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The cold current passed, the temperature dropped, the trees and trees withered, and people wore warm cotton coats. Affected by the state's macroeconomic regulation and control, the development of the real estate industry was affected. The growth rate of investment and the growth rate of sales further declined. The market downturn is a foregone conclusion. It seems that the cold weather of transit has entered the winter. Many industries have shouted cold. According to industry insiders, housing prices have affected at least 42 industries, such as steel, cement, electrolytic aluminum, glass, lime, and furniture. Waterproof supplier "I didn't do it in the second half of the year, I have to pay for it." Yesterday's Zhengzhou, rain and fog. The waterproof construction company Mr. Wang sat in his own company and was in the same mood as the cold rain outside the window. Mr. Wang’s family has been in the waterproof business for 10 years in Zhoukou Xiangcheng. "Every year, the work is going up and climbing. When the business is good, there are hundreds of people from the home." Since the first half of this year, the number of people under Mr. Wang has shrunk to sixty or seventy. "Now only There are more than 20 left." Not without business. Mr. Wang said frankly that it is not good for money. The rules of the construction industry are generally the first time for the builders to pay the funds. In previous years, basically, the contract was settled according to the contract. “Even if it is in arrears, it will not exceed one week.†But this year, Mr. Wang’s initial investment and worker’s salary have been owed nearly 10 million yuan. Mr. Wang did not dare to pick up a lot of work. "After a part of the staff, the remaining 20 employees, each month to open a living expenses of 2,000 yuan. Waiting for you, when you are good, then go on." Mr. Wang told reporters It is said that Zhoukou Xiangcheng is a famous "waterproof town" in China. There are about 100,000 people who come out to do this trip. From his understanding, the business of the entire waterproof industry has shrunk by 60% this year. At this point, his fellow countryman Mr. Zhu can testify. Mr. Zhu has been waterproofing for more than 10 years. He said that for the real estate industry, developers rarely spend money. “Good developers borrow money from banks, some pay for land, and some pay for subsidies for builders who are tight.†But this year, due to the regulation of macro policy, house sales have gone from bad to worse since May. . “Some developers, even if they sell a house, put their money in their hands and first ensure that they have to tide over the difficulties. The developers owe the builders, and the builders owe us to the next-level suppliers. Down." Mr. Zhu said that his millions of funds will be settled in July according to the contract. "But it has been dragged from July to November, and it is like toothpaste. Now there are more than half of it. I am in the second half. If you don't do it, you should focus on the account." Construction machinery "big guys" began to idle and cheaper dominoes fell, all from the original source. According to statistics from the China Index Academy, more than 80% of the 35 cities monitored in the first week of December saw a year-on-year decline in transaction volume. Beijing fell by 21.83% year-on-year, while Shenzhen and Shanghai fell by 12% year-on-year. Among them, only 294 sets of commercial houses were sold in Shenzhen last week, and the transaction area was 26,600 square meters, which was 50% of the same period last year. The decrease in the transaction area triggered the decrease in the number of developers opening new properties and the opening speed. Correspondingly, it is the downturn of the entire upstream market. Mr. Jin runs a construction machinery leasing company in Zhengzhou. When it rains, he will be very leisurely, but when he is idle, he will be very anxious. "The rain site will stop working. The loss of one day is more than 2,000 yuan. Can you not worry?" Since the second half of this year, my heart is not in a hurry, it is a cold heart.†He said that the construction machinery rental business has been in business for several years. In the first half of this year, it will be fine. In the second half of the year, it will not work. “First, the rental price began to decline, and the entire market The rental price has dropped by 10%~20%. For example, the tower crane, which used to be 2,340 yuan in the previous month, can now be settled at 21,000 yuan." In addition to the cheap price, the rental machinery that has been tight has begun to have a leisure time, let him Anxious, "Before the construction site was lined up and rented. Now we are looking for someone to say good things, and now we are all competing for the price, who is the price, and who is using it. The competition is fierce and terrible." Not so good, he slowed down this year's expansion plan. "I was going to add a few machines this year. It seems that I will wait any longer." Sales of construction machinery also began to be affected. According to media reports, the Chinese construction machinery market encountered a “turning point†in the second quarter of this year. Since April, the sales of major construction machinery products including excavators, loaders and bulldozers have started to drop sharply, with a decrease of 38.79%, 28.27% and 32.81% respectively. Building materials Steel sales profit margin fell to 0.47% Real estate sales slowed down, and sales of construction materials also began to decline. Taking construction steel as an example, in mid-September, domestic steel prices plummeted, falling from 4,800 yuan per ton to the current 4,250 yuan, a drop of 10%. According to the latest statistics of China Steel Association, 25 of the 77 large and medium-sized steel enterprises in October suffered losses. The industry's sales profit margin was only 0.47%, and the profit was only 1.375 billion yuan, down 82.6% from the previous month. Luo Bingsheng, deputy secretary of the China Steel Association Party Committee, said that one of the reasons is that the oversupply situation in the steel market continues to accumulate. The second reason is that steel prices have fallen and costs have risen. The same cement for building materials, the days are not good. Some insiders said that the cement price in Zhengzhou has dropped from 370 yuan to 340 yuan, and the cement in the field has partially stopped production. According to media reports, some cement plants along the southern Jiangsu, Jiangsu, Chaohu and Yangtze Rivers in Zhejiang and Jiangsu have started a new round of kiln maintenance in late November. “A large-scale shutdown of the kiln after the stop of the kiln is a high probability event. As the total demand for real estate and infrastructure has reached 60% of total cement consumption, the recovery of cement demand will mainly depend on the recovery of real estate and infrastructure investment. However, from the current situation, the recovery is not smooth.†Real estate combat experts, Henan ace The chairman of the Planning Co., Ltd. Shangguan Tongjun said that as a pillar of real estate, its volatility will cause fluctuations in related industries. "However, a large number of housing guarantees will cushion the fluctuations. This is also a comprehensive consideration of the state's decision-making when adjusting the housing supply structure. It is worthy of recognition." At the same time, he reminded the affected enterprises to regulate and promote the survival of the fittest in the real estate industry. The argument is not accurate. How to spend the winter is actually asking the housing enterprises to come up with a pragmatic survival and development plan. It is better to retreat to the net than the squid, and the survival wisdom of the real estate owners and executives. Employment Cold civil construction, heat engineering costs Down the real estate, not only the upstream building materials and other industries, but also college graduates. Xiao Chen is a fresh graduate of the civil engineering major of the School of Civil Engineering of North China University of Water Resources and Hydropower. He said that many of their students have signed contracts this year. Unlike previous years, the friends who signed up with them are all in the water conservancy industry. "In previous years, the senior school sisters signed up to China Railway, China Construction and other construction companies. This year we arrived. These companies have fewer recruits. In desperation, many students have chosen water conservancy enterprises.†Xiao Chen said that it should be a professional company such as China Railway and China Construction, and the number of recruitments to schools this year is significantly less, even To open a job fair, recruiting graduates in surveying and mapping. Zhao Jinjing, executive vice president of the Henan Housing Industry Chamber of Commerce, also said that of the ten people who came to work in Zheng, four of them were in the construction industry, and seven or eight were in real estate-related industries. The real estate market was sluggish. Employment is definitely affected. Compared with the employment situation of civil engineering profession, professional employment such as engineering cost this year is still good. Mr. Cui, who is in charge of student employment guidance at Henan University of Economics and Law, told reporters that the school management of real estate professional engineering and engineering cost students have a good employment situation. “The boys have all signed contracts with real estate companies, and girls have basically found their favorite jobs.†He said that the real estate market is in a downturn, and real estate companies need more relevant professionals. For example, students in engineering cost are very popular. Controlling costs and scientific management will help enterprises survive the winter. The lips are cold and cold. Take the lead and move the whole body. Houses are sold less, and the number of people who install houses and buy furniture must be reduced accordingly. The reporter's investigation yesterday found that because the real estate industry has entered the down channel, related downstream industries such as home improvement, home and home appliances have also been implicated. According to industry insiders, this year's home improvement and home furnishing industry was affected by the decline in the real estate market, and sales volume decreased by about 20%. The decoration company's business has been reduced by about 20%. The property market is cold, and the home improvement text messages received every day are more than before. In this regard, the designer of the home improvement company Xiaoxia only smiled: "You think that we want to harass others, do not take the initiative to work, we can only stay in the office and die." Xiao Xia's home improvement company, in the provincial capital Zhengzhou is not counted But it is also medium-sized, and there were more than forty designers. Now I can pick up a decoration work of more than 30,000 yuan a month, Xiao Xia is already very happy. And three years ago, at the most, he was very easy to pick up four or five jobs a month. "At that time, the three-bedroom and one-bedroom residential decoration, the average family spent a total of 100,000,000 is very common, even when one month to receive a million orders." Xiaoxia feels that those years, can be called their golden age . Mr. Liu, the head of a Shenzhen home improvement company that has taken root in Henan, also said that in the first half of this year, due to the influence of regulatory policies, the home improvement industry in Henan has undergone a round of reshuffle. "Most of the surviving companies are now more powerful companies. But to be honest, including our company, the business has basically been affected, probably by 20%." Putty has always been a barometer of the home improvement industry. Mr. Zhang, the boss of the fat putty, also admitted that due to the macroeconomic impact, his company’s home improvement revenue fell by 20% this year. The home industry is expected to be more serious next year. Ou Kailong's president Wu Dawei admits that this year's home furnishing industry has been affected almost without exception. "The overall sales volume is expected to drop by about 20%." But he also felt that this year's situation should not be the most serious. of. “The home industry has a lag period. There are fewer homes to buy this year. It will be the most crucial time for the home industry next year or next year.†He feels that the real estate industry’s downturn has a more serious impact on home, which is the disappearance of consumer confidence. "This is the most terrible." Mr. Wu, the director of Baroque floor marketing, told reporters that under the dual influence of the property market regulation policy and rising costs, the entire home improvement building materials industry is now in a downturn, even more than in 2007. “The home improvement building materials market is facing a new round of reshuffle. Only by dare to make profits and integrate marketing, it is possible to seize the market in the market.†Responding to the industry downturn, it is necessary to hold a group promotion. Even the best economic situation, some people lose money. Mr. Li, the person in charge of a listed flooring company in the East Building Materials Market, said that in the economic downturn, enterprises must take targeted measures in addition to persistence. Mr. Li believes that although the real estate new deal has a great impact on real estate, as a downstream enterprise, no matter how the policy changes, the demand is rigid. When the market is in a bad state, sticking to it is the key. This obviously coincides with the strategy of the fat putty boss Zhang Honggen. "We adjusted the market structure from the first half of last year, and changed the original home decoration. Nowadays, the tooling occupies half of the river. So although we have encountered the money, we can still go forward normally." In fact, the pressure Under the circumstance, more and more home improvement building materials companies are trying to make an impulse before the end of the year by means of group promotion. In this regard, Zhang Honggen, the boss of the fat putty, is clearly ready. “Prepare more defensive measures in the early stage, such as ensuring sufficient cash flow, such as better products and services, which is like preparing more food and cotton coats, at least to ensure that they will not be frozen to death.†Zhang Honggen said.