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南京中海低价抛售后的“蝴蝶效应”
Sou Hu Cai Jing· 2025-05-28 06:49
Core Viewpoint - The recent aggressive price cuts by China Overseas Land & Investment (COLI) in Nanjing have sparked significant market attention and controversy, particularly among existing homeowners who feel financially harmed by the drastic reductions in property values [1][9]. Group 1: Price Cuts and Sales Performance - COLI has implemented a "60% off" pricing strategy for several projects, with prices dropping by approximately 40% from their initial launch prices [1]. - For example, the average selling price for the Jiangyue project has decreased from 36,000 CNY/m² to 23,000 CNY/m², leading to a rapid sales increase, with over 100 units sold in just one week [1][9]. - The overall sales revenue for COLI is projected to decline by 8.58% in 2024, with a reported sales drop of 18.8% in the first four months of the year [9]. Group 2: Impact on Existing Homeowners - Existing homeowners are protesting against the price cuts, feeling that their property values have plummeted, with some reporting losses equivalent to a down payment [3][7]. - The drastic price reductions have led to a "price defense" movement among existing owners, who are actively trying to prevent new buyers from viewing properties [3][7]. Group 3: Market Dynamics and Brand Impact - The aggressive pricing strategy has raised concerns about COLI's brand reputation, as it has led to regulatory scrutiny and potential suspension of property registrations [11]. - The price cuts have also pressured surrounding second-hand property prices, creating a cycle where new homes undercut existing listings [13]. - The overall market in Nanjing is experiencing a prolonged de-stocking period of approximately 20 months, which is longer than in other cities in the Yangtze River Delta [13].