The economy faces internal difficulties and foreign real estate needs to grasp the opportunities

Since the financial crisis occurred in 2008, China's economy has faced a situation of “internal and external troubles.” At that time, the domestic real estate bubble, coupled with the financial crisis led to the decline of exports, the Chinese economy was unanimously considered by the outside world as “a hard landing.” However, the central government immediately responded to the financial crisis and launched a 4 trillion yuan fiscal stimulus plan. The 4 trillion yuan fiscal stimulus plan effectively stimulated the development of the national economy through government investment, but it also showed some side effects. These side effects were hidden in the brilliant performance of the 4 trillion yuan investment, but with this 4 With the "pharmaceutical efficacy" of trillions of pounds of prescriptions passed, these problems will be highlighted. The growth rate of GDP has gradually slowed down. The growth rate of GDP in the second half of 2011 was 7.4%, which is the lowest point of GDP growth rate in the past 10 years; and the growth rate of fixed asset investment, central government revenue and other indicators have all declined compared to the same period of last year. . At the same time, the company's operating conditions are facing severe challenges. In July 2012, the profits of China's industrial enterprises fell by 2.2%, resulting in a negative growth; the profits of central enterprises fell by 20%; the state-owned holding companies dropped by about 10%. In this situation, the downward trend of the economy is very obvious, and the pressure on the government is bound to be very large.

Under the background of economic downward pressure, all sectors of society are speculating about the trend of government policies. As far as the actual situation is concerned, in economic troika, consumption and exports are unlikely to be effective in the short term. On the contrary, government-led investment will be able to spur economic development in the short term. In particular, some time ago, the Fed announced the introduction of the third round of quantitative easing monetary policy, which will be a great test for China’s monetary policy. At present, the central government maintains a policy of restricting purchases in the real estate industry, and the real estate industry has fallen into a "winter period" at the end of last year. However, under the pressure of economic downturn, various housing companies have recently shot out, recreating the "take the tide." A set of data shows that from July 1 to August 10, 2012, Vanke, Longhu Real Estate, China Shipping, and Poly Real Estate Co., Ltd. have only acquired 19 lands in total, with a total of more than 20 billion yuan in land expenditure. From September 5 to 7 this year, 7 large-scale housing companies, including Vanke and China Resources, collectively attacked the land market and spent nearly 9 billion yuan to make up short positions in first and second-tier cities. The “earth-to-earth tide” of various housing enterprises, the tremendous pressure of economic downturn, and the third round of quantitative easing policies of the United States all indicate that the spring of the real estate industry is approaching.

Of course, even if the real estate industry's spring is approaching, it is very difficult for the real estate industry to realize the huge profits of 2007 and 2008. The future development of the real estate industry lies in diversified development and industrial integration. At present, after the high-speed development period in 2007 and 2008, China's real estate companies will gradually face the challenge of transformation and upgrading. The original “high-consumption, low-output” development-sales model needs to be changed.

However, it is undeniable that commercial real estate and residential real estate are still the focus of China's real estate development. Among them, commercial real estate is the foundation of sustainable development. The development of commercial real estate is not only the driving force for the development of urban economy, but also the boost of domestic demand and the inevitable choice to satisfy people’s spiritual consumption. Commercial real estate under multiple business conditions is an important carrier for reflecting urban characteristics, expressing urban culture and satisfying a happy life. Therefore, we must conscientiously comply with the laws of the development and operation of business, especially modern business, inherit the urban culture, integrate the characteristics of the city, create operating highlights, rational operation, and achieve new business development. To develop commercial real estate, we must first promote the ecological concept and practice green ecology. Since the reform and opening up, when our country summed up the major achievements made in urban construction, we always mentioned environmental pollution and exhausted resources. Faced with the opportunities of new-type, urbanization, and internationalization, commercial real estate must dare to break away from traditional ideas, and must not simply copy and copy, and must create distinctive formats. Commercial real estate must be based on investment projects, brand sales, product suppliers, business, tourism, leisure service providers, to achieve a friendly connection. To make the hardware easy to use. Development and construction should actively adopt green buildings, materials, products, and accessories. In operation and management, efforts should be made to reduce various cultures, reduce pollution emissions, realize recycling, and implement environment-friendly and resource-saving development strategies.

Of course, residential real estate is an important component of the real estate industry, and it is an inherent driving force for the advancement of the real estate industry. At present, China's residential real estate is facing some problems in the construction and sales process. First of all, the main body of the market positioning work is unreasonable, and most of the residential real estate projects have not conducted market research and analysis before starting. Secondly, the product positioning is divorced from reality, and some residential real estate development projects are far away from practical constraints and blindly pursue high-end markets. The development projects have one-sided emphasis on “conceptual positioning”. Some real estate companies are keen to do concepts in the market positioning, and even the concept of “soft houses” has emerged. Third, the lack of differentiated positioning concept, "Differentiation is the third source of profits for real estate companies," the point of view has gradually been recognized by the industry. Fourth, lack of awareness of repositioning. Because the real estate market has a relatively long market cycle, with the adjustment of the external economic environment and policies, the market positioning standards determined by the residential real estate development project in the initial stage of project development will be deviated from the market conditions in the middle and later stages of project development. At this point, it is necessary to reposition the market for development projects. However, as far as the current situation is concerned, many real estate companies have neglected this point. At present, due to the development of urbanization and the strong desire of people to improve their housing needs, there is still much room for development of the residential real estate market in the long term.

In the future, the integration of commercial real estate and residential real estate is the development trend of real estate companies. This is an inevitable result of the development of the real estate industry, pushing real estate operations to a higher level of industrial management. Under the background of economic downward pressure, whether real estate companies can see problems, seize opportunities, and solve problems will be the key to China’s future real estate industry.