（来源：上海易居房地产研究院）

（source：Shanghai enjoysmart real estate institute）

　　8月13日，上海易居房地产研究院发布了《10大上市开发企业销售状况研究报告》，报告指出7月份房企整体销售量较6月份回落三成，开发企业销售面积集体下滑，市场成交在上半年持续复苏态势后略显疲态，开始进入短期调整阶段，但随着“金九银十”的到来，下半年销售量仍有可能超过上半年。

On August 13,，Shanghai enjoysmart real estate institute released《10 big listed development enterprise sales status report》，The report says July room enterprise overall sales are down thirty percent in June，The development enterprise sales area collective glide，In the first half of the market finalized a deal for recovery after situation started slightly，To begin to enter short-term adjustment stage，But as“Gold nine silver ten”arrival，Sales in the second half of the first half there are still may be over。

（一）上市开发企业销售面积集体下滑，九成上市开发企业量价齐跌 （a）Development of listed company sales area collective glide，Ninety percent listed development enterprise quantity price fall together

　　7月份，10个大型上市开发企业商品房共成交358.25万平方米，环比6月份下降30%，比去年同期增长35.1%，同比增幅较6月份增长了3.8个百分点，正如我们预计，成交量维持高位盘整，但相比6月有所下滑。

In July，10 large listed development enterprise total 3.5825 million square meters of commercial housing clinch a deal，Link in June fell 30%，Than last year the corresponding period grows 35.1%，The year-on-year growth rate is increased by 3.8% in June，As we expected，Volume maintain high consolidation，But compared with June slipped。

　　分企业来看：7月份，10家上市开发企业环比均出现回落，其中有八成开发企业同比跌幅超过20%，以绿城销售面积跌幅最大，环比下降48.6%，同时保利地产(600048,股吧)跌幅也高达40.4%。按销售面积排行来看，7月万科稳居第一，销量为96万平方米，继续领跑企业销售榜单，其次是保利和中国海外发展。可见，受全国范围内大中城市限购、限贷政策的影响，市场成交在上半年持续复苏态势后略显疲态，开始了短期的调整。

Points enterprises：In July，10 listed development enterprise link all appear back，There are eighty percent year-on-year development enterprise fell more than 20%，To green city on the sales area of the largest decline，Link fell by 48.6%，At the same time, poly real estate(600048,guba)Fall is also as high as 40.4%。According to the sales area rankings to see，July vanke ranks first，Sales for 960000 square meters，Continue to lead the company sales list，The second is poly and China overseas development。visible，By the large and medium-sized cities nationwide is restricted、Limit credit policy influence，In the first half of the market finalized a deal for recovery after situation started slightly，Started short-term adjustment。

　　图1 2012年7月10大上市开发企业销售面积比较（数据来源：各公司官方网站及简报）

Figure 1 July 10, 2012 listed development enterprise sales area comparison（Data sources：Each company official website and presentation）

　　7月份，10个大型上市开发企业商品房销售均价约为11928元/平方米，环比6月份下降了5.6%，比去年同期下降9%，同比降幅比6月份扩大了3.3个百分点。可见7月份龙头房企依然延续打折促销的策略，预计未来一段时间“以价换量”依然是市场成交的主流模式，但降价力度随着市场成交量的回升可能会有所减弱。

In July，10 large listed development enterprise sales of commercial property average about 11928 yuan/square meters，Chain fell 5.6% in June，9% lower than the same period last year，By June year-on-year than expanded by 3.3%。Visible in July leading room enterprises still continue discount promotion strategy，The expected future period of time“To price in quantity”The market is still the mainstream mode clinch a deal，But along with the market price dynamics of volume rebound may be weakened。

　　分企业来看，7月份 10家上市开发企业中有9家销售均价环比下降，其中首创置业降幅最大，环比降幅为25.5%，其次是富力地产，降幅为16.5%。恒盛地产是唯一均价出现环比增长的企业。预计随着市场的继续回暖，在新的调控政策未出台的情况下，下半年各大房企销售均价降幅将有所收窄甚至出现上涨的情况。

Points enterprises，July 10 listed development enterprises has nine sales average link decline，The first home buyers dropped most，Link decreased by 25.5%，The second is FuLi real estate，Decreased by 16.5%。Hengsheng property is the only average appear link growth enterprise。As the market is expected to continue to milder，In the new regulation policy not on the introduction of the case，The second half of each big room to average sales drop to narrow appear even to rise。

　　图2 2012年7月10大上市开发企业销售均价比较（数据来源：各公司官方网站及简报）

Figure 2 July 10, 2012 listed development enterprise sales average price comparison（Data sources：Each company official website and presentation）

　　7月份房企整体销售量较6月份回落三成，上海易居房地产研究院研究员吴晓君认为，究其原因，一方面是在市场持续回暖的背景下，积压的购房需求虽然在继续释放，但由于6月份火热的市场成交小幅透支了7月份的销售，外加7月属于行业传统淡季，因此环比出现下降；另一方面由于地方政策与货币政策微调，为购房者缓解了一定的购房压力，增强了入市的信心。但由于新的调控措施已经展开，而新的调控政策也很有可能出台，一定程度上会影响消费者预期，预计8月成交量仍将维持短调整，但随着“金九银十”的到来，下半年销售量仍有可能超过上半年。

July room enterprise overall sales are down thirty percent in June，Shanghai yi in the real estate research institute researcher WuXiaoJun think，Investigate its reason，On the one hand is in the market under the background of sustained progress，The backlog of pent-up demand while continues to release，But as a result of June the hot market clinch a deal the small overdrawn July sales，Plus July belongs to industry traditional off-season，So link decline；On the other hand, because of local policy and monetary policy fine-tuning，For the person that buy a house easing certain purchase pressure，To enhance the market confidence。But as a result of the new regulation measures have been conducted，The new regulation and control policy is likely to come，A certain extent influence consumers' expectations，August is expected to volume will remain short adjustment，But as“Gold nine silver ten”arrival，Sales in the second half of the first half there are still may be over。

　　

（二）绿城中国销量大幅回落五成 （two）Green city on the China sales dropped sharply fifty percent

　　2012年1-7月，绿城中国累计完成销售面积129.3万平方米，同比增长30.0%；累计销售金额为261.8亿元，同比增长32.9%,1-7月成交均价为20247元/平方米，与去年同期基本持平。

2012 1 - July，Green city on the China accumulated finished the sales area of 1.293 million square meters，Year-on-year growth of 30.0%；Total sales amount is 26.18 billion yuan，Year-on-year growth of 32.9%,1-7 month the price for 20247 yuan/square meters，Flat with the same period last year。

　　7月份，绿城中国实现销售面积21.3万平方米，环比6月下跌48.6%，同比增长63.8%；实现销售金额38.8亿元，环比6月份下跌54.4%，比2011年同期增长68.7%。绿城集团旗下产品主要面向改善型需求，因此“限购限贷”以来业绩一直不佳，7月销售面积与金额与去年同期相比都大增六成以上，一方面是由于其营销模式的转变，另一方面也从侧面反映出随着市场持续回暖，改善性需求也开始崭露头角，市场成交结构开始出现变化。

In July，Green city on the China to achieve sales area of 213000 square meters，Link June fell 48.6%，Year-on-year growth of 63.8%；Achieve sales amount is 3.88 billion yuan，Chain fell 54.4% in June，Than the same period in 2011 increased by 68.7%。Green city on the group's products mainly to improve type demand，therefore“Restricted limit credit”Since poor performance has been，July sales area and amount are compared with the same period last year increased by more than sixty percent，On the one hand is due to the change of its marketing model，On the other hand also reflected from the side as markets continue to milder，Improve sexual needs also started to come to the fore，Market clinch a deal structure begin to change。