当“调控”不再是房地产市场的“新闻”，转而成为“大背景”，2012年上半年的成都楼市注定简单又独特：实际成交中投资客大大减少，市场上基本都是最真实、合理的购房需求；刚需用接近7成的成交量在开发商直呼“恼火”的这6个月中，担当起了“救市主”的角色。当然，也有项目深陷囹圄，引发了舆论危机。

when“regulation”No longer is the real estate market“news”，Turn into“background”，In the first half of 2012 to the chengdu property market simple and unique：The actual transaction investment guest is greatly reduced，The market is the most realistic basic、Reasonable pent-up demand；Just need close to the volume of sales and in developers call“annoyed”6 months of this，Bear up“Save the main”role。Of course，Also have tickle their project，The crisis by public opinion。

　　刚需细分 性价比是销售“王道”

Just need to subdivision price is sales“Kingly way”

　　本报去年联合中原地产推出的“才智精英购房调查报告”显示，由20—30岁组成的刚需购买群体以接近8成的占比成了2011年置业的主力军。进入2012年，随着调控政策不放松，刚需又一次以绝对主力的姿态引领着上半年成都楼市。从中原地产提供的上半年各阶段商品住宅供应走势数据来看，70—90平方米刚需户型销售最好，这也与当前的刚需购房年龄阶层相吻合。

The combination of centaline property launched last year“Intelligence elite purchase survey report”shows，By the age of 20, 30 of just need to buy groups with close to of 8 than became the main force of 2011 home buyers。In the 2012 years，Along with the control policy not to relax，Just need to once again with the attitude of the main leading the absolute chengdu property market in the first half。From the first half of centaline property provide each phase of the commodity housing supply trends data to see，70-90 square meters, just need to family sales is the best，This also with the current just need to purchase age class are identical with each other。

　　当然，“房产大鳄”们的动向也可以透露出一些端倪。年初至今，从蓝光9盘联动开启“蓝光春交惠”，到绿地4盘抱团“庆生20周岁”，再到华润8大项目打包“华润房交会”等，无一例外都是针对刚需置业者的促销活动。

Of course，“Big alligator property”The trend also can show some clue。Since early，Blu-ray disk linkage open from 9“Blu-ray spring/hui”，To green space BaoTuan four set“20 years old birthday party”，To China resources 8 big project to pack“Huarun meeting room”etc，Without exception is just need to homebuyers in the sales promotion activity。

　　再看看最直白的成交统计数据。记者在成都透明房产网上看到，2012年1月1日至7月1日，主城区（包含高新区在内）销售量排名前10的楼盘全为刚需产品。其中，绿地·世纪城、中德·英伦联邦和中海·锦城分别凭借1223套、1091套、992套的成交套数稳居近6个月以来的“热销楼盘Top3”。另外，华润·橡树湾、万科·海悦汇城、蓝光·锦绣城、招商·雍华府等项目也都有着不错的成绩。

Look again at the straightest clinch a deal the statistical data。Reporter in chengdu transparent property online to see，On January 1, 2012 to July 1，city（Contains, high-tech zone）Sales of the top 10 buildings for just need to all products。Among them，Green space · century city、Sino-german · British federal and China · JinCheng with 1223 sets respectively、Of 1091、992 sets of clinch a deal being the cycle of nearly six months“Sell like hot cakes Top3 building”。In addition，Huarun · oak bay、China vanke, sea yue remit the city、Blu-ray · splendid city、Investment promotion · harmony Washington project also has a great record。

　　四川中原地产市场研究中心主任周觅分析认为：“现在是3成楼盘占据了成都楼市7成的销量，这3成就基本为上述这些性价比高、品牌开发商开发、没有明显缺陷的项目。”

Sichuan centaline property market research, director of the center for weeks that find analysis：“It's 3 into buildings occupied the chengdu 7 into sales of the property market，The three achievements for these basic cost-effective、Brand development business development、No obvious flaw of the project。”

　　中高端世界 品牌和资源型不缺买家

In high-end world brand and resources is not short of buyers

　　很多时候都是这样，越是困难，越能看出功力的深厚，楼市亦然。就在刚需产品走俏的同时，还是有部分定位中高端、高端的项目在上半年“突出重围”，让人眼前一亮。

Many times is this，The more difficult，The more can see the ability of the deep，Property market vice versa。In just need to popular products at the same time，Still there are parts of the high end in positioning、High-end projects in the first half of the year“beckoning”，Let a person shine at the moment。

　　这里面，中海·城南1号不得不提。作为成都高端市场上唯一以全现房呈现，且入围了“2010中国十大城市豪宅”的城南1号，在3月全新批次开盘时打出了“史上最低价拥有全新195平方米双套四房”的口号。记者从项目相关人士处了解到，当时开盘创造了6.5亿元的销售佳绩，再次刷新了成都楼市的单日成交记录。截至记者发稿时，城南1号半年销售已有249套，在豪宅市场一枝独秀。在城南，虽非豪宅但同样走高端范儿的华润·凤凰城上半年也有漂亮的成绩单。“凤凰城前5个月单盘销售已超9亿元。”在不久前举行的华润置地三季度营销计划媒体沟通会上，华润成都公司助理总经理杨睿对外宣布了这一数据。有业内人士表示，城南1号和凤凰城在如此市场环境下起势，均得益于其明显的品牌、资源优势。“另外，城南一号有着积极的定价策略，所以依旧不缺买家。”

there，China · south of the no. 1 have to mention。As chengdu high-end market is the only house in the present，And selected“2010 China top 10 cities a person of extraordinary powers curtilage”Of 1，In march opening new batch produced“History the lowest price have new 195 square meters two sets of four buildings”slogan。Reporters from project relevant personage place to understand，Was created 650 million yuan of open quotation sales success，The housing market in chengdu renewed its record deal。At press time，South of the no. 1 half a year has 249 sets of sales，In a person of extraordinary powers curtilage the market to outshine others。In the south of the city，Though not a person of extraordinary powers curtilage but also go high-end stylish rider huarun · phoenix in the first half have a nice transcript。“Phoenix in the first five months single plate sales already exceeds 900 million yuan。”In the third quarter also held not long ago China resources marketing plan media communication meeting，Chengdu company general manager assistant China resources YangRui foreign announced the data。The personage inside course of study expresses，South of the no. 1 and the phoenix in such a market environment up potential，All thanks to its obvious brand、Resources advantage。“In addition，The south of the city has a positive number one pricing strategy，So don't lack of buyers。”

　　如果再仔细比照半年销售排行榜，你就会发现这几大因素不单只适用于这两大楼盘，在卖得好的项目上都得到了应证：截至7月1日，均价为每平方米16500元左右的誉峰共成交107套，万科·五龙山公园也有240套入账。

If again careful mutatis mutandis half a year sales rankings，You will find this a few big factor not only apply to the two big buildings，Sell well in up to get the project should be card：By July 1，All valence is every square metre 16500 yuan of 107 sets of reputation peak clinch a deal，China vanke · five longshan park also has 240 sets of booking。

　　销量面前 自我陶醉者难赢市场

Before sales narcissist difficult to win the market

　　正如“每一个硬币都有两面”一样，2012年上半年的成都楼市绝对不是皆大欢喜的场面。相反，在火焰与海水的较量中，后者的凶猛一点也不输前者。关于销售“不利者”的言论更在业内外此起彼伏，让人难以捉摸。

as“Every coin has two sides”as，The first half year of 2012 is not happy chengdu property market scene。instead，Fire and water in the fight，The latter fierce don't lose the former。About sales“The adverse”Comments in this more break out，Let people remained elusive。

　　4月中旬，一则“百家供应商声讨世豪集团”的帖子在网络上引起了轩然大波，成为上半年楼市最受关注的话题之一。该帖子发起者在网上称：世豪请“托儿”进行营销宣传，实则项目销售异常惨淡。由此事件，网上对世豪项目及其开发商金怡源的评价也是褒贬不一。

mid-april，a“Hundreds of suppliers denounce the house group”Post on the network caused a stir，In the first half of the greatest concern property market become one of the topics。This post in an Internet source：The house please“childcare”On marketing propaganda，Actually project sales abnormal gloomy。This event，To the house and its online project developers JinYiYuan evaluation is mixed。

　　虽然世豪对此帖子的内容完全否定，并表示旗下项目因为良好的性价比备受追捧，坊间对整个事件更多的也只是“猜测”，真相或许只有当事者才知晓。但不可否认的是，在当前楼市环境下，购房者对产品的期望值正逐步加大，开发商端正心态打造“高品质产品”的决心应该更加坚定。“产品有硬伤（定位不准、环境资源差、设计存缺陷等）都能影响销售。目前，有的项目虽然优惠很大，但是出货仍难，究其根源正是不从产品自身入手，而是一味通过更换销售团队等方式实现"曲线救场"，最终却是事倍功半，自我陶醉者在市场的熔炉中都会现出原形。”一位不愿透露姓名的业内资深人士在接受采访时表示，如今，以往一些“不食人间烟火”的高端产品也开始走打折路线，然而事与愿违，不少项目的整体销售仍在低位运行，还引发购房者对品质的怀疑。“这样的例子不在少数，应该值得业界深刻反思。”该业内人士充满责任感的话语，也许正代表了更多希望楼市持续健康发展者的心声。本报记者 谢雯

Although the house to the content of the post complete negation，And said its project for the good performance-to-price ratio popular，For the whole event more anecdotal also just“guess”，The truth is perhaps only known until a client。But it is undeniable that the，In the current market environment，The person that buy a house to product expectations are step by step，Developers make good mentality“High quality products”Determination should be more determined。“Products are called flints（Positioning no、Environment resource poor、Design with flaws）Can affect sales。At present，Some programs although very favorable，But the shipment is still difficult，The reason is that it is not from products of their own，But just by changing the sales team, etc. To realize"Curve JiuChang"，Finally it is wasted effort，Narcissist in the melting pot of the market will reveal prototype。”One does not wish to be named, senior people in the industry said in an interview，now，Past, some“The mortal”The high-end product also went on sale route，But contrary to，Many projects in low overall sales are still running，The quality of the person that buy a house can also cause for suspicion。“Examples of this is not a few，The industry should be worth profound reflection。”The industry of sense of responsibility with words，May represent the property market more hope the sustainable and healthy development of the voice。Our correspondent XieWen