I wrote about Wuqing District of Tianjin. Please write it according to the format. Please refer to the Tangshan market for data changes!
Tianjin, China? International City
Market Research Report
Table of Contents
1. Project Overview
2. Regional introduction
3. Regional real estate market analysis
(1) Tianjin real estate market analysis
(2) Wuqing District real estate market analysis
< p>(3) Introduction to regional competitive projects4. Analysis of regional market demand
5. Analysis of quasi-target customers
6. Conclusion
< p>1. Project Overview Project attributes: Greenview Ecological Residential Project Developer: Tianjin Chengtong Real Estate Development Co., Ltd. Location: West side of Beijing-Tianjin Highway in the center of Hexiwu Town, Wuqing District, Tianjin Area: 24 hectares total construction area : 300,000 square meters Traffic situation: It is close to Beijing-Tianjin Highway, 43 kilometers from Tongzhou in the north, 20 kilometers from Beijing's Seventh Ring Road, and 23 kilometers from Yangcun, Wuqing District, Tianjin in the south. Project phases: ***Phase 6 (Dutch group, French group, North American group, Australian group, Hong Kong group, Beijing group) Project cycle: three yearsII. Regional introduction
(1) Overview of Wuqing District
Wuqing District has a long history and is located between the two major cities of Beijing and Tianjin. It has been an important transportation thoroughfare since ancient times and is known as the "Beijing-Tianjin Corridor".
Wuqing District is located in the northwest of Tianjin City, bordering Baodi District and Ninghe County of Tianjin City to the east, Beichen District, Xiqing District and Bazhou City of Hebei Province to the south, and Hebei Province to the west. It borders Anci District of Langfang City, Tongzhou District of Beijing City to the north and Xianghe County of Langfang City, Hebei Province. The district covers an area of ??1,574 square kilometers and has jurisdiction over 29 towns and streets (5 townships, 19 towns, and 5 streets) with a population of 820,000. In June 2000, it was removed from counties and established districts. The planned urban area of ??Wuqing is 129 square kilometers, the built-up area is 30 square kilometers, and the population is 220,000.
It has unique location and transportation advantages: it is located between Beijing and Tianjin. The urban area is 70km away from Beijing Airport and Tianjin New Port. It takes less than one hour to drive to Beijing and Tianjin Port via expressway. There are 18 national and municipal highways and railway trunk lines. Among them, the Beijing-Tianjin-Tangshan Expressway passes through the territory for 47 kilometers, with up and down intersections in the urban area; the Beijing-Tianjin Expressway and the Beijing-Shanghai main line are under construction. After completion in 2006, there will be up to 10 expressway intersections in the area; there are also 3 The expressway is under planning. After completion, the expressway mileage in the territory will reach 228km, with 15 upper and lower crossings.
Tourism resources: There are 14 tourist attractions in the territory, including Yangcun Small World, Nanhu Tourist Area, Gangbei Forest Park, Fengshen Palace, and Northern International Shooting Range. Among them, the "Yangcun Little World" located on the west side of the city covers an area of ??32 hectares and contains 137 scenic spots from 83 countries in the world
(2) Overview of Hexiwu Town
Hexiwu Town is affiliated to Wuqing District, Tianjin City. It covers an area of ??69.5 square kilometers, has 71,000 acres of cultivated land, has 51 villages and streets under its jurisdiction, and has a population of 40,500.
In 608 AD, Emperor Yang of the Sui Dynasty dug the Grand Canal and opened a water transportation channel from Beijing to Hangzhou. Hexiwu got its name because it is close to the west bank of the canal. After the Yuan Dynasty established its capital in Beijing, all commissary officers' salaries were given to Jiangnan, and Hexiwu became the waterway throat for entering and exiting Kyoto. In turn, the imperial courts of all dynasties once established as many as 13 government offices, post stations, and military equipment here. , the highest official rank is Zhengsanpin, which shows its prominent status. In the sixth year of Longqing in the Ming Dynasty (1572), the brick city was built in Hexiwu. In the following hundreds of years, it was known as "the first town in Jingdong" and "the first post in Tianjin" because of its prosperity.
Hexiwu is one of the 30 key reconstruction projects of the Tianjin Municipal Government. It is also the town closest to Beijing in Tianjin. The Beijing-Tianjin Highway runs through the center of Hexiwu Town. "It's only 11 kilometers away, 43 kilometers away from Tongzhou, Beijing, in the north, and 23 kilometers away from Yangcun, Wuqing District, Tianjin, in the south.
Hexiwu has developed into the largest pollution-free vegetable base in Beijing and Tianjin. At present, the vegetable planting area in the town has reached 40,000 acres, with an annual output of more than 400 million kilograms of vegetables, and the development of brand vegetables has been established Strategy, the "Yiquan" trademark has been registered.
The town has the national-level Jinwu Agricultural Technology Demonstration Park, the vegetable wholesale market with the largest scale and the highest transaction volume in Beijing and Tianjin, a large-scale vegetable fresh-keeping cold storage with complete functions and advanced equipment, and a distribution company specializing in pollution-free vegetables. , has fully moved towards the track of industrialization and marketization, and established a one-stop circulation network for production, purchase and sales. Every morning, fresh vegetables with dew on them can be placed in major vegetable markets in the capital Beijing and Tianjin within an hour of being picked.
3. Analysis of regional real estate market
(1) Overall analysis of Tianjin real estate market
1. Overview of Tianjin real estate market
2007 In the first half of the year, 351,561 commercial residential units were sold in the city, with a total area of ??3,600,561 square meters. In the first half of 2007, the city's overall average price was 5,547 yuan/square meter. Comparing the data for the same period in 2006, it can be seen that the transaction price of commercial housing increased significantly in 2007, reaching 15.4%.
The average price in 2006 was 4,807 yuan/square meter, and in the first half of 2007, the average price was 5,547 yuan/square meter. Commercial housing in Tianjin’s real estate market increased by 700 yuan per square meter every year. The city's annual average transaction price of commercial housing increased by 16% and 15% respectively in 2006 and 2007 compared to the previous year (note: compared with the previous year).
In 2006, the national macroeconomic policy carried out many large-scale adjustments, and 2007 was the year of in-depth implementation and adjustment of the policy. Since entering 2007, the upward trend in housing prices has not been effectively controlled. As can be seen from the chart below, house prices have been rising in the first half of 2007, especially in April and May, when the increase became more and more obvious. The reason is that April and May are the seasons for large-scale projects in Tianjin. The higher market positioning of many new projects has raised the overall market price of commercial housing to a certain extent.
The transaction volume of commercial housing has been rising in 2007. This phenomenon is related to seasonality. A large number of major projects in Tianjin were launched after the Spring Festival (February), thus forming a rising phase from February to June. According to statistics from mainstream magazines, there were 195 projects for sale in Tianjin *** in the first half of 2007.
Chart: Monthly trend chart of commercial residential transaction area and average transaction price in Tianjin in the first half of 2007
The degree of real estate development in various regions in Tianjin is different. From the perspective of market transactions, the market in each district of Tianjin The top three companies in terms of transaction volume are Nankai, Xiqing and Tanggu. Nankai is an area of ??Tianjin with mature supporting facilities, a strong cultural and commercial atmosphere, a relatively developed economy, a large amount of land transfer and numerous projects. It has always been a commercial residential area in Tianjin and is also the first choice area for Tianjin citizens to buy houses. Xiqing District is an upstart area in Tianjin and a beneficiary of Tianjin’s western new city plan. Driven by numerous large-scale projects in the Zhongbei Town area and the Meijiang area in southern Tianjin, it has recently gradually replaced Nankai as the leader in commercial residential transaction volume. Tanggu has huge development potential. As the real estate resources in the development zone become saturated, its market potential is gradually being discovered, and its transaction volume ranks among the top three in the city's districts.
The above three areas represent the three directions of commercial housing development in Tianjin, the strength of traditional old urban areas, the rise of emerging urban areas, and the recognition of the value of potential areas. In addition, Hedong, Hexi, Beichen, Wuqing and other districts have formed a colorful pattern of Tianjin's real estate market due to favorable timing or location.
2. Supply and demand analysis of Tianjin real estate market
Chart: Tianjin commercial housing transaction statistics in the first half of 2007
The "90-70" New Deal (Note: 90 Units below 90 square meters must account for more than 70% of the total construction area) have been fully implemented in 2007, but it will take some time for small units below 90 square meters to form a market supply. Currently, there are only a few small units such as Shangcheng Haoyuan and Liuzhijia on the market. Each project is a "90-70" product. Therefore, the mainstream supply and demand in the market is still dominated by two-bedroom units with a size range of 90-120 square meters.
Statistics from mainstream magazines show that there are 22 properties for sale with floor plans below 90 square meters. In the first half of the year, 3,155 units were sold, with an average area of ??78.9 square meters. There are also properties for sale with floor plans between 90 and 120 square meters. 72. In the first half of the year, 13,837 units were sold, with an average area of ??102 square meters. There were 51 properties for sale with a unit size of 120-150 square meters. In the first half of the year, 6,354 units were sold, with an average area of ??131.7 square meters. There were 43 units for sale with a unit size of 150 square meters or more. In the first half of the year, 1,936 units were sold, with an average area of ??198.9 square meters.
The figure below reflects the market digestion situation of newly launched commercial housing in various districts of Tianjin in the first half of 2007. According to statistics from mainstream magazines, the commercial housing market launch in various districts of Tianjin is clearly divided into three echelons. Binhai New Area (including Tang , Han, Da, Development Zone) and Nankai District are in the first echelon. Its number of newly launched commercial residential buildings is far ahead, with each exceeding 30,000 units. The market transaction volume of Xiqing, Beichen, Hedong, Hexi and Hongqiao districts is in the second echelon of the city's districts. It can be seen from this that the trend of Tianjin's northwest expansion is quite obvious, and the construction of new western cities is the vanguard of Tianjin's small town plan. The remaining districts are in the third echelon, either due to limited land supply in smaller areas (such as Heping District), or due to low maturity of the regional real estate market, which needs to be cultivated, and the activity of the real estate market in the third echelon needs to be improved. But on the other hand, it shows that there is still great potential for development in this area.
Chart: Statistics of sold and unsold commercial residential buildings in various districts of Tianjin
From the overall launch situation and market stock situation, the sales of the launched properties are good, indicating that Tianjin’s real estate market demand is still Rigid demand is the main factor, so many factors such as housing prices and policies that have caused the market to wait and see have not changed people's enthusiasm for purchasing, and market demand remains strong.
Looking at the Tianjin real estate market, price is king. For most consumers in Tianjin, the most critical factor influencing their purchasing behavior is still price. Two points can be seen from the statistics in the table below:
The first point: Region is the most critical factor in determining price. For example, the lowest price in Heping District is 6,750 yuan/square meter, which is higher than the highest price in the five counties.
Second point: Each region has different project locations, different product types, different customer groups, different quality, and there are big differences in prices. For example, the price in Jinnan District ranges from 3,686 yuan/square meter to 10,055 yuan/square meter, which is a wide range of prices.
The maturity of an area, location, product type, and even developer brand have become important factors in the pricing of a project. It can be seen from the ranking of the sales prices of various projects in Tianjin that the Laochengxiang area of ??Nankai District ranks first in the city because of its location in the city center, its unreplicable cultural heritage, and its products are scarce villas. In addition, some small apartment products in the city center with appreciation and investment potential are also the focus of competition in the market.
3. Summary of Tianjin’s real estate market
Through the perspective of Tianjin’s overall market, the market provides us with such a set of information: potential projects in mature areas are always sought after by home buyers. Hotspot. Real estate is dynamic and developing, and its value is ultimately reflected in the location. The future development of a location is closely related to policies and urban planning. Tianjin is in a stage of rapid development. The Bohai Rim Strategy has provided opportunities for projects in Tanggu and other places. The integration of Beijing and Tianjin has laid a good foundation for the development of Beichen-Wuqing axis projects. The promotion of small town plans has provided opportunities for the prosperity of the real estate market. ……
(2) Overview of Wuqing District Real Estate
1. Current Situation of Wuqing Real Estate Market
Compared with last year, Wuqing District residential sales this year Price increases range from 20% to 40%. The lowest price of residential commercial housing is 2,500 yuan/square meter, the average price is about 3,500 yuan/square meter, and the highest price reaches 5,000 yuan/square meter
Picture: Wuqing District in May, June, July, and August 2007 Chart of the number of real estate transactions
With the continuous development of Tianjin’s urbanization process, the urban population will continue to grow. Especially the recent sample survey results of the Tianjin Bureau of Statistics show that Tianjin’s population structure is currently in a “demographic dividend” During this period, that is, the stage of high labor force population ratio, the proportion of young adults is very large. The population aged 15 to 64 is 8.1027 million, accounting for three-quarters of the city’s population. This group of people is a new force in housing consumption, and housing consumption demand has increased in a short period of time. It cannot be weakened. Judging from the real estate sales situation in Wuqing District, there are almost very few existing houses. Many real estate projects are still in the initial stage of development and construction. Houses with good orientations and locations have already been sold, and real estate sales are extremely hot.
2. Development trend of real estate market in Wuqing District
(1) The division of urban regional functions is further clarified
As the city continues to develop internationally, the original The urban center has gradually failed to adapt to Wuqing's image and requirements as a big city. The west, with its many advantages, has become the best choice for the new Wuqing urban functional center.
The district government's grand strategic move to move westward is bound to drive the prosperity and development of the surrounding areas, with full-featured commercial facilities and super-complete living facilities, creating the core area of ??the new city. At the same time, the Wuqing District Government of Tianjin has strengthened urban planning and design, and used many preferential policies to attract outstanding real estate development companies from outside the country to invest in construction. Hit the cosmopolitan city with all your heart.
(2) The charm of new Wuqing focuses on the future
Wuqing is located in the golden corridor of Beijing and Tianjin. Wuqing is the starting point in the “One Axis, Two Belts and Three Districts” of Tianjin’s 11th Five-Year Plan The important strategic significance of cities has begun to emerge. After the urban development plans of Beijing and Tianjin were introduced one after another, and under the expectation of increasingly convenient transportation arteries between Beijing and Tianjin, the distance between Beijing and Tianjin is constantly getting closer. Wuqing's residential market is about to attract a large number of homebuyers from Beijing and Tianjin, and high-end residences are about to rise. By the end of 2007, the Beijing-Tianjin-Hebei half-hour time and space goal will be achieved, and the western part of Wuqing is moving forward. At the same time, the commercial real estate that has just started has brought unprecedented development opportunities.
(3) Project quality continues to improve
Facing the pressure of continued increase in supply, developers will be prompted to continuously improve the quality of properties to increase the competitiveness of their projects. The projects launched on the market next year will be more differentiated in terms of product creation, which will greatly enrich the composition of property types in the market. The performance in terms of architectural style, product quality, marketing techniques, etc. will also be brilliant.
IV. Introduction to regional competition projects
This market research on residential projects in Wuqing District mainly samples 5 projects. These 5 projects can basically represent the current situation in this region. Basic conditions of the residential market.
i. Dongli 19 Miles
Property Category: Villa
Average project price: 6,000 yuan/square meter
Area: 400,000 square meters
Total construction area: 1 million square meters
Developer: Tianjin Sanlian Investment Group Co., Ltd.
Project address: National Highway 103, Wuqing District (Beijing-Tianjin Highway) 18 kilometers north of Dongli Modern Agricultural Industrial Zone
Project Introduction: The project is located in the northwest of Tianjin City. The terrain is open and flat, surrounded by water, and the air quality is good. It is an environmental protection project in Tianjin The standard area has no industrial pollution and maintains a good original ecological environment.
ii. Sunshine Home Phase II (will be launched soon)
Property Category: Ordinary Residential
The average project price is 1,950 yuan/square meter
Project Location: Chenzui Town, Wuqing District
Developer: Yongda Real Estate Development Co., Ltd.
iii. Tengda Manor
Property Category: Ordinary Residential
p>Average project price: 1,980 yuan/square meter
Occupied area: 40,000 square meters
Total construction area: 70,000 square meters
Developer: Tengda Group CITIC Real Estate Co., Ltd.
Property address: Dajichang Town, Wuqing District, Tianjin
Project Introduction: Tengda Manor residential project is located in Dajichang Town, Wuqing District, Tianjin , located in the "technology intensive belt" of Beijing and Tianjin, 40 kilometers from Tianjin Airport, 70 kilometers from Tianjin Port, 80 kilometers from Beijing; and a 20-minute drive from Yangcun. The transportation is convenient and extends in all directions. Yangcui Highway runs through the north and south, and a transportation network composed of national highways such as Beijing-Tianjin-Tangzhou Expressway, Beijing-Tianjin-Tangshan Expressway Duplex, Beijing-Tianjin Highway, and Beijing-Wei Highway is attached to the surrounding area of ??the town. The location is very advantageous. Transportation is very convenient. With a total greening rate of 35%, Tengda Manor advocates a garden-style manor community, consisting of 12 multi-story residences. Forming a perfect and harmonious life movement, the facade uses simple lines and bright colors to outline a pleasing architectural outline. After completion, it will become the core model of the town and a beautiful landscape. It will become a new residential area in the town. The design focuses on environmental quality and promotes a modern, simple, healthy, fashionable, comfortable, relaxed and happy lifestyle.
iv. North Shore Shangcheng
Property category: multi-storey garden house
Average project price: 3500-4500 yuan/square meter
Land area: 70,000 square meters
Total construction area: 200,000 square meters
Developer: Tianjin Capita Hengye Real Estate Co., Ltd.
Project address : The intersection of Yongyang West Road and Cuitong Road in Wuqing District
Project Introduction: Bei'an Shangcheng is Wuqing's first 200,000-square-meter French-style garden high-quality community, located in the central core area of ??the new urban area in the west of Wuqing District. North Bank Shangcheng is based on the humanistic style of the Seine River in Paris, and perfectly integrates French romance with the original ecological landscape. The Champs Elysees Avenue, the central characteristic landscape belt, the riverside landscape belt, Marseille Square, etc. form a dream garden; multiple The building group is perfectly enclosed, and every household can enjoy the happiness brought by the flowing water garden. Bei'an Shangcheng will demarcate the core area of ??future human settlements with the main market, build a full range of urban functions in the most expensive area of ????Wuqing in the future, and create a new urban core area integrating residence, leisure, entertainment and shopping.
v. The Sixth City
Property category: multi-storey apartment
Average project price: Average price: 3,800 yuan/square meter
Developer: Youlian Group
Property address: The intersection of Beijing-Tianjin Highway and Qianqian Road, Wuqing District
Traffic situation: Adjacent to the Beijing-Tianjin intercity express railway; 100 meters away from the Beijing-Shanghai Expressway 2 kilometers, 3.5 kilometers from 103 Beijing-Tianjin Highway, 500 meters from 104 Beijing-Fuzhou Highway
Floor status: Six-story residence, main unit type 2 bedrooms: about 101-104 square meters, three-bedroom: 110-140 square meters
IV. Regional demand market analysis
From the analysis of the real estate demand market in Tianjin, Beijing and Wuqing District, the following detailed descriptions of home-buying customers can be drawn. In terms of customer types, they are mainly: The following major types.
(1) Investment type
Because this area is located at the junction of Tianjin and Beijing, it has innate geographical advantages. Investment customers are optimistic about the prospect of value-added in this area, and this area Regional housing prices have price advantages. This has attracted a large number of investment customers from Tianjin and Beijing.
(2) Self-occupied type
1. Local home buyers who improve their living standards
As Wuqing District’s economic strength continues to increase, people’s living standards With the obvious improvement of income, many farmers who have money in their pockets are no longer satisfied with the monotonous life in rural areas. More and more farmers are buying suites in order to enjoy the fun of urban life. Currently, nearly 40 residential complexes have been built in the area, and all of these buildings have been sold out.
2. House buyers in Tianjin and Beijing who want to improve their living environment
The emergence of urban population expansion, traffic congestion, environmental pollution and other problems have caused urban residents to go to the periphery of the city to improve their living environment. Buying a house. Convenient transportation, complete supporting facilities, and good air quality are the main needs of these customers.
(3) Retirement type
Enjoying a wonderful life in old age is the wish of every elderly and children. This area has a comfortable living environment, healthy green ecological food, and equipped Complete medical institutions provide a basic guarantee for elderly care. This also meets the needs of elderly care customers.
5. Analysis of quasi-target customers
After analyzing the quasi-target customers in the target market, it was concluded that investment customers who purchased this project accounted for 45% of the total customers, and self-occupied customers accounted for 44.7%. %, elderly care customers accounted for 8.7%, and other home purchase customers accounted for 1.6%
VI. Conclusion
After the overall analysis of the Tianjin real estate and Wuqing real estate markets and the preliminary sales strategy of this project The analysis shows that based on the unique advantages of this project, the distribution outreach sales model adopted is suitable for this project, and the sales strategy of "buying a house, giving a car, and giving a storage room" promotes the market faster and expands the consumer buying group.