線下線上齊發力 萬科向淘寶客戶降價售房

In the latest sign of Chinese developers’ desperation to unload inventory into a weak property market, China Vanke Co is offering discounts of up to $325,000 to homebuyers who shop on Alibaba’s Taobao, an e-commerce platform.

中國萬科集團(Vanke)將向在淘寶(Taobao)網站上購物的客戶提供最高達32.5萬美元的折扣。這是面對樓市疲軟，中國開發商急於清理庫存的又一個案例。淘寶是阿里巴巴(Alibaba)旗下的電子商務平臺。

The country’s biggest developer will give discounts that match shoppers’ spending of up to Rmb2m ($325,000) on the eBay-like service. Homes in real estate developments in Beijing, Shanghai, Guangzhou and Chongqing, aMong other cities, will qualify, according to an advertisement on Taobao’s website.

萬科是中國最大的房地產開發商。該公司將向購房者提供與後者在淘寶上過去一年的開支相等的折扣，折扣金額最高爲200萬人民幣（合32.5萬美元）。根據淘寶網站上的廣告，在北京、上海、廣州、重慶以及其他部分城市的一些萬科樓盤都能享受上述折扣。

Developers began cutting prices this year but have so far failed to revive flagging volumes. More than 30 cities have also removed purchase restrictions introduced in 2010 to restrain price growth amid public anger over high prices.

今年，中國開發商紛紛降價，然而迄今仍難以提振萎靡的銷售量。逾30個城市還取消了住房限購措施。

Residential property sales fell 9.4 per cent in floorspace terms in the first seven months of the year compared with the same period in 2013, according to government statistics.

根據中國官方統計數字，今年頭7個月，住宅地產銷售面積比2013年同期下跌了9.4%。

Developers are increasingly resorting to creative sales tactics to drum up interest.

爲此，越來越多的開發商正在採取富有創意的銷售策略。

While few would-be homebuyers could afford to spend millions of renminbi on Taobao in a single year, Vanke is offering a more modest discount of Rmb50,000 to those who have spent less than that on Taobao over the past year.

由於很少有人一年內能在淘寶網站花費上百萬人民幣，萬科還將向那些過去一年內在淘寶上花費不到5萬元人民幣的顧客，提供5萬元的折扣。