月度归档： 2024 年 4 月

Standing on the stage of Beijing Workers Stadium, Wood, who performed on the stage for the first time, didn’t feel a little nervous.

There are so many people under the stage that he can’t see the faces of the fans who should help, but he can see them holding white light signs with their names written on them. Wood was excited and thought, "Be sure to sing well".

On the evening of August 27th, he and three other popular anchors on a live broadcast platform, Meng Xiaomei, Zi Hao and Mo Xiaomeng, performed four opening songs: A little tempted, Love Must Have It, Love ING and age of love, which kicked off the star ceremony of "Have a Heart".

"Pretty cool", two days later, Mu described his feelings at that time to the interface entrepreneur reporter. Although after watching the video of the concert, he found that he had too many shortcomings, such as "imperfect walking posture" and "ugly to death", so he was somewhat dissatisfied. But this experience made him set his next goal — — Have a concert of your own.

On the evening of August 27th, in addition to TFBOYS, Fish Leong, Jordan chan and other stars, six popular anchors such as Vivian, Mu, Meng Xiaomei and Zi Hao also performed on the stage. Not only can the audience see the performance, but the concert is also broadcast simultaneously on a live broadcast platform. According to the final data of science and technology, the highest number of online viewers reached 6.1 million, and the cumulative number of viewers reached more than 68 million.

All six anchors were selected through a live competition.

In July this year, a live broadcast launched the "I want to sing with you" competition. The anchor has to go through five stages, including registration, sea election, primary election, promotion and final, to compete for the opportunity to participate in the star ceremony.

The competition is divided into three time periods: daytime, prime time and midnight. In the half-month competition, every day is competition time. The anchor sings in his own studio, and fans increase the popularity of the anchor by rewarding him. As soon as you go online, the corner sign on the screen will show where you are now and how many gifts you need from the previous ranking.

"Just push forward hard," said Wood, describing his mentality during the competition.

Opponents in the same time slot are randomly assigned by the system, mainly based on the ranking of the field list. The people who match you are all close to your ranking. The higher you rank in the list, the higher the ranking of your matching opponents, and the ranking of the list depends on how many gifts fans gave on this day.

In the half-month competition, Wood PK passed dozens of people and won a total of seven or eight three-game winning streaks. At most, he sang more than 50 songs a day and broadcast them live for 8 hours a day. After 100 into 60, 60 into 40, 40 into 10, and the final, he won the second place in the daytime stalls and got tickets for the concert.

More and more live broadcast platforms are trying to enter the traditional entertainment industry.

In the first half of this year, online celebrity Concert became a new field that live broadcast platforms are scrambling to explore. In April, the first "online celebrity Concert" was held live on Zanthoxylum bungeanum. In May, Starry Night of the Goddess, which was broadcast live, made more efforts in the lineup, and invited stars such as Chris Lee, Carina Lau, Jane Zhang and Hua Chenyu to perform on the same stage with online celebrity.

Such a move is not difficult to understand.

The bonus period of the live broadcast platform has passed. According to the 2017 China Online Video Live Industry Trend Report released by Penguin Zhiku, the average monthly usage time of live users dropped from 203 minutes in the second half of last year to 182 minutes at the beginning of this year. The latest report released by China Internet Information Center also shows that as of June 2017, there were 343 million webcast users, accounting for 45.6% of the total netizens, and the scale of webcast users and the overall proportion of netizens declined.

Therefore, now the platform consciously wants to transfer the brand influence from online to offline. Periodic online and offline activities can undoubtedly arouse the enthusiasm of fans and online celebrity, and from the economic perspective, it is also a profitable business. As far as popularity is concerned, many online celebrity artists are not much different from real artists. In the live broadcast room, fans can brush their popularity and give gifts. Now, they go offline, just like a women’s group holding a theater performance, and they are also doing the fan economy in online celebrity.

In the contest "Zanthoxylum Zanthoxylum Sound" held by the live broadcast of Zanthoxylum Zanthoxylum before, the two-month contest was watched by 6.225 million people, supported by 3.44 million netizens, and presented with 26 million Zanthoxylum Zanthoxylum coins (about RMB 1.82 million). Then the "online celebrity Concert" held in April attracted 2.3 million people to watch it online and received 600,000 yuan as a reward.

In the live broadcast of "I want to keep singing" on July 1st, Mo Xiaomeng’s fans brushed her a gift of 170,000 at most, and Vivian, a live broadcast of "One Sister", gained 4.88 million views and 2.26 million likes in the final live broadcast, and won 143 million gold coins in a single game (about RMB 1.43 million). In order to get offline concert tickets, fans also need to recharge on the platform.

In the live broadcast circle where the head anchor is highly competitive, providing opportunities to contact with stars can undoubtedly increase the attractiveness of the platform. Yang Xu, general manager of a live broadcast, told the interface entrepreneur that the concert had been prepared for two or three months. On the one hand, it was to hold an induction ceremony for TFBOYS, and on the other hand, it was hoped that the anchor on the platform would perform on the same stage with the first-line big coffee, so as to "enhance the anchor’s influence through the IP value of the stars". In addition, such activities can also show the resources and strength of the platform and attract more external talents.

The platform is strong, and the popularity and worth of the anchor on stage can also be improved. From August 28th to September 3rd, in the pan-entertainment anchor list of China live broadcast list, more than half of the TOP10 live broadcast anchors, Vivian and Wood are on the list. Yang Xu said that after the concert, advertisers on the platform have also revealed their interest in the anchor.

Online celebrity star concert may be a new attempt, but the various star-making plans of the live broadcast platform have existed for a long time.

Among many star-making plans, Momo is the biggest one this year. On June 20th, MOMO joined forces with BMG, Taihe Music, Huayi Music and Lehua Entertainment to launch the "Momo Music Plan", and planned to invest 10 million yuan to enter the music industry and tap high-quality potential new stars on Momo platform. If you win in Momo’s selection, the anchor can distribute films around the world and go to the United States for training.

In September last year, Betta announced that it would invest 100 million yuan to build a "star anchor cultivation plan" to train, package and publicize its anchors. Zanthoxylum bungeanum’s "Star-making Plan" should also cultivate potential anchors and expand into the entertainment circle after signing a contract with a brokerage company. In the past August, the anchor of Yingke selection platform walked on the red carpet of 2017 Venice International Film Festival.

When talking about why the anchor should be developed in the direction of artists, Yang Xu told the interface entrepreneurial reporter that this was due to the consideration of "flow". Artist anchors can break through the live broadcast circle and drive those who usually don’t watch live broadcasts to become platform users.

In the live broadcast industry, a live broadcast that entered the market in May 2016 is regarded as a latecomer. However, due to its deep cooperation with Weibo and rich entertainment resources, the initial positioning of a live broadcast is to "make online celebrity a real star". This idea even came into being when the company started to do xiaokaxiu in 2015. According to Yang Xu, at that time, the company also made a program "Model King xiaokaxiu" with Southeast Satellite TV. By selecting talents from xiaokaxiu to participate in variety shows, the platform also took the opportunity to observe whether these people were good prospects worthy of training.

However, more people enter this plan because of their crisis awareness of the live broadcast industry. Li Yao is the head of the brokerage business of 51 worry media, the anchor brokerage company where Mu works. In an interview with an interface entrepreneur, he expressed his understanding of the live broadcast market with several questions.

"The live broadcast industry is now in a blowout era, but this way of making money is only short-term. What if it doesn’t work within five years and ten years? Or saturated? Or upgraded? "

In his view, now is the live broadcast 3.0 era, which needs to have a face value and talent at the same time, and it will develop into the 4.0 era in the future. At that time, the anchor may be required by the standards of an artist. The offline and dual-line development of Worry-Free Media is also to make the offline increment become the core competitiveness of Worry-Free Media when the threshold of the industry becomes higher.

In all kinds of star-making plans, the core three forces are platform, anchor brokerage company and anchor.

Yang Xu told reporters that the platform mainly provides directional guidance and various entertainment resources. A live broadcast divides the anchor into head, waist and bottom levels according to the monthly running water. For the head anchor like Vivian, the platform will specially give core resources and do key packaging planning.

In terms of entertainment resources, a live broadcast has regular docking with TV stations, variety shows and major film and television production companies. "There are large-scale production and high-cost teams, as well as small and medium-sized teams. Different teams invite different people according to their own conditions. Some low-cost production teams tend to invite online celebrity to star because online celebrity has a certain popularity, which can drive the film’s broadcast volume. "Yang Xu told reporters that at present, the head artists in the domestic film and television variety field are expensive, but there is actually a lack of low-cost and flowing artists.

More routine things still need to be done by the brokerage company, including helping the anchor to position his personal style, developing skills such as singing and acting, how to dress up, and even how many articles and photos Weibo sends every day. Of course, online celebrity brokerage companies with ideas are also expanding their performing arts resources.

Lei Binyi, the founder of Worry-Free Media, once worked in Phoenix Video and YY. He felt that the trade union management mode in the current live broadcast market was a bit too arrogant to adapt to the increasingly mature live broadcast market, so he founded Worry-Free Media in April 2016, hoping to create artists through the incubation of the company.

Li Yao, the head of the brokerage business of Worry-Free Media, once worked as an assistant to actor Kenny Lin, and engaged in brokerage work in organizations such as Ciwen Media and Aixiao Media. Now his daily job is to establish contact with various performing arts organizations and dock platform anchors in different categories.

The variety shows of major program groups and satellite TV regularly need some young people with high traffic and high face value, and Li Yao will go to the appropriate live broadcast of online celebrity. In terms of film and television, he will select anchors who are trained in transportation or suitable for offline development, and participate in the shooting of online universities, online dramas and cinema films. Li Yao also contacted music organizations such as Evergrande Music and Tianhao Shengshi, and recommended several anchors with musical expertise.

"Music producers also want to see if you are valuable to cooperate. Before Evergrande Music, there was a music producer who was very interested in the anchor. We contacted him, but later we didn’t cooperate for some personal reasons, "Li Yao told the interface entrepreneur reporter.

5Worry-Free Media also tried to combine the current hot topics to make short stories videos similar to Tear-resistant Men and Women for its anchors, and promote them on platforms such as Youku, Iqiyi and Weibo.

In Li Yao’s view, anchor is not a high-threshold occupation, and it is difficult to develop to a more demanding offline. "But we should take the initiative anyway.".

In addition to live broadcast platforms and brokerage companies, there are even anchors who set up their own brokerage companies, transforming themselves from online celebrity to bosses. Zi Hao, the anchor who also participated in the "Heart-warming" star ceremony, set up his own brokerage company "Little Monster" in October last year. In the past six months, "Little Monster" has expanded from dealing with Zihao’s one-person brokerage affairs to training signing artists, e-commerce and other directions. At present, its signing anchors have exceeded 300.

Yang Xu didn’t disclose the specific capital investment of a live broadcast in the star-making plan, but he said that since there is still much room for improvement in the professional quality of the anchor, the platform is also planning to hold some training courses with some art colleges, and plans to select talents to send to South Korea as trainees for short-term training.

"It still depends on the effect of different training methods, and then decide how much to invest," Yang Xu told the interface entrepreneurial reporter.

To some extent, all the live broadcast platforms and online celebrity brokerage companies are still "crossing the river by feeling the stones".

YY can be regarded as the first live broadcast platform to try to turn online celebrity into an artist. In September 2015, YY launched the "Starway Plan", and the anchor needs to pull fans to raise funds and popularity for it. Finally, the selected high-quality artists will get the opportunity to sign contracts with YY and gain guidance from professional production teams.

In 2015, music critics took part in this star-making project in Liushui Ji, helping some online celebrity to make singles and videos. He is well aware of the difficulties. In his view, on the one hand, the problem is that these anchors operating on YY have millions of fans, and their income is already very high. But can sending them a single also ensure that their fans will pay the bill?

As it turns out, fans pay the bill, but it’s not what they think, because these anchors are very popular on the Internet, and they can become very popular singers after posting songs. Very popular online celebrity and singers can’t be equated. At that time, the combination of light blue, low water, Lingxi and K Na launched by the platform was almost unsuccessful.

On the other hand, from the perspective of economic value, sending songs to these online celebrity didn’t make them earn much by sitting in the live broadcast room and singing and chatting. "YY also asked Huang Zhongping, a famous MV director in Taiwan Province, to make a film at that time, but the money spent was not proportional to the money earned by online celebrity’s single. It is not difficult to understand whether to continue to invest or let online celebrity stop making songs and make a live broadcast." Liu Shuiji told the interface entrepreneur reporter.

After a year of unsuccessful attempts, YY took the initiative to stop the plan, and in the view of Liushuiji, these problems still exist today.

The head anchor broadcasts millions a month, and it takes her several days to record a single, which may cost hundreds of thousands. Liu Shui-ji believes that whether singing can be achieved depends on the long-term planning of online celebrity and the ideas of online celebrity’s team and platform. "If online celebrity really wants to be an artist and has his own masterpiece, he must stand the temptation of money."

In Worry-Free Media, people with artistry or clear demands will be the focus of the company’s training.

Li Yao revealed that among the more than 3,000 anchors signed by 51 Worry-Free Media, dozens have expressed their willingness to develop in the direction of artists. At the same time of internal selection, the company is also recruiting from abroad. If the students who graduated from the class have the value of artists, the company will also sign them before they graduate, helping them to suck powder live and do activities offline.

"Being an actor, live broadcast is to attract fans and increase exposure. People with such needs are the most suitable for us to promote." Li Yao gave me a successful case on the platform, Xie Jia. This boyish girl is the anchor of the core group of Worry-Free Media. She has participated in Super Girl before and cooperated with Huang Xiaoming, He Jiong and Nana, but she is not famous. After entering the company, on the one hand, Xie Jia used the live broadcast to suck powder, and on the other hand, the company also helped her to dock a female No.2 in a cinema movie.

Anchors with a certain artistic foundation are also the focus of a live broadcast of the platform. Wang Chuxuan, the anchor, graduated from Beijing Modern Conservatory of Music and participated in My Show. Last August, he came to a live broadcast and became a full-time artist of Tiantai Entertainment. Wang Chuxuan broadcasts for 4 or 5 hours a day, and he has talent advantages, which has gradually attracted many people’s attention. Now he has 600,000 fans on the platform.

"He has been chasing dreams for many years and no one has paid attention to it. After the live broadcast, many people really like him. The company also provided resources to help him go to the stage, send songs, go to QQ music, sing bars to promote the list, and even get some online reviews. "Yang Xu told the interface reporter that although there is still a distance from the first-line stars, Wang Chuxuan has achieved a breakthrough from zero to one after all.

Despite many difficulties, Liu Shuiji still thinks that online celebrity singers may be the opportunities for future music. At present, he is also working with a live broadcast, Aauto Quicker and other platforms to create music works for some online celebrity.

Liu Shuiji regards online celebrity as "a popular newcomer who hasn’t made a film". In his view, "traditional music institutions are willing to cooperate with live broadcast platforms like Momo, and to some extent, they also value the economic benefits of online celebrity. It is definitely more cost-effective to package online celebrity as a newcomer than to be a pure amateur".

In fact, the popularity of head anchors like Yifa Chen is very close to the real "stars". On Netease Cloud Music, Yifa Chen’s two singles "Storybrooke" and "Grandma’s Story" both received 999+ comments, and many fans spontaneously produced and edited videos on bilibili.

"From the traffic point of view, Yifa Chen’s traffic is very high, and many first-line singers have been knocked down statistically, but whether they can become mainstream singers is another matter," Liu Shuiji said.

Not only YY, but also no live broadcast company has pushed the anchor to the height of artists, which is the consensus in the industry.

In Liushuiji’s view, from online celebrity to singer, not only the quality and packaging of their works need to be further improved, but also online celebrity needs to get out of the live broadcast circle and gain the attention and recognition of mainstream media audience.

Whether holding a concert or walking the red carpet at the Venice Film Festival, it is an attempt by the platform to push online celebrity into the mainstream.

Back to the topic of concert, for the anchor who faces the mobile phone camera every day, this high-profile occasion undoubtedly puts forward higher requirements for the performer in terms of posture, expression management and live performance.

A week before the concert, Mu came to Beijing from Shandong for training. Wood told me that in order to prepare for the concert, the platform invited a music teacher to rearrange the music and coach the anchor. "But I mainly practice on my own," said Mu. The teacher will focus on correcting the wrong actions in one day. He recorded them with video and went home to study repeatedly. He was reluctant to receive professional training for fear of losing his own style, but he also had to admit that the singing method taught by the teacher was "more skillful".

Before this concert, Mu was a talent anchor on a live broadcast, with 500,000 to 600,000 fans. Under normal circumstances, he gets up at 12 noon, has lunch, starts live broadcast until 6 or 7 o’clock, and then continues to broadcast until 2 or 3 o’clock in the morning after dinner. Except for eating and sleeping, it is broadcast live because he feels that "his own conditions are not good" and he needs to multicast a little more than others.

He attributed his efforts and the help of the company to getting so many fans in just one year. "Everyone in the company knows who works the hardest, Wood", and he is somewhat proud of this.

Time goes forward, 27-year-old Mu started working at the age of 14, and worked as a waiter in KTV and bars all the way to management. After working for more than ten years, he felt a little tired. Because he liked singing, a friend recommended him to do live broadcast. He quit his job last June and started his anchor career.

The first live broadcast didn’t even have an avatar, and no one took care of it. In August and September, the number of people who came to watch his live broadcast gradually increased. At the end of September, more than 10,000 people came to watch him sing. "There are too many people who type and interact with you to watch."

Before the live broadcast, Wood never thought that he would meet such a group of people who like to listen to his singing. He has a "brother-like" fan. Every time he needs to vote in the activities on the platform, he will send messages to people one by one to canvass votes, and fans will call him the boss. They also set up a group without wood to discuss how to organize aid activities. "I want to sing all the time" requires users to vote in the sea election stage. Wood’s fan "Rabbit Army" can pull several people to vote. On the first day, Wood won more than 10,000 votes, ranking second. Later, he felt that it was troublesome and would not let fans vote again.

As for how long this love can last, the idea of wood is simple. He feels that the live broadcast circle is like a shrinking entertainment circle. "If you are an anchor full of positive energy, people will always like you. If you have a lot of negative energy, it will definitely not work soon."

What many people don’t know is that this "big boy who can sing" in the eyes of fans was tone-deaf when he was a child. Once in a choir, the teacher told Wood, "Your voice is not good at all." After that, he began to practice constantly. Sometimes, he can’t speak until the next day, even so, he still turns his voice to the maximum practice in the KTV room.

The live broadcast platform gave him the opportunity to sing to more people, and now it also gave him the opportunity to go to a bigger stage. Before that, Mu also participated in another contest "Hey Sing Not NG" broadcast live, and the reward was to help the winner complete a single. Wood didn’t make the top three that time, but he said the company promised to help him produce a single.

"There will be a special producer to write songs for me, and this place will soon become a place where people can realize their dreams." Wood’s eyes sparkled.

　　2022 is a year of deep adjustment in the real estate market. In the context of the impact of the epidemic and the expected decline in residents’ income, some housing demand was delayed; At the same time, the credit crisis of housing enterprises broke out frequently, the wait-and-see mood of buyers became stronger, and the performance of sales side was weak. However, from the beginning of 2022, favorable policies to support real estate in various places were introduced in turn, and gradual easing continued to be staged. At the central level, it reaffirmed the status of "real estate is a pillar industry of the national economy" and issued a number of policy tools to support the smooth operation of the real estate market.

　　The Paper reviewed the property market in 2022 by taking stock of the top ten keywords of the real estate industry in the past year.

　　Reduce down payment

　　In 2022, credit policies will be optimized in many places, and the purchase cost and purchase threshold of buyers will be further reduced.

　　According to the incomplete statistics of The Paper, more than 100 cities have reduced the down payment ratio of provident fund or commercial personal housing loans to 20% this year, including Chengdu, Sichuan, Shijiazhuang, Shaanxi, Xi ‘an, Taiyuan, Jilin, Changchun, Fuzhou, Fujian, Nanchang, Jiangxi, Chongqing, Guiyang, Guizhou, Lanzhou, Gansu, Yinchuan, Ningxia, Urumqi, Xinjiang, Wuhan, Hubei and other second-tier cities.

　　From the perspective of down payment ratio, institutional statistics show that since 2022, the down payment ratio of the first suite in the unrestricted area has generally dropped to 20%, and the second set has dropped to 30%; The down payment ratio of the first suite in the restricted purchase area is mostly 30%.

　　On January 5, 2023, Ni Hong, Minister of Housing and Urban-Rural Development, mentioned in an exclusive interview with CCTV reporters at the General Station that the buyers of the first house should be strongly supported. The down payment ratio and the first set of interest rates should be lowered. For the purchase of a second house, we should give reasonable support. Trade-in the old for the new, trade-in the small for the big, and give policy support to families with many children.

　　The industry believes that it is expected that in 2023, under the tone of "housing and not speculating", both the supply and demand sides will continue to optimize their policies, and the policy intensity is expected to be further strengthened. The core first-and second-tier cities, especially the core second-tier cities, have greater room for policy optimization. The expectation of policy optimization in first-tier cities is also increasing, and there is room for reducing mortgage interest rate, down payment ratio and taxes.

　　Lower interest rate

　　In 2022, the central bank cut interest rates three times, and the LPR over five years was lowered by a total of 35 basis points, which was the strongest year to cut interest rates after the mortgage interest rate changed anchor LPR in 2019.

　　At the same time, the central bank and China Banking and Insurance Regulatory Commission repeatedly lowered the lower limit of mortgage interest rate. In 2022, in May, the central bank and China Banking and Insurance Regulatory Commission made it clear that the lower limit of the interest rate of the first set of commercial personal housing loans was adjusted to not less than the quoted interest rate of the corresponding term loan market minus 20 basis points; At the end of September, the central bank and China Banking and Insurance Regulatory Commission successively released heavy benefits, and gradually relaxed the lower limit of the interest rate of the first commercial personal housing loan for some cities.

　　According to the monitoring data of the Central Finger Research Institute, as of December 30 last year, nearly 30 cities have reduced the interest rate of the first home loan to below 4%, including Yangjiang, Qingyuan, Yunfu, Zhanjiang, Jining, Wuhan, Guiyang, Jiangmen, Yichang, Xiangyang, Tianjin, Baotou, Fuyang, Shijiazhuang, Qinhuangdao, Kunming, Dalian, Dali, Luzhou, Anqing, Enshi, Wenzhou and Wenzhou.

　　The loan interest rates in some cities have fallen to historical lows. Shijiazhuang and Wenzhou in second-tier cities currently have the lowest interest rates of the first set of commercial loans of 3.8%, while Qingyuan and Zhuzhou in third-and fourth-tier cities have the lowest interest rates of 3.7%.

　　At the same time, the central bank lowered the interest rate of the first personal housing provident fund loan by 15 basis points after seven years. Since October 1, 2022, the interest rate of the first home provident fund loan for more than five years has dropped to 3.1%.

　　On January 5, 2023, the People’s Bank of China and China Banking and Insurance Regulatory Commission issued a notice to establish the first dynamic adjustment mechanism of housing loan interest rate policy. In cities where the sales price of newly-built commercial housing has decreased month-on-month and year-on-year for three consecutive months, the lower limit of the local first home loan interest rate policy can be maintained, lowered or cancelled in stages.

　　"four limits" are loosened

　　The optimization policy of loosening the "four limits" of purchase restriction, loan restriction, price restriction and sales restriction has become the first choice for the regulation of the property market in various places.

　　According to the statistics of the Central Finger Research Institute, as of December 26th, 2022, more than 330 provinces, cities and counties in China have issued more than 1,000 housing market easing policies, which involve optimizing purchase restriction (111 in 48 cities), optimizing loan restriction (240 in 173 cities), optimizing sales restriction (41 in 33 cities) and adjusting price restriction (34 in 29 cities).

　　In March 2022, Zhengzhou started the first shot of adjusting the policy of restricting purchases and loans. Zhengzhou issued the "Notice on Promoting the Benign Cycle and Healthy Development of the Real Estate Industry", which clearly relaxed the purchase restriction and cancelled the "recognition of housing and loan". Subsequently, many cities across the country successively introduced the "four limits" to loosen the property market policy.

　　By the third quarter of 2022, many second-tier hotspot cities will follow up and optimize the purchase restriction policy. According to the statistics of The Paper, the optimization policies of core second-tier cities including Qingdao, Jinan, Suzhou, Tianjin, Chengdu, Xi ‘an, Nanjing, Xiamen, Foshan, Dongguan and Wuhan have been introduced one after another.

　　Buy a house by group purchase

　　"Buying a house by group purchase" has also become an important content in the toolbox of local property market regulation policies in 2022, and many cities have issued documents to encourage group purchase of commercial housing.

　　According to incomplete statistics of The Paper, in the second half of 2022 alone, There are at least Taiyuan in Shanxi, Zhongshan in Guangdong, Shenyang in Liaoning, Tonglu in Zhejiang, Tongling in Anhui, Pu ‘er in Yunnan, Bazhong in Sichuan, Huanggang in Hubei, Changchun in Jilin, Suining in Sichuan, Lianyungang in Jiangsu, Haining in Zhejiang, Macheng in Hubei, Meishan in Sichuan, Hangzhou in Zhejiang, Baise in Guangxi, Zhuji in Zhejiang, Xinghua in Jiangsu, Qingyang in Gansu, Wuzhou in Guangxi, Shaoxing in Zhejiang, Nanning in Guangxi, Zhengzhou in Henan, Laian in Anhui, and Nanning in Hubei. Zunyi, Guizhou, Yiwu, Zhejiang, Quzhou, Hubei, Enshi, Qingdao, Guangxi, Heshan, Linyi, Shandong and other places issued policies or activities related to "buying houses and buying groups".

　　Among the cities that issue "buying houses by group purchase", some cities explicitly encourage government agencies, state-owned enterprises and institutions and other groups to buy houses. At the same time, encouraging real estate enterprises to carry out group purchase concessions is also a major feature of local policies.

　　ensure timely deliveries of presold homes

　　In June, 2022, driven by increasing policy support and active marketing of real estate enterprises, the market showed signs of stabilization. However, in July, the phenomenon of collective "off supply" of buyers caused by the suspension of auction houses appeared in many places, and market confidence was frustrated again, and sales were sluggish.

　　At the end of July, 2022, "Guaranteeing the delivery of buildings and stabilizing people’s livelihood" was first written into the Politburo meeting of the Chinese Communist Party document. No matter the central level, local governments or real estate enterprises, they are actively making efforts to carry out the work related to "guaranteeing the delivery of buildings". According to the monitoring of the Central Finger, over 70 provinces and cities, in combination with local actual conditions, have substantially promoted the implementation of the "Guaranteed Building" initiative.

　　In August last year, the Ministry of Housing and Urban-Rural Development, together with the Ministry of Finance, the People’s Bank of China and other relevant departments, issued special measures to support cities in need to promote the construction and delivery of residential projects that have been sold and are difficult to deliver. At the end of August, media reports showed that the national relief fund earmarked for "Baojiaolou" was launched. The initial scale of this special loan reached 200 billion yuan, and the central bank instructed China Development Bank and China Agricultural Development Bank to arrange it in the existing loan quota.

　　In October last year, the central bank explicitly promoted the use of special loans for "Baojiaolou".

　　In November last year, the Central Bank and China Banking and Insurance Regulatory Commission jointly issued the Notice on Doing a Good Job in Financial Support for the Stable and Healthy Development of the Real Estate Market, which supported the China Development Bank and the Agricultural Development Bank to issue the special loan of "Guaranteed Property" to the borrowers who have been reviewed and filed in compliance with the law, in an efficient and orderly manner, with closed operation and special funds earmarked to support the accelerated construction and delivery of the sold overdue residential projects.

　　At the same time, Pan Gongsheng, member of the Party Committee and Vice President of the People’s Bank of China, introduced at the national symposium on credit work of commercial banks, "The ‘ Baojiaolou ’ On the basis of special loans, the People’s Bank of China will launch 200 billion yuan ‘ Baojiaolou ’ The loan support plan provides commercial banks with zero-cost funds to encourage their support ‘ Baojiaolou ’ Work. "

　　In December last year, the Central Economic Work Conference proposed "to ensure the stable development of the real estate market" and "to do a solid job in ensuring the delivery of buildings, people’s livelihood and stability".

　　Liquidation order

　　From the perspective of housing enterprises, affected by the debt default, in 2022, a number of housing enterprises issued announcements of receiving creditors’ liquidation petitions.

　　According to incomplete statistics of The Paper, in 2022, creditors filed liquidation petitions including Sunshine City, Fantasia Holdings, Fusheng International, China Evergrande, Dafa Real Estate, Tianyu Real Estate, Oceanwide Holdings, Sunac China, Jiayuan International, Xinli Holdings Group, Xiangsheng Holdings Group, Territorial Holdings, Longguang Group, Sanyun Group, Zhongliang Holdings and Xuhui Holdings Group.

　　However, a number of housing enterprises reached a settlement with creditors, or after the final ruling of the court, the final liquidation petition was withdrawn or the two sides entered into a grace agreement.

　　The so-called liquidation petition refers to the listed company’s excessive debts and operational difficulties for various reasons. Creditors or the company itself can submit a liquidation petition to the court, which will hear the liquidation petition. If the petition is passed, the court will issue a compulsory liquidation order to order the company to liquidate.

　　Debt extension

　　According to the monitoring data of the Central Finger Research Institute, as of December 31, 2022, the scale of real estate debt extension has reached 2087.3 yuan, involving 42 related real estate enterprises. In addition, many enterprises plan to launch debt restructuring plans.

　　According to the statistics of The Paper, up to now, three housing enterprises have successfully extended their domestic debts. Among them, Longguang, together with its subsidiaries, proposed the extension of 21 open market bonds, all of which were voted by the holders’ meeting; Sunac Real Estate Group Co., Ltd.’ s overall extension plan of domestic bonds totaling 16 billion yuan was voted by the bondholders’ meeting; In addition, R&F Property’s domestic and overseas bonds totaling about 46.7 billion yuan were all successfully extended.

　　According to the monitoring data of the Central Finger Research Institute, the debt repayment pressure of housing enterprises in 2023 is still relatively high. In 2023, the total amount of credit bonds and overseas debts due by real estate enterprises was 957.96 billion yuan, 70 billion yuan more than the previous year, and the scale of debt repayment by real estate enterprises increased. In particular, in the first quarter of 2023, in January and March, the scale of debt repayment of housing enterprises exceeded 100 billion yuan, and it also exceeded 100 billion yuan in April and July. In recent months, the pressure on debt repayment of housing enterprises was relatively high. At the same time, housing enterprises may still have the risk of debt default. Housing enterprises are under great pressure to repay debts, real estate sales have not stabilized and rebounded significantly, and some housing enterprises have limited financing support, so individual housing enterprises may still default on their debts.

　　Three arrows

　　In 2018, in order to support private enterprises to broaden financing channels, the People’s Bank of China, together with relevant departments, launched a "three arrows" policy combination from three main financing channels: credit, bonds and equity. In the second half of 2022, the financing environment of housing enterprises improved, especially in November, and the central government began to comprehensively strengthen the financing support for housing enterprises, and the "three arrows" made concerted efforts.

　　On November 1, 2022, China Bond Credit Enhancement convened a meeting of 21 private housing enterprises to promote the second batch of credit enhancement projects of more than 10 housing enterprises of about 20 billion yuan. This symposium is also the third time that the Dealers Association has held a symposium on private housing enterprises since August last year.

　　On November 21st of that year, the People’s Bank of China and China Banking and Insurance Regulatory Commission jointly held a national symposium on credit work of commercial banks to study and deploy financial support to stabilize the economy. At the symposium, Pan Gongsheng, member of the Party Committee and vice president of the People’s Bank of China, introduced that on the basis of the special loan for "guaranteed delivery building" launched in the early stage, the People’s Bank of China will launch a loan support plan of 200 billion yuan for six commercial banks to provide commercial banks with zero-cost funds to encourage them to support the work of "guaranteed delivery building". The first arrow "credit" financing force.

　　On November 8, 2022, official website, a dealer association, announced that, with the support and guidance of the People’s Bank of China, the dealer association continued to promote and expand the "second arrow" to support private enterprises, including real estate enterprises, in order to implement a package of policies and measures to stabilize the economy, adhere to the "two unwavering" and support the healthy development of private enterprises. The relevant policies and measures issued by the Dealers Association are the "second arrow" — — Continuation and expansion of bond financing support tools for private enterprises.

　　On November 28th, 2022, CSRC decided to adjust and optimize five measures in equity financing, including resuming mergers and acquisitions and matching financing of listed companies involved in housing, resuming refinancing of listed real estate enterprises and listed companies involved in housing, adjusting and improving the overseas listing policy of real estate enterprises, further giving play to the role of real estate investment trusts (REITs) in revitalizing the existing assets of real estate enterprises, and actively playing the role of private equity investment funds. This is also considered by the industry to be the "third arrow". After the introduction of the "third arrow", many listed real estate enterprises and housing-related enterprises planned to refinance.

　　According to incomplete statistics, it at least includes Country Garden, Agile, Beixin Road and Bridge, Fuxing, Shimao, the new lake treasure, Tiandiyuan, Lujiazui, Vanke, Huaxia Happiness, Jinke, China Merchants Shekou, Jiakai City, Waigaoqiao, Huafa, Guancheng Datong, Greenland Holdings, Dima, gree real estate, Chinese Enterprises, Xincheng Development, Tibet City Investment, and Dexin China.

　　Buying a house by one person and helping the whole family.

　　In 2022, more and more cities introduced a new provident fund policy, making it clear that immediate family members can withdraw the housing provident fund to help buyers pay the purchase price or repay the mortgage, and implement "one person buying a house to help the whole family".

　　According to incomplete statistics of The Paper, by the end of 2022, At least including Shaoyang in Hunan, Chaozhou in Guangdong, Qinhuangdao in Hebei, Zhuhai in Guangdong, Ganzhou in Jiangxi, Cangzhou in Hebei, Chizhou in Anhui, Chuxiong in Yunnan, Tangshan in Hebei, Xianning in Hubei, Quanzhou in Fujian, Tianjin, Maanshan in Anhui, Shenzhen in Guangdong, Hainan, Xinyang in Henan, wuzhong in Ningxia, Huzhou in Zhejiang, Lianyungang in Jiangsu, Taizhou in Zhejiang, Dingxi in Gansu, Suining in Sichuan, Chuzhou in Anhui, Shanwei in Guangdong, Yinchuan in Ningxia and Sichuan. More than 30 local governments, such as Liaocheng in Shandong, Jingzhou in Hubei, Xingyang in Henan and Lai ‘an in Anhui, have issued new policies on provident fund loans. Many places mentioned in the policies that children can withdraw their parents’ provident fund when buying a house, and implement "one person buys a house to help the whole family".

　　Formally, the policy adjustment of "one person buying a house to help the whole family" is carried out from the aspects of helping to repay the loan, helping to withdraw the provident fund to pay the down payment, and withdrawing the relatives’ provident fund to pay the house purchase price. The industry believes that through the help of immediate family members, the economic pressure of buyers can be shared, the purchasing power of residents can be restored from the demand side, and the mood of residents buying houses can be boosted.

　　mainstay industry

　　At the end of December 2022, the central government reiterated that "real estate is a pillar industry of the national economy" and affirmed the importance of real estate, which will help to restore confidence in the real estate market.

　　On December 15th, 2022, Liu He, Vice Premier of the People’s Republic of China delivered a written speech at the fifth round of China-EU dialogue between business leaders and former senior officials. Liu He pointed out that we have great confidence in the overall improvement of China’s economy next year. Real estate is the pillar industry of the national economy. In view of the current downside risks, we have introduced some policies and are considering new measures to improve the balance sheet of the industry and guide the market expectation and confidence to pick up. In the coming period, China’s urbanization is still in a rapid development stage, and there is enough demand space to provide support for the stable development of the real estate industry.

　　On December 18, 2022, the relevant person in charge of the Central Finance Office made an in-depth interpretation of the spirit of the Central Economic Work Conference and the current economic hot issues: the focus of the real estate policy next year (2023) is: First, we must fully recognize the importance of the real estate industry. Real estate is a pillar industry of national economy with long chain and wide coverage. There are still some restrictive policies that hinder the release of consumer demand in housing consumption and other fields, and these consumption potentials should be released.

　　The industry believes that the stability of real estate is crucial to the stable recovery of macro-economy in 2023. Under the positioning of pillar industries, it is expected that the optimization and improvement of policies at both ends of real estate supply and demand will be more direct and rapid in the future, and the intensity is expected to be further increased.