China Economic Weekly reporter Li Yonghua | Hunan Report

　　"After the Spring Festival, some customers came to see the house slowly. Before the Chinese New Year, it was really deserted, and I didn’t get a suite for two months. " On February 27th, a second-hand housing consultant in Changsha told the reporter of China Economic Weekly.

　　In the new housing market, the "Japanese CD" appeared again in Changsha, and a single set of real estate with a transaction price of 5 million was robbed.

　　At the policy level, many cities across the country have released signs of loosening real estate regulation. Shandong Heze took the lead in reducing the down payment ratio of new home loans to 20%. Since then, Chongqing, Jiangxi Ganzhou, Guangdong Foshan and other places have successively lowered the down payment ratio.

　　At the same time, the mortgage interest rate has been lowered in many places. As a first-tier city, the trend of Guangzhou has attracted much attention. According to public information, six major banks, including workers, peasants, China Communications Construction and Postal Savings Bank, lowered the mortgage interest rate in Guangzhou. Among them, the first home loan interest rate was lowered from 5.6% to 5.4%, and the second home loan interest rate was lowered from 5.8% to 5.6%.

　　Stimulated by many good news, can the real estate market usher in Xiaoyangchun?

　　Photography: Xiao Yi, chief photojournalist of China Economic Weekly.

Do not regard real estate as a tool and means to stimulate the economy in the short term, and strengthen the expected guidance.

　　"About the overall consideration of 2022. We still unswervingly adhere to ‘ A house is for living, not for speculation ’ Positioning, do not use real estate as a tool and means to stimulate the economy in the short term, strengthen the expected guidance, and promote the virtuous circle and healthy development of the real estate industry because of the city’s policy. " On February 24th, Ni Hong, Vice Minister of Housing and Urban-Rural Development, made the above remarks on the overall policy direction of real estate this year at the press conference held by the State Council Office to promote the high-quality development of housing and urban-rural construction.

　　Since the second half of 2021, a number of housing enterprises have experienced debt crises, and the expected weakening has become a major pressure on the development of the real estate market. Strengthening the expected guidance has become one of the key points of real estate regulation this year.

　　According to media reports, also on February 24th, ten bond issuers of real estate enterprises, including Poly Development, Longhu Group and gemdale, took the initiative to publicly disclose information on their business conditions. Judging from the public financial data, these 10 housing enterprises are undoubtedly "excellent students" and their balance sheets are quite good.

　　It is worth noting that the voluntary public disclosure of information is not a rigid requirement of the trust system, and collective action highlights a strong signal of calling out the market and boosting confidence.

　　However, many real estate business people contacted by China Economic Weekly admitted that the current market confidence is still insufficient and expectations are weak.

　　"Buyers are still waiting to see more. Even if our price has been reduced to a loss, people who buy houses still think that they will continue to cut prices." The general manager of a real estate project in Hunan told the reporter of China Economic Weekly.

　　Regarding the overall judgment of real estate, Vanke, which ranks first in the industry, is pessimistic. On January 9th, at Vanke’s 2022 Annual Meeting, Yu Liang, Chairman of Vanke’s Board of Directors, judged that in 2022, the first feature of the industry is to enter the stage of shrinking the table and clearing it, and shrinking the table and clearing it is a battle of life and death, either dead or alive, with no intermediate state.

　　Yu Liang also believes that the scale of the real estate industry will begin to shrink in the future, and proposes that the industry will enter the "black iron age".

　　In this regard, Hu Baosen, chairman of Jianye Group, echoed: "In fact, this is a description or a metaphor, and now it has been ‘ Lie flat ’ For enterprises, it is estimated that even the black iron era is not. " He also made it clear that the current strategy of Jianye Group is "less, small and good" and "no longer pursuing excessive growth in scale".

　　RealData believes that in 2021, the risk of housing enterprises broke out intensively, the wait-and-see mood in the capital market still exists, the risk has not been completely cleared, and the market confidence has not been fully restored.

　　The data in January was really depressed, and even the leading enterprises had a hard time.

　　According to the sales briefing of Poly Development in January, in January, the company achieved a contracted area of 1,857,600 square meters, a year-on-year decrease of 11.73%; The contracted amount was 28.302 billion yuan, a year-on-year decrease of 34.29%. In the "Announcement on the Progress and Recent Operation of Corporate Bonds Registration and Issuance" issued on February 24th, Poly Development stated that these data were "basically consistent with the overall performance of the market".

　　Poly’s development is indeed "basically consistent with the overall performance of the market". According to the data of Kerui Research Institute, in January, the sales volume of TOP100 housing enterprises reached 525.6 billion yuan, and the monthly performance scale decreased by 39.6% year-on-year, which was 43% lower than the monthly average level in 2021. According to the data of the Central Finger Research Institute, in January, the average sales of TOP100 housing enterprises was 6.18 billion yuan, down 23.1% year-on-year.

In the "black iron age", the market has accelerated its clearing and differentiation.

　　While the market is expected to weaken, in 2022, the debt repayment pressure of various housing enterprises is still not small.

　　As a central enterprise, Poly Development is the leader in outstanding performance of various financial indicators. Nevertheless, by the end of the third quarter of 2021, the balance of interest-bearing liabilities of Poly Development reached 341 billion yuan, including 4.999 billion yuan of short-term loans, 52.012 billion yuan of non-current liabilities due within one year, 247.147 billion yuan of long-term loans and 36.843 billion yuan of bonds payable. Poly Development said that "the company has a reasonable debt structure, strong fund management ability and high solvency".

　　RealData released the financing report of housing enterprises in January, saying that 2022 is still the peak year for housing enterprises to pay their debts, and the total amount of bonds due during the year is close to one trillion yuan. On the financing side, in January 2022, the domestic and overseas bond financing of housing enterprises totaled about 48.1 billion yuan, a sharp drop of 70% year-on-year.

　　Under pressure, various enterprises choose to clear up, and Vanke is the representative in this respect. Yu Liang said: "Don’t be illusory, you must clear it quickly and resolutely."

　　While clearing, it is the differentiation of the market.

　　Residential and non-residential are diverging. "The house is still good to sell, and the rest are commercial." A person in charge of real estate marketing in Changsha said.

　　On February 24th, a teleconference on housing and urban-rural construction in Hunan Province was held. Lushan, director of the Housing and Construction Department of Hunan Province, said that one of the key tasks this year is to speed up non-residential destocking.

　　On October 28th, 2021, the Housing and Construction Department of Hunan Province issued "Several Opinions on Promoting the Inventory of Non-residential Commercial Houses", which fully resolved the pressure of non-residential inventory such as apartments, office buildings and shops from 10 aspects — — Strictly control the increment of non-residential land, accelerate the revitalization of non-residential commercial housing land stock, control the supply of non-residential commercial housing, promote the rental and sale of non-residential commercial housing, encourage non-residential commercial housing to be self-sustaining, reduce the transaction cost of non-residential commercial housing, reduce the use cost of apartment residents, increase financial support, establish a monitoring and supervision platform, and implement the responsibility of territorial subjects.

　　In the residential market, the demand for rigid improvement has become a hot spot in the market, and small and medium-sized units are cold and hot. China Economic Weekly reporter’s investigation and visit found that commercial and residential large flat floors in Changsha are generally selling well, with a construction area of 200-400 square meters, and some buildings have extra-large units exceeding 1,000 square meters, with a price of 20,000 yuan/m2.

　　Many property consultants have declared that "the bigger the better". This phenomenon not only appears in Changsha, but also in Beijing, Guangzhou, Hangzhou and other places.

　　Regional differentiation is also obvious. According to Hunan Statistics Bureau’s "Completion of Real Estate Development Investment in Hunan Province by Region in 2021", Changsha, the provincial capital, increased by 19.7%, while Zhuzhou and Xiangtan, which are both Changsha, Zhuzhou and Xiangtan urban agglomerations, all experienced negative growth, and Zhangjiajie, which was seriously affected by the epidemic, decreased by 28%. In the whole country, according to the reporter of China Economic Weekly, more than one leading developer’s development plan will not take land in third-and fourth-tier cities in the next few years, and it will shrink in an all-round way.

　　Dongxing Securities Research Report believes that low-energy cities are currently facing huge sales pressure and market confidence is seriously insufficient. It is expected that more cities with high sales pressure will introduce stability measures one after another in the future to gradually reverse the situation of falling sales volume and price.

　　In view of the recent measures to maintain stability, such as the downward adjustment of down payment ratio and the downward adjustment of mortgage interest rate, many institutions unanimously pointed out that the cities that have introduced the downward payment ratio are all non-restricted cities. According to the Southwest Securities Research Report, the sales decline in these cities is serious, and the house prices are not high. Although the policy of reducing the down payment ratio is expected to bring marginal improvement in the demand side, it is still difficult to reverse the downward trend of the market in the short term.

　　The real "tightening spell" of purchase restriction has not seen any signs of loosening. "People who buy a house now are either just in need or just changed, and there are basically no investors." The general manager of the above project said.

　　According to the transaction data of new houses in 16 major cities monitored by the Central Reference Institute, in February this year, the transaction volume of cities in each line decreased by 23.4% year-on-year and 31.3% month-on-month. Among them, the transaction area in Beijing decreased by 301,600 square meters, down by 31% year-on-year and down by 46% month-on-month. Shenzhen ranked second in decline, down 26% year-on-year and down 45.1% quarter-on-quarter; Guangzhou fell 22% year-on-year and 26% quarter-on-quarter.

Special feature of 1905 film network The 3,000-year-old myth epic is waiting to bloom, and it is the right time to sharpen the sword for ten years. On July 10th, the Beijing premiere of the movie "Building a Dream" was held in china national film museum. On the same day, the movie channel specially launched the premiere of "Feng Shen Part I" to be broadcast live by the media, and the nearly 7-hour panoramic view directly hit the red carpet and grand ceremony of the premiere, and explored the behind-the-scenes story of this screen masterpiece for the audience of the whole network in rich forms such as interview dialogue, post-screening exchange, expert seminar and exhibition tour.

Live in china national film museum, the host of the movie channel.LanyuPresided over the premiere ceremony and the seminar of "Feng Shen I", and directly talked with the core creators in the "Blue Feather Living Room"; hostGuo WeiPresided over the red carpet ceremony of the premiere and the post-screening exchange activities such as the M viewing group, and introduced the whole series of creative guests to the audience; Together with the film production designer and modeling guidance.Timmy YipChina national film museum curator Huang.Eddie CheungFilm criticRaymond ZhouTongyou costume props exhibition hall, hostExplore the mystery behind the visual symbols of the film for the audience; Sitting in the live broadcast room of the movie channel, the hostExplain the unique cultural significance of this series in series with invited experts and scholars for the live audience. Through the film channel and the media matrix platform, this live broadcast activity is broadcast to the whole network, which helps the release of "Fengshen Part I" with high volume.

Lan Yu, host of movie channel

Guo Wei, host of movie channel

Roman, the host of movie channel, talks about Ye Jintian.

Movie channel host Kanazawa

National fantasy, ingenuity. Directed by and based on China’s classic novel The Romance of the Gods and the story book The Story of the King of Wu, the film Part I gathers the top filmmakers of Chinese movies and the leading technology in the industry. With the opening work of the trilogy of the Gods and the appearance of China’s first national myth epic film, it will officially land in the national cinema on July 20th.

Ten years and a quarter, feelings are surging. On the red carpet of the premiere, not only the core creator of "Feng Shen I" came dressed up, but also the participants of the trilogy series who had not appeared in the first part appeared together, and the singer who had not appeared for a long time also appeared as the singer of the ending song. At the premiere ceremony, Wu Ershan met with the media and audience with the whole cast of "Feng Shen I", and at the same time, he talked about the test of special effects makeup for an average of four and a half hours a day, "confessing" idols, restoring the expression pack of "God Blessing" and recreating the dance in "New da ji".

As a guest in Lanyu Living Room, director Wu Ershan frankly said that the trilogy of Feng Shen, including Feng Shen Part I, was his longest-running and most important film so far, and "tears filled his eyes at the moment when he got the dragon logo". Wu Ershan, who talked about the co-actors, is full of appreciation and gratitude to the specially invited "drama bones" ChristianRandPhillips, Bo Huang, Yolanda, etc., and to the carefully trained "proton group" young actors. I hope that the audience who bought tickets at that time will be "worth the fare".

Lan Yu living room: Wu Ershan praised ChristianRandPhillips and other masters.

ChristianRandPhillips, the starring actor who was praised by the director, frankly thanked the screenwriter for writing this "charming villain" so well. When he saw this multi-level role in the script, he felt compelled to play it. After being confirmed by the director’s invitation, he was even more excited that "all his mobile phones fell to the ground". As charming as he was in those days, he revealed that he worked out with young actors every day in order to restore the figure of the role military commander. This reinterpretation also needs to overthrow all previous impressions of Zhou Wang, hoping to bring strangeness to the audience.

ChristianRandPhillips

Even though the joy of the scene "spits out" Ye Jintian’s designs of armor and enthronement clothes are too heavy, ChristianRandPhillips still sincerely expresses that once he wears these clothes with real feelings, he can immerse himself in the role and present a better performance effect.

Exquisite and fitting costume design endows "Feng Shen I" with a wonderful texture that takes both fantasy and reality into consideration. In a live interview with the movie channel, production designer and Ye Jintian, the film’s styling director, said that the clothes used in the film did not pursue the true tribal style of Shang Dynasty, but more restored the temperament of the gods depicted in the novel "The Romance of the Gods", which combined the aesthetic characteristics of many dynasties and covered the excellent traditional art form of China.

Timmy Yip

While enjoying the costume props exhibition of "Feng Shen I" in china national film museum, Ye Jintian, who carefully interpreted the costume characteristics of the main characters such as Yin Shou, Jiang Queen and da ji, went on to point out that the design of costume ornaments and scene props is based on the human world and has realistic scientific basis, which is not a completely mythical realm. Taking Lei Zhenzi’s 1:1 large-head conceptual design sculpture on display as an example, he said that the dynamics should start from the form first, and should be sampled from the reality in combination with the identity of the role, which should not only show the emptiness of myth, but also have a real feeling that can convince the audience.

Ye Jintian’s Random Talk on Fashion and Design Concept

Changyou weapons and props exhibition hall, film critic Zhou Liming respectively interpreted Yang Jian’s three-pointed double-edged knife, the backing of "Proton Brigade" and other popular exhibitions. Combining with the props dagger in Bigan’s Gouxin Bridge, Zhou Liming analyzed its adaptation to the role’s identity and the irony extended from it, and affirmed the cultural image significance given to the props by the art team. In his view, the blessing of funds and technology makes it possible to visualize the legendary scenes, and the story of "sealing the gods" belonging to China can also be compared with the best movie IP in the world, such as Lord of the Rings and Marvel superheroes.

Zhou Liming’s Understanding of the Meaning Behind Weapon Props

Huang Xiaowei, the curator of china national film museum, was deeply touched by the fact that he finally "returned" in the name of film by learning from the beautiful clothes and ornaments collected in many museums across the country. In her view, the props presented in the film, such as divining tortoise shells, can make the audience appreciate the original source and charm of the word "culture". Such exhibitions and exhibitions can make the audience understand the story behind the film more intuitively, and fully feel the achievements of China’s film art and technology, as well as the unique pursuit of China filmmakers.

Huang Xiaowei spoke highly of this exhibition.

At the premiere scene that opened one after another on the same day, "Fengshen Part I" not only received positive comments from the college students of the M viewing group, but also was warmly praised by the guests in the IMAX special movie theater, such as,,,, and, with a good reputation. In addition, more experts and scholars from different cultural fields also expressed their professional opinions through live broadcast after watching the movie.

M group photo after the screening

Shi Aidong, a researcher at the Institute of Literature of China Academy of Social Sciences and a professor at the University of China Academy of Social Sciences, was a guest in the live broadcast room of the movie channel, pointing out the educational value of "Feng Shen I" to the contemporary era in terms of the view of good and evil and the view of right and wrong. From the perspective of storytelling that he has studied specially, he thinks that when facing the difficult problem of trilogy segmentation, the master has grasped the unchangeable structure such as the main line of connection and transformation, and the nodes of character relationship, and has also developed a gorgeous and reasonable imagination for the changeable part, which makes the idea ten years ago finally implemented as a trilogy epic, which is quite rare. Li Tianfei, a writer who is also a guest studio, also praised the adaptation of the film to the Romance of the Gods, pointing out that the drama that circumvents the chapter-to-chapter storytelling branch foreshadows the main thread and makes this well-known fairy tale film further.

Shi Aidong and Li Tianfei are guests in the live broadcast room of the movie channel.

Ma Weidou, the founder of Guanfu Museum and a cultural scholar, and Fan Deng, a media person and doctor of film studies, sat around the table with Huang Xiaowei, Zhou Liming, Wu Ershan, Ran Ping, Ye Jintian and other film creators. Combined with the survey results of the ordinary audience on the story of "Goddess-worshipping" and the background of the film, they conducted interesting discussions on the multiple cultural dimensions such as the origin of myth, historical background, story name and scene, idiom extension, character characteristics, etc., and commented on the promoting significance of this giant system to the innovative presentation of Chinese traditional culture and the development of China film industry through talking and laughing.

On-the-spot seminar of "Feng Shen I"

Panoramic presentation, full-line scanning, comprehensive interpretation and full-time communication. Integrating the power of the media, the movie channel broadcast the premiere of the movie "Fengshen Part I" in depth, and delivered the first word of mouth to the audience of the whole network for the first time, relying on powerful experts and media resources to effectively warm up the film release. Let’s start a myth, build a dream and worship the gods. On July 20th, please go into the cinema and enjoy the film "Worship the Gods Part I" with both image charm and cultural power.