The real estate industry is an important link in the big building materials industry chain. From the upstream mineral raw material exploration, basic material production, building materials processing to real estate industry, to the downstream home decoration, this long industrial chain runs through the Chinese market. Every aspect of it. The development of the real estate industry is at the center of the upstream and downstream industrial chain, and it will lead the whole body. Changes in real estate radiate the entire industry, reflecting market demand and guiding upstream and downstream industries. It also accepts the information and policy implications of upstream and downstream industries and is clearly reflected in the price. Real estate is a mirror and a conductor. As a professional media platform dedicated to the real estate chain of real estate, building materials, home decoration, decoration, construction and distribution, logistics, procurement, etc., this special interview with Chen Guoqiang, vice president of China Real Estate Society, to see the center of big industry In the process of building materials to open green channels, what kind of needs will be put forward to talk about new changes and new trends in the national real estate industry. This change has affected the development of Other industries. In the next decade, Chen Guoqiang said that “green†will become the industrial chain. The basic pursuit of various industries. As a building materials home production enterprise, attention should not only be on the real estate market level, but also pay attention to the new strategies and trends of real estate developers to meet the needs of real estate changes. Real estate has stabilized and risen, and structural changes have been set in the tone. Chen Guoqiang analyzed that in recent years, due to the regulation of industry policies, the market has shown a stable development trend. The transaction volume has not fallen sharply, and the price has not been significantly reduced. Falling. In 2011, the transaction volume of real estate was nearly 1.1 billion square meters, and the turnover of the house was changed to a new high in more than ten years. In 2011, the average transaction price was still about 7% year-on-year. These data reflect the fact that compared with the pre-regulation, house prices have risen rapidly and the volume of transactions has increased significantly. It can be said that the rapid rise in housing prices in the real estate industry has been curbed. However, the current market has seen many new changes affecting real estate development in the next 10 years. These changes are structural adjustments. Chen Guoqiang said that the structural changes in the real estate industry are mainly reflected in: First, the development model and supply model have been changed. In the past, the protection track has been lacking for a long time, and now the government is gradually in place. In recent years, the proportion of affordable housing and small and medium-sized units has increased. Both the affordable housing and the market commodity housing are in parallel. Second, the housing property changes, inhibiting investment properties and returning to residential properties. Autonomous demand has become the main force, and such changes will make consumers have space requirements for market supply. Thirdly, the structural changes are also reflected in the shift of development focus from the eastern coastal cities to the central and western cities, from first-tier cities to second- and third-tier cities, and second-hand houses become the protagonists of mature markets such as the eastern region. This series of structural changes set the tone for the development of the real estate industry and the entire major building materials industry in the next 10 years. These changes will lead the movement of the entire industry chain in the future. The new trend of real estate drives the change of the whole industry chain. Under the tone of the structural changes of the real estate industry, there are many new trends: “Residential industrialization development†is an important link. The trend of residential industrialization has further enhanced the upstream and downstream cooperation. The development of residential industrialization has benefited both the upstream and downstream of the entire real estate industry chain. The era of industrial upstream and downstream cooperation is approaching, and cases of vertical integration have begun to appear frequently. The famous case is Guangzhou Country Garden, which built an integrated residential park with Country Garden as its core. Zhejiang Greentown also began to integrate the home decoration industry into its industrial chain, which brought opportunities for the development of enterprises in the building materials and home furnishing fields. Another trend triggered by structural changes is that the shift in housing attributes from investment attributes to residential attributes has made people more demanding about the environmental requirements of housing. Green low carbon will be the direction of future development. And the focus on building green real estate companies such as Beijing Contemporary Real Estate, the market performance has proved to be very good. In line with the green demand of the real estate industry, the green upgrading of the building materials industry will have sufficient market power support. In addition, the real estate industry's format changes have also shown a new trend, the composite format began to replace a single residential real estate, the development of new forms of real estate such as tourism real estate, industrial real estate, pension real estate, logistics real estate, etc., the demand for building materials and furniture industry is more intense The emergence of these new industrial properties is a new market for building materials and homes in the future, and it is also an important choice. Chen Guoqiang said: "The relationship between the building materials industry and the real estate industry is close. Although it is a different economy, it is a part of the concept of 'big real estate'. If a certain link is delayed, the quality of the development of the entire industrial chain will also decline. Green and sustainable will be the basic pursuit of the entire industry chain in the next 10 years." The green brand is taking advantage of the trend and China is in the process of urbanization development. The urbanization of important cities such as “Northern Shanghai†has just been over half, and the urbanization process in other parts of China has just begun. The real estate industry and urbanization development are twin brothers. As long as urbanization is not completed, the development of the real estate industry will not stop. Although bid farewell to the “golden period†of explosive development in the past 10 years, the Chinese real estate industry will usher in a stable development and improve the “silver period†of quality. The development characteristics of the silver period require enterprises to create a "green brand." Chen Guoqiang explained that in the next 10 years, a benign, ecological and sustainable brand image will be an important bargaining chip for real estate companies to maintain their position in the industry. The branding not only includes the use of energy-saving and environmentally-friendly materials on the hardware, the use of high-tech equipment, but also the software elements such as corporate responsibility and integrity. This combination of software and hardware can truly be regarded as a green brand. The real estate industry is the middle link of the whole building materials and large real estate industry. Its changes also reflect the changes in the industry. Looking at the industrial chain, the green trend is already unstoppable. Although different industries have different quantitative indicators, green becomes the whole. The common pursuit of the industrial chain is beyond doubt. The creation of green brands creates great value for enterprises. Green brands are the vane of market value. Take advantage of the trend, take advantage of the trend, and seize the opportunity of green development to build brand advantage. Starting from the real estate industry and the industry, the future of building materials will be a green world.
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