Binjiang Group(SZ:002244) 2 1 Shi Ji Jing Ji Bao Dao·2025-12-10 13:50Core Viewpoint - The company, Binjiang Group, is implementing a "price-for-volume" marketing strategy to accelerate cash flow by launching new projects at significantly lower prices than previous expectations, aiming to attract buyers in a challenging market environment [1][2][11]. Group 1: New Project Launches - Binjiang Group plans to launch two new projects, Jinshangguanlan and Haoyunfu, with average pre-sale prices approximately 3000-4000 yuan per square meter lower than earlier projected prices, potentially reducing buyer budgets by 300,000-400,000 yuan for a 100 square meter unit [1][6]. - The Jinshangguanlan project has a total of 650 residential units, with only 88 units available for the initial sale, indicating a strategic approach to gauge market acceptance before adjusting prices [2][6]. Group 2: Pricing Strategy - The average pre-sale price for Jinshangguanlan is set at 36,766 yuan per square meter, which is below the previous price limits in the Xiaoshan District (37,500-39,500 yuan per square meter) and even lower than some second-hand properties in the area [6][7]. - The Haoyunfu project also follows a similar pricing strategy, with an average pre-sale price of 51,168 yuan per square meter, reflecting a 4000 yuan reduction from earlier estimates [7][9]. Group 3: Market Context and Implications - The pricing strategy reflects the broader market pressures in Hangzhou, where high inventory levels and a competitive landscape necessitate aggressive pricing to ensure sales [9][11]. - Binjiang Group's approach of launching projects at lower prices is seen as a response to tightening liquidity and extended sales cycles in the real estate industry, suggesting a shift towards prioritizing cash flow over profit margins [11].