Core Viewpoint - The article discusses the rise and subsequent decline of coastal properties in Shandong, highlighting the initial allure and marketing strategies that drove sales, followed by the current challenges faced by these properties in terms of occupancy and market value [1][5][11]. Group 1: Market Dynamics - Six to seven years ago, coastal properties in Shandong were highly sought after, with prices reaching over 8,000 yuan per square meter, and expectations of surpassing 10,000 yuan within a couple of years [1] - The coastal cities of Shandong attracted many buyers due to their clean air compared to northern cities plagued by smog, with marketing emphasizing the idyllic lifestyle associated with coastal living [3][5] - Developers effectively marketed these properties by creating a narrative around an ideal lifestyle, targeting different demographics with tailored messaging [5][7] Group 2: Sales and Investment Trends - From 2005 to 2010, there was a significant surge in interest for coastal properties, with aggressive marketing strategies leading to a buying frenzy, particularly in cities like Beijing [9] - At the peak, some developments sold up to 500 units in a single day, showcasing the high demand for coastal real estate [9] Group 3: Current Challenges - Many coastal properties are located far from urban centers, lacking adequate infrastructure, leading to low occupancy rates as they are often used as second homes [11] - Reports indicate that some properties have seen occupancy rates drop below 10%, with rental markets struggling due to insufficient demand [11] - Current market conditions have led to drastic price reductions, with some properties listed at starting prices as low as 1 yuan, reflecting a significant decline in liquidity and market interest [13]

Core Viewpoint - The purchase of seaside properties, often perceived as a dream investment for retirement and leisure, has turned into a nightmare for many buyers due to unrealistic expectations and poor living conditions [1][2][20]. Group 1: Market Trends - An increasing number of seaside properties are being listed at significantly reduced prices, with some even going for as low as 10% of their original value, indicating a lack of demand [2][11]. - Many buyers, particularly from northern regions, were attracted to seaside properties due to marketing claims of ideal living conditions, but the reality often falls short [4][20]. Group 2: Buyer Experience - New homeowners frequently encounter severe issues such as dampness, mold, and electrical problems, leading to high maintenance costs and discomfort [6][10]. - The living conditions in these areas are often inadequate, with low occupancy rates and a lack of essential services, making it difficult for residents to enjoy a comfortable lifestyle [11][13]. Group 3: Sales Tactics - Real estate agents employ aggressive marketing strategies, including organizing free trips that disguise the true intent of selling properties, often targeting retirees [7][8]. - Many buyers are pressured into making quick decisions without fully understanding the terms of the contracts, leading to regret and financial strain [10][20]. Group 4: Comparison with Successful Markets - Successful seaside cities abroad, such as the Gold Coast and Cancun, thrive due to comprehensive planning and community support, contrasting sharply with poorly developed domestic seaside markets [16][17]. - The focus on quick profits by developers often results in oversupply and a lack of long-term viability for these properties [17][18]. Group 5: Conclusion on Investment - The essence of purchasing a home should be comfort and livability rather than mere aesthetics; properties without community and services are merely shells [18][20]. - Buyers are encouraged to prioritize realistic living conditions and community amenities over the allure of ocean views when considering seaside investments [20].