Which industry is the busiest recently? Definitely the real estate industry. The introduction of the two magic tools of "lowering mortgage interest rates" + "recognizing a house but not a loan" has received cheers from the entire industry.
Let’s talk about the first magic weapon first, which is to lower the existing first-home loan interest rate.
On August 31, the People's Bank of China and the State Administration of Financial Supervision jointly issued the "Notice on Adjusting and Optimizing Differentiated Housing Credit Policies" and the "Notice on Relevant Matters Reducing Interest Rates on Existing First Home Loans".
Subsequently, Industrial and Commercial Bank of China, Agricultural Bank of China, Bank of China, China Construction Bank, and Postal Savings Bank of China responded to the details of some adjustments to existing mortgage interest rates on their official accounts, involving the adjustment range, adjustment methods, application channels, application time, and first-time home ownership determination. etc.
The train runs fast because of the headband. The introduction of this policy will have a positive impact on the real estate market, banks and home buyers. It is indeed a serious move to stimulate the real estate market.
Let’s talk about the second magic weapon, the trend of “acknowledge the house but not the loan”.
On August 30, the General Office of the Guangzhou Municipal People's Government issued the "Notice on Optimizing the Standards for Determining the Number of Housing Units in Personal Housing Loans in Our City", which launched the first shot of the "recognize the house but not the loan" policy in first-tier cities. On the evening of the same day, the Shenzhen Housing and Urban-Rural Development Bureau also issued a document announcing that from August 31, it will implement the policy of "recognizing houses but not accepting loans".
On September 1, four departments in Beijing jointly issued the "Notice on Optimizing the Determination of the Number of Housing Units in Personal Housing Loans in Our City." On the same day, four departments in Shanghai jointly issued the "Notice on Optimizing the Determination of the Number of Housing Units in Personal Housing Loans in Our City." "Standard Notice", Beijing and Shanghai announced that starting from September 1st, they will implement the policy of "recognizing the house without subscribing for the loan" for purchasing first-home loans.
Beijing, Shanghai, Guangzhou and Shenzhen all make it clear that when a household (including the borrower, spouse and minor children) applies for a loan to purchase commercial housing, if the family member does not have a complete set of housing in the local name, regardless of whether the loan has been used to purchase it, Regarding housing, banking financial institutions all implement housing credit policies based on first-time housing.
This also means that all four major first-tier cities in the country have officially announced the implementation of the policy of “recognizing houses but not repaying loans”. Zhuhai, Hangzhou, Wuhan, Xiamen and other cities that responded quickly to the new policies subsequently set off a wave of "recognizing houses but not taking out loans". People who had previously postponed their plans to buy houses were once again eager to try.
Looking around, there are all voices encouraging those who just need to buy a house to buy a house quickly. The real estate salespersons in the circle of friends even call the property market "Golden Nine and Silver Ten" may be promising!
As we all know, the building ceramics industry and the real estate industry are closely interdependent, and both are prosperous. The real estate market is once again "busy". Does this mean that the ceramic tile market will also pick up?
The answer may disappoint most ceramic people.
On the one hand, the growth curve of the real estate industry and the growth curve of the construction and ceramics industry are not at the same frequency. During the period of rapid growth in the real estate industry, many ceramic companies did benefit from this, but this wave of dividends actually came from the demand generated by population and construction. Therefore, even if the property market improves, the spring breeze will not immediately blow to the construction and ceramics industry.
On the other hand, the land acquisition situation of real estate companies in recent years has been too bleak. In the first half of 2022, the total land acquisition by the TOP 100 real estate companies was 659.47 billion yuan, a year-on-year decrease of 60%; in the first half of 2023, the total land acquisition by the TOP 100 companies was 592 billion yuan, a year-on-year decrease of 10.2%. You know, what really needs the use of ceramic tiles is not the finely decorated houses that have been successfully traded, but the newly built buildings after acquiring the land.
All in all, the "overwhelming wealth" in the property market has not yet fallen to the Ceramic Man. Instead of waiting for rescue, it is better to learn to save oneself.
What kind of shareholder style can ceramic tile manufacturers and dealers rely on to "continue their survival"? Zhongtaojun has figured out the following five major ideas, the last method is simple and crude.
The final bonus: guaranteed delivery of the property.
Some time ago, Wang Li, the cultural director of Mona Lisa Group, published the article "Baojiao Building, the Last Dividend for Ceramic Enterprises" on the Ceramic Information WeChat public account. He said in the article: Although the prosperity index of the ceramic market lags behind, it has basically continued the transaction trajectory of the property market. Along with the marginal effect of guaranteed delivery of buildings, the dividends brought by the property market to the ceramic tile market will also become smaller and smaller, and this may be the last wave of dividends brought by the property market to the ceramic market.
The last blue ocean: old revision.
On July 18, the "Notice on Several Measures to Promote Home Consumption" issued by 13 departments including the Ministry of Commerce clearly stated "support for the renovation of old houses." Wang Linpeng, chairman and CEO of Easyhome, said that there are many people who need to renovate their existing houses. Once this market is activated, it will be a larger market than houses renovated after the transaction. Therefore, many people regard old renovation as the last blue ocean in the home building materials industry.
Maps to be unlocked: Overseas.
Since the beginning of the new year, a large number of ceramic people have gone abroad, and ceramic tile brands led by Dajiulu have gone to Southeast Asian countries to participate in exhibitions and expand business. Relevant data shows that in the first half of 2023, my country's ceramic tile exports totaled US$2.363 billion, a year-on-year increase of 30.28%. Some ceramic companies simply invest and build factories overseas. Among them, Keda's overseas building materials business achieved revenue of 1.907 billion yuan in the first half of the year, making a lot of money. For ceramic people who are brave enough to explore, overseas markets are a map to be unlocked.
Brand new opportunities: new media.
Zhongtaojun visited and learned that the national ceramic tile market this year can be described as "cold". The natural traffic of stores has almost dried up. The intensifying price war and rising operating costs have made dealers "breathless." Platforms such as Douyin and Xiaohongshu attract consumers' attention in a "short, flat and fast" way, opening up efficient and fast traffic entrances. The emergence of new media has, to some extent, created new customer acquisition channels and business growth space for dealers, which can be regarded as a new opportunity.
The simplest and crudest way: change careers.
