Giant'S Game: The Top 30 Housing Companies Accounted For Half Of New Home Sales.

In December 2nd, Shimao real estate holdings limited announced that the sales contract reached about 30 billion 500 million yuan in November this year, and the sales area of the contract was 1 million 783 thousand and 100 square meters, up 60% and 61% respectively. The price change is the main reason for Shimao's breakthrough in sales. The average selling price of Shimao was 17106 yuan per square meter in that month, a slight decrease of 4.8% compared with October.

So far, Shimao has achieved a sales scale of 227 billion 730 million yuan this year, ahead of schedule to achieve the annual sales target of 210 billion and return to the top ten of the industry.

For the leading housing companies, the past November is not "cold". Although Hengda has seen a decline in sales after the harvest of "golden nine silver ten", many medium-sized housing companies are still accelerating sprint. According to the statistics of Yi Ju Ke Rui, the sales volume of top 100 housing companies reached 10 trillion and 300 billion yuan in November of this year, up 17.7% over the same period last year. Among them, 11 to 30 medium-sized Housing enterprises sales growth rate of 26%, the fastest group.

The rise of this group has accelerated the market share of large and medium-sized Housing enterprises. A report by Huachang Securities pointed out that the sales volume of the top 30 Housing enterprises accounted for half of the national real estate sales in the first half of October this year. In 2011, the proportion was only around 15%.

"The industry will eventually become a game of giants." Housing prices are so summarized.

"100 billion Legion" will exceed 30

In November this year, Vanke contracted sales area of 3 million 645 thousand square meters, the contract sales amount of 54 billion 540 million yuan, continued to maintain stability. Since this year, the monthly sales scale of Vanke has been maintained at 43 billion to 67 billion. If we put aside the influence of the Spring Festival this February, Vanke's sales data basically did not show ups and downs.

In November of this year, Vanke accumulated 36 million 974 thousand square meters of contract sales area, an increase of 2.73% over the previous year, and the contract sales amount was 573 billion 530 million yuan, an increase of 5.44% over the same period last year.

Evergrande launched a wide range of price concessions at the end of 8. Affected by this, "golden nine silver ten" period, Hengda successively brush 83 billion 130 million yuan, 90 billion 300 million yuan industry monthly sales record. By November, with the gradual exit of promotional measures, Hengda's sales fell sharply to 37 billion 60 million yuan.

Even so, in the first half of November this year, Hengda continued to rely on the sales volume of 580 billion 560 million yuan to go beyond Vanke to the next industry.

The "sales king" of the real estate industry is still country garden. This year, Biguiyuan no longer publishes full caliber sales data, instead of issuing equity sales amount. According to the statistics of Yi Ju Ke Rui, the sales data of Biguiyuan's full caliber in November of this year have reached 751 billion 500 million yuan, an increase of 13% over the same period last year.

The statistics of Yi Ju Ke Rui also showed that in November, thc achieved 500 billion 400 million sales, an increase of 20% over the same period last year. So far, the "500 billion club" of China's housing enterprises has expanded to 4 members.

In housing prices that have already released sales data, sales data are mainly growth. In November of this year, the new town holding contract was sold at 246 billion 562 million yuan, an increase of 24.17% over the same period last year, and the sales of fusion letter were 126 billion 93 million yuan, an increase of 16.5% over the same period last year, and Austrian garden sales increased by 101 billion 270 million yuan, an increase of 37%. However, the performance of small housing companies was poor. The sales scale of Jing Rui holdings in November was 20 billion 631 million yuan, down 4.55% from the same period last year.

Since the beginning of this year, real estate regulation and control policies have continued to exert pressure, and some regional markets have also come down. In order to return the funds, brand housing companies generally increased sales intensity and made sales warming. In the large and medium scale housing enterprises, except for a few enterprises such as Greenland and Taihe, the performance "red" is still the main theme.

According to data released by Yi Ju Ke and Rui, the sales volume of the top 100 housing enterprises in November was about 10 trillion and 300 billion yuan, up 17.7% over the same period last year.

The general growth of sales has also raised the scale threshold of the industry. According to the agency's statistics, as of the end of 11 this year, 27 housing companies have sold over 100 billion. By the end of this year, the number of "100 billion Legion" is expected to exceed 30. And 5 years ago, there were only 7 hundred billion housing companies.

Housing enterprises survive "two days"

With the reversal of the relationship between supply and demand and normalization of property market regulation, the concentration of real estate is accelerating in recent years.

According to the report of Huachang securities, in 2019 1-10, the sales volume of the top 50 Housing enterprises reached 7 trillion and 500 billion yuan, accounting for more than 60% of the total commercial housing sales in the country, while in 2011, the proportion was less than 20%. During this period, the sales of the top 30 Housing enterprises increased from 15% to 50%, and the sales of the 10 strong housing enterprises increased from 10% to 30%. "Industry concentration will accelerate." This is the conclusion of Huachang securities.

"The real estate industry has always been guided by the scale." Zhang Dawei, chief analyst of Zhongyuan Real estate, told the economic report in twenty-first Century that larger enterprises had obvious advantages in financing and taking place, and the brand premium was also easy to get in sales. Therefore, "Housing enterprises want to improve their competitiveness, and do large-scale is almost the only path."

In recent years, regulatory policies continue to exert pressure, and some regional markets have entered the downlink. The scale of holdings is even more important.

Twenty-first Century economic news reporter learned that with the tightening of financing policies, most banks have reduced the scope of real estate development loans from "50 strong housing companies" to "30 strong housing companies" this year.

Trust companies are becoming more and more "picky." A well-known trust agency responsible person told reporters on twenty-first Century economic report, in addition to the ranking of Housing enterprises, there are strict requirements for the location and location of the project. Because trust requires high rate of return on investment, it is necessary to choose the best item.

"The financing channel of Beijing has been relatively smooth," said a person in charge of a 100 billion level housing enterprise in twenty-first Century to reporters. Bank credit lines are used every year. "

In contrast, small housing companies are more prone to capital problems. According to statistics, since 2019, a total of 13 real estate industry bonds have been defaulted, involving 3 main issuers, namely, Yihe real estate, state purchase investment and Huaye capital, all of which are small housing enterprises. In October this year, Sansheng Hongye also encountered employees' "rights protection" because they failed to pay for their internal financial products.

According to Zhang Dawei, the proportion of enterprises that actually default on debt is very small, indicating that the industry has not deteriorated to the point where small companies can't live. But compared with the billion billion acquisition of financial innovation, the days of small housing companies can be quite tough.

He said that the trend of industry concentration will continue. "A lot of small businesses have not been able to get anywhere, and there is no rush to scale, but big housing companies are still taking it." According to statistics of Zhongyuan Real estate, in November of this year, the expenditure of 50 strong housing enterprises had exceeded 2 trillion, up 17% year on year, a record high.

"The real estate industry will eventually become a" giant game ". The housing market believes that if there is no fundamental loosening of the property market regulation, there may be a wave of bankruptcies in the future industry, with small housing enterprises as the main ones. Medium sized housing enterprises will be divided, "either catching up or falling behind."