“Facing the sea, with spring flowers blooming.” It is the ideal home in many people’s minds.
At the end of June, when the hot and dry summer in the north is approaching, many organizations began to sell sea view rooms overwhelmingly, "giving you a resort-style life at a low price", such tempting advertisements Words are flying everywhere.
Rushan, Weihai, is a small town in Shandong that is famous throughout the country for its sea-view houses. In midsummer, when tourists and "house viewing groups" from all over the country flock to Weihai, all kinds of complaints about this "Internet celebrity" town also begin to flood the screen: "ghost town", "new houses can't be sold even with 50% discount", "most of all" Regretful Sea View Room"...
What happened to Rushan, which has been popular for so many years because of its sea view rooms? Recently, a reporter from "Daily Economic News" visited Rushan, Weihai and found that the price of local second-hand houses is only about half of the price of new houses, and "house viewing groups" from various places have become the main force in buying new houses. A local agent who has been in business for many years told reporters that the price of houses with higher floors is even lower than 10 years ago. The transaction price of a top-floor loft can be as low as 1,800 yuan/square meter.
The market is almost entirely supported by outsiders
The sea-view houses in Rushan City are concentrated in the Yintan Tourist Resort. Construction began in July 1992 and was acquired by Shandong Province in July 1994. The provincial government approved it as a provincial tourist resort with a planned area of ??8.5 square kilometers.
Recently, the reporter took a high-speed train from Beijing to Weihai City for 6 hours, and then took an intercity bus for about 2 hours to Rushan, 100 kilometers away. At the end of June, the small town of Rushan is completely free of the heat in the north, with a cool breeze and a comfortable and quiet environment. The streets are full of private cars with license plates from Beijing, Hebei, Liaoning, Henan, and Fujian. The sea-view housing market here is almost entirely supported by outsiders.
“Our unit price here is 9,000 yuan/square meter. The new houses in Yintan are basically like this, but the price of better quality ones will be more than 10,000 yuan/square meter.” In the crowded Jinding At the sales office at No. 9 Huaihe Road, the salesperson told reporters, "The price of new homes has been rising steadily in the past few years. Last year it was 8,000 yuan/square meter, and this year it is the same price."
The reporter inquired The salesperson learned that new houses with sea views in Silver Beach are currently in short supply, and the prices have been rising. It is almost as if the value of the house has increased after buying it.
The community at No. 9, Jinding Huaihe Road, is located in the east area of ??Yintan. The new houses for sale are mainly one-bedroom small units, which are obviously targeted at the elderly people who come here for vacation.
A reporter from "Daily Economic News" saw at the project site that the exterior walls of new houses are mostly golden yellow, which is clearly different from the surrounding second-hand houses.
“Our new buildings are all frame structures, and their quality is incomparable to the surrounding old houses with brick-concrete structures. The green environment of the community will be much better, so the price will be slightly more expensive.” Salesperson Special emphasis: "Currently, Yintan no longer approves new housing projects, and you can buy fewer and fewer new housing projects."
But not long after, the reporter saw another completely different style of painting.
“I regretted it as soon as I bought it.” Mr. Chen, who bought a new house in Jinding Yinlongwan at a price of 7,000 yuan/square meter two years ago, said regretfully: “The prices of second-hand houses around here are unsaleable. To 4,000 yuan/square meter. No matter how good your house is, it can’t withstand half the price difference. This house is in my hands, and it will be difficult to sell it again unless you pay half of it." p>
“Didn’t you understand the situation of second-hand houses at that time?” In response to the reporter’s question, Mr. Chen said helplessly: “At that time, the ‘house viewing group’ had a very tight schedule and did not allow us to contact the local people at all. opportunity, we didn’t know that second-hand houses here were so cheap.”
According to the reporter’s understanding, organizing “house viewing groups” from all over the country to place orders is the exclusive secret of Yintan’s new house sales. Every weekend, buses filled with customers from all over the country fill the streets and alleys of Yintan. This is what the locals often refer to as "house viewing groups."
Some second-hand housing agents in Yintan have also tried to contact "house viewing groups" to sell low-priced second-hand housing, which has also caused conflicts with sales staff of new housing projects.
"There are rules." Mr. Zhang, who has been working as a second-hand housing agency in Yintan for nearly 10 years, told the reporter of "Daily Economic News": "(House viewing groups) are the source of customers attracted by others. , We can’t rob them. However, there are also people who don’t understand the rules and get miserably.”
At another sales office, when a reporter asked about the situation of new houses, a young agent said: The staff was very alert: "Are you here with a 'house viewing group'? If it is (a house viewing group), I won't dare to receive it, and I can't afford to offend you."
The new house project The sales staff seem to have long been accustomed to this marketing model, and are particularly surprised by uninvited customers like reporters.
“We receive very few individual visitors like you, and most of them are ‘house viewing groups.’” A new home salesperson in Yintan said frankly that because it was a working day, there were no “house viewing groups.” , the sales department filled with tables, chairs and benches looked empty.
Customers from all over the world, under the condition of information asymmetry, purchased a set of new houses in Yintan that were more than twice as expensive as the surrounding second-hand houses.
From rapid development to "depression"
Why are the prices of second-hand houses in Yintan only half of those of new houses? The answer is simple – oversupply! How many sea view rooms are there in Silver Beach? “The entire population of Rushan City cannot be accommodated,” a Rushan citizen told reporters.
According to the reporter, Rushan Silver Beach has accelerated the construction of sea-view housing after 2000, and has successively built more than 200 sea-view housing projects on more than 20 kilometers of coastline from west to east. In the urban area of ??Rushan, the "Daily Economic News" reporter saw the most decoration, building materials, furniture and other stores, which are said to rely on business from Yintan.
From 2000 to 2005, the "Rushan City Yearbook" described the real estate industry as "rapidly developing", with total real estate investment soaring from 88 million yuan to 753 million yuan.
With the large-scale development of sea-view houses, a large number of home buyers from all over the country are pouring into Silver Beach. "Rushan City Yearbook" describes it this way: "In 2006, the real estate market development and sales of Yintan Tourist Resort were good. Citizens from Beijing, Tianjin, Qingdao and other large and medium-sized cities have entered the area to purchase and invest in real estate. The real estate market development volume and housing prices continued to rise. ”
The period from 2007 to 2010 was the peak of the development of Rushan’s real estate industry. In 2007, Rushan completed real estate investment of 3.5 billion yuan, an increase of 1.1605% over the previous year, and the sales area was 1.1925 million square meters. From then on to 2010, it maintained a high level of operation. In 2010, it completed an investment of 3.31 billion yuan and a sales area of ??1.28 million square meters.
According to reporter statistics, from 2007 to 2010, the total completed area of ??Rushan real estate reached 5.6234 million square meters. Obviously, it is difficult for the market to absorb so many houses at one time. After making great progress all the way, Yintan has encountered the problem of delisting housing stock.
After 2010, the hidden dangers of the rapid development of sea view houses in Silver Beach began to appear.
After 2011, the "Rushan City Yearbook" no longer discloses the annual real estate sales area and amount, and the completed area has also shrunk. In that year, the Rushan City Government also suspended the planning approval and approval of ordinary sea-view houses. Development and construction.
In 2013, the completed real estate area in Rushan City was only 885,200 square meters, less than half of the peak period in 2010.
In 2014, Rushan officials described the real estate market as "the market situation is sluggish."
“Unfinished” sea-view houses re-entered the market
Around 2013, many unfinished buildings appeared in Yintan’s sluggish sea-view house market.
For example, Silver Dragon Bay, developed by Rushan Optics Valley Xinli Real Estate Co., Ltd. (hereinafter referred to as Optics Valley Xinli), was supposed to be handed over in 2013. When the owner from Anhui was about to take over the house, the response he received was "I don't know when I can hand over the house." At this time, it had been two years since the owner purchased the house. Similarly, Haijing City, developed by Harbin Sunshine Real Estate Development Co., Ltd. (hereinafter referred to as Harbin Sunshine), once became a "mess", and these two companies belong to the same owner - Ding Wenhua.
After that, the government took action. First, Ding Wenhua was imprisoned for contract fraud. Immediately, Optics Valley Xinli and Harbin Sunshine entered bankruptcy liquidation procedures.
Under the government’s policy of “rationally guiding local capable development companies to take over some unfinished projects that are eligible for revitalization, inject secondary funds and make planning adjustments”, these projects were taken over by Jinding Real Estate, which was The distribution company of the two projects is also Jinding.
After a series of integrations, new home sales in Yintan have restarted. After many years, "Longyue Silver Beach Seaview Garden" has become "Residence·International City". "Daily Economic News" reporters recently walked into the community and saw still overgrown weeds and half-finished villas.
The approval of new houses has been suspended. Currently, most of the new houses that Silver Beach can allow "house viewing groups" from all over the country to purchase are projects that have not yet been completed in the early stages. It was through Jinding's repackaging that these unfinished properties were put back on the market for sale.
“We don’t dare to sell new and second-hand houses in Jinding.” Agent Xiao Wang told reporters: “We can’t afford to offend others if they don’t let them sell.” The reporter also asked other intermediaries and got this Same answer. After that, the reporter also searched through various second-hand housing platforms and found that there were indeed very few second-hand houses in Jinding.
This may be one of the reasons why the prices of new and second-hand houses in Yintan are so separated.
The price of second-hand houses has dropped back to 10 years ago
The lifestyle in Yintan is different from other places, and the owners who come and go like migratory birds also lack the motivation for development. Although the Rushan Municipal Government has repeatedly emphasized improving basic supporting facilities and convenient service facilities, the improvement is still not obvious. Buses are rarely seen on the road. The main way for people to travel is the electric four-wheelers that drive on the streets, starting from 5 yuan.
“In Yintan, there are more people selling houses than vegetables.” This is a joke from the agent Mr. Zhang, but it is not an exaggeration. Walking down the streets of Yintan, the most common storefronts you see are housing agencies.
The few supermarkets closed very early. Before 8 o'clock in the evening, when the reporter wanted to go to the supermarket to buy water, he was told that it was no longer open after work. As night fell, mobile stalls began to be set up on both sides of the slightly popular roads, selling vegetables, fruits and other daily necessities.
The ubiquitous old sea-view houses appear mottled under the erosion of the sea tide, just like the leisurely old people here. The safety factor of the community does not seem to be high. During the two days that the reporter visited Yintan, he could enter and exit each community at will and never encountered any obstruction from property management.
"The weather here is very cool now. I come here to escape the heat in the summer, and I go back after the National Day. There is no heating here in winter, and it is also very cold." Uncle Xu is from Shijiazhuang, and he came here in 2003 After buying a home, he started living like a migratory bird. Regarding the occupancy rate of the community asked by the reporter, Uncle Xu said, "We are still willing to live here, but the occupancy rate here is very low. It is better in summer, maybe 10, but in winter it may not even be 1."
A taxi driver told the "Daily Economic News" reporter in a casual chat that he used to open a restaurant here in Silver Beach, but soon changed his career: "It is only popular during summer travel, but other times There are no people around, so you can’t do business there.”
“Yintan is not only a house, but many people have never lived in it since they bought it. The second-hand houses are no different from new ones, so the houses here are vacant. There are a lot of houses that can be traded, and the prices have not been able to go up," said Mr. Zhang, a real estate agent.
Mr. Zhang gave the reporter an example that 10 years ago was when Silver Beach sea view houses were very popular, and the house price at that time was about 3,500 yuan/square meter. Today, 10 years later, the price is roughly 4,000 yuan/square meter, which can be said to be basically unchanged. "Only the prices of houses with lower floors, such as those with three floors or less, have increased a bit, while the prices of houses with higher floors are not even as good as 10 years ago." Mr. Zhang said.
Immediately, the reporter heard him brokering a deal for a top-floor loft on the phone at a price of 1,800 yuan/square meter. The reporter checked from the Anjuke official website and found that in Weihai, 100 kilometers away from Rushan, the average price of second-hand houses in June was 10,112 yuan/square meter. In comparison, the price of second-hand houses in Rushan is comparable to "cabbage".
The low prices offered by intermediaries are also one of the reasons why housing prices in Silver Beach have stagnated. "I might lose half of the money when I sell it to other buyers, and I'll get another half discount when I sell it to the agency that collects the house." Mr. Chen told reporters.
Mr. Zhang, the intermediary, also said: "I have pledged 6 houses, which is a small number in Yintan. If we take full payment for the houses, the price will definitely be lower, and we will also have to make some profit." ”
However, Mr. Zhang told reporters that unless the location and quality of the house are particularly good, he is no longer willing to close the house, because some houses have almost fallen below the closing price.
When the reporter was about to leave Silver Beach, forklifts and transport trucks were cleaning the Enteromorpha algae on the beach, because the busiest tourist season in Silver Beach every year is about to come. Uncle Xu, who was walking on the beach, told reporters: "I don't care about the price of the house. I just live by myself. It doesn't matter if there are no businesses nearby. People like to be clean when they are old." Xiao Wang, the agent, said: "I am willing to charge a few more while it is cheap. The price of a house is expected to increase a bit since the tourist season is about to begin.”
At night, in a square in Silver Beach, old men and women came from all over to dance in the square under the neon lights with music. Dance, although there are still few lights in the surrounding residential buildings.