Since last year, the state began to implement a stringent real estate control policies. In October this year, the NDRC jointly with the Ministry of Housing and Urban-Rural Development conducted price inspections on the nationwide sales of commercial buildings, severely cracked prices of unidentified prices, deception of prices and sales control lists that were not publicized. Batch sales and other acts, which is known in the industry squeeze toothpaste marketing.
Toothpaste marketing is similar to the marketing of hunger, refers to the number of merchants on the sale of goods, the price is not open to the public, not clearly informed to consumers, but artificially create product scarcity, sales of hot atmosphere, thereby cheating consumers to buy behavior.
Such marketing methods are not uncommon in the commercial field. For example, mobile phone manufacturers such as millet and apple use hungry marketing to suspend consumers' appetite, stimulate their purchasing desire and adopt order purchasing methods. This is also common in some foreign manufacturing industries, such as the largest in the region Of bearing manufacturing SKF order form, not ready stock, to avoid inventory backlog, cost savings.

Recently, the saying "the real estate industry entered the silver era" was opposed by Sun Hongbin, the chairman of Sunac China. "Now just a company's profits are more than 10 billion. You also say that this is the silver age, it is not pulled Well." Sun Hongbin said at a forum attended.
Before and after 2012, the property market is under a tightening cycle of capital adjustment cycle. Therefore, some people have put forward the end of the "Golden Age" of real estate and entered the "Silver Age." Since the beginning of 2014, this argument has been generally recognized.
Time into 2017, announced the sales record of corporate refresh has become a foregone conclusion. Including Country Garden, Evergrande, Vanke and other companies announced sales have exceeded the 2016 full year; a total of 28 companies total sales reached 2.84 trillion yuan, an increase of 46%. Look from the data. 1-10 months of residential sales in many cities across the country are still high, most of the projects are signed more than historical records. The number of 100 billion room rate enterprises will exceed 15 in 2017. Although the regulation is strict in 2017, the room rate enterprises have still harvested the most bumper year in history. Such a score sheet, it seems difficult to argue that the real estate industry into the "Silver Age", the scenery is no longer the point of view.

In the Tuscan, French, Spanish and other Western style dominated the property market, a Chinese wind in the Beijing property market quietly blowing. Taihe West House compound, Longhu Jinglu original, Zhongjun Tian Chen, Wan Liu College, North River along the qi qi qi in the project boldly into the Chinese elements ... ... all the signs show that "Chinese style" in the property market more To the more popular trend. Industry experts said that with the rise of China's economy and culture, home buyers in the choice of living began to return to Chinese culture. The emergence of Chinese products not only represents the Chinese real estate industry for three decades to a new height, it also represents the essence of this industry culture self-confidence return. More projects will be Chinese elements and international mainstream fashion organic combination, to achieve the aesthetic and living experience the best fit.

September 6, 2016, by the State Council Development Research Center Enterprise Research Institute, Tsinghua University real estate research institute and the China Index Research Institute co-sponsored the "2016 China real estate brand value research" results conference in 2014 Apec main venue Beijing Yan West Lake Conference Center was held, and issued a "2016 China real estate brand value research report."

In the sea, Vanke, Poly continue to lead the new media communication mining "fan economy"

In 2016, the brand enterprises through the development of a new brand strategy to build a new brand of ecological system to enhance the quality of products and services rich brand connotation, strengthen the management to promote brand integration and communication, and enhance the resources to continuously optimize the brand community niche, Do excellent and stronger, "to promote the rapid rise in corporate brand value.

2016 industry leading company brand in the sea real estate, Vanke and Poly Real Estate (600048, stock it) brand value reached 51.402 billion yuan, 51.528 billion yuan and 44.552 billion yuan, the three brands continue to lead the industry brand. 2016 national brand enterprises brand value of the average was 15.241 billion yuan, an increase of 28.65%.

In the new media era, the brand enterprises on the one hand continue to improve the brand management functions, scientific planning brand portfolio model, glowing brand vitality, to achieve the value of the brand across the growth; the other hand, continue to increase brand building investment, optimize the brand construction cost structure, Continuous development of brand building; Finally, the positive introduction of WeChat from the media communication tools, make full use of the media, "net red" and IP has a strong "suction powder" ability, layout "fan economy" to achieve brand communication benefits maximize.

Hengda, Greentown, Country Garden ranked the top three

National brand TOP10 enterprises in 2015 sales amounted to 69.757 billion yuan, an average of 55.6 cities, 2016 brand value of the average value of 17.458 billion yuan, an increase of 38.10%.

State-owned background National brand enterprises to enter the city the average number of 29.5, 2015 sales were valued at 54.836 billion yuan. State-owned national brand enterprises 2016 brand value reached 11.835 billion yuan, an increase of 21.89%.

2016 China real estate company brand value TOP10

Mixed all real estate enterprises state - owned real estate enterprises

Brand Brand Value (100 million yuan) Brand Brand Value (100 million yuan)

Hengda Group 380.20 Greenland 210.08

Greentown 253.90 opened 141.69

Country Garden 225.91 China Resources Land 138.00

Huaxia happiness (600340, stock it) 211.39 Merchants Shekou 137.90

Longhu real estate 160.26 Luneng Group 129.71

Rong Chong China 139.20 Golden Group (600,383, stock it) 110.26

Golden shares (000656, stock it) 121.46 Financial Street (000402, Shares) holding 104.65

Shimao 100.28 Beijing Urban Construction (600266, stock it) real estate 82.97

Blue light development (600466, stock it) 81.59 China Metallurgical home business 65.37

Coastal green home 71.65 China Gezhouba (600068, stock it) real estate 62.88

In the sea, Vanke, Poly strong lead industry