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北京楼市降价“由暗转明” 某楼盘直降6000元

2008/07/18 06:56 来源: 第一财经日报 作者: 王芳洁 评论
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  一楼盘直降6000元!   北京楼市降价由“暗”转“明”   四季度,开发商为完成今年销售任务,房价的明降或暗降可能更加普遍   “去年楼价疯涨时,我就认为这个牛市到头了。”一位在北京地产圈浸淫多年的人士表示。   果然,从今年年初至今,增长基本结束,北京房价开始了另一种戏剧性的变化。从“偷偷”地打一点折扣,到折扣越来越大,促销越来越多。近日,更有惊人跳水价震惊市场。合生两个项目的尾盘价格降幅达6000元/平方米。   万年基业总经理黄玺庆(黄玺庆博客,黄玺庆新闻,黄玺庆说吧)对《第一财经日报》表示,合生的跳水价已经对开发商造成了心理冲击。四季度,开发商为完成今年销售任务,房价的明降或暗降可能更加普遍。   延伸阅读:业内称北京房价失去上涨动力 价格调 (论坛 像册 户型 样板间 新闻) (论坛 像册 户型 样板间 新闻)整将持续  降价趋势明朗   “现在的价格是13000多元/平方米~14000多元/平方米。”昨日,合生橄榄季的销售人员告诉记者。尽管该销售人员强调这个是尾盘清仓的价格,但是从去年的19000元/平方米直接跳水到13000元/平方米,约6000元/平方米的降价幅度不可谓不惊人。   实际上,6000元/平方米的降价对合生北京公司来说已经不是第一次,月前,其毗邻国贸区域的合生国际花园 (论坛 像册 户型 样板间 新闻) (论坛 像册 户型 样板间 新闻)也挂出大幅“尾盘清仓”标语,降价幅度同样也达到了6000元/平方米。   当然,尾盘打折清仓也是开发商惯用的手段,然而有意思的是,合生的尾盘清仓价也在不断跳水中。合生橄榄季尾盘价格从年初的15500元/平方米降到今天的14000元/平方米左右。   作为全国大型房地产企业的合生,尽管负责人不如万科公司那样高调,但打折力度同样也不示弱。合生的两个北京项目都明确开始降价,似乎在暗示着房地产价格的风向。   这个风向就是,降价由暗转明,降价幅度越来越大。   今年年初,沿海赛洛城 (论坛 像册 户型 样板间 新闻 视频) (论坛 像册 户型 样板间 新闻 视频)第七期美利山 (论坛 像册 户型 样板间 新闻) (论坛 像册 户型 样板间 新闻)项目降价入市,成为北京房地产市场降价的头一炮。彼时,很多开发商都不认同沿海集团的做法。然而随着时间的推移,一些项目开始尝试几个百分点的优惠。然而,交易量却并没有因为这几个百分点反弹。在消费者“买涨不买跌”的心理作用下,交易量急剧下滑。远洋一方 (论坛 像册 户型 样板间 新闻) (论坛 像册 户型 样板间 新闻)等项目开始推出特价房,一段时期内确实刺激了销量,但特价房策略毕竟无法带动整体销售量。于是华侨城、方恒国际中心 (论坛 像册 户型 样板间 新闻) (论坛 像册 户型 样板间 新闻)等项目开始有了约3000元/平方米的降价,直至合生国际花园和橄榄季,降价幅度更达到了6000元/平方米。   当然,目前更多的项目没有采取直接降价的方式,而是“羞羞答答”地以各种名义打折促销,买房送车、买房送装修等活动层出不穷。例如美利山项目开展了买大户型送宝马、东亚三环项目也打出买房送车的活动,中新集团在全国的多个项目开展了买房送车活动,赠送车辆根据当地房价从宝马到中档车不等。   但是,根据一般的消费心理,直接降价的效果比搭售物品好得多,为什么开发商到目前为止更愿意采用搭售方式?   业内人士告诉记者,原因在于如直接降价可能激化开发商与老业主之间的矛盾。不久前,燕郊一些项目尝试直接打折,但受到了老业主的强烈反弹,虽然从法律的角度上来说商品房价格不可能“只能升不能降”,但最终开发商仍然顶不住舆论压力将价格调回,开始采取别的销售策略。   延伸阅读:京沪深三地二手楼市\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\"凉意丛生\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\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北京持币观望   开发商的“升降手”   比较有意思的是,尽管打折抑或降价的风波正在蔓延,房价“只升不降”的神话也已经终结,但从官方数据来看,北京的房价似乎还在涨。   据国家发改委网站消息,国家发改委、国家统计局调查显示,北京的商品房价格与去年同期相比上涨了14.3%。   来自世邦魏理仕的消息同样也印证了上述数据,该公司表示,北京的高档公寓市场报价同比增幅较大,但是环比一季度却下降了一个百分点。世邦魏理仕高级分析师覃晓梅介绍,北京商品房的价格同比上涨,其涨幅多来源于去年下半年。   众所周知,去年下半年北京房价经历了一轮高速增长周期 ,覃晓梅认为,房价快速增长的主要原因来自开发商。开发商之间的价格比拼拉高了房价。   伴随着交易量的急剧下降,开发商又开始导演新的降价大戏。地产界资深人士宋翔华表示,目前,开发商的资金链已经非常紧张,情况很可能会进一步恶化。为了加快销售、回款速度,不得不采用降价的方式刺激市场。   黄玺庆也基本认同宋翔华的观点,他介绍各家开发商的打折力度其实是和公司的资金需求挂钩的,资金越紧张,销售压力越大,降价幅度也会越高。其举出万年公司为例,作为一家正在筹备上市的企业,在资金压力不大的情况下,更看重净资产收益率,而不是销售收入。因此,万年公司旗下万年花城 (论坛 像册 户型 样板间 新闻 视频) (论坛 像册 户型 样板间 新闻 视频)项目目前尚未有大幅度折让的计划。   从拼高价到拼降价,市场对于价格的底限究竟在哪里?宋翔华认为,一旦一批开发商开始倒闭、转让、兼并重组,那时候的市场价格才可能处于部。
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