提前完成年度销售目标,龙头房企欢喜过年;频繁转让项目及股权,中小房企艰难过冬年初,在谈到对楼市的预期时,房企大佬们几乎个个不约而同地提到一个“难”字。万科总裁郁亮更是提出了“过冬论”。2011年年末,房企存货量激增、负债持续攀升、资金链紧张,大量龙头房企纷纷降低2012年的开工面积计划和销售目标增长率,希望“以价换量”渡过难关。对比过去几年动辄30%、50%的销售目标增长率,多数房企将2012年的销售目标增长率设定在10%以下。但到了2012年下半年,楼市出现大反转, Early completion of the annual sales target, the leading housing enterprises happy New Year; frequent transfer of projects and equity, small and medium-sized housing prices difficult early winter, when it comes to the expectations of the property market, housing prices bigwigs almost invariably referred to a “difficult” “word. Yu Liang, president of Vanke, put forward ”Winter Theory". As of the end of 2011, the inventory of real estate enterprises surged, liabilities continued to rise, and the capital chain was tense. A large number of leading housing enterprises successively reduced the starting area plan and sales target growth rate in 2012 and hoped that they could weather the difficulties through price changes. Compared to the past few years, frequent 30%, 50% sales growth rate target, most of the room rate in 2012 sales target growth rate set below 10%. But by the second half of 2012, the property market showed a big reversal,