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多房企销售业绩破百亿 企业分化发展迈入新格局

房天下  2014-01-02 06:44

[摘要] 1月1日发布《2013年中国房地产销售额百亿企业榜》，2013年,在房地产市场稳步上行的背景下，优秀房地产企业积极顺应主流需求、密切关注核心市场，通过优化产品和城市布局结构，在关键节点积极推盘。

房天下产业网讯：中指研究院[微博]1月1日发布《2013年中国房地产销售额百亿企业榜》，2013年,在房地产市场稳步上行的背景下，房地产企业积极顺应主流需求、密切关注核心市场，通过优化产品和城市布局结构，在关键节点积极推盘。【下载报告】【更多报告】根据中指研究院监测数据，全年销售额过百亿企业扩容至71家，万科、绿地、保利、中海、恒大、碧桂园等6家企业销售额突破千亿，行业领先阵营持续壮大。同时，领军企业不断强化竞争优势，进一步拉大了与中小房企的距离，分化发展格局愈加明确。

2013年中国房地产销售额百亿企业榜

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企业名称

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226

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24

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佳兆业集团

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245

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25

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金科地产集团股份有限公司

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235

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284

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26

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金融街控股股份有限公司

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230

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26

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融侨集团股份有限公司

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230

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150

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28

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新城控股集团有限公司

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223

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230

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29

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深圳华侨城股份有限公司

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88

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30

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中国铁建房地产集团有限公司

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212

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212

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31

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敏捷集团

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210

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211

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31

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阳光城集团股份有限公司

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210

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183

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33

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复地（集团）股份有限公司

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209

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173

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34

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四川蓝光和骏实业股份有限公司

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206

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237

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35

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宏立城集团

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205

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449

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36

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北京金隅股份有限公司

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203

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165

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37

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方兴地产（中国）有限公司

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201

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86

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38

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九龙仓集团有限公司

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200

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-

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RDER-BOTTOM: windowtext 1pt solid;BORDER-LEFT: #f0f0f0;BACKGROUND-COLOR: transparent;WIDTH: 170pt;BORDER-: #f0f0f0;BORDER-RIGHT: windowtext 1pt solid" class="xl66" width="227">

RDER-BOTTOM: windowtext 1pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext 1pt solid;BORDER-RIGHT: black 1pt solid" class="xl72" colspan="2">

销售额（亿元）

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39

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首创置业股份有限公司

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195

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40

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北京首都开发股份有限公司

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189

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41

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俊发地产有限责任公司

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181

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42

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旭辉集团

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180

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43

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隆基泰和实业有限公司

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170

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44

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合景泰富地产控股有限公司

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162

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45

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新世界中国地产

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158

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46

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瑞安房地产有限公司

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155

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47

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海亮地产控股集团有限公司

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153

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48

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卓越置业集团有限公司

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152

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49

RDER-BOTTOM: windowtext 1pt solid;BORDER-LEFT: #f0f0f0;BACKGROUND-COLOR: transparent;WIDTH: 170pt;BORDER-: #f0f0f0;BORDER-RIGHT: windowtext 1pt solid" class="xl66" width="227">

广东海伦堡地产集团有限公司

RDER-BOTTOM: windowtext 1pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext 1pt solid;BORDER-RIGHT: black 1pt solid" class="xl72" colspan="2">

150

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49

RDER-BOTTOM: windowtext 1pt solid;BORDER-LEFT: #f0f0f0;BACKGROUND-COLOR: transparent;WIDTH: 170pt;BORDER-: #f0f0f0;BORDER-RIGHT: windowtext 1pt solid" class="xl66" width="227">

江苏中南建设集团股份有限公司

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150

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49

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金辉集团有限公司

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150

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6家房企跻身千亿军团，百亿企业扩容至71家，行业集中度稳步提升，企业竞争加速，格局持续分化。

经过一轮房地产市场调控的洗礼，市场份额再度向综合实力雄厚、品牌特色显著的房企集中。2013年，百亿房企军团扩大到71家，较2012年增加18家，其销售额合计达到2.3万亿元。万科等6家企业组成阵容强大的千亿俱乐部，市场领军优势凸显，已显著拉开与第二梯队的距离；其后位列500-1000亿元之间有万达、华润、世茂房地产、绿城、融创等5家企业，300-500亿元区间也仅有龙湖、金地、招商等8家企业；而年内有20多家企业销售首次突破百亿，数量为历年之最，使得300亿以下的百亿企业非常集中，共有52家。

百亿企业销售额平均增长38%，千亿企业平均增速为46%，“越大越快”趋势凸显。

图：百亿代表企业2013年销售及增速情况

 

2013年，千亿企业销售额平均增长45.57%，500-1000亿企业平均增长43.18%，而100-500亿企业则平均增长37.59%，而商品房销售额增速为30%左右，销售规模越大的企业增长速度越显著。可见，“越大越快”的竞争格局已更为明显，引领着行业集中度稳步提升。

 

1.把握主流需求，主打首置首改产品促升业绩

全年销售额在500亿以上的企业，面向首置需求的普通住宅产品和主要面向首改需求的中端产品并重，更加全面地覆盖了刚需市场。

在我们监测范围内的数据分析显示，千亿集团中的万科、保利地产、恒大三家企业普通产品占比与中端产品占比几乎相当，各为45%左右，两类产品总占比基本在90%范围以内，碧桂园的两类产品占比略有差距，普通产品占比略高，超过了50%。在市场回暖、首置首改需求持续释放的背景下，通过完善产品线对刚需市场的首置首改进行全面覆盖，全力拉动了企业销售业绩的上扬。

全年销售额在100亿-500亿之间的企业，更倾向于依托面向首置需求的产品保障业绩发展。

以富力、佳兆业、首创、荣盛为代表的百亿企业，普通产品占据较大比重，特别是佳兆业、荣盛两家企业，普通类产品占比均在70%左右。当前首置类产品市场热度居高不下，以较低的套总价匹配性价比相对较高的产品，吸引了大量首置客群，一大批房企借此实现了业绩的快速增长。

2.布局主流市场，百亿企业城市深耕优势凸显

截至2013年末，百亿企业平均进入城市达到21.1个，其中一线城市2.1个、二线城市9.5个、三四线城市9.5个，布局更显平衡。百亿企业充分挖掘市场潜力，精准把握重点城市市场特点并坚持深耕，实现业绩突破。

持续深耕核心城市，百亿企业一二线城市业绩贡献巨大。

百亿企业普遍选择在一二线城市持续深耕，其业绩贡献来源也主要是一二线城市。万科虽已完成布局，但持续关注重点一二线城市，并加强拿地规模和推盘力度，年内一二线城市销售贡献占比大于三四线城市，仅上海一个城市就达到10%以上；保利在广州的销售占比超过15%、京沪两地超过8%。

从十家百亿代表房企土地投资情况看，一二线城市城市仍是未来发展的核心聚焦区域。

这十家企业2013年新增土地储备面积一二线城市占比69.9%，万科、绿地、保利、中海等标杆房企继续深化一二线城市布局，而恒大地产年内逐步向一、二线城市倾斜，拿地面积占比为48.48%，其中一线城市土地支出占37%，显示出恒大在充足资金保障下回归一线城市的决心。这种持续聚焦一二线城市的发展策略，也将对企业未来的业绩增长产生重要的影响。

 

3.灵活定价、适时推盘，策略领先保障经营效益

百亿房企在持续优化城市布局及产品结构之余，及时调整销售策略，通过准确拿捏推盘节奏、灵活调整价格浮动区间，获得了瞩目的销售表现。

紧跟市场增长放量趋势，适度提价，量价齐升。

图：百亿代表企业2012与2013年前三季度销售均价变化情况

 

百亿房企品质出众，提价不改产品高性价比特性，市场地位难撼动。2013年市场成交持续向好，万科、保利、恒大、碧桂园、融创、世茂等标杆企业抓住时机，适度提价，2013年前11月销售均价分别比2012年全年增长了5.3%、2.5%、12.97%、5.94%、20.86%和14.23%。从价格调整时间来看,其中多数企业销售均价增速最快时期出现在上半年，万科一季度销售均价同比增速达到13.8%，恒大及世茂二季度同比增速则分别达到17.84%和22.7%。

踩准全年主要营销节点，及时推货，有的放矢。

基于准确的政策解读及市场预判，百亿企业2013年全年推盘时机抓取符合市场趋势。上半年百亿企业从4月份开始推盘量明显增加，并于6月份达到推盘高峰值；下半年百亿企业则从9月份开始加大推盘规模，并于12月份达到新一轮推货高峰，在推盘节点的选取上与政策及市场整体变化趋势保持一致，推盘时机与节奏把握得当。万科、中海、恒大、融创等百亿房企通过对市场预期的准确判断，在上半年的二季度以及下半年的四季度两个较佳入市时点，及时在北京、上海、广州等重点热销城市对万科城、中海紫御豪庭、恒大雅苑、望京•金茂府等热销楼盘进行加推，均取得了较好的销售业绩。

新年已经开启，百亿企业仍要在严厉的调控环境中卓绝奋进，把握市场机遇、深耕战略布局城市、强化与革新企业经营及品牌管理，以更加灵活有力的销售策略，应对不确定性的市场波动，增强自身的行业竞争优势。而千亿企业将更加积极地进军多元业务领域、加强产品创新、试行海外投资等，为后千亿时代的扩张和增长夯实基础。在此背景下，“变革创新，跨越发展”正成为标杆企业新一轮发展中的核心主题。同时，从长远发展看，房地产企业发展面临的政策与市场波动依然存在，企业要实现成长与成熟，还须进一步提升风险意识，注重规模突破与稳健增长的合理均衡，真正铸就常青基业。

 

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