华本城市地产研究院计划运营研究中心主任 张晨

China urban property institute this plan of the research centre ZhangChen operation

　　近期市场出现“量升价涨”局面，越来越多的开发商Hold不住“以价换量”的策略，但从基业长青的角度考虑，以淡泊的心态去追求企业长期的价值，更值得推崇。

Recent market appear“Quantity price rise up”situation，More and more developers can Hold“To change the price of”strategy，But from the view point of sunry always young，Indifferent to the mindset of the value of the enterprise long-term pursuit，More worthy of praise highly。

　　近日，万科今年上半年销售业绩出炉，1~6月份，累计实现销售面积602.5万平方米，销售金额625.4亿元，销售均价约为每平方米1.04万元。而去年同期的销售面积为565.5万平方米，销售金额为656.5亿元，销售均价约为每平方米1.16万元。可以看出，今年上半年万科“以价换量”的趋势非常明显。据报道，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，并在对“‘以价换量’促市场成交回升”达成共识基础上，开始筹划加速推盘，以抢占先机。

recently，China vanke in the first half of this year from sales performance，1 ~ 6 months，Total sales area of 6.025 million square meters，Sales of 62.54 billion yuan，Sales average of about 10400 yuan per square meter。And in the same period last year sales area of 5.655 million sq. Meters，Sales amount is 65.65 billion yuan，Sales average of about 11600 yuan per square meter。Can see，In the first half of this year China vanke“To change the price of”The trend is very obvious。According to the report，At present，Clinch a deal with market trend，China vanke in internal has organized many discussion and analysis，Ask for each project director and sales“recognize‘To change the price of’Clinch a deal to back up”Present situation of，Using the following the market，To digest inventory，And on“‘To change the price of’Promoting market clinch a deal to bounce back”Based on consensus，To plan for accelerating push plate，To preemptive opportunities。

　　今年上半年开始，很多房企都积压了为数不少的库存，在调控政策持续和市场竞争加剧的双重压力之下，不少标杆房企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。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%。这些数据说明：今年是一个典型的“以价换量”行情，在大型房企的影响下，中小型房地产企业也纷纷加入了“以价换量”的队伍。

In the first half of this year began，A lot of room enterprises are a lot of backlog inventories，In the control policies and market competition for the double pressure，Many enterprises of the benchmarking room this year 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。China vanke fell 10.3%，FuLi down 21.4%，Hengsheng down 9.3%，Figure year down 3.7%，Countless visitors down 2.9%。These data indicate that：This year is a typical“To change the price of”market，In the large room under the influence of enterprises，Small and medium real estate enterprise also joined in“To change the price of”team。

　　日前，北京某地产公司董事长在与笔者交流时谈到，由于近来欣喜的销售业绩，他们已经开始逐步调整价格，涨幅在5%左右，送车库、送家电等促销活动也已经全部叫停。与此同时，也有开发商表示将坚持“以量为先”的市场策略不会轻易动摇。在市场飘红、利益驱动的影响下，有多少房企能够忍住诱惑，坚守“以价换量”？随风摇摆的销售策略是现阶段的明智之举吗？

a，The Beijing some real estate company chairman in the exchange said，Because of a recent sales performance of joy，They have already begun to gradually price adjustment，Or at about 5%，Send garage、Send home electrical appliances sales promotion activity has also all to stop。At the same time，Also have developers said will insist on“With quantity first”Market strategy will not easily be moved。In the market wave red、Under the influence of interest drive，How many rooms enterprises can resist the temptation，Stick to“To change the price of”？With the wind marketing strategy is the current stage of the wise？

　　对于政府而言，房地产调控不可能轻易放松，一旦松绑导致房价暴涨，政府公信力必将荡然无存。“万柳地王”一出，部分城市马上开始进一步收紧调控政策，这是一个明显的信号：房地产调控绝不会动摇，任何星星之火都要坚决扑灭。同时，调控造成的经济数据滑坡又令政府左右为难，在这种两难局面下，政府最希望看到的无疑是价格相对稳定前提下成交大幅攀升，涨价可能招致更严厉调控。

For governments，Real estate regulation cannot be easily relaxed，Once in easing prices soaring，The government credibility will disappeared。“Wanliu royal”a，Parts of the city immediately start to further tightening control policies，This is a clear signal：Real estate regulation will never be moved，Any sparks will resolutely put out。At the same time，Regulation of economic data and caused landslides that the government dilemma，In this dilemma，The government's most want to see is undoubtedly the price relative stability premise to clinch a deal has risen sharply，Prices may cause more stringent regulation。

　　其次，“去暴利化”是房地产行业的必然发展趋势。随着行业逐步走向成熟，全价值链分享利润的模式必将形成。多年以来，万科的利润率在业内都是平均线以下，而这并不妨碍万科成为中国房地产的龙头企业。房地产企业行业投资属性将逐步弱化，这也将引导未来的盈利模式转变，许多标杆房企的模式都值得借鉴。如万科、恒大通过快速开发加快资金周转，龙湖通过精准的客户分析和出众的景观设计提升营销溢价；中海通过精细化的合约管理体系降低成本；万达通过物业的经营和增值持续盈利等。

second，“To suddenly and violently brim”The real estate industry is the inevitable trend of development。Along with the industry gradually to mature，All share the profits of the value chain pattern will form。For years，China vanke profit margins in the industry average line below，And it didn't stop vanke become China's real estate the leading enterprise。Real estate enterprise industry investment property will gradually weakening，It also will guide the future profit model transformation，Many enterprises have the model benchmarking room is worth using for reference。As China vanke、Evergrande through the rapid development speed up the capital flow，Through the analysis of the dragon lake precision customers and outstanding landscape design enhances marketing premium；China through the intensification of contract management system to reduce costs；Wanda through the property management and appreciation for profit, etc。

　　此外，房地产企业应调整心态，做到“不以物喜，不以己悲”，更注重内求。新世界北京常务副总蔡建伟先生谈起当前的形势时认为，最近的楼市回暖让开发商很受鼓舞，按照市场经济的规律，交易量一旦上升，价格必然水涨船高。只出现交易量的增长，不出现价格的增长，这种结果在某种程度上很难实现。

In addition，Real estate enterprise shall adjust，do“Not by thing happy，To the oneself is not sad”，Pay more attention to ask in。New world standing vice President Mr. CaiJianWei Beijing about the current situation that when，The recent market warms up let developers is very encouraging，According to the laws of market economy，Trading volumes once rise，The price will rise。Only appear volume growth，Don't appear price growth，This result is in some cases difficult to achieve。

　　如果按照这种交易量发展的势头，不管是一线城市也好，二线城市也罢，价格出现上升通道的城市个体会越来越多。但蔡总同时称，将坚持新世界当初所定的原则—“量价权衡，以量为先”，不会因为现在形势好转就轻易动摇，新世界仍将继续执行市场低迷时的策略，谨慎行事，以量为先，保证适度利润的情况下快速销售。这种荣辱不惊的心态才是企业真正的基业长青之道。

If in this volume development momentum，Be it a line or city，Second city need，The price rise of a city in channel experience more and more。But CAI total also says，Will adhere to the new world was set by the principle-“Price volume balance，With quantity first”，Not because now conditions improve it to be moved，New world will still continue to carry out the strategy of market downturns，caution，With quantity first，Ensure moderate profit under the condition of the rapid sales。This kind of the surprises of the mind is the enterprise real inheritance the evergreen way。

　　乍暖还寒时候，也许会有越来越多的开发商Hold不住“以价换量”的策略，这无可厚非，但一个有理想的企业不会只注重眼前的短期利益，而更应该以淡泊的心态去追求企业长期的价值。

When the cold，Maybe there will be more and more developers can Hold“To change the price of”strategy，This understandable，But a ideal enterprise will not only pay attention to the eyes of the short-term benefits，And more should be indifferent attitude to pursue the enterprise long-term value。