1.04万元/平米，与去年同期相比，销售金额和单价出现双降，下降幅度分别为4.7%和10.3%。

announcement，In the first half of this year，China vanke realize contract sales amount of 62.54 billion yuan，Sales area of 6.025 million square meters，Sale price for 10400 yuan/m2，Compared with the same period last year，Sales amount and unit price appear double drop，Decline to 4.7% and 10.3%, respectively。

　　经济参考报在7月6日的报道中称，目前结合市场成交态势，万科在内部已经组织了多次研讨和分析，并要求各项目销售负责人“认清以价换量促使成交回升”的现状，利用当前市场大势，加紧消化库存。在已经获得了“以价换量促市场成交回升”的共识基础上，开始筹划加速推盘，抢占先机。

The economic reference reported in July 6, said in the report，At present market situation with clinch a deal，China vanke in internal has organized many discussion and analysis，Ask for each project director and sales“Recognizing the price change to clinch a deal amount to bounce back”Present situation of，Using the following the market，To digest inventory。In has won“Price change in promoting market rebounded to clinch a deal amount”Based on the consensus，To plan for accelerating push plate，Preemptive opportunities。

　　今年上半年开始，很多房企都积压了一定的产品存量，在销售竞争的压力之下，这些开发商除了竞争楼盘的品质、比拼户型、比拼物业之外，更是进入了比价阶段，从2012年年初到年中，很多楼盘都降低了利润，推出各种形式的优惠促销活动。

In the first half of this year began，Many enterprises have a backlog of room of the stock of products，Under the pressure of competition in sales，These developers in addition to competitive building dish quality、Rivalry family、Go outside property，But also into the parity stage，From the beginning of 2012 to years，Many buildings are reduced profits，Launch a variety of forms of preferential sales promotion activity。

　　值得注意的是，把今年的销售策略定位于加推中低端产品和“以价换量”的房企，上半年成交均价同比明显回落。大型房企中，万科下降了10.3%，富力下降了21.4%，恒盛下降了9.3%，花样年下降了3.7%，碧桂园下降了2.9%。

Note the，This year's sales strategy positioning in addition push ZhongDiDuan products and“To change the price of”Room enterprises，The price in the first half year-on-year apparent。Large room in enterprises，China vanke fell 10.3%，FuLi down 21.4%，Hengsheng down 9.3%，Figure year down 3.7%，Countless visitors down 2.9%。

　　同策咨询研究中心总监张宏伟认为，部分大型房企提前且超额完成上半年销售目标，得益于降价促销的销售策略和销售目标定制保守。

Strategy consulting research center director with d think，Part of the large room in advance in the first half and overfulfilled enterprise sales target，Thanks to depreciate sales promotion sales strategy and sales target custom conservative。

　　近日，申银万国发布研究报告上调了万科的全年销售预测至1400亿元。该报告对上调原因的解释是，万科下半年将进入推盘高峰期，而楼市将在七八月份呈现淡季不淡的情况。

recently，Shenyin &wanguo release report raised the annual sales forecast vanke to 140 billion yuan。The report to the interpretation of the cause is raised，In the second half of the push into the dish vanke rush hour，And the housing market will be in July and August present not light of the off-season。

　　陈国强认为，万科今年推出的货值要达到1800亿元甚至更多，才有可能实现逾1400亿元的全年销售业绩。此外，根据目前的销售情况来看，如果开发商能够保持“以价换量”的销售策略，下半年市场将比上半年更好。

Chen guoqiang think，China vanke rolls out this year is the value of to achieve 180 billion yuan or more，Can be realized through more than 140 billion yuan of annual sales performance。In addition，According to the current situation of the sales，If developers can maintain“To change the price of”Sales strategy，The second half of the market will be better than the first half。

激进派：逆势拿地 迅速扩张 radical：With the rapid expansion into an asset

代表房企 恒大、保利 Representative room enterprises evergrande、poly

　　虽然从第二季度开始，市场销售出现快速回暖，房企资金压力也因此得缓，但大多数房企对于拿地仍表现得十分谨慎。

Although in the second quarter to start，Market sales appear rapid thaw，House financial pressure and therefore have to stand on，But most of the room for enterprises to take still played very cautious。

　　根据研究机构统计，截至6月底，包括碧桂园、保利、富力、恒大、华润、龙湖、万科、中海在内的八家标杆房企拿地数量共计83宗，较去年上半年减少90宗，降幅为52%；拿地金额为343亿元，同比去年减少427.5亿元，降幅为55%。

According to the statistical research institutions，By the end of June，Including countless visitors、poly、FuLi、evergrande、huarun、longhu、vanke、The eight home, take the number of benchmarking room enterprises in 83 and respectively，In the first half of a year to reduce 90 and respectively，Decreased by 52%；Give land amount of $34.3 billion，Compared to the decrease of 42.75 billion yuan last year，Decreased by 55%。

　　综合来看，上半年大多数房企仍谨慎出手，但是也有少数房企趁市场低迷之际大举购地，迅速扩张。其中，最为激进的房企恒大地产上半年共斩获地块32幅、耗资近90亿元。此外，保利地产在上半年用于购地的金额也已达到了80亿元。

Comprehensive to see，Most enterprises are still cautious room in the first half of his shots，But also have a few room while the market downturn enterprises purchase was heavily，Rapid expansion。Among them，The most radical room evergrande real estate enterprises in the first half were gained ground plot and picture、Cost nearly $9 billion。In addition，Poly real estate for purchase in the first half of the amount has reached 8 billion yuan。

　　保利地产在年初曾表示，今年将紧跟形势，以销定产，以抢为先，打好销售攻坚战，全力落实年度经营任务。

Poly real estate in the earlier this year said，This year will follow the situation，manufacturing-according-to-sale，In the first，A good sales tough sell，To carry out annual business tasks。

　　半年过去，7月9日，保利地产公告称，1-6月，保利地产共实现签约面积437.83万平方米，同比增长28.43%；实现签约金额502.96亿元，同比增长27.47%。

Half a year over the past，July 9,，Poly real estate announcement said，1-June，Poly real estate realization of signing area of 4.3783 million square meters，Year-on-year growth of 28.43%；Realize the signing of $50.296 billion，Year-on-year growth of 27.47%。

　　对于上半年销售大幅增长的原因，保利地产品牌中心副总经理何智韬称，主要是公司在把握市场回暖期的同时，可售货源充足。

In the first half of a sharp increase in sales of reason，Poly real estate brand center deputy general manager HeZhiTao says，The company is mainly in grasp the market warms up period at the same time，Can sell sufficient supply。

　　对于保利地产的推盘节奏，申银万国早前曾在报告中指出，考虑到下半年市场走势未必不明朗，保利在年初就制定了上半年快速推货的方针，推盘尽量提前，二季度计划推货量达300亿，约占全年计划的1/3。

Poly real estate to the push dish rhythm，ShenYin WanGuoZao ago in the report，Considering the second half of the market trends, not necessarily not clear，Poly was made at the beginning in the first half of the policy of pushing fast goods，Push dish in advance as far as possible，In the second quarter of 30 billion plans push cargo，Accounts for about a third of the annual plan。

　　伴随着销售的持续增长，保利在土地市场上的表现也十分“抢眼”。

With the continuous growth of the sales，Poly in land market performance of is also“Grab an eye”。

　　中新网房产频道梳理发现，2012年上半年，保利已经在武汉、西安、佛山、成都、四川德阳、重庆、以及沈阳等地拿下近14宗地块，耗资近80亿元。

Beijing real estate channel comb found，In the first half of 2012，Poly has in wuhan、xian、foshan、chengdu、deyang、chongqing、And shenyang, scored nearly 14 Pope plot，Cost nearly $8 billion。

　　关于拿地的情况，何智韬向媒体表示，目前保利在各地正跟踪的地块还有很多，下半年还将继续购买多宗地块，但不会像前几年一样盲目拿高价地，上半年所购买的土地也是多以底价成交。

About the situation with，HeZhiTao said to the media，At present in the tracking all over poly is still has a lot of plot，The second half will continue to buy the plot，But not like the last couple of years with high price blindly，In the first half of the land is also purchased to clinch a deal price。

求存派：出售项目 卖股还债 Asked to save sent：Sell shares to sell project debts

代表房企 绿城 Representative room enterprises inc

　　从房企公布的数据来看，中海、世茂等多家地产公司均表示已提前完成全年60%以上的销售目标，而花旗甚至发布报告，质疑内地房企年度目标定得过于保守。

From the house stand figures，the、Shimao and a number of real estate company expressed that already completed ahead more than 60% of the annual sales target，Citigroup's report and even，Questioned the mainland enterprises annual goals room too conservative。

　　然而，中国房产信息集团执行总裁丁祖昱却通过报告披露，多数房企的销售业绩其实并不好。在很多城市的商品住宅成交量创新高时，仍有高端楼盘面临滞销。其中，包括绿城在内的许多房企仍在大量对外出售项目，甚至直接卖股还债。

however，China real estate information group chief executive DingZu yu but through the report，Most room sales performance enterprises not in。In many cities, the volume of the commodity residential house new high，There are still facing slow-moving high-end buildings。Among them，Including green city on many of the room, still in a lot of foreign enterprises sell project，Even directly sell shares pay off the debts。

　　7月6日，绿城中国率先发布了上市房企2012年的第一份半年报。绿城今年上半年累计实现销售金额约219.5亿元，其中合同金额为178亿元，完成率为119.5%。至此，该公司已超额完成集团上半年销售任务，占全年400亿元销售任务的54%。

On July 6，Green city on the China issued a public room 2012 enterprises first half annals。Green city on the total amount of sales in the first half of this year about 21.95 billion yuan，One contract amount of $17.8 billion，Completion rate of 119.5%。So far，The company has overfulfilled group sales task in the first half，40 billion yuan of annual sales target of 54%。

　　事实上，作为在此轮调控中受影响较大的房企，绿城一直处于风口浪尖。而业界质疑最多的，无疑是绿城的销售业绩。

In fact，As in this round of regulation by influencing the room in enterprises，Green city has been in outlet wave。And the industry the most questions，Is undoubtedly green city on the sales performance。

　　就在6月8日，绿城集团宣布，已经与香港地产大鳄九龙仓签约战略性合作，向九龙仓配股并发行可换股债券，共融资50.98亿港元。配股完成后，九龙仓将成为绿城第二大股东，拥有绿城24.6%的股权。

On June 8，Green city group announced，With Hong Kong real estate has big alligator Kowloon warehouse signed a strategic cooperation，Kowloon storehouse to match and issue of change bonds，Financing of hk $5.098 billion。Match after the completion of the，Kowloon warehouse will be green city on the second largest shareholder，Green city has 24.6% of the equity。

　　对于此次卖股融资，绿城表示，今年目标是图生存、促转型。今年会采用腾挪项目的形式求生存，不会再采用高负债的形式去发展。这是继出售旗下项目之后，绿城又一重大融资行动，也是绿城首次卖股自救。

Sell stocks for the financing，Green city said，A goal for this year is figure to survive、Promote transformation。This year the form of the project survival move STH，Won't the high debt in the form of the development。This is the after sale of its projects，Green city on a major financing and action，Is also the first to sell shares save inc。