19家标杆房企销售业绩飘红

19 the benchmarking room enterprises sales performance wave red

　　新快报记者 黄光先 文/图

New express HuangGuangXian reporter, / figure

　　2012年悄然过半，部分房企向外发布了年中“成绩单”，其中不少房企完成全年目标的50%或接近50%，有的房企更是明确上调年度销售目标。业内人士分析，虽然楼市呈现出“回暖”的行情，但房企齐发中期预喜公告有粉饰年中报的嫌疑，报喜不报忧的意图就是进一步以“假回暖”的现象炒作，最终形成市场成交量的“真回暖”，形成“买涨不买跌”的热销气氛。

In 2012, more than half quietly，Part of the room to stand outside released years“transcript”，Many of the room to complete annual target of 50% of the enterprise or close to 50%，Some room enterprises is explicitly raised the annual sales target。Analysis of the personage inside course of，Although property market presents“warmed”prices，But the xi qi qi room middle announcement have suspected of NianZhongBao whitewash，News of the intention is to suffer further“False warmed”Phenomenon hype，Eventually form the market volume“Really warmed”，form“Buy or not to buy up fall”Atmosphere of sell like hot cakes。

　　七成房企业绩飘红

Seventy percent room enterprise performance wave red

　　同策咨询研究中心数据显示，截至7月11日，在已公布的37家上半年销售业绩的房企中，有19家标杆房企销售业绩飘红（不低于去年同期销售业绩），“飘红率”达70%左右，总计实现销售金额约5700亿元。“从已公布的部分房企的年中报来看，其中已经有不少房企完成全年目标的50%或接近完成50%，有的房企已经明确上调年度销售目标。”同策咨询研究中心总监张宏伟介绍。

With the consulting research center for figures show，By July 11,，In the first half of the already announced 37 home sales performance of room in enterprises，19 home sales performance benchmarking room enterprises turn red（No less than the same period last year sales performance），“Wave red rate”About 70% by the，The sales amount total about 570 billion yuan。“From published part of the room to see the NianZhongBao enterprises，Have a lot of room to complete annual target of 50% of the enterprise or close to complete 50%，Some room enterprises has clearly raised the annual sales target。”Strategy consulting research center with director introduced d。

　　以“中、保、万、招”四大房地产开发企业来看，中海地产上半年销售金额为651.5亿元，完成全年目标比例为81%；保利地产(600048,股吧)上半年销售金额为502.96亿元，完成全年目标比例为63%；万科地产上半年销售金额为625.4亿元，完成全年目标比例是43%；招商地产(000024,股吧)上半年销售金额为161.3亿元，完成全年目标比例135%。此外，越秀地产、金地地产、碧桂园地产等也取得不俗的半年销售成绩，基本完成全年销售任务50%的目标。

to“in、the、all、recruit”Four big real estate development enterprises，In the first half of zhonghai real estate sales amount of $65.15 billion，To complete annual target rate of 81%；Poly real estate(600048,Shares it)Sales amount of $50.296 billion in the first half，To complete annual target rate of 63%；China vanke real estate sales amount of $62.54 billion in the first half，Complete year's goal ratio is 43%；Investment real estate(000024,Shares it)Sales amount of $16.13 billion in the first half，Complete year's goal ratio of 135%。In addition，Yuexiu real estate、Ltd.gemdale real estate、Beckham in guangxi have not common garden and the half year sales result，Completed annual sales task 50% target。

　　某大型房企佛山区域营销负责人表示，得益于年初以来楼市政策“微调”以及开发企业“以价换量”的营销策略，房地产市场开始逐步复苏，并且呈现出“回暖”的行情。从成交量逐渐回升的行情来看，房地产行业上市公司齐发中期预喜公告，的确预示着房企业绩有改善的方面，尤其是以高周转为主的房企，采取以价换量的方式取得了不错的销售业绩，跑赢了市场大势。

A large room regional marketing head says foshan enterprises，Thanks to the policy since the beginning of the property market“fine-tuning”And the development of enterprise“To change the price of”Marketing strategy，The real estate market begins to gradually recovery，And present a“warmed”prices。From the market volume pick up gradually come to see，The real estate industry listed company advance notice or middle qi，Indeed that room enterprise performance have improvement，Especially with high turnover primarily room enterprises，Take to change the way the price of good sales performance，Run the following the win the market。

　　年中业绩有粉饰成分

Years performance has whitewash composition

　　虽然得益于年初以来楼市政策“微调”以及开发企业“以价换量”的营销策略，房地产市场告别春节期间的冷清，开始逐步复苏，但房企齐发中期预喜公告依然让不少业内人士质疑。

Although benefited from the property market since the beginning of the policy“fine-tuning”And the development of enterprise“To change the price of”Marketing strategy，Say goodbye to the real estate market during the Spring Festival of cold and cheerless，Began gradually recovery，But the xi qi qi room middle announcement still let many insiders question。

　　“房企上半年的净利都"飘红"，其中已经有不少房企完成全年的50%的目标，从房企年度销售指标的制定与去年同期销售金额对比来看，基本上就可以发现房企公布的年中业绩中有粉饰的成分。”同策咨询研究中心总监张宏伟认为，之所以“看起来很好”，首先是因为房企年初下调全年指标或基本采取不增加指标的策略导致年中销售业绩指标“达标”，其次，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的调整，如果降价动力消失，下半年销售业绩指标完成与否还值得进一步观察。

“Room in the first half of the net profit of enterprise"Wave red"，Have a lot of room enterprises complete annual the 50% target，From the house stand annual sales planning and the same period last year compared to see sales amount，Can basically found room enterprises in the performance of the year by the unvarnished composition。”Strategy consulting research center director with d think，are“Looks very good”，First, because room cut annual index or early enterprises not to increase the basic strategy of index in years sales performance index“standard”，second，Part of the large room in advance in the first half and overfulfilled enterprise sales target，Thanks to depreciate sales promotion sales strategy of adjustment，If the price cut power disappear，The second half of sales performance indicators completion also deserves further observation。

　　此外，不少房地产业从业人士则指出，“从已经公布的部分房企的年中报来看，尽管一些房企提前或者超额完成其上半年销售目标，但这些房企几乎都是高周转型的大型房企，并不是房地产行业的普遍现象。如保利、中海、招商、越秀等上市房企，都超额完成了上半年销售目标，但很明显他们都是高周转型的房企。”

In addition，A lot of the real estate industry is pointed out that business personalities，“Part of the room has been released from the NianZhongBao enterprises to see，Although some room in advance enterprises or overfulfilled its sales target in the first half，But these room almost all high weeks is qi transformation of the large room enterprises，And is not the general phenomenon of real estate industry。Such as poly、the、Investment promotion、Yuexiu, such as listing room enterprises，All overfulfilled the sales target in the first half，But it's clear they are high in weeks of transformation room enterprises。”

　　那么，房企缘何粉饰年中报，报喜不报忧呢？从资本市场角度而言，无非还是想赢得投资者的进一步支持。从市场角度而言，则蕴含着另外的市场含义。

so，Why NianZhongBao whitewashed room enterprises，Good news not suffer？From the point of the capital market，Nothing but still want to win the investors to further support。From the point of the market，It contains the other market meaning。

　　从政策面的走势来看，近日，央行降息，财政政策相对有所松动，地方政府的一些合理性微调政策也闯关成功，楼市传来了复苏信号，房地产行业的风向似乎开始转变。从土地市场来看，一些地方进入6月份之后也出现了高溢价地块成交或“地王”现象。从房地产市场角度来看，成交量也逐步回暖，并且正在形成回暖的趋势。

The trend from policy to see，recently，The central bank cut interest rates，Fiscal policy relative eased，Some of the local government policy is also making a breakthrough success rationality fine-tuning，From the property market recovery signal，The real estate industry wind seems to begin to change。From the land market and see，Some places in June after also appeared high premium plot or clinch a deal“royal”phenomenon。From the view of the real estate market，Volume also gradually thaw，And are forming warms up in the trend。

　　“在这样的市场走势转折的关键时间段，房企粉饰年中报的意图也就不言而喻，那就是进一步以"假回暖"的现象炒作，最终形成市场成交量的"真回暖"，形成"买涨不买跌"的热销气氛。”张宏伟表示。

“In such a market movements of the key time turning point，Room painted the intent of the high NianZhongBao is self-evident，That is further"False warmed"Phenomenon hype，Eventually form the market volume"Really warmed"，form"Buy or not to buy up fall"Atmosphere of sell like hot cakes。”D said。

　　房价难以大幅反弹

House prices to rebound sharply

　　以佛山日前的楼市运行情况来看，两次降息，整体上对房地产市场继续“放量”起到刺激作用，市场成交量回暖“不确定性”因素正在逐渐消失，未来成交量“回暖”即将成为事实。那么，未来房企的资金面真的不紧张了吗？未来房价会不会不降？

The property market in foshan has run the situation，Two cuts，The whole of the real estate market to continue“peatlands”Play a stimulating effect，Market turnover thaw“uncertainty”Factors are gradually disappear，The future volume“warmed”Is about to become a reality。so，The future of the enterprises on the financing side room really not nervous？The future house prices will not do？

　　“对于房企来讲，房地产市场成交量回升，并且从5月起计算，如果可以持续3-6个月，那么这将使开发企业资金紧张的局面得到缓解。这也就意味着成交量的回暖会逐步传导到整个房地产投资、开工面积前期扩大再生产的环节，这或将导致这些基本房地产指标数据出现增速停止下滑，大型开发企业会主动加快开工节奏，形成新的市场供应进行销售，再到土地市场积极拿地。从6月初到现在土地市场的表现来看，已经看到部分大型开发企业在土地市场频繁抄底的动作。”张宏伟表示。业内资深从业人士骆先生则表示，从未来房价角度来讲，整个房地产市场降价的动力会逐步消失，房价降幅随着成交量的持续增加也会逐步收窄。“但是，从政策面的走势来看，由于"去投资化"的限购限贷政策尚未明显松动，因此，外来的投资投机性需求不会大规模入市，这些需求也难以对房价产生太大的影响，房价年内出现大幅反弹的可能性几乎没有。”

“For room for enterprises，The real estate market volume to bounce back，Since may, and from the calculation，If can last for three to six months，So this will make the development enterprise funds situation eased。This means that the volume of buoyancy will gradually transmitted to the real estate investment、Commenced area expanded reproduction of the link，This will lead to these basic or real estate index data appear growth stop falling，Large enterprises will speed up development of active start rhythm，Form new market supply for sale，To actively take land market。From early June to land market performance to see now，Have seen a large part of the land market development enterprises in the action of the frequent copy。”D said。Industry veteran, said Mr. By business personalities，From future house prices Angle，The real estate market price cut power will gradually disappear，House prices decline with the increasing volume also to be able gradually to narrow。“but，The trend from policy to see，because"To invest in the"限购 limit of credit policy has not been obvious loose，so，Foreign investment the speculative demand not mass market，The demand for housing prices can also be difficult to produce too much influence，House prices year period the possibility of rebound sharply almost there。”

　　相关链接

Relevant link

　　市场“基本面”不支持价格反弹

market“fundamentals”Don't support price rebound

　　房企年中报的集体报喜，外加时下佛山楼市上一些项目取消折扣优惠，更出现个别楼盘提价的现象，让不少有心下半年出手置业的市民内心开始不安，“难道楼价又要开始大涨了么？”

NianZhongBao enterprises of the collective good news room，And nowadays foshan property market in some projects cancelled discount，The more a few buildings increases the phenomenon，Let many shots in the second half of the people with real estate heart begins to upset，“Don't property prices began surged？”

　　业界普遍认为，从市场表现来看，现阶段真正涨价的项目还属于个案现象，并且也包含一定的营销手段因素。一些项目前期开盘以低价入市，成交量达到目标后价格略微回调，属于低开逐渐高走的策略；不少项目则是因为前期推售房源多为位置或户型不好房源，价格偏低，后期房源回归正常和较好位置和户型房源或包含了精装修部分，价格自然会表现高一些；另外，一些地段好位置好的项目，尤其是靠近市中心的项目，抗跌能力比较强，这些楼盘区别于郊区或远郊的楼盘具有涨价的可能性。

Industry generally thought，From market performance and see，At present prices still belongs to the real project case phenomenon，And also contains certain marketing means factors。Some pre-project open quotation with low price market，Volume reach the goal after a price callback，Belongs to a lower the high to go gradually strategy；Many projects it is because of the push for more houses the source position or family, expand the bad，Low price，Later, expand the return to a normal and good the position and door model homes or contains a fine decoration parts，The price of some high performance will naturally；In addition，Some good position good project area，Especially the central project，Fall of relatively strong capacity，These buildings dish in the suburbs or in the difference between the exurb building has the possibility of prices。

　　同策咨询研究中心总监张宏伟认为，从土地出让金、上市公司资产负债、投资增速、房企业绩等几个市场“基本面”指标来判断，目前不支持价格普遍反弹。

Strategy consulting research center director with d think，From the land grant fee、The listed company assets and liabilities、Investment growth、Room enterprise performance and so on several market“fundamentals”Indicators to judge，At present does not support prices generally bounce。

　　“首先是从土地市场来讲，并没有展现出回暖的迹象；其次，整个行业资金相对比较紧张的局面还没有改变；与此同时，整个上半年房地产投资的增速还是下滑的。最后，从上半年的房企业绩情况来看，由于开发企业"以价换量"的市场行为，开发企业的利润率明显会走低，开发企业表面上的业绩增长并不代表利润率的增长。”张宏伟分析，从以上市场的几个指标来看，现在整体市场还只是局限于商品住宅市场2-3个月短期内的成交量回升，并且商品住宅市场2-3个月短期内的成交量的升还没有传导到让开发企业加大新开工面积或加大房地产投资，也没有普遍性使开发企业开始出手拿地，因此，从这个角度来讲，市场还不为太乐观，并不支持价格普遍反弹。”

“First from land for market，And no show signs of a thaw；second，The whole industry funds is relatively tense situation has not changed；At the same time，The entire first half the rate of growth of real estate investment is declining。finally，From the first half of the year room enterprise performance situation，Due to the development of enterprise"To change the price of"Market behavior，The development enterprise's profit margins will significantly lower，Development enterprise on the surface of the growth performance does not represent profit margin of the growth。”D analysis，From the above market several indicators，Now the whole market is only limited to commodity residential market 2-3 months of short term trading volume to bounce back，And commodity residential market 2-3 months of short term volume rises have not transmitted to let the development enterprise to increase new commenced area or increase the real estate investment，And no universal make development enterprise began to take shots，so，From this Angle，The market is still not as optimistic，Does not support prices generally bounce。”