每日经济新闻(博客,微博)记者 杨羚强 发自上海

Daily economic news(blog,Micro bo)Reporter YangLingJiang from Shanghai

　　在中房信集团、中国指数研究院最新公布的全国销售额前20强房企的名单中，不少企业以50%的销售率逆势飘红。上半年刚过，中海、世茂等多家地产公司已提前完成全年60%以上的销售目标。花旗甚至发布报告，质疑内地房企年度目标定得过于保守。

Zhong group in the letter、China index academy the latest national sales of the top 20 room before enterprises in the list，Many enterprises with 50% of the XiaoShouLv contrarian wave red。Just after in the first half of，the、Shimao and a number of real estate company already completed ahead more than 60% of the annual sales target。Citigroup report released 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。房企的销售业绩也表现了这一点。包括绿城在内的许多房企仍在大量地对外出售项目，甚至直接卖股还债。对它们来说，2012年仍然是个生与死的十字路口。

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。Room of enterprises sales performance but also showed it。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。For them，2012 years is still a life and death at the intersection。

　　为何同样的市场，开发商们会有冰与火两种截然不同的生存体验？很多地产机构给出的答案非常简单：价格，价格，还是价格。虽然价格是带动成交的关键因素，但这些机构提供的数据却显示，热销的楼盘其实降价幅度并不大，滞销的楼盘降价幅度也不小。

Why the same market，Developers will have ice and fire two completely different living experience？A lot of real estate agency given the answer is very simple：price，price，Or price。Although the price which is the key factor to clinch a deal，But these institutions to provide the data it show，Sell like hot cakes building cut prices actually is not big，Poor building small cut prices。

　　《每日经济新闻》记者从第二届价值地产总评榜组委会了解到，同样的降价策略，之所以在不同的楼盘产生了不同效果，关键原因往往和降价幅度无关，而和产品的独特性有必然的关系。一个楼盘越是独特，越是难以复制，越是不可能工业化生产，越有可能在降价幅度较小的情况下取得好业绩。

《Daily economic news》Reporters from the second value real estate ZongPing list to know the organizing committee，The same reduction strategy，In the different building produces different effect，The key reason often and cut prices have nothing to do，And the uniqueness of the product has inevitable relationship。A building dish the more unique，The more hard to replicate，The more impossible industrial production，The more likely cut prices in the small get good performance。

　　相反的情况是，如果一个楼盘与周边的其他住宅相比毫无新意，也没有太多的独特性，那么楼盘即使以极低的价格销售，也很难在当地市场的销售排行榜上名列前茅。

The opposite situation is，If a building and the surrounding other than housing corny，There are not too many unique，So even if the building with a low price sales，And it is hard to in local market sales charts is leading the way。

　　“给市场一个必须存在的理由！”在十字路口徘徊的房地产商已经明白，要看自己是否能够在中国房地产业继续征战，就要看自己是否拥有其他房企不可替代的能力，包括产品、服务和管理。

“To market a must have reason to exist！”At the crossroads of wandering real estate have understood，To see whether I can in real estate in China continue to battle，To see whether I have other room enterprises irreplaceable ability，Including product、Service and management。

　　一家在全国范围内名列前茅，曾为多家境外知名投行机构推荐的优质蓝筹地产股日前主动联系第二届价值地产总评榜组委会，想通过报名参加评选，来了解企业经营能力及产品开发的含金量，进而更好地改进，不仅让自己顺利通过2012年的十字路口，也为公司的未来找到“价值座标”。

A nationwide is leading the way，Have a number of renowned investment Banks institutions outside of blue chip quality property counters were recommended by the second value active contact the organizing committee of the real estate ZongPing list，Want to sign up for selection，To understand the enterprise management ability and the value of product development，And better improvement，Not only to pass 2012 crossroads，Also for the future of the company found“Value coordinate”。

　　组委会透露经过连续数月对近期楼市成交火爆的项目以及销售额飘红的开发商进行深入的定量、定性研究，已经初步掌握了今年以来房地产行业的成功基因，以及具有成功基因的房企特点，并计划于8月下旬在广州公布。

The organizing committee has revealed after months of recent market clinch a deal the projects and hot sales, the developer of the wave red further quantitative、Qualitative research，Already this year have been the real estate industry that the success of genes，And the room with successful gene enterprise characteristics，It plans to late August released in guangzhou。