Beijing’s high-end property developers focus on young elite buyers

Analysts say 5.64 billion yuan paid for site after fierce bidding will mean highly prized residential properties selling for more than 100,000 yuan per square metre

PUBLISHED : Wednesday, 29 April, 2015, 3:37pm
UPDATED : Wednesday, 17 January, 2018, 12:49pm

High-end properties in central Beijing – tipped to attract prices of more 100,000 yuan per square metre – are being targeted at young elite customers, a mainland newspaper reported today.

Young people in their 30s, working in finance, investment and internet companies, have replaced entrepreneurs in their 40s and 50s from the manufacturing sector as the leading buyers of the luxury homes built within the capital's third ring road, property companies told the China Business News.

At the most recent land auction in Beijing, the government-owned Beijing Capital Land paid 5.64 billion yuan (HK$7.14 billion) after 140 rounds of frenzied bidding for a development site in Haidian District’s Zhongguancun region, which lies close to high-tech companies and universities.

Analysts calculated that the high price would mean residential properties built on the site would be sold at more than 100,000 yuan per square metre.

Fierce competition during the auction was sparked by market optimism among developers following an easing in property policy controls, easier access to credit and a recent rise in house sales, said Guo Yi, supervisor at Yahao Real Estate Selling & Consulting Solution Agency.

“Developers are putting more investment in first-tier cities, where demand is strong, rather than third or fourth-tier cities, where the market is sluggish because of a serious oversupply,” he was quoted as saying.

“That’s why it’s hard to win land auctions and land prices have been pushed up.”

In the meantime, local authorities have released less land for development this year.

During the first fourth months this year, Beijing municipal government auctioned off seven development sites, compared with 10 during the same period last year.

During the first three weeks this month, 420 luxury flats priced at more than 60,000 yuan per square metre had been sold – an increase of 83 per cent on the number sold during April last year.

Year-on-year, the aggregated area of the flats had almost doubled to 123,000 square metres, while their average price per square metre was 93,000 yuan – an increase of 30 per cent.

With more than 1,000 luxury apartments for sale, developers said market pressure had forced them to adopt different measures to cater to potential buyers.

Ma Yan, marketing director of Palais De Violette, said since the second half of last year, half of the homes it had sold had been bought by people born since 1980.

In order to attract these younger buyers, she had modified interior decorations in sample rooms to make them more modern, and added more high-tech intelligent appliances.

Liu Qiang, a marketing manager from developer Maoyuan Property, said his company planned to create tailor-made villas according to the individual demands of its clients.