Financial Services Association, August 15 (Reporter Wang Haichun) In order to speed up project sales, developers are making frequent tricks. This time, a large housing enterprise “rolled up” the promotion campaign to the “sky.”

According to information released by China Merchants Shekou Nanjing Company, its Nanjing Real Estate Investment Bureau Center recently launched a campaign to buy a house and get a private jet gift package worth 0.2 million. The contents include: pilot license; 100 hours of total flight time (10 hours per year), and 5% private jet property rights.

Outsiders raised questions about this event. What does the pilot license in this “private jet package” actually mean; the total flight time is the flight time of which types of aircraft; 5% aircraft property rights also refers to what type of aircraft?

However, when the reporter asked the China Merchants Central Sales Office about the details of the private jet gift package in response to the above questions, a local industry consultant did not explain the details of the plane package, but instead told the reporter that if the private jet package is not used, this part of the benefits can be converted into a cash discount.

“I'm afraid no buyer will choose the aircraft benefit package and will choose the 0.2 million dollar cash offer. Because of this 0.2 million yuan benefit, the rent can be directly deducted. If you choose an airplane gift package, then the sales price of the selected property is still the original, and the buyer has not received an actual discount. This is equivalent to the buyer buying the flight benefits themselves, so almost no one will choose the flight package.” According to the real estate consultant mentioned above.

It further stated that the event ended at the end of August. Currently, four room types are participating in the event, with an area ranging from 118 square meters to 181 square meters.

Li Yujia, chief researcher at the Guangdong Housing Policy Research Center, pointed out that the property's so-called “buy a house and get a private jet gift package” is more of a marketing gimmick.

“The reason why developers operate this way is largely to attract a large wave of traffic through this marketing method and get enough attention in the market. As long as it gets traffic and attention, then part of the demand may be transformed into actual purchasing power as a result, thereby driving sales.” Li Yujia said in an interview with reporters.

In terms of sales price, the price of this property is not low.

According to Fangtianxia's information, the average price of China Merchants Center Zhenjing is 0.0475 million yuan/square meter, and the total price ranges from 6.08-9.27 million yuan/unit. According to the real estate consultant, the total price of the current 143-square-meter property is about 6.3 million yuan.

“The real estate company's project launched a 'buy a house and get an airplane gift' campaign. This operation is similar to the practice of buying a house and getting a parking space. On the one hand, it attracts attention; on the other hand, it uses this to launch promotions and indirectly reduce prices, thereby speeding up real estate sales by benefiting buyers.” Li Yujia said.

Yan Yuejin, vice director of the Yiju Research Institute, also believes that this event under China Merchants Real Estate's project is essentially a disguised marketing method.

“In the past few years, real estate companies have launched activities such as 'Watermelon Exchange, ''Buy a House and Get Pork,' and 'Buy a House for Free Ride on the Subway'. In addition to the recent emergence of so-called 'buy a house and get a private jet gift', it shows that in the context of pressure on market sales, housing enterprises are attracting buyers through novel marketing methods.” Yan Yuejin said.

In response to why developers buy a house and send an “airplane gift package,” industry insiders believe this may be to avoid causing unnecessary trouble.

“The property should be a high-end project in the local area. If the price is directly reduced or discounted, it may cause dissatisfaction among the previous owners and may adversely affect the reputation and reputation of the property. However, through a phased marketing method that seems to be 'high-end', the delivery of 'airplane gifts' makes it difficult for the market to use the name of real estate price reduction or discount, which hinders the implementation of promotions. At the same time, it can actually achieve discounts, which can be described as getting two things in one stroke.” An analyst at a Shanghai real estate agency said.

“The emergence of fancy house sales in the market reflects several characteristics of the current property market. Real estate sales and transaction pressure are increasing. As a result, projects have increased their marketing efforts, and the frequency of fancy tenders has also increased markedly.” Yan Yuejin said.

In fact, new housing deals in Nanjing are currently under a lot of pressure. At the market level, many real estate properties in Nanjing have sold price tags to promote sales through drastic price cuts.

At the end of July, Agile Hong Kong City, located in Jiangbei, Nanjing, sold a house at a 40% discount, dropping the unit price by nearly 0.01 million yuan/square meter. Not only private enterprises, but central enterprises are also not weak in their discounting efforts. In addition to the aforementioned China Merchants Real Estate project launching the aforementioned campaign, China Resources Land's Guanyunrun House in Nanjing also recently promoted it, with discounts of around 20% off on some properties.

In terms of removal, the rate of removal in the local new housing market fell to single digits.

According to Kerry data, the removal rate of new homes in Nanjing in July of this year was only 4%, down 6 percentage points from 10% in June, and 13 percentage points lower than the 17% removal rate in July last year.

Guan Rongxue, a senior analyst at the Zhuge Data Research Center, believes that judging from the data released by the Bureau of Statistics today, the trend of new housing prices in July was still “dominated by decline”. The number of cities falling month-on-month is still at a historically high level, and the bottom price adjustment trend has not changed.

“But at the same time, the overall month-on-month decline continued to narrow slightly, which may also mean that prices are moving from a period of sharp decline to a stable fluctuation range.” Guan Rongxue added.